BFFT brand awareness and image survey at the THI
As the renowned industry and business journal “Automobilwoche” had recently reported in a Career Special, BFFT is not only the most popular company in the range of small- to mid-sized companies for Kununu users, but in the entire automobile industry. Kununu is the leader in the market of online employer assessment portals in the German-speaking world. There, employees can freely and anonymously rate their employers according to various criteria. Their scores and comments regarding the behavior of their superiors, cohesion with coworkers, image or work-life balance often help applicants and prospective employees make their job choices.
To see how BFFT is perceived in the job market, a comprehensive survey on the image and standing of BFFT took place in January/February at the Ingolstadt University of Applied Sciences (THI). Some of the questions included which engineering service providers the students were familiar with in the Ingolstadt region and which brand characteristics or operations were markers of BFFT. Almost 1,000 students participated in the survey and chose BFFT as one of the three most famous service providers (unprompted 3rd place, when prompted 2nd place). If the participants had already visited BFFT Headquarters (control group), students even put BFFT in first place. In addition, the BFFT brand image was rated with an average of “good” using the German school grading system (2.1 among total number of participants, 1.9 in the control group). In order to achieve a high participation rate, some prizes were given by BFFT. From BFFT soft-shell jackets, caps and spots on the BFFT fan sofa, to an iPad mini – 40 students took home a range of loot. The prize-giving took place at the beginning of the summer semester at the University of Applied Sciences Ingolstadt.