We conducted a study in 12 different countries in 2015 to showcase the power of the Top Employers Certification Seal. What specific impact does the Top Employer Certification Seal have on the attractiveness and image of a potential employer? How does a certification seal influence the attitude of a prospective employee towards a potential employer? How do young professionals perceive organisations that are certified as a Top Employer?
Find out why organisations invest in participating in the Certification Programme (amongst other reasons)? Market research agency MWM2 interviewed over 1200 (young) professionals to investigate how the Top Employers Certification Seal influences potential employee perception.
The professionals, all with a degree, were split in two groups. Half of the participants were shown job description advertisements with a Top Employers Certification Seal. The other half were shown the same advertisement without the Top Employers Certification Seal. The differences between the two groups were assessed.
Perception was more positive with the seal
- Sixty percent of the respondents indicated that their perception of an employer was more positive when they found out that the company had the Top Employers Certification Seal.
- Furthermore, when asked about the words they associate with the seal, the professionals provided a top three of quality, reliability, and expertise.
- We also discovered that the Top Employers Certification Seal improves an organisation’s image, making it an attractive employer in several different ways.
For example, companies with the Top Employers Certification Seal are perceived to pay higher salaries than those without the seal. But it’s not only the financial aspect that makes a “Top Employer” more favourable. Companies with the Top Employers Certification Seal scored significantly better than their competitors in terms of leadership, honesty, personal approach, and innovation.
Certified employers
- For respondents who are familiar with certifications for good employers, the seal also plays a role when they are looking for a new job. For instance, more than half of the professionals interviewed always pay attention to whether a company has been certified as being a good employer, and they highly value it when an organisation is certified. Since professionals perceive a company with a certification seal to be more trustworthy than an organisation without one, they are more likely to apply for a job with a company that has a Top Employers Certification Seal.
The full power of the seal
Are you interested in the results of the “Power of the Seal Survey”? Download a free copy of the FULL report here.
