friendly Parking
traffic facilities
capital culture
community
modern
development
people
residents
businesses nightlife
shopping
Cardiff Employee Survey
links welsh
city streets
cardiff cardiff cleanliness
vibrant
Cardiff Business school
wales
infrastruture investment
travel
Cardiff Business partnership
green congestion opportunities
employment
public transport
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Cardiff Employee Survey
Cardiff Business School and Cardiff Business Partnership
The Cardiff Business Partnership (CBP) consists of leading employers in the Capital of Wales. Its mission is to represent businesses in the Capital, ensuring that the views of enterprise are at the heart of the development of Cardiff as a competitive global location. The Partnership aims to identify key issues facing the Capital’s economy. Through its members, the Partnership has the unique ability to go beyond advocacy to action.
Its members include: Admiral Boomerang Freshwater Grant Thornton Hugh James Solicitors Legal & General
The Partnership also serves as a resource of expertise
Media Wales
and creative thinking for policy makers, media and
PriceWaterhouseCoopers
others concerned with taking forward the Cardiff and
Principality Building Society
Welsh economy. The Partnership seeks to influence
S A Brain & Co.
policy by presenting the views of leading businesses,
Tata
sponsoring research, and bringing together experts
Tesco
and leaders in city development.
www.cardiffbusinesspartnership.com
CBP and Cardiff Council have entered a collaborative arrangement with Cardiff Business School, which will spearhead leading research aimed at helping to improve the competitiveness of Cardiff.
CU CBS Employment Report AW.indd 2
Cardiff Business School is one of the leading business and management schools in the UK. In the most recent UK Government Research Assessment Exercise, it was ranked 4th in the UK for the quality of its research. 70% of the School’s research is considered to be internationally excellent or world leading. Its academics work with leading blue-chip, global businesses such as Tesco, Nestle, Hewlett Packard and Johnson & Johnson, and with international public sector and notfor-profit organisations such as the United Nations, International Labour Organisation and Department for Communities and Local Government. The School educates 2,600 students each year, delivering a broad portfolio of undergraduate, postgraduate and postgraduate research degrees.
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Executive Summary The city of Cardiff has a diverse economic base and is a major regional employer, drawing 70,000 people from outside the city to work each day. This Key survey examined the views Findings of employees within the service sector: the sector employs 167,800 people and is of considerable importance to the Welsh economy. It is therefore constructive to explore the structure of the industry in terms of its employees and attempt to glean insight into their thoughts on work and the city. This report presents the findings from a research project conducted by Cardiff Business School and Cardiff Business Partnership. The project examined employees’ perceptions of Cardiff as a place to work and asked them what they wanted from the city in the future. Over 640 individuals responded to the survey of which the majority were employees from the Cardiff Business Partnership firms.
95%
with over 65% indicating that they wish to keep working in the city for the foreseeable future.
of those surveyed want to keep working in Cardiff for at least the immediate future,
65%
ababababab ababababab ababababab ababababab ababababab ababababab ababababab ababababab ababababab ababababab
ababababab ababababab ababababab ababababab ababababab ababababab ababababab ababababab ababababab ababababab
1⁄ 2 Driving to work is by far the most common method of transport regardless of where people live.
CU CBS Employment Report AW.indd 3
Most people were attracted to the city by ‘the job itself’ but other big attractions are the nightlife and shopping facilities.
Half of the respondents would like to be working for their current employer in Cardiff, but in a more senior position, in 15 years' time.
Congestion is a concern for those surveyed, with most seeing city transport infrastructure as a key investment need over the next decade.
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Cardiff Employee Survey
Cardiff Business School and Cardiff Business Partnership
Introduction Population As the capital of Wales, Cardiff is seen as the economic powerhouse of the nation. The population of the greater Cardiff area, including the Vale of Glamorgan, grew at around 0.5% pa over the period 2002-09 and is projected to continue to grow at this rate until 2013. Cardiff’s growth has outpaced the rest of Wales and is expected to continue to do so for the next decade. One of the biggest group of respondents came from the financial services sector: in 2011, Cardiff has approximately 30,000 people employed in financial services and thousands more in business services. The businesses of Cardiff have seen a continual demand for labour which has outstripped local supply for many years. This has led to the growth of the Cardiff city region: over 70,000 people commute from the Valleys and further across South Wales to work in Cardiff each day. This report summarises some key findings from a major survey of employees working in Cardiff. The research and analysis has been conducted by Cardiff Business School in conjunction with Cardiff Business Partnership. The survey is the first to look at how people feel about Cardiff as a place to work. The primary finding from the research is that people report very positively on their employment and Cardiff as a city. The vast majority of respondents (95%) wanted to continue to work in Cardiff for at least the immediate future and over two-thirds (68%) indicated that they believed their longer-term futures were in Cardiff. In the following pages we explore these findings in detail. In particular, we will look at what it is that people like about Cardiff and what they want to see the city invest in over the coming years. We also focus on the commuting patterns of respondents and how commuting workers from different parts of south east Wales had different opinions on the city's future direction and priorities.
63.4
72.8
Wales service sector 2999300
680750 451.1
Gross Weekly Pay (ÂŁ)
486.2 167800
CArdiff 68.9
336200
74.2
All People Aged 16-64 (%) Economically Active % of Population
Figures, Stats Wales and Nomis (2008)
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What Respondents think of Cardiff as a place to work Do you want to keep working in Cardiff?
YES, for the foreseeable future
68% Yes 27% Yes 5% No
CU CBS Employment Report AW.indd 5
YES, at least for the immediate future
The survey examined whether people wanted to continue working in Cardiff, based on their experiences to date. There was an overwhelmingly positive response to this question. 95% of respondents wanted to continue working in Cardiff for at least the immediate future, with 68% saying they wanted to continue for the foreseeable future. The 5% who said that they did not want to keep working in Cardiff were asked their reasons for wanting to leave: personal reasons and better standard of living were the major responses given.
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Cardiff Employee Survey
Cardiff Business School and Cardiff Business Partnership
Where What do you would you like about like to be working working for your in fifteen current years' time? employer?
g 2026
48 13% % 9 9% 7% % 5 4% %
Working in a more senior role with your current employer in Cardiff
Doing a completely different job outside Cardiff
Doing a completely different job in Cardiff
No change in your current circumstances
Working in a similar job, but for another employer, in Cardiff
Working with your current employer outside Cardiff
Working in a similar job, but for another employer, outside Cardiff
CU CBS Employment Report AW.indd 6
The positive response continues when we consider respondent views on where they would like to be working and for whom in 15 years' time. Close to half of the respondents would like to be working for their current employer in Cardiff, but in a more senior position, in 15 years' time. This suggests considerable satisfaction on the part of many employees with both their employer and city of employment. Respondents commonly reported that they 'enjoy working with colleagues’ and had an ‘enjoyable working environment'. A number of other features were mentioned, including stimulating work and flexible working arrangements. Another positive factor for a significant minority was working close to home.
getting to work
69 58 % % 48 43% 42% % 34 29% % 28 %
you enjoy working with colleagues
enjoyable working environment
you work close to home
Work is stimulating
flexible working arrangements
training opportunities
good career prospects
Good Pay
22 8 16 22 51
% walk % cycle % BuS % train % Car / Motorcycle
When examining commuting it seems that car/ motorbike is the primary means for getting to work, with over 51% of respondents reporting this type of transport use. Many of those who took part in the survey (62%) chose more than one method of commuting, with train and walking being the most common combination. More detail on commuting patterns will be presented later in this report.
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7
£££
27% 16%
Annual Earnings
There was a wide distribution of earnings among the respondents. Although 27% fell into the £15,000 to £20,000 bracket, over 41% of those surveyed earn in excess of £25,000.
14% 12% 11%
3%
< £10k £10k-15k £15k-£20k £20k-£25k £25k-£30k £30k-£40k > £40k
££££££££££££££££££££££££££££££ ££££££££££££££££££££££££££££££ ££££££££££££££££££££££££££££££ ££££££££££££££££££££££££££££££ ££££££££££££££££££££££££££££££ ££££££££££££££££££££££££££££££ ££££££££££££££££££££££££££££££
Respondents’ Profile Sex profile of respondents Age profile of respondents 65+
55-64
18-24
5%
Male 40-54
Female
43% 57%
11%
26% 57% 25-39
The survey was distributed to around 5,000 employees of the member firms of Cardiff Business Partnership. 648 completed questionnaires were returned (response rate of 12.96%). There is a broad split amongst sex and age with a slight skew towards women and respondents aged 24-39. 42% of the sample are under 30 years of age: given that Cardiff has a young population, the sample is thought to be representative.
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8
Cardiff Employee Survey
Cardiff Business School and Cardiff Business Partnership
What Attracted people to
Why did you decide to work in
CArdiff
CArdiff?
Family, friends Job, facilities Wales, proximity It is important to understand why people choose Cardiff as a place to work, as this helps to explain what it is about the city that is attractive. One reason for working in Cardiff is that people were born here or have lived here since childhood (32% of respondents) or that they were initially brought to the area by a job (24%). To explore this further, more detail was requested from respondents: one of the key findings is that people come originally because family or friends are in Cardiff. Many respondents reported that they were not originally from Cardiff but came here when they met their partner (11%). The positive impact of Cardiff’s higher education institutions is also clear from the data, with more than a tenth of people reporting that they chose to stay on after graduation (13%). People also allude to facilities and the size of the city itself: “The main reason was for a better work/life balance and to be near friends and family”.
CU CBS Employment Report AW.indd 8
32
%
You’ve always lived in or around Cardiff
10
24
%
You applied for a job and it happened to be in cardiff
%
you liked the city and decided to look for a job here
11
%
you moved here to be with a partner/ family
13
%
you came to cardiff to study and decided to stay
9
%
other
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9
transport
]
ba what people don’t like
Parking / Congestion
Cit
dangerous
commuting
32 % 6
%
better employment elsewhere
ba
v in i l y
g
expensive £££££££££
48 % 9 % 36 % % 21 21 reasons you don’t want to keep working in cardiff
%
personal reasons
better leisure offer elsewhere
cost and availability of housing
better standard of housing elsewhere
problems in commuting
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better cultural offer elsewhere
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Cardiff Employee Survey
Cardiff CardiffBusiness BusinessSchool Schooland andCardiff CardiffBusiness BusinessPartnership Partnership
Poor Cultural offer Unfriendly city
3%
2
%
crime
25%
poor housing choice
22
lack of cleaniliness
54
%
congestion
other
12% 19
%
21
%
lack of employment opportunities early closing hours
While the picture painted in the survey is broadly positive, it is important to reflect on the negatives. Although only 5% of those surveyed said they did not want to continue working in Cardiff, it was important to explore the reasons behind their desire to leave. By far the most important motivation for wanting to leave was personal reasons, followed by the perceived better standard of living elsewhere.
29%
CU CBS Employment Report AW.indd 10
outside of work, it's hard to get around the city
what don't you like about working in cardiff?
%
lack of promotion
6%
9%
More generally, to give a more rounded picture of Cardiff, we also asked all those surveyed what concerns they had about working in the city. The largest area of concern for respondents was congestion, with over half the people (54%) in the survey highlighting this. This appears to refer specifically to the problem of getting in and out of the city to work since only 9% of respondents said that getting around the city outside work was a problem. The other most significant concern was the lack of cleanliness (29%). When the more detailed, qualitative comments provided by individual respondents were explored, concerns about transport were raised again. Almost 80% of comments were about the problems with transport and infrastructure. Along with congestion, the other major area of concern is parking, with numerous respondents expressing annoyance with the limited parking available and cost of parking in the city centre. A number of respondents thought that buses and trains did not provide effective alternatives to driving, with a typical comment being: "There is no train connections leaving at a suitable time that will get me into work for 9".
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The future of the city region Projects you think the city needs to invest in 0%
10%
20%
30%
40%
50%
60%
Transport in the City Transport to other areas Retail Facilities Sporting facilities parks & green spaces Residential development public services
what issues should the city concentrate on over the next 10 years 0
creating more jobs creating more graduate jobs Easier commute to work better transport in the city improved health of residents addressing social exclusion making the city safer more things to do in the city attract better shops more bars/ restaurants better digital communications cleaner environment
CU CBS Employment Report AW.indd 11
10
20
30
40
50 The development of Cardiffâ&#x20AC;&#x2122;s infrastructure must be at the heart of long term economic strategy. Examining the views expressed by those that work and live, and/or commute into the city, means that important development priorities can be identified. Those surveyed expressed clear views about the issues that need the city's attention. Public services are cited by over 50% and this is closely followed by transport in general, both in the city and its hinterland. Along with the physical infrastructure, nearly one third of respondents wanted to see investment in parks and green spaces.
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Cardiff Employee Survey
Cardiff Business School and Cardiff Business Partnership
Location and Commuting home of respondents outside cardiff Living in cardiff
MOST COMMON POSTCODES of RESPONDENTS
42% 58% BRECON BEACONS
Approximately 70,000 people commute into Cardiff to work each day. We undertook a spatial analysis of respondents using data provided on post-codes. Of those surveyed, 57% were from the greater Cardiff area. The remaining respondents come from as far afield as 60 miles away, indicating an extensive travel to work area.
CF48
CF44 CF47
RHONDDA CYNON TAF CF81
PONTYPRIDD
CF43
CF45
CF10
41
CF11
45
CF14
59
CF15
18
CF23
31
CF24
69
CF3
32
CF48
12
CF5
60
CF62
19
CF63
12
CF64
31
CF72
14
CF42
BRIDGEND
CAERPHILLY
CF40
CF34
CF37 CF39
CF83 CF38
CF35
CF33
CF72
CF15
CF31
CF14
CF24
CF3
CF23
CF36 CF5
CF71
CF32
CF11 CF10
CARDIFF THE VALE OF GLAMORGAN
CF61
CF62
CF63
CF64
PENARTH
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POSTCODE CF10 CF11 CF14 CF15 CF23 CF24 CF3 CF48 CF5 CF62 CF63
£10k - £20k 66.7 63.0 50.0 40.0 38.7 37.3 42.4 60.0 30.5 16.7 33.3
£20k - £40k 30.8 26.1 39.7 33.3 51.6 52.2 48.5 30.0 45.8 50.0 25.0
Over £40k 2.6 10.9 10.3 26.7 9.7 10.4 9.1 10.0 23.7 33.3 41.7
Most Common Method of Transport Walking Bus Walking Bus Car/Motorcycle Walking Train Train Train Car/Motorcycle Cycle
Most attracted The job itself The job itself The job itself The job itself The job itself The job itself Local environment City nightlife, pubs, bars & restaurants The job itself The job itself Standard of living
What don't you like about working in Cardiff? congestion
HARD CITY TO GET AROUND
LACK OF EMPLOYMENT OPPORTUNITIES
POOR HOUSING
LACK OF PROMOTION
POOR CULTURAL OFFER
CRIME
LACK OF CLEANLINESS
NIGHT FACILITIES
CF3/14/23
30.9
4.6
6.9
4.1
10.1
2.3
13.4
14.3
10.1
CF10/24/11
26.3
4.7
6.7
2.7
9.8
2.0
16.9
19.2
11.4
CF62/63/5
25.6
5.5
16.5
3.0
17.7
1.2
10.4
11.6
6.7
CF15/48
24.4
14.6
4.9
4.9
7.3
0.0
12.2
17.1
14.6
POSTCODE
*For the purpose of this analysis postcodes were grouped by distance from Cardiff city centre
Residential location is a key factor in explaining the methods of transport used to commute. Although car/ motorcycle dominated the modes of transport overall, walking or bus was a strong preference for those from Central Cardiff (CF24, CF14, CF11, CF10). Contrary to this, CF23 in central Cardiff saw larger numbers driving to work. Train was the preferred travel option for commuters from the Valleys. In terms of earnings there are significant differences between respondents according to residential area. Respondents from Central Cardiff reported lower than average earnings with both CF11 and CF14 having around 5% of those
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surveyed earning less than £10,000 per annum. The only other area surveyed which had a higher percentage of low earners was CF48 (Merthyr Tydfil) with 20%. At the other end of the scale CF62 and CF63 have the highest percentage of respondents earning over £40,000. Over 40% of respondents from Barry (CF63) earned over £40,000. When looking at what attracted people to Cardiff, there is little difference between areas with the exception of two: the first is CF63, where the standard of living was the most attractive factor in coming to Cardiff, while people living in CF3 indicated that the local environment was the most attractive factor.
Clear geographical patterns also emerge when exploring the factors that concern people about the city. Those from city areas such as CF11 and CF14 have concerns with cleanliness and crime. Almost all areas have some degree of concern with congestion, but it appears that those living right in the city centre (CF23, CF24) feel this the most. This is an interesting finding as it is in these areas where most people walk to work. The other interesting detail is that, out of all areas, the farthest postcode in this selection, CF48 (Merthyr Tydfil), appears to have the least concern with congestion.
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Cardiff Employee Survey
Cardiff Business School and Cardiff Business Partnership
Age of Respondents and Responses what does what what do you the city attracted dislike the need to you to come most about concentrate and work in Cardiff? on? Cardiff? AGE GROUP
18-24 25-39 40-54 55-64 65+
Most Important
Most ATTRACTive
DISLIKE THE MOST
Better environment and cleaner city
City nightlife, pubs, bars & restaurants
Lack of employment opportunities
Making the city safer
City nightlife, pubs, bars & restaurants
Congestion
Better digital communication
Standard of living
Congestion
Making it easier to get to work
Local environment (Parks, green spaces)
Lack of cleanliness
Better environment and cleaner city
Local environment (Parks, green spaces)
Congestion
Looking at the issues that respondents have with Cardiff broken down by age shows some similar patterns to those that have been presented previously. Congestion is seen as the biggest issue within most age bands. However 18-24 year olds see the lack of employment as being the biggest problem. Only one age group (55-64 year olds) highlighted cleanliness as a major issue. A better environment and a cleaner city was chosen by two age groups. Surprisingly, although to this point congestion and transport have been raised by only one age group as the most important, 55-64 year olds choose making it easier to get to work as the cityâ&#x20AC;&#x2122;s priority. When examining what attracted people to come and work in Cardiff there appears to be a significant age division. 18 to 39 year olds were attracted by City nightlife, pubs, bars & restaurants whereas 55 to 65+ were attracted by the local environment (Parks, green spaces).
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conclusion This report has examined the findings of the Cardiff Business Partnership Employee Survey. It reveals positive perceptions of the city, with an encouragingly large number of people reporting that they want to continue to work in Cardiff. There is also a strong positive message for employers, with large numbers of employees reporting that their career aspirations are to progress with their current employer. When examining the evidence in detail interesting patterns emerge. Many of those who responded said it was the job itself that attracted them to Cardiff, not the city. Having said that, many report satisfaction with the city and this is reflected in their future plans. Although those surveyed report a broadly positive view of working in Cardiff, they do indicate that there are certain issues related to working in the city. Investment in city infrastructure to improve commuting times was raised as important by many of the respondents. Distance does not seem to be the key determinant in the reporting of congestion problems, with the inner city respondents having greater issues with transport than those commuting longer distances. It is important to note one or two areas that have been highlighted as key to the development of the city: The environment: this was particularly important to young respondents who feel that making Cardiff a cleaner and safer city should be a priority. Infrastructure: transport in general is mentioned throughout the report both in the responses to questions and the comments of those surveyed. Of the 470 who responded to the question about the vision for Cardiff in 2020, 80% highlighted transport of some kind as being the area that needs to be developed further. This report also reveals the extensive travel to work area of Cardiff. People travel from as far as Bristol and Pembrokeshire to work in Cardiff. Cardiff City Council reports that 70,000 people commute to work in Cardiff each day. Cardiff is far more than an employment source for city dwellers but provides jobs for the south east Wales region. The city remains the fastest growing part of the Welsh economy supporting incomes over a very wide area.
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report authors Andrew Crawley Is a Research Fellow at Cardiff Business School working with Cardiff Business Partnership. He has been involved in publishing reports on sector analysis and regional economic issues within Wales. His research interests lie in industrial economics, spatial and regional economic analysis.
Edmund Heery Is Professor of Employment Relations at the Cardiff Business School and Associate Dean for Human Resources, and is Co-director in the Centre for Global Labour Research, Cardiff University. He has published numerous research reports and papers on industrial relations.
Rick Delbridge Is Associate Dean for Research and Professor of Organisational Analysis at Cardiff Business School and a Senior Fellow of the ESRC/EPSRC Advanced Institute of Management Research. His research interests include the organisation and management of innovation. He is co-author of The Exceptional Manager (Oxford University Press).
Max Munday Is Director of the Welsh Economy Research Unit at the Cardiff Business School and Professor of Economics. He has been involved in research projects that have examined the development of the Cardiff economy, and the development of key sectors in the city area.
Acknowledgements
Contact Details
In preparing this report we are very grateful to Jonathan Day of Cardiff Council who was instrumental in collecting and compiling the original data in the survey.
Dr. Andrew Crawley Tel: +44(0)29 2087 5079 Email: crawleyAJ@cardiff.ac.uk
Design: www. blacksheep.info
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Prof. Rick Delbridge Tel: +44(0)29 2087 6644 Email: delbridger@Cardiff.ac.uk
Cardiff Business School Cardiff University Aberconway Building Colum Drive Cardiff CF10 3EU UK
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