HR Pulse

UNIVERSUM MOST ATTRACTIVE EMPLOYER AWARDS 2017

Universum Global, recognized world leaders in employer branding, announced the results of its largest ever survey into employer attractiveness amongst tertiary institution students and young professionals on May 11th 2017. Universum’s research in South Africa in 2017 was its largest survey to date, with 46,981 student respondents and 22,321 professional respondents taking part in an exhaustive survey that includes a wide range of questions relating to future employment and career goals, attributes that make an employer attractive, and issues such as work-life balance.

Students and professionals across the following areas were surveyed with sector-specific results being compiled:
• Business/commerce
• Engineering/technology
• Health care / health sciences
• Natural Sciences
• Humanities / liberal arts
• Law

The results of this survey are based on a company list that is determined by the preferences of talent in South Africa who then vote for the Most Attractive Employers. The survey also highlights key trends amongst talent that are of immense value to HR professionals seeking to attract the best talent.

Within an ever more challenging environment that sees talent looking globally for employment, the results of this survey are more important then ever. Students surveyed this year showed an increased interest in pursuing an international career, as well as a continued focus on work-life balance and security and stability.

In South Africa, employee retention has been a persistent challenge for employers. Year on year our survey results show a reported high mobility intention amongst experienced hires. This trend continues in the 2017 findings as explained further by Universum Research Manager Winani Ndlovu:

With our rate of unemployment hitting a 13 year high towards the last quarter of 2016 and our findings showing an expected increase in talent's need for security and stability, one would have expected the experienced hires to show a lower mobility rate. Unfortunately getting a job is a need and like all needs, once satisfied individuals start looking into satisfying the next need in the hierarchy. 48% of the experienced hires that responded to our survey indicated that they intend to change employers within a year. They are still looking for employers that would offer them professional training and development with leadership that will support their development. It is therefore imperative for employers to be clear in their employer brand positioning to ensure that they attract the right talent that have aligned expectations.

The results across the spectrum also demonstrate the power of brand for employers – with Google still dominating in all categories and across areas of study, despite it still being a relatively small employer in South Africa.

The most significant gains in this year’s survey came from Heineken that was the highest new entry amongst Business and Commerce Students (at number 65) and professionals (at number 64.) Amongst Engineering and Technology students and professionals Samsung was the highest new entry, at number 11 amongst students, and at number 32 for professionals.

Government departments and parastatals which have traditionally been very attractive in South Africa, especially for students, have, as a group, declined in attractiveness year on year. While they remain some of the most attractive employers in South Africa, their attractiveness is starting to dwindle. Country Manager for Universum South Africa, Jenali Skuse, explains,

“Traditionally associated with job security and good development opportunities, government departments and parastatals have consistently been attractive to students. In our most recent research we are seeing a decline in the attractiveness of many parastatals and government departments which mirrors the negative media attention many of them have received over the last year. Those institutions that can authentically offer a compelling value proposition to students and young talent should develop an employer value proposition that truly reflects their organisations strong points and ensure it is communicated to young talent in a way that resonates with them and through the channels they are using. Should they fail to do so, their future talent pipelines cannot be guaranteed with huge implications for their businesses overall. However, there are still a number of state organisations such as CSIR, DAFF and DST which have done this effectively and remain very attractive employers to young talent in South Africa”