The Ukrainian labor market is facing a situation that can be characterized as a deep paradox. Employees maintain a high level of trust in their immediate environment and management, yet they are increasingly refusing to recommend their companies as places to work. This is evidenced by the results of a large-scale study conducted by analysts at Gradus.

Loyalty Crisis and the eNPS Index

The figures indicate that loyalty to the employer brand is at a critically low level. Only 26% of Ukrainian employees are willing to recommend their company to friends or acquaintances. Meanwhile, 41% of respondents took the position of "would not recommend," while another 33% remained neutral.

As a result, the calculated Employee Net Promoter Score (eNPS) in Ukraine stands at just 15%. This means that the number of detractors significantly exceeds the number of those acting as "advocates" for their employer.

Trust Within the Team vs. Trust in the Brand

Despite skepticism towards the company as a whole, the microclimate within working groups remains relatively stable. The study revealed that 58% of respondents trust their colleagues, and 56% trust their direct supervisors.

Gradus experts note that the low overall loyalty to the employer is partially compensated by good human relationships within teams. People value their work partners, but this does not translate into a desire to promote the corporation as a reliable partner.

Psychological Safety: A Zone of Risk

One of the key factors influencing the loss of loyalty is the lack of psychological support. Most Ukrainian companies ignore this aspect of corporate culture:

  • Only 16% of employees have access to professional psychological assistance at work.
  • 58% of respondents confirmed that such support does not exist in their companies.
  • 26% do not even know if such an option exists.

Furthermore, every fifth worker (20%) does not feel psychologically safe. They are afraid to speak openly about their emotional state, fearing negative consequences. Analysts warn: suppressing issues with mental health gradually erodes trust and reduces the willingness to recommend the company.

The New Portrait of the Ideal Employer

Ukrainians have re-evaluated their priorities. While ambitious goals and career growth may have taken precedence in the past, pragmatism now dominates. The most important characteristic of an ideal employer has become decent pay — an option chosen by 63% of those surveyed.

Expectations of employers have changed: career development programs and "inspirational leadership" are taking a back seat. Instead, employees increasingly value:

  • Stability.
  • Flexible work formats.
  • Comfortable working conditions.

These data points complement previously published statistics showing that only 27% of Ukrainians work in their field of study, and nearly half would not choose their profession again. The labor market is transforming, and employers are forced to adapt to demands for security and a decent income.