The « Most desired employers » report developed by Brainspotting HR consulting division is celebrating its 9th edition. We had 14.800 respondents from across the country, professionals with higher education & students, and the data was collected through an online questionnaire during February and March 2014.
The report is the most comprehensive tool on the market measuring the degree of appeal employer brands have and the expectations young people have from them. The study reveals candidates’ perception in regard to the employers on the Romanian market, as well as other insights about candidates such as: relocation availability, financial expectations, means through which they acquire information about employers. This way, employers have access to the required information to better understand the state of the market and to develop employer branding strategies.
The most desired employers in 2014 are Oracle, Google, Microsoft, Continental, IBM, OMV Petrom, P&G, Coca-Cola, Vodafone, Orange, Renault Romania, BCR, HP, Emerson, BRD – Groupe Société Générale, Unilever, KPMG, Hella, Deloitte, Bosch.
The first 4 spots in the top occupied by Oracle, Google, Microsoft and Continental remain stable compared to 2013.
Companies outside of Bucharest strengthen their presence in the top 20 (Continental maintains its position in the top 5, while Hella enters for the first time in the top 20, Emerson goes up 2 spots). Employers from the FMCG & automotive industry rank higher among the preferences of students and professionals (Coca-Cola and P&G go up 2 places, Unilever makes its debut in the top 20 and Renault goes up 3 places).
Top 20 « Most desired employers, 2014 »
Top 20 « Most desired employers, 2013 »
|BRD - Groupe Société Générale||PwC|
|BCR||BRD - Groupe Société Générale|
Main results of 2014
For individuals with a business background, the most desired industries are Consulting, Banking/ Financial Services, Audit/ Accounting and Media/Marketing/Market Research/Advertising. The popularity of the banking industry is continuously dropping (37% of the young respondents want to work in Banking as opposed to 41% in 2013 and 45% in 2012)
For individuals with a technical background (IT and engineering), the most appealing industries are software development, automotive, oil & gas. The software development and automotive industries show an ascending trend. The popularity of other industries – like construction is dropping.
During the first 3 years of work experience, only 1 in 3 employees changes his job.
The words frequently associated with the most desired employers are: professionalism, reliability, performance, innovation, development, security, power, stability, success, quality, creativity.
Similar to 2013, 57% of the respondents have not yet applied to a job within their desired company.
The salary & benefits package, training possibility and company reputation still stand as the most popular factors when choosing an employer among young professionals and students. The importance of the remuneration pack is dropping (47% of the respondents chose it as a main factor in 2013 as opposed to 43% in 2014). Also, work stability – rising until 2013 – has dropped this year (from 36% in 2013 to 32% in 2014).
The respondents’ professional objectives are diversifying, but the most recurrent ones are the desire to become a specialist, to maintain a work life – personal life balance and to be well paid.
Criteria for choosing an employer
A young business graduate, with no work experience, would like to receive a 1.200 lei net salary per month (in the counties) and 1.500 lei monthly (in Bucharest).
The respondents’ salary expectations grow as they acquire work experience, thus after 5 years of work business background individuals ask for a 3000 lei per month net salary (in the county) and 4500 lei per month (in Bucharest).
Business background, salary expectations (net median values, expressed in RON)
0 - 1 years
1 - 3 years
3 - 5 years
More than 5 years
Technical background (IT & Engineering), salary expectations (net median values, expressed in RON)
0 - 1 years experience
1 - 3 years experience
3 - 5 years experience
More than 5 years experience
Regarding the benefits package our findings are similar to past years – young professionals judge that medical insurance, covering training costs, meal vouchers and flexible work hours are the most important.
Brainspotting is the first Romanian company specialized in IT & C recruitment and selection. In the over 13 years of experience, we have worked with more than 400 global and local clients focusing on attracting talent for existing operations and opening new centers. We own a one-of-a-kind services portfolio which includes employer branding consulting, recruitment strategy development and talent mapping. As of 2010 we have partnered with IBM Kenexa for products and innovative services that help companies attract and retain talent, as well as in performance evaluation and management.
For more info on the « Most desired employers» study and how it can help you in establishing and cementing the employer branding strategy you can contact:
Luminita Fediuc, HR Consultant
E-mail : firstname.lastname@example.org