New survey reveals students want stability on the job
TORONTO, Sept. 24 /CNW/ - Post-secondary students are giving recruiters a
lesson of their own when it comes to citing career decision-making factors. A
new report released today reveals that the top five most desirable places the
future workforce would like to work following graduation are not necessarily
what many would associate as being appealing to younger generations. The top
five companies as rated by the entire student sample: The Government of
Canada, Health Canada, Google, provincial governments and Apple.
From Learning to Work: Canada's Campus Recruitment Report is a
collaboration between DECODE, Brainstorm Consulting and Universum, and
provides an unprecedented look at the perspectives of over 27,000 University
and College students in Canada. The findings should serve as a wake-up call
for HR professionals who may have previously been making recruiting decisions
based on faulty assumptions of this generation. Contrary to popular belief
that this generation is likely to jump ship shortly after being hired, over
half of respondents (54 per cent) indicated they would like to find an
organization where they could spend their whole career.
The good news for employers is that while most respondents said they know
which industry they want to work in after graduation, only thirty per cent
have their minds made up about the organization they want to work for.
"Students today know what they want, and are actually quite rational in
selecting who they will work for, which has significant implications for
companies who are looking to acquire and build a competitive advantage through
people" adds Eric Meerkamper, Partner for DECODE, one of the co-authors of the
report. "In addition to ranking 158 of the most desirable companies to work
for in Canada, this report also offers up insights into why top brands are
popular with students and what they are looking for in an employer. This
research also opens the door for companies to create a more attractive
environment that will land tomorrow's talent."
Other report highlights:
- The top three factors when considering full-time employment with an
organization after graduation are work-life balance, good people to
work with and a good initial salary.
- Three-quarters (72 per cent) would be willing to take a job that may
not fit all of their requirements, but is perceived as being a good
starting point for their career. That said, they're also not willing
to wait around for advancement. Six in ten (64 per cent) expect to be
promoted within 18 months.
- Nearly three-quarters (73 per cent) would relocate from their home
province for work, with Toronto and Vancouver being their top two
choices for cities they would most like to work.
- Parents, significant others and acquaintances already working for a
prospective employer are deemed to be the most influential contacts
when making a career choice.
According to respondents, job sites are second only to employer websites
for the preferred method of gathering information about a prospective employer
(56 and 58 per cent respectively).
"Knowing how to best entice this next generation is a challenge that is
keeping our customers in the HR field up at night and clearly there are some
misconceptions about what this generation is looking for in a career," said
Patrick Sullivan, President of Workopolis, Canada's leading online
career-solutions provider. "Successful employers must figure out how to best
position their organization ahead of all of the others vying for top talent,
and that includes how and where you are communicating with this generation."
Today's release kicks-off a series of related articles and blogs
developed by Workopolis and DECODE.
DECODE is a leading research, innovation and strategy firm based in
Toronto. For the past 14 years, DECODE has been working with leading
organizations to help them develop better employee, consumer, and citizen
experiences. By paying particular attention to youth, young adults and young
families DECODE has gained unique understanding into these dynamic, future
focused and change leading segments of the population. Their work includes
building innovative employee recruitment, engagement and retention programs
for global leaders in financial services, telecommunications, consumer
packaged goods, strategic consulting, technology, government and public
About Brainstorm Consulting:
Brainstorm Consulting helps campus recruiters and career centres achieve
better results with the resources they invest. Brainstorm's founder, Graham
Donald, has been a leader in the field of campus recruiting and career
services for 18 years and is a pioneer of online recruiting technologies.
Universum is The Global Employer Branding Leader who has focused
exclusively on Employer Branding (EB) for 20 years. Universum is a trusted
partner to over 1200 clients worldwide including many Fortune 100 companies.
Universum helps employers understand, attract and retain current and future
ideal employees utilizing their experience, knowledge and services within
research, strategic consulting and media solutions. (www.universumglobal.com)
Workopolis is Canada's leading online career-solutions provider with over
3.3 million unique visitors monthly in Canada, the most posted resumes and
twice as many job postings as the nearest competitor.
Workopolis provides a fully bilingual suite of industry-leading products
and services including:
- Powerful Resume Database search functions and intuitive screening
tools to help connect employers with the "best fit" candidates -
contributing to a 71 per cent hiring success rate for customers.
- An inside look at niche industries with access to over 100
professional and trade associations.
- Career alerts, resume rescue and an online salary calculator to help
job seekers find the right job.
Headquartered in Toronto, Workopolis has offices in eight Canadian
cities. Workopolis is a partnership of Toronto Star Newspapers Ltd. and Gesca
Ltd., the newspaper publishing subsidiary of Power Corporation of Canada.
Workopolis is the exclusive Official Supplier of Online Recruitment
Services for the Vancouver 2010 Olympic and Paralympic Winter Games.
From Learning to Work: Canada's Campus Recruitment Report was a
collaborative effort between DECODE, Brainstorm Consulting and Universum. Data
was collected using an online survey in the spring of 2008.
For further information:
For further information: or to receive a PDF of the rankings or arrange
for an interview: Meredith Adolph or Amy Davidson, Environics Communications
(for Workopolis) (416) 969-2667/(416) 969-2830; Eric Meerkamper, DECODE, (416)
599-5400 (ext. 30)