randstad employer brand research.

REBR is an independent survey that was conducted for the first time in 2000 with the aim of providing valuable insights that can help companies shape an attractive value proposition.

With around 170,000 respondents and over 6,400 companies surveyed in 34 markets worldwide, REBR is one of the world’s most comprehensive researches of its kind. The survey has been conducted in Sweden since 2014. REBR is produced and implemented by Randstad together with Kantar TNS – one of the world’s leading research companies.

The survey covers a representative sample of Sweden’s population and includes employees, students and job seekers aged 18–64. The survey is somewhat weighted towards people between 25–44 because the survey’s main target group is potential employees. This year, over 4 054 people participated in the survey and gave their views on Sweden’s 150 largest employers, as well as on what they value most when choosing an employer.

To determine which attributes Swedes value most and which companies are the most attractive employers, the respondents answer the following questions. 

1. What attributes does your ideal employer need to have? Respondents are able to choose the most important attributes from a list of 16. 

2. Which of these companies do you know of? 30 randomly selected companies are shown to the respondents, based on measured awareness in the previous year. This question establishes the degree of brand awareness. 

3. How likely are you to want to work for each of the companies you know of? Here, respondents are asked to rate each company they have indicated that they know of on a scale of 1-5. This question establishes the degree of attractiveness.

4. Rate the following ten attributes for each of the companies you are aware of. Respondents then rate all the companies they have indicated they know of based on a list of ten attributes.