Recently we published our very first “Global Ranking”. We surveyed over 100,000 students from the 11 largest economies in the world which companies they find attractive. These rankings receive much attention – often because people disagree with it. I’m sure a lot of people have been surprised to find that their company is not on the list.
Business | Engineering | |||
Google | 1 | Google | ||
PricewaterhouseCoopers | 2 | Microsoft | ||
Microsoft | 3 | IBM | ||
Goldman Sachs | 4 | BMW | ||
Ernst & Young | 5 | Intel | ||
Procter & Gamble | 6 | General Electric | ||
J.P. Morgan | 7 | Sony | ||
KPMG | 8 | Siemens | ||
McKinsey & Company | 9 | Shell | ||
Deloitte | 10 | Procter & Gamble | ||
The Boston Consulting Group | 11 | Johnson & Johnson | ||
BMW | 12 | Hewlett-Packard | ||
Coca-Cola | 13 | Cisco | ||
L'Oréal | 14 | Esso/ExxonMobil | ||
Morgan Stanley | 15 | McKinsey & Company | ||
Sony | 16 | Schlumberger | ||
IBM | 17 | BP | ||
Johnson & Johnson | 18 | L'Oréal | ||
Deutsche Bank | 19 | Nokia | ||
General Electric | 20 | Accenture | ||
Citigroup | 21 | Coca-Cola | ||
HSBC | 22 | Philips | ||
Accenture | 23 | Goldman Sachs | ||
Nestlé | 24 | Nestlé | ||
Credit Suisse | 25 | Pfizer | ||
Bain & Company | 26 | Bosch | ||
Unilever | 27 | The Boston Consulting Group | ||
UBS | 28 | J.P. Morgan | ||
Nokia | 29 | Deloitte | ||
Intel | 30 | Morgan Stanley | ||
Esso/ExxonMobil | 31 | GlaxoSmithKline | ||
Kraft Foods | 32 | Ericsson | ||
Shell | 33 | Ernst & Young | ||
Hewlett-Packard | 34 | ABB | ||
Mars (Masterfoods) | 35 | Bayer | ||
Pfizer | 36 | Unilever | ||
Siemens | 37 | PricewaterhouseCoopers | ||
Philips | 38 | Deutsche Bank | ||
Oracle | 39 | HSBC | ||
Bayer | 40 | Kraft Foods | ||
Philip Morris | 41 | Bain & Company | ||
DHL | 42 | Citigroup | ||
BP | 43 | Alcatel-Lucent | ||
Bosch | 44 | Daimler | ||
Cisco | 45 | Novartis | ||
Daimler | 46 | Mars (Masterfoods) | ||
Ericsson | 47 | KPMG | ||
ABB | 48 | Credit Suisse | ||
Novartis | 49 | DHL | ||
Schlumberger | 50 | UBS |
These companies have clearly succeeded in their work with employer branding – this is not to say that companies not included in the list have not, but what does these companies have in common?
First of all, they have a global strategy for their employer brand that supersedes geographical borders.
Furthermore, their work is focused and long term.
Furthermore, their work is focused and long term.
And at last, the work is spread across many different departments; HR, marketing, communications and the top management are all involved.
In three years we will have three people leaving the job market for every one person entering it - is your company ready for such a battle?
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