Company Attractivity Survey CAS

Detecting and improving the company attractivity

On the basis of structured questionnaires, the Company Attractivity Survey (short: CAS) detects the attractivity of a company or an administration from the perspective of potential employees from one or several target groups on the external job market.
The CAS is a special form of the employee survey in the sector of "personnel marketing". Its intention is to identify approaches for the sustained improvement of the company attractivity and to plan suitable measures to increase the attractivity as a potential employer.
The CAS only leads to the desired results when the detected need for action is understood as an opportunity to comprehensively check the internal personnel marketing and organise it more efficiently.

Relevance in the increasing "war for talents"

Against the background of the increasing "war for talents", it is more important than ever for companies and administrations to position themselves as attractive employers on the external and internal job market. Primarily, the CAS serves the detection of the company attractivity for students and graduates of Business Studies, subjects related to Business Studies including Business Informatics, Engineering and other highly demanded fields of study, which are or will be confronted with shortages on the job market.

Measuring the company attractivity

The attractivity of a company or an administration can be measured using various methods.

For the measurement, ISPA consult draws on the so-called "Trommsdorff model", which originally had been developed to measure the attractivity of products by means of a target/actual comparison. According to the "Trommsdorff model", the better the perceived actual profile matches the profile of the desired or ideal employer imagined by the target group, the more the company attractivity of a company or administration increases. Here, the perceived actual profile can differ to a greater or lesser extent from the effective actual profile according to the self-evaluation of the responsible executive.

Behavioural scientific basics

The higher the target group-specific company attractivity of a company or administration, the better the chances for successful recruitments as well as qualified unsolicited applications from the respective target group. The company attractivity of a company or administration can be influenced by targeted measures of the personnel marketing, which include, for example, personnel advertising and the offered working conditions.

Which attractivity characteristics can be measured?

According to our own and to third-party studies, ten characteristics are decisive for the company attractivity. Among them are:

• possibilities for advanced training
• promotion prospects
• space for own ideas
• other characteristics

The CAS questionnaire collects the target and actual values of these characteristics in four-point scales (1=very low development, 4=very high development).

Reporting the company attractivity

Possible cases:
Case 1: actual value < target value => attractivity deficit
Case 2: actual value = target value => ideal case
Case 3: actual value > target value => attractivity excess

What ISPA consult can do for you

• preparing (planning) the attractivity survey (choosing the target groups and Key Schools, questionnaire design, contacting the target subjects, etc.)
  
• executing the attractivity survey (logisitic control of the data ascertainment in print or online format)
  
• evaluating the attractivity survey (provision of appropriate instruments for measurement and analyses, creation of the commented result reports)
  
• implementing the attractivity survey (e.g. evaluation of the applied personnel marketing instruments, concept development for improvement, implementation planning and implementation support)

Reference projects of ISPA consult

• preparatory work regarding the employer image: The employer image is perceived as a preconceived, definite image which an individual or a group has of a company or administration as an employer.
• implementation tests with business students from the University of Stuttgart and law students from the University of Tübingen regarding the employer image of selected companies
  
• project: "Employer image of an auditing and tax consulting company from the perspective of students from universities in German-speaking countries"