Israeli Companies Focus on Trust and Belonging to Retain Employees Amid Changing Job Market
The Israeli labor market has shifted, with employees now prioritizing daily workplace experience, trust, and a sense of belonging over salary or brand reputation. Employer branding has evolved from merely attracting candidates to reflecting the authentic relationship and trust between organizations and their employees. CofaceBDI's ranking of the best companies to work for captures this dynamic by assessing employees' genuine experiences rather than external promises.
Michaela Exbard, product manager at CofaceBDI, highlights that employer branding now measures the quality of the employer-employee bond and long-term trust. Different companies approach this challenge uniquely, but the core question remains: how to make employees true partners in the company’s story.
Dafna Kleiner, HR VP at Direct Insurance, emphasizes that employer branding starts with employees’ everyday feelings of being seen and trusted. Direct Insurance fosters a culture of trust, flexibility, and respect, supporting employees through personal challenges and recognizing the importance of work-life balance. The company recently received the Defense Minister’s Shield for supporting reservists, reflecting its commitment to integrating military service with work and family life.
At Tzevet 3 Group, which employs thousands nationwide including field and shift workers, organizational development VP Ayelet Yifat Kashi stresses the critical role of direct managers in creating personal connections and ensuring employees feel valued. The company invests heavily in leadership development, professional training, welfare, and internal growth paths to maintain employee commitment.
Ben Shalom, a family-owned real estate development company, combines a familial atmosphere with professional growth opportunities. HR and welfare director Rinath Tzafnat Ben Shalom describes their offices as warm and inviting, with a flat organizational structure and direct communication fostering a stable, supportive environment amid the demanding real estate sector.
These companies demonstrate that employee retention depends on countless small moments where workers feel recognized, trusted, and part of something meaningful. Direct Insurance reports high retention rates and that 67% of hires come through employee referrals, a strong indicator of genuine belief in the workplace. Tzevet 3 and Ben Shalom also see employee satisfaction reflected in service quality and external partnerships. Ultimately, employer branding today is a deep cultural test, with employees themselves determining if a company’s promises hold true.
