What really makes an employer attractive these days?

Job security, a pleasant working atmosphere and trust: the Employer Brand Research 2026 clearly shows what is particularly important to employees today when choosing an employer. It makes it clear that attractive employers do not win people over solely through benefits or modern workplaces. Above all, what matters is how employees feel in their day-to-day work and whether they can trust their employer and their team.

Job security remains a key factor
With 58 per cent of respondents citing it, job security is the most important criterion when choosing an employer in Germany. This is particularly evident among the older generations: for around 71 per cent, stability is the top priority. But job security is also an important factor for the younger generation, at 53 per cent.

What does job security mean in everyday life? First and foremost, it includes very specific conditions such as reliable salary payments and attractive fringe benefits. Equally important, however, is transparent and trusting communication. Employees want to know where they stand, the direction in which the company is heading, and what contribution they themselves can make.

Security stems from stable structures, and from trust and reliability in day-to-day interactions.

A good working atmosphere fosters job satisfaction
As well as job security, the atmosphere in the workplace also plays a crucial role. 54 per cent of employees regard a pleasant working atmosphere as an important factor when choosing an employer.

This comes as little surprise: after all, we spend a large part of our daily lives at work. An environment where appreciation, openness and mutual respect are practised plays a key role in ensuring that people feel at ease and enjoy working together. Those who feel well looked after within their team, experience trust and are able to contribute their opinions are more likely to develop a long-term connection with the company.

Security and trust go hand in hand
It is interesting to note that job security and a good working atmosphere are not mutually exclusive. On the contrary: both factors complement each other.

A stable working environment lays the foundation for employees to take on responsibility and develop their skills. Trust, in turn, provides the necessary freedom to contribute new ideas, make decisions and, from time to time, try out new approaches. The results of the Employer Brand Research also show that this need for security is already being met relatively well: 7 out of 10 employees rate their job security positively.

For employers, this also means that the framework conditions alone are not enough. What really matters is how safety and trust are actually experienced in day-to-day working life.

What a good working environment means for FARBE BLAU
For us, a good working environment begins with our day-to-day interactions. Trust, honest communication and reliability are, for us, key components of effective collaboration. We want to create an environment in which people can rely on one another, take on responsibility and contribute their ideas. After all, when people feel secure and valued, they have the opportunity to play an active part and grow together with the team.

It’s not about creating a perfectly structured working environment on paper. What matters far more is what happens in everyday life: how do we treat one another? How do we communicate? How do we support one another? And do we manage to find solutions together, even when faced with challenges?

An attractive employer is more than just benefits
Benefits, flexible working arrangements and a modern working environment are undoubtedly key components of an attractive workplace. But they alone do not make for a good employer. Ultimately, it is above all the people, the collaboration and the sense of pulling together that define a company. For FARBE BLAU, this means: we want to create a workplace where we enjoy working together, taking on responsibility and supporting one another. An environment that provides security whilst also creating space for development and new ideas.

After all, when trust, security and a positive atmosphere come together, they form the foundation for sustainable collaboration and, consequently, for shared success. For us, this is a key part of a strong employer brand: a team that can rely on one another, grows together and delivers the best for our clients every day.

Employer branding: employees as authentic brand ambassadors
For a strong employer brand, it is crucial how a company is perceived as an employer and how credibly it communicates these values to the outside world.

We help our clients raise the profile of their employer brand in a targeted way. Our experience shows that employees are particularly credible brand ambassadors. Whether on LinkedIn, Instagram or a blog – personal insights into day-to-day working life, the corporate culture and the sense of community make an employer brand authentic and tangible. Employees can demonstrate what really sets a company apart and what it feels like to work there. This personal communication builds trust and a sense of connection, particularly when it comes to attracting new talent. After all, alongside job vacancies, potential applicants are particularly interested in the people and the culture behind a company.

Our approach: employer branding should not just be communicated, but lived out. When employees share their experiences authentically, the employer brand becomes a credible image projected from the inside out.