BMW, Sony, and Samsung are the world's top 3 most attractive employers of 2014, according to the Global Randstad Award 2014.
Rounding off the top 10 are General Electric, Coca-Cola, Siemens, HP, IBM, Johnson & Johnson, and Volkswagen.
The global survey across 23 countries also reveals that the most attractive industry sector to work in is IT, followed by life sciences, consulting, automotive, and technology.
“In today’s increasingly mismatched global labor market, strong employer brands are crucial to attract and retain the right talent,” says Jacques van den Broek, CEO of Randstad. “Reasons why people choose certain employers differ greatly. There is no single set of characteristics that will attract everyone. Employer branding is highly nuanced, individual and multidimensional and creating a compelling brand is therefore more of an art than a science. Countries, companies and even people within them all want something slightly different and the employer brand should therefore seek to articulate and convey the rich and varied traits that make an organisation unique.”
The survey reveals interesting insights into the perception of potential employees. The attractiveness of employers has increased 4% worldwide compared to last year. This suggests that confidence in people’s own prospects and the wider economic outlook is increasing.
Long-term job security, rated number one in insecure times, has lost its top position to competitive salary and employee benefits as the most important factor of choosing an employer.
The soft values or human features of organizations and brands were also measured. Worldwide, honest and reliable are the most important values, while traditional business values such as masculinity and high status score low.
The strong scores for pleasant working atmosphere, good work-life balance and interesting job content underline the multiple dimensions in making an employer attractive, and that money is rarely enough to make people want to work for an organisation.
Men are more attracted by career prospects, strong management and financial health of employers, while women see pleasant atmosphere, work-life balance, accessibility and flexibility as more important.
Salary, job security and financial health gain importance as people get older; while training and career development prospects are typically sought out by younger people.