Top employer lists still popular but interest fading (Analysis)

'Slick' applications favoured, say respondents
By Claude Balthazard
|Canadian HR Reporter|Last Updated: 04/12/2011

Among the organizations represented by our Pulse Survey respondents, about one-third (34.8 per cent) are currently participating in a top employer competition and about one-half (49.1 per cent) have participated in a top employer competition in the past.

On the whole, the idea that top employer lists are not as important as they were a few years ago was borne out by the survey responses — 45.1 per cent thought top employer lists are not as important today as they were a few years ago, whereas only 16.7 per cent thought the lists are even more important today. The remainder (38.2 per cent) said top employer lists were just as important today as they were a few years ago.

Not surprisingly, respondents from organizations currently participating in a top employer competition are more likely to see the lists as being as much or more important as they seemed to be a few years ago (69.6 per cent versus 46.9 per cent); they are more likely to pay attention to published top employer lists (77.5 per cent versus 55.1 per cent somewhat or very much so); they are more likely to believe participation is worthwhile even if their organization doesn’t make the list (79.1 per cent vs. 47.3 per cent somewhat or very much so); they are more likely to consider these list are valid (49.3 per cent versus 21.7 per cent mostly and very valid); and they more likely to believe the concept of a “top employer” is a valid one (40.5 per cent versus 26.1 per cent).