Home Opinion Featured Articles Insights Into Employer Attractiveness In Ghana

Insights Into Employer Attractiveness In Ghana


As world-renowned experts in employer branding, Universum Global is present in more than fifty markets globally and conducts extensive research amongst students and young professionals. This year Universum expanded into five new African markets; Algeria, Morocco, Nigeria, Kenya and Ghana.

With this recent expansion, Universum has completed its first round of research into employer attractiveness drivers amongst Ghanaian students. The research was conducted between February and May 2015 and included the views of almost 2,000 Ghana students. The research has highlighted insights into the unique nature of the Ghanaian employment landscape, especially when compared to the other 5 African markets Universum has conducted research in, including South Africa.

One of the most prominent trends from within the research is that to be entrepreneurial, creative & innovative are top career goals for Kenyan students. These goals are different from Algeria and Morocco students who highlight having an international career, as well as work life balance, as more important long-term career goals. However a Ghanaian students show similarities to South African students, with regards to seeking security and stability in an employer and having this as one of their top career goals.

There is a difference however when it comes to being entrepreneurial. More young Ghanaians have aspirations to start up their own businesses or work for startups, possibly leading to less unemployment, similar to Nigerians and Kenyans. Whereas in Algeria and Morocco, the findings indicate the number of opportunities available and the need for expansion for students causes them to prefer working outside their home countries. Employer Branding Consultant, Jenali Skuse says ?The ‘Afrilennials’ will soon make up the bulk of the African work force. Understanding what drives them, what they value and what they want from their careers will be a key determinant in whether businesses manage to grow and thrive on the continent. Being able to tap into key drivers such as their desire for entrepreneurial opportunities is absolutely key?

With regards to the gender gap and salary expectations between men and women, Ghanaians are similar to South Africans, Kenyans, Nigerians and in fact to the rest of the globe. Across most territories males expect to earn more than what females expect to earn in their first job after graduating. In Ghana men expect to earn 41 669GHC and women expecting to earn 37 239 GHC, reflecting a much smaller gap in the expectations compared to most African markets.

One of the more interesting findings from the research is that Non-Governmental Organizations/ Non Profit Organizations (NGOs and NPOs) is one of the top industries Ghanaian students prefer to work for after graduating as well as Banks and telecommunications, which comes across strongly for Business and Engineering/Technology students. In line with the previous statement about security and stability, we can see that similar to South Africa, Public Sector and Governmental Agencies is one of the top 10 preferred industries for Ghanaian students.

Key Account Manager, Luvuyo Magopeni says ?With these insights in mind employers need to constantly refine and adapt their employer branding efforts to cater to talent needs. As much as talent would prefer to work for international companies, it is clear that as the market evolves these international companies will be faced with intense competition for the right talent from the small and medium enterprises?. Universum?s research into the drivers of employer attractiveness is the key component used to understand what attracts talent to a specific employer. In order to attract top talent, businesses need to understand these drivers and be able to respond accordingly.

Universum Global just recently announced the results of its World?s Most Attractive Employers and will soon be announcing the results of its Most Attractive Employer survey for Ghana and select African countries.


Lara Preston

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