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PRESS RELEASE: Who are the 2010 Dream Employers?

Press release

Seventy-three percent of workers dream of working somewhere else.

The inaugural Dream Employers Survey reveals 7 out of 10 Australians and New Zealanders aren’t working for their Dream Employer.

The top 10 Dream Employers as voted by the public, are Google, Virgin Group/Richard Branson, Self, Apple, Qantas, The Walt Disney Company, OMD, Sydney Water, Getaway and Coca Cola.

“Around 10 percent of Australians and New Zealanders dream of working for Google. At the current job vacancy rate, it is going to take about 11,000 years for them all to get a job at Google. But the bigger question is how Google achieved its desirability when it doesn’t advertise, doesn’t offer glamorous holidays like Qantas, Virgin or Getaway, and doesn’t have sexy products like Apple,” James Garriock, CEO, Insync Surveys.

“From the data we discovered that although many Australians do not currently work for a Dream Employer, they have very clear ideas on what makes one,” he added.

According to the survey the top drivers that make a Dream Employer are: brand reputation (41 percent), culture (39 percent) followed by work-life balance (28 percent). Generous pay or kitsch products and services are not enough to lure employees today, with reward and recognition (27 percent) considered equally as important.

Naomi Simson, Founder and CEO of RedBalloon says, “Brand reputation is how organisations treat their employees. Today, employees hold powerful positions to debunk the myth if an employer brand isn’t living up to its reputation. Employers who avoid this are those who make the connection between reward and recognition and creating a powerful culture. Organisations that reward and recognise their employees for living the values create unbreakable cultures that people willingly shout about.”

Avoid the working nightmare

In response to the question “What makes a nightmare employer?” the majority of respondents nominated “poor culture” ahead of “the nature of the work”. People prefer to work in a positive,
nurturing working environment.

“Many factors contribute to a positive workplace culture. Ideally, such a culture is built and disseminated through an organisation by the behaviour and attitudes of its leadership, who put a priority on making work an enjoyable and rewarding place to be. By this I mean in terms of feeling valued, respected and making a contribution that is appreciated-no matter what that work entails.” John Rawlinson, CEO Talent2.

“An employee’s relationship with their immediate manager is also vital to their happiness at work. The attitude and fairness of the front line manager is consistently reported as the most common reason for employees changing roles. Yet they are essential for creating a more positive working environment” which, as the survey shows, clearly boosts employee retention and attracts better talent” he added.

Grass is greener, not-for-profits and disgruntled Baby Boomers

Self-employment is an unexpected theme among the global brands on the list. As the third ranked Dream Employer, it’s a sign that Australians and New Zealanders want the freedom to pursue a personal interest and achieve work-life balance at the same time, something other employers can’t offer. The majority of employees currently employed by someone else (74%) said being self-employed was their dream. However, it could well be a case of self-employment being viewed though rose-tinted spectacles, with only 35% of the self-employed respondents agreeing.

“It is great to see the percentage of people who work for their Dream Employer rising as they get older. Almost twice as many Baby Boomers work for their Dream Employer as Gen Y’s. The happiest group are those who work for themselves; however although they are happier than others more than half of all self-employed people still dream of working somewhere else,” says Garriock.

Given the chance to dream, twice as many people want to work for a not-for-profit (NFP) organisation as for a luxury brand. Conversely, NFPs are 50% more attractive to women than men.

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