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FMCG remains most preferred sector for campus placements, E-Commerce enters top 10


February 12, 2013

Hindustan Unilever Ltd (HUL) is top recruiter, followed by Google and  Procter & Gamble (P&G)
Advertising , Market Research and Healthcare seen as the ‘Industries of the Future’ 

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, global provider of information and insights into what consumers watch and buy. 

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 conducted by Nielsen, the FMCG sector (29%) topped student’s choices, followed by Management Consulting (24%), E-Commerce (20%), IT Product & Development (19%) and Large Business Conglomerates (16%). 

Foreign Banks have dropped from 22 percent last year, to 15 percent this year. Last year , almost a quarter respondents (24% in 2011), had cited Investment Banking as a preferred sector, this year less than one in five (15% 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 said. 

Industries of the Future

FMCG (31%), E-Commerce (30%), Automobile (20%), Financial Institutions/ Credit Rating agencies (19%) were cited as sectors with a high growth potential. Advertising and market research (18%) along with healthcare (18%) and IT Product and Development (18%) are also industries that are looking attractive as industries of the future. 

“Focusing on the business aspect of healthcare, is seen as having great potential in the future, and management schools have also started courses to cater to this need. There is also a heightened awareness of the importance of market research and advertising in today’s consumer-driven environment, which in turn has led to college competition being designed around these themes” said Kapoor. 

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 organization 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%) tops the list of ‘Dream Companies’ , followed by Procter & Gamble (2nd with 20%) and Google (3rd with 15%) . Indian conglomerates Tata Administrative Service (4th with 11%), Reliance Industries Ltd (6th with 9%) and Aditya Birla Group (10th with 7%) 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 expectations 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%), salary package (40%), growth prospects (40%), learning on the job (38%) and standing of the company in the market (36%) respectively. 

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%), for a better pay (36%), Better position / designation (27%), Gain diverse/ Cross-functional experience (26%) and for higher studies (19%). 

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

About the Survey

Nielsen| Campustrack BSchools is a nationwide syndicated study conducted by Nielsen. The study collects and interprets information about perceptions regarding recruiters and preference for them, amongst the final year B School students from the premier B Schools in India. The study is in its 13th year and represents the views of around 1500 B School students from the Class that will graduate in 2013 from the top 35 B Schools in India. The fieldwork for this study was carried out in October- November, 2012. 

About Nielsen 

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit