April 24th, 2019, Scott Booth
The smartphone giant is the brand that Saudi consumers would be the proudest to work for
Apple tops the list of the YouGov BrandIndex 2019 Workforce Rankings in Saudi Arabia and registers a Reputation score of 49.9 points. iPhone remains in second this year, while Almarai slips down two spots from the top of the list to third this year.
The rankings were compiled using the Reputation score from YouGov’s daily brand tracker, BrandIndex, by asking respondents, "Would you be proud or embarrassed to work for this brand?", over the past twelve months.
Saudia and Al Baik move up one place from last year, placing in fourth and sixth respectively in 2019, while YouTube remains in eighth this year as well.
On the other hand, Google and Samsung see a decline in their ranks and drop down by one position each, placing in fifth and seventh, respectively.
Emirates and Mercedes exit the list this year, while Alrajhi Bank and Galaxy (Chocolates) make an entry in ninth and tenth, respectively.
YouGov also revealed the ten brands that achieved the largest improvement to their Reputation scores over the past 12 months. Huawei is the brand that has improved its score by the greatest amount in Saudi Arabia over the past year, with a change in score of +8.7, going from a Reputation score of 19.2 in 2018 to 27.9 in 2019.
Following Huawei, in second and third place respectively are mada, with an improvement in score of +8.1 and then Bin Laden Group (+5.7). Kia Motors (+5.3) and Saudi Telecom (+4.9) are in fourth and fifth, respectively, in the list.
The improvers list this year is dominated by food and beverage brands, with five brands making up the top 10 improvers list. Coca-Cola is the most improved beverage brand, with an increase in score of +4.7, followed by Maestro Pizza (+4.6), McDonald’s (+4.2), Kinder (+4.2) and Vimto (+3.9).
The 497 brands in Saudi Arabia in YouGov BrandIndex were ranked using the Reputation score, which asks respondents "Which of the following brands would you be PROUD TO WORK FOR? Imagine you (or your friend) were applying for the same sort of role at the following brand that you currently have or would apply for?" and "Which of the following brands would you be EMBARRASSED TO WORK FOR? Imagine you (or your friend) were applying for the same sort of role at the following brand that you currently have or would apply for?". Only respondents who are aware of a given brand are interviewed.
The Workforce Rankings chart shows the brands with the highest average Reputation scores between April 1, 2018 and March 31, 2019. The Reputation Improvers chart ranks the brands with the highest increase in Reputation comparing the scores for the 12 months ending March 31, 2019 and the 12-month period ending April 1, 2017.
All Reputation scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.
All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.