Transcript 2 - Career Services - University of Arizona

University Report
Universum
Survey 2011
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University of Arizona
All students
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CopyrightUniversum
Universum
2010
Copyright
2011
The Universum business
Universum helps companies improve their performance through more successful
recruitment and retention by ensuring improvements to their Employer Brand.
We help employers:
Know
Their image, audience
and competitors
Plan
Their communication
activities
Decide
Desired brand position
Act
By reaching the talent
market through our
communication solutions
2
Product portfolio
Universum’s employer branding model™
Understand
National Student Surveys
•
•
•
•
5 continents
33 countries
1 800 educational institutions
Over 350,000 respondents
National Professional Surveys
Decide
Plan
• University audits
• Brand tracking and evaluation
• Employer Value Proposition
development
• Communication strategy development
• Communication materials testing
• Custom research
Act
Print
*Unique for every country
Web
*Unique for every country
• 10 countries
• Over 100,000 respondents
3
Universum around the world
Universum annually surveys over 350,000 students and 100,000 professionals worldwide through our standardized
research. In addition we conduct research in several other countries through our consulting projects.
The group head office is located in Stockholm and the regional head offices are located in Philadelphia (America),
Cologne (Europe) and Shanghai (Asia).
Annual Research
Consulting Projects
4
Content
1
Methodology & comparison groups
2
Students’ profile
3
Career services experience
4
Employer attractiveness
5
Students’ career preferences
6
The Drivers of Employer Attractiveness
5
1
Target Group Report
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bakgrundstexten
Methodology
& comparison
groups
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University of Arizona
All students
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Copyright
Copyright Universum
Universum 2010
2011
1
Methodology
Field period:
December 2010 - March 2011
No. of educational institutions:
360
Data collection:
Weighting:
Approximately 95% of data collection was conducted via
an online survey, additional paper surveys were
collected at some key campuses. The online link was
distributed primarily via university contacts (career
centres and the educational institutions), the Universum
Panel and different local partners.
In our data collection we set targets by main field of
study and educational institution. In order to provide our
clients with reliable data in each market and to get the
questions distributions as close as possible to the actual
population distribution, we use weighting based on
population frequencies of the target groups.
Target group:
University students from all educational years.
7
Comparison groups analysed in this report
1
Group 1:
Base of the group: University of Arizona
Number of respondents: 961
Group 2:
Base of the group: Total
Number of respondents: 61,726
8
2
University
Target
Group Report
Students’ profile
9
University of Arizona
All students
9
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Universum2011
2010
Copyright Universum
Students’ profile
2
Topics:
• Age & Gender
• Academic performance
• Educational institutions
• Areas of study
• Personality profiles
Think about:
• Which students are within your primary target groups?
• How do the groups differ from each other?
• Consider how your target group is distributed against the personality profiles. Can you use this insight to guide your
Employer Branding activities?
10
2
Age, gender & academic performance
Gender:
Age:
21.2
University of Arizona
21.2
University of Arizona
66%
34%
Total
66%
34%
Total
Female
Male
Average GPA
University of Arizona: 3.40
Total: 3.44
SURVEY QUESTIONS:
• What is your year of birth?
• What is your gender?
• What is your cumulative GPA?
11
2
Top educational institutions
University
Total
University
Total
Michigan State University
Pennsylvania State University
Arizona State University
Texas A&M University
University of Central Florida
Purdue University
University of Arizona
Florida State University
Ohio State University
University of Florida
University of Maryland/College Park
University of Texas/Austin
Temple University
University of Colorado/Boulder
University of Michigan/Ann Arbor
1.23%
1.18%
1.15%
1.14%
1.09%
1.00%
0.95%
0.94%
0.93%
0.89%
0.88%
0.85%
0.84%
0.82%
0.82%
University of Illinois/Urbana-Champaign
University of Washington/Seattle
University of Wisconsin/Madison
UC San Diego
Rutgers-New Brunswick
UC Berkeley
University of Houston
Brigham Young University
UCLA
Virginia Tech
University of South Florida
University of Cincinnati
Iowa State University
University of Georgia
California State University/Fullerton
0.81%
0.80%
0.80%
0.79%
0.75%
0.73%
0.72%
0.71%
0.70%
0.70%
0.69%
0.69%
0.69%
0.69%
0.68%
SURVEY QUESTION:
Which educational institution do you attend?
12
2
Areas of study - Business (1/2)
Area of study
Accounting/Auditing/Taxation
Marketing
Management
Finance
Management Information Systems
Entrepreneurial Studies
Economics
Business Administration & Management
International Business
Advertising
Communication Studies
Public Relations
Public Administration & Policy
Operations
Prelaw
Merchandising & Retail/ Fashion Apparel
Sales
Financial Management
Business Law
Journalism
Healthcare Administration
Banking
Financial Planning
University of
Arizona
Total
36%
23%
14%
12%
10%
8%
8%
6%
6%
4%
3%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
30%
16%
11%
18%
3%
3%
9%
9%
8%
4%
4%
3%
1%
1%
2%
1%
1%
2%
2%
2%
2%
2%
2%
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
13
2
Areas of study - Business (2/2)
University of
Arizona
Total
Film and Media Arts
1%
2%
Broadcasting, Telecommunications and Mass Media
1%
2%
Project Management
Human Resource Management
Supply Chain Management
Tourism
Digital Communications and Multimedia
Real Estate
Hospitality Management
Actuarial Science
Statistics
1%
1%
1%
1%
1%
1%
0%
0%
0%
1%
3%
2%
1%
1%
1%
3%
1%
1%
Information, Risk & Operations Management (IROM)
0%
1%
Radio and Television
Speech Communication
Insurance
Logistics
Non-Profit Administration
Restaurant Management
Industrial Management
Strategic and Organizational Communication
Labor Studies
Other Business
Undeclared
0%
0%
0%
0%
0%
0%
0%
0%
0%
3%
2%
1%
1%
1%
1%
1%
0%
0%
1%
0%
5%
2%
Area of study
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
14
2
Areas of study - Engineering (1/2)
Area of study
Chemical Engineering
Biomedical Engineering
Mechanical Engineering
Engineering Management
Environmental Engineering
Civil Engineering
Electrical Engineering
Aerospace Engineering/Aeronautics
Construction
Computer Science
Materials Engineering
Systems Analysis & Engineering
Computer Engineering
Biological Engineering/Bioengineering
University of
Arizona
Total
29%
13%
10%
10%
9%
7%
7%
7%
6%
4%
4%
4%
3%
3%
13%
8%
24%
1%
5%
14%
13%
6%
1%
7%
3%
1%
8%
3%
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
15
2
Areas of study - Engineering (2/2)
Area of study
Software Engineering
Industrial Engineering/Design
Biomolecular Engineering
Manufacturing Engineering
Architectural Engineering
Electronics Engineering
Engineering Technology
Physics Engineering
General Engineering
Nuclear Engineering
Petroleum Engineering
Astronautical Engineering
Packaging
Other Engineering
Undeclared
University of
Arizona
Total
3%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
3%
1%
5%
1%
1%
2%
2%
1%
1%
1%
1%
1%
1%
0%
1%
1%
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
16
2
Areas of study - IT
Area of study
Management Information System (MIS)
Information Systems
Computer Science
Computer Information Systems
Information Technology
Computer Information Technology
Computer Programming
Computer Networking
Information Systems Security
Telecommunications/Data Networking
Technology Management
Web Development and Design
Network Security
Graphics & Multimedia
Software Engineering
Game Design
Computer Forensics
Web Management
Internet Technologies
Computer Engineering
Information Assurance
Geographic Information Systems
Engineering Technology
Managing Innovation
Other IT
Undeclared
University of
Arizona
Total
59%
18%
14%
14%
9%
9%
5%
5%
5%
5%
5%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
5%
9%
12%
13%
37%
15%
16%
12%
13%
11%
9%
4%
3%
15%
9%
9%
9%
7%
5%
4%
4%
4%
2%
1%
1%
1%
4%
1%
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
17
Areas of study - Humanities/Liberal Arts/Education (1/2)
Area of study
Psychology
Foreign Language
Education
Social Sciences
Creative Writing
English
Sociology
Anthropology
Political Science
History
Mass Communication
Art and Art History
Child/Family Development
International Studies
International Relations
Music
Law and Legal Studies
Religious Studies
Classical Studies
Pre-Law
Linguistics
Speech Therapy
Ethnic and Regional Studies
University of
Arizona
Total
20%
14%
11%
11%
9%
8%
8%
8%
7%
7%
6%
5%
5%
4%
4%
4%
4%
4%
4%
3%
3%
3%
3%
17%
11%
14%
3%
3%
10%
6%
4%
10%
6%
8%
5%
3%
6%
5%
4%
2%
1%
1%
4%
2%
2%
1%
2
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
18
Areas of study - Humanities/Liberal Arts/Education (2/2)
Area of study
Counseling
Criminal Justice
Theatre and Dance
Architecture
Special Education
Cultural Studies
Humanities Program
Gender Studies
Philosophy
Geography and the Environment
Science, Technology and Society Program
Peace Studies
Social Work
Graphic & Interactive Design
Government
Women's Studies
Photography
Interior Design
American Studies
Comparative Literature Program
European Studies
Planning
Other Humanities/Liberal Arts/Education
Undeclared
University of
Arizona
Total
3%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
2%
0%
1%
5%
3%
2%
1%
1%
1%
1%
3%
1%
1%
1%
3%
3%
2%
1%
1%
1%
1%
0%
0%
0%
5%
1%
2
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
19
2
Areas of study - Natural Sciences (1/2)
Area of study
Psychology
Pre-Medical Studies
Biology
Chemistry and Biochemistry
Nursing
Microbiology
Mathematics & Statistics
Dietetics/Nutrition
Public Health
Health Sciences
Environmental Studies
Animal Sciences
Neuroscience
Wildlife Ecology
Ecology
Veterinary Science
Other Natural Sciences
Agriculture
Kinesiology
Pharmacy
University of
Arizona
Total
19%
17%
12%
12%
12%
8%
6%
6%
6%
6%
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
11%
17%
29%
13%
13%
3%
5%
3%
3%
8%
5%
4%
3%
2%
1%
2%
2%
2%
4%
3%
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
20
2
Areas of study - Natural Sciences (2/2)
Area of study
Physics
Physical Therapy
Zoology
Geology
Biotechnology
Marine Science
Forensic Sciences
Food Science
Exercise Science
Geography
Computer Science
Human Ecology
Occupational Science
Sports Management
Atmospheric Studies
Astronomy
Aviation
Geoscience
Forestry
Undeclared
University of
Arizona
Total
2%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
3%
3%
2%
1%
1%
1%
1%
1%
4%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
1%
SURVEY QUESTION:
What is your major(s)/main area(s) of study?
21
2
Personality profiles
Over the last few years it has become more important to understand the personality profiles of the talent that you
recruit. Cultural fit is also becoming increasingly important to both employees and employers.
Universum has developed personality profiles based on the Drivers of Employer Attractiveness and what students
perceive as important in their career.
Idealist
The Idealist prioritizes the soft values when choosing an employer and wants to work for
an employer that has high ethical standards and offers a friendly work environment.
Careerist
The Careerist chooses prestigious and well-known employers that are known to only
recruit the best and finds it important that others know how well he/she is doing.
Harmonizer
The Harmonizer has a strong need for a sense of purpose and chooses a career path and
employer with the goal of finding secure employment and good work/life balance.
Explorer
The Explorer always seeks challenges, wants a job with a variety of assignments and
responsibilities and is not afraid of changing area, industry or location.
Hunter
What's worth doing is worth doing for money. The Hunter looks for an employer with a
competitive base salary, stock options, and good prospects for high future earnings.
The Entrepreneur never considers the possibility of failure, but sees it as a necessary part
Entrepreneur of being successful, a learning experience.
Leader
The Leader looks for an employer who offers advancement, management opportunities
and professional development.
22
2
Personality profiles
23%
Harmonizer
26%
15%
16%
Idealist
14%
14%
Leader
11%
Explorer
7%
8%
8%
Hunter
8%
9%
Careerist
6%
6%
Entrepreneur
Idealist
Careerist
Harmonizer
University of Arizona
Total
Explorer
Hunter
Entrepreneur
Leader
This slide presents the students’ personality based on the attributes that the students chose as important within the Drivers of Employer
Attractiveness. See more details in Appendix.
23
3
University Report
Career services experience
24
University of Arizona
All students
Copyright Universum 2008
24
Copyright
Copyright
Universum
Universum
2011
2008
3
Career services visits - University of Arizona
42%
38%
28%
25%
23%
17%
13%
8%
3%
4%
Virtually
Not planning to visit
None
6 or more times
2-5 times
Once
Physically
SURVEY QUESTION:
How often have you used your campus career services or attended event/work-shops hosed by them this year?
25
3
Career services satisfaction by type of service
Professional/graduate/post-graduate school advising
Career advising
19%
21%
5
19%
19%
5
4
25%
26%
4
21%
23%
3
25%
24%
3
23%
22%
10%
9%
2
1
2
4%
4%
1
18%
16%
Not applicable
6%
8%
2%
4%
Not applicable
24%
28%
Employment advising
24%
26%
5
31%
29%
4
22%
21%
3
2
1
Not applicable
7%
7%
University of Arizona
3%
3%
13%
13%
SURVEY QUESTION:
Please rate how satisfied you are with the following career services at your college.
1 = Not at all satisfied, 5 = Very satisfied
Total
26
3
Career services satisfaction by type of service
Job postings
Career/job fairs
5
31%
30%
5
4
34%
30%
4
25%
27%
3
27%
25%
21%
21%
3
2
1
5%
6%
11%
10%
2
2%
3%
1
8%
10%
Not applicable
25%
24%
Not applicable
5%
4%
7%
10%
Resource materials (print, video, or online)
21%
22%
5
4
27%
27%
3
29%
26%
9%
9%
2
1
Not applicable
University of Arizona
4%
4%
10%
12%
SURVEY QUESTION:
Please rate how satisfied you are with the following career services at your college.
1 = Not at all satisfied, 5 = Very satisfied
Total
27
3
Career services satisfaction by type of service
Workshops (resume writing, interviewing, etc.)
Career services website
25%
24%
5
31%
29%
4
2
1
Not applicable
29%
29%
4
26%
24%
3
23%
27%
5
21%
22%
3
7%
8%
7%
7%
2
3%
4%
1
7%
10%
3%
3%
Not applicable
16%
14%
Employer information sessions
19%
21%
5
23%
24%
4
26%
24%
3
10%
9%
2
1
Not applicable
University of Arizona
4%
5%
19%
17%
SURVEY QUESTION:
Please rate how satisfied you are with the following career services at your college.
1 = Not at all satisfied, 5 = Very satisfied
Total
28
3
Overall satisfaction
3%
Poor
4%
18%
Fair
18%
35%
Good
36%
31%
Very good
29%
13%
Excellent
13%
University of Arizona
Total
SURVEY QUESTION:
How would you rate the career services offered at your school?
29
4
University Report
Employer attractiveness
30
University of Arizona
All students
30
Copyright
Universum2011
2010
Copyright Universum
Employer attractiveness
4
Topics:
• Considered Employer ranking
• Ideal Employer ranking
Think about:
• How do the groups differ?
• What actions can you implement to improve your position?
• Do you have to improve your visibility or focus on building a stronger Employer Brand?
• What are your goals for next year? Set achievable goals!
31
4
The Universum rankings
Universum official
rankings
Full company
list
(~130 employers
within each main field
of study)
Below is a list of
employers. Which
of these employers
would you consider
working for?
Considered
Employer
ranking
(as many as
applicable)
Ideal Employer
ranking
(maximum 5
employers)
Please select five
employers from the
list below for which
you would most like
to work - your five
Ideal Employers.
32
4
Considered Employer ranking
University of Arizona
Employer
Google
Walt Disney Company
Apple
Microsoft
FBI
Facebook
United Nations
Amazon
Nike
NASA
Teach for America
Peace Corps
U.S. Department of State
Starbucks
The Coca-Cola Co.
Total
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Employer
Google
Apple
Walt Disney Company
Microsoft
Facebook
FBI
Nike
The Coca-Cola Co.
Sony
NASA
United Nations
Johnson & Johnson
U.S. Department of State
Amazon
BMW
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
SURVEY QUESTION:
Below is a list of employers. Which of these would you considered working for?
33
4
Ideal Employer ranking
University of Arizona
Employer
Google
Walt Disney Company
Apple
FBI
Peace Corps
Teach for America
United Nations
Environmental Protection
Agency (EPA)
Mayo Clinic
NASA
Total
Rank
2011
Rank
2010
1
2
3
4
5
6
7
1
2
8
3
24
4
-
8
-
9
10
10
5
Employer
Google
Walt Disney Company
Apple
FBI
United Nations
Peace Corps
U.S. Department of State
NASA
Teach for America
Microsoft
Rank
2011
Rank
2010
1
2
3
4
5
6
7
8
9
10
1
2
4
3
8
6
7
9
11
SURVEY QUESTION:
Please select five employers from the list below for which you would most like to work - your five Ideal Employers.
34
5
Target Group Report
Students’ career preferences
35
University of Arizona
All students
35
CopyrightUniversum
Universum2011
2010
Copyright
Students’ career preferences
5
Topics:
• Career goals
• Promoting work-life balance
• Preferred industries
• Preferred job functions
• Expected salary
Think about:
• Does your industry affect your attractiveness? Which industries are more attractive? If the industry itself is considered
unattractive, maybe you should try to partner up with other employers to promote the industry.
• Which job functions are regarded as most attractive? Does this match your recruitment needs? Do you foresee any
challenges when recruiting people for a particular job function?
• What are the students’ career goals? Can you provide them with the opportunity to achieve these goals? Is this
communicated to the students?
• What is their expected salary? Can you meet their expectations?
36
5
Career goals
60%
62%
To have work/life balance
54%
56%
To be secure or stable in my job
46%
44%
To be dedicated to a cause or to feel that I am
serving a greater good
35%
34%
To be competitively or intellectually challenged
25%
24%
To be a leader or manager of people
23%
22%
To be entrepreneurial or creative/innovative
20%
17%
To have an international career
To be autonomous or independent
To be a technical or functional expert
11%
12%
9%
9%
SURVEY QUESTION:
Below is a list of nine possible career goals. Which are most important to you?
Please select a maximum of three alternatives
University of Arizona
Total
37
5
Promoting work-life balance
35%
33%
More vacation days
29%
Flex time
33%
26%
Maternity leave options
23%
25%
25%
Health and Fitness facilities
21%
Working from home
25%
18%
Community involvement
12%
13%
Flight benefits
10%
12%
10%
Career breaks and sabbaticals
12%
13%
Childcare options
11%
10%
Offers meals at work
10%
12%
Summer hours
10%
9%
Development or study breaks
10%
11%
Sponsored social activities
Independent counseling and stress management
Paternity leave options
7%
6%
7%
6%
SURVEY QUESTION:
What should an employer offer to promote better work-life balance?
Please select a maximum of three alternatives
University of Arizona
Total
38
5
Top preferred industries (1-10)
25%
Educational and research institutions
18%
18%
Public sector and Governmental Agencies
13%
17%
16%
Health care equipment and services
13%
Travel and leisure
11%
12%
13%
Media and advertisement
Pharmaceuticals and biotech
12%
8%
9%
10%
Engineering and manufacturing
Auditing and Accounting
9%
10%
Business services and operational consulting
9%
10%
Fashion and accessories
8%
7%
SURVEY QUESTION:
In which industry would you ideally want to work when choosing your first employment after graduation?
Please select a maximum of three alternatives
University of Arizona
Total
39
5
Top preferred industries (11-20)
7%
Aerospace and defence
6%
Management consulting
7%
7%
Law firms
7%
7%
7%
Financial Services
9%
6%
5%
Software and computer services
6%
Banks
Retailers
Chemicals
Strategy Consulting
Consumer electronics
7%
4%
3%
4%
4%
3%
3%
3%
3%
University of Arizona
Total
SURVEY QUESTION:
In which industry would you ideally want to work when choosing your first employment after graduation?
Please select a maximum of three alternatives
SURVEY QUESTION:
In which industry would you ideally want to work when choosing your first employment after graduation?
Please select a maximum of three alternatives
40
5
Preferred job functions
Project Manager
19%
Research and development function
22%
Analyst
18%
18%
Consultant
18%
18%
16%
14%
Upper management
13%
15%
Engineer
Administrative function (e.g. HR, Purchasing, IT
support)
13%
14%
11%
12%
Middle management
Finance function
9%
Customer service function
8%
9%
IT specialist/developer
Other
25%
20%
20%
Marketing/communications/PR function
Sales/Key account manager
26%
11%
6%
6%
5%
6%
16%
14%
SURVEY QUESTION:
In which job function would you ideally want to work when choosing your first employment after graduation?
Please select a maximum of three alternatives
University of Arizona
Total
41
5
Expected annual salary (USD)
University of Arizona
50,681
Total
51,067
SURVEY QUESTION:
What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
42
Top findings - Students’ career preferences (1/2)
University of Arizona
5
Total
Top career goals:
Top career goals:
 To have work/life balance
 To have work/life balance
 To be secure or stable in my job
 To be secure or stable in my job
 To be dedicated to a cause or to feel that I
am serving a greater good
 To be dedicated to a cause or to feel that I
am serving a greater good
Top industries:
Top industries:
 Educational and research institutions
 Educational and research institutions
 Public sector and Governmental Agencies
 Health care equipment and services
 Health care equipment and services
 Public sector and Governmental Agencies
Top job functions:
Top job functions:
 Project Manager
 Research and development function
 Research and development function
 Marketing/communications/PR function
 Marketing/communications/PR function
 Project Manager
43
Top findings - Students’ career preferences (2/2)
University of Arizona
5
Total
Top ways to promote work-life
balance functions:
Top ways to promote work-life
balance functions:
 More vacation days
 Flex time
 Flex time
 More vacation days
 Maternity leave options
 Working from home
Top US cities:
Top US cities:
 Phoenix
 New York
 San Diego
 Los Angeles
 New York
 San Francisco- Bay Area
Top international cities:
Top international cities:
 London
 London
 Paris
 Paris
 Madrid
 Rome
Average expected annual salary:
Average expected annual salary:
 50,681 USD
 51,067 USD
44
6
University Report
The Drivers of Employer Attractiveness
45
University of Arizona
All students
45
Copyright Universum 2011
6
The Drivers of Employer Attractiveness
Employer Reputation & Image
Job Characteristics
- The attributes of the employer as an organization
- The contents and demands of the job, including the
learning opportunities provided by the job
• Attractive/exciting products and services
• Fast-growing or entrepreneurial
• Financial strength
• Good reputation
• High ethical standards
• High level of Corporate Social Responsibility
• Innovative products and services
• Inspiring top management
• Market success
• Prestige
• A variety of assignments
• An attractive geographic location
• Challenging work
• Control over my working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel
• Opportunities for relocation abroad
• Professional training and development
• Secure employment
People & Culture
Remuneration & Advancement Opportunities
- The social environment and attributes of the work place
- The monetary compensation and other benefits, now and
in the future
• Has a culture that is accepting towards minorities
• Has a culture that respects my individuality
• Has a culture that supports equality between the sexes
• Has leaders who will support my development
• Offers a comfortable physical work environment
• Offers a creative and dynamic work environment
• Offers a friendly work environment
• Offers interaction with international clients and
colleagues
• Recruits only the best talents
• Will enable me to have good work/life balance
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good possibilities for rapid promotion
• Good prospects for high future earnings
• Good reference for future career
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Sponsorship of future education
PLEASE NOTE:
The framework is developed together with professor Paula Caligiuri, Director of the Center for HR Strategy at Rutgers University.
Based on specific research within HR, as well as focus groups and general communication with both our clients and students.
46
The Drivers of Employer Attractiveness
6
Topics:
• Importance of the Drivers of Employer Attractiveness
• Importance of the attributes within each driver:
- Employer Reputation & Image
- Job Characteristics
- People & Culture
- Remuneration & Advancement Opportunities
Think about:
• Compare your current employer brand and employer value proposition with the survey results. Are the aspects that you
focus on important and attractive to students? Or are you wasting time and money communicating something that is not
important to them?
• Are there attributes that are attractive to students that you can deliver on? Should these be included in your external
communication?
• As in any branding effort, you need to keep in mind that the preferences and goals vary greatly amongst different subsegments.
47
6
The Drivers of Employer Attractiveness - Importance of each driver
22%
Employer Reputation & Image
Employer
Reputation &
Image
Job
Characteristics
People
& Culture
Remuneration &
Advancement
Opportunities
22%
27%
Job Characteristics
27%
27%
People & Culture
26%
Remuneration & Advancement
Opportunities
24%
25%
University of Arizona
Total
SURVEY QUESTION:
How would you rate the relative importance of these aspects when choosing your Ideal Employer?
Please divide 100 points between the alternatives in accordance with importance
48
The Drivers of Employer Attractiveness - Employer Reputation & Image
51%
51%
Good reputation
51%
High ethical standards
44%
34%
35%
Financial strength
Innovative products and services
27%
24%
Prestige
26%
27%
High level of Corporate Social Responsibility
21%
19%
21%
25%
Attractive/exciting products and services
Market success
Inspiring top management
Fast-growing or entrepreneurial
6
18%
20%
17%
18%
13%
14%
SURVEY QUESTION:
Employer Reputation & Image refers to the attributes of the employer as an organization.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
University of Arizona
Total
49
The Drivers of Employer Attractiveness - Employer Reputation & Image
- difference compared to 2010
Attractive/exciting products and services
-3%
2%
4%
Fast-growing or entrepreneurial
Financial strength
0%
-4%
1%
2%
1%
Good reputation
High ethical standards
High level of Corporate Social Responsibility
0%
-1%
-1%
-1%
3%
2%
Innovative products and services
4%
Inspiring top management
Market success
6
0%
-1%
Prestige
1%
5%
1%
University of Arizona
Total
SURVEY QUESTION:
Employer Reputation & Image refers to the attributes of the employer as an organization.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
PLEASE NOTE:
This chart shows the difference between the attrubutes in 2011 compared to 2010. The difference is shown in per cent units.
50
The Drivers of Employer Attractiveness - Job Characteristics
45%
48%
Secure employment
42%
39%
Professional training and development
A variety of assignments
32%
27%
Challenging work
32%
32%
Opportunities for international travel
29%
28%
Flexible working conditions
28%
28%
An attractive geographic location
25%
21%
High level of responsibility
19%
21%
Control over my working hours
17%
21%
Opportunities for relocation abroad
6
16%
13%
SURVEY QUESTION:
Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
University of Arizona
Total
51
The Drivers of Employer Attractiveness - Job Characteristics difference compared to 2010
5%
A variety of assignments
1%
5%
An attractive geographic location
Challenging work
Control over my working hours
-1%
-7%
0%
-3%
-1%
-1%
-1%
Flexible working conditions
High level of responsibility
-3%
-1%
5%
4%
Opportunities for international travel
Opportunities for relocation abroad
Professional training and development
Secure employment
6
4%
1%
1%
1%
5%
3%
University of Arizona
Total
SURVEY QUESTION:
Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
PLEASE NOTE:
This chart shows the difference between the attrubutes in 2011 compared to 2010. The difference is shown in per cent units.
52
The Drivers of Employer Attractiveness - People & Culture
56%
54%
Will enable me to have good work/life balance
Offers a creative and dynamic work
environment
46%
45%
40%
41%
Has leaders who will support my development
36%
39%
Offers a friendly work environment
23%
23%
Recruits only the best talents
Offers interaction with international clients and
colleagues
21%
20%
19%
19%
Has a culture that respects my individuality
Offers a comfortable physical work environment
Has a culture that supports equality between
the sexes
Has a culture that is accepting towards
[underrepresented] minorities
6
16%
17%
15%
14%
12%
11%
SURVEY QUESTION:
People & Culture refers to the social environment and attributes of the work place.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
University of Arizona
Total
53
The Drivers of Employer Attractiveness - People & Culture - difference
compared to 2010
Has a culture that is accepting towards
[underrepresented] minorities
-3%
0%
-1%
0%
Has a culture that respects my individuality
Has a culture that supports equality between the
sexes
1%
1%
1%
Has leaders who will support my development
-1%
-1%
-1%
Offers a comfortable physical work environment
4%
Offers a creative and dynamic work environment
Offers a friendly work environment
2%
-4%
-2%
Offers interaction with international clients and
colleagues
3%
2%
10%
Recruits only the best talents
Will enable me to have good work/life balance
6
8%
-2%
-2%
University of Arizona
Total
SURVEY QUESTION:
People & Culture refers to the social environment and attributes of the work place.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
PLEASE NOTE:
This chart shows the difference between the attrubutes in 2011 compared to 2010. The difference is shown in per cent units.
54
The Drivers of Employer Attractiveness - Remuneration &
Advancement Opportunities
38%
37%
Good prospects for high future earnings
Good reference for future career
37%
36%
Leadership opportunities
37%
37%
32%
32%
Clear path for advancement
Competitive benefits
31%
28%
Competitive base salary
31%
30%
28%
28%
Sponsorship of future education
Performance-related bonus
Good possibilities for rapid promotion
Overtime pay/compensation
6
16%
16%
15%
18%
13%
13%
SURVEY QUESTION:
Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
University of Arizona
Total
55
The Drivers of Employer Attractiveness - Remuneration &
Advancement Opportunities - difference compared to 2010
3%
Clear path for advancement
Competitive base salary
Competitive benefits
Good possibilities for rapid promotion
1%
-6%
-4%
-4%
-3%
-4%
0%
5%
Good prospects for high future earnings
-1%
7%
Good reference for future career
0%
2%
Leadership opportunities
Performance-related bonus
Sponsorship of future education
6
4%
-4%
-2%
0%
0%
University of Arizona
Total
SURVEY QUESTION:
Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
PLEASE NOTE:
• This chart shows the difference between the attrubutes in 2011 compared to 2010. The difference is shown in per cent units.
• Overtime pay/compensation was not on the list of alternatives for this question in 2010.
56
Top findings - The Drivers of Employer Attractiveness
6
Students were asked to rate the importance of the four Drivers of Employer Attractiveness by dividing 100 points
between the drivers in accordance with how important they perceive them to be. Then they were asked to choose
the three most important attributes within each driver.
University of Arizona
Total
Top 5 - Overall most important
attributes:
Top 5 - Overall most important
attributes:
1.
Will enable me to have good work/life
balance (People & Culture)
1.
Will enable me to have good work/life
balance (People & Culture)
2.
Offers a creative and dynamic work
environment (People & Culture)
2.
Secure employment (Job Characteristics)
3.
3.
Secure employment (Job Characteristics)
Good reputation (Employer Reputation &
Image)
4.
High ethical standards (Employer
Reputation & Image)
4.
Offers a creative and dynamic work
environment (People & Culture)
5.
Professional training and development
(Job Characteristics)
5.
Professional training and development
(Job Characteristics)
These tables show the importance of all 40 attributes in relation to how important the students think it's driver is.
This analysis gives a summarised 360 degree view of what influences employer attractiveness.
57