2. Expectations of employers among starters Prepared for: GO By: Synovate Censydiam Date: 22 June 2009

3. Agenda Introduction Expectations regarding the ideal employer Motivational strategies of starters How can I target the right starters? Most attractive sectors and employers Starters and economic crisis Conclusions

4. Introduction

5. 4 Background 5th edition 5th Expectations regarding ideal employer Image of 61 potential employers (list determined by Roularta) Applying Themes (crisis, globalisation) Collaboration between Roularta Media and Synovate Censydiam N= 882 Starters: Students (two last years) and young professionals (max. 2 years) Higher educated (bachelor or master)

6. 5 Background Online Self completion 15 minutes If relevant, comparison with previous measurement Period end April- early May Mailing to database of GO, 4UCampus, Knack and Le Vif Link on GO website Link in Connections newsletter

7. 6 Employers in the study

8. 7 Sample description *of which 34.9% IT people; ** of which 4.8% legal assistant Data was weighted to allow comparability with previous measurements

9. Expectations regarding ideal employer

10. 9 Description of ideal employer = Properties that all young starters value in their future employer Description of ideal using 2 criteria Personality: 16 personality traits Attributes: 23 properties related to employers

11. 10 Base: Total sample Important personality attributes of ideal employer

12. 11 Important personality attributes of ideal employer Comparison with 2008 x x Higher ranking compared to 2008 Lower ranking compared to 2008 Base: Total sample

13. 12 Base: Total sample Important attributes of ideal employer

14. 13 x New item x x Higher ranking compared to 2008 Lower ranking compared to 2008 Base: Total sample Important attributes of ideal employer Comparison with 2008

15. Motivational strategies of starters

16. 15 Different motivational strategies of “starters” = Not all starters have the same expectations regarding their ideal employer Combination of qualitative and quantitative insights 4 different strategies vis-a-vis an employer Challengers Social Networkers Security Seekers Career Makers Censydiam methodology

17. 16 People deal with this insecurity in different ways. Fundamental meaning of being a “starter” = Feelings and emotions all starters experience at the start of their professional career/have experienced during the first years of their career However, this transition/phase entails a lot of tension and insecurity. Start of a new phase in life. Student life ends and life as a working adult begins for those who have ended their studies/working life is a fact for those who are professionally active

18. 17 INTEGRATION, SOCIAL CONFORMISM UNINHIBITED AFFIRMATION CONTROLLED Building the Censydiam frame of reference 2 dimensions to deal with this insecurity Individual Social New phase in life entailing deep feelings of insecurity Release Suppress Self Other

19. 18 UNINHIBITED CONTROLLED CHALLENGERS: 45.9% SOCIAL NETWORKERS: 23.9% CAREER MAKERS: 5.7% SECURITY SEEKERS: 24.5% Motivational strategies of “starters” AFFIRMATION INTEGRATION, SOCIAL CONFORMISM New phase in life entailing deep feelings of insecurity

20. 19 Basic motivation? Being a starter is an exciting challenge: -Exploring and expanding your own boundaries and possibilities. It’s about personal enrichment, progress. -Beginning of independence (financially and emotionally). Expectations of first job? Job satisfaction through variation in assignments that are not too straightforward. They want to be creative. Getting to know new people, speaking foreign languages, travelling around the world, putting theory into practice Like to work independently Company identity? Stimulation of self-actualisation within company, e.g. through training Dynamic and young atmosphere Innovative company International (possibility to travel) Challengers (46%)

21. 20 Differentiating item (index >110) Top 5% Differentiating

22. 21 Basic motivation? Being a starter is: -A natural part of life. They are open to the whole experience. -Possibility to build a new social network. They enjoy being in a group with new people. Expectations of first job? Like to work in a team to get acquainted with colleagues. Possibility to grow but without pressure Company identity? No rigid hierarchy, informal atmosphere Extraprofessional activities (team building) Open communication between all levels Flexibility vis-a-vis personal life Reasonable size: allowing the possibility for networking and team building Social Networkers (24%)

23. 22 Differentiating item (index >110)

24. 23 Basic motivation? Being a starter is saying goodbye to the securities of a previous stage in life: -Nostalgia for carefree student life -Reserved and careful approach to first job. Slow exploration of professional life. -After a while, a steady job offers stability and security Expectations of first job? Not too stressful, no unexpected situations More typical, well defined assignments Not too much responsibility in first phase Good work/life balance Company identity? Not too competitive Egalitarian structure but with clear leadership Reasonable size: removing the focus away from the individual Security Seekers (25%)

25. 24 Differentiating item (index >110)

26. 25 Basic motivation? Being a starter is the starting point of a very promising career: -100% commitment. The want recognition for their capabilities. -Clear vision of future. They know what position, what sector. Education was chosen from this perspective. - Recognition and material compensation give social status. Expectations of first job? Job to prove themselves. Expand responsibilities and grow with the company They want to be acknowledged. They are not a number. Company identity? Company with a future Hierarchical structure with competent leaders Professional Possibility to achieve status through company image and the offered compensation Allowing manifestation of personal competences Career Makers (6%)

27. 26 Differentiating item (index >110)

28. 27 = Significant increase Sizes of the motivational strategies Comparison with 2008

29. How can I target the right starters?

30. 29 How can I target the right starters? 2 possible routes Route 2 Target starters with a specific motivation regarding an employer Route 1 Target an educational profile by addressing his/her motivation regarding an employer

31. 30 Route 1: target an educational profile by addressing the motivation regarding an employer Example: Economist Step 1: Respect the basics Reliable and stable Innovative and dynamic Interesting salary Pleasant atmosphere Challenging job content Step 3: Customise your message by focusing on Challengers and Careermakers in terms of Personality Company attributes/offer Communication channels Step 2: Identify differentiating motivations of economist Challengers and Career Makers

32. 31 Step 3: Customise your message for economists Personality Powerful Prestigious Unique Innovative Creative Channels Traditional media (internet, print media) but also social media If social media: Netlog, Twitter, LinkedIn Company attributes/offer Interesting salary You can take responsibility International career possibilities Challenging job content but also focus on sector Learning on the job Appealing corporate culture Strong enterprising spirit Has attractive products/services

33. 32 Step 3: Customise your message for economists

34. 33 Step 1: Respect the basics Reliable and stable Innovative and dynamic Interesting salary Pleasant atmosphere Challenging job content Step 2: Customise your message by focusing on Security Seekers in terms of Personality Company attributes/offer Communication channels Route 2: target starter with a specific motivation regarding an employer Example: Security Seekers

35. 34 Personality Stable Reliable Informal, familiar Caring Altruistic Channels Traditional media (internet, print media) If social media: Netlog, Twitter Company attributes/offer A position that suits me Values its staff Learning on the job Offers guidance, coaching Fixed working hours Easy work-home commute Offers a balance between work and private life Step 3: Customise your message for Security Seekers

36. 35 Step 3: Customise your message for Security Seekers

37. Most attractive sectors and employers

38. 37 Most attractive sectors Base: Total sample

39. 38 Base: Total sample x x Higher ranking compared to 2008 Lower ranking compared to 2008 Most attractive sectors Comparison with 2008

40. 39 Most attractive employers (open list, spontaneous) Base: Total sample

41. 40 Most attractive employers (open list, spontaneous) Comparison with 2008 Overall decrease of banks in ranking. Base: Total sample

42. Starters and crisis

43. 42 “The economic crisis makes it difficult to find a job” 58% 21% Base: Total sample

44. 43 “The economic crisis is threatening my chances of employment” 37% 36% Base: Total sample

45. 44 “I am prepared to work less hours so less people get fired” 33% 34% Base: Total sample

46. 45 “I am prepared to work for a lower salary so less people get fired” 21% 47% Base: Total sample

47. 46 “Because of the economic crisis I am prepared to work more hours for the same or a lower salary” 20% 48% Base: Total sample

48. 47 “Globalisation is threatening our jobs because production units are moving to low wage countries ” Base: Total sample 41% 26%

49. Conclusions

50. 49 Conclusions Not all starters are the same! They have different motivations concerning their first job: Challengers Security Seekers Social Networkers Career Makers Next to that, tell them that: You have an interesting salary to offer You have a position that suits them with a challenging job content and possibility to grow However, there are basic personlity items you need to respect: Convince them you are a reliable and stable company Show you are dynamic and innovative but in a friendly manner An ideal approach takes into account the basics in combination with motivational drivers

51. 50 Conclusions In general we see that there are more Security Seekers and Challengers compared to last year. There are less Social Networkers and Career Makers. Most attaractive employer is the governement. The most attractive sectors are: Science and research Media ICT Education and training Energy and environment

52. 51 Conclusions The crisis has some impact: 58% finds it difficult to find a job Globalisation does have an impact: 41% believes globalisation is threathening their job However, starters are not really prepared to change their attitude: 33% is prepared to work less so less people get fired but 34% is not prepared to do so 47% is not prepared to work for a lower salary 48% is not prepared to work more hours for same salary

53. 52 Thank you for your attention! Any questions?