The global talent attraction index: The World’s Most Attractive Employers 2010, has just been released by Universum releases and show that the Big Four are giving Google a run for their money in terms of being an employer of choice. Following the unprecedented world release in 2009, Google still manages to keep the number one position, but is now facing growing competition from the Big Four auditing firms. In the business category, 2010 has been a good year for the auditing industry, as the top four companies now take four out of the top five places in the ranking. “We’re witnessing the auditing firms and FMCG companies reconquering their talent group after a brief love-affair with the IT industry”, said Michal Kalinowski, CEO, Universum.
On a less positive note, companies in Banking and Investment, Management Consulting, and Oil & Gas sectors are currently encountering the problem of being perceived as less attractive employers. In the engineering category, however, the IT Sector companies continue to dominate: the top three employers—Google, Microsoft, and IBM—maintain their positions from last year. In the top 10, where American corporations dominate, praise must also be given to Siemens who have managed to hold onto their eighth position. Although dropping one place lower from last year, German car manufacturer BMW, still remains the most powerful employer brand in the automotive industry at number five. Notable changes include Japan’s Sony up from seven to four, and Apple’s new entry to the list at number 10.
The results are based on just under 130,000 career seekers, with business or engineering backgrounds.
The Top 10 World’s Most Attractive Employers 2010
Competitive advantage in war for talent
Lovisa Öhnell, Research and Consulting Director, Universum commented on the 2010 index, “Firms in the professional services need to attract top talent to be successful; the auditing firms are aware of the challenges and spend a lot of resources in talent attraction and employer branding. Regarding the career seekers in the engineering field, potential hires find companies that are innovative and produce exciting products & services to be attractive employers nowadays.”
In a world where top performing employees are becoming an increasingly scarce commodity, finding the right people is critical for business success and stock market value. At a time when low birth and death rates are significantly shifting world demographics, the dilemmas of the 21st century are not only ‘Who will make up the workforce?’ but more importantly, ‘Who will own it?’
Global Talent Attraction Index
The Global Talent Attraction Index (GTAI) is based on the number of nominations received by career seekers, in 12 of the world’s largest economies, for companies they would ideally like to work for. The index has great significance for companies for a number of reasons:
1) This target group will soon graduate from top academic institutions and enter tomorrow’s workforce
2) The index indicates the companies that are top-of-mind employers and to what extent
3) These are the companies that have a competitive advantage in the ‘War for Talent’. “Multinational corporations are increasingly aware of the current and future challenges of a shrinking workforce. To counter problems in securing their talent pipeline requires a talent attraction and employer branding strategy. The companies that will be able to draw this next generation of top talents are presented in Universum’s global talent attraction index 2010”, concluded Kalinowski.
Dramatic trends
When 70% of corporate value is from intangible assets, according to Accenture, and skill shortages are acute worldwide, being an attractive employer is critical to keep a sustained competitive advantage. This year the GTAI revealed some dramatic trends.
1. American multinationals have increased their lead over the rest of the world.
Already in 2009 American companies were the largest single group in the top 50 companies: 20 among business students and 17 among engineering students, even before taking into account the Big Four and large management consulting firms as US organisations. This year the number is 24 for both lists.
“It seems that despite the challenges to the supremacy of the Anglo-Saxon capitalist model, American corporations are increasingly the preferred destination for global top talent. They are often perceived as the true international organisations, where nationality will not stand in your way to the top”, Kalinowski. He added, “An interesting sign of things to come is that for the first time ever there is a Chinese company in top 50: Lenovo—ranked number 44 among engineers.”
2. Employer Brands have become increasingly decoupled from Corporate Brands.
Comparing the list of the Most Attractive Employers with the list of Most Admired Companies, by Fortune or Most Valuable Brands, by Interbrand, it is clear that extremely attractive employers do not depend as much on their consumer or corporate brands. The overlap between the rankings above and Universum’s global index is now only half.
3. Companies that help talent develop the ‘Me Brand’ are more attractive.
The world’s global talent are concerned about their own development and outside image. For that reason, they tend to choose companies that provide professional training and development, a good reference to a future career and organisations that have leaders who’ll support their development. The Big Four auditing firms are perceived by the talent group as fulfilling these important selection criteria.
4. Perception of industry and brand are interdependent.
Due to the banking and investment sector being perceived as responsible for one of the world’s largest economic meltdowns in history, employers in the industry have lost their appeal as a great place to kick-start one’s career. Management consulting companies have also dropped in the rankings, often linked to the banking and investment sector, and may have been perceived as part of the problem for past financial mismanagement. Due to public consciousness of environment issues companies in the Oil & Gas industry also face challenges to attract top talent and have also experienced a drop in the rankings this year.
About Universum’s Global Talent Attraction Index
The global top 50 is based on the frequency of being selected as an ‘Ideal Employer’ by career seekers in the world’s 12 largest economies: US, Japan, China, Germany, France, UK, Italy, Brazil, Spain, Canada, Russia and India. The target group is comprised of close to 130,000 career seekers, who are studying for degrees in some of the world’s most reputable academic institutions.
The Top 50 World’s Most Attractive Employers 2010
For more information on this topic, or to schedule an interview, contact Johan Ramel Tel: (852) 91771312 or e-mail: [email protected]
Paul Arkwright
Publisher
