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LVMH, EADS, Google: The Top 3 Employers
LVMH, EADS, and Google are the top three preferred employers for business and engineering students, according to the 2010 Universum rankings. An interview with Julie Giraud-Avril, France Marketing Manager at Universum.
For the 10th consecutive year, the international research firm Universum has released its rankings of the top 100 companies preferred by students. Between November 2009 and February 2010, more than 20,000 students completed 68,000 employer evaluations to identify their ideal workplaces.
First observation: LVMH remains at the top of the rankings among business school students, closely followed by L’Oréal. A new development for 2010: Google has claimed third place. After making its debut directly at 17th in 2008, the world’s leading search engine has knocked Air France out of the top three. Among engineering students, EADS dominates the rankings, followed by Veolia Environnement. Much like among business students, Google is also highly favored by engineers. By also securing third place, the internet giant is benefiting from significant momentum at the expense of EDF, which dropped two spots this year to land in 5th position. Another shift: banks and insurance companies are climbing back up the rankings for business school students, with BNP-Paribas in 9th place and Société Générale in 21st. Conversely, the automotive and construction sectors, which have been directly impacted by the economic crisis, are struggling to attract interest. Here is the breakdown.
*Major luxury brands continue to captivate business school students; what are the reasons behind this trend?*
Julie Giraud-Avril: Luxury always holds an appeal. Young professionals are drawn to prestigious companies that are both exciting and financially stable. Having a name like LVMH or L’Oréal on your resume provides a powerful launchpad for your career, serving as a true catalyst for future opportunities.
*The surprise comes from Google, which has snatched third place; what are the brand’s key strengths?*
J. G.-A.: Recent graduates are flocking to Google because the company is perceived as “cool” and its marketing strategy is highly effective. Through extensive viral marketing, the brand has become omnipresent in daily life, creating a powerful sense of brand identification. Students believe they can achieve both professional and personal fulfillment there; they even feel they can work on personal projects, much like the interns who developed Google Earth. Another enticing aspect is the brand’s fun persona—its vibrant colors, mindset, and flat hierarchy—all of which foster a sense of workplace comfort. Furthermore, the company’s financial stability plays a key role in attracting top young talent.
*Why are students once again flocking to banks and insurance companies?*
G.-A.:Whenever a crisis hits, students from top-tier business schools pivot toward marketing or finance. During the 2008 crisis, they turned to consulting and auditing firms, but today, they are returning to the banking sector as economic conditions improve. Having frequently conducted costly studies, they now expect a clear return on investment from their work.
Conversely, the industrial and automotive sectors are plunging…
J. G.-A.:Engineers are highly pragmatic; they are down-to-earth and gravitate toward sectors with high recruitment demand. A while ago, NGOs were on the rise, but today, high-tech is the trend, often at the expense of the industrial and automotive sectors.
Does this economic recovery mean that students are once again believing in a better professional future?
G.-A.: The concept of the employer as a reliable corporate entity is a thing of the past. Students entering the workforce have watched their parents face layoffs even after decades of loyalty to their companies. Today, what matters most is the individual. Following the recent crisis, employees have felt the pressure, and as a result, the new generation of workers is unwilling to endure such instability; instead, they prioritize work-life balance. A striking example of this shift is the rise of Valentine’s Day celebrations within companies, reflecting a trend where employees are refocusing on themselves and personal values rather than professional ones.
