The Global Attractiveness of Germany. The number 1 automotive employer in the world Asia offers a major export market for Germany, 6 Percent is exported to China alone. Furthermore, Germany is ranked 6th as destination country for the global Asian workforce. Career Distinctive for Asians that want to work in Germany and for a German firm, is that they are more career driven and looking for a better standard of living. Germany offers these opportunities. Culture For the global Asian workforce, ‘softer’ drivers such as exploring different cultures and learning a new language are reasons to work and live abroad. The Western culture appeals to them.

2. Geographic perspective of Germany

3. Global ranking Germany
To measure the global attractiveness of
Germany, we asked potentials which
countries they would like to work in abroad.
Great potential
From the global mobile workforce, more
than 678 million people are willing to work in
Germany when going abroad.
Very popular
Germany is ranked 5th as destination
country. It is Europe’s 2nd most popular
country to work in.
Source: Global Talent Mobility Survey 2011

4. Continental ranking Germany
Because Germany is a highly preferred destination
for the global labor force, the popularity per
continent is analyzed.
Europe
Germany is most popular in
Europe, being the number 1
destination for:
• Austria
• Belarus
• Bosnia
• Croatia
• Czech republic
• Latvia
• Luxemburg
• Netherlands
• Portugal
• Romania
The central position of Germany and its stable
economy make it an attractive destination.
Source: Global Talent Mobility Survey 2011

5. Ranking German cities
In addition to preferred countries,
respondents indicated cities they would
consider when working abroad. 4 German
cities are present in the top-50, ranked by
the global workforce. The capital of
Germany is very popular with its 8th position.
Source: Global Talent Mobility Survey 2011

6. Global ranking German companies
German employer brands
We asked potentials which employers they prefer
when working abroad. Globally, 17 German
companies are present in the top-100 employers.
This makes German brands the 2nd most popular
employers globally. Only the USA has more brands
(35!) in the top-100.
Siemens
Most preferred German employer for the global
workforce is Siemens, ranked 7th.
Automotive
Germany houses some of world’s strongest car
manufacturers. 6 major automotive companies are
present in the top-50 most popular employers:
BMW, Volkswagen, Mercedes, Audi, Porsche, and
Daimler.
Source: Global Talent Mobility Survey 2011

7. Asian ranking German companies
Asia offers a major export market
for Germany, 6 Percent is exported
to China alone. Furthermore,
Germany is ranked 6th as
destination country for the global
Asian workforce.
German companies were
ranked by Asian talent to
specify their attractiveness
as foreign employers.
The map shows the number 1
employer brand for Asian
countries.
Source: Global Talent Mobility Survey 2011

8. Asian ranking German companies
Based on rankings of most preferred employers, the
number 1 German companies in Asia become visible.
• Audi is most preferred in China
• Siemens is most preferred in India, Indonesia, Israel,
Jordan, Lebanon, and Malaysia
• DHL is most preferred in Kuwait
• Adidas is most preferred in Oman and Saudi Arabia
• Mercedes is most preferred in the Philippines
• Volkswagen is most preferred in Qatar
• BMW is most preferred in Singapore
• SAP in most preferred in the United Arab Emirates
Most attractive is Siemens, being the first choice in 6
countries. Furthermore, results show that the automotive
sector is very popular among the global Asian labor force.
Source: Global Talent Mobility Survey 2011

9. Business perspective of Germany
• World’s fifth largest economy based on gross domestic product
• Europe’s largest economy
• Leading exporter of machinery, vehicles, chemicals, and household products
• Among the largest and most technologically advanced producers of iron, steel,
chemicals, electronics, and food in the world
• Number 3 exporter in the world ($ 1.547 trillion, 2011)
• Highly skilled labor force
• Ranked 14th when looking at the volume of labor force (43.67 million, 2011)
• For the coming years, demographic challenges are expected to affect long-term growth

10. The Global Talent Barometer
• Global online research
• Partner: The Network
• 2011, 3th version
• Research already conducted in 2006 –
2009, parts comparable
• Global labor mobility
• In 66 countries
• With data on more than 100 cities
• With data on more than 125 companies
• With 162.495 interviewees
• In 26 languages
• Clients: Philips, Logica, ADP, Alexander Mann,
Tom Tom, Maersk, Friesland Campina, ASML,
USG, Manpower and more

11. Characteristics global Asian workforce to Germany
Source: Global Talent Mobility Survey 2011

12. Mobility drivers Asians to Germany
Country Value Drivers (CVD)
In order to see what reasons determine
the decision to look for a job abroad, the Opportunity to
Asian global workforce that prefers broaden experience
70% Better career
Germany and German employers is Better climate
opportunities
60%
compared with the global Asian Partner already works To have a better
50%
workforce that is willing to work abroad. abroad (relationship)
40%
standard of living
Bad economic 30%
20% Challenging oneself
Career situation in own…
10%
Distinctive for Asians that want to work in
0% Starting an
Germany and for a German firm, is that Learn a new language
international career
they are more career driven and looking
for a better standard of living. Germany Already have family Acquiring work
offers these opportunities. abroad experience
Making change in the Get to know different
Culture world
Meet new
cultures
Start up a new life
For the global Asian workforce, ‘softer’ drivers people/build a new…
such as exploring different cultures and Asian workforce Asians preferring Germany & German firms
learning a new language are reasons to work
and live abroad. The Western culture appeals
to them.
Source: Global Talent Mobility Survey 2011

13. Asian potentials with a preference for
Germany and German companies were
asked what relocation information they
want from a foreign employer. Compared to
the global Asian workforce, they want 20%
more information.
Quality of life
The most important relocation information
for both groups is accommodation and
standard of living. Germany is known for a
high quality of life due to the spacious and
green countryside. Because of
this, Asians want to have access to
information about the environment.
Commute
Asians that want to work in Germany and
prefer German employers, are more
interested to commute from the countryside
compared to the global Asian labor force. It
appears that they want to work in, but live
outside the city.
Source: Global Talent Mobility Survey 2011

14. Summary
The global workforce and Germany
• Germany is a key player in the global labor market. It is ranked 5th as destination
country, is the 2nd most popular European country, and 4 cities are present in the
top-50 of preferred cities. To illustrate, more than 678 million people want to work
and live in Germany.
• After America, Germany has the most brands in the top-100 favorite employers.
These 17 brands include 6 car manufacturers, which makes Germany the most
prefered automotive employer in the world.
• The Asian labor force that wants to work in Germany is relatively young, career
driven and seeks a better standard of living abroad. In line with this, they expect a
foreign employer to provide sufficient information about the accommodation and
ability to commute. When targeting Asian talent that prefers Germany and German
employer brands, both the career opportunities as the high quality of life should be
emphasized.
• The Production industry is very common among the global Asian workforce and fits
the majority of German companies: machinery, electronics, and vehicles. Within
this industry, most Asian talent has an Engineering function.

15. Make and have your own detailled
global recruitment analyses
Wanting to know more about Global Talent Barometer and Global
Recruitment Intelligence, please connect/contact with Geert-Jan
Waasdorp, Intelligence Group
http://www.intelligence-group/nl/en
http://www.globaltalentbarometer.com
Geert-Jan Waasdorp
Global Recruitment Intelligence Consultant
Founder of Intelligence Group
Geert-Jan@intelligence-group.nl
http://nl.linkedin.com/in/waasdorp
@waasdorpigi
More information about the data, look at:
http://www.intelligence-group.nl/media/files/Downloads/Global%20Recruitment%20Intelligence%20IG.pdf

16. Countries we know all about:
• Algeria • Hungary • Romania
• Australia • India • Russia
• Austria • Indonesia • Saudi Arabia
• Bahrain • Ireland • Serbia
• Belarus • Israel • Singapore
• Belgium • Italy • Slovenia
• Bosnia • Ivory Coast • South Africa
• Brazil • Jordan • Spain
• Bulgaria • Kazakhstan • Sweden
• Cameroon • Kenya • Switzerland
• Canada • Kuwait • Tunisia
• China • Latvia • Ukraine
• Croatia • Lebanon • United Arab Emirates
• Czech Republic • Lithuania • United Kingdom
• Denmark • Luxemburg • USA
• East Africa • Malaysia
• Egypt • Morocco And much more…
• El Salvador • Nigeria
• Estonia • Norway
• Finland • Oman
• France • Panama
• Germany • Philippines
• Ghana • Poland
• Greece • Portugal
• Guatemala • Qatar

17. Cities we know all about:
• Abu Dhabi • Cologne • Kuala Lumpur • Nice • Sofia
• Adelaide • Copenhagen • Las Vegas • Ontario • Stavanger
• Amsterdam • Dallas • Lausanne • Oslo • Stokholm
• Antwerp • Doha • Lisbon • Ottawa • Stuttgart
• Athens • Dresden • Liverpool • Paris • Sydney
• Atlanta • Dubai • Ljubljana • Peking • Taipei
• Auckland • Dublin • London • Perth • Tel Aviv
• Bangkok • Düsseldorf • Los Angeles • Prague • Tokyo
• Barcelona • Edinburgh • Luanda • Quebec • Toronto
• Basel • Estocolmo • Luxemburg • Riga • Toulouse
• Beijing • Florence • Lyon • Rio de Janeiro • Turin
• Bergen • Frankfurt • Madrid • Rome • Valencia
• Berlin • Geneva • Málaga • Rotterdam • Vancouver
• Bern • Glasgow • Manchester • Salzburg • Vantaa
• Birmingham • Gothenburg • Manila • San Diego • Venice
• Bordeaux • Graz • Marseilles • San Francisco • Vienna
• Boston • Hamburg • Melbourne • San José • Vilnius
• Brisbane • Helsinki • Miami • San José de Costa Rica • Warsaw
• Brussels • HongKong • Milan • San Salvador • Washington DC
• Budapest • Houston • Minhen • Santiago • Wellington
• Buenos Aires • Istanbul • Monaco • São Paulo • Zagreb
• Caïro • Jakarta • Montreal • Seattle • Zürich
• Calgary • Jeddah • Moscow • Seoul
• Canberra • Johannesburg • Mumbai • Shanghai And much more…
• CapeTown • Kiev • Munich • Singapore
• Chicago • Kraków • New York • Sint Petersburg

18. Companies we know all about:
• GE • Deloitte • Lufthansa • Telefónica
• ABB • Deutsche Bank • Maersk • Texas Instruments
• Accenture • DHL • McKinsey • Total
• Adidas • EADS Airbus • Mercedes • Toyota
• Alstom • Ericsson • Merck • UBS
• Amazon • Ernst & Young • Microsoft • UN
• Apple • Exxon • Nestle • Unilever
• AT&T • Facebook • Nike • Vodafone
• Audi • Ford • Nokia • Volkswagen AG
• BASF • Gazprom • Novartis • Volvo
• Bayer • General Motors • Oracle • Walmart
• BBC • Goldman Sachs • Orange • Yahoo
• Blizzard Entertainment • Google • P&G
• BMW • Halliburton • Pfizer And much more…
• Boeing • Heineken • Philips
• Bosch • Henkel • Porsche
• BP • Hilton • PwC
• Chevron • HP • Roche
• Cisco • HSBC • Samsung
• Citigroup • IBM • SAP
• Coca Cola • Ikea • Schlumberger
• Credit Suisse Group • Intel • Shell
• Daimler • JP Morgan • Siemens
• Danone • KPMG • Sony
• Dell • Loreal • Starbucks