Expectations of employers among starters
• Prepared for: GO• By: Synovate Censydiam• Date: 22 June 2009
Agenda
• Introduction
• Expectations regarding the ideal employer
• Motivational strategies of starters
• How can I target the right starters?
• Most attractive sectors and employers
• Starters and economic crisis
• Conclusions
5
Background
5th edition5th
• Expectations regarding ideal employer• Image of 61 potential employers (list determined by Roularta) • Applying• Themes (crisis, globalisation)
Collaboration between Roularta Media and Synovate Censydiam
N= 882
Starters:
• Students (two last years) and young professionals (max. 2 years)• Higher educated (bachelor or master)
6
Background
OnlineSelf completion15 minutes
If relevant, comparison with previous measurement
Period end April- early May
• Mailing to database of GO, 4UCampus, Knack and Le Vif• Link on GO website• Link in Connections newsletter
7
Employers in the study
ADECCO ERNST & YOUNG NMBS/SNCB
AGC FLAT GLASS COATING SA FOD FINANCIEN-STAFDIENST B&B ORACLE
ATRIO SERVICES CVBA FORTIS BANK PFIZER
BASF ANTWERPEN NV FUJITSU SIEMENS COMPUTERS NV PHILIPS
BEKAERT NV GDF SUEZ SA PROCTER&GAMBLE BENELUX
BELGACOM HAVENBEDRIJF ANTWERPEN PROV VLAAMS-BRABANT LEEFMILIEU
CAMPBELL FOODS BELGIUM IBA RANDSTAD GROUP BELGIUM NV
CATERPILLAR IKEA ROULARTA MEDIA GROUP
CBC BANQUE SA IMEC SD WORX ASBL
CBR CEMENTBEDRIJVEN ING RECRUITMENT SECRETARY PLUS MAN. SUPPORT
DELOITTE & TOUCH. CONS. KBC BANK NV SMALS-MVM VZW
DEME KOSTENDELENDE VER.GROEP AXA STAD ANTWERPEN
DE NUL JAN KPMG SUPPORT SERVICES ESV STIB - MIVB
DEXIA KRAFT FOODS BELGIUM NV SUEZ-TRACTEBEL NV
D'IETEREN K.U. LEUVEN TRACTEBEL ENGINEERING
DREDGING INTERNATIONAL NV LANDBOUWKREDIET NV UMICORE
DUPONT BELGIUM BVBA LIDL UNILEVER
EANDIS LOYENS & LOEF VANDEMOORTELE GROUP NV
EDS MAKRO VOLVO CARS BELGIUM NV
ELECTRABEL MARS BELGIUM NV/SA
ELIA MERCATOR
8
Sample description
*of which 34.9% IT people; ** of which 4.8% legal assistant
Data was weighted to allow comparability with previous measurements
WEIGHTED UNWEIGHTED
Sample size n=882 n=882
MASTERS 42% 61%
Economists 32% 38%
Jurists 7% 9%
Engineers 3% 3%
IT people 46% 35%
Scientists 12% 14%
BACHELORS 58% 39%
Technical bachelors 60%* 36%
General bachelors 40%** 64%
GENDER
Male 51% 59%
Female 49% 41%
STUDENT/YOUNG PROFESSIONAL
Student 85% 77%
Young professional 15% 23%
10
Description of ideal employer
=Properties that all young starters value in their future employer
Description of ideal using 2 criteria
• Personality: 16 personality traits • Attributes: 23 properties related to employers
11
1st, 2nd or 3rd preference
Personality1st
preference
1 Reliable 1
2 Dynamic 2
3 Amicable 5
4 Innovative 4
5 Stable 3
6 Creative 7
7 Social 8
8 Open 6
9 Altruistic 9
10 Caring 13
11 Informal 10
12 Prestigious 11
13 Familiar 12
14 Powerful 14
15 Unique 15
16 Common 16
Base: Total sample
Important personality attributes of ideal employer
1212
1st, 2nd or 3rd preference in
2009Personality
1st, 2nd or 3rd
preference in 2008
1 Reliable 1
2 Dynamic 2
3 Amicable 3
4 Innovative 4
5 Stable 5
6 Creative 7
7 Social 6
8 Open 8
9 Altruistic 14
10 Caring 11
11 Informal 12
12 Prestigious 10
13 Familiar 9
14 Powerful 13
15 Unique 15
16 Common 16
Important personality attributes of ideal employerComparison with 2008
x
x
Higher ranking compared to 2008
Lower ranking compared to 2008
Base: Total sample
13
1st, 2nd or 3rd preference
Attributes 1st preference
1 Interesting salary 52 Nice atmosphere among colleagues 3
3 Possibility to grow 24 A position that suits me 15 Challenging job content 46 Varied work 67 With a long-term future 88 Educational environment 109 Offers a balance between work and private life 7
10 Flexible working hours 1311 Easy home-work commute 1612 Values its staff 913 International career options 1114 Offers enough guidance, coaching 1415 Gives you responsibility 1816 Offer of on-the-job training 1517 Appealing corporate culture 12
18 Stimulates teamwork 17
19 Competent management 19
20 Solvent/creditworthy employer 2021 Has attractive products and services 2122 Strong enterprising spirit 2223 Fixed working hours 23
Base: Total sample
Important attributes of ideal employer
1414
1st, 2nd or 3rd preference in
2009Attributes
1st, 2nd or 3rd preference in
2008
1 Interesting salary 12 Nice atmosphere among colleagues 23 Possibility to grow 44 A position that suits me 35 Challenging job content /6 Varied work 57 With a long-term future 128 Educational environment 99 Offers a balance between work and private life 6
10 Flexible working hours /11 Easy home-work commute /12 Values its staff 713 International career options 1114 Offers enough guidance, coaching 1315 Gives you responsibility /16 Offer of on-the-job training 1417 Appealing corporate culture 1518 Stimulates teamwork 1719 Competent management 1620 Solvent/creditworthy employer /21 Has attractive products and services 2022 Strong enterprising spirit 1923 Fixed working hours /
x New item
x
x
Higher ranking compared to 2008
Lower ranking compared to 2008
Base: Total sample
Important attributes of ideal employerComparison with 2008
16
Different motivational strategies of “starters”
=Not all starters have the same expectations regarding their ideal employer
Combination of qualitative and quantitative insights
4 different strategies vis-a-vis an employer
• Challengers• Social Networkers• Security Seekers• Career Makers
Censydiam methodology
17
People deal with this insecurity in different ways.
Fundamental meaning of being a “starter”
=Feelings and emotions all starters experience at the start of their professional career/have experienced during the first years of their career
However, this transition/phase entails a lot of tension and insecurity.
Start of a new phase in life. Student life ends and life as a working adult begins for those who have ended their studies/working life is a fact for those who are professionally active
18
INT
EG
RA
TIO
N,
SO
CIA
L C
ON
FO
RM
ISM
UNINHIBITED
AF
FIR
MA
TIO
N
CONTROLLED
Building the Censydiam frame of reference2 dimensions to deal with this insecurity
Individual
Social
New phase in life entailing deep feelings
of insecurity
Release
Suppress
Self Other
19
UNINHIBITED
CONTROLLED
CHALLENGERS: 45.9%SOCIAL
NETWORKERS: 23.9%
CAREER MAKERS: 5.7%
SECURITY SEEKERS: 24.5%
Motivational strategies of “starters”A
FF
IRM
AT
ION
INT
EG
RA
TIO
N,
SO
CIA
L C
ON
FO
RM
ISM
New phase in life entailing deep feelings
of insecurity
20
Basic motivation?• Being a starter is an exciting challenge:
- Exploring and expanding your own boundaries and possibilities. It’s about personal enrichment, progress.
- Beginning of independence (financially and emotionally).
Expectations of first job?• Job satisfaction through variation in assignments that are not too
straightforward. They want to be creative. • Getting to know new people, speaking foreign languages, travelling around the
world, putting theory into practice• Like to work independently
Company identity?• Stimulation of self-actualisation within company, e.g. through training• Dynamic and young atmosphere• Innovative company• International (possibility to travel)
Challengers (46%)
22
Basic motivation?• Being a starter is:
- A natural part of life. They are open to the whole experience. - Possibility to build a new social network. They enjoy being in a group with
new people.
Expectations of first job?• Like to work in a team to get acquainted with colleagues.• Possibility to grow but without pressure
Company identity?• No rigid hierarchy, informal atmosphere• Extraprofessional activities (team building)• Open communication between all levels• Flexibility vis-a-vis personal life• Reasonable size: allowing the possibility for networking and team building
Social Networkers (24%)
24
Basic motivation?• Being a starter is saying goodbye to the securities of a previous stage in life:
- Nostalgia for carefree student life- Reserved and careful approach to first job. Slow exploration of
professional life. - After a while, a steady job offers stability and security
Expectations of first job?• Not too stressful, no unexpected situations• More typical, well defined assignments• Not too much responsibility in first phase• Good work/life balance
Company identity?• Not too competitive• Egalitarian structure but with clear leadership• Reasonable size: removing the focus away from the individual
Security Seekers (25%)
26
Basic motivation?• Being a starter is the starting point of a very promising career:
- 100% commitment. The want recognition for their capabilities.- Clear vision of future. They know what position, what sector. Education
was chosen from this perspective.- Recognition and material compensation give social status.
Expectations of first job?• Job to prove themselves.• Expand responsibilities and grow with the company• They want to be acknowledged. They are not a number.
Company identity?• Company with a future• Hierarchical structure with competent leaders• Professional• Possibility to achieve status through company image and the offered
compensation• Allowing manifestation of personal competences
Career Makers (6%)
30
How can I target the right starters?
2 possible routes
Route 2
Target starters with a specific motivation regarding an employer
Route 1
Target an educational profile by addressing his/her motivation regarding an employer
31
Route 1: target an educational profile by addressing the motivation regarding an employerExample: Economist
Step 1: Respect the basics
• Reliable and stable• Innovative and dynamic• Interesting salary• Pleasant atmosphere• Challenging job content
Step 3: Customise your message by focusing on Challengers and Careermakers in terms of
• Personality• Company attributes/offer• Communication channels
Step 2: Identify differentiating motivations of economist
Challengers and Career Makers
32
Step 3: Customise your message for economists
Personality
• Powerful• Prestigious• Unique• Innovative• Creative
Channels
• Traditional media (internet, print media) but also social media• If social media: Netlog, Twitter, LinkedIn
Company attributes/offer
• Interesting salary • You can take responsibility• International career possibilities• Challenging job content but also focus on sector• Learning on the job• Appealing corporate culture• Strong enterprising spirit• Has attractive products/services
34
Step 1: Respect the basics
• Reliable and stable• Innovative and dynamic• Interesting salary• Pleasant atmosphere• Challenging job content
Step 2: Customise your message by focusing on Security Seekers in terms of
• Personality• Company attributes/offer• Communication channels
Route 2: target starter with a specific motivation regarding an employerExample: Security Seekers
35
Personality
• Stable• Reliable• Informal, familiar• Caring • Altruistic
Channels
• Traditional media (internet, print media)• If social media: Netlog, Twitter
Company attributes/offer
• A position that suits me• Values its staff• Learning on the job• Offers guidance, coaching• Fixed working hours• Easy work-home commute• Offers a balance between work and private life
Step 3: Customise your message for Security Seekers
38
Most attractive sectors
Base: Total sample1st, 2nd or 3rd preference
Sectors 1st preference
1 Science and research 42 Media entertainment and communication 33 ICT, Telecom and Internet 14 Education and training 75 Energy, environment and safety 56 Government and social profit 117 Chemistry and pharmacy 98 Services and human resources 139 Healthcare and medical sector 2
10 Finance and insurance 611 Industry and machine construction 1012 Automobile sector 1213 Construction, construction materials and real estate 814 Art and culture 1815 Logistics, transport and handling 1416 Distribution and retail 1617 Hotel, catering industry and tourism 1518 Materials, agriculture and nutrition 1719 Wood and furniture industry 2020 Textile, leather and clothing 1921 Publishing houses and printing offices 21
39
Base: Total sample1st, 2nd or 3rd preference in
2009Sectors
1st, 2nd or 3rd preference in
2008
1 Science and research 22 Media entertainment and communication 13 ICT, Telecom and Internet 44 Education and training 85 Energy, environment and safety 76 Government and social profit 57 Chemistry and pharmacy 98 Services and human resources 39 Healthcare and medical sector 11
10 Finance and insurance 611 Industry and machine construction 1012 Automobile sector 1213 Construction, construction materials and real estate 1414 Art and culture 1715 Logistics, transport and handling 1516 Distribution and retail 1617 Hotel, catering industry and tourism 1318 Materials, agriculture and nutrition 1819 Wood and furniture industry 2120 Textile, leather and clothing 1921 Publishing houses and printing offices 20
x
x
Higher ranking compared to 2008
Lower ranking compared to 2008
Most attractive sectorsComparison with 2008
40
Most attractive employers (open list, spontaneous)
Base: Total sampleTop 10 in 2009 Employers
1 Public services/government2 Electrabel3 Procter & Gamble4 Jan De Nul5 BASF6 Microsoft7 Janssen Pharmaceuticals8 Universities9 Deloitte
10 Coca-Cola
41
Most attractive employers (open list, spontaneous)Comparison with 2008Overall decrease of banks in ranking.
Top 10 in 2009
Employers
1 Public services/government2 Electrabel3 Procter & Gamble4 Jan De Nul5 BASF6 Microsoft7 Janssen Pharmaceuticals8 Universities9 Deloitte10 Coca-Cola
12 Fortis15 KBC23 ING30 Dexia91 AXA
Top 10 2008
Employers
1 KBC2 Public services/government3 Deloitte4 Fortis5 Janssen Pharmaceuticals6 Electrabel7 Jan de Nul8 Price Waterhouse Coopers9 Flemish government10 Coca-Cola
15 Dexia34 ING
141 AXA
Base: Total sample
4343
“The economic crisis makes it difficult to find a job”
21% 37% 22% 16% 5%
completely agree agree neutral disagree completely disagree
58% 21%
Base: Total sample
4444
10% 27% 28% 23% 13%
completely agree agree neutral disagree completely disagree
“The economic crisis is threatening my chances of employment”
37% 36%
Base: Total sample
4545
4% 29% 34% 26% 8%
completely agree agree neutral disagree completely disagree
“I am prepared to work less hours so less people get fired”
33% 34%
Base: Total sample
4646
3% 18% 33% 36% 11%
completely agree agree neutral disagree completely disagree
“I am prepared to work for a lower salary so less people get fired”
21% 47%
Base: Total sample
4747
2% 18% 31% 35% 13%
completely agree agree neutral disagree completely disagree
“Because of the economic crisis I am prepared to work more hours for the same
or a lower salary”
20% 48%
Base: Total sample
4848
10% 31% 33% 22% 4%
completely agree agree neutral disagree completely disagree
“Globalisation is threatening our jobs because production units are moving to low
wage countries ”
Base: Total sample
41% 26%
50
Conclusions
Not all starters are the same! They have different motivations concerning their first job:
• Challengers• Security Seekers• Social Networkers• Career Makers
Next to that, tell them that:
• You have an interesting salary to offer• You have a position that suits them with a challenging job content and possibility to grow
However, there are basic personlity items you need to respect:
• Convince them you are a reliable and stable company• Show you are dynamic and innovative• but in a friendly manner
An ideal approach takes into account the basics in combination with motivational drivers
51
Conclusions
In general we see that there are more Security Seekers and Challengers compared to last year.
There are less Social Networkers and Career Makers.
Most attaractive employer is the governement.
The most attractive sectors are:
• Science and research• Media• ICT• Education and training• Energy and environment
52
Conclusions
The crisis has some impact:
58% finds it difficult to find a job
Globalisation does have an impact:
41% believes globalisation is threathening their job
However, starters are not really prepared to change their attitude:
• 33% is prepared to work less so less people get fired but 34% is not prepared to do so
• 47% is not prepared to work for a lower salary• 48% is not prepared to work more hours for same salary