Want to attract and retain the best talent in the market? Look no further than our 2023 Employer Brand Research, providing valuable insights to help you strengthen your employer brand in the key areas that matter most.

Based on an annual survey of thousands of Canadian workers, our study highlights the top five concerns of job seekers when evaluating a potential employer: 

  1. attractive salary and benefits,
  2. work-life balance,
  3. job security,
  4. a positive work environment,
  5. and quality training.

Our report not only includes key demographics such as age, gender, education, and location, but also identifies the main factors that make an employer attractive to Canadians.

We explore the reasons why employees choose to remain with or leave an organization, and provide guidance on the essential characteristics that are needed to be considered an employer of choice.

ready to create a dream workplace for top talent? 

Start implementing your talent attraction strategy today by getting your hands on our full report. Discover: 

  • potential workers' expectations, 
  • the key elements to meeting talent expectations and becoming an employer of choice, 
  • how potential employees rank employers, 
  • and the latest trends in job change.

Get the full report now and gain a competitive edge in the job market, giving your company the best chance to attract and retain top talent.

download the report

randstad employer brand research methodology

  • who participates in the survey?

    Respondents are employees and job-seekers between the ages of 18-65.

  • what respondents are asked

    Respondents are asked ‘Do you know this company?’ to gauge awareness.

    For companies they recognize, respondents are asked ‘Would you like to work for this company?’ to gauge attractiveness.

  • 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.