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UNIVERSUM PROFESSIONAL SURVEY 2012/2013 Talent Insight Report
FPI
WWW.UNIVERSUMGLOBAL.COM
South African Edition • All Professionals
2
WE HELP EMPLOYERS
KNOW
THEIR IMAGE,
AUDIENCE
AND COMPETITORS
DECIDE
DESIRED
BRAND POSITION
PLAN
THEIR
COMMUNICATION PREFERENCES
ACTIVITIES
ACT
BY REACHING THE TALENT
MARKET THROUGH
PUBLICATIONS
AND EVENTS
ABOUT UNIVERSUM
3
• We have been working with employer branding
and talent attraction for 24 years
• We are present in 12 locations on 5 continents.
• The group head office is located in Stockholm, the regional head offices are located in New York (Americas), Basel (Europe) and Singapore (Asia).
• We serve more than 1 200 clients globally,
including the majority of Fortune 100 companies.
• We survey over 400 000 students and
professionals worldwide. • We produce more than 150 career
publications in 10 countries. • We have 10 career sites with 1 500 000
visitors/month. • We organize 40 events with over 3 000
participants in 14 countries.
Selection of our 1 200 clients:
Selection of our media partners:
Local:
International:
UNIVERSUM IN THE WORLD
4
2. PROFESSIONALS’ PROFILE
3. ATTRACTIVENESS
4. PROFESSIONALS’ PREFERENCES & LOYALTY
5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS
6. COMMUNICATION PERFERENCES
7. PROFESSIONAL ASSOCIATION
8. APPENDIX
METHODOLOGY & TARGET GROUPS
1.
© Universum Communications
METHODOLOGY & TARGET GROUPS
6
METHODOLOGY & TARGET GROUPS
Group 1
Group 2
FPI
Total
80 QUESTIONNAIRE
Created based on 24 years of experience,
extensive research within HR, focus groups and
Communication preferences with both our clients and
professionals.
Providing both global perspective and local insight.
Comprised of closed-ended questions with an
extensive list of alternatives and an ‘Other’ option.
DATA COLLECTION
Conducted via an online survey. The online link
was distributed via alumni-networks, communities, the
Universum Panel, companies and different local and
global partners.
TARGET GROUPS
Young Professionals - Professionals with an
academic degree who are 40 years old or younger and
have 1-8 years of working experience after completing
their studies.
Senior Professionals - Professionals with an
academic degree who are older than 40 years or have
more than 8 years of working experience after completing
their studies.
respondents
9 156 respondents
FIELD PERIOD: July 2012 to October 2012
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
3. ATTRACTIVENESS
4. PROFESSIONALS’ PREFERENCES & LOYALTY
5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS
6. COMMUNICATION PERFERENCES
7. PROFESSIONAL ASSOCIATION
8. APPENDIX
1. METHODOLOGY & TARGET GROUPS
PROFESSIONALS’ PROFILE
2.
© Universum Communications
• GENDER
• AGE
• ETHNICITY
• SALARY
• WORK EXPERIENCE
• NUMBER OF EMPLOYERS
• TOP INDUSTRIES
• TOP REGIONS
• TOP JOB FUNCTIONS
• TIME TO FIND FIRST JOB
• JOB SEARCH
THINK ABOUT
• What characterizes the professionals?
• Which professionals are within your primary target groups?
• How do the groups differ from each other?
8
TOPICS
PROFESSIONALS’ PROFILE
? ? SURVEY QUESTIONS
© Universum Communications 9
GENERAL PROFILE
PROFESSIONALS’ PROFILE
FPI TOTAL
33% women
67% men
43,6 years
Gender
Average age
34% women
66% men
39,2 years
• White (75%)
• Indian / Asian (9%)
• Coloured (5%)
Most
represented
ethnicities
• White (67%)
• African / Black (18%)
• Indian / Asian (6%)
480 131 Rand Average
annual salary 481 760 Rand
2,8 employers Average
number of employers 2,7 employers
16,1 years Average
work experience 13,8 years
• What is your gender?
• What is your year of birth?
• How would you classify your ethnic background?
• What is your current salary before taxes (including commission and bonus, excluding pension)?
• How many years have you been working since you concluded your studies?
• How many employers have you had since you concluded your studies?
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 10
TOP INDUSTRIES
PROFESSIONALS’ PROFILE
In which industry do you currently work?
• Financial services (60%)
• Insurance (29%)
• Investment management (5%)
• Management consulting (1%)
• Private banking (1%)
• Telecommunications (1%)
FPI TOTAL
• Engineering consulting (11%)
• Mining (7%)
• Healthcare (6%)
• Education / teaching (6%)
• Auditing / accounting / taxation (corporate)
(5%)
• Engineering / manufacturing (5%)
• Government (4%)
• Financial services (4%)
• Academic research (3%)
• Agricultural (3%)
• Energy / power (3%)
• Construction (3%)
• Chemical / petroleum (3%)
• Aerospace / defense (3%)
• Accounting (public) (2%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 11
TOP REGIONS
PROFESSIONALS’ PROFILE
In which region do you currently live?
• Gauteng (41%)
• Western Cape (29%)
• KwaZulu-Natal (23%)
• Eastern Cape (4%)
• Free State (1%)
• Mpumalanga (1%)
• North West (1%)
FPI TOTAL
• Gauteng (46%)
• Western Cape (21%)
• Eastern Cape (8%)
• KwaZulu-Natal (8%)
• Living abroad (5%)
• Mpumalanga (4%)
• Free State (3%)
• North West (2%)
• Limpopo (2%)
• Northern Cape (1%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 12
TOP CURRENT JOB FUNCTIONS
PROFESSIONALS’ PROFILE
Which of the below best matches your current job function?
• Consultant (36%)
• Finance (13%)
• Sales / Account Management (12%)
• Marketing / Communications / Public
Relations (5%)
• Middle Management (5%)
• Analyst (4%)
• Customer Services / Customer Relations
(4%)
• Administrative / Operations (3%)
• Legal (3%)
• Project Manager (3%)
FPI TOTAL
• Engineer (16%)
• Upper Management (14%)
• Consultant (11%)
• Middle Management (11%)
• Project Manager (8%)
• Finance (6%)
• Researcher / Developer (5%)
• Administrative / Operations (4%)
• Analyst (3%)
• Legal (2%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 13
TIME TO FIND FIRST JOB
PROFESSIONALS’ PROFILE
How long after completing your studies did it take to be
employed?
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
63%
19%
10%
3%
3%
3%
63%
21%
6%
3%
2%
2%
3%
I had already secured employment before completing mystudies
0 - 3 months
3 - 6 months
6 - 9 months
9 - 12 months
12 - 18 months
More than 18 months FPI
Total
? ? SURVEY QUESTION
© Universum Communications 14
JOB SEARCH
PROFESSIONALS’ PROFILE
How did you find your current job?
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
32%
22%
19%
8%
5%
4%
3%
3%
3%
1%
1%
1%
10%
15%
20%
9%
5%
10%
3%
2%
3%
3%
4%
7%
0%
0%
4%
4%
I started my own company
I was contacted by the company
Through contacts
Via recruitment agency
Through the employer's website
Via job advertisement in newspaper / magazine
I moved internally
Through jobseeker service on Internet
Via headhunter
Through internship / work experience at the company
Through speculative application direct to employer
Through my bursary programme
Through my dissertation / thesis
Via a staffing company
Via university / technikon (Graduate recruitment / experientiallearning)
Other
FPI
Total
4. PROFESSIONALS’ PREFERENCES & LOYALTY
5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS
6. COMMUNICATION PERFERENCES
7. PROFESSIONAL ASSOCIATION
8. APPENDIX
1. METHODOLOGY & TARGET GROUPS
2. PROFESSIONALS’ PROFILE
ATTRACTIVENESS
3.
© Universum Communications
• CONSIDERED EMPLOYER RANKING
• IDEAL EMPLOYER RANKING
• POTENTIAL APPLICANTS’ RANKING
THINK ABOUT
• How do the groups differ?
• How can you improve your position? What actions can be taken?
• Do you need to improve your visibility or focus on building a stronger Employer Brand?
• Have you set achievable goals for next year?
16
TOPICS
ATTRACTIVENESS
© Universum Communications
THE UNIVERSUM RANKINGS
CONSIDERED
EMPLOYER
RANKING (as many as applicable)
IDEAL
EMPLOYER
RANKING (maximum 5
employers)
FULL COMPANY LIST (130 employers within each
main field of study)
UNIVERSUM’S OFFICIAL
RANKINGS
Below is a list of
employers. Which of
these employers
would you consider
working for?
Please select five
employers from the list
below for which you
would most like to work
- your five Ideal
Employers.
17
ATTRACTIVENESS
POTENTIAL
APPLICANT'S
RANKING (Yes, I have or will
apply)
Have you or will you
apply to these
companies?
? ? SURVEY QUESTION
© Universum Communications 18
TOP 15 • CONSIDERED EMPLOYER RANKING
ATTRACTIVENESS
Below is a list of employers. Which of these would you considered
working for?
3
1. Allan Gray (47,14%)
2. Investec (35,71%)
3. Coronation Fund Managers (28,57%)
4. Discovery (22,86%)
4. Rand Merchant Bank (22,86%)
6. Momentum (21,43%)
7. Alexander Forbes (17,14%)
7. JSE (17,14%)
7. Liberty Life (17,14%)
10. HSBC South Africa (15,71%)
10. Old Mutual (15,71%)
12. BMW South Africa (14,29%)
12. First National Bank (14,29%)
12. KPMG (14,29%)
12. Nedbank (14,29%)
FPI TOTAL
1. Sasol (19,32%)
2. South African Breweries (18,00%)
3. BHP Billiton (17,05%)
4. Anglo American (15,39%)
5. BMW South Africa (14,78%)
6. CSIR (14,69%)
7. Google (14,32%)
8. Coca-Cola South Africa (14,02%)
9. Eskom (13,27%)
10. Investec (13,13%)
11. Mercedes-Benz South Africa (12,86%)
12. De Beers (12,54%)
13. Woolworths (12,03%)
14. Anglo Platinum (11,39%)
15. Volkswagen South Africa (10,83%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 19
TOP 10 • IDEAL EMPLOYER RANKING
ATTRACTIVENESS
Please select five employers from the list below for which you
would most like to work - your five Ideal Employers.
3
1. Allan Gray (32,84%)
2. Coronation Fund Managers (20,90%)
2. Investec (20,90%)
4. Discovery (14,93%)
5. Rand Merchant Bank (13,43%)
6. Alexander Forbes (11,94%)
6. Old Mutual (11,94%)
8. Liberty Life (8,96%)
9. Coca-Cola South Africa (7,46%)
9. HSBC South Africa (7,46%)
FPI TOTAL
1. Sasol (10,37%)
2. Google (9,27%)
3. South African Breweries (8,94%)
4. BHP Billiton (8,58%)
5. CSIR (8,39%)
6. Eskom (7,78%)
7. Anglo American (7,39%)
8. BMW South Africa (6,75%)
9. Investec (6,25%)
10. Woolworths (5,84%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 20
TOP 5 • IDEAL EMPLOYER RANKING
HISTORICAL COMPARISON
ATTRACTIVENESS
Please select five employers from the list below for which you
would most like to work - your five Ideal Employers.
3
FPI
TOTAL
EmployerRank
2012
Rank
2011
Sasol 1 4
Google 2 3
South African Breweries 3 1
BHP Billiton 4 2
CSIR 5 5
EmployerRank
2012
Rank
2011
Allan Gray 1 1
Coronation Fund Managers 2 3
Investec 2 2
Discovery 4 5
Rand Merchant Bank 5 7
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 21
TOP 10 • POTENTIAL APPLICANTS’ RANKING
ATTRACTIVENESS
Have you or will you apply to these employers?
3
1. Allan Gray (10,53%)
1. Investec (10,53%)
3. Discovery (7,89%)
3. Old Mutual (7,89%)
5. KPMG (5,26%)
5. Momentum (5,26%)
5. Rand Merchant Bank (5,26%)
5. Sanlam (5,26%)
9. Alexander Forbes (2,63%)
9. Auditor-General (2,63%)
FPI TOTAL
1. Sasol (4,45%)
2. Eskom (4,28%)
3. BHP Billiton (3,06%)
4. South African Breweries (2,97%)
5. CSIR (2,66%)
6. Anglo American (2,27%)
7. Transnet (2,14%)
8. BMW South Africa (1,98%)
9. Unilever (1,82%)
10. Coca-Cola South Africa (1,75%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS
6. COMMUNICATION PERFERENCES
7. PROFESSIONAL ASSOCIATION
8. APPENDIX
1. METHODOLOGY & TARGET GROUPS
2. PROFESSIONALS’ PROFILE
3. ATTRACTIVENESS
PROFESSIONALS’ PREFERENCES & LOYALTY
4.
© Universum Communications
• CAREER GOALS
• PREFERRED INDUSTRIES
• PREFERRED JOB FUNCTIONS
• SALARY
• COMPENSATION PACKAGE
• SATISFACTION WITH CURRENT EMPLOYER
• INTEREST IN CHANGING EMPLOYER
• APPLIED FOR ANOTHER JOB
THINK ABOUT
• What are professionals’ career goals? Can you provide them with the opportunity to achieve these goals?
• How interested are professionals in changing employer?
• What do professionals want in their compensation package and how does this compare to what they actually
have?
• Have they applied for another job? Internally or externally?
23
TOPICS
PROFESSIONALS’ PREFERENCES & LOYALTY
? ? SURVEY QUESTION
© Universum Communications 24
CAREER GOALS
PROFESSIONALS’ PREFERENCES & LOYALTY
Below is a list of nine possible career goals. Which are most
important to you? Please select a maximum of three alternatives
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
46%
41%
34%
34%
29%
24%
20%
19%
8%
49%
35%
37%
22%
26%
28%
34%
23%
17%
To have work / life balance
To be competitively or intellectually challenged
To be a leader or manager of people
To be autonomous or independent
To be entrepreneurial or creative / innovative
To be secure or stable in my job
To be a technical or functional expert
To be dedicated to a cause or to feel that I am serving agreater good
To have an international career FPI
Total
? ? SURVEY QUESTION
© Universum Communications 25
PREFERRED INDUSTRIES • TOP 15
PROFESSIONALS’ PREFERENCES & LOYALTY
In which industries would you ideally like to work? Please select a
maximum of three alternatives
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
58%
25%
19%
14%
8%
5%
5%
5%
5%
5%
4%
4%
3%
3%
3%
7%
3%
1%
8%
9%
4%
3%
3%
2%
1%
6%
2%
12%
2%
3%
Financial services
Investment management
Insurance
Management consulting
Education / teaching
Hotel / restaurant / tourism / hospitality
Investment banking
Marketing / advertising
Private equity
Retail banking
Environmental / conservation
Real estate
Academic research
Airline / travel
Entertainment / media / public relations
FPI
Total
? ? SURVEY QUESTION
© Universum Communications 26
PREFERRED JOB FUNCTIONS • TOP 15
PROFESSIONALS’ PREFERENCES & LOYALTY
In your next job, which role would you ideally like to work in?
Please select a maximum of three alternatives
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
32%
23%
14%
12%
12%
12%
10%
9%
5%
4%
4%
3%
23%
32%
10%
8%
4%
21%
7%
1%
3%
3%
2%
14%
1%
16%
2%
Consultant
Upper Management
Middle Management
Finance
Marketing / Communications / Public Relations
Project Manager
Analyst
Sales / Account Management
Legal
Administrative / Operations
Customer Services / Customer Relations
Researcher / Developer
Buyer / Planner
Engineer
Human Resources / Recruitment
FPI
Total
? ? SURVEY QUESTION
© Universum Communications 27
EXPECTED ANNUAL SALARY
PROFESSIONALS’ PREFERENCES & LOYALTY
If you were to change jobs today, what salary before taxes
(including commission and bonus, excluding other benefits) would
you ask for?
615 191
Rand 562 244 Total
FPI
Rand
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
+22%
+14%
? ? SURVEY QUESTION
© Universum Communications 28
CURRENT COMPENSATION PACKAGE • TOP 15
PROFESSIONALS’ PREFERENCES & LOYALTY
Apart from base salary, which of the following benefits are
included in your compensation package? Please select as many
alternatives as are applicable.
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
42%
25%
23%
21%
16%
13%
12%
10%
9%
9%
5%
4%
3%
3%
3%
38%
22%
35%
10%
12%
21%
17%
9%
39%
9%
9%
5%
10%
13%
10%
Performance-related bonus
Flexi-time
Private health insurance (medical aid)
Profit-sharing
Shares / options
Skills development
Increased pension benefits
Extra holidays
13th cheque
Paid external higher education (e.g. MBA)
Access to career coach / mentor
Parental benefits (e.g. supplement to maternity / paternity pay)
Company car
Housing subsidy
Overtime payFPI
Total
? ? SURVEY QUESTION
© Universum Communications 29
PREFERRED COMPENSATION PACKAGE • TOP 15
PROFESSIONALS’ PREFERENCES & LOYALTY
Regardless of what is included in your current package, which of
the following would you most prefer as part of your compensation
package, apart from base salary? Please select a maximum of
three alternatives
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
35%
33%
32%
23%
18%
16%
14%
12%
9%
9%
7%
5%
4%
4%
2%
26%
22%
31%
19%
28%
18%
21%
13%
6%
5%
14%
14%
14%
11%
1%
Shares / options
Profit-sharing
Performance-related bonus
Increased pension benefits
13th cheque
Private health insurance (medical aid)
Flexi-time
Paid external higher education (e.g. MBA)
Access to career coach / mentor
Fitness benefits (e.g. gym membership)
Extra holidays
Company car
Housing subsidy
Skills development
Household-related benefits (e.g. dry-cleaning)FPI
Total
? ? SURVEY QUESTIONS
© Universum Communications 30
PREFERRED VS. CURRENT COMPENSATION PACKAGE • TOP 15
FPI
PROFESSIONALS’ PREFERENCES & LOYALTY
• Apart from base salary, which of the following benefits are included in your
compensation package? Please select as many alternatives as are applicable.
• Regardless of what is included in your current package, which of the following
would you most prefer as part of your compensation package, apart from base
salary? Please select a maximum of three alternatives
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
35%
33%
32%
23%
18%
16%
14%
12%
9%
9%
7%
5%
4%
4%
2%
16%
21%
42%
12%
9%
23%
25%
9%
5%
1%
10%
3%
3%
13%
Shares / options
Profit-sharing
Performance-related bonus
Increased pension benefits
13th cheque
Private health insurance (medical aid)
Flexi-time
Paid external higher education (e.g. MBA)
Access to career coach / mentor
Fitness benefits (e.g. gym membership)
Extra holidays
Company car
Housing subsidy
Skills development
Household-related benefits (e.g. dry-cleaning)Preferred compensation package
Current compensation package
? ? SURVEY QUESTIONS
© Universum Communications 31
PREFERRED VS. CURRENT COMPENSATION PACKAGE • TOP 15
TOTAL
PROFESSIONALS’ PREFERENCES & LOYALTY
• Apart from base salary, which of the following benefits are included in your
compensation package? Please select as many alternatives as are applicable.
• Regardless of what is included in your current package, which of the following
would you most prefer as part of your compensation package, apart from base
salary? Please select a maximum of three alternatives
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
31%
28%
26%
22%
21%
19%
18%
14%
14%
14%
13%
11%
11%
6%
5%
38%
39%
12%
10%
22%
17%
35%
10%
9%
13%
9%
21%
10%
9%
5%
Performance-related bonus
13th cheque
Shares / options
Profit-sharing
Flexi-time
Increased pension benefits
Private health insurance (medical aid)
Company car
Extra holidays
Housing subsidy
Paid external higher education (e.g. MBA)
Skills development
Overtime pay
Access to career coach / mentor
Fitness benefits (e.g. gym membership)Preferred compensation package
Current compensation package
? ? SURVEY QUESTION
© Universum Communications 32
SATISFACTION WITH CURRENT EMPLOYER
PROFESSIONALS’ PREFERENCES & LOYALTY
How satisfied are you with your current employer?
Scale: 1 = Very dissatisfied and 10 = Very satisfied
7,7
TOTAL
FPI
6,8
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
26%
14%
27%
9%
9%
3%
6%
4%
1%
1%
13%
10%
21%
19%
11%
10%
6%
5%
3%
2%
10
9
8
7
6
5
4
3
2
1FPI
Total
? ? SURVEY QUESTION
© Universum Communications 33
INTEREST IN CHANGING EMPLOYER
PROFESSIONALS’ PREFERENCES & LOYALTY
Are you interested in changing employer?
Yes, within 6
months
Yes, within 1
year
Yes, within
1-2 years
Yes, within
2-4 years No Don’t know
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
11%
18%
3%
10%
6%
11%
3%
14%
59%
36%
18%
12%
FPI
Total
? ? SURVEY QUESTION
© Universum Communications 34
APPLIED FOR ANOTHER JOB
PROFESSIONALS’ PREFERENCES & LOYALTY
Have you applied for a new job in the past 12 months?
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
4%
15%
5%
76%
12%
26%
9%
60%
Yes, internally with current employer
Yes, externally with other employer
Yes, and I switched to my current job within the past 12months
No
FPI
Total
? ? SURVEY QUESTION
© Universum Communications 35
REASONS FOR APPLYING FOR A NEW JOB
PROFESSIONALS’ PREFERENCES & LOYALTY
Why did you apply for a new job? Please select as many
alternatives as applicable
4 Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
63%
53%
37%
21%
21%
16%
16%
11%
11%
11%
5%
5%
5%
53%
41%
31%
30%
21%
15%
15%
15%
25%
4%
13%
7%
2%
9%
I wanted to create better development opportunities
I wanted a higher salary
I wanted greater scope to influence my work
I wanted to try something new
I was dissatisfied with the corporate culture
I wanted the opportunity for an international career
I was dissatisfied with my immediate boss
I moved / wanted to move geographically
I was dissatisfied with the overall management
I was made redundant
I wanted to see if there was any interest in me on the labourmarket
I was dissatisfied with the working hours
My workplace was shut down
Other
FPI
Total
6. COMMUNICATION PERFERENCES
7. PROFESSIONAL ASSOCIATION
8. APPENDIX
1. METHODOLOGY & TARGET GROUPS
2. PROFESSIONALS’ PROFILE
3. ATTRACTIVENESS
4. PROFESSIONALS’ PREFERENCES & LOYALTY
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
5.
© Universum Communications
• RELATIVE IMPORTANCE OF THE DRIVERS OF EMPLOYER ATTRACTIVENESS
• ATTRACTIVENESS OF THE ATTRIBUTES WITHIN EACH DRIVER: • EMPLOYER REPUTATION & IMAGE
• JOB CHARACTERISTICS
• PEOPLE & CULTURE
• REMUNERATION & ADVANCEMENT OPPORTUNITIES
THINK ABOUT
• Compare your current employer brand and employer value proposition with the survey results. Are the aspects
on which you focus important and attractive to professionals? Or are you wasting time and money
communicating something that is not relevant for them?
• Are there attributes that are attractive to professionals on which you can deliver? Should these be included in
your external Communication preferences?
• As in any branding effort, keep in mind that preferences and goals vary greatly among different sub-segments.
37
TOPICS
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
© Universum Communications 38
The framework is developed together with professor Paula
Caligiuri, Director of the Center for HR Strategy at Rutgers
University. It is based on specific research within HR, as
well as focus groups and general Communication
preferences with both our clients and professionals.
!
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
EMPLOYER REPUTATION & IMAGE The attributes of the employer as an organisation
• Attractive / exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing / entrepreneurial
• Financial strength
• Innovation
• 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
• Challenging work
• Client interaction
• Control over my working hours
• Flexible working conditions
• High levels of responsibility
• Opportunities for international travel / relocation
• Professional training and development
• Secure employment
• Team oriented work
PEOPLE & CULTURE The social environment and attributes of the work place
• Enables me to maintain personal interests
• Has a culture that celebrates diverse / multicultural employees
• Leaders who will support my development
• Offers a creative and dynamic work environment
• Offers a friendly work environment
• Offers interaction with international clients and colleagues
• Recognises performance (meritocracy)
• Recruits only the best talent
• Respects its people
• Support for gender equality
© Universum Communications 39
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
THE DRIVERS OF EMPLOYER ATTRACTIVENESS 5
EMPLOYER
REPUTATION
& IMAGE
REMUNERATION &
ADVANCEMENT
OPPORTUNITIES
JOB
CHARACTERISTICS
PEOPLE
& CULTURE
? ? SURVEY QUESTION
© Universum Communications 40
RELATIVE IMPORTANCE OF EACH DRIVER
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
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
FPI Total
EMPLOYER REPUTATION & IMAGE
JOB CHARACTERISTICS
PEOPLE & CULTURE
REMUNERATION & ADVANCEMENT OPPORTUNITIES
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
22%
23%
22%
33%
21%
27%
22%
31%
? ? SURVEY QUESTION
© Universum Communications 41
EMPLOYER REPUTATION & IMAGE
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
5
EMPLOYER
REPUTATION
& IMAGE
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
50%
46%
37%
28%
28%
20%
20%
19%
17%
13%
38%
36%
25%
43%
30%
32%
18%
20%
17%
16%
Ethical standards
Innovation
Attractive / exciting products and services
Financial strength
Market success
Inspiring top management
Prestige
Fast-growing / entrepreneurial
Environmental sustainability
Corporate Social ResponsibilityFPI
Total
? ? SURVEY QUESTION
© Universum Communications 42
JOB CHARACTERISTICS
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
JOB
CHARACTERISTICS
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
51%
43%
34%
34%
30%
19%
19%
17%
17%
11%
39%
31%
45%
36%
29%
11%
25%
25%
23%
15%
Professional training and development
Flexible working conditions
Challenging work
Secure employment
High levels of responsibility
Client interaction
Opportunities for international travel / relocation
A variety of assignments
Control over my working hours
Team oriented workFPI
Total
? ? SURVEY QUESTION
© Universum Communications 43
PEOPLE & CULTURE
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
5
PEOPLE
& CULTURE
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
59%
52%
49%
34%
25%
21%
16%
16%
8%
5%
47%
34%
45%
37%
27%
23%
26%
23%
6%
10%
Offers a creative and dynamic work environment
Respects its people
Recognises performance (meritocracy)
Leaders who will support my development
Offers a friendly work environment
Recruits only the best talent
Enables me to maintain personal interests
Offers interaction with international clients and colleagues
Support for gender equality
Has a culture that celebrates diverse / multiculturalemployees
FPI
Total
? ? SURVEY QUESTION
© Universum Communications 44
REMUNERATION & ADVANCEMENT OPPORTUNITIES
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
REMUNERATION &
ADVANCEMENT
OPPORTUNITIES
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
57%
37%
37%
33%
29%
29%
18%
16%
10%
33%
45%
34%
37%
27%
29%
27%
16%
18%
6%
Good prospects for high future earnings
Competitive base salary
Performance-related bonus
Leadership opportunities
Clear path for advancement
Competitive benefits
Good reference for future career
Good possibilities for rapid promotion
Sponsorship of future education
Overtime payFPI
Total
© Universum Communications 45
TOP FINDINGS
OVERALL MOST ATTRACTIVE ATTRIBUTES • TOP 5
THE DRIVERS OF EMPLOYER ATTRACTIVENESS
PLEASE NOTE: This analysis refers to the attractiveness of
each of the 40 attributes in relation to how important the
professionals think its driver is. The analysis gives a
summarised 360 degree view of the factors influencing
employer attractiveness.
!
FPI TOTAL
1. Competitive base salary (Remuneration &
Advancement Opportunities)
2. Challenging work (Job Characteristics)
3. Performance-related bonus
(Remuneration & Advancement
Opportunities)
4. Good prospects for high future earnings
(Remuneration & Advancement
Opportunities)
5. Leadership opportunities (Remuneration
& Advancement Opportunities)
1. Good prospects for high future earnings
(Remuneration & Advancement
Opportunities)
2. Performance-related bonus
(Remuneration & Advancement
Opportunities)
3. Offers a creative and dynamic work
environment (People & Culture)
4. Competitive base salary (Remuneration &
Advancement Opportunities)
5. Competitive benefits (Remuneration &
Advancement Opportunities)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
1. METHODOLOGY & TARGET GROUPS
2. PROFESSIONALS’ PROFILE
3. ATTRACTIVENESS
4. PROFESSIONALS’ PREFERENCES & LOYALTY
5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS
COMMUNICATION PREFERENCES
6. 7. PROFESSIONAL ASSOCIATION
8. APPENDIX
© Universum Communications
• PREFERRED & ACTUAL COMMUNICATION CHANNELS
• PUBLICATIONS & WEBSITES
• SOCIAL NETWORKS / COMMUNITIES
THINK ABOUT
• Which communications channels prefer professionals to learn about future employers and which ones are the
already using?
• Are you using the right channels to reach your target group?
• Can you improve the use of your communication budget?
47
TOPICS
COMMUNICATION PREFERENCES
? ? SURVEY QUESTION
© Universum Communications 48
PREFERRED COMMUNICATION CHANNELS • TOP 15
COMMUNICATION PREFERENCES
How would you prefer to gather information about potential
employers? Please select a maximum of three alternatives
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
43%
33%
33%
30%
17%
13%
12%
12%
12%
8%
8%
7%
7%
7%
7%
39%
30%
30%
27%
11%
18%
8%
15%
11%
8%
9%
4%
12%
9%
9%
Company websites
Acquaintances employed by the company / organisation
Career websites
Online professional networks / communities
Articles in trade magazines
Friends and family
Advertisements in print media
Articles in newspapers
Company recruitment brochures
Alumni services at your former university
Through my university during my studies
Advertisements in trade magazines
Advertisements on the Internet
Former fellow students
Online social networks / communities
FPI
Total
? ? SURVEY QUESTION
© Universum Communications 49
ACTUAL COMMUNICATION CHANNELS • TOP 15
COMMUNICATION PREFERENCES
What has mainly helped you to form an opinion about these
companies as employers? Please select as many alternatives as
applicable
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
40%
34%
28%
27%
27%
23%
23%
22%
19%
19%
15%
13%
13%
10%
6%
32%
31%
20%
15%
32%
22%
27%
12%
19%
21%
13%
18%
11%
18%
5%
Acquaintances employed by the company / organisation
Company websites
Online professional networks / communities
Advertisements on TV
Articles in newspapers
Articles in trade magazines
Friends and family
Company sponsored events
Advertisements in print media
Career websites
Advertisements in trade magazines
Advertisements in newspapers
Online social networks / communities
Former fellow students
Company videos
FPI
Total
? ? SURVEY QUESTION
© Universum Communications 50
PUBLICATIONS • JOBS
COMMUNICATION PREFERENCES
Which publications do you read to find jobs? Please select as
many as applicable
3
• Sunday Times (Money & Careers) (20%)
• Rapport (14%)
• Mail & Guardian (Jobs) (10%)
• Online industry trade journals (10%)
• The Star (Workplace) (10%)
• Beeld (Classified) (7%)
• Die Burger (Classified) (7%)
• Job Mail (7%)
• The Mercury (Workplace) (5%)
• Cape Times (Classified) (3%)
FPI TOTAL
• Sunday Times (Money & Careers) (33%)
• Job Mail (18%)
• Rapport (13%)
• Online industry trade journals (13%)
• Mail & Guardian (Jobs) (11%)
• The Star (Workplace) (10%)
• Beeld (Classified) (10%)
• Die Burger (Classified) (9%)
• City Press (Classified) (7%)
• Cape Times (Classified) (5%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 51
PUBLICATIONS • EMPLOYERS
COMMUNICATION PREFERENCES
Which publications do you read to learn about potential future
employers? Please select as many as applicable
3
• Business Day (32%)
• Finweek (27%)
• Financial Mail (20%)
• Sunday Times (20%)
• Online Industry Trade Journals (10%)
• Rapport (10%)
• The Times (10%)
• Beeld (8%)
• Die Burger (8%)
• The Star (8%)
FPI TOTAL
• Sunday Times (27%)
• Business Day (17%)
• Financial Mail (17%)
• Careers SA (14%)
• Rapport (12%)
• Mail & Guardian (12%)
• Finweek (11%)
• Beeld (10%)
• Online Industry Trade Journals (9%)
• The Star (8%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 52
WEBSITES
COMMUNICATION PREFERENCES
Which websites do you visit to learn more about potential future
employers (including job openings)? Please select as many as
applicable
3
• careerjunction.co.za (38%)
• careers24.com (33%)
• pnet.co.za (22%)
• Company specific websites (17%)
• careerweb.co.za (5%)
• gumtree.co.za (5%)
• ioljobs.co.za (5%)
• Newspaper career websites (5%)
• sajobsonline.co.za (5%)
• bestjobs.co.za (3%)
FPI TOTAL
• careers24.com (38%)
• careerjunction.co.za (37%)
• pnet.co.za (25%)
• Company specific websites (23%)
• gumtree.co.za (14%)
• jobs4u.co.za (12%)
• Newspaper career websites (10%)
• bestjobs.co.za (9%)
• careerweb.co.za (8%)
• ioljobs.co.za (8%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
? ? SURVEY QUESTION
© Universum Communications 53
SOCIAL NETWORKS / COMMUNITIES
COMMUNICATION PREFERENCES
Which social networks / communities / tools are you regularly
using? Please select as many as applicable
3
• Facebook.com (71%)
• Linkedin.com (47%)
• Google+ (38%)
• Youtube.com (22%)
• Twitter.com (17%)
• Instagram (7%)
• Blogger.com (2%)
FPI TOTAL
• Facebook.com (62%)
• Linkedin.com (46%)
• Google+ (33%)
• Youtube.com (21%)
• Twitter.com (19%)
• Pinterest (3%)
• Instagram (3%)
• Plaxo.com (1%)
• Blogger.com (1%)
• Flickr.com (1%)
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
1. METHODOLOGY & TARGET GROUPS
2. PROFESSIONALS’ PROFILE
3. ATTRACTIVENESS
4. PROFESSIONALS’ PREFERENCES & LOYALTY
5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS
6. COMMUNICATION PREFERENCES
PROFESSIONAL ASSOCIATION
7. 8. APPENDIX
? ? SURVEY QUESTION
© Universum Communications
SATISFACTION - PROFESSIONAL ASSOCIATION
PROFESSIONAL ASSOCIATIONS
How satisfied are you overall with your professional association?
(Very satisfied, Satisfied, Neutral, Dissatisfied and Very
dissatisfied)
6
55
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
26%
40%
21%
10%
3%
27%
48%
20%
4%
1%
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
FPI
Total
? ? SURVEY QUESTION
© Universum Communications
WHY MEMBERSHIP OF A PROFESSIONAL ASSOCIATION?
PROFESSIONAL ASSOCIATIONS
What are your main reasons for being a member of a Professional
Association? Please select as many alternatives as applicable
6
56
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
76%
67%
48%
47%
29%
19%
17%
14%
9%
2%
71%
44%
46%
40%
31%
13%
18%
21%
47%
1%
Certification / recognition of experience
They help promote the profession
Access to information
Training / seminars / conferences
Networking opportunities
Career guidance
Advisory services
Membership magazine / journal subscription
It is compulsory
OtherFPI
Total
? ? SURVEY QUESTION
© Universum Communications
FINANCIAL PLANNING
PROFESSIONAL ASSOCIATIONS
Are you currently practising financial planning? Please select as
many alternatives as applicable
6
57
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
80%
20%
Yes
No
1. METHODOLOGY & TARGET GROUPS
2. PROFESSIONALS’ PROFILE
3. ATTRACTIVENESS
4. PROFESSIONALS’ PREFERENCES & LOYALTY
5. THE DRIVERS OF EMPLOYER ATTRACTIVENESS
6. COMMUNICATION PREFERENCES
7. PROFESSIONAL ASSOCIATION
APPENDIX
8.
? ? SURVEY QUESTION
© Universum Communications 59
HIGHEST ACADEMIC DEGREE
APPENDIX
What is your highest academic degree?
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
48%
18%
9%
8%
5%
4%
4%
1%
5%
17%
1%
26%
4%
17%
7%
12%
5%
5%
Postgraduate Diploma
Honours
Certificate
Bachelors Degree (i.e. B Eng, B Com, B Sc, BA)
MBA
Masters (non-MBA)
National Diploma
CA(SA)
Bacc. Technologiae (Btech)
PhDFPI
Total
? ? SURVEY QUESTION
© Universum Communications
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
60
EDUCATIONAL INSTITUTIONS (1/2)
APPENDIX
Which educational institution did you attend?
University FPI Total
Cape Peninsula University of Technology 0,00% 1,85%
Central University of Technology, Free State 0,00% 0,69%
Durban University of Technology 0,00% 1,62%
Mangosuthu University of Technology 0,00% 0,45%
Nelson Mandela Metropolitan University 3,75% 6,71%
North West University 2,50% 2,15%
Rhodes University 1,25% 0,96%
Tshwane University of Technology 0,00% 2,60%
University of Cape Town 1,25% 4,90%
University of Fort Hare 0,00% 0,25%
University of Johannesburg 6,25% 5,56%
University of KwaZulu-Natal 11,25% 6,33%
? ? SURVEY QUESTION
© Universum Communications
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
61
EDUCATIONAL INSTITUTIONS (2/2)
APPENDIX
Which educational institution did you attend?
University FPI Total
University of Limpopo 0,00% 0,38%
University of Pretoria 2,50% 26,79%
University of South Africa (Unisa) 12,50% 4,03%
University of Stellenbosch 11,25% 20,43%
University of the Free State 30,00% 2,74%
University of the Western Cape 1,25% 0,31%
University of the Witwatersrand 3,75% 5,37%
University of Venda 0,00% 0,13%
University of Zululand 0,00% 0,15%
Vaal University of Technology 0,00% 1,22%
Walter Sisulu University for Technology & Science 0,00% 0,40%
Other 12,50% 3,96%
? ? SURVEY QUESTION
© Universum Communications
Universum Professional Survey 2012/2013
Talent Insight Report
South African Edition
All Professionals
FPI
62
FIELD PERIOD 2013 – INCREASE RESPONSE RATE
APPENDIX
Which educational institution did you attend?
•Survey Specific Email
•FPI specific Prize
•Social Media
•Button on website
•Social media ads
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THANK YOU!
ARE YOU
READY
TO DIG
DEEPER
INTO THE WORLD
OF EMPLOYER
BRANDING
?