The Growing Trend of 'Soft Job-Hoppers': Insights from the Internal Branding Survey 2026

Understanding the Internal Branding Survey 2026

The Corporate Communication Strategic Studies Institute, led by Kanji Sakai within Dentsu PR Consulting, recently conducted the "Internal Branding Survey 2026" targeting professionals aged 20 to 60 across companies with over 300 employees. This fourth edition enhances the previous research by adding 1,000 participants in their 20s, allowing for a more nuanced analysis of employee engagement, the sense of achievement in their work (referred to as "feeling effective" in this release), and their desire to stay with their current organization.

In contemporary work culture, a noteworthy trend termed the 'soft job-hopper' is gaining traction. This category describes individuals who, while not immediately seeking new employment, engage in active information gathering about potential job opportunities. According to the survey, an alarming 33.6% of the highly engaged respondents in their 20s expressed that they are contemplating career changes.

Key Findings from the Internal Branding Survey 2026:

1. A significant proportion of engaged employees are considering job changes
- Among those engaged employees in their 20s, one in three is contemplating seeking new opportunities.
2. A strong sense of self-efficacy correlates with retention
- Feeling as though they can utilize their strengths effectively greatly influences their willingness to remain with their current employer.
3. Recognition of company culture enhances emotional ties
- Employees who identify with their company’s culture are more likely to feel effective and have a stronger desire to stay.

What Is Engagement?

Engagement is the measure of the bond between a company and its employees, assessed through four dimensions: trust, affection, pride, and contribution. The survey categorized respondents showing strong agreement in these areas as part of the "highly engaged" demographic.

The measurement employs a model of Internal Branding, a registered trademark of Dentsu PR Consulting, which seeks to unify employees under a single vision driven by shared awareness and collective action, illuminating the power that fosters organizational value.