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’: This means that the outcome is only based on public perception, i.e. what the public really thinks about the participating companies.
We recognise that companies with a lower public profile could be at a disadvantage compared to large companies, with their higher name recognition. So, to create a level playing field, the Randstad Award focuses on three main areas:
- overall brand awareness
- absolute attractiveness
- relative attractiveness
refers to the people looking for work who know the company well enough to have an opinion about it.
reflects the number of total respondents who indicate they would like to work for the organisation.
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 organisations could have over lesser known ones.