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?
Respondents are able to choose the most important attributes from a list of 16.
2. what companies are you aware of?
30 randomly selected companies are shown to the respondents, based on measured awareness in the previous year. This question establishes the degree of familiarity.
3. how likely are you to want to work for each of the companies you are aware of?
Here, respondents are asked to rate each company they have indicated that they are aware of on a scale of 1-5. This question establishes the degree of attractiveness.
4. rate the following 10 attributes for each of the companies you are aware of.
Respondents then rate all the companies they have indicated they are aware of based on a list of 10 attributes.