TORONTO, Oct. 3 /CNW Telbec/ - For the third time in a row, the
Government of Canada has taken the number one most desirable employer ranking
position amongst post-secondary students, a new research report reveals.
The From Learning to Work 2007: Canada's Campus Recruitment Report(TM)
evaluated many of Canada's leading employer brands and their relative ranking
as places to begin a career. The study was conducted by Brainstorm Consulting,
DECODE and Universum in partnership with 41 Canadian colleges and
universities. A record 23,826 students participated in this year's report to
provide a benchmark of students' attitudes and gain an in-depth understanding
of their views of employers, career aspirations, career decision makers, and
the future of work.
Employer brand highlights:
- Google took the top spot amongst technology companies, followed by
Microsoft, IBM and Research in Motion (RIM)
- RBC Financial Group came out as the most desirable bank
- Deloitte and Ernst & Young led the accounting firms on the list
- L'Oreal and Procter and Gamble emerged as the leading Consumer
Packaged Goods employer brands
According to Eric Meerkamper of DECODE, one of the reports co-authors,
"the transition from school to work is filled with excitement and trepidation.
Combine this with a rapidly changing world and it helps to explain the recent
rise in students' interests in careers with government." Careers in government
satisfy another important desire of today's new graduates, adds Meerkamper,
the desire to make a contribution to society.
The study also found that, perhaps contrary to common stereotypes of
today's graduates as being "spoiled and entitled", students are in fact quite
focused, informed and rational in their decision making. Specifically,
tomorrow's workforce is seeking to achieve a healthy work/life balance, are
expecting opportunities for advancement and learning, and are striving to
build a secure financial base.
"The competition to hire top graduates is more intense now than I've seen
it in twenty years," stated Graham Donald of Brainstorm Consulting, another of
the reports co-authors. "This Report gives us a good idea of which companies
will be able to attract the best and which need to revisit their recruitment
Select Key Findings
- The top employer characteristics demanded by today's students are:
having high ethical standards (30.4 percent), followed by a
progressive working environment (24.2 percent), innovation (23.9
percent), and financial strength (23.1 percent).
- Interestingly, money does not top the list of career goals. First is
balancing career and life, followed by pursuing further education,
building a solid financial base, and then making a contribution to
- Half (51%) of all students would like to find an organization where
they can spend their whole career.
- "Education inflation" appears to be devaluing the BA as more students
pursue graduate degrees and post-graduate diplomas. Therefore, it's
not surprising that academic research follows government/public
service as the second most attractive industry. This is followed by
education/teaching, health care, and then financial services.
"The desires of today's students are much different for those of years'
past," says Camille C. Kelly of Universum and co-author of the report. "A
company that is ethical and socially responsible is preferred over those with
strong finances. The calculated decisions of this group prove that the search
for their ideal company will be harder, but the outcome is far more
For further information:
For further information: Graham Donald, Brainstorm Consulting, (250)
294-4530, email@example.com; Eric Meerkamper, DECODE, (416) 599-5400 x.30,