New Delhi: Technology giant Microsoft India has emerged as the country's most attractive employer brand, followed by Samsung India and Amazon India in the second and third place, respectively, says a survey.
According to Randstad Employer Brand Research (REBR) 2020, Microsoft India scored high on financial health, strong reputation and utilisation of the latest technologies.
The REBR revealed that in 2020, work-life balance emerged as the top Employee Value Proposition (EVP) driver for the Indian workforce while choosing an employer as it was cited by 43 per cent respondents, followed by attractive salary and employee benefits (41 per cent) and job security (40 per cent).
The REBR sought views of over 1,85,000 respondents (general public, aged 18-65) on 6,136 companies in 33 countries.
"Employer branding is an evolving journey based on newer and deeper insights that unravel with time, so organisations must make this a strategic business agenda," Randstad India MD and CEO Paul Dupuis said.
Dupuis further noted that "this process has become increasingly important since the onset of COVID-19, when the job market is undergoing a paradigm shift and the need for organisations to transform their employer branding proposition to make it more "humane" in the new world of work becomes even more critical".
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Others in the top 10 most-attractive employer brands in India for 2020 include Infosys Technologies at the fourth place, Mercedes-Benz (5th), Sony (6th), IBM (7th), Dell Technologies Ltd (8th), ITC Group (9th) and Tata Consultancy Services (10th).
The survey further said 69 per cent of respondents indicated that they stayed with their employer in the past year and 81 per cent agreed that non-monetary benefits like company phone/car, childcare services and support, flexible working hours are equally important when choosing an employer.
As per the survey, 38 per cent of Gen Z (18-24 years) are looking for good training opportunities from their employer, while 34 per cent of the millennials (25-34 years) are attracted to forward-thinking and tech-savvy organisations and deem the use of latest technologies as a very important attribute.
Around 46 per cent of Gen X (35-54 years) find good work-life balance a very important pull-factor towards an employer, whereas 32 per cent of the boomers (55-64 years) find a convenient location as the key factor.
The survey noted that the Indian workforce prefers to work for companies operating in sectors like IT, ITeS & telecom, automotive, followed by FMCG, retail & e-commerce and BFSI.
Apple, Google, Microsoft topmost valuable brands in Forbes' list
With a brand value of $241.2 billion (a 17 per cent increase year-over-year), Apple has topped the Forbes' annual list of the World's Most Valuable Brands, which looked at the top 100 companies from the fiscal year 2019.
Google with $207.5 billion (a 24 per cent increase from same period last year) and Microsoft with $163 billion (a 30 per cent rise) were the first and second runners-up, respectively.
The top 100 most valuable brands in total were worth $2.54 trillion, up from $2.33 trillion last year.
Companies based in the US made up more than 50 of the top 100.
The tech sector was the most common in the rankings with 20 companies, followed by 14 in financial services, 11 in auto and eight in retail.
"Companies including Amazon, Netflix and PayPal all show substantial gains in brand value since last year's list, falling in line with trends related to e-commerce, streaming and digital payments," Forbes said on Monday.
There are some newcomers too.
"Brands like Nintendo, Burger King, Hennessy and AXA, for example, all made their way onto the ranking, while Philips, Hewlett Packard Enterprise, Nissan and Kellogg's were knocked off," the list revealed.
Several brands had notable shifts in the annual rankings.
Adidas went from 61st to 51th and and Netflix moved up from 38th to 26th.
Some luxury brands also saw significant changes, with Chanel going from 79th to 52nd and Cartier from 64th to 56th.
Some of the companies with the biggest losses were legacy tech companies like GE, HP Inc and IBM, which saw total values decrease by 14 per cent, 12 per cent and 10 per cent, respectively, revealed the report.
(With inputs from PTI and IANS)
