Nuoret ammattilaiset -tutkimuksen tulokset 2010

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Universumin Nuoret ammattilaiset -tutkimuksen tulokset vuodelta 2010. Vertailuryhminä TTL:n vastaajat ja muut suomalaiset vastaajat.

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Nuoret ammattilaiset -tutkimuksen tulokset 2010

  1. 1. Target Group Report Universum Professional Survey 2010 Finnish Edition Partner Report All Professionals Copyright Universum 20101 1 Copyright Universum 2010
  2. 2. The Universum businessUniversum helps companies improve their performance through more successfulrecruitment and retention by ensuring improvements to their Employer Brand. We help employers: Understand Decide Their image, audience Desired brand position and competitors Plan Act Their communication By reaching the talent activities market through our communication solutions 2
  3. 3. Product portfolio Communication Communication Action Research EVP Plan Material Universum’s employer branding model™ National Student Surveys • University audits Print • 5 continents • Brand tracking and evaluation *Unique for every country • 800 educational institutions • Employer Value Proposition • Over 300,000 respondents development Web • Communication strategy development *Unique for every country National Professional Surveys • Communication materials testing • 11 countries • Custom research • Over 80,000 respondents 3
  4. 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). 4
  5. 5. Content 1 Methodology and participating professionals 2 Professionals’ profile 3 Employer rankings 4 Professionals’ career and communication preferences 5 Professionals’ employer preferences 5
  6. 6. Target Group Report 1 Methodology and participating professionals Universum Professional Survey 2010 Partner Report6 6 Copyright Universum 2010 Copyright Universum 2010
  7. 7. Methodology 1 Field period: June to October 2010 Total number of respondents: 3 905The Questionnaire: The list of employers:• Created with 20 years of experience, extensive Composed through Universum‟s knowledge of each research within HR, focus groups and communication market, evaluations of the last year‟s list, extensive with both our clients and professionals. market analysis, complemented by information derived• Global perspective - local insight. from discussions with professionals and organisations and finally “write-ins” from last year‟s survey.• Comprised of closed-ended questions with an extensive list of alternatives and an „Other‟ option. 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. 7
  8. 8. Comparison groups analyzed in this report 1 Group 1: Base of the group: Tietotekniikan liitto, TTL Number of respondents: 40 Group 2: Base of the group: Total Number of respondents: 3 905 8
  9. 9. Target Group Report 2 Professionals’ profile Universum Professional Survey 2010 Partner Report Copyright Universum 20109 9 Copyright Universum 2010 Copyright Universum 2010
  10. 10. Professionals’ profile 2Topics:Factors differentiating the selected target groups:• General profile• Educational profile• Professional profileThink about:• What characterizes the professionals?• Which professionals are within your primary target groups?• How do the groups differ from each other? 10
  11. 11. General profile - Age & Gender 2 Age: Gender: 33.8 32.6 Tietotekniikan 75% 25% liitto, TTL Total 51% 49% Tietotekniikan liitto, TTL Total Male FemaleSURVEY QUESTIONS:• What is your year of birth?• What is your gender? 11
  12. 12. Educational profile - Highest academic degree 2 50% Associates 41% 30%Masters (non-MBA) 46% 20% Bachelors 9% MBA 1% PhD 1% Other 1% Tietotekniikan liitto, TTL TotalSURVEY 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? 12
  13. 13. Educational profile - Top educational institutions - Tietotekniikan liitto, 2 TTL 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%SURVEY QUESTION:Which educational institution did you mainly attend?THINK ABOUT:• What professional profile du you seek?• Which group matches this best? 13
  14. 14. Educational profile - Top educational institutions - Total 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%SURVEY QUESTION:Which educational institution did you mainly attend?THINK ABOUT:• What professional profile du you seek?• Which group matches this best? 14
  15. 15. Professional profile - Current monthly salary (EUR) 2Tietotekniikan liitto, 3 203 TTL Total 3 529SURVEY QUESTION:What is your current salary before taxes (including commission and bonus, excluding pension)?THINK ABOUT:• What professional profile du you seek?• Which group matches this best? 15
  16. 16. Professional profile - Work experience 2Tietotekniikan liitto, 7.6 TTL Total 6.2SURVEY QUESTION:How many years have you been working since you concluded your studies?THINK ABOUT:• What professional profile du you seek?• Which group matches this best? 16
  17. 17. Professional profile - Top current industries 2 Tietotekniikan Industry Total liitto, TTL 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%SURVEY QUESTION:In which industry do you currently work?THINK ABOUT:• What professional profile du you seek?• Which group matches this best? 17
  18. 18. Professional profile - Current job functions 2 Tietotekniikan Job function Total liitto, TTL 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, 3% 8% Purchasing, IT support) 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%SURVEY QUESTION:Which of the below best matches your current job function?THINK ABOUT:• What professional profile du you seek?• Which group matches this best? 18
  19. 19. Professional profile - Cities 2 Tietotekniikan City Total liitto, TTL 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%SURVEY QUESTION:In which city do you currently live?THINK ABOUT:• What professional profile du you seek?• Which group matches this best? 19
  20. 20. Top findings - Professionals’ profile - Tietotekniikan liitto, TTL 2Gender: Age: 25% women and 75% men  Average age: 33.8 yearsMost represented current industries: Most represented current job functions: Computer software  IT specialist/developer IT consulting  Sales/Key account manager Computer hardware  Customer service functionWork experience: Salary: Average: 7.6 years  Average current monthly salary: 3 203 EUR Most represented cities:  Espoo  Helsinki  Turku 20
  21. 21. Top findings - Professionals’ profile - Total 2Gender: Age: 49% women and 51% men  Average age: 32.6 yearsMost represented current industries: Most represented current job functions: Government/public service  Research and development function Engineering/manufacturing  Engineer Telecommunications  Customer service functionWork experience: Salary: Average: 6.2 years  Average current monthly salary: 3 529 EUR Most represented cities:  Helsinki  Espoo  Tampere 21
  22. 22. Target Group Report 3 Employer rankings Universum Professional Survey 2010 Partner Report Copyright Universum 201022 22 Copyright Universum 2010
  23. 23. Employer rankings 3Topics:• Ideal Employer ranking• Considered Employer rankingThink 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! 23
  24. 24. Ideal Employer ranking (Top 30) - Tietotekniikan liitto, TTL 3 Rank Per cent Rank Rank Per cent RankEmployer Employer 2010 2010 2009 2010 2010 2009Microsoft 1 15.38% 10 VTT 8 7.69% 7Nokia 1 15.38% 1 Wärtsilä 8 7.69% 4Finnair 3 12.82% 5 YLE 8 7.69% 21S-ryhmä (SOK) 3 12.82% 6 Blue1 19 5.13% 84Tieto 3 12.82% 48 Ericsson 19 5.13% 65F-Secure 6 10.26% 27 Finavia 19 5.13% 60Suunto 6 10.26% 3 Fiskars 19 5.13% -BasWare 8 7.69% 112 Fortum 19 5.13% 9Fujitsu Services 8 7.69% 82 Hartwall 19 5.13% 38Logica 8 7.69% 71 HP 19 5.13% 54Nokia Siemens Networks 8 7.69% 29 IBM 19 5.13% 19Polar Electro 8 7.69% 27 Kela 19 5.13% -Ponsse 8 7.69% 67 Kesko 19 5.13% 37Reaktor Innovations 8 7.69% - KONE 19 5.13% 2Sanoma 8 7.69% 30 Lemminkäinen 19 5.13% 114SURVEY QUESTION:Please select five employers from the list below for which you would most like to work – your five Ideal Employers. 24
  25. 25. Ideal Employer ranking (Top 30) - Total 3 Rank Per cent Rank Rank Per cent RankEmployer Employer 2010 2010 2009 2010 2010 2009Nokia 1 12.71% 1 Helsingin Kaupunki 16 4.82% 35KONE 2 11.75% 2 Accenture 17 4.67% 24S-ryhmä (SOK) 3 9.66% 6 Valio 18 4.55% 34Finnair 4 9.57% 5 Fiskars 19 4.53% -Fazer 5 8.24% 8 ABB 20 4.50% 13Wärtsilä 6 7.19% 4 Sanoma 20 4.50% 30Puolustusvoimat 7 7.14% 12 IBM 22 4.44% 19Microsoft 8 6.47% 10 MTV MEDIA 23 4.38% -VTT 9 6.24% 7 Neste Oil 24 4.35% 14YLE 10 6.21% 21 LOréal 25 4.32% 31Suunto 11 6.09% 3 Metso 26 4.29% 15 Suomen ympäristökeskusFortum 12 6.01% 9 26 4.29% 20 (SYKE)Nordea 13 5.28% 32 UPM-Kymmene 28 4.15% 25OP-Pohjola-ryhmä 14 5.25% 22 Suomen Pankki 29 3.97% 35Stockmann 15 5.22% 17 Patria 30 3.80% 18SURVEY QUESTION:Please select five employers from the list below for which you would most like to work – your five Ideal Employers. 25
  26. 26. Considered Employer ranking (Top 30) - Tietotekniikan liitto, TTL 3 Rank Per cent Rank Rank Per cent RankEmployer Employer 2010 2010 2009 2010 2010 2009Microsoft 1 38.46% 15 Kesko 13 20.51% 27Nokia 2 28.21% 2 MTV MEDIA 13 20.51% -S-ryhmä (SOK) 2 28.21% 9 Verohallinto 13 20.51% 96Tieto 2 28.21% 41 YLE 13 20.51% 24Fujitsu Services 5 25.64% 64 Nokia Siemens Networks 20 17.95% 20IBM 5 25.64% 21 Siemens 20 17.95% 23Logica 5 25.64% 84 VTT 20 17.95% 10Nordea 5 25.64% 34 Wärtsilä 20 17.95% 5Finnair 9 23.08% 4 BasWare 24 15.38% 113Fortum 9 23.08% 6 Digia 24 15.38% 88F-Secure 9 23.08% 35 Elisa 24 15.38% 49Suunto 9 23.08% 3 Suomen Pankki 24 15.38% 40HP 13 20.51% 45 UPM-Kymmene 24 15.38% 25If 13 20.51% 89 YIT 24 15.38% 46Kela 13 20.51% - Accenture 30 12.82% 32SURVEY QUESTION:Below is a list of employers. Which of these employers would you consider working for? 26
  27. 27. Considered Employer ranking (Top 30) - Total 3 Rank Per cent Rank Rank Per cent RankEmployer Employer 2010 2010 2009 2010 2010 2009Nokia 1 27.65% 2 Metso 16 16.76% 12KONE 2 25.46% 1 UPM-Kymmene 17 16.62% 25Finnair 3 24.09% 4 Nordea 18 16.51% 34S-ryhmä (SOK) 4 22.88% 9 Neste Oil 19 16.28% 11Fazer 5 22.60% 7 Hartwall 20 15.86% 22Fortum 6 19.99% 6 Kesko 21 15.24% 27Suunto 7 19.79% 3 Nokia Siemens Networks 22 14.94% 20Stockmann 8 18.67% 16 IBM 23 14.85% 21Wärtsilä 9 18.53% 5 Siemens 24 14.82% 23Valio 10 18.44% 17 OP-Pohjola-ryhmä 25 14.71% 36YLE 11 17.71% 24 ABB 26 14.51% 8Puolustusvoimat 12 17.49% 14 Sanoma 27 14.49% 41Fiskars 13 17.04% - Suomen Pankki 28 14.01% 40Microsoft 14 16.98% 15 Paulig 29 13.84% 37VTT 15 16.96% 10 Konecranes 30 13.42% 18SURVEY QUESTION:Below is a list of employers. Which of these employers would you consider working for? 27
  28. 28. 3Top findings - Employer rankings Ideal Employer rankings Considered Employer rankings Tietotekniikan liitto, TTL: Tietotekniikan liitto, TTL: 1. Microsoft 1. Microsoft 1. Nokia 2. Nokia 3. Finnair 2. S-ryhmä (SOK) 3. S-ryhmä (SOK) 2. Tieto 3. Tieto 5. Fujitsu Services Total: Total: 1. Nokia 1. Nokia 2. KONE 2. KONE 3. S-ryhmä (SOK) 3. Finnair 4. Finnair 4. S-ryhmä (SOK) 5. Fazer 5. Fazer 28
  29. 29. Target Group Report 4 Professionals’ career & communication preferences Universum Professional Survey 2010 Partner Report Copyright Universum 201029 29 Copyright Universum 2010 Copyright Universum 2010
  30. 30. Professionals’ career & communication preferences 4Topics:• Career goals• Satisfaction with current employer• Interest in changing employer• Applied for another job• Preferred communication channels• Actual communication channelsThink 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? 30
  31. 31. Career goals 2010 4 65% To have work/life balance 70% To be competitively or intellectually 50% challenged 37% 40%To be a technical or functional expert 36% 35% To be secure or stable in my job 43% 23% To be autonomous or independent 23% 20%To be a leader or manager of people 22% To be entrepreneurial or 20% creative/innovative 15%To be dedicated to a cause or to feel 10% that I am serving a greater good 14% 10% Tietotekniikan liitto, TTL To have an international career 15% TotalSURVEY 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?• Which group/s matches these preferences best? 31
  32. 32. Career goals 2009 4 To have work/life balance 68%To be a technical or functional expert 43% To be competitively or intellectually 42% challenged To be secure or stable in my job 37%To be a leader or manager of people 25% To be autonomous or independent 23% To be entrepreneurial or 16% creative/innovative To have an international career 14%To be dedicated to a cause or to feel 11% that I am serving a greater good TotalSURVEY 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?• Which group/s matches these preferences best? 32
  33. 33. Satisfaction with current employer 2010 4 5% 1 1% 3% 2 3% 3% 3 5% 5% Averages: 4 5% Tietotekniikan liitto, TTL: 5 5% 7.1 6% 5% Total: 7.0 6 10% 22% 7 19% 16% 8 29% 22% 9 17% 14% Tietotekniikan liitto, TTL10 6% TotalSURVEY QUESTION:How satisfied are you with your current employer?Scale 1 = Very dissatisfied and 10 = Very satisfiedTHINK ABOUT:Do you think the employees at your company differ from the result? 33
  34. 34. Satisfaction with current employer 2009 4 1 2% 2 2% 3 4% Averages: 4 5% Total: 7.1 5 6% 6 8% 7 19% 8 30% 9 18%10 5% TotalSURVEY QUESTION:How satisfied are you with your current employer?Scale 1 = Very dissatisfied and 10 = Very satisfiedTHINK ABOUT:Do you think the employees at your company differ from the result? 34
  35. 35. Interest in changing employer 2010 4 21%Yes, within 6 months 18% 3% Yes, within 1 year 14% 16%Yes, within 1-2 years 15% 13%Yes, within 2-4 years 16% 32% No 21% 16% Dont know Tietotekniikan liitto, TTL 16% TotalSURVEY 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? 35
  36. 36. Interest in changing employer 2009 4Yes, within 6 months 15% Yes, within 1 year 13%Yes, within 1-2 years 16%Yes, within 2-4 years 17% No 22% Dont know 17% TotalSURVEY 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? 36
  37. 37. Applied for another job 2010 4 18% Yes, internally with current employer 14% 29% Yes, externally with other employer 27% Yes, and I switched to 24% my current job within the past 12 months 14% 42% No 52% Tietotekniikan liitto, TTL TotalSURVEY 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?• Do you think your employees differ from this? 37
  38. 38. Applied for another job 2009 4 Yes, internally with 13% current employer Yes, externally with 25% other employer Yes, and I switched to my current job within 12% the past 12 months No 57% TotalSURVEY 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?• Do you think your employees differ from this? 38
  39. 39. Member of union 4 100% Yes 75% Don‟t know 2% No 23% Tietotekniikan liitto, TTL TotalSURVEY QUESTION:Are you a member of a union? 39
  40. 40. Why member of union 4 75% Income insurance 76% In principal I want to be a 30% member of the union 37% Legal councelling in conflicts 28% with the employer 39% Updated information on salary 28% levels 37% Individual counselling on your 23% rights 35% 20% Help with negotiating 27% 18% Newspaper subscription 18% 8% Other beneficial insurances 16% 5% Job-seeking service 17% 8% Tietotekniikan liitto, TTL Other 6% TotalSURVEY QUESTION:What are your main reasons for being a member in a labor union? (Please select as many alternatives as applicable) 40
  41. 41. Why not member of union 4 I think it is enough to pay unemployment benefit society 45% fund It is too expensive, the 30% membership fee is too high I don‟t think that the union is of any use/doubtful of the use of 24% union work There are too many political 21% games in the trade union I only work on short term contracts and therefore I don‟t 11% need the union In principal I don‟t want to be a 9% member of the union Too much top down activities 8% Other 18% TotalSURVEY QUESTION:What are your main reasons for not being a member in a labor union? (Please select as many alternatives as applicable) 41
  42. 42. Union Services 4 58% My union‟s salary statistics 73% 42% My union‟s salary calculator 42% 39% My union‟s recruitment advices 25% 33% My union‟s network 18% 30% My union‟s recruitment service 43% My union‟s advices concerning 18% employment agreements 17% My union‟s employment 18% Tietotekniikan liitto, TTL agreement template 12% TotalSURVEY QUESTION:Have you applied for a new job in the past 12 months?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) 42
  43. 43. Preferred channels 2010 (1/2) 4 50% Employer websites 44% Career websites/Internet job 35% boards 31% Acquaintances employed by 25% the company/organisation 37% 23% Articles in trade magasines 22% 20%Advertisement on the Internet 11% 18% Employer sponsored events 10% Online social 15% networks/communities 10% 13%Advertisement in newspapers 10% Employer recruitment 13% brochures 11% 10% Tietotekniikan liitto, TTL Articles in newspapers 14% TotalSURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternativesTHINK 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? 43
  44. 44. Preferred channels 2010 (2/2) 4 10% Friends and family 17% 8% Former fellow students 12% Through my university during 8% my studies 11% Advertisement in trade 5% magasines 8% 5% Advertisement on TV 3% 3% Employer videos 1% 3% News channel programming 3%Alumni services at your former University 5% Giveaways/promotional material 3% Minority targeted events 1% Tietotekniikan liitto, TTL 5% Other 1% TotalSURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternativesTHINK 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? 44
  45. 45. Preferred channels 2009 (1/2) 4 Employer websites 41%Acquaintances employed by 39% the company/organisation Articles in trade magasines 29%Career websites/Internet job 25% boards Articles in newspapers 19% Friends and family 18% Former fellow students 13% Online social 9% networks/communities Advertisement in trade 9% magasines Employer recruitment 8% brochures TotalSURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternativesTHINK 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? 45
  46. 46. Preferred channels 2009 (2/2) 4Advertisement on the Internet 8% Through my university during 7% my studiesAdvertisement in newspapers 7% Employer sponsored events 7% News channel programming 5%Alumni services at your former 3% University Advertisement on TV 2% Giveaways/promotional 2% material Employer videos 1% Minority targeted events 1% Other 5% TotalSURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternativesTHINK 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? 46
  47. 47. Actual channels 2010 (1/2) 4 47% Employer websites 44% Career websites/Internet job 37% boards 32% 35% Advertisement on the Internet 19% Acquaintances employed by the 25% company/organisation 31% 25% Advertisement in newspapers 23% 21% Articles in newspapers 35% 19% Articles in trade magasines 29% 19%Advertisement in trade magasines 19% 18% Employer sponsored events 9% 18% Tietotekniikan liitto, TTL Friends and family 23% TotalSURVEY QUESTION:How have you mainly learnt about these employers? Please select as many as applicableTHINK 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 actual ones?• Are there any new possible channels to focus on in the future or to decrease your visibility in? 47
  48. 48. Actual channels 2010 (2/2) 4Through my university during my 18% studies 15% 16% News channel programming 18% Online social 15% networks/communities 9% 13% Former fellow students 19% 11%Employer recruitment brochures 13% 8% Advertisement on TV 11% 8%Giveaways/promotional material 7% 7% Employer videos 4% Alumni services at your former 6% University 4% 3% Minority targeted events 2% 13% Tietotekniikan liitto, TTL Other 12% TotalSURVEY QUESTION:How have you mainly learnt about these employers? Please select as many as applicableTHINK 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 actual ones?• Are there any new possible channels to focus on in the future or to decrease your visibility in? 48
  49. 49. Actual channels 2009 (1/2) 4 Employer websites 44% Articles in newspapers 41% Articles in trade magasines 37% Acquaintances employed by the 34% company/organisation Career websites/Internet job 31% boards Advertisement in newspapers 24% Friends and family 22%Advertisement in trade magasines 22% Former fellow students 21% News channel programming 20% TotalSURVEY QUESTION:How have you mainly learnt about these employers? Please select as many as applicableTHINK 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 actual ones?• Are there any new possible channels to focus on in the future or to decrease your visibility in? 49
  50. 50. Actual channels 2009 (2/2) 4 Advertisement on the Internet 17%Through my university during my 17% studiesEmployer recruitment brochures 12% Advertisement on TV 10% Online social 10% networks/communities Employer sponsored events 8%Giveaways/promotional material 6% Alumni services at your former 4% University Employer videos 4% Minority targeted events 2% Other 12% TotalSURVEY QUESTION:How have you mainly learnt about these employers? Please select as many as applicableTHINK 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 actual ones?• Are there any new possible channels to focus on in the future or to decrease your visibility in? 50
  51. 51. Top actual vs. preferred channels 2010 - Tietotekniikan liitto, TTL 4 50% Employer websites 47% 35%Career websites/Internet job boards 37% Acquaintances employed by the 25% company/organisation 25% 23% Articles in trade magasines 19% 20% Advertisement on the Internet 35% 18% Employer sponsored events 18% 15%Online social networks/communities 15% 13% Advertisement in newspapers 25% 13% Employer recruitment brochures 11% 10% Preferred information Articles in newspapers 21% Actual informationSURVEY 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 applicableTHINK ABOUT:• Which communication channels have you used in your communication with the target group?• Have you had the impact you thought? 51
  52. 52. Top actual vs. preferred channels 2010 - Total 4 44% Employer websites 44% Acquaintances employed by the 37% company/organisation 31% 31% Career websites/Internet job boards 32% 22% Articles in trade magasines 29% 17% Friends and family 23% 14% Articles in newspapers 35% 12% Former fellow students 19% 11%Through my university during my studies 15% 11% Employer recruitment brochures 13% 11% Preferred information Advertisement on the Internet 19% Actual informationSURVEY 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 applicableTHINK ABOUT:• Which communication channels have you used in your communication with the target group?• Have you had the impact you thought? 52
  53. 53. Target Group Report 5 Professionals employer preferences Universum Professional Survey 2010 Partner Report 53 Copyright Universum 2010 2010 Copyright Universum
  54. 54. Drivers of Employer Attractiveness 5Employer Reputation & Image Job Characteristics- The attributes of the employer as an organisation - The contents and demands of the job, including the learning opportunities provided by the job• Attractive/exciting products and services• Fast-growing or entrepreneurial • A variety of assignments• Financial strength • An attractive geographic location• Good reputation • Challenging work• High ethical standards • Control over my working hours• High level of Corporate Social Responsibility • Flexible working conditions• Innovative products and services • High level of responsibility• Inspiring top management • Opportunities for international travel• Market success • Opportunities for relocation abroad• Prestige • Professional training and development • Secure employmentPeople & Culture Remuneration & Advancement Opportunities- The social environment and attributes of the work place - The monetary compensation and other benefits, now and in the future• Has a culture that is accepting towards minorities• Has a culture that respects my individuality • Clear path for advancement• Has a culture that supports equality between the sexes • Competitive base salary• Has leaders who will support my development • Competitive benefits• Offers a comfortable physical work environment • Good possibilities for rapid promotion• Offers a creative and dynamic work environment • Good prospects for high future earnings• Offers a friendly work environment • Good reference for future career• Offers interaction with international clients and • Leadership opportunities colleagues • Overtime pay• Recruits only the best students • Performance-related bonus• Will enable me to have good work/life balance • Sponsorship of future education 54
  55. 55. Professionals employer preferences 5Topics:• Importance of the Drivers of Employer Attractiveness• Importance of the attributes within each driver: - Employer Reputation & Image - Job Characteristics - People & Culture - Remuneration & Advancement OpportunitiesThink 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. 55
  56. 56. The Drivers of Employer attractiveness - Importance of each driver 5 19%Employer Reputation & Image 17% 29% Job Characteristics 29% 23% People & Culture 26% Remuneration & 29% Advancement Opportunities 28% Tietotekniikan liitto, TTL TotalSURVEY 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 56
  57. 57. The Drivers of Employer attractiveness - Employer Reputation & 5 Image 2010 48% Good reputation 41% 35% Financial strength 36% Attractive/exciting products 32% and services 38% Employer Reputation & Image Job Characteristics People & Culture 32% Remuneration & Advancement Opportunities Market success 26% 29% Prestige 21% Fast-growing or 26% entrepreneurial 9% Innovative products and 26% services 28% 23% Inspiring top management 23% 16% High ethical standards 23%High level of Corporate Social 13% Tietotekniikan liitto, TTL Responsibility 19% TotalSURVEY 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 57
  58. 58. The Drivers of Employer attractiveness - Employer Reputation & 5 Image 2009 Financial strength 41% Good reputation 41% Attractive/exciting products 39% and services Employer Reputation & Image Job Characteristics People & Culture Innovative products and Remuneration & Advancement Opportunities 32% services Market success 32% Inspiring top management 23% High ethical standards 20% Prestige 20%High level of Corporate Social 16% Responsibility Fast-growing or 10% entrepreneurial TotalSURVEY 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 58
  59. 59. The Drivers of Employer attractiveness - Job Characteristics 2010 5 60% Flexible working conditions 38% 43% A variety of assignments 47% 40% Secure employment 40% Employer Reputation & Image Job Characteristics People & Culture 33% Remuneration & Advancement Opportunities Challenging work 35% Professional training and 33% development 34% An attractive geographic 27% location 19%Opportunities for international 20% travel 13% 17%Control over my working hours 29% Opportunities for relocation 10% abroad 12% 7% Tietotekniikan liitto, TTL High level of responsibility 10% TotalSURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives 59

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