New York – February 8th 2018, Universum has analyzed data from Access Social to derive the list of top performing employer brands on Facebook and LinkedIn in the US. For many years Universum has recognized Social Media as one of the pillars of employer branding in the digital landscape. By utilizing and pulling social media metrics from both platforms, Universum is releasing national social rankings each quarter.
Currently Access Social is the only platform to monitor employer branding communication on social media. Access Social analyzes the Most Attractive Employers in the US and identifies the ones with both, a Facebook career page and a LinkedIn presence. The employers’ social presence and content is vetted through Access Social’s engagement scoring process. At the same time, we have weighted and aggregated the performance on both platforms, creating a singular social score that is the basis for the ranking. For employers who strive for results when it comes to their social media presence, Access Social will help them measure, plan and perfect their content and media spend.
Since last quarter, ExxonMobil has been pushed down to second place by Lockheed Martin, which has taken the top position due to its strong efforts on both platforms. Lockheed Martin’s communication puts emphasis on a broad array of attractive and exciting products, combined with an emphasis on their innovative work environment.
In general we have noted that Facebook post volumes were significantly lower than LinkedIn. The low post volume on Facebook has led to some of last quarter’s strongest performers not qualifying for this quarter’s rankings.
Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com