the key elements to remember

to have an attractive employer brand

Each year, we interview thousands of Canadian workers to determine what they’re looking for in a job. We take an in-depth look at their motivations and what makes them stay with an employer or switch to a new one. The 2023 results were particularly interesting in the context of the ‘Great Quit.’ 

Workers attach much more importance to factors such as:

  • an attractive salary and benefits 
  • work-life balance 
  • job security

In 2023, incorporating these key elements into your employer brand is guaranteed to strengthen your ability to attract new talent and retain existing employees. 

Download the 2023 Employer Brand report to access a wealth of practical data and analyses to improve your employer brand. We also uncover trends and areas of opportunity to enhance your reputation as an employer.

boost your employer brand.

get a copy of our research on employer branding in 2023.

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

    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.

  • 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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