education and training services sector grows in attractiveness

education and training services sector grows in attractiveness

Perception of a good work-life balance and pleasant working atmosphere key to interest in sector



New Zealand workers have ranked the education and training services sector the country’s most attractive sector, according to the latest results of the Randstad Award employer branding research. This study found that 33.08% of New Zealand respondents stated they would like to work for companies within the education and training services sector. This is an increase on recent years which saw interest in the sector decline slightly. In 2015, 32.02% of New Zealanders ranked it the most attractive sector, and 32.52% in 2014. It is, however, the second year in a row that the sector has been ranked number one.

Following closely behind was media with 31.87%, and the third ranked professional services sector (31.09%). Media has experienced a particular increase this year moving from its 2015 ranking of fifth, to second most attractive sector this year.
The Randstad Award employer branding research is the largest and most robust study of its kind globally, capturing the perceptions of 200,000 potential job seekers from across 25 countries. This year 7,017 New Zealanders, of working age, participated in the study.

As well as being ranked the most attractive by respondents, organisations in the education and training services sectors saw the most movement among the rankings with Victoria University of Wellington moving up 12 places (from 19 in 2015), and the University of Auckland moving five places from tenth to fifth. This year saw the University of Waikato (19) place in the top 20 most attractive organisations for the first time. UNITEC Institute of Technology (14) also made the top 20, the first time since 2012.

The education and training services sector is one of those sectors which is consistently seen as being attractive to jobseekers in the Randstad Award study.

The education and training services sector has often been seen as stable for jobseekers. Regardless of how well the economy is operating, the perception is that there will always be a need for educators. However, what we are seeing this year is a genuine lift in attractiveness – not just with the overall increase in perception of attractiveness, but by the fact seven of the top 20 organisations are from the education and training services sector.

When you delve into the research it’s clear that the education and training services sector has many appealing attributes for potential employees. The sector was ranked number one when it came to being environmentally and socially aware; providing a pleasant working atmosphere; good work-life balance; and, providing interesting job content. It also ranked highly with providing good training for employees.

Jobseekers are always going to prioritise those organisations in which they perceive there to be positive employee benefits. This is why it’s important employers have a full understanding of their employer brand and how they can best attract, secure and retain the best talent possible.

The annual employer branding research is one of the many tools Randstad provide to organisations to help them achieve this.

The education and training services sector was popular with both men and women, and particularly with those aged between 25 to 65 years. In addition, those with tertiary qualifications are most attracted to jobs in this sector.   

Six years since the first Randstad employer survey was undertaken, the most important criteria for New Zealanders when choosing an employer continues to be salary and employee benefits, according to 22% of respondents.  This was followed by long-term job security (14%), pleasant working atmosphere (10%), good work-life balance (10%), and interesting job content (9%).




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Posted: Tuesday, 22 April 2014 - 3:55 PM