2014 randstad award hungary country report final version-eng_final

Hungary country report

employer branding perception is reality

Randstad Award results 2014

2 2014 Employer Branding: perception is reality Hungary

table of contents

1. study background and survey design

2. global results

3. country results

• what are the most important attributes when choosing an employer?

• what personality traits do potential employees look for in an employer?

• what factors put employees’ work-life balance at risk?

• how do employees perceive their commuting time?

• how do employees feel about retirement age?

4. Randstad Award

• most attractive companies/organizations

• most attractive sectors

5. REMAS

• alternative parameter to measure attractiveness

Appendix: additional research modules

1. study background about the Randstad Award


Randstad Award – key facts

what is the Randstad Award?

• largest independent employer branding research globally, capturing the views of approximately 200,000 people

• based on the perceptions of the country’s largest employers ranked by their number of employees (> 1,000 employees in small countries)

• research compiled by ICMA Group, independent research company

how is the research carried out?

• a random list of companies is shown to all respondents with the question: ‘Do you know this company?’

• next, only those who know the company are asked: ‘Would you like to work for this company?’ = question that determines the most attractive employer

• next, the respondents rate each company on 10 functional attributes

• an annual award is granted to recognize the most attractive employer


Randstad Award – key facts

Australia

Argentina

Belgium

Canada

China

France

Germany

Hong Kong

Hungary

India

Italy

Japan

Luxembourg

Netherlands

New Zealand

Poland

Russia

Singapore

Spain

Switzerland

Sweden

UK

USA

• 23 countries participating

in 2014, covering 75% of

the global economy

• representative sample aged

18 to 65 based on region,

age and sex – slightly biased

towards respondents aged

under 40, potential workers

being the target audience of

the survey

• sample comprised of

students, employed and

unemployed workforce

• interviews conducted online

between September 6 and

December 30, 2013


survey design

1. what attributes are important to you when choosing to work for a company?

2. which of the following companies do you know?

3. based on your perception of this company, would you like to work for it?

1 5

(definitely) no (definitely) yes

4. how do you rate this company on 10 specific attributes?

1 5

2 4

respondents select companies they know from a random list of 30 companies per respondent

respondents rank their top 5 attributes, in order of most to least important, from a list of 17 choices

3

2 4 3

(strongly) disagree (strongly) agree

• salary & employee benefits

• career progression

• work atmosphere

• long-term job security

• work-life balance

• financial health

• job content

• training

• management

• environment & society (CSR)


definitions

name awareness • to know the company enough to have an opinion/perception about it

attractiveness • amongst respondents who know the company, the percentage that would like to work for the company • the company with the highest score on this parameter wins the Randstad Award

notes: − company attractiveness is based on the attractiveness among people that know the company, to enable lesser-known companies to have an equal chance compared to better-known companies

− all sector results in this report are based on the company scores within the sector

2. global insights differences across countries


• attractiveness of employer brands increased by 4% world wide

• steep increase of 6% in China, US, Belgium and France

• attractiveness rather stable in Germany and New Zealand

world wide more positive image of employers may reflect potential employees’ optimism about the economic recovery

in almost all countries, the attractiveness of the employer brands has risen considerably

country (*)

Argentina

Australia

Belgium

Canada

China

France

Germany

Hong Kong

India

Italy

Japan

New Zealand

Poland

Singapore

Spain

The Netherlands

UK

US

+4%

+5%

+6%

+2%

+6%

+6%

-2%

+3%

+2%

+5%

+3%

-1%

+2%

+5%

+5%

+5%

+5%

+6%

attractiveness of employer brands

• steep increase of 6% in China, US, Belgium and France

(*) no trend available for Hungary, Luxembourg, Sweden, Switzerland and Russia (first participation in 2014)


economic upturn may also explain why salary & employee benefits is now top priority before job security; honesty, security & reliability are most important symbolic values

functional values show remarkable shift world wide; symbolic values show similar patterns in countries

• first time measurement of symbolic or ‘soft’ values of an employer brand

• ‘honest’ and ‘reliable’ most important values in 17 out of 23 countries

• ‘strong’ top value in China and Hong Kong, ‘intelligent’ in Russia

symbolic values

1. honest

2. secure

3. reliable

14. daring

15. masculine

13. thrilling

global 2014

23

17

13

1

1

2

functional values

1. salary & employee benefits

3. interesting job content

15. corporate social responsibility

16. diversity management

2. long-term job security

17. latest technologies

global 2014

23

9

2

2

14

2

2013

19%

17%

8%

1%

1%

1%

• functional or ‘hard’ values of an employer brand

• world wide, salary becomes more important than job security

• work atmosphere top value in the Netherlands and in Switzerland, job content in Japan

3. country results snapshot


description of online respondents

1st edition of the Randstad Award in Hungary

• 5,504 potential employees aged between 18 and 65 • based on respondents' perceptions of the 75 largest employers • interviews conducted online in November 2013

respondents

total sample 5,504

gender

men 2,671

women 2,833

age

18 - 29 years 1,421

30 - 39 years 1,598

40 - 49 years 1,693

50 - 65 years 792

education

no diploma 7

primary education 266

secondary education 3,369

further education (no university) 1,289

university 521

post university 52


description of online respondents (details)

total sample 5,504

respondents

region

Northern Hungary 612

Northern Great Plain 820

Central Hungary 1,693

Central Transdanubia 613

Western Transdanubia 563

Southern Transdanubia 461

Southern Great Plain 742

working 3,661

sector (*)

respondents

Agriculture, forestry, fishing 109

Automotive 233

Construction 203

Finance (Banking & Insurance) 165

FMCG 19

Human Resources 69

Industrial/Manufacturing 467

Informatics 137

Consulting 35

Mining and resources 4

Non-profit 182

Public administration (government) 252

Education 301

Pharmaceutical/Chemical 65

Power/Utilities/Telecom 88

Real estate or rental and leasing 20

Retail trade 296

Wholesale trade 127

Services 284

Media 46

Transport/Logistics/Warehousing 168

Travel/Leisure/Hospitality 130

Other 261

(*) only if respondent is currently working


salary is by far the most important factor in Hungary, followed by job security, atmosphere & work-life balance

what is the most important criterion to you when choosing an employer? what is your top 5 of most important criteria when choosing an employer?

functional attributes most important top 5 most important

competitive salary & employee benefits

long-term job security

pleasant working atmosphere

good work-life balance

interesting job content

career progression opportunities

conveniently located

financially healthy

flexible working

good training

strong management

quality products/services

concerned with environment and society

uses latest technologies

international/global career opportunities

diversity management

strong image/strong values

85 41

67 16

51 5

50 7

36 6

36 3

33 4

31 5

30 4

21 2

11 2

11 1

8 1

8 1

8 1

7 1

6 1


reliability, security and honesty are key characteristics potential employees look for in an employer

what is the top 1 personality trait you look for in an employer? what personality traits define your top 5?

personality traits most important top 5 most important

reliable

secure

honest

sincere

down-to-earth

robust

intelligent

highly regarded

strong

exciting

thrilling

well respected

high status

daring

masculine

83 28

71 23

68 16

49 7

39 3

34 5

33 4

31 3

23 3

17 2

15 1

13 2

13 2

7 1

4 1


work-life balance is most threatened by having to work too many extra hours and work during evenings/weekends

what factors put your work-life balance at risk?

factors work-life balance

putting in too many extra hours 51

work during evenings/weekends 51

deadlines are too tight 43

concerns about work after working hours 41

unfavorable working environment 40

poor cooperation with colleagues 37

mental pressure from employer to finish job 37

too many deadlines 34

no flexible working hours 33

lack of support to meet deadlines 32

availability after working hours 22

too much responsibilities 18

telecommuting 7


on average, Hungarians spend over half an hour travelling to work, but they would generally not mind to travel longer

how much time do you actually spend travelling to work and what is an acceptable timespan for you?

0%

20%

40%

60%

80%

100%

<15 min

25

4

15-29 min

21

11

30-44 min

22

36

45-59 min

7 8

>60 min

26

42

actual time AVG: 37 min

acceptable time AVG: 48 min

actual < acceptable: 55% actual = acceptable: 28% actual > acceptable: 17%


on average, Hungarians think they have to work up to the age of 66, while most think 57 is an ideal retirement age

up to what age do you think you have to work/do you want to work?

0%

20%

40%

60%

80%

100%

<55 years

2

23

55-59 years

3

29

60-62 years

17

35

63-65 years

45

9

>65 years

34

4

‘have to’ AVG: up to 66 years

‘want to’ AVG: up to 57 years

have to < want to: 3% have to = want to: 14% have to > want to: 83%


reduced physical efforts & stress, friendlier atmosphere & less working hours are key motivators to keep working

what would motivate you to work longer in years of service?

key motivators to work longer

reduced physical efforts and/or stress 45

more friendly work atmosphere 39

less working hours 36

more relaxed work schedule 35

possibility to do different jobs 29

possibility to adapt working hours 27

more regular working hours 21

a coaching role for younger colleagues 19

more learning & development opportunities 18

more autonomy in the work you do 16

less responsibilities at work 12

4. Randstad Award 4.1. most attractive companies/organizations


top 20 best known companies

name awareness: to know the company enough to have an opinion/perception about it

1. TESCO 97%

2. OTP Bank 96%

3. MOL 95%

4. Magyar Posta 95%

5. MÁV 94%

6. Magyar Telekom 94%

7. Lidl 94%

8. SPAR 93%

9. VOLÁNBUSZ 93%

10. Nokia 91%

11. Budapest Bank 91%

12. Auchan 91%

13. Penny-Market 91%

14. SUZUKI 91%

15. Metro 91%

16. CIB Bank 91%

17. Erste Bank 91%

18. Raiffeisen Bank 90%

19. K&H 90%

20. Nestlé 90%


top 20 most attractive companies = Randstad Award

attractiveness: amongst respondents who know the company (minimum 10% name awareness), percentage who would like to work for the company

1. AUDI 67%

2. MERCEDES-BENZ 64%

3. IBM 59%

4. Samsung Electronics 57%

5. Nokia 54%

6. Bosch 54%

7. Nestlé 53%

8. CONTINENTAL automotive 47%

9. GE General Electric 46%

10. Richter Gedeon 45%

11. IT Services 44%

12. Magyar Telekom 43%

13. MOL 42%

14. Honvédelmi Minisztérium 41%

15. Pick 40%

16. EGIS 40%

17. Michelin 38%

18. SUZUKI 37%

19. TEVA 36%

20. GRUNDFOS 36%


top 3 most attractive companies by attribute

1st position 2nd position 3rd position

competitive salary & employee benefits AUDI MERCEDES-BENZ IBM

career progression opportunities IBM MERCEDES-BENZ AUDI

pleasant working atmosphere AUDI MERCEDES-BENZ IBM

long-term job security AUDI MERCEDES-BENZ IBM

good work-life balance MERCEDES-BENZ AUDI Richter Gedeon

financially healthy MERCEDES-BENZ AUDI IBM

interesting job content IBM MERCEDES-BENZ AUDI

good training AUDI MERCEDES-BENZ IBM

strong management MERCEDES-BENZ AUDI IBM

concerned with environment and society MERCEDES-BENZ AUDI Bosch


top 3 most attractive companies by demographic group


men AUDI MERCEDES-BENZ IBM

women Nestlé AUDI MERCEDES-BENZ

18 - 29 years AUDI MERCEDES-BENZ Samsung Electronics

30 - 39 years AUDI MERCEDES-BENZ IBM

40 - 49 years MERCEDES-BENZ AUDI IBM

50 - 65 years AUDI IBM Bosch

elementary school AUDI Nestlé MERCEDES-BENZ

secondary education AUDI MERCEDES-BENZ IBM

higher education AUDI MERCEDES-BENZ IBM

university AUDI MERCEDES-BENZ IBM


top 3 most attractive companies by geography


Northern Hungary MERCEDES-BENZ AUDI IBM

Northern Great Plain AUDI MERCEDES-BENZ Nestlé

Central Hungary MERCEDES-BENZ AUDI Bosch

Central Transdanubia AUDI Samsung Electronics MERCEDES-BENZ

Western Transdanubia AUDI MERCEDES-BENZ IBM

Southern Transdanubia AUDI MERCEDES-BENZ Nestlé

Southern Great Plain AUDI Nokia MERCEDES-BENZ

4. Randstad Award 4.2. most attractive sectors


Randstad Award attractiveness grid

attractiveness by name awareness

nam

e a

ware

ness

attractiveness

high

low high

high name awareness and low attractiveness

• indifferent players

• limited choice amongst less qualified/ less motivated potential employees

• optimize

1

high name awareness and high attractiveness

• dominant players

• can choose amongst wide range of well qualified/ highly motivated potential employees

• defend

2

low name awareness and low attractiveness

• low profile players

• very limited choice amongst less qualified/less motivated potential employees

• attack

3

low name awareness and high attractiveness

• niche players

• limited choice amongst well qualified/ highly motivated employees

• build

4


attractiveness of sectors

respondents who know one or more companies operating in a particular sector

2014 sectors

nam

e a

ware

ness

attractiveness

high

low high

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

20% 25% 30% 35% 40% 45% 50%

Automotive

Finance

Industrial-Manufacturing

Non-profit

Pharmaceutical-Chemical

Power & Utilities & Telecom

Retail

Services

Transport-Logistics-Wholesalers


most attractive sectors

attractiveness: amongst respondents who know one or more companies operating in a particular sector, percentage who would like to work for the companies within the sectors

2014

1. Automotive 47%

2. Industrial-Manufacturing 40%

3. Pharmaceutical-Chemical 38%

4. Non-profit 36%

5. Services 34%

6. Power & Utilities & Telecom 33%

7. Finance 27%

9. Retail 24%

10. Transport-Logistics-Wholesalers 23%


top 3 most attractive sectors by attribute


competitive salary & employee benefits Automotive Pharmaceutical-Chemical Finance

career progression opportunities Automotive Pharmaceutical-Chemical Non-profit

pleasant working atmosphere Automotive Pharmaceutical-Chemical Finance

long-term job security Automotive Pharmaceutical-Chemical Non-profit

good work-life balance Automotive Pharmaceutical-Chemical Power & Utilities & Telecom

financially healthy Automotive Pharmaceutical-Chemical Finance

interesting job content Automotive Non-profit Pharmaceutical-Chemical

good training Automotive Pharmaceutical-Chemical Finance

strong management Automotive Pharmaceutical-Chemical Finance

concerned with environment and society Automotive Pharmaceutical-Chemical Services


top 3 most attractive sectors by demographic group

men

women

18 - 29 years

30 - 39 years

40 - 49 years

50 - 65 years

elementary school

secondary education

higher education

university


Automotive Industrial-Manufacturing Services

Automotive Pharmaceutical-Chemical Industrial-Manufacturing

Automotive Industrial-Manufacturing Non-profit

Automotive Industrial-Manufacturing Pharmaceutical-Chemical




Automotive Industrial-Manufacturing Non-profit




top 3 most attractive sectors by geography


Northern Hungary Automotive Non-profit Pharmaceutical-Chemical

Northern Great Plain Automotive Pharmaceutical-Chemical


Central Hungary Automotive Industrial-Manufacturing


Central Transdanubia Automotive Industrial-Manufacturing


Western Transdanubia Automotive Non-profit Power & Utilities & Telecom

Southern Transdanubia Automotive Industrial-Manufacturing


Southern Great Plain Automotive Industrial-Manufacturing


5. REMAS alternative parameter to measure attractiveness


REMAS, a unique indicator of Employer Branding

alternative parameter to measure company attractiveness

What is REMAS?

•Randstad Employer Attractiveness Score •amongst respondents who know the company, the percentage that would like to work for the company minus the percentage that would not •alternative parameter to determine the attractiveness of companies, taking into account not only the promoters (the percentage that would like to work for the company) but also the detractors (the percentage that would not like to work for the company)

Why REMAS?

•to promote a unique indicator of Employer Branding •to allow easy benchmarking for all companies against others


Randstad Award - concept

REMAS = promoters – detractors = 15%

Randstad Employer Attractiveness Score (REMAS)

total sample: 100%

know the company: 70%

would like to work for: 36%

would not like to work for: 21%

70 respondents out of 100 know the company

70/100 = 70% = name awareness

15/70 would not like to work for the company

15/70 = 21% = detractors

25/70 would like to work for the company

25/70 = 36% = promoters (attractiveness)


sectors by REMAS

respondents who know one or more companies operating in a particular sector

2014 top 75 sectors

2014 other sector

nam

e a

ware

ness

REMAS

high

low high

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

-35% -30% -25% -20% -15% -10% -5% 0% 5% 10% 15% 20% 25% 30%

Automotive

Finance


Non-profit



Retail

Services

Transport-Logistics-Wholesalers

Human Resources


top 20 most attractive companies (REMAS)

REMAS: amongst respondents who know the company (minimum 10% name awareness); percentage of respondents who would like to work for the company minus the percentage that would not

1. AUDI 54.5%

2. MERCEDES-BENZ 48.3%

3. Samsung Electronics 41.4%

4. IBM 40.8%

5. Bosch 37.6%

6. Nokia 37.5%

7. Nestlé 36.3%

8. CONTINENTAL automotive 27.3%

9. GE General Electric 24.6%

10. Richter Gedeon 18.1%

11. IT Services 16.4%

12. Magyar Telekom 16.1%

13. MOL 15.6%

14. Pick 11.1%

15. Michelin 8.1%

16. EGIS 8%

17. GRUNDFOS 6.4%

18. SUZUKI 4.6%

19. Honvédelmi Minisztérium 4.3%

20. DM-Drogerie Markt 4%

appendix additional research modules

module 1 attributes by demographic subgroups


men more attracted to career & financial health; women look more for atmosphere, work-life balance & flexibility

what attributes make your top 5 of most important criteria when choosing an employer?

attributes viewed by gender – ranked by occurrence in top 5

0 10 20 30 40 50 60 70 80








financially healthy

flexible working

good training

strong management







men

women

90


career is more essential to people aged <40, people aged 40+ more attracted to job security & financial health


attributes viewed by age group – ranked by occurrence in top 5

0 10 20 30 40 50 60 70 80








financially healthy

flexible working

good training

strong management







younger (18-39 years)

older (40-65 years)

90


higher educated more attracted to job content & career, lower educated look more for accessibility & financial health


attributes viewed by education level – ranked by occurrence in top 5

0 10 20 30 40 50 60 70 80








financially healthy

flexible working

good training

strong management







lower education

higher education

90

module 2 personality traits by demographic subgroups


reliable, secure & honest are more important employer traits to women; men look more for strong & exciting employers

what characteristics make the top 5 personality traits you look for in an employer?

top 5 personality traits viewed by gender

0 10 20 30 40 50 60 70 80

reliable

secure

honest

sincere

down-to-earth

robust

intelligent

highly regarded

strong

exciting

thrilling

well respected

high status

daring

masculine

men

women

90


reliable, secure & honest are more essential employer traits to people aged 40+, intelligent & exciting to those aged <40


top 5 personality traits viewed by age group

0 10 20 30 40 50 60 70 80

reliable

secure

honest

sincere

down-to-earth

robust

intelligent

highly regarded

strong

exciting

thrilling

well respected

high status

daring

masculine

younger (18-39 years)

older (40-65 years)

90


higher educated people look more for intelligent employers, sincere, robust & strong are more appealing to lower educated


top 5 personality traits viewed by education level

0 10 20 30 40 50 60 70 80

reliable

secure

honest

sincere

down-to-earth

robust

intelligent

highly regarded

strong

exciting

thrilling

well respected

high status

daring

masculine

lower education

higher education

90

module 3 work-life balance by demographic subgroups


men see their work-life balance put at risk primarily by too many extra hours, women mainly by evening/weekend work


factors overall

gender age

men women 18-39 40-65













telecommuting 7

top 1

top 5

top 3

top 2

top 4

top 1

top 4

top 2

top 5

top 3

top 1

top 2

top 3

top 4

top 5

top 1

top 2

top 3

top 4

top 5


too many extra hours mainly impact the higher educated, the lower educated are more impacted by evening/weekend work


factors overall

education job level

lower higher production office manager













telecommuting 7

top 1

top 2

top 4

top 5

top 3

top 1

top 2

top 3

top 4

top 5

top 1

top 3

top 2

top 4

top 5

top 1

top 3

top 2

top 4

top 5

top 1

top 3

top 5

top 2

top 4

module 4 commuting time by demographic subgroups


people aged 40+ and office workers accept a higher travel time as opposed to those aged <40 and production workers

what is the actual / acceptable time for you to go to your work every day?

0

5

10

15

20

25

30

35

40

45

50

55

actual time AVG: 37 min

acceptable time AVG: 48 min

48 min

37 min

module 5 retirement age by demographic subgroups


Hungarians of all demographic groups generally want to work no longer than the age of 57

up to what age do you think you have to work / do you want to work?

50

55

60

65

70

75 have to work AVG: 66 years

want to work AVG: 57 years

57 years

66 years


reduced physical efforts/stress is a key motivator to women, friendlier atmosphere to people aged 40+

what would motivate you to work longer in service years?

key motivators to work longer overall

gender age

men women 18-39 40-65

reduced physical efforts and/or stress 45 3 2

more friendly work atmosphere 39 5

less working hours 36

more relaxed work schedule 35 2

possibility to do different jobs 29

possibility to adapt working hours 27 3

more regular working hours 21 2

a coaching role for younger colleagues 19

more learning & development opportunities 18 3

more autonomy in the work you do 16

less responsibilities at work 12

note: scores for sub groups indicate percentage points above average (= overall score), e.g. women score 3 percentage points above average, so their score is 45+3 = 48%


less physical efforts is more motivating to production workers, having a coaching role more to managers

what would motivate you to work longer in service years?

key motivators to work longer overall

education job level

lower higher production office manager

reduced physical efforts and/or stress 45 3 9

more friendly work atmosphere 39

less working hours 36 2 4

more relaxed work schedule 35 3

possibility to do different jobs 29 3 3

possibility to adapt working hours 27 4 6 4

more regular working hours 21 5 8

a coaching role for younger colleagues 19 5 11

more learning & development opportunities 18 3 3

more autonomy in the work you do 16 3 4

less responsibilities at work 12 2

note: scores for sub groups indicate percentage points above average (= overall score), e.g. women score 3 percentage points above average, so their score is 45+3 = 48%

2014 randstad award hungary country report final version-eng_final

Recruiting & HR

Transcript of 2014 randstad award hungary country report final version-eng_final