3 Global Randstad Award 2015
capturing the views of over 225,000 people
• the largest• long history• no cost for companies to participate, no self selection• based on views of the outside world, not own employees• criteria to win are totally transparent• participants can’t manipulate results
Why is the Randstad Award unique?
• independent employer branding research globally, capturing the views of over 225,000 people
• based on the perceptions of the country’s largest employers ranked by their number of employees (> 1,000 employees in small countries)
• research compiled by ICMA Group, independent research company
What is the Randstad Award?
5 Global Randstad Award 2015
Randstad Award 2015 covering 75% of the global economy and the views of over 225,000 people
Australia China Hungary Luxembourg Russia SwedenArgentina France India Netherlands Singapore UKBelgium Germany Italy New Zealand Spain USACanada Hong Kong Japan Poland Switzerland
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• salary and employee benefits
• career progression• work atmosphere• long-term job security • work-life balance • financial health• job content• training• management• environment and society
(CSR)
(strongly) agree(strongly) disagree
543214. how do you rate this company on 10 specific drivers of choice?
(definitely) yes(definitely) no
543213. based on your perception of this company, would you like to work for it?
respondents select companies they know from a random list of 30 companies per respondent
2. which of the following companies do you know?
respondents rank their top 5 attributes, in order of most to least important, from a list of 17 choices1. what attributes are important to you when choosing to work for a company?
Randstad Award – survey design
8 Global Randstad Award 2015
employer brand attractiveness: based on percentage of talent that would like to work for the employer
employer brand attractiveness: 2015
CanadaChinaFrance
GermanyHong KongHungary
India
ArgentinaAustralia
global
Belgium
Italy
employer brand attractiveness
JapanLuxembourgNetherlands
New ZealandPolandRussia
Spain
SwedenSwitzerlandUK
Singapore
USA
36%63%34%
32%36%34%
65%
48%32%
39%
32%
53%
24%38%
51%42%
47%27%37%
26%
31%31%
31%43%
employer brand attractiveness2015 2015trend vs.
2014trend vs.
2014
1%2%-1%
-1%2%2%
0%
4%
0%
1%
1%
7%
-1%
-1%2%1%
1%2%1%
-2%
6%4%
-1%
-1%
and trend vs 2014
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divergent trends in employer brand attractiveness reflect continued but hesitant economic recovery
worldwide positive trend in employer brand attractiveness slows down in 2015 (up 1% vs. 2014)
• steep increase in 4 countries: Italy, Luxembourg, Netherlands and Argentina (4 to 7%)
• very small increase in 10 out of 23 countries (1 to 2%) and stable in India and Australia
• 1% down in 6 countries: France, Poland, UK, Germany, New Zealand and USA and 2% down in Japan
employer brand attractiveness: based on percentage of talent that would like to work for the employer
34%38% 39%20132014 2015
39% worldwide would like to work for one or more of the largest employers in their country
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Different scores in formal and informal economies
India:
Switzerland:
Germany:
65%
37%
32%
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Differences between south and north
Spain: 47%
France: 34%
Belgium: 32%
Netherlands: 31%
Sweden: 27%
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Differences between south and north
Argentina: 48%
USA: 43%
Canada: 36%
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The global worker : workers all over the world have remarkable similar needs concerning their drivers to choose an employer
what is the most important criterion to you when choosing an employer?what is your top 5 of most important criteria when choosing an employer?
criteria global most important global top 5 2015 2014
salary & employee benefits 6322 67%54%50%42%38%38%37%32%29%24%18%16%15%11%11%11%10%
long-term job security 5214
pleasant working atmosphere 488
good work-life balance 428
career progression opportunities 386
financially healthy 378
interesting job content 368
conveniently located 325
offers flexible working arrangements 294
good training 243
strong management 193
strong image/strong values 163
quality products/services 16
diversity management 12international/global career opportunities 12environmentally & socially aware (CSR) 11
uses latest technologies 11
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Ranking of drivers is rather similar all over the worldOnly small differences between different zones
what drivers make your top 5 when choosing an employer?
0 10 20 30 40 50 60 70 80
salary & employee benefitslong-term job security
pleasant working atmospheregood work-life balance
career progression opportunitiesfinancially healthy
interesting job contentconveniently located
offers flexible working arrangementsgood training
strong managementstrong image/strong values
quality products/servicesdiversity management
international/global career opportunities
environmentally & socially aware (CSR)uses latest technologies
AmericasAPACEurope
15 Global Randstad Award 2015
The global workerGender? Ranking of drivers rather similarOnly small differences
what drivers make your top 5 when choosing an employer?
0 10 20 30 40 50 60 70 80
salary & employee benefitslong-term job security
pleasant working atmospheregood work-life balance
career progression opportunitiesfinancially healthy
interesting job contentconveniently located
offers flexible working arrangementsgood training
strong managementstrong image/strong values
quality products/servicesdiversity management
international/global career opportunities
environmentally & socially aware (CSR)uses latest technologies
menwomen
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drivers attributed to largest employers
1. financial health
3. good training2. strong management
8. pleasant work atmosphere7. long-term job security
5. salary & employee benefits4. career prospects
10. work-life balance
9. corporate social responsibility
6. job content
employers score best on…
the global company: companies worldwide score very similar on drivers of choice
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discrepancy between what talents are looking for, and how employers score on these drivers of choice
drivers attributed to largest employers
most important drivers of choice for potential
talent
1. financial health
3. good training2. strong management
8. pleasant work atmosphere7. long-term job security
1. salary & employee benefits
3. pleasant work atmosphere2. long-term job security
8. strong management7. career prospects
5. financial health4. job content
10. corporate social responsibility
9. good training
5. salary & employee benefits4. career prospects
10. work-life balance
9. corporate social responsibility
6. work-life balance 6. job content
potential employees search…
employers score best on…
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attractiveness: among respondents who know one or more companies operating in a particular sector,percentage who would like to work for the companies within the sectors
2015 2014
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
IT
technology
life sciences
automotive
industrial
consulting
FMCG
financial services
chemical
construction
56.3%
51.6%
51.3%
50.0%
49.9%
49.4%
46.7%
42.8%
42.0%
42.0%
55.5%
46.5%
48.5%
47.3%
45.5%
48.0%
43.9%
40.1%
38.9%
40.1%
IT most attractive sector worldwide(*)
(*)global sectors including approx. 6,000 companies surveyed worldwide
(1)
(5)
(2)
(4)
(6)
(3)
(7)
(9)
(12)
(10)
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top 3 most attractive sectors by country(*)
China
Japan
Hong KongIndia
New Zealand
Australia
Singapore
APAC
Argentina
Canada
USA
1st position 2nd position 3rd position
power, utilities, telecom pharmaceutical-chemical finance
FMCG
transportation & logistics
internet & contents
engin.-constr.-energy
nonelectric, electric, precision machine
property & real estateIT-telecom
education & training
FMCG-durables-retails
professional services
auto & auto-components
IT-telecom
aviation FMCG life sciences
hospitality & recreation transport-logistics engin.-construction
car, truck industry software, IT pharmaceutical
transport-logistics high tech manufacturing motor vehicle & parts
media & IT aerospace & defense consulting, scientific & engineering services
Americas
Russia oil & gas, energy consumer electronics general industry
attractiveness: among respondents who know one or more companies operating in a particular sector,percentage who would like to work for the companies within the sectors
(*) sectors covering largest employers locally within country
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top 3 most attractive sectors by country(*) (continued)
Europe
Belgium
France
Germany
Italy
Netherlands
Spain
UK
international institutionsaeronautics
vehicles
fashion-luxury
healthcare
electronics
automotive-aerospace
pharmaceutical
consumer goods
IT-consulting-telecom
media
high tech industry
pharmaceutical
pharma-life science
media
energy-environment
machine construction
electronics
education
aeronautics
electronic engineering
Sweden pharmaceutical manufacturing food production
Switzerland watchmaking industry informatics-consulting industrial-manufacturing
Hungary services automotive FMCG
Poland power sector automotive materials and fuel
1st position 2nd position 3rd position
attractiveness: among respondents who know one or more companies operating in a particular sector,percentage who would like to work for the companies within the sectors
(*) sectors covering largest employers locally within country
Luxembourg transport-logistics services finance
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top 3 most attractive companies by country
China
Japan
Hong KongIndia
New Zealand
Australia
APAC
Argentina
Canada
USA
Award winner 1st runner up 2nd runner up
Alibaba Group IBM Apple
Kirin Holdings
Cathay Pacific
Suntory Holdings
Ocean Park Corporation
Meiji Holdings
CLPGoogle
Department of Conservation
Microsoft
TVNZ
Sony
New Zealand Customs Service
Virgin ABCDepartment of Immigration & Border Protection
Mercedes Benz IBM Bayer
IBM WestJet Airlines Ltd. Coca-Cola
Microsoft The Walt Disney Company Coca-Cola
Americas
Russia Gazprom Rosneft Samsung
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top 3 most attractive companies by country (continued)attractiveness: among respondents who know the company (minimum 10% name awareness);% that would like to work for the company
Award winner 1st runner up 2nd runner upEurope
France
Germany
Italy
Netherlands
SpainUK
Airbus
BMW
Ferrero
Philips
SonyJohn Lewis
L'OréalAudi
Armani
KLM
SiemensBMW
EDF
Daimler
Coca-Cola
LUMC
Mercedes Benz
British Airways
Sweden IKEA Sveriges Television Volvo
Switzerland Google Patek Philippe Swatch
Hungary Mercedes Benz Audi IBM
Poland KGHM Polska Miedź Zespół Elektrowni PAK Volkswagen
Luxembourg RTL Group Luxair Banque de Luxembourg
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Conclusion: a lot of similarities
global worker
global company
global discrepancyproximity factor
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But also: a lot of differences
National sector & company champions
National attractiveness scores
25 2015 Employer Branding: perception is reality global summary
Is de Beste Werkgever ook de aantrekkelijkste?
26 2015 Employer Branding: perception is reality global summary
Is de Beste Werkgever ook de aantrekkelijkste?
Plaats Wouter Torfs in ranking Randstad Award 2015
27 2015 Employer Branding: perception is reality global summary
Is de Beste Werkgever ook de aantrekkelijkste?
Plaats Wouter Torfs in ranking Randstad Award 2015
56
28 2015 Employer Branding: perception is reality global summary
Winnaars Randstad Award privé
- 2001 IBM- 2002 Janssen Pharmaceutica- 2003 Pfizer- 2004 GlaxoSmithKline- 2005 Bayer- 2006 Janssen Pharmaceutica- 2007 Janssen Pharmaceutica- 2008 Techspace Aero/GlaxoSmithKline- 2009 Jan De Nul- 2010 Jan De Nul- 2011Techspace Aero- 2012 Deme- 2013 Techspace Aero- 2014 GlaxoSmithKline- 2015 Janssen Pharmaceutica
29 Global Randstad Award 2015
Overzichtsslide
Naam label/ keurmerk : Randstad Award
Wie wordt bevraagd en hoe gebeurt de selectie? : Groot publiek, panel
Welke bedrijven mogen meedoen /voorwaarden? : Elk bedrijf met meer dan 1000 werknemers is automatisch geselecteerd. Geen zelfselectie.
Hoe wordt winnaar bepaald? : Op basis van resultaten onderzoek, tot nu toe hoogste relatieve aantrekkelijkheid.
Wie is jury? Groot publiek. 18-65 jaar