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The Top Employers Oxbridge Students Careers Survey 2008-9
Seven Surprises about Oxbridge Job Candidates September 2008
Choosing your job sector is one thing, choosing an employer is quite another. Over half of the students suggested they find it difficult to pick out a specific employer.
With many of the major investment banks offering a similar set of services it is perhaps not surprising that it can be particularly difficult to differentiate between firms. On the other hand, there can be large differences between the services that consulting firms offer. However, respondents indicate that these differences are difficult to understand for someone outside of the consulting industry. Public service organisations face a similar challenge for student's perceptions. This may be due to a perceived opacity, similar to the consulting sector, which acts in this case across a multitude of different sub-organisations. One student explained that: 
The engineering sector is by far the most understood. Engineering companies quickly develop reputations for the skills or services that they specialise in delivering and they can easily be judged on their past projects.
Recruiter Analysis: The generally low level of perceived company differentiation suggests that there are significant rewards available to firms which can separate themselves from the others in their field. Given that most undergraduates have already chosen their future sector, trying to differentiate the firm from similar competitors looks like a more promising strategy than promoting the firm's sector overall. In short, "here's how we are different" beats "here's why you should work in the ... sector".
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