What do the top talent in the market really think about working at your company?
If you don’t know, you’re not alone.
In today’s hyper-competitive talent landscape, your employer brand isn’t just a reflection of your culture—it’s a make-or-break asset that defines your ability to attract, retain, and engage top performers. And the truth is, perception matters—sometimes more than reality.
This is where Everest Group Top GBS Employers™ and Top Employers for Tech Talent™ research comes in. Back for 2025, this one-of-a-kind study shows how talent perceives your brand—and where you stand among your competitors.
So, what is this research really about?
We’ve analyzed the employer brand perception of:
- 400+ GBS organizations across India, the Philippines, and Poland
- 425+ tech organizations across India, the US, and the UK
What this study is (and what it’s not)
Let’s clear things up:
What it is:
- A reflection of real-world sentiment
- A comparative snapshot against your competitors
- A chance to evaluate your brand from the outside in
What it’s not:
- A traditional employee or candidate survey
- Influenced by confidential data you’ve shared with Everest Group
- A direct representation of internal engagement—it’s all about external perception
How can this help your organization?
Perception shapes action. This research gives you a valuable outside-in view to:
- Benchmark brand perception against your competition
- Identify gaps in the EVP that may impact talent attraction or retention
- Correlate findings with internal engagement and attrition data
- Strengthen your brand strategy and employer messaging
What the data says: The perception gap is real
Let’s cut to the chase:
Employer brand perception is slipping—and fast.
- GBS organizations saw up to a 5% drop YoY
- Tech organizations? Nearly 7% down YoY
And the top reason? A sharp decline in career development perception.
Employees and candidates are saying:
- “Where’s the upskilling/learning opportunities?”
- “How does my career path look like?”
Limited investment in career growth is shifting focus away from employee-centric way of nurturing talent, thereby driving them to organizations that emphasis/focus on career growth.
But there’s good news, too
Not everyone is losing ground. Some organizations are thriving—especially in India.
- 87% of tech employers operating from India retained their top status since last year
- 74% of top GBS employers operating in India held their rank since last year
Stability is returning to the market:
- 65%+ of employers in offshore and nearshore locations kept their top spot since 2024
- Onshore markets showed 60%+ top employers retained their positions since 2024
In short: the dust is settling, and leaders are gaining ground. The question is – are you one of them?
What should you do next?
To strengthen and sustain a positive employer brand, consider the following steps:
- Re-evaluate your EVP – Align messaging with what talent seeks in each market
- Double down on growth – Invest in upskilling, promotion paths, and mobility. Show talent you’re invested in their future
- Connect the dots – Compare and contrast Everest Group’s insights with your internal HR data for a well-rounded view
- Bring in leadership – Employer brand is a business priority. Make it a C-suite conversation
Final thoughts: Be proactive about your employer brand EVP
In today’s market, brand perception is currency. Understanding how you’re perceived is the first step toward becoming the company that talent seeks out, not settles for.
Explore Everest Group’s executive overview reports – Top GBS Employers™ 2025 and Top Employers for Tech Talent™ 2025 to understand how your organization is positioned—and how to elevate your brand.
Please note: These are executive versions. Comprehensive reports, available exclusively to members, will be released in two weeks. Additionally, we offer deeper, customized assessments for our member clients.
For more information, contact Rohitashwa Agarwal ([email protected]), Shivangee Kumar ([email protected]), Vishal V ([email protected]), and Mudra Jain ([email protected])
