68% of students asked in the Big Choice Summer Survey 2012 said the brand image of the company would directly affect their decision to work for them.
This is unsurprising for a generation for which brand form a central part of their lives, and one that has helped transform the Apple brand into the biggest in the world.
In the past employers have adopted a different approach when marketing their jobs to that of their brand but this trend has started to change with them combining the way they promote their brand and their jobs.
Mirroring this 22% of employers approached in our survey now sponsor a university sports team in an attempt to improve brand image and recognition on campuses.
Between June 3rd and July 12th the Big Choice surveyed 1,085 students from universities across the UK to gain insight into their views of the jobs market. During the same period we also questioned 40 top graduate employers for a realistic view of what graduates can expect when looking for a job.