Potentialpark Rankings 2023: Europe
Presenting the best employers in digital Talent Communication!
The Potentialpark Ranking reflects the performance of employers across all topics included in the Potentialpark Talent Communication Study: Career Website, Applying Online, Social Media, and Professional Platforms.
| Rank | Employer Brand | Difference from 2022 |
|---|---|---|
| 1 | ams OSRAM | 0 |
| 2 | SAP | 2 |
| 3 | Continental | 0 |
| 4 | BCG | 47 |
| 5 | Dell | 3 |
| 6 | Henkel | 1 |
| 7 | Thermo Fisher Scientific | New |
| 8 | thyssenkrupp | -6 |
| 9 | Morgan Stanley | 29 |
| 10 | Citi | 19 |
See the full Potentialpark Ranking
| 11 | Jaguar Land Rover | 8 |
| 12 | BP | 61 |
| 13 | Allianz | 4 |
| 14 | BASF | -9 |
| 15 | Thomson Reuters | 28 |
| 16 | Roche | -4 |
| 17 | MAHLE | New |
| 18 | Dow Chemical | 22 |
| 19 | Philips | 16 |
| 20 | AstraZeneca | -14 |
| 21 | 24 | |
| 22 | Zalando | 46 |
| 23 | NN Group | -13 |
| 24 | Amazon | 6 |
| 25 | GSK | -2 |
| 26 | Bayer | -6 |
| 27 | MSD | 27 |
| 28 | AXA | 33 |
| 29 | Deloitte | -15 |
| 30 | 3M | 48 |
| 31 | ALDI SÜD | 2 |
| 32 | Barclays | -7 |
| 33 | Cisco | -7 |
| 34 | IBM | 16 |
| 35 | Microsoft | 14 |
| 36 | Accenture | -27 |
| 37 | Nokia | 20 |
| 38 | Dassault Systèmes | 64 |
| 39 | Mondelēz International | 26 |
| 40 | Kimberly-Clark | -12 |
| 41 | E.ON | 7 |
| 42 | UnitedHealth Group | -31 |
| 43 | Nestlé | -7 |
| 44 | EY | 26 |
| 45 | UBS | 1 |
| 46 | Airbus Group | 34 |
| 47 | L'Oréal | 8 |
| 48 | Schneider Electric | 15 |
| 49 | PwC | -25 |
| 50 | Unilever | 49 |
| 51 | Santander | 46 |
| 52 | Deutsche Bank | 38 |
| 53 | Mars | 0 |
| 54 | ABB | -12 |
| 55 | CERN | -40 |
| 56 | Lidl | -35 |
| 57 | Vodafone | 5 |
| 58 | Credit Suisse | -6 |
| 59 | ICRC | 5 |
| 60 | Shell | -4 |
| 61 | Ericsson | -30 |
| 62 | Johnson & Johnson | 19 |
| 63 | Swisscom | -45 |
| 64 | T-Systems | -42 |
| 65 | Saint-Gobain | New |
| 66 | Siemens | 30 |
| 67 | BT | -54 |
| 68 | McKinsey | 15 |
| 69 | Novartis | 10 |
| 70 | J.P. Morgan | 6 |
| 71 | Procter & Gamble | -5 |
| 72 | Bosch | -5 |
| 73 | adidas | -4 |
| 74 | Sanofi | -30 |
| 75 | Michelin | -48 |
| 76 | Colgate-Palmolive | 9 |
| 77 | DHL | -45 |
| 78 | PepsiCo | New |
| 79 | TÜV NORD | -63 |
| 80 | Société Générale | 9 |
| 81 | Orange | -22 |
| 82 | Covestro | -43 |
| 83 | Accor | 5 |
| 84 | Wärtsilä | -12 |
| 85 | H&M | -48 |
| 86 | ERG | -52 |
| 87 | Volvo Car Corporation | -12 |
| 88 | Solvay | 3 |
| 89 | Bloomberg | -18 |
| 90 | TotalEnergies | -30 |
| 91 | Capgemini | -44 |
| 92 | KPMG | 9 |
| 93 | UPM | -9 |
| 94 | BNP Paribas | -7 |
| 95 | Metso Outotec | -9 |
| 96 | Cargill Worldwide | -38 |
| 97 | Danone | -2 |
| 98 | Mercedes-Benz Group AG | -57 |
| 99 | United Nations | 5 |
| 100 | Metro Cash & Carry | -8 |
| 101 | Eni | -27 |
| 102 | Richemont | -20 |
| 103 | IKEA | -3 |
| 104 | Generali | -27 |
| 105 | Philip Morris International | New |
| 106 | ENGIE | -12 |
| 107 | Reckitt | -4 |
| 108 | Groupe Crédit Agricole | -15 |
| 109 | LVMH | -11 |
| 110 | FCA - Fiat Chrysler | New |
| 111 | Enel | -6 |
Top 10 Career Websites
The Career Website Ranking shows the employers who are best at attracting, informing, and converting candidates with the right content.
| Rank | Employer Brand | Difference from 2022 |
|---|---|---|
| 1 | Swisscom | 3 |
| 2 | ams OSRAM | -1 |
| 3 | BP | 23 |
| 4 | BASF | -2 |
| 5 | SAP | 0 |
| 6 | thyssenkrupp | -3 |
| 7 | MAHLE | New |
| 8 | Morgan Stanley | 23 |
| 9 | Accenture | -3 |
| 10 | Allianz | 2 |
Top 10 Online Applications
The Applying Online Ranking shows the employers with the most transparent application processes, best job search and functionality.
| Rank | Employer Brand | Difference from 2022 |
|---|---|---|
| 1 | ams OSRAM | 2 |
| 2 | TÜV NORD | 0 |
| 3 | thyssenkrupp | -2 |
| 4 | NN Group | 0 |
| 5 | T-Systems | 4 |
| 6 | Dell | 1 |
| 7 | Roche | 10 |
| 8 | AstraZeneca | 12 |
| 9 | Sanofi | 13 |
| 10 | Henkel | -2 |
Top 10 Social Media mix
The Social Media Ranking shows the employers with the best content mix across major Social and Professional networks such as: Facebook, Twitter, Instagram, YouTube, and Blogs.
Due to the introduction of the new category, Professional Platforms, the Social Media category has changed significantly too. This means we cannot include differences from last year for this category.
| Rank | Employer Brand |
|---|---|
| 1 | SAP |
| 2 | Dassault Systèmes |
| 3 | ams OSRAM |
| 4 | Jaguar Land Rover |
| 5 | Henkel |
| 6 | Thermo Fisher Scientific |
| 7 | BCG |
| 8 | |
| 9 | Continental |
| 10 | Dell |
Top 10 Professional Platforms
The Professional Platform Ranking shows employers who are successfully building their brand and actively engaging with talent on platforms like LinkedIn, Indeed and Glassdoor.
This is a new category and ranking in 2023 so there are no differences from last year available.
| Rank | Employer Brand |
|---|---|
| 1 | Continental |
| 2 | Cisco |
| 3 | IBM |
| 4 | BCG |
| 5 | BT |
| 6 | Amazon |
| 7 | 3M |
| 8 | Zalando |
| 9 | Bayer |
| 10 | Mars |
Key facts about the Potentialpark Study 2023 in Europe
10 career channels evaluated
271 criteria considered
111 employers evaluated
17 593 responses on our survey
If you want to be included in our rankings, trends and benchmark analysis, or for information about previous years rankings, fill in the Ranking form or contact: