🔗 Just out: Employer Attractiveness Rankings 2025

Purpose, Progress, Principles: What Europe’s Top Employers Get Right

July 10, 2025

By: James Clasper

As competition for talent heats up, employer attractiveness—the likelihood someone would consider applying to a given company if they were looking for a job—has become a vital signal of corporate reputation.

Drawing on Caliber’s 2025 rankings of the largest listed companies in France, Germany, Italy, and the UK, we highlight five cross-market themes and the companies exemplifying them.

All insights are grounded in media coverage from the past 12 months.

🌱 Theme 1: Green Growth & Clean Tech Leadership

Across all four countries, companies that made bold, tangible commitments to the green transition saw higher appeal among potential employees.

Air Liquide (France) rose 20 points to 45%, potentially backed by a €110 million EU grant for its ammonia-to-hydrogen project in Antwerp-Bruges, the launch of a new ammonia-to-hydrogen conversion plant, and expansion of hydrogen refueling corridors along the Seine Axis.

Saint-Gobain (France) rose 13 points, likely benefitting from attention around green building solutions and circular economy initiatives. The company also gained visibility from its sustainability awards and expansion in high-growth markets.

Safran (France) received coverage for its aviation decarbonization strategy, new engine developments, and hiring plans for engineers, which may have contributed to its increased appeal as an employer.

Terna (Italy) scored 54%, potentially driven by news of a €23 billion grid-modernization plan spanning 2025–2034, which enables renewable power integration.

Prysmian (Italy) remained attractive via large-scale green contracts, such as the Sofia offshore wind cable deal with RWE and innovation in floating wind transmission.

Siemens Energy (Germany) rose +8 points to 46%, likely profiting from its role in the ramping up of Germany’s green hydrogen industry and repurposing gas networks for renewable use.

SSE (UK) fell 8 points, possibly due to job cut consultations and persistent project delays, which may have weakened trust in its long-term green leadership.

🤖 Theme 2: Tech Pioneers & the AI Workplace

Digital transformation leaders gained appeal by signaling they are future-proof employers.

SAP (Germany) rose 16 points to 50% after “supercharging” Joule, its AI copilot. The company also announced an initiative with IBM to drive inclusivity and cultivate next-generation talent within SAP’s consulting ecosystem. Negative press in May 2025 about abandoning diversity commitments in the US likely came too late to impact its score.

Merck KGaA (Germany) saw a 14-point gain, potentially because of innovation in biotech and life sciences, including coverage of R&D advances and new treatments launched in 2024–2025. The company has also launched STEM career development programs.

STMicroelectronics (Italy/France) held a strong 59% score, benefiting from its open R&D ecosystem, partnerships with over 2,800 institutions, and internal innovation culture—despite high-profile governance issues.

Qiagen (Germany) saw a 12-point rise in its employer attractiveness score, likely supported by media coverage of expansion in molecular diagnostics and increased hiring, especially in Germany and the U.S., reflecting growth confidence.

AstraZeneca (UK) rose 6 points following a £650 million investment in UK manufacturing and research facilities, creating over 1,000 jobs.

⚖️ Theme 3: Trust, Transparency & Governance Risk

Negative press and perceived ethical lapses dented even technically strong employers.

STMicroelectronics faced insider-trading allegations involving CEO Jean-Marc Chery, as well as layoffs and political pressure from the Italian government opposing his reappointment.

Legrand (France) saw a dip in employer attractiveness after being fined €470 million for price-fixing along with other electrical equipment makers.

LVMH (France) saw a decline in its employer attractiveness score in the wake of legal proceedings involving a former French intelligence official accused of spying on journalists for the group, and a controversial internal memo banning employee contact with select media outlets.

GSK (UK) fell 9 points after pausing UK diversity programs in response to U.S. executive order compliance, sparking backlash around inclusivity.

Unilever (UK) dropped 13 points, linked to announcements of global layoffs and a cost-cutting campaign that undercut employer brand equity.

💼 Theme 4: People-Centric HR & Future-of-Work Innovation

Strong HR strategy and visible cultural investments paid off.

Airbus (France/Germany) is notable for its inclusive culture, support networks for LGBTQ+ and parents, and flexible work models.

SAP (Germany) complemented its AI transformation with future-of-work programs and a skills-based organizational redesign.

CRIF (Italy) surged in employer rankings thanks to media recognition for its hybrid work model and digital workplace transformation.

Ferrari (Italy) remained #1 with 69%, likely bolstered by the launch of a broad-based share ownership plan and an end-of-year windfall — reinforcing the company’s commitment to engagement and belonging — and the launch of its first fully electric prototype.

Hermès (France) was praised for its artisanal values and leadership programs like “Leading with Art,” underpinned by the fact that over 16,000 employees are also shareholders.

Associated British Foods (UK) rose 7 points amid job-creating expansions at its Primark retail arm and broader employer brand investment.

Lloyds Banking Group (UK) rose 4 points, aided by workplace culture programs and employee engagement improvements.

🧭 Conclusion: Reputation Is the New Talent Currency

Our 2025 data from France, Germany, Italy, and the UK shows a clear shift in what makes a company attractive to talent. Prestige and pay still matter — but they’re no longer enough. Today’s top employers stand out by aligning their actions with their values.

We call this the 3 Ps of Modern Employer Appeal:

1. Purpose: Real Action on Sustainability and Social Impact

Leading companies aren’t just talking about purpose — they’re living it. Air Liquide is advancing hydrogen energy. Terna is modernizing Italy’s grid for renewables. Saint-Gobain is pioneering green building solutions. Siemens Energy is investing in bold sustainability goals. Each of these companies shows they exist to tackle urgent challenges and empower people to help solve them.

2. Progress: Future-Forward Thinking in Tech and Culture

Talent is drawn to companies that feel ready for what’s next. SAP, STMicroelectronics, and Ferrari are winning attention by leading in AI, semiconductors, and electric vehicles. AstraZeneca surged after investing £650 million in life sciences, while Lloyds Banking Group gained ground through cultural reforms and internal mobility. The red thread? A genuine commitment to innovation, inclusive leadership, and forward-looking work cultures.

3. Principles: Governance, Fairness, and Trust

In 2025, integrity quietly shapes employer appeal. LVMH, STMicroelectronics, and Legrand all saw reputational hits tied to governance issues or trust breakdowns. GSK faced backlash over DEI program cuts, and Unilever declined amid large-scale layoffs. In contrast, Hermès, Ferrari, and Airbus are being recognized for employee ownership, fairness, and inclusive internal networks. Their reputations aren’t built on marketing — but on principles that foster real trust.

🔁 The Bigger Picture

Reputation has always mattered — but today, it’s more than a brand asset. It’s a strategic edge in attracting and keeping talent.

In a labor market shaped by mobility, values, and transparency, the most attractive employers are doing more than building products or profits. They’re building trust.

Those rising to the top are aligning purpose, progress, and principles—and treating talent not as a resource to manage, but as a relationship to nurture.