Google beats out Big Four firms

EMPLOYER BRANDING

Global – Google has been crowned the most sought after employer among business students for the third year running, followed by the big four accounting firms.

According to employer branding firm Universum’s latest global survey of more than 160,000 business graduates, the search giant is the most attractive company to work since 2009.

The top five best employers globally this year have remained the same as in 2010, with Google, KPMG, PricewaterhouseCoopers (PwC), Ernst & Young, and Deloitte taking their usual spots.

In 2011, other technology companies have also scaled up the "The World's Most Attractive Employers 2011" rankings while the popularity of household names, banks and financial institutions continued its slide down.

Apple leaped from 18th place in 2010 to ninth in 2011, while Coca-Cola dropped from eighth to 12th spot with J.P. Morgan takings its rank this year. Rounding out the top 10 were Microsoft at sixth, Procter & Gamble at seventh, and Goldman Sachs at 10th place.

Kyle Ewing, manager of talent and outreach programmes for Google in the US, said new graduates want to feel connected to their work and make a difference in the world.

Ewing added that Google’s appeal lies in its innovative and empowering culture. “Students are interested in making an impact and tackling big problems, and they want an environment that empowers them to do that.”

Accounting firms have remained popular among graduates as they are perceived to have good job security and global opportunities.

Dan Black, director of campus recruiting for Ernst & Young in the US, said the firm did not rescind a single job offer in 2008 or 2009 during the economic crisis. While the company did not hire as many as usual, Black said it will always stick to its commitment.

“In five to 10 years, these new hires will be our leadership,” Black added, “If we don’t hire them now, we will pay down the road.”

Paula Loop, global talent leader for PwC in the US, said jobseekers today want to work for brand names that will launch their career and boost their professional networks.

In that case, Google may continue leading the pack for years to come. Lovisa Ohnell, head of research and consulting at Universum, said, “It will take a strong player with a clear talent strategy to steal this No. 1 spot.”

According to Universum, jobseekers said a work-life balance as the most desirable benefit that a potential employer can offer.

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