what is the Randstad Award?

The Randstad Award is presented each year to the most attractive employers in various countries throughout the globe. It’s not just another prize for the trophy cabinet as the winner is based on the outcome of the world’s largest survey into employer branding. Unlike other best employer awards, it is ‘the people’s choice’, based on the views of a representative sample of employees and job seekers in each of the participating countries.

In Australia, the robust research program based on the perceptions of over 10,000 job seekers is designed to uncover how employers are perceived in the eyes of these jobseekers and potential employees.

The winner of the award is selected from the 150 largest companies in Australia, based on employee size. The specially developed survey is completely independent and the resulting data is collated into three kinds of reports focusing on companies, countries and sectors. The companies are selected through national statistics agencies. This means they cannot request or subscribe to be included in the survey. The winners are selected solely based on the appeal of their employer brand. Such careful measures ensure that the survey remains completely objective.

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employer branding research

The Randstad employer branding research  provides insights into the needs of employees and jobseekers help shape your organisation's branding strategy and talent attraction & retention programs. Every year we conduct research on a host of topics. The Randstad Award research dives into what people find attractive in an employer. It focuses in on preferred companies, sectors and 10 key attributes such as salary, career progression and training.

At Randstad, we believe that a person’s perception of potential employers is not based only on positive press releases, a high profile CEO or the widest name recognition. It depends much more on real and sustainable developments within companies. Furthermore, an organisation’s image is only partially determined by internal and external communications. Very often, public perception of a company is influenced by objective facts and the way it behaves. Because behaviour can be modified, every organisation can influence the attractiveness of its employer brand. This is why Randstad has developed a reliable research method to help organisations in their efforts to improve their employer branding.

The Randstad Award helps employers recruit and retain the best talent on the market by giving them insight into the perceptions and preferences of potential employees. It gives organisations the information necessary to improve their image so that they can attract the kind of people they want and to keep their workforce engaged and motivated, which is a vital factor for business success.




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why is the Randstad Award different?

independent and objective

Companies cannot apply or pay to take part in the survey. In each country, the questionnaires are submitted to a representative cross section of 10,000 employees and job-seekers, instead of a company’s HR department, permanent staff or experts. We also make use of almost three times as many respondents as most local employer branding surveys. All these measures make the Randstad Award stand out and ensure its independence and objectivity.

public perception and relative attractiveness

The Randstad Award is the only prize representing ‘the people’s choice’: This means that the outcome is only based on public perception, i.e. what the public really thinks about the participating companies. We recognise that companies with a lower public profile could be at a disadvantage compared to large companies, with their higher name recognition. So, to create a level playing field, the Randstad Award focuses on three main areas: Overall brand awareness, absolute attractiveness and relative attractiveness. Brand awareness refers to the people looking for work who know the company well enough to have an opinion about it. Absolute attractiveness reflects the number of total respondents who indicate they would like to work for the organization. Relative attractiveness is the number of respondents who know the company and say they would like to work for it. This is the decisive metric for the Award because it eliminates the advantage well-known organisations could have over lesser known ones.