A recent survey by Aspire Global Network has revealed the findings of its first ever recruitment survey – ‘Be Aspired’. It marks the launch of a bi-annual study undertaken by independent researchers Ipsos MORI to benchmark the ‘engagement’ or loyalty of people working in the media and marcomms industries.
The research offers an understanding of what drives retention (why people stay at a company) and provides insight on retention strategies that can be used by Aspire clients and businesses.
According to the survey of over 1500 candidates*, 80{6060b2de664e4eaa3e7b7e86961ce2c4bbd7a29b6c1097abf8257a4e5b07383e} of employees questioned feel their companies are stable or improving. 63{6060b2de664e4eaa3e7b7e86961ce2c4bbd7a29b6c1097abf8257a4e5b07383e} of employees are proud to work for their organisations and 70{6060b2de664e4eaa3e7b7e86961ce2c4bbd7a29b6c1097abf8257a4e5b07383e} feel motivated to give their best. All good news for media owners, agencies, market research agencies, digital and marketing services. However, 30{6060b2de664e4eaa3e7b7e86961ce2c4bbd7a29b6c1097abf8257a4e5b07383e} of employees are actively looking to move organisations and 36{6060b2de664e4eaa3e7b7e86961ce2c4bbd7a29b6c1097abf8257a4e5b07383e} say they intend to move companies within the next two years (70{6060b2de664e4eaa3e7b7e86961ce2c4bbd7a29b6c1097abf8257a4e5b07383e} of which are actively looking now).
Surprisingly the results revealed that money was not a driving factor for staff, instead career path and job role were said to impact heavily on their opinion of their current position.
The survey exposed the top 5 reasons for employees staying within their current job were:
- Having interesting work.
- Having employers who are interested in their well-being.
- Feeling skills are used to their full potential.
- Having a clear career path.
- Belief in ability to find a similar job.
However, more ominously, less than half of people questioned felt positive about how their skills are used and their career development. Candidates expressed the need for a “Clearer career structure – not just money promotion, but what that difference in role means in real terms.” And “Continuous learning opportunities which are in consistent with the career direction I am heading for” and “Permission to use all of my skills? I have a wealth of experience which is un-tapped.”
The findings of the survey suggest employers need to look at special interest projects to accommodate existing and new skill sets, looking at a clear development plan for their staff. It also proposes employers should review and revisit their employee value proposition/ employee deal, particularly in the light of changes made during the economic crisis to pay, training and promotions for example.
The survey also revealed the companies and company leaders candidates would most like to work for; all of which profile as continually expanding, successful businesses.
Paul Farrer, Chairman of Aspire Global Network, commented:
“Google was highlighted as the company people would most like to work for. Its reputation as a leader in new technology, a profitable and continually growing business and dominance within the sector make it an attractive company to work for.”
“Interestingly Richard Branson was the leader most people would like to work for. Branson is a renowned businessman and incredibly entrepreneurial and creative individual. His sensitive approach to leadership and offering of strong staff packages and benefits has garnered staff loyalty. This is quite clearly a factor of high importance to the audience of our survey, and one employers need to take note of.”
Paul Farrer, added: “Survey results were genuinely surprising. It’s clear many staff in the industry are actually quite positive, against a backdrop of recession and the doom and gloom of recent economic downturn.”
“We know from the survey results and our own experience, that staff loyalty is most strong when there is a match between employee expectations and company expectations. Employers looking to keep good people need to know exactly what staff within this industry are looking for:
- More responsibility
- Less bureaucracy
- Flexible working
“Agencies and business owners need to be aware of these needs and wants, and apply them to their practice if they want to retain their loyal employees.”
Technical note: the results are based on un-weighted data from 1647 candidates registered with the Aspire Global Network in the UK (1545) and Australia (102). The data was collected by Ipsos MORI between July 6 and July 31 2011 via an online questionnaire sent to Aspire candidates.
