| | 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,
placed the highest among | |
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| | 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 | |
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| | offer secure employment.
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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