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.
• the survey, step by step
• relative vs. absolute attractive attractiveness
• 10 key factors for success
• unique methodology, unique results
At present 23 countries across Europe, Asia/Pacific and the Americas take part. The 150 largest companies are selected in each of those countries. The selection criterion is companies with more than 1,000 employees. This list is presented to a representative cross section of relevant respondents based on region, age and sex: 7,000 employees and job-seekers between the ages of 18-65. There is a slight bias towards respondents 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 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 incl. salary & benefits, work atmosphere and job content.
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
• 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)
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.