Expectations of employers among starters Prepared for: GO By: Synovate Censydiam Date: 22 June 2009.

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

Introduction

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%

Expectations regarding ideal employer

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


2009Attributes


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



Base: Total sample

Important attributes of ideal employerComparison with 2008

Motivational strategies of starters

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

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FO

RM

ISM

UNINHIBITED

AF

FIR

MA

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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

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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%)

21

Differentiating item (index >110)

Top 5%

Differentiating

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%)

23


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%)

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%)

27


Your User Name

Function = position

28

= Significant increase

Sizes of the motivational strategiesComparison with 2008

How can I target the right starters?

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

33

Step 3: Customise your message for economists

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

36

Step 3: Customise your message for Security Seekers

Most attractive sectors and employers

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


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



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

Starters and crisis

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%


“The economic crisis is threatening my chances of employment”

37% 36%

Base: Total sample

4545

4% 29% 34% 26% 8%


“I am prepared to work less hours so less people get fired”

33% 34%

Base: Total sample

4646

3% 18% 33% 36% 11%


“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%


“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%


“Globalisation is threatening our jobs because production units are moving to low

wage countries ”

Base: Total sample

41% 26%

Conclusions

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

53

Thank you for your attention!

Any questions?

Expectations of employers among starters Prepared for: GO By: Synovate Censydiam Date: 22 June 2009.

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Transcript of Expectations of employers among starters Prepared for: GO By: Synovate Censydiam Date: 22 June 2009.