WFH to stay relevant: Indian professionals seek work-life balance over attractive salary

Google India, the global technology giant has emerged as India’s most ‘attractive employer brand’, reveals the findings of Randstad Employer Brand Research (REBR) 2021. Google India scored high on financial health, strong reputation and attractive salary and benefits – the top 3 Employee Value Proposition (EVP) drivers for the organization, as per the survey. Amazon India emerged as the runner up, followed by Microsoft India.

The annual study on employer branding has revealed how managing the covid situation and putting the employees on top of everything defines how they view the organization. The research, covering more than 80% of the global economy with 34 participating countries and close to 2 lakhs respondents worldwide this year, clearly revealed that in 2021 too, work-life balance (65%) trumps attractive salary and benefits (62%), as the most important driver for the Indian job seekers while choosing an employer. This is followed by a Covid-19 compliant work environment (61%) and, job security (61%). These are also the areas where there is a significant gap between what employees want and what they think employers offer in India currently. It is therefore recommended that the average employer in India pays more attention to these drivers to enhance their attractiveness among prospective or current employees.

• Work-life balance trumps attractive salary as the top driver for job seekers in India this year too, along with a covid-19 safe work environment
• About half of the Indian employees (52%) are attracted by the possibility to work remotely, 36% intend to switch employers in the first half of 2021
• 84% of the employees who only work from home feel more loyal towards their employer because of how the employer managed the COVID-19 situation.

Key findings
This year, it is interesting to note that work-life balance scores the highest among females (67%) and those aged between 25 and 54. This is also true for the #3 driver COVID-19 safe work environment - 64% of the female respondents said it’s most important for them, while only 59% of the male respondents shared that opinion.

Good reputation of the employer was considered equally important for both male and female respondents (59%) along with financial health of the organization, with 59% females and 60% male respondents citing this driver as important while choosing an employer. A higher percentage of female respondents (54%) also accorded more importance to the possibility of working remotely/from home compared to their male (49%) counterparts.

1 in 5 Indians changed employers. 21% of Indian employees changed their employer in the last half of 2020 and 36% intend to switch employers in the first half of 2021 and this behaviour is more so for those employees aged 25 to 34. Additionally, 21% of those affected by Covid changed their employer in the past 6 months.

Covid19 in focus
About half of the Indian employees (52%) are attracted by the possibility to work remotely. Women, those aged 25 to 54 and the higher educated employees are more inclined to consider this driver more important. Part-time workers incline to rank this driver less important when compared to the average workforce.

About half of the employees (45%) continued to work as normal post covid19. However, those aged 25 to 34 were more likely to work longer hours than normal (23%), whereas men were more likely to work reduced hours (21%). 1 in 3 Indians worry that they will lose their job in 2021. 42% of those affected by covid19 plan to change their employer in the next 6 months.

84% of the employees who only work from home feel more loyal towards their employer because of how the employer managed the COVID-19 situation. Female employees (86%) are more likely to have become more loyal than men were (79%).

Top 10 most attractive employer brands in India for 2021:

1. Google
2. Amazon
3. Microsoft
4. Infosys Technologies
5. Tata Steel
6. Dell Technologies Ltd
7. IBM
8. Tata Consultancy Services
9. Wipro
10. Sony