a company’s reputation as a digital leader greatly impacts their ability to attract and retain talent, randstad US study finds


ATLANTA – March 27, 2018 – Randstad US today announced new findings from a study examining the digital proficiency of today’s companies and the widespread impact of an organization’s digital state on retaining and recruiting talent. Results from Randstad’s Workplace 2025: The Post-Digital Frontier study reveal only 10 percent of enterprises are considered digitally “superior,” having fully implemented technologies like automation, artificial intelligence and collaboration tools in the workplace, as well as invested in strategies for training or reskilling workers to be digitally savvy. While the majority (52%) are still “developing,” 38 percent of companies are “proficient,” falling somewhere in the middle of their digital transformation.

Based on responses from more than 800 C-suite leaders and department heads, as well as nearly 3,000 workers across the U.S., the study discovered superior companies are reaping significant benefits completing their digital transformation journey. Compared to developing companies, superior companies are on average 165 percent more likely to achieve business objectives, increase revenue, save costs and see return on investments.

To help organizations determine where they land on the spectrum of digital transformation, Randstad launched today a proprietary quiz for business leaders to assess their digital progress and uncover customized recommendations to further their digital transformation. Digital technologies have fundamentally altered nearly every aspect of business operations today, said Alan Stukalsky, chief digital officer of Randstad North America. Yet, as our study illustrates, business leaders are struggling with how to unleash the power and promise that a technology-enabled workforce offers. The simple truth is companies must be willing to adapt and scale traditional business models, in order to effectively compete for talent and drive operational growth.

digital innovation has reshaped workers' expectations.

A company’s reputation and utilization of digital tools plays a large role in the attraction and retention of talent. In fact, without both, employers could be at risk of losing as many as six out of 10 employees. The study uncovered that 40 percent of employees have already left a job because they didn't have access to the latest digital tools, and 58 percent report the need to seek new employment in order to secure digital skills. Employee respondents identified the following as factors that would greatly influence their decision to join a company:

  • the company use of the latest digital tools (80%)
  • an innovative culture (72%)
  • the company's reputation as a digital leader (62%)

workers expect digital leadership.

The research revealed that a digitally-savvy leadership team is fundamental to outperforming competitors and a company's ability to attract, engage and retain workers. The majority of employees (72%) agree a company's executive digital leadership greatly influences their willingness to join an organization; however, only 37 percent of employees completely/strongly agree their employers have a digital leader in place.

Respondents weighed in on the traits required for digital leaders today and in the future, such as:

  • ability to keep people connected and engaged (76%)
  • commitment to driving a culture of innovation, learning and continuous improvement (76%)
  • agile and digital-savviness in their use of digital tools to drive business success (75%)
  • exceptional knowledge and skills related to collaboration and team-building (72%)
  • adept at risk-taking (63%)

workers want access to digital training and skill development.

According to Randstad's survey, “a lack of skilled resources to implement new digital technologies is a top challenge, second only to lack of budget. Fortunately, the study found nearly all (90%) employees want to acquire new digital skills in order to further their careers providing employers with a tangible solution to talent shortages and a way to attract candidates.

However, respondents were largely dissatisfied with the digital tools and learning technologies offered by their current employers:

  • only 13 percent say their employer has fully embraced technologies like automation, artificial intelligence and collaboration tools
  • one-third of workers don't feel that their employers offer ample opportunities to acquire digital skills with training and on-the-job learning
  • fifty-eight percent of workers say their employers use the latest digital tools and platforms but don't provide the necessary training
  • fifty-six percent of workers feel they lack the skills required today to be digitally savvy
  • fifty percent don’t believe they will learn new digital skills fast enough to succeed in their careers

For more insights and findings from our study, visit the Workplace 2025: The Post-Digital Frontier landing page. To determine your organization’s digital proficiency, take our digital readiness assessment today.

survey methodology.

Research findings are based on two separate projects programmed and fielded by Research Now: Employee Study and Employer Study. The Employee and Employer surveys were fielded from October-November 2017. The Employee study targeted respondents over the age of 18 that were employed and worked 20+ hours per week. For this survey, 2,691 respondents were asked about their views on digital transformation, automation and the future of the workplace. For the Employer study, 819 hiring decision makers or c-suite executives that worked in companies with 10+ employees were asked about their digital transformation efforts, views on automation, and the future of the workplace.

about randstad.

Randstad North America, Inc. is a wholly owned subsidiary of RandstadHolding nv, a €23.3 billion global provider of flexible work and human resources services. As a trusted human partner in the technology-driven world of talent, we combine the expertise and passion of our employees, with some of the most innovative HR technologies on the market today, to advance the careers and business success of our candidates and clients.

Randstad’s North American operations comprise 5,700+ associates and a deployed workforce of more than 100,000 in the U.S. and Canada. In addition to staffing and recruitment, Randstad offers outsourcing, consulting and workforce management solutions for generalist and specialist disciplines, including technology, engineering, finance and accounting, clinical and non-clinical healthcare, human resources, legal, life sciences, manufacturing and logistics, office and administration, sales and marketing. Global concepts available to North American client companies include RPO, MSP, integrated talent solutions, payrolling and independent contractor management, and career transition services. Learn more at www.randstadusa.com or www.randstad.ca.

additional media contacts.

SHIFT Communications for Randstad US