Copyright Universum 2008 “Er du rede for neste generation?” “80-tallistene inntar arbeidsmarkedet – Help, Hell or Halelujha? Anna Dyhre, Universum [email protected]

Copyright Universum 2008

“Er du rede for neste generation?”“80-tallistene inntar arbeidsmarkedet –

Help, Hell or Halelujha?

Anna Dyhre, [email protected]

Forsikringskonferansen Sundvolden Hotell 12 november 2008

mailto:[email protected]

Purpose

State of the Union

Provide a global perspective

Provide input that you can use in your work

Help you answer questions or knowing who to contact

Help identify opportunities

Är du redo för nästa generation?

Universum Today

• We employ approximately 200 people in 12 locations on 5 continents.

• The group head office is located in Stockholm, Sweden, the regional head offices are located in Philadelphia (Americas) and Shanghai (Asia).

• We serve more than 1 200 clients globally, including the majority of Fortune 100 companies.

• We survey over 230 000 students and 80 000 professionals annually in 30 countries.

• We publish more than 100 career publications in 10 countries.

• We have 10 career sites with 400 000 visitors/month.

• We organize 40 events with over 3000 participants in 14 countries.

• We publish the world’s foremost journal on Employer Branding, Universum Quarterly.

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Universum across the world

Agenda

Introduktion

Employer Branding – varför?

Rankingar i Norge över attraktiva arbetsgivare

Karriär Preferencer och mål hos 80-talister I Norge

Syn på pension och annat hos 80-talisterna

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2

3

4

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Employer Branding – Att långsiktigt säkra framtida kompetens

Global Market pricing for talent

US Undergraduates – approx 45 000 USD

0h

5h

10h

15h

20h

25h

30h

35h

40h

45h

50h

Finland

The Netherla

ndsSpain

Italy

Denmark

Norway

The U K

France

Hong Kong

Sweden

Switzerla

ndChina

Germany

India

€0

€5000

€10000

€15000

€20000

€25000

€30000

€35000

€40000

€45000

€50000

Expected work week (hours) Expected annual salary after graduation (EUR)

Brist på “rätt” arbetskraft hotar tillväxten?

- Generation I – 80-talisterna

• Internationella

• Informella

• Individuella

• Informerade

USA – Millennials – born end of 70-ies and 80 -ies

Vänner och familj kommer dock först…

Storvulna planer i all ära, men de små sakerna i livet är absolutviktigast; hälsa förstås, men framför allt familj och vänner.

Nio av tio ser nära relationer som ett grundrekvisit för en lycklig tillvaro.

Se världen 1960

Se världen 2008

En moralisk arbetsgivare – viktig beslutsfaktor

Var tredje student på universitetet anser att arbetsgivarens etik och moral är en av de tre viktigaste beslutsfaktorerna när de väljer en framtida attraktiv arbetsgivare!



Resultat från undersökningarna och analys

1

Methodology 1

The Questionnaire: • Created with 20 years of experience, extensive research within HR,

focus groups and communication with both our clients and

professionals• A new framework has been developed – The Drivers of Employer

Attractiveness • Global perspective - local insight • Comprised of closed-ended questions with an extensive list of

alternatives and an ‘Other’ option

The List of employers:Composed through of Universum’s knowledge of each market,

evaluations of the last year’s list, extensive market analysis,

complemented by information derived from discussions with

Professionals & students, organisations and finally professionals’

“write-ins” from last year’s survey.

Data collection: Conducted via an on-line survey. The on-line link has been

distributed via alumni networks, communities, the Universum

Panel, universities and different local and global partners.

The Universum Professional Survey - Business:

Field period: June 2008 to September 2008 Total number of respondents: 1581(Business)

The Universum Student Survey - Business:

Field period: January to April 2008Total number of respondents: 2126 (Business)


Employer rankings

Ideal Employer ranking 2008 (1-30) - Business (Students) 3

Employer Rank Percent Employer Rank Percent

StatoilHydro 1 26,28% SAS 16 7,17%Ernst & Young 2 14,92% Deloitte 17 6,83%Utenriksdepartementet 3 14,15% Microsoft 18 6,51%DnB Nor 4 13,56% Procter & Gamble 19 6,49%PricewaterhouseCoopers 5 12,65% Telenor 20 6,12%Aker Kværner 6 12,41% Goldman Sachs 21 5,75%McKinsey & Company 7 11,74% KPMG 22 5,73%Innovasjon Norge 8 11,10% Nordea 23 5,03%L'Oréal 9 10,55% Norad 24 5,02%The Boston Consulting Group 10 9,60% First Securities 25 4,96%Norges Bank 11 8,86% Pareto Gruppen 26 4,89%Orkla 12 8,79% IKEA 27 4,76%Finansdepartementet 13 8,71% Accenture 28 4,68%Hydro 14 8,49% Sparebank 1 29 4,60%Schibsted 15 7,52% Olje- og Energidepartementet 30 4,23%

SURVEY QUESTION:Please select five employers from the list below for which you would most like to work, your five Ideal Employers.

Ideal Employer ranking 2008 (31-60) - Business (Students) 3

Employer Rank Percent Employer Rank Percent

Konkurransetilsynet 31 4,04% Tine 46 2,67%

Geelmuyden.Kiese 32 3,95% Skattedirektoratet (økonomi/samfunnsfag) 47 2,47%

Ericsson 33 3,85% Nestlé 48 2,44%Shell 34 3,60% ABG Sundal Collier 49 2,41%Capgemini 35 3,51% Handelsbanken 50 2,30%Nærings- og Handelsdepartementet 36 3,48% Ringnes 51 2,27%Storebrand 37 3,17% PA Consulting Group 52 2,26%SSB (Statistisk Sentralbyrå) 38 3,16% Jotun 53 2,23%Det Norske Veritas 39 3,14% YARA 54 2,15%Forsvaret 40 3,05% Visma 55 2,06%REC Group 41 2,88% Riksrevisjonen 56 1,89%Posten Norge 42 2,80% HP 57 1,76%Statkraft 43 2,78% Manpower 58 1,76%Gjensidige 44 2,75% Netcom 59 1,75%Norgesgruppen 45 2,70% Kredittilsynet 60 1,69%


Ideal Employer ranking 2008 (1-30) - Business (Young Professionals) 3

Employer Rank Per cent Employer Rank Per cent

StatoilHydro 1 24,88% Microsoft 15 6,03%Orkla 2 11,65% L'Oréal 17 5,95%DnB NOR 3 10,99% The Boston Consulting Group 18 5,79%Innovasjon Norge 4 10,91% IKEA 19 5,45%Norges Bank 5 8,35% Det Norske Veritas 20 5,29%Hydro 6 7,36% Finansdepartementet 20 5,29%Utenriksdepartementet 7 7,19% Norgesgruppen 22 4,96%SAS 8 7,02% Jotun 23 4,71%McKinsey & Company 9 6,94% Statkraft 24 4,55%Telenor 9 6,94% Procter & Gamble 25 4,30%Aker Solutions 11 6,78% Ringnes 25 4,30%Schibsted 12 6,69% Norad 27 4,05%REC Group 13 6,61% Nordea 27 4,05%PricewaterhouseCoopers 14 6,20% Nokia 29 3,97%Ernst & Young 15 6,03% Deloitte 30 3,80%


Ideal Employer ranking 2008 (31-60) - Business (Young Professionals) 3


Employer Rank Per cent Employer Rank Per cent

Storebrand 30 3,80% Geelmuyden.Kiese 45 2,56%Tine 30 3,80% Kongsberg Gruppen 45 2,56%Pareto Gruppen 33 3,72% Skattedirektoratet 45 2,56%ConocoPhillips 34 3,64% Yara 45 2,56%Shell 34 3,64% Forsvaret 50 2,48%SpareBank 1 36 3,31% Gjensidige 50 2,48%Kredittilsynet 37 3,06% Konkurransetilsynet 52 2,40%Accenture 38 2,89% SEB 52 2,40%Olje- og Energidepartementet 38 2,89% Netcom 54 2,31%ABG Sundal Collier 40 2,73% Statistisk Sentralbyrå (SSB) 54 2,31%Capgemini 40 2,73% Visma 54 2,31%KPMG 40 2,73% Ericsson 57 2,15%Nestlé 40 2,73% Nærings- og Handelsdepartementet 58 2,07%First Securities 44 2,64% Posten Norge 58 2,07%Fokus Bank 45 2,56% Handelsbanken 60 1,98%


Career preferences

Preferred industries - Business - Top 20 4

SURVEY QUESTION:In which industries would you ideally like to work? Please select a maximum of three alternatives

Business – Young Professionals

· Marketing/advertising16%

· Financial services15%

· Management consulting14%

· Entertainment/media/public relations 9%· Corporate auditing/accounting/taxation 8%· Investment management 7%· Private equity 6%· Government/public service 6%· Investment banking 6%· Non-profit 5%· Transportation/distribution/logistics 5%· Retail/Commercial banking 5%· Chemical/petroleum 5%· IT consulting 5%· Hotel/restaurant/tourism/hospitality 5%· Telecommunications 4%· Airline/travel 4%· Energy/power 4%

· Insurance 4%· Internet/e-commerce 3%

Business – Students

· Marketing/advertising20%

· Commercial banking19%

· Financial services18%

· Management consulting17%

· Investment management 13%· Corporate auditing/accounting/taxation 11%· Entertainment/media/public relations

11%· Investment banking 9%· Government/public service 8%· Non-profit 7%· Transportation/distribution/logistics 7%· Private equity 6%· Hotel/restaurant/tourism/hospitality 5%· Does not matter 5%· Private banking 4%· Public accounting 4%· Environmental/conservation 4%· Real estate 4%

· Insurance 3%· Retail/fashion/apparel 3%

Career goals – Business Students and Young Professionals in Norway 4

SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.

16%

15%

56%

36%

29%

30%

31%

18%

12%

12%

47%

48%

47%

36%

29%

35%

24%

19%

To have work/life balance

To be secure or stable inmy job

To be competitively orintellectually challenged

To be a leader ormanager of people

To be autonomous orindependent

To have an internationalcareer

To be dedicated to acause or to feel that I amserving a greater good

To be entrepreneurial orcreative/innovative

To be a technical orfunctional expert

Young Professionals - Business

Students - Business


Employer preferences

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The Drivers of Employer Attractiveness - Top-3 - Business 5

Employer reputation and image YP Students

1. Good reputation 55% 51%2. Attractive/exciting products and services 43% 44%3. Inspiring top management 34% 43%

Job characteristics YP Students

1. Challenging work 52% 47%2. Professional training and development 36% 59%3. A variety of assignments 39% 42%

Trends - help to understand the target group

•CV- builders

•Good reputation – both management as well as an employer

•Brand Aware very early

•Used to make choices

•Packaging also important – how you label products and services

•Emotions OK – gut feel – willing to pay for it with time or money

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People and culture YP Students

1. Has leaders who will support my development 59% 66%2. Offers a creative and dynamic work environment 48% 53%3. Will enable me to have good work/life balance 52% 37%

Remuneration and advancement opportunities YP Students

1. Competitive base salary 58% 50%2. Leadership opportunities 37% 44%3. Good reference for future career 32% 44%

The Drivers of Employer Attractiveness - Top-3 - Business

Trends - help to understand the target group

Mentoring and coaching important

Good leadship highly valued

Work-life Balance – what does it mean?

Technically aware and good at it – want good equipment – phone, pc etc

Not afraid to ask about and discuss salaries and benefits

Wants to have a dialogue with employer – freedom under guidance

Have they applied for a new job in the past 12 months? – Business (Young Professionals)

Key findings

• Of these 50 % - 1/3 applied for a job internally and 2/3 externally

They have mainly applied for a new job for the following reasons:

• Create better development opportunities 63%

• Get a higher salary47%

• Try something new46%

• They were dissatisfied with the corporate culture 24%

• I was dissatisfied with the overall management 21%

50%

50%

Yes No

Hur ser den yngre generationen på pensioner?


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Preferred compensation package - Business (Young Professionals) 4

17%

10%

13%

10%

11%

14%

1%

41%

29%

20%

21%

23%

16%

18%

15%

Extra holiday

Paid external higher education (e.g. MBA)

Overtime pay

Increased pension benefits

Performance-related bonus

Skills development

Household-related benefits (e.g. cleaner)

Fitness benefits (e.g. gym membership)

Profit-sharing

Parental benefits (e.g. supplement tomaternity/paternity pay)

Access to career coach/mentor

Private health insurance

Company car

Shares/options

OtherYoung Professionals - Business

SURVEY QUESTION:Regardless of what is included in your current package, which of the following would you most prefer as a part of your compensation package apart from base salary? Please select a maximum of three alternatives.

Preferred compensation package - Sweden

Topp-3:

1. Extra semesterdagar2. Kompetensutveckling3. Övertidsersättning

16%

9%

16%

7%

12%

4%

1%

14%

19%

11%

19%

12%

15%

1%

21%

13%

24%

18%

25%

24%

34%

52%

12%

22%

14%

20%

15%

23%

28%

43%Extra semesterdagar

Kompetensutveckling

Övertidsersättning

Friskvårdsförmåner (t.ex gymkort)

Betald extern högre utbildning (t.ex MBA)

Föräldraförmåner (t.ex tillägg till föräldrapenning)

Prestationsrelaterad bonus

Tillgång till karriärcoach/mentor

Utökade pensionsförmåner

Vinstdelning

Hushållsrelaterade förmåner (t.ex städhjälp)

Tjänstebil

Privat sjukförsäkring

Aktier/optioner

Annat

Kvinnor

Män

Fakta Sverige

•Mer än var tredje person i åldern 18-34 pensionssparar i Sverige

•31% har ökat sitt pensionssparande senaste året

•28% tror att de måste gå i pension när de är 68 år eller äldre för att få ut 75% av sin lön

Källa: ”Opinion Pension” av Novis Group 2008

Unions - Sweden (Young Professionals - Business)

17%

5%

78%

Ja Nej Vet ej

Omfattas du av någon pensionsplan (ITP/FTP/PA03/KAP-KL) eller har någon annan av arbetsgivaren betald tilläggspension?

Har du extra hög lön (jämfört med på andra företag) för att själv kunna betala motsvarande pensionspremier?

81%

19%

Ja Nej

Summary and Conclusions

As an Employer:

Build Loyality – build a brand – high maintenance level

Deliver on your promises

Communicate who you are – both externally as well as internally

As an Insurance company:

Build Loyalty – build a brand – high service level

Deliver on your promises

Communicate what you can offer – both externally as well as internally

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35 Copyright Universum 2008


Thank You for listening!

Anna Dyhre

+46 708 300615

[email protected]

Documents

Copyright Universum 2008 “Er du rede for neste generation?” “80-tallistene inntar arbeidsmarkedet – Help, Hell or Halelujha? Anna Dyhre, Universum [email protected]