More than half of job seekers worldwide say an employer’s brand/reputation is more important today than it was five years ago, according to a report released today by ManpowerGroup Solutions. The paper, “Brand Detectives: The New Generation of Global Candidates,” found the feeling is even stronger in China and Mexico.

The report found millennials — those ages 25 to 34 — are the most brand-driven candidates, ranking company brand in their top three motivators, along with compensation and job responsibilities. Additionally, millennials rank social media as the No. 1 way to find information about a company in China; in Mexico, 43% of job seekers use social media for brand research.

“The Google generation does not have to rely on what potential employers tell them about a company; they have instant access to news articles, social networks and employer review sites,” said Kate Donovan, senior VP of ManpowerGroup Solutions and Global RPO president. “Today’s job seekers recognize they spend a significant amount of their lives at work, and as such, they want to ensure they align themselves with organizations that have great brands and a satisfying culture.”

Candidates who believe an employer’s brand is more important now than five years ago:

• Global average: 56%
• China: 72%
• Mexico: 62%
• United States: 57%
• Australia: 48%
• United Kingdom: 43%

The report links the rise in the importance of employer brand/reputation to several factors:

1. The other two top motivators — compensation and type of work — have become very standardized across companies. Employer brand is one of the ways candidates can distinguish companies from one another.
2. With less compartmentalization of work and home life, candidates seek companies that align with their personal goals and values.
3. Technology companies have raised the bar for reinventing corporate culture; it is an essential part of their employer value propositions.
4. Today’s candidates have more access to information about companies than ever before. The Google generation does not have to rely on what potential employers tell them about a company; they have instant access to news articles, social networks and employer review sites.

ManpowerGroup Solutions surveyed nearly 4,500 job seekers in October 2015.