2017世界最具吸引力雇主（英文版）_24页_5mb

Summary of World’s Most Attractive Employers (2017)

Core Content

The document presents a comprehensive analysis of the preferences of university graduates entering the global workforce, focusing on the 2017 World’s Most Attractive Employers (WMAE) rankings. It highlights the evolving trends in employer branding and the key factors that influence students’ career choices across different industries and regions.

Main Points

Employer Branding and Localization

• Students globally have similar desires when it comes to employer attributes, but there are notable regional differences that require localization.
• Companies that tailor their employer brand messages to local contexts are more likely to resonate with students.
• Social media is the primary platform for students to communicate and learn about potential employers, though employer websites also play a significant role.

Work/Life Balance and Career Goals

• Work/life balance is the top career goal for students in both Business and Engineering/IT industries.
• In some countries, such as Russia and India, job security and international career opportunities are more prominent.
• Students are increasingly seeking environments that offer flexibility and a sense of purpose, especially in smaller organizations.

Shift from Macro Employers

• There is a noticeable trend for students to prefer smaller organizations over large macro employers (those with more than 1000 employees).
• Business and Engineering/IT students show a strong preference for medium-sized employers, with over 75% preferring organizations smaller than large macro companies.
• While large employers still attract interest, the perception of them as less approachable and less flexible is a key factor in this shift.

Industry Representation

• In the Business ranking, FMCG is the most represented industry, followed by Banks and Automotive.
• In the Engineering/IT ranking, Automotive becomes the most represented industry, surpassing FMCG and Banks.
• The representation of industries in both rankings has seen minimal change from 2016, with FMCG and consumer electronics showing the most decline.

Top Employers by Industry

Business

Engineering/IT

Talent Preferences

Business Students

• Top preferences include:
  • High future earnings
  • A creative and dynamic work environment
  • Leaders who will support my development
  • Professional training and development
  • Clear path for advancement

Engineering/IT Students

• Top preferences include:
  • A creative and dynamic work environment
  • Innovation
  • High future earnings
  • Professional training and development
  • Secure employment

Communication Channels

• Social media and employer websites are the top communication channels for students.
• Career fairs are also used, though less frequently, with engineering/IT students using them more than business students.

Regional Differences

• In English-speaking countries (US, UK, Canada), values and desires are relatively aligned across industries.
• In Western Europe (France, Germany, Italy, UK), there are consistent patterns, but in APAC (China, Japan, South Korea), preferences vary significantly.
• German and Russian students prioritize job security over work/life balance, while Indian students value international career opportunities.

Gender Diversity and Company Perception

• The desire for work/life balance and job security is linked to an increase in gender diversity.
• Students from this generation are more interested in sharing responsibilities and achieving personal success without the fear of job loss.

Entrepreneurial Aspirations

• A significant percentage of students are interested in starting their own business or joining a startup.
• 8% of business students and 6% of engineering/IT students express interest in entrepreneurship.
• 5% of business students and 7% of engineering/IT students want to work for a startup.

Key Information

• The WMAE rankings for 2017 show a shift in student preferences towards smaller and medium-sized organizations.
• Employer branding must be localized and should emphasize a friendly, flexible, and dynamic work environment.
• Work/life balance, job security, and career growth are critical factors in attracting talent.
• The role of social media in employer branding is significant, but employer websites are also essential.
• There are regional and cultural differences in what students value, such as job security in Germany and innovation in India.
• Compensation and future earnings remain important, but the perception of work environment and company culture is increasingly influential.

Conclusion

The 2017 WMAE rankings reflect a shift in student preferences towards organizations that offer a balance of stability, growth, and a dynamic work culture. While macro employers still hold a place in the rankings, they are not the top choice for most students. Companies must adapt their employer branding strategies to resonate with local values and offer a clear path for career development and personal fulfillment.