Workplace reputation check: the top brands Americans want to work for in 2025 overall and by sector

Key findings:

1. St. Jude Children’s Research Hospital tops the list of most respected workplaces in America with a reputation score of 49.4, leading across women, Gen X, and Baby Boomers.
2. Rolex ranks second overall with a score of 49.2, standing out as the top choice among men with an even higher workplace pride score of 52.6.
3. Amazon secures third place nationwide at 49.0, with Millennials (52.1) and Republicans (56.1) rating it especially highly.
4. Nike dominates among Gen Z workers, earning the single highest generational score of 62.7, well ahead of competitors like Netflix (58.4) and Adidas (57.3).
5. Samsung and Apple tie for leadership in the electronics sector with workplace pride scores of 46.0 each, showing their equal strength in employer reputation.

In a competitive market, an employer’s reputation can play a critical role in attracting and retaining talent. YouGov BrandIndex tracks public perceptions of thousands of brands daily, including how people rate workplace reputation. This measure is based on whether people say they would feel proud or embarrassed to work for a company, assuming a role similar to what they currently have or might pursue. Looking at the positive reputation ranking provides a view of how brands are perceived as employers across demographics and industries, offering insight for organizations focused on employer branding.

St. Jude, Rolex, and Amazon lead national workplace pride

Among the thousands of brands we track across sectors in the US, St. Jude Children’s Research Hospital ranks as the organization with the strongest reputation as a workplace, with a score of 49.4. This nonprofit healthcare institution consistently appears at the top across multiple demographics, including women, Gen X, and Baby Boomers.

Rolex, the luxury watchmaker, follows closely with a score of 49.2. Rolex’s strong ranking signals that perhaps company legacy contributes significantly to how people perceive employers — especially among men, where it takes the top spot with a score of 52.6.

Amazon rounds out the top three with a score of 49.0, showing that the company holds a place of pride for many Americans. Its popularity is especially high among Republicans (56.1) and Millennials (52.1), while it remains in the top five for most demographic groups.

Gender and generation shape employer preferences

Workplace reputation differs significantly by gender. Women express the strongest workplace pride for St. Jude (55.4), which does not appear in men’s top 10. Women also rate Nintendo highly (51.9), another company absent from men’s list.

Men’s preferences lean toward technology and consumer organizations, with Samsung, Apple, Google, and Microsoft all ranking in the top 10, alongside Nike and Coca-Cola.

Generation-Based Preferences

• Gen Z (ages 18–26): Nike leads the way with a score of 62.7, the highest across all generations. The list includes several brands that do not appear in other groups’ top 10, such as Netflix (58.4), Adidas (57.3), and Spotify (53.8).
• Millennials (ages 27–42): Nike again takes the top spot, earning a score of 54.4. What sets Millennials apart is the inclusion of YouTube (48.1) and Adidas (47.6), both of which are absent from other generations’ rankings.
• Gen X (ages 43–58): St. Jude Children’s Research Hospital leads with a score of 53.9. In addition, Gen X places Hershey (44) and the American Red Cross (44) in its top 10.
• Baby Boomers+ (ages 59 and older): St. Jude not only takes first place but also receives the highest single score across any generation at 56.5. This group picks Barnes & Noble (44), the History Channel (43.6), and the Wounded Warrior Project (42.8) as companies where they will be proud to work.

Industry highlights

Appliances and consumer electronics

Within the appliances and consumer electronics sector, Samsung and Apple are tied at the top with workplace pride scores of 46.0 each, showing that both enjoy equally strong reputations as employers. Microsoft follows with 40.7, while LG (38.5) and Sony (38.3) round out the top five. The remaining brands in the top 10 — iPhone, Bose, HP, Android, and Dell — all fall below 36 points, indicating a noticeable gap between the top three and the rest of the category.

Fashion and Lifestyle

Rolex leads the apparel, accessories, and watches category with a score of 49.2, and ranks second overall across all sectors. Nike (42.0) and Apple Watch (41.2) follow, reflecting consumer interest in brands that combine performance with design.

Other apparel names like Levi’s (38.4), Adidas (37.1), and Tiffany & Co. (34.5) show moderate workplace pride. The remainder of the top 10 includes Skechers (32.6), New Balance (32.4), Gucci (32.1), and Ralph Lauren (31.3).

Retail

In the retail sector, which includes large department stores as well as specialty retailers focusing on sports, home improvements and electronics, among others, Barnes & Noble leads with a score of 38.9, particularly resonating with older generations. Home Depot (37.5) and Lowe’s (36.3) follow closely, showing strength in practical retail categories with strong community presence.

Costco (35.3) and Best Buy (32.3) follow in fourth and fifth place. IKEA, Ace Hardware, Trader Joe’s and John Deere round out the top 10, showing that both specialty and mass-market retailers appear on the list. Walmart, while widely known and shopped, ranks lower on workplace pride (27.6).

Travel and Tourism

In the travel space, hotel chains hold the strongest reputation. Hilton scored 38.8, followed by Marriott (35.5) and Ritz-Carlton (31.5).

Airlines perform slightly lower, with American Airlines, United, and Delta scoring between 32 and 34. Theme parks like Disneyland / Disney World (32.8) and Universal Studios (30.4) also attract a strong reputation.

Financial Services

Credit card and digital payment companies outperform traditional banks led by Visa with 38.7. Mastercard (33.2) and PayPal (32.7) take second and third place, while American Express (31.0) and JP Morgan Chase (30.4) complete the top five.

Major banks like Bank of America (28.8) and Chase (28.6) score below 30, while insurance providers like State Farm score even lower (26.1).

Video Games and Entertainment

Nintendo leads all video game publishers with a positive Reputation score of 45.8, far ahead of competitors like second place Sony Entertainment (33.3) and EA Sports (26.8). Nintendo performs particularly well with Gen X and women — groups that rank the company in their top three.

SEGA (24.6) and Electronic Arts (EA) (17.8) make up the rest of the top five. Microsoft Studios, Rockstar Games, Epic Games, Activision, and Steam complete the category’s top 10, though with much lower scores than Nintendo.

Car makers

Toyota holds first place with 40.4. Mercedes-Benz (34.1) and Honda (31.8) follow in second and third, with BMW also scoring 31.8. The highest-ranked American company, Ford, comes next with 30.7, followed by Lexus (29.2), Chevrolet (28.7), Porsche (27.4), Subaru (26.5), and Audi (24.6).

Methodology: YouGov BrandIndex tracks daily perceptions of thousands of brands. Rankings are based on the Reputation question: Imagine you were looking for a job (or advising a friend looking for a job). Which of the following companies would you be PROUD to work for? Imagine you (or your friend) were applying for the same sort of role at the following car makers that you currently have or would apply for. Scores are reported as [positive scores from 0 to +100 / percentages], based on daily US surveys weighted using propensity scoring with ACS benchmarks (age, gender, race, education, region). Figures cover the period September 1, 2024 – August 31, 2025, with sample size ranging from 300 to 21,213.

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