In the social and health care sector, interesting job duties and a sense of purpose attract workers—yet the sector as a whole suffers from a poor employer reputation
T-Media’s Employer Reputation Research in the social and healthcare sector Employer Reputation Research professionals in the field take a critical view of the sector’s reputation as an employer. However, the reputations of individual organizations are rated highly among professionals.
T-Media conducted a survey in November–December 2024 on the reputation of social and health care organizations operating in Finland and the sector among professionals in the field. A total of 1,131 social and health care professionals responded to the survey.
The social and health care sector received an overall rating of 2.77 from industry experts, which is a poor result. The sector’s performance as an employer received a rating of 2.67. Reputation&Trust, a reputation score on a scale of 1 to 5 is calculated for each organization.
“Among professionals, the social and health care sector is generally viewed as poorly managed, and the sector’s image as an employer is relatively low. This is a serious issue for society. The labor-intensive social and health care sector requires a wide range of skills, and different industries are competing for skilled workers. With the sector’s reputation being poor, the availability of labor is declining as the most skilled workers are drawn elsewhere,” says Riku Ruokolahti, Development Director at T-Media.
Competitive pay is a key factor in choosing a job in the social and health care sector
More than half of professionals in the social and health care sector cite a good salary as a key factor in choosing a job. About one-third of these professionals cite the work environment as one of their most important criteria for choosing a job.
In a survey on employer reputation in the social and healthcare sector, the meaningfulness of work and interesting job tasks emerged as common employer strengths. Both of these aspects of employer appeal were rated highly by professionals in the field, and they influence professionals’ enthusiasm for seeking jobs and speaking positively about the sector.
Employer Reputation Research in the Social and Health Care Sector: The 10 Most Important Criteria for Choosing a Job in the Social and Health Care Sector
Survey on Employer Perceptions in the Social and Health Care Sector. Professionals in the social and health care sector were asked to select the three most important criteria for choosing a workplace. The bar shows the percentage of all respondents (N=1,096) who selected that criterion.
Coxa Joint Replacement Hospital is the most highly regarded among those surveyed
T-Media’s survey of the health and social services sector examined not only the sector’s overall employer image but also the perceptions of professionals in the field regarding individual health and social services organizations. Coxa Hospital for Joint Replacement emerged as the most reputable of those surveyed; it has also held the top spot as the most reputable healthcare organization in a survey measuring public perception for several years now.
“Professionals in the social and healthcare sector hold individual organizations in high regard. Among the organizations we surveyed, Coxa, Mehiläinen, Lääkärikeskus Aava, Pihlajalinna, and Diakonissalaitos received high reputation scores in the study,” says Elisa Runsas, an expert in data-driven management at T-Media.
“At Coxa, we take a people-oriented approach to work. We’ve focused on creating a positive atmosphere where it’s enjoyable to come to work. Our flexible employment options and compensation model enable a balance between work and leisure, which is important for maintaining well-being. It’s great to see that healthcare professionals appreciate what we’ve achieved together at Coxa,” says Coxa CEO Raija Tapio.
This is how we conducted the study
The aim of the social and health care sector employer image survey was to assess the employer reputation of social and health care service organizations operating in Finland among potential employees. In addition, the study measures the sector’s reputation in general and highlights work-related values. Data for the study was collected via an online survey between November 8 and December 9, 2024.
The study used a five-point rating scale (1–5).
A total of 1,131 people participated in the study, of whom 439 were professionals in the social services sector and 692 in the healthcare sector. The study’s target group consisted of people aged 15–65 who work in the social and healthcare sectors or are studying in these fields nationwide (excluding the Åland Islands).
For more information:
Elisa Runsas
Data-Driven Management Expert, T-Media
+358 50 468 8849, elisa.runsas@reptrust-staging.fi-p.seravo.com
Riku Ruokolahti
Director of Development, T-Media Oy
+358 400 512 200, riku.ruokolahti@reptrust-staging.fi-p.seravo.com
