Telenor Pakistan may be at the top of the ROZEE.PK Top Employer Rankings 2012, but what exactly makes it most popular among the 9,068 respondents who took the survey?

Is it its better work environment or the high prospect of growth it offers that makes the telecom company a favourite among survey respondents? Well, the answer is neither. It is actually the perception about better compensation and benefits, according to the survey, that appeals the most to people who consider Telenor Pakistan their favourite employer. About 22.25% respondents who called it the employer of choice believe that the company pays its employees well.

The survey asked respondents to classify their reason to prefer a certain employer in one of the five categories, namely compensation and benefits, brand image, career growth, better work environment and social responsibility.Among those who chose Unilever Pakistan as their favourite employer, the highest number of respondents said the reason for doing so is the company’s brand image.

In contrast, the top reason for respondents who considered Engro, Bank Alfalah, Abbott and the United Nations as employers of choice is the perceived prospect of better career growth.Pakistan Tobacco, Oil and Gas Development Company and Nestle Pakistan are employers of choice because the highest number of respondents choosing these companies believes that they enjoy a better brand image.

It is interesting to note that out of the five possible reasons, better work environment and social responsibility consistently rank fourth and fifth, respectively, for each of the top 10 employers of 2012.The survey covered only four banks due to data limitations. Career growth is the top reason why respondents voting for MCB Bank, Habib Bank and Allied Bank would like to work there. However, brand image is the main reason why respondents voting for Bank Alfalah like it the most.

As for the telecom sector, the main reason for the selection of the top employer is different in each of the three companies that the survey covered. While Telenor Pakistan is a preferred employer because of the compensation and benefits it offers, respondents listed career growth and brand image as the top reason for liking Mobilink and Ufone, respectively.

It is noteworthy that the highest percentage of those voting for the United Nations did so because they believed it offered good career growth opportunities. On the contrary, the least number of respondents wanting to join the United Nations said their main reason was that it is a socially responsible organisation.

Compensation and benefits are the “second most contributing reason” for respondents voting for the United Nations, the survey stated. Most respondents who voted for Aga Khan Foundation did so because of its strong brand image. On the contrary, brand image was the third reason for respondents who chose the United Nations as their preferred employer.