Circle diagram showing stronger brands attract more people to want to work for them

The decade employer brands came of age

The first decade of the FutureBrand Index has revealed a profound transformation: as the global war for talent intensifies, employer branding has evolved from HR function to C-suite strategic priority.

The evidence is in the numbers.

While almost all brand attributes have strengthened, one of the most telling shifts is to be found in the data on talent attraction. In 2014, just 24% of people expressed interest in working for these leading companies. By 2024, that figure had jumped to 35% – an 11-point increase reflecting how the strongest brands are increasingly attracting more people to want to work for them.

Employer branding is not just an HR expense – it’s a strategic investment with tangible returns that create lasting business value.

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People don’t just want to buy from brands; they want to work for them

The brands people most want to work for are increasingly the same brands they choose to buy from. These brands have been amongst the strongest performers over the decade, demonstrating a strong brand – both inside and out – as a clear source of competitive advantage.

Five Strategies for the Future

Based on a decade of research into the world’s most desirable employers, we’ve identified five critical strategies that separate the best from the pack.

1

Make certainty your edge to opportunity

In uncertain times, offering clarity of vision and consistent innovation sends a strong signal of confidence that attracts top-tier talent.
2

Put purpose to work

People are attracted to organisations where their work counts beyond the bottom line. When employees see their own fingerprints on real outcomes, it drives both personal fulfilment and
business growth.
3

Race ahead with reliability

The strongest employer brands know that consistency – from recruitment through to recognition – creates the credibility needed to push boundaries and innovate.
4

Dare to be real

Authenticity trumps aspiration – today people are seeking organisations that choose honesty over perfection, substance over spin.
5

Treat change as everyone's business

The strongest organisations don't impose change, they co-create it – and use it to engage people who feel genuinely invested in the outcome.