Universum Today • We employ approximately 200 people in 12 locations on 5 continents. • The group head office is located in Stockholm, Sweden, the regional head offices are located in Philadelphia (Americas) and Shanghai (Asia). • We serve more than 1 200 clients globally, including the majority of Fortune 100 companies. • We survey over 230 000 students and 80 000 professionals annually in 30 countries. • We publish more than 100 career publications in 10 countries. • We have 10 career sites with 400 000 visitors/month. • We organize 40 events with over 3000 participants in 14 countries. • We publish the world’s foremost journal on Employer Branding, Universum Quarterly.
Agenda Introduktion Employer Branding – varför? Rankingar i Norge över attraktiva arbetsgivare Karriär Preferencer och mål hos 80-talister I Norge Syn på pension och annat hos 80-talisterna 1 2 3 4 5
Employer Branding – Att långsiktigt säkra framtida kompetens
Global Market pricing for talent US Undergraduates – approx 45 000 USD
- Generation I – 80-talisterna •Internationella •Informella •Individuella •Informerade USA – Millennials – born end of 70-ies and 80 -ies Vänner och familj kommer dock först…
Storvulna planer i all ära, men de små sakerna i livet är absolut viktigast; hälsa förstås, men framför allt familj och vänner. Nio av tio ser nära relationer som ett grundrekvisit för en lycklig tillvaro. Se världen 1960 Se världen 2008
En moralisk arbetsgivare – viktig beslutsfaktor Var tredje student på universitetet anser att arbetsgivarens etik och moral är en av de tre viktigaste beslutsfaktorerna när de väljer en framtida attraktiv arbetsgivare!
Copyright Universum 2008 Resultat från undersökningarna och analys 1
Methodology 1 The Questionnaire: • Created with 20 years of experience, extensive research within HR, focus groups and communication with both our clients and professionals • A new framework has been developed – The Drivers of Employer Attractiveness • Global perspective - local insight • Comprised of closed-ended questions with an extensive list of alternatives and an ‘Other’ option The List of employers: Composed through of Universum’s knowledge of each market, evaluations of the last year’s list, extensive market analysis, complemented by information derived from discussions with Professionals & students, organisations and finally professionals’ “write-ins” from last year’s survey. Data collection: Conducted via an on-line survey. The on-line link has been distributed via alumni networks, communities, the Universum Panel, universities and different local and global partners. The Universum Professional Survey - Business: Field period: June 2008 to September 2008 Total number of respondents: 1581(Business) The Universum Student Survey - Business: Field period: January to April 2008 Total number of respondents: 2126 (Business)
Ideal Employer ranking 2008 (1-30) - Business (Students) 3 SURVEY QUESTION: Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Ideal Employer ranking 2008 (31-60) - Business (Students) 3 SURVEY QUESTION: Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Ideal Employer ranking 2008 (1-30) - Business (Young Professionals) 3 SURVEY QUESTION: Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Ideal Employer ranking 2008 (31-60) - Business (Young Professionals) 3 SURVEY QUESTION: Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Preferred industries - Business - Top 20 4 SURVEY QUESTION: In which industries would you ideally like to work? Please select a maximum of three alternatives Business – Young Professionals Marketing/advertising16% Financial services15% Management consulting14% Entertainment/media/public relations9% Corporate auditing/accounting/taxation8% Investment management7% Private equity6% Government/public service6% Investment banking6% Non-profit5% Transportation/distribution/logistics5% Retail/Commercial banking5% Chemical/petroleum5% IT consulting5% Hotel/restaurant/tourism/hospitality5% Telecommunications4% Airline/travel4% Energy/power4% Insurance4% Internet/e-commerce3% Business – Students Marketing/advertising20% Commercial banking19% Financial services18% Management consulting17% Investment management13% Corporate auditing/accounting/taxation11% Entertainment/media/public relations11% Investment banking9% Government/public service8% Non-profit7% Transportation/distribution/logistics7% Private equity6% Hotel/restaurant/tourism/hospitality5% Does not matter5% Private banking4% Public accounting4% Environmental/conservation4% Real estate4% Insurance3% Retail/fashion/apparel3%
Career goals – Business Students and Young Professionals in Norway 4 SURVEY QUESTION: Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
The Drivers of Employer Attractiveness - Top-3 - Business 5 Employer reputation and imageYP Students 1.Good reputation55%51% 2.Attractive/exciting products and services43%44% 3.Inspiring top management34%43% Job characteristics YP Students 1.Challenging work52%47% 2.Professional training and development36%59% 3.A variety of assignments39%42%
Trends - help to understand the target group •CV- builders •Good reputation – both management as well as an employer •Brand Aware very early •Used to make choices •Packaging also important – how you label products and services •Emotions OK – gut feel – willing to pay for it with time or money
5 People and cultureYP Students 1.Has leaders who will support my development59%66% 2.Offers a creative and dynamic work environment48%53% 3.Will enable me to have good work/life balance52%37% Remuneration and advancement opportunitiesYP Students 1.Competitive base salary58%50% 2.Leadership opportunities37%44% 3.Good reference for future career32%44% The Drivers of Employer Attractiveness - Top-3 - Business
Trends - help to understand the target group Mentoring and coaching important Good leadship highly valued Work-life Balance – what does it mean? Technically aware and good at it – want good equipment – phone, pc etc Not afraid to ask about and discuss salaries and benefits Wants to have a dialogue with employer – freedom under guidance
Have they applied for a new job in the past 12 months? – Business (Young Professionals) Key findings •Of these 50 % - 1/3 applied for a job internally and 2/3 externally They have mainly applied for a new job for the following reasons: •Create better development opportunities 63% •Get a higher salary 47% •Try something new 46% •They were dissatisfied with the corporate culture24% •I was dissatisfied with the overall management21%
Hur ser den yngre generationen på pensioner? Copyright Universum 2007 29
Preferred compensation package - Business (Young Professionals) 4 SURVEY QUESTION: Regardless of what is included in your current package, which of the following would you most prefer as a part of your compensation package apart from base salary? Please select a maximum of three alternatives.
Fakta Sverige •Mer än var tredje person i åldern 18-34 pensionssparar i Sverige •31% har ökat sitt pensionssparande senaste året •28% tror att de måste gå i pension när de är 68 år eller äldre för att få ut 75% av sin lön Källa: ”Opinion Pension” av Novis Group 2008
Unions - Sweden (Young Professionals - Business) Omfattas du av någon pensionsplan (ITP/FTP/PA03/KAP-KL) eller har någon annan av arbetsgivaren betald tilläggspension? Har du extra hög lön (jämfört med på andra företag) för att själv kunna betala motsvarande pensionspremier?
Summary and Conclusions As an Employer: Build Loyality – build a brand – high maintenance level Deliver on your promises Communicate who you are – both externally as well as internally As an Insurance company: Build Loyalty – build a brand – high service level Deliver on your promises Communicate what you can offer – both externally as well as internally
Klicka här för att ändra format på bakgrundstexten Nivå två •Nivå tre •Nivå fyra •Nivå fem 35 Copyright Universum 2008 Thank You for listening! Anna Dyhre +46 708 300615 Anna.Dyhre@universum.se