How attractive is a career in private security for young people in Romania? What expectations do they have regarding training, working conditions, and types of activities? How can the industry become more inclusive and attractive to a diverse workforce?
To answer these questions, the Romanian Security Industry Association (ARIS) and COESS commissioned MKOR to conduct a usage and attitudes (U&A) study with national coverage, dedicated to licensed security guards or those in the process of being licensed, as well as those aspiring to a career in the field (students).
What were the objectives of the private security career study?
The main objectives of the study were:
- Evaluating workplace values and motivations for enrolling in private security services.
- Perception of the private security sector (image, prestige, social utility, career path).
- Employee recommendations to increase the sector’s attractiveness among a more diverse workforce.
- Awareness level regarding the collective bargaining agreement negotiation process.
What are the benefits of a behavior and attitude study for the private security industry?
Because recruitment and retention are constant challenges, a behavior and attitude study (Usage & Attitudes) helps you identify target audience perceptions to transform them into clear directions for action.
Beyond the numbers, such a study shows who the right candidates are, what they expect from an employer, and what convinces them to choose and stay. Below we present three important benefits that make a difference when you want to optimize your attraction and loyalty strategy.
- Clear understanding of the candidate profile: identifying potential segments and specific recruitment barriers.
- Optimizing the employer offer: calibrating messages, benefit packages, and training paths according to candidates’ real expectations.
- Data-driven attraction and retention strategies: establishing concrete interventions (campaigns, educational partnerships, certification routes) to increase interest and loyalty.
How was the market study for the private security sector conducted?
For this project, MKOR conducted a quantitative study via an online survey (CAWI), addressed to a relevant sample consisting of licensed security guards or those in the process of licensing, as well as those interested in a career in the field:
- Target market: Romania
- Target: current and potential private security workers
- Research type: primary
- Research instrument: questionnaire
Who is ARIS, the client behind this study?
The Romanian Security Industry Association (ARIS) is a professional organization in Romania that brings together actors from the private security sector.
ARIS supports the responsible development of the industry, promotes professional standards, and initiates efforts to increase the attractiveness and public recognition of the security guard profession.
How can you start your own market research project?
With over 12 years of experience in market research in Romania, MKOR helps brands make strategic decisions based on real market data. Our studies are tailored to the specifics of each industry, including niche sectors such as luxury goods, FMCG, or B2B services.
Through our rigorous methodology and expertise in customized projects, we support companies in discovering new opportunities and developing products or experiences that meet their customers’ exact expectations.
We differentiate ourselves through the research methodologies used, transparency, committed objectives, detailed analyses, strategic recommendations, and data security, and projects are delivered by a multidisciplinary team that treats every study “as if it were for ourselves.”
We understand how important precise information is and we are here to provide you with updated data about your consumers. Explore the Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.
How does Agile Research help you make data-driven decisions faster?
Agile Research delivers answers in a few days, not weeks. We conduct successive collection and analysis sprints, providing clear deliverables (insights + recommendations), so you can make rapid iterations on messages and offers.
Do you want to test a product idea, understand customers’ real needs, or identify growth opportunities in a constantly changing context? Agile Research by MKOR offers you a flexible, fast, and results-oriented research framework.
With an approach adapted to agile methodologies, we collect data directly from consumers in a short time, so that you can validate and adjust business decisions in real time.
With Agile Research by MKOR, you get precise data in just a few days, not weeks, so you can validate and adjust your business strategy in real time. Advantages:
- Speed and flexibility – results delivered at the pace of your decisions.
- Action-oriented – clear insights, with immediately applicable recommendations.
- Continuous testing – run multiple research sprints, depending on the evolution of the product or the market.
Planning to launch a new product? Contact us for a personalized solution!
