Advertising And Employment
2 December 2004
ASB proves the more you spend on advertising, the stronger your employment brand will be.
New research carried out by Haines NZ Ltd into the perceptions of New Zealand banks as employers, shows that banks that invest most in advertising are regarded as the most desirable employment brands.
The survey was completed by 262 people who were looking for work in the banking industry. The survey focused on what attributes candidates looked for in an employer, what their perceptions of the main trading banks were as employers and what their preferred job hunting methods were.
The banks that were the biggest investors in advertising had the highest perception among potential employees with the National Bank and ASB coming out tops. Banks who spent less on advertising had a poorer perception as an employer.
Overall, respondents perceived ASB as the best employer of any of main trading banks. ASB rated the best in terms of salary, career advancement opportunities, training opportunities, benefits, flexible work hours and diversity of the workforce.
Salary was not the most important factor when it came to the attributes most likely to sway a potential candidate towards a particular bank. Banking candidates were more interested in career advancement opportunities and training opportunities and the overall perception of the bank as an employer. Salary came in fourth. While salary should not be completely discounted, a greater focus on the employee’s personal development was equally as important.
The key job hunting methods of those interested in working for a bank were internet job boards and daily newspapers. Over half of all respondents (53%) indicated that they visited career sites as part of their job hunting. ASB’s careers website was the most successful out of all the banks, capturing 52% of all respondents registered.