The Randstad Award is the only prize representing 'the people's choice'. This means that the outcome is only based on public perception, i.e. what the public really thinks about the participating companies. We recognise that companies with a lower public profile could be at a disadvantage compared to large companies, with their higher brand name recognition. So, to create a level playing field, the Randstad Award focuses on three main areas: overall brand awareness, absolute attractiveness and relative attractiveness.
Brand awareness refers to the people looking for work who know the company well enough to have an opinion about it.
Absolute attractiveness reflects the number of total respondents who indicate they would like to work for the organisation.
Relative attractiveness is the number of respondents who know the company and say they would like to work for it. This is the decisive metric for the Award, eliminating the advantage well-known organisations could have over lesser known ones.