2014 randstad award hungary country report final version-eng_final

Hungary
country report
employer branding
perception is reality
Randstad
Award
results
2014

2 2014 Employer Branding: perception is reality Hungary
table of contents
1. study background and survey design
2. global results
3. country results
• what are the most important attributes when choosing an employer?
• what personality traits do potential employees look for in an employer?
• what factors put employees’ work-life balance at risk?
• how do employees perceive their commuting time?
• how do employees feel about retirement age?
4. Randstad Award
• most attractive companies/organizations
• most attractive sectors
5. REMAS
• alternative parameter to measure attractiveness
Appendix: additional research modules

1. study background
about the Randstad Award

Randstad Award – key facts
what is the Randstad Award?
• largest independent employer branding research globally, capturing the views
of approximately 200,000 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
how is the research carried out?
• a random list of companies is shown to all respondents with the question:
‘Do you know this company?’
• next, only those who know the company are asked: ‘Would you like to work
for this company?’ = question that determines the most attractive employer
• next, the respondents rate each company on 10 functional attributes
• an annual award is granted to recognize the most attractive employer

Randstad Award – key facts
Australia
Argentina
Belgium
Canada
China
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Luxembourg
Netherlands
New Zealand
Poland
Russia
Singapore
Spain
Switzerland
Sweden
UK
USA
• 23 countries participating
in 2014, covering 75% of
the global economy
• representative sample aged
18 to 65 based on region,
age and sex – slightly biased
towards respondents aged
under 40, potential workers
being the target audience of
the survey
• sample comprised of
students, employed and
unemployed workforce
• interviews conducted online
between September 6 and
December 30, 2013

survey design
1. what attributes are important to you when choosing to work for a company?
2. which of the following companies do you know?
3. based on your perception of this company, would you like to work for it?
1 5
(definitely) no (definitely) yes
4. how do you rate this company on 10 specific attributes?
1 5
2 4
respondents select companies they know from a random list of 30 companies per respondent
respondents rank their top 5 attributes, in order of most to least important, from a list of 17 choices
3
2 43
(strongly) disagree (strongly) agree
• salary & employee benefits
• career progression
• work atmosphere
• long-term job security
• work-life balance
• financial health
• job content
• training
• management
• environment & society (CSR)

definitions
name awareness
• to know the company enough to have an opinion/perception about it
attractiveness
• amongst respondents who know the company, the percentage that would like to
work for the company
• the company with the highest score on this parameter wins the Randstad Award
notes:
− company attractiveness is based on the attractiveness among people that know the company, to enable
lesser-known companies to have an equal chance compared to better-known companies
− all sector results in this report are based on the company scores within the sector

2. global insights
differences across countries

• attractiveness of employer
brands increased by 4%
world wide
• steep increase of 6% in
China, US, Belgium and
France
• attractiveness rather
stable in Germany and
New Zealand
world wide more positive image of employers may reflect
potential employees’ optimism about the economic recovery
in almost all countries, the attractiveness of the employer brands has risen considerably
country (*)
Argentina
Australia
Belgium
Canada
China
France
Germany
Hong Kong
India
Italy
Japan
New Zealand
Poland
Singapore
Spain
The Netherlands
UK
US
+4%
+5%
+6%
+2%
+6%
+6%
-2%
+3%
+2%
+5%
+3%
-1%
+2%
+5%
+5%
+5%
+5%
+6%
attractiveness of
employer brands
• steep increase of 6% in
China, US, Belgium and
France
(*) no trend available for Hungary, Luxembourg, Sweden, Switzerland and Russia (first participation in 2014)

economic upturn may also explain why salary & employee
benefits is now top priority before job security; honesty,
security & reliability are most important symbolic values
functional values show remarkable shift world wide; symbolic values show similar patterns in countries
• first time measurement of
symbolic or ‘soft’ values of an
employer brand
• ‘honest’ and ‘reliable’ most
important values in 17 out of 23
countries
• ‘strong’ top value in China and
Hong Kong, ‘intelligent’ in Russia
symbolic values
1. honest
2. secure
3. reliable
14. daring
15. masculine
13. thrilling
global 2014
23
17
13
1
1
2
functional values
1. salary & employee benefits
3. interesting job content
15. corporate social responsibility
16. diversity management
2. long-term job security
17. latest technologies
global 2014
23
9
2
2
14
2
2013
19%
17%
8%
1%
1%
1%
• functional or ‘hard’ values of an
employer brand
• world wide, salary becomes more
important than job security
• work atmosphere top value in
the Netherlands and in
Switzerland, job content in Japan

description of online respondents
1st edition of the Randstad Award in Hungary
• 5,504 potential employees aged between 18 and 65
• based on respondents' perceptions of the 75 largest employers
• interviews conducted online in November 2013
respondents
total sample 5,504
gender
men 2,671
women 2,833
age
18 - 29 years 1,421
30 - 39 years 1,598
40 - 49 years 1,693
50 - 65 years 792
education
no diploma 7
primary education 266
secondary education 3,369
further education (no university) 1,289
university 521
post university 52

description of online respondents (details)
total sample 5,504
respondents
region
Northern Hungary 612
Northern Great Plain 820
Central Hungary 1,693
Central Transdanubia 613
Western Transdanubia 563
Southern Transdanubia 461
Southern Great Plain 742
working 3,661
sector (*)
respondents
Agriculture, forestry, fishing 109
Automotive 233
Construction 203
Finance (Banking & Insurance) 165
FMCG 19
Human Resources 69
Industrial/Manufacturing 467
Informatics 137
Consulting 35
Mining and resources 4
Non-profit 182
Public administration (government) 252
Education 301
Pharmaceutical/Chemical 65
Power/Utilities/Telecom 88
Real estate or rental and leasing 20
Retail trade 296
Wholesale trade 127
Services 284
Media 46
Transport/Logistics/Warehousing 168
Travel/Leisure/Hospitality 130
Other 261
(*) only if respondent is currently working

salary is by far the most important factor in Hungary,
followed by job security, atmosphere & work-life balance
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?
functional attributes most important top 5 most important
competitive salary & employee benefits
long-term job security
pleasant working atmosphere
good work-life balance
interesting job content
career progression opportunities
conveniently located
financially healthy
flexible working
good training
strong management
quality products/services
concerned with environment and society
uses latest technologies
international/global career opportunities
diversity management
strong image/strong values
8541
6716
515
507
366
363
334
315
304
212
112
111
81
81
81
71
61

reliability, security and honesty are key characteristics
potential employees look for in an employer
what is the top 1 personality trait you look for in an employer?
what personality traits define your top 5?
personality traits most important top 5 most important
reliable
secure
honest
sincere
down-to-earth
robust
intelligent
highly regarded
strong
exciting
thrilling
well respected
high status
daring
masculine
8328
7123
6816
497
393
345
334
313
233
172
151
132
132
71
41

work-life balance is most threatened by having to work too
many extra hours and work during evenings/weekends
what factors put your work-life balance at risk?
factors work-life balance
putting in too many extra hours 51
work during evenings/weekends 51
deadlines are too tight 43
concerns about work after working hours 41
unfavorable working environment 40
poor cooperation with colleagues 37
mental pressure from employer to finish job 37
too many deadlines 34
no flexible working hours 33
lack of support to meet deadlines 32
availability after working hours 22
too much responsibilities 18
telecommuting 7

on average, Hungarians spend over half an hour travelling to
work, but they would generally not mind to travel longer
how much time do you actually spend travelling to work and what is an acceptable timespan for you?
0%
20%
40%
60%
80%
100%
<15 min
25
4
15-29 min
21
11
30-44 min
22
36
45-59 min
7 8
>60 min
26
42
actual time AVG: 37 min
acceptable time AVG: 48 min
actual < acceptable: 55%
actual = acceptable: 28%
actual > acceptable: 17%

on average, Hungarians think they have to work up to the
age of 66, while most think 57 is an ideal retirement age
up to what age do you think you have to work/do you want to work?
0%
20%
40%
60%
80%
100%
<55 years
2
23
55-59 years
3
29
60-62 years
17
35
63-65 years
45
9
>65 years
34
4
‘have to’ AVG: up to 66 years
‘want to’ AVG: up to 57 years
have to < want to: 3%
have to = want to: 14%
have to > want to: 83%

reduced physical efforts & stress, friendlier atmosphere & less
working hours are key motivators to keep working
what would motivate you to work longer in years of service?
key motivators to work longer
reduced physical efforts and/or stress 45
more friendly work atmosphere 39
less working hours 36
more relaxed work schedule 35
possibility to do different jobs 29
possibility to adapt working hours 27
more regular working hours 21
a coaching role for younger colleagues 19
more learning & development opportunities 18
more autonomy in the work you do 16
less responsibilities at work 12

4. Randstad Award
4.1. most attractive companies/organizations

top 20 best known companies
name awareness: to know the company enough to have an opinion/perception about it
1. TESCO 97%
2. OTP Bank 96%
3. MOL 95%
4. Magyar Posta 95%
5. MÁV 94%
6. Magyar Telekom 94%
7. Lidl 94%
8. SPAR 93%
9. VOLÁNBUSZ 93%
10. Nokia 91%
11. Budapest Bank 91%
12. Auchan 91%
13. Penny-Market 91%
14. SUZUKI 91%
15. Metro 91%
16. CIB Bank 91%
17. Erste Bank 91%
18. Raiffeisen Bank 90%
19. K&H 90%
20. Nestlé 90%

top 20 most attractive companies = Randstad Award
attractiveness: amongst respondents who know the company (minimum 10% name awareness),
percentage who would like to work for the company
1. AUDI 67%
2. MERCEDES-BENZ 64%
3. IBM 59%
4. Samsung Electronics 57%
5. Nokia 54%
6. Bosch 54%
7. Nestlé 53%
8. CONTINENTAL automotive 47%
9. GE General Electric 46%
10. Richter Gedeon 45%
11. IT Services 44%
12. Magyar Telekom 43%
13. MOL 42%
14. Honvédelmi Minisztérium 41%
15. Pick 40%
16. EGIS 40%
17. Michelin 38%
18. SUZUKI 37%
19. TEVA 36%
20. GRUNDFOS 36%

top 3 most attractive companies by attribute
1st position 2nd position 3rd position
competitive salary & employee benefits AUDI MERCEDES-BENZ IBM
career progression opportunities IBM MERCEDES-BENZ AUDI
pleasant working atmosphere AUDI MERCEDES-BENZ IBM
long-term job security AUDI MERCEDES-BENZ IBM
good work-life balance MERCEDES-BENZ AUDI Richter Gedeon
financially healthy MERCEDES-BENZ AUDI IBM
interesting job content IBM MERCEDES-BENZ AUDI
good training AUDI MERCEDES-BENZ IBM
strong management MERCEDES-BENZ AUDI IBM
concerned with environment and society MERCEDES-BENZ AUDI Bosch

top 3 most attractive companies by demographic group
men AUDI MERCEDES-BENZ IBM
women Nestlé AUDI MERCEDES-BENZ
18 - 29 years AUDI MERCEDES-BENZ Samsung Electronics
30 - 39 years AUDI MERCEDES-BENZ IBM
40 - 49 years MERCEDES-BENZ AUDI IBM
50 - 65 years AUDI IBM Bosch
elementary school AUDI Nestlé MERCEDES-BENZ
secondary education AUDI MERCEDES-BENZ IBM
higher education AUDI MERCEDES-BENZ IBM
university AUDI MERCEDES-BENZ IBM

top 3 most attractive companies by geography
Northern Hungary MERCEDES-BENZ AUDI IBM
Northern Great Plain AUDI MERCEDES-BENZ Nestlé
Central Hungary MERCEDES-BENZ AUDI Bosch
Central Transdanubia AUDI Samsung Electronics MERCEDES-BENZ
Western Transdanubia AUDI MERCEDES-BENZ IBM
Southern Transdanubia AUDI MERCEDES-BENZ Nestlé
Southern Great Plain AUDI Nokia MERCEDES-BENZ

4. Randstad Award
4.2. most attractive sectors

Randstad Award attractiveness grid
attractiveness by name awareness
nameawareness
attractiveness
high
low high
high name awareness and
low attractiveness
• indifferent players
• limited choice amongst less qualified/ less
motivated potential employees
• optimize
1
high name awareness and
high attractiveness
• dominant players
• can choose amongst wide range of well qualified/
highly motivated potential employees
• defend
2
low name awareness and
low attractiveness
• low profile players
• very limited choice amongst less qualified/less
motivated potential employees
• attack
3
low name awareness and
high attractiveness
• niche players
• limited choice amongst well qualified/ highly
motivated employees
• build
4

attractiveness of sectors
respondents who know one or more companies operating in a particular sector
2014 sectors
nameawareness
attractiveness
high
low high
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20% 25% 30% 35% 40% 45% 50%
Automotive
Finance
Industrial-Manufacturing
Non-profit
Pharmaceutical-Chemical
Power & Utilities & Telecom
Retail
Services
Transport-Logistics-Wholesalers

most attractive sectors
attractiveness: amongst respondents who know one or more companies operating in a particular sector,
percentage who would like to work for the companies within the sectors
2014
1. Automotive 47%
2. Industrial-Manufacturing 40%
3. Pharmaceutical-Chemical 38%
4. Non-profit 36%
5. Services 34%
6. Power & Utilities & Telecom 33%
7. Finance 27%
9. Retail 24%
10. Transport-Logistics-Wholesalers 23%

top 3 most attractive sectors by attribute
competitive salary & employee benefits Automotive Pharmaceutical-Chemical Finance
career progression opportunities Automotive Pharmaceutical-Chemical Non-profit
pleasant working atmosphere Automotive Pharmaceutical-Chemical Finance
long-term job security Automotive Pharmaceutical-Chemical Non-profit
good work-life balance Automotive Pharmaceutical-Chemical
Power & Utilities &
Telecom
financially healthy Automotive Pharmaceutical-Chemical Finance
interesting job content Automotive Non-profit Pharmaceutical-Chemical
good training Automotive Pharmaceutical-Chemical Finance
strong management Automotive Pharmaceutical-Chemical Finance
concerned with environment and society Automotive Pharmaceutical-Chemical Services

top 3 most attractive sectors by demographic group
men
women
18 - 29 years
30 - 39 years
40 - 49 years
50 - 65 years
elementary school
secondary education
higher education
university
Automotive Industrial-Manufacturing Services
Automotive Pharmaceutical-Chemical Industrial-Manufacturing
Automotive Industrial-Manufacturing Non-profit
Automotive Industrial-Manufacturing Pharmaceutical-Chemical
Automotive Industrial-Manufacturing Non-profit

top 3 most attractive sectors by geography
Northern Hungary Automotive Non-profit
Pharmaceutical-
Chemical
Northern Great Plain Automotive
Pharmaceutical-
Chemical
Industrial-
Manufacturing
Central Hungary Automotive
Industrial-
Manufacturing
Pharmaceutical-
Chemical
Central Transdanubia Automotive
Industrial-
Manufacturing
Pharmaceutical-
Chemical
Western Transdanubia Automotive Non-profit
Power & Utilities &
Telecom
Southern Transdanubia Automotive
Industrial-
Manufacturing
Power & Utilities &
Telecom
Southern Great Plain Automotive
Industrial-
Manufacturing
Pharmaceutical-
Chemical

5. REMAS
alternative parameter to measure attractiveness

REMAS, a unique indicator of Employer Branding
alternative parameter to measure company attractiveness
What is REMAS?
•Randstad Employer Attractiveness Score
•amongst respondents who know the company, the percentage that would like to
work for the company minus the percentage that would not
•alternative parameter to determine the attractiveness of companies, taking into
account not only the promoters (the percentage that would like to work for the
company) but also the detractors (the percentage that would not like to work for
the company)
Why REMAS?
•to promote a unique indicator of Employer Branding
•to allow easy benchmarking for all companies against others

Randstad Award - concept
REMAS = promoters – detractors = 15%
Randstad Employer Attractiveness Score (REMAS)
total sample: 100%
know the company:
70%
would
like to
work for:
36%
would not
like to
work for:
21%
70 respondents out of
100 know the company
70/100 = 70%
= name awareness
15/70 would not like
to work for the company
15/70 = 21%
= detractors
25/70 would like to
work for the company
25/70 = 36%
= promoters (attractiveness)

sectors by REMAS
respondents who know one or more companies operating in a particular sector
2014 top 75 sectors
2014 other sector
nameawareness
REMAS
high
low high
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-35% -30% -25% -20% -15% -10% -5% 0% 5% 10% 15% 20% 25% 30%
Automotive
Finance
Industrial-Manufacturing
Non-profit
Pharmaceutical-Chemical
Power & Utilities & Telecom
Retail
Services
Transport-Logistics-Wholesalers
Human Resources

top 20 most attractive companies (REMAS)
REMAS: amongst respondents who know the company (minimum 10% name awareness);
percentage of respondents who would like to work for the company minus the percentage that would not
1. AUDI 54.5%
2. MERCEDES-BENZ 48.3%
3. Samsung Electronics 41.4%
4. IBM 40.8%
5. Bosch 37.6%
6. Nokia 37.5%
7. Nestlé 36.3%
8. CONTINENTAL automotive 27.3%
9. GE General Electric 24.6%
10. Richter Gedeon 18.1%
11. IT Services 16.4%
12. Magyar Telekom 16.1%
13. MOL 15.6%
14. Pick 11.1%
15. Michelin 8.1%
16. EGIS 8%
17. GRUNDFOS 6.4%
18. SUZUKI 4.6%
19. Honvédelmi Minisztérium 4.3%
20. DM-Drogerie Markt 4%

appendix
additional research modules

module 1
attributes by demographic subgroups

men more attracted to career & financial health; women
look more for atmosphere, work-life balance & flexibility
what attributes make your top 5 of most important criteria when choosing an employer?
attributes viewed by gender – ranked by occurrence in top 5
0 10 20 30 40 50 60 70 80
financially healthy
flexible working
good training
strong management
men
women
90

career is more essential to people aged <40, people aged
40+ more attracted to job security & financial health
attributes viewed by age group – ranked by occurrence in top 5
0 10 20 30 40 50 60 70 80
financially healthy
flexible working
good training
strong management
younger (18-39 years)
older (40-65 years)
90

higher educated more attracted to job content & career,
lower educated look more for accessibility & financial health
attributes viewed by education level – ranked by occurrence in top 5
0 10 20 30 40 50 60 70 80
financially healthy
flexible working
good training
strong management
lower education
higher education
90

module 2
personality traits by demographic subgroups

reliable, secure & honest are more important employer traits
to women; men look more for strong & exciting employers
what characteristics make the top 5 personality traits you look for in an employer?
top 5 personality traits viewed by gender
0 10 20 30 40 50 60 70 80
reliable
secure
honest
sincere
down-to-earth
robust
intelligent
highly regarded
strong
exciting
thrilling
well respected
high status
daring
masculine
men
women
90

reliable, secure & honest are more essential employer traits
to people aged 40+, intelligent & exciting to those aged <40
top 5 personality traits viewed by age group
0 10 20 30 40 50 60 70 80
reliable
secure
honest
sincere
down-to-earth
robust
intelligent
highly regarded
strong
exciting
thrilling
well respected
high status
daring
masculine
younger (18-39 years)
older (40-65 years)
90

higher educated people look more for intelligent employers,
sincere, robust & strong are more appealing to lower educated
top 5 personality traits viewed by education level
0 10 20 30 40 50 60 70 80
reliable
secure
honest
sincere
down-to-earth
robust
intelligent
highly regarded
strong
exciting
thrilling
well respected
high status
daring
masculine
lower education
higher education
90

module 3
work-life balance by demographic subgroups

men see their work-life balance put at risk primarily by too
many extra hours, women mainly by evening/weekend work
factors overall
gender age
men women 18-39 40-65
telecommuting 7
top 1
top 5
top 3
top 2
top 4
top 1
top 4
top 2
top 5
top 3
top 1
top 2
top 3
top 4
top 5
top 1
top 2
top 3
top 4
top 5

too many extra hours mainly impact the higher educated, the
lower educated are more impacted by evening/weekend work
factors overall
education job level
lower higher production office manager
telecommuting 7
top 1
top 2
top 4
top 5
top 3
top 1
top 2
top 3
top 4
top 5
top 1
top 3
top 2
top 4
top 5
top 1
top 3
top 2
top 4
top 5
top 1
top 3
top 5
top 2
top 4

module 4
commuting time by demographic subgroups

people aged 40+ and office workers accept a higher travel
time as opposed to those aged <40 and production workers
what is the actual / acceptable time for you to go to your work every day?
0
5
10
15
20
25
30
35
40
45
50
55
actual time AVG: 37 min
acceptable time AVG: 48 min
48 min
37 min

module 5
retirement age by demographic subgroups

Hungarians of all demographic groups generally want to
work no longer than the age of 57
up to what age do you think you have to work / do you want to work?
50
55
60
65
70
75
have to work AVG: 66 years
want to work AVG: 57 years
57 years
66 years

reduced physical efforts/stress is a key motivator to women,
friendlier atmosphere to people aged 40+
what would motivate you to work longer in service years?
key motivators to work longer overall
gender age
men women 18-39 40-65
reduced physical efforts and/or stress 45 3 2
more friendly work atmosphere 39 5
less working hours 36
more relaxed work schedule 35 2
possibility to do different jobs 29
possibility to adapt working hours 27 3
more regular working hours 21 2
a coaching role for younger colleagues 19
more learning & development opportunities 18 3
more autonomy in the work you do 16
less responsibilities at work 12
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 3 percentage points above average, so their score is 45+3 = 48%

less physical efforts is more motivating to production workers,
having a coaching role more to managers
what would motivate you to work longer in service years?
key motivators to work longer overall
education job level
lower higher production office manager
reduced physical efforts and/or stress 45 3 9
more friendly work atmosphere 39
less working hours 36 2 4
more relaxed work schedule 35 3
possibility to do different jobs 29 3 3
possibility to adapt working hours 27 4 6 4
more regular working hours 21 5 8
a coaching role for younger colleagues 19 5 11
more learning & development opportunities 18 3 3
more autonomy in the work you do 16 3 4
less responsibilities at work 12 2
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 3 percentage points above average, so their score is 45+3 = 48%

2014 randstad award hungary country report final version-eng_final

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