任仕達：2020全球雇主品牌調研報告(61頁).pdf

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1、employer brand research 2020 global report. 1 contents. | executive summary 1 what do workers want 2 sector attractiveness 3 switching behavior 4 appendix 5 employer brand research 2020, global report foreword 2 | | foreword As we publish this years Randstad Employer Brand Research, we at Randstad a

2、re fully aware of the new situation we are in as a result of COVID-19. The timing of the questionnaire and its results were analyzed before the discovery of the virus. Since then, COVID- 19 has paralyzed local economies and labor markets and as a result several companies find themselves facing unpre

3、cedented challenges. In these uncertain times, employer branding is more important than ever. This years Randstad Employer Brand Research results can be very helpful in building on a sharpened employer branding strategy for your company. employer brand research 2020, global report 3 | executive summ

4、ary. employer brand research 2020, global report 4 | | executive summary. Welcome to the 20th edition of the Randstad Employer Brand Research Global Report where this year the REBR enters its 20th year of operation. Starting in 2000, the Research now covers 33 markets and collects strategic and insi

5、ghtful data from some 185,000 respondents per year. The last 2 decades have seen the world of work change dramatically but never so much than since the beginning of digital age. Our research confirms that despite these transformational changes, attractive salary finding, training and retaining talen

6、t is currently one of the most critical challenges companies face in these uncertain times. To make sure you are best positioned to be an employer of choice, we invite you to take a closer look at this years research and learn what factors will really motivate the workers you need to drive results.

7、Should you need further insights into how your employer brand is performing, make sure to contact your local Randstad specialist for a customized report. Enjoy! employer brand research 2020, global report 10 | what do workers want. employer brand research 2020, global report 11 | | 61% 43% 52% 49% 3

8、8% 39% 29% 32% 27% 28% 58% 45% 46% 43% 35% 33% 31% 29% 28% 26% 60% 45% 48% 44% 38% 34% 32% 28% 28% 28% 59% 46% 45% 44% 37% 33% 32% 29% 29% 28% 57% 45% 44% 42% 35% 34% 33% 29% 28% 27% attractive salary & benefits work-life balance job security pleasant work atmosphere career progression financially h

9、ealthy flexible arrangements location good training strong management 2016* 2020 2019* 2018* 2017* while attractive salary & benefits remains the most sought after driver overall, the top 5 drivers register a decrease when compared to 2019. top 10 reasons to choose an employer *percentage highlighte

10、d green or red, when the difference with 2020 data is 3% higher or lower employer brand research 2020, global report 12 | secondary and tertiary reasons to choose an employer differ per region with notable differences being recorded in CIS compared to elsewhere. north america europe latin america ap

11、ac 56% 45% 42% 35% 35% attractive salary & benefits work-life balance job security pleasant work atmosphere flexible arrangements 59% 51% 48% 47% 39% attractive salary & benefits pleasant work atmosphere job security work-life balance flexible arrangements 56% 52% 47% 38% 37% attractive salary & ben

12、efits career progression pleasant work atmosphere job security work-life balance 55% 47% 45% 41% 38% attractive salary & benefits work-life balance job security pleasant work atmosphere career progression cis 76% 58% 45% 42% 40% attractive salary & benefits financially healthy interesting job conten

13、t career progression pleasant work atmosphere what do workers want - by region employer brand research 2020, global report click here for a breakdown of these results by generation 13 | | what potential employees seek vs what they perceive employers to offer. | Understanding the gap between what emp

14、loyees want and what they think employers offer provides valuable insights into building an employer brand employees seek current employer offers other employers are perceived to offer 01 attractive salary & benefits 01 job security 01 financially healthy 02 work-life balance 02 financially healthy

15、02 uses latest technologies 03 job security 03 very good reputation 03 very good reputation 04 pleasant work atmosphere 04 pleasant work atmosphere 04 job security 05 career progression 05 work-life balance 05 attractive salary & benefits 06 financially healthy 06 interesting job content 06 career p

16、rogression 07 interesting job content 07 career progression 07 pleasant work atmosphere 08 very good reputation 08 attractive salary & benefits 08 work-life balance 09 gives back to society 09 gives back to society 09 interesting job content 10 uses latest technologies 10 uses latest technologies 10

17、 gives back to society employer brand research 2020, global report 14 | | with the exception of latin america employees believe that their own employer delivers on at least 1 of their top 3 requirements. employee - employer exchange gap analysis by region employees seek their employers offer other e

18、mployers offer north america 1 attractive salary & benefits 2 work-life balance 3 job security 1 financially healthy 2 very good reputation 3 job security 1 financially healthy 2 uses latest technologies 3 very good reputation europe 1 attractive salary & benefits 2 pleasant work atmosphere 3 job se

19、curity 1 job security 2 financially healthy 3 interesting job content 1 financially healthy 2 uses latest technologies 3 very good reputation cis 1 attractive salary & benefits 2 financially healthy 3 interesting job content 1 financially healthy 2 very good reputation 3 job security 1 financially h

20、ealthy 2 uses latest technologies 3 very good reputation latin america 1 attractive salary & benefits 2 career progression 3 pleasant work atmosphere 1 very good reputation 2 financially healthy 3 job security 1 financially healthy 2 uses latest technologies 3 very good reputation apac 1 attractive

21、salary & benefits 2 work-life balance 3 job security 1 job security 2 financially healthy 3 work-life balance 1 financially healthy 2 very good reputation 3 attractive salary & benefits employer brand research 2020, global report 15 | | what do workers want summary. The hierarchy of EVP drivers has

22、remained relatively stable over the past 5 years. In 2020, the top 3 consist of attractive salary & benefits, work-life balance and job security. despite the consistency across the top drivers sought after, the secondary reasons differ per region. For North America and APAC the second most sought af

23、ter driver is career progression, while in CIS the financial heath of the employer is considered important. pleasant work-atmosphere is the second most important driver in Europe and in Latin America it is career progression opportunities. employer brand research 2020, global report 16 | | what do w

24、orkers want summary. Worldwide, employees perceive the offering from their own employer slightly better than that of other employers with the exception of attractive salary & benefits. Regionally, only employers in CIS are perceived to deliver on one of the top 3 most sought after drivers financiall

25、y healthy. There is also a clear EVP differentiation when looking across generational. Gen z finds a pleasant atmosphere more important than security while millennials and gen x would rather get a good work-life balance and security from their employer. Boomers are more likely to choose an employer

26、based on the salary & benefits, but a convenient location could also impact their decision. employer brand research 2020, global report 17 | switching behavior. employer brand research 2020, global report 18 | | job switching behavior is highest in cis and north america, while intention is highest i

27、n latin america. employer brand research 2020, global report | click here for a breakdown of these results by generation 22% 21% 17% 17% 15% 34% 27% 36% 25% 24% cis north america latin america europe apac switchers intenders percentage having changed or planning to change employer within a year (by

28、region) global switchers 18% changed employer in the past year. 26% global intenders plan to change employer within the next year. 19 | | 11% 9% 19% 22% 15% 20% 2% 2% 59% of the switchers left their employer in the past 12 months for a more attractive salary elsewhere. employer brand research 2020,

29、global report decreased no change increased 1-5% increased 6-10% increased 11-15% increased 16-20% other prefer not to answer salary change after switch n=17,341 *among workforce who have changed employer in the last 12 months n=68,279 % (completely) agrees with the statement “I changed my job” beca

30、use of 55% 52% 45% 37% my salary being lower than elsewhere the additional benefits being less attractive than elsewhere a lack of sense of purpose in my job a mismatch between my personal values and those of the organization a poor relationship with my manager/ colleagues 20 59% | | channels used t

31、o find the next job. | One in three switchers found their new employer through job portals or personal connections/referrals. Among those switching through job portals, a vast majority did so with the help of *among workforce who have changed employer in the last 12 months top 5 channels used to fin

32、d a job employer brand research 2020, global report top 4 job portals 34% 19% 18% monster 28% 27% 27% 21% job portals personal connections/referrals recruiters (agencies/headhunters) google company career site 21 59% 70% 7 out of 10 employees find non-monetary benefits important when choosing their

33、employer, with significant differences noted between regions. employer brand research 2020, global report | find non-monetary benefits important 70% global by behavior by region 76% 76% 66% 62% latin america cis apac north america europe 80% 70% 72% switchersintenders 22 | | 1 flexible working hours

34、 2 additional vacation benefits 3 health care additional benefits importance. employer brand research 2020, global report flexibility in terms of working hours or being able to work from home along with more free time (vacation, sabbaticals) and health care insurance packages are among the most attr

35、active benefits globally. Health care the most often offered employee benefit. of the male global workforce finds the opportunity to buy company shares attractive as an employee benefit as opposed to 51% of the female global workforce. 61% of the global workforce finds additional vacation (annual le

36、ave, sabbatical leave) attractive as an employee benefit. 80% of the millennials are attracted to an employer that offers flexible working hours. 80% top 3 most attractive benefits in north america and latin america. 1 health care 2 flexible working hours 3 additional vacation benefits health care t

37、he most often offered employee benefit. top 3 most attractive benefits in apac. 1 additional vacation benefits 2 health care 3 reimbursement of mobility expenses top 3 most attractive benefits in europe. top 3 most attractive benefits in cis. 1 health care 2 additional vacation benefits 3 reimbursem

38、ent of mobility expenses 54% 23 | | switching behavior summary. one in five employers changed employer in the past year and one in four plans to do so in the coming year. Just like in 2019 switching behavior is highest in CIS and North America, whereas an intender is more likely to live in Latin Ame

39、rica or CIS. A more attractive salary elsewhere seems the biggest trigger for workforce to change employer with nearly 4 in 5 employees receiving a salary increase after moving to a new employer. 7 out of 10 global employees find non-monetary benefits (very) important when choosing their employer. T

40、his is slightly higher among intenders. Workforce in Latin America is more likely to find non-monetary benefits (very) important. employer brand research 2020, global report 24 | | switching behavior summary. approximately a third of those who switched job found their next employer through job porta

41、ls or personal connections/referrals. 4 out of 5 global employees find additional vacation benefits (annual leave, sabbatical leave) attractive. At a regional level, health care is considered most attractive benefit in North America, Latin America and CIS, whereas flexible working hours is most attr

42、active in Europe and additional vacation benefits in APAC. when it comes to generations, 80% of millennials find flexible working attractive as an additional benefit. As in previous years, flexible working hours is consistently in the top 3 most attractive benefits across all education levels. emplo

43、yer brand research 2020, global report 25 | sector attractiveness. employer brand research 2020, global report 26 | | ITC remains the most attractive sector worldwide. sector attractiveness - global 57% 54% 54% 51% 50% 49% 47% 45% 44% 43% 43% 43% 40% ITC* fmcg automotive life sciences agriculture, f

44、orestry and fishing engineering financial services retail energy & utilities logistics hospitality services public services *the ITC sector relates to companies in IT, Technology & Communications employer brand research 2020, global report 27 | | ITC, automotive and life sciences are top sectors in

45、4 out of the 5 regions. latin america apac 54% 52% 50% 49% 47% public services ITC* engineering life sciences logistics north america 44% 42% 42% 41% 40% automotive ITC* life sciences FMCG engineering 73% 64% 58% 57% 54% energy & utilities automotive ITC* engineering logistics europe cis 72% 67% 65%

46、 64% 63% automotive logistics life sciences FMCG engineering 64% 61% 60% 59% 59% ITC* FMCG automotive agriculture life sciences *the ITC sector relates to companies in IT, Technology & Communications click here for a breakdown of these results by generation sector attractiveness by region employer b

47、rand research 2020, global report 28 | | employers in the ITC and automotive sector score higher on attractive salary & benefits than the global average. financially healthy uses latest technologies very good reputation job security attractive salary & benefits ITC #1 FMCG #2 automotive #3 uses late

48、st technologies financially healthy uses latest technologies financially healthy very good reputation financially healthy attractive salary & benefits job security very good reputation very good reputation uses latest technology attractive salary & benefits career progression attractive salary & benefits career progression top 5 values attributed to the top 3 sectors global employer brand research 2020, global report 29 | | sector attractiveness summary. ITC, FMCG & automotive