For several years now we have worked closely with independent communications businesses in Europe, India, China the US and Australia, which together form the OneAgent network.
In conjunction with CKR, our partner in San Francisco, we have recently opened a Peer Group Office to work with new and existing clients in the United States.
Peer Group US will be providing a similar range of research, consulting and communications services to those already offered by Peer Group in London. Although these will naturally be tuned to the requirements of US employers, clients will benefit from the same philosophy of small, dedicated specialist teams getting to know them inside out and developing bespoke solutions to their recruitment and engagement challenges.
As the need for organisations across the globe to understand and enhance their relationships with existing and potential employees continues to evolve, we will also be working together to develop new products and services.
The Director of Peer Group in the US is Kendra Van Nostran. Kendra has considerable expertise in employee research, engagement and internal communications. A published author, her work has appeared in Communication World and on ERE.net. She holds a Master of Arts in Culture and Communications from New York University and is a member of the International Association of Business Communications (IABC).
To find out more about Peer Group in the US, please contact Kendra at: kendra.vannostran@peergroupus.com
topics include Employer Brand, OneAgent, Research
Although the employer brand has not been a feature of business management for over 20 years as it has in the West, the concept of the employer brand was introduced into China in an already advanced state by US and European multinationals over a decade ago.
Its use is expanding at a rapid rate as more new organisations from both outside and inside the country vie for the attention of the rare skills they need to thrive.
There is a recognition that a strong employer brand is a very important attribute. The highly competitive nature of some skills markets means that even well-established and well-known global brands can suddenly find themselves losing ground to new and more exciting entrants into the market, whether from outside or inside the country.
It would be wrong to suggest, however, that there is anything like the overall level of understanding of the concept among the majority of Chinese companies, or the infrastructure in terms of consultancies and communications agencies to provide the range of specialist services which participants in the international survey commonly used.
Europe the US and Australasia have a plethora of organisations which are focussed on this area of activity. However, there are, as yet, remarkably few sources of advice and assistance available in-country, although this capability is growing as demand increases.
Perhaps unsurprisingly, one of the greatest barriers to employer brand development is proving to be language, and the Chinese market is one of the very few where considerable efforts have to be made to develop communications outputs such as careers websites in the national language.
In China, there is a greater tendency for organisations to rely on league table positioning or the results of external research amongst potential employees, rather than seeing the development of an employer brand as an ‘inside-out’ activity.
The Chinese market is subject to rapid and dramatic change with new organisations appearing daily. Many Chinese are attracted to the ‘Sunrise’ companies, those that have plenty of development left in them and there is an acknowledgement of the value of getting into a company early in its development.
Overseas companies which used to have strong appeal have begun to lose some of their desirability in recent years. Originally they were attractive because they provided the opportunity to learn new skills and be exposed to international practices and thinking.
For many, particularly in the increasingly expensive major cities, the most attractive employers now are those that provide the best reward. As one interviewee put it “Everyone cares about compensation and benefits but in China they care more.”
Interestingly Chinese-owned organisations are offering increasingly better packages and, since multinationals are likely to be less trusted than nationally owned organisations, domestic companies are becoming increasingly attractive to those with rare skills.
It is clear that for any organisation wishing to develop long-term in China, paying attention to the development of a strong, locally-focused employer brand is a major priority.
This is certainly an achievable goal. We came across a number of examples of both international and domestic employers which had developed strong brands in China in recent years, as well as those who were about to embark on the process.
What is particularly clear about this market, however, is that no employer can afford to rest on their laurels. Their appeal as an employer needs to be constantly promoted and regularly refreshed to avoid being overwhelmed by newer and seemingly brighter alternatives.
topics include Employment, Graduates, Higher Education
At the end of last year we launched a research project aimed at understanding how the downturn has affected graduates and students, their attitude towards career choices and how they think their time at university will help them in a competitive job market.
We have already previewed some of the findings of the first phase of research amongst recent graduates, and the overview is now available to download from the site. This article previews some key findings of the second phase amongst final year students. As before, we have focussed on students at the Top 30 UK universities.
The influence of employability in selecting universities and courses
First we wanted to know how much influence future employment prospects had on their choice of university. Just under a quarter of participants said that this had been a significant factor, ranking equal fifth in terms of significance with ‘teaching quality’.
The most significant factor was ‘the course’ offered, selected by two thirds of the sample, followed by a ‘prestigious reputation’ indicated by half. Next came ‘location’, followed by ‘league table ranking’, both chosen by about a third.
When it came to choosing courses, the primary motivation was either a ‘passion for the topic ‘or an ‘interest’ in it, each accounting for approximately a third of all responses. Only about 15% stated that their choice of course was primarily influenced by future career prospects.
Views on the changes in university funding
Although not personally affected by the proposed changes in university funding, participants clearly had opinions on the subject. Three quarters were against the increase in fees - over half feeling that ‘students from low income families will be forced to base their choice of university on cost not quality’. Other significant concerns were that increased fees ‘will prevent people choosing degrees based on their interest in a subject; the main concern will be cost and future earning potential’ and ‘All it does is increase debt; it’s not fair that the next generation should suffer’.
The remaining quarter, who supported the changes, predominantly subscribed to the following views: ‘Students would value their courses more and work harder if they are paying more for tuition’, ‘It will provide more funding for universities and in turn will improve the quality of degrees’, ‘An increase in fees is necessary for Britain to maintain its standing internationally as a centre of excellence in higher education’.
Significantly, just over a third of participants stated that they would not have chosen the same course if they had had to pay a higher rate of fees; a quarter would not have selected the same university, and 15% would not have applied at all.
Even under the current fee structure, over three quarters of the participants had in excess of £10,000 debt. The most frequently selected ranges were £15,000 to £20,000 and £20,000 to £25,000 which accounted for roughly a quarter each. 10% had debt of over £30,000.
Gaining work experience
Over three quarters had undertaken paid-for work while at university - most frequently in hospitality, retail or administrative roles. Over half had undertaken some form of voluntary work.
When asked what they saw as being the greatest benefit of the work they had undertaken, the most frequently selected answers were ‘It introduced me to the working environment’, ‘Improved my communications skills’, ‘Provided teamwork experience’ and ‘Valuable and relevant experience for my chosen role or career path.’
Over half felt that their work experience would be beneficial in helping them secure their first permanent job, although a quarter didn’t feel that it would. Three quarters of those who lacked work experience would have liked to have had some, but the majority didn’t see it as putting them at a disadvantage.
Just under half of the participants had completed an Internship or work placement, over half of which were paid. Two thirds felt that this would prove relevant or very relevant in their job search.
Securing their first permanent job
A quarter had already begun searching for their first permanent job. A further quarter were planning to start looking after graduation, with 12.5% of these taking a part time or voluntary job while they searched. 10% had already accepted a job offer or were starting a formal graduate training scheme.
About a fifth were going to study for a post-graduate qualification. A similar number were either going to take time out to consider their futures or go travelling.
In terms of what they were looking for in their first permanent job, ‘Strong potential for career progression’ was selected by two thirds and ‘work-life balance’ by just under half. Around a third selected ‘the highest salary I can get for the skills that I have’ and ‘To work for a cause I believe in’. Approximately a quarter picked: ‘To work for an international /global organisation’, ‘To travel as part of my job’, ‘To get a lot of high-profile, front-line experience quickly’ and ‘Security’.
Over 50% wanted ‘to get onto a good Graduate training scheme.’
When asked whether the downturn had put them off applying to any particular organisation or area of employment, the vast majority replied that it hadn’t.
However, over 90% of participants felt that the post university job hunt would be difficult or very difficult for the average UK graduate.
When asked how difficult they thought the process would be for them, the level of confidence rose by about 20%. However, only a quarter felt either positive or very positive about their job prospects, and over a third felt either negative or very negative.
When given a choice of words to describe what they thought the experience would be like, three quarters thought it would be ‘Competitive’, ‘Time-consuming’ and ‘Challenging’; two thirds ‘Frustrating’, and a half ‘Difficult’. Nobody thought it would be ‘Easy’, but only a few described it as ‘Impossible’.
The role of university in preparing for the world of work
Nearly half thought that their university experience would be helpful or very helpful in preparing them for their job hunt. Slightly fewer felt that it would be helpful or very helpful in preparing them for the world of work.
Crucially, nearly three quarters felt that preparation for employment should be a responsibility of the university.
Just over 40% agreed or strongly agreed with the deliberately contentious statement ‘If you graduate from a good university, you should be entitled to a good job’; just over a quarter disagreed or strongly disagreed and the remainder, wisely, abstained.
Hopes and fears
We finished this survey with the open question, ‘What are your hopes and fears for life after graduation?’ The following are typical responses:
"My hopes are that my degree helps me to find a successful and rewarding career path in which I can make a difference. My fear is that due to the current job climate it may take a number of years to achieve this."
"I hope I am able to find a job that can support me to live in London and will fascinate and challenge me every day. I fear the long arduous search for a job after graduation as I will have no source of income and will live in increasing debt."