The Careers in Africa Employer of Choice 2019 survey is a robust piece of research providing useful information for candidates and employers alike. Here we explain the methodology underpinning it
The Careers in Africa Employer of Choice 2019 study intends to shed light on which employers are attracting talent across Africa and why. With 30,000+ responses, this is a really robust piece of research that should be useful to employers and talent focused on the continent.
The big change for 2019 is our split ranking of international and regional brands. In previous years, around 70% of the ranked companies have been international brands, but creating a ranking for regional brands allows us to feature far more organisations who are focused on Africa. There are more regional brands, employing more people, so it makes sense to give them greater exposure.
The trickiest part of this was defining what makes a brand international or regional. Given shared ownership, representative offices, distributor models and things like that, it's not a straightforward definition. Therefore, we focused on the brands themselves, and whether those brands were originally, or predominantly, focused on Africa. It's not ultra-scientific, but we think that it suits the nature of the study. The maps on the opposite page contrast the brands that came top in each country in the two categories.
How we did the survey
The survey underpinning the study segments respondents by demographic group and works by asking everyone to select one international brand they would like to work for, and one regional. For each brand, they rated the organisation against a number of attraction drivers (reasons someone would work for an organisation). We also asked respondents to give us the main reason they selected each employer from a list of choices.
Creating the index
This left us with data on the popularity of employers and perceptions of their performance against a range of factors. To bring this together into a coherent index, we first weighted the data to ensure country populations were reflected, then averaged the ratings for the brands across all attraction drivers. We looked at the popularity of the brand and its average driver rating in terms of difference from the average, adjusting those numbers so that popularity and attraction driver perception equal impact on the final index, where the highest scoring organisations in the international brands ranking and the regional brands ranking become our Careers in Africa Employers of Choice for 2019--see pages 60-61 for the international rankings and pages 62-63 for the regional rankings.
Why people join employers superior experiences count
In the past, we've asked people to indicate how much a wide range of attraction drivers matter to them in a sort of vacuum. That is, we've asked people things like "Out of 10, how important are health benefits to you in choosing an employer?"
This year we added something a little different and asked talent to first select an employer, then pick the one reason above all others why they chose that specific organisation.
The results were surprising. Offered the choice of 16 attraction drivers (see opposite page), 70% of talent put their decision down to one of just four options:
* The opportunity for challenging work
* The opportunity to learn new skills
* The reputation of the organisation for innovation and forward-thinking
* The opportunity to make an impact on society through the organisation
This means that a range of key drivers, including everything around reward, ethics and work-life balance were being overlooked.
What's really interesting about this insight is that the key attraction drivers are mirroring most of the excellence differentiators in employee experience models. That is, the parts of the employee experience in which the best stand out from the crowd and cement the financial bump a strong EX provides.
Indeed, the only differentiator not featured is trust in senior leadership, which is regularly cited not as an attraction driver, but as a key retention driver.
The message that emerges from this data appears clear. Not only are elements like development, future competitiveness and purpose key to a world-class overall employee experience, they are particularly important in the awareness and recruitment phases of the employee lifecycle, and should be at the heart of talent acquisition messages.
Caption: Careers in Africa Employer of Choice 2019--attraction drivers
Careers in Africa Employer of Choice 2019--attraction drivers Company What is the What is the main thing that main thing that attracted you to attracted you to the international the regional brand brand you chose? you chose? 1 The opportunity for 20.21% 20.19% challenging work 2 The ability for me 19.52% 19.47% make a real difference to society through the organisation 3 The opportunity to 15.16% 15.36% develop my skills 4 Reputation of 13.89% 14.57% organisation as an innovative and...