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Google Takes Top Spot in New Survey

Each year, Universum surveys 140,000 college business and engineering students in a dozen global markets about their most coveted employers. In May, we reported on the results for U.S. students. Globally, business students chose Google (GOOG) as their top employer for the fourth consecutive year, elevated Procter & Gamble (PG) into the top three, and knocked Apple (AAPL) out of the top 10. They delivered setbacks for two of the Big Four accounting firms, but pushed all three management consulting companies—McKinsey, Bain, and Boston Consulting Group—higher up the list. Of the nine financial-services companies on the list, only two improved their positions, including HSBC (HBC), which catapulted to No. 26, from No. 51 in 2011.

Methodology: Universum surveyed more than 140,000 undergraduate business and engineering students worldwide, asking each to identify their five most coveted employers. Students chose from a list of employers compiled from the 2011 survey results and tailored to each of the 12 major global markets in which the survey was conducted; they were allowed to write in the names of employers not on the list. The ranking is based on the percentage of business students who placed each employer among the top five. (A separate roster based on engineering students’ responses was also created.) Of the top 50 employers in the business student ranking, 18 are Universum global consulting clients. NR=not ranked in top 50.

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