Universum has again published its top employer rankings this week, last week the appropriate awards were presented in Munich - and I watched the lucky winners live at the gala.


{Event} Background report from the Universum Awards: The modesty of top employers
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Nothing new in the South

To say one thing in advance: nothing really surprising happened. The car manufacturers were twice ahead with economists and natural sciences, even though Oliver Ferschke, Head of Personnel Marketing at the BMW Group, Antje Maas from Audi and Christoph Welz from Porsche came to the stage for a lively interplay:

For students of economics, BMW is the most attractive employer for the first time, followed by Audi, Porsche, Google and Volkswagen. Audi will be able to defend its top position in the previous year and be able to compete against BMW, Porsche, Volkswagen and Daimler / Mercedes-Benz, which occupy second and fifth place.

The modesty of employers

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The natural scientists prefer research institutions like the Frauenhofer Society and the Max Planck Institute for Industry. And the winners in the IT sector are also to be expected: the three large USCompanys Google, Microsoft and Apple. SAP, the only original German company, first landed on 5.

At best, there were surprises with the highest newcomers and climbers, who were at best found in 50th place. The winners did not lack a sense of mission either: Employees were involved in the data of the whole Welt to evaluate - Google announced as a reason for its top position. A size smaller doesn't seem to work.

To study

The international research and consulting company Universum supports companies in building their employer brand and works with over 1700 worldwide customers and 2000 universities combined.

For the study, Universum interviewed more than 34 000 students in Germany about the perceptions and attractiveness of employers as well as their long-term career goals and evaluates these figures twice a year, once for students and once for young professionals.

Where do the figures come from?

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But how are the results achieved? What makes employers attractive? According to the Universum Student Survey 2015, the ideal employer should have an attractive base salary, a friendly work environment and a high Income in the Future Offer.

If you believe the statements of the award winners, employer branding and Marketing-Strategies of the companies - and on the image, if not to say the cliché and the level of awareness.

If you look at the names of the winners, the companies with the highest degree of recognition have won the most, especially in the case of IT and bus drivers.

Coolness factor as a decision criterion

And one should not forget that students voted here - i.e. those who still have little idea of ​​real everyday work. Of course, they go by the coolness factor, for example in the IT area, or by the Industriesthat special for sure and appear reputable, something like the automotive industry. And it is also not surprising that many natural scientists prefer to work in pure research institutions rather than in industry.

Whoever wants to counteract this, should rather think about clichés in our society; in the small the own Employer Brandig to improve should only conditionally help to counteract this.


Top books on the subject

9783965963900

 9783965963566

 9783965965560

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 9783965965584

 9783965963887

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