REPORT
IN PARTNERSHIP WITH
If you are not a brand, you are a commodity.
- Philip Kotler
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This document is the copyright of Naseeb Online Services (Pvt) Ltd 2012. All rights reserved. Any redistribution or reproduction of part or all of the contents in any form is strictly prohibited. You may not, except with our express written permission, distribute or exploit the contents in any manner. Nor may you transmit it or store it in any website or other form of retrieval system, electronic or otherwise.
The ROZEE.PK Top Employer Rankings of Pakistan 2012 study statistically measures top of mind employer brand strength. The purpose of this study is to help businesses understand their relative perception in the labor market and to celebrate those that have achieved exemplary success.
Employer branding continues to take center stage on the War for Talent. Companies with the strongest employer brands are often able to acquire the brightest talent more efficiently, exhibit higher productivity, increase employee retention and even attract more customers.
We are exposed to employer brand strength every day on ROZEE.PK by observing the number of candidates that apply to each job posting. With over 25,000 job applications processed each day on our platform, we have a unique vantage point. Not surprisingly, identical positions at different organizations in the same city and industry often attract a vastly different number of candidates. This is employer branding in action.
A strong employer brand is not just an asset for Human Resources departments but has a direct correlation to a companys ability to succeed in the market place. We hope this report is useful to your organization in its continued quest for excellence.
Monis RahmanChairman & CEO
CEOS MESSAGE
Market Intelligence You Can Rely On
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TABLE OF CONTENTSExecutive Summary .............................................................................................................................................1 Overview ..........................................................................................................................................................1 Impact Of Employer Brand Strength .........................................................................................................1 Key Findings ..................................................................................................................................................2
Research Methodology ......................................................................................................................................3
Respondents Profile ............................................................................................................................................4 Demography ..................................................................................................................................................4 Age ............................................................................................................................................................4 Gender ......................................................................................................................................................4 Geographic Location .............................................................................................................................5 Social Structure ............................................................................................................................................6 Level of Education ..................................................................................................................................6 Working Status ........................................................................................................................................6 Type of Work ............................................................................................................................................6
ROZEE.PK Top Ten Employers 2012 ...............................................................................................................7
Top Employers by Industry ............................................................................................................................... 8 Top Employers in the Agriculture/Fertilizer/ Pesticide Industry ...........................................................8 Top Employers in the Automobile Industry ..............................................................................................8 Top Employers in the Banking Industry ....................................................................................................9 Top Employers in the Construction/Cement/ Metals Industry ..............................................................9 Top Employers in the Education/Training Industry ...............................................................................10 Top Employers in the Electronics Industry...............................................................................................10 Top Employers in the F.M.C.G. Industry .................................................................................................11 Top Employers in the Financial Services Industry.................................................................................11 Top Employers in the Information Technology Industry ......................................................................12 Top Employers in the Manufacturing Industry .......................................................................................12 Top Employers in the Media/Communications Industry ......................................................................13 Top Employers in the Mining/Oil & Gas/Petroleum Industry ...............................................................13 Top Employers in the NGO/Social Services Industry ...........................................................................14 Top Employers in the Pharmaceuticals/Clinical Research Industry ..................................................14 Top Employers in the Telecommunication/I.S.P Industry ....................................................................15 Top Employers in the Textiles/Garments Industry ................................................................................15 Top Employers in the Travel/Tourism/ Transportation Industry ...........................................................16
Segmented Top Ten Employers ......................................................................................................................17 Top Ten Employers by Genders ...............................................................................................................17 Top Ten Employers by Females .........................................................................................................17 Top Ten Employers by Males .............................................................................................................18 Top Ten Employers by Age Bracket ........................................................................................................19 Top Ten Employers by Respondents Under 30 ..............................................................................19 Top Ten Employers by Respondents Over 30 ................................................................................21 Top Ten Employers by Geographic Location ........................................................................................23 Top Ten Employers in Lahore .............................................................................................................23 Top Ten Employers in Karachi ............................................................................................................24
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Top Ten Employers in Islamabad/Rawalpindi Metropolitan Area .................................................25 Top Five Employers in Faisalabad .....................................................................................................26 Top Three Employers by Geographic Location ...............................................................................26 Top Ten Employers by Working Status ...................................................................................................27 Top Ten Employers by Full-Time Employed Respondents ............................................................27 Top Ten Employers by Full-time Student Respondents .................................................................29 Top Ten Employers by Type of Work ......................................................................................................30 Respondents Employed in a Professional or Higher Technical Work ........................................30 Respondents Employed as Manager or Senior Administrators ....................................................31 Top Five Employers by Respondents Employed as Clerical Staff ...............................................32 Top Five Employers by Respondents Employed in Sales or Services .......................................32 Top Ten Employers by Level of Education ............................................................................................33 Top Ten Employers by Respondents with a University Level Degree ....................................... 33 Top Ten Employers by Respondents with a Postgraduate Level University Degree ...............34 Top Ten Employers by University Attended ..........................................................................................37 Top Ten Employers by Employed Respondents Industry ..................................................................38 Telenor Pakistan .....................................................................................................................................38 Unilever Pakistan ...................................................................................................................................38 United Nations Pakistan .......................................................................................................................39 Engro Corporation Limited ...................................................................................................................39 Nestle Pakistan ......................................................................................................................................40 Mobilink GSM .........................................................................................................................................40 Pakistan Tobacco Company Ltd ........................................................................................................41 Bank Alfalah Ltd .....................................................................................................................................41 Abbott .......................................................................................................................................................42 Oil and Gas Development Company Ltd ..........................................................................................42
Respondents Reasons for Selection ............................................................................................................43 Reasons for Selection of Top Employers 2012 .....................................................................................43 Reasons for Selection of Top Employers by Industry ..........................................................................44 Banking ....................................................................................................................................................44 F.M.C.G. ...................................................................................................................................................45 NGO/Social Services ............................................................................................................................46 Telecommunication ................................................................................................................................46
About Rozee Research ......................................................................................................................................48 Office Locations ..........................................................................................................................................48
About YouGov ....................................................................................................................................................48
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ROZEE.PK Top Employer Rankings 2012 presents findings of the survey conducted by ROZEE.PK with the assistance of YouGov, a leading global opinion pollster based in UK. The purpose of the survey was to analyze the perception of Pakistans educated workforce regarding top employers in Pakistan. The question posed to them was:
IF YOU COULD WORK FOR ANY COMPANY IN PAKISTAN, WHICH WOULD IT BE?
A total of 9,068 respondents took the survey in the span of 16 weeks and answered their preference for the top employer in Pakistan. Respondents had to choose one employer from the list of 1,169 companies or specify an alternate choice. For this reason, a weighted analysis is presented in this research to provide a fair picture of those companies that received the highest number of votes by respondents.
The ability of an employer to attract talent has been believed to be associated with its brand strength. For the first time in Pakistan, ROZEE.PK carried out empirical research to analyze whether this theory holds true in case of Pakistans labor market. The applications received per job posting by employers in a respective functional area were measured against their employer brand ranks as per the ROZEE.PK Top Employer Rankings 2012 survey findings. The results revealed that a top preferred employer that posts a job in a functional area receives considerably more applications per job posting than an unbranded employer that posts a job in the same functional area.
The employer that appears in the top ten ranks of the ROZEE.PK Top Employer Rankings 2012 receives on average more than 20 times applications per job posting. This rate is fairly consistent across identical jobs being posted in a functional area by different employers of varying employer brand strengths. The applicant ratio (applications received per job) declines as we move down the ranks. Indeed, such is the power of a highly branded employer that it is able to attract the most talent from the pool of job-seekers in the market. However, those employers that appear further down in the ranks receive substantially less applications because of their low employer brand awareness.
OVERVIEW
IMPACT OF EMPLOYER BRAND STRENGTH
EXECUTIVE SUMMARY
43.0
138.0
281.8
Weak Employer Brand
Top 100 Top 25 Top 10
Employer Brand Strength vs.Ability to Attract Talent
Num
ber
of A
pplic
ants
Att
ract
ed
960.3
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2
The top three highest ranked employers belong to the NGO/Social Services, Fast Moving Consumer Goods (FMCG), and Telecommunication sectors. These top three employers attracted almost 50% of the total votes given to the ROZEE.PK Top Ten Employers 2012.
The FMCG sector had the highest popularity amongst respondents as four employers from this industry make the ROZEE.PK Top Ten Employers 2012 list.
Student respondents have a higher inclination towards preferring employers in the FMCG sector than employed respondents.
The top ranked employer in the NGO / Social Services industry attracted 77% of the total votes given to the top three employers in NGO / Social Services category.
Despite the wide distribution of respondents hailing from different cities, age groups, genders and professions, all disproportionately converge on selecting the ROZEE.PK Top Ten Employers 2012.
There is a noticeably high correlation between the respondents cities to their choice of Top Employers by Geographic Location; the top employer in each of the four major cities is also based in that city.
Females with a postgraduate level university degree are significantly more inclined to choose a bank as a top employer than their male counterparts; no bank makes the Top Five Employers by Males list or Females with a Graduate University Degree list.
63% of the Top 30 Universities represented by respondents selected the top two overall ranked employers as their most preferred employers. This indicates a high degree of preference for the overall leading two employers by university graduates.
Corporate Social Responsibility receives the least amount of overall votes by respondents as the reason for choosing their preferred employer.
Of the respondents who prefer employers in the NGO / Social Services sector, a noticeably higher percentage select Corporate Social Responsibility as their top reason for selection as compared to respondents from other sectors.
Demographics of respondents broadly represent the educated workforce of Pakistan. 68% of respondents hail from the four major cities of Pakistan: Lahore, Karachi, Islamabad-Rawalpindi
Metropolitan Area and Faisalabad.
88% of respondents were males whereas 12% female respondents took the survey. 42% respondents fall between the age group of 25-29, 24% belonged to the age group of 18-24, while 34%
belonged to the age bracket beyond 30.
72% of the respondents are full time employees. 92% of the employed respondents have a Bachelors or higher level university degree, whereas 52% of them
held a Masters or higher university level degree.
39% of the employed respondents were employed in professional or higher technical work, whereas 38% were employed as managers or senior administrators.
KEY FINDINGS
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With the assistance of YouGov, a leading global opinion pollster, an online survey was conducted to gauge consumer preference regarding the employers of Pakistan. The questionnaire was answered by registered users of ROZEE.PK via an e-mail invitation, and it comprised of a total of twenty three questions. The questions were all directed to acquire an accurate picture of the demographics of the respondents, their preference regarding the employers as well as the motive behind their preference.
The survey was initiated on November 2, 2011 and continued until February 22, 2012 and a total of 9,068 people responded. For data integrity and consistency, a +/-2% margin of error is placed on the entire sample. A diverse host of statistical software was employed to gain maximum reliability that included SPSS, Tableau, Microsoft Excel and proprietary software of YouGov and ROZEE.PK.
Each of the top employer rankings presented are weighted* according to the highest number of votes received within a respective category or sub-category. The analysis has been divided into the following broad categories to better understand the preference of respondents for top employers according to their:
Demographics (age, gender, geographic location) Social Structure (level of education, working status, type of work, university attended, industry of operation) Industry of operation Reasons that contributed to the respondents selection of their preferred top employers
We note that the survey sample cannot be categorically identified as being representative of the complete ROZEE.PK job-seeker database or complete educated workforce population. However, as the survey sample size is large and broadly representative of the overall target workforce demographics, this factor should not significantly bias the findings stated in this report. That is to say, the findings are not being generalized beyond the demographic and psychographic profile captured by this online survey.
We also note that this report does not present an exhaustive analysis. We have been selective so as to highlight results of interest to a general audience. Rozee Research is well positioned to service commercial requests for more advanced analysis of the existing data-set, or to conduct fresh surveys using the existing membership database.
RESEARCH METHODOLOGY
* For each analysis estimated in this report, the votes of respondents are weighted so they reflect a true standing of an employer within a category with respect to the other employers shown in the same list. For certain categories, a top three or a top five analysis is computed where the base was too low to incorporate more employers.
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4
A large majority of respondents (42% of the total sample) belong to the age group of 25-29, clearly reflecting the demography of users who visit ROZEE.PK to search for jobs, and broadly represents the professional workforce.
A diverse sample of audience responded to the survey with 88% males taking the lead.
Below is a demographic profile of the respondents that has been characterized by age, gender, geographic location, education level, work status and type of work.
RESPONDENTS PROFILE
88%
12%
42%
24%
19%
15%
18-24 25-29 30-34 35 and over
DEMOGRAPHY
AGE
GENDER
76% of the respondents
belonged to the age
bracket above 25.
Male Female
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Market Intelligence You Can Rely On
While respondents represented more than 193 cities, 68% hail from Karachi, Lahore, Islamabad-Rawalpindi Metropolitan Area and Faisalabad. Amongst the four major metropolitan areas, 29% of the respondents are from Karachi, 24% from Lahore, 11% from Islamabad-Rawalpindi Metropolitan Area and 3% from Faisalabad.
Faisalabad
Islamabad-Rawalpindi Metropolitan Area
Lahore
Karachi
11%
24%
3%
29%
GEOGRAPHIC LOCATION
Respondents represented
more than 193 cities with
68% hailing from Karachi,
Lahore, Is lamabad-
Rawalpindi and Faisalabad
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6
A majority of the working-class population (92%) holds a Bachelors or higher level university degree. 52% of the employed respondents held Masters or higher level university degree.
Of those who took the survey, 72% belong to the class of full-time employed professionals while the rest are students, employed part-time or not currently working.
Of the employed respondents, 39% are involved in Professional or Higher Technical Work followed by 38% of those who work as a Manager or Senior Administrator.
5% Working Part Time
72% Working Full Time
7% Full Time Student
17% Not Working
SOCIAL STRUCTURE
EDUCATION LEVEL
WORKING STATUS
TYPE OF WORK
Of those who took the
survey, 77% belong to
the class of employed
professionals while the
rest are either students
or unemployed.
92% of all the employed
respondents had at least
obtained a bachelors degree.
92%
52%
8%
Bachelors Or Higher University Level Degree
Masters Or HigherUniversity Level Degree
Less Than University
39%
38%
6%
6%
12%
Professional or HigherTechnical Work
Manager or SeniorAdministrator
Sales or Services
Clerical
Other Position
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Market Intelligence You Can Rely On
16.72%
16.49%
14.49%
13.89%
10.49%
9.66%
4.98%
4.79%
4.26%
4.23%
1
2
3
4
5
6
7
8
9
10
Telenor Pakistan is voted to be the top employer out of the total sample of 1,169 employers. Making the ROZEE.PK Top Ten Employers 2012 list were four FMCG giants: runner-up Unilever Pakistan, Engro Corporation Limited, Nestle Pakistan and Pakistan Tobacco Company Ltd. Only one organization each from the NGO / Social Service sector, Banking sector, Oil & Gas sector and Pharmaceuticals sector respectively makes it to the top ten list, clearly reflecting the preference of Pakistans educated workforce towards the FMCG and Telecommunication sectors.
ROZEE.PK TOP TEN EMPLOYERS 2012
Telenor Pakistan
Unilever Pakistan Ltd
United Nations Pakistan
Nestle Pakistan
Mobilink GSM
Pakistan Tobacco Company Ltd
Bank Alfalah Ltd
Abbott
Oil & Gas Development Company
Engro Corporation Ltd
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8
In the Automobile industry, Atlas Honda takes up a massive share of weighted votes with 66% respondents voting for it as their preferred employer. Indus Motor Company Ltd is rated 2nd in the rank for Top Employers in Automobile Industry.
100
80
60
40
20
0
66.45%
23.87%
9.68%
Atlas Honda
Indus Motor Company Ltd
Pak Suzuki Motor Company Ltd
TOP EMPLOYERS IN THE AUTOMOBILE INDUSTRY
TOP EMPLOYERS BY INDUSTRYIn this section a weighted top three employer analysis for each industry is computed based on the preference of respondents for their preferred employer. The results are weighted to show a relative comparison between the top three companies listed.
TOP EMPLOYERS IN THE AGRICULTURE/FERTILIZER/PESTICIDE INDUSTRYIn the Agriculture/Fertilizer sector, Engro Corporation Limited took a weighted share of 77% among the rest of its contenders.
100
80
60
40
20
0
The popularity of Engro
Corporation Limited in
the Agriculture Industry
far supersedes that of the
others in the list by taking
77% weighted share in this
category.
In the Automobile Industry,
Atlas Honda takes the top
employer honor with 66%
share.
1
23
es
Fauji Fertilizer
Fatima Group
Dawood Hercul
77.33%
15.05%
4.76%2.86%
1
234
Company Ltd
Engro Corporation Ltd
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In the Banking Industry, a weighted 44% of respondents consider Bank Alfalah to be the better employer than its other contenders in the industry. MCB follows with 28.13% respondents weighted votes; Habib Bank follows close behind with 27.78% of weighted votes. Other notable names, which, although obtained significant number of votes, are unable to reach the top three spot: Allied Bank, Meezan Bank Ltd and United Bank Ltd.
Descon Engineering Ltd is voted to be the Top Employer in the Construction Industry seizing this spot with 67% of weighted votes. Nespak follows with 27%.
100
80
60
40
20
0
66.67%
26.83%
6.50%
Bank Alfalah Ltd
TOP EMPLOYERS IN THE CONSTRUCTION/CEMENT/METALS INDUSTRY
With a weighted 44%
respondents votes, Bank
Alfalah not only is the top
voted employer in the
Banking Industry but is
the only bank that appears
in the ROZEE.PK Top Ten
Employers 2012 list.
67% o f w e i g h te d
respondents voted for
Descon Engineering Ltd
as their preferred employer
among the three in the
category.
TOP EMPLOYERS IN THE BANKING INDUSTRY
100
80
60
40
20
0
44.10%
28.13%
27.78%
1
2
3
1
23
MCB Bank Ltd
Habib Bank Ltd
Descon Engineering Ltd
Nespak
Attock Cement of Pakistan
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10
100
80
60
40
20
0
52.08%
29.17%
18.75%
In the Education/Training industry, a hefty weighted percentage of 52% respondents vote for Beaconhouse School System to be their top preferred employer. Lahore University of Management Sciences takes the second place with almost half the weighted votes (29%) received by Beaconhouse, and Institute of Business Administration receives 19% votes.
Siemens Pakistan sweeps up 63.6% of the respondents weighted votes to stand as the Top Employer in the Electronics Industry. Ericsson Pakistan Ltd appears at the 2nd place with 28.4% weighted votes.
Beaconhouse School System
LUMS-Lahore University of Management Sciences
IBA - Institute of Business Administration
Siemens Pakistan takes
lead in the Electronics
Industry with more than
50% weighted respondents
votes claiming it as their
preferred employer.
In the Education and Training
Industry, Beaconhouse
School System reigns with
52% votes.
TOP EMPLOYERS IN THE EDUCATION/TRAINING INDUSTRY
TOP EMPLOYERS IN THE ELECTRONICS INDUSTRY
100
80
60
40
20
0
63.6%
28.4%
8.0%
1
2
3
1
23
Siemens Pakistan
Ericsson Pakistan Ltd
Samsung Engineering
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F.M.C.G. giant Unilever Pakistan Ltd (40%) is rated as the top employer in its respective industry of operation with Engro Corporation Ltd following close behind with 34% weighted votes. Nestle Pakistan sweeps 26% of respondents weighted votes; Procter & Gamble Pakistan and Pakistan Tobacco Company Ltd do not make this list, although they also obtained significant votes.
Unilever Pakistan tops
with 40% respondents
weighted votes as a
preferred employer in the
F.M.C.G. sector.
SNL Pakistan takes the lead in the Financial Services industry with weighted 59.38% respondents voting it to be the top employer amongst its other four competitors. Pak-China Investment Company Ltd takes up the second position with 13% weighted votes, followed by Pak-Oman Investment Company Ltd, Jahangir Siddiqui and Atlas Asset Management who tie for the 3rd position with 9% weighted respondents voting them as their preferred employer.
100
80
60
40
20
0
12.50%
9.38%9.38%9.38%
59.38%
SNL Pak istan leads
with 59% respondents
weighted votes in the
Financial Services Industry.
Unilever Pakistan Ltd.
Nestle Pakistan
100
80
60
40
20
0
33.97%
40.33%
25.69%
TOP EMPLOYERS IN THE F.M.C.G. INDUSTRY
TOP EMPLOYERS IN THE FINANCIAL SERVICES INDUSTRY
1
2
3
1
2
333
SNL Pakistan
Pak China InvestmentCompany Ltd
Pak-Oman InvestmentCompany LtdJahangir Siddiqui
Atlas Asset Management
Engro Corporation Ltd
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Market Intelligence You Can Rely On
12
Mic rosof t captu res
a weighted 33% of
respondents preference
in the In fo rmat ion
Technology Industry.
In the Manufacturing
Industry, ICI Pakistan
is the leading employer
with 64% respondents
weighted votes.
Microsoft leads with 33% weighted votes in the Information Technology sector. Following closely are AbacusConsulting and Netsol Technologies Ltd with approximately 30% and 31% weighted votes respectively. Other notable names that received significant votes are Teradata Pakiatan and 3D Cellular.
100
80
60
40
20
0
In the Manufacturing Industry, ICI Pakistan takes up a significant share (64%) of weighted respondent votes thus snagging top preferred employer slot. Dawlance Group of Companies reserves the second spot for itself with 23% while Service Industries Ltd and Millat Tractors tie for the third top employer rank with weighted 6% votes.
100
80
60
40
20
0
22.94%
6.42%
64.22%
6.42%
Dawlance Group of Companies
Services Industries Ltd
Millat Tractors
ICI Pakistan
TOP EMPLOYERS IN THE INFORMATION TECHNOLOGY INDUSTRY
TOP EMPLOYERS IN THE MANUFACTURING INDUSTRY
1
2
3
1
2
33
Microsoft
NetSol Technologies Ltd31.54%
30.20%
38.26%
AbacusConsulting
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Geo TV Network is preferred as the Top Employer in the Media/Communications Industry with weighted 38% votes. ARY Digital/News follows behind with weighted 35% votes and Aaj News with weighted 27% votes. Express Media Group and Dawn Media Group receive a significant number of votes following behind the top three.
Oil & Gas Development Company is voted as the top preferred employer in the Mining/Oil & Gas/Petroleum sector. Shell Pakistan and Pakistan State Oil vie for the second preferred employer in the industry with Shell Pakistan taking the lead with less than 1% difference.
100
80
60
40
20
0
26.36%
25.97%
47.67%
Geo TV Network takes
up 38% of respondents
weighted votes to be
rated as top preferred
employer in the Media/
Communications Industry.
Weighted 48% respondents
choose OGDCL as their
preferred employer in
the Mining/Oil & Gas/
Petroleum Industry.
TOP EMPLOYERS IN THE MEDIA/COMMUNICATIONS INDUSTRY
TOP EMPLOYERS IN THE MINING/OIL & GAS/PETROLEUM INDUSTRY
Geo Tv Network
Aaj News
Ary Digital/ News
100
80
60
40
20
0
34.52%
27.25%
38.23%
Oil & Gas Development Company
Shell Pakistan
Pakistan State Oil
1
2
3
1
2
3
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14
United Nation captures
a massive share of
respondents preference
for employers in the NGO/
Social Services Industry
with weighted 77% votes.
Abbott reigns with 61%
respondents weighted votes
in Pharmaceutical Industry.
United Nations is strongly voted as the top preferred employer in the NGO / Social Services sector. Aga Khan Foundation is voted by 18% of the weighted respondents while a weighted 5% vote for Save the Children.
100
80
60
40
20
0
17.92%4.75%
77.33%United Nations Pakistan
Aga Khan Foundation (Pakistan)
Save the Children
Abbott takes up the number one spot within the category for the Top Employer in the Pharmaceuticals/Clinical Research Industry, and also appears in the ROZEE.PK Top Ten Employers 2012 list. GlaxoSmithKline Pakistan Ltd is voted second in the ranking while Getz Pharma Ltd takes up the third spot.
100
80
60
40
20
0
31.86%
6.86%
61.27%
TOP EMPLOYERS IN THE NGO/SOCIAL SERVICES INDUSTRY
TOP EMPLOYERS IN THE PHARMACEUTICALS/CLINICAL RESEARCH INDUSTRY
1
23
1
23
Abbott
GlaxoSmithKline Pakistan Ltd
Getz Pharma Ltd
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Market Intelligence You Can Rely On
Telenor Pakistan, takes up the number one with more than half of the weighted votes given to the top three employers in this category. Mobilink follows behind with 33% weighted votes and Ufone becomes the third top employer as preferred by respondents.
Other notable names who despite obtaining significant respondents votes do not appear in the the top three list are PTCL, Warid Telecom, Wateen Telecom and Wi-Tribe Pakistan Ltd.
Nishat Mills Ltd reigns as the top employer in the Textile/Garments industry. Interloop Ltd being the top preferred employer in Faisalabad faces a close competition here with Gul Ahmed and leads with just a 2% difference.
Telenor Pakistan
Mobilink GSM
Ufone GSM
100
80
60
40
20
0
31.65%
29.11%
39.24%
Gul Ahmed
Telenor Pakistan takes up
57% weighted votes to lead
as a preferred employer
in the Telecommunication
Industry followed by Mobilink
GSM with 33% respondents
weighted votes.
N ishat Mi l l s Ltd is
preferred by weighted 39%
respondents making it the
leading employer in the
Textiles/Garment Industry.
100
80
60
40
20
0
32.75%
10.45%
56.79%
TOP EMPLOYERS IN THE TELECOMMUNICATION/I.S.P INDUSTRY
TOP EMPLOYERS IN THE TEXTILES/GARMENTS INDUSTRY
1
23
1
2
3
Nishat Mills Ltd
Interloop Ltd
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16
Pakistan Internatio
nal Airlines
comes out vict
orious as
a preferred emp
loyer by
weighted 50% res
pondents.
Pakistan International Airlines receives the most votes in this category followed closely by Airblue.
100
80
60
40
20
0
Pakistan International Airlines
Airblue
TOP EMPLOYERS IN THE TRAVEL/TOURISM/TRANSPORTATION INDUSTRY
1
2
3
41.22%
8.11%
50.68%
Hashwani Hotels Ltd
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To better understand the preference of employers for each demographic classification (age, gender, type of work, level of education, employment status), a top ranking analysis is presented below. The number of rankings in each list are based upon the number of associated responses to ensure statistical integrity of the findings.
Of the 12% females who took the survey, about 21% have voted for United Nations Pakistan to be the top employer amongst nine others selected. A total of four FMCGs are listed under the top ten employer banner by females. Females were more inclined than their male counterparts towards the NGO/Social Services sector with the inclusion of both the UN and Aga Khan Foundation.
SEGMENTED TOP TEN EMPLOYERS
TOP TEN EMPLOYERS BY GENDERS
TOP TEN EMPLOYERS
Females show a h i
gh
preference for employers in
the
NGO/Social Services sector
by
voting for United Nations
as
their most preferred employ
er.
BY FEMALES
United Nations Pakistan
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
Aga Khan Foundation (Pakistan)
Procter & Gamble Pakistan
1
2
3
4
5
6
7
7
8
9
10
Unilever Pakistan Ltd
Habib Bank Ltd
MCB Bank Ltd
10Faysal Bank
19.28%
17.99%
12.60%
10.28%
6.94%
6.43%
5.66%
5.66%
4.11%
3.86%
3.60%
3.60%
Engro Corporation Ltd
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Market Intelligence You Can Rely On
18
88% males responded to the survey, and of these about 17% have voted for Telenor to be their top preferred employer in Pakistan, followed by Unilever Pakistan that acquires approximately 16% votes from the male respondents. Although a similar trend of preferences is visible in both classifications, Pakistan Tobacco Company Ltd, Oil and Gas Development Ltd Company and Abbott are voted to appear in the Top Ten Employers by Males list only, whereas, Aga Khan Foundation, Procter & Gamble and Habib Bank Ltd appear in the Top Ten Employers by Females list only. Also noteworthy is that four banks were ranked as the top employers by females, whereas as only one was selected by males.
TOP TEN EMPLOYERS BY MALES
Telenor Pakistan
United Nations Pakistan
Nestle Pakistan
Mobilink GSM
Pakistan Tobacco Company Ltd
Oil & Gas Development Company
Bank Alfalah Ltd
Abbott
16.98%
15.82%
14.91%
13.32%
10.26%
9.87%
5.56%
4.57%
4.40%
4.31%
1
2
3
4
5
6
7
8
9
10
Of the 88% mal
es that respond
ed
to the survey a
weighted majo
rity
reveals their
preference fo
r
Telenor Pakist
an.
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP TEN EMPLOYERS BY RESPONDENTS UNDER 30
Theres an
obvious s
hift in
preference
for top em
ployer
with the dem
ographic tra
nsition:
Respondent
s under the
age of
30 vote for U
nilever Pakis
tan Ltd
whereas tho
se over the a
ge of
30 prefer Un
ited Nations
as their
top employer
.
TOP TEN EMPLOYERS BY AGE BRACKET
Telenor Pakistan
United Nations Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
Procter & Gamble Pakistan
Abbott
Oil & Gas Development Company
18.57%
16.32%
13.31%
12.24%
10.88%
8.99%
5.50%
4.85%
4.79%
4.55%
1
2
3
4
5
6
7
8
9
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
20
TOP FIVE EMPLOYERS BY MALE RESPONDENTS UNDER 30
No banks make the Top Five Employers by Male or Female Respondents under 30 lists. Clearly the preference of male respondents under the age of 30 towards the FMCG sector is strong as three employers from the respective industry make the Top Five Employers by Male Respondents under 30. On the other hand, female respondents under the age of 30 seem more inclined towards working in the Telecommunication sector as they rank Telenor Pakistan and Mobilink GSM in their top five employers list.
TOP FIVE EMPLOYERS BY FEMALE RESPONDENTS UNDER 30
20.41%
15.82%
10.71%
30.61%
22.45%
0% 10% 30%20% 40%
% votes
20.75%
16.03%
15.04%
24.98%
23.21%
0% 10% 30%20% 40%
% votes
Unilever Pakistan Ltd
United Nations Pakistan
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
1
2
3
4
5
1
2
3
4
5
Telenor Pakistan
United Nations Pakistan
Nestle Pakistan
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP TEN EMPLOYERS BY RESPONDENTS OVER 30
The preferre
d employers
list is
quite similar
for both cate
gories.
However, fe
male respo
ndents
over the ag
e of 30 rank
United
Nations as th
eir preferred e
mployer
whereas the
ir male count
erparts
choose Telen
or Pakistan.
A prominent switch is visible in the preference of respondents under 30 with that of respondents over 30. While the former votes for Unilever Pakistan to be the top employer in Pakistan, and chooses Telenor Pakistan second in the rank, the latter (respondents over 30) votes for United Nations Pakistan as the top employer in Pakistan. Only one bank makes both the list of Top Ten Employers by Age Bracket: Bank Alfalah ranks number 7 on the Top Ten Employers by Respondents Under 30 and on number 10 on the Top Ten Employers by Respondents Over 30.
Telenor Pakistan
United Nations Pakistan
Mobilink GSM
Nestle Pakistan
Pakistan Tobacco Company Ltd
Aga Khan Foundation (Pakistan)
Oil & Gas Development Company
Bank Alfalah Ltd
CocaCola Beverages Pakistan Ltd
Shell Pakistan
16.64%
15.70%
13.44%
11.56%
9.77%
8.83%
5.64%
5.55%
3.29%
3.20%
3.20%
3.20%
1
2
3
4
5
6
7
8
9
10
10
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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22
TOP FIVE EMPLOYERS BY FEMALE RESPONDENTS OVER 30
TOP FIVE EMPLOYERS BY MALE RESPONDENTS OVER 30
Yet again no banks make the list for Top Five Employers by Male or Female respondents over 30. Females over the age of 30 are more inclined towards working in the NGO/Social Services sector as both United Nations and Aga Khan Foundation (Pakistan) appear in their list of top five employers.
10.98%
9.76%
7.32%
Telenor Pakistan
Nestle Pakistan
Aga Khan Foundation (Pakistan)
Mobilink GSM
United Nations Pakistan
0% 10% 30%20% 40%
10.98%
12.20%
37.80%
10.98%
% votes
20.77%
17.83%
15.08%
Telenor Pakistan
United Nations Pakistan
Mobilink GSM
24.31%
22.46%
% votes
0% 10% 30%20% 40%
Unilever Pakistan Ltd
Unilever Pakistan Ltd
1
2
3
4
5
1
2
3
4
5
3
3
Engro Corporation Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP TEN EMPLOYERS BY GEOGRAPHIC LOCATION
There is a clear disparity in the preference for top employers by the four major cities of Pakistan. Respondents from Karachi vote for Unilever Pakistan Ltd as the top employer of Pakistan, whereas respondents from Lahore are of the view that Nestle Pakistan makes a better employer amongst the rest. It comes as no surprise that respondents from Islamabad/Rawalpindi (31%) vote for Telenor Pakistan as their preferred top employer and respondents from Faisalabad (16%) vote for Interloop Ltd as these respective employers are also based in these cities.
Interesting point to note here is how Unilever Pakistan Ltd and Telenor Pakistan appear in the top five employers in each four chosen cities.
Theres a visible correlation
between the location of
company and the preference
of respondent for top employer
in that respective location.
TOP TEN EMPLOYERS IN LAHORE
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
United Nations Pakistan
Descon Engineering Limited
Atlas Honda
ICI Pakistan
22.33%
17.56%
11.94%
10.25%
10.11%
6.32%
5.90%
5.62%
5.20%
4.78%
1
2
3
4
5
6
7
8
9
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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24
TOP TEN EMPLOYERS IN KARACHI
Abbott
Procter & Gamble Pakistan
Telenor Pakistan
United Nations Pakistan
Pakistan State Oil
Siemens Pakistan
Shell Pakistan
Mobilink GSM
Pakistan InternationalAirlines (PIA)
28.76%
21.12%
8.50%
7.65%
6.55%
5.22%
5.10%
4.37%
4.37%
4.25%
4.13%
1
2
3
4
5
6
7
8
8
9
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP TEN EMPLOYERS IN ISLAMABAD/RAWALPINDI METROPOLITAN AREA
1
2
3
4
4
5
6
7
8
8
9
10
United Nations Pakistan
Telenor Pakistan
Mobilink GSM
Pakistan Tobacco Company Ltd
Oil & Gas Development Company
Unilever Pakistan Ltd
Schlumberger
Ufone GSM
Fauji Fertilizer Company Ltd
Nestle Pakistan
4 IT
10Pakistan Telecommunication
Company Ltd
27.78%
18.60%
10.63%
6.52%
6.52%
5.31%
4.35%
3.86%
3.62%
3.62%
3.38%
2.90%
2.90%
Engro Corporation Ltd
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Market Intelligence You Can Rely On
26
TOP THREE EMPLOYERS BY GEOGRAPHIC LOCATION
Interloop reigns in Faisalabad as the top employer followed by Engro Corporation Ltd and Unilever Pakistan. It is commendable to see Unilever appearing in the top three employers list in three major cities of Pakistan. It is considered the top employer in Karachi, whereas it is ranked third in Lahore and Faisalabad. Telecommunication giants, Telenor Pakistan and Mobilink, as well as United Nations are top three preferred employers in Islamabad.
10.47%
6.98%
6.98%
0% 10% 20%
10.47%
10.47%
12.79%
10.47%
17.44%
13.95%
% votes
TOP FIVE EMPLOYERS IN FAISALABAD
Telenor Pakistan
Mobilink GSM
Unilever Pakistan Ltd
United Nations Pakistan
Interloop Ltd
Allied Bank Ltd
Nestle Pakistan
MCB Bank Ltd
1
2
3
4
4
4
4
5
5
Interloop Limited
Unilever Pakistan Ltd
NestleTelenorUnilever Pakistan Ltd
TelenorUnited NationsMobilink GSM
Unilever Pakistan Ltd
Abbott
Engro Corporation Ltd
Engro Corporation Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP TEN EMPLOYERS BY WORKING STATUS
A comparison of the preference of respondents according their current employment status is presented below. In addition to this, a detailed study is carried to capture the preference of genders by their employment status.
72% of the entire sam
ple
belongs to the full time emplo
yed
respondents, which is wh
y a
similar pattern of preferen
ces
is revealed here as was in
the
ROZEE.PK Top Ten Employ
ers
2012 list.
Full time employed professionals contribute to the highest amount of votes from the group of working respondents, which is reflected in the fact that a majority chose Telenor Pakistan, hence rating it as the overall Top Employer of Pakistan 2012. Unilever Pakistan Ltd appears as a runner-up whereas another FMCG giant, Engro takes third position from the top.
TOP TEN EMPLOYERS BY FULL-TIME EMPLOYED RESPONDENTS
Telenor Pakistan
United Nations Pakistan
Mobilink GSM
Nestle Pakistan
Pakistan Tobacco Company Ltd
Bank Alfalah Ltd
Oil & Gas Development Company
Procter & Gamble Pakistan
17.50%
16.57%
14.66%
14.12%
10.00%
9.85%
5.20%
4.36%
3.92%
3.82%
1
2
3
4
5
6
7
8
9
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
28
25% employed female
respondents vote for United
Nations while 24% vote for
Telenor Pakistan Ltd as their
preferred employer.
21.25%
18.20%
14.05%
Telenor Pakistan
United Nations Pakistan
Mobilink GSM
0% 10%5% 20%15% 25% 30%
24.38%
22.13%
% votes
14.52%
8.60%
8.60%
United Nations Pakistan
Telenor Pakistan
Nestle Pakistan
Bank Alfalah Ltd
Mobilink GSM
0% 10%5% 20%15% 25% 30%
24.19%
25.81%
18.28%
% votes
TOP FIVE EMPLOYERS BY FULL-TIME EMPLOYED RESPONDENTS-MALES
TOP FIVE EMPLOYERS BY FULL-TIME EMPLOYED RESPONDENTS-FEMALES
Unilever Pakistan Ltd
1
2
3
4
5
1
2
3
4
5
5
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
On the other hand, fulltime students rate Unilever Pakistan as top employer, with perception towards Telenor dropping to the sixth position (with 7.77% votes).
TOP TEN EMPLOYERS BY FULL-TIME STUDENT RESPONDENTS
Unilever Pakistan Ltd
5.46%
United Nations Pakistan
Nestle Pakistan
360 Training (Softech Coporation Pvt Ltd)
Telenor Pakistan
Abbott
Ufone GSM
Aaj News
Procter & Gamble Pakistan
Atlas Honda
1
2
3
4
5
6
7
7
8
9
10
10
15% full time students pick
Unilever Pakistan as their
preferred employer; only
one bank makes Top Ten
Employers by Ful l-t ime
Student Respondents list.
Faysal Bank
14.51%
11.92%
10.88%
9.84%
8.29%
7.77%
7.25%
7.25%
6.22%
5.70%
5.18%
5.18%
Engro Corporation Ltd
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Market Intelligence You Can Rely On
30
TOP TEN EMPLOYERS BY RESPONDENTS EMPLOYED IN PROFESSIONAL OR HIGHER TECHNICAL WORK
TOP TEN EMPLOYERS BY TYPE OF WORK
The analysis presented below shows the top ten preferred employers list for respondents who are employed in Professional or Higher Technical Work as well as those employed as Managers or Senior Administrators.
For data consistency, a top five employers analysis is presented for employed respondents in Clerical and Sales or Services positions.
Telenor Pakistan
United Nations Pakistan
Mobilink GSM
Nestle Pakistan
Pakistan Tobacco Company Ltd
Bank Alfalah Ltd
Oil & Gas Development Company
Abbott
16.75%
15.85%
14.18%
12.63%
10.70%
7.60%
5.15%
4.77%
4.64%
3.87%
3.87%
1
2
3
4
5
6
7
8
9
10
10
Telenor Pakistan is the
top
preferred employer of tho
se
employed in Professiona
l or
Higher technical work as wel
l as
for those in Manager or Sen
ior
Administrator positions.
Unilever Pakistan Ltd
Fauji Fertilizer Company Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP TEN EMPLOYERS BY RESPONDENTS EMPLOYED AS MANAGERS OR SENIOR ADMINISTRATORS
Telenor Pakistan
United Nations Pakistan
Nestle Pakistan
Mobilink GSM
Procter & Gamble Pakistan
Pakistan Tobacco Company Ltd
Bank Alfalah Ltd
CocaCola Beverages Pakistan Ltd
18.50%
16.30%
16.08%
12.56%
11.34%
8.15%
5.07%
4.74%
3.96%
3.30%
3.87%
1
2
3
4
5
6
7
8
9
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
32
TOP FIVE EMPLOYERS BY RESPONDENTS EMPLOYED IN SALES OR SERVICES
18.5% of respondents working in senior level positions and 16.75% of those involved in technical work vote for Telenor Pakistan as their preferred employer in Pakistan respectively. Unilever Pakistan Ltd and United Nations give each other tough competition; where United Nations becomes the top choice for those working in clerical positions and Unilever Pakistan becomes the choice of professionals involved in sales and services.
TOP FIVE EMPLOYERS BY RESPONDENTS EMPLOYED AS CLERICAL STAFF
Employed respondents, working in
Clerical positions, vote for United
Nations Pakistan whereas those
working in the Sales or Services
division pick Unilever Pakistan
as their top preferred employer.
No banks make the list of top ten
employers by employed citizens in
Sales or Services.9.48%
7.76%
7.76%
Mobilink GSM
Bank Alfalah Ltd
Telenor Pakistan
Nestle Pakistan
United Nations Pakistan
Abbott
Oil & Gas Development Company
0% 10%5% 20%15% 25% 30%
10.34%
10.34%
11.21%
11.21%
22.41%
9.48%
% votes
16.24%
11.11%
9.40%
Telenor Pakistan
Mobilink GSM
Nestle Paksitan
ZONG
0% 10%5% 20%15% 25% 30%
23.08%
23.93%
16.24%
% votes
1
2
2
3
3
4
4
5
5
1
2
3
3
4
5
Unilever Pakistan Ltd
Unilever Pakistan Ltd
Engro Corporation Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP TEN EMPLOYERS BY LEVEL OF EDUCATION
TOP TEN EMPLOYERS BYRESPONDENTS WITH A UNIVERSITY LEVEL DEGREE
U n i v e rs i t y d
e g r e e
graduates pick T
elenor
Pakistan Ltd as t
heir top
employer; no bank
s again
appear in this top
ten list.
Telenor Pakistan
Mobilink GSM
United Nations Pakistan
Nestle Pakistan
Pakistan TobaccoCompany Ltd
Abbott
Procter & Gamble Pakistan
Geo TV Network
18.57%
16.08%
14.27%
12.68%
11.55%
8.27%
5.21%
4.87%
4.30%
4.19%
1
2
3
4
5
6
7
8
9
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
34
Distinction by level of education attained by the working class reveals the preference of employed respondents that have acquired university level education for Telenor Pakistan whereas respondents with a postgraduate university degree vote for Unilever Pakistan. No banks appear in the top ten list of employers by employed university graduates and only one (Bank Alfalah) is mentioned by 5.7% employed respondents with a post graduate university degree.
TOP TEN EMPLOYERS BY RESPONDENTS WITH A POSTGRADUATE LEVEL UNIVERSITY DEGREE
Respondents with a
Postgraduate university
level degree vote for
Unilever Pakistan and
also select a bank (Bank
Alfalah) in their respective
top ten list of preferred
employers.
Telenor Pakistan
United Nations Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
Pakistan Tobacco Company Ltd
Oil & Gas Development Company
Procter & Gamble Pakistan
17.51%
16.46%
15.54%
12.26%
11.08%
8.26%
5.70%
4.98%
4.33%
3.87%
1
2
3
4
5
6
7
8
9
10
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
TOP FIVE EMPLOYERS BY FEMALES WITH A GRADUATE UNIVERSITY DEGREE
TOP FIVE EMPLOYERS BY MALES WITH A GRADUATE UNIVERSITY DEGREE
Although they depi
ct a
similar preference list fo
r top
five employers; females
with
a post-graduate univer
sity
degree are more incl
ined
towards working in b
ank
than their male counterp
arts.
Telenor Pakistan appears as a top employer in both lists, and yet again no banks make the list of Top Five Employers by Males with a Graduate University Degree or the list of Top Five Employers by Females with a Graduate University Degree.
22.06%
14.71%
11.76%
Telenor Pakistan
United Nations Pakistan
Mobilink GSM
Nestle Pakistan
0% 10%5% 20%15% 25% 30%
26.47%
25.00%
% votes
18.73%
14.95%
Telenor Pakistan
Mobilink GSM
United Nations Pakistan
0% 10%5% 20%15% 25% 30%
25.09%
23.71%
% votes
17.53%
1
2
3
4
5
1
2
3
4
5
Unilever Pakistan Ltd
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
36
TOP FIVE EMPLOYERS BY FEMALES WITH A POST-GRADUATE UNIVERSITY DEGREE
TOP FIVE EMPLOYERS BY MALES WITH A POST-GRADUATE UNIVERSITY DEGREE
United Nations is voted by females with a post-graduate university level degree, whereas their male counterparts pick Telenor Pakistan as their top preferred employer.
There is a strong inclination by males with a post-graduate university degree for employers to work in the FMCG industry, with three employers from the respective industry making their top five preferred employers list.
16.37%
15.20%
10.53%
United Nations Pakistan
Telenor Pakistan
Nestle Pakistan
Bank Alfalah Ltd
0% 10% 20% 30%
30.41%
27.49%
% votes
19.58%
18.41%
15.13%
Telenor Pakistan
United Nations Pakistan
Nestle Pakistan
0% 10%5% 20%15% 25% 30%
23.60%
23.28%
% votes
1
2
3
4
5
1
2
3
4
5
Unilever Pakistan Ltd
Unilever Pakistan Ltd
Engro Corporation Ltd
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Market Intelligence You Can Rely On
The analysis below shows the top ten employers that got votes by the most employed respondents who studied in the selected 30 universities. Employed respondents belonging to a few universities had votes tied for their choice of top employer which is why these universities appear twice in the rankings.
One can note how Telenor Pakistan is the favorite of most respondents who studied in these respective universities, with respondents from ten unique universities voting it to be their preferred employer. Unilever Pakistan appears to be the second best with nine top universities of Pakistan ranking it as a favorite of the respondents from these universities. Abbott and Pakistan Tobacco Company Ltd have not been voted by the majority of employed respondents who studied in these respective universities, and hence failed to make this list of employers.
TOP TEN EMPLOYERS BY UNIVERSITY ATTENDED
Telenor Pakistan appears
most favorite and renowned
employer across various
universities in Pakistan
with respondents from 10
unique universities voting it
as their preferred employer.
BUITEMS, QuettaCOMSATS Institute of Information Technology, IslamabadForman Christian College, LahoreGovernment College University, LahoreInstitute of Business Administration, Karachi / SukkarInstitute of Business Management, KarachiInstitute of Management Sciences, PeshawarIslamia University, BahawalpurLahore School of Economics, LahoreLahore University of Management Science, LahoreMohammad Ali Jinnah University, KarachiNational University of Modern Languages, IslamabadNUST Pakistan, IslamabadNED University of Engineering and Technology, KarachiPreston University, Pakistan, KarachiSZABIST, KarachiSir Syed Engineering and Technology, KarachiUniversity of Agriculture, Faisalabad, FaisalabadUniversity of Central Punjab, LahoreUniversity of Engineering and Technology, LahoreUniversity of Engineering and Technology, TaxilaUniversity of Karachi, KarachiUniversity of Management and Technology (Pakistan), LahoreUniversity of Peshawar, PeshawarBahria UniversityIqra UniversityNational University of Computer and Emerging Sciences (FAST)University of Engineering and Techonology, PeshawarUniversity of the Punjab, Lahore
Bahauddin Zakariya University, Multan ABCDEFGHIJKLMNOPQRSTUVWXYZ
AAABACAD
Tele
nor
Paki
stan
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leve
r Pa
kist
an L
tdU
nite
d N
atio
ns P
akis
tan
Nes
tle P
akis
tan
Mob
ilink
GSM
Ban
k Al
fala
h Lt
dO
il &
Gas
Dev
elop
men
t Com
pany
Abbo
ttPa
kist
an T
obac
co C
ompa
ny L
tdC
Z
K
AB
M
N
T
AC
V
AD
AD
G
AA
L
O
P
Q
R
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X
B
H
Y
E
F
I
U
A
J
S
E
DAC
Engr
o C
orpo
ratio
n Lt
d
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Market Intelligence You Can Rely On
38
The top ten employer analysis shown below is based on the preference of employed respondents according to the industry they are employed in for their preferred employer. Only top five industries are chosen that most respondents worked in.
TELENOR PAKISTAN
UNILEVER PAKISTAN LTD
Of the employed respondents that chose Telenor Pakistan as their preferred employer, 46% work in the Telecommunication sector, and 26% belonged to the I.T industry.
100
80
60
40
20
0
27%
5%10%
12%
46%
Banking / Finance
Advertising / Marketing /Public Relations
Consumer Goods
Telecoms
ITOf the employed respondents
who voted for Telenor Pakistan
as their preferred employer, 46%
belong to the Telecommunication
industry and 27% hail from the
I.T industry.
Unilever Pakistan receives most
votes from the respondents
employed in the Consumer
Goods industry.
Unilever Pakistan is voted as a preferred employer by 31% of the employed respondents in the Consumer Goods industry, and 28% of the employed respondents from the Banking/Finance industry voted for Unilever Pakistan.
100
80
60
40
20
0
28%
10%
14%
17%
31%
IT
Advertising / Marketing /Public Relations
Education / Academia
Consumer Goods
Banking / Finance
TOP TEN EMPLOYERS BY EMPLOYED RESPONDENTS INDUSTRY
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Market Intelligence You Can Rely On
30% of employed respondents
from the Chariry/Voluntary sector
incline towards the employer of
their own industry of operation-
United Nations Pakistan.
Inclination of 27% employed
respondents from the
Consumer Goods industry
and 23% from Advertising
industry is towards Engro
Corporation Ltd.
The top five industries represented by employed respondents who voted for United Nations Pakistan, are the Charity/Voluntary sector (30%), Education/Academia (26%), I.T (18%), Banking/Finance (15%) and Government/Civil Service (12%).
100
80
60
40
20
0
26%
12%
15%
18%
30%
IT
Banking / Finance
Government / Civil service
Charity / Voluntary sector
Education / Academia
Those employed in the Consumer Goods industry yet again pick an employer from the FMCG sector as their preferred employer- 27% of the employed respondents that voted for Engro Corporation Ltd belonged to the Consumer Goods sector.
100
80
60
40
20
0
23%
9%
13%
19%
27%
9%
IT
Telecoms
Oil, Gas & Petrochemicals
Advertising / Marketing /Public RelationsBanking / Finance
Consumer Goods
UNITED NATIONS PAKISTAN
ENGRO CORPORATION LTD
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Market Intelligence You Can Rely On
40
Its surprising to see Nestle Pakistan getting the majority (29%) of votes from the employed respondents working in the Banking/Finance sector.
Unlike the other FMCGs on the list of Top Ten Employers 2012, Nestle is the only employer that receives most votes by respondents from the Banking/Finance sector, a sector that is not its own industry of operation.
100
80
60
40
20
0
27%
10%
11%
13%
29%
10%
Industrial manufacturing
Telecoms
IT
Consumer Goods
Advertising / Marketing /Public Relations
Banking / Finance
Unlike other FMCGs on the
Top
Ten Employers 2012 list, N
estle
is the only employer that is
voted
the most by respondents
from
the Banking/Finance sec
tor.
Mobilink GSM is voted by a
massive 46% of employed
respondents from the
Telecommunication industry
as their preferred employer.
A correlation is visible between the choices of employed respondents for their preferred employer with their own industry of operation to that of the employers industry. With 46% employed respondents from the telecommunication industry voting for Mobilink GSM as their preferred employer.
NESTLE PAKISTAN
MOBILINK GSM
100
80
60
40
20
0
21%
5%11%
12%
46%
Banking / Finance
Education / Academia
Consumer Goods
IT
Advertising / Marketing /Public Relations
Telecoms
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Market Intelligence You Can Rely On
Of the employed respo
ndents
that voted for Pa
kistan
Tobacco Company Lt
d, 26%
belong to the Adver
tising/
Marketing sector.
A majority of the employed
respondents from the
Banking/Finance sector
incl ine towards Bank
Alfalah Ltd as their preferred
employer.
Pakistan Tobacco Company Ltd, although an FMCG in nature, is voted mostly (26%) by the employed respondents in the Advertising/Marketing sector.
Employed respondents from the Consumer Goods industry appear 4th in this ranks as only 15% of the employed respondents from Consumer Goods sector vote for Pakistan Tobacco Company as their preferred employer.
Of the employed respondents that chose Bank Alfalah as their preferred employer, a massive 67% belong to the Banking/Finance sector.
100
80
60
40
20
0 3%
11%8%5%
67%
Banking / Finance
Education /Academia
Telecoms
IT
Government /Civil
Automotive
Pharmaceuticals
PAKISTAN TOBACCO COMPANY LTD
BANK ALFALAH LTD
100
80
60
40
20
0
19%
12%
15%
16%
26%
Consumer Goods
Telecoms
Industrial manufacuring
Banking / Finance
IT
Advertising / Marketing /Public Relations
12%
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Market Intelligence You Can Rely On
42
Of the employed respondents that voted for Abbott 24% respondents belong to the pharmaceuticals industry and 10% work in the IT and Banking/Finance sector each.
A direct correlation between the employed respondents industry of operation to their preferred employers industry is clearly visible here as 28% of employed respondents that voted for Oil & Gas Development Company Ltd belong to the Oil, Gas & Petrochemicals sector.
OIL & GAS DEVELOPMENT COMPANY LTD
24% of the employ
ed
respondents f r
om
the Pharmaceutic
als
industry show th
eir
preference for Abb
ott
as their preferred t
op
employer.
Of the employed respondents
that voted for OGDCL, 28%
belong to the Oil, Gas &
Petrochemicals sector and
19% belong to the Banking/
Finance sector.
100
80
60
40
20
0
11%
19%
17%
28%
Oil, Gas & Petrochemicals
Banking / Finance
IT
Telecoms
Construction
Industrial manufacturing
Advertisin g / Marketing / Public Relatio ns
3%
10%
7%
5%
24%
100
80
60
40
20
0
Banking / Finance
IT
Pharmaceuticals
Advertisin g / Marketin g / Public Relatio nsEducatio n / Academia
Industrial manufacturing
Retail
Medi cal / Health Service s
ConstructionConsumer Good s
Government / Civil service
Business con sultancy
Charity / vol untary sector
Textiles
ABBOTT
7%
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Market Intelligence You Can Rely On
Compensation and benefits
is what appeals the most to
respondents who choose
Telenor Pakistan as their
preferred employer.
Respondents reason for choosing employers have been classified into five major categories, to better understand motivation in selecting their preferred employer.
REASONS FOR SELECTION OF TOP EMPLOYERS 2012
Telenor Pakistan is rated at the top foremostly because of the compensation and benefits that are perceived to be higher than the rest. On the other hand, it is significant to note how Unilever Pakistan is rated to be a better employer on the basis of its brand image-the attribute that is ranked number three as a reason for preference for United Nations and Engro Corporation Ltd. Of the ROZEE.PK Top Ten Employers 2012, compensation and benefits are perceived to be the major contributing factor to work for Telenor Pakistan and Pakistan Tobacco Company Ltd only. Brand Image is what appeals to the majority of respondents who voted for Bank Alfalah, the only bank in the ROZEE.PK Top Ten Employer 2012 list, as their top employer.
RESPONDENTS REASONS FOR SELECTION
TelenorPakistan
UnitedNationsPakistan
NestlePakistan
00
80
60
40
20
0
21.46%
12.67%
21.86%
21.75%
22.25%
18.80%
12.64%
23.38%
21.68%
23.49%
18.70%
18.28%
20.34%
20.16%
22.52%
18.11%
13.93%
22.24%
21.92%
23.80%
19.18%
12.59%
22.23%
21.03%
24.96%
MobilinkGSM
Pakistan TobacooCompany Ltd
kanBAlfalah
Ltd Abbott
Oil & G asDevelopment
Company00
80
60
40
20 18.68%
13.10%
22.64%
22.20%
23.38%
18.17%
11.04%
22.71%
22.19%
25.89%
18.72%
18.12%
21.29%
19.17%
22.71%
17.74%
12.97%
23.60%
21.75%
23.93%
16.49%
13.86%
22.22%
21.30%
26.13%Reasons
Brand Image
Career Growth
Better Work Environment
Social Responsibility
UnileverPakistan
Ltd
Engro Corporation
Ltd
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Market Intelligence You Can Rely On
44
The purpose behind the analysis presented below is to better understand the reasons for selection for an employer within the same industry of operation.
Due to data limitations, only a few selected employers have been studied in this analysis.
REASONS FOR SELECTION OF TOP EMPLOYERS BY INDUSTRY
BANKING
BankAlfalah Ltd
MCB Bank Habib Bank Allied Bank
100
80
60
40
20
0
18.72%
18.12%
21.29%
22.71%
16.95%
15.70%
21.61%
21.35%
24.40%
19.21%
16.09%
20.89%
19.86%
23.95%
17.42%
15.33%
22.30%
20.91%
24.04%
Brand Image plays a strong ro
le
to make Bank Alfalah app
ear
as a better employer than
its
competitors and also for it
to
appear in the ROZEE.PK T
op
Ten Employers 2012 list.
Brand Image
Career Growth
Better Work Environment
Social Responsibility
Reasons
Bank Alfalah, the only bank to be rated in the ROZEE.PK Top Ten Employer 2012 list, is perceived so because of its brand image. However, for MCB Bank Ltd, Habib Bank Ltd and Allied Bank Ltd, career growth is what is perceived to appeal the most to respondents. The brand image is not the major contributing factor for the choice of the runner-ups in the category for Top Employers in the Banking Industry.
19.17%
Ltd d dLt Lt
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Market Intelligence You Can Rely On
F.M.C.G.
Compensation and
benefits
is the third preferred
attribute
for those responden
ts who
chose Unilever Pak
istan as
their top employer.
Although they all belong to the same industry, for these top five rated employers in the FMCG industry, the top contributing reason for selection varies for each of them. Where Unilever Pakistan has been selected by respondents because of its perceived brand image, Engro Corporation Limited and Procter & Gamble Pakistan is rated by respondents because of the perceived career growth it offers to its employees. Compensation and benefits becomes the most important contributing factor for only those respondents who perceived Pakistan Tobacco Company Ltd as their preferred top employer.
Brand Image
Career Growth
Better Work Environment
Social Responsibility
Reasons
UnileverPakistan Nestle
Pakistan
PakistanTobacco
Company Ltd
Procter& GamblePakistan
100
80
60
40
20
0
18.80%
12.64%
23.38%
21.68%
23.49%
18.11%
13.93%
22.24%
21.92%
23.80%
19.18%
12.59%
22.23%
21.03%
24.96%
18.17%
11.04%
22.71%
22.19%
25.89%
18.78%
10.80%
24.11%
21.35%
24.96%
dLt
Engro Corporation
Ltd
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Market Intelligence You Can Rely On
46
NGO/SOCIAL SERVICES
TELECOMMUNICATION
The top reason for
selection of top employer
in the Telecommunication
industry seems divided
between compensation and
benefits, brand image and
career growth.
The top perceived reasons for selection of top three employers in the Telecommunication Industry are different from each other. Where Telenor Pakistan, the leading employer in the ROZEE.PK Top Ten Employers 2012 list, is voted so because of the perceived compensation and benefits it offers; Mobilink GSM, the second ranked employer in the telecommunication industry is voted because of the career growth; and Ufone GSM is voted third in the list of Top Three Employers in the Telecommunication Industry because of its brand image.
Brand Image
Career Growth
Better Work Environment
Social Responsibility
Reasons
United nations, the only employer from the NGO/Social Services sector to appear in the ROZEE.PK Top Ten Employers 2012 list has been chosen by respondents because of the perceived career growth it offers to its employees. Where compensation and benefits is the second most contributing reason for selection of respondents for United Nations, it receives the least number of votes by respondents who selected Aga Khan Foundation as their perceived top employer. Respondents have selected Aga Khan Foundation mainly because of its brand image; a factor that is rated third as choice of selection for United Nations.
Brand Image
Reasons
Career Growth
Better Work Environment
Social Responsibility
Respondents who voted
for United Nations as their
preferred employer did
so majorly because of the
career growth it offers.
United Nations
Pakistan
Aga Khan Foundation(Pakistan)
100
80
60
40
20
0
18.70%
18.28%
20.34%
20.16%
22.52%
18.47%
15.89%
21.82%
21.25%
22.56%
TelenorPakistan
Mobilink GSM
UfoneGSM
100
80
60
40
20
0
21.46%
12.67%
21.86%
21.75%
22.25%
18.68%
13.10%
22.64%
22.20%
23.38%
20.46%
12.52%
21.90%
21.30%
23.83%
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Market Intelligence You Can Rely On
48
YouGov (MENA) is a full service market research agency, serving the Middle East, North Africa and Pakistan. A member of YouGov PLC, YouGov (MENA) is headquartered in Dubai, with offices in Baghdad, Jeddah, Riyadh and Dammam. YouGov (MENA) boasts the regions largest pure research panel of over 230,000 respondents. YouGov (MENA) has its own fieldwork operations in Iraq, Saudi Arabia & the UAE, ensuring that clients requirements can be met cost effectively and accurately. YouGov (MENA) has a first class reputation for both Qualitative and Quantitative research, delivering end to end solutions for local, regional and international clients. YouGov (MENA) runs weekly online Omnibus services in key markets & is the most quoted research agency in the region.
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