{Study} Employer branding by paycheck: what else makes employers attractive?

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For young specialists in Germany, salary is the most important quality that makes employers attractive. This is a result of Universum's Young Professional Survey, which also ranked the most attractive Company includes. Best of HR – Berufebilder.de®

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Tina Smetana Best of HR – Berufebilder.de®Tina Smetana is Country Manager Germany at the employer branding consulting company Universum.


In the competition for skilled workers Company increasingly show what they have to offer

An attractive base salary is again at the top of the list for all young professionals this year when it comes to the properties of attractive employers. For the increasing competition for skilled workers, this means more than ever to show what they have to offer young professionals beyond their salary. The latest Young Professional Survey 2019 from Universum shows which characteristics are particularly popular with young specialists and which companies are most popular. The employer branding consultancy surveyed a total of 12.083 young professionals in Germany. The results suggest that young professionals differ, for example, depending on the department in what they particularly value about companies. Against this background, differentiated and targeted employer branding is recommended.

For example, if companies are looking for young professionals with a degree in economics, they should be aware that for them, in addition to an attractive basic salary, managers who support further development and high income in the future are among the most important attributes that make companies attractive. Young engineers and computer scientists are also particularly attracted to companies that promise high incomes in the future. Flexible working conditions also count for computer scientists, and secure employment is one of the three most important attractiveness factors for engineers and scientists.

What makes companies attractive differs according to life phase

A comparison of the rankings of the most attractive employer characteristics for students and young professionals shows that flexible working conditions are very popular with young professionals (3rd place), but they are less important for students (12th place). The situation is similar with work-life balance and the recognition of performance. Both are among the top 5 for young professionals, and 15th and 11th for students. The differences are probably based on work and life experience as well as the changed living conditions. Students simply lack experience in many of these areas, so the topics are rather abstract for them.

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Google among top 3 most attractive employers for economists

For young professionals with a degree in economics, Google is one of the three most attractive companies this year. The company places Daimler / Mercedes-Benz and Audi in fourth and fifth place. The BMW Group (first place) and Porsche (second place) are still at the top. Porsche, the BMW Group and Audi remain the most favored by young engineers. Daimler / Mercedes-Benz and Bosch swap places:

Bosch climbs up to 4th place, Daimler / Mercedes-Benz falls to 5th place. There is also no change for the young IT professionals when it comes to the three most attractive employers: They still prefer to go to Google, Microsoft or the BMW Group work. Only Audi loses a place: If the carmaker shared third place with the BMW Group last year, the company falls to fourth place and ends up in front of SAP (fifth place). Most young professionals with a scientific degree, on the other hand, are also attracted to Bayer this year, followed by Roche, BASF, Novartis Pharma and the Fraunhofer-Gesellschaft.

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Make the exit from the company positive

Up to a quarter of the young professionals surveyed as part of the Young Professional Survey say they want to change jobs. This speaks for a certain level of dissatisfaction among young professionals. On the one hand, managers are challenged to find out what the reason is through discussions. Should employees decide to leave the company, employers would do well to make the exit as positive as possible.

On the one hand, they can benefit from the fact that employees recommend their former employer to their network. On the other hand, companies increase their chances of so-called “Boomerang Hires”: Former employees return to their former employer after one or more stopovers at other companies. Thus, the exit is also a binding measure and can save companies a lot of money.

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Targeted address as a competitive advantage

The results of the Young Professional Survey offer companies the opportunity to structure their employer branding in a data-based and strategic manner. In the increasing competition for skilled workers, it is a great advantage to know which qualities the desired talents value in companies. With this knowledge, employers can design their communication in a target group-specific manner so that they address and convince the right specialists with the content that is relevant to them.

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