Aviation replaces pharmaceutical sector as the most attractive industry to work in Belgium

Belgium’s pharmaceutical sector is no longer considered as the most attractive industry to work in. A new study shows how aviation now stands at the top of the ranking at a time where changing economic situations are impacting the job market.

In its 25th Employer Brand Research survey, the Dutch multinational human resource consulting firm Randstad consulted 12,000 Belgians about employer attractiveness. While the pharmaceutical sector has been at the top of the list in 23 out of 25 editions of the study (the media sector being first in 2009), the aviation industry has now taken over that position. The pharmaceutical industry seems to have taken a hit mainly due to restructuring, according to Wim Van der Linden, spokesperson for Randstad. The top five of most popular industries is completed by the media, hightech and IT/consultancy.

© Randstad

Even though the pharmaceutical industry had an overall attractiveness score of 46.3 per cent (down 2.2 percentage points since last year), the aviation sector finished at 47.4 per cent (down 0.9). Atmosphere, engaging job content, and career development opportunities were some of the main reasons why Belgian employees rated the aviation industry so highly.

“The appeal of the aviation sector as an employer was never seriously impacted by the COVID-19 pandemic. Since travel restrictions were lifted in 2022, airlines have seen passenger numbers rise month after month. According to the International Air Transport Association, the industry fully recovered by June 2024, with some regions even surpassing pre-pandemic flight levels. The continued wave of ‘revenge travel’ and the prospect of a dynamic, international work environment make aviation a top choice for job seekers. The fact that aviation is now the most popular sector to work in shows that the magic of travel is stronger than ever,” said Wim Van der Linden.

Brussels Airlines most attractive aviation employer

As far as the best employers in Belgium go, International media company Mediahuis finished first, followed by pharmaceutical company UCB, and financial services provider Euroclear. Within the aviation industry, Brussels Airlines is considered to be the most attractive employer in Belgium, ranking fourth overall. The company recently announced to be hiring 360 new staff members over the course of 2025.

“Brussels Airlines wants to grow and become the carrier of choice for our guests, offering a premium experience at every touchpoint. To deliver the best product, we need the best team — and that means being the best employer. We’ve made significant investments in our staff over the years and will continue to do so. We actively listen to our employees and work to improve every day. This recognition makes us truly proud,” said Jan Ooms, Head of Human Resources at Brussels Airlines.

Recently, a reality show called Welkom Aan Boord (Welcome on Board) aired on the Flemish TV company VTM, giving people an “exclusive behind-the-scenes look at the daily operations of Brussels Airlines”.

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