Singaporeans proudest to work for local and digital brands

For the second year running, Singapore Airlines is the top brand that Singaporeans would be proudest to work for, new rankings from YouGov BrandIndex reveal.  With a score of 62.5, it leads way ahead of Changi Airport (45) in the second place. Other than the two local brands, digital brands dominate the top ten.

Tech giant Google comes third (44.4), Apple is in fourth (42.0), and video sharing platform YouTube takes fifth spot (40.5). Social network Facebook is in sixth spot (38.8), subscription video-on-demand service Netflix comes seventh (36.7), messaging platform WhatsApp takes eighth (35.7) and South Korean electronics manufacturer Samsung rounds out the top ten (34.8). The list is completed by local bank DBS in ninth (35.5).

According to the press release, the brands' reputations were measured by finding out whether people would be happy to be employed by it over the past year.

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The rankings also reveal the brands have seen the biggest increase in their scores over the past 12 months. Transport provider MRT heads the list with its score increasing by 20.9 points over the past twelve months. It is followed by Netflix in second (+6.5) and Chinese electronics manufacturer Huawei in third (+6.1).

Ervin Ha, head of data products at YouGov APAC said, “After a year of recovery, MRT has also bolstered its credentials as a place where people would want to be employed – as the brand that has seen the greatest improvement in the number of people wanting to work for it.”

Singapore Airlines also recently topped YouGov’s annual BrandIndex Buzz rankings for Singapore. It measures the public’s perception of brands on a daily basis across a range of measures. The annual rankings are compiled using Buzz scores from across all 52 weeks of last year. Buzz scores measure whether people have heard anything good or bad about a brand during the previous two weeks.

In a report released by YouGov to commemorate the International Women’s Day, Singapore Airlines also left the most positive impression on women.