Asian Brand Value

Randstad look into employer brand.

Asian Brand Value

Asia Pacific

Randstad has released the findings of the annual Employer Brand Research reports of its three territories - Hong Kong SAR, Malaysia and Singapore.

In these three territories, the 2018 Employer Brand Research captured the views of 11,416 employees and job seekers between the ages of 18 and 65 to better understand their career motivators as well as the most attractive industries to work for. 

Among the survey’s finding were:

Hong Kong SAR 

  • Six in 10 Hongkongers ranked 'attractive salary and benefits' as the most important employee value proposition driver from their ideal employer. This is closely followed by 'work-life balance'. The gap between these two drivers has narrowed to just one per cent this year. 
  • 'Limited career path' tops the reason why 35 per cent of the employees surveyed are planning to leave their employers. 


  • Employees’ expectations of having an ‘attractive salary and benefits’ have increased by five per cent this year (from 63 per cent in 2017). In addition, women ranked ‘attractive salary and benefits’ more important than men.  
  • More than one in three employees plan to leave their employers in 2018. The key reason cited in the survey is the lack of career progression opportunities.  


  • 68 per cent of employees and job seekers in Singapore want 'attractive salary and benefits', followed by 64 per cent who seek 'work-life balance' from an ideal employer. 
  • Of the 38 per cent of employees who are planning to leave their employers this year, almost one in two said that it is due to the lack of career progression opportunities. 



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