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 160,000 respondents and over 4000 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 – 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 12. 

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 are aware of? Here, respondents rate each company that they are aware of on a scale of 1-5, followed by rating each one across the 12 importance attributes. These questions establish the degree of attractiveness.