Sector’s attractiveness continues to drop as stability returns to other sectors
New Zealand’s education and training services sector may soon face staff shortages, with potential employees finding the industry less attractive.
The 2015 Randstad Award employer branding research shows a drop in attractiveness for the third consecutive year in the education and training services sector. When asked, only 32.02% of respondents said they would like to work for organisations in the sector, compared to 34.20% in 2013 and 32.52% last year.
Despite the drop, the education and training services remains the most attractive sector in New Zealand, ahead of the professional services and the information technology and telecommunications sector.
Country Manager of Randstad New Zealand, Brien Keegan, believes the drop in attractiveness of the education and training services sector can be explained by changes in New Zealand’s economy.
“At the height of the Global Financial Crisis, the education and training services sector was perceived by many potential employees as being a stable industry, which provided good job security, unlike many other sectors at the time. As a result, we saw an increase in the number of people retraining in order to enter the sector.
“However, as the New Zealand economy continues to grow and stability has returned to many sectors, we have seen the appeal of the education and training services sector decrease.”
In spite of a drop in attractiveness during the past few years, the education and training services sector still has many appealing attributes for potential employees. The research, from HR and recruitment experts Randstad, found that the education and training services sector scored very highly when it came to showing concern for the environment and society, providing a pleasant working atmosphere, good work-life balance, and interesting job content.
“The education and training services sector is linked with the New Zealand population; as the population grows, so will the sector,” says Brien Keegan.
“In order to avoid staff shortages, companies and organisations within the sector must refocus their recruitment and retention strategy to ensure that it is able to attract key talent. The old adage that teachers are teaching the leaders of tomorrow, is a poignant reminder that it is essential this sector is able to recruit and retain its top talent.”
Women and those aged between 45 to 65 years, as well as those with tertiary qualifications are most attracted to jobs in this sector. The research also revealed that North Islanders are more interested in the education and training services sector than their South Island counterparts.
Five 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 21% of respondents. This was followed by pleasant working atmosphere (10%), good work-life balance (10%), long-term job security (12%) and interesting job content (11%).