Best Recruiters study: Helsana leads the recruiting ranking
Helsana takes first place in the latest Best Recruiters study, relegating last year's winner Migros Bank to second place. While video content and social media are gaining in importance in recruiting, security gaps and a lack of feedback remain key weaknesses, as the study shows.
On Wednesday, the country's best recruiters were chosen in Zurich and the current recruiting trends were presented to 150 guests. With outstanding results in all categories, Helsana achieved this year's overall victory, ahead of Migros Bank and Graubündner Kantonalbank.
The Best Recruiters study examined the recruiting quality of the 450 largest employers in Switzerland and Liechtenstein for the twelfth time. The results were presented for the first time by Christian Pasteka, who took over the management of the study at the beginning of 2025. His predecessor Agnes Koller will continue to act in an advisory capacity. The new Best Recruiters portal was also presented at the event, which enables companies to carry out individualized analyses and comparisons based on the study results.
The study results at a glance
While TikTok and video content continue to gain ground and usability is also making significant progress, the study results also point to clear deficits in the areas of cyber security, leadership communication and speed of response to applications.
The Best Recruiters study is particularly critical of the IT security of career websites. Only six percent of the sites surveyed are adequately protected against data breaches. In addition, loading times on mobile devices are often too long, which makes them difficult to use.
Shortcomings are also evident in the application process. A test with a fictitious inquiry from a 17-year-old about opportunities to get to know and try out the company revealed that 59% of companies did not respond. Compared to the previous year, this is a decrease of 32 percentage points.
The topic of leadership continues to play a subordinate role in recruiting. Only two percent of job advertisements contain information on leadership style, and the topic is rarely addressed on employers' career websites. Diversity within management is hardly ever made visible.
The use of video content is highlighted positively: 72% of career websites now use videos, three quarters of which provide concrete insights into everyday working life. Social media is also increasingly being used for recruiting purposes - LinkedIn remains the leader, while TikTok is gaining in importance with an increase to 17 percent. At the same time, there is still room for improvement in community management on platforms such as LinkedIn and Instagram, as interaction rates are below ten percent.
