Nuoret ammattilaiset -tutkimuksen tulokset 2010

11 Copyright Universum 2010

Target Group Report

Universum Professional Survey 2010Finnish Edition

Partner Report

All Professionals

Copyright Universum 2010

2

The Universum business

DecideDesired brand position

PlanTheir communication

activities

Act By reaching the talent

market through our

communication solutions

UnderstandTheir image, audience

and competitors

We help employers:

Universum helps companies improve their performance through more successful

recruitment and retention by ensuring improvements to their Employer Brand.

3

Product portfolio

National Student Surveys• 5 continents

• 800 educational institutions

• Over 300,000 respondents

National Professional Surveys• 11 countries

• Over 80,000 respondents

Print*Unique for every country

Web*Unique for every country

• University audits

• Brand tracking and evaluation

• Employer Value Proposition

development

• Communication strategy development

• Communication materials testing

• Custom research

Universum’s employer branding model™

Research EVPCommunication

PlanCommunication

MaterialAction

4

Universum around the world

Universum annually surveys over 300,000 students and 80,000 professionals worldwide through our standardised

research. In addition to this, conduct surveys in several other countries through our consulting projects. The group

head office is located in Stockholm and the regional head offices are located in Philadelphia (America), Cologne

(Europe) and Shanghai (Asia).

5

Content

Methodology and participating professionals

Professionals’ profile

Employer rankings

Professionals’ career and communication preferences

Professionals’ employer preferences

1

2

3

4

5

66


Methodology and participating professionals

1

Universum Professional Survey 2010Partner Report


Target Group Report

7

Methodology1

Field period:June to October 2010

Total number of respondents:3 905

The list of employers:Composed through Universum‟s knowledge of each

market, evaluations of the last year‟s list, extensive

market analysis, complemented by information derived

from discussions with professionals and organisations

and finally “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, companies and both different local and

global partners.

The Questionnaire:

• Created with 20 years of experience, extensive

research within HR, focus groups and communication

with both our clients and professionals.

• Global perspective - local insight.

• Comprised of closed-ended questions with an

extensive list of alternatives and an „Other‟ option.

8

Comparison groups analyzed in this report

Group 2:

Base of the group: Total

Number of respondents: 3 905

Group 1:

Base of the group: Tietotekniikan liitto, TTL

Number of respondents: 40

1




2



Target Group Report

10


Topics:

Factors differentiating the selected target groups:

• General profile

• Educational profile

• Professional profile

Think about:

• What characterizes the professionals?

• Which professionals are within your primary target groups?

• How do the groups differ from each other?

2

11

General profile - Age & Gender

SURVEY QUESTIONS:

• What is your year of birth?

• What is your gender?

Age: Gender:

2

32.633.8

Tietotekniikan liitto, TTL Total

51%

75%

49%

25%Tietotekniikan

liitto, TTL

Total

Male Female

12

Educational profile - Highest academic degree

SURVEY QUESTION:

What is your highest academic degree?

THINK ABOUT:

• What is your primary target group when recruiting professionals? MBA‟s, Bachelor‟s etc?

• Which group/s matches these preferences best?

2

50%

30%

20%

41%

46%

9%

1%

1%

1%

Associate's

Master's (non-MBA)

Bachelor's

MBA

PhD

OtherTietotekniikan liitto, TTL

Total

13

Educational profile - Top educational institutions - Tietotekniikan liitto,

TTL

SURVEY QUESTION:

Which educational institution did you mainly attend?

THINK ABOUT:

• What professional profile du you seek?

• Which group matches this best?

2

Educational institution Tietotekniikan liitto, TTL

Tampere University of Technology 10.00%

Jyväskylä University of Applied Sciences 5.00%

Lappeenranta University of Technology 5.00%

Turku University of Applied Sciences 5.00%

University of Eastern Finland 5.00%

University of Helsinki 5.00%

University of Jyväskylä 5.00%

University of Turku 5.00%

Vaasa University of Applied Sciences 5.00%

Haaga-Helia University of Applied Sciences 2.50%

Hanken School of Economics 2.50%

Häme University of Applied Sciences 2.50%

Kemi-Tornio University of Applied Sciences 2.50%

Kymenlaakso University of Applied Sciences 2.50%

Laurea University of Applied Sciences 2.50%

14

Educational profile - Top educational institutions - Total

SURVEY QUESTION:

Which educational institution did you mainly attend?

THINK ABOUT:



2

Educational institution Total

University of Helsinki 9.28%

University of Turku 6.65%

The Aalto University School of Science and Technology 5.24%

University of Tampere 4.78%

Tampere University of Technology 4.50%

Haaga-Helia University of Applied Sciences 4.29%

Lappeenranta University of Technology 3.49%

Hanken School of Economics 3.47%

Tampere University of Applied Sciences 3.39%

Metropolia University of Applied Sciences 3.34%

University of Oulu 3.24%

Novia University of Applied Sciences 3.01%

University of Jyväskylä 2.95%

University of Eastern Finland 2.85%

Turku University of Applied Sciences 2.62%

15

Professional profile - Current monthly salary (EUR)

SURVEY QUESTION:

What is your current salary before taxes (including commission and bonus, excluding pension)?

THINK ABOUT:



2

3 203

3 529

Tietotekniikan liitto,

TTL

Total

16

SURVEY QUESTION:

How many years have you been working since you concluded your studies?

THINK ABOUT:



Professional profile - Work experience2

7.6

6.2

Tietotekniikan liitto,

TTL

Total

17

Professional profile - Top current industries

SURVEY QUESTION:

In which industry do you currently work?

THINK ABOUT:



2

IndustryTietotekniikan

liitto, TTLTotal

Computer software 15% 4%

IT consulting 15% 4%

Computer hardware 13% 1%

Telecommunications 10% 5%

Construction 5% 3%

Energy/power 5% 4%

Engineering/manufacturing 5% 7%

Metals 5% 3%

Accounting/auditing/taxation (corporate) 3% 2%

Automotive 3% 1%

Entertainment/media/public relations 3% 2%

Food service 3% 1%

Forestry/paper/pulp 3% 1%

Government/public service 3% 7%

Healthcare 3% 5%

Internet/e-commerce 3% 1%

Management consulting 3% 2%

Network communications/data networking 3% 1%

Non-profit 3% 2%

Academic research - 4%

18

Professional profile - Current job functions

SURVEY QUESTION:

Which of the below best matches your current job function?

THINK ABOUT:



2

Job functionTietotekniikan

liitto, TTLTotal

IT specialist/developer 45% 9%

Sales/Key account manager 11% 5%

Customer service function 8% 10%

Research and development function 8% 10%

Consultant 5% 7%

Administrative function (e.g. HR,

Purchasing, IT support)3% 8%

Analyst 3% 2%

Engineer 3% 10%

Middle management 3% 5%

Project Manager 3% 6%

Finance function - 5%

Marketing/communications/PR function - 4%

Upper management - 3%

Other 11% 16%

19

Professional profile - Cities

SURVEY QUESTION:

In which city do you currently live?

THINK ABOUT:



2

CityTietotekniikan

liitto, TTLTotal

Espoo 18% 11%

Helsinki 16% 22%

Turku 13% 6%

Jyväskylä 11% 3%

Tampere 11% 10%

Kuopio 5% 2%

Oulu 5% 4%

Lahti 3% 3%

Lappeenranta 3% 1%

Lohja 3% 1%

Savonlinna 3% 0%

Vantaa 3% 5%

Other 8% 14%

20

Age:

Average age: 33.8 years

Most represented current industries:

Computer software

IT consulting

Computer hardware

Salary:

Average current monthly salary: 3 203

EUR

2Top findings - Professionals’ profile - Tietotekniikan liitto, TTL

Gender:

25% women and 75% men

Work experience:

Average: 7.6 years

Most represented current job functions:

IT specialist/developer

Sales/Key account manager

Customer service function

Most represented cities:

Espoo

Helsinki

Turku

21

Age:

Average age: 32.6 years

Most represented current industries:

Government/public service

Engineering/manufacturing

Telecommunications

Salary:

Average current monthly salary: 3 529

EUR

2Top findings - Professionals’ profile - Total

Gender:

49% women and 51% men

Work experience:

Average: 6.2 years

Most represented current job functions:

Research and development function

Engineer

Customer service function

Most represented cities:

Helsinki

Espoo

Tampere



Employer rankings

3



Target Group Report

23

Employer rankings

Think about:

• How do the groups differ?

• How can you improve your position? What actions can be taken?

• Do you have to improve your visibility or focus on building a stronger Employer Brand?

• What are your goals for next year? Set up achievable goals!

Topics:

• Ideal Employer ranking

• Considered Employer ranking

3

24

Ideal Employer ranking (Top 30) - Tietotekniikan liitto, TTL

SURVEY QUESTION:

Please select five employers from the list below for which you would most like to work – your five Ideal Employers.

3

EmployerRank

2010

Per cent

2010

Rank

2009Employer

Rank

2010

Per cent

2010

Rank

2009

Microsoft 1 15.38% 10 VTT 8 7.69% 7

Nokia 1 15.38% 1 Wärtsilä 8 7.69% 4

Finnair 3 12.82% 5 YLE 8 7.69% 21

S-ryhmä (SOK) 3 12.82% 6 Blue1 19 5.13% 84

Tieto 3 12.82% 48 Ericsson 19 5.13% 65

F-Secure 6 10.26% 27 Finavia 19 5.13% 60

Suunto 6 10.26% 3 Fiskars 19 5.13% -

BasWare 8 7.69% 112 Fortum 19 5.13% 9

Fujitsu Services 8 7.69% 82 Hartwall 19 5.13% 38

Logica 8 7.69% 71 HP 19 5.13% 54

Nokia Siemens Networks 8 7.69% 29 IBM 19 5.13% 19

Polar Electro 8 7.69% 27 Kela 19 5.13% -

Ponsse 8 7.69% 67 Kesko 19 5.13% 37

Reaktor Innovations 8 7.69% - KONE 19 5.13% 2

Sanoma 8 7.69% 30 Lemminkäinen 19 5.13% 114

25

Ideal Employer ranking (Top 30) - Total

SURVEY QUESTION:

Please select five employers from the list below for which you would most like to work – your five Ideal Employers.

3

EmployerRank

2010

Per cent

2010

Rank

2009Employer

Rank

2010

Per cent

2010

Rank

2009

Nokia 1 12.71% 1 Helsingin Kaupunki 16 4.82% 35

KONE 2 11.75% 2 Accenture 17 4.67% 24

S-ryhmä (SOK) 3 9.66% 6 Valio 18 4.55% 34

Finnair 4 9.57% 5 Fiskars 19 4.53% -

Fazer 5 8.24% 8 ABB 20 4.50% 13

Wärtsilä 6 7.19% 4 Sanoma 20 4.50% 30

Puolustusvoimat 7 7.14% 12 IBM 22 4.44% 19

Microsoft 8 6.47% 10 MTV MEDIA 23 4.38% -

VTT 9 6.24% 7 Neste Oil 24 4.35% 14

YLE 10 6.21% 21 L'Oréal 25 4.32% 31

Suunto 11 6.09% 3 Metso 26 4.29% 15

Fortum 12 6.01% 9Suomen ympäristökeskus

(SYKE)26 4.29% 20

Nordea 13 5.28% 32 UPM-Kymmene 28 4.15% 25

OP-Pohjola-ryhmä 14 5.25% 22 Suomen Pankki 29 3.97% 35

Stockmann 15 5.22% 17 Patria 30 3.80% 18

26

Considered Employer ranking (Top 30) - Tietotekniikan liitto, TTL

SURVEY QUESTION:

Below is a list of employers. Which of these employers would you consider working for?

3

EmployerRank

2010

Per cent

2010

Rank

2009Employer

Rank

2010

Per cent

2010

Rank

2009

Microsoft 1 38.46% 15 Kesko 13 20.51% 27

Nokia 2 28.21% 2 MTV MEDIA 13 20.51% -

S-ryhmä (SOK) 2 28.21% 9 Verohallinto 13 20.51% 96

Tieto 2 28.21% 41 YLE 13 20.51% 24

Fujitsu Services 5 25.64% 64 Nokia Siemens Networks 20 17.95% 20

IBM 5 25.64% 21 Siemens 20 17.95% 23

Logica 5 25.64% 84 VTT 20 17.95% 10

Nordea 5 25.64% 34 Wärtsilä 20 17.95% 5

Finnair 9 23.08% 4 BasWare 24 15.38% 113

Fortum 9 23.08% 6 Digia 24 15.38% 88

F-Secure 9 23.08% 35 Elisa 24 15.38% 49

Suunto 9 23.08% 3 Suomen Pankki 24 15.38% 40

HP 13 20.51% 45 UPM-Kymmene 24 15.38% 25

If 13 20.51% 89 YIT 24 15.38% 46

Kela 13 20.51% - Accenture 30 12.82% 32

27

Considered Employer ranking (Top 30) - Total

SURVEY QUESTION:

Below is a list of employers. Which of these employers would you consider working for?

3

EmployerRank

2010

Per cent

2010

Rank

2009Employer

Rank

2010

Per cent

2010

Rank

2009

Nokia 1 27.65% 2 Metso 16 16.76% 12

KONE 2 25.46% 1 UPM-Kymmene 17 16.62% 25

Finnair 3 24.09% 4 Nordea 18 16.51% 34

S-ryhmä (SOK) 4 22.88% 9 Neste Oil 19 16.28% 11

Fazer 5 22.60% 7 Hartwall 20 15.86% 22

Fortum 6 19.99% 6 Kesko 21 15.24% 27

Suunto 7 19.79% 3 Nokia Siemens Networks 22 14.94% 20

Stockmann 8 18.67% 16 IBM 23 14.85% 21

Wärtsilä 9 18.53% 5 Siemens 24 14.82% 23

Valio 10 18.44% 17 OP-Pohjola-ryhmä 25 14.71% 36

YLE 11 17.71% 24 ABB 26 14.51% 8

Puolustusvoimat 12 17.49% 14 Sanoma 27 14.49% 41

Fiskars 13 17.04% - Suomen Pankki 28 14.01% 40

Microsoft 14 16.98% 15 Paulig 29 13.84% 37

VTT 15 16.96% 10 Konecranes 30 13.42% 18

28

Top findings - Employer rankings 3

Tietotekniikan liitto, TTL:1. Microsoft

1. Nokia

3. Finnair

3. S-ryhmä (SOK)

3. Tieto

Tietotekniikan liitto, TTL:1. Microsoft

2. Nokia

2. S-ryhmä (SOK)

2. Tieto

5. Fujitsu Services

Total:1. Nokia

2. KONE

3. S-ryhmä (SOK)

4. Finnair

5. Fazer

Total:1. Nokia

2. KONE

3. Finnair

4. S-ryhmä (SOK)

5. Fazer

Ideal Employer rankings Considered Employer rankings



Professionals’ career & communication preferences

4



Target Group Report

30

Professionals’ career & communication preferences

Think about:

• What are professionals’ career goals? Can you provide them with the opportunity to achieve these goals? Is this

communicated to professionals?

• How interested are professionals in changing employers?

• Have they applied for another job? Internally or externally?

• How do they prefer to gather information about future employers? How do they actually do it?

Topics:

• Career goals

• Satisfaction with current employer

• Interest in changing employer

• Applied for another job

• Preferred communication channels

• Actual communication channels

4

31

Career goals 2010

SURVEY QUESTION:

Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.

THINK ABOUT:

• Which of the career goals can you offer to the largest extent?

• Can you communicate the most attractive career goals given what you can offer?

• What professional profile do you ideally seek?


4

10%

15%

65%

50%

40%

35%

23%

20%

20%

10%

70%

37%

36%

43%

23%

22%

15%

14%

To have work/life balance

To be competitively or intellectually

challenged

To be a technical or functional expert

To be secure or stable in my job

To be autonomous or independent

To be a leader or manager of people

To be entrepreneurial or

creative/innovative

To be dedicated to a cause or to feel

that I am serving a greater good

To have an international careerTietotekniikan liitto, TTL

Total

32

Career goals 2009

SURVEY QUESTION:

Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.

THINK ABOUT:

• Which of the career goals can you offer to the largest extent?

• Can you communicate the most attractive career goals given what you can offer?

• What professional profile do you ideally seek?


4

11%

68%

43%

42%

37%

25%

23%

16%

14%

To have work/life balance

To be a technical or functional expert

To be competitively or intellectually

challenged

To be secure or stable in my job

To be a leader or manager of people

To be autonomous or independent

To be entrepreneurial or

creative/innovative

To have an international career

To be dedicated to a cause or to feel

that I am serving a greater good Total

33

Satisfaction with current employer 2010

SURVEY QUESTION:

How satisfied are you with your current employer?

Scale 1 = Very dissatisfied and 10 = Very satisfied

THINK ABOUT:

Do you think the employees at your company differ from the result?

4

Averages:

Tietotekniikan liitto, TTL:

7.1

Total: 7.0

22%

14%

17%

6%

5%

3%

3%

5%

5%

5%

22%

16%

1%

3%

5%

5%

6%

10%

19%

29%

1

2

3

4

5

6

7

8

9

10Tietotekniikan liitto, TTL

Total

34

Satisfaction with current employer 2009

SURVEY QUESTION:

How satisfied are you with your current employer?

Scale 1 = Very dissatisfied and 10 = Very satisfied

THINK ABOUT:

Do you think the employees at your company differ from the result?

4

Averages:

Total: 7.1

18%

5%

2%

2%

4%

5%

6%

8%

19%

30%

1

2

3

4

5

6

7

8

9

10Total

35

Interest in changing employer 2010

SURVEY QUESTION:

Are you interested in changing employer?

THINK ABOUT:

• How big is the interest for changing employer amongst the respondents?

• Is it bigger or smaller than you expected?

• Do you think your employees differ from this?

4

21%

3%

16%

13%

32%

16%

18%

14%

15%

16%

21%

16%

Yes, within 6 months

Yes, within 1 year

Yes, within 1-2 years


No

Don't know Tietotekniikan liitto, TTL

Total

36

Interest in changing employer 2009

SURVEY QUESTION:

Are you interested in changing employer?

THINK ABOUT:

• How big is the interest for changing employer amongst the respondents?

• Is it bigger or smaller than you expected?


4

15%

13%

16%

17%

22%

17%

Yes, within 6 months

Yes, within 1 year



No

Don't know

Total

37

Applied for another job 2010

SURVEY QUESTION:

Have you applied for a new job in the past 12 months?

THINK ABOUT:

• How attractive is internal mobility? How are you working within this area?


4

42%

24%

29%

18%

52%

14%

27%

14%

Yes, internally with

current employer

Yes, externally with

other employer

Yes, and I switched to

my current job within

the past 12 months

No

Tietotekniikan liitto, TTL

Total

38

Applied for another job 2009

SURVEY QUESTION:


THINK ABOUT:

• How attractive is internal mobility? How are you working within this area?


4

57%

12%

25%

13%Yes, internally with

current employer

Yes, externally with

other employer

Yes, and I switched to

my current job within

the past 12 months

No

Total

39

Member of union4

SURVEY QUESTION:

Are you a member of a union?

100%

75%

2%

23%

Yes

Don‟t know

No


Total

40

Why member of union4

SURVEY QUESTION:

What are your main reasons for being a member in a labor union? (Please select as many alternatives as applicable)

5%

8%

17%

6%

75%

30%

28%

28%

23%

20%

18%

8%

76%

37%

39%

37%

35%

27%

18%

16%

Income insurance

In principal I want to be a

member of the union

Legal councelling in conflicts

with the employer

Updated information on salary

levels

Individual counselling on your

rights

Help with negotiating

Newspaper subscription

Other beneficial insurances

Job-seeking service


Total

41

Why not member of union4

SURVEY QUESTION:

What are your main reasons for not being a member in a labor union? (Please select as many alternatives as applicable)

45%

30%

24%

21%

11%

9%

8%

18%

I think it is enough to pay

unemployment benefit society

fund

It is too expensive, the

membership fee is too high

I don‟t think that the union is of

any use/doubtful of the use of

union work

There are too many political

games in the trade union

I only work on short term

contracts and therefore I don‟t

need the union

In principal I don‟t want to be a

member of the union

Too much top down activities

Other

Total

42

Union Services

SURVEY QUESTION:


4

SURVEY QUESTION:

If you were changing employer , what of the following services offered by your union would you used or have you used?

(Please select as many alternatives as applicable)

58%

42%

39%

33%

30%

18%

18%

73%

42%

25%

18%

43%

17%

12%

My union‟s salary statistics

My union‟s salary calculator

My union‟s recruitment advices

My union‟s network

My union‟s recruitment service

My union‟s advices concerning

employment agreements

My union‟s employment

agreement templateTietotekniikan liitto, TTL

Total

43

SURVEY QUESTION:

How would you prefer to gather information about potential employers? Please select a maximum of three alternatives

THINK ABOUT:

• Which communication channels have you used in your communication with the target group?

• Is there a mismatch between the channels you have used and their preferred ones?

• Are there any new possible channels to focus on in the future or to decrease your visibility in?

4Preferred channels 2010 (1/2)

13%

10%

11%

14%

50%

35%

25%

23%

20%

18%

15%

13%

44%

31%

37%

22%

11%

10%

10%

10%

Employer websites

Career websites/Internet job

boards

Acquaintances employed by

the company/organisation

Articles in trade magasines

Advertisement on the Internet

Employer sponsored events

Online social

networks/communities

Advertisement in newspapers

Employer recruitment

brochures

Articles in newspapersTietotekniikan liitto, TTL

Total

44

SURVEY QUESTION:


THINK ABOUT:





5%

3%

1%

1%

10%

8%

8%

5%

5%

3%

3%

17%

12%

11%

8%

3%

1%

3%

5%

Friends and family

Former fellow students

Through my university during

my studies

Advertisement in trade

magasines

Advertisement on TV

Employer videos

News channel programming

Alumni services at your former

University

Giveaways/promotional

material

Minority targeted events


Total

45

SURVEY QUESTION:


THINK ABOUT:





9%

8%

41%

39%

29%

25%

19%

18%

13%

9%

Employer websites

Acquaintances employed by

the company/organisation



boards

Articles in newspapers

Friends and family


Online social


Advertisement in trade

magasines

Employer recruitment

brochures Total

46

SURVEY QUESTION:


THINK ABOUT:





1%

1%

5%

8%

7%

7%

7%

5%

3%

2%

2%


Through my university during

my studies





University

Advertisement on TV

Giveaways/promotional

material

Employer videos


OtherTotal

47

SURVEY QUESTION:

How have you mainly learnt about these employers? Please select as many as applicable

THINK ABOUT:


• Is there a mismatch between the channels you have used and their actual ones?


4Actual channels 2010 (1/2)

18%

18%

9%

23%

47%

37%

35%

25%

25%

21%

19%

19%

44%

32%

19%

31%

23%

35%

29%

19%

Employer websites


boards


Acquaintances employed by the

company/organisation




Advertisement in trade magasines


Friends and familyTietotekniikan liitto, TTL

Total

48

SURVEY QUESTION:


THINK ABOUT:





6%

3%

13%

4%

2%

12%

18%

16%

15%

13%

11%

8%

8%

7%

15%

18%

9%

19%

13%

11%

7%

4%

Through my university during my

studies


Online social



Employer recruitment brochures

Advertisement on TV

Giveaways/promotional material

Employer videos


University



Total

49

SURVEY QUESTION:


THINK ABOUT:





21%

20%

44%

41%

37%

34%

31%

24%

22%

22%

Employer websites






boards


Friends and family

Advertisement in trade magasines


News channel programmingTotal

50

SURVEY QUESTION:


THINK ABOUT:





4%

2%

12%

17%

17%

12%

10%

10%

8%

6%

4%


Through my university during my

studies


Advertisement on TV

Online social



Giveaways/promotional material


University

Employer videos


OtherTotal

51

SURVEY QUESTION:

• How would you prefer to gather information about potential employers? Please select a maximum of three alternatives

• How have you mainly learnt about these employers? Please select as many as applicable

THINK ABOUT:


• Have you had the impact you thought?

4Top actual vs. preferred channels 2010 - Tietotekniikan liitto, TTL

13%

10%

11%

21%

50%

35%

25%

23%

20%

18%

15%

13%

47%

37%

25%

19%

35%

18%

15%

25%

Employer websites

Career websites/Internet job boards






Online social networks/communities



Articles in newspapersPreferred information

Actual information

52

SURVEY QUESTION:

• How would you prefer to gather information about potential employers? Please select a maximum of three alternatives

• How have you mainly learnt about these employers? Please select as many as applicable

THINK ABOUT:


• Have you had the impact you thought?

4Top actual vs. preferred channels 2010 - Total

11%

11%

13%

19%

44%

37%

31%

22%

17%

14%

12%

11%

44%

31%

32%

29%

23%

35%

19%

15%

Employer websites



Career websites/Internet job boards


Friends and family



Through my university during my studies


Advertisement on the InternetPreferred information

Actual information

53Copyright Universum 2010

Professionals' employer preferences

5



Target Group Report

54

Drivers of Employer Attractiveness

Employer Reputation & Image- The attributes of the employer as an organisation

• Attractive/exciting products and services

• Fast-growing or entrepreneurial

• Financial strength

• Good reputation

• High ethical standards

• High level of Corporate Social Responsibility

• Innovative products and services

• Inspiring top management

• Market success

• Prestige

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

Job Characteristics- The contents and demands of the job, including the

learning opportunities provided by the job

• A variety of assignments

• An attractive geographic location

• Challenging work

• Control over my working hours

• Flexible working conditions

• High level of responsibility

• Opportunities for international travel

• Opportunities for relocation abroad

• Professional training and development

• Secure employment

People & Culture- The social environment and attributes of the work place

• Has a culture that is accepting towards minorities

• Has a culture that respects my individuality

• Has a culture that supports equality between the sexes

• Has leaders who will support my development

• Offers a comfortable physical work environment

• Offers a creative and dynamic work environment

• Offers a friendly work environment

• Offers interaction with international clients and colleagues

• Recruits only the best students

• Will enable me to have good work/life balance

5

55

Professionals' employer preferences

Think about:

• Compare your current employer brand and employer value proposition with the survey results. Are the components you

focus on important and attractive to professionals? Or are you wasting time and money communicating things not that

important to them?

• Are there other attributes that are attractive to professionals that you can deliver? Should these be included in your

external communication?

• As in any branding effort, you need to keep in mind that the preferences and goals vary greatly amongst different sub-

segments.

Topics:

• Importance of the Drivers of Employer Attractiveness

• Importance of the attributes within each driver:

- Employer Reputation & Image

- Job Characteristics

- People & Culture

- Remuneration & Advancement Opportunities

5

56

The Drivers of Employer attractiveness - Importance of each driver

SURVEY QUESTION:

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

5

29%

23%

29%

19%

28%

26%

29%

17%

Employer Reputation

& Image

Job Characteristics

People & Culture

Remuneration &

Advancement

OpportunitiesTietotekniikan liitto, TTL

Total

57

SURVEY QUESTION:

Employer Reputation & Image refers to the attributes of the employer as an organisation.

Which attributes do you perceive as the most attractive?

Please select a maximum of three alternatives

The Drivers of Employer attractiveness - Employer Reputation &

Image 2010

5

Employer Reputation & Image

Job Characteristics

People & Culture

Remuneration & Advancement Opportunities

16%

13%

23%

19%

48%

35%

32%

32%

29%

26%

26%

23%

41%

36%

38%

26%

21%

9%

28%

23%

Good reputation

Financial strength

Attractive/exciting products

and services

Market success

Prestige

Fast-growing or

entrepreneurial

Innovative products and

services

Inspiring top management

High ethical standards

High level of Corporate Social

Responsibility


Total

58

5The Drivers of Employer attractiveness - Employer Reputation &

Image 2009


Job Characteristics

People & Culture


SURVEY QUESTION:

Employer Reputation & Image refers to the attributes of the employer as an organisation.



16%

10%

41%

41%

39%

32%

32%

23%

20%

20%

Financial strength

Good reputation

Attractive/exciting products

and services

Innovative products and

services

Market success

Inspiring top management

High ethical standards

Prestige

High level of Corporate Social

Responsibility

Fast-growing or

entrepreneurial Total

59

SURVEY QUESTION:

Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.



The Drivers of Employer attractiveness - Job Characteristics 20105


Job Characteristics

People & Culture


10%

7%

12%

10%

60%

43%

40%

33%

33%

27%

20%

17%

38%

47%

40%

35%

34%

19%

13%

29%

Flexible working conditions

A variety of assignments

Secure employment

Challenging work

Professional training and

development

An attractive geographic

location

Opportunities for international

travel

Control over my working hours

Opportunities for relocation

abroad

High level of responsibilityTietotekniikan liitto, TTL

Total

60

5The Drivers of Employer attractiveness - Job Characteristics 2009


Job Characteristics

People & Culture


SURVEY QUESTION:

Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.



13%

11%

50%

41%

39%

35%

35%

26%

20%

13%

A variety of assignments

Challenging work

Secure employment

Flexible working conditions

Professional training and

development

Control over my working hours

An attractive geographic

location

High level of responsibility

Opportunities for international

travel

Opportunities for relocation

abroad Total

61

The Drivers of Employer attractiveness - People & Culture 20105

SURVEY QUESTION:

People & Culture refers to the social environment and attributes of the work place.




Job Characteristics

People & Culture


6%

6%

4%

10%

58%

52%

48%

29%

26%

23%

19%

19%

43%

62%

41%

27%

35%

11%

21%

18%

Offers a creative and dynamic

work environment

Will enable me to have good

work/life balance

Has leaders who will support

my development

Offers interaction with

international clients and

colleagues

Offers a friendly work

environment

Recruits only the best talents

Has a culture that respects my

individuality

Offers a comfortable physical

work environment

Has a culture that is accepting

towards [underrepresented]

minorities

Has a culture that supports

equality between the sexes


Total

62

5The Drivers of Employer attractiveness - People & Culture 2009


Job Characteristics

People & Culture


SURVEY QUESTION:

People & Culture refers to the social environment and attributes of the work place.



9%

3%

61%

48%

45%

32%

32%

22%

16%

13%

Will enable me to have good

work/life balance

Offers a creative and dynamic

work environment

Has leaders who will support

my development

Offers a friendly work

environment

Offers interaction with

international clients and

colleagues

Has a culture that respects my

individuality

Offers a comfortable physical

work environment

Recruits only the best talents

Has a culture that supports

equality between the sexes

Has a culture that is accepting

towards [underrepresented]

minorities Total

63

The Drivers of Employer attractiveness - Remuneration &

Advancement Opportunities 2010

5

SURVEY QUESTION:

Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future.




Job Characteristics

People & Culture


14%

4%

18%

11%

61%

43%

36%

36%

21%

18%

18%

18%

61%

29%

36%

39%

16%

20%

18%

13%

Competitive base salary

Good prospects for high future

earnings

Competitive benefits

Good reference for future

career

Overtime pay

Clear path for advancement

Leadership opportunities

Performance-related bonus

Sponsorship of future

education

Good possibilities for rapid

promotion


Total

64

5The Drivers of Employer attractiveness - Remuneration &

Advancement Opportunities 2009


Job Characteristics

People & Culture


SURVEY QUESTION:

Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future.



14%

12%

62%

38%

38%

28%

23%

22%

16%

16%

Competitive base salary

Good reference for future

career

Competitive benefits

Good prospects for high future

earnings

Leadership opportunities

Clear path for advancement

Performance-related bonus

Sponsorship of future

education

Overtime pay

Good possibilities for rapid

promotion Total

65

Top findings - Professionals’ employer preferences (1/2) -


Top 3 attributes:

• Good reputation



Top 3 attributes:




Top 3 attributes:




Top 3 attributes:


• Good prospects for high future earnings


Remuneration &

Advancement

Opportunities

Job

Characteristics

People &

Culture

Employer

Reputation &

Image

Employer

Attractiveness

5

19%

29%

23%

29%

66

Top 10 - Overall most important attributes*:

1. Competitive base salary (Remuneration & Advancement)

2. Flexible working conditions (Job Characteristics)

3. Offers a creative and dynamic work environment (People &

Culture)

4. A variety of assignments (Job Characteristics)

5. Good prospects for high future earnings (Remuneration &

Advancement)

6. Will enable me to have good work/life balance (People & Culture)

7. Has leaders who will support my development (People & Culture)

8. Secure employment (Job Characteristics)

9. Challenging work (Job Characteristics)

10. Professional training and development (Job Characteristics)

Professionals were asked to rate the importance of the four Drivers

of Employer Attractiveness by dividing 100 points between the

drivers in accordance with how important they perceive them.

5Top findings - Professionals’ employer preferences (2/2) -


*This is the importance of all the 40 attributes in relationship to how important the professionals think its

driver is. This analysis gives a summarised 360 degree view of what creates employer attractiveness.

19%

29%

23%

29%


Job Characteristics

People & Culture


67

Top findings - Professionals’ employer preferences (1/2) - Total 5

Top 3 attributes:

• Good reputation



Top 3 attributes:




Top 3 attributes:




Top 3 attributes:


• Good reference for future career


Remuneration &

Advancement

Opportunities

Job

Characteristics

People &

Culture

Employer

Reputation &

Image

Employer

Attractiveness

17%

28%

26%

29%

68

Professionals were asked to rate the importance of the four Drivers

of Employer Attractiveness by dividing 100 points between the

drivers in accordance with how important they perceive them.

5Top findings - Professionals’ employer preferences (2/2) - Total

Top 10 - Overall most important attributes*:

1. Will enable me to have good work/life balance (People & Culture)

2. Competitive base salary (Remuneration & Advancement)

3. A variety of assignments (Job Characteristics)

4. Offers a creative and dynamic work environment (People &

Culture)

5. Secure employment (Job Characteristics)

6. Flexible working conditions (Job Characteristics)

7. Has leaders who will support my development (People & Culture)

8. Challenging work (Job Characteristics)

9. Offers a friendly work environment (People & Culture)

10. Professional training and development (Job Characteristics)

*This is the importance of all the 40 attributes in relationship to how important the professionals think its

driver is. This analysis gives a summarised 360 degree view of what creates employer attractiveness.

17%

29%

26%

28%


Job Characteristics

People & Culture


69

Next steps

• Explore the gap between how your image (how talents think it is - the external professionals) and

identity (how it is - the employees) are perceived! Where are gaps and alignments? What is to be

seen as possibilities and problems? (Universum Professional Survey 2010 – Image Identity Gap

Analysis Report)

• Examine your internal identity and employee preferences! Find out what motivates your

employees and how satisfied they are with you as an employer. Benchmark your employees‟

attitudes vs. employees at your main competitors. (Universum Professional Survey 2010 – Internal

Identity Report)

• Test and evaluate your communication material. It is extremely important to know that ads, web

pages, folders and any other communication material to be used towards potential employees are

attractive, suitable and somewhat distinctive. Do test the material before launching a campaign, it

will help you to maximize the effect of the communication. (Universum offers both face-to-face and

online focus groups as well as online panel surveys for you to be able to do this in a cost- and time

efficient way)

70

Ideal Employer Brand Report

The Ideal Employer Brand Report gives you unrivalled insight into the mindset of the

professionals, and provides you with the information you need to develop an employer

brand that attracts the talent you want!

Content:

• Ideal Employer Rankings

Find out how attractive you are amongst your target group, how to

understand your current position, and how to set and track targets for

attractiveness.

• Career Preferences

Understand what potential lateral recruits want from a career and look

for in an employer. Find out if your current communicated message is

attracting the talent group you want to reach or if you are wasting

valuable time and money communicating the wrong things to the right

people.

• Your Employer Image

Gain insight into how you are perceived by the professionals that are

attracted to you, revealing both strengths as well as weaknesses.

• Competitor Benchmarking

Benchmark your employer image against five other employers of your

choice.

71

Internal Brand Identity Report

The Internal Brand Identity Report gives you unrevealed insights into the mindset of

your employees. You can study your employees perception of you as an employer , how

satisfied they are at work, and compare the results with the peers of your own choice.

Content:

• Career and Employer Preferences

Find out what career opportunities you are perceived to offer

internally and who is your main competitors.

• Current Work Situation

Gives you insights into how satisfied your employees are, what

is making them more and less satisfied and how the satisfaction

differ compared to your peers.

• Employer Identity

With the Universum framework Driver of Employer

Attractiveness this section uncover what your employees

associate with you as an employer.

72

Image/Identity Gap Analysis

The Image/Identity Gap Analysis Report provides you with deep insight into the

attitudes and preferences of your employees compared to the external group of

professionals attracted to you. You get insights into the gaps and overlap between the

internal and external perception of you as an employer.

Content:

• Career Preferences

Gives you insights into gap and overlap between the career

preferences among your current employees and the attracted

professionals. Find out who your main competitors are both

internally and externally and what is attractive for the groups of

talents.

• Employer Identity vs. Image

Find out how well the career expectations and employer

associations matches between what you can offer your current

employees and what your potential future talents expect from

you.

Business

Nuoret ammattilaiset -tutkimuksen tulokset 2010