Every year African Business partners with the Global Career Company to create its Employer of Choice ranking. This year’s results emphasised the importance attributed to making an impact when deciding which organisation to work for. In the biggest study to date, this year’s ranking collated the views of thousands of African professionals to discover which brands lead the way on the continent in their appeal to prospective employees. The survey, methodology and outreach was spearheaded by leading recruitment specialists the Global Career Company in association with Willis Towers Watson.
Employer of Choice ranking methodology
The Employer of Choice ranking is the only employer attractiveness awards based entirely on the votes of the global African talent pool. The ranking (and awards) cannot be entered by brands, so there are no entry fees, no entry packs and no lobbying for nominations. Brands are simply voted among the most attractive by their prospective talent, or they are not included.
The votes that make up the Ranking are drawn from the Careers in Africa Employer of Choice Study. This is the continent’s first employer attractiveness study completed at scale (by more than 20,000 professionals) from an external talent pool. That is, a survey of talent not currently working for the organisations they are reviewing. Therefore, the ranking is reflective of the impact of employer brands and value propositions on the talent market.
The survey provides a vast amount of data, with almost 100 questions completed per respondent. To draw out the results from this data requires a rigorous methodology that gets to the heart of what it means to be an Employer of Choice.
The make-up of an Employer of Choice is multi-dimensional. Popularity and brand awareness matter, as this drives the volume of applications and the ability to source. Equally important though, is the likelihood of an employer being selected over its rivals by talent with multiple offers. Finally, in a competitive talent market, the granularity of the value proposition by attraction drivers also plays a role, with the perception of the employer’s ability to deliver the right employment deal a critical factor in the decision making process that talent goes through.
To reflect the multi-dimensional nature of Employer of Choice status, an Index is created from the survey results. Employers are ranked by a combination of popularity, choosability and perception across key attraction drivers, all of which are provided in the data from the survey. Only by scoring well in all aspects will a company feature in the Top 100 ranking.
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