1、employer brand research 2018 country report china. content. introduction1 country results2 sector insights3 top employers4 deep dive5 methodology6 |2 randstad 2018 | employer brand research 2018, country report china. | introduction. 3 randstad 2018 | employer brand research 2018, country report chi

2、na. | | why employer branding matters. Companies with positive brands get twice as many applications as companies with negative brands, and they spend less money on employees.1 agree that alignment of personal values with a companys culture is a key factor in their satisfac- tion working there.3 of

3、candidates research companies on social media before applying.5 millennials and minorities agree that being part of the right company culture really matters to them.3 of candidates say they wouldnt work for a company with a bad reputation even with a pay increase.1 of workforce leaders agree that a

4、strong employer brand has a significant impact on their ability to hire great workforce.2As people work for cultures, not companies, their perception of you as an employer is of paramount importance. Both recruiters and candidates cite company culture as one of the most important determinants in emp

5、loyer choice. Also, if your culture is transparent: candidates actively research the culture of companies to understand if theyll fit. If candidates see positive employee and candidate experiences on review sites, they feel more confident submitting their resume and making a career move. joined a co

6、mpany specifically because of cultural fit.3 have left a company specifically because of its culture.3 companies with bad reputations pay 10% more per hire.4 50%80% 96%62%88%87%80% 4 randstad 2018 | employer brand research 2018, country report china. the employer brand roadmap. | audit current emplo

7、yer brand employer brand story external perception interview employees and leaders to understand: their perception of your brand gaps and areas for improvement assess competitors for workforce create the brand pillars and employee value proposition develop the employer brand strategy and creative as

8、sets measure, assess and refine activate employer brand externally launch employer brand internally gain employee and leadership feedback external market analysis career motivations and drivers specific views of your company improvement 5 randstad 2018 | employer brand research 2018, country report

9、china. | | 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 employ

10、er attractiveness for the countrys 150 largest employers known by at least 10% of the population. valuable insights to help employers shape their employer brand. 6 randstad 2018 | employer brand research 2018, country report china. 30 countries surveyed covering more than 75% of the global economy.

11、| Austria Australia Argentina Belgium Brazil Canada China Czech Republic Dubai France Germany Greece Hong Kong Hungary Italy India Japan Luxembourg Malaysia New Zealand Netherlands Poland Portugal Russia Singapore Spain Sweden Switzerland UK USA countries surveyed 7 worldwide over 175,000 respondent

12、s 5,755 companies surveyed sample aged 18 to 65 representative on gender overrepresentated on age 25 44 comprised of students, employed and unemployed workforce country fieldwork length of interview 5691 respondents online interviews between 28 november and 07 december 2017 16 minutes randstad 2018

13、| employer brand research 2018, country report china. | | employer brand research set up. drivers each company is evaluated on: 01 financially healthy 02 uses latest technology 03 very good reputation 04 job security 05 career progression 06 gives back to society 07 interesting job content 08 pleasa

14、nt work atmosphere 09 work-life balance 10 attractive salary and benefits randomly assigned the 30 companies shown to respondents are assigned randomly based on their awareness level registered in the previous year. companies with a higher awareness are shown less often while companies with a lower

15、awareness are shown more often. New companies are shown 1400 times for the first time they are researched. number of evaluations the smart sampling method ensures a mix between more and lesser known companies and also that the number of evaluations per company is between n=140 and n=400. This base i

16、s statistically robust for being able to draw generalized conclusions about the findings. 30 companies per respondent do you know this company?: determines awareness. for each company known would you like to work for this company?: determines attractiveness. each company known rating on a set of dri

17、vers: determines reason for attractiveness. 8 randstad 2018 | employer brand research 2018, country report china. | | sample composition socio-demographics, employment situation, region. total sample: n=5691 fieldwork: 28 november and 07 december 2017 gender age education 49% 51% female male 9 94%wo

18、rking 2%self-employed/freelance 1%seeking/unemployed 1%housewife/husband 2%student situation 1 39%East (1) 21%North (2) 6%Northeast (3) 2%Northwest (4) 24%South Central (5) 8%Southwest (6) region 13% 64% 22% 18 - 24 25 - 44 45 - 65 1% 7% 92% low middle high 1. Anhui, Fujian, Jiangsu, Jiangxi, Shando

19、ng, Shanghai, Zhejiang, Taiwan 2. Beijing, Hebei, Inner Mongolia, Shanxi, Tianjin 3. Heilongjiang, Jilin, Liaoning 4. Gansu, Ningxia, Qinghai, Shaanxi, Xinjiang 5. Guangdong, Guangxi, Hainan, Henan, Hubei, Hunan, Macau 6. Chongqing, Guizhou, Sichuan, Tibet, Yunnan randstad 2018 | employer brand rese

20、arch 2018, country report china. | | sample composition sector, function. sectorfunction 10 1 managers24% professionals21% technicians24% clerks20% service/sales6% skilled agricultural* craft/trade1% machine operators2% elementary occupations1% armed forces occupations* base: currently employed (n=5

21、472) 1 agriculture2% oil & gas2% manufacturing25% electricity & gas supply3% water supply & sewage1% construction5% trade8% transportation & storage5% accommodation & food2% ICT8% finance & insurance5% real estate 3% professional & scientific4% administration & support6% public administration2% educ

22、ation7% human health/social work 3% arts & entertainment2% international organizations* services7% randstad 2018 | employer brand research 2018, country report china. * subgroup not present in sample | country results. 11 randstad 2018 | employer brand research 2018, country report china. | | what p

23、otential employees want when choosing an employer. click here for a breakdown of all results by socio-demographic profile and trends for the last 5 years. 20172016versus 2017 12 5 most important criteria 60% 48% 48% 49% 50% salary & benefits work-life balance financially healthy career progression j

24、ob security 60% 47% 40% 40% 47% 57% 46% 44% 47% 46% 61% 42% 42% 49% 51% APAC randstad 2018 | employer brand research 2018, country report china. | | what do potential employees want by socio-demographic profile. men find attractive salary & benefits more important than women do. 62% workforce aged 1

25、8-24 considers flexible working arrangements more important than workforce over 25 does. 29% workforce aged 25-44 finds career opportunities more important than workforce over 44 does. 52% workforce aged 45-64 finds a company that is financially healthy more important than workforce under 45 does. 5

26、7% women place more value than men on a pleasant work atmosphere. 44% higher educated workforce finds attractive salary and benefits more important than middle or lower educated workforce does. 61% middle educated workforce believes long-term job security is more important than higher educated workf

27、orce. 59% base is too low men women age 18 24 higher educated age 25 44 middle educated age 45 64 lower educated click here for a breakdown of all results by socio-demographic profile and trends for the last 5 years. 13 randstad 2018 | employer brand research 2018, country report china. | | 58% 52%

28、49% 49% 49% salary & benefits career progression job security financially healthy work-life balance what do potential employees want top 5 by job category and industry. blue collar workerswhite collar workers information and communication (ICT)financial and insurance activities base: n=425base: n=28

29、4 14 62% 50% 49% 48% 48% salary & benefits career progression job security financially healthy work-life balance randstad 2018 | employer brand research 2018, country report china. 61% 51% 51% 44% 44% salary & benefits work-life balance career progression job security financially healthy 63% 49% 48%

30、 47% 46% salary & benefits career progression financially healthy job security work-life balance employee - employer exchange a gap between what employees seek and what employers offer is a valuable opportunity for your EVP. | gap top 3 1 salary & benefits 2 work-life balance 3 pleasant work atmosph

31、ere 15 in china and the region. randstad 2018 | employer brand research 2018, country report china. employees in china seekemployers in china offeremployers in APAC offer 1 salary & benefits1 financially healthy1 financially healthy 2 job security2 job security2 very good reputation 3 career progres

32、sion3 career progression3 job security 4 financially healthy4 very good reputation4 uses latest technologies 5 work-life balance5 uses latest technologies5 salary & benefits 6 pleasant work atmosphere6 salary & benefits6 career progression 7 interesting job content7 gives back to society7 gives back

33、 to society 8 gives back to society8 pleasant work atmosphere8 pleasant work atmosphere 9 uses latest technologies9 work-life balance9 interesting job content 10 very good reputation10 interesting job content10 work-life balance | | how do the chinese top 5 channels used to look for a job 17%29% cha

34、nged employer in the last year. plan to change employer within the next year. 16| 16 70% 64% 50% 48% 47% 43% 40% 39% 40% 38% job boards (eg. monster) company career site job fairs personal connections / referrals recruiters (agencies/headhunters) plan to change employerchanged employer look for jobs

35、. randstad 2018 | employer brand research 2018, country report china. | | how do the chinese look for jobs men are more likely than women to use job fairs when looking for a job. 48% workforce aged 18-24 is more likely to use company career sites when looking for a job compared to workforce over 24.

36、 53% workforce aged 25-44 is more likely than workforce over 44 to use a recruiter when looking for a job. 36% workforce aged 45-64 is most likely to use job boards when looking for a job. 59% women are most likely to use job boards when looking for a job. 65% higher educated workforce is more likel

37、y to use job boards when looking for a job compared to middle educated. 64% middle educated workforce is more likely than higher educated to use job fairs when looking for a job. 52% base is too low. men women age 18 24 higher educated age 25 44 middle educated age 45 64 lower educated 17 channels u

38、sed to find new job opportunities, by profile. randstad 2018 | employer brand research 2018, country report china. | | what factors do the chinese top 5 reasons to stay* top 5 reasons to leave* *of the respondents who said they stayed with the same employer for the past year and who do not plan to l

39、eave 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 18 53% 45% 32% 30% 25% limited career path compensation too low lack of recognition/ awards insufficient challenges work-life balance issues stay or leave for. randstad 2

40、018 | employer brand research 2018, country report china. 57% 53% 48% 48% 40% job security financially healthy work-life balance salary & benefits work atmosphere | | what factors do the chinese stay for men are more likely than women to stay with their current employer if they have a sense of job s

41、ecurity. 59% workforce aged 18-24 is more likely than workforce over 25 to stay with their employer when the job content is interesting. 32% workforce aged 25-44 is more likely to stay with their employer for attractive salary and benefits compared to workforce under 25. 49% workforce aged 45-64 is

42、more likely than workforce under 45 to stay with an employer if they have a sense of job security. 68% women are more likely than men to stay with their employer if the company is conveniently located. 42% higher educated workforce is more likely to stay with their employer for career opportunities

43、compared to lower educated. 40% middle educated workforce is more likely than higher or lower educated to stay with their employer when they offer long- term job security. 66% base is too low. men women age 18 24 higher educated age 25 44 middle educated age 45 64 lower educated 19 reasons to stay,

44、by profile. randstad 2018 | employer brand research 2018, country report china. | | what factors do the chinese leave for men are more likely than women to leave their current employer because they have a poor relationship with their direct manager. 12% workforce aged 18-24 is more likely to leave t

45、han workforce over 44 because of the lack of career opportunities 57% workforce aged 25-44 is most likely to leave their employer because of the lack of career opportunities. 54% workforce aged 45-64 is more likely than workforce under 45 to leave if the company is not financially stable. 34% women

46、are most likely to leave their employer because they lack career opportunities, this is considerably higher than men. 56% higher educated workforce is more likely to leave than middle educated workforce because of a lack of career opportunities. 54% middle educated workforce is most likely to leave

47、if compensation is too low compared with other companies. 51% base is too low. men women age 18 24 higher educated age 25 44 middle educated age 45 64 lower educated 20 reasons to leave, by profile. randstad 2018 | employer brand research 2018, country report china. | | actions the chinese take 21 5

48、0% 48% 42% 41% 33% I am open and flexible to change I keep my skills up to date by trainings, courses etc. I am willing to accept flexible working hours I am sociable with colleagues, superiors and my professional network I involve myself in projects outside of my day to day responsibilities top 5 i

49、n order to stay employable. randstad 2018 | employer brand research 2018, country report china. | | actions chinese take in order to stay employable men are more likely than women to bring fresh ideas and new suggestions to their superiors or management. 33% workforce aged 18-24 is more likely to keep their skills up to date by trainings or courses compared to workforce over 44. 52% workforce aged 25-44 is more likely than workforce over 44 to involve themselves in projects outside their daily responsibil