Top 50 Dream Employers for Graduates 2009

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1 Top 50 Dream Employers for Graduates 2009 by Akzia Newspaper & Akzia Career supplement Top 50 Dream Employers for Graduates 2009 is a fair and objective rating that is called up to discover the most attractive and worthy employers for students, graduates and young specialists (with no more than 2 years of working experience), aged It is made by Akzia Newspaper and its Akzia Career supplement. Top 50 Dream Employers for Graduates 2009 was published in October 2009; in May 2010, we started the questioning for the Top

2 About Top 50 The Top 50 Dream Employers Graduates rating is based on the answers young specialists give in our questionnaires. They chose companies that succeeded in convincing them of how good it is to work and professionally grow with them. This is the only all -Russian federal rating that is based on answers given by the young audience itself. The following ratings have guided us in working at the Top 50: The Times Top 100 Graduate Employers (The Times); The 100 Most Desirable MBA Employers (Fortune); Top Entry Level Employers (CollegeGrad.com); 100 Best Companies to Work For (Fortune). Akzia Newspaper Akzia Newspaper is a general interest publication for young people (18-30) who are socially active, independently thinking, willing to change the world for better and confident of themselves in doing it. Akzia was created 9 years ago by a group of students, and has since then grown to be a nation-wide newspaper distributed in Moscow and other Russian cities. Circulation is copies. We are distributed for free in cafes, cinemas, book stores, universities, etc. Akzia exists thanks to advertisement and is independent of any political or financial group. For two years in a row (2007, 2008), we received a World s Best-Designed Newspaper award from Society for News Design (SND) based in the USA. In PDF: More about: 2

3 Goals of the project For the young audience: To find and evaluate the most attractive and decent employers in the judgment of students, graduates and young specialists (with no more than 2 years of working experience). To find out the patterns by which young people choose companies to work at. To offer young people practical information about peculiarities of working in certain companies and areas. Give tips to young people about how to choose companies to work for. >> Goals of the project For employers: To offer employers a rating that shows young people s preferences in looking for a job. Top evaluate how successful the employers are when trying to communicate to the younger audience. To show the employers how their brand (including HR-brand) is perceived by young people. For colleges and universities: To inform career centers about how their graduates choose companies to work for. To provide instruments for local research (in 2009, the State University - Higher School of Economics made their out rating of dream employers). 3

4 Goals of the project For the newspaper: 1) Making the newspaper and its supplement more popular by promoting the rating among young people. 2) Involving young people into the rating (taking part in the poll) and in creating the newspaper (in a special issue dedicated to the rating interviews with those who took part in the poll). 3) Proving Akzia Newspaper and its Akzia.Career supplement as an authoritative source of information concerning building a career for students and graduates. 4) Making Akzia Newspaper and its Akzia.Career supplement more popular among advertisers who place their HR advertisements, announce internship programs for students, etc. (as a result growing amount of advertisement in the supplement). Audience Students and graduates with no more than 2 years of working experience (18-24 years old) 4

5 How Top 50 Dream Employers was made The research is being held in spring and autumn. The questionnaires are places at the web site of the project. The participants fill in the questionnaire, stating what their age and education are, and answering the main question of the rating: Which company you consider to be the best employer? The participants don t choose out of a list of companies, but can indicate any company they want. This helps to avoid bias that emerges when you have to choose from a list of companies. Besides, participants answer a set of questions that help to discover the criteria that they had used when choosing an employer; to find out what salary he/she wants to have, and what areas they consider to be most promising for making a career. Partners AIESEC - the international platform that enables young people to explore and develop their leadership potential for them to have a positive impact on. Future Today - a platform for communication among young specialists and employers; also serves as an online recruitment agency. Superjob - one of the biggest Russian web portals for finding a job, as well as a research center. Career centers of biggest Russian institutes and universities. Partners that provide prizes Mann, Ivanov and Ferber Publishing House business literature 5

6 How Top 50 is being promoted Press We publish advertising and announce the rating in Akzia Newspaper and Akzia.Career supplement (publication of the advertising and information about the rating starts in one month before the questioning starts and continues during the whole promotion campaign). A special issue of Akzia.Career supplement is made that is dedicated to the rating (the latest one: October 2009). 16 pages contain all the information about the rating, analytical pieces, as well as a poster of the rating: 6

Web We publish news about the rating on www.dreamemployers.ru, and it is being renewed during the whole promotion period.

7 Web We publish news about the rating on and it is being renewed during the whole promotion period. Profiles of the companies are being placed there, as well as articles about how to choose a career and other material to attract young people s attention. We send out the information about the rating to the registered users of our web site We place web banners of the rating at our partners web sites as well as web sited of Akzia Mass Media Holding Company. We promote the rating on blogs and social networks, as well as in different university communities, communities of people looking for a job (on Russian clones of Facebook), Akzia Newspaper community on web, etc., and call on people to participate. Attracting audience Calling on people to participate in the rating: in exchange, they get a chance to win our partners prize (several business books). Publishing mini interviews with young people who have filled in the questionnaire. Distributing the questionnaires among the target audience with the help of rating partners: university career centers, graduates associations, international youth associations (e.g., AIESEC). 7

The results of the project In 2009, 3 032 questionnaires was collected. Top 50 2009: http://dreamemployers.ru/en/?

8 The results of the project In 2009, questionnaires was collected. Top : Comments (eng.): We presented the rating at the best Russian universities, including the vacancy fair of the Moscow State University. Several university career centers became interested in the rating and decided to make their own ratings of the kind to productively cooperate with employers. The rating results were published in many well-known print and online media as well as at career/job web sites. The special issue of the Akzia.Career supplement ( was especially popular among readers. Employers such as Microsoft and JTI published the rating results at their web sites and invited its creators (that is, us) to take part in a master class in their company as experts in working with younger audiences. The rating results in most points coincide with the results of polls aimed at revealing dream employers (among grown-ups as well as young people) made by major Russian polling companies FOM and VZIOM. Thanks to the rating, new advertisers turned to our sales department, willing to place their advertisements about internships and vacancies for young specialists in the Akzia.Career supplement. Thank you! Contacts: Yegor Timofeev, managing editor, project manager for Top 50 Dream Employers, timofeev@akzia.ru Svetlana Maximchenko, editor-in-chief, svetlana@akzia.ru 8

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