7 December 2015

Our audience reveals: Happiness loves company, but loyalty craves growth

During the month of November we asked our audience to give us some insight into what loyalty means to them when it comes to employee-employer relationships. Firstly, we’d like to thank each and every one who completed our survey – you’re all stars! Secondly, we gave away a nifty Recruit Digital power bank to a lucky winner, James Middleton. Congrats, man!

Some technical confessions to make first, before we dig into the insights:

  • The survey was informal, which means that no profiling was done on the demographics of the respondents
  • We didn’t distinguish between the respondents’ employee or employer status
  • We distributed the survey through our social networks and newsletter, so all responses were gathered organically (i.e. no one was paid to answer it)
  • I am NOT a data analyst 🙂


So, let’s check out what our audience had to say:

1. People are on the look-out for jobs regularly

Survey question 1

It is important to note that we are a recruitment agency, so it is likely that our audience are more likely to think about making a career move more often than others. The frequency doesn’t necessarily mean these people are unhappy in their current jobs.

Some more insight:

  • The average happiness of people who voted for “Daily” is 4.47 out of 10
  • The average happiness of people who voted for “Weekly” is 5.83 our of 10
  • The average happiness of people who look for work on a monthly basis is 6.53 out of 10
  • The average happiness of people who look for work quarterly is 7.11 out of 10

Correlation doesn’t imply causation, but it does seem like the respondents who look for work more often are more unhappy in their current job.

2. Happiness all (well, mostly) around!

survey question 2

Looking at the stats of this question alone, it does seem like most respondents are fairly happy in their current job with an average of 6.51.

Almost 18% of our less happy respondents (those that voted between 3 and 6), stated that “6 months to a year” is a fair period to be considered loyal, compared to only 2% of definitely happy respondents (those that voted between 7 and 10).

3. Loyalty is a toddler

Survey Question 3

The age of loyalty appears to be around about the same age as a toddler. Let’s hope loyalty grows up to be a responsible adult, otherwise, maybe it’s time to get a dog instead? 😉

Fifty years ago it is likely that most respondents would have voted for 5 years and more. Although, fifty years ago we hardly had something called a ‘digital industry’. It’s assumed that our audience operates within the digital industry, so it’s clear to see that a shorter period is to be considered loyal by most. With the rapidly evolving nature of digital, a lot can be achieved between 2 and 5 years at a given employer.

4. Opportunity for growth keeps employees loyal

Survey question 4

Opportunity for growth keeps most respondents loyal. However, it is interesting to note that the happiest respondents indicated that the people around them is what keeps them loyal, with opportunity for growth being second in line. This may imply that happiness and loyalty to an employer does not necessarily correlate (or, I’m just a really bad data analyst). 😉

5. How employers are currently expressing loyalty

We gave our respondents some free reigns to speak their minds. Here are a few statements that stood out:

“I get an annual bonus and after every 5 year anniversary I get a small sum of cash”

“Benefits – lunch discounts, parking, medical aid etc.”

“1 month sabbatical after 5 years”

“By keeping me employed I guess?”

“Shows an interest in my POV and responds with constructive feedback.”

“By giving me flexibility”

“Providing a lovely working environment and lots of office parties!”

“We receive emails congratulating us on a job well done…”

“Knowledge is celebrated in this work environment. As it is a startup, all the employees that are currently with the company are considered founders.”

“Good question…”

(Thanks, we think so too!) 🙂

This one is my favourite (I need to find out where this person works and join their company immediately ;)):

“bottle of whisky”


Loyalty and happiness in a given job means different things to everyone. A lot needs to be taken into account and a small 5 question survey definitely won’t get to the real heart of it. We do hope to explore the topic in more depth (see quote below) and would love to hear your insights and advice on this, so feel free to leave a comment below!

“If we knew what it was we were doing, it would not be called research, would it?” – attributed to Albert Einstein

where to find us

304 manhattan place, 130 bree street, cape town, 8001

info@recruitdigital.co.za / 021 424 6865