Why Google is world’s most preferred employer

Google is still the most popular employer in the world among business students, according to Universum's latest global ranking. Drawn to the company's culture of innovation, laid-back vibe, smart employees, and out-of-the-ordinary perks, undergraduates have seen Google as the world's most attractive employer since 2009. In 2011, business students gave an edge not only to Google but also to other technology companies, while banks and traditional business employers continued to descend in popularity. Although the top five companies on the global list for business remained pretty much the same as in 2010-Google, followed by the Big Four accounting firms KPMG, PricewaterhouseCoopers, Ernst & Young, and Deloitte-the rest of the top 10 experienced a shakeup in the ranking compiled by Universum, a research firm in Stockholm. For starters, Apple leaped from No. 18 in 2010 to No. 9 in 2011, while Coca-Cola dropped from 8 to 12. Rounding out the top 10 were Microsoft at No. 6, Procter & Gamble at No. 7, JP Morgan at No. 8, and Goldman Sachs at No. 10. The list is based on the preferences of more than 160,000 career seekers with a business or engineering background from the world's 12 largest economies as measured by nominal GDP. The global ranking is separated into two lists-one based on the responses of business career seekers and the other on those pursuing engineering. Those respondents interested in business careers accounted for 82,830 of the survey takers. Appealing culture Every generation has its own character, which is evident to some extent in the responses given in this survey. The latest crop of college graduates, says Kyle Ewing, manager of talent and outreach programs for Google in Mountain View, California, are seeking employers who help them feel connected to their work and give them opportunities to make a difference in the world. This might be why technology companies, with innovative products, are becoming more popular among business students, say experts. "Students are interested in making an impact and tackling big problems, and they want an environment that empowers them to do that," says Ewing. Google's appeal lies in its culture-one of innovation and opportunity, which has grown since it has begun producing more products in the past couple of years, she adds. Even though banks and financial firms have lost some of their lustre in the wake of the US financial crisis and continuing economic problems, accounting is still popular among students. Accounting firms have continued to hire throughout the Great Recession, providing some job security during a time when many young people are facing unemployment, and have begun to offer global opportunities as well, say recruiters at the accounting firms. Ernst & Young, for instance, did not rescind a single job offer in 2008 or 2009 at the height of the economic crisis, says Dan Black, Americas director of campus recruiting for Ernst & Young in New York. While he admits the company hired fewer people than usual, it still hired new talent for the pipeline in various departments, including accounting, insurance, taxes, and transaction and advisory services, which handles mergers and acquisitions. "In five to 10 years, these new hires will be our leadership," Black adds. "If we don't hire them now, we will pay down the road. When we make a commitment, we stick to it." Personal marketability Today's career seekers are also looking for brands that will help them enhance their networks ..., says Paula Loop, US global talent leader for PricewaterhouseCoopers in New York. Indeed, Loop sees this as being among PwC's greatest assets in attracting talent. While having a powerful name brand that offers opportunities for a large network is important, it is not the only thing young people are seeking in employers. They also want help-through mentoring and guidance-in creating a strategy for a longterm career, one that will be as close to recession-proof as possible, says Blane Ruschak, executive director of campus recruiting at KPMG in Montvale, NJ. That's why KPMG provides new hires with a mentor and performance manager, who help them build a career plan.