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).