Analysis of the motivations and needs of Associate Members of the MIOD. Qualitative Research June 2012

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1 Analysis of the motivations and needs of Associate Members of the MIOD Qualitative Research June 2012

2 Research Background and Objectives 3 60 second s summary 6 Understanding the target market 10 Image and perception of MIoD 24 From the Associate Member s perspective 34 Way forward 45 2

3 Research background and objectives

4 Methodological Approach 4

5 Research objective and methodology The major aim of the research is to help MIoD in identifying penetration strategies among potential associate members. To better meet the needs of the potential members, in-depth interviews were carried out with the following profiles: Description Number of participants Associate member 4 Young lawyers/llb students 4 Young accountants/acca students 4 Young executive /managers 7 Academics in the field of business, management, law and finance 4 Additionally, a focus group was carried out with MBA students 5

6 60 seconds summary 6

7 Understanding of the target market 1. Best business practices as seen by the young professionals The research unveils three distinct attitudes and exposure to best business practices. For the careerists, best business practices are subjective and far from reality; for the perfectionists, best business practices are important but are the issues that top management has to address while for the achiever, best business practices are crucial for the sustainability of the business and should be cascaded to all workers, irrespective of hierarchy. Young respondents consider best business practices information as being boring, but since they are important, they feel the need to have a more dynamic channel for information. Hence, they expect presentations and training to be more interactive and dynamic. They need examples on how best business is applied and what are the deriving benefits across sectors (nor only in accounting/finance and banking) 2. Expectations in joining a professional body Readiness stage, expectations as well as motivation in joining a professional body depend on the typology of the respondents. While the careerists are more for virtual connection and for contacts, the perfectionists are prone to share knowledge and to contribute in the evolution of a cause while the achievers are looking for quality of contacts and for new challenges to develop new personal skills. 7

8 Understanding of the target market 3. Aligning the needs of young professionals To attract the young professionals, MIoD needs to optimise on the above mentioned core needs of the young professionals. Hence, channels for information delivery should be diversified and include online channels (updated website, webinars, Facebook, LinkedIn ect). Moreover, it would be an asset to push the names of the patrons and to be transparent on who are attending workshops as well as the types of projects that the Associate members might design and lead. 4. Major barriers against MIoD The major barrier against MIoD is poor awareness. Those who declared that they have heard or who came across the institute, have a metonymic perception of MIoD (it is only meant for directors or it is a training institute/facilitator for directors). It is imperative to work on the branding of the institute in terms of what it is, what it does and to whom it is addressed. Other barriers are: perception that it is expensive perception that best business practices is addressed to top managers alone feeling that one has to be sponsored to be a member and some respondents specific issues such as shyness and investing time to network. 8

9 Understanding of the target market 5. MIoD as perceived by the Associate Members For the Associate Members, MIoD is dynamic and innovative. They recognise that the MIoD is continually evolving to satisfy their needs. Recent activities, such as the networking event, are appreciated by the respondents. However, those who finance their attendance to seminars tend to complain about the price. For young professionals (member as well as non members), a fee varying in between Rs per seminar is considered to be affordable. Overall, Rs 1000 as annual membership fee is affordable. However, more clarity in terms of what they are entitled with this fee is expected. 9

10 Understanding the target market 10

11 Understanding of the target market Growth is the common driver among young professionals. Nonetheless the concept of growth echoes different dimensions. Since the aspirations, readiness stage and needs of the young professionals differ, expectations from MIoD as well as its attractiveness varies. It is consequently essential to understand the different typologies in order to parallel the needs of the market. The present research identifies three main typologies, namely: - The careerist - The perfectionist - The achiever 11

12 The careerist Who they are? Young professionals within this typology tend to be focused on their career. Growth is defined as recognition in their field. Consequently, most of them are investing in their studies. They have a preference for academic training. Overall, the careerists are struggling to have a balance between studies, work and social life. They feel that they need personal development tools (self confidence in socialising, adequate experience and knowledge) to be a real leader. Best business practices: what is understood? Being focused on their career advancement/academic recognition, these respondents are down-to-earth and pragmatic. They seldom have an holistic business view. Hence, most were poorly knowledgeable about best practices. Corporate governance, on the other hand, echoes as being genuine, being fair and act in transparent manner. 12

13 The careerist Importance of Best Business practices and corporate governance If all agree in principle on the importance of good corporate governance, few considered it as being a priority for them: when you talk of corporate governance I see the board members of companies talking of what is good and what is bad, I am in the action, I am the sales manager and I need to sell, my job is to make my team sell. In fact, perceived importance of best business practices tend to vary in relation to industries, size of businesses and degree of internationalisation of companies. Consequently, participants from offshore sector or dealing with international clients tend to valorise corporate governance much more than those employed in smaller companies and those who deal with local clients: It is reassuring for my clients to feel that we have a well structured practices, everything is transparent, we are accountable When I send s to my potential customers abroad, they see that I am a member of MIoD, it does reassure them and makes me more credible in their eyes. 13

14 The careerist Interest in joining a professional body There is consensus that joining a professional body is a valuable instrument for professional advancement as it sheds more credibility on the competence of the member. Nonetheless, they tend to favor professional bodies that are industry specific ( for example: ACCA,IMM, CFA) Sur un CV ou sur un carte de visite ou bien en parlant avec d autre collègues on dit voila je suis un membre de tel organisme, cela passe bien. (it brings more credibility on a CV and on a business card or when you tell colleagues and friends that you are a member of a professional body) Drivers in joining a professional body: Credibility and justification for a better salary/position Major motivations are networking (and aiming to get a better job) Getting updates in their fields However, they have low engagement and consequently low participation within these associations. In fact, since they feel that they are not very good at socialising, they would rather use virtual tools for networking: Franchement, moi mo truc c est plus style LinkIn, j ai pas de contraintes et je parle que quand il faut, je suis plutôt timide (Genuinely speaking I am an introvert and I prefer tools such as LinkIn for networking. I feel free and socialise only when required to) 14

15 The careerist so what The careerists aspire to network. They wish to meet people of high calibre. Major barriers against professional bodies are: their shyness, feeling that they do not have time and budget. Digital platforms are gradually taking over the needs to connect physically. To talk to these people, it is important to talk about benefits relating potential professional exposure as well as convenience. Visibility of MIoD linked to its association (prestige) is key. It might be interesting to tap into the virtual world for some debates and discussions (Facebook, LinkIn ect) 15

16 The perfectionist Who they are? Unlike the Careerist, the perfectionist is a passionate. Respondents in this category are more geared towards personal development both in terms of a wide range of information and acquiring new skills and techniques: Je suis intéressé avec pas mal de sujets (I am interested in a wide range of subjects) They tend to be voracious information seekers and are willing to pay to subscribe to magazines, audio books and to attend seminars to satisfy their quest:..développent personnel en terme de capacité à prendre des décisions. Se présenter soi même. Faire des présentation, élaborer un projet (I wish to develop various skills that would help me in decisions making, enhance self-confidence. I am also interested in presentation skills and in managing a project) One of the aspirations of the perfectionist is to be an opinion leader. As such, knowledge sharing as well as responsibilities are very important for them. They appreciate active and enriching connection experiences. 16

17 The perfectionist Best business practices and its importance Best business practices is considered to be important in the sustainability of the businesses. Best business practices, it is to achieve the best possible outcome, I believe it is to have efficient processes, to have the effective personnel and to keep motivating people However, a gap is perceived in the actual applications of these theories: c est une affaire de qui connais qui et là, la transparence n y ait plus (In business, it is more in terms of networking rather than transparency) Je ne suis pas expert, mais j aimerai bien savoir comment la transparence et ces good practices là sont transmisses. Je suis ici depuis 5 ans et j en ai rien vu *(I am not an expert in the matter, I would like to learn how these theories are put into practice in real life situations. I am working here since 5 years now and I have not seen anything) It is like a visual statement or like a corporate report an annual report. It has to get into implementation. It needs to be tangible. The perfectionists are action driven. 17

18 The perfectionist Drivers in joining a professional body: Networking to shine and to emerge from the lot To learn and to share experiences To contribute to the reservoir of knowledge To make things happen Barriers against professional bodies (For those who have less than 10 years of working experience) Perception that they are not yet matured to join a professional body for active participation: c est une question d engagement de pouvoir rapporter quelque chose pas seulement de prendre quelque chose (You need to be engaged. You should be able to bring something, not only take something) Interest in Joining a professional body Although the sharing of ideas is considered to be very important, the perfectionists are not convinced that they will feel at ease within a professional body which has a mix of older and younger members: On pense qu on n aura pas le même niveau de conversation, qu est-ce qu un jeune comme moi aura a partager avec une personne d expérience et de 50 ans, Le mec va parler de golfe, il va parler je sors en boite? (..the major barrier is the perception that the depth of exchange will not be the same. What would a young person like me has to share with an experience person of 50 years? The person is going to talk about golf and I am going to 18 talk about night clubs)

19 The perfectionist The perfectionists are at the quest of self actualisation. They need to feel that they are investing their resources (time and money) optimally. The perfectionist needs to have an ego boost and hence it is important to talk in terms of participation, contributing to knowledge and learning from a wide spectrum point of views. 19

20 The Achiever Who they are? The achievers are among young professionals who like to set self challenges and enjoy moving out of their comfort zones. They firmly believe that they are the moulders of their destiny: I have an engineer background and then I have decided to be a lawyer, it was the job that I have always dreamt of and here I am today. I have chosen to come back to Mauritius because I believe in my country. Au fait, j'ai complètement changer de carrière parce que j étais dans l'informatique auparavant et me voilà export manager, c est un autre challenge et j aime les challenges (In fact, I have changed my professional orientations. I was previously in informatics and now I am export manager. I love challenges and this is another one of my challenges) Once I get the challenge of the job, once I ve done that, I get bored. I want to move because I feel that I am not exploiting my potentials The achievers, like the perfectionists, are at the quest for knowledge and they feel that they have the appropriate sources since they are subscribing to newsletters, magazines and documentations of their choice. But unlike the perfectionists, they seek for sponsorship to attend seminars (from their employers or associations). The one thing that they feel they lack is friends to unwind and to share experiences: professionally, I am good and feel good, what I really need is time to unwind, meet new people, have a good laugh and learn more about people We talk about our problems, like resource management and we share experiences 20

21 The Achiever Best business practices and its importance For the achievers, best business practices are the valuable guidance in businesses that need to be cascaded to all so that there are optimum use of resources and to prevent unwanted situations such as frauds, corruptions or even business paralysis due to employees strike. They note that Mauritius is slowly moving towards good business practices but deplore the attitude of small, medium and family businesses: Mon directeur fait toujours des paiements mais sans record, c est difficile de suivre (My director always do payment without records, it is difficult for us to follow) not longer than last week, I met a client who is a new CEO. He was sharing his predicaments, the previous CEO has not ensured that whatever were agreed per contract be properly recorded. Unlike the two other young professional segments, the achiever is convinced of the benefits of good business practices. 21

22 The achiever Drivers in joining a professional body: Meeting new people and sharing different point of views and experiences Participate into projects and acquiring new tools/skills Have information on different subjects and bringing their knowledge as well as their experiences Barriers against professional bodies Time constraints Lack of awareness with regards to local professional bodies Interest in Joining a professional body The respondents from this segment are interested to join a body as long as they can gain in experience, concretely participate in projects, share and bond with new people. Ambiance has to be dynamic and other members be opened minded. Nonetheless, the reputation of the professional is very important: I am interested in people but not really in going at the suffren to taste wine. My time is precious and it has to be invested in a productive manner, whether in terms of meeting new people or acquiring tools and sharing experiences. Contact is indeed important but not at the expense of real friends. 22

23 The achiever Reassurance on the quality and level of exchange is important. Although there are no gross negatives in mingling with junior members, they want to acquire more in terms of experienced exchanges. They require hard facts such goodwill of members as well as their status. When seeing the speakers and moderators at MIoD, they felt interested in the institution. 23

24 Image and perception of MIoD 24

25 Image and perception of MIoD The name MIoD What it stands for? For the time being, most of the respondents are not aware about the abbreviation. Nonetheless, few respondents, especially those within the law sector, declared that they have heard of the abbreviation, but could not remember from where. Evocation of the name: Mauritius Institute of directors The name echoes professionalism and seriousness. It sheds aspirations among young professionals in general. But paradoxically, it also engenders a sense of exclusion, especially among the perfectionists je trouve que c est très intéressant et important d avoir ce type d organisations mais j ai pas assez d expériences pour y adhérer (It is very interesting and very relevant but I do not have enough experience to join this group) j ai pas le poids face à ces administrateurs, j ai pas grand choses à partager, on fait parti d un groupe pour améliorer et contribuer à son avancement mais dans 3-5 ans oui je veux y être (For the time being, I do not have the required skills when compared to directors. When we are part of a group, it is to participate and to make it move forward. I wish to be part of the association in 3-5 years). Before I would have thought it was only for directors, but now that I know that it is also for young professionals, I should pay more attention to what they are doing and try to have more information 25

26 First contact with MIoD Awareness Most of those who have heard about MIoD, declared that they came across the name in newspapers. J avais vu dans un journal mais je ne me rapelle pas trop (I came across communications in newspapers but I cannot remember which one) I think that courses were advertised, but I did not pay much attention C est à travers les journaux que j ai appris qu ils donnent des formations *(It is via newspapers that I have learned that they propose training) Word of mouth from actual members of MIoD was also mentioned by few respondents and unsurprisingly information was more accurate and hence more convincing: une autre collègue dans un autre domaine qui a l habitude de donner des cours à l université, c est a travers elle que j en ai entendu parler (I have a colleague, who is also a lecturer of the university of Mauritius. I received information from her) j ai la chance de connaitre quelqu un qui est un des directeurs, par rapport à ça que j ai appris un peu (I am lucky to be aquainted with one of the directors. This is how I have learned from MIoD) 26

27 Image and perception of MIOD The name After reading the short description of MIOD to the respondents, the latter believed that there are some gaps in-between what the word director imparts and who the members are: là il nous parle d entrepreneurs, jeunes professionnels, enfin un peu de tout mais dans le nom c est directeur, peut être il aurait du mettre jeune leaders (It is talking of entrepreneurs, young professionals, well a mixture of everyone but the brand says directors, maybe it should be rebranded into something like young professionals I am in the Rotaract which is the youth counterpart of Rotary, I think that it would be better to have a youth counterpart to MIOD for younger people While the perfectionists feel that they would require more experience, the careerists as well as the acheivers consider that joinging the association might be an excellent opportunity to network and to get to know other people. However, the acheivers emitted reserves on the quality of networking at MIOD. They feel that there are basically young students and those who have just started their career: Bon moi déjà je me demande qui je vais rencontré làbas, si c est des jeunes ou même des personnes à mon niveau, j ai d autres platformes moi pour les rencontrer, c est pas interessant pour moi, mais si c est pour rencontrer les Top guys même ceux qui ne sont plus actifs why not (Who will I meet there? If it is younger people or even those within my actual status, I have other meeting platforms for that. But if I meet top guys even those who are retired, it can be interesting) 27

28 Image and perception of MIOD What it does MIOD What it does? Since most of the respondents were not aware, they could not give an answer. Those who have heard or seen a communication of MIOD tend to believe that MIOD is a training institution for directors: I think that it is a training body for directors, it is a platform whereby they share the trends Je crois qu on a toucher de ce sujet dans mes cours. Je crois il y avait des trucs de directeurs je ne sais pas. Je crois qu il donne des cours (I think For the achiever, the institute, like any institute, is basically a platform for networking and for personal branding: C est un groupe de professionnels qui veulent.., c est peut être se revaloriser, se faire voir un peu, c est important j imagine parce que dans le monde du directorship a Maurice, c est un domaine bien restreint (it is a group of professionals that want to enhance their image and to improve their visibility. It is important in the world of directors in Mauritius since it is a very closed sphere) 28

29 Image and perception of MIOD What it does Importance of an MIOD Nonetheless, the respondents agreed that it is important to have an institute for directors:... pour une nouvelle synergie et on peut développer de nouvelle perspective dans le monde de directorship ( to bring a new synergy and new perspective in the world of directorship) Advancing corporate governance and best business practices in Mauritius. I think it is very important. we do have ICAC and other authorities who try to win the fights in corruption but I think that it is primordial to have a private institute who is engaged in the fight I think that directors do not have a professional platform like say people in engineering, accounting and laws. This is a very good initiative) 29

30 Perception of seminars Appealing seminars There is consensus among both members and non members of MIoD that the seminars are very relevant and interesting. When the list of seminars along with the moderators/speakers names were presented to the non members, most feel that the topics are interesting and that the speakers are very capable people: Il y a des personnes qui viennent au workshop, il y a des professeurs qui connaissent leur sujet. On apprend beaucoup de choses. (The speakers are knowledgeable and master their subjects. We learn from them) Young potential members wish to have vivid and interactive seminars where they can learn as well as participate in exercises (achievers being the most result oriented, also wish to have the correct answer given by the presenter): pour être franc, corporate governance est boring pour les jeunes. Tout est dans la manière de présenter, les jeunes sont blubby, donc il faut des exercises de simulation, des partages et en sortir de la avec un guide (Let me be genuine, Corporate Governance is boring. All is on the manners of delivering the subject, youths are blubby beings, we need case studies and simulation exercises, sharing and go out from the seminars with the feeling that we now have a proper guideline). 30

31 Perception with regards to seminars Pricing The pricing issue varies per sector and position of the respondents. As such, in companies where training and seminars are restricted to a selected few, respondents tend to be very price conscious since they would be the one to pay for seminars. Hence, they agreed that Rs is relatively affordable. Other respondents who can manage to have the training paid by their companies, are less cost minded. 31

32 Image and perception of MIOD Most interesting benefits Careerists Perfectionists Achiever Networking/shining out of the lot Training Prestige Being recognised: membership card, signing Continuous Professional Development points What they would wish for: Debates and Forums Local and international speakers Online library Continuous Professional Development points Networking/meeting new people both on the local and international level Debates and forums Careerists Perfectionists Achiever Interaction with older members to have contacts Some seminars in their field of interest (best business practices on finance, offshore, academia, business management) Concrete examples of how best business practices are applied and evidence on benefits of doing so Having interactive projects where they can participate and lead Sharing of knowledge and be updated That MIOD becomes a force that makes things happen or who actively defend good business practices by making suggestions to the betterment of business practices 32

33 Further Expectations from MIOD Breaching the gap from theory to practice Expectations from MIoD varies in relation to profiles and aspirations. The careerist as well as the perfectionists are for more information on the role of board members. The perfectionists puts more emphasis on a participative platform while the achiever wish for more action on behalf of MIoD: vraiment plus de vécus, du nouveau, une autre perspective,, comment ca se passé ailleurs aussi peut etre (more experience sharing, new perspectives, examples on how things both on the local and international scenes) Je veux apprendre les rôles des directeurs, des board members pas seulement de l ile Maurice, mais d ailleurs aussi (I wish to deepen my knowlede on the roles of directors and board members both in Mauritius and in other countries) Il doit avoir une force qui peut faire changer les choses. (It should have the power to change things) je pense que c est assez visible par rapport au avantages de membres, mais je ne vois l impact qu ils peuvent faire sur le du business (The advanatges to members are clear, but nonetheless, I do not see how they can really impact within the business world) 33

34 From the associate members perspective 34

35 First contact with MIoD- Members Direct contact with a member of MIoD is the triggering factor for fresh Associate Members: c est une amie, une consultante qui m a encourager à faire partie de cette association (it is a friend of mine, a consultant, that encouraged me to be a member of MIoD) Je suis membre de WIN et de Rotary, c est lors d une reunion que j ai parlé avec un board member et elle m a encourager, donc je suis membre (I am a member of WIN and of Rotary. During one of the meetings, I met a board member of MIoD and she encouraged me to be part of the institute) Unleashing potentials, networking and participating in the betterment of the country were major expectations of the new adherents. For young professionals (having less than 5 years of working experience), joining the MIoD is a means of learning more from the directors. Nonetheless, they do not necessarily have specific expectations as a member: je me suis dis pourquoi pas, allons voir (I told myself, why not?) 35

36 Perception of MIoD- Members Perception with MIoD varies in relation to the member s engagement as well as interaction with the institute. For those who are active or have been recruited by passionate and active members, MIoD is definitely a worthwhile platform. On the other hand, those who have been proactive and took the initiative to become members, felt that they were left out. Nonetheless, there is consensus that MIoD has experienced a refreshing and energizing wave in the last few years. MIoD is portrayed as a Dynamic, innovative and forward looking: MIoD ce sont des directeurs qui veulent vraiment aller de l avant. Les directeurs ou les jeunes professionnels que des fois on realise pas ou on peut partager notre truc (MIoD addresses the need of directors who want to move forward. It is a sharing platform for directors and young professionals) il y a constructive courses qui sont établis et ils veulent toujours innover. (there are constructive courses and they are continually innovating) 36

37 Perception of MIoD -Members Sharing and networking Unsurprisingly, the Associate Members appreciate the networking events. This is also seen as an innovative approach in networking that was introduced by MIoD. Young recruits are looking forward to the networking events: Moi j ai été a un Networking. Et ca c est la différence comme si vous avez tendance a rencontrer les autres du même niveau que vous, ça fait du bien de partager ses problèmes et de trouver des pistes pour notre business. (I have been to a networking event. This is very important as you meet new people and we share ideas. It does feel good to share our problems and at times it helps in finding solutions for our business) là j ai reçu un mail, il y a un networking event, je vais me faire un devoir d y aller. Mais en même temps je ne vous cache pas mes appréhensions, qu est-ce que je vais bien pouvoir dire, quand même c est impressionnant de rencontrer ces gens avec pleins d expérience. Moi je suis très jeune (I received an invitation for the networking event and I am looking forward to attend it. But at the same time I must say that I am a bit nervous. What will I talk about? It is intimidating to speak with all those experienced people) 37

38 Perception of MIoD -Members Not accessible Some careerists who joined the MIoD with high expectations in terms of contacts and career evolutions are less satisfied with their membership. As expected, they are less engaged in activities and towards the institute itself. Major drawbacks in their experience with MIoD are: price of seminars/workshops (they are not sponsored participants) as well as networking opportunities: I was there for one or two meetings, the seminars are very interesting but if you go to have more contacts, you ll see that some people will always talk with the same people, they have their own group within the group and it is difficult to approach them I believe, but this is my opinion only, that there should be rotation and exercises that encourage people to talk with new members Je croyais que j allais pouvoir plus participer au workshop, avoir des informations. Presque tout les workshop sont payant et c est cher. *(I thought that I would have more opportunities to participate in workshops but most of them are too expensive) 38

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