the 2021 employer brand report

smart insights to enhance your reputation

Each year, we survey thousands of Canadian workers to determine what they look for in a job. We deep dive into their motivations and what makes them choose to stay with or leave an employer. In 2021, the results were especially insightful in light of the COVID-19 pandemic. Workers were much more focused on areas such as the health and safety of their workplace, the ability to work from home, and work-life balance. 

As the job market ramps up in 2021 and we start to emerge from the shadow of the pandemic, embedding these differentiators into your employer brand will strengthen your ability to attract new talent and keep your existing employees loyal to your company. Download the 2021 employer branding report for tons of actionable insights to develop your employer brand. We uncover trends and areas of opportunity that will help you enhance your reputation as an employer and draw in skilled talent.

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download the full report for detailed insights.

randstad employer brand research methodology

  • who participates in the survey?

    Respondents are employees and job-seekers between the ages of 18-65. There is a slight bias towards respondents under 40 because the survey’s main target audience is potential employees.

  • what respondents are asked

    1. Respondents are asked ‘Do you know this company?’ to gauge awareness.
    2. For companies they recognize, respondents are asked ‘Would you like to work for this company?’ to gauge attractiveness.
    3. Respondents are then asked to rank each company on 10 drivers: financial health, COVID-19 safe work environment, reputation, job security, career progression, giving back to society, possibility to work remotely, work atmosphere, work-life balance, and salary and benefits.

  • how our research works

    Unlike similar surveys, we do not invite human resources, staff members or experts to take part in the survey, ensuring the results of the survey are as objective as possible.

    Each respondent is shown 30 companies. Each company is evaluated only by respondents who are aware of that particular brand.  To ensure that less well-known brands are assessed by a sufficient number of respondents, we use a smart sampling method. This method ensures that the lesser known companies are shown to more respondents to ensure a sufficiently robust sample size for both well known and lesser known employer brands.

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