The main drivers of talent attraction and retention in Spain are brand reputation and remuneration according to the new inaugural Brand Employer Index 2024 study by Brand Finance, the leading brand valuation consultancy.
The study, carried out by Brand Finance, analyzed the perceptions of more than 11,000 people in 16 countries. Specifically in Spain, 101 leading employer brands in the country were valued. The findings underline the importance of building an attractive and sustainable employer brand.
According to the new study on the preferences of Spanish employees, having a great reputation and excellent remuneration are the two most important factors when considering joining a company. However, when it comes to retaining workers, social commitment and a solid business strategy become more important.
“The Brand Employer Index report in Spain reveals that high salaries continue to be the main vector in the choice of employer brand along with the reputation of the brands and their strategic vision. Conciliation is important, but not decisive when choosing the employer brand, based on the results of the study” commented Pilar Alonso Ulloa, Managing Director Iberia (Spain, Portugal) and South America.
Repsol and Zara were identified as the Employer Brands with the highest score in Spain, both with an overall score of 87.1/100. In the case of Repsol, the score has been driven by excellent general consideration (10/10) and a great reputation as an employer (9.9/10) as the second most important factor. Zara, the popular fashion brand, has stood out for its inspiring vision, business strategy and good management. Mercadona For its part, it stands out in familiarity and good management. The familiarity of the brand, pleasant and rewarding work and the prestige of its brand are the highest rated aspects for The English Court. To complete the top 5, respondents rate Telephone its excellent salary and remuneration, and the excellent work-life balance conditions.
Repsol and Zara are also in the top 20 of the best rated companies internationally. Repsol offers stable employment, professional development opportunities, attractive compensation and a commitment to social sustainability that is highly valued by workers. Zara’s value proposition as an employer includes prospects for professional growth in a leading company, as well as good working conditions and competitive remuneration.
For its part, Mercadona is the leader in the distribution sector internationally, that is, the best employer brand with the highest score in the world in the distribution sector. Mercadona has distinguished itself as an employer brand for its model of indefinite contracts, internal development opportunities, competitive salaries, meritocratic culture and expansion plans that predict job stability. This proposal of stable employment, professional growth, good compensation and growth prospects position it as a very attractive career option.
The study also revealed a notable diversity in the sectors represented in the “medal table” of the main Spanish employer brands, with no clearly dominant sector. Among the top 20 there are brands from sectors such as Oil and Gas, Fashion, Distribution, Telecommunications, Beers, Banking, Food and Beverages, Energy and Insurance.
