Employer Image Rankings

By Christopher Van Mossevelde

With all the talk about the iPad, whether you’re a fan or not, Apple is strongly associated with attractive/exciting products and services, a quality that contributes to their employer brand and lures top talent to want to work for them.

The attribute ‘attractive/exciting products and services’ can be seen as one of Apple’s main drivers of employer attractiveness or their differentiating factor: the aspect of their employer brand that helps to seduce potential employees to choose them as their future employer instead of another.

Universum asked approximately 2,300 business students, during the first quarter of 2009, what they associated with their choice of ideal employers. Based on the percentage of business students that related ‘attractive/exciting products and services’ to their ideal employer, an image ranking was produced. Below are the employers that are most associated to the attribute in question.

The “Apple Cult” is well-known. The company has its dedicated followers that religiously snatch-up anything the company produces. Although the company’s products and services have exceptional features and functionalities, which may surpass what its competitors produce, there is still something trendy and hip about the brand: the Apple that everyone wants to take a bite out of, or in this case would like to work for.

Attractive/exciting products and service

Source: Universum UK Student Survey