The most important characteristics that the U.S. workforce looks for in an employer are salary and benefits, job security and a pleasant work atmosphere. Which employers top these categories? View more results of our study and gain insight into what the U.S. workforce wants in an employer.
Although a company’s employer brand should closely mirror its broader consumer brand messaging, there is an important distinction between the two concepts. While an organization’s consumer brand speaks to those who may buy its products or services, an employer brand refers specifically to building brands that people want to work for and developing a positive reputation as a place to work.
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 images so that they can attract the best people to their teams and keep their workforces engaged and motivated, both of which are vital for business success.
Companies cannot apply or pay to take part in the survey. Instead, the 150 largest employers are considered. In each country, the questionnaires are submitted to a representative cross section of potential employees and job-seekers, instead of a company’s HR department, permanent staff or experts. Randstad fields the study with nearly 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.
In 2000, Randstad teamed up with independent research company ICMA International and launched the first Randstad Award in Belgium to measure 50 local employer brands. After 15 years of close collaboration, Randstad and ICMA International have expanded the survey to now include 4,900 organizations worldwide.
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 15 years of experience with the Randstad Award. Key factors that influence employer brand perceptions:
- Financial health
- Good training opportunities
- Long-term job security
- Career growth opportunities
- 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)
We apply this methodology because a uniform approach makes it easier to draw valid 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 understanding of employer branding, as well as why people select certain jobs and employers.
A global Randstad Award is granted to the most attractive employer worldwide. Microsoft received the 2015 Global Randstad Award as the most attractive employer brand worldwide. Sony and Samsung claimed the second and third spots, respectively. These companies were the global organizations 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.