Study: Aussies Think Richard Branson’s The World’s Best Boss (Then Jobs, Zuckerberg & Alan Joyce)

Branson said the public can expect rock bottom fares if there were vacant seats on a V Australia plane prior to takeoff.
SHARE
THIS



Specialist tech PR firm Hotwire has commissioned research by The Leading Edge which highlights Australians’ desire to work with innovative, international, and visionary CEOs.

The leading CEO Australians would like to work for was Richard Branson from Virgin Group, and the two key areas highlighted where their own bosses could improve were speaking more with staff (37 per cent) and offering more support and flexibility in the workplace (35 per cent).

Overall, the most favoured CEOs among Australians are associated with technology and innovation, with the late Steve Jobs from Apple, and Mark Zuckerberg at Facebook tying for second place. Both Jobs and Zuckerberg were also among the top five CEOs that half of 18-24 year olds would want to work with. Richard Branson, on the other hand, was significantly more popular with those aged over 35.

Qantas’ Alan Joyce was fourth most popular to work for at 21 per cent, though Australian leaders overall ranked much lower on the list of ideal CEOs in comparison to their international counterparts. Despite winning various workplace-related awards, Canva and Atlassian CEOs attracted just three per cent and two per cent respectively. 

Interestingly, Elon Musk from SpaceX and Satya Nadella from Microsoft had significantly higher popularity among males, at 27 per cent and 22 per cent respectively, than among females at nine per cent and 13 per cent respectively. Male respondents were also more likely to want to see more innovation and vision (28 per cent each) from their bosses and CEOs, than female respondents (17 per cent and 20 per cent respectively).

According to recent research from ManpowerGroup Solutions, over half of Australian Millennials are actively looking for their next job opportunity, emphasising the need among today’s local business leaders to recognise how to attract and retain the best talent.

Hotwire Australia country manager, Mylan Vu, commented, “The results highlight how closely the personal brand of a CEO is impacting people’s actions regarding where they work and their motivations in the workplace. The current and next generations of workers will be looking to Australian business leaders for innovative and tech-driven ideas, and there’s a huge opportunity to engage with the workforce through simple communication and by listening to employees’ desires for flexible work environments.”

Logan Merrick, co-founder and director of Buzinga App Development, a Melbourne-based mobile and innovation consultancy that has won several awards for company culture, commented, “As the mobile app development space grew, so did the competitiveness for talent. In order to keep our leaders inspired, we took a big backward step to really look at our reason for doing what we do – our why. The more Australian business leaders can do to explain and get employees to understand their ‘why’, the more they can create a team that is striving in one direction, towards achieving a vision they are passionate about.”

Andrew Korecki, client services director at strategic communications consultancy, Precinct, commented, “Brand image has enabled some of the world’s best brands to accelerate a shift in category positioning, driving influence, loyalty, spend, as well as ultimately creating incredible workplace desire. Brands like Google, Tesla and Apple have become by virtue true celebrity brands. Celebrity brands are unmistakably magnetic, employers of choice, and allow employees to be pioneers of their own brand purpose, values and mission – all perfectly aligned.”

Lee Naylor, managing director at The Leading Edge, said, “We see a lot of parallels with work we are conducting around the idea that the strongest brands are the ones that inspire greatness in their consumers. It seems that is magnified when tied to inspiring leaders.”

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]