 Youth prefer brand image for choosing jobs
When it comes to understanding the youth, India Inc doesn’t score high enough. Despite popular misnomers that today’s youth have short-lived ambitions, are opportunistic and only money-oriented , the survey on ‘why youth pick and chuck jobs’ by temping firm, TeamLease reports ‘future career opportunities’ as one of the key influencers for picking jobs.
At the same time, ‘job profile’ was highlighted as the next prominent criteria for talent attraction. The study polled youth below 25 years across eight major cities (Ahmedabad, Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Mumbai and Pune) for a sample size of 443 and 52 HR heads.
Office location and convenience of commuting emerged as primary criteria for accepting and keeping jobs amongst the Gen Y. Stress over job security compels young employees to look at ‘better job opportunities elsewhere.’ This, coupled with worklife imbalance, is key contributors to employee disengagement.
‘Unmet expectations’, ‘unkept promises’ are also large contributors to employee ‘disenchantment’ and ultimately, attrition. ‘Marriage’ and ‘starting own business’ are least considered reasons for leaving the company. A large number of respondents agreed that ‘growth opportunities’ and ‘job profile that matches future career plans’ did form an integral factor to promote longevity at the organisation. ‘Financial independence’ and ‘supporting family’ continue to be drivers for youth taking up employment.
Of those polled, 80% of the youth gave ‘corporate brand image’ high priority while choosing a job, and there was a buy in on the same by most HR professionals too. Almost 90% of the youth stressed on the money-mantra while accepting a job, though Ahmedabad seemed to deviate a bit with just 70% acceptances. Overall, HR professionals agreed that on ‘compensation & benefits’ high competitiveness existed, however in Mumbai almost 45% of the HR members stood undecided if that was the fact, and 18% in Bangalore disagreed.
At least 50% of the youth across all cities want to enjoy the ‘enhanced social status’ , with Bangalore’s young showing the highest degree of disagreement. There is a difference in opinion in Hyderabad’s youth and HR community with 54% of the former and only 40% of the latter thinking on the same lines.
Even though there is consensus amongst youth and HR managers that ‘long working hours’ facilitates attrition, 20% youth in Mumbai, Hyderabad & Bangalore disagree. As high as 73% youth in Pune agree that ‘peers, colleagues moving out’ accentuates their own move out, and over 40% respondents in Mumbai & Delhi and over 20% in rest of the cities disagree.
Content Courtesy: The Economic Times
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