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2016
The Middle East’s Most Attractive
Employers
2016
The cost benefits of a strong Employer Brand
Cost savings derive from a number of factors...
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Targeting the right
potential candidates
Rationalising your
creative spend
Building brand
awareness and equity
You are less likely to waste
money attracting the wrong kind
of candidates when being clear
about who you are targeting
A consistent approach and
focusing on a single creative
framework with a selection of
creative assets will save costs
A positive brand image generates
a brand ‘halo’ that brings
beneficial effects (and cost
savings) to every aspect of
marketing activity
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Enhancing your pulling
power
Hiring good people for
less
Reducing unwanted
attrition.
In addition to more cost effective
‘push’ marketing, a strong
employer brand image will ‘pull’ a
much higher proportion of
unsolicited applications
The stronger your employer
brand is, the less salary increase
will be required when trying to
convince a candidate to leave an
organization and join yours
If you’re clear in your messaging
towards your target group and
deliver on your employer brand
promises, you’re likely to enjoy a
lower level of employee turnover
Source: ‘Employer Brand Management’ by Richard Mosley
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Agenda
AGENDA
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2
3
4
Introduction and update on process
Middle East ranking methodology
Middle East rankings, trends & preferences
Local talent insights
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2016 survey
Methodology
UAE
2016
22%
LEBANON
EGYPT
2016
2016
3%
20%
QATAR
KUWAIT
2016
10%
7%
SAUDI ARABIA
2016
39%
About the research
 Based on responses of 13 873 Business and Engineering/IT students
 Rankings weighted based on GDP.
 To be considered, companies must be among the most attractive employers (top 90%) in at least
3 of the 6 countries
(1)
Based on GDP Nominal (millions of USD). Source: CIA World Fact book
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2016 survey Methodology – details
•
Compiled from the Universum Student Surveys conducted in 6 of the Middle East’s
key economies.
•
More than 13 873 business and engineering/IT students weighed in on what
companies and employer characteristics they find most attractive.
•
Includes all employers that are in the top 90% of the Universum Ideal Employer
Ranking in at least 3 of the 6 markets.
•
If an employer is not listed or is ranked outside the top 90% in a market, it gets a
default ranking which is equal to the position of the last company in the top 90% for
that market.
•
Results are weighted by GDP, so that a high ranking position in Saudi Arabia has a
greater influence than a high ranking position in Lebanon, for example.
(1)
Based on GDP Nominal (millions of USD). Source: CIA World Fact book
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Agenda
AGENDA
1
2
3
4
Introduction and update on process
Middle East ranking methodology
Middle East rankings, trends & preferences
Local talent insights
7
Middle East Rankings 2016 Business
Rank
2016
Rank 2015
Google
1
1
Apple
2
-
Microsoft
3
2
L'Oréal Group
4
EY (Ernst & Young)
5
Unilever
Employer
Trend
Employer
Rank
2016
Rank 2015
Trend
0
Johnson & Johnson
26
25
-1
-
Samsung
27
16
-11
-1
GE
28
33
5
4
0
Intel
29
24
-5
9
4
MBC
30
32
2
6
6
0
Sony
31
17
-14
Emaar
7
12
5
Daimler/Mercedes-Benz
32
23
-9
KPMG
8
14
6
SABIC
33
38
5
Nestlé
9
5
-4
Oracle
34
30
-4
Procter & Gamble (P&G)
10
7
-3
Hyatt
35
57
22
HSBC
11
8
-3
DP World (Dubai Ports World)
36
55
19
PwC (PricewaterhouseCoopers)
12
10
-2
Qatar Petroleum
37
42
5
Saudi Aramco
13
15
2
Barclays
38
37
-1
Emirates Group
14
3
-11
Schlumberger
39
36
-3
McKinsey & Company
15
21
6
J.P. Morgan
40
46
6
Deloitte
16
22
6
General Motors
41
34
-7
The Boston Consulting Group (BCG)
17
20
3
Ford Motor Company
42
40
-2
The Coca-Cola Company
18
11
-7
SAP
43
56
13
Etihad Airways
19
-
HP
44
27
-17
IKEA
20
18
-2
Alshaya
45
58
13
IBM
21
28
7
Aramex
46
61
15
Qatar Airways
22
19
-3
Etisalat
47
29
-18
PepsiCo
23
13
-10
Landmark Group
48
66
18
Marriott
24
26
2
Shell
49
35
-14
Al Futtaim Group
25
39
14
3M
50
53
3
-
-
-
8
Most represented industries in the Middle East
ranking | Business
Distribution of represented industries in %
14%
12%
10%
8%
6%
4%
12%
12%
10%
8%
6%
6%
6%
6%
6%
4%
4%
4%
2%
0%
2016
9
Most preferred industries Middle East | Business
Students’ preferred industries in %
40%
36%
35%
30%
28%
25%
22%
19%
20%
19%
16%
15%
10%
9%
9%
9%
9%
Insurance
Real Estate
Educational
and Scientific
Institutions
Energy
5%
0%
Banks and
Financial
Services
Management
and Strategy
Consulting
Auditing and
Accounting
Fashion,
Accessories
and Luxury
Goods
Media and
Advertising
Tourism
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Middle East Rankings 2016 | Engineering/IT
Rank
2016
Rank 2015
Rank
2016
Rank 2015
Google
1
1
0
Qatar Petroleum
26
22
-4
Microsoft
2
2
0
Schneider Electric
27
20
-7
Apple
3
-
-
Procter & Gamble (P&G)
28
31
3
IBM
4
Emaar
5
4
0
DP World (Dubai Ports World)
29
60
31
7
2
Nestlé
30
39
9
Schlumberger
6
8
2
SABIC
31
38
7
Intel
7
3
-4
Al Futtaim Group
32
59
27
Oracle
8
6
-2
Total
33
32
-1
GE
9
13
4
Baker Hughes
34
25
-9
Saudi Aramco
10
12
2
ABB
35
30
-5
Etihad Airways
11
-
-
SAP
36
21
-15
General Motors
12
17
5
Damac Properties
37
51
14
Siemens
13
11
-2
Ford Motor Company
38
28
-10
HP
14
10
-4
Dell
39
33
-6
Cisco Systems
15
9
-6
ADNOC Group
40
18
-22
Emirates Group
16
5
-11
ExxonMobil
41
63
22
Shell
17
14
-3
Nokia
42
27
-15
Samsung
18
15
-3
Huawei
43
53
10
Daimler/Mercedes-Benz
19
26
7
MBC
44
50
6
Etisalat
20
34
14
McKinsey & Company
45
54
9
Sony
21
16
-5
Zain
46
41
-5
Qatar Airways
22
19
-3
Bosch
47
61
14
Unilever
23
23
0
Ericsson
48
47
-1
IKEA
24
24
0
Johnson & Johnson
49
58
9
Halliburton
25
29
4
Philips
50
35
-15
Employer
Trend
-
-
Employer
Trend
11
Most represented industries in the Middle East
ranking | Engineering/IT
Distribution of represented industries in %
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
18%
14%
10%
10%
8%
6%
6%
6%
4%
4%
2%
2%
2%
0%
2016
12
Most preferred industries Middle East |
Engineering/IT
30%
28%
Students’ preferred industries in %
26%
25%
20%
15%
24%
23%
19%
15%
12%
10%
10%
5%
0%
9%
8%
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Local talent insights | Middle East
Criteria to look for employer
When they begin looking for an employer, job or function itself
is the most important criteria Middle East´s students use to
lead their search.
Only UAE business students are driven more by reputation/
brand and need to hear positive things about company before
choosing it as potential employer.
Training and development matters most
Professional training and development is top career
preference for both business and engineering/it Middle East´s
students. They are highly interested in participating in
internship and graduate/rotational programs. What is the most
important for them in those programs are development
possibilities, exposure to high level positions and leverage of
their skill as well as job orientation and performance
assessment.
Attractiveness of Energy industry is decreasing
With exception of UAE where this industry´s attractivenss is
growing, especially among Emirati engineering/it students,
Energy is less preferred industry than last year for avarage
Middle East student.
Business/Commerce
Preferred industries: Banks, Management and Strategy Consulting and
Auditing & Accounting
Top preferences: Professional Training and Development, High future earnings
A creative and dynamic work environment.
Main career profiles: Careerist, Internationalist, Hunter
Engineering/IT
Preferred industries: Engineering and Manufacturing, Software and Computer
Services and Energy
Top preferences: Professional Training and Development, Innovation, High
future earnings
Main career profiles: Careerist, Internationalist, Harmonizer
2016
About Universum
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City, Paris, Shanghai,
Singapore and Stockholm.
Helping the world’s leading
organizations strengthen
their Employer Brands for
over 25 years.
Serving more than 1 700
clients globally, including
Fortune 100 companies.
Surveying more than
1.3 million career-seekers,
partnering with thousands of
universities and
organizations.
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Branding partner, taking
clients from identifying
challenges, engaging talent
to measuring success.
Thought leaders in Employer
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on C-suite level subjects.
Our Employer Branding
content is published yearly
in renowned media, e.g.
WSJ, CNN, Le Monde,
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