Youth Perspectives · with CENSE and AIESEC in Malaysia. In this nationwide research, we attempt to...

Youth Perspectives A REPORT ON THE PERSPECTIVES OF YOUNG MALAYSIANS

04 Foreword

06 Message From The Main Sponsor

08 Research Methodology And Demographics

12 Top 5 Facts And Implications 5 Key Facts About Young

Malaysians 5 Key Implications for

Organisations

16 Focus 1 Media Consumption Habits

28 Focus 2 Purchasing Behaviour

36 Focus 3 Talent and Career

44 Appendix Acknowledgements Profile of Partners

Table of Contents

Youth Perspectives is a project initiated by Perspective Strategies in partnership with CENSE and AIESEC in Malaysia.

In this nationwide research, we attempt to understand young Malaysians’ media consumption habits, purchasing behaviour, as well as their assessment of talent and career opportunities.

The best way to understand their perspective is to ask them, listen to what they say, observe what they do and learn from them.

Youth Perspectives provided the platform to more than 2,000 young Malaysians to voice their opinions.

Let us now invite you to meet your new customers, employees and key stakeholder.

YOUTH PE RSPEC T IVE S2

A Project by

In Partnership with

Main Sponsor

Co-Sponsor

Design Partner

All rights reserved. No part of this publication may be reproduced, whether in whole or in part, without prior written consent of Perspective Strategies Sdn. Bhd.

Project SecretariatPerspective Strategies Sdn. Bhd.3A09, Block C, Damansara Intan,No 1, Jalan SS 20/27, 47400 Petaling Jaya,Selangor Darul Ehsan, MalaysiaT 603 7491 3138F 603 7733 3138E [email protected]

Six years ago, we first wrote about the importance of listening as part of the stakeholder engagement process (the article was published in the January 2009 edition of the Management Magazine). Even back then, we had emphasised how critical it was for organisations to listen to their stakeholders if they hoped to build meaningful relationships with them.

This rule has not changed.

In fact, in today’s fast-paced and ever-changing communications landscape, it becomes even more important to engage stakeholders in meaningful and multi-channel dialogues. This is because today’s stakeholders can quickly lose interest or express their frustration in a very open and immediate manner.

In that article, we said, “tak kenal maka tak cinta” – to remind organisations how important it was for us to know our stakeholders. Ultimately, without embarking on a listening exercise, organisations would simply be guessing what their stakeholders want or expect of them.

Youth Perspectives came about when our team was actively supporting clients on Corporate Social Responsiblity (CSR) and Youth Engagement initiatives. We asked ourselves these questions: Shouldn’t we leverage on our close relationship with the youth to listen to their voices? Shouldn’t we know our stakeholders better if we are to engage them in a sustained and meaningful way?

The answer was obvious.

FOREWORD

Whilst we would like to hear the youth’s perspectives on as many areas as possible, we narrowed down our focus into three areas, namely their media consumption habits, purchasing behaviour and finally, talent and career aspirations. These areas are current topics that are often discussed, given the profound implications they bring to organisations.

From the onset, we had wanted a study that is robust and meaningful. Hence, we undertook a nationwide survey that included Sabah and Sarawak. We had also wanted to ensure that it was not just an online survey – seeing that we needed to conduct focus groups to help us gather more qualitative data.

We are pleased to have polled a total of 2,021 Malaysian students in higher education from all over the country. We also conducted 11 focus group sessions with 104 students in Peninsular and East Malaysia.

We are excited to share this report with all of you and we hope you will find the data useful in understanding the future leaders of our country. This report will certainly give you comprehensive insights into the perspectives of Malaysia’s youth who will be entering the work force over the next 12 to 24 months. Unlike global reports, this study zooms into the perspectives of youth in Malaysia.

We must record our sincere appreciation to the sponsors and partners of this project. The research project would not have been possible if it had not for the generosity of our sponsors, AIA Berhad and Nippon Paint Malaysia Group. Their support for the project

truly reflects their positions as the leading insurer and coatings provider in Malaysia as well as Asia respectively. It is also a testimony of their commitment to understanding the views and aspirations of their future customers, employees and stakeholders.

Importantly, we must thank CENSE and AIESEC for partnering us in this initiative. CENSE had been truly supportive of the idea to kickstart this project, contributing not just financial resources but its expertise in research as well. The support from CENSE right from the beginning of the project planning stage has certainly been the key pillar to its successful implementation. We wish to also express our gratitude to AIESEC for working with us and, sharing their extensive network as Malaysia’s largest youth-run organisation.

Lastly, on a personal note, I would like to thank the working team of Youth Perspectives – Kek Soo Beng, Tan May Lee, Eric Lai, Octavian Marinescu, Joshua Lim, Choo Yao Chang, Annitha Anthony and Chloe Ooi. It was their commitment and hard work that made this project a success. Thank you team!

Andy See Teong LengManaging DirectorPerspective Strategies

MESSAGE FROM THE MAIN SPONSOR

Much has been written about how the next generation is profoundly shaping and reshaping our world; never has this proven to be truer than in the realm of marketing, where the future firmly lies with the younger generation of consumers.

At AIA, building affinity with this group is a key priority as Malaysia has a large, young insurable population.

The fact is that there is a tendency among the younger generation to think that their youth and vigour will shield them from unfortunate events, or help them quickly bounce back should something bad happen. For this reason, many tend to put off financial planning, thinking they have many years ahead to start tackling these serious issues.

However, statistics show that one’s youth does not prevent misfortune: Close to 50% of accident casualties involve those in the 16 - 35 age group. Non-communicable diseases are also becoming increasingly more prevalent among the younger generation.

A survey conducted in 2013 also found that 37% of young Malaysians were living beyond their means, while 47% use more than one-third of their monthly income to pay off their debt.

As The Real Life Company, we see that we can play a role in educating the next generation of consumers much earlier about the need to secure their future by having adequate protection and savings plans.

To do this, we must have a better understanding about what drives them, who influences them, what concerns them and how best to connect with them. We hope that this book will contribute some key insights into the minds of young Malaysians on the cusp of joining the workforce.

Much of AIA’s focus and initiatives in recent years has been targeted at the younger generation as they represent the future of our business, our community and our country.

We believe that real life never stops changing, and so we want to help our next generation of customers to plan, protect and prepare for life.

Lastly, my congratulations and sincere thanks to the teams from Perspective Strategies, CENSE and AIESEC on this successful collaboration.

Regards,Thomas WongChief Marketing Officer, AIA Bhd.

Research Methodolgy And Demographics

AgeResearch Methodology

Gender

17

18

19

20

21

22

23

24

25 & above

39.0%Male

61.0%Female

0.1%

2.2%

14.0%

24.7%

23.3%

14.1%

10.9%

4.8%

5.9%

Youth Perspectiveswas conducted between January and March 2015 via:

z 2,021 completed responses from both hard copy and online questionnaires

z 11 focus group sessions with 9 to 11 students each

States

Negeri Sembilan

3.2%

Perlis

0.8%

Terengganu

2.7%Kedah

6.4%

Pahang

5.3%

Kuala Lumpur

10.9%

Kelantan

5.8%Penang

6.6%

Malacca

3.1%

Perak

11.5%

Selangor

18.3%

Johor

11.0%

Ethnicity

55.6%Bumiputera

37.1%Chinese

5.2%Indian

2.1%Others*

*Mixed-parentage and other ethnic minorities in Malaysia

Putrajaya

0.1%

Sabah

8.2%

Sarawak

5.7%

Labuan

0.4%

23.1%Rural

23.9%City

53.0%Town

Top 5 Facts And Implications

WHO WHAT

WHERE WHEN HOW

$

5 KEY FACTS ABOUT YOUNG MALAYSIANS

1. The smartphone is their best friend. Close to 100% of young Malaysians own a smartphone. This

goes beyond just smartphone obsession, as they love being digitally-connected constantly.

2. Young Malaysians are discerning and sceptical

of information provided. With easy and infinite information at their fingertips, they

actively verify information from multiple sources, be it from the Internet, traditional media or conversations with their families and friends.

3. The views of families and friends matter most. Young Malaysians make decisions about their career

options, finances and purchases based on their families and friends’ recommendations and advice.

4. Young Malaysians want to go abroad. Give them a ticket and they are ready to go. A total of

70.4% of respondents want to migrate overseas to work, signalling the continuing brain drain dilemma in the country. Many expressed that they are attracted by the opportunities abroad while 30.8% of them are encouraged to migrate following their families’ advice.

5. Majority feel ill-equipped for the workforce. Future graduates identified poor language and

interpersonal skills as their weaknesses. These skills gaps are seen as hindering their career opportunities and progression.

5 KEY IMPLICATIONS FOR

ORGANISATIONS

1. Meet your new employee. Yes, and their parents too! Young Malaysians are guided by their parents’ preference

when it comes to their career options. While organisations in the past have involved employees’ spouses and children in social activities, parents are now important stakeholders in the recruitment of young talents.

2. Salary and benefits ATTRACT but a compelling reputation RETAINS.

While money remains as one of the most important factors job seekers look for, it is not a critical component in building brand loyalty. Retention has far more to do with management style and company culture. As such, organisations will need to look beyond remuneration-based packages to motivate young talent.

3. Reputation is more credible when conveyed by trusted third parties.

When it comes to influencing youth, nothing beats word-of-mouth. Young Malaysians trust their families and friends above all forms of media channels and advertising. As a result, organisations would need to creatively seek ways to better connect with youth as well as their families and friends at the same time. Talent development is an area that organisations can look into when developing engagement opportunities while enhancing its reputation.

4. Messages need to be consistent across all platforms. Young Malaysians utilise many platforms to validate information,

be it websites, newspaper, magazine or even word-of-mouth. To be a trusted brand, an organisation needs to communicate a consistent brand value and behaviour across all platforms, which ultimately can be echoed by the community.

5. Activate and engage meaningfully. Organisations would need to start engaging youth

beyond traditional and digital platforms to create meaningful relationships with them. However, organisations need to take effort to dispel the misconception that their long-term engagement initiatives are more than just publicity stunts.

TALENTS

FOCUS 1

Media Consumption Habits

YOUNG, MOBILE AND SCEPTICAL

This is a generation who is young, mobile and possesses the ability to question. Close to 100% of young Malaysians own at least one smartphone. For them, it is an essential tool to access infinite services and information as well as to stay connected to the world.

Riding on this new wave of connectivity, organisations are also aggressively rushing to increase their online presence to better connect and engage with their stakeholders.

But are digital engagements really the most effective platform to connect with young Malaysians? Are they meaningful and useful? Perhaps there is a need to take a closer look.

A P R I L

DIGITAL: YOUTH’S CONNECTION TO THE WORLD

“Because we rent a room, we get our information through social media. We do not own a television.”

For most students, their first time living away from home happens during college and university years. This is particularly true for undergraduates in local public institutions of higher learning. It is also during these years that they start to define their personal media consumption habits, as they become more independent living on their own.

In this regard, traditional mainstream media (television, radio, magazines and newspapers), which are customarily purchased by their parents, are struggling to compete for the attention of youth in universities. Approximately 28.4% do not read the newspapers while more than 30.0% do not listen to the radio and watch television. As a media platform, magazines are seen to be suffering the most, with 45.4% of youth admitting that they have not picked up a copy to read in the past week.

In the absence of newspapers and television, many respondents turn to the Internet as their main source of information. In fact, 53.7% spent more than five hours a day on average hooked on the Internet, and that time is only expected to increase even further.

THE INTERNET: CROWDED, CLUTTERED AND CONFUSING

“Social media channels have too much information. I don’t know which is real.”

Given that young Malaysians are constantly connected to the Internet, does this mean that they are getting more information online?

Yes, but with qualifications.

Young Malaysians see the Internet as no more than a platform to connect with friends via social media and to be updated on news. Even though they spend many hours a day on the Internet, the majority do not trust information published online from a single source. In fact, whilst social media is part of the daily lives of young Malaysians, the trust level is the lowest (9.2%) as compared to parents and relatives (72.9%).

Instead, word-of-mouth between families and friends remains as the most trusted source of information even for this digitally-savvy generation. It is important to note that in today’s context, word-of-mouth also includes modern communications platform such as instant messaging applications, emails and social media.

“I actually trust information from the newspapers and television because the content is checked through. Of course, it depends on the type of content.”

They also view print and broadcast media as “validated”, “authorised” and reliable sources, although they qualified this reliabilty by adding that it depends on the type of information provided.

In our focus groups, young Malaysians agreed that they need to refer to various sources to verify the information they received. They cited political news as an example that they will read from both the mainstream media and online portals to get a fairer view.

THE VOICE OF YOUNG MALAYSIANS

The pervasive nature of social media and online platforms has enabled and empowered individuals to broadcast their message to an audience wider than ever before.

published on mainstream media or major online news portals

express his or her opinion

that eventually went viral (shared more than 100 times)

While these percentages may look small, the influence and difference that young voices can command should never be underestimated. These are the voices of the young, ambitious and vocal individuals in Malaysia, and they are not afraid to let you know what they think.

This requires a fundamental change as to how organisations can better leverage on the Internet to engage young Malaysians who are increasingly sceptical and overloaded with information online.

Gadget-Obsessed Malaysians

Smartphone Ownership: Location is not a factor!

The penetration rate of smartphone is equally high for young Malaysians living in rural and urban areas, reinforcing the fact that smartphone is now an essential daily item.

Rural

Sub-urban

Urban

Total

More than 1 unit

1 unit

No

carry a smartphone

96.4%

own more than one smartphone

16.9%

own at least one tablet

36.7%

own a laptop

95.0%

80.0%15.0%

17.0%

18.0%

17.0%

5.0%

4.0%

2.0%

4.0%

79.0%

80.0%

79.0%


An Always-Online Generation

“I just read the newspaper from the library or the restaurants, I rarely buy it.”

go online daily

are constantly online more than 5 hours a day

do not read the magazine

do not read the newspaper

go online weekly

93.0% 53.5% 3.3%

45.4% 28.4%

Undergraduates are online more often than Form 6 students (media accessed more than one hour a day)

50.0%

36.0%

26.0%

32.0%

75.0%

92.0%

97.0%

93.0%

39.0%

12.0%

8.0%

12.0%

43.0%

26.0%

21.0%

25.0%

43.0%

18.0%

16.0%

19.0%

Television Internet Radio Magazine Newspaper

Form 6 (High school)

PrivateUniversities

Public Universities

Total

Form 6 students consume more information from television, radio, magazines and newspapers compared to undergraduates. The majority of them continue to live with their parents, and they would have access to the types of media selected and purchased at home.

A R E POR T ON TH E PE RSPEC T IVE S OF YOU NG MAL AYSIANS 23

8.2%

“Taking from one source means only one perspective. We need multiple perspectives.”

56.0% agree that social media is an important tool to be updated on new products and services. However, only

Word-of-Mouth Is King

9.2% view it as a credible source of information.

The Internet reaches out to all races in Malaysia(media accessed more than one hour a day)

30.0%

31.0%

39.0%

93.0%

95.0%

91.0%

12.0%

7.0%

9.0%

26.0%

21.0%

31.0%

16.0%

19.0%

21.0%

Television Internet Radio Magazine Newspaper

Malay

Chinese

Indian

Traditional media is becoming less important as a news source for young people. This trend cuts across the racial groups polled. With more youth spending less time with print media and more on digital platforms, the key takeaway for organisations is clear; you have to be as active online as the audience you are chasing.


“Everything on social media is glossed over to make it look beautiful and viral.”

“I think we have come to a point where we got jaded due to having too many messages bombarded at us.”

Even though the amount of time spent on the Internet / social media is rising exponentially, it falters when it comes to commanding the trust and credibility among the young. Across all digital and traditional media platforms, the low level of trust is more pronounced.

Discerning young Malaysians obtain and verify their information using a combination of old media, new media and old-fashioned conversations with friends and families. As such, organisations need to ensure their messages are consistent to each stakeholder across an integrated communications approach.

Friends/Classmates

Print Media (e.g Newspapers, Magazines)

Parents/Relatives

Social Media

Broadcast media (e.g TV, radio)

Online News Portal

Not at all trusted Somewhat trusted Neutral Trusted Very trusted

19.3%

23.9%

33.3%

26.0%

18.5% 22.5%

42.3%

42.3% 47.5% 42.9%

37.2% 46.8%

31.9%

23.7% 8.2% 22.4%

35.6% 21.1%2.9%

6.2% 10.0% 6.2%

7.5% 6.1%3.6%

3.9% 1.0% 2.5%

1.2% 3.5%

Young Malaysians gave the highest trust ratings to their families and friends(Level of trust based on sources)


Facebook Remains As The Most Popular Digital Platform

Percentage of Malaysian youth on social media for more than an hour a day:

Overall, a larger percentage of young Chinese and Indians use Facebook compared to Malays. More young Malays are active Instagram and Twitter users.

Male and female behaviour differs when it comes to social media. More males (78.0%) are on Facebook for at least an hour everyday compared to females (69.0%). Males also spend more time on YouTube, with 66.0% clocking an hour versus 54.0% of females. Meanwhile, Instagram holds more traction with young female audience.

As such, for organisations targeting females, efforts should also be concentrated on Instagram. For those targeting males, energy should be focussed on Facebook and YouTube.

60.0%

78.0%

73.0%

63.0% 73.0%

89.0%

69.0%

84.0%56.0%

66.0%

59.0%

72.0% 59.0%

58.0%

54.0%

62.0%

34.0%

25.0%

26.0%

31.0% 26.0%

14.0%

26.0%

24.0%51.0%

37.0%

43.0%

41.0% 43.0%

34.0%

47.0%

40.0%

31.0%

21.0%

26.0%

39.0% 26.0%

17.0%

29.0%

25.0%

Malay

Other Bumiputera

Male

Total

Chinese

Total

Female

Indian


FOCUS 2

Purchasing Behaviour

GETTING INTO THEIR POCKETS, THROUGH FAMILIES AND FRIENDS

With the rise of the Internet, the way people buy products and services has dramatically changed over the years.

While search engines are the most popular source of information, word-of-mouth recommendations from families and friends remain the most influential source of information for those looking to purchase products and services. Use of social influencers and celebrity endorsement reside lower in the trust ranking.

Nevertheless, this does not diminish the importance of social media. Families and friends are youth’s number one source, but conversations on social media and reviews on online forums continue to rise as a key channel for youth accessing that important information.

E-COMMERCE IS UNDERUTILISED

E-commerce is booming but is it changing youth’s purchasing patterns? Young Malaysians generally still have low purchasing power as they largely depend on their parents financially. A total of 54.9% or more than half of young Malaysians have shopped online only once every four to six months.

Physical stores remain a key channel for young Malaysians. For them, sensory experiences, like touching, are a fundamental part of shopping. This is particularly essential for certain items, such as gadgets and clothing.

In fact, many young Malaysians revealed in focus groups that they typically learn about the product online first then obtain more information from the Internet and through word-of-mouth before making a purchase at a physical store.

DOES CSR REALLY MATTER?

Certainly. A large percentage of young Malaysians accepts a brand and product that serves to benefit a cause they believe in, and they are also willing to fork out more for an item that is “sustainable” and “green”.

But before organisations rush to integrate social responsibility into their business models to generate new revenue streams and improve their reputation, it is essential for organisations to ensure their intentions are genuine as young Malaysians can be sceptical of the corporations’ motives.

ENGAGE INSTEAD OF “ANNOUNCE”

Focus group respondents noted that while the use of personalities, advertisements and social media announcements help create noise and buzz, they view it as a “one-way” announcement to build brand awareness and an attempt to charge premium prices.

With so much ‘push’ content in both social media and traditional media, they argued that organisations lack the meaningful brand engagement that they seek.

Thus it is important for brands to create a platform that promotes two-way communications with its stakeholders. This platform should also embody all the core values of the brand when engaging with stakeholders. A brand positioning created through values is more engaging and sustainable compared to one that is premised on advertising and promotions.

Families And Friends Matter Most!

When making a purchase decision…

When asked who they trust most for information on money matters, majority identified their parents and relatives as the top choice for information. Thus the most effective method for financial products to reach young Malaysians is through the endorsement of family members.

“We can’t really trust content from social media alone because there is a high chance reviews and write-ups are sponsored.”

In focus groups, young Malaysians prefer the “good old” word-of-mouth reviews from their families and friends who are perceived to have a balanced and fair view.

While understanding the reviews about your brand and product is important, organisations need to look into direct and meaningful engagements to capture the interest of target consumers.

would repurchase an item following the first positive buying experience

seek advice from parents and relatives when it comes to personal finance.

This makes creating a positive experience on the first purchase important as getting it right the first time will ensure that customers come back. It is also paramount for organisations to provide avenues for feedback to continuously improve customers’ experience right from the start.

80.6% 77.0%

77.0% 75.3%

35.0%

would seek their friends’ review

would consult their families

are influenced by influencers’ review

on social media

YES?NO?

BUY!BUY!

TRUSTME


“We may follow our idol, but we won’t necessarily buy what they endorse.”

Are We Overestimating Celebrities’ Influence?

Placing Their Money Where Their Heart Is

While young Malaysians may follow the news of their idols and are aware of the endorsed brands, it may not necessarily influence the final purchase decision.

This finding clearly supports the earlier result on media consumption, in which today’s young Malaysians demand meaningful engagements in order for them to act upon the information they hear and see.

For brands to truly engage their consumers, it goes beyond celebrity endorsement, as it merely creates the awareness. Ultimately, it is the brand experiences personally or from families and friends that finally earn the trust of young Malaysians.

Young Malaysians are saying loud and clear that a brand’s social purpose is an important factor that can influence purchase decision. A good corporate reputation not only drives sales but provides a lasting reputation for the organisation.

However, there is a large proportion of youth who needs to be convinced on how “genuine” these companies are. Two-thirds of the respondents are indifferent or unwilling to pay for products claimed as “sustainable” or “green.

have purchased an item because a celebrity endorsed it

Only

16.8%

36.1% 44.4%

CR

This creates a challenge for organisations in developing CSR programmes that balance societal values with business objectives, and more importantly beyond lip service. As a consumer, only 14.0% of young Malaysians are confident that a product labelled as “green”, “sustainable” or “charitable” lives up to its claim. Given the high scepticism among the young, these organisations have to ensure that their CSR intentions are not only engaging but more importantly, genuine.

“I feel that when a product is labelled green or charitable, it is merely marketing.”

are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact

have made a purchase in support for a charitable cause or from a socially responsible company


$$

Financial Empowerment For Youth

“Parents have been handling our finances and insurance since we are young, so I trust them the most. They know what is best for us.”

Young Malaysians expressed their interest in life protection, creating an opportunity for insurers.

undertake monthly financial budgeting.

Only

19.0% have a savings account.

63.0% plan to open a savings account in the next 5 years.

A higher percentage of

aware of savings account. This compares to around

respondents.

56.0%

$$

of young Malaysians are uninsured.

feel that they do not have sufficient financial planning skills to manage their finances.

are concerned that they lack the financial capability to plan their finances.

would want to purchase life protection in the next five years.

75.6%

61.5% 73.2%

43.0%

The number of uninsured youth is a cause for concern. This may stem from various reasons including their poor understanding of the importance of life protection and the necessity for it.

A larger percentage of

do not have insurance compared to Chinese

respondents. Young Malays are found to have lower awareness levels of life protection. A

is unaware of insurance,

Indian respondents.


FOCUS THREE

Talent & Career

FOCUS 3

Talent And Career

THE TALENT DILEMMA

Like never before, young Malaysians today have a vast array of career information and resources at their disposal. With the Internet, they are no longer limited to their parents’ advice and dog-eared guidebooks from the library when it comes to their future.

However, that doesn’t mean Malaysians are putting all that online knowledge and advice to use. In fact, they are mainly turning to the oldest and most trusted source of advice out there - parents. A majority of 66.8% would ask their families and friends for guidance when looking for a job. Only 49.9% would proactively seek for information online.

DEALING WITH HELICOPTER PARENTS

“Before I join a company, I would like to ask people working there instead of trusting the advertisements.”

Today, it is not uncommon to hear parents accompanying their children at job interviews. For modern-day parents, this is perhaps a natural duty, just like attending their children’s first day at college. In fact, 62.3% of youth agreed that they would need to obtain their parents’ consent when making a decision in their career.

“Parents play a role in my career because they have the experience and they want the best for me.”

While sceptics may baulk at the idea of these parent-dependant recruits, some global firms have begun embracing this cultural change by involving parents to attract and retain talent. For example, LinkedIn declared 7 November as “Bring Your Parents Day”, enlisting more than 20 companies in 14 countries to participate. Google Inc scheduled two “Take Your Parents to Work Day” in 2014, with more than 4,000 parents getting acquainted with their children’s workplace, learning first-hand why Google is a great workplace for their children.

FAILURE TO PRODUCE TALENT

“I found out that my studies don’t help me when I am doing my internship.”

About 64.5% noted that they lack working experience which will negatively affect their career options. Meanwhile, 41.2% acknowledged that they have poor interpersonal and communications skills, which may prevent them from securing the jobs that they desire.

When probed during focus groups, respondents collectively pinpointed towards the education system that emphasised too much on memorising facts and figures rather than the application of the knowledge gained. Weak command of language has also further affected their confidence with 42.5% acknowledging that they lack the English language proficiency to succeed in their future career.

THE WORLD IS THEIR OYSTER

“I’m not sure if the other countries are better but I know there are more opportunities elsewhere.”

In Malaysia, brain drain has long been a contentious issue and a subject of national debate. And the following figure should be a concern for all – of the total respondents, 70.4% want to migrate for work in the future for myriad reasons.

Again, family proves to be one of the main motivators alongside social and political reasons. Over 30.0% cited encouragement from their family members as the key factor for them to consider moving overseas. Meanwhile, 10.0% foresee themselves moving to another country with their family members in the near future.

75.0%Malay

44.0%Chinese

63.0%Indian

Can Parents Doom Your Recruitment Efforts?

Getting Jobs The Conventional Method

Organisations in Malaysia would need to recognise that parents are more involved in their younger employees’ lives than yesteryears’ parents. Evidently, despite young Malaysians’ high drive to succeed, their career options are greatly influenced by their parents’ preference and decision.

This may present a challenge for organisations in newer industries as parents may not necessary be aware of the career options unheard of during their time.

Parents’ consent is even more important for Malay graduates, while the Chinese and Indians seem to make their career decisions more independently.

A majority of young Malaysians across all races are largely influenced by their families and what they perceive to be good career options for their children. Hence, organisations may need to proactively engage their parents and guardians to win talent.

While earlier findings showed that young Malaysians are accessing more information on social media as opposed to traditional media, the opposite is observed for job seekers.

of young Malaysians would need to obtain the consent from their parents before getting a job. In other words, the firm probably would not be able to recruit or retain the talent unless his or her parents approve of the organisation.

Percentage ofyouth obtainingconsent from parents

62.3%

66.8%referrals from families and

friends

35.4% social media

announcement (e.g. Facebook,

Twitter)

61.6%job fair at campus

46.3%job posting in

newspapers and magazines

60.9%online job sites

49.9%search engines

(e.g. Google, Yahoo)

Top 6 preferred platforms used by

young Malaysians when seeking a job:


ɑɝ�� ???ENGLISH? ???

“Employers won’t hire us because we lack soft skills. Our syllabus teaches us how to remember information instead of acquiring important skills.” Poor communications and interpersonal interaction could be attributed to the fact that less than a quarter of young Malaysians are involved in any extra-curricular activities or learning beyond the classroom. These may include organisations related to art, music, education, religion, youth and charity.

More than half of the Malay graduates responded that their poor command of the English language could affect their career. This is significantly higher than the Chinese and Indian graduates.

A large percentage of Malay and Indian graduates also stated that their weak or non-existent command of Chinese language might prevent them from getting their desired career, perhaps reflecting the growth of the economic opportunities in China as well as the large number of businesses owned by Malaysian Chinese.

Are They Ready to Work?

27.9%not relevant to

current degree / major

27.7%poor Chinese

language proficiency

37.7%poor technical competencies

(hard skills)

64.5%lack of working

experience

Top 6 challenges that may prevent young Malaysians from securing their ideal career:

41.2%poor soft

skills (social interaction,

presentation)

42.5%poor English

language proficiency

51.0%Malay

38.0%Malay

37.0%Chinese

10.0%Chinese

16.0%Indian

39.0%Indian


$

Money is King But Not a Standalone

“Salary is the most important factor when I am looking for a job.”

It is no surprise that young Malaysians place salary and benefits as the leading factor when it comes to choosing a job to achieve a worry-free working experience.

Secondary factors differ by race. Chinese (74.0%) and Indian (70.0%) graduates are attracted to well-known and reputable companies that can offer them advancements and opportunities in their career.

More than half of them have also expressed interest to be involved with overseas assignments. Meanwhile, a larger percentage of Malay graduates (56.0%) will be seeking jobs that are relevant to their studies. The office’s location and ambience also matter to them (59.0%).

Although rewarding salary and benefits may initially attract, once graduates have settled in an organisation, it is the firm’s compelling organisational culture that will motivate and retain them.

Young Malaysians would find their work more rewarding when there are ample opportunities for continuous learning and skills development.

Top 5 Factors that Young Malaysians look for in a job:

80.0%salary and benefits

65.4%career advancement and opportunities

60.2%flexible working hours

56.2%location and office ambience

49.5%relevant to studies

Other factors include: overseas opportunities, reputable corporate brand and management team as well as involvement in socially responsible activities.

Top 5 factors that contribute to job satisfaction:

75.4%

73.1%

53.5%

51.6%34.3%

Continuous learning opportunities and skills development

High salary and benefits

Knowing that my work contributes to a certain cause I believe in

Leadership opportunities

Involved in managing complex and challenging tasks


The ratio of males to females of those who want to migrate is fairly equal according to race, except the Malay respondents in which females are predominant.

Reasons for migrating

The Grass Is Perceived To Be Greener On The Other Side

“I want to expand my knowledge here and then maybe get out of the country to work.”

While their desire to relocate to another country may be strong, focus group discussions also revealed that they have the intention to return home in the longer term because of their desire to be closer to their families. After all, there is no place like home!

of young Malaysians want to migrate to another country in the future.

Political and social reasons

Specialised field / opportunity not

available in Malaysia

Poor career prospects in Malaysia

70.4%

45.2%

43.6%

42.1%

66.8%female

46.3%female

47.4%female

33.2%male

53.7%male

52.6%male


APPENDIX

Appendix

This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, Perspective Strategies does not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it .

We would like to thank YOU for making Youth Perspectives a reality:

Our PartnersCentre for Strategic Engagement (CENSE)AIESEC in Malaysia

Our Main SponsorAIA Berhad

Our Co-SponsorNippon Paint Malaysia Group

Special thanks to: Thomas Wong & Darshini Mahendranathan of AIA BerhadJason Ho, Alex Yoong, Wong Meng Lee & Melodie Yap of Nippon Paint Malaysia GroupRita Sim, Fui K. Soong & Marcus Sia of CENSEJohn Lau, Hew Lee Guan, Carmen Cheok & Mohd Ammar of AIESEC in MalaysiaRobbie Kwong of Gravitas Studios Sdn BhdDesmond Chua of NPP Marketing & Services Sdn Bhd

For contributing their time, knowledge and resources:Dr. Shaharuddin bin Mohd Sham of UPMDr. Zeti Azreen binti Ahmad of IIUMSheikh Mohd. Yazid of Geomatika College Afiq Rahman of Cosmopoint CollegeAminah Daut of SMK Victoria InstitutionSteven ChongTeh Kai ShinSim Soo Woan

We wish to record our sincere appreciation to our clients, business partners and other organisations as well as individuals who have contributed to the success of this project.

Acknowledgements

Founded in 2006, Perspective Strategies is a full-fledged strategic communications and issues management consultancy focused on the business of assisting companies and organisations present their perspectives on business issues in a strategic manner. The firm partners with its clients to deliver corporate and brand messages across to external and internal stakeholders.

Our passion and success are deeply rooted in our belief that your perspective matters. This commitment to provide outstanding and unique solutions for clients has won the firm prestigious awards including the Best Overall Campaign of the Year for two consecutive years (2012/13 & 2013/14) at the Malaysian PR Awards.

Listening to our client’s stakeholders is a core part of what we do. Youth Perspectives is another milestone project undertaken to “listen” to young voices who will greatly shape and define the way organisations make informed decisions relating to stakeholder engagements and brand building.

www.perspective.com.my

AIA Bhd. is a leading insurer in Malaysia, where we have been privileged to do business since 1948. We offer a suite of high-quality products including Protection, Health, Personal Accident, General Insurance, Employee Benefits, Retirement and Family Takaful solutions to meet our customers’ protection and financial security needs at every life stage. Through our wide and diverse distribution footprint which comprises a 16,000-strong Life Planner force, our exclusive bank partner’s branches nationwide as well as corporate sales teams and brokers, we give our customers the choice of deciding how, when and where they connect with us.

Part of the AIA Group, the largest independent publicly listed pan-Asian life insurance group, AIA Bhd. has the financial strength, experience, service centre network and a well-trained team of more than 2,000 staff to serve our 3 million customers nationwide. As at end 2014, AIA Bhd.’s total asset worth was RM46 billion, with a paid-up capital of RM767 million.

www.aia.com.my

Profile of Partners

Established in 1967, Nippon Paint Malaysia Group (“NPM Group”) is part of the Nippon Paint Group, which is currently Asia’s No. 1 coating manufacturer spanning 15 countries, built on a heritage of over 130 years dating back to 1881 in Japan. As Malaysia’s No. 1 Total Coating Solutions provider and “The Coatings Expert”, the NPM Group has the capabilities to serve a multi-segment portfolio of offerings ranging from Architectural, Automotive, Industrial, Protective to Marine coatings and has since emerged as a significant regional player within the coatings industry with presence in countries such as Pakistan, the Philippines, Bangladesh, Thailand and Indonesia.

The Group has won various consumer and industry awards such as the Reader’s Digest Trusted Brand Awards (2006-2015), Putra Brand Awards (2010-2014), Best Company for Leadership in Paint Technology Asia by IAIR in 2014 and Frost & Sullivan’s Paint & Coatings Company of The Year in 2011. In its concerted effort to champion environmental sustainability, the Group has received the Green Label Certification by the Singapore Environment Council, EcoLabelling Certification Licence by SIRIM QAS International and several Green Excellence Awards by Frost & Sullivan.

www.nipponpaint.com.my

The Centre for Strategic Engagement (CENSE) finds news in numbers.

Our data scientists and political analysts have combined research with analysis to provide new and important information on issues and trends shaping the nation.

We work with facts and figures to bring clients important insights on politics, religion, technology, media, economics and social trends.

With the information, we also design constructive engagement strategies as well as help clients make informed decisions about their political, governmental or businesses operations.

www.cense.my

AIESEC is a global platform for young people to explore and develop their leadership potential. We are a non-political, independent, not-for-profit organisation run by students and recent graduates of institutions of higher education. Its members are interested in world issues, leadership and management.

Since we were founded, we have engaged and developed over 1,000,000 young people who have been through an AIESEC experience. The impact of our organisation can be seen through our alumni who represent business, NGO and world leaders, including one Nobel Peace Prize laureate, Martti Atisaari of Finland.

www.aiesec.my

603-7491 3138

[email protected] www.perspective.com.my

603-7733 3138

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