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Copyright Universum 2008
“Er du rede for neste generation?”“80-tallistene inntar arbeidsmarkedet –
Help, Hell or Halelujha?
Anna Dyhre, UniversumAnna.Dyhre@universum.se
Forsikringskonferansen Sundvolden Hotell 12 november 2008
Purpose
State of the Union
Provide a global perspective
Provide input that you can use in your work
Help you answer questions or knowing who to contact
Help identify opportunities
Är du redo för nästa generation?
Universum Today
• We employ approximately 200 people in 12 locations on 5 continents.
• The group head office is located in Stockholm, Sweden, the regional head offices are located in Philadelphia (Americas) and Shanghai (Asia).
• We serve more than 1 200 clients globally, including the majority of Fortune 100 companies.
• We survey over 230 000 students and 80 000 professionals annually in 30 countries.
• We publish more than 100 career publications in 10 countries.
• We have 10 career sites with 400 000 visitors/month.
• We organize 40 events with over 3000 participants in 14 countries.
• We publish the world’s foremost journal on Employer Branding, Universum Quarterly.
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Universum across the world
Agenda
Introduktion
Employer Branding – varför?
Rankingar i Norge över attraktiva arbetsgivare
Karriär Preferencer och mål hos 80-talister I Norge
Syn på pension och annat hos 80-talisterna
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Employer Branding – Att långsiktigt säkra framtida kompetens
Global Market pricing for talent
US Undergraduates – approx 45 000 USD
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5h
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45h
50h
Finland
The Netherla
ndsSpain
Italy
Denmark
Norway
The U K
France
Hong Kong
Sweden
Switzerla
ndChina
Germany
India
€0
€5000
€10000
€15000
€20000
€25000
€30000
€35000
€40000
€45000
€50000
Expected work week (hours) Expected annual salary after graduation (EUR)
Brist på “rätt” arbetskraft hotar tillväxten?
- Generation I – 80-talisterna
• Internationella
• Informella
• Individuella
• Informerade
USA – Millennials – born end of 70-ies and 80 -ies
Vänner och familj kommer dock först…
Storvulna planer i all ära, men de små sakerna i livet är absolutviktigast; hälsa förstås, men framför allt familj och vänner.
Nio av tio ser nära relationer som ett grundrekvisit för en lycklig tillvaro.
Se världen 1960
Se världen 2008
En moralisk arbetsgivare – viktig beslutsfaktor
Var tredje student på universitetet anser att arbetsgivarens etik och moral är en av de tre viktigaste beslutsfaktorerna när de väljer en framtida attraktiv arbetsgivare!
Copyright Universum 2008
Copyright Universum 2008
Resultat från undersökningarna och analys
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Methodology 1
The Questionnaire: • Created with 20 years of experience, extensive research within HR,
focus groups and communication with both our clients and
professionals• A new framework has been developed – The Drivers of Employer
Attractiveness • Global perspective - local insight • Comprised of closed-ended questions with an extensive list of
alternatives and an ‘Other’ option
The List of employers:Composed through of Universum’s knowledge of each market,
evaluations of the last year’s list, extensive market analysis,
complemented by information derived from discussions with
Professionals & students, organisations and finally professionals’
“write-ins” from last year’s survey.
Data collection: Conducted via an on-line survey. The on-line link has been
distributed via alumni networks, communities, the Universum
Panel, universities and different local and global partners.
The Universum Professional Survey - Business:
Field period: June 2008 to September 2008 Total number of respondents: 1581(Business)
The Universum Student Survey - Business:
Field period: January to April 2008Total number of respondents: 2126 (Business)
Copyright Universum 2008
Employer rankings
Ideal Employer ranking 2008 (1-30) - Business (Students) 3
Employer Rank Percent Employer Rank Percent
StatoilHydro 1 26,28% SAS 16 7,17%Ernst & Young 2 14,92% Deloitte 17 6,83%Utenriksdepartementet 3 14,15% Microsoft 18 6,51%DnB Nor 4 13,56% Procter & Gamble 19 6,49%PricewaterhouseCoopers 5 12,65% Telenor 20 6,12%Aker Kværner 6 12,41% Goldman Sachs 21 5,75%McKinsey & Company 7 11,74% KPMG 22 5,73%Innovasjon Norge 8 11,10% Nordea 23 5,03%L'Oréal 9 10,55% Norad 24 5,02%The Boston Consulting Group 10 9,60% First Securities 25 4,96%Norges Bank 11 8,86% Pareto Gruppen 26 4,89%Orkla 12 8,79% IKEA 27 4,76%Finansdepartementet 13 8,71% Accenture 28 4,68%Hydro 14 8,49% Sparebank 1 29 4,60%Schibsted 15 7,52% Olje- og Energidepartementet 30 4,23%
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Ideal Employer ranking 2008 (31-60) - Business (Students) 3
Employer Rank Percent Employer Rank Percent
Konkurransetilsynet 31 4,04% Tine 46 2,67%
Geelmuyden.Kiese 32 3,95% Skattedirektoratet (økonomi/samfunnsfag) 47 2,47%
Ericsson 33 3,85% Nestlé 48 2,44%Shell 34 3,60% ABG Sundal Collier 49 2,41%Capgemini 35 3,51% Handelsbanken 50 2,30%Nærings- og Handelsdepartementet 36 3,48% Ringnes 51 2,27%Storebrand 37 3,17% PA Consulting Group 52 2,26%SSB (Statistisk Sentralbyrå) 38 3,16% Jotun 53 2,23%Det Norske Veritas 39 3,14% YARA 54 2,15%Forsvaret 40 3,05% Visma 55 2,06%REC Group 41 2,88% Riksrevisjonen 56 1,89%Posten Norge 42 2,80% HP 57 1,76%Statkraft 43 2,78% Manpower 58 1,76%Gjensidige 44 2,75% Netcom 59 1,75%Norgesgruppen 45 2,70% Kredittilsynet 60 1,69%
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Ideal Employer ranking 2008 (1-30) - Business (Young Professionals) 3
Employer Rank Per cent Employer Rank Per cent
StatoilHydro 1 24,88% Microsoft 15 6,03%Orkla 2 11,65% L'Oréal 17 5,95%DnB NOR 3 10,99% The Boston Consulting Group 18 5,79%Innovasjon Norge 4 10,91% IKEA 19 5,45%Norges Bank 5 8,35% Det Norske Veritas 20 5,29%Hydro 6 7,36% Finansdepartementet 20 5,29%Utenriksdepartementet 7 7,19% Norgesgruppen 22 4,96%SAS 8 7,02% Jotun 23 4,71%McKinsey & Company 9 6,94% Statkraft 24 4,55%Telenor 9 6,94% Procter & Gamble 25 4,30%Aker Solutions 11 6,78% Ringnes 25 4,30%Schibsted 12 6,69% Norad 27 4,05%REC Group 13 6,61% Nordea 27 4,05%PricewaterhouseCoopers 14 6,20% Nokia 29 3,97%Ernst & Young 15 6,03% Deloitte 30 3,80%
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Ideal Employer ranking 2008 (31-60) - Business (Young Professionals) 3
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work, your five Ideal Employers.
Employer Rank Per cent Employer Rank Per cent
Storebrand 30 3,80% Geelmuyden.Kiese 45 2,56%Tine 30 3,80% Kongsberg Gruppen 45 2,56%Pareto Gruppen 33 3,72% Skattedirektoratet 45 2,56%ConocoPhillips 34 3,64% Yara 45 2,56%Shell 34 3,64% Forsvaret 50 2,48%SpareBank 1 36 3,31% Gjensidige 50 2,48%Kredittilsynet 37 3,06% Konkurransetilsynet 52 2,40%Accenture 38 2,89% SEB 52 2,40%Olje- og Energidepartementet 38 2,89% Netcom 54 2,31%ABG Sundal Collier 40 2,73% Statistisk Sentralbyrå (SSB) 54 2,31%Capgemini 40 2,73% Visma 54 2,31%KPMG 40 2,73% Ericsson 57 2,15%Nestlé 40 2,73% Nærings- og Handelsdepartementet 58 2,07%First Securities 44 2,64% Posten Norge 58 2,07%Fokus Bank 45 2,56% Handelsbanken 60 1,98%
Copyright Universum 2008
Career preferences
Preferred industries - Business - Top 20 4
SURVEY QUESTION:In which industries would you ideally like to work? Please select a maximum of three alternatives
Business – Young Professionals
· Marketing/advertising16%
· Financial services15%
· Management consulting14%
· Entertainment/media/public relations 9%· Corporate auditing/accounting/taxation 8%· Investment management 7%· Private equity 6%· Government/public service 6%· Investment banking 6%· Non-profit 5%· Transportation/distribution/logistics 5%· Retail/Commercial banking 5%· Chemical/petroleum 5%· IT consulting 5%· Hotel/restaurant/tourism/hospitality 5%· Telecommunications 4%· Airline/travel 4%· Energy/power 4%
· Insurance 4%· Internet/e-commerce 3%
Business – Students
· Marketing/advertising20%
· Commercial banking19%
· Financial services18%
· Management consulting17%
· Investment management 13%· Corporate auditing/accounting/taxation 11%· Entertainment/media/public relations
11%· Investment banking 9%· Government/public service 8%· Non-profit 7%· Transportation/distribution/logistics 7%· Private equity 6%· Hotel/restaurant/tourism/hospitality 5%· Does not matter 5%· Private banking 4%· Public accounting 4%· Environmental/conservation 4%· Real estate 4%
· Insurance 3%· Retail/fashion/apparel 3%
Career goals – Business Students and Young Professionals in Norway 4
SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
16%
15%
56%
36%
29%
30%
31%
18%
12%
12%
47%
48%
47%
36%
29%
35%
24%
19%
To have work/life balance
To be secure or stable inmy job
To be competitively orintellectually challenged
To be a leader ormanager of people
To be autonomous orindependent
To have an internationalcareer
To be dedicated to acause or to feel that I amserving a greater good
To be entrepreneurial orcreative/innovative
To be a technical orfunctional expert
Young Professionals - Business
Students - Business
Copyright Universum 2008
Employer preferences
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The Drivers of Employer Attractiveness - Top-3 - Business 5
Employer reputation and image YP Students
1. Good reputation 55% 51%2. Attractive/exciting products and services 43% 44%3. Inspiring top management 34% 43%
Job characteristics YP Students
1. Challenging work 52% 47%2. Professional training and development 36% 59%3. A variety of assignments 39% 42%
Trends - help to understand the target group
•CV- builders
•Good reputation – both management as well as an employer
•Brand Aware very early
•Used to make choices
•Packaging also important – how you label products and services
•Emotions OK – gut feel – willing to pay for it with time or money
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People and culture YP Students
1. Has leaders who will support my development 59% 66%2. Offers a creative and dynamic work environment 48% 53%3. Will enable me to have good work/life balance 52% 37%
Remuneration and advancement opportunities YP Students
1. Competitive base salary 58% 50%2. Leadership opportunities 37% 44%3. Good reference for future career 32% 44%
The Drivers of Employer Attractiveness - Top-3 - Business
Trends - help to understand the target group
Mentoring and coaching important
Good leadship highly valued
Work-life Balance – what does it mean?
Technically aware and good at it – want good equipment – phone, pc etc
Not afraid to ask about and discuss salaries and benefits
Wants to have a dialogue with employer – freedom under guidance
Have they applied for a new job in the past 12 months? – Business (Young Professionals)
Key findings
• Of these 50 % - 1/3 applied for a job internally and 2/3 externally
They have mainly applied for a new job for the following reasons:
• Create better development opportunities 63%
• Get a higher salary47%
• Try something new46%
• They were dissatisfied with the corporate culture 24%
• I was dissatisfied with the overall management 21%
50%
50%
Yes No
Hur ser den yngre generationen på pensioner?
Copyright Universum 2007
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Preferred compensation package - Business (Young Professionals) 4
17%
10%
13%
10%
11%
14%
1%
41%
29%
20%
21%
23%
16%
18%
15%
Extra holiday
Paid external higher education (e.g. MBA)
Overtime pay
Increased pension benefits
Performance-related bonus
Skills development
Household-related benefits (e.g. cleaner)
Fitness benefits (e.g. gym membership)
Profit-sharing
Parental benefits (e.g. supplement tomaternity/paternity pay)
Access to career coach/mentor
Private health insurance
Company car
Shares/options
OtherYoung Professionals - Business
SURVEY QUESTION:Regardless of what is included in your current package, which of the following would you most prefer as a part of your compensation package apart from base salary? Please select a maximum of three alternatives.
Preferred compensation package - Sweden
Topp-3:
1. Extra semesterdagar2. Kompetensutveckling3. Övertidsersättning
16%
9%
16%
7%
12%
4%
1%
14%
19%
11%
19%
12%
15%
1%
21%
13%
24%
18%
25%
24%
34%
52%
12%
22%
14%
20%
15%
23%
28%
43%Extra semesterdagar
Kompetensutveckling
Övertidsersättning
Friskvårdsförmåner (t.ex gymkort)
Betald extern högre utbildning (t.ex MBA)
Föräldraförmåner (t.ex tillägg till föräldrapenning)
Prestationsrelaterad bonus
Tillgång till karriärcoach/mentor
Utökade pensionsförmåner
Vinstdelning
Hushållsrelaterade förmåner (t.ex städhjälp)
Tjänstebil
Privat sjukförsäkring
Aktier/optioner
Annat
Kvinnor
Män
Fakta Sverige
•Mer än var tredje person i åldern 18-34 pensionssparar i Sverige
•31% har ökat sitt pensionssparande senaste året
•28% tror att de måste gå i pension när de är 68 år eller äldre för att få ut 75% av sin lön
Källa: ”Opinion Pension” av Novis Group 2008
Unions - Sweden (Young Professionals - Business)
17%
5%
78%
Ja Nej Vet ej
Omfattas du av någon pensionsplan (ITP/FTP/PA03/KAP-KL) eller har någon annan av arbetsgivaren betald tilläggspension?
Har du extra hög lön (jämfört med på andra företag) för att själv kunna betala motsvarande pensionspremier?
81%
19%
Ja Nej
Summary and Conclusions
As an Employer:
Build Loyality – build a brand – high maintenance level
Deliver on your promises
Communicate who you are – both externally as well as internally
As an Insurance company:
Build Loyalty – build a brand – high service level
Deliver on your promises
Communicate what you can offer – both externally as well as internally
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35 Copyright Universum 2008
Copyright Universum 2008
Thank You for listening!
Anna Dyhre
+46 708 300615
Anna.Dyhre@universum.se