ROZEE - PK Top Employer Rankings 2012

REPORT
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If you are not a brand,
you are a commodity.
- Philip Kotler
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The ROZEE.PK Top Employer Rankings of Pakistan 2012 study statistically measures top of mind employer brand
strength. The purpose of this study is to help businesses understand their relative perception in the labor market
and to celebrate those that have achieved exemplary success.
Employer branding continues to take center stage on the War for Talent. Companies with the strongest employer
brands are often able to acquire the brightest talent more effciently, exhibit higher productivity, increase employee
retention and even attract more customers.
We are exposed to employer brand strength every day on ROZEE.PK by observing the number of candidates that
apply to each job posting. With over 25,000 job applications processed each day on our platform, we have a
unique vantage point. Not surprisingly, identical positions at different organizations in the same city and industry
often attract a vastly different number of candidates. This is employer branding in action.
A strong employer brand is not just an asset for Human Resources departments but has a direct correlation
to a companys ability to succeed in the market place. We hope this report is useful to your organization in its
continued quest for excellence.
Monis Rahman
Chairman & CEO
CEOS MESSAGE
TABLE OF CONTENTS
Executive Summary .............................................................................................................................................1
Overview ..........................................................................................................................................................1
Impact Of Employer Brand Strength .........................................................................................................1
Key Findings ..................................................................................................................................................2
Research Methodology ......................................................................................................................................3
Respondents Profile ............................................................................................................................................4
Demography ..................................................................................................................................................4
Age ............................................................................................................................................................4
Gender ......................................................................................................................................................4
Geographic Location .............................................................................................................................5
Social Structure ............................................................................................................................................6
Level of Education ..................................................................................................................................6
Working Status ........................................................................................................................................6
Type of Work ............................................................................................................................................6
ROZEE.PK Top Ten Employers 2012 ...............................................................................................................7
Top Employers by Industry ............................................................................................................................... 8
Top Employers in the Agriculture/Fertilizer/ Pesticide Industry ...........................................................8
Top Employers in the Automobile Industry ..............................................................................................8
Top Employers in the Banking Industry ....................................................................................................9
Top Employers in the Construction/Cement/ Metals Industry ..............................................................9
Top Employers in the Education/Training Industry ...............................................................................10
Top Employers in the Electronics Industry...............................................................................................10
Top Employers in the F.M.C.G. Industry .................................................................................................11
Top Employers in the Financial Services Industry.................................................................................11
Top Employers in the Information Technology Industry ......................................................................12
Top Employers in the Manufacturing Industry .......................................................................................12
Top Employers in the Media/Communications Industry ......................................................................13
Top Employers in the Mining/Oil & Gas/Petroleum Industry ...............................................................13
Top Employers in the NGO/Social Services Industry ...........................................................................14
Top Employers in the Pharmaceuticals/Clinical Research Industry ..................................................14
Top Employers in the Telecommunication/I.S.P Industry ....................................................................15
Top Employers in the Textiles/Garments Industry ................................................................................15
Top Employers in the Travel/Tourism/ Transportation Industry ...........................................................16
Segmented Top Ten Employers ......................................................................................................................17
Top Ten Employers by Genders ...............................................................................................................17
Top Ten Employers by Females .........................................................................................................17
Top Ten Employers by Males .............................................................................................................18
Top Ten Employers by Age Bracket ........................................................................................................19
Top Ten Employers by Respondents Under 30 ..............................................................................19
Top Ten Employers by Respondents Over 30 ................................................................................21
Top Ten Employers by Geographic Location ........................................................................................23
Top Ten Employers in Lahore .............................................................................................................23
Top Ten Employers in Karachi ............................................................................................................24
Top Ten Employers in Islamabad/Rawalpindi Metropolitan Area .................................................25
Top Five Employers in Faisalabad .....................................................................................................26
Top Three Employers by Geographic Location ...............................................................................26
Top Ten Employers by Working Status ...................................................................................................27
Top Ten Employers by Full-Time Employed Respondents ............................................................27
Top Ten Employers by Full-time Student Respondents .................................................................29
Top Ten Employers by Type of Work ......................................................................................................30
Respondents Employed in a Professional or Higher Technical Work ........................................30
Respondents Employed as Manager or Senior Administrators ....................................................31
Top Five Employers by Respondents Employed as Clerical Staff ...............................................32
Top Five Employers by Respondents Employed in Sales or Services .......................................32
Top Ten Employers by Level of Education ............................................................................................33
Top Ten Employers by Respondents with a University Level Degree ....................................... 33
Top Ten Employers by Respondents with a Postgraduate Level University Degree ...............34
Top Ten Employers by University Attended ..........................................................................................37
Top Ten Employers by Employed Respondents Industry ..................................................................38
Telenor Pakistan .....................................................................................................................................38
Unilever Pakistan ...................................................................................................................................38
United Nations Pakistan .......................................................................................................................39
Engro Corporation Limited ...................................................................................................................39
Nestle Pakistan ......................................................................................................................................40
Mobilink GSM .........................................................................................................................................40
Pakistan Tobacco Company Ltd ........................................................................................................41
Bank Alfalah Ltd .....................................................................................................................................41
Abbott .......................................................................................................................................................42
Oil and Gas Development Company Ltd ..........................................................................................42
Respondents Reasons for Selection ............................................................................................................43
Reasons for Selection of Top Employers 2012 .....................................................................................43
Reasons for Selection of Top Employers by Industry ..........................................................................44
Banking ....................................................................................................................................................44
F.M.C.G. ...................................................................................................................................................45
NGO/Social Services ............................................................................................................................46
Telecommunication ................................................................................................................................46
About Rozee Research ......................................................................................................................................48
Office Locations ..........................................................................................................................................48
About YouGov ....................................................................................................................................................48
Copyright 2012 Naseeb Online Services (Pvt) Ltd - DO NOT COPY 1
ROZEE.PK Top Employer Rankings 2012 presents fndings of the survey conducted by ROZEE.PK with the
assistance of YouGov, a leading global opinion pollster based in UK. The purpose of the survey was to analyze
the perception of Pakistans educated workforce regarding top employers in Pakistan. The question posed to
them was:
IF YOU COULD WORK FOR ANY COMPANY IN PAKISTAN, WHICH WOULD IT BE?
A total of 9,068 respondents took the survey in the span of 16 weeks and answered their preference for the top
employer in Pakistan. Respondents had to choose one employer from the list of 1,169 companies or specify an
alternate choice. For this reason, a weighted analysis is presented in this research to provide a fair picture of
those companies that received the highest number of votes by respondents.
The ability of an employer to attract talent has been believed to be associated with its brand strength. For the frst
time in Pakistan, ROZEE.PK carried out empirical research to analyze whether this theory holds true in case of
Pakistans labor market. The applications received per job posting by employers in a respective functional area
were measured against their employer brand ranks as per the ROZEE.PK Top Employer Rankings 2012 survey
fndings. The results revealed that a top preferred employer that posts a job in a functional area receives considerably
more applications per job posting than an unbranded employer that posts a job in the same functional area.
The employer that appears in the top ten ranks of the ROZEE.PK Top Employer Rankings 2012 receives on
average more than 20 times applications per job posting. This rate is fairly consistent across identical jobs
being posted in a functional area by different employers of varying employer brand strengths. The applicant
ratio (applications received per job) declines as we move down the ranks. Indeed, such is the power of a highly
branded employer that it is able to attract the most talent from the pool of job-seekers in the market. However,
those employers that appear further down in the ranks receive substantially less applications because of their
low employer brand awareness.
OVERVIEW
IMPACT OF EMPLOYER BRAND STRENGTH
EXECUTIVE SUMMARY
43.0
138.0
281.8
Weak Employer
Brand
Top 100 Top 25
Top 10
Employer Brand Strength vs.Ability to Attract Talent
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The top three highest ranked employers belong to the NGO/Social Services, Fast Moving Consumer Goods
(FMCG), and Telecommunication sectors. These top three employers attracted almost 50% of the total votes
given to the ROZEE.PK Top Ten Employers 2012.
The FMCG sector had the highest popularity amongst respondents as four employers from this industry
make the ROZEE.PK Top Ten Employers 2012 list.
Student respondents have a higher inclination towards preferring employers in the FMCG sector than
employed respondents.
The top ranked employer in the NGO / Social Services industry attracted 77% of the total votes given to
the top three employers in NGO / Social Services category.
Despite the wide distribution of respondents hailing from different cities, age groups, genders and professions,
all disproportionately converge on selecting the ROZEE.PK Top Ten Employers 2012.
There is a noticeably high correlation between the respondents cities to their choice of Top Employers by
Geographic Location; the top employer in each of the four major cities is also based in that city.
Females with a postgraduate level university degree are signifcantly more inclined to choose a bank as a top
employer than their male counterparts; no bank makes the Top Five Employers by Males list or Females with
a Graduate University Degree list.
63% of the Top 30 Universities represented by respondents selected the top two overall ranked employers as
their most preferred employers. This indicates a high degree of preference for the overall leading two employers
by university graduates.
Corporate Social Responsibility receives the least amount of overall votes by respondents as the reason for
choosing their preferred employer.
Of the respondents who prefer employers in the NGO / Social Services sector, a noticeably higher percentage
select Corporate Social Responsibility as their top reason for selection as compared to respondents from
other sectors.
Demographics of respondents broadly represent the educated workforce of Pakistan.
68% of respondents hail from the four major cities of Pakistan: Lahore, Karachi, Islamabad-Rawalpindi
Metropolitan Area and Faisalabad.
88% of respondents were males whereas 12% female respondents took the survey.
42% respondents fall between the age group of 25-29, 24% belonged to the age group of 18-24, while 34%
belonged to the age bracket beyond 30.
72% of the respondents are full time employees.
92% of the employed respondents have a Bachelors or higher level university degree, whereas 52% of them
held a Masters or higher university level degree.
39% of the employed respondents were employed in professional or higher technical work, whereas 38%
were employed as managers or senior administrators.
KEY FINDINGS
With the assistance of YouGov, a leading global opinion pollster, an online survey was conducted to gauge
consumer preference regarding the employers of Pakistan. The questionnaire was answered by registered users
of ROZEE.PK via an e-mail invitation, and it comprised of a total of twenty three questions. The questions were
all directed to acquire an accurate picture of the demographics of the respondents, their preference regarding
the employers as well as the motive behind their preference.
The survey was initiated on November 2, 2011 and continued until February 22, 2012 and a total of 9,068 people
responded. For data integrity and consistency, a +/-2% margin of error is placed on the entire sample. A diverse
host of statistical software was employed to gain maximum reliability that included SPSS, Tableau, Microsoft
Excel and proprietary software of YouGov and ROZEE.PK.
Each of the top employer rankings presented are weighted* according to the highest number of votes received
within a respective category or sub-category. The analysis has been divided into the following broad categories
to better understand the preference of respondents for top employers according to their:
Demographics (age, gender, geographic location)
Social Structure (level of education, working status, type of work, university attended, industry of operation)
Industry of operation
Reasons that contributed to the respondents selection of their preferred top employers
We note that the survey sample cannot be categorically identifed as being representative of the complete
ROZEE.PK job-seeker database or complete educated workforce population. However, as the survey sample
size is large and broadly representative of the overall target workforce demographics, this factor should not
signifcantly bias the fndings stated in this report. That is to say, the fndings are not being generalized beyond
the demographic and psychographic profle captured by this online survey.
We also note that this report does not present an exhaustive analysis. We have been selective so as to highlight
results of interest to a general audience. Rozee Research is well positioned to service commercial requests
for more advanced analysis of the existing data-set, or to conduct fresh surveys using the existing membership
database.
RESEARCH METHODOLOGY
* For each analysis estimated in this report, the votes of respondents are weighted so they refect a true standing of an employer within a
category with respect to the other employers shown in the same list. For certain categories, a top three or a top fve analysis is computed
where the base was too low to incorporate more employers.
4
A large majority of respondents (42% of the total sample) belong to the age group of 25-29, clearly refecting the
demography of users who visit ROZEE.PK to search for jobs, and broadly represents the professional workforce.
A diverse sample of audience responded to the survey with 88% males taking the lead.
Below is a demographic profle of the respondents that has been characterized by age, gender, geographic
location, education level, work status and type of work.
RESPONDENTS PROFILE
88%
12%
42%
24%
19%
15%
18-24 25-29 30-34 35 and over
DEMOGRAPHY
AGE
GENDER
76% of the respondents
bel onged to the age
bracket above 25.
Male Female
While respondents represented more than 193 cities, 68% hail from Karachi, Lahore, Islamabad-Rawalpindi
Metropolitan Area and Faisalabad. Amongst the four major metropolitan areas, 29% of the respondents are from
Karachi, 24% from Lahore, 11% from Islamabad-Rawalpindi Metropolitan Area and 3% from Faisalabad.
Faisalabad
Islamabad-Rawalpindi Metropolitan Area
Lahore
Karachi
11%
24%
3%
29%
GEOGRAPHIC LOCATION
Respondents represented
more than 193 cities with
68% hailing from Karachi,
Lahor e, I sl amabad-
Rawalpindi and Faisalabad
6
A majority of the working-class population (92%) holds a Bachelors or higher level university degree. 52% of the
employed respondents held Masters or higher level university degree.
Of those who took the survey, 72% belong to the class of full-time employed professionals while the rest are
students, employed part-time or not currently working.
Of the employed respondents, 39% are involved in Professional or Higher Technical Work followed by 38% of
those who work as a Manager or Senior Administrator.
5% Working Part Time
72% Working Full Time
7% Full Time Student
17% Not Working
SOCIAL STRUCTURE
EDUCATION LEVEL
WORKING STATUS
TYPE OF WORK
Of those who took the
survey, 77% belong to
the class of employed
professionals while the
rest are either students
or unemployed.
92% of all the employed
respondents had at least
obtained a bachelors degree.
92%
52%
8%
Bachelors Or Higher
University Level Degree
Masters Or Higher
University Level Degree
Less Than University
39%
38%
6%
6%
12%
Professional or Higher
Technical Work
Manager or Senior
Administrator
Sales or Services
Clerical
Other Position
16.72%
16.49%
14.49%
13.89%
10.49%
9.66%
4.98%
4.79%
4.26%
4.23%
1
2
3
4
5
6
7
8
9
10
Telenor Pakistan is voted to be the top employer out of the total sample of 1,169 employers. Making the
ROZEE.PK Top Ten Employers 2012 list were four FMCG giants: runner-up Unilever Pakistan, Engro Corporation
Limited, Nestle Pakistan and Pakistan Tobacco Company Ltd. Only one organization each from the NGO / Social
Service sector, Banking sector, Oil & Gas sector and Pharmaceuticals sector respectively makes it to the top ten
list, clearly refecting the preference of Pakistans educated workforce towards the FMCG and Telecommunication
sectors.
ROZEE.PK TOP TEN EMPLOYERS 2012
Telenor Pakistan
Unilever Pakistan Ltd
United Nations Pakistan
Nestle Pakistan
Mobilink GSM
Pakistan Tobacco Company Ltd
Bank Alfalah Ltd
Abbott
Oil & Gas Development Company
Engro Corporation Ltd
8
In the Automobile industry, Atlas Honda takes up a massive share of weighted votes with 66% respondents
voting for it as their preferred employer. Indus Motor Company Ltd is rated 2nd in the rank for Top Employers
in Automobile Industry.
100
80
60
40
20
0
66.45%
23.87%
9.68%
Atlas Honda
Indus Motor Company Ltd
Pak Suzuki Motor Company Ltd
TOP EMPLOYERS IN THE
AUTOMOBILE INDUSTRY
TOP EMPLOYERS BY INDUSTRY
In this section a weighted top three employer analysis for each industry is computed based on the preference of
respondents for their preferred employer. The results are weighted to show a relative comparison between the top
three companies listed.
AGRICULTURE/FERTILIZER/PESTICIDE INDUSTRY
In the Agriculture/Fertilizer sector, Engro Corporation Limited took a weighted share of 77% among the rest of
its contenders.
100
80
60
40
20
0
The popularity of Engro
Corporation Limi ted in
the Agriculture Industry
far supersedes that of the
others in the list by taking
77% weighted share in this
category.
In the Automobile Industry,
Atlas Honda takes the top
employer honor with 66%
share.
1
2
3
es
Fauji Fertilizer
Fatima Group
Dawood Hercul
77.33%
15.05%
4.76%
2.86%
1
2
3
4
Company Ltd
In the Banking Industry, a weighted 44% of respondents consider Bank Alfalah to be the better employer than
its other contenders in the industry. MCB follows with 28.13% respondents weighted votes; Habib Bank follows
close behind with 27.78% of weighted votes. Other notable names, which, although obtained signifcant number
of votes, are unable to reach the top three spot: Allied Bank, Meezan Bank Ltd and United Bank Ltd.
Descon Engineering Ltd is voted to be the Top Employer in the Construction Industry seizing this spot with 67%
of weighted votes. Nespak follows with 27%.
100
80
60
40
20
0
66.67%
26.83%
6.50%
Bank Alfalah Ltd
CONSTRUCTION/CEMENT/METALS INDUSTRY
Wi th a wei ghted 44%
respondents votes, Bank
Alfalah not only is the top
voted empl oyer i n the
Banking Industry but is
the only bank that appears
in the ROZEE.PK Top Ten
Employers 2012 list.
67% of we i ght e d
respondents voted for
Descon Engineering Ltd
as their preferred employer
among the three in the
category.
BANKING INDUSTRY
100
80
60
40
20
0
44.10%
28.13%
27.78%
1
2
3
1
2
3
MCB Bank Ltd
Habib Bank Ltd
Descon Engineering Ltd
Nespak
Attock Cement of Pakistan
10
100
80
60
40
20
0
52.08%
29.17%
18.75%
In the Education/Training industry, a hefty weighted percentage of 52% respondents vote for Beaconhouse School
System to be their top preferred employer. Lahore University of Management Sciences takes the second place
with almost half the weighted votes (29%) received by Beaconhouse, and Institute of Business Administration
receives 19% votes.
Siemens Pakistan sweeps up 63.6% of the respondents weighted votes to stand as the Top Employer in the
Electronics Industry. Ericsson Pakistan Ltd appears at the 2nd place with 28.4% weighted votes.
Beaconhouse School System
LUMS-Lahore University
of Management Sciences
IBA - Institute of
Business Administration
Siemens Pakistan takes
lead in the Electronics
Industry with more than
50% weighted respondents
votes claiming it as their
preferred employer.
In the Education and Training
Industry, Beaconhouse
School System reigns with
52% votes.
EDUCATION/TRAINING INDUSTRY
ELECTRONICS INDUSTRY
100
80
60
40
20
0
63.6%
28.4%
8.0%
1
2
3
1
2
3
Siemens Pakistan
Ericsson Pakistan Ltd
Samsung Engineering
F.M.C.G. giant Unilever Pakistan Ltd (40%) is rated as the top employer in its respective industry of operation
with Engro Corporation Ltd following close behind with 34% weighted votes. Nestle Pakistan sweeps 26% of
respondents weighted votes; Procter & Gamble Pakistan and Pakistan Tobacco Company Ltd do not make this
list, although they also obtained signifcant votes.
Unil ever Pakistan tops
with 40% respondents
wei ghted votes as a
preferred employer in the
F.M.C.G. sector.
SNL Pakistan takes the lead in the Financial Services industry with weighted 59.38% respondents voting it to be
the top employer amongst its other four competitors. Pak-China Investment Company Ltd takes up the second
position with 13% weighted votes, followed by Pak-Oman Investment Company Ltd, Jahangir Siddiqui and Atlas
Asset Management who tie for the 3rd position with 9% weighted respondents voting them as their preferred
employer.
100
80
60
40
20
0
12.50%
9.38%
9.38%
9.38%
59.38%
SNL Paki st an l eads
wei ghted votes i n the
Financial Services Industry.
Unilever Pakistan Ltd.
Nestle Pakistan
100
80
60
40
20
0
33.97%
40.33%
25.69%
F.M.C.G. INDUSTRY
FINANCIAL SERVICES INDUSTRY
1
2
3
1
2
3
3
3
SNL Pakistan
Pak China Investment
Company Ltd
Pak-Oman Investment
Company Ltd
Jahangir Siddiqui
Atlas Asset Management
12
Mi cr osof t capt ur es
a wei ghted 33% of
respondents preference
i n t he I nf or mat i on
Technology Industry.
I n the Manufacturi ng
Industry, ICI Paki stan
is the leading employer
weighted votes.
Microsoft leads with 33% weighted votes in the Information Technology sector. Following closely are AbacusConsulting
and Netsol Technologies Ltd with approximately 30% and 31% weighted votes respectively. Other notable names
that received signifcant votes are Teradata Pakiatan and 3D Cellular.
100
80
60
40
20
0
In the Manufacturing Industry, ICI Pakistan takes up a signifcant share (64%) of weighted respondent votes thus
snagging top preferred employer slot. Dawlance Group of Companies reserves the second spot for itself with
23% while Service Industries Ltd and Millat Tractors tie for the third top employer rank with weighted 6% votes.
100
80
60
40
20
0
22.94%
6.42%
64.22%
6.42%
Dawlance Group of Companies
Services Industries Ltd
Millat Tractors
ICI Pakistan
INFORMATION TECHNOLOGY INDUSTRY
MANUFACTURING INDUSTRY
1
2
3
1
2
3
3
Microsoft
NetSol Technologies Ltd
31.54%
30.20%
38.26%
AbacusConsulting
Geo TV Network is preferred as the Top Employer in the Media/Communications Industry with weighted 38%
votes. ARY Digital/News follows behind with weighted 35% votes and Aaj News with weighted 27% votes. Express
Media Group and Dawn Media Group receive a signifcant number of votes following behind the top three.
Oil & Gas Development Company is voted as the top preferred employer in the Mining/Oil & Gas/Petroleum
sector. Shell Pakistan and Pakistan State Oil vie for the second preferred employer in the industry with Shell
Pakistan taking the lead with less than 1% difference.
100
80
60
40
20
0
26.36%
25.97%
47.67%
Geo TV Network takes
up 38% of respondents
wei ghted votes to be
rated as top preferred
employer in the Media/
Communications Industry.
Weighted 48% respondents
choose OGDCL as their
preferred empl oyer i n
the Mi ni ng/Oi l & Gas/
Petroleum Industry.
MEDIA/COMMUNICATIONS INDUSTRY
MINING/OIL & GAS/PETROLEUM INDUSTRY
Geo Tv Network
Aaj News
Ary Digital/ News
100
80
60
40
20
0
34.52%
27.25%
38.23%
Shell Pakistan
Pakistan State Oil
1
2
3
1
2
3
14
United Nation captures
a massi ve share of
respondents preference
for employers in the NGO/
Social Services Industry
with weighted 77% votes.
Abbott reigns with 61%
respondents weighted votes
in Pharmaceutical Industry.
United Nations is strongly voted as the top preferred employer in the NGO / Social Services sector. Aga Khan
Foundation is voted by 18% of the weighted respondents while a weighted 5% vote for Save the Children.
100
80
60
40
20
0
17.92%
4.75%
77.33%
Aga Khan Foundation (Pakistan)
Save the Children
Abbott takes up the number one spot within the category for the Top Employer in the Pharmaceuticals/Clinical
Research Industry, and also appears in the ROZEE.PK Top Ten Employers 2012 list. GlaxoSmithKline Pakistan
Ltd is voted second in the ranking while Getz Pharma Ltd takes up the third spot.
100
80
60
40
20
0
31.86%
6.86%
61.27%
NGO/SOCIAL SERVICES INDUSTRY
PHARMACEUTICALS/CLINICAL RESEARCH INDUSTRY
1
2
3
1
2
3
Abbott
GlaxoSmithKline Pakistan Ltd
Getz Pharma Ltd
Telenor Pakistan, takes up the number one with more than half of the weighted votes given to the top three
employers in this category. Mobilink follows behind with 33% weighted votes and Ufone becomes the third top
employer as preferred by respondents.
Other notable names who despite obtaining signifcant respondents votes do not appear in the the top three list
are PTCL, Warid Telecom, Wateen Telecom and Wi-Tribe Pakistan Ltd.
Nishat Mills Ltd reigns as the top employer in the Textile/Garments industry. Interloop Ltd being the top preferred
employer in Faisalabad faces a close competition here with Gul Ahmed and leads with just a 2% difference.
Telenor Pakistan
Mobilink GSM
Ufone GSM
100
80
60
40
20
0
31.65%
29.11%
39.24%
Gul Ahmed
Telenor Pakistan takes up
57% weighted votes to lead
as a preferred employer
in the Telecommunication
Industry followed by Mobilink
GSM with 33% respondents
weighted votes.
Ni shat Mi l l s Ltd i s
preferred by weighted 39%
respondents making it the
leading employer in the
Textiles/Garment Industry.
100
80
60
40
20
0
32.75%
10.45%
56.79%
TELECOMMUNICATION/I.S.P INDUSTRY
TEXTILES/GARMENTS INDUSTRY
1
2
3
1
2
3
Nishat Mills Ltd
Interloop Ltd
16
Pakistan International A
irlines
co
m
es o
ut victo
rio
us as
a p
referred
em
p
loyer b
y
w
eighted 50%
respondents.
Pakistan International Airlines receives the most votes in this category followed closely by Airblue.
100
80
60
40
20
0
Pakistan International Airlines
Airblue
TRAVEL/TOURISM/TRANSPORTATION INDUSTRY
1
2
3
41.22%
8.11%
50.68%
Hashwani Hotels Ltd
To better understand the preference of employers for each demographic classifcation (age, gender, type of work,
level of education, employment status), a top ranking analysis is presented below. The number of rankings in
each list are based upon the number of associated responses to ensure statistical integrity of the fndings.
Of the 12% females who took the survey, about 21% have voted for United
Nations Pakistan to be the top employer amongst nine others selected.
A total of four FMCGs are listed under the top ten employer banner by
females. Females were more inclined than their male counterparts towards
the NGO/Social Services sector with the inclusion of both the UN and Aga
Khan Foundation.
SEGMENTED TOP TEN EMPLOYERS
TOP TEN EMPLOYERS BY GENDERS
TOP TEN EMPLOYERS
Fem
al es
show
a
hi gh
preference for employers in the
NGO/Social Services sector by
voting for United Nations as
their most preferred employer.
BY FEMALES
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
Procter & Gamble Pakistan
1
2
3
4
5
6
7
7
8
9
10
Habib Bank Ltd
MCB Bank Ltd
10
Faysal Bank
19.28%
17.99%
12.60%
10.28%
6.94%
6.43%
5.66%
5.66%
4.11%
3.86%
3.60%
3.60%
18
88% males responded to the survey, and of these about 17% have voted for Telenor to be their top preferred
employer in Pakistan, followed by Unilever Pakistan that acquires approximately 16% votes from the male
respondents. Although a similar trend of preferences is visible in both classifcations, Pakistan Tobacco Company
Ltd, Oil and Gas Development Ltd Company and Abbott are voted to appear in the Top Ten Employers by Males
list only, whereas, Aga Khan Foundation, Procter & Gamble and Habib Bank Ltd appear in the Top Ten Employers
by Females list only. Also noteworthy is that four banks were ranked as the top employers by females, whereas
as only one was selected by males.
TOP TEN EMPLOYERS
BY MALES
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
Abbott
16.98%
15.82%
14.91%
13.32%
10.26%
9.87%
5.56%
4.57%
4.40%
4.31%
1
2
3
4
5
6
7
8
9
10
O
f th
e
8
8
%
m
a
le
s th
a
t re
sp
o
n
d
e
d

to
th
e
su
rve
y a
w
e
ig
h
te
d
m
a
jo
rity
re
v
e
a
ls

th
e
ir
p
re
fe
re
n
c
e

fo
r
Te
le
n
o
r P
a
k
is
ta
n
.
TOP TEN EMPLOYERS
BY RESPONDENTS UNDER 30
T
h
e
re
s

a
n

o
b
v
io
u
s

s
h
if t
in

p
re
fe
re
n
c
e

fo
r
to
p

e
m
p
lo
y
e
r
w
ith
th
e
d
e
m
o
g
ra
p
h
ic
tra
n
s
itio
n
:
R
e
s
p
o
n
d
e
n
ts
u
n
d
e
r th
e
a
g
e
o
f
3
0
v
o
te
fo
r U
n
ile
v
e
r P
a
k
is
ta
n
L
td

w
h
e
re
a
s
th
o
s
e
o
v
e
r th
e
a
g
e
o
f
3
0
p
re
fe
r U
n
ite
d
N
a
tio
n
s
a
s
th
e
ir
to
p
e
m
p
lo
y
e
r.
TOP TEN EMPLOYERS BY AGE BRACKET
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
Abbott
18.57%
16.32%
13.31%
12.24%
10.88%
8.99%
5.50%
4.85%
4.79%
4.55%
1
2
3
4
5
6
7
8
9
10
20
TOP FIVE EMPLOYERS
BY MALE RESPONDENTS UNDER 30
No banks make the Top Five Employers by Male or Female Respondents under 30 lists. Clearly the preference of
male respondents under the age of 30 towards the FMCG sector is strong as three employers from the respective
industry make the Top Five Employers by Male Respondents under 30. On the other hand, female respondents
under the age of 30 seem more inclined towards working in the Telecommunication sector as they rank Telenor
Pakistan and Mobilink GSM in their top fve employers list.
TOP FIVE EMPLOYERS
BY FEMALE RESPONDENTS UNDER 30
20.41%
15.82%
10.71%
30.61%
22.45%
0% 10% 30% 20% 40%
% votes
20.75%
16.03%
15.04%
24.98%
23.21%
0% 10% 30% 20% 40%
% votes
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
1
2
3
4
5
1
2
3
4
5
Telenor Pakistan
Nestle Pakistan
TOP TEN EMPLOYERS
BY RESPONDENTS OVER 30
T
h
e

p
re
fe
rre
d

e
m
p
lo
y
e
rs

lis
t
is

q
u
ite
s
im
ila
r fo
r b
o
th
c
a
te
g
o
rie
s
.
H
o
w
e
v
e
r,
fe
m
a
le

re
s
p
o
n
d
e
n
ts

o
v
e
r th
e
a
g
e
o
f 3
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ra
n
k
U
n
ite
d

N
a
tio
n
s
a
s
th
e
ir p
re
fe
rre
d
e
m
p
lo
y
e
r
w
h
e
re
a
s
th
e
ir m
a
le
c
o
u
n
te
rp
a
rts

c
h
o
o
s
e
T
e
le
n
o
r P
a
k
is
ta
n
.
A prominent switch is visible in the preference of respondents under
30 with that of respondents over 30. While the former votes for
Unilever Pakistan to be the top employer in Pakistan, and chooses
Telenor Pakistan second in the rank, the latter (respondents over 30)
votes for United Nations Pakistan as the top employer in Pakistan.
Only one bank makes both the list of Top Ten Employers by Age
Bracket: Bank Alfalah ranks number 7 on the Top Ten Employers
by Respondents Under 30 and on number 10 on the Top Ten
Employers by Respondents Over 30.
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
Bank Alfalah Ltd
CocaCola Beverages Pakistan Ltd
Shell Pakistan
16.64%
15.70%
13.44%
11.56%
9.77%
8.83%
5.64%
5.55%
3.29%
3.20%
3.20%
3.20%
1
2
3
4
5
6
7
8
9
10
10
10
22
TOP FIVE EMPLOYERS
BY FEMALE RESPONDENTS OVER 30
TOP FIVE EMPLOYERS
BY MALE RESPONDENTS OVER 30
Yet again no banks make the list for Top Five Employers by Male or Female respondents over 30. Females over
the age of 30 are more inclined towards working in the NGO/Social Services sector as both United Nations and
Aga Khan Foundation (Pakistan) appear in their list of top fve employers.
10.98%
9.76%
7.32%
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
0% 10% 30% 20% 40%
10.98%
12.20%
37.80%
10.98%
% votes
20.77%
17.83%
15.08%
Telenor Pakistan
Mobilink GSM
24.31%
22.46%
% votes
0% 10% 30% 20% 40%
1
2
3
4
5
1
2
3
4
5
3
3
TOP TEN EMPLOYERS BY GEOGRAPHIC LOCATION
There is a clear disparity in the preference for top employers by the four
major cities of Pakistan. Respondents from Karachi vote for Unilever
Pakistan Ltd as the top employer of Pakistan, whereas respondents from
Lahore are of the view that Nestle Pakistan makes a better employer
amongst the rest. It comes as no surprise that respondents from Islamabad/
Rawalpindi (31%) vote for Telenor Pakistan as their preferred top employer
and respondents from Faisalabad (16%) vote for Interloop Ltd as these
respective employers are also based in these cities.
Interesting point to note here is how Unilever Pakistan Ltd and Telenor
Pakistan appear in the top fve employers in each four chosen cities.
Theres a visible correlation
bet ween the l ocati on of
company and the preference
of respondent for top employer
in that respective location.
TOP TEN EMPLOYERS
IN LAHORE
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
Descon Engineering Limited
Atlas Honda
ICI Pakistan
22.33%
17.56%
11.94%
10.25%
10.11%
6.32%
5.90%
5.62%
5.20%
4.78%
1
2
3
4
5
6
7
8
9
10
24
TOP TEN EMPLOYERS
IN KARACHI
Abbott
Telenor Pakistan
Pakistan State Oil
Siemens Pakistan
Shell Pakistan
Mobilink GSM
Pakistan International
Airlines (PIA)
28.76%
21.12%
8.50%
7.65%
6.55%
5.22%
5.10%
4.37%
4.37%
4.25%
4.13%
1
2
3
4
5
6
7
8
8
9
10
TOP TEN EMPLOYERS
IN ISLAMABAD/RAWALPINDI METROPOLITAN AREA
1
2
3
4
4
5
6
7
8
8
9
10
Telenor Pakistan
Mobilink GSM
Schlumberger
Ufone GSM
Fauji Fertilizer Company Ltd
Nestle Pakistan
4 IT
10
Pakistan Telecommunication
Company Ltd
27.78%
18.60%
10.63%
6.52%
6.52%
5.31%
4.35%
3.86%
3.62%
3.62%
3.38%
2.90%
2.90%
26
TOP THREE EMPLOYERS BY
GEOGRAPHIC LOCATION
Interloop reigns in Faisalabad as the top employer followed by Engro Corporation Ltd and Unilever Pakistan. It
is commendable to see Unilever appearing in the top three employers list in three major cities of Pakistan. It is
considered the top employer in Karachi, whereas it is ranked third in Lahore and Faisalabad. Telecommunication
giants, Telenor Pakistan and Mobilink, as well as United Nations are top three preferred employers in Islamabad.
10.47%
6.98%
6.98%
0% 10% 20%
10.47%
10.47%
12.79%
10.47%
17.44%
13.95%
% votes
TOP FIVE EMPLOYERS
IN FAISALABAD
Telenor Pakistan
Mobilink GSM
Interloop Ltd
Allied Bank Ltd
Nestle Pakistan
MCB Bank Ltd
1
2
3
4
4
4
4
5
5
Interloop Limited
Nestle
Telenor
Telenor
United Nations
Mobilink GSM
Abbott
TOP TEN EMPLOYERS BY WORKING STATUS
A comparison of the preference of respondents according their current employment status is presented below. In
addition to this, a detailed study is carried to capture the preference of genders by their employment status.
72%
of the entire sample
belongs to the full time employed
respondents, which is why a
similar pattern of preferences
is revealed here as was in the
ROZEE.PK Top Ten Employers
2012 list.
Full time employed professionals contribute to the highest amount of
votes from the group of working respondents, which is refected in
the fact that a majority chose Telenor Pakistan, hence rating it as the
overall Top Employer of Pakistan 2012. Unilever Pakistan Ltd appears
as a runner-up whereas another FMCG giant, Engro takes third position
from the top.
TOP TEN EMPLOYERS
BY FULL-TIME EMPLOYED RESPONDENTS
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
Bank Alfalah Ltd
17.50%
16.57%
14.66%
14.12%
10.00%
9.85%
5.20%
4.36%
3.92%
3.82%
1
2
3
4
5
6
7
8
9
10
28
25% empl oyed f emal e
respondents vote for United
Nations while 24% vote for
Telenor Pakistan Ltd as their
preferred employer.
21.25%
18.20%
14.05%
Telenor Pakistan
Mobilink GSM
0% 10% 5% 20% 15% 25% 30%
24.38%
22.13%
% votes
14.52%
8.60%
8.60%
Telenor Pakistan
Nestle Pakistan
Bank Alfalah Ltd
Mobilink GSM
0% 10% 5% 20% 15% 25% 30%
24.19%
25.81%
18.28%
% votes
TOP FIVE EMPLOYERS
BY FULL-TIME EMPLOYED RESPONDENTS-MALES
TOP FIVE EMPLOYERS
BY FULL-TIME EMPLOYED RESPONDENTS-FEMALES
1
2
3
4
5
1
2
3
4
5
5
On the other hand, fulltime students rate Unilever Pakistan as top employer, with perception towards Telenor
dropping to the sixth position (with 7.77% votes).
TOP TEN EMPLOYERS
BY FULL-TIME STUDENT RESPONDENTS
5.46%
Nestle Pakistan
360 Training
(Softech Coporation Pvt Ltd)
Telenor Pakistan
Abbott
Ufone GSM
Aaj News
Atlas Honda
1
2
3
4
5
6
7
7
8
9
10
10
15% full time students pick
Unilever Pakistan as their
preferred empl oyer; onl y
one bank makes Top Ten
Empl oyers by Ful l -ti me
Student Respondents list.
Faysal Bank
14.51%
11.92%
10.88%
9.84%
8.29%
7.77%
7.25%
7.25%
6.22%
5.70%
5.18%
5.18%
30
TOP TEN EMPLOYERS BY RESPONDENTS EMPLOYED IN
PROFESSIONAL OR HIGHER TECHNICAL WORK
TOP TEN EMPLOYERS BY TYPE OF WORK
The analysis presented below shows the top ten preferred employers list for respondents who are employed in
Professional or Higher Technical Work as well as those employed as Managers or Senior Administrators.
For data consistency, a top fve employers analysis is presented for employed respondents in Clerical and Sales
or Services positions.
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
Bank Alfalah Ltd
Abbott
16.75%
15.85%
14.18%
12.63%
10.70%
7.60%
5.15%
4.77%
4.64%
3.87%
3.87%
1
2
3
4
5
6
7
8
9
10
10
Telenor Pakistan is the top
preferred employer of those
employed in Professional or
Higher technical work as well as
for those in Manager or Senior
Administrator positions.
Fauji Fertilizer Company Ltd
TOP TEN EMPLOYERS BY RESPONDENTS EMPLOYED AS
MANAGERS OR SENIOR ADMINISTRATORS
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
CocaCola Beverages Pakistan Ltd
18.50%
16.30%
16.08%
12.56%
11.34%
8.15%
5.07%
4.74%
3.96%
3.30%
3.87%
1
2
3
4
5
6
7
8
9
10
32
TOP FIVE EMPLOYERS BY
RESPONDENTS EMPLOYED IN SALES OR SERVICES
18.5% of respondents working in senior level positions and 16.75% of those involved in technical work vote for
Telenor Pakistan as their preferred employer in Pakistan respectively. Unilever Pakistan Ltd and United Nations
give each other tough competition; where United Nations becomes the top choice for those working in clerical
positions and Unilever Pakistan becomes the choice of professionals involved in sales and services.
RESPONDENTS EMPLOYED AS CLERICAL STAFF
Employed respondents, working in
Clerical positions, vote for United
Nations Pakistan whereas those
working in the Sales or Services
division pick Unilever Pakistan
as their top preferred employer.
No banks make the list of top ten
employers by employed citizens in
Sales or Services.
9.48%
7.76%
7.76%
Mobilink GSM
Bank Alfalah Ltd
Telenor Pakistan
Nestle Pakistan
Abbott
0% 10% 5% 20% 15% 25% 30%
10.34%
10.34%
11.21%
11.21%
22.41%
9.48%
% votes
16.24%
11.11%
9.40%
Telenor Pakistan
Mobilink GSM
Nestle Paksitan
ZONG
0% 10% 5% 20% 15% 25% 30%
23.08%
23.93%
16.24%
% votes
1
2
2
3
3
4
4
5
5
1
2
3
3
4
5
TOP TEN EMPLOYERS BY LEVEL OF EDUCATION
TOP TEN EMPLOYERS BY
RESPONDENTS WITH A UNIVERSITY LEVEL DEGREE
U
n
i v
e
r s
i t y

d
e
g
r e
e
grad
uates p
ick Telenor
P
akistan Ltd as their top
em
ployer; no banks again
appear in this top ten list.
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
Pakistan Tobacco
Company Ltd
Abbott
Geo TV Network
18.57%
16.08%
14.27%
12.68%
11.55%
8.27%
5.21%
4.87%
4.30%
4.19%
1
2
3
4
5
6
7
8
9
10
34
Distinction by level of education attained by the working class reveals the
preference of employed respondents that have acquired university level
education for Telenor Pakistan whereas respondents with a postgraduate
university degree vote for Unilever Pakistan. No banks appear in the top
ten list of employers by employed university graduates and only one (Bank
Alfalah) is mentioned by 5.7% employed respondents with a post graduate
university degree.
TOP TEN EMPLOYERS BY RESPONDENTS WITH A
POSTGRADUATE LEVEL UNIVERSITY DEGREE
Respondents wi th a
Postgraduate university
l evel degree vote for
Uni l ever Paki stan and
also select a bank (Bank
Alfalah) in their respective
top ten list of preferred
employers.
Telenor Pakistan
Nestle Pakistan
Mobilink GSM
Bank Alfalah Ltd
17.51%
16.46%
15.54%
12.26%
11.08%
8.26%
5.70%
4.98%
4.33%
3.87%
1
2
3
4
5
6
7
8
9
10
FEMALES WITH A GRADUATE UNIVERSITY DEGREE
MALES WITH A GRADUATE UNIVERSITY DEGREE
Al though they depi ct a
sim
ilar preference list for top
fve em
ployers; fem
ales with
a post-graduate university
degree are m
ore inclined
towards working in bank
than their m
ale counterparts.
Telenor Pakistan appears as a top employer in both lists, and yet again
no banks make the list of Top Five Employers by Males with a Graduate
University Degree or the list of Top Five Employers by Females with a
Graduate University Degree.
22.06%
14.71%
11.76%
Telenor Pakistan
Mobilink GSM
Nestle Pakistan
0% 10% 5% 20% 15% 25% 30%
26.47%
25.00%
% votes
18.73%
14.95%
Telenor Pakistan
Mobilink GSM
0% 10% 5% 20% 15% 25% 30%
25.09%
23.71%
% votes
17.53%
1
2
3
4
5
1
2
3
4
5
36
TOP FIVE EMPLOYERS BY FEMALES
WITH A POST-GRADUATE UNIVERSITY DEGREE
TOP FIVE EMPLOYERS BY MALES
WITH A POST-GRADUATE UNIVERSITY DEGREE
United Nations is voted by fem
ales with a postgraduate university level degree, whereas thei r m
al e counterparts pick Telenor Pakistan as their top preferred employer.
There is a strong inclination by males with a post-graduate university degree for employers to work in the FMCG
industry, with three employers from the respective industry making their top fve preferred employers list.
16.37%
15.20%
10.53%
Telenor Pakistan
Nestle Pakistan
Bank Alfalah Ltd
0% 10% 20% 30%
30.41%
27.49%
% votes
19.58%
18.41%
15.13%
Telenor Pakistan
Nestle Pakistan
0% 10% 5% 20% 15% 25% 30%
23.60%
23.28%
% votes
1
2
3
4
5
1
2
3
4
5
The analysis below shows the top ten employers that got votes by the most employed respondents who studied
in the selected 30 universities. Employed respondents belonging to a few universities had votes tied for their
choice of top employer which is why these universities appear twice in the rankings.
One can note how Telenor Pakistan is the favorite of most respondents who studied in these respective universities,
with respondents from ten unique universities voting it to be their preferred employer. Unilever Pakistan appears
to be the second best with nine top universities of Pakistan ranking it as a favorite of the respondents from
these universities. Abbott and Pakistan Tobacco Company Ltd have not been voted by the majority of employed
respondents who studied in these respective universities, and hence failed to make this list of employers.
TOP TEN EMPLOYERS BY UNIVERSITY ATTENDED
Telenor Pakistan appears
most favorite and renowned
employer across various
universities in Pakistan
with respondents from 10
unique universities voting it
as their preferred employer.
BUITEMS, Quetta
COMSATS Institute of Information Technology, Islamabad
Forman Christian College, Lahore
Government College University, Lahore
Institute of Business Administration, Karachi / Sukkar
Institute of Business Management, Karachi
Institute of Management Sciences, Peshawar
Islamia University, Bahawalpur
Lahore School of Economics, Lahore
Lahore University of Management Science, Lahore
Mohammad Ali Jinnah University, Karachi
National University of Modern Languages, Islamabad
NUST Pakistan, Islamabad
NED University of Engineering and Technology, Karachi
Preston University, Pakistan, Karachi
SZABIST, Karachi
Sir Syed Engineering and Technology, Karachi
University of Agriculture, Faisalabad, Faisalabad
University of Central Punjab, Lahore
University of Engineering and Technology, Lahore
University of Engineering and Technology, Taxila
University of Karachi, Karachi
University of Management and Technology (Pakistan), Lahore
University of Peshawar, Peshawar
Bahria University
Iqra University
National University of Computer and Emerging Sciences (FAST)
University of Engineering and Techonology, Peshawar
University of the Punjab, Lahore
Bahauddin Zakariya University, Multan A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
AA
AB
AC
AD
T
e
l
e
n
o
r

P
a
k
i
s
t
a
n
U
n
i
l
e
v
e
r

P
a
k
i
s
t
a
n

L
t
d
U
n
i
t
e
d

N
a
t
i
o
n
s

P
a
k
i
s
t
a
n
N
e
s
t
l
e

P
a
k
i
s
t
a
n
M
o
b
i
l
i
n
k

G
S
M
B
a
n
k

A
l
f
a
l
a
h

L
t
d
O
i
l

&

G
a
s

D
e
v
e
l
o
p
m
e
n
t

C
o
m
p
a
n
y
A
b
b
o
t
t
P
a
k
i
s
t
a
n

T
o
b
a
c
c
o

C
o
m
p
a
n
y

L
t
d
C
Z
K
AB
M
N
T
AC
V
AD
AD
G
AA
L
O
P
Q
R
W
X
B
H
Y
E
F
I
U
A
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D
AC
E
n
g
r
o

C
o
r
p
o
r
a
t
i
o
n

L
t
d
38
The top ten employer analysis shown below is based on the preference of employed respondents according
to the industry they are employed in for their preferred employer. Only top fve industries are chosen that most
respondents worked in.
TELENOR PAKISTAN
UNILEVER PAKISTAN LTD
Of the employed respondents that chose Telenor Pakistan as their preferred employer, 46% work in the
Telecommunication sector, and 26% belonged to the I.T industry.
100
80
60
40
20
0
27%
5%
10%
12%
46%
Banking / Finance
Advertising / Marketing /
Public Relations
Consumer Goods
Telecoms
IT
Of the employed respondents
who voted for Telenor Pakistan
as their preferred employer, 46%
belong to the Telecommunication
industry and 27% hail from the
I.T industry.
Unilever Pakistan receives most
votes from the respondents
employed in the Consumer
Goods industry.
Unilever Pakistan is voted as a preferred employer by 31% of the employed respondents in the Consumer Goods
industry, and 28% of the employed respondents from the Banking/Finance industry voted for Unilever Pakistan.
100
80
60
40
20
0
28%
10%
14%
17%
31%
IT
Public Relations
Education / Academia
Consumer Goods
Banking / Finance
TOP TEN EMPLOYERS
BY EMPLOYED RESPONDENTS INDUSTRY
30% of employed respondents
from the Chariry/Voluntary sector
incline towards the employer of
their own industry of operation-
United Nations Pakistan.
Inclination of 27% employed
respondents from the
Consumer Goods industry
and 23% from Advertising
industry is towards Engro
Corporation Ltd.
The top fve industries represented by employed respondents who voted for United Nations Pakistan, are the
Charity/Voluntary sector (30%), Education/Academia (26%), I.T (18%), Banking/Finance (15%) and Government/
Civil Service (12%).
100
80
60
40
20
0
26%
12%
15%
18%
30%
IT
Banking / Finance
Government / Civil service
Charity / Voluntary sector
Those employed in the Consumer Goods industry yet again pick an employer from the FMCG sector as their
preferred employer- 27% of the employed respondents that voted for Engro Corporation Ltd belonged to the
Consumer Goods sector.
100
80
60
40
20
0
23%
9%
13%
19%
27%
9%
IT
Telecoms
Oil, Gas & Petrochemicals
Public Relations
Banking / Finance
Consumer Goods
UNITED NATIONS PAKISTAN
ENGRO CORPORATION LTD
40
Its surprising to see Nestle Pakistan getting the majority (29%) of votes from the employed respondents working
in the Banking/Finance sector.
Unlike the other FMCGs on the list of Top Ten Employers 2012, Nestle is the only employer that receives most
votes by respondents from the Banking/Finance sector, a sector that is not its own industry of operation.
100
80
60
40
20
0
27%
10%
11%
13%
29%
10%
Industrial manufacturing
Telecoms
IT
Consumer Goods
Public Relations
Banking / Finance
Unlike other FMCGs on the Top
Ten Employers 2012 list, Nestle
is the only employer that is voted
the most by respondents from
the Banking/Finance sector.
Mobilink GSM is voted by a
massive 46% of employed
respondents f rom the
Telecommunication industry
as their preferred employer.
A correlation is visible between the choices of employed respondents for their preferred employer with their own
industry of operation to that of the employers industry. With 46% employed respondents from the telecommunication
industry voting for Mobilink GSM as their preferred employer.
NESTLE PAKISTAN
MOBILINK GSM
100
80
60
40
20
0
21%
5%
11%
12%
46%
Banking / Finance
Consumer Goods
IT
Public Relations
Telecoms
Of the em
ployed respondents
that
voted
for
Paki stan
Tobacco Com
pany Ltd, 26%

belong to the Advertising/
M
arketing sector.
A majority of the employed
respondents from the
Banking/Finance sector
i ncl i ne towards Bank
Alfalah Ltd as their preferred
employer.
Pakistan Tobacco Company Ltd, although an FMCG in nature, is voted mostly (26%) by the employed respondents
in the Advertising/Marketing sector.
Employed respondents from the Consumer Goods industry appear 4th in this ranks as only 15% of the employed
respondents from Consumer Goods sector vote for Pakistan Tobacco Company as their preferred employer.
Of the employed respondents that chose Bank Alfalah as their preferred employer, a massive 67% belong to the
Banking/Finance sector.
100
80
60
40
20
0
3%
11%
8%
5%
67%
Banking / Finance
Education /
Academia
Telecoms
IT
Government /
Civil
Automotive
Pharmaceuticals
PAKISTAN TOBACCO COMPANY LTD
BANK ALFALAH LTD
100
80
60
40
20
0
19%
12%
15%
16%
26%
Consumer Goods
Telecoms
Industrial manufacuring
Banking / Finance
IT
Public Relations
12%
42
Of the employed respondents that voted for Abbott 24% respondents belong to the pharmaceuticals industry
and 10% work in the IT and Banking/Finance sector each.
A direct correlation between the employed respondents industry of operation to their preferred employers
industry is clearly visible here as 28% of employed respondents that voted for Oil & Gas Development Company
Ltd belong to the Oil, Gas & Petrochemicals sector.
OIL & GAS DEVELOPMENT COMPANY LTD
24%
of the em
ployed
r esp
ond
ent s
f r om

the P
harm
aceuti cals
i ndustr y
show

thei r
preference for Abbott
as their preferred top
em
ployer.
Of the employed respondents
that voted for OGDCL, 28%
belong to the Oil, Gas &
Petrochemicals sector and
19% belong to the Banking/
Finance sector.
100
80
60
40
20
0
11%
19%
17%
28%
Oil, Gas & Petrochemicals
Banking / Finance
IT
Telecoms
Construction
Industri al manufacturi ng
Advertisin g / Marketing
/ Public Relations
3%
10%
7%
5%
24%
100
80
60
40
20
0
Banking / Finance
IT
Pharmaceuticals
Advertisin g / Marketing
/ Public Relations
Industri al manufacturi ng
Retail
Medi cal / Health Services
Construction Consumer Good s
Government / Civil service
Busi ness consultancy
Charity / vol untary sector
Textil es
ABBOTT
7%
Compensation and benefts
is what appeals the most to
respondents who choose
Telenor Pakistan as their
preferred employer.
Respondents reason for choosing employers have been classifed into fve major categories, to better understand
motivation in selecting their preferred employer.
REASONS FOR SELECTION OF TOP EMPLOYERS 2012
Telenor Pakistan is rated at the top foremostly because of the compensation and benefts that are perceived to
be higher than the rest. On the other hand, it is signifcant to note how Unilever Pakistan is rated to be a better
employer on the basis of its brand image-the attribute that is ranked number three as a reason for preference
for United Nations and Engro Corporation Ltd. Of the ROZEE.PK Top Ten Employers 2012, compensation and
benefts are perceived to be the major contributing factor to work for Telenor Pakistan and Pakistan Tobacco
Company Ltd only. Brand Image is what appeals to the majority of respondents who voted for Bank Alfalah, the
only bank in the ROZEE.PK Top Ten Employer 2012 list, as their top employer.
RESPONDENTS REASONS FOR SELECTION
Telenor
Pakistan
United
Nations
Pakistan
Nestle
Pakistan
00
80
60
40
20
0
21.46%
12.67%
21.86%
21.75%
22.25%
18.80%
12.64%
23.38%
21.68%
23.49%
18.70%
18.28%
20.34%
20.16%
22.52%
18.11%
13.93%
22.24%
21.92%
23.80%
19.18%
12.59%
22.23%
21.03%
24.96%
Mobilink
GSM
Pakistan Tobacoo
Company Ltd
k an B
Alfalah
Ltd Abbott
Oil & Gas
Development
Company
00
80
60
40
20
18.68%
13.10%
22.64%
22.20%
23.38%
18.17%
11.04%
22.71%
22.19%
25.89%
18.72%
18.12%
21.29%
19.17%
22.71%
17.74%
12.97%
23.60%
21.75%
23.93%
16.49%
13.86%
22.22%
21.30%
26.13%
Reasons
Brand Image
Career Growth
Better Work Environment
Social Responsibility
Unilever
Pakistan
Ltd
Engro
Corporation
Ltd
44
The purpose behind the analysis presented below is to better understand the reasons for selection for an employer
within the same industry of operation.
Due to data limitations, only a few selected employers have been studied in this analysis.
REASONS FOR SELECTION OF
TOP EMPLOYERS BY INDUSTRY
BANKING
Bank
Alfalah Ltd
MCB Bank
Habib Bank
Allied Bank
100
80
60
40
20
0
18.72%
18.12%
21.29%
22.71%
16.95%
15.70%
21.61%
21.35%
24.40%
19.21%
16.09%
20.89%
19.86%
23.95%
17.42%
15.33%
22.30%
20.91%
24.04%
Brand Image plays a strong role
to make Bank Alfalah appear
as a better employer than its
competitors and also for it to
appear in the ROZEE.PK Top
Ten Employers 2012 list.
Brand Image
Career Growth
Reasons
Bank Alfalah, the only bank to be rated in the ROZEE.PK Top Ten Employer 2012 list, is perceived so because
of its brand image. However, for MCB Bank Ltd, Habib Bank Ltd and Allied Bank Ltd, career growth is what is
perceived to appeal the most to respondents. The brand image is not the major contributing factor for the choice
of the runner-ups in the category for Top Employers in the Banking Industry.
19.17%
Ltd d d Lt Lt
F.M.C.G.
C
om
pensation and benefts
is the third preferred attribute
for those respondents w
ho
chose U
nilever Pakistan as
their top em
ployer.
Although they all belong to the same industry, for these top fve rated employers in the FMCG industry, the
top contributing reason for selection varies for each of them. Where Unilever Pakistan has been selected by
respondents because of its perceived brand image, Engro Corporation Limited and Procter & Gamble Pakistan
is rated by respondents because of the perceived career growth it offers to its employees. Compensation and
benefts becomes the most important contributing factor for only those respondents who perceived Pakistan
Tobacco Company Ltd as their preferred top employer.
Brand Image
Career Growth
Reasons
Unilever
Pakistan
Nestle
Pakistan
Pakistan
Tobacco
Company Ltd
Procter
& Gamble
Pakistan
100
80
60
40
20
0
18.80%
12.64%
23.38%
21.68%
23.49%
18.11%
13.93%
22.24%
21.92%
23.80%
19.18%
12.59%
22.23%
21.03%
24.96%
18.17%
11.04%
22.71%
22.19%
25.89%
18.78%
10.80%
24.11%
21.35%
24.96%
d Lt
Engro
Corporation
Ltd
46
NGO/SOCIAL SERVICES
TELECOMMUNICATION
The top r eason f or
selection of top employer
in the Telecommunication
industry seems divided
between compensation and
benefts, brand image and
career growth.
The top perceived reasons for selection of top three employers in the Telecommunication Industry are different
from each other. Where Telenor Pakistan, the leading employer in the ROZEE.PK Top Ten Employers 2012 list,
is voted so because of the perceived compensation and benefts it offers; Mobilink GSM, the second ranked
employer in the telecommunication industry is voted because of the career growth; and Ufone GSM is voted third
in the list of Top Three Employers in the Telecommunication Industry because of its brand image.
Brand Image
Career Growth
Reasons
United nations, the only employer from the NGO/Social Services sector to appear in the ROZEE.PK Top Ten
Employers 2012 list has been chosen by respondents because of the perceived career growth it offers to its
employees. Where compensation and benefts is the second most contributing reason for selection of respondents
for United Nations, it receives the least number of votes by respondents who selected Aga Khan Foundation
as their perceived top employer. Respondents have selected Aga Khan Foundation mainly because of its brand
image; a factor that is rated third as choice of selection for United Nations.
Brand Image
Reasons
Career Growth
Respondents who voted
for United Nations as their
preferred empl oyer di d
so majorly because of the
career growth it offers.
United
Nations
Pakistan
Aga Khan
Foundation
(Pakistan)
100
80
60
40
20
0
18.70%
18.28%
20.34%
20.16%
22.52%
18.47%
15.89%
21.82%
21.25%
22.56%
Telenor
Pakistan
Mobilink
GSM
Ufone
GSM
100
80
60
40
20
0
21.46%
12.67%
21.86%
21.75%
22.25%
18.68%
13.10%
22.64%
22.20%
23.38%
20.46%
12.52%
21.90%
21.30%
23.83%
48
YouGov (MENA) is a full service market research agency, serving the Middle East, North Africa and Pakistan. A
member of YouGov PLC, YouGov (MENA) is headquartered in Dubai, with offces in Baghdad, Jeddah, Riyadh
and Dammam. YouGov (MENA) boasts the regions largest pure research panel of over 230,000 respondents.
YouGov (MENA) has its own feldwork operations in Iraq, Saudi Arabia & the UAE, ensuring that clients requirements
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Quantitative research, delivering end to end solutions for local, regional and international clients. YouGov (MENA)
runs weekly online Omnibus services in key markets & is the most quoted research agency in the region.
ABOUT YOUGOV
ABOUT ROZEE RESEARCH
Rozee Research is the market intelligence research arm of ROZEE.PK, one of the most visited online destinations
in Pakistan. Over 48,000 companies and 3 Million professionals connect through ROZEE.PKs platform which
has resulted in 500,000 hirings through 20 Million job applications since its inception in 2007.
ROZEE.PK is a division of Naseeb Online Services (Private) Ltd, a venture capital backed Internet new media
company. The management collectively has over 60 man-years of experience running Internet businesses.
The deep demographic and business insights available through ROZEE.PKs platform allows Rozee Research to
leverage a unique vantage point to conduct highly targeted market surveys and outreach. Rozee Research has
delivered numerous consumer and business research studies for clients ranging from telcos, FMCGs and banks.
For more information on Rozee Research products and services, contact:
Rozee Research
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Phone: 042.3577.7630
Fax: +92.42.35781730
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