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Advertising is the industry of the future: Nielson B-School Survey

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Advertising is the industry of the future: Nielson B-School Survey

The FMCG sector, third year in a row, has been voted by B-school students as the most coveted sector for employment, with HUL topping the list as the most preferred recruiter. These are the findings of the Campus Track Business School survey 2012, conducted by Nielsen.

In its 13th year now, the nationwide study which measures and monitors perceptions of students in relation to their career preferences and potential recruiters, was conducted between October – November 2012, in 35 premier business schools in India, with 1500 respondents from the class that will graduate in 2013.

According to this year’s survey, the FMCG sector (29 per cent) topped student’s choices, followed by management consulting (24 per cent), eCommerce (20 per cent), IT product and development (19 per cent) and large business conglomerates (16 per cent).

Foreign Banks have dropped from 22 per cent last year, to 15 per cent this year. Last year, almost a quarter respondents (24 per cent in 2011), had cited investment banking as a preferred sector, this year less than one in five (15 per cent in 2012) have preferred it as a sector.

“While the FMCG sector still is fairly attractive for business students, other traditional sectors such as foreign banks, IT consultancy, investment banking are being interspersed with new entrants like e-commerce, media and entertainment,” said Dinesh Kapoor, ED, Nielsen India.

“This shift in trend highlights the exposure, and exploratory nature of the young people of today, even though the returns, or salary might not be as high as the other finance based sectors,” he added.

Industries of the future
FMCG (31 per cent), eCommerce (30 per cent), automobile (20 per cent), financial institutions/ credit rating agencies (19 per cent) were cited as sectors with a high growth potential. Advertising and market research (18 per cent) along with healthcare (18 per cent) and IT product and development (18 per cent) are also industries that are looking attractive as industries of the future.

Most preferred recruiter
Based on the CRI (Campus Recruiter Index) developed by Nielsen, Hindustan Unilever Ltd (HUL) tops the list of most preferred recruiter, followed by Google (2nd) and Procter & Gamble (3rd).  IT giants Google, Accenture (5th) and Microsoft (8th) feature in the top 10 list of recruiters as do management consulting firms McKinsey & Co (7th) and BCG (8th). At ninth position, Citigroup is the only global banking organisation that features in the list. Aditya Birla Group is the only large conglomerate to feature in the ranking at number four, while social networking site Facebook enters the top 10 at number six.

For the fourth year running, Hindustan Unilever Ltd (30 per cent) tops the list of ‘Dream Companies’, followed by Procter & Gamble (2nd with 20 per cent) and Google (3rd with 15 per cent). Indian conglomerates Tata Administrative Service (4th with 11 per cent), Reliance Industries (6th with 9 per cent) and Aditya Birla Group (10th with 7 per cent) also make it into the Top 10 list of ‘Dream Companies’

Realistic expectations
The average salary expectations from a ‘Dream Company’ from the Class of 2013 is Rs 14.5 Lakh per annum, marginally lower from  the Rs 15 lakh number from the Class of 2012. The salary expectation from a foreign company is at Rs 22.3 lakhs.

The survey also found that the top five dimensions students considered when it comes to seeking employment namely, high degree of independence at work (42 per cent), salary package (40 per cent), growth prospects (40 per cent), learning on the job (38 per cent) and standing of the company in the market (36 per cent) respectively

About 44 percent of all the students wish to move out from their first job in three years or less, mainly to pursue better career options (51 per cent), for a better pay (36 per cent), better position / designation (27 per cent), gain diverse/ cross-functional experience (26 per cent) and for higher studies (19 per cent)

Some of the most appreciated activities in campus by companies are case study presentation (54 per cent), interactive session with key industry personalities (38 per cent), company sponsored sporting, cultural events, alumni meets (36 per cent), seminars and talks on economic and social issues (31 per cent), distribution of freebies like credit cards, T shirts (30 per cent) and awards/contests (24 per cent).

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