Google is the company in which the millennials. This is clear from the study carried out by the firm Universum, specialized in the brand image of employees with respect to their companies. Silicon Valley Tech is a favorite of many students from different majors.
Universum has taken a sample of 30,287 men and women from 21 to 23 years old, enrolled in 69 public and private centers in Spain. The study analyzes which are the most attractive companies for young people and what is valued in the business fabric, among other issues.
The ranking segments the preferences according to the specialties in which the students are trained. These are the results (in order from top 1 to top 3, although the ranking includes the list of the 100 most attractive companies for young people):
- Business Studies: The favorite is Google, followed by Apple and Inditex.
- Engineering: Google repeats in position 1, Apple remains the second and Microsoft becomes the third.
- Technology: The same companies, in different order: Google, Microsoft and Apple.
- Straight: the priority destination is the Public Administration, followed by the Garrigues and Cuatrecasas offices.
- Humanities: Netflix tops the list, then Public Administration and, again, Google.
- Health and Medicine: Quirónsalud, Sanitas and the National Intelligence Center (CNI) rank top 3.
- Natural Sciences and Mathematics: Google leads, followed by the National Intelligence Center (CNI) and Bayer.
Those responsible for the ranking have clarified that the surveys were carried out between October 2019 and February 2020, so these results do not show the incidence of COVID-19, which could vary the priorities of the students. However, Universum has measured the impact of the health crisis on hiring and on the image that employees have of their workplaces.
COVID-19 impact on recruitment and brand image
The crisis of coronavirus has had a strong impact on employment. In mid-April, the number of people affected by an ERTE in Spain was more than 4 million, that is: 1 in 3 workers.
In addition to the layoffs, the needs to incorporate talent or the facility to search for new profiles they also change before and after COVID-19. Richard Mosley, Universum’s global vice president of strategy, has explained what happens to hiring during crisis periods.
According to the firm’s data, before the coronavirus 48% of companies had a high need to expand the workforce, while, as of March 15, that percentage was reduced to 22%.
Read more: Finding a job in times of coronavirus is possible: 13 companies that are hiring
On the part of the workers, Brand commitment and satisfaction levels with the company decrease after a crisis. Mosley explained that these measurements were already made in the 2008 crisis and that, from one year to the next, the number of employees who felt less involved with their workplaces increased “significantly”.
Professionals who felt less committed than in previous periods went from 28% to almost half, 50%. “What I show you is from 10 years ago, but is what we can expect from a similar crisis, like the current one“ Mosley has pointed out.
The crisis in terms of contracting capacity also takes its toll on companies. 57% of companies consider that it is more difficult to recruit and retain talent currently in relation to before COVID-19.
How employees experience the coronavirus
According to Almudena Rodríguez, senior employer branding at Universum, the ability of companies to be attractive and keeping your employees is evident during crises.
Rodríguez considers that in 2008 this phenomenon could already be observed. Then, attention to the “employer brand”, which in English is known as employer branding But, those that continued investing in these games “are the ones that have been better positioned to attract talent.”
“Employee care was something that was already in the spotlight. However, the safety and well-being of workers have become the protagonists during the coronavirus“ Explain.
“Internal communication has had a fundamental role. What professionals are most appreciating is that they are listening“, Add.
Therefore, this expert in the involvement and commitment of the staff gives some of the keys to maintaining worker satisfaction during the pandemic: that companies show empathy with pain and fear, that they appreciate the efforts, that they inform about future plans, that they explain the strategy and that they give good and bad news.
Rodríguez has insisted that currently communication with the teams is crucial, as well as that professionals feel involved.
This article was published in Business Insider Spain by Carlota G. Velloso.