The most credible employer seals are based on an anonymous survey of the whole workforce. Seals differ considerably in what they actually say. The Praxisleitfaden Mitarbeitergewinnung by our CEO sorts them into four categories:

  • Representative employee survey: the whole workforce is surveyed anonymously. This is the gold standard, because the seal reflects the real internal mood and doubles as a diagnostic tool for HR.
  • Self-assessment with verification: the company provides information that the awarding body checks. Useful for a first positioning, but without the employees’ view.
  • Sample survey: only a small selection of employees is asked, which is scientifically weak and raises questions internally about who was allowed to take part.
  • Study- or review-based: the seal relies on external data such as anonymous online reviews. It is often unclear whether real employees wrote them.

Before booking a seal, check which category it belongs to, who awards it and whether the criteria are published.