what drives talent in the united states.

The modern-day workplace compels employers in the U.S. to identify critical talent drivers, sometimes, non-negotiable for today’s talent. As an employer in today’s business landscape, you’re about to witness the age of agility propelled by a tech-driven workforce shift. The ideal employer profile perceived by talent in the U.S. remained relatively stable.

Furthermore, attractive salary and work-life balance sustain their position as the top motivators for talent in the U.S. However, job security and equity turn out to be the two strongly perceived motivators for 75% of the U.S. workforce.

This statistic advises your talent strategy. Compensation alone can’t win you the talent war. Long-term career sustainability and stable career growth provide equal footing for talent to create a strong employer perception.

Randstad’s 2025 Employer Brand Research (REBR) for the United States sheds light on the changing priorities and behaviors shaping the future of work across the nation. Gathering perspectives from nearly 5,000 U.S. professionals, the report reveals a layered yet practical understanding of what truly matters to U.S. talent.

Discover the top seven insights and how they can shape and strengthen your talent strategy.

1. work-life balance goes head-to-head with salary in the U.S.

Seeking a competitive compensation and benefits framework remains at the forefront of talent drivers in America. However, work-life balance supersedes compensation. Furthermore, it tops the list for talent seeking employment in some specializations. Plainly put, talent is prioritizing balance over ambition.

What does this mean for employers, such as you? To rank higher in the race to become an ideal employer, you must take a step forward to dive into talent’s nuanced expectations. Consider this data point. Work-life balance, surprisingly, means much more than compensation to operational talent.

Professional talent, on the other hand, relies on both compensation and work-life balance to gauge their employer profile. Furthermore, digital talent, a new and emerging wing of talent in the U.S., runs counter to expectations. For this segment of the talent population, employer reputation, product quality and service excellence outrank compensation.

With this, you’ve got some lessons to absorb and changes to make in your hiring strategy. Compensation still holds the weight, but not without a thoughtfully designed employee wellness plan. Your key takeaways: Offering flexible work schedules, sustainable workloads and support for the physical and mental health of your workforce.

2. the Gen Z shift: purpose matters more than pay.

If you think you understand how talent priorities vary by generation, think again! Randstad’s 2025 Employer Brand Research report shows distinctive priorities per generation. The line is clearly drawn, however, by Generation Z—the digital natives of today’s talent landscape.

In the U.S., Gen Z leans towards employer reputation more than an attractive compensation framework. This expectation displays Gen Z’s unparalleled job preferences and workplace ideals. Additionally, this generation is more likely to switch jobs if their employers don’t align with their expectations.

We’ve seen this trend in the last 6 months of 2024, with 31% changing employment. Furthermore, Gen Z has a stronger inclination to switch both internally and externally. This generational mindset has a profound impact on the perception they hold of themselves. Gen Z employees are well on track to perceive themselves as a minority group due to the weight they place on workplace equity and employer reputation.

In addition, Gen Z is the generation most active with AI at work. What lessons should you draw from this evolving workplace, distinctly influenced by Gen Z? Highlight company values, inclusive culture and purpose. Promote the impact you make and work toward creating a standout employer brand.

3. the U.S. is witnessing an equity rise, but on the miss.

This year, equity surpasses employee upskilling to rank as one of the three most significant talent motivators. The push, however, was equal from the employers across the nation. Data supports the notable improvement in equity scores across all critical statements compared to last year.

Supporting statistic: 8 in 10 U.S. employees rate their employer positively on equity. In contrast to the upward tick equity showed through data, minority-identifying employees have a different story to tell. Nearly half of the U.S. workforce classifies itself as a minority and still struggles with barriers linked to personal identity.

These challenges rooted in identity have become more pronounced in 2025, resulting in U.S. employers aggressively pursuing an inclusive workplace that promotes employee well-being. How can your employer brand stand apart?

Invest in meaningful DEI initiatives and turn them into measurable actions. Treat employee equity as a metric backing your workplace's health and your workforce's well-being.

4. reskilling is the new career currency.

Reskilling ranks high on the agenda for almost three-quarters of the workforce. Whether it’s your prospective or in-house talent, gaining new skills sits at the core of job seekers’ primary objectives nationwide.

Better yet, the Gen Z employees are more powerfully connected to acquiring new skills, as they have already grasped the potential this very tool holds. To reinforce this perspective, the younger talent sets have developed a firm belief that reskilling is a non-negotiable shield to protect from economic volatility and the ever-shifting employment landscape.

What picture does this talent scene paint? Your talent strategy can’t live without a reskilling plan. Fundamental to nurturing and retaining talent, reskilling must be structured and clever. If you don’t offer talent this comfort, they’ll look for it elsewhere!

5. AI is transforming the U.S. workforce attitudes.

Today, 75% of the U.S. workforce counts on AI tools every day at work. Additionally, there has been a 4% rise in this adoption from 32% last year to 36% this year. What does this vibe give off? On a bird’s eye view, the AI sentiment has grown stronger and more positive. Today, AI sits on a companion list of your prospective American talent.

This is a strong indication of almost all industries adopting AI at full throttle. Furthermore, Gen Z leads the race with their adoption progressing faster than any other generation at work. AI usage has seen an upward trend among digital talent, with rates surpassing both the professional and operational talent segments.

As an employer, your outlook for AI adoption should be one that instills confidence in your teams. Develop in-house frameworks that can train your staff, tackle fears pertaining to job security and stability and enable an org-wide tech-fueled transformation.

6. employee engagement is up in the U.S—but can it last?

Three-fourths of the U.S. workforce is motivated and engaged in their roles. Furthermore, a recent shift shows 60% of workers now feel more engaged than a year ago. This progressive boost has also reduced employee turnover notably.

However, 36% of disengaged employees are inclined to move out. This portion is higher than 28% of the engaged segment. This deficit points to the alarming need to nurture an engaged workforce. The core motivator? Work-life balance. And, the primary deterrent? An underwhelming compensation package.

Key takeaways for you, as an employer? Focus on employee engagement as a practical business growth strategy. Understand the emotional and practical needs of your workforce. Develop a supportive leadership backbone, recognize your employees’ contributions and reward them fairly.

7. digital talent plays by a distinct rule book.

The workforce segment in digital roles reveals a different set of priorities. Digital talent places employer reputation above everything else. A favorable pattern for you? Digital talent doesn’t switch roles without compelling reasons.

Employer reputation and workplace culture outrank your business profitability for digital talent. A diverse and inclusive workplace is all they want. Build a futuristic employer brand, driven by your core values and a business growth story that speaks volumes about your workplace engagement.

the critical question.

What drives talent in the U.S.? Not compensation alone. Your talent strategy is a confluence of work-life balance, employee equity, growth and purpose. You reap an outstanding employer brand when you tailor your talent attraction and retention plans to what talent truly desires.

Your investment in people and organizational purpose defines your identity as an exceptional employer. Book a call with our expert team to devise a tailored recruitment strategy, suiting your business needs.