Report: Creating an employment brand
POPULAR BRANDS
The Government/public sector, ANZ, Virgin and Telstra. According to our survey of employees, these are the brands most people want to work for in Australia. In New Zealand, the popular brands were Vodafone, the Government/public sector, Telcom NZ and Westpac.
Without any prompting, why were these companies named most frequently as ideal employers? Predominately because of the perceived employee experience they offered, or in other words, their employment brand. Career opportunities, reputation of the company and the professional development and training offered were the top three reasons provided by Australian survey respondents for selecting their nominated 'ideal' employer. In New Zealand, the reputation of the company was the primary reason, followed by professional development and training provided, then career opportunities. In both countries, these justifications were ahead of salary and benefits, which demonstrates the value of creating a strong marketplace employment brand.
Of 614 responses, the top-ten Australian most frequently named ideal employers were:
- Government/public sector
- ANZ
- Virgin
- Telstra
- Westpac
- IBM
- Optus
- Microsoft
- Vodafone
- PricewaterhouseCoopers
Of 260 responses, the top-ten New Zealand most frequently named ideal employers were:
- Vodafone
- Government/public sector
- Telecom NZ
- Westpac
- Air NZ
- Fonterra
- Bank NZ
- ANZ
- National Bank
- ASB
Generation Y in particular view the Government and the public sector as ideal employers. Generation Y realise they are going to work longer years than previous generations. Perhaps this is why they perceive the public sector - with its 9 to 5 working day and rostered days off - as an ideal employer. Hays researched Generation Y in a previous Workplace Series and found that this generation are very career driven, are quite idealistic about the work they do and they expect a lot in return. They believe work/life balance should be a given and an employer should add value to them through ongoing learning and development and career progression. These are aspects the Government and public sector are perceived to supply.
To compete for Generation Y now and in the future, employers and recruiters alike need to tune into this generation's unique characteristics and create an employment brand that will attract them. Many of the old rules of recruiting will not work for Generation Y, which is why branding is so important.
WHAT IS AN EMPLOYMENT BRAND?
BENEFITS OF AN EMPLOYMENT BRAND
POPULAR BRANDS
EMPLOYMENT BRANDING AND RECRUITMENT
CREATING YOUR EMPLOYMENT BRAND
A WORD OF WARNING
CASE STUDY : Hays
Issue 5: Creating an employment brand
