- Work-life balance has reclaimed its position as the leading Employee Value Proposition (EVP) driver for talent in Hong Kong, once again surpassing salary and benefits after a one-year gap
- Disengaged employees are 12% more likely to consider leaving their jobs, with poor work-life balance cited as the primary reason for demotivation
- 38% of Gen Z feel more motivated because of good changes in leadership and culture
- Gen X professionals are increasingly stepping back from using AI at work, with only 20% reporting frequent usage, a 6-point decline compared to 2024
“Work-life balance” reclaimed top position as the top employee value proposition (EVP) driver for talent in Hong Kong SAR, surpassing “attractive salary and benefits” again after a year.
Randstad, the world’s largest talent company, today released its full 2025 Employer Brand Research report in Hong Kong SAR. Commissioned by Randstad and independently conducted by Kantar, this annual study is the world’s most comprehensive employer brand research, surveying over 170,000 people globally, including 2,599 respondents in Hong Kong SAR.
Talent expectations are much more multi-faceted now. To put the research data simply, employees are expecting fair and equal support from their employers in return for their work contributions. In particular, work-life balance is set to become a key factor in attracting and retaining talent as salaries and benefits become increasingly competitive. As alternative income and flexible employment become more accessible to everyone, work-life balance stands out as a key factor that sets employers apart.
top 5 most important employee value proposition factors when thinking about an ideal employer (from a list of 16)
generational divide: top 5 EVPs.
work-life balance is the main factor affecting how engaged or disengaged employees feel
The survey found that 58% of respondents felt engaged in their current roles, with 48% experiencing higher motivation than in 2024.
However, 19% of respondents said that they felt less engaged in 2025. Furthermore, disengaged workers are 12% more likely to consider quitting compared to respondents who feel engaged.
The employee experience can often be overshadowed by deliverables and deadlines, which take precedence in our daily work lives. Yet, the simple moments like feeling safe to voice a different opinion, having the opportunity to learn something new, and even having a relaxed lunch with our colleagues can make all the difference to keeping employees engaged and make it less likely for them to look for greener pastures.
2 in 5 respondents said that having a strong work-life balance keeps them motivated and engaged, this is followed by “opportunities for growth, promotion and development”, and “confidence in job security”, both at 32%.
Being the only work generation to do so, Gen Z respondents ranked “good changes in leadership and culture” above “strong work-life balance” as a strong motivation factor, though only by 1 point. The research found that culture and growth are important factors for Millennials and Gen X as they are motivated by good team support, good working relationships, and growth opportunities.
When it comes to demotivators, the work generations have slightly different takes, even though all work generations ranked “poor work-life balance” and “excessive workload” in their top three reasons.
36% of Millennials are equally demotivated if they have a “poor work-life balance” or a “desire for higher salary or better benefits”. 37% of Gen Z are more likely to be disengaged if they want better pay or benefits, and 29% of Gen X feel unhappy if they receive unclear or unrealistic expectations from their management.
top 3 factors that motivate talent in hong kong.
harnessing the power of AI for talent attraction
AI adoption in Hong Kong SAR held steady year-on-year, with frequent users increasing by 4% and 1% among Gen Z and Millennials respectively. However, the annual research found that Gen X are stepping away from using AI at work, with only 20% reporting frequent usage, a 6-point decline compared to 2024.
Furthermore, 39% of Gen X respondents said that they have never used AI at work this year, a 2% increase from the year before. In the same vein, 16% of Gen X feel that AI has no impact on their work.
Most Hongkongers feel positive about AI, viewing it as more of a companion at work rather than a threat to their job security. To further boost their confidence, employees are increasingly expecting their employers to be more involved and supportive in offering AI training, like writing prompts, responsible use of AI, and use cases that they can refer to.
Companies that leverage their AI enablement outcomes for employer branding and talent attraction will be able to attract more digital natives to their organisation.
get your free digital copy: 2025 employer brand research report
Conducted by Kantar TNS in January 2024, the study surveyed 170,000 respondents around the world, including 2,599 individuals in Hong Kong SAR, making it the world’s most comprehensive employer branding research based on general talent perceptions.
The 2025 Employer Brand Research explores the following critical talent expectations themes:
How talent across different generations are ranking EVP importance (from a list of 16)
Evaluation of factors driving employee motivation and engagement (i.e. workload, promotion opportunities and peer support)
Year-on-year trend of AI adoption in Hong Kong’s workforce
Measurement of employer's equity scores in ensuring equal opportunities for all
Visit our Employer Brand Research page for more information about the year-on-year employer branding trends to strengthen your capabilities in hiring and retaining talent in Hong Kong.