UNIVERSUM PROFESSIONAL SURVEY 2012/2013 Talent Insight Report FPI

Transcription

1 UNIVERSUM PROFESSIONAL SURVEY 2012/2013

2 WE HELP EMPLOYERS KNOW THEIR IMAGE, AUDIENCE AND COMPETITORS DECIDE DESIRED BRAND POSITION PLAN THEIR COMMUNICATION PREFERENCES ACTIVITIES ACT BY REACHING THE TALENT MARKET THROUGH PUBLICATIONS AND EVENTS 2

3 ABOUT UNIVERSUM We have been working with employer branding and talent attraction for 24 years Selection of our clients: We are present in 12 locations on 5 continents. The group head office is located in Stockholm, the regional head offices are located in New York (Americas), Basel (Europe) and Singapore (Asia). We serve more than clients globally, including the majority of Fortune 100 companies. We survey over students and professionals worldwide. We produce more than 150 career publications in 10 countries. We have 10 career sites with visitors/month. Selection of our media partners: Local: International: We organize 40 events with over participants in 14 countries. 3

4 UNIVERSUM IN THE WORLD 4

5 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PERFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

6 METHODOLOGY & TARGET GROUPS METHODOLOGY & TARGET GROUPS FIELD PERIOD: July 2012 to October 2012 QUESTIONNAIRE Created based on 24 years of experience, extensive research within HR, focus groups and Communication preferences with both our clients and professionals. Providing both global perspective and local insight. Comprised of closed-ended questions with an extensive list of alternatives and an Other option. DATA COLLECTION Conducted via an online survey. The online link was distributed via alumni-networks, communities, the Universum Panel, companies and different local and global partners. Group 1 Group 2 Total 80 respondents respondents TARGET GROUPS Young Professionals - Professionals with an academic degree who are 40 years old or younger and have 1-8 years of working experience after completing their studies. Senior Professionals - Professionals with an academic degree who are older than 40 years or have more than 8 years of working experience after completing their studies. Universum Communications 6

7 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PERFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

8 PROFESSIONALS PROFILE TOPICS GENDER AGE ETHNICITY SALARY WORK EXPERIENCE NUMBER OF EMPLOYERS TOP INDUSTRIES TOP REGIONS TOP JOB FUNCTIONS TIME TO FIND FIRST JOB JOB SEARCH THINK ABOUT What characterizes the professionals? Which professionals are within your primary target groups? How do the groups differ from each other? Universum Communications 8

9 PROFESSIONALS PROFILE GENERAL PROFILE Gender 33% women 67% men TOTAL 34% women 66% men Average age Most represented ethnicities Average annual salary 43,6 years White (75%) Indian / Asian (9%) Coloured (5%) Rand 39,2 years White (67%) African / Black (18%) Indian / Asian (6%) Rand Average work experience Average number of employers S 16,1 years 2,8 employers 13,8 years 2,7 employers What is your gender? What is your year of birth? How would you classify your ethnic background? What is your current salary before taxes (including commission and bonus, excluding pension)? How many years have you been working since you concluded your studies? Universum Communications 9 How many employers have you had since you concluded your studies?

10 PROFESSIONALS PROFILE TOP INDUSTRIES Financial services (60%) Insurance (29%) Investment management (5%) Management consulting (1%) Private banking (1%) Telecommunications (1%) TOTAL Engineering consulting (11%) Mining (7%) Healthcare (6%) Education / teaching (6%) Auditing / accounting / taxation (corporate) (5%) Engineering / manufacturing (5%) Government (4%) Financial services (4%) Academic research (3%) Agricultural (3%) Energy / power (3%) Construction (3%) Chemical / petroleum (3%) Aerospace / defense (3%) Accounting (public) (2%) In which industry do you currently work? Universum Communications 10

11 PROFESSIONALS PROFILE TOP REGIONS Gauteng (41%) Western Cape (29%) KwaZulu-Natal (23%) Eastern Cape (4%) Free State (1%) Mpumalanga (1%) North West (1%) TOTAL Gauteng (46%) Western Cape (21%) Eastern Cape (8%) KwaZulu-Natal (8%) Living abroad (5%) Mpumalanga (4%) Free State (3%) North West (2%) Limpopo (2%) Northern Cape (1%) In which region do you currently live? Universum Communications 11

12 PROFESSIONALS PROFILE TOP CURRENT JOB FUNCTIONS Consultant (36%) Finance (13%) Sales / Account Management (12%) Marketing / Communications / Public Relations (5%) Middle Management (5%) Analyst (4%) Customer Services / Customer Relations (4%) Administrative / Operations (3%) Legal (3%) Project Manager (3%) TOTAL Engineer (16%) Upper Management (14%) Consultant (11%) Middle Management (11%) Project Manager (8%) Finance (6%) Researcher / Developer (5%) Administrative / Operations (4%) Analyst (3%) Legal (2%) Which of the below best matches your current job function? Universum Communications 12

13 PROFESSIONALS PROFILE TIME TO FIND FIRST JOB I had already secured employment before completing my studies 63% 63% 0-3 months 19% 21% 3-6 months 6% 10% 6-9 months 3% 9-12 months 3% 2% months 3% 2% More than 18 months 3% 3% Total How long after completing your studies did it take to be employed? Universum Communications 13

14 PROFESSIONALS PROFILE JOB SEARCH I started my own company I was contacted by the company Through contacts Via recruitment agency Through the employer's website Via job advertisement in newspaper / magazine I moved internally Through jobseeker service on Internet Via headhunter Through internship / work experience at the company Through speculative application direct to employer 5% 5% 4% 3% 3% 3% 2% 3% 3% 1% 3% 1% 4% 10% 8% 9% 10% 15% 19% 20% 22% 32% Through my bursary programme 7% Through my dissertation / thesis 0% Via a staffing company Via university / technikon (Graduate recruitment / experiential learning) Other 0% 1% 4% 4% Total How did you find your current job? Universum Communications 14

15 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PERFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

16 ATTRACTIVENESS TOPICS CONSIDERED EMPLOYER RANKING IDEAL EMPLOYER RANKING POTENTIAL APPLICANTS RANKING THINK ABOUT How do the groups differ? How can you improve your position? What actions can be taken? Do you need to improve your visibility or focus on building a stronger Employer Brand? Have you set achievable goals for next year? Universum Communications 16

17 ATTRACTIVENESS THE UNIVERSUM RANKINGS UNIVERSUM S OFFICIAL RANKINGS FULL COMPANY LIST (130 employers within each main field of study) CONSIDERED EMPLOYER RANKING (as many as applicable) IDEAL EMPLOYER RANKING (maximum 5 employers) POTENTIAL APPLICANT'S RANKING (Yes, I have or will apply) Below is a list of employers. Which of these employers would you consider working for? Please select five employers from the list below for which you would most like to work - your five Ideal Employers. Have you or will you apply to these companies? Universum Communications 17

18 ATTRACTIVENESS TOP 15 CONSIDERED EMPLOYER RANKING 3 1. Allan Gray (47,14%) 2. Investec (35,71%) 3. Coronation Fund Managers (28,57%) 4. Discovery (22,86%) 4. Rand Merchant Bank (22,86%) 6. Momentum (21,43%) 7. Alexander Forbes (17,14%) 7. JSE (17,14%) 7. Liberty Life (17,14%) 10. HSBC South Africa (15,71%) 10. Old Mutual (15,71%) 12. BMW South Africa (14,29%) 12. First National Bank (14,29%) 12. KPMG (14,29%) 12. Nedbank (14,29%) TOTAL 1. Sasol (19,32%) 2. South African Breweries (18,00%) 3. BHP Billiton (17,05%) 4. Anglo American (15,39%) 5. BMW South Africa (14,78%) 6. CSIR (14,69%) 7. Google (14,32%) 8. Coca-Cola South Africa (14,02%) 9. Eskom (13,27%) 10. Investec (13,13%) 11. Mercedes-Benz South Africa (12,86%) 12. De Beers (12,54%) 13. Woolworths (12,03%) 14. Anglo Platinum (11,39%) 15. Volkswagen South Africa (10,83%) Below is a list of employers. Which of these would you considered working for? Universum Communications 18

19 ATTRACTIVENESS TOP 10 IDEAL EMPLOYER RANKING 3 1. Allan Gray (32,84%) 2. Coronation Fund Managers (20,90%) 2. Investec (20,90%) 4. Discovery (14,93%) 5. Rand Merchant Bank (13,43%) 6. Alexander Forbes (11,94%) 6. Old Mutual (11,94%) 8. Liberty Life (8,96%) 9. Coca-Cola South Africa (7,46%) 9. HSBC South Africa (7,46%) TOTAL 1. Sasol (10,37%) 2. Google (9,27%) 3. South African Breweries (8,94%) 4. BHP Billiton (8,58%) 5. CSIR (8,39%) 6. Eskom (7,78%) 7. Anglo American (7,39%) 8. BMW South Africa (6,75%) 9. Investec (6,25%) 10. Woolworths (5,84%) Please select five employers from the list below for which you would most like to work - your five Ideal Employers. Universum Communications 19

20 ATTRACTIVENESS TOP 5 IDEAL EMPLOYER RANKING HISTORICAL COMPARISON 3 Employer Rank 2012 Rank 2011 Allan Gray 1 1 Coronation Fund Managers 2 3 Investec 2 2 Discovery 4 5 Rand Merchant Bank 5 7 TOTAL Employer Rank 2012 Rank 2011 Sasol 1 4 Google 2 3 South African Breweries 3 1 BHP Billiton 4 2 CSIR 5 5 Please select five employers from the list below for which you would most like to work - your five Ideal Employers. Universum Communications 20

21 ATTRACTIVENESS TOP 10 POTENTIAL APPLICANTS RANKING 3 1. Allan Gray (10,53%) 1. Investec (10,53%) 3. Discovery (7,89%) 3. Old Mutual (7,89%) 5. KPMG (5,26%) 5. Momentum (5,26%) 5. Rand Merchant Bank (5,26%) 5. Sanlam (5,26%) 9. Alexander Forbes (2,63%) 9. Auditor-General (2,63%) TOTAL 1. Sasol (4,45%) 2. Eskom (4,28%) 3. BHP Billiton (3,06%) 4. South African Breweries (2,97%) 5. CSIR (2,66%) 6. Anglo American (2,27%) 7. Transnet (2,14%) 8. BMW South Africa (1,98%) 9. Unilever (1,82%) 10. Coca-Cola South Africa (1,75%) Have you or will you apply to these employers? Universum Communications 21

22 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PERFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

23 PROFESSIONALS PREFERENCES & LOYALTY TOPICS CAREER GOALS PREFERRED INDUSTRIES PREFERRED JOB FUNCTIONS SALARY COMPENSATION PACKAGE SATISFACTION WITH CURRENT EMPLOYER INTEREST IN CHANGING EMPLOYER APPLIED FOR ANOTHER JOB THINK ABOUT What are professionals career goals? Can you provide them with the opportunity to achieve these goals? How interested are professionals in changing employer? What do professionals want in their compensation package and how does this compare to what they actually have? Have they applied for another job? Internally or externally? Universum Communications 23

24 PROFESSIONALS PREFERENCES & LOYALTY CAREER GOALS 4 To have work / life balance 46% 49% To be competitively or intellectually challenged To be a leader or manager of people 35% 34% 37% 41% To be autonomous or independent To be entrepreneurial or creative / innovative To be secure or stable in my job To be a technical or functional expert To be dedicated to a cause or to feel that I am serving a greater good 22% 29% 26% 24% 28% 20% 19% 23% 34% 34% To have an international career 8% 17% Total Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives Universum Communications 24

25 PROFESSIONALS PREFERENCES & LOYALTY PREFERRED INDUSTRIES TOP 15 4 Financial services Investment management Insurance Management consulting Education / teaching Hotel / restaurant / tourism / hospitality Investment banking Marketing / advertising Private equity Retail banking Environmental / conservation Real estate Academic research Airline / travel Entertainment / media / public relations 7% 3% 1% 14% 8% 8% 9% 5% 4% 5% 3% 5% 3% 5% 2% 5% 1% 4% 6% 4% 2% 3% 12% 3% 2% 3% 3% 19% 25% 58% Total In which industries would you ideally like to work? Please select a maximum of three alternatives Universum Communications 25

26 PROFESSIONALS PREFERENCES & LOYALTY PREFERRED JOB FUNCTIONS TOP 15 4 Consultant 23% 32% Upper Management 23% 32% Middle Management 10% 14% Finance 8% 12% Marketing / Communications / Public Relations 4% 12% Project Manager 12% 21% Analyst 7% 10% Sales / Account Management 1% 9% Legal 3% 5% Administrative / Operations 4% 3% Customer Services / Customer Relations 2% 4% Researcher / Developer 3% 14% Buyer / Planner 1% Engineer Human Resources / Recruitment 2% 16% Total In your next job, which role would you ideally like to work in? Please select a maximum of three alternatives Universum Communications 26

27 PROFESSIONALS PREFERENCES & LOYALTY EXPECTED ANNUAL SALARY % Rand Total % Rand If you were to change jobs today, what salary before taxes (including commission and bonus, excluding other benefits) would you ask for? Universum Communications 27

28 PROFESSIONALS PREFERENCES & LOYALTY CURRENT COMPENSATION PACKAGE TOP 15 4 Performance-related bonus 38% 42% Flexi-time 25% 22% Private health insurance (medical aid) 23% 35% Profit-sharing 10% 21% Shares / options 16% 12% Skills development 13% 21% Increased pension benefits 12% 17% Extra holidays 10% 9% 13th cheque 9% 39% Paid external higher education (e.g. MBA) 9% 9% Access to career coach / mentor 5% 9% Parental benefits (e.g. supplement to maternity / paternity pay) 4% 5% Company car 3% 10% Housing subsidy Overtime pay 3% 3% 10% 13% Total Apart from base salary, which of the following benefits are included in your compensation package? Please select as many alternatives as are applicable. Universum Communications 28

29 PROFESSIONALS PREFERENCES & LOYALTY PREFERRED COMPENSATION PACKAGE TOP 15 4 Shares / options 26% 35% Profit-sharing 22% 33% Performance-related bonus 32% 31% Increased pension benefits 19% 23% 13th cheque 18% 28% Private health insurance (medical aid) 16% 18% Flexi-time 14% 21% Paid external higher education (e.g. MBA) 12% 13% Access to career coach / mentor 6% 9% Fitness benefits (e.g. gym membership) 5% 9% Extra holidays 7% 14% Company car 5% 14% Housing subsidy 4% 14% Skills development Household-related benefits (e.g. dry-cleaning) 4% 2% 1% 11% Total Regardless of what is included in your current package, which of the following would you most prefer as part of your compensation package, apart from base salary? Please select a maximum of three alternatives Universum Communications 29

30 PROFESSIONALS PREFERENCES & LOYALTY PREFERRED VS. CURRENT COMPENSATION PACKAGE TOP 15 Shares / options Profit-sharing Performance-related bonus Increased pension benefits 13th cheque Private health insurance (medical aid) Flexi-time Paid external higher education (e.g. MBA) Access to career coach / mentor Fitness benefits (e.g. gym membership) Extra holidays Company car Housing subsidy Skills development Household-related benefits (e.g. dry-cleaning) S 1% 5% 3% 4% 3% 2% 4% 5% 7% 9% 14% 12% 9% 9% 9% 12% 10% 13% 16% 16% 18% 21% 23% 23% 25% 4 Apart from base salary, which of the following benefits are included in your compensation package? Please select as many alternatives as are applicable. Regardless of what is included in your current package, which of the following would you most prefer as part of your compensation package, apart from base salary? Please select a maximum of three alternatives Universum Communications 30 32% 33% 35% 42% Preferred compensation package Current compensation package

31 PROFESSIONALS PREFERENCES & LOYALTY PREFERRED VS. CURRENT COMPENSATION PACKAGE TOP 15 TOTAL Performance-related bonus 13th cheque Shares / options Profit-sharing Flexi-time Increased pension benefits Private health insurance (medical aid) Company car Extra holidays Housing subsidy Paid external higher education (e.g. MBA) Skills development Overtime pay Access to career coach / mentor Fitness benefits (e.g. gym membership) S 6% 9% 5% 5% 10% 12% 14% 10% 9% 9% 11% 11% 10% 14% 14% 13% 13% 19% 17% 18% 22% 21% 22% 21% 26% 28% 4 Apart from base salary, which of the following benefits are included in your compensation package? Please select as many alternatives as are applicable. Regardless of what is included in your current package, which of the following would you most prefer as part of your compensation package, apart from base salary? Please select a maximum of three alternatives Universum Communications 31 31% 35% 38% 39% Preferred compensation package Current compensation package

32 PROFESSIONALS PREFERENCES & LOYALTY SATISFACTION WITH CURRENT EMPLOYER 10 13% 26% % 14% 21% 27% 7,7 7 9% 19% TOTAL 6 5 3% 9% 10% 11% 6, % 6% 6% 4% 5% 3% 1 1% 2% Total How satisfied are you with your current employer? Scale: 1 = Very dissatisfied and 10 = Very satisfied Universum Communications 32

33 PROFESSIONALS PREFERENCES & LOYALTY INTEREST IN CHANGING EMPLOYER 11% 3% 6% 3% 59% 18% Total 18% 10% 11% 14% 36% 12% Yes, within 6 months Yes, within 1 year Yes, within 1-2 years Yes, within 2-4 years No Don t know Are you interested in changing employer? Universum Communications 33

34 PROFESSIONALS PREFERENCES & LOYALTY APPLIED FOR ANOTHER JOB 4% Yes, internally with current employer 12% 15% Yes, externally with other employer 26% Yes, and I switched to my current job within the past 12 months 5% 9% 76% No 60% Total Have you applied for a new job in the past 12 months? Universum Communications 34

35 PROFESSIONALS PREFERENCES & LOYALTY REASONS FOR APPLYING FOR A NEW JOB 4 I wanted to create better development opportunities I wanted a higher salary I wanted greater scope to influence my work I wanted to try something new I was dissatisfied with the corporate culture I wanted the opportunity for an international career I was dissatisfied with my immediate boss I moved / wanted to move geographically I was dissatisfied with the overall management I was made redundant I wanted to see if there was any interest in me on the labour market I was dissatisfied with the working hours 41% 37% 31% 21% 30% 21% 21% 16% 15% 16% 15% 11% 15% 11% 25% 11% 4% 5% 13% 5% 7% 53% 53% 63% My workplace was shut down Other 2% 5% 9% Total Why did you apply for a new job? Please select as many alternatives as applicable Universum Communications 35

36 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PERFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

37 THE DRIVERS OF EMPLOYER ATTRACTIVENESS TOPICS RELATIVE IMPORTANCE OF THE DRIVERS OF EMPLOYER ATTRACTIVENESS ATTRACTIVENESS OF THE ATTRIBUTES WITHIN EACH DRIVER: EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS PEOPLE & CULTURE REMUNERATION & ADVANCEMENT OPPORTUNITIES THINK ABOUT Compare your current employer brand and employer value proposition with the survey results. Are the aspects on which you focus important and attractive to professionals? Or are you wasting time and money communicating something that is not relevant for them? Are there attributes that are attractive to professionals on which you can deliver? Should these be included in your external Communication preferences? As in any branding effort, keep in mind that preferences and goals vary greatly among different sub-segments. Universum Communications 37

38 THE DRIVERS OF EMPLOYER ATTRACTIVENESS THE DRIVERS OF EMPLOYER ATTRACTIVENESS EMPLOYER REPUTATION & IMAGE The attributes of the employer as an organisation Attractive / exciting products and services Corporate Social Responsibility Environmental sustainability Ethical standards Fast-growing / entrepreneurial Financial strength Innovation Inspiring top management Market success Prestige JOB CHARACTERISTICS The contents and demands of the job, including the learning opportunities provided by the job A variety of assignments Challenging work Client interaction Control over my working hours Flexible working conditions High levels of responsibility Opportunities for international travel / relocation Professional training and development Secure employment Team oriented work PEOPLE & CULTURE The social environment and attributes of the work place Enables me to maintain personal interests Has a culture that celebrates diverse / multicultural employees Leaders who will support my development Offers a creative and dynamic work environment Offers a friendly work environment Offers interaction with international clients and colleagues Recognises performance (meritocracy) Recruits only the best talent Respects its people Support for gender equality REMUNERATION & ADVANCEMENT OPPORTUNITIES The monetary compensation and other benefits, now and in the future Clear path for advancement Competitive base salary Competitive benefits Good possibilities for rapid promotion Good prospects for high future earnings Good reference for future career Leadership opportunities Overtime pay Performance-related bonus Sponsorship of future education! The framework is developed together with professor Paula Caligiuri, Director of the Center for HR Strategy at Rutgers University. It is based on specific research within HR, as well as focus groups and general Communication Universum Communications preferences with both our clients and professionals. 38

39 THE DRIVERS OF EMPLOYER ATTRACTIVENESS THE DRIVERS OF EMPLOYER ATTRACTIVENESS 5 EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS PEOPLE & CULTURE REMUNERATION & ADVANCEMENT OPPORTUNITIES Universum Communications 39

40 THE DRIVERS OF EMPLOYER ATTRACTIVENESS RELATIVE IMPORTANCE OF EACH DRIVER 5 Total 22% 21% 33% 31% 23% 27% 22% 22% EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS PEOPLE & CULTURE REMUNERATION & ADVANCEMENT OPPORTUNITIES How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance Universum Communications 40

41 THE DRIVERS OF EMPLOYER ATTRACTIVENESS EMPLOYER REPUTATION & IMAGE 5 Ethical standards 38% 50% EMPLOYER REPUTATION & IMAGE Innovation 36% 46% Attractive / exciting products and services 25% 37% Financial strength Market success 28% 28% 30% 43% Inspiring top management Prestige Fast-growing / entrepreneurial Environmental sustainability 20% 20% 18% 19% 20% 17% 17% 32% Corporate Social Responsibility 13% 16% Total Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives Universum Communications 41

42 THE DRIVERS OF EMPLOYER ATTRACTIVENESS JOB CHARACTERISTICS Professional training and development 39% 51% JOB CHARACTERISTICS Flexible working conditions Challenging work Secure employment High levels of responsibility 31% 34% 34% 36% 30% 29% 43% 45% Client interaction 11% 19% Opportunities for international travel / relocation A variety of assignments Control over my working hours 19% 17% 17% 25% 25% 23% Team oriented work 11% 15% Total Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives Universum Communications 42

43 THE DRIVERS OF EMPLOYER ATTRACTIVENESS PEOPLE & CULTURE 5 Offers a creative and dynamic work environment 47% 59% PEOPLE & CULTURE Respects its people Recognises performance (meritocracy) Leaders who will support my development 34% 34% 37% 45% 49% 52% Offers a friendly work environment Recruits only the best talent 25% 27% 21% 23% Enables me to maintain personal interests Offers interaction with international clients and colleagues 16% 16% 23% 26% Support for gender equality 6% 8% Has a culture that celebrates diverse / multicultural employees 5% 10% Total Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives Universum Communications 43

44 THE DRIVERS OF EMPLOYER ATTRACTIVENESS REMUNERATION & ADVANCEMENT OPPORTUNITIES Good prospects for high future earnings 33% 57% REMUNERATION & ADVANCEMENT OPPORTUNITIES Competitive base salary Performance-related bonus Leadership opportunities 37% 37% 34% 33% 37% 45% Clear path for advancement Competitive benefits Good reference for future career Good possibilities for rapid promotion 16% 16% 18% 29% 27% 29% 29% 27% Sponsorship of future education 10% 18% Overtime pay 6% Total Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives Universum Communications 44

45 THE DRIVERS OF EMPLOYER ATTRACTIVENESS TOP FINDINGS OVERALL MOST ATTRACTIVE ATTRIBUTES TOP 5 1. Good prospects for high future earnings (Remuneration & Advancement Opportunities) 2. Performance-related bonus (Remuneration & Advancement Opportunities) 3. Offers a creative and dynamic work environment (People & Culture) 4. Competitive base salary (Remuneration & Advancement Opportunities) 5. Competitive benefits (Remuneration & Advancement Opportunities) TOTAL 1. Competitive base salary (Remuneration & Advancement Opportunities) 2. Challenging work (Job Characteristics) 3. Performance-related bonus (Remuneration & Advancement Opportunities) 4. Good prospects for high future earnings (Remuneration & Advancement Opportunities) 5. Leadership opportunities (Remuneration & Advancement Opportunities)! PLEASE NOTE: This analysis refers to the attractiveness of each of the 40 attributes in relation to how important the professionals think its driver is. The analysis gives a summarised 360 degree view of the factors influencing Universum Communications employer attractiveness. 45

46 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PREFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

47 COMMUNICATION PREFERENCES TOPICS PREFERRED & ACTUAL COMMUNICATION CHANNELS PUBLICATIONS & WEBSITES SOCIAL NETWORKS / COMMUNITIES THINK ABOUT Which communications channels prefer professionals to learn about future employers and which ones are the already using? Are you using the right channels to reach your target group? Can you improve the use of your communication budget? Universum Communications 47

48 COMMUNICATION PREFERENCES PREFERRED COMMUNICATION CHANNELS TOP 15 Company websites Acquaintances employed by the company / organisation How would you prefer to gather information about potential employers? Please select a maximum of three alternatives Career websites Online professional networks / communities Articles in trade magazines Friends and family Advertisements in print media Articles in newspapers Company recruitment brochures Alumni services at your former university Through my university during my studies Advertisements in trade magazines Advertisements on the Internet Former fellow students Online social networks / communities 17% 11% 13% 18% 12% 8% 12% 15% 12% 11% 8% 8% 8% 9% 7% 4% 7% 12% 7% 9% 7% 9% 33% 30% 33% 30% 30% 27% 43% 39% Total Universum Communications 48

49 COMMUNICATION PREFERENCES ACTUAL COMMUNICATION CHANNELS TOP 15 Acquaintances employed by the company / organisation 32% 40% Company websites 34% 31% Online professional networks / communities 20% 28% Advertisements on TV 15% 27% Articles in newspapers 27% 32% Articles in trade magazines 23% 22% Friends and family 23% 27% Company sponsored events 12% 22% Advertisements in print media 19% 19% Career websites 19% 21% Advertisements in trade magazines 15% 13% Advertisements in newspapers 13% 18% Online social networks / communities 13% 11% Former fellow students Company videos 6% 5% 10% 18% Total What has mainly helped you to form an opinion about these companies as employers? Please select as many alternatives as applicable Universum Communications 49

50 COMMUNICATION PREFERENCES PUBLICATIONS JOBS 3 Sunday Times (Money & Careers) (20%) Rapport (14%) Mail & Guardian (Jobs) (10%) Online industry trade journals (10%) The Star (Workplace) (10%) Beeld (Classified) (7%) Die Burger (Classified) (7%) Job Mail (7%) The Mercury (Workplace) (5%) Cape Times (Classified) (3%) TOTAL Sunday Times (Money & Careers) (33%) Job Mail (18%) Rapport (13%) Online industry trade journals (13%) Mail & Guardian (Jobs) (11%) The Star (Workplace) (10%) Beeld (Classified) (10%) Die Burger (Classified) (9%) City Press (Classified) (7%) Cape Times (Classified) (5%) Which publications do you read to find jobs? Please select as many as applicable Universum Communications 50

51 COMMUNICATION PREFERENCES PUBLICATIONS EMPLOYERS 3 Business Day (32%) Finweek (27%) Financial Mail (20%) Sunday Times (20%) Online Industry Trade Journals (10%) Rapport (10%) The Times (10%) Beeld (8%) Die Burger (8%) The Star (8%) TOTAL Sunday Times (27%) Business Day (17%) Financial Mail (17%) Careers SA (14%) Rapport (12%) Mail & Guardian (12%) Finweek (11%) Beeld (10%) Online Industry Trade Journals (9%) The Star (8%) Which publications do you read to learn about potential future employers? Please select as many as applicable Universum Communications 51

52 COMMUNICATION PREFERENCES WEBSITES 3 careerjunction.co.za (38%) careers24.com (33%) pnet.co.za (22%) Company specific websites (17%) careerweb.co.za (5%) gumtree.co.za (5%) ioljobs.co.za (5%) Newspaper career websites (5%) sajobsonline.co.za (5%) bestjobs.co.za (3%) TOTAL careers24.com (38%) careerjunction.co.za (37%) pnet.co.za (25%) Company specific websites (23%) gumtree.co.za (14%) jobs4u.co.za (12%) Newspaper career websites (10%) bestjobs.co.za (9%) careerweb.co.za (8%) ioljobs.co.za (8%) Which websites do you visit to learn more about potential future employers (including job openings)? Please select as many as applicable Universum Communications 52

53 COMMUNICATION PREFERENCES SOCIAL NETWORKS / COMMUNITIES 3 Facebook.com (71%) Linkedin.com (47%) Google+ (38%) Youtube.com (22%) Twitter.com (17%) Instagram (7%) Blogger.com (2%) TOTAL Facebook.com (62%) Linkedin.com (46%) Google+ (33%) Youtube.com (21%) Twitter.com (19%) Pinterest (3%) Instagram (3%) Plaxo.com (1%) Blogger.com (1%) Flickr.com (1%) Which social networks / communities / tools are you regularly using? Please select as many as applicable Universum Communications 53

54 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PREFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

55 PROFESSIONAL ASSOCIATIONS SATISFACTION - PROFESSIONAL ASSOCIATION 6 Very satisfied 26% 27% Satisfied 40% 48% Neutral 21% 20% Dissatisfied 4% 10% Very dissatisfied 1% 3% Total How satisfied are you overall with your professional association? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) Universum Communications 55

56 PROFESSIONAL ASSOCIATIONS WHY MEMBERSHIP OF A PROFESSIONAL ASSOCIATION? 6 Certification / recognition of experience They help promote the profession Access to information Training / seminars / conferences 44% 48% 46% 47% 40% 67% 71% 76% Networking opportunities 29% 31% Career guidance Advisory services Membership magazine / journal subscription It is compulsory 19% 13% 17% 18% 14% 21% 9% 47% Other 2% 1% Total What are your main reasons for being a member of a Professional Association? Please select as many alternatives as applicable Universum Communications 56

57 PROFESSIONAL ASSOCIATIONS FINANCIAL PLANNING 6 20% 80% Yes No Are you currently practising financial planning? Please select as many alternatives as applicable Universum Communications 57

58 1. METHODOLOGY & TARGET GROUPS 2. PROFESSIONALS PROFILE 3. ATTRACTIVENESS 4. PROFESSIONALS PREFERENCES & LOYALTY 5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS 6. COMMUNICATION PREFERENCES 7. PROFESSIONAL ASSOCIATION 8. APPENDIX

59 APPENDIX HIGHEST ACADEMIC DEGREE Postgraduate Diploma 5% 48% Honours 18% 17% Certificate 1% 9% Bachelors Degree (i.e. B Eng, B Com, B Sc, BA) MBA 5% 4% 8% 26% Masters (non-mba) National Diploma 4% 4% 7% 17% CA(SA) 1% 12% Bacc. Technologiae (Btech) PhD 5% 5% Total What is your highest academic degree? Universum Communications 59

60 APPENDIX EDUCATIONAL INSTITUTIONS (1/2) University Total Cape Peninsula University of Technology 0,00% 1,85% Central University of Technology, Free State 0,00% 0,69% Durban University of Technology 0,00% 1,62% Mangosuthu University of Technology 0,00% 0,45% Nelson Mandela Metropolitan University 3,75% 6,71% North West University 2,50% 2,15% Rhodes University 1,25% 0,96% Tshwane University of Technology 0,00% 2,60% University of Cape Town 1,25% 4,90% University of Fort Hare 0,00% 0,25% University of Johannesburg 6,25% 5,56% University of KwaZulu-Natal 11,25% 6,33% Which educational institution did you attend? Universum Communications 60

61 APPENDIX EDUCATIONAL INSTITUTIONS (2/2) University Total University of Limpopo 0,00% 0,38% University of Pretoria 2,50% 26,79% University of South Africa (Unisa) 12,50% 4,03% University of Stellenbosch 11,25% 20,43% University of the Free State 30,00% 2,74% University of the Western Cape 1,25% 0,31% University of the Witwatersrand 3,75% 5,37% University of Venda 0,00% 0,13% University of Zululand 0,00% 0,15% Vaal University of Technology 0,00% 1,22% Walter Sisulu University for Technology & Science 0,00% 0,40% Other 12,50% 3,96% Which educational institution did you attend? Universum Communications 61

62 APPENDIX FIELD PERIOD 2013 INCREASE RESPONSE RATE Survey Specific specific Prize Social Media Button on website Social media ads Which educational institution did you attend? Universum Communications 62

63 ARE YOU READY TO DIG DEEPER INTO THE WORLD OF EMPLOYER BRANDING? THANK YOU!