the employer brand research

The winner is based on the outcome of the most comprehensive independent research into employer branding. Unlike other best employer awards, it is 'the people's choice', based on the views of a representative survey pool of general public respondents (aged 18-65) in each of the participating countries.

In New Zealand, the robust research program is based on the perceptions of circa 4000 members of the general public, designed to uncover how employers are perceived in the eyes of these job seekers and potential employees.

The winner of the award is selected from the 150 largest organisations in New Zealand, based on employee size. The specially developed survey is completely independent and the resulting data is collated into three kinds of reports focusing on companies, countries, and sectors. The companies are selected through national statistics agencies and the winners are selected solely based on the appeal of their employer brand. Such careful measures ensure that the survey remains completely objective.

what makes it unique?

  • independent and objective

    Organisations cannot apply or pay to take part in the survey. In each country, the questionnaires are submitted to a representative cross section of circa 4000 members of the general public, instead of a company's HR department, permanent staff or experts. We also make use of almost three times as many respondents as most local employer branding surveys. All these measures make the Randstad Award stand out and ensure its independence and objectivity.

  • public perception and relative attractiveness

    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.