about Randstad Awards

 


the Randstad Award

The Randstad Award is presented each year to the most attractive employer in various countries throughout the globe. It’s not just another prize for the trophy cabinet, however. The winner is based on the outcome of the world’s largest survey into employer branding, and unlike other best employer awards, it is “the people’s choice.”

the icing on the cake

Very often, public perception of a company is influenced by objective facts and the way it behaves. Because behavior can be modified, every organization can influence the attractiveness of its employer brand. This is why Randstad has developed a reliable research method to help organizations in their efforts to improve their employer branding. The methodology is used to measure the relative attractiveness of a country’s largest employers and the most appealing candidate is honored with the Randstad Award as a sign of distinction; it’s the icing on the cake.

bringing employers and employees together

The Randstad Award helps employers recruit and retain the best talent in the market by giving them insight into the perceptions and preferences of potential employees. It gives organizations the information necessary to improve their image so that they can attract the kind of people they want and to keep their workforce engaged and motivated, which is a vital factor for business success.

the importance of employer branding

what is employer branding?

An “employer brand” is a complex concept based on various intangible factors, including perception, image versus identity and the ability to differentiate between them. In a nutshell, an employer brand represents the image a company projects as a potential employer. If you have a strong employer brand, then your company is considered a distinctive place to work, with attractive brand values and career prospects.

the importance of employer branding

In today's highly competitive job market, employer branding is a crucial tool for attracting and retaining the right kind of talent. It helps you recruit highly-skilled and promising new employees and it enhances their loyalty by increasing their identification with the company. It also raises an organization’s visibility in the job market and makes it stand out from the competition.

what makes the Randstad Award stand out?

independent and objective

Companies cannot apply or pay to take part in the survey. In each country, the questionnaires are submitted to a representative cross section of 7,000 employees and job-seekers, 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.” The outcome is based only on public perception--what the public really thinks about the participating companies. We recognize that companies with a lower public profile could be at a disadvantage compared to large, highly-recognized companies. So, to create a level playing field, the Randstad Award focuses on three main areas: overall brand awareness, absolute attractiveness and relative attractiveness.

what the Randstad Award looks at

 

  • Brand awareness refers to whether the people looking for work 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 organization.
  • 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 because it eliminates the advantage well-known organizations could have over lesser known ones.

survey information

history

In 2000, Randstad teamed up with the independent research company ICMA International and launched the first Randstad Award in Belgium to measure 50 local employer brands. After 14 years of close collaboration, the survey has now been expanded to include 4,900 organizations worldwide.

the survey, step by step

At present, 23 countries are taking part in the main regions where Randstad is active: Europe, Asia/Pacific and the Americas. The 150 largest companies are selected in each of those countries. This list is presented to a representative cross section of relevant respondents: 7,000 employees and job-seekers between the ages of 18-65. There is a slight emphasis on people under 40 because the survey’s main target audience is potential employees. In very small countries, the number of selected companies is 75 and the number of respondents 4,000. Unlike similar surveys, HR officers, staff members or experts are not invited to take part in the survey, which guarantees maximum objectivity. The respondents are asked to identify the companies they recognize and then to indicate whether or not they would like to work for them. In the next step, they evaluate the relative attractiveness of each of the selected companies based on 10 key factors.

relative vs. absolute attractiveness

The survey makes a clear distinction between “absolute attractiveness” and “relative attractiveness.” A smaller, lesser-known company may actually be a more appealing potential employer than a larger, well-known company. However, based on absolute attractiveness, the high profile organization would rank better in the ratings due to greater public awareness. To make sure that a small company’s ranking is not impacted adversely by its brand awareness, the Randstad Award distinguishes between absolute attractiveness (among all respondents) and relative attractiveness (among respondents who know the company).

10 key factors for success

The winner of the Randstad Award in each country is based on how appealing the selected company is as a potential employer to the respondents. To determine this, we ask one simple question: Would you like to work for this company? The companies are also evaluated on 10 factors that have been derived from our 12 years of experience with the Randstad Award. These factors determine the perception of the employer brand.

the 10 factors are...
  • Financial health
  • Good training opportunities
  • Long-term job security
  • Opportunities for career advancement
  • Strong management
  • Interesting job content
  • A pleasant and stimulating working environment
  • Competitive salaries and employee benefits
  • A good work-life balance
  • Progressive policies concerning the environment and society (CSR)

unique methodology, unique results

We apply this methodology because a uniform approach makes it easier to draw useful comparisons between countries. This is also why the research is conducted almost simultaneously across all regions. The method is very useful because it significantly contributes to our knowledge about employer branding, and about why people select certain jobs and employers.

the Randstad Award report

The company reports detail the strengths and weaknesses of their external employer brand and provide each company with an excellent industry benchmark. These reports are confidential. The general report containing the main results per country, including the Randstad Award winner, is made available to the public.

the global winner

In addition to the national Randstad Awards in 23 countries, a global Randstad Award is granted to the most attractive employer worldwide. The winner is elected from a list of top 50 largest companies based on a set of objective criteria:

  • largest number of employees
  • corporate organizations
  • operating in at least 25 countries
  • same company name in all countries
  •  at least 30% of employees works outside the base country
The winner is the global company with the highest attractiveness score across 22 countries (Luxembourg is excluded). A weighting on GDP (gross domestic product) is applied after consolidating the data for the 22 countries, to balance the impact of the different countries and reflect the actual economic reality.

 

participating countries

The countries participating in the Randstad Award 2014 are:

  • Argentina
  • Australia
  • Belgium
  • Canada
  • China
  • France
  • Germany
  • Hong King
  • Hungary
  • India
  • Italy
  • Japan
  • Luxembourg
  • New Zealand
  • Poland
  • Russia
  • Singapore
  • Spain
  • Sweden
  • Switzerland
  • The Netherlands
  • United Kingdom
  • USA