April 24th, 2019, Scott Booth
The technology giant is the brand that residents of Egypt would be the proudest to work for
Google dethrones Facebook to become the top brand in the 2019 YouGov Workforce Rankings in Egypt, achieving a Reputation score of 60.1. Facebook moves down to second while iPhone, Galaxy (Chocolate) and YouTube remain in the same positions as last year, in third, fourth and fifth, respectively.
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.
WhatsApp and Cadbury make fresh entries into the top ten list, placing in sixth and eighth, respectively. Almarai seems to have had a tough year with the social media stir over price increases, which may have affected its Reputation among consumers as the brand has moved down one place in the list to seventh this year. In addition, Ariel and Dettol have slipped down two places to ninth and tenth, respectively.
YouGov also revealed the ten brands that made the largest improvement to their Reputation scores over the past 12 months. Om Hassan is the most improved brand of the past year in Egypt, with a change in score of +8.2, enhancing its Reputation score of -10.6 in 2018 to -2.4 in 2019.
YouTube is the second best improver (+7.0) and Netflix is third in the list (+6.6) of most improved brands.
The improvers list this year has a dominance of technology and internet brands. In addition to the ones mentioned above, WhatsApp (+6.4), Instagram (+6.4), Huawei (+5.9), TE Data (+5.9) and Souq.com (+5.9) are other brands that have registered great improvement to their Reputation scores.
Corona (+6.3) and Talaat Moustafa (+5.6) complete the improvers list in sixth and tenth, respectively.
The 345 brands in Egypt 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.