Employer Branding by Paycheck: What Else Makes Employers Attractive? {Trend! Study}

For Boy Skilled workers in Germany is that salary the most important characteristic that makes employers attractive. This is a result of Universum's Young Professional Survey, which also ranks the most attractive Companys includes.

In the competition for skilled workers, companies must increasingly show what they have to offer

An attractive base salary is again at the top of the list for all young professionals this year when it comes to the properties of attractive employers. For the increasing competition for skilled workers, this means more than ever to show what they have to offer young professionals beyond their salary. The latest Young Professional Survey 2019 from Universum shows which characteristics are particularly popular with young specialists and which companies are most popular. The employer branding consultancy surveyed a total of 12.083 young professionals in Germany. The results suggest that young professionals differ, for example, depending on the department in what they particularly value about companies. Against this background, differentiated and targeted employer branding is recommended.

For example, if companies are looking for young professionals with an economics degree, they should be aware that in addition to an attractive basic salary, for example Executives, which support the further development as well as a high Income in the Future are among the most important attributes that make companies attractive. Young engineers and computer scientists are also particularly attracted to companies that promise a high income in the future. Flexible working conditions are also among the three most important attractiveness factors for computer scientists and secure employment for engineers and scientists.

What makes companies attractive differs according to life phase

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A comparison of the rankings of the most attractive employer characteristics for students and young professionals shows that flexible working conditions are very popular with young professionals (3rd place), but are less important for students (12th place). The situation is similar with the Work-Life-Balance and the recognition from Performance. For young professionals, both are among the top 5, for students they are in places 15 and 11. The differences are probably based on work and life experience and the changed living conditions. Students simply lack experience in many of these areas, so the topics are rather abstract for them.

Google among top 3 most attractive employers for economists

For young professionals with an economics degree, Google is a must this year ITgroup among the three most attractive companies. The company relegates Daimler/Mercedes-Benz and Audi to places 4 and 5. The BMW Group (1st place) and Porsche (2nd place) are still at the top. Porsche, the BMW Group and Audi are still the most popular with young engineers. Daimler/Mercedes-Benz and Bosch swap places:

Bosch climbs up to fourth place, Daimler/Mercedes-Benz falls to fifth place. There aren't any young IT professionals either changewhen it comes to the three most attractive employers: you would like to continue working for Google, Microsoft or the BMW Group. Only Audi lost a place: Last year, the carmaker shared third place with the BMW Group, but the company fell to fourth place and ended up ahead of SAP (fifth place). In contrast, most young professionals with a degree in the natural sciences are drawn to Bayer again this year, followed by Roche, BASF, Novartis Pharma and the FraunhoferSociety.

Make the exit from the company positive

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Up to a quarter of the young professionals surveyed as part of the Young Professional Survey say they want to change jobs. This indicates a certain dissatisfaction among young professionals. On the one hand, managers are required to find out through discussions what the reason is. Should employees decideto leave the company, employers would do well to make the exit as positive as possible.

On the one hand, they can benefit from the fact that employees see their former employer in their Network recommend. On the other hand, companies increase their chances of so-called "boomerang hires": Former employees return to their former employer after one or more intermediate positions at other companies. Thus, the exit is also a loyalty measure and can do a lot for the company Money save up.

Targeted address as a competitive advantage

The results of the Young Professional Survey offer companies the opportunity to design their employer branding in a data-based and strategic way. In the increasing competition for skilled workers, it is a great advantage to know which qualities the desired talents value in companies. With this Background can employers their Communication Design it for specific target groups so that they address and convince the right specialists with the content that is relevant to them.

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