Universum Talent Research 2015
Partner Report | Chalmers University of Technology
Swedish Edition | Professionals | MSc Engineering
2015 | Sweden | Professionals | MSc Engineering
About Universum
EVERY YEAR
1.000.000
With over 25 years of experience
researching the field of Employer
Branding, Universum is a recognised
world leader with tried and tested
frameworks.
Universum is the thought leader in
Employer Branding, with local experts
in research, consulting and
communication solutions, offering highquality insights.
Universum annually conducts
quantitative and qualitative research
with over 1.000.000 talented individuals
to gather insights into their career
preferences, communication habits and
their perception of potential employers.
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’s unique global reach
ensures the comparability of research
results across markets. We partner
with approximately 2.000 of the top
academic institutions in the world.
Universum employs smart, friendly and
professional experts and consultants,
who work with our clients in long-term
partnerships.
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2015 | Sweden | Professionals | MSc Engineering
We help higher educational institutions
Universum is the global leader in the field of employer branding and talent research. Through our market research,
consulting and media solutions we aim to close the gap between the expectations of employers and talent, as well as
support Higher Education Institutions in their roles.
Through our unique insight into the recruitment challenges of employers and the dynamics of the talent market, we help
nearly 2,000 colleges and universities worldwide to:
UNDERSTAND
IDENTIFY
PLAN
ATTRACT
PLAN
MANAGE
THE CAREER PREFERENCES AND
EXPECTATIONS OF STUDENTS AND ALUMNI
THE READINESS FOR PROFESSIONAL LIFE OF
YOUR STUDENTS AND ALUMNI
RELEVANT EMPLOYERS TO VISIT CAMPUS
THE BRAND PERCEPTION AND ATTRACTIVENESS
OF YOUR COLLEGE/UNIVERSITY
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2015 | Sweden | Professionals | MSc Engineering
Sample client list
Some of the world´s most attractive employers
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2015 | Sweden | Professionals | MSc Engineering
Universum in the Media
Universum Rankings and Thought leadership Publishers
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2015 | Sweden | Professionals | MSc Engineering
What we cover in this report
5
CAREER STATUS
Gain insight into the industries
chosen by professionals and their
current salary. Find out whether
they are satisfied with their
current employer, how active they
are in the job market and what
drives their loyalty and willingness
to apply for other jobs.
1
EXECUTIVE SUMMARY
Gain insight into the profile,
career and employer
preferences of your alumni and
the comparison groups.
1
5
4
CAREER & EMPLOYER
PREFERENCES
Find out which are the most
preferred employers by your alumni
and get insight into the career
preferences and expectations of
your alumni in comparison to the
overall population. Also, understand
how your institution has shaped the
career path of your alumni.
2
EMPLOYABILITY & READINESS
FOR PROFESSIONAL LIFE
Identify what kind of skills and
mindset your alumni have and what
separates them from the overall
target group. These insights will
help you improve the employability
of your alumni by being able to
communicate their unique value to
employers.
2
4
3
3
UNIVERSITY BRAND
PERCEPTION
This chapter evaluates the brand
perception of your university with
respect to employability & career
advancement opportunities.
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2015 | Sweden | Professionals | MSc Engineering
About the Universum Talent Research and the target groups
THIS REPORT
THE QUESTIONNAIRE
• Created with over 25 years of experience,
extensive research within HR, focus groups and
communication with our clients, students and
professionals.
• Global perspective - local insight.
• Conducted via an online survey. The online link
was distributed via university and alumninetworks, communities, the Universum Panel
and different local and global partners.
Number of respondents
GROUP 1
Your alumni
1 575
GROUP 2
RESPONDENTS
• Students at higher educational institutions.
All professionals
6 076
• Professionals with an academic degree
• Non-academics
FIELD PERIOD
October 2014 to August 2015
Total number of
respondents in the survey
35 189
7
Table of contents
1
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
EXECUTIVE SUMMARY
Get insight into the profile, career and employer preferences of
your alumni and the comparison groups.
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2015 | Sweden | Professionals | MSc Engineering
Chalmers University of Technology Employability KPIs
Your alumni
PD
Professional
Development
PR
Professional
Readiness
SL
Scalable
Learning
GC
Game
Changer
UNIVERSITY PROFESSIONAL DEVELOPMENT FOCUS
Do your alumni think you focus on their professional development?
PROFESSIONAL READINESS
Did your alumni feel prepared for their professional life upon their graduation?
SCALABLE LEARNING
Do your alumni have a scalable learning mindset?
GAME CHANGER
How big is the share of game changers among your alumni?
Each KPI score is based on the share
of your alumni who qualify under each
category and is illustrated by a gauge
with five levels, going from red (0-20%)
to green (80-100%).
0-20%
20-40%
40-60%
60-80%
80-100%
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2015 | Sweden | Professionals | MSc Engineering
General profile and summary of career preferences
71 %
29 %
AVERAGE AGE (years)
AVERAGE WORK EXPERIENCE
40,1
14,3 years
AVERAGE CURRENT MONTHLY SALARY
47 716 SEK
Your alumni
TOP CAREER GOALS
1. To have work/life balance
2. To be competitively or intellectually challenged
3. To be autonomous or independent
TOP 5 OVERALL MOST IMPORTANT ATTRIBUTES
A creative and dynamic work
1. A creative
environment
and dynamic work environment
Attractive/exciting products
2. Attractive/exciting
and services
products and services
Leaders who will support3.my
Leaders
development
who will support my development
Competitive base
4. salary
Competitive base salary
Challenging 5.
work
Challenging work
STATEMENTS PROFESSIONALS IDENTIFY THEMSELVES WITH
1. Seeing the bigger picture
2. Solution-focused
3. Continuous renewal of yourself
20%
TOP 3 MOST REPRESENTED INDUSTRIES
1. Automobiles and Parts
WORK EXPERIENCE
DISTRIBUTION:
0-3 years
27%
4-9 years
31%
22%
10-24 years
25 years or
more
2. Engineering and Manufacturing
3. Construction
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2015 | Sweden | Professionals | MSc Engineering
General profile and summary of career preferences
63 %
37 %
AVERAGE AGE (years)
AVERAGE WORK EXPERIENCE
38,0
12,0 years
AVERAGE CURRENT MONTHLY SALARY
46 017 SEK
All professionals
TOP CAREER GOALS
1. To have work/life balance
2. To be competitively or intellectually challenged
3. To be autonomous or independent
TOP 5 OVERALL MOST IMPORTANT ATTRIBUTES
A creative and dynamic work
1. A creative
environment
and dynamic work environment
Leaders who will support2.my
Leaders
development
who will support my development
Attractive/exciting products
3. Attractive/exciting
and services
products and services
Challenging 4.
work
Challenging work
Competitive base
5. salary
Competitive base salary
STATEMENTS PROFESSIONALS IDENTIFY THEMSELVES WITH
1. Seeing the bigger picture
2. Solution-focused
3. Continuous renewal of yourself
23%
29%
33%
15%
TOP 3 MOST REPRESENTED INDUSTRIES
1. Construction
WORK EXPERIENCE
DISTRIBUTION:
0-3 years
4-9 years
10-24 years
25 years or
more
2. Software and Computer Services
3. Educational and Scientific Institutions
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Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
2
EMPLOYABILITY & READINESS FOR
PROFESSIONAL LIFE
Find out, what kind of skills and mindset your alumni have and
what separate them from the overall target group. These insights
will help you improve the employability of your alumni by being
able to communicate their unique value to employers.
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2015 | Sweden | Professionals | MSc Engineering
How we operationalize Employability in the Universum Talent
Survey
COMPETENCES
SKILLS
KNOWLEDGE
AT T I T U D E S
E M P L O YAB I L I T Y
EXPERIENCES
SELF-ESTEEM
REFLECTION
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2015 | Sweden | Professionals | MSc Engineering
Employability KPIs in the Talent Survey 2015
1
IN
5
INTERNATIONAL MIND-SET
How international is the talent population?
International
Mind-set
Skill
Confidence
2
LP
6
LEADERSHIP POTENTIAL
How big is the share of future leaders in the
talent population?
Leadership
Potential
PR
7
GAME CHANGER
How big is the share of game changers in the
talent population?
Game
Changer
PROFESSIONAL READINESS
Do your alumni feel prepared for their
professional life upon their graduation?
Professional
Readiness
3
GC
SKILL CONFIDENCE
How confident is the talent population
regarding their own skills?
SC
PD
Professional
Development
UNIVERSITY PROFESSIONAL
DEVELOPMENT FOCUS
Is your educational institution perceived to be
focused on talents’ professional development?
4
SL
Scalable
Learning
SCALABLE LEARNING
Does the target population have a scalable
learning mindset?
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2015 | Sweden | Professionals | MSc Engineering
6% of your alumni have an International Mindset
IN
Internationalists
International
Mind-set
Your alumni
All professionals
6%
6%
Share of talent with an
international mindset
within the target group:
Being an Internationalist is not only an experience on a CV, but:
•
•
•
1
Comprises a global skill and mind-set which enables career success
Allows individuals to recognise market & growth opportunities
Enables individuals to handle complex situations and to successfully influence those who are
different from oneself
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2015 | Sweden | Professionals | MSc Engineering
15% of your alumni have Leadership Potential
LP
Leaders
Leadership
Potential
Your alumni
All professionals
15%
16%
Share of talent with
Leadership Potential
within the target group:
Having a large share of future leaders in the population is important, as those will be the individuals
who have the chance to influence business, governments and society in the future. Leaders combine:
•
•
•
2
An ability to see the big picture in any situation, which helps them inspire both their teams and
themselves
They prefer the benefits of working with others in a team environment, rather than being a “lonewolf”
They understand responsibility as something to be desired and sought after
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2015 | Sweden | Professionals | MSc Engineering
The Universum Career Profiles
Distribution per target group
Your alumni
All professionals
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2015 | Sweden | Professionals | MSc Engineering
11% of your alumni have the ability to be Game Changers
GC
Game Changers
Game
Changer
Your alumni
All professionals
11%
11%
Share of talent with the
ability to be future
Game Changers:
Game Changers are those that will help business to grow, to remain in the market and/or stay
innovative. While in the past the most efficient workers were often the most successful ones, the future
of business will value the ones showing passion for what they do. Game Changers are defined as
combining the following personality skills:
• Questing: actively seeking challenges to rapidly improve their performance
• Commitment and responsibility: desire to have a lasting and increasing impact on a particularly
industry or function
• Networking disposition: seek deep interactions with others and build strong, trust-based
relationships to gain new insights
18
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2015 | Sweden | Professionals | MSc Engineering
48% of your alumni have a Scalable Learning Mindset
SL
Scalable Learning
Scalable
Learning
Your alumni
All professionals
48%
48%
Share of talent
showing a growth
learning mindset:
The new business order moves efforts from scalable efficiency to scalable learning. The mindset and attitudes
behind this are crucial for talent to succeed in their professional life.
In an essence, growth learning is about innovation and creativity. It is the ability to continue learning and
never “arrive”.
19
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2015 | Sweden | Professionals | MSc Engineering
How the scalable mindset differs between the target groups
Your alumni
All professionals
1
No, not at all
?
• Do you associate yourself with below statements?
2
3
4
5
Yes, always
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2015 | Sweden | Professionals | MSc Engineering
56% of your alumni are confident in their personality skills
SC
Skill confidence
5
Skill
Confidence
Your alumni
All professionals
56%
56%
Share of talent
showing a high level of
skill confidence:
Self-esteem and having confidence into their own personality, soft-skills and experience is important for the
employability of talent, especially in presenting it to potential employers to gain, keep or find new employment
when needed.
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2015 | Sweden | Professionals | MSc Engineering
Which personality skills describe each target group?
Your alumni
All professionals
1
Definitely not
?
• Do these personality skills describe who you are?
2
3
4
Definitely
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2015 | Sweden | Professionals | MSc Engineering
33% of your alumni felt well-prepared for their professional life
upon graduation
PR
Professional Readiness
Share of professionals
that felt well-prepared
for their professional
life:
6
Professional
Readiness
Your alumni
All professionals
33%
32%
Talent today choose their areas of study and university as part of their planning for their future professional
lives.
Looking backwards, this KPI provides a reliable and important measure to understand how your former
students felt when they actually entered the employment market.
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2015 | Sweden | Professionals | MSc Engineering
Did your alumni feel prepared for their professional life upon their
graduation?
20%
20%
20%
18%
18%
16%
13%
13%
8%
6%
0
6%
6%
2%
1%
0%
1
2
3
4
5
6
Not at all
?
7%
7%
6%
4%
4%
2%
6%
7
8
9
10
Optimally
Average rate:
Average rate:
6,3
6,4
Your alumni
All professionals
• How well did you feel prepared for your professional life upon your graduation? (0 = Not at all; 10
Optimally)
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2015 | Sweden | Professionals | MSc Engineering
34% of your alumni perceive your university to have a strong focus
on their professional development
PD
University Professional Development Focus
Share of talent who
perceive their university
has a strong
professional
development focus:
7
Professional
Development
Your alumni
All professionals
34%
29%
Being an entrepreneurial university or having a focus on employability & professional development of talent are
core strategic goals for higher education around the globe.
The above KPI reflects the internal perception your talent population has about their university and thus helps
to guide the transformation from being “knowledge-ivory towers” to becoming “talent hubs”.
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Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
3
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
UNIVERSITY BRAND PERCEPTION
This chapter evaluates the brand perception of your university
with respect to employability & career advancement
opportunities.
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2015 | Sweden | Professionals | MSc Engineering
Would talent recommend their university to a friend or family
member? | Target Group Comparison
52%
44%
19%
20%
19%
16%
9%
0%
0%
1
0%
0%
2
1%
0%
3
1%
0%
4
2%
1%
5
4%
4%
6
6%
7
8
Not at all
?
9
10
Extremely
likely
Average rate:
Average rate:
9,0
8,7
Your alumni
All professionals
• How likely is it that you would recommend your educational institution to friends or family?
9,0
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2015 | Sweden | Professionals | MSc Engineering
Importance of employability & entrepreneurial aspects in university
branding
“Prospects for future
employment” is the
most integral factor in
choosing a college or
university
“Good reputation
among employers” is
the attribute that makes
a college or university
most attractive
(selected by 44% of students in
Europe)
(selected by 43% of students in
Europe)
• Source: Universum Student Survey 2013
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2015 | Sweden | Professionals | MSc Engineering
The Universum Drivers of perceived Employability & Career
Advancement Opportunities
Respondents were asked to select which of the attributes below they consider most
important, as well as which of those they associate with their educational institution:
Facilitates exchange between students & alumni networks
Adapts to emerging trends and new knowledge
Provides individual career guidance / support
Supports and develops entrepreneurship
Introduces a wide variety of career contacts (tutors, counsellor,
advisors)
Provides a launching pad for a career in a wide variety of
industries/branches
Prepares graduates well for their professional life
Presents opportunities to network with employers
Teaches transferable and practical skills employers
are looking for
Embraces a diverse student body and teaching staff
Accommodates low student-to-professor ratio
Is considered a target school for employers in my field
• The items were developed with universities and career services around the world, to ensure
they are relevant and can be used for quality management, accreditation processes and
university brand management.
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2015 | Sweden | Professionals | MSc Engineering
Most attractive attributes per target group
YOUR UNIVERSITY’S STRENGTHS?
Your alumni
1. Teaches transferable and practical skills employers are
looking for
2. Is considered a target school for employers in my field
3. Prepares graduates well for their professional life
Where do you see the strengths of your University?
What do you believe are the opportunities to
differentiate from your competition?
1.
2.
3.
4.
All professionals
5.
1. Prepares graduates well for their professional life
2. Teaches transferable and practical skills employers are
looking for
3. Is considered a target school for employers in my field
?
• Which of these are most important to you? (Max. 3)
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2015 | Sweden | Professionals | MSc Engineering
Attractiveness vs. associations
Attractiveness of the attributes
within the target group
Average
association for
your university
Important areas where
your university rates low
–
Consider whether to
adapt communication
Important areas where your
university rates highly
–
Continue communicating
Average
attractiveness
of attributes
Less important areas
where your university
rates low
–
Monitor/no action
Less important areas
where your university rates
highly
–
Keep as is
Attributes that your alumni associate with your university
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2015 | Sweden | Professionals | MSc Engineering
Employability & Advancement Opportunities
Attractiveness vs. Associations | Your alumni
1. Accommodates low student-to-professor ratio
2. Adapts to emerging trends and new knowledge
3. Embraces a diverse student body and teaching
staff
4. Facilitates exchange between students &
alumni networks
5. Introduces a wide variety of career contacts
(tutors, counselor, advisors)
6. Is considered a target school for employers in
my field
7. Prepares graduates well for their professional
life
8. Presents opportunities to network with
employers
9. Provides a launching pad for a career in a wide
variety of industries/branches
10. Provides individual career guidance / support
11. Supports and develops entrepreneurship
12. Teaches transferable and practical skills
employers are looking for
?
• Which of the following attributes do you associate with your educational institution?. Select as many as
applicable.
• Which of these are most important to you? (Max. 3)
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2015 | Sweden | Professionals | MSc Engineering
?
Most attractive according to your alumni
The attributes are sorted by importance
Points of parity and points of difference
• Which of the following attributes do you associate with your educational institution?. Select as many as
applicable.
• Which of these are most important to you? (Max. 3)
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2015 | Sweden | Professionals | MSc Engineering
Most frequent associations
Is considered a target school for employers in my
field
83%
77%
56%
53%
Presents opportunities to network with employers
Teaches transferable and practical skills employers
are looking for
53%
53%
52%
Supports and develops entrepreneurship
38%
Provides a launching pad for a career in a wide
variety of industries/branches
50%
50%
46%
43%
Adapts to emerging trends and new knowledge
Facilitates exchange between students & alumni
networks
44%
37%
Prepares graduates well for their professional life
42%
43%
Embraces a diverse student body and teaching
staff
38%
39%
27%
30%
Accommodates low student-to-professor ratio
Introduces a wide variety of career contacts (tutors,
counselor, advisors)
20%
21%
Your alumni
Provides individual career guidance / support
?
19%
20%
• Which of the following attributes do you associate with your educational institution?. Select as many as
applicable
All professionals
34
Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
CAREER & EMPLOYER PREFERENCES
Find out which are the most preferred employers by your alumni
and get insight into the career preferences and expectations of
your alumni in comparison to the overall population. Also,
understand how your institution has shaped the career path of
your alumni.
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2015 | Sweden | Professionals | MSc Engineering
How do we see that the world is changing?
PA S T
WORK
GOAL
MANAGER
INSTRUCTIONS
DOGMA
AVOID MISTAKES
NATIONAL
HIERARCHY
DEPARTMENTS
FUTURE
LIFE
PURPOSE
MODERATOR
VALUES & CULTURE
CURIOSITY
LEARNING BY DOING
GLOBAL DIVERSITY
MERITROCACY
NETWORKS
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2015 | Sweden | Professionals | MSc Engineering
“To have work/life balance” is the most important long term career
goal among your alumni
61%
62%
To have work/life balance
47%
44%
To be competitively or intellectually challenged
38%
38%
To be autonomous or independent
29%
33%
To be secure or stable in my job
To be a technical or functional expert
28%
28%
To be dedicated to a cause or to feel that I am
serving a greater good
28%
29%
26%
25%
To be entrepreneurial or creative/innovative
24%
23%
To be a leader or manager of people
To have an international career
?
16%
13%
• Which of these career goals are most important to you? Please select in order of preference, where '1'
is most important.
Your alumni
All professionals
• The graph shows career goals chosen as first, second or third choice.
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2015 | Sweden | Professionals | MSc Engineering
Career goals over time
All professionals
1
2
To have work/life balance
3
To be competitively or intellectually
challenged
4
5
6
To be autonomous or independent
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 a technical or functional expert
7
8
To be entrepreneurial or
creative/innovative
To be a leader or manager of people
9
To have an international career
2012
?
2013
2014
• Which of these career goals are most important to you? Please select in order of preference, where '1'
is most important.
2015
• The graph shows career goals chosen as first, second or third choice.
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2015 | Sweden | Professionals | MSc Engineering
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
SOFT
The Universum Drivers of Employer Attractiveness
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
EXTRINSIC
INTRINSIC
REMUNERATION & ADVANCEMENT OPPORTUNITIES
HARD
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
JOB CHARACTERISTICS
The contents and demands of the job, including
the learning opportunities provided by the job
• Challenging work
• Client interaction
• Personal 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
• 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, students and
professionals.
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2015 | Sweden | Professionals | MSc Engineering
What is important to your alumni?
Your alumni
EMPLOYER REPUTATION & IMAGE
?
PEOPLE & CULTURE
1. Attractive/exciting products and services
2. Innovation
3. Market success
1. A creative and dynamic work environment
2. Leaders who will support my development
3. Respect for its people
REMUNERATION & ADVANCEMENT OPPORTUNITIES
1. Competitive base salary
2. Good reference for future career
3. Competitive benefits
JOB CHARACTERISTICS
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
1. Challenging work
2. High level of responsibility
3. Professional training and development
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2015 | Sweden | Professionals | MSc Engineering
“A creative and dynamic work environment” is the overall most
important attribute to your alumni
Employer
Reputation &
Image
People &
Culture
Your alumni
A creative and dynamic work
1.environment
A creative
and dynamic work environment
Attractive/exciting products2.
andAttractive/exciting
services
products and services
Leaders who will support my
3.development
Leaders who will support my development
Competitive base salary
4. Competitive base salary
Challenging work
5. Challenging work
High level of responsibility
6. High level of responsibility
Respect for its people
7. Respect for its people
Good reference for future
8. career
Good reference for future career
Competitive benefits
9. Competitive benefits
Innovation10. Innovation
Job
Remuneration
& Advancement Characteristics
Opportunities
?
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
• This is the attractiveness of the 40 attributes in relation to how important respondents think its
driver is. This analysis gives a summarised 360 degree view of what influences employer
attractiveness.
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2015 | Sweden | Professionals | MSc Engineering
Most attractive attributes
All professionals
A creative and dynamic work
1.environment
A creative
and dynamic work environment
Leaders who will support my
2.development
Leaders who will support my development
Attractive/exciting products3.
andAttractive/exciting
services
products and services
Challenging work
4. Challenging work
Competitive base salary
5. Competitive base salary
High level of responsibility
6. High level of responsibility
Good reference for future
7. career
Good reference for future career
Respect for its people
8. Respect for its people
Professional training and development
9. Professional training and development
Variety of assignments
10. Variety of assignments
?
Employer Reputation & Image
People & Culture
Remuneration & Advancement Opportunities
Job Characteristics
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
• This is the attractiveness of the 40 attributes in relation to how important respondents think its
driver is. This analysis gives a summarised 360 degree view of what influences employer
attractiveness.
42
2015 | Sweden | Professionals | MSc Engineering
The Universum Communication Channel Framework
PRINT
DIGITAL
• Brochures presenting career possibilities
at a company/organisation
• Career magazines/guides/books
• Direct mailings per post
• Employer advertisements in business
magazines
• Employer advertisements in lifestyle
magazines & other periodicals
• Employer advertisements in newspapers
• University press & student organisation
publications
• Blogs
• Career and job related apps
• Career guidance websites
• Employer advertisement in social media
• Employer advertisements on news/businessrelated websites
• Employer websites
• Job boards
• Live online events with employers
• Social media
• Targeted messages/notifications via email
IN-PERSON
OTHER CHANNELS
• Alumni events
• Career fairs for professionals
• Conferences arranged and hosted by employers
• Employer office/site visits
• Employer-sponsored events
• Head hunters/recruiters
• Industry fairs/conferences
• Employer advertisements on the radio
• Employer advertisements on TV
• Outdoor/billboard advertisements
43
2015 | Sweden | Professionals | MSc Engineering
Which communication channels do professionals use the most?
All professionals
Your alumni
Employer websites
1. Employer
Employer websites
websites
1. Employer websites
sites where job openings
posted) (sites where job openings are
Job boards
(sites where job openings
posted) (sites where job openings are posted)
2. Jobareboards
posted)
2. Jobareboards
Head hunters/recruiters
Head hunters/recruiters
3. Head hunters/recruiters
3. Head hunters/recruiters
4. Employer advertisements in newspapers
4. Employer advertisements in newspapers
dvertisements in business
magazinesadvertisements in business magazines
Social media5. Social media
5. Employer
Social media6. Social media
Employer advertisements in business
magazinesadvertisements in business magazines
6. Employer
ements on news/business-related
websites
Employer advertisements
on news/business-related
websites
on news/business-related
websites
on news/business-related websites
7. Employer advertisements
7. Employer advertisements
ndustry fairs/conferences
Employer advertisement in
media
8. Industry fairs/conferences
8.social
Employer
advertisement in social media
er advertisement in
media
Industry fairs/conferences
9.social
Employer
advertisement in social media
9. Industry fairs/conferences
Employer office/site
Career and job related
10.visits
Employer office/site visits
10. apps
Career and job related apps
Employer advertisements in new spapers
?
• Which channels do you use in general to learn about potential employers?
Employer advertisements in new spapers
Print
Digital
In-person
Other
44
2015 | Sweden | Professionals | MSc Engineering
The Universum Rankings
FULL COMPANY LIST
(11-201 employers within each
main field of study)
CONSIDERED EMPLOYER
RANKING
(as many as applicable)
“Below is a list of companies and
organisations. For which of
these employers would you
consider working?”
IDEAL EMPLOYER RANKING
(maximum five employers)
“Now choose the 5 employers
you most want to work for, your
5 Ideal Employers.”
POTENTIAL APPLICANTS’
RANKING
(Yes, definitely)
“If you were looking for a new
job, would you consider applying
to these employers?”
• For layout reasons, the employer’s name can be shortened in this report.
45
2015 | Sweden | Professionals | MSc Engineering
The Universum Recruitment Funnel
UNIVERSUM
MEASUREMENT
AWARENESS
Do talent know
who the employer is?
Awareness
Percentage
Would they consider
working for that employer?
Considered
Ranking
DESIRE
Do they want to
work for them?
Ideal Employer
Ranking
APPLICATION
Would they apply to
work for them?
Potential Applicants’
Ranking
CONSIDERATION
46
2015 | Sweden | Professionals | MSc Engineering
Considered Employer Ranking | Top 20
Your alumni | MSc Engineering
Employer
Volvo Cars
Volvo Group
ÅF
Google
ABB
IKEA
Ericsson
Scania
SP Sveriges Tekniska Forskningsinstitut
SCA
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
8
10
27,51%
27,10%
24,69%
22,78%
18,12%
17,54%
17,29%
16,87%
16,87%
16,63%
Trend
1
-1
0
2
-1
3
0
5
2
-2
• Below is a list of companies and organisations. For which of these employers would you consider
working?
Employer
SKF
Saab (Defence & Security)
Siemens
Spotify
Sweco
Tetra Pak
Vattenfall
Bombardier
Göteborgs Stad
AstraZeneca
Rank
2015
Percent
2015
11
12
13
14
15
16
17
18
18
20
16,29%
15,54%
14,30%
13,80%
12,97%
12,80%
12,72%
12,39%
12,39%
11,64%
Trend
-7
2
-1
1
4
-5
-1
-1
22
0
47
2015 | Sweden | Professionals | MSc Engineering
Ideal Employer Ranking | Top 20
Your alumni | MSc Engineering
Employer
Google
Volvo Cars
Volvo Group
ÅF
IKEA
SP Sveriges Tekniska Forskningsinstitut
Ericsson
SCA
Spotify
ABB
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
14,43%
13,66%
12,96%
8,04%
7,95%
7,35%
6,74%
6,66%
6,48%
6,22%
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Trend
1
1
-2
0
5
2
0
-3
2
-2
Employer
Saab (Defence & Security)
SKF
Scania
Sweco
McKinsey & Company
Vattenfall
AstraZeneca
Göteborgs Stad
Husqvarna Group
RUAG Space
Rank
2015
Percent
2015
11
12
13
14
15
16
17
18
18
20
6,05%
5,88%
5,36%
4,84%
4,58%
4,24%
4,06%
3,98%
3,98%
3,72%
Trend
1
-6
2
2
-3
4
2
6
2
-2
48
2015 | Sweden | Professionals | MSc Engineering
Potential Applicants’ Ranking | Top 20
Your alumni | MSc Engineering
Employer
Google
Volvo Cars
Volvo Group
SP Sveriges Tekniska Forskningsinstitut
ÅF
SCA
Spotify
IKEA
Ericsson
SKF
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
5,19%
4,76%
4,10%
3,01%
2,66%
2,53%
2,44%
2,40%
2,01%
1,96%
Trend
1
1
-2
4
5
-1
4
0
-3
-6
• Have you applied or will you apply to these employers? – Yes, I have applied / Yes, I will apply
(students)
• If you were looking for a new job, would you consider applying at these employers? – Yes, definitely
(Professionals)
Employer
Saab (Defence & Security)
ABB
Sweco
AstraZeneca
Husqvarna Group
RUAG Space
Scania
Vattenfall
McKinsey & Company
Microsoft
Rank
2015
Percent
2015
11
12
13
14
15
15
15
15
19
20
1,92%
1,83%
1,57%
1,48%
1,31%
1,31%
1,31%
1,31%
1,27%
1,18%
Trend
2
-5
14
1
7
1
-3
10
-5
17
49
Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
5
CAREER STATUS
Get insight into the industries chosen by professionals and their
current salary. Find out whether they are satisfied with their
current employer, how active they are in the job market and what
drives their loyalty and willingness to apply to other jobs.
50
2015 | Sweden | Professionals | MSc Engineering
Most represented industries
14%
Automobiles and Parts
5%
10%
9%
Engineering and Manufacturing
9%
Construction
14%
8%
Software and Computer Services
11%
8%
Energy (Oil & Gas, Renewable Energy, Nuclear Energy)
2%
7%
Management and Strategy Consulting
Telecommunication and Networks
3%
6%
1%
5%
Educational and Scientific Institutions
Public Sector and Governmental Agencies
Technology Hardware & Equipment
?
• In which industry do you currently work?
11%
4%
8%
4%
4%
Your alumni
All professionals
51
2015 | Sweden | Professionals | MSc Engineering
Current salary by level of experience and gender
Current monthly salary by number of years worked (SEK) | All professionals
0-3 years
4-9 years
10-24 years
25 years or
more
33 184
43 937
54 516
58 671
33 996
45 699
56 932
59 592
32 176
41 058
49 770
54 349
1 820
4 641
7 162
5 243
GENDER GAP
?
• What is your current salary before taxes (including commission and bonus, excluding pension)?
52
2015 | Sweden | Professionals | MSc Engineering
Are professionals satisfied with their current employer?
AVERAGE
SATISFACTION:
Your alumni
30%
28%
7,3
19%
18%
15% 15%
13%
All professionals
11%
9%
7%
2%
1%
1
2%
2%
2
3%
3%
3
9%
7,4
7%
4%
3%
4
5
6
7
8
Very dissatisfied
10
Very satisfied
Your alumni
?
9
• How satisfied are you with your current employer? 1 – Very dissatisfied, 10 – Very satisfied
All professionals
53
2015 | Sweden | Professionals | MSc Engineering
What would make professionals apply for another job?
44%
42%
Better compensation & benefits
21%
19%
More challenging work
19%
18%
Better opportunities for advancement
17%
18%
A role that is a better fit for my skills and/or education
Improved work/life balance
17%
16%
A better geographical location
15%
16%
15%
14%
More exciting products and services
14%
14%
Better leadership/management
13%
13%
A better match with my personal interests
To have a greater impact in the organisation
?
11%
10%
A more innovative company
9%
8%
More decision-making authority
8%
9%
More learning opportunities
8%
9%
A more friendly and creative work place
8%
8%
More recognition for my contributions
7%
8%
• What would make you apply for another job?
Your alumni
All professionals
54
2015 | Sweden | Professionals | MSc Engineering
Next steps for your strategy?
The top five most attractive
attributes for your alumni
The top five most attractive
attributes of Chalmers
University of Technology
according to your alumni
• Teaches transferable and
• Is considered a target school for
practical skills employers are
looking for
• Is considered a target school for
employers in my field
• Prepares graduates well for their
professional life
• Provides a launching pad for a
career in a wide variety of
industries/branches
• Adapts to emerging trends and
new knowledge
employers in my field
• Presents opportunities to
network with employers
• Teaches transferable and
practical skills employers are
FOCUS
DIFFERENTIATING
ARE YOU
CURRENTLY
FOCUSING ON
THE RIGHT
ATTRIBUTES?
DO THESE
ATTRIBUTES
DIFFERENTIATE
YOU FROM YOUR
COMPETITORS?
looking for
• Supports and develops
entrepreneurship
• Provides a launching pad for a
career in a wide variety of
industries/branches
IF NOT, WHICH
ATTRIBUTES
SHOULD YOU
FOCUS ON IN
THE NEXT YEAR?
55
THANK YOU!
Are you INTERESTED
In getting MORE insights about
students, alumni or employers?
2015 | Sweden | Professionals | MSc Engineering
APPENDIX
•
•
•
•
•
•
Highest qualification
Main field of study
Educational institutions
Area of study
Employer rankings
Importance of attributes for all four drivers of
employer attractiveness
57
2015 | Sweden | Professionals | MSc Engineering
Highest qualification
78%
Master of Science in Engineering
73%
11%
Master's (non-MBA)
12%
8%
PhD
9%
3%
Other
6%
Your alumni
All professionals
?
• What qualification or degree are you currently pursuing? (students)
• What is your highest qualification or degree? (professionals)
58
2015 | Sweden | Professionals | MSc Engineering
Educational institutions (1/1)
All professionals
University
Chalmers University of Technology
Lund University, Faculty of Engineering LTH
KTH, Royal Institute of Technology
Luleå University of Technology
Linköping University
Uppsala University
Lund University
Umeå University
Mälardalen University
Swedish University of Agricultural Sciences
University of Borås
Mid Sweden University
Blekinge Institute of Technology
University of Gothenburg
Stockholm University
?
• Which educational institution do you attend? (students)
• Which educational institution did you mainly attend? (professionals)
All
professionals
25%
23%
16%
10%
8%
3%
3%
2%
1%
1%
1%
0%
0%
0%
0%
University
Karlstad University
University of Gävle
Örebro University
Jönköping University
Halmstad University
Linnaeus University
Malmö University
Dalarna University
Kristianstad University
University West
Karolinska Instituet
University of Skövde
Södertörn University
School of Business, Economics and Law, University of Gothenburg
Other
All
professionals
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
4%
59
2015 | Sweden | Professionals | MSc Engineering
Areas of study
All professionals | MSc Engineering (1/2)
Area of study
Mechanical Engineering
Industrial Engineering
Civil Engineering
Chemical Engineering
Electrical Engineering
Engineering Physics
Computer Science and Engineering
Architecture
Built Environment/Enviromental Engineering
Logistics
Design and Product Realisation
Energy Technology
?
• Please select your major(s)/main area(s) of study.
All
professionals
16%
16%
12%
7%
7%
6%
6%
4%
4%
4%
4%
4%
Area of study
Biotechnology
Automation and Mechatronics
Information/Communication Technology
Electronic Design
Industrial Design Engineering
Media Engineering
Computer Science
Materials Science and Engineering
Land Surveying
Sustainable Development
Aquatic and Environmental Engineering
Vehicle Engineering
All
professionals
3%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
60
2015 | Sweden | Professionals | MSc Engineering
Areas of study
All professionals | MSc Engineering (2/2)
Area of study
Engineering Mathematics
Medical Technology
Engineering Physics and Electronics
Interaction and Design
Systems Ecology/Ecological Engineering
Risk Management
Ergonomic Design and Production
Sociotechnical Systems Engineering
Fire Safety Engineering
Communication and Transport
Chemical Engineering with Physics
Materials Design
Space Engineering
?
• Please select your major(s)/main area(s) of study.
All
professionals
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Area of study
Engineering Nanoscience
Nautical Science
Microelectronics
Molecular Biotechnology
Engineering Biology
Wood Technology
Engineering Physics with Materials Science
Natural Resources Engineering
Chemical Biology
Technical Chemistry
Landscape Engineering
Other Engineering
All
professionals
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
6%
61
2015 | Sweden | Professionals | MSc Engineering
Considered Employer Ranking | Top 30
All professionals | MSc Engineering
Employer
ÅF
IKEA
Google
Volvo Group
Volvo Cars
Sweco
ABB
Tetra Pak
Ericsson
SP Sveriges Tekniska Forskningsinstitut
Scania
Spotify
Saab (Defence & Security)
Siemens
Alfa Laval
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
23,52%
21,05%
20,72%
18,23%
18,18%
16,16%
15,81%
14,89%
14,64%
13,90%
13,50%
12,71%
12,67%
12,39%
11,99%
Trend
0
1
4
-2
1
2
-3
-3
0
1
-1
11
-1
2
0
• Below is a list of employers. Which of these employers would you consider working for? Please select
as many as applicable.
Employer
Skanska
SCA
Vattenfall
Atlas Copco
SKF
Hennes & Mauritz
WSP
Bombardier
Sandvik
Trafikverket
ICA
Arla Foods
Microsoft
AstraZeneca
McKinsey & Company
Rank
2015
Percent
2015
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
11,96%
11,75%
11,65%
11,19%
11,12%
11,07%
10,63%
10,60%
10,41%
10,38%
9,98%
9,61%
9,49%
9,42%
9,12%
Trend
2
5
-4
-6
-3
3
-2
-4
-3
6
3
8
4
9
-5
62
2015 | Sweden | Professionals | MSc Engineering
Ideal Employer Ranking | Top 30
All professionals | MSc Engineering
Employer
Google
IKEA
ÅF
Volvo Cars
Volvo Group
Sweco
SP Sveriges Tekniska Forskningsinstitut
Spotify
Ericsson
ABB
Scania
Saab (Defence & Security)
Tetra Pak
Hennes & Mauritz
Skanska
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
12,71%
10,36%
8,20%
7,79%
7,43%
6,40%
6,37%
5,62%
5,46%
5,30%
5,02%
5,01%
4,53%
4,34%
4,33%
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Trend
0
0
0
1
-1
0
1
6
0
-3
2
-1
-3
8
-3
Employer
WSP
Trafikverket
SCA
McKinsey & Company
Regeringskansliet/alla departement
Microsoft
Axis Communications
Atlas Copco
Tyréns
Siemens
ICA
Alfa Laval
Vattenfall
Ramböll
Sandvik
Rank
2015
Percent
2015
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
4,17%
4,00%
3,86%
3,72%
3,50%
3,35%
3,23%
3,22%
3,17%
3,13%
3,13%
3,07%
3,06%
2,96%
2,96%
Trend
NEW
-1
12
1
-1
6
12
-6
0
0
2
-6
-12
7
-10
63
2015 | Sweden | Professionals | MSc Engineering
Potential Applicants’ Ranking | Top 30
All professionals | MSc Engineering
Employer
Google
IKEA
Volvo Cars
ÅF
SP Sveriges Tekniska Forskningsinstitut
Volvo Group
Sweco
Spotify
Saab (Defence & Security)
Ericsson
ABB
Scania
Tetra Pak
SCA
Trafikverket
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
4,39%
3,57%
2,65%
2,51%
2,34%
2,26%
2,13%
2,08%
1,82%
1,75%
1,72%
1,54%
1,50%
1,43%
1,41%
Trend
0
0
1
1
2
-3
3
6
2
-1
-5
0
-5
1
18
• Have you applied or will you apply to these employers? – Yes, I have applied / Yes, I will apply
(students)
• If you were looking for a new job, would you consider applying at these employers? – Yes, definitely
(Professionals)
Employer
Hennes & Mauritz
Skanska
WSP
Axis Communications
Regeringskansliet/alla departement
Sandvik
Atlas Copco
McKinsey & Company
ICA
Tyréns
Siemens
Microsoft
Vattenfall
Alfa Laval
AstraZeneca
Rank
2015
Percent
2015
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
1,40%
1,25%
1,15%
1,13%
1,09%
1,08%
1,08%
1,06%
1,03%
1,02%
1,01%
1,00%
0,99%
0,98%
0,96%
Trend
NEW
1
-4
2
1
-2
-4
2
-1
-1
4
8
-6
-13
-2
64
2015 | Sweden | Professionals | MSc Engineering
Employer Reputation & Image
Attractive attributes
62%
61%
Attractive/exciting products and services
41%
37%
Innovation
39%
38%
Market success
35%
37%
Inspiring management
21%
21%
Ethical standards
19%
20%
Environmental sustainability
18%
19%
Financial strength
Corporate Social Responsibility
Fast-growing/entrepreneurial
Prestige
?
13%
16%
12%
11%
9%
10%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
Your alumni
All professionals
65
2015 | Sweden | Professionals | MSc Engineering
People & Culture
Attractive attributes
57%
57%
A creative and dynamic work environment
52%
54%
Leaders who will support my development
37%
38%
Respect for its people
35%
34%
Recognising performance (meritocracy)
26%
30%
A friendly work environment
Enabling me to integrate personal interests in my
schedule
26%
27%
26%
Interaction with international clients and colleagues
20%
10%
9%
Recruiting only the best talent
9%
11%
Support for gender equality
Acceptance towards minorities
?
2%
3%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
Your alumni
All professionals
66
2015 | Sweden | Professionals | MSc Engineering
Remuneration & Advancement Opportunities
Attractive attributes
54%
53%
Competitive base salary
39%
42%
Good reference for future career
38%
Competitive benefits
34%
31%
31%
High future earnings
27%
27%
Leadership opportunities
23%
Clear path for advancement
27%
14%
16%
Sponsorship of future education
Overtime pay/compensation
?
13%
12%
Performance-related bonus
10%
10%
Rapid promotion
10%
10%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
Your alumni
All professionals
67
2015 | Sweden | Professionals | MSc Engineering
Job Characteristics
Attractive attributes
47%
47%
Challenging work
36%
37%
High level of responsibility
34%
35%
Professional training and development
31%
34%
Variety of assignments
28%
31%
Flexible working conditions
28%
30%
Secure employment
26%
24%
Personal control over my number of working hours
22%
Opportunities for international travel/relocation
17%
17%
18%
Team-oriented work
Client interaction
?
9%
8%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
Your alumni
All professionals
68
THANK YOU!
Are you INTERESTED
In getting MORE insights about
students, alumni or employers?