Most Wanted Employers 2024 Study: Who Are Romania’s Most Desired Employers?

We live in highly competitive times, and this is especially true for the job market. Despite the increasing presence of Artificial Intelligence (AI) in the workplace, human resources remain the fundamental asset for any company.

Understanding how an employer brand is perceived externally is essential for attracting and retaining top talent.

The Most Wanted Employers 2024 study provides valuable insights into employer brand visibility across various sectors.

This comprehensive analysis is designed for employers, offering data on brand perception among potential employees at all career stages, covering ages 18 to 55.

Our study covers five key sectors:

• IT & Technology
• Retail
• Automotive
• Public Administration & Services
• Energy & Industry

Through this type of study, employers can gain valuable insights to improve their recruitment strategies and become top choices in the eyes of candidates. The MKOR study goes beyond a ranking of Romania’s most respected employers by identifying key motivating factors (drivers) in choosing an employer or industry sector.

Key Figures from the Most Wanted Employers 2024 Study

Work environment preferences play a significant role in employment and career development decisions. According to the MKOR study, approximately 9 out of 10 people would choose a job in the private sector if they were to change jobs.

The data reveals that 86% of respondents would prefer a private-sector organization, with a particularly strong preference among:

• Generation Z (93%);
• Individuals with higher education (88%);
• People in management positions (95%).

In contrast, around 14% of participants would opt for a public-sector organization, with a slightly higher preference among:

• Non-Gen Z individuals (15%);
• Those with general education (25%);
• Employees (17%).

Similar trends are observed in hypothetical employment choices. 87% of respondents would prefer to work in a private-sector organization, with a marked preference among:

• Generation Z (88%);
• Individuals with secondary education (89%);
• Students (90%).

On the other hand, only 13% of participants would opt for a public-sector organization, with a higher preference among:

• Non-Gen Z individuals (13%);
• Those with higher education (15%);
• Unemployed or homemakers (18%).

These data highlight the preferences of different demographic groups and categories in Romania’s labor market.

According to the MKOR study, the most preferred industries among employed individuals are diverse, with notable interest in IT & Technology (18%).

Other attractive sectors include Retail (10%), Automotive (9%), Public Administration & Services (8%), and Energy & Industry (8%).

These fields are essential as they drive innovation, technology development, labor market growth, and ensure necessary resources for production and consumption.

Most Desired Employers by Industry

The most desired employers in the IT & Technology sector are Google and Microsoft. Employees working in IT, software development, and even finance or accounting are among those most interested in joining one of these companies.

People from Gen Z or managers are particularly drawn to these companies, mainly due to salary and benefits (40%), professional growth opportunities (25%), and flexibility (15%). These motivational drivers reflect the preferences of respondents in the MKOR study and highlight areas where companies can focus to attract young and well-qualified talent.

The top employers in the Retail category are Dedeman and eMAG, two Romanian companies. This industry is particularly attractive to:

• Individuals working in Operations/Production and Accounting/Finance;
• Women and individuals from rural areas who are currently unemployed;
• Those living in the eastern regions of the country (Northeast and Southeast).

The motivating factors identified in our market study include:

• Salary and benefits: 37%
• Work environment: 24%
• Interest and passion: 20%

In the Automotive industry, the most desired employer is Tesla, especially among those working in Operations/Production, IT/Programming, and Software Development, who are already employed. In the automotive field, company reputation is a more significant decision-making factor than in other industries.

The Public Administration & Services category is popular among individuals working in Administrative Services/Secretarial, Operations/Production, and unemployed individuals.

Employees largely associate the public sector with job stability and security, while salary and benefits remain the main motivators for those who are currently unemployed.

The most desired employers in the Energy & Industry category are Continental and Bosch.

This industry is particularly appealing to employees working in Operations/Production, Procurement/Commerce, and Accounting/Finance, often in managerial roles, especially from the Central and Northwest regions (likely due to proximity).

The motivating factors are:

• Salary and benefits: 25%
• Work environment: 21%
• Stability and security: 18%

The main motivating factors for employees include competitive compensation and attractive benefits, a positive work environment, a strong organizational culture, as well as opportunities that allow them to pursue personal interests and passion in an innovative setting.

Additionally, employees seek professional and personal growth, stability and job security, a good company reputation, as well as flexibility and a healthy work-life balance.

Labor Market Perceptions on Motivating Factors in Choosing an Employer or Industry

Job stability and security remain the primary motivators for those choosing a public-sector employer. People in administrative and public service roles most strongly associate these aspects with the public sector.

Beyond compensation, factors such as work environment and organizational culture are important for those considering a job change. A company’s image and the relationships among employees, including diversity and multiculturalism, attract 2 in 10 employees seeking a new workplace.

The Tech and FMCG sectors are seen as beneficial for professional growth and development. Younger individuals, active on social media and mindful of brand image, pay closer attention to a company’s reputation.

Unemployed individuals are motivated by positive, balanced, and flexible work environments, essential aspects when choosing an employer for this demographic.

In retail and automotive, company reputation is a decisive factor, particularly for women seeking a balance between family responsibilities and professional duties.

The IT & Technology, medical and pharmaceutical, services, and FMCG sectors are perceived as offering more flexibility and a healthier balance between work and personal life.

About the Most Wanted Employers 2024 Study

Sample Size:

• Employed individuals: 953
• Unemployed individuals: 213
• Entrepreneurs: 77

Sample Characteristics:

• Nationally representative by gender, age, and geographic distribution
• Target population: Romanian general population aged 18 to 65
• Research method: Computer-Assisted Web Interviewing (CAWI)
• Instrument: Questionnaire
• Conducted online via the MKOR Consumer Panel

Access the full study to explore all detailed data

Why MKOR? What is Our Approach?

MKOR is an innovative and agile market research agency, present in the Romanian market for over 11 years.

We believe in the power of data and direct insights from consumers and clients because they provide a clearer view of potential opportunities and the challenges facing any brand. We have access to an online consumer panel of over 54,000 active members.

Agility and empathy are our superpowers in business, enabling us to be flexible in our approach while treating your research project as if it were our own.

Our team combines practical business experience, MBA-level knowledge, and deep market research expertise to understand our clients’ needs and strategic objectives. We provide actionable insights to enhance business lines and optimize strategic decisions.

Do You Know What Drives Your Employees’ Choices?

With MKOR, you can constantly monitor employee satisfaction to improve organizational culture and productivity. Set up a meeting with us for a personalized study tailored to your organization’s research needs.

With well-defined objectives, we can conduct:

• Consumer studies, including studies that evaluate customer experience;
• Brand tracking studies;
• Studies on consumption habits through our interactive platform – Consumer Trends.Live.

We help you understand employee preferences and needs to become a top employer and attract the most valuable talent to your team.

Moreover, we help you get clear, actionable business insights quickly through Agile Research.

Agile Research is a flexible market research service where you can ask 3-5 specific questions and gain access to a nationally representative sample.

Ultimately, our goal is to make your project a success and to develop a strong partnership that grows with MKOR.