With the UN agency predicting an increase in global employment by just 1 percent this year, the International Labour Organization believes both employees and employers will have to navigate difficult conditions. To gain an advantage, companies should think about what workers prioritize when considering a job offer versus what matters to them when leaving a job, as enumerated in Brand Finance's inaugural Employer Brand Index.

"As companies gradually ramp up their talent acquisition, competition for the best workers will intensify, and it will be increasingly important that talent strategies are data-driven and incorporate the perception of employer brands," Brand Finance's CEO and Chairman David Haigh says in the report. "Hiring decisions are high stakes in a rapidly evolving market where outstanding employees are necessary not only to stay ahead of innovation, but to boost resilience against labor market shifts and macroeconomic volatility."

As it turns out, job seeker opinions vary wildly depending on their country.

Based on interviews with more than 11,000 part- and full-time workers in 16 countries, including the US, China, India, Japan, and South Africa, the report reveals the values held by employees in different parts of the world. For instance, Chinese workers most highly prioritize whether their work is "enjoyable and rewarding" in addition to achieving a healthy work-life balance. Chinese employees prioritize management and governance when deciding whether to stay with their current company.

South African citizens also prioritize "enjoyable and rewarding" work while choosing a new position, but "a great internal culture" was their most important factor in retention.

In both the US and the UK, employees most value working for a prestigious brand and what their potential employer's reputation is when considering joining a company. Interestingly, while individuals in the US value brand prestige when searching for a job, it is the least important reason they choose to stay with their existing companies.

Both French and German individuals prioritize enjoying their work and finding it rewarding but differ in their second-most valued trait. French workers prefer having flexible hybrid and remote work options, while German job seekers consider an employer's reputation more important.

While developmental and inspiring roles are crucial for retention in India, they are less significant for signing onto a position. But in Italy, an outstanding work-life balance and a well-managed company are the highest drivers of retention.

"Understanding these nuances presents a powerful advantage for companies developing and refining their employer brand strategies," the report notes.