Randstad Employer Brand Research

Relative vs absolute attractiveness

Relative vs absolute attractiveness

The survey makes a clear distinction between ‘absolute attractiveness’ and ‘relative attractiveness’. A smaller, lesser-known company may actually be more appealing as a potential employer than a larger, well-known company.

However, based on absolute attractiveness, the high profile organization would rank better in the ratings due to greater public awareness. To make sure that a small company’s ranking is not impacted adversely by its brand awareness, the Randstad Award distinguishes between absolute attractiveness (among all respondents) and relative attractiveness (among respondents who know the company).

Employer Brand Research 2017

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