Brand appeal meets workplace reality
Earned First's APAC Workplace Monitor finds that while big brands still have a strong draw for employees, many view culture as more important.
In times of tumult, legacy brands offer reassurance. It is perhaps unsurprising, then, that the world's biggest PR firm emerged as the most frequently cited potential alternative employer in Earned First's inaugural Workplace Monitor survey for APAC.
As part of the survey, Earned First asked where consultancy employees would like to move to from their current role, drawing 429 responses. Nearly 14% of those who were specific selected Edelman, highlighting qualities like global reach, strong network, approach to AI, purpose-led initiatives and remote working options.
The outcome contrasts with Edelman's ranking of 15 in the regional Consultancy Performance Index, where it was outpaced by sister company Zeno Group (which jumped 21 points to seventh) and the likes of The Hoffman Agency, Avian We. and Mutant at the top of the table.
It bears noting here that most respondents — almost 76% — described their desired workplace by attributes and sectors, such as "a global tech company" or "a company with good pay and flexible culture", rather than by name, suggesting that characteristics and culture are bigger decision drivers than brand names and associations.
