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Media release: 10 March 2010

ECONOMIC RECESSION RAISED LOYALTY AMONG NEW ZEALAND EMPLOYEES, KELLY WORKFORCE SURVEY REVEALS
* Almost a third now more loyal to their employer
* Nearly half of all Kiwis 'totally committed' to their employer

The economic recession in New Zealand has generated a powerful sense of engagement between workers and bosses, with more almost a third of employees surveyed saying they are more loyal to their employer, according to the latest survey from global workforce solutions leader Kelly Services.

The survey of almost 5,000 New Zealanders, conducted between early October 2009 and the end of January 2010, finds that 32 percent say the economic downturn has made them more loyal, while 6 percent say it has made them less loyal, and 62 percent say it's made no difference.

Those workers who are more loyal to their employers attribute the shift to positive management, active communication, and positive company morale from senior executives. Those who are less loyal say it's due to poor management and low company morale.

The findings are part of the Kelly Global Workforce Index, which obtained the views of approximately 134,000 people across 34 countries.

The impact of the economic slowdown on work attitudes has been greatest among Gen Y (aged 18-29) where 33 percent say the downturn has made them more loyal, compared with 32 percent of Gen X (aged 30-47) and 28 percent of baby boomers (aged 48-65).

Kelly Services acting general manager Debbie Grenfell says, "Employers who have communicated openly with their staff about the difficult economic conditions and who have tried their best to look after staff have been able to build strong levels of trust in their organizations. This heightened loyalty is likely to become a real advantage, with a more committed and focussed workforce, as the economy recovers."

Results of the survey in New Zealand reveal:

* 49 percent of respondents say they feel 'totally committed' to their current employer, ranging from 51 percent among baby boomers, 50 percent for Gen X and 48 percent for Gen Y.

* When asked to name the one thing that would make an employee more committed to their job, 46 percent cite 'more interesting or challenging work', followed by 'higher salary or benefits' and 'more meaningful responsibility' (both 15 percent).

* Company reputation is considered 'very important' in job selection and retention by 48 percent of baby boomers but only 38 percent of Gen Y.

* 47 percent of Gen Y are 'very confident' in their employers' ability to be good corporate citizens, higher than for both Gen X (43 percent) and baby boomers (38 percent).


The reputation of an organisation is shown to be a key element in the way that employees and prospective employees weigh their career decisions. In assessing a firm's reputation, employees place the most weight on the quality of its leadership, products and services, and employees. Least important are features such as global presence, financial performance and initiatives aimed at fostering corporate social responsibility.

"When we look at the things that motivate people in the workplace, it's clear that opportunities for personal growth and development are critical, as is the chance to perform stimulating and challenging work," notes Debbie Grenfell.

"Pay is certainly a motivator but it's not as big as some imagine, which means that employers have to examine a broader range of employee conditions and business features if they want to have the workforce performing at its best," she concludes.

For more information about the survey results and key global findings, please visit the Kelly Global Workforce Index.

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For further information, please contact:
Victoria Bennett Gerard Blank
Marketing Manager The Agency Communications Ltd
Kelly Services (New Zealand) Ltd Tel: +64 3 341 5841
Tel: +64 3 363 5322 Mob: 0275 243 629
Mob: 027 213 0613 Email: gerard@theagencynz.co.nz
Email: victoria_bennett@kellyservices.com



About the Kelly Global Workforce Index
The Kelly Global Workforce Index is an annual survey revealing opinions about work and the workplace from a generational viewpoint. Approximately 134,000 people from North America, Europe, and Asia Pacific responded to the 2010 survey with results published on a quarterly basis. In 2009, Kelly Services was the recipient of a MarCom Gold Award for the Kelly Global Workforce Index in the Research/Study category.
About Kelly Services New Zealand
Kelly Services is now in its 20th year in New Zealand, helping businesses around the country recruit, manage and retain the right people - at all levels.

Kelly offers temporary, contract and permanent staffing solutions for a range of industry sectors, including office, industrial, engineering, human resources, executive management, contact centre and information technology. Kelly also provides a host of tailored business solutions, to provide expert support and assistance in all aspects of recruitment and workforce management.

About Kelly Services
Kelly Services, Inc. (NASDAQ: KELYA, KELYB) is a leader in providing workforce solutions. Kelly offers a comprehensive array of outsourcing and consulting services as well as world-class staffing on a temporary, temporary-to-hire and direct-hire basis. Serving clients around the globe, Kelly provides employment to 480,000 employees annually. Revenue in 2009 was $4.3 billion. Visit www.kellyservices.com.

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