2017世界最具吸引力雇主（英文版）_26页-5mb

2017 World's Most Attractive Employers Summary

Core Content

Universum Research conducted a global survey of 294,663 business and engineering/IT students across the 12 largest economies to determine the World's Most Attractive Employers (WMAE). The study highlights the evolving preferences of students entering the workforce and the importance of employer branding in attracting talent.

Key Findings

• WMAE Markets: The WMAE list represents 70% of the world's economy and includes companies that rank in the top 90% of employers in at least six of the 12 largest economies, weighted by GDP.
• Industry Representation:
  • In the Business sector, FMCG is the most represented industry, followed by Banks and Automotive.
  • In the Engineering/IT sector, Automotive becomes the most represented industry, followed by FMCG and Banks.
• Employer Size Preferences:
  • Students are increasingly favoring medium-sized employers over large macro-employers (those with more than 1000 employees).
  • 75% of business students and 74% of engineering/IT students prefer working for organizations smaller than large macro companies.
  • While macro employers are still a significant presence, students associate smaller companies with better work atmosphere, flexibility, and a more dynamic environment.

Communication Channels

• Social Media and Employer Websites are the top two communication channels used by students to research potential employers.
• Career Fairs are also used, with engineering/IT students using them more frequently (45%) than business students (40%).
• Employers should focus on social media to build rapport and connect students to their websites for maximum resonance.

Career Goals

• Work/life balance is the top career goal for students across both industries.
• High future earnings is also a major concern, especially for business students.
• Innovation is a key driver for engineering/IT students, particularly in countries like Canada, India, UK, and US.

Gender Diversity and Company Perception

• There is a growing interest in gender diversity among students, driven by the desire for job security and work/life balance.
• Students from this generation are more interested in sharing responsibilities and achieving personal success without fear of job loss.

Regional Differences

• In English-speaking countries (US, UK, Canada), values and preferences tend to align closely between business and engineering/IT students.
• In Western Europe (France, Germany, Italy, UK), there are some consistent patterns.
• In APAC (China, Japan, South Korea), there are fewer typical patterns, indicating a need for more localized employer branding strategies.

Top 10 Preferences

Business Students:

1. High future earnings
2. Professional training and development
3. Clear path for advancement
4. Leaders who will support my development
5. Good reference for future career
6. Secure employment
7. Respect for its people
8. A friendly work environment
9. Job characteristics
10. Employer reputation & image

Engineering/IT Students:

1. A creative and dynamic work environment
2. Innovation
3. High future earnings
4. Professional training and development
5. Secure employment
6. Challenging work
7. Leaders who will support my development
8. Good reference for future career
9. Respect for its people
10. Employer reputation & image

Top 3 Preferences by Category

Business:

1. High future earnings – Goldman Sachs, McKinsey & Company, J.P. Morgan
2. A creative and dynamic work environment – Google, Facebook, Apple
3. Leaders who will support my development – Bain & Company, EY (Ernst & Young), McKinsey & Company

Engineering/IT:

1. A creative and dynamic work environment – Google, Facebook, Electronic Arts
2. Innovation – Google, Apple, Intel
3. High future earnings – McKinsey & Company, ExxonMobil, Goldman Sachs

Summary of Trends

• Students are moving away from macro-employers and are more interested in medium-sized to large organizations that offer a balance between reputation and employee count.
• Work/life balance, innovation, and professional development are central to student preferences.
• Social media plays a critical role in employer branding and communication with students.
• Gender diversity is increasingly linked to the desire for job security and a supportive work environment.
• Employer brand stories and employee value proposition (EVP) are key to attracting quality talent, even from those not on the WMAE list.
• There is a growing interest in startups and small businesses among students, with 8% of business and 6% of engineering/IT students considering starting their own business, and 5% and 7% respectively wanting to work for a startup.

Final Thoughts

Universum's findings emphasize the importance of understanding the diverse preferences of students across regions and industries. Employers who tailor their branding and communication strategies to these preferences are more likely to attract and retain top talent. The study also highlights the shift in student values towards a more balanced and dynamic work environment, with a focus on personal and professional growth.