2025年雇主品牌调研报告（中国香港）_41页_6mb

Randstad Employer Brand Research 2025

HK Summary:

Key Findings

Employee Value Propositions (EVP)

1. Work-life balance regains as the top priority, surpassing salary and benefits, especially among Gen Z and Millennials.
   • Generational differences: Value structure remains stable but varies; Gen X and Baby Boomers prioritize it most.
2. Attractive salary & benefits: The largest gap between expectations and reality, rated poorly by respondents despite employers’ strengths.
3. Equity & job security: Perform well in employer branding; Gen Z shows higher identification with minorities but faces identity barriers.

Generational Analysis

• Gen Z: Focuses on meaningful change, flexible work, and career obstacles due to identity.
• Millennials/Gen X: Emphasize growth opportunities, pleasant work atmospheres, and value-of-time concerns.
• Talent switching: Hong Kongers are slightly more hesitant in 2024; key leavers cite work-life balance and poor manager relationships.

AI & DEI Impact

• AI Adoption: Stable usage but Gen X shows reduced confidence, pointing to a skills gap needing targeted training.
• DEI Decline: Fairness scores drop across generations; Gen Z and minorities perceive DEI efforts as insufficient.

Career Motivation & Engagement

• Engagement rates climb for younger generations; work-life balance is the dominant driver of motivation.
• Heavy workload and lack of recognition demotivate; employees leaving are prioritizing fulfillment over pay.

Employer Brand by Sector

• Banking, insurance & IT lead in EVP competitiveness; consistency varies between high-tech vs. consumer-facing industries.

Market Trends

• Employer branding increasingly personalized and reliant on social platforms, especially for Gen Z job searches.
• Job boards remain dominant, yet digital transformation (AI/tools) is key to closing talent gaps.

**Data-Driven Insight**: Work-life balance replaces salary as top priority; DEI gaps widen; AI adoption lags among Boomer generations.