Survey with man holding a tablet computer Source: iStock.com/Melpomenem

Dream employer: Gigaset is innovative, digital and sustainable

1. July 2021 Published by Raphael Doerr

The demands of German employees on their employers keep on rising. Alongside the familiar criteria such as pay, flexible working hours, and a good team atmosphere, secure jobs and good development prospects are becoming increasingly important for employees. Nowadays, a dream employer should be innovative, digital and, above all, sustainable. Against this backdrop, the German FAZ newspaper, in collaboration with the Institute for Management and Economic Research (IMWF), conducted the study “Dream Employer – Innovative. Digital. Sustainable” to examine which German companies are regarded as especially attractive in today’s labor market Gigaset was named the winner in the category “Electrical Industry Company”.

After all the results had been evaluated, Gigaset received 100 points, securing first place in the “Electrical Industry Company” category. Within the categories, the title of “Dream Employer – Innovative. Digital. Sustainable” was awarded on the basis of the number of points achieved. The score was calculated on an industry-specific basis on a scale of 0 to 100 points, and only those companies that managed to achieve at least 60 points in the overall rating were awarded the title.

“Nowadays, it’s becoming increasingly difficult for employers to meet the high demands of employees. Companies must also be able to offer their employees something, and show that the jobs are secure and that there are development prospects. That’s no easy task and demands a continuous rethink and adjustment. We are therefore very proud of this distinction and pleased that our efforts to strategically place different content online are also contributing to the positive perception of the company, making it somewhat easier for us to tackle this task,” says Christian Kommelter, SVP Human Resources at Gigaset.

The data for the study was collected in two stages. In the first step of “social listening,” texts containing the predefined search terms were downloaded from the web and collected in a database. This only covered texts originating from sites with a German domain (.de), and not located behind a paywall or in an access-restricted area.

In the second step of the data survey, the texts collected in the database were divided up using artificial intelligence and analyzed in three stages: “Which company is mentioned?” “What topic is discussed? (event type)” and “What is the tonality of the text fragment?” Using this process, it was possible to identify and assign around four million mentions for some 20,000 companies within the investigation period from February 1, 2020 to January 31, 2021.

The data collected in the social listening was then studied and evaluated in the subject areas “Innovation,” “Digitalization,” “Sustainability,” “Career,” “Corporate Culture” and “Pay.” The performance measurement is based on all the subject areas. In other words, it wasn’t enough to impress in just one area. To calculate the points, the tonality and coverage were determined for each company and each subject area and turned into a score. For companies with especially high coverage, the tonality of the texts therefore particularly affects the result.

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