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By Michael B. Sauter, Alexander E.M.
Hess and Samuel
For
the fourth year in a row, business students from around the world rated Google
as the company they would most like to work for. The
World’s Most Attractive Employers 2012 report, produced by
employer branding firm Universum, asked tens of thousands of business students
from the 12 largest economies in the world to identify where they would like
most to be hired out of school from a list companies based around the world.
Included on the final list of the most attractive companies are major tech
giants like Google, bank holding companies like Goldman Sachs and accounting
firms like KPMG. 24/7 Wall St. analyzed company financials, brand valuations,
and ratings of these companies by current employees to identify how they manage
to be so attractive to potential employees. Based on Universum’s 2012 list,
24/7 Wall St. reviewed the 13 companies everyone wants to work for.
One factor many of these companies have in common is the fact that they have
been able to market themselves as very innovative. In an interview with 24/7
Wall St., Camille Kelly, Vice President of Employer Branding at Universum,
explains that this generation of students in particular prioritizes being on
the cutting edge of technology.
“Innovation means to a student that there is going to be new challenges, and
that they’re going to continue to be able to work on cutting-edge technology,”
she says. Of the 13 companies identified as most attractive for prospective
employees, five made the Thomson Reuters list of the 100 most innovative
companies in the world. Kelly adds that in the case of Google, which did not
make the Reuters list, the tech giant branded itself as a very innovative
company.
By far, the industry with the most representation on this list is accounting.
All of the Big Four accounting firms — PwC, Ernst & Young, Deloitte, and
KPMG — are not only all on this list, but in the top ten. Kelly explains that
accounting firms have been able to, despite the lack of glamour in their
industry, successfully brand the business as well as their specific companies
as attractive, lucrative places to work.
The 13 most attractive companies are, for the most part, also powerful global
brands. Of the 13 companies voted as most attractive by the students, eight are
on Interbrand’s 2012 list of the 100 most valuable global brands. BrandZ, which
produces a similar list, also
ranks seven of these 13 companies among the 100 most valuable global brands.
Kelly explains that “there is definitely a strong relationship between a strong
consumer brand and a strong employer brand” because any prestige and stability
are important to students. As a result, prospective employees are more likely
to be attracted to companies with familiar products.
Being financially successful also appears to impact the degree to which
companies are considered attractive. Most of the 13 companies reported healthy
earnings and strong growth over the past several years. For example, Apple’s
revenue has more than quintupled in the past few years.
These companies also tend to have highly regarded workplace environments. Companies
like Apple, Google, and Ernst & Young, regularly receive accolades for
being great places to work. According to a Glassdoor survey of employees, seven
of these 13 companies are in the top 50 places to work in the U.S.
Based on the World’s Most Attractive Employers, a report by New York-based
global employer branding firm Universum, 24/7 Wall St. identified the 13
companies students most-wanted to work for in 2012. We also reviewed Fortune’s
100 Best Companies to Work For and Glassdoor’s Best Places to Work in order to
identify the best workplaces for current employees. We considered two studies
on the value of the companies’ core brands, one by Interbrand and another by
BrandZ. Additionally, we also considered information on the world’s most innovative
companies from Thomson Reuters’ Top 100 Global Innovators. Revenue and profit
listed for these companies was for the most recent full fiscal year.
1. Google
>
Interbrand rank: 4
> Number of employees: 53,546
> Revenue: $37.9 billion
> Net income: $9.7 billion
Google tops the list of the World’s Most Attractive Employers, a position the
company has now held for the past four years. The company also ranks first on
Fortune’s 100 Best Companies to Work For, and it isn’t hard to see why. Fortune
points out that the company’s headquarters, dubbed the Googleplex, contains
bocce courts, a bowling alley and 25 cafes company wide. “Employees are never
more than 150 feet away from a well-stocked pantry,” one Google employee told
the magazine. The company is also generally known for its laid-back corporate
environment, with one of the company’s philosophies, “you can be serious
without a suit.” Employees, even those not at the top, have also reaped
financial success. Software engineers at Google were paid a base salary of
$128,336 in 2012, well above the average of $92,648 for all software engineers.
2. KPMG
>
Interbrand rank: n/a
> Number of employees: 145,000
> Revenue: $22.7 billion
> Net income: N/A
For the third consecutive year, KPMG was named by business students as the
world’s second most desirable company to work for, according to Universum. Of
this achievement, Chairman Michael Andrew noted that “attracting top students
into our
firms enables us to bring in the best
talent, expertise and knowledge to our clients.” The company earned at least
$20 billion in revenue in both fiscal 2010 and fiscal 2011 from its auditing ,
advisory, and tax services businesses. However, in its survey of top employers,
Forbes ranks KPMG the lowest among the Big Four accounting firms.
3. Procter & Gamble
>
Interbrand rank: n/a
> Number of employees: 126,000
> Revenue: $83.7 billion
> Net income: $10.8 billion
Procter & Gamble, the maker of household name products such as Crest
toothpaste and Tide laundry detergent, has a host of job opportunities for
business graduates in many of its departments. And P&G’s alumni have gone
on to very successful careers. Prominent alumni include Microsoft CEO Steve
Ballmer, General Electric CEO Jeffrey Immelt, and Hewlett-Packard CEO Meg
Whitman. But the largest consumer goods company in the world has had challenges
recently. Profit has declined for the last several years, and the company
announced in February it planned to slash 5,700 jobs over a four-year time frame
as part of a plan to cut $10 billion in costs.
4. Microsoft
>
Interbrand rank: 5
> Number of employees: 94,000
> Revenue: $73.7 billion
> Net income: $17.0 billion
Alongside Apple, Google and IBM, Microsoft is considered one of the top five
brands in the world by both Interbrand and BrandZ. The company, which offers
widely-used products such as Windows, Xbox, Skype and Microsoft Office, has
been a top choice among business students in each of the past three years,
according to Universum.
Further, Microsoft has been listed in
Fortune’s 100 Best Companies to Work For each year since 1998, although the
company ranked just 76th in Fortune’s 2012 report. Additionally, the company
had a mediocre quarter to begin fiscal 2013. Revenue in the first quarter fell
by 8% and operating income fell by 26% year-over-year, while earnings per share
fell from 68 cents in the first quarter of fiscal 2012 to 53 cents in fiscal
2013. The company’s stock has risen by 13.8% in the last 12 months, about the
same as the S&P 500 index.
5. Deloitte
> Interbrand rank: N/A
> Number of Employees: 193,000
> Revenue: $31.3 billion
> Net income: N/A
In each of the past three years, Deloitte has been one of the top five desired
employers according to Universum, making the consulting group one of just three
companies to achieve this distinction. The firm, which provides consulting,
audit, tax and risk management services to clients worldwide, employs over
56,000 people and has annual revenues exceeding $13 billion in the U.S. alone. According
to Fortune, which rates Deloitte as one of its 100 Best Companies to Work For,
the average pay for a Senior Consultant, the most common position at the
company, is more than $86,000. The company has received accolades for military
hiring, LGBT equality and women’s advancement.
6. Ernst & Young
>
Interbrand rank: N/A
> Number of employees: 167,000
> Revenue: $24.4 billion
> Net income: N/A
Ernst & Young is considered one of
the Big Four accounting firms, but the company provides a whole host of services
for a wide range of industries, including banking, oil and gas, technology,
real estate and many others. Ernst & Young helps other companies meet its
tax and regulatory requirements, but it also provides advisory services on
strategy and raising capital, among others. The company has a presence in 140
different countries and has made considerable investments in emerging markets
such as Brazil, China, India and parts of Africa. Forbes ranks Ernst &
Young as The Best Accounting Firm to Work For in 2012, a survey that took into
account both prestige and quality of life for employees.
7. PwC
> Interbrand rank: N/A
> Number of employees: 180,529
> Revenue: $31.5 billion
> Net income: N/A
In each of the last three years PwC, has been rated by Universum as one of the
world’s most desired employers among business students. Fortune also ranks the
professional services firm as one of the 100 Best Companies to Work For. Among
the reasons for PwC’s high ranking are the fully-paid sabbaticals and the
mentoring program for expecting mothers. Employees also like working at PwC,
which was named by Glassdoor as one of the 50 best places to work, as measured
by employee reviews. The company, which provides auditing, assurance and tax
services, among other offerings, has total revenues exceeding $31 billion.
8. JPMorgan Chase
> Interbrand rank: 32
> Number of employees: 259,547
> Revenue: $97.2 billion (net revenue)
> Net income: $19.0 billion
J.P. Morgan was able, to a large extent, to avoid devastation from the downturn
of the housing market, unlike rivals such as Bank of America Merrill Lynch. The
firm has emerged stronger than ever. While banks drastically cut headcount in
the years following the financial crisis, J.P. Morgan has expanded its ranks,
although much of that has come from acquisitions. Between the end of fiscal
2008 and fiscal 2012, J.P. Morgan increased its headcount by 65,000. People
hold the company in high regard as well. A recent survey of 3,500 Wall Street
professionals conducted by Vault ranked J.P Morgan Investment Bank as the best
investment bank to work at in North America, a position it held last year as
well.
9. The Coca-Cola Company
>
Interbrand rank: 1
> Number of employees: 146,200
> Revenue: $46.5 billion
> Net income: $8.6 billion
As a brand, Coca-Cola is so famous that its core product has become a synonym
for soda. According to Interbrand, the Coca-Cola brand is worth almost $78
billion and has “a name that is more universally recognized than any other in
the world.” In addition to its brand, Coke identifies its people as the second
of its two core assets, helping the company innovate and develop new drinks,
new packaging, and new equipment. Employees also benefit from a company that is
both exceptionally large, with operations in over 200 countries, and stable —
as demonstrated by 50 consecutive years of dividend growth through 2011.
10. Goldman Sachs
> Interbrand rank: 48
> Number of employees: 32,600
> Revenue: $36.8 billion
> Net income: $4.4 billion
The image of Goldman Sachs has taken a hit in the last few years following
several high- profile controversies. These included a Senate committee finding
that the bank bet against collateralized-debt obligations it sold to clients,
allegations that Goldman masked Greek debt, and a highly publicized resignation
letter in the New York Times by now former executive Greg Smith. Still, the
firm is generally regarded as the most prestigious on Wall Street. High
compensation is certainly an appeal — of the largest banks, Goldman Sachs pays
its employees the most. In the first six months of 2012, the company set aside
$225,789 for each employee on average. Rival Morgan Stanley set aside $137,548
during that time, while J.P. Morgan investment bank set aside $184,989 for its
staff. Goldman is also very exclusive. Almost 300,000 people applied for
positions at the bank in 2010 and 2011, with a 4% acceptance rate, and the bank
currently employs roughly 32,000 people.
11. Apple
(REUTERS/Lucas
Jackson)> Interbrand rank: 2
> Number of employees: 72,800
> Revenue: $156.5 billion
> Net income: $41.7 billion
Apple connects with customers, and this is reflected in the company’s brand
value. Interbrand rates Apple as the world’s second most valuable brand, behind
only Coca-Cola, with a worth of over $76 billion. Apple has an even higher
rating from BrandZ,
which assesses the brand’s worth at
almost $183 billion — by far the world’s most valuable. Apple’s employees also
think highly of the company. According to Glassdoor, Apple is the 10th-best
place to work in the U.S. based on employee reviews. The company is both
successful and innovative. Its stock price has risen more than 200% in the last
five years, largely on the success of iPhone and iPad. The company has also
been unafraid to make the necessary changes to keep its workforce happy. For
instance, retail head John Browett was asked to leave after just five months on
the job because new staffing formulas cut employees’ hours too heavily.
12. L’Oréal
> Interbrand rank: 42
> Number of employees: 68,900
> Revenue: $26.1 billion
> Net income: $4.2 billion
For the first nine months of 2012, L’Oréal reported a 10.9% sales growth from
the same time period the year before. Discussing the company’s strong sales,
Chairmen and CEO Jean-Paul Agon cited L’Oréal’s ability to innovate — an
ability recognized by Thomson Reuters, which named the cosmetics company in its
2011 Top 100 Global Innovator report. Both Interbrand and BrandZ rank L’Oreal
among the top 100 brands, meaning customers, too, appreciate the company’s
products. Interbrand cited the company’s “dedication to research, innovation,
and quality” as critical to its popularity. But the U.S. Food and Drug
Administration has recently warned the company about some of its newest beauty
products, saying these so-called cosmeceuticals blur the line between drugs and
cosmetics, at least in their marketing claims.
13. BMW
(REUTERS/Pascal
Lauener/Files)> Interbrand rank : 12
> Number of employees: 102,007
> Revenue: $88.4 billion
> Net income: $6.3 billion
BMW is a great company for business professionals, having been a top 15 desired
employer in each of the past three years, according to Universum. The company
is an even better workplace for aspiring engineers; BMW is the only non-tech
company rated by Universum as one of the top-five desired workplaces for
engineers. The BMW brand, one of the world’s most valuable, is “synonymous with
class, performance and style,” according to Interbrand — qualities that likely
make employees proud to work there. According to BrandZ, BMW is the most
valuable car brand in the world. The company has also been extremely successful
in recent months: unit sales in the third quarter of 2012 were up 9%
year-over-year, leading to a growth of 16% in net profit compared to the year
before.