A case study of career choice of undergraduates in singapore for leeden limited.
Chong, Michelle Mei Xuan.
Tan, Jasmine Yan Ting.
Date of Issue2013
College of Business (Nanyang Business School)
There is a high demand for local graduates both by local and overseas companies in Asia as the economy strengthens in recent years. On the graduates’ part, they are becoming more demanding when making a career choice. Leeden Limited, a company headquartered in Singapore but with operations in several Asian countries, is finding it hard to attract talented local graduates during its recruitment process to join the company. Our aim is to survey local undergraduates to understand what they most value from an employer and the factors which affect their career choice. 202 undergraduates from local universities were approached to respond to our questionnaire. From the results obtained, we made recommendations to Leeden Limited on how they can increase the attractiveness of their employment package. Results showed that out of the four main factors for employer preference identified by literature review, the most important to undergraduates was remuneration & advancement opportunities. After further breaking down the main factors into sub factors, we found that the two most valued sub factors that employers can offer were competitive basic salary and high bonus. Two important factors affecting career preference were as we had hypothesized namely job stability and job autonomy. We learnt that undergraduates valued salary & compensation package information to be provided and preferred to obtain information about the company directly from employers. Hence from the results obtained, we made recommendations to Leeden Limited such as to modify the incentives given to employees, establish a graduate training programme for fresh graduates as well as to look into the possibility of allowing employees to work from home. The recommendations made were in line with the results obtained and tailor-made to suit the current corporate practices of Leeden Limited.
Final Year Project (FYP)
Nanyang Technological University