In 2000, Randstad teamed up with the independent research company ICMA International
and launched the first Randstad Award in Belgium to measure 50 local employer brands.
After 12 years of close collaboration, the survey has now been expanded to 15 countries
to include 1,700 organizations worldwide.
The Randstad Award program is based on a robust research platform that gives unique insight
into the key drivers of talent attraction within our country and across the world.
The 15 participating countries (Australia, Belgium FR, Belgium NL, Canada, France, Germany, India,
Italy, Japan, New Zealand, Poland, Singapore, Spain, The Netherlands, United Kingdom) are from Europe,
Asia/Pacific and the Americas, where Randstad has active presence. In each country 150 large companies
with 1000 plus employees are chosen for the survey.
This company list is presented to a representative cross section of relevant respondents: 7,000
employees and job-seekers between the ages of 18-65. There is a slight emphasis on people under 40
because the survey’s main target audience is potential employees. In very small countries, the
number of selected companies is 75 and with 4000 respondents.
Unlike similar surveys, HR officers, staff members or experts are not invited to take part in the
survey, which guarantees maximum objectivity. The respondents are asked to identify the companies
they recognize and then to indicate whether or not they would like to work for them. In the next
step, they evaluate the relative attractiveness of each of the selected companies based on 10 key