how are the companies selected for the research?
Our survey measures the employer brand awareness of the commercial companies selected for the research. The employer branding efforts of these companies are also measured against 10 employer value proposition (EVP) factors that are associated with the company. These factors include (and are not limited to) a healthy work-life balance, good career progression opportunities, attractive salary and benefits.
We select companies with a large workforce size in Malaysia as more workers would be familiar with their brand and employer brand efforts. Companies that have a small workforce (e.g. start-ups or small-and-medium enterprises) may not be as popular as household names or global enterprises. As a result, SMEs and start-ups could rank low in awareness, even if they have a very attractive employee value proposition and workplace culture.
All 78 companies have an equal opportunity to have their names shown to the survey respondents through a methodology called ‘Smart Sampling’ used by our independent research partner - Kantar TNS.
why are we doing things differently this year?
If you’ve been an avid follower of our Randstad Employer Brand Research, you may notice that our approach has changed slightly.
As we publish this year's REBR, we are fully aware of the unique situation we are in.
The completion of the questionnaire, survey fieldwork and data analysis were finalised before COVID-19 was declared as a pandemic. While the results may not fully reflect the current HR trends and candidates’ sentiments, it holds true the fundamental concerns that job seekers and employees have in the work environment.
During these extraordinary times, your company's response and actions in 2020 will play a part in your employer branding. While we work together to fight this battle against an invisible enemy, we hope the survey report can continue to help you sharpen and strengthen your employer branding strategy moving forward.
H4 - related content