Tuesday, January 3, 2017

University Students’ “Best Companies to Work for” in Turkey

Attracting talent became a major topic in HR in the last years.

The reason is, companies started to realize that employees are the most important “capital” they have to reach their objectives and make a difference among competition.

“Recruitment” was replaced by “talent acquisition” and “employer brand management” started to have an important role as an important tool to attract the talent.

The most important thing to attract talent is understanding their expectations and shaping / reshaping HR practices, company culture accordingly. And the most important tool to understand expectations is making surveys.

Thus, students’ viewpoint started to be more important especially for companies focusing on “new graduate” recruitment.

There are 2 important surveys targeting university students’ career expectations in Turkey.
1st is “En Gözde Şirketler” (Favorite companies).
2nd is “Turkey’s Most Attractive Employers” made by Universum since 2014.

The results are similar at some point; and very different at some other. The objective of this article is to share differences and similarities; and also to evaluate the reasons of differences by considering the 2016 results of both surveys.

En Gözde Şirketler (Favorite Companies) Survey

This survey is made since 2009 by Realta Consultancy & Bloomberg Businessweek Türkiye.

In 2016, 24,335 students from 80 universities participated at En Gözde Şirketler (Favorite Companies) survey.

Faculties of participants;
















The reasons students choose their favorite companies in Turkey seem to be;
  • Company’s prestige
  • Company’s positioning in the industry
  • Company’s promising future
  • Company’s vision (having a clear vision)
  • Personal development opportunities
  • Financial power
  • Being a good reference for the future
  • Harmony between company – person
  • Growth rate
  • Professional development opportunities



Most Attractive Employers Survey

This survey first started in 1988. However in Turkey, Universum started to make surveys in 2013.
In 2016, 36,227 students from 38 universities joined “Turkey’s most attractive employers” survey.

Faculties of Participants:



Regarding industry preferences of participants, educational and scientific institutions rate 1st, media – advertising industry rate 2nd, healthcare services rate 3rd.

Students’ career aspirations are listed as follows:
  • To be entrepreneurial or creative / innovative
  • To have an international career
  • To be a leader or manager of people
  • To have work/life balance
  • To be secure or stable in my job
  • To be dedicated to a cause or to feel that I’m serving a greater good
  • To be a technical or functional expert
  • To be autonomous or independent
  • To be competitively or intellectually challenged


Companies’ Rankings at Both Surveys

Ranking
Company
Favourite Companies Survey
Most Attractive Employers Survey (Business / Commerce)
Most Attractive Employers Survey (Engineering)
1
Mercedes Benz
1
28
15
2
Unilever
2
8
11
3
P&G
3
25
45
4
Microsoft
4
6
5
5
THY
5
2
6
6
Google
6
5
2
7
CocaCola
7
10
28
8
Merkez Bankası
8
-
-
9
Aselsan
9
21
4
10
Turkcell
10
24
26
11
Finansbank
11
-
-
12
Ülker
12
-
-
13
IBM
13
34
19
14
Bosch
14
44
13
15
Loreal
15
15
41
16
Ziraat Bankası
16
9
78
17
Ford Otosan
17
49
14
18
Türk Telekom Grubu
18
26
34
19
İş Bankası
19
11
71
20
Deloitte
20
31
93
21
Arçelik
21
57
32
22
Garanti Bankası
22
30
-
23
Vodafone
23
53
57
24
Tubitak
24
17
7
25
TAI
25
-
10
26
Akbank
26
54
-
27
Samsung
27
16
17
28
PWC
28
27
95
29
Nestle
29
37
37
30
ETI
30
68
47
31
Philip Morris
31
19
55
32
Enerjisa
32
83
27
33
Toyota
33
42
49
34
Nike
34
-
-
35
Anadolu Jet
35
-
-
36
Pepsi Co
36
45
68
37
Pfizer
37
86
52
38
Siemens
38
98
12
39
BAT
39
40
84
40
Pegasus
40
23
58
41
Şişecam
41
-
60
42
Yapı Kredi
42
36
-
43
Migros
43
66
99
44
Accenture
44
-
-
45
TAV
45
-
31
46
Tofaş
46
79
51
47
Havelsan
47
-
21
48
Henkel
48
80
64
49
Sütaş
49
-
-
50
Renault
50
85
50





80 Universities / Favourite Companies
Reasons of Choosing Favourite Companies
36 Universities / Most Attractive Employers
Students’ career aspirations are listed as follows:
Company’s prestige
To be entrepreneurial or creative / innovative
Company’s positioning in the industry
To have an international career
Company’s promising future
To be a leader or manager of people
Company’s vision (having a clear vision)
To have work/life balance
Personal development opportunities
To be secure or stable in my job
Financial power
To be dedicated to a cause or to feel that I’m serving a greater good
Being a good reference for the future
To be a technical or functional expert
Harmony between company – person
To be autonomous or independent
Growth rate
To be competitively or intellectually challenged
Professional development opportunities
-




Although the scope of information written for these two surveys are different, they give valuable insight for having some viewpoints.

  • En Gözde Şirketler was made in 80 universities with 24,335 students, but Universum survey was made in 38 universities with 36,227 students. So, 1st reflects the viewpoint of a more large mass all over Turkey. However the 2nd was made in a more limited scope with more participation. It shows a more detailed picture of audience at target universities.  
  • Participants of En Gözde Şirketler Survey give more importance to strength of company; whilst Most Attractive Employers Survey shows that students focus more on their development.  Difference of the audiences most likely caused that.
  • Differences of companies’ rankings are also most likely because of that. It is also important to consider the faculty distribution of participants for that difference.   
  • If a company wants to have a viewpoint on the employer brand of the company all over Turkey, En Gözde Şirketler (Favourite Companies Survey) seems to give a better insight. However if a company wants to focus on its employer brand at some target universities and develop strategy according to results, Most Attractive Employers Survey seem to be more helpful.


It is very important to be ranked at these lists because it shows value of the employer brand. However the most important thing is to be listed each year in a stable way because it shows the real value.

Looking forward to 2017’s results!


References:


No comments:

Post a Comment