Tashkent, Uzbekistan (UzDaily.com) -- On 23 November 2023, the results of the study on perception of the employer brand The Talentist were summed up. The presentation of the results and the award ceremony took place within the framework of the Human Capital Days in Uzbekistan Forum.

The survey results revealed what motives guide the working-age population when choosing and changing jobs, and also helped determine the most attractive employers in Uzbekistan. Top 5 factors when choosing an employer: good salary – 48%, pleasant working atmosphere – 43%, interesting work – 42%, quality company services/products – 42%, convenient location – 41%. This was reported by the ANCOR press service.

In addition, the most attractive employers in Uzbekistan were named. More than 3,500 respondents across the country assessed the 100 largest companies by headcount; the final ranking included 33 organizations that had overcome the 10% barrier of recognition among the working population. Uzbekistan Airways was named the most attractive employer in Uzbekistan.

Oksana Tkachenko, operations manager at ANCOR Uzbekistan, said: “In 2023, ANCOR conducted its first large-scale study of employer brand perception, The Talentist, in Uzbekistan. We are pleased to share with companies research data, labor market analytics and valuable insights that will help in attracting candidates, creating a comfortable working environment for their employees and building mutually beneficial effective communication with them, as well as in creating a positive perception of the corporate HR brand. We researched what criteria are important to people when choosing an employer, where they look for job advertisements, how they check an employer’s reputation, how people’s behavior patterns in relation to employment have changed, as well as what compensation and benefits are attractive to residents of Uzbekistan and what additional support from an employer they wanted would receive. Developing an employer brand is the only win-win path to success in the new market realities!”

Key findings of the study

Employer branding is a critical tool for a company these days. To formulate the most effective strategy for interacting with potential candidates and current employees, it is important to understand people’s preferences and needs.

For example, every sixth person surveyed in Uzbekistan would prefer to have their own business. The second place in preference is to work in a state budgetary organization, i.e. the state is the most attractive employer for those who are considering employment.

It is also important to understand that not only material motivation influences the choice of employer. In addition to the salary level, what is important to people is a pleasant work atmosphere and interesting work, quality products and services, convenient location, career opportunities and work-life balance, as well as the company’s reputation. And it is important for companies to take into account people’s preferences, because a properly developed employer value proposition (EVP) helps to attract the candidates the business needs and retain the current team faster and cheaper.

Profile of respondents

A large-scale independent online survey, commissioned by the ANCOR staffing group with information support from the Human Capital Days Forum, took place in September-October of this year. A sample of 3,500 respondents of working age from 16 to 59 years old throughout the country was selected. A representative sample based on socio-demographic characteristics reproduced the working population of the entire country. Women made up 49%, men – 51%. In the distribution by age: participants 16–24 years old made up 23% of the total number of respondents, 25–29 years old – 17%, 30–34 years old – 18%, 35-39 years old – 19%, 40-49 years old – 15%, 50-59 years old – 8%.

As for the format of employment, 61% worked on a permanent basis, 28% worked on a temporary basis, and 10% of the study participants were self-employed or freelancers. By level of education, respondents formed the following groups: higher education – 60%, secondary education – 35%, lower secondary education – 5%.

Distribution by territorial basis: Tashkent - 8%, Ferghana Valley (Andijan, Namangan, Ferghana, Kokand) - 37%, Center (Gulistan, Jizzakh, Samarkand) - 18%, South (Karshi, Termez) - 17%, South-West (Bukhara, Navoi) – 9%, West (Nukus, Urgench) – 11%.

What companies do people want to work for and are they attracted to hired jobs?

Based on the results of the study, it was found that working in a large commercial organization is not the most attractive. Moreover, large employers compete not only with smaller players and the public sector, but also with other forms of employment - own business, self-employment or freelancing.

When asked about their preferred place of work, 17% of respondents indicated their own business, a state budgetary organization attracted 14% of participants, family business - 10%, self-employment/freelance work - 10% of respondents, 9% were interested in international commercial companies, and commercial companies with state participation - 9%, in non-profit companies - 7% of respondents. Only 6% of respondents would like to work in an Uzbek commercial company.

In terms of preferred size of ideal employer, most respondents would like to work for smaller companies. Companies with up to 100 employees turned out to be the most attractive for 32% of respondents. In second place in popularity are organizations with a staff of 101–1000 people – 19%, from 1001 to 5000–11%, more than 5000 people – this option was interesting to 10% of people. 22% of respondents responded that they had no preference. Large employers should consider how to compete for talent with smaller companies.

Oksana Tkachenko, Operations Manager of ANCOR added: “People want to see the results of their work and understand how their achievements affect the results of the entire organization. They want to feel like an important part of a complex mechanism, and not a small cog in a gear. Employers should think about creating a structure that will allow employees to self-realize in a large company. One way is to create project teams with responsibility and appropriate authority to achieve results.”

Men are more likely than women to prefer working in companies with up to 100 employees. Work in small companies is also more often preferred by respondents aged 35 to 49 years, working on a permanent basis and in budgetary organizations.

Large companies (1,000 or more people) are more attractive to temporary workers, while freelancers and people over the age of 50 have no preference in terms of organization size.

Respondents also answered the question regarding the number of employers currently: 59% of respondents work for 1 employer, 29% have 2 or more, 12% do not have an employer.

The most important criteria for choosing an employer

In order for an applicant to choose a particular company, he must be confident in a good salary - this is the most important parameter for 48% of respondents, a pleasant working atmosphere - 42.6%, interesting work - 42.4%. Next come quality products/services – 41.8% and convenient location – 41.1%. This suggests that candidates’ needs are not limited to material factors; psychological comfort and the level of products or services they will be involved in creating are important to them.

If an organization is committed to retaining valuable employees and generally reducing turnover, it is important to take into account other criteria from the list, the importance of which is also very high for respondents. The full list includes: ample career opportunities - 40.2%, good company reputation - 40.1%, work-life balance - 40%, strong leadership - 39.2%, financial stability - 38.7% , education and training – 38.4%, use of modern technologies – 36%, long-term employment guarantees – 35.3%, flexible working conditions – 35.3%, provision of equal opportunities – 34.3%, social responsibility – 30.1 %.

What is important for candidates when choosing a job and what do companies offer?

A common problem for businesses is confusion about what their current and potential employees actually need. The study shows that what is most important to people is: good wages (48%), pleasant working atmosphere (43%), interesting work (42%). Organizations, according to the audience’s perception, place emphasis on strong leadership (69%), quality products/services (68%), and a good reputation (68%). The existing gap between the needs of employees and the offer of companies can negatively affect the attractiveness of the employer brand, as well as reduce the effectiveness of efforts to attract and retain personnel.

Job change vs. retention

The overwhelming number of respondents remained at their current place of work over the past 12 months – 85%. Changed employer during the same period - 15%, of whom did this due to dissatisfaction with low wages - 19%, unsatisfying work - 16%, unsuitable work schedule - 16%, due to excessive workload - 16%, were dissatisfied with the company’s management – 14%.

A detailed analysis showed that young people more often than other age groups report dissatisfaction with work and management, work schedules and lack of balance between work and personal life. Freelancers talk even more often about the lack of balance between work and personal life. Respondents cite low wages, lack of job satisfaction, and unsuitable hours as the main reasons for changing employers.

Only 11% of respondents plan to change jobs in the next 12 months, 17% are still undecided, and 72% do not plan to change employers in the next year.

Additional support from the employer also plays a major role in staff retention. Its necessity was noted by 67% of respondents.

20% of respondents noted that they need support in purchasing and paying for housing, 19% of respondents chose medical services, financial advice - 19%, the ability to choose a convenient work schedule - 18%, sports - 18%, support for child care - 16 %, consultations with a psychologist - 14%, consultations with a lawyer - 12%, information about the situation and plans of the company - 12%, assistance in retraining - 10%.

Benefits

The most attractive benefits respondents named were compensation for travel to their place of work - 74%, medical insurance - 73%, travel insurance - 72%, additional days off - 72%, compensation for cellular communications - 72%.

Compensation for travel to work is especially important for the 35-49 age group, as well as health and travel insurance. Men, middle-aged respondents (35–49 years old) and full-time employees are the most likely to talk about additional days off. Respondents with full-time employment most often note that compensation for sports activities, additional education/training, and benefits for children of employees are important to them.

Benefits that employers most often provide: additional days off, catering, financial assistance in difficult life situations and medical insurance.

Young employees (under 24 years of age) most often note that the employer provides training and compensation for additional education, as well as discounts on company products.

Changing working conditions

A significant role in the decision to change jobs or the decision to stay in the current place is played by changes in working conditions. The workload, according to respondents’ feelings, has not changed – for 54%, increased – for 22%, decreased – for 24%. The number of working hours remained the same – 54%, increased – 21%, decreased – 26%. The content of the work remained unchanged - 55%, worsened - 20%, improved - 25%. The work location has not changed - 56%, worsened - 19%, improved - 25%. Wages remained unchanged – 48%, material conditions worsened – 19%, improved – 33%. The work schedule did not change - 54%, became worse - 19%, became better - 27%.

Job search channels

Among job search channels, social networks and instant messengers are in first place in popularity - they were noted by 23% of survey participants. This is followed by job portals (22%), personal connections (19%), Internet search engines (15%), and public employment services - 13%.

Of the job portals and advertising platforms, Olx is in first place – 47%, followed by HeadHunter – 33% and Myjob – 25%. Social networks in terms of demand when searching for a job are in the following order: Telegram -74%, Instagram – 40%, YouTube – 23%

It should be noted that communication with former employees of a potential employer is a serious trend associated with applicants’ distrust of information on the Internet. So if an organization wants to attract talent in a time of talent shortage, it needs to pay attention to what former employees have to say about it. You need to part with people as carefully as possible, leaving a positive impression of working in your company as a whole. Efforts should also be made to retain staff. This focus will also affect the effectiveness of attracting new people in the future.

When checking the reputation of a potential employer, people are guided by: social networks and instant messengers - 21%, the opinions of friends and family - 19%, job portals - 15%, Internet searches - 15%, personal visits - 14%.

The most attractive employers in Uzbekistan

The top 3 most attractive employers in Uzbekistan, according to respondents, are: Uzbekistan Airways –77.6%, Lukoil Uzbekistan – 69.1%, Hamkorbank – 63.2%.

In general, the study showed that the working population of Uzbekistan knows very little about the country’s largest employers. Of the 100 largest employer brands, only 33 companies crossed the 10% awareness threshold.

Oksana Tkachenko, Operations Director of ANCOR Uzbekistan saud: “Low awareness is a very serious cause for concern if the company’s HR strategy is aimed at attracting personnel. Companies should think about their presence in various communication channels and the intensity of communications with potential candidates. Our research from The Talentist provides a wealth of information about the preferences of different socio-demographic groups and will be extremely useful for companies in working with talent.”