Trends & Issues:
A Portrait of Students Considering the Nonprofit Sector
Key findings based on the From Learning to Work™ survey for the nonprofit sector
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During 2008 – 2009, the HR Council undertook research to improve the nonprofit sector’s understanding of the characteristics and motivating factors of prospective “early career” employees. The project, Tapping into the Talents of Early Career Employees, included a literature review and online focus groups with university students. The HR Council also subscribed to a national survey of Canadian students, From Learning to Work™, conducted by DECODE and Brainstorm Consulting.
In 2009, this annual survey had a total sample of 16,688 students from 50 post-secondary institutions across Canada. The majority – 84% – were university students, most pursuing an undergraduate degree.
A total of 1,732 students surveyed (10%) indicated an interest in a nonprofit career in response to a question that allowed multiple responses; in this summary report, this group of students is identified as “Nonprofit Sector: A Possible Career Choice.” When asked which (one) type of organization they would prefer to work for following graduation, 988 students (5.9% of the total sample) chose “non-profit/charity/social enterprise”; this group of students is identified as “Nonprofit Sector: A Preferred Career Choice.” This summary report compares responses of these two groups of students with the total sample.
Certain fields of study were under-represented in the total sample – liberal arts, fine arts, education, social sciences and law – and it appears that this under-sampling reduced the number of students in the survey who indicated an interest in the nonprofit sector (see Figure 1).
Figure 1
Field of study
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Not all 1,732 students who are considering a nonprofit career have a strong interest in employment in the sector. Most of these students are also considering other career possibilities; 59% are considering government/public service (see Figure 2).
Figure 2
In which industries would you ideally like to work when choosing your first employment after graduation?
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When asked to choose which (one) type of organization they would prefer to work for following graduation, 29% selected government/public service; only 31% chose “non-profit/charity/social enterprise.” Among students who would prefer to work in the nonprofit sector, 38% are also considering the government/public service (see Figure 3).
Figure 3
Why did you choose your area of study?
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Significantly more young women are considering nonprofit careers than young men; the gender imbalance in the “possible career” sub-sample (23% male; 77% female) mirrors the current gender imbalance in the nonprofit sector labour force. However, the diversity profile of students considering a nonprofit career is the same as the overall survey sample; 17% identified themselves as “visible minority.”
Students interested in nonprofit careers are more likely than other students to choose studies that align with their interests and abilities, and significantly more likely to choose studies that lead to a career that allows them to make “a positive impact.” Half chose their area of study because it provides them with a range of transferable skills and one third chose studies that were conducive to working in other countries. They were significantly less likely to choose studies that lead “to a stable career,” a career that “pays well” or one that has “good income prospects” (see Figure 3).
In choosing career goals, students interested in nonprofit careers were significantly more likely to identify “dedication to a cause/serving the greater good.” Job security is less important but still scores high. Work-life balance, especially flexible working hours, is the highest priority for all students (see Figure 4).
Figure 4
Below is a list of nine possible career goals. Which are important to you (top two?)
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Students rated personal relationships as most influential in their career choice process. Acquaintances already working for the company, professors and parents were considered more influential than career centre advisors or co-op advisors.
Most students considering a nonprofit career don’t have a well-defined career plan and are not confident that their first job after graduation will be one they really want. They are willing to accept a job that is not ideal, but may be a good starting point for their careers. They are also willing to change jobs frequently in order to find work that fits their interests and abilities.
Students interested in nonprofit careers learn about employers primarily from career/job websites, employer websites, and friends and family. When researching employers, students are most interested in learning about current job offerings, job descriptions and requirements, and salary and compensation. The information most students are seeking on employers’ websites includes job postings, in-depth details about jobs, details about the hiring process (including opportunities to contact someone) and details about salaries offered. 78% of students would like salary information included in job postings.
Students considering nonprofit careers appreciate employers’ presence on campus, with approximately half indicating an interest in receptions, information sessions, speakers and career fairs.
Of students who indicated a “possible” interest in the nonprofit sector, 40% had participated in a co-op or internship. As part of co-ops and internships, students are most interested in job orientation and training, challenging assignments, receiving a good employer reference and a performance assessment, and having an opportunity for full-time employment.
In choosing full-time employment following graduation, all students consider “interesting work” and “work-life balance” to be the most important factors. Students considering nonprofit careers are significantly more likely than other students to seek “opportunities to have a personal impact” and work that involves a “commitment to social responsibility”. They are less concerned than other students about job security, opportunities for advancement, and good initial salary level (see Figure #5 A & B). However, their anticipated level of debt following graduation is about the same as other students: the majority will owe slightly over $25,000.
Figure 5A
When considering full-time employment with an organization immediately following graduation, please rate the importance of the following in your decision-making ("very influential"):
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Figure 5B
When considering full-time employment with an organization immediately following graduation, please rate the importance of the following in your decision-making ("very influential"):
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Students considering nonprofit careers reported significantly lower expectations for their starting salary and salary after five years than other students. Students in the “preferred choice” group expected a starting salary of $40,000 and a salary of $59,500 after five years. As well, 61% of all students expect a promotion within the first 18 months in a job.
The From Learning to Work™ survey also provides information about employer brands. In the overall sample of 16,688 students, five well-known nonprofit organizations (excluding hospitals) were ranked in the top 25 employers. Students who indicated a “possible” interest in a nonprofit career ranked five well-known nonprofits (excluding hospitals) in the top 10 employers. However, they also ranked the federal, provincial and municipal governments in the top 10 employers.
Students’ field of study had a significant impact on their potential interest in nonprofit careers. Students in business, engineering and information technology did not rank any nonprofit organizations among the top 25 employers they selected. Liberal arts students ranked six nonprofits in their top-20 list of employers while students studying natural sciences ranked four nonprofits in their selection of top-20 employers, showing a preference for organizations focused on health and environmental issues.
Related content on hrcouncil.ca:
Tapping into the Talents of Early Career Employees - Project Information
