| | The first global index
of employer
attractiveness from
employer branding
company Universum,
places consultancies
PricewaterhouseCoopers,
Ernst & Young, KPMG,
McKinsey and Deloitte at
the top of the list.
The index highlights
the world’s 50 most
powerful employer brands
– those companies that
excel in talent
attraction and
retention.
The ranking is based
on a survey of business
students from the US,
Japan, China, Germany,
France, UK, Italy,
Russia, Spain, Canada
and India. Nearly
120,000 students from
top academic
institutions chose their
ideal companies to work
for.
Google is the world’s
most attractive
employer, followed by
PricewaterhouseCoopers, | |
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| | placed the highest among
the Big Four firms and
boutique management
consultancies.
Ernst & Young came
5th, KPMG 8th, followed
by McKinsey and Deloitte
at nine and 10.
The global ranking is
based on the national
rankings that Universum
conducts annually all
over the world. The
companies that are
featured in at least
eight out of the 12
leading economies were
included in the global
ranking, and the 50 most
attractive employers
were identified.
The Big Four
accountancy and
professionals service
firms; financial
services companies and
management
consultancies, still
remain strong. They are
globally attractive
employers and are
especially popular with
business students.
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The Boston Consulting
Group narrowly missed
the top 10, coming 11th.
Accenture was 23rd and
Bain & Company 26th.
“These companies in
the Top 50 really work
with employer branding
strategically. The Big
Four, for example, are
all in the top 10
business ranking, as
they have employer
branding as part of
their business strategy.
Many associate their
corporate brands to
people. This is normal
for the service
industry, but it’s a new
approach for other
companies,” said
Universum CEO Michal
Kalinowski. “These
companies are in the Top
50 because they are
focused, consistent and
differentiate themselves
in their communication.”
Irrespective of rank,
the top 50 global
employers for business
and engineering students | |
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| | are very similar,
showing strong employer
brands transcend many
skill and industry
groups. Conversely,
Oracle and Philip Morris
make it to the top 50
for business students,
but not for engineering
students.
GlaxoSmithKline and
Alcatel-Lucent appear in
the engineering ranking
yet not in the business
ranking. Aside from
these differences in
choice of employers,
what the rankings most
certainly reveal is that
the big multinational
brands are favoured.
Due to the
globalisation of the
talent market,
multinational companies
are generally recognised
as being attractive
employers. Findings from
Universum’s various
student surveys show
that students would like
a good career reference,
an international career
and an employer that can
offer secure employment. | |
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Lovisa Öhnell, head
of research and
consulting at Universum,
commented: “These
multinational brands are
globally well-known,
they offer relocation
opportunities and
business travel,
interaction with clients
and colleagues in
various countries and,
due to their size and
economic strength, they
are also seen as being
the safest choice.”
Google’s number one
position is no surprise.
Due to its remarkable
brand image, students
worldwide see it as a
company they would like
to work for. What is
surprising about Google,
however, is that it
doesn’t invest in
employer branding much
in comparison to other
companies that spend
massively on branding
activities. | |
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