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FMCG Is The Most Preferred Sector For Campus Placements

HUL is the top recruiter, followed by P&G and Google

The Fast Moving Consumer Goods sector continues to be the most preferred sector for graduates from India’s business schools, for the fourth year, while Hindustan Unilever Limited (HUL) tops the list of preferred employers. These are the findings of the Campus Track Business School survey 2013, conducted by Nielsen, global provider of information and insights into what consumers watch and buy.

The survey, in its 14th year now, measures and monitors attitudes and perceptions of students in relation towards career preferences and potential recruiters and was conducted in 35 top MBA colleges in India, in October-November 2013,  with over 1600 respondents.

Sector Preference

Over one in three (34%) respondents have indicated that FMCG is a preferred sector, followed by E Commerce (26%). Management Consulting (22%), Diversified Groups andLarge Business Conglomerates (21%) and foreign banks (19%) round off the top five preferences.17 percent of students polled, who are graduating in 2014 indicated that advertising and marketing research would be a preferred sector for them, while 16 percent opted for the retail industry.

“Last year students looked to stable sectors like FMCG, diversified groups and conglomerates owing to the economic slowdown.As the trends improve, we expect that students will once again find the finance and banking sectors attractive” said Surjya Roy, director, Nielsen India.”E commerce is gaining popularity as a sector, especially for students who are looking to start their own business after graduating” he added.

Preferred Recruiters

According to Nielsen India’s Campus Recruiter Index (CRI), that indicates the preference hierarchy in campus  based on choice drivers, HUL ranks first, followed by Procter & Gamble  (P&G) (2nd)  and Google (3rd). Consulting firm McKinsey & Co and Indian Tobacco Company (ITC) occupy 4th and 5th positions. Social networking site Facebook is  at number ten on the index, and has dropped as a preferred recruiter from sixth position in the last round.

One in five (20%) respondents have indicated HUL is a dream company to work for; followed by P&G (12%) and  ITC Ltd  (9%). Seven percent picked TATA Motors, Boston Consulting Group, Accenture and Deloitte Consulting as dream companies.

The top factors that influence students to choose employers are a higher degree of independence at work (48%), opportunities to work with and learn from top talent (37%),  the company’s reputation in the market ( 36%) and working environments that offer on job learning (36%).

Three out of ten (31%) feel that an essential factors for  recruiters today are the offer of a good starting position and designation, growth prospects within the company (31%) as well as  total salary package offered (29%).

The Class of 2014, is looking at a starting salary of around Rs 17 lakh per annum, a slight increase of from last year’s 14.5lakhs.Three in five respondents (60%) indicated that take home pay has more relevance to students, than the overall cost to company.

Students today lay more emphasis on the final take home pay, rather than the overall cost to company, and are more attracted to the company when these aspects are discussed and explained in the initial process”, said Roy.

Sources of Information

The two primary sources of information for the students about recruiters are from pre placement talk (51%), followed by feedback from alumni (47%). Other sources of information are experience of doing project work and internships (34%), through professors (27%), while a quarter (25%) are through company sponsorships and activities on campus. External influencers in the decision making process are guided by performance record of the company (37%), and information on companies in print media (25%).

Some of the most appreciated activities in campus are Case study Presentation by different Companies (52%), Sponsorships by different companies for sporting and cultural events (39%) and Seminars on Economic and Social issues (38%) and interactive sessions with some key industry personalities organized by companies(36%).

“The synergy between students wooing recruiters and vice versa has been evolving over the years. Historically established one-on-one activities like credential presentations, case study contests, technical lectures continue to be a vehicle to attract talent”, Roy said, “In recent years, companies are going beyond conventional tactics and are harnessing the power of social media to engage with students. Social media offers platforms where students get information and insight into company culture at different levels – whether it be taking part in business oriented games, information on internal developments, or one-on-one interaction with the brand” he added.

About Campus Track B School Study

The Campus Track B School survey measures and monitors the attitudes / perceptions of students in India’s leading MBA colleges towards potential recruiters and also their broader outlook towards their career and future growth.

The key output of the CampustrackB School study is the ‘Campus Recruiter Index’ (CRI), – which is a holistic and composite metric which gives an indicative idea of the overall standing of a recruiter in the eyes of its future employees.

Nielsen Campus Track B School 2013 represents the views of around 1600 business school students from the Class that will graduate in 2014 from the top 35** MBA Colleges in the country towards potential recruiters. The survey was conducted during October – November 2013.

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