about the survey
Conducted by independent research company ICMA International globally, after 12 years, the survey now captures the perceptions of 160,000 respondents.
the employer branding survey, step by step
In the preliminary section of the survey, respondents are asked to rate 17 factors that determine the attractiveness of an employer. It's the 10 most important of these factors that are used to determine the most attractive employers.
Each respondent is asked to identify the companies they recognise and then to indicate whether or not they would like to work for these companies.
In the next step, the respondents evaluate each of these companies they would work for against the 10 most important key factors. This is known as relative attractiveness.
It's the relative attractiveness score that determines the winner of the Randstad Award.
17 factors used to determine relative attractiveness
The 17 factors first used to determine the relative attractiveness of employers (in no particular order) are:
- Financial health
- Good learning & development
- Long-term job security
- Career progression opportunities
- Strong management/leadership
- Interesting job content
- Strong workplace culture
- Competitive salaries & employee benefits
- Good work-life balance
- Environmentally & societally aware (CSR)
- Diversity management
- Quality products/services
- Strong image/strong values
- Flexible working
- Conveniently located
- Uses latest technology
- International/global career opportunities
unique methodology, unique results
We apply this unique methodology because it paints a true picture of how today’s employers are perceived in the eyes of job seekers and acts as an extremely valuable way for us to share our insight and knowledge about employer branding to our employers and job seekers.