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:
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