#FIRMday Manchester 25th Sept 2019 - Totaljobs: Candidate attraction and the rise of the ‘Northern Pound’
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The document discusses attracting talent to northern cities in the UK like Manchester. It notes that populations and job opportunities are growing faster in northern cities than in London. Cost of living is 20% lower in the North, with lower rents, commute costs, and home prices. While Londoners prioritize high salary and career progression, Northerners value work-life balance including time with family and less overtime. The document provides tips for employers to attract talent to northern locations, such as promoting local amenities, offering flexible work and relocation packages, and highlighting lower cost of living.
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Semelhante a #FIRMday Manchester 25th Sept 2019 - Totaljobs: Candidate attraction and the rise of the ‘Northern Pound’
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#FIRMday Manchester 25th Sept 2019 - Totaljobs: Candidate attraction and the rise of the ‘Northern Pound’
- 1. | Attracting talent to the North: Making a case for ‘hiring’ your city
- 2. | Attracting talent to the North: Making a case for ‘hiring’ your city9th May 2019 Have you ever relocated for work? How much do you talk about location when advertising vacancies? Do you offer a relocation package?
- 3. | Attracting talent to the North: Making a case for ‘hiring’ your city Attracting talent to the North: Making a case for ‘hiring’ your city Andy McIntosh Head of Sales, Totaljobs 9th May 201925th September
- 4. | Attracting talent to the North: Making a case for ‘hiring’ your city Liverpool population growth Leeds population growth London population growth Manchester population growth 5 Data source: ONS Between 2002 and 2015 Growth of the North 181% 150% 22%149%
- 5. | Attracting talent to the North: Making a case for ‘hiring’ your city6 Data source: Totaljobs Increase in jobs advertised in Manchester Between 2016 and 2018 39% Increase in jobs advertised in Liverpool 52% Increase in jobs advertised in Leeds 33%Growth of the North
- 6. | Attracting talent to the North: Making a case for ‘hiring’ your city 7.2 million people within an hour’s commute 7 Data source: Manchester Evening News, Invest in Manchester, Centre for Cities 72.5% employment rate GVA of £61.6 billion Manchester by numbers UK’s second largest economy
- 7. | Attracting talent to the North: Making a case for ‘hiring’ your city8 Skills shortages Moderate skills shortage Limited skills shortage No skills shortage Significant skills shortage The North % 29 7 16 48 London % 25 13 14 48
- 8. | Attracting talent to the North: Making a case for ‘hiring’ your city The Northern exchange rate 9 £1 in London £1.17 in The North £1 is worth in the North20% more
- 9. | Attracting talent to the North: Making a case for ‘hiring’ your city 01 Morning coffee 10 A day in the life London Vs. The North Coffee Commute cost Commute time Overtime Rent Home ownership £2.39 (per day) £1.80 (per day)
- 10. | Attracting talent to the North: Making a case for ‘hiring’ your city 02 Commute cost per month 11 A day in the life Coffee Commute cost Commute time Overtime Rent Home ownership £2.39 (per day) £1.80 (per day) £101.42 (per month) £58.77 (per month) London Vs. The North
- 11. | Attracting talent to the North: Making a case for ‘hiring’ your city 03 Commute time per day 12 A day in the life Coffee Commute cost Commute time Overtime Rent Home ownership £2.39 (per day) £1.80 (per day) £101.42 (per month) £58.77 (per month) 43 minutes (per trip) 28 minutes (per trip) London Vs. The North
- 12. | Attracting talent to the North: Making a case for ‘hiring’ your city 04 Overtime per week 13 A day in the life Coffee Commute cost Commute time Overtime Rent Home ownership £2.39 (per day) £1.80 (per day) £101.42 (per month) £58.77 (per month) 43 minutes (per trip) 28 minutes (per trip) 3.5 hours (per week) 2.9 hours (per week) London Vs. The North
- 13. | Attracting talent to the North: Making a case for ‘hiring’ your city 05 Rent per month 14 A day in the life Coffee Commute cost Commute time Overtime Rent Home ownership £2.39 (per day) £1.80 (per day) £101.42 (per month) £58.77 (per month) 43 minutes (per trip) 28 minutes (per trip) 3.5 hours (per week) 2.9 hours (per week) £1,053 (per month) £533 (per month) London Vs. The North
- 14. | Attracting talent to the North: Making a case for ‘hiring’ your city 06 Home ownership 15 A day in the life Coffee Commute cost Commute time Overtime Rent Home ownership £2.39 (per day) £1.80 (per day) £101.42 (per month) £58.77 (per month) 43 minutes (per trip) 28 minutes (per trip) 3.5 hours (per week) 2.9 hours (per week) £1,053 (per month) £533 (per month) £520,000 £200,000 London Vs. The North
- 15. | Attracting talent to the North: Making a case for ‘hiring’ your city Jobseeker preferences 16 London The North 1. Earning enough to be comfortable 1. Earning enough to be comfortable 2. Going on holiday 2. Getting home in time to see the family 3. High salary 3. Not cancelling plans for work commitments 4. Career progression 4. Not having to do overtime 5. Not cancelling plans for work commitments 5. Going on holiday 6. Getting home in time to see the family 6. High salary 7. Not having to do overtime 7. Career progression
- 16. | Attracting talent to the North: Making a case for ‘hiring’ your city Jobseeker preferences 17 London The North 1. Earning enough to be comfortable 1. Earning enough to be comfortable 2. Going on holiday 2. Getting home in time to see the family 3. High salary 3. Not cancelling plans for work commitments 4. Career progression 4. Not having to do overtime 5. Not cancelling plans for work commitments 5. Going on holiday 6. Getting home in time to see the family 6. High salary 7. Not having to do overtime 7. Career progression
- 17. | Attracting talent to the North: Making a case for ‘hiring’ your city A mobile workforce 18 of Northerners would move and accept a lower salary if it meant a better quality of life of Londoners would move out of the capital and accept a lower salary if it meant a better quality of life 53% 31% London The North
- 18. | Attracting talent to the North: Making a case for ‘hiring’ your city A change of scene How can employers help? 19 of employees desire a higher salary 86% of employees want moving costs covered 60% of employees want a promotion 28% If relocating with their current employer:
- 19. | Attracting talent to the North: Making a case for ‘hiring’ your city Tailor your benefit packages Personalise your offering 20 • What are the unique needs of your employees? • Consider flexible working options of employers currently offer the option to work from home 65%
- 20. | Attracting talent to the North: Making a case for ‘hiring’ your city Foster local pride Attract talent to your city 21 • Why did your business choose the location it did? • What’s different about that location? • What does your city give you? • What do you give back to your city?
- 21. | Attracting talent to the North: Making a case for ‘hiring’ your city • Why have your employees chosen to work with you? • Use imagery and video content in job ads • Host content on company website Put your business on the map Engage with prospective candidates 22
- 22. | Attracting talent to the North: Making a case for ‘hiring’ your city Make a case for hiring Manchester 23 • Job market • Thriving industries • Social and cultural scene • City history • Number of high performing schools • Number of universities • Renowned residents Promote Manchester with a City CV
- 23. | Attracting talent to the North: Making a case for ‘hiring’ your city Expand your talent pool • Look at the candidates willing to relocate • Understand the needs of your potential candidates • Engage directly with them | Attracting talent to the North: Making a case for ‘hiring’ your city24 Utilise talent from across the UK
- 24. | Attracting talent to the North: Making a case for ‘hiring’ your city9th May 2019 Key takeaways The North is growing – infrastructure, population, jobs 25
- 25. | Attracting talent to the North: Making a case for ‘hiring’ your city9th May 2019 Key takeaways The North is growing – infrastructure, population, jobs The UK workforce is increasingly mobile 26
- 26. | Attracting talent to the North: Making a case for ‘hiring’ your city9th May 2019 Key takeaways The North is growing – infrastructure, population, jobs The UK workforce is increasingly mobile £1 in London is worth almost 20% more in the North 27
- 27. | Attracting talent to the North: Making a case for ‘hiring’ your city9th May 2019 Key takeaways The North is growing – infrastructure, population, jobs The UK workforce is increasingly mobile £1 in London is worth almost 20% more in the North Opportunity to tap into a wider talent pool 28
Notas do Editor
- Holding slide
- A few questions before we kick off.
- Introduction I’ll be talking about attracting talent to the North and Manchester, a look at the market and the importance of employer brand Andy’s background, a bit about Totaljobs
- Before we delve deeper into employment and the jobs market in the North, let’s take a look at what’s currently going on in the region. EY notes that Manchester is set to be the strongest performing city with 2.4% GVA growth and 1.2% employment growth per year between 2017 and 2020. However, recent events have called into question some of the investment into the North. Back in July, the UK’s new Prime Minister Boris Johnson backed the trans-Pennine transport link between Manchester and Leeds, stating it will “turbo-charge the economy”. He pledged a £3.6 billion Towns' Fund supporting an initial 100 towns in the north, providing better transport and broadband for them. However, now the HS2 project has been called into question – Boris Johnson recently stated costs could be over £100 billion, far exceeding the agreed £56 billion budget. The latest review said that the second phase – the Birmingham-Manchester-Leeds route has been pushed back to between 2035-2040. The London-Birmingham route will also be delayed, by up to five years. Outside of this uncertainty, our cities have continued to attract people to live and work in the north. The Centre for Cities thinktank undertook a study between 2002 and 2015 that highlighted how much change city centres have seen over the years. The Centre for Cities thinktank explains that what they call an “urban renaissance” in Leeds, Manchester, and Liverpool has been so significant that the priority now is finding room for further expansion. Before there was a greater focus on avoiding urban decay, they say. Manchester, Leeds and Liverpool are the UK cities showing the strongest growth over the years. To compare, London was in 20th position out of UK cities in percentage terms. City centres are often occupied by younger generations – partly students. The latest census shows population in Sheffield grew by more than 300% between 2001 and 2011 In terms of demographics, one in five city centre residents is married or in a civil partnership, and three quarters of those in city centres are renting flats. More than half of the people living in the centre work in high-skilled professional occupations, reflecting the growing importance of sectors like financial and legal services to the UK economy. This positive trend is echoed in terms of number of jobs on offer as well. Manchester, for example, had an 84% increase in city centre jobs between 1998 and 2015, while Leeds enjoyed an increase of 34%. ____________________________________________ Source: https://www.theguardian.com/business/2018/mar/21/north-midlands-england-jobs-growth Source: https://www.ey.com/uk/en/issues/business-environment/financial-markets-and-economy/rebalancing---ey-uk-region-and-city-economic-forecast Source: https://www.bbc.co.uk/news/business-49563549
- While London remains a hub of job opportunities, growth has slowed. At the end of last year, EY reported that London would no longer grow at a much faster pace than the rest of the country. London is forecast to outperform all other UK regions with an increase in its gross value added to the economy of 2.1% from 2018 to 2021. The gap with the rest of the country is, however, expected to be smaller. The slowdown in the UK economy over the last three years has led to a narrowing of the difference in growth rates between north and south of the country. With the service sector slowing and manufacturing doing better, the relative performance of the north and the west midlands has been stronger than previously reported. The gross value added to the economy from the north-west is forecast to grow by 1.5% between 2018 and 2021, up from previous years. Manchester is performing very strongly and was the fastest growing city last year at 3.8% growth and is expected to see average growth of 2.2% per year between 2018 and 2021, thanks mainly to it leading the growth tables in a majority of private services. Manchester will be the second-fastest growing city in EY’s analysis, and will continue to outpace the North West and UK benchmarks. Over the past years, job opportunities in the North have also been on the rise. Totaljobs data shows: 39% increase in jobs advertised in Manchester 52% increase in jobs advertised in Liverpool 33% increase in jobs advertised in Leeds The demand for top talent is clearly there in the North.
- Manchester’s employment rate is 72.5%, according to Centre for Cites data and 7.2 million people – potential candidates - live within an hour of Manchester. Manchester is UK's fastest growing and most economically productive city, and is also one of Europe’s largest creative, digital and technology clusters – with over 7,500 creative and tech companies ranking in the top 20 for European cities in tech. In August this year, KPMG completed a major investment in Manchester after launching a national technology innovation hub in the city, having transferred staff to Circle Square in the heart of Manchester’s innovation district. Greater Manchester’s NHS and Councils are working together to develop and test new advanced technologies that will join up vital information across public services. Down the line, the tech is said to also free-up valuable clinical time for health visiting teams, equating to around £10m per year in productivity once rolled out across the city-region. Plus, Manchester was yet again ranked as the best performing UK city - outside of London - for attracting foreign direct investment projects in 2018. While it’s great news that Manchester’s inward investment figures are ahead of all other cities outside London, the fact that it was home to more than half of all investments in the north west, is somewhat concerning. Investment into Manchester’s digital and creative sector is also increasing, with trade body Manchester Digital launching a campaign to bridge the digital skills gap by inspiring young people to pursue careers in digital. Over 100 businesses have pledged support since the start of this year. As employers, we need to ensure we are promoting our offerings successfully, in order to strengthen our position. _______________ Source: https://www.investinmanchester.com/latest-news/2019/8/29/greater-manchester-unveils-plans-to-transform-care-in-early-years-dementia-and-frailty-through-innovative-digital-technology-a2728 https://www.ey.com/uk/en/newsroom/news-releases/19-06-04-uk-remains-top-destination-for-foreign-direct-investment-in-europe-but-challenges-mount-as-brexit-casts-a-shadow https://www.manchestereveningnews.co.uk/business/manchester-ranked-top-foreign-investment-16374964
- Many businesses across the UK are struggling to find the talent they need at the moment, including in the North This is a legacy of the 2008 financial crisis, when the number of grad schemes on offer fell, considering poor economic conditions, leading to a shortage of junior roles. Just over ten years on, and many professionals who would normally be a decade into their careers are still playing catch up after a shaky start. There are concerns over skills shortages at all levels of a business, but the majority of employers believe they will be most acute among mid-management. As a result, while senior and junior level roles have been far less impacted by the skills gap, a bottleneck has formed at the mid-level. Worst sectors include Technology with 70% of employers recording a skills shortage, and 60% of those hiring in accountancy and finance.
- A look now at our research into the value of what we call the ‘Northern pound’. Totaljobs worked alongside Professor of Economics at Lancaster University Geraint Johnes to calculate this. The calculation shows that a pound in the North goes nearly 20% further compared to London. Essentially, Northerners are getting more bang for their buck. We took into account: average income, rent costs, wages, commute time and cost.
- Let’s see how this difference looks day to day for those in the North versus those in London Cost of a coffee is £2.39 in London on average; versus £1.80 in the North.
- Commute shows a starker difference, with Londoners spending £101.42 per month versus £58.77 in the North
- Time spent commuting is also more in the capital – on average 43 minutes, versus 28 minutes daily commute for northerners
- Overtime in London averages out at 3.5 hours every week, but northerners are more likely to get home on time , with only 2.8 hours spent weekly on overtime.
- Other necessary outgoings like rent also show a significant disparity - £1,053 monthly, versus £533 in the North
- The cost of a home in London is more than two and a half times that in the north.
- When it comes to working life, what is it that employees want? There are some differences in the motivations of Northerners and Londoners. *click*
- I’ve highlighted the key differences more clearly here. On average, each city rated ‘not having to do overtime on evenings or the weekend’ as a seven out of ten when it came to how important it was (with ten being extremely important). A quarter of those in York, Newcastle, Manchester and Liverpool, and 22% of both Leeds and Londoners placed this factor as “extremely important” on our scale. Those living in Sheffield are the most likely to rank this factor as a ten when it comes to importance, at 30%. Being home in time to be with their family in the evenings is most likely to be highly prioritised by those living in the North. Almost a third (32%) of Northerners would rank this factor as extremely important, at ten on our scale. Fewer Londoners give it the same weighting – at 20% Despite the clear priority of having work-life balance, Leeds, York and Liverpool are the Northern cities that spend the most time working beyond their contracted hours, taking on between 3.1 and 3.2 extra hours on average, per week. Those in Manchester have the least overtime, at 2.4 hours.
- There’s talent in the North already – and they clearly value the quality of life they have here, as only 31% of Northerners would move elsewhere. Previous Totaljobs research highlighted the biggest motivations for moving include better lifestyle (42%), improved employment opportunities (38%) and living in a desirable area (32%). Geordies in particular are very happy with where they live; 53% claim that not even a pay rise would convince them to move elsewhere. Whereas the same percentage of Londoners would sacrifice a high salary for a better quality of life somewhere outside of the capital.
- With Londoners keener to move, northern employers need to make sure they’re meeting the needs of this potential talent pool. Previous Totaljobs research highlighted what workers want when it comes to relocation with their existing employer, which included workers desiring support in their move, such as moving costs covered. Others desire a promotion or a higher salary, if they were to relocate for their existing employer. It’s important to consider the wants of your existing employees if there’s a need for them to relocate.
- With a diverse range of needs, it’s worth considering tailored benefits packages for your workforce. For example, if people have relocated, it’s likely they’ll want to head back to visit friends and family at the weekend. Whether they need to catch a train back to London or elsewhere, be open to flexible working so those who travel can make the most of their free time. The option to work from home is currently offered by 65% of employers, and with one in five workers feeling more productive when working remotely, this trend comes as no surprise. This flexibility is certainly valued by employees, with Totaljobs research revealing that 28% of workers would now change jobs for one that offered remote working. Remote working is one of the most important company benefits for 19% of employees – so much so that if torn between two roles, one in five would take the one offering this option. In fact, working from home is sought after more than enhanced parental leave, travel allowances and, most surprisingly, learning and development schemes. This indicates that employers offering flexible working options including remote working are well respected by their teams, as it shows a willingness to adapt to individual working needs. Having a strong employer brand is essential in order to execute the previous points.
- So, how do you go about not only retaining your existing talent through developing an inclusive company culture, but attract new talent too? There’s some key factors you can think about. First - think about why your business is based here. Share facts that only the locals know and engage with prospective candidates in a different way. Whatever the story is, there’s a reason why both business and employees chose the location they did. That pride can be tapped into and shared. It can inform your internal communications programme too, encouraging employees to make the most of their city and experience more of what’s right on their doorstep.
- You can attract new talent by hosting content on your company website that showcases all your business and location have to offer. You can even present this visually within your job adverts by including imagery or video content to further bring your brand to life.
- To help you promote both your employer brand and your city, we’ve created a ‘City CV’ for Manchester to help you in promoting not only your roles, but the city itself…. 11 other City CVs also available alongside Manchester: Birmingham, Bristol, Cardiff, Edinburgh, Glasgow, Newcastle, Nottingham, London, Sheffield, Liverpool and Leeds. Physical copies of the Manchester CV are here.
- You can search our CV Database by those who are willing to relocate, as well as by those who have a particular city in mind. Search by keyword or using Boolean and see relevant CVs. What do your employees love about your city? What brings people to your city? Think about this in the context of recruitment and share this on your social channels as part of your employer brand.
- Overall – the North is growing – infrastructure, population, jobs.
- The UK workforce is increasingly mobile – particularly true for over half of Londoners, who would move out of the capital for a better quality of life, even if that meant a lower salary.
- Good work-life balance and lower cost of living means the North has its own strong brand when it comes to attracting jobseekers and businesses alike.
- This means there’s an opportunity to tap into a wider talent pool – hone your employer brand, speak directly to the needs of those willing to relocate. Thanks for your time.