The award is based on the access and reading behavior of users on Yourfirm.de on more than 60,000 job advertisements. The aim of the award is to draw the attention of job seekers to the advantages of medium-sized employers and to give them guidance in their search for interesting employers in the SME sector.

Evaluation criteria are

• the average number of users a company reaches per job ad and company profile,
• the percentage of users who actually read through the content, i.e. stay on the page for a correspondingly long time
• as well as the percentage of readers who take an application-related action, e.g. by clicking on "Apply now" or the company's website link.

Based on these three categories, a "popularity index" is calculated for each employer. The 1,000 best-rated companies receive the "Top SME Employer 2022" seal.