I agree, but I'd like to point out the following;

For me, it's also important what the perception of the company is to the world or countries it acts in.

Just like when you purchase a car, you first search on the company or person selling the car to see what others has written about that company. Do they try to fool their customers or are they a serious company.

For me it's also important that the company values human rights. Worlds oldest company, Swedish Sandvik,for instance does not. I would not like to have that on my conscience, that I work for a company responsible for water supply pollution in Africa that has caused sickness and death to a small village. This means there are several companies I would not apply to work for.

* Then of course it's important to met the workforce, talk with them and how they work and how they are valued. Are they interested in the latest techniques and what not.