Employer Brand Management: Practical Lessons from the World's Leading Employers

Appendix – Global Attraction Factors

Universum Student Survey Attraction Factors - Business Students (2013) Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives [from each category]

Global	USA	UK	FR	GER
Corporate Reputation & Image	%	%	%	%	%
1	Market Success	36	34	36	31	37
2	Attractive/exciting products and services	33	29	25	53	45
3	Innovation	31	34	34	37	32
4	Financial strength	31	42	35	30	29
5	Inspiring management	30	31	33	24	27
6	Prestige	30	30	30	41	21
7	Fast-growing/entrepreneurial	22	19	23	16	15
8	Corporate social responsibility	22	21	20	20	29
9	Ethical standards	21	38	21	17	15
10	Environmental sustainability	15	13	13	13	19
Job Characteristics	Global	USA	UK	FR	GER
1	Professional training and development	46	46	47	29	37
2	Opportunities for international travel/relocation	35	32	36	48	27
3	Challenging work	35	28	33	47	34
4	Secure employment	35	50	32	22	40
5	Variety of assignments	26	25	22	41	37
6	Flexible working conditions	24	29	24	13	26
7	Team oriented work	21	22	20	25	23
8	High level of responsibility	21	24	22	32	20
9	Client interaction	15	17	15	16	14
10	Control over my number of working hours	13	15	14	13	15
People & Culture	Global	USA	UK	FR	GER
1	A creative and dynamic work environment	43	46	43	52	34
2	Leaders who will support my development	43	46	46	47	40
3	A friendly work environment	38	41	40	31	47
4	Respect for its people	35	48	30	28	33
5	Recognizing performance ...