World Monitor Magazine WM_Energy_ 2019_web | Page 47

EXPERT OPINION
This study demonstrates the current
labor market situation: the employers
the working population recognizes,
in which companies he/she wants
to work, how he/she assesses
career prospects, and what kind of
labor market behavior is typical for
different socio-demographic groups.
How is objectivity achieved in
the results of such surveys? Is it
possible to trust them ?
Objectivity in REBR is achieved, first
of all, due to the independence of
the research and evaluation. In each
of the participating countries, a list
is formed of the largest companies
according to the number of permanent
staff, which is available as a public
record. Companies do not apply for
participation, the study is free of
charge for all participants and is fully
paid for by its organizers.
In turn, the study itself in all countries
is conducted by an independent
research company. Since 2016,
Kantar-TNS has been an international
research partner.
The study is conducted by online
interviews, where the respondents
represent the working-age population,
from which a representative sample is
formed – at least 7,000 people in each
country. It is practically impossible to
purposefully influence the results with
this kind of input data.
What methods for employer
assessment are used in our
country? Was a REBR study
conducted in Kazakhstan?
Currently, the market expert opinions
are often based on analysis of
dynamics with open vacancies in
companies, the intensity of hiring
and staff turnover. Companies hold
compteitions to determine the best
employer based on scores provided
by a small jury, which by definition
excludes the possibility of a valid
result. Some large companies conduct
anonymous employee surveys; exit
interviews are also popular for
evaluating loyalty. However, how can
you get objective feedback from your
own employees? And how can one
compare results with other market
participants, for example, with direct
competitors, on the basis of such
subjective data? The answers are
obvious.
In Kazakhstan, the REBR study will be
conducted for the first time in early
2020. Anchor, as a strategic partner,
and Randstad will act as the organizer
of the REBR reporting ceremony
– a awarding the best employers.
Separately, I note that a direct survey
of the working population, as well as
analysis of the information collected,
is carried out by an independent
research global company.
Please tell us more about choosing
the best employers based on the
REBR study?
To begin with, I would like to clarify
what ‘best’ means and by what
criteria the selection is made.
region of residence. The second
evaluates the labor market in terms
of preferences of applicants: what
factors are important for them when
choosing a job and other similar
issues. The third part is aimed
at forming a rating of attractive
employers. Respondents are asked
to choose the companies that they
know, and then answer whether they
want to work there. At the next stage,
they use ten factors to evaluate the
attractiveness of each of the selected
companies.
If we talk about the ceremony, then
first of all, it should be noted its non-
profit basis. Participation will be free,
both for guests and for representatives
of research participants, a full list of
which will be presented at the event.
The ceremony will be held in April
2020, and preparations for it are now
in full swing.
And what will the market and, in
particular, employers in particular
receive from this study?
The result of the study will be applied
material, analyzing which experts
and employers will trust in their
conclusions and decisions based on
reliable information about the labor
market and preferences of applicants
not only throughout the country, but
also in each region, as well as in each
socio-demographic group.
Our respondents are representatives It is important to note that REBR is
of the able-bodied population, an annual event that will allow you to
observe the landscape of the market
totaling at least 7,000 people.
dynamics and measure the results
The online questionnaire consists of as you invest in the quality of your
three parts. The first determines the employer brand.
portrait of the respondent: questions
about gender, age, employment,
supported by EUROBAK