It doesn't matter that this Mountain View, Calif.-based search engine isn't categorized as a retailer or a fashion brand: Students interested in any industry still desire to work here, Tattanelli noted. "If you look at their office space, it's fashionable, creative and cool," she said. "It's maybe not in the 'clothing' terms, but definitely in its marketing, which is colorful, bright and present everywhere. Everyone knows this brand." Google also has perks for its employees, such as company movie days, ski trips, free shuttle services for commuters, on-site doctor services, massage therapists, a car wash, gym and free fitness classes. "Google is recognized for their good work-life balance," said one student. Another commented, "Google has a focus on innovation and smart business. They allow their workers to speak up for themselves."
4. CALVIN KLEIN
"I believe that this brand's advertising is speaking to these young people," said Tattanelli. "Calvin Klein is really coming into its own once again, and the brand has a niche among youth." This Phillips-Van Heusen Corp.-owned brand does reach younger consumers, and students interested in fashion are naturally interested in working at companies that speak directly to them, she pointed out. "I perceive Calvin Klein to be a successful company and a global corporation that can offer international exposure," one student told Universum. Last year, the International Herald Tribune noted that even the brand's fragrances were seducing the Millennials in the marketplace.
5. APPLE COMPUTER
If brand awareness carries a lot of weight with students, then it's no surprise Apple ranks so highly, given the iPod, iPhone and Mac. The Cupertino, Calif.-based computer company's Web site has a section devoted to new grads. "If you have limited or no on-the-job experience — but a sharp intellect, a top-notch educational background, and the energy to move the industry forward — Apple would like to talk to you," stated the company. This past year, Apple participated in job fairs, one-on-one interviews, general information sessions and public forums on campuses across the U.S. and in Canada. "Apple provides a variety of innovative products to the market and has a recognizable public appeal," said one student surveyed. Another told Universum, "Apple is innovative and cutting edge. They have a laid-back work environment but still get things done."