• The Most Wanted Employers 2024 study provides valuable insight into employer brand awareness in various sectors.
In an increasingly competitive labor market, Romanian employees are looking for more than just a salary. According to the latest study "Most Wanted Employers 2024" carried out by the research agency MKOR, the IT & Technology and Retail sectors stand out as the most attractive for Romanian professionals, while the preferences of Generation Z redefine the criteria for choosing an employer.
The private sector: the overwhelming choice of Romanians
Approximately 9 out of 10 Romanians would choose to work in the private sector, regardless of whether or not they currently have a job. This trend is even more pronounced among the young people of Generation Z, where 93% of those employed would choose a private organization.
IT & Technology: second-hand leadership, but not just for IT professionals
The IT & Technology sector dominates preferences with 18% of options and attracts not only IT professionals, but also Financial-Accounting specialists. The giants Google and Microsoft lead the list of preferred employers in this sector.
"Competitive salaries (40%) and flexibility (15%) are the main reasons why employees are attracted to the IT field, while for job seekers, professional development is the main asset (36%)", explains Cori Cimpoca, founder of MKOR and a professional with over 13 years of experience in marketing and market research.
Retail ranks second with 10% of preferences, especially among professionals working in manufacturing, accounting and operations. Dedeman and eMAG stand out as leaders in this field. This sector also attracts women, as well as rural residents, an indication that it offers career opportunities in areas where they may be more limited.
Decisive factors in choosing an employer: more than salary
Although salary and benefits remain paramount (33%), 1 in 5 employees consider the work environment and organizational culture decisive in choosing an employer.
Contrary to post-pandemic expectations, only 6% of employees consider flexibility important in choosing a job. This matters more contextually, for example, more in the case of women who can thus juggle multiple responsibilities.
Professional and personal development is the main reason why the unemployed would go to work. Tech and FMCG sector are seen as beneficial areas to evolve in this regard.
Generation Z: The new force in the labor market
By 2034, Generation Z will represent approximately 40% of the workforce, making it essential for organizations to adapt to this generation's preferences.
"The data provide a clear picture of a labor market in full transformation. Employers who manage to adapt to these new preferences, offering not only competitive salaries, but also a positive work environment and development opportunities, will be the ones to attract and retain the best talent for years to come." concludes Cori Cimpoca.
Young people in this generation bring new priorities to the employer landscape, placing increased importance on company reputation and development opportunities. More connected to employer branding through social media, they evaluate not only the salary package, but also the company's image and values. Adapting to these preferences becomes critical to long-term organizational success.
For detailed information, find the full report here: https://mkor.ro/studii/studiu-mkor-most-wanted-employers-2024/
The study is representative of the Romanian population and was conducted on a sample of 1244 people.
Study methodology
Data are extracted from the study MKOR Most Wanted Employers 2024.
- Sample: N employed persons=953; N unemployed persons=214; N entrepreneurs=77;
- Target: the general population of Romania between the ages of 18 and 65;
- Research method: opinion survey (CAWI);
- Tool: questionnaire;
- Approach: online, through the MKOR Panel.
About MKOR
MKOR is an innovative market research agency that combines hands-on business experience, MBA-level know-how and leading expertise to provide an in-depth understanding of the business environment. In its work, MKOR covers all types of research and offers increased flexibility to its clients in order to understand and deliver the most detailed market insights.
Article and photo source: Press release
Article edited by Gabriela Dan, Editor-in-Chief Arta Albă
Read on White Art and: Mintel Report – Food and Beverage Trends to 2025
