Google tops most desirable media employers survey

Google is the company most prospective media and marcomms employees would like to work for, according to a new survey.

Research released today places search giant Google and broadcaster the BBC as the first and second most desirable employers respectively.

Next on the list of places media job hunters would most like to work were The Guardian, self-employment, Channel 4, Penguin and Apple.

The survey was conducted by media and marcomms recruitment specialists Aspire Global Network, formerly known as pfj network, and involved 1,545 people in the UK and 102 in Australia.

Paul Farrer, chairman of Aspire Global Network, said: "Google was highlighted as the company people would most like to work for. Its reputation as a leader in new technology, a profitable and continually growing business and dominance within the sector make it an attractive company to work for."

According to the research, the business leader candidates would most like to work for is Sir Richard Branson, though his company Virgin did not make the top five employers list.

The next most-popular business leader was Steve Jobs, who resigned as Apple chief executive last month. Perhaps more surprising was that Mark Zuckerberg, founder of Facebook, was only fifth on the list of business leaders media executives would most like to to work for.

Farrer added: "Interestingly Richard Branson was the leader most people would like to work for. Branson is a renowned businessman and incredibly entrepreneurial and creative individual. His sensitive approach to leadership and offering of strong staff packages and benefits has garnered staff loyalty."

The survey, intended to illustrate how employers can improve employee retention, found that career prospects had a greater impact on job satisfaction within media organisations than money.

The top five reasons for employees staying within their current job were identified as having interesting work, having employers who are interested in their well-being, feeling skills are used to their full potential, having a clear career path, and belief in ability to find a similar job.

However, more ominously, less than half of those questioned felt positive about how their skills are used and their career development. Candidates expressed the need for a "Clearer career structure - not just money promotion, but what that difference in role means in real terms."

The findings suggest employers need to look at special interest projects to accommodate existing and new skill sets, looking at a clear development plan for their staff.

It also proposes employers should review and revisit their employee value proposition / employee deal, particularly in the light of changes made during the economic crisis to pay, training and promotions for example.

The company people would most like to work for:Media and marketing jobs satisfaction bar chart. Google: 10%; BBC: 6%; The Guardian: 2%; Channel 4: 2%; Penguin Books: 1%; Apple: 1%; and, The Government: 1%.

The Aspire Global Network research plans to publish a bi-annual follow-up to the study, undertaken by independent researchers Ipsos MORI, to benchmark the ‘engagement’ or loyalty of people working in the media and marcomms industries.

The research offers an understanding of what drives retention (why people stay at a company) and provides insight on retention strategies that can be used by Aspire clients and businesses.

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