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Send  Share  RSS  Twitter  09 Sep 2016

AFRICA: Universum Research in Africa Highlight Trends


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As world-renowned experts in employer branding, Universum Global is present on more than fifty markets globally where it conducts extensive research amongst students and young professionals. In 2015 Universum expanded this research into five African markets; Algeria, Morocco, Ghana, Kenya and Nigeria. The recently released 2016 results for these regions highlights fascinating insights into the minds of young Africans.

The research was conducted between November 2015 and June 2016 across the Business, Engineering/ IT, Natural Sciences, Health Medicine, Humanities, and Law sectors. In Nigeria the research included 6,124 respondents at 27 universities, in Ghana 2,162 respondents at 20 universities and in Kenya 5,062 respondents at 24 universi

This intensive research reveals a host similarities across the countries when compared to European or American respondents, but also some key differences between countries.

Whilst Nigerian students are very clear in their future goals across all industries, with professional training and development topping the lost for both the Business and Engineering sectors, Kenyan students, compared to their West African counterparts put an overall focus on innovation and success, as opposed to money which is the main priority for Nigerian and Ghanaian students. This sub-Saharan trend contrasts with trends in Morocco that show more of an emphasis on work-life balance and opportunities for travel.

Ghanaian students are very clear in their future goals across all industries with leadership opportunities topping the list for both the Business and Engineering sectors. Similarly, across sectors, students in Ghana, like their Nigerian counterparts, are looking for the opportunity to be entrepreneurial and creative in the workplace.

The research in Africa also reveals distinctive trends compared to Universum’s research in Europe and the USA, “Young talent in Sub-Saharan Africa have very different priorities compared to young talent in for example Europe and the USA. They are less focused on achieving work life balance and more interested in starting their own business and being the drivers of the own success. The implications of this for businesses are massive and those that manage to foster a sense of entrepreneurship and provide dynamic and innovative opportunities for young people are sure to be the winners in the war for talent” says country manager for Universum South Africa, Jenali Skuse.

Universum’s research across Africa is highlighting a number of insights that employers looking to do business across the continent need to take into account when reaching out to talent. It is clear that although there may be similarities across regions, every country has its own unique characteristics that need to be understood.

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