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How candidates assess employer information and what makes them stay (or walk away)
In the 2025 edition of Comprend's Careers survey, one message came through loud and clear: Trust is currency in the job market. Drawing insights from over 190 participants across Sweden, Finland, Germany, Spain, and the UK, the survey highlights that jobseekers are more critical than ever of where they get their information and what content they rely on when evaluating potential employers.
In today's increasingly competitive and uncertain job market, trust has become a critical factor for both jobseekers and companies. With economic pressures, evolving workplace expectations, and shifting employer branding strategies, it's more important than ever for companies to communicate clearly and credibly about what they offer and who they are. The Careers survey 2025 explores how jobseekers across Europe assess employer information and what builds or breaks trust in that process.
Navigating a tough job market
Randstad's recent employer brand research for the Swedish market reveals a job market shaped by uncertainty, inflation, and shifting expectations. Today's jobseekers are more selective and value-driven, while companies face growing challenges in attracting and retaining talent.
According to Randstad, compensation and benefits, work-life balance, and a pleasant work environment top the list of priorities for Swedish talent, mirroring the findings in our survey. While Randstad offers a snapshot of the Swedish market, the Careers survey 2025 brings a broader European perspective. However, the overall message is consistent: employer trust, transparency, and a clear value proposition are more important than ever.
Key findings
- Corporate websites still lead in trust: 58% of respondents view corporate websites as the most reliable source when researching potential employers.
- Websites are used for more than job listings: Jobseekers use them to understand a company's culture, values, financial health, and transparency, not just to browse vacancies.
- Clear and specific content builds credibility: Respondents emphasised the importance of concrete, honest information. Vague or overly polished language raised doubts.
- Employee voices matter: 73% said they would trust a careers page more if it included employee testimonials. Text-based quotes were the most preferred format.
- Top content priorities: Compensation and benefits, company purpose, and work-life balance were rated as the most important types of career information.
- AI usage is growing, but still a complement: While some use AI tools for research (22%) and writing support (12%), most respondents (42%) don't use them in the job search at all.
Corporate websites remain the cornerstone of employer research
While LinkedIn (36%) and YouTube (26%) follow closely behind in terms of where jobseekers actually go for employer research, corporate websites continue to dominate in terms of trust and usage (41%).
Respondents elaborated on how they use corporate websites:
I use websites primarily to broaden my understanding of the company and understand the tone and culture, as well as the types of services they offer. A typical job ad is so targeted and narrow in its execution.
Check out their careers page to see what jobs they have and how they describe their culture. Check out their values, read what employees are saying, and see if there is any news about the company. It’s also good to get a feel for how things are going financially.
When asked why they would prefer a company's corporate website over other channels, 58% of respondents cited corporate websites as the most official and reliable information source when researching companies. This sentiment was echoed in open-ended comments describing company websites as the place for "serious," "trustworthy," and "comprehensive" information.
Other sources, such as LinkedIn, YouTube, and other social media platforms, trailed in both usage and trust, often critiqued for being "biased," "overly curated," or simply "not accurate."
AI tools are beginning to play a role in the job search process, but they still take a back seat to more traditional channels. While 22% of respondents use AI for research and information gathering, and 12% for writing support such as CVs and cover letters, the majority (42%) reported not using AI tools at all.
I use AI tools in my job search to optimise my resume and cover letter, get suggestions for relevant job postings, and practice interview questions. AI also helps me analyse company information, improve my LinkedIn profile, and streamline my job search strategy by providing tailored advice and recommendations.
What jobseekers want to know
When asked what matters most in career-related content, respondents prioritised both practical and value-driven information.
Respondents rated the following information as most important:
- Compensation and benefits (4.48/5)
- Company purpose (4.39/5)
- Work-life balance (4.35/5)
Flexible working hours, remote work policies, and recruitment process overviews continue to rank highly, signalling that transparency around how work is done is nearly as important as what the job entails.
Clarity and specificity create trust
Trust isn't just built through design or branding; it's earned through relevant, honest, and detailed communication. As jobseekers grow more discerning, the companies that embrace transparency and prioritise user-centric information will stand out. The survey showed that trust was clearly tied to the clarity and specificity of information. Vague or overly open-ended descriptions from companies were flagged as red flags.
Testimonials from current employees were considered a trust signal, with 73% saying they would be more likely to trust a career page that included them. Text-based quotes were the most preferred format (54%), followed by video testimonials (40%).
If a company communicates openly, honestly and engagingly, it feels more trustworthy and attractive to work there. Fuzzy messages, contradictions or lack of information, on the other hand, can make it feel frivolous or like they have something to hide.
A company's communication affects my trust in its employer brand by demonstrating openness, professionalism, and how they value their employees. Clear and honest communication builds trust, while incomplete or unclear information can make me question the company's reliability and work environment.
What creates distrust in a company's employer brand?
As well as providing vague and non-specific information, respondents were asked what made them distrust a company's career information. They said:
Inconsistencies or contradictions
Many respondents mentioned that they verified the company's information with other sources. Trust tends to drop quickly if what a company says on their website differs from what employees or third-party reviews report.
If it corresponds to other information that I have gathered when researching them.
I trust in its reliability, but I will seek further information from independent websites if available.
Overly promotional or curated content
Highly branded or "marketing-sounding" language without substance or evidence is often dismissed as unreliable. These responses highlight a recurring theme: candidates want evidence, nuance, and realism, not just polished stories or idealised narratives.
Many companies sound exactly the same on the outside.
Only the best is shown.
Outdated or neglected websites
Poorly maintained websites give a negative impression and suggest the company doesn't care about transparency or user experience.
Poor website and communication indicate a dishonest employer.
Badly updated equals better without.
Strengthening trust through Webranking
The Careers Survey 2025 confirms that jobseekers still rely heavily on corporate websites to assess employers. This aligns with Webranking by Comprend, which evaluates how well companies meet these expectations through clear, transparent, and relevant career information.
As the 2025–2026 Webranking season approaches, these findings highlight the importance of using the corporate website as a trusted, strategic communication tool. The Webranking report can help improve your corporate website content and make it align better with stakeholder expectations, thereby increasing trust.
Humla TördHead of Webranking
[email protected]+46 70 971 12 75
Freja NilssonProject manager, Webranking
[email protected]+46 76 109 05 92