January 23, 2012 08:17 ET

Brand Reputation and Credibility the Key Attractions for Prospective Employees, Says

Big Brands Survey 2012 finds professionals are most concerned about respectability when it comes to the companies they work for.

LONDON, UNITED KINGDOM--(Marketwire - Jan. 23, 2012) - A survey by, one of the UK's leading websites for graduate jobs, as well as sales, marketing and construction jobs, has found that a company's reputation counts most for prospective employees with respondents citing larger, well-known brands as examples.

Virgin, BBC, Google, Apple, NHS and John Lewis all made prominent appearances on the survey's list of most desired organisations to work for.

Questioning workers from every industry sector, age group and region, jobs site,, found that employees were attached to larger brands because they enjoy public admiration. 'Admired', 'Credible' and 'Well known' were the terms most-used to describe the ideal employer brand - with 37% of those surveyed choosing at least one of these words.

A high proportion of respondents favoured companies which are known to be financially stable and leaders in their fields, rather than having a reputation for being 'Cool' or 'Funky'.

Commenting on the survey results, a spokesperson for said:

"Whether it's the smartphone in our pocket or our favourite department store, the brands we admire the most are also the ones we'd most like to work for. Strong customer relationships and class leading products and services translate in to loyalty amongst jobseekers, as well as consumers."

About is the UK's leading online recruitment service. Owned by Reed Executive PLC, enables jobseekers to search over 110,000 jobs from more than 8,000 recruiters across 42 industry sectors.

Registered jobseekers can receive email job alerts, save searches and make their details available to a range of recruiters, including Reed's network of trained recruitment consultants.

Recruiters of all types benefit from's range of innovative online recruitment solutions, including: online job posting and applicant management; job posting with Guaranteed Response; CV Search; targeted branding and email services.

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