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UK – Brand reputation is the key attraction for prospective employees

24 January 2012

A survey by recruitment website reed.co.uk has found that a company's reputation counts most for prospective employees as larger and well-known brands are most popular for job seekers.

Companies such as Virgin, BBC, Google, Apple, NHS and John Lewis all made the top in the survey's list of most desired organisations to work for.

reed.co.uk questioned workers from every industry sector, age group and region and found that employees were drawn to larger brands because they enjoy public admiration. 'Admired', 'Credible' and 'Well known' were the terms most-cited to describe the ideal employer brand as 37% of those surveyed chose at least one of these words.

Many respondents favoured companies that are known to be leaders in their fields and hence enjoy financial stability. “Cool” or “funky” brands, on the other hand, did not come high in the list. 

"Whether it's the smartphone in our pocket or our favourite department store, the brands we admire the most are also the ones we'd most like to work for. Strong customer relationships and class leading products and services translate in to loyalty amongst jobseekers, as well as consumers," a spokesman for reed.co.uk said.


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