Employer brand research 2018

employer
brand research
2018

                 country report
                 uk.
content.




           1   introduction
           2   country results
           3   sector insights
           4   top employers
           5   deep dive
           6   methodology



                                 © randstad 2018 | employer brand research 2018, country report uk. |   2
introduction.




                © randstad 2018 | employer brand research 2018, country report uk. |   3
why employer branding matters.


                                                                 50%                                80%
                                                                 of candidates say they wouldn’t    of workforce leaders agree that a strong employer brand has a significant impact on their ability to hire
                                                                 work for a company with a bad      great workforce.2 As people work for cultures, not companies, their perception of you as an employer is
                                                                 reputation – even with a pay       of paramount importance. Both recruiters and candidates cite company culture as one of the most
Companies with positive brands get twice as many applications    increase.1                         important determinants in employer choice. Also, if your culture is transparent: candidates actively
as companies with negative brands, and they spend less money                                        research the culture of companies to understand if they’ll fit. If candidates see positive employee and
on employees.1                                                                                      candidate experiences on review sites, they feel more confident submitting their resume and making a
                                                                                                    career move.




96%                                  62%                         88%                                                                    87%                                 80%
agree that alignment of personal     of candidates research      millennials and minorities agree                                       joined a company specifically       have left a company specifically
values with a company’s culture      companies on social media   that being part of the right                                           because of cultural fit.3           because of its culture.3
is a key factor in their satisfac-   before applying.5           company culture really matters
tion working there.3                                             to them.3
                                                                                                    companies with bad reputations
                                                                                                    pay 10% more per hire.4




                                                                                                                        © randstad 2018 | employer brand research 2018, country report uk. |               4
the employer brand roadmap.


audit current employer brand       interview employees and leaders                assess competitors                       external market analysis
• employer brand story             to understand:                                 for workforce                            • career motivations
• external perception              • their perception of your brand                                                          and drivers
                                   • gaps and areas for improvement                                                        • specific views of your
                                                                                                                             company improvement


     launch employer                     develop the employer brand          create the brand pillars and
     brand internally                    strategy and creative assets        employee value proposition
     • gain employee
       and leadership
       feedback


                               activate employer                        measure, assess
                               brand externally                         and refine




                                                                             © randstad 2018 | employer brand research 2018, country report uk. |   5
what is the randstad employer
brand research?
• representative employer brand research
  based on perceptions of the general
  audience. Optimizing 17 years of successful
  employer branding insights.

• independent survey with over 175,000
  respondents in 30 countries worldwide.

• reflection of employer attractiveness for the
  country’s 150 largest employers known by
  at least 10% of the population.

• valuable insights to help employers shape
  their employer brand.
                                                  © randstad 2018 | employer brand research 2018, country report uk. |   6
30 countries surveyed covering more
than 75% of the global economy.
Austria
Australia
                                                                worldwide
Argentina
Belgium                                                         • over 175,000 respondents
Brazil                                                          • 5,755 companies surveyed
Canada
China
Czech Republic                                                  sample
Dubai
France                                                          • aged 18 to 65
Germany                                                         • representative on gender
Greece
Hong Kong
                                                                • overrepresentated on age 25 – 44
Hungary                                                         • comprised of students, employed
Italy
                                                                  and unemployed workforce
India
Japan
Luxembourg                                                      country
Malaysia
New Zealand                                                     • 5703 respondents
Netherlands
Poland
Portugal                                                        fieldwork
Russia                                                          • online interviews
Singapore
Spain
                                                                • between 15 november and 12 december 2017
Sweden
Switzerland                                                     length of interview
UK
USA              countries surveyed                             • 16 minutes



                                      © randstad 2018 | employer brand research 2018, country report uk. |   7
employer brand research set up.


30 companies                   randomly assigned                                                    drivers
per respondent                 the 30 companies shown to respondents are assigned randomly          each company is evaluated on:
                               based on their awareness level registered in the previous year.
‘do you know this company?’:
                                                                                                    01 financially healthy
determines awareness.
                               companies with a higher awareness are shown less often while
                               companies with a lower awareness are shown more often.               02 uses latest technology
                               New companies are shown 1400 times for the first time they are
for each company               researched.                                                          03 very good reputation
known                                                                                               04 job security
‘would you like to work for
                                                                                                    05 career progression
this company?’:
determines attractiveness.     number of evaluations
                                                                                                    06 gives back to society
                               the smart sampling method ensures a mix between more and
                               lesser known companies and also that the number of evaluations       07 interesting job content
each company                   per company is between n=140 and n=400. This base is statistically
known                          robust for being able to draw generalized conclusions about the      08 pleasant work atmosphere
                               findings.
rating on a set of drivers:                                                                         09 work-life balance
determines reason for
attractiveness.                                                                                     10 attractive salary and benefits




                                                                                                                           © randstad 2018 | employer brand research 2018, country report uk. |   8
sample composition
socio-demographics, employment situation, region.
gender                                        situation                                     region

                                              working                    68%                London (1)                        15%
female                    51%
male                      49%                 self-employed/ freelance   8%                 South (2)                         22%
                                                                                            Midlands (3)                      15%
                                              seeking/unemployed         7%
                                                                                            North (4)                         17%
                                              housewife/husband          9%
                                                                                            Scotland (5)                      7%
                                              student                    5%
age                                                                                         Yorkshire and Humber (6)          9%
                                                                                                                               1
                                                                                            East of England (7)               8%

18 - 24                   14%                                                               Wales (8)                         5%
25 - 44                   61%                                                               Northern Ireland (9)              2%
45 - 65                   24%




education                                                                                   1. London
                                                                                            2. South East, South West

low                       26%                                                               3. East Midlands, West Midlands
middle                    36%                                                               4. North West, North East
high                      38%                                                               5. Scotland
                                                                                            6. Yorkshire and Humber
                                                                                            7. East of England
                                                                                            8. Wales
total sample: n=5703
                                                                                            9. Northern Ireland
fieldwork: 15 november and 12 december 2017




                                                                               © randstad 2018 | employer brand research 2018, country report uk. |   9
sample composition
sector, function.
sector                                         function
agriculture                            1%      managers                             23%
oil & gas                              1%      professionals                        19%
manufacturing                          7%      technicians                          9%
electricity & gas supply               1%      clerks                               21%
water supply & sewage                  1%      service / sales                      13%
                                               skilled agricultural
                                                                                     1
construction                           5%                                           1%
trade                                  8%      craft / trade                        4%
transportation & storage               4%      machine operators                    3%
accommodation & food                   3%      elementary occupations               6%
ict                                    6%      armed forces occupations                  *
                                       1
financial & insurance                  6%
real estate                            1%
professional & scientific              5%
administrative & support               7%
public administration                  5%      base: currently employed (n= 4297)
education                              9%
human health & social work             9%
arts & entertainment                   3%
international organizations                *
services                               17%



 *    subgroup not present in sample




                                                                                             © randstad 2018 | employer brand research 2018, country report uk. | 10
country



    results.
               © randstad 2018 | employer brand research 2018, country report uk. | 11
what potential employees want
when choosing an employer.
5 most important criteria                                        versus 2017         EMEA                         2017                          2016



salary & benefits     55%                                                      61%                            53%                            57%


work-life balance     50%                                                                                     49%
                                                                               47%                                                           47%


 job security         49%                                                      52%                            47%                            52%


 work atmosphere      38%                                                      53%                             37%                           51%


 good training                                                                                                 35%                           34%
                      36%                                                      25%




click here for a breakdown of all results by socio-demographic
profile and trends for the last 5 years.




                                                                                       © randstad 2018 | employer brand research 2018, country report uk. | 12
what do potential employees want
by socio-demographic profile.
                   men                                age 18 – 24                       age 25 – 44                       age 45 – 64


                   30%                                41%                               35%                               61%
                   men find interesting job content   workforce aged 18-24              workforce aged 25-44              workforce aged 45-64
                   more important than women do.      finds good training more          finds flexible working            believes attractive salary and
                                                      important than workforce over     arrangements more important       benefits are more important than
                                                      24 does.                          than workforce under 25 and       workforce under 45.
                                                                                        over 44 does.


                   women                              higher educated                   middle educated                   lower educated


                   58%                                52%                               52%                               28%
                   women place more value than        higher educated workforce finds   middle educated workforce finds   lower educated workforce finds
                   men on attractive salary and       a good work-life balance more     long-term job security more       an employer with a good
                   benefits.                          important than middle or lower    important than the higher         reputation more important than
                                                      educated workforce does.          educated do.                      the middle and higher educated
                                                                                                                          do.




                   click here for a breakdown of all results by socio-demographic
                   profile and trends for the last 5 years.


                                                                          © randstad 2018 | employer brand research 2018, country report uk. | 13
what do potential employees want
top 5 by job category and industry.
white collar workers           blue collar workers

salary & benefits      56%     salary & benefits                               56%

work-life balance      51%     job security                                    54%

job security           49%     work-life balance                               49%

work atmosphere        37%     location                                        39%

location               35%     work atmosphere                                 38%




construction                   financial and insurance activities

salary & benefits      54%     salary & benefits                              62%

job security           48%     work-life balance                              51%

work-life balance      42%     career progression                             45%

location               40%     job security                                   44%

good training          35%     flexible arrangements                          37%


base: n=210                     base: n=238




                                                       © randstad 2018 | employer brand research 2018, country report uk. | 14
employee - employer exchange in the uk and the region.
a gap between what employees seek and what employers offer is a valuable opportunity for your EVP.


employees in uk seek             employers in uk offer            employers in EMEA offer                               gap top 3

1 salary & benefits              1 financially healthy            1 financially healthy                                 1 salary & benefits

2 work-life balance              2 uses latest technologies       2 uses latest technologies                            2 work-life balance

3 job security                   3 job security                   3 very good reputation                                3 work atmosphere

4 work atmosphere                4 career progression             4 job security

5 career progression             5 very good reputation           5 career progression

6 interesting job content        6 salary & benefits              6 interesting job content

7 financially healthy            7 work atmosphere                7 salary & benefits

8 very good reputation           8 interesting job content        8 work atmosphere

9 gives back to society          9 work-life balance              9 work-life balance

10 uses latest technologies      10 gives back to society         10 gives back to society




                                                                                   © randstad 2018 | employer brand research 2018, country report uk. | 15
how do the british
look for jobs.
                                                top 5 channels used to look for a job

                                                job search engines (indeed.com)                    66%


                                                                                                   57%


                                                job boards (eg. cv library, total jobs, monster)   47%


                                                                                                   41%


                                                recruiters (agencies/headhunters)                  38%


                                                                                                   35%




18%                   25%                       google                                             37%


                                                                                                   35%


changed employer in   plan to change employer   company career website                             36%
the last year.        within the next year.
                                                                                                   32%



                                                   plan to change employer             changed employer




                                                 © randstad 2018 | employer brand research 2018, country report uk. | 16
how do the british look for jobs
channels used to find new job opportunities, by profile.
men                              age 18 – 24                         age 25 – 44                        age 45 – 64


23%                              50%                                 41%                                31%
men are more likely than women   workforce aged 18-24                workforce aged 25-44               workforce aged 45-64
to look for jobs through         is more likely to use google        is more likely to use job boards   is more likely to use personal
LinkedIn.                        when looking for a job              when looking for a job             connections or referrals when
                                 compared to workforce over 24.      compared to workforce under        looking for a job compared to
                                                                     25 or over 44.                     workforce under 45.


women                            higher educated                     middle educated                    lower educated


59%                              42%                                 30%                                27%
women are more likely than men   higher educated workforce is        middle educated workforce is       lower educated workforce is
to use job search engines when   more likely than the lower and      more likely than the lower         more likely than the higher
looking for a job.               middle educated to look for a job   educated to use company career     educated to use public
                                 through job boards.                 sites when looking for a job.      employment services when
                                                                                                        looking for a job.




                                                                                                                            © randstad 2018 | employer brand research 2018, country report uk. | 17
what factors do the british
stay or leave for.
top 5 reasons to stay*
location                             47%

work-life balance                    44%

job security                         43%

salary & benefits                    40%

financially healthy                  35%



top 5 reasons to leave**
limited career path                  39%

work-life balance issues             36%

insufficient challenges              35%

lack of recognition/rewards          30%

poor leadership                      25%



*of the respondents who said they stayed with the same employer for
the past year and who do not plan to leave in the coming year
** of the respondents who said they changed employers in the past
year or plan to do so in the coming year




                                                                      © randstad 2018 | employer brand research 2018, country report uk. | 18
what factors do the british stay for
reasons to stay, by profile.
                      men                                  age 18 – 24                       age 25 – 44                           age 45 – 64


                      42%                                  33%                               33%                                   53%
                      men are more likely than women       workforce aged 18-24              workforce aged 25-44                  workforce aged 45-64
                      to stay with their current           is more likely to stay for good   is more likely to stay for flexible   is more likely than workforce
                      employer for attractive salary       training, compared to workforce   working arrangements, when            under 45 to stay with an
                      and benefits.                        over 24.                          compared to workforce under 25        employer if the location is
                                                                                             or over 44.                           convenient.


                      women                                higher educated                   middle educated                       lower educated


                      48%                                  39%                               44%                                   45%
                      women are more likely than men       higher educated workforce is      middle educated workforce is          lower educated workforce is
                      to stay with their employer if the   more likely than the middle and   more likely than the lower            more likely than the higher
                      location is convenient.              lower educated to stay if their   educated to stay with their           educated to stay with their
                                                           employer offers interesting job   employer for a good work-life         employer for long-term job
                                                           content.                          balance.                              security.




                                                                               © randstad 2018 | employer brand research 2018, country report uk. | 19
what factors do the british leave for
reasons to leave, by profile.
men                                   age 18 – 24                        age 25 – 44                        age 45 – 64


26%                                   45%                                25%                                40%
men are more likely than women        workforce aged 18-24               workforce aged 25-44               workforce aged 45-64
to leave if their compensation is     is more likely to leave compared   is more likely to leave than       is more likely than workforce
too low compared to other             to workforce over 24 because       workforce over 44 because the      aged under 45 to leave due to a
companies.                            they lack career opportunities.    lack of flexible work options.     lack of recognition or rewards.



women                                 higher educated                    middle educated                    lower educated


26%                                   27%                                24%                                36%
women are more likely than men        higher educated workforce is       middle educated workforce is       lower educated workforce is
to leave their employer due to        more likely to leave than middle   more likely than higher educated   most likely to leave because of
insufficient flexible work options.   or lower educated workforce if     workforce to leave due to a poor   work-life balance issues.
                                      their compensation is too low      relationship with their direct
                                      compared to other companies.       manager.




                                                                                                                                © randstad 2018 | employer brand research 2018, country report uk. | 20
actions the british take
in order to stay employable.
top 5


I am open and flexible to                        54%
change

I am willing to accept flexible                  44%
working hours

I keep my skills up to date by trainings,        41%
courses etc.

I am sociable with colleagues, superiors and
                                                 41%
my professional network


I am willing to switch to a very different job   28%




                                                       © randstad 2018 | employer brand research 2018, country report uk. | 21
actions the british take in order to stay employable
staying engaged as an employee, by profile.
                     men                              age 18 – 24                         age 25 – 44                          age 45 – 64


                     31%                              16%                                 29%                                  57%
                     men are more likely than women   workforce aged 18-24                workforce aged 25-44                 workforce aged 45-64
                     to adopt the latest techniques   is more likely to move to another   is more likely to switch to a very   is more likely than workforce
                     and technologies.                part of the country, when           different job when compared to       under 45 to be open and flexible
                                                      compared to workforce over 24.      workforce over 44.                   to change.



                     women                            higher educated                     middle educated                      lower educated


                     56%                              35%                                 47%                                  17%
                     women are more likely than men   higher educated workforce is        middle educated workforce is         lower educated workforce is least
                     to be open and flexible to       more likely than the lower or       more likely than lower educated      likely to undertake actions to
                     change.                          middle educated workforce to        workforce to accept flexible         stay employed, when compared
                                                      bring fresh ideas and new           working hours.                       to middle or higher educated.
                                                      suggestions.




                                                                          © randstad 2018 | employer brand research 2018, country report uk. | 22
sector



         insights.
         © randstad 2018 | employer brand research 2018, country report uk. | 23
top performing sectors in the uk
by awareness and attractiveness.
 high
                                                                                               marketing & media
                                                                                                           automotive aerospace                         electronic engineering

                                 professional services

                                                                                                                                         IT & telecom
                                                                                               pharma life science
                                                                                                                                                                                      high awareness
                                                                                                              FMCG
                                             engineering                        healthcare                                                                                            having a high
  attractiveness




                         construction                                                                                                                    retail banking
                                                                 investment banking                                                                                                   awareness means that
                                                                                                                                                                                      employers in the sector
                                                                                                                                                            retail                    are widely known.
                                             business services

                                                                                                                                                                                      high attractiveness
                                                                        utilities and energy
                                                                                                                                                                                      a sector with high
                                                                                                                insurance
                                                                                                                                                                                      attractiveness
                                                           HR                                                 leisure                                                                 contains more highly
                                                                                                                                  transport and logistics
                                                                                                      mineral fuel                                                                    attractive companies
                                                                                                                                                                                      than other sectors.


  low
                   low                                                    awareness                                                                                   high



                                                                                                                                           © randstad 2018 | employer brand research 2018, country report uk. | 24
top 3 sectors in the uk
by EVP driver.
EVP driver                 1                        2                                           3

salary & benefits          professional services    investment banking                          automotive aerospace

career progression         professional services    investment banking                          IT & telecom

financially healthy        IT & telecom             FMCG                                        pharma life science

gives back to society      healthcare               construction                                marketing & media

interesting job content    marketing & media        electronic engineering                      engineering

job security               IT & telecom             pharma life science                         electronic engineering

work atmosphere            marketing & media        IT & telecom                                automotive aerospace

uses latest technologies   electronic engineering   IT & telecom                                marketing & media

very good reputation       automotive aerospace     electronic engineering                      marketing & media

work-life balance          marketing & media        construction                                IT & telecom




                                                                    © randstad 2018 | employer brand research 2018, country report uk. | 25
uk’s sectors score best on these 3 EVP drivers.
1/2                         top 3 EVP drivers
sector                      1                          2                                               3

01 marketing & media        financially healthy        uses latest technologies                        very good reputation

02 electronic engineering   uses latest technologies   financially healthy                             very good reputation

03 automotive aerospace     financially healthy        uses latest technologies                        very good reputation

04 professional services    financially healthy        salary & benefits                               career progression

05 IT & telecom             uses latest technologies   financially healthy                             career progression

06 pharma life science      financially healthy        uses latest technologies                        job security

07 FMCG                     financially healthy        job security                                    uses latest technologies

08 healthcare               financially healthy        job security                                    uses latest technologies

09 engineering              financially healthy        uses latest technologies                        very good reputation

10 construction             financially healthy        uses latest technologies                        career progression




                                                                           © randstad 2018 | employer brand research 2018, country report uk. | 26
uk’s sectors score best on these 3 EVP drivers.
2/2                          top 3 EVP drivers
sector                       1                     2                                           3

11 retail banking            financially healthy   uses latest technologies                    career progression

12 investment banking        financially healthy   uses latest technologies                    salary & benefits

13 retail                    financially healthy   very good reputation                        uses latest technologies

14 business services         financially healthy   uses latest technologies                    career progression

15 utilities and energy      financially healthy   uses latest technologies                    job security

16 insurance                 financially healthy   uses latest technologies                    job security

17 HR                        financially healthy   uses latest technologies                    career progression

18 leisure                   financially healthy   uses latest technologies                    job security

19 mineral fuel              financially healthy   uses latest technologies                    career progression

20 transport and logistics   financially healthy   uses latest technologies                    job security




                                                                    © randstad 2018 | employer brand research 2018, country report uk. | 27
top



      employers.
      © randstad 2018 | employer brand research 2018, country report uk. | 28
top employers in the uk.
top 10 employers 2018                           top 10 employers 2017

 01   John Lewis                                 01   British Airways

 02   Rolls-Royce Group                          02   Johnson Controls

 03   British Airways                            03   TUI Group

 04   British Sky Broadcasting Group (Sky TV)    04   Marks & Spencer

 05   Marks & Spencer                            05   BMW

 06   Jaguar Land Rover                          06   Philips

 07   Unilever (Dove, Persil, Bovril...)         07   PwC

 08   Deloitte                                   08   Intertek Group

 09   BAE Systems                                09   Rolls-Royce Group

 10   BMW                                        10   Jaguar Land Rover




                                                                © randstad 2018 | employer brand research 2018, country report uk. | 29
uk’s top companies
top 3 EVP drivers for the top 5 companies.
                                     top 3 EVP drivers

top 5 companies                      1                          2                                            3

1   John Lewis                       financially healthy        very good reputation                         job security

2   Rolls-Royce Group                uses latest technologies   financially healthy                          very good reputation

3   British Airways                  uses latest technologies   financially healthy                          interesting job content
    British Sky Broadcasting Group
4                                    financially healthy        uses latest technologies                     job security
    (Sky TV)

5   Marks & Spencer                  very good reputation       financially healthy                          job security




                                                                                 © randstad 2018 | employer brand research 2018, country report uk. | 30
top employers
by EVP driver.

EVP driver                 1                    2                                           3

salary & benefits          Dentsu Aegis Group   Rolls-Royce Group                           PwC

career progression         Wood Group (John)    Deloitte                                    Dentsu Aegis Group

financially healthy        Amazon               British Sky Broadcasting Group (Sky TV)     Unilever (Dove, Persil, Bovril...)

gives back to society      Dentsu Aegis Group   Swire                                       Wood Group (John)

interesting job content    British Airways      BAE Systems                                 British Sky Broadcasting Group (Sky TV)

job security               John Lewis           Deloitte                                    Reckitt Benckiser (Nurofen, Dettol,
                                                                                            Harpic…)

work atmosphere            John Lewis           Swire                                       Dentsu Aegis Group

uses latest technologies   IBM                  British Sky Broadcasting Group (Sky TV)     BAE Systems

very good reputation       John Lewis           Rolls-Royce Group                           Marks & Spencer

work-life balance          Swire                Wood Group (John)                           Dentsu Aegis Group




                                                                © randstad 2018 | employer brand research 2018, country report uk. | 31
deep dive



       appendix 1.
                 © randstad 2018 | employer brand research 2018, country report uk. | 32
what potential employees want
the most important criteria when choosing an employer.
important criteria                                                                       versus 2017     EMEA                                               2017                                               2016

salary & benefits                                 55%                                                  61%                                        53%                                                    57%

work-life balance                                 50%                                                  47%                                        49%                                                    47%

job security                                      49%                                                  52%                                        47%                                                    52%
work atmosphere                                   38%                                                  53%                                        37%                                                    51%

good training                                     36%                                                  25%                                        35%                                                    34%

location                                          36%                                                  27%                                        38%                                                    40%
flexible arrangements                             33%                                                  37%                                        31%                                                    28%

career progression                                32%                                                  37%                                        31%                                                    33%

interesting job content*                          28%                                                  33%                                        26%                                                    40%

strong management                                 28%                                                  16%                                        24%                                                    17%
financially healthy                               23%                                                  32%                                        26%                                                    32%
very good reputation**                            23%                                                  18%                                        25%                                                    13%

diversity & inclusion                             18%                                                  14%                                        16%                                                    13%

quality products                                  15%                                                  15%                                        14%                                                    14%

gives back to society                             13%                                                  15%                                        12%                                                    11%

uses latest technologies                          10%                                                  12%                                        10%                                                    9%


characteristics highest rated by the labor force. stressing these elements or improving them
is critical for your EVP because they contribute most to the strength of your employer brand.            *2017: work that is stimulating and challenging/ **previous years: strong image/strong values




                                                                                                             © randstad 2018 | employer brand research 2018, country report uk. | 33
EVP driver importance
by gender.
salary & benefits         53%   strong management                                      29%
                                                                                   1
                          58%                                                          27%
work-life balance         46%   financially healthy                                    27%
                                                                                   2
                          53%                                                          19%
job security              50%   very good reputation                                   26%
                                                                                   3
                          48%                                                          21%
work atmosphere           33%   diversity & inclusion                                  17%
                                                                                   4
                          42%                                                          19%
good training             36%   quality products                                       16%
                                                                                   5
                          36%                                                          13%
location                  35%   gives back to society                                  14%
                                                                                   6
                          37%                                                          11%
flexible arrangements     27%   uses latest technologies                               15%
                                                                                   7
                          38%                                                          6%
career progression        32%
                                                                                   8
                          33%
interesting job content   30%
                                                                                   9
                          26%




                                   male               female



                                             © randstad 2018 | employer brand research 2018, country report uk. | 34
EVP driver importance
by education.




                        high   middle   low



                                © randstad 2018 | employer brand research 2018, country report uk. | 35
EVP driver importance
by age.




                        45+   25 - 44    18 - 24



                                   © randstad 2018 | employer brand research 2018, country report uk. | 36
EVP driver importance
trends, total.
1/2
      salary & benefits                       work-life balance                       job security                                     work atmosphere
80                                       60                                      60                                              60


60
                                                                                                                                 40

40
                                                                                                                                 20
20

 0                                       40                                      40                                               0
      2014   2015   2016   2017   2018        2014   2015   2016   2017   2018        2014   2015   2016   2017   2018                2014   2015   2016   2017   2018



      good training                           location                                flexible                                        career progression
40
                                                                                      arrangements
                                         40                                                                                      40

                                                                                 40



                                                                                 20



20                                       20                                      0                                               20
      2014   2015   2016   2017   2018        2014   2015   2016   2017   2018        2014   2015   2016   2017   2018                2014   2015   2016   2017   2018




                                                                                                © randstad 2018 | employer brand research 2018, country report uk. | 37
EVP driver importance
trends, total.
2/2
      interesting job                         strong management                       financially healthy                              very good reputation
      content                                                                                                                    40
                                         40                                      40

60


40                                                                                                                               20
                                         20                                      20

20


 0                                       0                                       0                                                0
      2014   2015   2016   2017   2018        2014   2015   2016   2017   2018        2014   2015   2016   2017   2018                2014   2015   2016   2017   2018




      diversity & inclusion                   quality products                        gives back to society                           uses latest
                                                                                                                                      technologies
20                                       20                                      20

                                                                                                                                 20




 0                                       0                                       0                                                0
      2014   2015   2016   2017   2018        2014   2015   2016   2017   2018        2014   2015   2016   2017   2018                2014   2015   2016   2017   2018




                                                                                                © randstad 2018 | employer brand research 2018, country report uk. | 38
methodology



      appendix 2.
                © randstad 2018 | employer brand research 2018, country report uk. | 39
methodology
why smart sampling?
In the past, companies were evaluated by 140 to 1400 respondents.     example
Having analysed the data and error margins, it was concluded that a   140 respondents have evaluated company X. Of these 140, 50% find the
large sample was not necessary when reliable data can also be         company nice to work for. Taking the error margin at n=140/50% into
obtained with a smaller sample size. Therefore, since REBR 2017       account, the real answer lies between 42% and 58%.
companies are evaluated between 140 and 400 respondents. The
actual number of evaluations per company depends on the               400 respondents have evaluated company Y and of these 400, 50% finds
awareness of the company.                                             the company nice to work for. Taking the error margin at n=400/50% into
                                                                      account, the real answer lies between 45% and 55%.
The error margin is determined by the % of respondents giving
a certain answer and the sample size to which the question has        1200 respondents have evaluated company Z and of these 1200, 50%
been asked. The highest error margin occurs when 50% of the           finds the company nice to work for. Taking into account the error margin
respondents give a certain answer. The error margin is lower          at n=1200/50%, the real answer lies between 47% and 53%.
when 30% (or 70%) of the respondents give a certain answer.
                                                                      Therefore, the difference in error margin is very small between n=1200
                                                                      and n=400 evaluations per company (5% margin vs 3% margin at the most).
                                                                      As such it can be concluded that maximum 400 evaluations per company
                                                                      are sufficient in order to determine a reliable attractiveness per company.

                                                                      In practice, this means that every company with an awareness over 35%
                                                                      will have max 400 respondents evaluating the company. Companies with an
                                                                      awareness below 35% will be evaluated by 140 to 400 people (depending
                                                                      on awareness).



                                                                                      © randstad 2018 | employer brand research 2018, country report uk. | 40
source bibliography.

1 Betterteam Blog                                                     5 HR in Asia, Do You Think Your Employer Brand Can Be Ruined by
https://www.betterteam.com/blog/employer-branding                     Social Media?
                                                                      www.hrinasia.com/employer-branding/do-you-think-your-employer-brand-can-
2 PwC, A marketplace without boundaries? Responding to disruption     be-ruined-by-social-media/
https://www.pwc.com/gx/en/ceo-survey/2015/assets/pwc-18th-annual-
global-ceo-survey-jan-2015.pdf

3 JWTInside, “The Evolving Culture-scape and Employee Expectation”
Research Study 2014, High Performance Employees
https://www.slideshare.net/JWTINSIDE/culture-scape-1028-sm

4 Harvard Business Review, A Bad Reputation Costs a Company at
Least 10% More Per Hire
https://hbr.org/2016/03/a-bad-reputation-costs-company-at-least-10-
more-per-hire




                                                                                     © randstad 2018 | employer brand research 2018, country report uk. | 41
company
specific slide.
your company
• What does it do/ what is it known for
• Active in x countries: name countries

few facts about their EVP (if any)
• Abc
• Abc

how can the RS consultant help them
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  totasi ipsam dis sum quissinvenis enisti ut faccae.
• Obita qui qui as modisque pos est re, officataque dem
  ut atur sum nis assi nimo vollab ilit ratus, vid ut volo rem
  la idebis etur ressi deri dolo bearum remporenis.
• Alita ex ellupta tecusam que non repuda nimpe solum am
  dolecti re il ipsam fugiam volorum quam.




                                                                 © randstad 2018 | employer brand research 2018, country report uk. | 42
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name organization              name organization              name organization                       name organization
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person                         person                         person                                  person




                                                                           © randstad 2018 | employer brand research 2018, country report uk. | 43
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