Dive Brief:
- Google and Microsoft took first and second place in Americans' list of most sought-after employers, according to a Survey Monkey and Fortune poll released this week. Respondents — 19,860 adults over the age of 18 — ranked the top 75 companies to work for based on employer appeal, innovation and impact on the country, willingness to change for success and other criteria.
- Tech companies dominate the list, which also breaks down preferences based on gender, region, diversity, customer services and political party. For example, the company women are most excited about working for is Walt Disney, compared to Boeing for men; Apple took the top spot for its diversity commitment; Amazon is considered No. 1 in customer service; and Democrats' top pick is Microsoft, while Republicans choose Boeing.
- The list also revealed companies that had the most negative change since 2017, with the top contenders being Fannie Mae, Freddie Mac, Bank of America, Walmart, Pfizer, Wells Fargo and American Airlines.
Dive Insight:
The survey not only shows how and why companies were selected, it also demonstrates the power of employer branding. The technology industry includes some of the most recognizable brands in the world; therefore, it's not surprising those companies dominate the survey results. People may be swayed by the familiar, which might explain some of the choices.
The takeaway for companies of all sizes and levels of visibility is to cultivate and maintain a brand that represents a positive aspect of business.
Notoriety can have a role in selecting companies for their attributes, as well as their failings. Bad publicity can affect perception, which might be why so many financial service companies made the "negative change" list; each one has faced public scrutiny for questionable or unethical practices.
Branding and bad publicity aside, there are some helpful lessons employers can learn about which company attributes attract — and deter — candidates from these kinds of surveys.
