about the survey
In 2000, Randstad teamed up with the independent research company ICMA Group and launched the first Randstad Award in Belgium to measure 50 local employer brands. After 15 years of close collaboration, the survey has now been expanded to include 4,900 organisations worldwide.
• The survey, step by step
• Relative vs. absolute attractive attractiveness
• 10 key factors for success
• Unique methodology, unique results
In 2016, 25 countries will take part in the main regions where Randstad is active: Europe, Asia Pacific and the Americas. The 150 largest companies (by employee size) are selected in each of those countries. In smaller countries, the number of selected companies is 75.
The selection criteria is based on companies with more than 1,000 employees. This list is presented to a cross section of respondents: 7,000 employees and jobseekers between the ages of 18-65 with a slight emphasis on people under 40 as the survey’s main target audience is potential employees.
Unlike similar surveys, HR officers, staff members or experts aren’t invited to take part in the survey, which guarantees maximum objectivity. The respondents are asked to identify companies they recognise and then indicate whether or not they would like to work for them. The next step evaluates the relative attractiveness of each of the selected companies based on 10 key factors.
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 organisation would rank better in the ratings due to greater public awareness.
To ensure that smaller company’s ranking aren’t 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).
The winner of the Randstad Award is based on how appealing the selected company is as a potential employer. To determine this, we ask one simple question: Would you like to work for this company? The companies are also evaluated on 10 factors to determine the perception of the employer brand.
The 10 factors are (in random order):
• Financial health
• Long-term job security
• Career progression
• Strong management
• Interesting job content
• Work-life balance
• Salary and employee benefits
• Work-life balance
• Environment and society
We apply this methodology because a uniform approach makes it easier to draw comparisons between countries – it’s also why the research is conducted almost simultaneously across all regions. The research significantly contributes to our knowledge about employer branding, and about why people select certain jobs and employers.
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 (which contains the main results per country, including the Randstad Award winner) is made available to the public. Separate reports, containing the main results for specific global or national sectors, can also be requested.