Your Future Potentials Research 2009

Hewitt Associates

Vodafone Magyarország Zrt.

Your Future Potentials Research 2009

 About the survey

Data collection Target groups

 Co-operation with job portals, recruitment  Graduates

companies
 25 colleges / universities in Hungary
 Employees in Hungary
 On-line and paper based questionnaires
 20 000 filled questionnaires (Jan-Febr.2009)
 Career starters (employees with less than 2 years of work
experience)
 Experienced workers (employees with more than 2 years of
work experience)

Focus of the study

 Perceptions about different industries on the labour market
 Familiarity and desirability of Telecommunication industry
 Vodafone’s position in the industry
 Workplace selection preferences
Ultimate goal: use the
information to participate
successfully in the Best
Employer Survey

Your Future Potentials Research 2009

 Desirability and familiarity of industries
Desirability-familiarity matrix of industries
50%

40%

Retail

Financial (bank &

Desirability

30% Media/ Advertising insurance)

IT/ Software Telecommunications Automotive

20%
Business consultancy Food/Beverage/
Electronics Tobacco/FMCG
Pharmaceutical/
10% Energy Chemical industry

0%
0% 10% 20% 30% 40% 50%
Familiarity

Telecommunication
Familiarity: 6th place Desirability: 5th place

Your Future Potentials Research 2009

 Desirability and familiarity of companies within the
industry

Vodafone: middle range, more familiar than

desirable

Your Future Potentials Research 2009

 Desirability of Vodafone

Rank of attraction by
age:
under 25 years of age
25-34 years
35-44 years
45 years or over
length of working experience:
no working experience and 1-6 months
6-12 months and 3-5 years
1-2 years
education:
secondary
tertiary (college degree)
elementary

Brand effect
Focus on more experienced candidates

Your Future Potentials Research 2009

 Rank of preferences
by importance

Indicated attributes Real attributes

Attractive pay 1. Attractive pay
Reliable, stable workplace 2. Reliable, stable workplace

Professional development 3. Professional development

Flexible working conditions 4. Reputation as an employer
Stimulating, challenging work 5. Stimulating, challenging work
Career opportunities 6. Product/ service excellence
Successful, dynamic, growing company 7. Successful, dynamic, growing company
Product/ service excellence 8. Career opportunities
International background 9. International background
Reputation as an employer 10. Flexible working conditions

Reputation as an employer: uncoscious factor

Your Future Potentials Research 2009

 Characteristics of Vodafone

60%

53%
40%
41% 40% 40% 39%
28% 28%
20% 25%
19%
14%
0%

-20%

-40%

-60%
Attractive pay Reliable, stable Flexible w orking Stimulating, Reputation as an Professional Product/ service Career Successful, International
w orkplace conditions challenging employer development excellence opportunities dynamic, background
w ork grow ing
company

Strengths: international background, attractive pay, stable workplace, reputation as

an employer
Weaknesses: flexible working conditions, challenging work, career opportunities

Your Future Potentials Research 2009

 Characteristics of Competitors Compared to Vodafone
(Rank by preferences)

Telekom Pannon Vodafone

1. Attractive pay 47% 41% 41%

2. Reliable, stable workplace 51% 47% 40%
3. Professional development 31% 30% 28%
4. Reputation as an employer 43% 41% 40%
5. Stimulating, challenging work 22% 21% 19%

Economic crisis: more emphasis on stability

Your Future Potentials Research 2009

 Vodafone compared to dream workplace

60%

40%

20%

0%

-20%

-40%

-60%
Attractive pay Reliable, stable Flexible working Stimulating, Reputation as an Professional Product/ service Career Successful, International
workplace conditions challenging work employer development excellence opportunities dynamic, background
growing
company
Vodafone industry average Industry dream w orkplace

Vodafone: Successful, dynamic, international

STABILITY! 
Your Future Potentials Research 2009
 Conclusion

Vodafone is in the middle range among the

companies of telecommunications industry regarding
desirability and familiarity

Vodafone is most familiar and desirable for

respondents under 25 years of age Internal External
satisfaction employer brand

Vodafone’s most common parameters: International

background, attractive pay, positive reputation as an
employer, stable workplace
Employer branding
Vodafone is better than it’s competitors: Successful,
dynamic, growing company,
International background

 Areas to improve:

Customer
career opportunities brand

professional development
challenging work
flexible working conditions

Your Future Potentials Research 2009