Randstad's 2025 UK Employer Brand Research report reveals that employee priorities have remained stable over the past three years, with work-life balance, attractive salary and job security consistently topping the list of what makes an ideal employer. The report highlights a significant gap between employee expectations and reality, particularly around salary and benefits. It notes that job-switching has declined, presenting a unique opportunity for employers to focus on long-term retention strategies, with retention and reskilling being critical to employee satisfaction and retention. While the use of AI in the workplace has stagnated, the overall sentiment towards AI remains positive, with younger generations leading the way on AI adoption. The research underscores the importance of continuous learning, authentic equity initiatives, and tailored management practices to boost motivation and engagement across the workforce. Explore the full findings to understand the evolving landscape of employer branding in the UK.