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The second part of the research is the survey, which helped to investigate the potential receivers of the employer brand message from companies in the IT. The results of the survey will, among other things, show what the respondents value in their life and their workplace, as well as the information channels that they use when looking for job. For the method please refer to section "Methodology: Data collection" in this paper.

Survey was conducted online in the time period form 2.11.2015 till 02.12.2015 with the use of social media tools like Facebook and LinkedIn and by contacting technical universities in Copenhagen. Researchers sent emails to the universities asking to share link to the survey among their students. There were 122 respondents but only 88 respondents had answered all the required questions. 34 respondents started the survey but have stopped it on the second or third questions. Because of that respondent's pool was N= 88. Respondents were in the age of 20- 38 years with the median value of 24 years. Distribution of the age data is shown in the graph 1.

38 21% of the respondents were female and 79 % were man. For the question about year of studies, 43 % answered 2nd year of studies, 20 % were on the 1st year of master studies, 11% on the 3rd of bachelor, 4% on the 2nd year of bachelor and 3% on the 1st year of bachelor. 19 % of the respondents chose the option "Other (please specify)". Among the answers the most popular ones were: graduated, complete bachelor, PhD, 3rd year of master or 4th year of bachelor (see graph 2 in the appendix).

The aim of the study was to focus on the people in the last two years of master's degree because those people are most likely to look for a job in the near future. Respondents from bachelor level were also taken under a consideration because they might have a valid point while talking about future employer. Data presented in the graph 3 in the appendix shows the connection between year of the studies and the age of the respondents. The majority of respondents were 24 year old and at their 2nd year of master's degree. The greater number of respondents were students at their two last years of master's degree which is positively influencing the overall results of the study.

Among the respondents, 54% confirmed that they are IT students, 35% said that they are engineering students and 10% chose the option "other (please specify)". Answers were divided into two groups: connected with IT and connected with engineering. The most popular answers were: IT engineering, computer science, web developer, game design. Results are presented in the graph 4 in the appendix. 49% of the respondents were not employed in the IT sector, whereas 30% had been working in the IT sector for more than 1 year and 20% had been working in IT sector for less than 1 year, results are presented on the graph 5 in the appendix..

Results showed that 37% of respondents would like to work for macro enterprise/ international corporations (250-1000 or more employees), 25% would like to work in medium size enterprise (up to 250 people employed) and 23% of people said that they would like to work for micro or small enterprise (10-50 employees); a noticeable 13% of the respondents would like to be self-employed (see graph 6 in the appendix).

According to the survey results most IT and Engineers want to be part of big organizations, especially of Google, Microsoft, Apple and IBM in this order of importance (See graph 7 in appendix). However, there is a considerable percentage of

39 the respondents that wants to be part of start-ups because they value the creative environment, career opportunities and the excellence of these kind of teams (see table 1 in the appendix). What is interesting here is to understand what GAN Integrity Solutions can copy or improve from these organizations based on what people value as a good place to work such as innovation, challenge and responsibility (see graph 16 in the appendix).

Answers for the open question "Who is your ideal employee and why" included companies of different sizes and industries. Respondents were asked to state 3 companies they would like to work for and say why they chose them as an ideal company. As a first company respondents stated start-ups, Google, Microsoft, Novo Nordisk (see graph 7 in the appendix). 63% of respondents listed a second company. Among the answers the most popular were: Microsoft, Apple, Google, Novo Nordisk and Lego; 44% chose other companies like: Deutshe Telekom, Barkley, Raise Digital, Amino or Carlsberg (see graph 8 in the appendix). Finally only 30% of the respondents stated a third ideal company, mentioning: IBM, Google and others like Adobe, Apple, Expendy, SpaceX, Maers (see graph 9 in the appendix).

According to data collected in the question: "Preferred future palace of work" and "Who is you ideal employer", the majority of the respondents would like to work for big, international companies. Respondents who chose big company as their ideal one explained their decision in similar way. Among the reasons there are: size of the company, good reputation, job security and high salary. In table 1 of the appendix some of the answers are shown. According to collected data size of the company as well as the reputation matter for future employees, worldwide recognition supposes to ensure good working environment and job security. Companies perceived to be innovative also seem to be an important factor; it should ensure creative environment and interesting project assignments.

Respondents mentioned high pay and challenges as factors which are making the company interesting place to work. Graph 10 in the appendix presents most popular explanations why respondents want to work for their favorite company, graph 11 and 12 shows the reasons why they selected their second and third option of favorite workplace respectively. Answers for the question why respondents want to work in their dream

40 company are giving an insight into what is important for them. However there is a big lack of details. Some of the answers for example "I like it" are not extensive enough to understand the real explanation why respondent chose particular company.

For the question about the place where respondents look for the information about their dream companies 75% answered that they follow them on social media, 64% check their website and 33% know people who are working in their dream company. Among other options responded gave as examples tech events and publications. Detailed results are presented in the graph 13 of the appendix.

Furthermore respondents were asked about where do they usually look for a job offers. Respondents were allowed to mark more than one option. The most popular option was internet/job portals with 68% of the respondents, followed by LinkedIn with 65% and Network (among friend) with the 63%. Newspapers were marked only by 10 % of the respondents. Among answers to the option "other (please specify)" respondents give carrier fairs as an example. Detailed results are showed in the graph 14 of the appendix. It could be seen that respondents prefer online tools like websites and social media over more traditional newspapers. The importance of network is also noticed.

For this reason companies should take care of their online image of the company but also inside. Current employees are a valid option to spread information about the company and require potential employees. Social Media like LinkedIn and Facebook seem to be as important as the company's website because this is where people look for job offers. The company's official website and its social media profiles are important in the process of obtaining information about the company and shaping perceived image of it. The majority of respondents chose "I am following them on social media" and "I am checking their website" as an answer for the question "Where do you look for the information about your dream company" (see graph 13 in the appendix).

The seven most mentioned values by respondents in order of appearance are: family, knowledge and development, friendship, Love, Joy and Satisfaction, happiness and friendship (see graphs 15 in appendix). It is interesting to see that despite the fact that family was the most mentioned value, more than half of the respondents think it is the least important of the five values they selected. Whereas joy and satisfaction were in its majority marked as the most important value with 37%. It is followed by friendship

41 marked as second most important by 30% of the people that selected it. The third is knowledge and development, as well as money, with 30% and 35% respectively. Finally, love, work and happiness were in the majority ranked as the fourth most important. In the table 2 of the appendix results are shown of how values where arranged.

I order to explore what is influencing choice of the company by the respondent, life values and job factures were measured. Life value "Family" was picked the most by the respondents but when arranged in order it was placed as the least important (see table 2 in appendix). It leaves the question if this value was chosen because this is what people expect to be important or simply because it is important. Social expectations are a limitation for this phase of the study. According to the respondents the most important value in their life is joy and satisfaction. This value was not only picked by 46% of respondents but also placed on the 5 ( the most important) place (see table 2 in the appendix). Live values of the future employees should be important for the employer. Employer can adjust benefits according to the employee value and by that influence his motivation to work. Namely when employee values family the most we could expect that work and life balance will be important for him. He will appreciate benefits which will not only protect him but also his family. If employee values joy and satisfaction he should be involved in the challenging tasks.

Regarding the 5 most important factors in the work place the respondents mentioned in order of appearance: gaining new knowledge, work-life balance, new challenges, friendly atmosphere and interesting/important projects (see graphs 16 in the appendix). Similar to the values, working-life balance was the second mentioned factor but was mostly marked in its majority as the least important of the 5 with 38%. However, the other factors that the respondents value were almost equally distributed among the 5 levels of importance and there was not a specific value, which its majority chose as the most important. Still, the factor ‘new challenges’ was marked by 50% percent of its respondents as the most and second most important value. ‘Gaining new knowledge’ and ‘important/relevant projects’ follow this order of priority. Finally, ‘friendly atmosphere’ was marked by 60% of the respondents who included it as the third and fourth most important factor. The results for this question helped us to find out the focus that GAN should take when building its employer brand.

42 Alongside respondents were asked to do the same thing with benefits. The most frequently chosen ones were: financing vacation, training and recreational trips, additional days of paid leave, additional medical care, integration events and money bonuses. Respondents who picked option "other please specify" listed benefits like: breakfast/lunch/fruits/drinks, remote working, paid training. Table 3 in the appendix presents detailed data of how benefits were arrange in order form 5- most important to 1- least important.

Analysis the results of the survey along with analyzing case studied give researches a base to build a guideline for GAN Integrity Solutions. Foundings from analyzing the cases and results of the survey are used in order to help the company to create strong employer brand and attract potential employees.