employer brand research 2020
• greece. content.
1 introduction 2 results 3 sector insights 4 top employers 5 deep dive 6 methodology
employer brand research 2020, report greece | 2 foreword
As we publish this year's Randstad Employer Brand Research, we at Randstad are fully aware of the new situation we are in as a result of COVID-19. The timing of the questionnaire and its results were analyzed before the discovery of the virus. Since then, COVID-19 has paralyzed local economies and labor markets and as a result several companies find themselves facing unprecedented challenges.
In these uncertain times, employer branding is more important than ever. This years’ Randstad Employer Brand Research results can be very helpful in building on a sharpened employer branding strategy for your company.
| 3 introduction.
employer brand research 2020, report greece | 4 why employer branding matters.
50% 96% 80% of candidates say they wouldn’t agree that alignment of personal of workforce leaders agree that a strong employer brand has a significant impact on work for a company with a bad values with a company’s culture their ability to hire great workforce.4 As people work for cultures, not companies, their reputation – even with a pay is a key factor in their satisfac- perception of you as an employer is of paramount importance. Both recruiters and Companies are overpaying on salaries by 10% if increase.2 tion working there.3 candidates cite company culture as one of the most important determinants in they don’t have a strong brand.1 employer choice. Also, if your culture is transparent: candidates actively research the culture of companies to understand if they’ll fit. If candidates see positive employee and candidate experiences on review sites, they feel more confident submitting their resume and making a career move. 19% 52% #1 1-2x 76% Only 19% of employees globally perceive a strong 52 % of candidates first seek out #1 obstacle to candidates in the Companies with a strong Employees who experience a alignment between what their employer says about the company’s website and social application process is not employer brand have a 1- 2 x strong alignment between what itself and their experience working there.5 media to learn more about an knowing what it’s like to work at faster time to hire.8 their employer says about itself employer.6 an organization.7 and their experience working there are more likely to recommend their employer as a place to work.9
employer brand research 2020, report greece | 5 the employer brand roadmap.
audit current employer brand interview employees and leaders assess competitors external market analysis • employer brand story to understand: for workforce • career motivations • external perception • their perception of your brand and drivers • gaps and areas for improvement • specific views of your company improvement
launch employer develop the employer brand create the brand pillars and brand internally strategy and creative assets employee value proposition • gain employee and leadership feedback
activate employer measure, assess brand externally and refine
employer brand research 2020, report greece | 6 what is the randstad employer brand research?
• a representative employer brand research based on perceptions of the general audience. Optimizing over 20 years of successful employer branding insights.
• an independent survey with nearly 185,000 respondents in 33 markets worldwide.
• a reflection of employer attractiveness for the market’s 150 largest employers known by at least 10% of the population.
• provides valuable insights to help employers shape their employer brand.
employer brand research 2020, report #Country | 7 33 markets surveyed covering more than 75% of the global economy.
Austria Australia worldwide Argentina • nearly 185,000 respondents Belgium Brazil • 6,136 companies surveyed Canada China Czech Republic sample France • aged 18 to 64 Germany • representative on gender Greece Hong Kong SAR • overrepresentation of age 25 – 44 Hungary • comprised of students, employed Italy India and unemployed workforce Japan Kazakhstan Luxembourg country Malaysia • 3,504 respondents New Zealand Netherlands Norway fieldwork Poland Portugal • online interviews Romania • between 27 december 2019 Russia and 17 january 2020 Singapore Spain Sweden length of interview Switzerland
UK markets surveyed • 16 minutes Ukraine USA
employer brand research 2020, report greece | 8 employer brand research set up.
30 companies smart sampling drivers per respondent Each respondent is shown 30 companies. Each company is each company is evaluated on:
evaluated only by respondents who are aware of that particular ‘do you know this company?’: brand. 01 financially healthy determines awareness.
In order to make sure that the less well known brands are assessed 02 uses latest technology by a sufficient number of respondents, we make use of a smart for each company sampling method. 03 very good reputation known 04 job security This method ensures that the lesser known companies are shown to
‘would you like to work for more respondents in order to realize a sufficient robust sample. 05 career progression this company?’: That way the Randstad Employer Brand Research assures determines attractiveness. dependable insights for both well known and lesser known employer brands. 06 gives back to society
07 interesting job content each company known 08 pleasant work atmosphere rating on a set of drivers: 09 work-life balance determines reason for attractiveness. 10 attractive salary & benefits
For this research, Randstad partners with Kantar, one of the world's largest insight, information and consultancy networks.
employer brand research 2020, report greece | 9 sample composition in greece socio-demographics, employment status, region. gender employment status region
female 48% working as permanent staff 46% Attica (1) 45% male 52% working as temporary staff 12% Macedonia and Thrace (2) self-employed/freelance 10% 26% seeking/unemployed 14% Greek Islands (3) 10% homemaker 2% Rest of Greece (4) 19% student 14% age other 2%
18-24 25% 25-44 50% 45-64 25%
education generation 1. Attica 2. Central Greece, Epirus, Peloponnese, Thessaly, West Greece 3. Central Macedonia, East Macedonia and Thrace, West Macedonia lower 1% gen z (18-24) 25% middle 30% millennials (25-34) 24% 4. Crete, Ionian Islands, North Aegean, South Aegean higher 69% gen x (35-54) 46% boomers (55-64) 5%
total sample: 3,504 fieldwork: between 27 december 2019 and 17 january 2020
employer brand research 2020, report greece | 10 sample composition in greece.
sector function
agriculture 3% managers 13% oil & gas 1% professionals 23% manufacturing 7% technicians 7% clerks utilities 2% 26% service / sales 10% construction 5% skilled agricultural 1% trade 14% craft / trade 4% transportation & storage 0% machine operators 2% accommodation & food 4% elementary occupations 2% ict 10% armed forces occupations 13% finance & insurance 5% real estate 1% professional & scientific 5% administration & support 6% public administration 7% education 9% base: currently employed (n=2,389) healthcare 5% social work 2% arts & entertainment 4%
employer brand research 2020, report greece | 11 greece
EVP drivers.
employer brand research 2020, report greece | 12 what potential employees want when choosing an employer. most important criteria greece greece europe greece 2020 2019 2018 2020 attractive salary & benefits 72% 76% 75% 59%
pleasant work atmosphere 61% 63% 63% 51%
career progression 48% 54% 55% 36%
job security 47% 46% 50% 48%
work-life balance 42% 44% 42% 47%
click here for a breakdown of all results by socio-demographic profile and trends for the last 5 years.
employer brand research 2020, report greece | 13 perception of employer offer in greece.
Understanding the gap between what evaluation of general perception of profile of employees want and what they think employers offer provides valuable current employer. employers in greece. ideal employer. insights into building an employer brand. Furthermore, benchmarking 1 very good reputation 1 financially healthy 1 attractive salary & benefits against what employees perceive being offered by their current 2 financially healthy 2 uses latest technologies 2 pleasant work atmosphere employer gives more context to the 3 job security 3 very good reputation 3 career progression gaps that need to be bridged. 4 pleasant work atmosphere 4 job security 4 job security
5 interesting job content 5 career progression 5 work-life balance
6 work-life balance 6 interesting job content 6 financially healthy
7 uses latest technologies 7 pleasant work atmosphere 7 gives back to society
8 gives back to society 8 attractive salary & benefits 8 interesting job content
9 career progression 9 work-life balance 9 uses latest technologies
10 attractive salary & benefits 10 gives back to society 10 very good reputation
employer brand research 2020, report greece | 14 gap between what (potential) employees seek and what employees perceive employers to offer in greece.
Employers in a market may not always be perceived to be offering what (potential) employees are looking for. Below you see the 3 main attributes employees look for but which they believe employers do not sufficiently offer.
gap top 3
attractive salary & benefits
pleasant work atmosphere
career progression
employer brand research 2020, report greece | 15 what do potential employees want by generational profile.
gen z (18-24) gen x (35-54) 29% 55% of the gen z’s value the opportunity for good of the gen x’s find attractive job security a very training from their ideal employer. This is higher important pull factor towards an employer. Among when compared to gen x (22%) and boomers gen z and millennials, this factor is deemed less (19%). important (35% and 45%, respectively). millennials (25-34) boomers (55-64) 38% 45% of the millennials seek flexible arrangements. Gen of the boomers are attracted to a financially x and boomers are less interested in this offering healthy employer. This is less so among the other from their employer (22% respectively). cohorts (gen z – 20%, millennials - 24% and gen x- 32%).
click here for a breakdown of all results by socio-demographic profile and trends for the last 5 years.
employer brand research 2020, report greece | 16 important attributes by type of contract.
most important attributes
68% attractive salary & benefits 74%
64% pleasant work atmosphere 60%
45% career progression 50%
15% 46% job security of today’s workforce 51% works part-time. 41% (less than 30 hours per week) work-life balance 44%
part-time workers full-time workers
employer brand research 2020, report greece | 17 switchers and stayers
in focus.
employer brand research 2020, report greece | 18 changing employer greece vs europe.
switchers: changed employer in the past year.
greece 18% europe 17% stayers: stayed with their employer in the past year.
greece 82% europe 83% intenders: plan to change employer within the next year.
greece 29% europe 25%
employer brand research 2020, report greece | 19 most important attributes switchers vs stayers.
most important attributes
switchers 69% attractive salary & benefits 72% 2019 2020
63% pleasant work atmosphere 20% 18% 60%
changed employer in the 48% career progression past year. 48%
44% stayers job security 48% 2019 2020 40% work-life balance 80% 82% 43% stayed with their employer in switchers stayers the past year.
employer brand research 2020, report greece | 20 most important attributes intenders.
most important attributes among intenders intenders 73% attractive salary & benefits 2019 2020 79%
63% pleasant work atmosphere 30% 29% 63% plan to change employer 48% within the next year. career progression 56%
47% job security 43%
44% work-life balance 45%
2020 2019
employer brand research 2020, report greece | 21 switchers vs intenders financial reasons.
% (completely) agrees with the statement “I changed my job or plan to do so” because of:
greece
60% 58% 52% 54% 51% 52% is leaving or planning to do so is leaving or planning to do so because of a lower salary because of less attractive compared to elsewhere. additional benefits compared to elsewhere.
europe
salary being lower than additional benefits being less elsewhere attractive than elsewhere 52% 45%
is leaving or planning to do so is leaving or planning to do so because of a lower salary because of less attractive switchers intenders compared to elsewhere. additional benefits compared to elsewhere.
employer brand research 2020, report greece | 22 switching for higher salary nearly 4 in 10 switchers get a 1 to 10% pay increase. salary change after switch
greece 3% 3% decreased 15% no change increased 1-5% increased 6-10% 39% 19% increased 11-15% increased 16-20% other employees who left previous 10% employer for a higher salary prefer not to answer elsewhere saw a salary increase between 1% and 10%.
europe 11%
18% 39%
employees who left previous employer for a higher salary 21% else where saw a salary increase between 1% and 10%.
employer brand research 2020, report greece | 23 switchers vs intenders emotional reasons.
% (completely) agrees with the statement “I changed my job or plan to do so” because of:
greece 79% 44% 44% 43% find non-monetary benefits 40% important. 32% 26%
europe
poor relationship with manager / mismatch between personal lack of sense of purpose 62% colleagues and organizational values
find non-monetary benefits important. switchers intenders
employer brand research 2020, report greece | 24 reasons to leave by profile.
salary being lower than elsewhere additional benefits being less attractive 61% 53% of the gen x are likely to leave an employer if of the millennials and gen x are likely to leave they receive a higher salary elsewhere. their employer if additional benefits offered by other employers are more attractive. poor relationship with manager mismatch between personal and lack of sense of purpose organizational values 35% 44% 45% of the boomers agree that a poor relationship of the boomers would leave their employer if the of the millennials may leave or have left their with their manger is a serious reason to consider organizational values do not match their personal employer if they lack a sense of purpose in their working elsewhere. values. job.
employer brand research 2020, report greece | 25 additional benefits
in focus.
employer brand research 2020, report greece | 26 employee benefits that workforce in greece finds attractive and are received. top 5 most attractive benefits & received
51% 26% 28% 38% 41%
86% 82% 81% 77% 76%
health care additional vacation benefits full or partial reimbursement internal training and flexible working hours (annual leave, sabbatical of commuting or mobility subsidized further education leave) expenses (courses, certificates, etc.)
attractive attractive & received click here for full results.
employer brand research 2020, report greece | 27 most attractive benefits by profile.
gen z (18-24) gen x (35-54) 78% 86% of the gen z’s find health care attractive as an of the gen x’s find additional vacation benefits employment benefit. (annual leave, sabbatical leave) attractive as an employment benefit. This is higher when compared to gen z (74%) and millennials (80%). millennials (25-34) boomers (55-64) 69% 67% of the millennials find childcare services and of the boomers find being offered a company support attractive as an employment benefit. This phones attractive as an employment benefit. is higher when compared to gen z (57%).
employer brand research 2020, report greece | 28 sector
insights.
employer brand research 2020, report greece | 29 top performing sectors in greece by awareness and attractiveness. high
pharmaceuticals tv/radio/media/advertising
energy oil
gambling high awareness
engineering / construction travel & tourism telecommunications/information Having a high technology awareness means that consumer product transportation/cargo consumer electronics employers in the sector healthcare are widely known. horeca banking/insurance
attractiveness high attractiveness industry/manufacturing fmcg retail A sector with high mining environment retail - apparel food & beverage attractiveness supermarket business services - outsourcing contains more highly Security/facilities services attractive companies retail - home improvement than other sectors. low food industry - perishable
low awareness high
employer brand research 2020, report greece | 30 greece’s best performing companies by sector. 1/3
top 3 companies
sector 1 2 3
01 pharmaceuticals Pharmathen Vianex DEMO Pharmaceuticals
02 tv/radio/media/advertising ERT TV
03 energy oil Independent Power Transmission Operator HELLENIC PETROLEUM DEDDIE I.P.TO. (ADMIE)
04 gambling INTRALOT S.A. OPAP Regency Casino
05 telecommunications/information Hellenic Telecommunications Organisation SA INTRACOM HOLDINGS Intrasoft International SA technology (OTE)
06 travel & tourism Aegean Airlines Sani Resort LAMPSA Hotels (Grand Bretagne, King George, Sheraton Rhodes)
07 engineering / construction Hellenic Aerospace Industry AKTOR GEK Terna Holding Real Estate Construction
08 consumer product Estée Lauder Bic Violex Hellenic Duty Free Shops
09 transportation/cargo Aegean Airlines Hellenic Post (ELTA) Hellenic Railways Organisation SA (OSE)
10 healthcare IATRIKO KENTRO iaso hospital Mitera Hospital
employer brand research 2020, report greece | 31 greece’s best performing companies by sector. 2/3
top 3 companies
sector 1 2 3
11 consumer electronics Public KOTSOVOLOS DIXON MEDIA MARKT
12 banking/insurance Bank of Greece S.A. National Bank of Greece ALPHA BANK
13 horeca Sani Resort LAMPSA Hotels (Grand Bretagne, King Regency Casino George, Sheraton Rhodes)
14 industry/manufacturing ELVAL HALCOR Bic Violex Mytilineos Holdings SA (Metka, Aluminium of Greece, Proterga)
15 fmcg ION S.A. Papadopoulou Coca Cola
16 retail Estée Lauder Hellenic Duty Free Shops Public
17 retail-apparel ATTICA DEPARTMENT STORES H & M Notos Galleries
18 food & beverage ION S.A. Papadopoulou Coca Cola
19 mining environment EYDAP SUNLIGHT SYSTEMS Helector
20 supermarket SKLAVENITIS AB Vasilopoulos MASOUTIS
employer brand research 2020, report greece | 32 greece’s best performing companies by sector. 3/3
top 3 companies
sector 1 2 3
21 business services - outsourcing First Data Cosmote E-Value Mellon Technologies
22 security/facilities services ESA SECURITY SOLUTIONS S.A. ICTS Hellas Brink's Security Services S.A
23 retail - home improvement IKEA Praktiker LEROY MERLIN
24 food industry - perishable Delta Foods HELLENIC QUALITY FOODS (KANAKI - HELLENIC DAIRIES S.A. (Olympos, MIMIKOS) Tyras, Rodopi)
employer brand research 2020, report greece | 33 top
employers.
employer brand research 2020, report greece | 34 top employers to work for in greece. top 10 employers 2020 top 10 employers 2019
01 Aegean Airlines 01 SKLAVENITIS
02 Hellenic Aerospace Industry 02 Bank of Greece S.A.
03 SKLAVENITIS 03 Aegean Airlines
04 ION S.A. 04 HELLENIC PETROLEUM
05 Hellenic Telecommunications Organisation SA (OTE) 05 Papadopoulou
06 INTRALOT S.A. 06 ION S.A.
07 Bank of Greece S.A. 07 National Bank of Greece
08 Pharmathen 08 DEMO Pharmaceuticals
09 Papadopoulou 09 DEI
10 Independent Power Transmission Operator I.P.TO. (ADMIE) 10 Vianex
employer brand research 2020, report greece | 35 greece’s top 3 EVP drivers of the top 5 companies.
top 5 companies 1 2 3
1 Aegean Airlines financially healthy very good reputation uses latest technologies
2 Hellenic Aerospace Industry uses latest technologies financially healthy very good reputation
3 SKLAVENITIS very good reputation financially healthy job security
4 ION S.A. very good reputation financially healthy job security Hellenic Telecommunications 5 uses latest technologies financially healthy job security Organisation SA (OTE)
employer brand research 2020, report greece | 36 greece’s top employers by EVP driver.
EVP driver 1 2 3 attractive salary & benefits ELPEN PHARMACEUTICAL Bank of Greece S.A. Motor Oil Hellas career progression ELPEN PHARMACEUTICAL Vianex INTRACOM HOLDINGS financially healthy Coca Cola Motor Oil Hellas OPAP gives back to society SKLAVENITIS AB Vasilopoulos ELPEN PHARMACEUTICAL interesting job content ELPEN PHARMACEUTICAL Aegean Airlines iaso hospital job security Bank of Greece S.A. SKLAVENITIS Motor Oil Hellas pleasant work atmosphere SKLAVENITIS Aegean Airlines ELPEN PHARMACEUTICAL uses latest technologies COSMOTE INTRACOM HOLDINGS Intrasoft International SA very good reputation SKLAVENITIS Aegean Airlines ION S.A. work-life balance SKLAVENITIS ELPEN PHARMACEUTICAL Bank of Greece S.A.
employer brand research 2020, report greece | 37 deep dive EVP drivers
2020 employer brand research.
employer brand research 2020, report greece | 38 what potential employees want the most important criteria when choosing an employer.
versus greece greece europe important criteria 2019 2019 2018 2020 59%
75% 51% attractive salary & benefits 72% 76% 63% 36% pleasant work atmosphere 61% 63% 55% 48% career progression 48% 54% 50% 48% job security 47% 46% 42% work-life balance 42% 44% 47% 30% flexible arrangements 32% 30% 31% 21% financially healthy 28% 27% 25% 26% good training 25% 27% 28%
location 25% 22% 21% 19%
gives back to society 20% 17% 18% 31%
interesting job content 17% 20% 20% 31%
quality products 17% 19% 20% 16%
uses latest technologies 17% 18% 17% 13%
very good reputation 16% 16% 16% 18%
strong management 16% 16% 16% 16%
diversity & inclusion 13% 11% 10% 16%
Characteristics highest rated by the labor force. Stressing these elements or improving them is critical for your EVP because they contribute most to the strength of your employer brand.
employer brand research 2020, report greece | 39 EVP driver importance by gender.
69% attractive salary & benefits 74% 17% gives back to society 23% 58% pleasant work atmosphere 64% 18% interesting job content 17% 48% career progression 47% 18% quality products 17% 48% job security 46% 20% uses latest technologies 13% 42% work-life balance 43% 19% good reputation 13% 30% flexible arrangements 35% 17% strong management 14% 30% financially healthy 25% 11% diversity & inclusion 15% 25% good training 25%
24% location 27% male female
employer brand research 2020, report greece | 40 EVP driver importance by education.
74% 28% 17% attractive salary & benefits 67% financially healthy 26% uses latest technologies 17%
61% 26% 15% pleasant work atmosphere 61% good training 23% very good reputation 20%
49% 24% 16% career progression 45% location 28% strong management 15%
48% 19% 13% job security 47% gives back to society 22% diversity & inclusion 12%
44% 17% work-life balance 40% interesting job content 19%
32% 16% higher flexible arrangements 33% quality products 20% middle lower (base too small)
employer brand research 2020, report greece | 41 EVP driver importance by age.
64% 20% 18% 73% 24% 13% attractive salary & benefits financially healthy uses latest technologies 75% 32% 18% 76% 45% 25%
60% 29% 15% 64% 27% 15% pleasant work atmosphere good training very good reputation 61% 22% 18% 57% 19% 18%
49% 26% 18% 48% 26% 15% career progression location strong management 48% 25% 15% 43% 21% 17%
35% 26% 21% 45% 18% 14% job security gives back to society diversity & inclusion 55% 17% 9% 50% 23% 6%
38% 18% 43% 18% work-life balance interesting job content 45% 17% 38% 15% gen z (18-24) 38% 17% millennials (25-34) 38% 17% flexible arrangements quality products 27% 18% gen x (35-54) 27% 21% boomers (55-64)
employer brand research 2020, report greece | 42 EVP driver importance trends, total. 1/2 attractive salary & pleasant work career progression job security benefits atmosphere 60 60 80 80
60 60 40 40
40 40 20 20 20 20
0 0 0 0 2018 2019 2020 2018 2019 2020 2018 2019 2020 2018 2019 2020
work-life balance flexible arrangements financially healthy good training
60 40 40 40
40
20 20 20
20
0 0 0 0 2018 2019 2020 2018 2019 2020 2018 2019 2020 2018 2019 2020
employer brand research 2020, report greece | 43 EVP driver importance trends, total. 2/2 location gives back to society interesting job content quality products
40 40 40 40
20 20 20 20
0 0 0 0 2018 2019 2020 2018 2019 2020 2018 2019 2020 2018 2019 2020
uses latest technologies very good reputation strong management diversity & inclusion
20 20 20 20
0 0 0 0 2018 2019 2020 2018 2019 2020 2018 2019 2020 2018 2019 2020
employer brand research 2020, report greece | 44 deep dive employers
2020 employer brand research.
employer brand research 2020, report greece | 45 employee benefits that greek find attractive.
attractive benefits
health care 86% possibility of working from home 75%
additional vacation benefits (annual leave, 82% subsidized meals / cafeteria plan 68% sabbatical leave)
full or partial reimbursement of commuting or 81% childcare services and support 68% mobility expenses
internal training and subsidized further full or partial reimbursement of prescription 77% 62% education (courses, certificates, etc.) glasses or contact lenses
flexible working hours 76% company phone 60%
group life insurance 72% travel insurance 58%
discounts on the company’s products 67% opportunity to buy company shares 42%
sports and leisure package 44%
attractive (n=982) attractive (n=1,062)
*the 15 benefits were shown randomly in two sets of 8 and 7 benefits, respectively, each set shown to 50% of the sample. For each bar chart, the base is respondents who are employed and received that particular set on the screen. employer brand research 2020, report greece | 46 how do workers in greece find new job opportunities.
channels used to find new job opportunities channels used to find new job opportunities deep dive social media & job portals
job portals / job boards (π.χ. Jooble.org, 28% 63% Indeed.com, Careernet.gr, Careerjet.gr) 17% indeed.com 42% personal connections / referrals 54% 42% 23% jobs.com kariera.gr 17% google 18% 15% 7% recruit.net 13% company career site 14% 12% 6% recruiters 8% monsterboard 12% linkedin 5% 90% 11% facebook skywalker.gr 10% 10% public employment services 14% 24% instagram 9% staffing agencies 6% 7% 12% job fairs 4% twitter social media 20% 7% snapchat
2020 2019
employer brand research 2020, report greece | 47 perception of employer offer in greece and the region.
Understanding the gap between what employees want and what they think employers offer in greece and in the region provides valuable insights into building an employer brand.
employers in greece employers in europe are perceived to offer. are perceived to offer.
1 financially healthy 1 financially healthy 2 uses latest technologies 2 uses latest technologies 3 very good reputation 3 job security 4 job security 4 very good reputation 5 career progression 5 career progression 6 pleasant work atmosphere 6 attractive salary & benefits 7 interesting job content 7 pleasant work atmosphere 8 attractive salary & benefits 8 interesting job content 9 work-life balance 9 work-life balance 10 gives back to society 10 gives back to society
employer brand research 2020, report greece | 48 greece’s sectors score best on these 3 EVP drivers. 1/3
top 3 EVP drivers sector 1 2 3
01 pharmaceuticals financially healthy uses latest technologies very good reputation
02 tv/radio/media/advertising job security attractive salary & benefits pleasant work atmosphere
03 energy oil financially healthy job security uses latest technologies
04 gambling financially healthy uses latest technologies very good reputation
telecommunications/information 05 uses latest technologies financially healthy very good reputation technology
06 travel & tourism financially healthy uses latest technologies very good reputation
07 engineering / construction financially healthy uses latest technologies very good reputation
08 consumer product financially healthy very good reputation uses latest technologies
09 transportation/cargo financially healthy job security very good reputation
10 healthcare uses latest technologies financially healthy very good reputation
employer brand research 2020, report greece | 49 greece’s sectors score best on these 3 EVP drivers. 2/3
top 3 EVP drivers sector 1 2 3
11 consumer electronics uses latest technologies financially healthy very good reputation
12 banking/insurance financially healthy uses latest technologies job security
13 horeca financially healthy uses latest technologies very good reputation
14 industry/manufacturing financially healthy uses latest technologies very good reputation
15 fmcg financially healthy very good reputation uses latest technologies
16 retail financially healthy uses latest technologies very good reputation
17 retail - apparel financially healthy very good reputation uses latest technologies
18 food & beverage financially healthy very good reputation uses latest technologies
19 mining environment financially healthy job security uses latest technologies
20 supermarket financially healthy very good reputation job security
employer brand research 2020, report greece | 50 greece’s sectors score best on these 3 EVP drivers. 3/3
top 3 EVP drivers sector 1 2 3
21 business services - outsourcing uses latest technologies financially healthy career progression
22 security/facilities services uses latest technologies financially healthy very good reputation
23 retail - home improvement financially healthy uses latest technologies very good reputation
24 food industry - perishable financially healthy very good reputation uses latest technologies
employer brand research 2020, report greece | 51 methodology
2020 employer brand research.
employer brand research 2020, report greece | 52 methodology why smart sampling?
Since REBR 2017 companies are evaluated between 140 and 400 example respondents. The actual number of evaluations per company 140 respondents have evaluated company X. Of these 140, 50% find the depends on the awareness of the company. company nice to work for. Taking the error margin at n=140/50% into account, the real answer lies between 42% and 58%. The error margin is determined by the % of respondents giving a certain answer and the sample size to which the question has 400 respondents have evaluated company Y and of these 400, 50% finds been asked. The highest error margin occurs when 50% of the the company nice to work for. Taking the error margin at n=400/50% into respondents give a certain answer. The error margin is lower account, the real answer lies between 45% and 55%. when 30% (or 70%) of the respondents give a certain answer. 1200 respondents have evaluated company Z and of these 1200, 50% finds the company nice to work for. Taking into account the error margin at n=1200/50%, the real answer lies between 47% and 53%.
Therefore, the difference in error margin is very small between n=1200 and n=400 evaluations per company (5% margin vs 3% margin at the most). As such it can be concluded that maximum 400 evaluations per company are sufficient in order to determine a reliable attractiveness per company.
In practice, this means that every company with an awareness over 35% will have max 400 respondents evaluating the company. Companies with an awareness below 35% will be evaluated by 140 to 400 people (depending on awareness).
employer brand research 2020, report greece | 53 source bibliography.
1 6 https://hbr.org/2016/03/a-bad-reputation-costs-company-at-least-10-more- https://business.linkedin.com/content/dam/business/talent- per-hire solutions/global/en_us/c/pdfs/ultimate-list-of-employer-brand-stats.pdf
2 7 https://www.betterteam.com/blog/employer-branding https://business.linkedin.com/content/dam/business/talent- solutions/global/en_us/job-switchers/PDF/job-switchers-global-report-
3 english.pdf https://www.slideshare.net/JWTINSIDE/culture-scape-1028-sm 8 4 https://business.linkedin.com/talent-solutions/blog/2011/12/whats-the-value- https://www.pwc.com/gx/en/ceo-survey/2015/assets/pwc-18th-annual- of-your-employment-brand global-ceo-survey-jan-2015.pdf
9 5 https://www.webershandwick.com/uploads/news/files/EmployerBrandCredi https://www.webershandwick.com/uploads/news/files/EmployerBrandCredibilit bilityGap.pdf yGap.pdf
employer brand research 2020, report greece | 54 let’s talk.
Our research has many insightful, but complex insights so we'd love the opportunity to walk you through this document, share our thoughts and answer any questions you might have. randstad greece Anna Sykalou [email protected]
employer brand research 2020, report greece | 55