What do applicants want: Differentiate employer branding! {Trend! Study}

If its about Measures When it comes to employer branding, all sorts of studies are often consulted – e.g. on Generation Y or the wishes of the Candidate. What is often forgotten: the target groups of such measures are different in their demands Companys highly heterogeneous, like one from Best of HR - Berufebilder.de® co-issued Study of the consulting company Universum Communications shows.

Who was interviewed?

From November 2012 to March 2013, students in various subjects were asked, among other things, what makes an attractive employer for them. Here the answers from different subject groups are compared. As examples we present:

• Students of economics (8 971 respondents)
• Students of Engineering (5 715 respondents)
• Students of Computer Science (2 652 respondents)
• Students of Hotel Management / Hospitality / Tourism Managament (730 respondents)

Career goals

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For example, if you ask about career goals, all stands for Work-Life-Balance far forward. However, while 59 percent of the students from the tourism sector ticked the answer “have a good work-life balance” and 40 percent want a secure and stable job, the situation is different in other subjects:

The work-life balance is important for 55 percent of tourism professionals, but only for 42 percent of IT specialists and 48 percent of engineers. In contrast, 49 percent of engineers and 44 percent of economists and computer scientists value a secure job.

Salary and bonuses

As far as the salary expectations are concerned, the students of almost all subjects are slightly above 40 000 Euro per year. An exception are the tourism professionals: their salary expectations are only 33 690 Euro per year.

An attractive base salary is desired by 51 percent of economists, 52 percent of engineers, 50 percent of computer scientists, and 53 percent of tourism professionals. Performance bonuses, on the other hand, are an incentive only for every 12 percent of economists and engineers, but for 15, percent of IT people. Tailings here are the tourism experts with 9 percent.

The answers to the question about the high one gape a little further Income in the Future apart: This is important for 35 percent of economists and engineers and for 37 percent of IT professionals, but only for 31 percent of tourism professionals.

leadership roles

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Generation Y is often said to want to take over management responsibility and to assess the work-life balance as more important. That also seems to be confirmed here:

Interestingly, however, tourists are the target group that is most likely to look for managerial tasks (40 per cent), whereas 37 per cent of economists, 33 per cent of engineers and 26 per cent of ITUs.

However, they do not appear to have a hurry: the possibility of a quick promotion attracts on average only 11 percent of respondents.

Plans after completion

There are also similarities when it comes to plans after graduation, but there are also significant differences: Working for an international company is like that Objective of most. For tourism professionals, however, the reputation of being far away is obvious at 64 percent clear greater than for economists (43 percent), engineers and IT specialists (36 percent each).

National companies are only interesting for 20 percent of economists, 21 percent of engineers, 16 percent of IT specialists and 14 percent of tourism professionals. Further studieren Apparently engineers want it the most with 20 percent, followed by IT specialists (17 percent), economists (14 percent) and tourism professionals (10 percent). Professional self-employment is only one for around 5 percent of those surveyed Alternatives.

Conclusion

Overall, it shows: With the career goals that go beyond the selection the right employer decide, there are many similarities in the individual subject groups, but also many differences - the most significant being the work-life balance.

Company Employer Actions to plan, should therefore take a close look at which values ​​make them attractive to their target group of applicants.

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