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Find out what New Zealand
candidates want

About the research

Laws Of Attraction is a SEEK research study drawn from a comprehensive survey of over 3,000 job candidates in New Zealand.
The information and graphs provided in connection with the Laws Of Attraction research study are drawn from the responses to that survey.

Research methodology:

  • SEEK worked with IPSOS, an independent research agency, to conduct the Laws Of Attraction research study
  • The respondents were sourced from the SEEK database
  • Total sample size = 3,152 across New Zealand
  • Respondents were:
    • Aged 18 or over
    • Looking to work in New Zealand
    • Looking to change jobs within the next 2 years
  • Respondents completed an online questionnaire which took approximately 15-20 minutes to complete
  • Respondents completed the survey between Sept 3rd and December 31st 2022
  • Upon completion of the survey, respondents had the chance to win a $1000 voucher using a game of skill. In NZ the prize pool was from 1 of 3 NZ$1000 vouchers.

Notes about the sample:

Data in the portal will only be shown where sample sizes are robust enough for evaluation. The survey uses a technique called ‘Max-Diff’ to derive importance. The following rules have been put in place to ensure confidence in the data that is made available for analysis.
Where sample sizes are low, we have flagged for greater margin of error. Margin of error is a statistical term that relates to how much certainty you have that the research data reflects the whole population you are talking about. As the margin of error increases, more uncertainty is introduced. The data and insights are still valuable but we have flagged where margin of error is increasing. Our absolute cut off for sample sizes is below:
Max/Diff Drivers:
  • Min sample size is n = 100 for first level analysis (e.g. Industry or Seniority etc).
  • N = 50 – 100 can be used for sub analysis (e.g. Gender within Industry or Industry within Seniority etc.)
  • No sample size below n = 50 to be shared for the max/diff drivers
Detailed Drivers:
  • Min sample size is n = 50 for the detailed breakdown
  • N = 30 - 50 is indicative and caution should be used as data is coming from a low sample size and has an increased margin of error
  • Nothing below n = 30 to be shown for the detailed drivers analysis
This data reflects those who are ‘in the market for a new job’ and not the ‘total population’ of New Zealand. This is because the sample is targeted to those who are looking to change jobs within the next 2 years. The demographic spread of respondents reflects this.
Total sample size: 3,152 (2022)
INDUSTRYSAMPLE SIZE (n=)
Accounting, Consulting & Strategy211
Administration & Office Support415
Advertising, Arts, Design & Media237
Banking, Insurance & Financial Services111
Data Analytics, Science & Technology124
Education & Training151
Engineering, Construction, Engineering & Resources227
Farming, Community Services, Sports & Recreation180
Government, Legal & Defence206
Healthcare & Medical249
Hospitality & Tourism120
Human Resources & Recruitment111
Information & Communication Technology324
Retail, Call Centre & Customer Service195
Sales, Property & Business Development181
Trades & Services110
The survey also identified respondents’ demographic profile including but not limited to gender, age, location, job level, parental status, place of birth.
DIVERSITYCATEGORYSAMPLE SIZE (n=)
GenderMale1151
Female1960
Gender Diverse/Prefer to self-describe41
Life stagesGen Z (Under 25 years)70
Gen Y Millennials (25 - 41 years)1505
Gen X (42-57)1442
Baby Boomers (Over 58 years)135
Job levelGraduate94
Junior671
Mid Level1193
Senior1194
The survey will be regularly fielded to ensure fresh sample is added to the analysis as well as building up sample sizes for smaller segments.
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