how strong is your employer brand?

  1. Are you able to attract the talent you require?
  2. What do you stand for as an employer?
  3. How do you differentiate yourself from your competitors?
  4. How and what do you communicate as an employer?
  5. What do your employees say about your company?
  6. What do the talents you would like to employ want from their employer? Read our independent study to find out.
  7. What does this mean for your employer branding strategy?
  8. Are you succeeding in retaining your employees?
  9. Do you have a long-term employer branding strategy?
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to the blog articles.

what is employer branding?

Employer branding is an increasingly important competitive factor.

The employer brand is the image that a company radiates and that shapes the external view of a company for potential employees. Companies with a strong employer brand are perceived as outstanding employers with attractive brand values that offer good career prospects. In this context, employer branding should never be used as a pure marketing tool, but much more to underline and communicate one's own values and special features. At Randstad, we are convinced that employer branding helps to attract highly qualified applicants and promising new employees. In addition, employees can identify more strongly with their companies, which increases loyalty.

the study.

We are conducting the Randstad Employer Brand Study for the 12th time in Switzerland, with 33 countries taking part globally. With around 6000 Swiss employees answering questions on the perception of employer brands, the study is unique in the German-speaking part. It covers the 150 largest companies in Switzerland in terms of the number of employees. Thanks to the study, we gain a wealth of valuable insights and understand what motivates talented employees and what their needs are.

learn more

winners switzerland.

The Randstad Employer Brand Study is an independent study in the field of employer branding. Companies cannot apply to participate, they are selected for the study based on their number of employees. The ranking takes into account the 150 largest companies in Switzerland (by number of employees) that are known to more than 10 percent of the population.

  • 2025

    1. Google

    2. Swatch

    3. SBB CFF FFS

    4. Centralschweizerische Kraftwerke (CKW)

    5. Banque Lombard Odier & Cie

    6. Swiss Paraplegic Group

    7. Swiss International Air Lines

    8. Swiss Red Cross

    9. Rolex

    10. HFR Hospital Canton of Fribourg

  • 2024

    1. Google
    2. SBB CFF FFS
    3. Schweizer Paraplegiker-Stiftung
    4. Pilatus Flugzeugwerke
    5. Rolex
    6. Schweizerisches Rotes Kreuz
    7. Migros
    8. Banque Lombard Odier & Cie
    9. Swiss International Air Lines
    10. Centre hospitalier universitaire Vaudois (CHUV)

  • 2023

    1. Google
    2. Rolex
    3. Swatch
    4. Pilatus Flugzeugwerke
    5. Schweizer Paraplegiker-Stiftung
    6. Schweizerisches Rotes Kreuz
    7. SBB CFF FFS
    8. Siemens
    9. Centralschweizerische Kraftwerke (CKW)
    10. Nobel Biocare

  • 2022

    1. Rolex
    2. Patek Phillippe Geneve
    3. Lindt & Sprüngli
    4. Google
    5. Flughafen Zürich AG
    6. Swatch Group
    7. SWISS
    8. Pilatus Flugzeugwerke AG
    9. SBB CFF FFS
    10. Raiffeisen

     

  • 2021

    1. Flughafen Zürich AG
    2. Patek Philippe
    3. Lindt & Sprüngli
    4. Rolex
    5. Swiss International Air Lines
    6. SBB
    7. Suva
    8. Banque Pictet & Cie
    9. Swiss Re
    10. Jet Aviation

  • 2020

    1. Patek Philippe
    2. Swiss International Air Lines
    3. Rolex
    4. Flughafen Zürich
    5. Stadler Rail
    6. Lindt & Sprüngli
    7. Pilatus Flugzeugwerke AG
    8. Swatch Group
    9. Chocolat Frey AG
    10. Migros

  • 2019

    1. Swiss International Air Lines
    2. Patek Philippe
    3. Rolex
    4. Flughafen Zürich
    5. Swissport International
    6. Swatch Group
    7. Migros
    8. Banque Pictet et Cie
    9. Lindt & Sprüngli
    10. Siemens

  • 2018

    1. Swiss International Air Lines
    2. Flughafen Zürich
    3. Patek Philippe
    4. Rolex
    5. Victorinox
    6. Swatch Group
    7. Nestlé
    8. Lindt & Sprüngli
    9. Swissport International
    10. SBB

FAQ about the study.

  • The Randstad Employer Brand Study

    • is a representative employer brand study based on the perceptions of the general target group. Optimization of 24 years of successful employer branding insights.
    • reflects the employer attractiveness of the 150 largest employers in the market, known to at least 10% of the population.
    • provides valuable insights that help employers shape their employer brand.

  • Key data on the study

    • Participants: Students, employees and unemployed (Switzerland)
    • Age: 18 and 65 years (overrepresentation of 25-44 year olds)
    • representative for all genders
    • Type of survey: online
    • Number of participants: ca. 5'000 people in Switzerland
    • Duration: 2 months
    • Study: This is the external view (perception/image), i.e., these people do not work at the respective (surveyed) companies.
    • Frequency: yearly

  • Who conducts the survey 6 when?

    The survey was conducted by the companies Kantar and Evalueserve.  With offices in 90 markets, Kantar (headquartered in Munich) is one of the world's leading companies for independent marketing data and analysis.

    Evalueserve is a global market research company with around 4,000 employees. The company is headquartered in Switzerland. The largest subsidiary is located in India, others in China, Chile and in Romania and is represented worldwide by "Client Executives".

    The duration of the survey was 2 months (December 2024 and January 2025).

  • Where was the survey conducted?

    Around 163,000 people worldwide took part in the independent study. Of these, over 6,000 were in Switzerland. A total of 33 countries took part.

  • Wie viele Unternehmen werden weltweit analysiert?

    5,944 companies worldwide were included in the independent study. In Switzerland, too, the 150 largest companies (by number of employees) are analyzed.

  • Do the people who participated in the study work in the companies themselves?

    No, the respondents are independent and do not work for the respective companies surveyed.

  • Who pays for the study?

    The study is independent and funded by Randstad.

  • What is the goal of the study?

    The study determines the image (employer brand) of the largest employers in Switzerland. The study provides valuable insights into the needs of employees and much more. Thanks to these insights, employers can respond to trends and market developments in the future and adapt accordingly. With the study, Randstad has valuable insights that can help companies in the area of recruiting.

    Randstad aims to use the insights to provide the best possible support for its talents as well as its customers, helping them to achieve sustainable, long-term success in the labor market.

  • Are the 150 selected companies solicited in advance by Randstad?

    No, the 150 companies in Switzerland are not asked in advance, nor are they informed about it, because it is an independent study that asks about image.

  • How are the 150 companies selected?

    The companies are selected on the basis of their size (number of employees in the respective country, for Switzerland at least 1,500). Companies from the private as well as the public sector and from the healthcare industry are taken into account. The selection and processing of the list was carried out for Randstad by the two market research companies Kantar and Evaluserve (see above).

  • Who decides on the content of the study?

    The Randstad N.V with Headquarters in Diemen, Neatherlands defines the contents of the study in advance and then commissions it. The basic questions are the same every year. In addition, current special topics are analyzed.

  • Why did the list of companies change in the last years?

    The market has changed dramatically: From an employer market to an employee market. This is not only felt by the private sector, but also by the public sector. The topic of employer branding is playing an increasingly important role. For this reason, the criteria have been adapted to include companies from the public sector and the healthcare industry.

    As a result, companies that could no longer meet the criteria (one of the 150 largest companies in Switzerland in terms of number of employees) are no longer included in the Top 150 ranking, others that could entered. 

  • Are there any studies similar to the Randstad Employer Brand Research?

    There is another employer brand study, such as the one by "Universum- Most Attractive Europe". This study is conducted in over 50 countries, but has a different target group. Universum focuses on students.