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CEOS MESSAGE
The ROZEE.PK Top Employer Rankings of Pakistan 2012 study statistically measures top of mind employer brand strength. The purpose of this study is to help businesses understand their relative perception in the labor market and to celebrate those that have achieved exemplary success. Employer branding continues to take center stage on the War for Talent. Companies with the strongest employer brands are often able to acquire the brightest talent more efficiently, exhibit higher productivity, increase employee retention and even attract more customers. We are exposed to employer brand strength every day on ROZEE.PK by observing the number of candidates that apply to each job posting. With over 25,000 job applications processed each day on our platform, we have a unique vantage point. Not surprisingly, identical positions at different organizations in the same city and industry often attract a vastly different number of candidates. This is employer branding in action. A strong employer brand is not just an asset for Human Resources departments but has a direct correlation to a companys ability to succeed in the market place. We hope this report is useful to your organization in its continued quest for excellence.
TABLE OF CONTENTS
Executive Summary .............................................................................................................................................1 Overview ..........................................................................................................................................................1 Impact Of Employer Brand Strength .........................................................................................................1 Key Findings ..................................................................................................................................................2 Research Methodology ......................................................................................................................................3 Respondents Profile ............................................................................................................................................4 Demography ..................................................................................................................................................4 Age ............................................................................................................................................................4 Gender ......................................................................................................................................................4 Geographic Location .............................................................................................................................5 Social Structure ............................................................................................................................................6 Level of Education ..................................................................................................................................6 Working Status ........................................................................................................................................6 Type of Work ............................................................................................................................................6 ROZEE.PK Top Ten Employers 2012 ...............................................................................................................7 Top Employers by Industry ............................................................................................................................... 8 Top Employers in the Agriculture/Fertilizer/ Pesticide Industry ...........................................................8 Top Employers in the Automobile Industry ..............................................................................................8 Top Employers in the Banking Industry ....................................................................................................9 Top Employers in the Construction/Cement/ Metals Industry ..............................................................9 Top Employers in the Education/Training Industry ...............................................................................10 Top Employers in the Electronics Industry...............................................................................................10 Top Employers in the F.M.C.G. Industry .................................................................................................11 Top Employers in the Financial Services Industry.................................................................................11 Top Employers in the Information Technology Industry ......................................................................12 Top Employers in the Manufacturing Industry .......................................................................................12 Top Employers in the Media/Communications Industry ......................................................................13 Top Employers in the Mining/Oil & Gas/Petroleum Industry ...............................................................13 Top Employers in the NGO/Social Services Industry ...........................................................................14 Top Employers in the Pharmaceuticals/Clinical Research Industry ..................................................14 Top Employers in the Telecommunication/I.S.P Industry ....................................................................15 Top Employers in the Textiles/Garments Industry ................................................................................15 Top Employers in the Travel/Tourism/ Transportation Industry ...........................................................16 Segmented Top Ten Employers ......................................................................................................................17 Top Ten Employers by Genders ...............................................................................................................17 Top Ten Employers by Females .........................................................................................................17 Top Ten Employers by Males .............................................................................................................18 Top Ten Employers by Age Bracket ........................................................................................................19 Top Ten Employers by Respondents Under 30 ..............................................................................19 Top Ten Employers by Respondents Over 30 ................................................................................21 Top Ten Employers by Geographic Location ........................................................................................23 Top Ten Employers in Lahore .............................................................................................................23 Top Ten Employers in Karachi ............................................................................................................24
Top Ten Employers in Islamabad/Rawalpindi Metropolitan Area .................................................25 Top Five Employers in Faisalabad .....................................................................................................26 Top Three Employers by Geographic Location ...............................................................................26 Top Ten Employers by Working Status ...................................................................................................27 Top Ten Employers by Full-Time Employed Respondents ............................................................27 Top Ten Employers by Full-time Student Respondents .................................................................29 Top Ten Employers by Type of Work ......................................................................................................30 Respondents Employed in a Professional or Higher Technical Work ........................................30 Respondents Employed as Manager or Senior Administrators ....................................................31 Top Five Employers by Respondents Employed as Clerical Staff ...............................................32 Top Five Employers by Respondents Employed in Sales or Services .......................................32 Top Ten Employers by Level of Education ............................................................................................33 Top Ten Employers by Respondents with a University Level Degree ....................................... 33 Top Ten Employers by Respondents with a Postgraduate Level University Degree ...............34 Top Ten Employers by University Attended ..........................................................................................37 Top Ten Employers by Employed Respondents Industry ..................................................................38 Telenor Pakistan .....................................................................................................................................38 Unilever Pakistan ...................................................................................................................................38 United Nations Pakistan .......................................................................................................................39 Engro Corporation Limited ...................................................................................................................39 Nestle Pakistan ......................................................................................................................................40 Mobilink GSM .........................................................................................................................................40 Pakistan Tobacco Company Ltd ........................................................................................................41 Bank Alfalah Ltd .....................................................................................................................................41 Abbott .......................................................................................................................................................42 Oil and Gas Development Company Ltd ..........................................................................................42
Respondents Reasons for Selection ............................................................................................................43 Reasons for Selection of Top Employers 2012 .....................................................................................43 Reasons for Selection of Top Employers by Industry ..........................................................................44 Banking ....................................................................................................................................................44 F.M.C.G. ...................................................................................................................................................45 NGO/Social Services ............................................................................................................................46 Telecommunication ................................................................................................................................46 About Rozee Research ......................................................................................................................................48 Office Locations ..........................................................................................................................................48 About YouGov ....................................................................................................................................................48
A total of 9,068 respondents took the survey in the span of 16 weeks and answered their preference for the top employer in Pakistan. Respondents had to choose one employer from the list of 1,169 companies or specify an alternate choice. For this reason, a weighted analysis is presented in this research to provide a fair picture of those companies that received the highest number of votes by respondents.
960.3
281.8 138.0 43.0 Weak Employer Brand Top 100 Top 25 Top 10
The employer that appears in the top ten ranks of the ROZEE.PK Top Employer Rankings 2012 receives on average more than 20 times applications per job posting. This rate is fairly consistent across identical jobs being posted in a functional area by different employers of varying employer brand strengths. The applicant ratio (applications received per job) declines as we move down the ranks. Indeed, such is the power of a highly branded employer that it is able to attract the most talent from the pool of job-seekers in the market. However, those employers that appear further down in the ranks receive substantially less applications because of their low employer brand awareness.
KEY FINDINGS
The top three highest ranked employers belong to the NGO/Social Services, Fast Moving Consumer Goods (FMCG), and Telecommunication sectors. These top three employers attracted almost 50% of the total votes given to the ROZEE.PK Top Ten Employers 2012. The FMCG sector had the highest popularity amongst respondents as four employers from this industry make the ROZEE.PK Top Ten Employers 2012 list. Student respondents have a higher inclination towards preferring employers in the FMCG sector than employed respondents. The top ranked employer in the NGO / Social Services industry attracted 77% of the total votes given to the top three employers in NGO / Social Services category. Despite the wide distribution of respondents hailing from different cities, age groups, genders and professions, all disproportionately converge on selecting the ROZEE.PK Top Ten Employers 2012. There is a noticeably high correlation between the respondents cities to their choice of Top Employers by Geographic Location; the top employer in each of the four major cities is also based in that city. Females with a postgraduate level university degree are significantly more inclined to choose a bank as a top employer than their male counterparts; no bank makes the Top Five Employers by Males list or Females with a Graduate University Degree list. 63% of the Top 30 Universities represented by respondents selected the top two overall ranked employers as their most preferred employers. This indicates a high degree of preference for the overall leading two employers by university graduates. Corporate Social Responsibility receives the least amount of overall votes by respondents as the reason for choosing their preferred employer. Of the respondents who prefer employers in the NGO / Social Services sector, a noticeably higher percentage select Corporate Social Responsibility as their top reason for selection as compared to respondents from other sectors. Demographics of respondents broadly represent the educated workforce of Pakistan. 68% of respondents hail from the four major cities of Pakistan: Lahore, Karachi, Islamabad-Rawalpindi Metropolitan Area and Faisalabad. 88% of respondents were males whereas 12% female respondents took the survey. 42% respondents fall between the age group of 25-29, 24% belonged to the age group of 18-24, while 34% belonged to the age bracket beyond 30. 72% of the respondents are full time employees. 92% of the employed respondents have a Bachelors or higher level university degree, whereas 52% of them held a Masters or higher university level degree. 39% of the employed respondents were employed in professional or higher technical work, whereas 38% were employed as managers or senior administrators.
RESEARCH METHODOLOGY
With the assistance of YouGov, a leading global opinion pollster, an online survey was conducted to gauge consumer preference regarding the employers of Pakistan. The questionnaire was answered by registered users of ROZEE.PK via an e-mail invitation, and it comprised of a total of twenty three questions. The questions were all directed to acquire an accurate picture of the demographics of the respondents, their preference regarding the employers as well as the motive behind their preference. The survey was initiated on November 2, 2011 and continued until February 22, 2012 and a total of 9,068 people responded. For data integrity and consistency, a +/-2% margin of error is placed on the entire sample. A diverse host of statistical software was employed to gain maximum reliability that included SPSS, Tableau, Microsoft Excel and proprietary software of YouGov and ROZEE.PK. Each of the top employer rankings presented are weighted* according to the highest number of votes received within a respective category or sub-category. The analysis has been divided into the following broad categories to better understand the preference of respondents for top employers according to their: Demographics (age, gender, geographic location) Social Structure (level of education, working status, type of work, university attended, industry of operation) Industry of operation Reasons that contributed to the respondents selection of their preferred top employers We note that the survey sample cannot be categorically identified as being representative of the complete ROZEE.PK job-seeker database or complete educated workforce population. However, as the survey sample size is large and broadly representative of the overall target workforce demographics, this factor should not significantly bias the findings stated in this report. That is to say, the findings are not being generalized beyond the demographic and psychographic profile captured by this online survey. We also note that this report does not present an exhaustive analysis. We have been selective so as to highlight results of interest to a general audience. Rozee Research is well positioned to service commercial requests for more advanced analysis of the existing data-set, or to conduct fresh surveys using the existing membership database.
* For each analysis estimated in this report, the votes of respondents are weighted so they reflect a true standing of an employer within a category with respect to the other employers shown in the same list. For certain categories, a top three or a top five analysis is computed where the base was too low to incorporate more employers.
RESPONDENTS PROFILE
Below is a demographic profile of the respondents that has been characterized by age, gender, geographic location, education level, work status and type of work.
DEMOGRAPHY
AGE
A large majority of respondents (42% of the total sample) belong to the age group of 25-29, clearly reflecting the demography of users who visit ROZEE.PK to search for jobs, and broadly represents the professional workforce.
15%
ts re sponde n 76% of the e g a e to th b e lo n g e d ve 25. bracket abo
19%
42%
24%
18-24
25-29
30-34
35 and over
GENDER
A diverse sample of audience responded to the survey with 88% males taking the lead.
12%
88%
Male Female
GEOGRAPHIC LOCATION
While respondents represented more than 193 cities, 68% hail from Karachi, Lahore, Islamabad-Rawalpindi Metropolitan Area and Faisalabad. Amongst the four major metropolitan areas, 29% of the respondents are from Karachi, 24% from Lahore, 11% from Islamabad-Rawalpindi Metropolitan Area and 3% from Faisalabad.
11%
24% 3%
29%
Respondents represented more than 193 cities with 68% hailing from Karachi, L a h o r e, I s l a m a b a d Rawalpindi and Faisalabad
SOCIAL STRUCTURE
EDUCATION LEVEL
A majority of the working-class population (92%) holds a Bachelors or higher level university degree. 52% of the employed respondents held Masters or higher level university degree.
92%
92% of all the emp loye d resp ond ents had at least obtained a bachelors degree.
WORKING STATUS
Of those who took the survey, 72% belong to the class of full-time employed professionals while the rest are students, employed part-time or not currently working.
17% Not Working 7% Full Time Student 5% Working Part Time 72% Working Full Time
Of tho se who too k the sur vey, 77% bel ong to the clas s of em plo yed profes sion als whi le the rest are eith er stu dents or unemployed.
TYPE OF WORK
Of the employed respondents, 39% are involved in Professional or Higher Technical Work followed by 38% of those who work as a Manager or Senior Administrator.
Telenor Pakistan
16.72%
2 3 4
Nestle Pakistan
Mobilink GSM
6 7 8
Abbott
9 10
Telenor Pakistan is voted to be the top employer out of the total sample of 1,169 employers. Making the ROZEE.PK Top Ten Employers 2012 list were four FMCG giants: runner-up Unilever Pakistan, Engro Corporation Limited, Nestle Pakistan and Pakistan Tobacco Company Ltd. Only one organization each from the NGO / Social Service sector, Banking sector, Oil & Gas sector and Pharmaceuticals sector respectively makes it to the top ten list, clearly reflecting the preference of Pakistans educated workforce towards the FMCG and Telecommunication sectors.
1 2 3 4
15.05% 4.76% 2.86%
The pop ular ity of Eng ro Cor por atio n Lim ited in the Agr icul ture Ind ust ry far supersedes that of the others in the list by taking 77% weighted share in this categor y.
1 2 3
23.87% 9.68%
ile Industry, In the Automob kes the top Atlas Honda ta r with 66% employer hono share.
100 80 60 40 20 0
44.10%
1
Bank Alfalah Ltd
2 3
Wit h a wei ght ed 44% respondents votes, Bank Alfalah not only is the top vot ed em plo yer in the Ban king Ind ustry but is the only bank that appears in the ROZEE.PK Top Ten Employers 2012 list.
100 80 60 40 20 0 66.67% Descon Engineering Ltd Nespak 26.83% 6.50% Attock Cement of Pakistan
1 2 3
weighted of 67% res pon den ts vot ed for Des con Eng inee ring Ltd as their preferred employer am ong the thre e in the categor y.
100 80 52.08% 60 40 20 0
1
29.17% 18.75%
Beaconhouse School System LUMS-Lahore University of Management Sciences IBA - Institute of Business Administration
2 3
In the Education and Training Ind ust ry, Bea con hou se School System reigns with 52% votes.
100 80 60 40 20 0 63.6%
1
28.4%
2 3
8.0%
Sie me ns Pak ista n take s lead in the Ele ctro nics Ind ustr y with mo re tha n 50% weighted respondents vote s claiming it as the ir preferred employer.
10
100 80 60 40 40.33%
1
33.97% Unilever Pakistan Ltd. Engro Corporation Ltd 25.69% Nestle Pakistan
2
20 0
Uni leve r Pak ista n top s with 40% res pon den ts we igh ted vot es as a preferred employer in the F.M.C.G. sector.
59.38%
2 3 3 3
S N L Pa k i s t a n l e ad s with 59% res pon den ts wei ght ed vot es in the Financial Ser vices Industry.
11
100 80 60 40
38.26%
1
Microsoft
31.54%
2
20 0
30.20%
AbacusConsulting
Microsof t captures a we igh ted 33% of respondents preference in the Information Technology Industry.
100 80 60 40 20 0 64.22% ICI Pakistan Dawlance Group of Companies Services Industries Ltd
1 2 3 3
22.94% 6.42% 6.42%
Millat Tractors
In the Ma nuf act urin g Ind ust ry, ICI Pak ista n is the lead ing em ployer with 64% res pon dents weighted votes.
12
100 80 60 40 38.23%
1
Geo Tv Network 34.52% Ary Digital/ News 27.25% Aaj News
2
20 0
Geo TV Net wor k takes up 38% of respondents wei ght ed vot es to be rate d as top pre ferr ed em ployer in the Me dia / Communications Industry.
100 80 60 40 47.67%
1 2
26.36%
Oil & Gas Development Company Shell Pakistan Pakistan State Oil
20 0
25.97%
Weighted 48% respondents cho ose OG DCL as the ir pre ferr ed em plo yer in the Min ing /Oi l & Gas / Petroleum Industry.
13
100 80 60 40 20 0 77.33%
1 2 3
17.92% 4.75%
Uni ted Nat ion cap ture s a ma s si ve s ha re of respondents prefere nce for employers in the NGO/ Soc ial Ser vice s Industr y with weighted 77% votes.
100 80 60 40 20 0 61.27%
1
31.86%
2 3
6.86%
Abb ott reig ns with 61% respondents weighted votes in Pharmaceutical Industry.
14
100 80 56.79% 60 40 20 0
1
32.75%
2 3
Tele nor Pak ista n take s up 57% weighted votes to lead as a pre ferr ed em plo yer in the Tele com mu nication Industry followed by Mobilink GSM with 33% respondents weighted votes.
100 80 60 40 20 0 39.24%
1
31.65% Nishat Mills Ltd Interloop Ltd 29.11% Gul Ahmed
2 3
N i s h a t M i l l s Ltd i s preferred by weighted 39% respondents making it the lead ing em ployer in the Tex tiles/Garment Industry.
15
100 80 60 40 20 0
50.68%
1
41.22%
2 3
8.11%
16
high show a Females in the rs r employe preference fo ctor by l Services se NGO/Socia ns as nited Natio voting for U ployer. referred em p t s o m ir e th
19.28% 17.99% 12.60% 10.28% 6.94% 6.43% 5.66% 5.66% 4.11% 3.86% 3.60% 3.60%
2 3
Telenor Pakistan
Nestle Pakistan
6 7
7 8
10 10
Faysal Bank
17
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Abbott
10
18
TOP TEN EMPLOYERS BY AGE BRACKET TOP TEN EMPLOYERS BY RESPONDENTS UNDER 30
Unilever Pakistan Ltd
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Abbott
10
in shif t s u o i v ye r n ob mplo : e a s p o e sition fo r t Ther nce ic tran e of e h r p e a f r ag pre mog e r th e he de td with t dents und akistan L P n r o e p e of ev Re s r Unil ver the ag o f e t heir 30 vo s those o s as t n io t a a e ited N whe r fe r U n e r p 30 yer. mplo top e
19
0%
40%
Telenor Pakistan
Engro Corporation Ltd
0%
40%
No banks make the Top Five Employers by Male or Female Respondents under 30 lists. Clearly the preference of male respondents under the age of 30 towards the FMCG sector is strong as three employers from the respective industry make the Top Five Employers by Male Respondents under 30. On the other hand, female respondents under the age of 30 seem more inclined towards working in the Telecommunication sector as they rank Telenor Pakistan and Mobilink GSM in their top five employers list.
20
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
10
10
Shell Pakistan
10
21
1 2 3 3 3 4 5
0% 12.20% 10.98% 10.98% 10.98% 9.76% 7.32% 10% 20% % votes 30%
37.80%
40%
1 2 3 4 5
0% 10%
Mobilink GSM
40%
Yet again no banks make the list for Top Five Employers by Male or Female respondents over 30. Females over the age of 30 are more inclined towards working in the NGO/Social Services sector as both United Nations and Aga Khan Foundation (Pakistan) appear in their list of top five employers.
22
e co rre latio n Th eres a vi si bl lo ca tio n of be tw ee n th e e preference company and th top employer of respondent for location. in that respective
Telenor Pakistan
Mobilink GSM
Atlas Honda
ICI Pakistan
10
23
Abbott
Telenor Pakistan
Siemens Pakistan
Shell Pakistan
10
24
Telenor Pakistan
Mobilink GSM
Schlumberger
Ufone GSM
Nestle Pakistan
4 IT
10
2.90% 2.90%
10
25
1 2 3 4 4 4 4 5 5
0% 6.98% 6.98% 10% % votes 13.95% 12.79% 10.47% 10.47% 10.47% 10.47%
17.44%
20%
Telenor United Nations Mobilink GSM Nestle Telenor Unilever Pakistan Ltd Interloop Limited Engro Corporation Ltd Unilever Pakistan Ltd
Interloop reigns in Faisalabad as the top employer followed by Engro Corporation Ltd and Unilever Pakistan. It is commendable to see Unilever appearing in the top three employers list in three major cities of Pakistan. It is considered the top employer in Karachi, whereas it is ranked third in Lahore and Faisalabad. Telecommunication giants, Telenor Pakistan and Mobilink, as well as United Nations are top three preferred employers in Islamabad.
26
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
10
27
1 2 3 4 5
0% 5% 10% 14.05% 15% % votes 20%
25%
30%
le o y e d fe m a 25% e m p l d vote for Unite respondents r 24% vote fo N ations w hile r ei th as tan Ltd Telenor Pakis ployer. preferred em
1 2 3 4 5 5
0% 5% 8.60% 8.60% 10% 15% % votes 20% 14.52%
18.28%
25.81% 24.19%
25%
30%
28
Nestle Pakistan
Abbott
Ufone GSM
Aaj News
Atlas Honda
10
Faysal Bank
10
5.18% 5.46%
15% full time students pick Uni leve r Pak ista n as the ir pre ferr ed em plo yer ; onl y one ban k ma kes Top Ten Em plo yer s by Ful l-tim e Student Respondents list.
29
Mobilink GSM
Nestle Pakistan
5.15%
Abbott
10
10
3.87%
30
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
10
3.87%
31
1 2 2 3 3 4 4 5 5
0% 5% 11.21% 11.21% 10.34% 10.34%
22.41%
9.48%
9.48% 7.76% 7.76% 10% 15% % votes 20%
Employed respondents, working in Clerical positions, vote for United Nations Pakistan whereas those working in the Sales or Ser vices divi sion pick Uni leve r Pak ista n as their top preferred employer. No banks make the list of top ten employers by employed citizens in Sales or Ser vices.
25%
30%
1 2 3 3 4 5
0% 5% 11.11% 9.40% 10% 15% % votes 20%
23.93% 23.08%
16.24%
16.24%
25%
30%
18.5% of respondents working in senior level positions and 16.75% of those involved in technical work vote for Telenor Pakistan as their preferred employer in Pakistan respectively. Unilever Pakistan Ltd and United Nations give each other tough competition; where United Nations becomes the top choice for those working in clerical positions and Unilever Pakistan becomes the choice of professionals involved in sales and services.
32
TOP TEN EMPLOYERS BY LEVEL OF EDUCATION TOP TEN EMPLOYERS BY RESPONDENTS WITH A UNIVERSITY LEVEL DEGREE
18.57% 16.08%
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
Abbott
Geo TV Network
10
4.19%
e degre ty i s r e o v n r Uni ic k Te le p s e t a top gradu as their td L n s again Pak ista no ba nk r; e y lo p em ten list. this top in r a e a pp
33
Re spo nde nts wit h a Pos tgra dua te uni ver sity lev el deg ree vot e for Un ilev er Pak ista n and also select a bank (Bank Alfalah) in their respective top ten list of preferred employers.
17.51% 16.46%
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
10
3.87%
34
1 2 3 4 5
0% 5% 10% 14.71% 11.76% 15% % votes 20%
26.47%
25.00%
22.06%
25%
30%
Telenor Pakistan Engro Corporation Ltd Unilever Pakistan Ltd Mobilink GSM United Nations Pakistan
25.09%
23.71%
25%
30%
Telenor Pakistan appears as a top employer in both lists, and yet again no banks make the list of Top Five Employers by Males with a Graduate University Degree or the list of Top Five Employers by Females with a Graduate University Degree.
ic t a th e y d e p h g u o h lt A r top rence list fo fe re p r ila sim les with yers; fema five emplo ersit y duate univ a post-gra in c li n e d re m o re d e g re e a in b a n k wo rk in g s rd a w to arts. le counterp a m ir e th than
35
United Nations Pakistan Unilever Pakistan Ltd Telenor Pakistan Nestle Pakistan Bank Alfalah Ltd
1 2 3 4 5
0% 16.37% 15.20%
30.41%
27.49%
10.53%
10% % votes 20%
30%
1 2 3 4 5
0% 5% 10%
23.60%
23.28%
19.58% 18.41% 15.13% 15% % votes 20%
25%
30%
There is a strong inclination by males with a post-graduate university degree for employers to work in the FMCG industry, with three employers from the respective industry making their top five preferred employers list.
36
C Z K AB M N T AC V AD
G AA L O P Q R W X H I A E J Y U D S AC F AD B E
Telenor Pakistan appears most favorite and renowned employer across various univ ers ities in Pak ista n with respondents from 10 unique universities voting it as their preferred employer.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z AA AB AC AD
Bahauddin Zakariya University, Multan BUITEMS, Quetta COMSATS Institute of Information Technology, Islamabad Forman Christian College, Lahore Government College University, Lahore Institute of Business Administration, Karachi / Sukkar Institute of Business Management, Karachi Institute of Management Sciences, Peshawar Islamia University, Bahawalpur Lahore School of Economics, Lahore Lahore University of Management Science, Lahore Mohammad Ali Jinnah University, Karachi National University of Modern Languages, Islamabad NUST Pakistan, Islamabad NED University of Engineering and Technology, Karachi Preston University, Pakistan, Karachi SZABIST, Karachi Sir Syed Engineering and Technology, Karachi University of Agriculture, Faisalabad, Faisalabad University of Central Punjab, Lahore University of Engineering and Technology, Lahore University of Engineering and Technology, Taxila University of Karachi, Karachi University of Management and Technology (Pakistan), Lahore University of Peshawar, Peshawar Bahria University Iqra University National University of Computer and Emerging Sciences (FAST) University of Engineering and Techonology, Peshawar University of the Punjab, Lahore
Telenor Pakistan Unilever Pakistan Ltd United Nations Pakistan Engro Corporation Ltd Nestle Pakistan Mobilink GSM Bank Alfalah Ltd Oil & Gas Development Company Abbott Pakistan Tobacco Company Ltd
37
TELENOR PAKISTAN
Of the employed respondents that chose Telenor Pakistan as their preferred employer, 46% work in the Telecommunication sector, and 26% belonged to the I.T industry.
100 80 60 40 20 0 27% 12% 10% 5%
46%
Of the employed respondents who voted for Telenor Pakistan as their preferred employer, 46% belong to the Telecommunication industry and 27% hail from the I.T industry.
Unilever Pakistan receives most vote s from the resp ond ents em ployed in the Con sum er Goods industry.
38
100 80 60 40 20 0 30% Charity / Voluntary sector 26% 18% 15% 12% Education / Academia IT Banking / Finance Government / Civil service
30% of employed respondents from the Chariry/ Voluntar y sector incline towards the employer of their own industry of operationUnited Nations Pakistan.
100 80 60 40 20 0 27%
Consumer Goods Advertising / Marketing / Public Relations Banking / Finance IT Telecoms Oil, Gas & Petrochemicals
Inclination of 27% employed res pon den ts from the Consumer Goods industry and 23% from Advertising industry is towards Engro Corporation Ltd.
39
NESTLE PAKISTAN
Its surprising to see Nestle Pakistan getting the majority (29%) of votes from the employed respondents working in the Banking/Finance sector. Unlike the other FMCGs on the list of Top Ten Employers 2012, Nestle is the only employer that receives most votes by respondents from the Banking/Finance sector, a sector that is not its own industry of operation.
100 80 60 40 20 0 29% Consumer Goods 27% 13% 11% 10% 10% Advertising / Marketing / Public Relations Industrial manufacturing Telecoms IT
Banking / Finance
n the Top r FMCGs o Unlike othe t, Nestle yers 2012 lis Ten Emplo t is voted mployer tha e ly n o e th is ts from responden y b t s o m the sector. g/Finance the Bankin
MOBILINK GSM
A correlation is visible between the choices of employed respondents for their preferred employer with their own industry of operation to that of the employers industry. With 46% employed respondents from the telecommunication industry voting for Mobilink GSM as their preferred employer.
100 80 60 40 20 0 21% 12% 11% 5%
Telecoms 46% IT Advertising / Marketing / Public Relations Banking / Finance Education / Academia Consumer Goods
Mobilink GSM is voted by a massive 46% of employed res pon den ts from the Telecommunication industry as their preferred employer.
40
Advertising / Marketing / Public Relations Banking / Finance IT Consumer Goods Telecoms Industrial manufacuring
Banking / Finance 100 80 60 40 20 0 11% 8% 5% 3% 67% Education / Academia Telecoms IT Government / Civil Automotive Pharmaceuticals
A majority of the employed res pon den ts from the Ban kin g/F ina nce sec tor inc line tow ard s Ba nk Alfalah Ltd as their preferred employer.
41
ABBOTT
Of the employed respondents that voted for Abbott 24% respondents belong to the pharmaceuticals industry and 10% work in the IT and Banking/Finance sector each.
Pharmaceuticals 100 80 60 40 20 0 24% 10% 7% 5% 3% Banking / Finance IT Advertisin g / Marketin g / Public Relatio ns Educatio n / Academia Industrial manufacturing Retail
loye d th e e m p 24% of from dents respon ti c a ls rmaceu th e P h a h e ir show t y r t s u d in b ott e fo r A b c n re fe p re d to p p refe r re a s th e ir r. employe
Textil es
Telecoms
Construction Industrial manufacturing Advertisin g / Marketing / Public Relatio ns
Of the employed respondents that voted for OGDCL, 28% belo ng to the Oil, Gas & Petrochemicals sector and 19% belong to the Banking/ Finance sector.
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00
Nestle Pakistan
24.96% 22.23% 21.03% 19.18% 12.59%
n and benefits Compensatio ls the most to is what appea w h o ch o o se re sp o n d ents ta n as th ei r Te le n o r Pak is loyer. preferred emp
00 80 60 40 20
Abbott
23.93% 23.60% 21.75% 17.74% 12.97%
Reasons
Telenor Pakistan is rated at the top foremostly because of the compensation and benefits that are perceived to be higher than the rest. On the other hand, it is significant to note how Unilever Pakistan is rated to be a better employer on the basis of its brand image-the attribute that is ranked number three as a reason for preference for United Nations and Engro Corporation Ltd. Of the ROZEE.PK Top Ten Employers 2012, compensation and benefits are perceived to be the major contributing factor to work for Telenor Pakistan and Pakistan Tobacco Company Ltd only. Brand Image is what appeals to the majority of respondents who voted for Bank Alfalah, the only bank in the ROZEE.PK Top Ten Employer 2012 list, as their top employer.
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BANKING
Bank Alfalah Ltd
22.71% 80 60 40 20 0
Reasons Brand Image Career Growth Better Work Environment Social Responsibility
MCB Bank
100
Ltd
Habib Bank
Lt d
Allied Bank
Lt d
23.95%
21.29%
19.17%
18.72% 18.12%
ng role e plays a stro Brand Imag ppe a r nk Alfalah a a B e k a m to an its employer th as a better r it to and also fo competitors K Top e ROZEE.P appear in th rs 2012 list. Ten Employe
Bank Alfalah, the only bank to be rated in the ROZEE.PK Top Ten Employer 2012 list, is perceived so because of its brand image. However, for MCB Bank Ltd, Habib Bank Ltd and Allied Bank Ltd, career growth is what is perceived to appeal the most to respondents. The brand image is not the major contributing factor for the choice of the runner-ups in the category for Top Employers in the Banking Industry.
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F.M.C.G.
Unilever Pakistan
100 80 60 40 20 0
Reasons Brand Image Career Growth Better Work Environment Social Responsibility
Lt d
Nestle Pakistan
24.96%
d benefits sation an n e p m o C attribute preferred d ir th e is th ts who sponde n re e s o n as for th r Pakista e v e il n U chose r. employe their top
Although they all belong to the same industry, for these top five rated employers in the FMCG industry, the top contributing reason for selection varies for each of them. Where Unilever Pakistan has been selected by respondents because of its perceived brand image, Engro Corporation Limited and Procter & Gamble Pakistan is rated by respondents because of the perceived career growth it offers to its employees. Compensation and benefits becomes the most important contributing factor for only those respondents who perceived Pakistan Tobacco Company Ltd as their preferred top employer.
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NGO/SOCIAL SERVICES
United Nations Pakistan
22.52% 20.34% 20.16% 18.70% 18.28%
100 80 60 40 20 0
ho vo te d R es po nd en ts w ns as their for United Natio oy er di d pr ef er re d em pl use of the so majorly beca of fers. career grow th it
United nations, the only employer from the NGO/Social Services sector to appear in the ROZEE.PK Top Ten Employers 2012 list has been chosen by respondents because of the perceived career growth it offers to its employees. Where compensation and benefits is the second most contributing reason for selection of respondents for United Nations, it receives the least number of votes by respondents who selected Aga Khan Foundation as their perceived top employer. Respondents have selected Aga Khan Foundation mainly because of its brand image; a factor that is rated third as choice of selection for United Nations.
TELECOMMUNICATION
100 80 60 40 20 0 Reasons Brand Image Career Growth Better Work Environment Social Responsibility
Telenor Pakistan
22.25% 21.86% 21.75% 21.46% 12.67%
Mobilink GSM
23.38% 22.64% 22.20% 18.68% 13.10%
Ufone GSM
23.83%
T h e to p r e a s o n f o r selection of top employer in the Telecommunication ind ust ry see ms div ide d between compensation and benefits, brand image and career growth.
The top perceived reasons for selection of top three employers in the Telecommunication Industry are different from each other. Where Telenor Pakistan, the leading employer in the ROZEE.PK Top Ten Employers 2012 list, is voted so because of the perceived compensation and benefits it offers; Mobilink GSM, the second ranked employer in the telecommunication industry is voted because of the career growth; and Ufone GSM is voted third in the list of Top Three Employers in the Telecommunication Industry because of its brand image.
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OFFICE LOCATIONS
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SAN JOSE:
LAHORE:
Naseeb Online Services (Pvt) Ltd. 46 B/II Main Gulberg Phone: +92.42.577.7630-45 UAN: 111.562.562
KARACHI:
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For inquiries, contact: Rozee Research Division Naseeb Online Services (Pvt) Ltd. 46 B/II Main Gulberg Lahore, Pakistan +92.42.3577.7630 research@rozee.pk