A Shortage of Talent
According to Universum, the world's top companies are facing an international skill shortage among potential employees - an assertion that's supported by recent research by the American Association of Colleges and Universities (AAC&U). The AAC&U survey found that only 25% of American employers believe that 2- and 4-year colleges and universities are adequately preparing graduates for the global economy.
Of course, the success of a business depends heavily on the talent that it can attract. Google didn't get where it is by hiring just anybody, and to stay successful it has to attract the best possible employees. Companies like Universum help businesses build their brands - not as corporations or producers of goods and services, but as employers.
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Students Seek Opportunities for Advancement
In order to track the success of employer-branding efforts, Universum has launched a survey of the talent pool companies are vying for - business and engineering students at top colleges and universities worldwide. For their second annual 'global talent attraction index,' Universum surveyed almost 130,000 career seekers in the world's top 12 economies: The U.S., Japan, China, Germany, France, the U.K., Italy, Brazil, Spain, Canada, Russia and India.
The survey results revealed several trends guiding what makes companies attractive as employers. The strongest trend is the dominance of American multinational corporations. In spite of the growth of other economies, students see American firms as the 'true international organizations, where nationality will not stand in your way to the top' according to Michal Kalinowski, Universum's CEO.
Companies that promote the success of their employees (the 'me' brand) also did better. Universum found that students, unsurprisingly, prefer companies that offer opportunities for professional development and career advancement.
The survey also found that students' perception of industry and employer are interdependent. For example, the poor reputation of the banking and investment sector after the financial meltdown has made individual companies in the industry less attractive. By contrast, the attractiveness of an employer is not linked with the strength of its corporate brand. The businesses at the top of Fortune's most admired companies list are not necessarily the businesses that top the most attractive employers list.
The World's Top 10 Business Employers
- Ernst & Young
- Procter & Gamble
- The Coca-Cola Company
- J.P. Morgan
- Goldman Sachs
The World's Top 10 Engineering Employers
- General Electric
- Procter & Gamble
Students: Who's your dream employer? Let us know @Studydotcom.