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Employer Brand Management: Practical Lessons from the World's Leading Employers by Richard Mosley

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Appendix – Global Attraction Factors

Universum Student Survey Attraction Factors - Business Students (2013) Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives [from each category]

Global USA UK FR GER
Corporate Reputation & Image % % % % %
1 Market Success 36 34 36 31 37
2 Attractive/exciting products and services 33 29 25 53 45
3 Innovation 31 34 34 37 32
4 Financial strength 31 42 35 30 29
5 Inspiring management 30 31 33 24 27
6 Prestige 30 30 30 41 21
7 Fast-growing/entrepreneurial 22 19 23 16 15
8 Corporate social responsibility 22 21 20 20 29
9 Ethical standards 21 38 21 17 15
10 Environmental sustainability 15 13 13 13 19
Job Characteristics Global USA UK FR GER
1 Professional training and development 46 46 47 29 37
2 Opportunities for international travel/relocation 35 32 36 48 27
3 Challenging work 35 28 33 47 34
4 Secure employment 35 50 32 22 40
5 Variety of assignments 26 25 22 41 37
6 Flexible working conditions 24 29 24 13 26
7 Team oriented work 21 22 20 25 23
8 High level of responsibility 21 24 22 32 20
9 Client interaction 15 17 15 16 14
10 Control over my number of working hours 13 15 14 13 15
People & Culture Global USA UK FR GER
1 A creative and dynamic work environment 43 46 43 52 34
2 Leaders who will support my development 43 46 46 47 40
3 A friendly work environment 38 41 40 31 47
4 Respect for its people 35 48 30 28 33
5 Recognizing performance ...

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