Growth opportunities or monetary reward – what do professionals consider first when choosing an employer?
Kyiv, 6 March 2017
Opportunities for personal and professional growth have been a key employer choice criterion during the last three years, however, this year the salary levels became more important for professionals. These are the results of the annual Best Employer Survey, conducted by EY in 2016. The survey represents the opinion of more than 1,000 respondents with work experience from all over Ukraine. EY expresses its special thanks to the partner of the survey, HeadHunter Ukraine.
What influences the candidates’ choice
As compared to the previous year results, the key choice criteria and their priority order have slightly changed. Due to a general uncertainty on the market, the candidates started to pay more attention to the salary levels and the company's image, which may indicate their strive for stability. This year the respondents mentioned opportunities for personal and professional growth considerably less often (68% in 2016 compared to 79% in 2015) yet this aspect remains of major importance. The candidates continue to seek for career growth opportunities, especially the representatives of Generation Y (with up to 5 years of work experience). At the same time, the importance of such choice criterion as corporate culture has significantly increased (by 7%), which made it one of the top five criteria in 2016. In particular, this factor has a greater priority for the candidates holding managerial positions. The least mentioned employer choice criterion among professionals is working hours, which may indicate their readiness to adjust to the working conditions for the sake of other aspects, which are more important to them.
Which companies are considered the most attractive for employment
The respondents independently named more than 600 different companies, which they considered as best employers in Ukraine. Similarly to the previous year, the most frequently mentioned were the companies from such industries as IT and FMCG, followed by production industry. On the other hand, insurance, law and HoReCa are among the least popular industries among professionals.
Notably, the attractiveness of the banking sector continues to decline, however, telecommunication companies become more popular among experienced candidates. Moreover, the respondents mentioned the employers from the public sector more frequently this year. However, these are still significantly less attractive among professionals compared to the companies from the private sector.
Traditionally, the list of best employers consists of large Ukrainian and international companies with well-known corporate and product brands. Notably, the number of IT companies on the list has grown over the last few years.
According to professionals, the most attractive employers in 2016 are (in an alphabetical order): Ciklum, EPAM, Google, Kyivstar, Luxoft, Microsoft, Nestle, Procter & Gamble, SoftServe and one of the Big 4 audit companies.
What are the sources of information about employers
Internet remains the most popular source of information about employers, particularly among the representatives of Generation Y. Similarly to the last year results, the most frequently mentioned online sources are employment sites (rabota.ua, hh.ua and work.ua), corporate websites and social networks (Facebook, LinkedIn and VKontakte). Moreover, the candidates receive information about the employers from mass media (including online media), during events with the companies’ experts, at exhibitions and presentations, as well as through business connections. These sources are more popular among the respondents with greater work experience.
What job search difficulties do candidates encounter
About 40% of respondents said that the key job search challenge for them was a lack of communication or feedback from an employer. Almost the same percentage of the survey participants stated that companies provided incorrect information in the vacancy description (13% more than in 2015). At the same time, in 2016 the issues that the candidates mentioned most frequently last year, such as the limited number of vacancies that match specialization and unsatisfactory employment conditions, became less significant. This may indicate some minor improvements on the labor market over the last year. Nevertheless, the candidates continue to mention high competition on the market among the major difficulties.
Where do candidates want to relocate
The candidates remain mobile - more than half of them are willing to relocate for employment purposes within both Ukraine and abroad (58% and 83% respectively). At the same time, the percentage of professionals, who are ready to relocate within the country, has decreased over the past three years. Lviv (73%), Kyiv (65%), Odesa (59%), Kharkiv (35%) and Dnipro (30%) remain the most popular Ukrainian cities for relocation. Notably, the preferences of the candidates have slightly changed – more professionals are ready to move to Lviv, and less - to Odesa.
During the past three years, the percentage of respondents, who are ready to work abroad, remains high (over 80%). The most popular destinations for relocation among professionals are the USA, Poland, Canada and Germany. Similarly to the previous year, nearly half of respondents, who are willing to relocate abroad, intend to move within the next three years. At the same time, according to the results of express surveys on HR practices conducted by EY in Ukraine, 63% of participating companies had employees who moved abroad in 2016.
About the survey
EY conducts the Best Employer Survey in Ukraine since 2005. The main goal of the survey is to analyze the labor market attractiveness of the companies, define preferences of the candidates while choosing a workplace and provide recommendations on employer brand management. During the survey, we ask respondents to name up to three employers in order of their attractiveness and choose attractive companies from the suggested industry lists, which are based on the results of the previous years. Moreover, participants of the survey may also indicate factors of employer’s attractiveness and sources of information about them, as well as answer some other questions, which help to determine the major trends on the labor market.
The People Advisory Services practice at EY Ukraine provides consulting services on human resource management matters, including conducting external employer image analysis and employee opinion surveys (engagement level, corporate culture, values, motivational factors, etc.).
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