UNIVERSUM STUDENT SURVEY 2013
University Report | Middle East Edition
American University of Beirut | All students
WWW.UNIVERSUMGLOBAL.COM
2013 | Middle East | Students | All students
2
About Universum
With over 25 years of experience
researching the field of employer
branding, Universum is a recognised
world leader with tried and tested
frameworks.
Universum annually conducts quantitative
and qualitative research with over 400.000
talented individuals to gather insights into
their career preferences, communication
habits and their perception of potential
employers.
Universum’s unique global reach ensures
the comparability of research results
across markets. We partner with more
than 1.700 of the top academic institutions
in the world.
Universum is the thought leader in
employer branding, with local experts in
research, consulting and communication
solutions, offering high-quality insights.
For our clients around the world,
Universum is a trusted partner providing
solutions and services to develop, improve
and implement tailored employer branding
strategies.
Universum employs smart, friendly and
professional experts and consultants, who
work with our clients in long-term
partnerships.
2013 | Middle East | Students | All students
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Our clients and media partners
Some of the world’s most attractive employers
Some of the world’s most trusted publishers
2013 | Middle East | Students | All students
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What we cover in the report
6. APPENDIX
1. KEY BACKGROUND DATA
Additional data on topics covered in
previous sections.
An overview of the groups covered in this
report and presents key background
information about the samples.
2. CAREER PREFERENCES
5. SUMMARY
A summary of the core findings of the
report. These slides can be shared with
key stakeholders within the university as
well as with external partners to provide a
quick, visual overview of the career profile
of your students.
Find out the career preferences of your
students in comparison to the total group.
You will also see some trends that have
developed over time. This information
illustrates what separates your students
from those at other universities and in
which aspects their educational
background from American University of
Beirut has made them unique.
4. UNIVERSITY PERCEPTION
3. EMPLOYER PREFERENCES
Get feedback from your students on their
satisfaction with various aspects of their
studies, benchmarking the results against
the total group. The data illustrates what
students find unique about their current
university.
Understand the employer preferences of
your students in comparison to the total
group. The data suggests which employers
your students would like to meet on
campus, or alternatively which employers
have been most successful in becoming
attractive towards your students over the
years.
2013 | Middle East | Students | All students
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Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
KEY BACKGROUND DATA
An overview of the groups covered in this report and presents key background
information about the samples.
2013 | Middle East | Students | All students
6
Groups in this report
Field period: April to August 2013
Global
Middle East
Your university
400 000+
4 085
869
Students participate annually in
Universum’s global career research.
Participating students from 12
educational institutions in Middle East.
Throughout the report, this group is
referred to as “All universities”.
Participating students from your
university. Throughout the report, this
group is referred to as ”American
University of Beirut”.
The comparisons in this report are based on: All students
University reports can be based on the total number of
respondents from all main fields of study, or may be specific
to a main field of study. This particular report is specific to:
All students.
2013 | Middle East | Students | All students
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About the Universum Student Survey and the target group
METHODOLOGY
THIS REPORT
THE QUESTIONNAIRE
 Created based on 25 years of experience,
extensive research within HR, focus groups and
communication with both our clients and students.
 Global perspective - local insight.
12
Educational
institutions
DATA COLLECTION
Conducted via an exclusive survey, distributed via
university contacts, the Universum Panel and local
partners.
STATISTICAL ANALYSIS
In order to provide our clients with reliable data we
set targets per main field of study and educational
institution to reflect the actual distribution of students.
Weighting is used to compensate for discrepancies
from the targets.
36% 64%
4 085
all students in the survey
FIELD PERIOD
April to August 2013
Total number of
respondents in the survey
4 085
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Degree
78%
Bachelor's
88%
17%
Master's (non-MBA)
8%
1%
PhD
1%
3%
Other
3%
American University of Beirut
All universities
• What is the highest academic degree you are currently pursuing?
2013 | Middle East | Students | All students
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Target group | Students’ characteristics
American University of Beirut
All universities
Average age (years):
Average age (years):
20,1
21,4
Average academic
performance:
Average academic
performance:
7,9
44% 56%
out of 10
36% 64%
out of 10
Year of graduation:
35%
Year of graduation:
32%
27%
18%
11%
2013
7,6
2014
2015
2016
4%
1%
2017
2018 or
later
2013
29%
2014
23%
2015
13%
2016
7%
2%
2017
2018 or
later
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Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
CAREER PREFERENCES
Find out the career preferences of your students in comparison to the total group.
You will also see some trends that have developed over time. This information
illustrates what separates your students from those at other universities and in
which aspects their educational background from American University of Beirut
has made them unique.
2013 | Middle East | Students | All students
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Expected monthly salary
American University of Beirut
1 526 EUR
Total
• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
All universities
1 719 EUR
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Expected monthly salary
American University of Beirut
1 300
EUR
Female
1 834
EUR
Male
• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
• What is your gender?
2013 | Middle East | Students | All students
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Expected monthly salary
All universities
1 477
EUR
Female
2 126
EUR
Male
• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
• What is your gender?
2013 | Middle East | Students | All students
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Career goals
47%
To have work/life balance
42%
39%
40%
To have an international career
36%
To be dedicated to a cause or to feel that I am serving a
greater good
31%
35%
37%
To be entrepreneurial or creative/innovative
33%
32%
To be a leader or manager of people
32%
30%
To be secure or stable in my job
32%
29%
To be competitively or intellectually challenged
20%
17%
To be autonomous or independent
To be a technical or functional expert
American University of Beirut
13%
19%
• Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
All universities
2013 | Middle East | Students | All students
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The Universum Drivers of Employer Attractiveness
EMPLOYER REPUTATION & IMAGE
The attributes of the employer as an organisation
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
PEOPLE & CULTURE
The social environment and attributes of the workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognising performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
JOB CHARACTERISTICS
The contents and demands of the job, including the learning
opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
REMUNERATION & ADVANCEMENT OPPORTUNITIES
The monetary compensation and other benefits, now and
in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
• This framework has been developed by Universum and is
based on specific research within HR, as well as focus
groups and general communication with both our clients
and students.
2013 | Middle East | Students | All students
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Students’ top 10 preferences
American University of Beirut
All universities
1. development
Professional training and development
1. A creative
and dynamic work environment
training and
A creative and dynamic work
environment
2. Leadership opportunities
2. development
Professional training and development
rship opportunities
Professional training and
3. High future earnings
Respect for its people
h future earnings
Respect for its 3.
people
4. Opportunities
for international travel/relocation
4. A friendly work environment
international
travel/relocation
A friendly work environment
5. A creative
and dynamic work environment
5. Opportunities
for international travel/relocation
dynamic work
environment
Opportunities for international
travel/relocation
who will support my development
6. Good
reference for future career
will support 6.
myLeaders
development
Good reference for future
career
7. Challenging work
who will support my development
hallenging work
Leaders who will support 7.
myLeaders
development
8. Innovation
8. Leadership opportunities
Innovation
Leadership opportunities
Respect for its people
9. High future earnings
pect for its 9.
people
High future earnings
Good
reference for future career
10. Innovation
rence for 10.
future
career
Innovation
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & Advancement Opportunities
• 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.
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
• This table shows the most attractive of the 40 attributes,
taking into account the overall importance of the driver
categories to the students. This analysis gives a
summarised 360 degree view of what influences
employer attractiveness.
2013 | Middle East | Students | All students
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Geographical mobility | Students planning to study abroad
American University of Beirut
All universities
Currently studying in your home country
Currently studying in your home country
Yes
Yes
No
25%
18%
82%
75%
72%
76%
of the students studying
in their home country
plan to go abroad to
continue studying
of the students studying
in their home country
plan to go abroad to
continue studying
• Are you currently studying in your home country?
• Do you plan to go abroad to continue studying?
No
2013 | Middle East | Students | All students
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Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
EMPLOYER PREFERENCES
Understand the employer preferences of your students in comparison to the total
group. The data suggests which employers your students would like to meet on
campus, or alternatively which employers have been most successful in becoming
attractive towards your students over the years.
2013 | Middle East | Students | All students
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Most preferred industries
21%
Management and Strategy Consulting
16%
19%
Health Care Services
14%
17%
Engineering and Manufacturing
Non-Governmental Organisations
(NGOs)/Non-Profit Organisations (NPOs)
14%
17%
8%
15%
17%
Educational and Scientific Institutions
13%
Energy
11%
12%
11%
Media and Advertising
Technology Hardware & Equipment
Pharmaceuticals and Biotechnology
Software and Computer Services
10%
7%
10%
7%
10%
11%
American University of Beirut
All universities
• In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of
three alternatives.
2013 | Middle East | Students | All students
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Ideal Employer Ranking | Top 20
American University of Beirut | Business/Commerce
Employer
Google
Ernst & Young
Booz & Company
Nestlé
Procter & Gamble
Deloitte
McKinsey & Company
The Boston Consulting Group
Johnson & Johnson
PwC
Rank
Percent
Employer
1
2
3
4
5
6
7
8
9
9
31,21%
26,75%
23,57%
21,66%
20,38%
19,75%
18,47%
14,65%
14,01%
14,01%
The Coca-Cola Company
J.P. Morgan
HSBC
L'Oréal
Unilever
Azadea Group
Microsoft
PepsiCo
Bain & Company
BLOM Bank
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Rank
Percent
11
12
13
13
15
16
17
17
19
19
13,38%
12,10%
11,46%
11,46%
8,28%
7,64%
7,01%
7,01%
5,73%
5,73%
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Potential Applicants’ Ranking | Top 10
American University of Beirut | Business/Commerce
Employer
Ernst & Young
Deloitte
Booz & Company
Google
Nestlé
Procter & Gamble
McKinsey & Company
The Boston Consulting Group
L'Oréal
HSBC
Rank
Percent
1
2
3
4
4
4
7
8
9
10
7,42%
7,14%
5,49%
5,22%
5,22%
5,22%
4,40%
4,12%
3,85%
3,57%
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
• Have you or will you apply to these employers?
2013 | Middle East | Students | All students
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Ideal Employer Ranking | Top 20
American University of Beirut | Engineering/IT
Employer
Google
Microsoft
Dar Al-Handasah
Intel
Booz & Company
Petrofac
McKinsey & Company
Sony
General Motors
Schlumberger
Rank
Percent
Employer
1
2
3
4
5
5
7
7
9
10
28,34%
20,38%
17,52%
14,97%
13,69%
13,69%
10,51%
10,51%
9,87%
9,55%
IBM
The Boston Consulting Group
General Electric
Schneider Electric
Solidere
Nestlé
Daimler/Mercedes-Benz
Qatar Petroleum
Procter & Gamble
Cisco Systems
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Rank
Percent
11
11
13
14
14
16
17
18
19
20
8,60%
8,60%
7,32%
7,01%
7,01%
6,37%
6,05%
5,73%
5,41%
5,10%
2013 | Middle East | Students | All students
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Potential Applicants’ Ranking | Top 10
American University of Beirut | Engineering/IT
Employer
Google
Dar Al-Handasah
Booz & Company
Microsoft
Petrofac
McKinsey & Company
Schlumberger
General Electric
Intel
General Motors
Rank
Percent
1
2
3
4
5
6
7
8
8
10
7,03%
6,43%
5,22%
5,02%
4,82%
3,82%
3,61%
3,21%
3,21%
2,61%
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
• Have you or will you apply to these employers?
2013 | Middle East | Students | All students
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Ideal Employer Ranking | Top 20
American University of Beirut | Natural Siences/Health/Medicine
Employer
Nestlé
Sidra Medical Research Centre
Google
L'Oréal
Unilever
GlaxoSmithKline
Kraft Foods/Mondelez International
Microsoft
PepsiCo
Procter & Gamble
Rank
Percent
Employer
1
2
3
4
5
6
7
8
8
8
28,47%
20,14%
19,44%
16,67%
9,72%
9,03%
7,64%
6,94%
6,94%
6,94%
Saudi Aramco
Johnson & Johnson
Novartis
Pfizer
The Coca-Cola Company
Mars
Qatar Petroleum
Ernst & Young
Shell
TOTAL
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Rank
Percent
8
12
13
13
13
16
16
18
18
18
6,94%
6,25%
5,56%
5,56%
5,56%
4,86%
4,86%
4,17%
4,17%
4,17%
2013 | Middle East | Students | All students
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Potential Applicants’ Ranking | Top 10
American University of Beirut | Natural Siences/Health/Medicine
Employer
Nestlé
GlaxoSmithKline
Sidra Medical Research Centre
L'Oréal
Saudi Aramco
Booz & Company
Ernst & Young
Kraft Foods/Mondelez International
LVMH
Novartis
Rank
Percent
1
2
2
4
5
6
6
6
6
6
13,83%
7,45%
7,45%
6,38%
4,26%
3,19%
3,19%
3,19%
3,19%
3,19%
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
• Have you or will you apply to these employers?
2013 | Middle East | Students | All students
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Ideal Employer Ranking | Top 20
American University of Beirut | Humanities/Liberal Arts/Education/Law
Employer
Google
L'Oréal
Nestlé
IKEA
adidas
Solidere
Ernst & Young
Microsoft
Procter & Gamble
Qatar Airways
Rank
Percent
Employer
1
2
3
4
5
5
7
7
7
7
39,34%
21,31%
16,39%
11,48%
9,84%
9,84%
8,20%
8,20%
8,20%
8,20%
Azadea Group
BLOM Bank
The Coca-Cola Company
Booz & Company
Johnson & Johnson
LVMH
PwC
Shell
Sony
The Boston Consulting Group
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Rank
Percent
11
11
11
14
14
14
14
14
14
14
6,56%
6,56%
6,56%
4,92%
4,92%
4,92%
4,92%
4,92%
4,92%
4,92%
2013 | Middle East | Students | All students
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Potential Applicants’ Ranking | Top 10
American University of Beirut | Humanities/Liberal Arts/Education/Law
Employer
Google
L'Oréal
Nestlé
Ernst & Young
Booz & Company
Johnson & Johnson
Procter & Gamble
PwC
Qatar Airways
Shell
Rank
Percent
1
2
3
4
5
5
5
5
5
5
13,46%
9,62%
7,69%
5,77%
3,85%
3,85%
3,85%
3,85%
3,85%
3,85%
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
• Have you or will you apply to these employers?
2013 | Middle East | Students | All students
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Actual communication channels | Top 10
43%
Career fairs
34%
35%
Social networks/communities
40%
33%
34%
Employer websites
24%
23%
Employer presentations on campus
23%
Professional networks/communities
28%
22%
University press & student organisation publications
30%
20%
TV advertisements
Lectures/case studies as part of curriculum
Career guides/books
Career guidance websites
26%
17%
23%
17%
23%
American University of Beirut
16%
23%
• Through which channels have you learnt about these employers? Please select as many alternatives as applicable.
All universities
2013 | Middle East | Students | All students
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Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
UNIVERSITY PERCEPTION
Get feedback from your students on their satisfaction with various aspects of their
studies, benchmarking the results against the total group. The data illustrates
what students find unique about their current university.
2013 | Middle East | Students | All students
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Career Services | Usage
American University of Beirut
All universities
50%
51%
49%
50%
Yes
No
• Have you used the career services office at your college or university?
Yes
No
2013 | Middle East | Students | All students
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Career Services | Feedback
Average satisfaction:
25%
23%
17%
American University of Beirut
7,2
18%
16%
13%
8%
13%
All universities
12%
10%
9%
9%
6,7
6%
5%
5%
3%
2%
2%
3%
American University of Beirut
1%
1
2
3
4
5
6
POOR
• How would you rate the career services offered at your college or university?
7
8
9
10
EXCELLENT
All universities
2013 | Middle East | Students | All students
32
Career Services | Importance
American University of Beirut
Career / job / internship fairs
59%
Company database with job and internship postings
46%
General help with job/internship search and CV/interview
preparation
42%
Personality or skills testing to better understand my career
direction
36%
Help with my career exploration and goals
27%
Workshops (eg. resume writing, interviewing)
26%
Employer presentations
22%
Virtual career fairs/meet-ups with employers
16%
Online career advising
16%
• Which of these career services are most important to you?
Online
On campus events
Personal counselling
2013 | Middle East | Students | All students
33
Career Services | Importance
All universities
Career / job / internship fairs
55%
Personality or skills testing to better understand my career
direction
39%
Company database with job and internship postings
38%
General help with job/internship search and CV/interview
preparation
36%
Workshops (eg. resume writing, interviewing)
31%
Help with my career exploration and goals
29%
Online career advising
25%
Employer presentations
18%
Virtual career fairs/meet-ups with employers
18%
• Which of these career services are most important to you?
Online
On campus events
Personal counselling
2013 | Middle East | Students | All students
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Factors affecting university choice
Prospects for future employment
Prestige/reputation
47%
68%
65%
59%
Learning environment and educational facilities
Opportunities for international travel and study abroad
40%
Advice from family
35%
50%
44%
40%
37%
Social environment and recreational activities
33%
29%
Advice from current students and/or alumni
30%
27%
Offered me a scholarship or financial aid
29%
35%
Offered a specific program or field of study
27%
21%
Proximity to home/family
13%
Costs (e.g. tuition, living expenses, accommodation etc.)
Other
77%
58%
3%
4%
Which of the following were the most integral factors in choosing your college or university?
24%
American University of Beirut
All universities
2013 | Middle East | Students | All students
35
If students could begin their studies again | Preferred universities
American University of Beirut
University
Foreign college or university
Lebanese American University
Rank
Percent
1
2
37%
2%
60%
of your students would
choose American University
of Beirut
if they made the choice
again.
40%
would choose another
university. The most
preferred are presented in
the table.
• If you could begin your studies again at any college or university, which would you choose?
2013 | Middle East | Students | All students
If students could begin their studies again | Current college or
university
American University of Beirut
60%
King Fahd University of Petroleum & Minerals
53%
German University in Cairo
53%
Lebanese American University
50%
American University of Cairo
47%
College of the North Atlantic, Qatar
47%
American University of Kuwait
44%
Arab Open University Kuwait
39%
King Saud University
Other
• If you could begin your studies again at any college or university, which would you choose?
36%
20%
The table presents
universities with the highest
percentage of their students
selecting “Current college or
university” in this question
36
2013 | Middle East | Students | All students
37
Most attractive university attributes
High employment among graduates
39%
Good reputation among employers
42%
Provides the skills and knowledge for which employers
are looking
28%
28%
27%
29%
Inspiring professors/lecturers
21%
25%
Interesting courses
19%
18%
Good contacts with the employers in my field
Top quality of service facilities (e.g. libraries, dorms,
fitness facilities)
14%
16%
11%
14%
Practical curriculum
Appropriate ratio of students per professor/lecturer
• Which attributes do you perceive as the most attractive?
53%
41%
36%
Opportunities for international study/experience
Organises a variety of social activities for students
55%
9%
12%
7%
American University of Beirut
11%
All universities
2013 | Middle East | Students | All students
38
Associated attributes with American University of Beirut
90%
89%
Good reputation among employers
74%
High employment among graduates
Provides the skills and knowledge for which employers are
looking
73%
77%
72%
75%
Opportunities for international study/experience
Top quality of service facilities (e.g. libraries, dorms, fitness
facilities)
64%
70%
59%
66%
Organises a variety of social activities for students
59%
64%
Interesting courses
58%
Good contacts with the employers in my field
Inspiring professors/lecturers
53%
Appropriate ratio of students per professor/lecturer
46%
52%
Practical curriculum
• If you could begin your studies again at any college or university, which would you choose
• Which of the following attributes do you associate with each college or university?
93%
46%
73%
64%
Current students
68%
Interested students
2013 | Middle East | Students | All students
39
Top of mind association
American University of Beirut
• Please write the first word that comes to mind when thinking of your college or university.
2013 | Middle East | Students | All students
40
University recommendations
32%
26%
25%
21%
20%
Average score:
American University of Beirut
8,5
21%
All universities
7,8
12%
11%
7%
7%
4%
3%
1%
1%
1% 1%
1
VERY
UNLIKELY
2
American University of Beirut
3%
2% 1%
0%
3
4
5
6
7
8
9
10
VERY
LIKELY
• Based on your experiences, how likely would you be to recommend your college or university to a friend or family member?
All universities
2013 | Middle East | Students | All students
41
Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
SUMMARY
A summary of the core findings of the report. These slides can be shared with key
stakeholders within the university as well as with external partners to provide a
quick, visual overview of the career profile of your students.
2013 | Middle East | Students | All students
42
Quick facts about student’s career preferences
American University of Beirut
Top 3 most used communication channels:
Average age (years):
• Career fairs
20,1
• Social networks/communities
• Employer websites
Top 3 career profiles:
Top 3 industries:
• Leader
• Management and Strategy Consulting
• Entrepreneur
• Health Care Services
• Idealist
44% 56%
• Engineering and Manufacturing
Top 5 most attractive attributes:
Average expected
monthly salary:
1 526 EUR
Top 3 career goals:
• To have work/life balance
• To have an international career
• To be dedicated to a cause or to feel that I am
serving a greater good
• Professional training and development (Job
Characteristics)
• Leadership opportunities (Remuneration &
Advancement Opportunities)
• High future earnings (Remuneration &
Advancement Opportunities)
• Opportunities for international travel/relocation
(Job Characteristics)
• A creative and dynamic work environment
(People & Culture)
This is an extract from a University Report based on the
results of Universum Student Survey 2013. Please visit
www.universumglobal.com for more information about
Universum and our global research.
2013 | Middle East | Students | All students
43
Quick facts about student’s career preferences
All universities
Top 3 most used communication channels:
Average age (years):
• Social networks/communities
21,4
• Career fairs
• Employer websites
Top 3 career profiles:
Top 3 industries:
• Leader
• Banks
• Entrepreneur
• Educational and Scientific Institutions
• Idealist
36% 64%
• Management and Strategy Consulting
Top 5 most attractive attributes:
Average expected
monthly salary:
1 719 EUR
• A creative and dynamic work environment
(People & Culture)
• Professional training and development (Job
Characteristics)
• Respect for its people (People & Culture)
Top 3 career goals:
• A friendly work environment (People & Culture)
• To have work/life balance
• Opportunities for international travel/relocation
(Job Characteristics)
• To have an international career
• To be entrepreneurial or creative/innovative
This is an extract from a University Report based on the
results of Universum Student Survey 2013. Please visit
www.universumglobal.com for more information about
Universum and our global research.
2013 | Middle East | Students | All students
44
Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
APPENDIX
Additional data on topics covered in previous sections.
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
45
2013 | Middle East | Students | All students
APPENDIX
RESEARCH BACKGROUND QUESTIONS
DRIVERS OF EMPLOYER ATTRACTIVENESS
PREFERRED EMPLOYERS
CAREER PROFILES
2013 | Middle East | Students | All students
46
Areas of study | Business
Area of study
Finance
Business Administration
Marketing
Accounting/Auditing/Taxation
Economics
Management
Human Resources Management
Entrepreneurship
Information Management
• What is your major(s)/main area(s) of study?
American
University of
Beirut
39%
27%
20%
18%
16%
15%
10%
9%
4%
All universities
25%
26%
18%
23%
19%
20%
16%
5%
8%
2013 | Middle East | Students | All students
47
Areas of study | Engineering
Area of study
Electrical/Electronic Engineering
Computer engineering
Machine/Mechanical Engineering
Civil Engineering
Chemical engineering
Architecture
Environmental Science/Environmental Technology
Agriculture/Food Engineering
Construction
• What is your major(s)/main area(s) of study?
American
University of
Beirut
27%
23%
22%
17%
8%
7%
5%
4%
4%
All universities
22%
16%
26%
9%
8%
9%
1%
1%
3%
2013 | Middle East | Students | All students
48
Areas of study | IT
Area of study
Computer Science
Software Engineering
Information Systems
Artificial Intelligence
Business Systems Analysis and Design
Information Management
Business Computing Systems
e-Business Systems
Electronic Publishing
Other IT
• What is your major(s)/main area(s) of study?
American
University of
Beirut
97%
18%
6%
3%
3%
3%
0%
0%
0%
3%
All universities
45%
35%
27%
11%
11%
20%
7%
5%
4%
33%
2013 | Middle East | Students | All students
49
Areas of study | Natural Sciences
Area of study
Biological Science
Chemistry
Physics
Geology/Earth Sciences
Mathematical Sciences
Human Sciences
Physical Science
Statistics
Other Natural Sciences
• What is your major(s)/main area(s) of study?
American
University of
Beirut
36%
20%
15%
8%
6%
2%
0%
0%
15%
All universities
33%
21%
11%
5%
10%
2%
8%
4%
25%
2013 | Middle East | Students | All students
50
Areas of study | Humanities/Liberal Arts/Education
Area of study
Psychology
Teaching/Education
Political Science
Communication
Social Sciences
English/Literature
Design
Creative Arts
History/Philosophy
International Relations
Linguistics/Foreign Languages
Other Humanities
• What is your major(s)/main area(s) of study?
American
University of
Beirut
27%
18%
16%
13%
13%
12%
7%
6%
6%
5%
2%
18%
All universities
11%
15%
6%
8%
10%
31%
10%
7%
4%
8%
22%
14%
2013 | Middle East | Students | All students
51
Areas of study | Law
Area of study
International Law
Commercial Law
Criminal Litigation
International Commercial Law
Law and Property Valuation
Media Law
Other Law
• What is your major(s)/main area(s) of study?
American
University of
Beirut
100%
0%
0%
0%
0%
0%
100%
All universities
43%
35%
26%
15%
25%
9%
38%
2013 | Middle East | Students | All students
52
All universities (1/1)
University
King Saud University
King Fahd University of Petroleum & Minerals
German University in Cairo
Lebanese American University
American University of Beirut
Arab Open University Kuwait
American University of Cairo
• Which educational institution do you attend?
Total
38,32%
10,12%
8,85%
8,20%
7,59%
7,08%
7,03%
University
Total
College of the North Atlantic, Qatar
American University of Kuwait
University of Qatar
King Abdulaziz University
Arab Open University Saudi Arabia
Other
3,04%
2,12%
2,06%
1,74%
1,52%
2,33%
The group “All universities” is represented by the sample of
students from these universities with the respective number
of respondents in percentages covered in this report .
These respondent percentages are weighted according to
the actual population of students at these universities.
53
2013 | Middle East | Students | All students
APPENDIX
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES
2013 | Middle East | Students | All students
54
Ideal Employer Ranking | Top 10
American University of Beirut | Business/Commerce
All universities | Business/Commerce
1. Google (31,21%)
1. Google (32,01%)
2. Ernst & Young (26,75%)
2. Saudi Aramco (22,81%)
3. Booz & Company (23,57%)
3. SABIC (13,85%)
4. Nestlé (21,66%)
4. Microsoft (11,61%)
5. Procter & Gamble (20,38%)
5. Procter & Gamble (11,56%)
6. Deloitte (19,75%)
6. Zain (9,20%)
7. McKinsey & Company (18,47%)
7. Ernst & Young (8,98%)
8. The Boston Consulting Group (14,65%)
8. KPMG (8,64%)
9. Johnson & Johnson (14,01%)
9. HSBC (7,68%)
9. PwC (14,01%)
10. Nestlé (7,61%)
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
2013 | Middle East | Students | All students
55
Ideal Employer Ranking | Top 10
American University of Beirut | Engineering/IT
All universities | Engineering/IT
1. Google (28,34%)
1. Google (26,90%)
2. Microsoft (20,38%)
2. Saudi Aramco (25,58%)
3. Dar Al-Handasah (17,52%)
3. Schlumberger (21,45%)
4. Intel (14,97%)
4. Microsoft (21,16%)
5. Booz & Company (13,69%)
5. SABIC (14,61%)
5. Petrofac (13,69%)
6. IBM (10,95%)
7. McKinsey & Company (10,51%)
7. Qatar Petroleum (10,41%)
7. Sony (10,51%)
8. General Electric (9,80%)
9. General Motors (9,87%)
9. Intel (9,46%)
10. Schlumberger (9,55%)
10. Oracle (8,14%)
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
2013 | Middle East | Students | All students
56
Ideal Employer Ranking | Top 10
American University of Beirut | Natural
Siences/Health/Medicine
All universities | Natural Siences/Health/Medicine
1. Nestlé (28,47%)
1. Saudi Aramco (35,78%)
2. Sidra Medical Research Centre
(20,14%)
2. Sidra Medical Research Centre
(16,82%)
3. Google (19,44%)
3. Nestlé (14,20%)
4. L'Oréal (16,67%)
4. Google (14,03%)
5. Unilever (9,72%)
5. Pfizer (10,91%)
6. GlaxoSmithKline (9,03%)
6. Johnson & Johnson (10,60%)
7. Kraft Foods/Mondelez International
(7,64%)
7. L'Oréal (10,39%)
8. Microsoft (6,94%)
9. Unilever (7,52%)
8. PepsiCo (6,94%)
10. Qatar Petroleum (7,39%)
8. GlaxoSmithKline (8,24%)
8. Procter & Gamble (6,94%)
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
2013 | Middle East | Students | All students
57
Ideal Employer Ranking | Top 10
American University of Beirut | Humanities/Liberal
Arts/Education/Law
All universities | Humanities/Liberal Arts/Education/Law
1. Google (39,34%)
1. Saudi Aramco (39,62%)
2. L'Oréal (21,31%)
2. Google (29,04%)
3. Nestlé (16,39%)
3. Al Rajhi Bank (15,36%)
4. IKEA (11,48%)
4. Microsoft (12,94%)
5. adidas (9,84%)
5. SABIC (12,57%)
5. Solidere (9,84%)
6. Zain (10,15%)
7. Ernst & Young (8,20%)
7. Riyad Bank (9,83%)
7. Microsoft (8,20%)
8. Kingdom Holding Company (9,47%)
7. Procter & Gamble (8,20%)
9. SABB (9,14%)
7. Qatar Airways (8,20%)
10. Samba financial group (8,75%)
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
58
2013 | Middle East | Students | All students
APPENDIX
RESEARCH BACKGROUND QUESTIONS
DRIVERS OF EMPLOYER ATTRACTIVENESS
PREFERRED EMPLOYERS
CAREER PROFILES
2013 | Middle East | Students | All students
59
Universum Career Profiles
CAREERIST: A student who continuously
wants to develop. This type of student wants
to follow a promising career path within a
prestigious and meritocratic environment.
IDEALIST: A student who pursues ethical
and sustainable principles and values. This
student is strongly attracted to employers
whose mission and vision are in line with
his/her own principles and standards.
ENTREPRENEUR: A student who
appreciates working in an evolving
environment, in which he/she can solve
changing and challenging problems.
INTERNATIONALIST: A student who is
open-minded and prefers international
surroundings. This type of student enjoys
meeting new people, travelling and working
abroad.
HARMONISER: A student who prefers a
stable work environment that is
characterised by a respectful and balanced
management philosophy.
LEADER: A student who has an inspiring
attitude and searches for jobs where he/she
can apply and further develop his/her
leadership skills. This student is not afraid of
making decisions and taking responsibility.
HUNTER: A student who focuses on
monetary aspects. This student chases
financially lucrative and competitive jobs.
• The Universum Career Profiles are based on the
attributes that students select as most important.
2013 | Middle East | Students | All students
60
Universum Career Profiles
American University of Beirut
All universities
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
• The Universum Career Profiles are based on the
attributes that students selected as attractive for their first
employer. See more details in Appendix.
2013 | Middle East | Students | All students
61
Universum Career Profiles 1/2
The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness.
Different attribute selections produce different Career Profiles. To match a certain profile, a minimum
amount of points must be reached.
CAREERIST
• Prestige (3)
• Recruiting only the best talent (3)
• Clear path for advancement (3)
• Market success (1)
• Professional training and development (1)
•
•
•
•
Sponsorship of future education (2)
Rapid promotion (3)
Recognizing performance (meritocracy) (2)
Good reference for future career (3)
12 out of
21 points
ENTREPRENEUR
• Fast-growing/entrepreneurial (3)
• A creative and dynamic work
environment (3)
• Challenging work (1)
• Variety of assignments (1)
• Innovation (2)
• Attractive/exciting products and services (1)
6 out of
11 points
HARMONISER
• Respect for its people (2)
• Enabling me to integrate personal
interests in my schedule (3)
• Team-oriented work (1)
•
•
•
•
7 out of
15 points
Secure employment (2)
Control over my number of working hours (3)
Flexible working conditions (3)
Overtime pay/compensation (1)
2013 | Middle East | Students | All students
62
Universum Career Profiles 2/2
HUNTER
• Competitive base salary (3)
• High future earnings (3)
• Performance-related bonus (2)
• Competitive benefits (1)
• Client interaction (1)
• Financial strength (1)
6 out of
11 points
IDEALIST
• A friendly work environment (1)
• Ethical standards (3)
• Corporate Social Responsibility (3)
• Environmental sustainability (3)
• Support for gender equality (2)
• Acceptance towards minorities (2)
6 out of
14 points
INTERNATIONALIST
• Opportunities for international
travel/relocation (3)
• Interaction with international clients and
colleagues (3)
6 out of
6 points
LEADER
• Leadership opportunities (3)
• Leaders who will support my
development (3)
• High level of responsibility (2)
• Inspiring management (2)
5 out of
10 points
Introduction and background
OUR APPROACH TO STRATEGIC BRANDING OF HIGHER EDUCATION INSTITUTIONS
Are your activities
effectively building a
strong brand? Are you
satisfied with how you
are perceived internally
and externally?
How can you improve
your university website
and other marketing
material (ads,
brochures, posters,
etc)? Is your intended
message being
communicated
effectively?
How should you communicate
the university/college offering
to different target groups?
What channels and which
approaches are most effective
for each group?
What is important and
relevant to your target
groups? What makes a
college/university
attractive? How are you
currently perceived by
different target groups?
What impressions do
current students,
employees and/or
employer partners have?
What are the perceived
strengths and
weaknesses?
What should you emphasize in
the communication to
maximize its effectiveness?
What do you need to reposition
to create a desired image of
your college/university?
Introduction and background
INFLUENCE YOUR BRAND IN THE RIGHT DIRECTION
ALL HIGHER EDUCATION
INSTITUTIONS HAVE A
BRAND.
Even if higher education
institutions don’t actively
control the brand, it exists and
influences the opinions,
actions and decisions of
different groups.
THE CORE OF THE
BRAND IS THE UVP.
UVP
To influence the brand,
universities/colleges need a
Unified Value Proposition
(UVP) that is attractive, true,
credible, distinct and
sustainable.
THE BRAND HAS AN
INTERNAL AND EXTERNAL
PERSPECTIVE.
AN EFFECTIVE STRATEGY
NEEDS A SOLID
FOUNDATION.
Not only does a strong brand
help attract future students,
employees and/or partners, it
also creates an internal identity,
which increases loyalty,
engagement as well as
cultivates brand ambassadors.
It is important that the UVP is
developed using in-depth
research about the relevant
target groups, in order to create
a compelling, sustainable and
effective brand.
TACK SÅ MYCKET !
Julie Giraud-Avril, EMEA Senior University Relations Manager
Julie.giraud-avril@universum.se
+33 1 82 00 97 46
WWW.UNIVERSUMGLOBAL.COM