Brainstorm Strategy Group Inc.

November 15, 2010 12:19 ET

What Young Women Want

National survey of post-secondary students finds women choose work-life balance, job security and serving a greater good in far greater numbers than men.

Attention: Business/Financial Editor, Education Editor, Lifestyle Editor, News Editor TORONTO, ONTARIO, MEDIA ADVISORY--(Marketwire - Nov. 15, 2010) - According to a new report based on the 2010 Canada's Top Campus
Employers Survey, today's young women and men are making career decisions for very
different reasons.

In terms of specific factors when choosing a career some of the biggest differences
between women and men are work-life balance (63 v. 51%), a healthy workplace (62 v.
45%), job security (57 v. 44%) and a good health and benefits plan (50 v. 35%).

When it comes to career goals, women ranked the goal "Feel that I am serving a cause
or greater good" far higher than men: 78 v. 67%.

With respect to employment sectors, women are more interested in careers in
healthcare (27 v. 14%), government or public service (26 v. 21%), and
education/teaching (23 v. 14%).

Graham Donald, co-author of the study, feels this information is important for
employers because the majority of graduates entering the workforce today are
women. "For employers who are investing in new hires," he says, "the challenge is
attracting and retaining a growing number of women by developing recruitment and
retention strategies that are more in line with how women make their career decisions
and what they want from their jobs."

The Canada's Top Campus Employers Survey is conducted annually by Brainstorm
Strategy Group Inc. and DECODE. The report reflects the attitudes of more than
27,000 Canadian university and college students on what makes a great employer and
how they make their career decisions.

Further details can be found at: /For further information: Also contact: Eric Meerkamper, President, DECODE - 416-599-5400 ext 30

Contact Information

  • Graham Donald, President, Brainstorm Strategy Group Inc.
    Primary Phone: 250-294-4530