Employment Brand Report > Ranking
Rankings: 2023 Fortune 100 Employment Branding Report
These companies scored top marks in this year's objective methodology.
Abbott Laboratories takes the top spot with a total score of 79 out of 100 points. The medical device and healthcare company excels in the foundational elements, like an easily navigable and mobile-optimized career page. And it shows its commitment to diversity, equity, inclusion and belonging (DEIB) by having accessibility settings on its website (only 10% of the Fortune 100 do). Highlights include a chatbot, so candidates can ask questions (and get a real-time response), along with a prominent call-to-action for candidates to engage by joining its talent community. Abbott has a selection of employee-generated content on its career site with employees sharing insights about what it’s like to work there, paired with career advice for jobseekers. It also has social media accounts dedicated to working there, giving candidates various avenues to learn more about what a career could look like at the company. Abbott has clearly put itself in the shoes of a candidate and has thoughtfully included the information they’d be seeking.
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Intel took the No. 2 spot with a total score of 78 points, just one point behind the leader. The specialized electronics and systems company has one of the top scores in the career pages category with 15 out of 18 points. Its career page was easy to navigate, and the content was designed to encourage people to apply for open roles. It also segmented content based on job type, which is helpful for jobseekers. The organization picked up all the points on offer in the accolades and CSR categories. Its strong approach to CSR is further reinforced with a dedicated CSR report, which is just one click away from the main careers page! It's incredibly detailed (at 102 pages long), yet digestible; it will certainly appeal to candidates that place CSR high on their employer wish list.
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Cisco Sytems ranked No. 3, with 77 out of 100 points. The software company scored particularly well in the recruitment marketing category, bagging 16 out of 19 points, which is 3.3 percentage points higher than the average score of 12.6 in this category. Its career site is dominated by content that’s designed to educate and inspire jobseekers, along with multiple perspectives from current employees to give applicants an idea of what it’s really like to work there. Cisco also has a strong social media presence and the content on its social platforms is unique to each channel. Headquartered in California, the company includes details about its #1 World’s Best Workplaces awards in a prominent place on its career site, something that may sway a candidate into choosing Cisco over one of its competitors. A bit of third-party validation goes a long way!
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Tied for the third spot, with 77 out of 100 points, is Proctor & Gamble. This food, beverage and consumer products conglomerate, which is headquartered in Cincinnati, had top scores in recruitment marketing (17 out of 19) and career pages (16 out of 18). The organization has plenty of employee stories and multiple employee testimonials that help to give candidates a glimpse into its company culture. It also has a campaign with a dedicated hashtag (#PGDAY1) that encourages employees to share their day-one experiences. There are several prompts to showcase how employees at Proctor & Gamble have the chance to make a real impact. The organization clearly understands the drivers of today’s candidates such as career development and the desire to work for a company that cares and touches on these throughout its career site.
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Merck was ranked No. 5, with 76 points. The pharmaceuticals and medical devices company bagged 17 out of 19 points in the recruitment marketing category. Of note was the company’s use of diverse imagery. It also segmented job roles into categories in order to speed up the application process. Merck displayed a selection of its awards on its career site (and got a perfect score in the accolades category) and provides links to its CSR report. It frequently reminds candidates of the good the company does with its focus on scientific innovation to deliver medicines and vaccines that may help millions of people around the world. The career site is accessible and easy to navigate with all the information a candidate would be seeking in one place. It also has a section containing details about its hiring process, so it lets applicants know what to expect if they hit apply.
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Dell Technologies took the sixth spot with a total score of 75 out of 100. The computer and software solutions company scored 10 out of 13 in the career promotion and job advertising category, which is 2.5 percentage points higher than the average score (7.5 points) for this category. Its career page contains details about its Work from Anywhere initiative, which is sure to attract candidates who favor remote or hybrid working. Dell also has a prominently located feedback form for candidates, so it evidently cares about candidate experience. And the imagery on the site appears to be that of current employees rather than stock imagery, which helps to showcase the diversity within the organization.
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Also in the sixth spot, IBM scored 75 out of 100. It was just shy of a full house in the recruitment marketing category. Its career site is full of compelling content and candidates can watch a short video about what “IBMers do". The video includes details about how IBM helped build computers and software for the Apollo missions that enabled Neil Armstrong and Buzz Aldrin to land on the moon. It also mentions how an IBMer created the UPC barcode, which transformed the retail industry. It shows candidates the impact they can have on the world if they choose IBM as their employer. The organization clearly understands the importance of building talent pipelines as its first prompt to persuade candidates to join its talent community is above the fold – a prime location. IBM isn’t afraid to link directly to Glassdoor from its career site, which suggests it takes transparency seriously. The company also provides applicants with details of the hiring process, so they know exactly what to expect. The computer and software solutions company didn’t manage to score any points in the accolades category though, which was surprising given how much third-party validation can help candidates when making career choices.
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Johnson & Johnson tied for sixth, with 75 points. The pharmaceuticals and medical devices company scored 28 out of 38 in the employee and candidate perspectives category, which is four percentage points higher than the average of 23.5 points. It does have plenty of employee-generated content that’s just one click away from the main career page. It also prompts applicants to join its talent community, showcasing the importance of building relationships with candidates in anticipation of future hiring needs. Diversity, equity and inclusion (DEI) take center stage on Johnson & Johnson’s career site. The organization talks about diversity several times on its main career page to show how much it values diversity. It also has a link to its annual report on DEI, which illustrates how the company prioritizes DEI.
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American Express also placed in ninth with 74 out of 100 points. Headquartered in New York, the financial company did well in the employee and candidate perspectives category (31 out of 38 points) and came close to picking up full points in the CSR category. The company’s “Get Matched” tool really stood out on its career page. Candidates are encouraged to upload their resumes and the tool matches the resume with suitable roles. It’s a great timesaver for candidates and shows American Express puts a lot of effort into the candidate experience by trying to make it as easy as possible for candidates to find their next dream job.
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Google was ranked in ninth with 74 points, which rounds out our top-ranking companies. It picked up 31 points out of 38 in the employee and candidate perspectives category and was one of the top scorers in this category. The internet services company has a section on its career site dedicated to stories from employees, interns and alumni on how they got to Google and what their roles entail; it even includes some interview tips. This not only showcases the company’s diversity, but also shows the potential for career development to prospective employees. It has a designated section for jobseekers looking for remote positions, which shows it understands the desire for flexible working that many of today’s candidates expect.
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Thermo Fisher Scientific was also ranked in joint ninth with 74 out of 100 points. The specialized electronics and systems company excelled in the accolades and CSR categories. It picked up four points out of four in the accolades category and eight out of eight in CSR. Its approach to CSR is great. It has multiple reports on CSR which gives readers an insight of the real impact their initiatives have both internally and externally. And it aligns its values with the UN’s Sustainable Development Goals. The organization performed well in the career pages category as well with a score of 17 out of 18 points. One aspect that really stood out was the company’s job recommendation tool. Candidates can either upload their resumes or complete a short questionnaire (just five questions) about their career interests and experience before being matched with open roles. If there are no suitable open roles, candidates are prompted to create a personalized profile that they can use when applying for future jobs.
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