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Employer branding trumps consumer branding for young job seekers

A recent Collegefeed study led to an interesting finding: Young job seekers consider employer branding one of the most important factors when deciding to work for a company. They would prefer to work for a company whose employees view it favorably than one that commands industry or consumer respect, for example. Jody Ordioni's article on expands on these findings. 

CoreBrand conducted the first study of more than 10,000 business decision-makers from leading U.S. businesses on their opinions of brands' reputations, management and investment potential. CoreBrand assigned the highest scores to companies considered the "Most Respected." The top slots included Coca-Cola, PepsiCo, Hershey, Bayer, Johnson & Johnson, Harley-Davidson, IBM and Apple, with Kellogg and General Electric rounding out the list.

However, another study, run by Collegefeed, used a different target audience. The study asked 15,000 Millennials, from college students to recent graduates, their top companies to work for. 

That list included Google, Apple, Facebook, Microsoft, Amazon, eBay, LinkedIn, Yahoo, Goldman Sachs and IBM. Curiously, only two of those companies overlapped with CoreBrand's list: Apple and IBM. 

For millennials, employer branding proved to be one of the most important factors when choosing a company to work for. 75 percent of Collegefeed's respondents cited "people and culture fit," while 45 percent cited "company mission" and below 20 percent cited "market leadership" as reasons for choosing their workplace. 

"The takeaway from all these lists and statistics: For a brand to attract top talent, it's better to be liked by employees than by consumers, or even by other industry leaders. Hip companies like Google and Apple will always have a slight edge, but job-seekers care far more about cultural fit and career potential than about what their employer actually does — or what they pay," Ordioni explains.