Personal Branding Advice from the World’s Most Attractive Employer: Google

Every year Universum releases their list of the World’s Most Attractive Employers. This global index is compiled based on the preferences of over 160,000 job seekers, with a business or engineering background from the world´s 12 largest economies. Companies dubbed as “attractive” are viewed as organizations that excel in talent attraction and retention.

For 2011, Google again emerged as #1 across the board, followed by KPMG, PwC, Ernst & Young, and Deloitte for business careers and IBM, Microsoft, BMW, and Intel for engineering careers. Google holds onto their #1 ranking for the third year in a row–what about their brand makes them “attractive” to job seekers and how can you apply their practice to your own personal brand while job searching?

The world knows Google.

Google has strong brand recognition. People have heard about Google, have most likely used at least one of their products, and associate value with the company. As a job seeker, who knows you? Potential employers need to be aware of your brand and understand how you can add value to their company. What are people saying about you? What differentiates you from the competition? Make sure your brand identity is consistent and strong.

Google knows their talent.

They understand that their entry-level talent pipeline consists of Millennials. They provide a relaxed and creative office environment. They recruit candidates that feel connected to their work and want to make a difference in the world. They allow employees to spend 20% of their time on personal projects. These are all things Millennials value and look for in their careers. As a job seeker, what do you know about the companies you are applying to? You are selling Brand YOU to potential employers. What types of companies and industries are you targeting; do you fit within their culture? Company research is a key part of being successful in your job search.

Google knows how to reach their talent.

Google begins their campus recruiting process early-on, identifying much of their talent prior to senior year. They do on-campus visits and presentations, employing both college recruiters and campus ambassadors to spread their brand message. As a job seeker, you need to know where the jobs are. Today, majority of jobs are found via networking. Are you targeting the right people/organizations/groups? What are you doing to promote and position Brand YOU to potential employers? Make it easy for recruiters to find you.

Just as Google excels in talent attraction and retention, you too can shine in attracting potential employers to your personal brand. Just remember these three simple steps:  know your brand, know your target companies, and know how to find job opportunities within these organizations.


Heather serves as a Career Advisor for Loyola University Chicago’s Career Development Center. In her role, she assists students and alumni with their overall career development through individual counseling, group workshops, and in the classroom via her Career and Life Planning Lab. Heather’s areas of expertise within the career space include networking, social media engagement, ePortfolios, resumes, and personal branding. Prior to working in Career Services, Heather worked for Sony Music in the areas of Marketing, Sales, and Promotion.She received her BA in Communication & Culture from Indiana University and her MA in Higher Education & Student Affairs from The Ohio State University – GO BUCKS! You can connect with Heather on Twitter and LinkedIn.

Related posts:

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  3. Authenticity: Getting to the Heart of Personal Branding

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