employer branding
perception is reality
China
country report
Randstad
Award
results
2015
table of contents
1. study background and survey design
2. global results
3. country results
•
•
•
•
what
what
what
what
are the most important drivers when choosing an employer?
are the main drivers for changing employers?
drivers would make potential leavers change employers?
are the main drivers for staying with current employer?
4. Randstad Award
•
•
most attractive companies/organizations
most attractive sectors
Appendix: additional research modules
2
2015
Employer Branding: perception is reality
China
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 over 225,000 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?
4
•
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
2015
Employer Branding: perception is reality
China
Randstad Award – key facts
•
•
•
Australia
Argentina
Belgium
Canada
5
2015
China
France
Germany
Hong Kong
Hungary
India
Italy
Japan
Luxembourg
Netherlands
New Zealand
Poland
Employer Branding: perception is reality
Russia
Singapore
Spain
Switzerland
China
Sweden
UK
USA
•
23 countries participating in
2015, 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 8 and
December 23, 2014
Randstad Award – survey design
main survey
1. what attributes are important to you when choosing to work for a company?
respondents rank their top 5 attributes, in order of most to least important, from a list of 17 choices
2. which of the following companies do you know?
respondents select companies they know from a random list of 30 companies per respondent
3. based on your perception of this company, would you like to work for it?
1
2
3
(definitely) no
4
5
(definitely) yes
4. how do you rate this company on 10 specific attributes?
1
2
(strongly) disagree
6
2015
3
4
5
•
•
•
•
•
•
•
•
•
•
(strongly) agree
Employer Branding: perception is reality
China
salary and employee benefits
career progression
work atmosphere
long-term job security
work-life balance
financial health
job content
training
management
environment and society
(CSR)
Randstad Award – survey design
additional insights
1. did/do you plan to change employers in the last/next 12 months?
•
•
•
•
yes, I changed employers in the last 12 months voluntarily
yes, I changed employers in the last 12 months due to layoff
yes, I plan to change employers within the next 12 months
no
2. what factors contributed to your decision to change employers?
respondents rank their top 3 factors, in order of most to least important, from a list of options
3. what factors contribute to your decision to look for another employer?
respondents rank their top 3 factors, in order of most to least important, from a list of options
4. what factors make you stay with your current employer?
respondents rank their top 3 factors, in order of most to least important, from a list of options
5. did/do you or would you use social media when applying for a job?
•
•
7
if yes, which sites?
no
2015
Employer Branding: perception is reality
China
Randstad Award – definitions
name awareness
•
to know the company enough to have an opinion/perception about it
attractiveness
•
among respondents who know the company, the percentage that would like to
work for the company (scores 4-5 on a scale from 1 to 5)
• 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
− sectors in this report are locally defined based on the companies surveyed
− all sector results in this report are based on the company scores within the sector
8
2015
Employer Branding: perception is reality
China
2. global insights
differences across countries
divergent trends in employer brand attractiveness across 23
countries reflect continued but slow and uneven economic
recovery worldwide
employer brand attractiveness: based on percentage of talent that would like to work for the employer
worldwide positive trend in
employer brand attractiveness
slows down in 2015 (up 1%
vs. 4% in 2014)
2013
2014
2015
38%
39%
• steep increase in 4 countries:
Italy, Luxembourg, Netherlands
and Argentina (4 to 7%)
• very small increase in 10 out of
23 countries (1 to 2%) and
stable in India and Australia
34%
• 1% down in 6 countries:
France, Poland, UK, Germany,
New Zealand and USA and 2%
down in Japan
39% worldwide would like
to work for one or more
of the largest employers
in their country
10
2015
Employer Branding: perception is reality
China
salary still top priority for job seekers worldwide followed by
job security; employers are perceived to perform weaker in
this and other core values like atmosphere and balance
core values searched by
potential talent in 23
countries
potential employees search…
employers score best on…
1. salary & employee benefits
1. financial health
2. long-term job security
3. pleasant work atmosphere
4. job content
5. financial health
3. good training
4. career prospects
5. salary & employee benefits
6. job content
7. career prospects
7. long-term job security
9. good training
10. corporate social responsibility
2015
2. strong management
6. work-life balance
8. strong management
11
core values attributed to
largest employers in 23
countries
8. pleasant work atmosphere
9. corporate social responsibility
10. work-life balance
Employer Branding: perception is reality
China
disharmony between
what potential talent find
important values and
how they rate employers
on these values:
• top 3 core values salary, job
security and atmosphere –
rank only at position 5, 7 and
8 among employers
• employers score best on
financial health, strong
management and training –
only at position 5, 8 and 9 in
core values searched by
talent
• weak employer performance
in major driver atmosphere
and in work-life balance
49% job seekers worldwide use social media networks –
today an indispensable tool to reach out to the right talent;
use rates vary significantly across countries
use of social networking sites to find a job:
global
Hungary
Argentina
Italy
China
Spain
India
Russia
Netherlands
Sweden
Germany
Belgium
Hong Kong
Switzerland
Singapore
Luxembourg
USA
Canada
Poland
New Zealand
UK
France
Australia
Japan
12
2015
half of job seekers worldwide use social
media networks to find a job; 56% of the
users prefer Facebook, 38% use Google+
and 34% LinkedIn:
49
75
72
71
69
66
66
59
59
56%
52
51
49
49
38%
48
34%
46
45
42
40
Facebook most
Google+
preferred social
number one
network to find social network
a job in 19 of 23 to find a job in
countries(*)
China
40
40
39
34
34
26
Employer Branding: perception is reality
(*)VKontakte
China
LinkedIn most
often used to
find a job in
Singapore and
Netherlands
is most preferred networking site in job search in Russia
3. country results
snapshot
description of online respondents
3rd edition of the Randstad Award in China
•
•
•
9,006 potential employees aged between 18 and 65
based on respondents' perceptions of the 150 largest employers
interviews conducted online between September and December 2014
respondents (*)
total sample
gender
age
education
9,006
men
4,638
women
4,368
18 - 24 years
1,373
25 - 44 years
5,987
45 - 65 years
1,646
secondary and lower
1,426
bachelor
6,775
master and higher
764
(*)
14
2015
see glossary for more details
Employer Branding: perception is reality
China
salary still top priority in China despite some decrease;
career prospects and job security remain next major drivers
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?
criteria
most important
salary & employee benefits
top 5 most important 2015
24
2013
70%
64%
career progression opportunities
12
50
51%
55%
long-term job security
12
50
51%
54%
41%
43%
43%
48%
41%
38%
25%
23%
28%
27%
22%
27%
24%
20%
22%
24%
19%
17%
15%
15%
13%
11%
15%
13%
12%
12%
9%
8%
good work-life balance
7
pleasant working atmosphere
42
6
financially healthy
41
9
interesting job content
40
4
27
good training
26
conveniently located
24
strong management
3
strong image/strong values
23
4
22
offers flexible working arrangements
19
quality products/services
3
international/global career opportunities
3
17
16
environmentally & socially aware (CSR)
uses latest technologies
diversity management
15
64
2014
2015
15
3
14
11
Employer Branding: perception is reality
China
lack of career prospects main driver to leave employer before
low compensation
what factors contributed to your decision to change employers? (top 3)
did you change
employers in the
past 12 months?
leavers’ factors
lack of career growth opportunities
39
compensation too low
34
lack of financial stability
19
lack of recognition/rewards
19
insufficient employee benefits
18
work-life balance issues
18
not feeling interested in my job
17
poor leadership
insufficient training opportunities
13
not feeling engaged
13
note: top 10 factors are shown
17%
changed
15
% changed voluntarily: 14%
% made redundant: 3%
16
2015
Employer Branding: perception is reality
China
potential leavers also point at lack of career prospects in first
place followed by low compensation
what factors would contribute to your decision to look for another employer? (top 3)
would you change
employers in the
next 12 months?
potential leavers’ factors
lack of career growth opportunities
42
compensation too low
40
work-life balance issues
20
lack of recognition/rewards
20
insufficient employee benefits
19
lack of financial stability
18
not feeling interested in my job
insufficient training opportunities
15
poor leadership
14
lack of communication about vision/strategy
12
note: top 10 factors are shown
17
2015
Employer Branding: perception is reality
China
32%
would change
16
work-life balance is primary driver to stay with the employer
closely followed by salary; career prospects next major driver
what factors make you stay with your current employer? (top 3)
did/would you
change employers
in the past/next 12
months?
stayers’ factors
good work-life balance
41
competitive salary
40
career growth opportunities
32
I feel recognized for my work
30
financially healthy
27
flexible working arrangements
21
opportunities to develop my skills
18
15
strong image
13
pleasant company culture
11
note: top 10 factors are shown
18
2015
Employer Branding: perception is reality
China
51%
no (stay)
work-life benefits (e.g. childcare)
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
20
1.
可口可乐公司 (COCA-COLA)
87.28%
11.
蒙牛乳业 (MENGNIU DAIRY)
82.36%
2.
苹果公司 (APPLE)
86.81%
12.
国美电器 (GOME)
82.11%
3.
三星电子 (SAMSUNG
ELECTRONICS)
86.47%
13.
海尔集团 (HAIER GROUP)
82.09%
4.
麦当劳 (MCDONALD'S)
85.39%
14.
宝洁公司 (PROCTER &
GAMBLE)
81.70%
5.
阿里巴巴集团 (ALIBABA
GROUP)
84.91%
15.
戴尔 (DELL)
81.63%
6.
沃尔玛 (WAL-MART
STORES)
84.44%
16.
家乐福 (CARREFOUR)
81.09%
7.
联想集团 (LENOVO)
84.30%
17.
雀巢公司 (NESTLÉ)
80.88%
8.
西门子 (SIEMENS)
83.06%
18.
美的集团 (MIDEA GROUP)
80.81%
9.
百度公司 (BAIDU)
82.69%
19.
招商银行 (CHINA
MERCHANTS BANK)
80.53%
10.
腾讯公司 (TECENT)
82.60%
20.
顺丰速运 (SF-EXPRESS)
80.42%
2015
Employer Branding: perception is reality
China
top 20 most attractive companies = Randstad Award
attractiveness: among respondents who know the company (minimum 10% name awareness),
percentage who would like to work for the company
21
1.
阿里巴巴集团 (ALIBABA
GROUP)
85.45%
11.
拜耳集团 (BAYER)
78.76%
2.
国际商业机器公司 (IBM】
84.54%
12.
百度公司 (BAIDU)
78.64%
3.
苹果公司 (APPLE)
84.22%
13.
西门子 (SIEMENS)
78.05%
4.
英特尔公司 (INTEL)
83.35%
14.
埃森哲 (ACCENTURE)
77.50%
5.
瑞士ABB集团 (ABB)
82.79%
15.
招商银行 (CHINA
MERCHANTS BANK)
77.47%
6.
蒂森克虏伯
(THYSSENKRUPP)
80.94%
16.
上海浦东发展银行 (Shanghai
Pudong Development Bank )
77.18%
7.
腾讯公司 (TECENT)
80.79%
17.
联想集团 (LENOVO)
76.75%
8.
荷兰皇家壳牌石油公司
(ROYAL DUTCH SHELL)
80.04%
18.
法国威立雅环境集团
(VEOLIA)
76.43%
9.
通用电气公司 (GENERAL
ELECTRIC)
79.02%
19.
博世公司 (ROBERT BOSCH)
76.12%
10.
渣打银行 (STANDARD
CHARTERED)
78.81%
20.
大众公司 (VOLKSWAGEN)
76.04%
2015
Employer Branding: perception is reality
China
top 3 most attractive companies by attribute
1st position
22
2nd position
3rd position
salary & employee benefits
埃森哲 (ACCENTURE)
英特尔公司 (INTEL)
巴斯夫公司 (BASF)
career progression opportunities
瑞士ABB集团 (ABB)
埃森哲 (ACCENTURE)
阿里巴巴集团 (ALIBABA
GROUP)
pleasant working atmosphere
赛诺菲 (SANOFI)
英特尔公司 (INTEL)
阿里巴巴集团 (ALIBABA
GROUP)
long-term job security
法国威立雅环境集团
(VEOLIA)
赛诺菲 (SANOFI)
瑞士ABB集团 (ABB)
good work-life balance
瑞士ABB集团 (ABB)
德国大陆集团
(CONTINENTAL)
赛诺菲 (SANOFI)
financially healthy
阿里巴巴集团 (ALIBABA
GROUP)
瑞士ABB集团 (ABB)
苹果公司 (APPLE)
interesting job content
阿里巴巴集团 (ALIBABA
GROUP)
德国大陆集团
(CONTINENTAL)
腾讯公司 (TECENT)
good training
埃森哲 (ACCENTURE)
瑞士ABB集团 (ABB)
英特尔公司 (INTEL)
strong management
英特尔公司 (INTEL)
巴斯夫公司 (BASF)
瑞士ABB集团 (ABB)
environmentally & socially aware (CSR)
瑞士ABB集团 (ABB)
德国大陆集团
(CONTINENTAL)
国际商业机器公司 (IBM)
2015
Employer Branding: perception is reality
China
top 3 most attractive companies by gender and age
23
1st position
2nd position
3rd position
men
阿里巴巴集团 (ALIBABA
GROUP)
瑞士ABB集团 (ABB)
英特尔公司 (INTEL)
women
国际商业机器公司
(INTERNATIONAL BUSINESS
MACHINES) 【IBM】
阿里巴巴集团 (ALIBABA
GROUP)
蒂森克虏伯
(THYSSENKRUPP)
18 - 24 years
阿里巴巴集团 (ALIBABA
GROUP)
苹果公司 (APPLE)
百度公司 (BAIDU)
25 - 44 years
国际商业机器公司
(INTERNATIONAL BUSINESS
MACHINES) 【IBM】
阿里巴巴集团 (ALIBABA
GROUP)
英特尔公司 (INTEL)
45 - 65 years
蒂森克虏伯
(THYSSENKRUPP)
瑞士ABB集团 (ABB)
荷兰皇家壳牌石油公司
(ROYAL DUTCH SHELL)
2015
Employer Branding: perception is reality
China
top 3 most attractive companies by education and geography
1st position
2nd position
3rd position
secondary and lower
阿里巴巴集团 (ALIBABA GROUP)
瑞士ABB集团 (ABB)
中国民生银行 (CHINA
MINSHENG BANK)
bachelor
阿里巴巴集团 (ALIBABA GROUP)
苹果公司 (APPLE)
国际商业机器公司 (IBM)
master and higher
英特尔公司 (INTEL)
苹果公司 (APPLE)
渣打银行 (STANDARD
CHARTERED)
East
苹果公司 (APPLE)
瑞士ABB集团 (ABB)
英特尔公司 (INTEL)
North
百度公司 (BAIDU)
英特尔公司 (INTEL)
西门子 (SIEMENS)
Northeast
阿里巴巴集团 (ALIBABA GROUP)
拜耳集团 (BAYER)
通用电气公司 (GENERAL
ELECTRIC)
Northwest
联想集团 (LENOVO)
国际商业机器公司
(INTERNATIONAL BUSINESS
MACHINES) 【IBM】
阿里巴巴集团 (ALIBABA GROUP)
腾讯公司 (TECENT)
拜耳集团 (BAYER)
阿里巴巴集团 (ALIBABA GROUP)
瑞士ABB集团 (ABB)
英特尔公司 (INTEL)
阿尔斯通 (ALSTOM)
South Central
Southwest
24
2015
Employer Branding: perception is reality
China
4. Randstad Award
4.2. most attractive sectors
Randstad Award attractiveness grid
attractiveness by name awareness
name awareness
high
1
high name awareness and
low attractiveness
high name awareness and
high attractiveness
•
•
indifferent players
•
•
dominant players
•
optimize
•
defend
limited choice among less qualified/less
motivated potential employees
4
low name awareness and
low attractiveness
low name awareness and
high attractiveness
• low profile players
• very limited choice among less qualified/less
• niche players
• limited choice among well qualified/highly
•
•
attack
motivated employees
build
attractiveness
low
2015
can choose among wide range of well
qualified/highly motivated potential employees
3
motivated potential employees
26
2
Employer Branding: perception is reality
China
high
sectors attractiveness
sectors
respondents who know one or more companies operating in a particular sector
100%
high
90%
80%
name awareness
FMCG (food & non-food)
automotive
transport, logistics & wholesalers
45%
50%
retail & trade
70%
finance (banking & insurance)
60%
informatics & consulting
industrial & manufacturing
50%
55%
60%
40%
30%
65%
construction
70%
75%
pharmaceutical & chemical
power, utilities & telecom
20%
10%
0%
attractiveness
low
27
2015
Employer Branding: perception is reality
China
high
sectors ranked by attractiveness
attractiveness: respondents who know one or more companies in these sectors and who would like to
work for these companies
28
2015
2014
2013
1.
power, utilities & telecom
72.90%
71.58%
64.68%
2.
pharmaceutical & chemical
71.57%
68.04%
63.98%
3.
finance (banking & insurance)
71.40%
72.07%
57.46%
4.
informatics & consulting
68.48%
65.85%
56.71%
5.
industrial & manufacturing
63.30%
60.61%
55.51%
6.
construction
63.11%
64.78%
55.18%
7.
automotive
61.29%
61.45%
51.70%
8.
FMCG (food & non-food)
57.84%
54.82%
50.72%
9.
retail & trade
51.86%
50.66%
46.83%
10.
transport, logistics & wholesalers
49.24%
49.80%
57.46%
2015
Employer Branding: perception is reality
China
top 3 most attractive sectors by attribute
1st position
29
2nd position
3rd position
salary & employee benefits
pharmaceutical &
chemical
power, utilities & telecom
finance (banking &
insurance)
career progression opportunities
pharmaceutical &
chemical
power, utilities & telecom
informatics & consulting
pleasant working atmosphere
power, utilities & telecom
pharmaceutical &
chemical
informatics & consulting
long-term job security
power, utilities & telecom
pharmaceutical &
chemical
finance (banking &
insurance)
good work-life balance
pharmaceutical &
chemical
power, utilities & telecom
finance (banking &
insurance)
financially healthy
pharmaceutical &
chemical
power, utilities & telecom
finance (banking &
insurance)
interesting job content
power, utilities & telecom
informatics & consulting
pharmaceutical &
chemical
good training
pharmaceutical &
chemical
power, utilities & telecom
finance (banking &
insurance)
strong management
pharmaceutical &
chemical
power, utilities & telecom
finance (banking &
insurance)
environmentally & socially aware (CSR)
pharmaceutical &
chemical
power, utilities & telecom
finance (banking &
insurance)
2015
Employer Branding: perception is reality
China
top 3 most attractive sectors by gender and age
30
1st position
2nd position
3rd position
men
power, utilities &
telecom
pharmaceutical &
chemical
finance (banking &
insurance)
women
finance (banking &
insurance)
power, utilities &
telecom
pharmaceutical &
chemical
18 - 24 years
power, utilities &
telecom
finance (banking &
insurance)
informatics &
consulting
25 - 44 years
pharmaceutical &
chemical
power, utilities &
telecom
finance (banking &
insurance)
45 - 65 years
power, utilities &
telecom
finance (banking &
insurance)
pharmaceutical &
chemical
2015
Employer Branding: perception is reality
China
top 3 most attractive sectors by education and geography
31
1st position
2nd position
3rd position
secondary and lower
finance (banking &
insurance)
informatics & consulting
power, utilities & telecom
bachelor
power, utilities & telecom
master and higher
power, utilities & telecom
East
power, utilities & telecom
North
finance (banking &
insurance)
Northeast
power, utilities & telecom
Northwest
power, utilities & telecom
South Central
power, utilities & telecom
Southwest
finance (banking &
insurance)
2015
Employer Branding: perception is reality
China
finance (banking &
insurance)
pharmaceutical &
chemical
pharmaceutical &
chemical
power, utilities & telecom
finance (banking &
insurance)
finance (banking &
insurance)
finance (banking &
insurance)
pharmaceutical &
chemical
informatics & consulting
finance (banking &
insurance)
finance (banking &
insurance)
pharmaceutical &
chemical
pharmaceutical &
chemical
pharmaceutical &
chemical
pharmaceutical &
chemical
power, utilities & telecom
appendix
additional research modules
module 1: most important attributes by demographic subgroups
module 2: drivers for changing employers by demographic subgroups
module 3: drivers for staying with the current employer by demographic subgroups
glossary: research details and REMAS
module 1
most important attributes by demographic subgroups
atmosphere, financial stability and good location searched
more by women in China
what attributes make your top 5 of most important criteria when choosing an employer?
criteria viewed by gender – ranked by occurrence in top 5
salary & employee benefits
career progression opportunities
long-term job security
good work-life balance
pleasant working atmosphere
financially healthy
interesting job content
good training
conveniently located
strong management
strong image/strong values
offers flexible working arrangements
quality products/services
international/global career opportunities
men
environmentally & socially aware (CSR)
women
uses latest technologies
diversity management
0
35
2015
10
Employer Branding: perception is reality
20
China
30
40
50
60
70
80
young potentials more focused on job content, strong image
and international career opportunities
what attributes make your top 5 of most important criteria when choosing an employer?
criteria viewed by age – ranked by occurrence in top 5
salary & employee benefits
career progression opportunities
long-term job security
good work-life balance
pleasant working atmosphere
financially healthy
interesting job content
good training
conveniently located
strong management
strong image/strong values
offers flexible working arrangements
quality products/services
international/global career opportunities
18-24 years
environmentally & socially aware (CSR)
25-44 years
uses latest technologies
45-65 years
diversity management
0
36
2015
10
Employer Branding: perception is reality
20
China
30
40
50
60
70
80
job security and financial stability attract more lower
educated; (international) career more higher educated
what attributes make your top 5 of most important criteria when choosing an employer?
criteria viewed by education level – ranked by occurrence in top 5
salary & employee benefits
career progression opportunities
long-term job security
good work-life balance
pleasant working atmosphere
financially healthy
interesting job content
good training
conveniently located
strong management
strong image/strong values
offers flexible working arrangements
quality products/services
international/global career opportunities
secondary and lower
bachelor
environmentally & socially aware (CSR)
master and higher
uses latest technologies
diversity management
0
37
2015
10
Employer Branding: perception is reality
20
China
30
40
50
60
70
80
module 2
drivers for changing employers by demographic subgroups
lack of career prospects and low salary more often drives
workforce aged <25 to change employers
what factors did contribute to your decision to look for a new career opportunity outside of your former
organization?
gender
leavers’ factors
overall
men
39
lack of career growth opportunities
34
compensation too low
lack of financial stability
19
lack of recognition/rewards
19
insufficient employee benefits
18
work-life balance issues
18
not feeling interested in my job
6
25-44
45-65
3
5
3
17
insufficient training opportunities
13
not feeling engaged
13
note: top 10 factors are shown
2015
18-24
15
poor leadership
39
women
age
Employer Branding: perception is reality
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 9 percentage points above average, so their score is 52+9 = 61%
China
lack of recognition more often reason to quit for production
workers and balance issues more for office workers
what factors did contribute to your decision to look for a new career opportunity outside of your former
organization?
education
leavers’ factors
secondary
and lower
overall
master
and higher
production
office
8
2
2
8
2
34
compensation too low
lack of financial stability
19
lack of recognition/rewards
19
3
insufficient employee benefits
18
6
8
work-life balance issues
18
3
2
not feeling interested in my job
17
insufficient training opportunities
13
not feeling engaged
13
note: top 10 factors are shown
2015
3
15
poor leadership
Employer Branding: perception is reality
manager
39
lack of career growth opportunities
40
bachelor
job level
3
2
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 9 percentage points above average, so their score is 52+9 = 61%
China
career and job issues more often drives potential leavers aged
<25, salary and leadership issues more often 45+
what factors would contribute to your decision to look for a new career opportunity outside of your
current organization?
gender
potential leavers’ factors
overall
men
42
lack of career growth opportunities
work-life balance issues
20
lack of recognition/rewards
20
insufficient employee benefits
19
lack of financial stability
18
15
poor leadership
14
note: top 10 factors are shown
41
2015
Employer Branding: perception is reality
25-44
45-65
6
3
8
3
16
insufficient training opportunities
lack of communication about
vision/strategy
18-24
40
compensation too low
not feeling interested in my job
women
age
6
8
12
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 9 percentage points above average, so their score is 52+9 = 61%
China
balance issues more often reason to quit for production
workers and career issues more for office workers
what factors would contribute to your decision to look for a new career opportunity outside of your
current organization?
education
potential leavers’ factors
secondary
and lower
overall
42
lack of career growth opportunities
40
compensation too low
lack of recognition/rewards
20
insufficient employee benefits
19
3
lack of financial stability
18
3
poor leadership
14
note: top 10 factors are shown
2015
Employer Branding: perception is reality
production
2
office
manager
3
5
6
7
16
15
lack of communication about
vision/strategy
42
4
20
insufficient training opportunities
master
and higher
7
work-life balance issues
not feeling interested in my job
bachelor
job level
3
4
4
12
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 9 percentage points above average, so their score is 52+9 = 61%
China
module 3
drivers for staying with the current employer by demographic subgroups
good balance keeps more women and workforce aged 45+ at
work, salary and career more men and workforce aged <25
what factors contribute to your decision to stay with your current organization? Please select your top 3.
gender
stayers’ factors
overall
men
41
good work-life balance
40
competitive salary
32
career growth opportunities
27
financially healthy
44
2015
Employer Branding: perception is reality
45-65
6
2
7
3
5
3
4
5
7
2
15
9
13
note: top 10 factors are shown
25-44
3
2
18
opportunities to develop my skills
pleasant company culture
18-24
21
flexible working arrangements
strong image
women
30
I feel recognized for my work
work-life benefits (e.g. childcare)
age
2
11
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 9 percentage points above average, so their score is 52+9 = 61%
China
more production workers are staying with their employer for
high salary and more office workers for good balance
what factors contribute to your decision to stay with your current organization? Please select your top 3.
education
stayers’ factors
secondary
and lower
overall
office
manager
12
32
career growth opportunities
4
4
30
I feel recognized for my work
27
financially healthy
21
flexible working arrangements
3
7
4
6
8
3
18
opportunities to develop my skills
work-life benefits (e.g. childcare)
production
6
40
competitive salary
15
2
3
13
strong image
pleasant company culture
note: top 10 factors are shown
2015
master
and higher
41
good work-life balance
45
bachelor
job level
Employer Branding: perception is reality
11
3
note: scores for sub groups indicate percentage points above average (= overall score),
e.g. women score 9 percentage points above average, so their score is 52+9 = 61%
China
glossary
research details and REMAS
description of online respondents (details)
respondents
total sample
9,006
region
respondents
working
7,645
sector
Agriculture, forestry, fishing
Automotive
Construction
Finance (Banking & Insurance)
FMCG
Human Resources
Industrial/Manufacturing
Informatics
Consulting
Mining and resources
Non-profit (Healthcare/NGO/public services)
Public administration (government)
Education
Pharmaceutical/Chemical
Power/Utilities/Telecom
Real estate or rental and leasing
Retail trade
Wholesale trade
Services
Media
Transport/Logistics/Warehousing
Travel/Leisure/Hospitality
Other
215
158
619
345
188
147
1,799
525
54
88
142
316
661
481
401
154
316
224
207
31
294
81
200
(*)
East
2,820
North
950
Northeast
742
Northwest
655
South Central
2,552
Southwest
1,288
(*)
47
2015
Employer Branding: perception is reality
China
only if respondent is currently working
Randstad Employer Attractiveness Score (REMAS)
a unique indicator of Employer Branding
what is REMAS?
•
•
•
Randstad Employer Attractiveness Score
among respondents who know the company, the percentage that would like to work for the
company minus the percentage that would not
unique indicator 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?
•
•
48
to promote a unique indicator of Employer Branding
to allow easy benchmarking for all companies against others
2015
Employer Branding: perception is reality
China
Randstad Employer Attractiveness Score (REMAS)
concept
total sample: 100%
70 respondents out of
100 know the company
know the company:
70%
70/100 = 70%
= name awareness
would
like to
work for:
36%
25/70 would like to
work for the company
would not
like to
work for:
21%
15/70 would not like
to work for the company
REMAS = attractiveness – detractors = 15%
49
2015
Employer Branding: perception is reality
China
25/70 = 36%
= attractiveness
(attractiveness)
15/70 = 21%
= detractors
sectors ranked by REMAS
REMAS: among respondents who know one or more companies in these sectors;
percentage of respondents who would like to work for the company minus the percentage that would not
50
REMAS 2015
REMAS 2014
1.
power, utilities & telecom
66.15%
64.43%
2.
pharmaceutical & chemical
63.52%
57.85%
3.
finance (banking & insurance)
62.22%
63.41%
4.
informatics & consulting
57.44%
54.08%
5.
industrial & manufacturing
52.04%
48.57%
6.
construction
51.77%
54.79%
7.
automotive
48.42%
49.14%
8.
FMCG (food & non-food)
43.39%
39.84%
9.
retail & trade
35.82%
34.15%
10.
transport, logistics & wholesalers
29.41%
30.46%
2015
Employer Branding: perception is reality
China
top 20 most attractive companies by REMAS
REMAS: among 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
51
1.
阿里巴巴集团 (ALIBABA
GROUP)
81.68%
11.
拜耳集团 (BAYER)
73.24%
2.
国际商业机器公司 (IBM)
81.38%
12.
百度公司 (BAIDU)
73.08%
3.
苹果公司 (APPLE)
78.93%
13.
渣打银行 (STANDARD
CHARTERED)
72.19%
4.
英特尔公司 (INTEL)
78.71%
14.
西门子 (SIEMENS)
71.70%
5.
瑞士ABB集团 (ABB)
76.93%
15.
联想集团 (LENOVO)
71.61%
6.
蒂森克虏伯
(THYSSENKRUPP)
76.45%
16.
法国威立雅环境集团
(VEOLIA)
71.25%
7.
腾讯公司 (TECENT)
75.04%
17.
博世公司 (ROBERT BOSCH)
71.21%
8.
埃森哲 (ACCENTURE)
74.95%
18.
卡特彼勒 (CATERPILLAR)
70.45%
9.
荷兰皇家壳牌石油公司
(ROYAL DUTCH SHELL)
74.94%
19.
招商银行 (CHINA
MERCHANTS BANK)
69.98%
10.
通用电气公司 (GENERAL
ELECTRIC)
73.44%
20.
联合技术公司 (UNITED
TECHNOLOGIES)
69.90%
2015
Employer Branding: perception is reality
China