Global Attractiveness. Brainport Knowledge Workers

Transcription

1 Global Attractiveness Brainport 2012 Knowledge Workers

2 5 juni 2013 Mieke Berkhout André Kouwenberg Jeroen Sparla Geert-Jan Waasdorp Intelligence Group AcademicTransfer Maaskade 119 Lange Viestraat 6-I 3071 NK Rotterdam 3511 BK Utrecht T T geert-jan@intelligence-group.nl sparla@academictransfer.nl Any unauthorized reprint or use of this material is prohibited. No part of this paper may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without express written permission from Intelligence Group or AcademicTransfer. 2

3 Introduction Both AcademicTransfer and Intelligence Group have a great amount of data in their possession. Academic- Transfer has visitor and job opening data while Intelligence Group has information on the global labor market. It was the ambition to combine this data to plot talent globally. In November 2012 AcademicTransfer and Intelligence Group kicked off the so-called Big Data project to determine whether the ambition could be lived up to. Present paper is one of the products of this joint project. Technical justification For the purpose of this paper only organizations affiliated with Brainport and actual job openings in this region are included in the analyses. This means, for example, that ECN was left out of the analyses because they had no actual job openings in the Brainport region area although they are affiliated. As a result nine organizations were analyzed, which are shown in Appendix II. The amount of job openings in 2011 (259) was slightly larger than in 2012 (213). In sum, the data of visits by an amount of unique visitors of these job openings was analyzed. AcademicTransfer and Intelligence Group AcademicTransfer is a job board for Masters, PhD s, scientists and researchers and publishes academic job openings in the Netherlands. Intelligence Group is a research and consultancy agency which focuses on issues related to the international labor market. On behalf of AcademicTransfer and Intelligence Group we hope you enjoy reading! Mieke Berkhout André Kouwenberg Jeroen Sparla Geert-Jan Waasdorp 3

4 Conclusions Based on the data of AcademicTransfer and Intelligence Group the global attractiveness of Brainport among knowledge workers was determined. First, an analysis was made of the traffic of Master and Phd job openings of organizations affiliated with Brainport (see Appendix II for the list of organizations). Second, the focus is on the global recruitment of target groups relevant to Brainport. These insights resulted in the following conclusions and recommendations. 1. Less demand for candidates in a more popular Brainport In comparison to 2011 the number of Master and PhD job openings in Brainport has decreased in 2012 (-18%). Although the total number of visits was also less than in 2011, the average amount of visits has increased (+21%). The total number of applications slightly decreased (-2%) while the average number of applications per visit was higher in 2012 than in 2011 (+19%). Taken all these numbers into account, the conversion 1 has stayed about the same (4,45%). 2. Brainport most popular in Asia, Spain biggest European grower Brainport attracts people from all over the world. The number one position is taken by Iran, followed by India and China. These countries also held these positions in Spain showed the greatest increase in traffic from all European countries. The Indian Institute of Technology Kharagpur, KU Leuven and the University of Tehran hold the top 3 positions of foreign universities that generate most traffic. 3. M2I most attractive organization, most popular job opening at TU Eindhoven The organization that was most attractive in 2012 with regard to conversion is M2I. The most popular job opening was for a Postdoc Supramolecular Colloids at the TU Eindhoven. 4. No shortage of international Masters and PhD s willing to move to The Netherlands Masters and PhD s from Greece, Germany, and the United States are most willing to move to The Netherlands for work. In terms of actual numbers the greatest amount of interest comes from India (37.6 million) followed by China (10.1 million) and the United States (9.3 million). These people will be attracted by various pull factors but have the need for the same information about relocation, namely accommodation, standard of living, relocation arrangements, and taxes. The orientation channels for Masters and PhD s differ as well. 1 I The conversion is the proportion of visitors who take action to apply. It is measured by dividing the number of applications by the number of visits. 4

5 Recommendations 1. Reduce the waste of talent by creating talent pools Since the demand for candidates has decreased and the interest of talent has increased it can be concluded that potential talent for Brainport is disappointed in their search for a job. Candidates who have shown interest in an organization by scrolling through their job openings or by applying for a job, are out of scope when there are no suitable job openings or when the job is given to someone else. When these candidates will be captured in a so-called talent pool, they can be reached easily when the demand grows, the need for their specific skills arises or when a suitable job at another organization in Brainport is open. 2. Create a talent hub The demand of the Brainport organizations on a global scale is very small and as a result they lack visibility. Instead of competing on the international labor market, the individual organizations should collaborate in a talent hub to increase visibility, attractiveness, and to better attract talent for career opportunities. For example, a link to the Brainport-website should be shown in all job openings. 3. Define strategic global recruitment areas Because the volume of job openings on a global scale is limited, it is best to choose to recruit in specific strategic places to minimize costs and maximize effectiveness. Although Brainport attracts people from all over the world, their attractiveness is even bigger in specific countries, areas, cities and universities. Global data should be used to localize and identify this talent on the basis of their knowledge. 4. Collaborate with educational institutions When universities are identified in terms of knowledge that is missing and needed for Brainport they should be approached for collaboration so Brainport will become more visible among potential candidates. 5. Monitor the attractiveness The global map as showed in this paper should be made every year to identify whether certain efforts or international collaboration has been successful. This map can be made for several organizations together or for each one individual. 5

6 1 Attractiveness Brainport In this chapter an analysis is made of the online traffic for all job openings of organizations and educational institutions affiliated with Brainport that were published on AcademicTransfer in 2011 and Apart from the general facts and figures, we will scrutinize where the visitors come from in terms of country and university. 1.1 Facts and Figures Growth index Number of job openings Number of visits Average number of visits per job opening Number of unique visitors Number of applications Average number of applications per visit 13,5 16,1 119 Conversion 4,5% 4,45% 99 Table 1 I General Numbers (source: Data AT) In 2012 organizations and educational institutions in the Brainport region had less academic job openings than in 2011 (-18%). On the other hand, the average amount of visits per job opening (+21%) and the amount of unique visitors (+16%) has increased. The decrease of the number of job openings and the increase of the visits/ visitors can be partly explained by the economic crisis: there are less jobs. On the other hand, it is possible that the organizations and educational institutions in the Brainport area became more attractive to job seekers. For example because Brainport has been declared the smartest region in the world in June 2011 by the Intelligent Community forum. 2 I Based on the job openings posted on AcademicTransfer 6

7 1.2 Global Brainport Recruitment Map 2012 Figure 1 I Global Brainport Recruitment Map (source: Data AT) The Global Brainport Recruitment Map (Figure 1) shows where in the world the job openings of Brainport organizations are most popular, and more implicit it shows where the organizations are visible. When a country is grey it means that there is no traffic. When a country is dark blue it means that there is a lot of interest. In this particular map, The Netherlands is the most dark blue which means that the most interest comes from this country which is logical since AcademicTransfer has its roots in The Netherlands and about 60% of their visitors are from The Netherlands. Looking at the origin of global traffic (Figure 2), clearly Iran, India en China deliver most visitors in both 2012 and These countries also show the greatest increase in absolute traffic. Spain is the third biggest grower which can be explained by the recent activities of Brainport to attract workers from that country. On the contrary, there are some countries that show a decline in visitors. The decline in the number of visits from the United Kingdom is rather prominent. Although this country is still in the top 10, the country generated 20% less traffic in The reason of this decline is unknown. 7

8 Iran India China Germany United States United Kingdom Greece Belgium Sweden Italy Turkey France Spain Portugal Russia Switzerland South Korea Canada Pakistan Indonesia Figure 2 I Origin Global Traffic (source: Data AT) 8

9 1.3 Foreign Universities: from which universities is the traffic for Brainport coming from? University ranking 2012 Indian Institute of Technology Kharagpur 1 KU Leuven 2 University of Tehran 3 Boğaziçi University 4 KTH Royal Institute of Technology 5 Tianjin University 6 National University of Singapore 7 Middle East Technical University 8 National Technical University of Athens 9 Chalmers University 10 Democritus University of Thrace 11 Vrije Universiteit Brussel 12 Ege University 13 Friedrich-Alexander-Universität Erlangen Nürnberg 14 University of Thessaly 15 University of Southampton 16 Huazhong University of Science and Technology 17 Zhejiang University 18 Sharif University of Technology 19 Czech Technical University 20 Table 2 I List of Foreign Universities in 2012 (source: Data AT) In accordance with Table 2 we see that this list includes quite some amount of universities from India, Iran, and China, for example the Indian Institute of Technology Kharagpur (no.1), the University of Tehran (no. 3) and the Tianjin University (no. 6). Knowing from which universities the interest comes from is valuable for: 1. knowing where international efforts are effective 2. knowing where international efforts are absent 3. locating specific skills (e.g. nanotechnology, microbiology) globally 4. identifying talent and recruiting them 5. attracting international students 9

10 1.4 Most popular organization and job opening in 2012 To determine which organization was most popular in 2012, for each organization the conversion was calculated for the total amount of job openings. To determine the most popular job opening in 2012 the conversion of each individual job openings were compared. The organizations that published their job openings on AcademicTransfer generated a total of 213 job openings. The mean conversion of these job openings is 3,36%. The organization with the highest conversion over all its job openings was M2I. In 2012 this technological top institute had 32 job openings and 183 job applications which leads to a conversion of 5,67%. This means that more than 56 people per took action and applied for a job at M2I. The fact that M2I collaborates with various public and private parties, makes good use of the functionalities of the AcademicTransfer-website and writes attractive vacancies (in English) leads to action of job seekers. The most popular job opening in 2012 was for a Postdoc Supramolecular Colloids, which is a job opening of the TU Eindhoven. 68 visitors applied to this job, while it was viewed 426 times. This means that the conversion of this job opening was 15,96% or the predicted number of applications per viewers will be almost 160. Figure 3 I The most popular job opening of 2012 (source: 10

11 2 Recruit academic talent for Brainport In this chapter the focus is on the recruitment of foreign academic talent. For this purpose the Global Talent Mobility Survey 2011 (GTMS) was used. This research is dedicated to mobility on the international labor market and was conducted in 66 countries which resulted in more than 162 thousands respondents. The survey gives recruiters and employers from all over the world answers on various questions on how to recruit their target group. Obviously, the international labor market is diverse. Therefore, it is important to focus on one or more specific countries or regions to recruit in as an employer. It is most effective to put dedicated recruiting efforts in one or a small amount of countries. Furthermore, for each target group and for each country a different recruitment strategy should be employed. 2.1 Willingness to move to The Netherlands Country Willingness to Willingness to move to move to T the Netherlands the Netherlands (%) (number) Iran * 3 * India 20% China 21% Germany 35% United States 35% United Kingdom 30% Greece 38% Belgium 34% Sweden 34% Italy 25% Table 3 I Willingness to move to The Netherlands*Country (source: GTMS, 2011) First, the willingness to move to The Netherlands for people with a Master or PhD degree living in the first ten countries of Figure 2 were analyzed. The percentage represents the percentage of Masters and PhD s in a specific country that is willing to move to The Netherlands. Table 3 shows that the greatest percentage of people willing to move to The Netherlands is from Greece, followed by Germany and the United States. The actual numbers give even more insight, more than 37 million of Indians are interested to move to The Netherlands, followed by more than ten million Chinese and almost ten million Americans. This illustrates that when there is a shortage of qualified academics for a particular job opening in The Netherlands, it is definitely worth the try to search for a candidate abroad. 3 I This country was not included in the GTMS. 11

12 Educational Willingness to Willingness to background move to move to T the Netherlands the Netherlands (%) (number) Natural Sciences 37% Engineering 26% Computer Science/IT 22% Table 4 I Willingness to move to The Netherlands*Educational background (source: GTMS, 2011) The willingness to move to the Netherlands for people with a specific educational Master or PhD background which is relevant for Brainport was also analyzed. Table 4 shows that the people with a background in Natural Sciences are most willing to move to The Netherlands. In absolute terms people with an engineering background (e.g. civil engineering, mechanical engineering, chemical engineering) take the lead with more than 22 million engineers worldwide that are willing to move to The Netherlands. Again, this illustrates that recruiting efforts can be successful abroad, since there is enough willingness to move for a job. 2.2 Attracting international knowledge workers Tables 3 and 4 showed that there is willingness from foreign Masters and PhD s to move to The Netherlands for work. Nevertheless, each target group varies and should be approached differently. Table 5 shows the pull factors 4 for Master and PhD s with the three educational backgrounds that are most important to Brainport: natural sciences, engineering, and Computer Science/IT. The percentages show the importance of the pull factors for the global average and for the three target groups so it can be determined whether a pull factor is more or less important to the target group. The greater the difference between the percentage of the global average and the target group, the greater the distinctiveness to the target group. How many pull factors should be named in a job opening is for the responsible party to decide. However, the most important factors in terms of distinctiveness should be pointed out. Opportunity to broaden experience is the most important pull factor without any exception. This means that in a vacancy this pull factor should always be used when recruiting these candidates. For Natural scientist better career opportunities and challenging oneself are the other two most important factors. This target group does not show any more distinctive factors. The other target groups do, for engineers To have a better standard of living is the most distinctive and should definitely be named in a job opening when searching for this target group. The computer scientists/it ers differ significantly from the global average on To have a better standard of living. 4 I A pull factor is a reason for a target group to choose for a certain job or employer. 12

13 Pullfactors Global Natural Engineering Computer average Sciences science/it Opportunity to broaden experience 53% 63% 54% 56% Better career opportunities 51% 47% 50% 57% Challenging oneself 41% 39% 32% 29% Acquiring work experience 38% 34% 37% 37% Get to know different cultures 37% 32% 33% 32% Starting an international career 35% 37% 39% 42% To have a better standard of living 34% 33% 45% 45% Learn a new language 25% 18% 23% 18% Meet new people/build a new network 23% 19% 21% 23% Start up a new life 19% 14% 15% 20% Table 5 I Pull factors*educational background (source: GTMS, 2011) Table 6 shows which reallocation information is important and should be used in the vacancy or the career website. Again, it is for the responsible party to decide how much and which information will be given as long as the most important and most distinctive information is taken care off. For each target group information about accommodation is most important. This means information about housing prices, whether the company pays for housing, and how close/far the accommodation is situated from the work should be incorporated. Another important aspect to all target groups is the standard of living, which refers to the level of wealth, comfort, material goods, and necessities available in the destination country. Natural scientists, engineers, and computer scientists/it ers are all more than averagely interested in information about reallocation arrangements and taxes. This means that this information is distinctive to all of them. Reallocation information Global Natural Engineering Computer average Sciences science/it Accomandation 57% 60% 67% 64% Standard of living 56% 53% 59% 48% Comfortable social environment 46% 37% 41% 36% Opportunities to learn languages 38% 35% 31% 30% Local facilities 34% 34% 38% 39% Relocation arrangements 34% 41% 44% 40% Transport links 32% 24% 28% 29% Taxes 27% 34% 37% 34% Climate 24% 22% 21% 20% Contact information of other foreign employees 22% 17% 22% 21% Table 6 I Reallocation information*educational background (source: GTMS, 2011) 13

14 After defining the message, it is important to decide which recruitment channels should be used to attract potential candidates. Table 7 shows the recruitment channels that are used when looking for a job abroad. The same rule applies for this table as for tables 5 and 6. This means the most important and the most distinctive channels should be used when searching for candidates. By using the right channels for a specific candidate, the recruitment process will be more effective. Especially budget wise it is of great importance to know through which channel a target group can be reached. For natural scientists job websites abroad/international job websites are most important, while people I know is most distinctive. These two channels should be used in the recruitment efforts for this group. For engineers the same two channels are important and distinctive while for computer scientists/it ers the most distinctive channel is a search engine. Although this channel is important to reach all target groups, it is even more important to address engineers through this channel. International Recruitment Global Natural Engineering Computer Channel average Sciences science/it Jobs websites abroad/international jobs websites 53% 59% 61% 61% Search engines 40% 53% 47% 54% Corporate website of the company 39% 42% 41% 44% National jobs websites 36% 28% 36% 39% People I know 34% 47% 43% 33% Foreign recruitment agencies 31% 30% 35% 29% Online communities/social media networks 21% 28% 29% 32% International newspapers 11% 10% 12% 11% International magazines 11% 20% 11% 12% Embassy of your home country in the destination country or city 11% 8% 6% 8% Table 7 I International Recruitment Channel*Educational background (source: GTMS, 2011) 14

15 I Appendix I AcademicTransfer From early-stage researchers to experienced scientists in the academic world and industry. AcademicTransfer is the niche vacancy site for jobs in the academic world. On you will find job openings across the full spectrum from postdoctoral and PhD positions to professorships. Moreover, on our site we also present research and R&D positions within the business sector. We bring together supply and demand on the academic labor market. Our visitors rate this as unique to our organization. Intelligence Group Intelligence Group is a Dutch research and consultancy agency specializing in recruitment marketing and recruitment. We analyze and solve recruitment problems through innovative research methods. This can range from research reports and consultancy to all-encompassing solutions for recruitment, recruitment marketing and employer branding problems on both a national and international level. Intelligence Group is a trendsetting partner of many employers and recruitment-related companies in The Netherlands and many other countries. Global Talent Barometer Global Talent Barometer The answer to questions about your international target group can be obtained by using the Global Talent Barometer. This easy-to-use and free tool enables you to find the most important results about your target group. On you can get a free login and immediately get into business. For more in-depth information about the whereabouts and preferences of your target group, call Intelligence Group. GL BAL recruitmentchannels.com Global Recruitment Channels With the assistance of the tool of you can determine within three clicks which recruitment channels you should use to reach your target group. 15

16 II Appendix II Organizations and educational institutions affiliated with Brainport in 2011 and ASML 2. DAF-Trucks 3. DSM 4. Fontys 5. M2I 6. Océ Technologies 7. Philips 8. SKF 9. Technische Universiteit Eindhoven 16