hrseminar labels & keurmerken: jan denys

RandstadAwardPuurs17/9/15

(Global) employer branding

about the Randstad Award

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?


Randstad Award 2000 only in tiny Belgium


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


• 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

employer branding insights 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


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


Different scores in formal and informal economies

India:

Switzerland:

Germany:

65%

37%

32%


Differences between south and north

Spain: 47%

France: 34%

Belgium: 32%

Netherlands: 31%

Sweden: 27%


Differences between south and north

Argentina: 48%

USA: 43%

Canada: 36%


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


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


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


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


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


1. salary & employee benefits


8. strong management7. career prospects

5. financial health4. job content


9. good training

5. salary & employee benefits4. career prospects

10. work-life balance


6. work-life balance 6. job content

potential employees search…

employers score best on…


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)


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


(*) sectors covering largest employers locally within country


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


(*) sectors covering largest employers locally within country

Luxembourg transport-logistics services finance


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


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


Conclusion: a lot of similarities

global worker

global company

global discrepancyproximity factor


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?



Plaats Wouter Torfs in ranking Randstad Award 2015



Plaats Wouter Torfs in ranking Randstad Award 2015

56


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


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

vragen?

[email protected]

gsm: 0495 59 94 15

hrseminar labels & keurmerken: jan denys

Recruiting & HR