The Randstad Award measures relative attractiveness amongst respondents who know the company (minimum 10% name awareness). It represents the percentage of respondents who would like to work for that company.
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An ‘employer brand’ is a complex concept based on various intangible factors, including perception, image versus identity, and the ability to differentiate between them. Here, we break down the 2014 survey results by age, gender, and region.
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At Randstad, we believe that a person’s perception of potential employers is not based only on positive press releases, a high profile CEO or the widest name recognition. It depends much more on real and sustainable developments within companies. Furthermore, an organization’s image is only partially determined by internal and external communications.
The Randstad Award is based on the views of a representative sample of employees and job-seekers in each of the participating countries. 7,000 respondents per country between the ages of 18 and 65 are asked for their views on a country’s 150 largest companies via an online questionnaire. The companies are selected through national statistics agencies. This means they cannot request or subscribe to be included in the survey. The winners are selected solely based on the appeal of their employer brand. Such careful measures ensure that the survey remains completely objective.
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