Economic activity essentially depends on human behavior. Markets, regardless of external or macroeconomic variables, move to the rhythm of the confidence of their participants. And, at the heart of any strategy that aims to generate value, is invariably talent.
The most technologically advanced businesses, the best ideas, and the most renowned brands have one thing in common: they depend on the right people to execute the vision. In the Portuguese context, the talent shortage has been a persistent reality for over a decade. Although there are still untapped potential pools—such as among young people or people with disabilities—the truth is that the active population today has a wide range of opportunities. In a scarce market, differentiation in the value proposition is not a marketing exercise, it is a necessity for survival.
talent priorities and lived reality
From diagnosis to action: the imperative of strategy.
The Randstad Employer Brand Research 2026 allows us to clearly understand what truly motivates professionals. Given the chronic salary challenge that Portugal faces, it is natural that salary and benefits are the top priorities (68%), followed by work-life balance (67%) and career progression (65%).
However, here lies the abyss: the factor that professionals value most is precisely the one they place last (in a list of 12) when evaluating their current employer. The scenario does not improve in the second and third most valued criteria, which only appear in 6th and 10th place in the assessment of the lived reality.
From diagnosis to action: the imperative of strategy.
There are generational nuances and differences according to the level of education, that's for sure. But, regardless of the industry or talent mix, designing an attraction and retention strategy is no longer a strategic choice – it's an unavoidable obligation. The Randstad Employer Brand Research 2026 acts as a mirror in this sense: it supports companies in designing or correcting course, allowing them to close this dangerous perception gap and align the reputation of employer brands with the reality experienced by their teams.