Jobseekers today are aware of the importance of building up their employability and are focused on developing their personal brand, i.e. the professional image they portray to potential employers. They are increasingly aware of the importance of managing their online profiles, via professional and social networks, whether it’s LinkedIn or Facebook. For this reason, many are “badge collectors” and strive to get work experiences at companies that have a positive image, are well-known and recognized internationally. The reputation of the company has a large influence for today’s top talent.

Part of the personal brand aspect explains why the Big Four feature in the top five of the world’s most attractive employers. Our research shows that career seekers perceive the firms in the professional services as providing three important benefits: 1) professional training and development, 2) leaders who will support my development and 3) a good reference for a future career. Fulfilling these three requirements makes a career seeker more employable on the job market and can help a top talent kick-start their career. Thus companies that help employees become more employable in the future are also more attractive.

On a social level, students, especially top talent, are getting more and more interested in finding brands that they can relate to. As an example, “do no evil”, as Google states, is an attractive cultural fit to a target population that aims not only for a career, but also for a better world. It’s a good pitch to students that have the privilege of looking for organizations that have similar values to them – as students get influenced by social interactions with friends and family and, quite often, have to justify their choices, the cultural fit is increasingly important  for the “Me Brand”. This employer/personal brand affiliation is the step forward: it not only ensures a higher level of engagement, but it also will create brand ambassadors… and don’t forget: if someone joins for money, they will leave for money.

Exciting results from the latest Universum poll, conducted Sept 28th to 30th on Employer Reputation
How much does corporate reputation influence your choice of employer?”
• 70% say “very much”
• 23% say “somewhat”
• 7% say “not at all”