Elk jaar doet Randstad in België bij 18 000 respondenten in bedrijven met meer dan 1000 werknemers een enquête om te begrijpen waarom ze sommige bedrijven verkiezen boven andere. De Randstad Award geeft daarmee een zicht op wat het brede publiek denkt over de employer brand van de grootste Belgische werkgevers? Waarom werknemers hun talent willen investeren in het bedrijf waar ze werken? Wat hen ertoe zou kunnen brengen van werkgever te veranderen? Hoe ze naar criteria’s als ‘een aangename werksfeer’ kijken?

1. Randstad
Award
Puurs
17/9/15
(Global) employer
branding

2. about the Randstad Award

3. 3 Global Randstad Award 2015
capturing the views of over 225,000 people
• the largest
• long history
• no cost for companies to participate, no self selection
• based on views of the outside world, not own employees
• criteria to win are totally transparent
• participants can’t manipulate results
Why is the Randstad Award unique?
• independent employer branding research globally, capturing the views of
over 225,000 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
What is the Randstad Award?

4. 4 Global Randstad Award 2015
Randstad Award 2000 only in tiny Belgium

5. 5 Global Randstad Award 2015
Randstad Award 2015 covering 75% of the global economy and the
views of over 225,000 people
Australia China Hungary Luxembourg Russia Sweden
Argentina France India Netherlands Singapore UK
Belgium Germany Italy New Zealand Spain USA
Canada Hong Kong Japan Poland Switzerland

6. 6 Global Randstad Award 2015
• salary and employee benefits
• career progression
• work atmosphere
• long-term job security
• work-life balance
• financial health
• job content
• training
• management
• environment and society
(CSR)
(strongly) agree(strongly) disagree
54321
4. how do you rate this company on 10 specific drivers of choice?
(definitely) yes(definitely) no
54321
3. based on your perception of this company, would you like to work for it?
respondents select companies they know from a random list of 30 companies per respondent
2. which of the following companies do you know?
respondents rank their top 5 attributes, in order of most to least important, from a list of 17 choices
1. what attributes are important to you when choosing to work for a company?
Randstad Award – survey design

7. employer branding insights 2015

8. 8 Global Randstad Award 2015
employer brand attractiveness: based on percentage of talent that would like to work for the employer
employer brand attractiveness: 2015
Canada
China
France
Germany
Hong Kong
Hungary
India
Argentina
Australia
global
Belgium
Italy
employer brand
attractiveness
Japan
Luxembourg
Netherlands
New Zealand
Poland
Russia
Spain
Sweden
Switzerland
UK
Singapore
USA
36%
63%
34%
32%
36%
34%
65%
48%
32%
39%
32%
53%
24%
38%
51%
42%
47%
27%
37%
26%
31%
31%
31%
43%
employer brand
attractiveness2015 2015trend vs. 2014 trend vs. 2014
1%
2%
-1%
-1%
2%
2%
0%
4%
0%
1%
1%
7%
-1%
-1%
2%
1%
1%
2%
1%
-2%
6%
4%
-1%
-1%
and trend vs 2014

9. 9 Global Randstad Award 2015
divergent trends in employer brand attractiveness reflect continued but
hesitant economic recovery
worldwide positive trend in
employer brand attractiveness
slows down in 2015 (up 1%
vs. 2014)
• steep increase in 4 countries:
Italy, Luxembourg, Netherlands
and Argentina (4 to 7%)
• very small increase in 10 out of
23 countries (1 to 2%) and
stable in India and Australia
• 1% down in 6 countries:
France, Poland, UK, Germany,
New Zealand and USA and 2%
down in Japan
employer brand attractiveness: based on percentage of talent that would like to work for the employer
34%
38% 39%2013
2014 2015
39% worldwide would like
to work for one or more
of the largest employers
in their country

10. 10 Global Randstad Award 2015
Different scores in formal and informal economies
India:
Switzerland:
Germany:
65%
37%
32%

11. 11 Global Randstad Award 2015
Differences between south and north
Spain: 47%
France: 34%
Belgium: 32%
Netherlands: 31%
Sweden: 27%

12. 12 Global Randstad Award 2015
Differences between south and north
Argentina: 48%
USA: 43%
Canada: 36%

13. 13 Global Randstad Award 2015
The global worker : workers all over the world have remarkable similar
needs concerning their drivers to choose an employer
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?
criteria global most important global top 5 2015 2014
salary & employee benefits 6322 67%
54%
50%
42%
38%
38%
37%
32%
29%
24%
18%
16%
15%
11%
11%
11%
10%
long-term job security 5214
pleasant working atmosphere 488
good work-life balance 428
career progression opportunities 386
financially healthy 378
interesting job content 368
conveniently located 325
offers flexible working arrangements 294
good training 243
strong management 193
strong image/strong values 163
quality products/services 16
diversity management 12
international/global career opportunities 12
environmentally & socially aware (CSR) 11
uses latest technologies 11

14. 14 Global Randstad Award 2015
Ranking of drivers is rather similar all over the world
Only small differences between different zones
what drivers make your top 5 when choosing an employer?
0 10 20 30 40 50 60 70 80
salary & employee benefits
long-term job security
pleasant working atmosphere
good work-life balance
career progression opportunities
financially healthy
interesting job content
conveniently located
offers flexible working arrangements
good training
strong management
strong image/strong values
quality products/services
diversity management
international/global career opportunities
environmentally & socially aware (CSR)
uses latest technologies
Americas
APAC
Europe

15. 15 Global Randstad Award 2015
The global worker
Gender? Ranking of drivers rather similar
Only small differences
what drivers make your top 5 when choosing an employer?
0 10 20 30 40 50 60 70 80
salary & employee benefits
long-term job security
pleasant working atmosphere
good work-life balance
career progression opportunities
financially healthy
interesting job content
conveniently located
offers flexible working arrangements
good training
strong management
strong image/strong values
quality products/services
diversity management
international/global career opportunities
environmentally & socially aware (CSR)
uses latest technologies
men
women

16. 16 Global Randstad Award 2015
drivers attributed
to largest employers
1. financial health
3. good training
2. strong management
8. pleasant work atmosphere
7. long-term job security
5. salary & employee benefits
4. career prospects
10. work-life balance
9. corporate social responsibility
6. job content
employers score best on…
the global company: companies worldwide score very similar on drivers
of choice

17. 17 Global Randstad Award 2015
discrepancy between what talents are looking for, and how employers
score on these drivers of choice
drivers attributed
to largest employers
most important drivers of
choice for potential talent
1. financial health
3. good training
2. strong management
8. pleasant work atmosphere
7. long-term job security
1. salary & employee benefits
3. pleasant work atmosphere
2. long-term job security
8. strong management
7. career prospects
5. financial health
4. job content
10. corporate social responsibility
9. good training
5. salary & employee benefits
4. career prospects
10. work-life balance
9. corporate social responsibility
6. work-life balance 6. job content
potential employees search… employers score best on…

18. 18 Global Randstad Award 2015
attractiveness: among respondents who know one or more companies operating in a particular sector,
percentage who would like to work for the companies within the sectors
2015 2014
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
IT
technology
life sciences
automotive
industrial
consulting
FMCG
financial services
chemical
construction
56.3%
51.6%
51.3%
50.0%
49.9%
49.4%
46.7%
42.8%
42.0%
42.0%
55.5%
46.5%
48.5%
47.3%
45.5%
48.0%
43.9%
40.1%
38.9%
40.1%
IT most attractive sector worldwide(*)
(*)global sectors including approx. 6,000 companies surveyed worldwide
(1)
(5)
(2)
(4)
(6)
(3)
(7)
(9)
(12)
(10)

19. 19 Global Randstad Award 2015
top 3 most attractive sectors by country(*)
China
Japan
Hong Kong
India
New Zealand
Australia
Singapore
APAC
Argentina
Canada
USA
1st position 2nd position 3rd position
power, utilities, telecom pharmaceutical-chemical finance
FMCG
transportation & logistics
internet & contents
engin.-constr.-energy
nonelectric, electric, precision
machine
property & real estate
IT-telecom
education & training
FMCG-durables-retails
professional services
auto & auto-components
IT-telecom
aviation FMCG life sciences
hospitality & recreation transport-logistics engin.-construction
car, truck industry software, IT pharmaceutical
transport-logistics high tech manufacturing motor vehicle & parts
media & IT aerospace & defense
consulting, scientific &
engineering services
Americas
Russia oil & gas, energy consumer electronics general industry
attractiveness: among respondents who know one or more companies operating in a particular sector,
percentage who would like to work for the companies within the sectors
(*) sectors covering largest employers locally within country

20. 20 Global Randstad Award 2015
top 3 most attractive sectors by country(*) (continued)
Europe
Belgium
France
Germany
Italy
Netherlands
Spain
UK
international institutions
aeronautics
vehicles
fashion-luxury
healthcare
electronics
automotive-aerospace
pharmaceutical
consumer goods
IT-consulting-telecom
media
high tech industry
pharmaceutical
pharma-life science
media
energy-environment
machine construction
electronics
education
aeronautics
electronic engineering
Sweden pharmaceutical manufacturing food production
Switzerland watchmaking industry informatics-consulting industrial-manufacturing
Hungary services automotive FMCG
Poland power sector automotive materials and fuel
1st position 2nd position 3rd position
attractiveness: among respondents who know one or more companies operating in a particular sector,
percentage who would like to work for the companies within the sectors
(*) sectors covering largest employers locally within country
Luxembourg transport-logistics services finance

21. 21 Global Randstad Award 2015
top 3 most attractive companies by country
China
Japan
Hong Kong
India
New Zealand
Australia
APAC
Argentina
Canada
USA
Award winner 1st runner up 2nd runner up
Alibaba Group IBM Apple
Kirin Holdings
Cathay Pacific
Suntory Holdings
Ocean Park Corporation
Meiji Holdings
CLP
Google
Department of
Conservation
Microsoft
TVNZ
Sony
New Zealand Customs
Service
Virgin ABC
Department of Immigration
& Border Protection
Mercedes Benz IBM Bayer
IBM WestJet Airlines Ltd. Coca-Cola
Microsoft The Walt Disney Company Coca-Cola
Americas
Russia Gazprom Rosneft Samsung

22. 22 Global Randstad Award 2015
top 3 most attractive companies by country (continued)
attractiveness: among respondents who know the company (minimum 10% name awareness);
% that would like to work for the company
Award winner 1st runner up 2nd runner upEurope
France
Germany
Italy
Netherlands
Spain
UK
Airbus
BMW
Ferrero
Philips
Sony
John Lewis
L'Oréal
Audi
Armani
KLM
Siemens
BMW
EDF
Daimler
Coca-Cola
LUMC
Mercedes Benz
British Airways
Sweden IKEA Sveriges Television Volvo
Switzerland Google Patek Philippe Swatch
Hungary Mercedes Benz Audi IBM
Poland KGHM Polska Miedź Zespół Elektrowni PAK Volkswagen
Luxembourg RTL Group Luxair Banque de Luxembourg

23. 23 Global Randstad Award 2015
Conclusion: a lot of similarities
global worker
global company
global discrepancyproximity factor

24. 24 Global Randstad Award 2015
But also: a lot of differences
National sector &
company champions
National attractiveness
scores

25. 25 2015 Employer Branding: perception is reality global summary
Is de Beste Werkgever ook de aantrekkelijkste?

26. 26 2015 Employer Branding: perception is reality global summary
Is de Beste Werkgever ook de aantrekkelijkste?
Plaats Wouter Torfs in ranking Randstad Award 2015

27. 27 2015 Employer Branding: perception is reality global summary
Is de Beste Werkgever ook de aantrekkelijkste?
Plaats Wouter Torfs in ranking Randstad Award 2015
56

28. 28 2015 Employer Branding: perception is reality global summary
Winnaars Randstad Award privé
- 2001 IBM
- 2002 Janssen Pharmaceutica
- 2003 Pfizer
- 2004 GlaxoSmithKline
- 2005 Bayer
- 2006 Janssen Pharmaceutica
- 2007 Janssen Pharmaceutica
- 2008 Techspace Aero/GlaxoSmithKline
- 2009 Jan De Nul
- 2010 Jan De Nul
- 2011Techspace Aero
- 2012 Deme
- 2013 Techspace Aero
- 2014 GlaxoSmithKline
- 2015 Janssen Pharmaceutica

29. 29 Global Randstad Award 2015
Overzichtsslide
Naam label/ keurmerk : Randstad Award
Wie wordt bevraagd en hoe gebeurt de selectie? : Groot publiek, panel
Welke bedrijven mogen meedoen /voorwaarden? : Elk bedrijf met meer dan 1000
werknemers is automatisch geselecteerd. Geen zelfselectie.
Hoe wordt winnaar bepaald? : Op basis van resultaten onderzoek, tot nu toe
hoogste relatieve aantrekkelijkheid.
Wie is jury? Groot publiek. 18-65 jaar

30. vragen?
jan.denys@randstadgroup.be
gsm: 0495 59 94 15