UNIVERSUM STUDENT SURVEY 2014
University Report | Middle East Edition
American University of Beirut | Business/Commerce
WWW.UNIVERSUMGLOBAL.COM
2014 | Middle East | Students | Business/Commerce
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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
700.000 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
approximately 2.000 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.
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How we help Higher Education Institutions
Universum is the global leader in the field of employer branding and talent research. Through our market
research, consulting and communication solutions we aim to close the gap between the expectations of
employers and talent and 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 2000 universities worldwide to:
UNDERSTAND
IDENTIFY
THE CAREER PREFERENCES
AND EXPECTATIONS OF
STUDENTS AND ALUMNI
THE BRAND PERCEPTION AND
ATTRACTIVENESS OF YOUR
COLLEGE/UNIVERSITY
ATTRACT
RECRUIT
RELEVANT EMPLOYERS TO
CAMPUS
PROSPECTIVE STUDENTS FOR
BSC, MSC AND/OR MBA LEVELS
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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
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What we cover in the report
1. EXECUTIVE SUMMARY
5. APPENDIX
Additional data on topics covered in previous
sections.
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.
4. UNIVERSITY BRAND
PERCEPTION
2. CAREER PROFILE EVALUATION
This chapter evaluates your university brand,
as perceived by your current students and by
students at other universities in Middle East,
who would choose American University of
Beirut if they could begin their studies again.
3. EMPLOYER EVALUATION
This chapter analyses the employer branding efforts and relative
attractiveness of different employers towards your students.
This chapter provides insights on the career
preferences and expectations of your
students in comparison to the overall
surveyed population of students in Middle
East.
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About the Universum Student Survey | Middle East Edition
METHODOLOGY
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.
17
Educational institutions
DATA COLLECTION
Conducted via an online survey, distributed via
university contacts, the Universum Panel
and local partners.
WEIGHTING
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.
Note that only data based on all students or on all
students within a main field of study is weighted.
Breakdowns like gender, high achievers or other
more specific target groups are not weighted.
FIELD PERIOD
March 2014 to June 2014
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Groups in this report
Global
Middle East
Your university
~600 000
1 295
225
Students participate annually in
Universum’s global career research.
Participating students from 17
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: Business/Commerce
• 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: Business/Commerce.
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Table of contents
APPENDIX
EXECUTIVE SUMMARY
UNIVERSITY BRAND
PERCEPTION
CAREER PROFILE
EVALUATION
EMPLOYER EVALUATION
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Students’ profile and summary of preferences
American University of Beirut
Average age (years):
Top 3 most used communication
channels:
20,1
• Career fairs
• Employer websites
• Social networks/communities
Top 3 career profiles:
• Leader
Top 3 industries:
• Idealist
• Management and Strategy Consulting
• Internationalist
36% 64%
7,7
Average reported
academic performance
• Media and Advertising
• Banks
Top 5 most attractive attributes:
• Opportunities for international travel/relocation (Job Characteristics)
• Professional training and development (Job Characteristics)
Average expected
monthly salary:
1 396 EUR
• High future earnings (Remuneration & Advancement Opportunities)
• Good reference for future career (Remuneration & Advancement
Opportunities)
• Leaders who will support my development (People & Culture)
Year of graduation:
Top 3 career goals:
38%
2014
34%
2015
• To have work/life balance
21%
2016
7%
2017
1%
2018
• To be a leader or manager of people
• To have an international career
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Students’ profile and summary of preferences
All universities
Average age (years):
Top 3 most used communication
channels:
20,8
• Social networks/communities
• TV advertisements
• Employer websites
Top 3 career profiles:
• Leader
Top 3 industries:
• Idealist
• Entrepreneur
42% 58%
7,4
Average reported
academic performance
• Management and Strategy Consulting
• Banks
• Media and Advertising
Top 5 most attractive attributes:
• Respect for its people (People & Culture)
• Professional training and development (Job Characteristics)
Average expected
monthly salary:
• A friendly work environment (People & Culture)
1 551 EUR
• Opportunities for international travel/relocation (Job Characteristics)
• A creative and dynamic work environment (People & Culture)
Year of graduation:
Top 3 career goals:
31%
2014
25%
2015
31%
11%
2016
2017
• To have work/life balance
1%
1%
2018
2019 or
later
• To be entrepreneurial or creative/innovative
• To be a leader or manager of people
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Students’ most attractive employers
American University of Beirut |
Business/Commerce
All universities | Business/Commerce
1. Google (34,88%)
1. Google (33,33%)
2. Procter & Gamble (P&G) (22,79%)
2. Microsoft (14,40%)
3. L’Oréal Group (22,33%)
3. Procter & Gamble (P&G) (12,44%)
4. Unilever (21,40%)
4. MBC (10,89%)
5. Nestlé (20,47%)
5. Nestlé (10,67%)
6. PwC (16,74%)
6. Samsung (9,40%)
7. Deloitte (15,81%)
7. Saudi Aramco (9,21%)
8. EY (Ernst & Young) (13,95%)
8. L’Oréal Group (9,01%)
9. The Coca-Cola Company (13,02%)
9. Unilever (7,93%)
10. PepsiCo (12,56%)
10. EY (Ernst & Young) (7,67%)
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
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Summary of your University Brand Perception (1/2)
ASSOCIATIONS BASED ON THE UNIVERSUM DRIVERS OF UNIVERSITY ATTRACTIVENESS
University/College Reputation
& Image
1. Successful alumni
2. Internationally acclaimed
3. Recommended by friends/family
Educational Offering
1. Challenging curriculum
2. Quality and variety of courses
3. Study abroad program
TOP OF MIND ASSOCIATIONS
University/College Culture &
Student Life
1. Friendly and open environment
2. Secure campus environment
3. Social and recreational activities
Employability &
Advancement Opportunities
1. Good reference for future career
and/or education
2. High employment among graduates
3. Opportunities to network with
employers
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Summary of your University Brand Perception (2/2)
Continue communicating
UNIVERSITY/COLLEGE
REPUTATION & IMAGE




Tradition of academic excellence
Successful alumni
Internationally acclaimed
Highly-ranked within its field
EDUCATIONAL OFFERING




Study abroad program
Quality and variety of courses
International focus
Exceptional professors/lecturers
Average university recommendation score:
UNIVERSITY/COLLEGE
CULTURE & STUDENT LIFE
EMPLOYABILITY &
ADVANCEMENT
OPPORTUNITIES
 Social and recreational activities
 Secure campus environment
 Friendly and open environment
 High employment among
graduates
 Good reference for future career
and/or education
Percentage of students who would choose to study at their
current university if they could make the choice again:
American
University of
Beirut
All universities
American
University of
Beirut
All universities
8,1
7,5
48%
57%
• This is an extract from a University Report based on the
results of the Universum Student Survey 2014. Please
visit www.universumglobal.com for more information
about Universum and our global research.
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Table of contents
APPENDIX
EXECUTIVE SUMMARY
UNIVERSITY BRAND
PERCEPTION
CAREER PROFILE
EVALUATION
EMPLOYER EVALUATION
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Career Profile Evaluation
This chapter provides insights on the career preferences and expectations of your students in
comparison to the total student population surveyed in Middle East. The information and insights in the
report will help you to:
Evaluate the career profile of your students on an aggregated level, as well as the talent
trends that have evolved over the past years.
Find out what differentiates your students from those at other universities and which
aspects make them unique.
Improve the visibility of your students to top employers by being able to communicate
their unique strengths to employers in a quick and efficient way.
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Career goals
American University of Beirut
To have work/life balance
17%
To be a leader or manager of people
11%
16%
17%
To have an international career
13%
12%
To be entrepreneurial or creative/innovative
14%
11%
To be dedicated to a cause or to feel
that I am serving a greater good
14%
10%
To be secure or stable in my job
To be competitively or intellectually challenged
3%
7%
12%
11%
13%
12%
7%
44%
11%
42%
17%
17%
49%
20%
37%
36%
33%
26%
First choice
To be autonomous or independent
11%
3% 4%
18%
Second choice
To be a technical or functional expert
4%
6%
4%
15%
• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important.
Third choice
• ‘Career goals’ refer to what students want from
employment in the long term, whereas ‘attributes’ refer to
things sought by students from their first employer.
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Career goals
All universities
To have work/life balance
17%
To be entrepreneurial or creative/innovative
12%
To be a leader or manager of people
To be competitively or intellectually challenged
To be autonomous or independent
12%
14%
To be secure or stable in my job
8%
13%
12%
10%
13%
9%
10%
9%
11%
6%
6%
11%
13%
12%
13%
6%
19%
18%
15%
To have an international career
To be dedicated to a cause or to feel
that I am serving a greater good
15%
51%
41%
40%
39%
37%
29%
26%
20%
First choice
Second choice
To be a technical or functional expert
5%
6%
5%
16%
• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important.
Third choice
• ‘Career goals’ refer to what students want from
employment in the long term, whereas ‘attributes’ refer to
things sought by students from their first employer.
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Career goals across time
All universities
1
2
3
To have work/life balance
4
5
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To have an international career
6
To be secure or stable in my job
7
8
To be dedicated to a cause or to feel that I am serving
a greater good
To be competitively or intellectually challenged
To be autonomous or independent
9
2013
To be a technical or functional expert
2014
• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important.
• The graph shows career goals chosen as first, second or
third choice in 2014.
• The alternatives in the legend are sorted according to
importance in 2014. Thus, the most important career goal
in 2014 is at the top of the legend.
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Most preferred industries (1-10)
48%
Management and Strategy Consulting
40%
32%
31%
Media and Advertising
25%
Banks
Fast Moving Consumer Goods
37%
21%
6%
20%
22%
Auditing and Accounting
Fashion, Accessories and Luxury Goods
Non-Governmental Organisations (NGOs)/NonProfit Organisations (NPOs)
Public Sector and Governmental Agencies
Tourism
Educational and Scientific Institutions
18%
8%
11%
9%
9%
9%
9%
11%
8%
6%
• In which industries would you like to work most after graduating? You can choose up to 3 industries.
American University of Beirut
All universities
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Most preferred industries (11-20)
8%
8%
Real Estate
Retail
Insurance
Transportation and Logistics
Automobiles and Parts
Software and Computer Services
Construction
8%
4%
5%
8%
5%
3%
4%
3%
4%
5%
3%
2%
Energy
3%
4%
Health Care Services
3%
4%
Pharmaceuticals and Biotechnology
3%
0%
• In which industries would you like to work most after graduating? You can choose up to 3 industries.
American University of Beirut
All universities
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Expected monthly salary
American University
of Beirut
1 396 EUR
All universities
1 551 EUR
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
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Expected monthly salary | Gender gap
American University of Beirut
1 226 EUR
Female
Male
1 639 EUR
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
• What is your gender?
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Expected monthly salary | Gender gap
All universities
1 279 EUR
Female
Male
1 837 EUR
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
• What is your gender?
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Expected monthly salary | Gender gap across time
All universities
This chart
illustrate female
expected salary
as a share of
male expected
salary.
77%
70%
2013
2014
Female/Male salary ratio
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
• What is your gender?
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How long do students expect to stay at their first employer?
41%
36%
44%
27%
21%
18%
18%
13%
expect to stay at
the most 2 years
at their first
employment
11%
7%
7%
28%
1 year or less
2 years
American University of Beirut
3 years
4 years
All universities
• How many years do you expect to work for your first employer after graduation?
5 years or more
expect to stay at
the most 2 years
at their first
employment
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Attributes influence
Being an international company
Personal and Professional development
opportunities
32%
Competitive salary and benefits
29%
Fun and dynamic work environment
27%
29%
Coaching and mentorship programs
21%
19%
Work-life balance
21%
19%
38%
16%
18%
Being part of a big Corporation
13%
Flexible working conditions
Location
13%
Innovative office
11%
12%
20%
20%
10%
7%
Industry appeal
9%
Job security
Other
41%
25%
12%
Clear career path
Being a startup or a small company with potential
for growth
52%
31%
4%
22%
11%
1%
1%
• Which of the following attributes influence you the most when choosing your first employer? (Max 3)
American University of Beirut
All universities
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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.
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Relative importance of each driver
American University of Beirut
All universities
23%
21%
27%
27%
26%
27%
25%
23%
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & Advancement Opportunities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
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Employer Reputation & Image | Attractive attributes
44%
Innovation
35%
40%
38%
Market success
Inspiring management
36%
38%
Ethical standards
34%
39%
34%
31%
Financial strength
Attractive/exciting products and
services
30%
25%
22%
25%
Prestige
Corporate Social Responsibility
20%
18%
Fast-growing/entrepreneurial
18%
20%
Environmental sustainability
12%
14%
American University of Beirut
All universities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
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Job Characteristics | Attractive attributes
Professional training and
development
52%
46%
Opportunities for international
travel/relocation
50%
42%
Challenging work
33%
30%
Flexible working conditions
32%
32%
30%
Client interaction
20%
23%
28%
Team-oriented work
23%
17%
Variety of assignments
22%
26%
Secure employment
16%
High level of responsibility
Control over my number of working
hours
27%
American University of Beirut
8%
19%
All universities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question..
• Which of these attributes are most important to you? (Max. 3)
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People & Culture | Attractive attributes
Leaders who will support my
development
48%
37%
A creative and dynamic work
environment
43%
43%
Recognising performance
(meritocracy)
41%
29%
41%
43%
A friendly work environment
37%
41%
Respect for its people
Interaction with international clients
and colleagues
33%
28%
Enabling me to integrate personal
interests in my schedule
22%
19%
15%
18%
Support for gender equality
Recruiting only the best talent
Acceptance towards minorities
8%
14%
7%
11%
American University of Beirut
All universities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
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Remuneration & Advancement Opportunities | Attractive attributes
46%
Good reference for future career
32%
44%
High future earnings
38%
42%
42%
Leadership opportunities
40%
Clear path for advancement
28%
23%
Performance-related bonus
30%
23%
25%
Rapid promotion
22%
23%
Sponsorship of future education
20%
25%
Competitive base salary
17%
21%
Competitive benefits
Overtime pay/compensation
American University of Beirut
9%
19%
All universities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
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Students’ overall top 10 preferences
American University of Beirut
All universities
1. Opportunities
for international travel/relocationRespect for its 1.
Respect for its people
international
travel/relocation
people
2. development
Professional training and development
2. development
Professional training and development
training and
Professional training and
3. High future earnings
3. A friendly work environment
h future earnings
A friendly work environment
4. Good
reference for future careerOpportunities for international
4. Opportunities
for international travel/relocation
rence for future
career
travel/relocation
who will support my development
5. A creative
and dynamic work environment
will support 5.
myLeaders
development
A creative and dynamic work
environment
6. A friendly work environment
6. Leadership opportunities
ly work environment
Leadership opportunities
7. Innovation
7. High future earnings
Innovation
High future earnings
8. Leadership opportunities
who will support my development
rship opportunities
Leaders who will support 8.
myLeaders
development
9. Clear path for advancement
9. Good
reference for future career
ath for advancement
Good reference for future
career
A creative
and dynamic work environment
Challenging work
dynamic 10.
work
environment
Challenging10.
work
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & Advancement Opportunities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
• 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.
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The 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 aims to be inspired
and supported by management 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. More
details can be found in the Appendix.
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The Universum Career Profiles
American University of Beirut
All universities
• Which of these are most important to you?
• The Universum Career Profiles are based on the
attributes that students selected as attractive for their first
employer. See more details in Appendix.
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Table of contents
APPENDIX
EXECUTIVE SUMMARY
UNIVERSITY BRAND
PERCEPTION
CAREER PROFILE
EVALUATION
EMPLOYER EVALUATION
2014 | Middle East | Students | Business/Commerce
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Employer Evaluation
This chapter analyses the employer branding efforts and relative attractiveness of different employers
towards your students. The information and insights in the report will help you to:
Evaluate relative performance of different employers and understand what challenges they
face. Use these insights to successfully manage your corporate relationships.
Provide tangible feedback to your existing corporate partners on their employer
branding efforts towards your students. Understand if the activities they organised have
been effective.
Understand which employers your students would like to meet and want to learn more
about. Use these insights to bring new employer partners into cooperation with your
organisation.
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The Universum Rankings
FULL COMPANY LIST
(131 employers within each
main field of study)
“Below is a list of companies and
organisations. For which of these
employers would you consider
working?”
CONSIDERED EMPLOYER
RANKING
(as many as applicable)
“Now choose the 5 employers you
most want to work for, your 5 Ideal
Employers.”
POTENTIAL APPLICANTS’
RANKING
(Yes, I have applied or will apply)
IDEAL EMPLOYER RANKING
(maximum five employers)
“Have you applied or will you apply
to these companies/
organisations?”
• For layout reasons, the employer’s name can be
shortened in this report.
2014 | Middle East | Students
39
Official Ideal Employer Ranking | Middle East 2014
BUSINESS/COMMERCE
Employer
Google
Microsoft
Procter & Gamble (P&G)
MBC
Nestlé
Samsung
Saudi Aramco
L’Oréal Group
Unilever
EY (Ernst & Young)
Bank Audi
HSBC
Deloitte
SABIC
Azadea Group
Rank
2014
Percent
2014
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
33,33%
14,40%
12,44%
10,89%
10,67%
9,40%
9,21%
9,01%
7,93%
7,67%
6,88%
6,43%
6,40%
6,21%
5,36%
Trend
NEW
NEW
NEW
0
2
2
5
-5
11
5
-3
-3
12
-11
52
Employer
PepsiCo
Vodafone
The Coca-Cola Company
Qatar Petroleum
Qatar foundation
PwC
Sony
IKEA
IBM
BLOM Bank
Al Ahli Bank
Qatar Airways
McKinsey & Company
adidas group (incl. Reebok, TaylorMade)
Johnson & Johnson
Rank
2014
Percent
2014
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
5,34%
5,21%
5,15%
4,99%
4,74%
4,63%
4,61%
4,56%
4,54%
4,49%
4,13%
3,99%
3,93%
3,53%
3,37%
Trend
NEW
-4
18
-1
4
-3
0
4
20
41
0
2
2
24
6
2014 | Middle East | Students | Business/Commerce
40
The Universum Recruitment Funnel
DO STUDENTS KNOW WHO YOU ARE?
Awareness
WOULD THEY CONSIDER WORKING FOR YOU?
ARE YOU THEIR IDEAL EMPLOYER?
HAVE THEY APPLIED OR WILL THEY APPLY TO YOU?
Consideration
Desire
Application
2014 | Middle East | Students | Business/Commerce
41
Considered Employer Ranking | Top 30
American University of Beirut | Business/Commerce
Employer
Google
Nestlé
L’Oréal Group
The Coca-Cola Company
Procter & Gamble (P&G)
PepsiCo
Unilever
Johnson & Johnson
Booz & Company
PwC
Microsoft
Deloitte
Samsung
McKinsey & Company
EY (Ernst & Young)
Rank
2014
Percent
2014
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
59,26%
54,17%
50,93%
44,91%
44,44%
43,52%
42,59%
40,74%
39,81%
37,50%
37,04%
36,11%
35,19%
32,41%
31,48%
Trend
NEW
0
1
1
5
1
10
7
-1
-1
0
1
-8
-4
-13
Employer
Sony
Azadea Group
The Boston Consulting Group
J.P. Morgan
IKEA
adidas group (incl. Reebok, TaylorMade)
Bank Audi
HSBC
KPMG
Bain & Company
MBC
General Electric
Barclays
General Motors
Aramex
• Below is a list of companies and organisations. For which of these employers would you consider working?
Rank
2014
Percent
2014
16
17
18
19
20
21
21
23
23
25
25
27
28
29
30
31,02%
30,09%
26,85%
26,39%
25,93%
24,54%
24,54%
24,07%
24,07%
22,22%
22,22%
21,30%
20,37%
19,44%
18,06%
Trend
NEW
NEW
0
5
-6
-1
1
-1
-9
-4
-1
-1
-4
0
12
2014 | Middle East | Students | Business/Commerce
42
Ideal Employer Ranking | Top 20
American University of Beirut | Business/Commerce
Employer
Google
Procter & Gamble (P&G)
L’Oréal Group
Unilever
Nestlé
PwC
Deloitte
EY (Ernst & Young)
The Coca-Cola Company
PepsiCo
Rank
2014
Percent
2014
1
2
3
4
5
6
7
8
9
10
34,88%
22,79%
22,33%
21,40%
20,47%
16,74%
15,81%
13,95%
13,02%
12,56%
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Trend
0
3
10
11
-1
3
-1
-6
2
7
Employer
The Boston Consulting Group
Booz & Company
McKinsey & Company
J.P. Morgan
Microsoft
Azadea Group
Samsung
Bank Audi
Citi
Johnson & Johnson
Rank
2014
Percent
2014
10
12
13
14
14
16
17
18
19
20
12,56%
12,09%
10,70%
9,77%
9,77%
8,84%
8,37%
7,91%
7,44%
6,98%
Trend
NEW
NEW
-2
-9
-6
-2
3
0
21
-11
2014 | Middle East | Students | Business/Commerce
43
Potential Applicant Ranking | Top 10
American University of Beirut | Business/Commerce
Employer
Google
Procter & Gamble (P&G)
Unilever
L’Oréal Group
PwC
Nestlé
Deloitte
EY (Ernst & Young)
The Coca-Cola Company
Azadea Group
Rank
2014
Percent
2014
1
1
3
4
5
6
7
8
9
10
7,09%
7,09%
6,36%
5,87%
5,38%
5,13%
4,65%
3,67%
3,42%
3,18%
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
• Have you applied or will you apply to these companies/organisations?
Trend
3
3
13
5
5
-2
-5
-7
3
6
2014 | Middle East | Students | Business/Commerce
44
Employer Reputation & Image | Associations with Ideal Employers
American University of Beirut
All universities
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
2014 | Middle East | Students | Business/Commerce
45
Job Characteristics | Associations with Ideal Employers
American University of Beirut
All universities
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
2014 | Middle East | Students | Business/Commerce
46
People & Culture | Associations with Ideal Employers
American University of Beirut
All universities
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
2014 | Middle East | Students | Business/Commerce
Remuneration & Advancement Opportunities |
Associations with Ideal Employers
47
American University of Beirut
All universities
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
2014 | Middle East | Students | Business/Commerce
48
Top of mind associations with Ideal Employers
American University of Beirut
All universities
• Please write the first word that comes to mind when you think of these employers.
• These are answers written in by students who chose
each company as an Ideal Employer.
• Spelling mistakes might occur.
• The size of the words are adapted for each chart.
2014 | Middle East | Students | Business/Commerce
49
The Universum communication channels framework
PRINT
DIGITAL
• Advertisements in business magazines
• Advertisements in lifestyle magazines & other
periodicals
• Career guides/books
• Career magazines for students
• News print media advertisements
• Recruitment brochures
• University press & student organisation
publications
• Career guidance websites
• Employer websites
• Job boards
• Live webinars with employers
• Mobile apps
• News websites advertisements
• Professional networks/communities
• Social networks/communities
• Targeted emails
IN-PERSON
OTHER CHANNELS
• Career fairs
• Employer presentations on campus
• Employer-sponsored events
• Informational interviews
• Lectures/case studies as part of curriculum
• Skills sessions organised by employers
• Student conferences
• Direct mailings
• Outdoor/billboard advertisements
• Radio advertisements
• TV advertisements
2014 | Middle East | Students | Business/Commerce
50
Students most used communication channels
Career fairs
Employer websites
33%
24%
18%
24%
27%
Professional networks/communities
TV advertisements
22%
News print media advertisements
22%
Advertisements in lifestyle magazines & other
periodicals
19%
18%
Lectures/case studies as part of curriculum
17%
15%
Advertisements in business magazines
14%
News websites advertisements
14%
• Through which channels have you learnt about these employers?
36%
28%
21%
Outdoor/billboard advertisements
Career guidance websites
39%
27%
26%
University press & student organisation publications
Employer-sponsored events
41%
34%
Social networks/communities
Employer presentations on campus
41%
32%
31%
26%
24%
21%
24%
24%
24%
American University of Beirut
All universities
2014 | Middle East | Students | Business/Commerce
51
Table of contents
APPENDIX
EXECUTIVE SUMMARY
UNIVERSITY BRAND
PERCEPTION
CAREER PROFILE
EVALUATION
EMPLOYER EVALUATION
2014 | Middle East | Students | Business/Commerce
52
University Brand Perception
This chapter evaluates your university brand, as perceived by your current students and by students at other
universities in Middle East, who would choose American University of Beirut if they could begin their studies
again. The information and insights in the report will help you to:
Identify your competitive advantage over your student recruitment competitors, by:
•
Understanding your internal identity! Which attributes do your students associate you
with?
•
Understanding your external image! Which attributes do students at other universities
in Middle East associate you with?
•
Understanding the fundamental reasons for choosing a university and what makes a
university attractive in the eyes of students.
Monitor the effectiveness of your communication and activities in building a strong
university brand.
Find out how likely your students are to recommend your university to friends and
family members.
2014 | Middle East | Students | Business/Commerce
53
Why did your students choose your University? (1/2)
77%
University rankings
30%
49%
Parents
Alumni of the university
37%
29%
11%
19%
20%
Students of the university
15%
Career & university fairs
24%
15%
Friends
Teachers or career guidance counselors at the school I was
attending
Tuition fees
Information event at the school I was attending
• Which of the following influenced you the most to choose your university?
34%
15%
12%
10%
29%
7%
6%
American University of Beirut
All universities
• The chart shows the top 10 factors that influenced your
students when choosing American University of Beirut.
2014 | Middle East | Students | Business/Commerce
54
Why did your students choose your University? (2/2)
7%
10%
University's website
Information event at university (e.g. open campus day)
Media coverage, including articles in newspapers and
magazines
Online social networks/communities (e.g. Facebook)
Printed promotional material, including catalogues and
brochures
University directories/guides
Advertising in print media
Online advertising
Videos produced by the university
Other
5%
8%
4%
4%
4%
11%
1%
3%
1%
9%
3%
5%
2%
6%
8%
• Which of the following influenced you the most to choose your university?
American University of Beirut
All universities
• The chart shows the top 10 factors that influenced your
students when choosing American University of Beirut.
2014 | Middle East | Students | Business/Commerce
55
How satisfied are your students with American University of Beirut?
39%
30%
23%
19%
18%
14%
10%
1%
1
Not at all
satisfied
3%
0%
2
3
2% 3%
3%
4
10%
7%
5%
5
6
American University of Beirut
7
All universities
7,8
7,5
is the average
score among your
students
is the average
score for all
universities
• How satisfied are you with your current educational institution?
13%
8
9
10
Extremely
satisfied
2014 | Middle East | Students | Business/Commerce
If your students could begin their studies again, would they choose
American University of Beirut?
American University of Beirut
All universities
12%
13%
48%
30%
57%
41%
Yes, definitely
Maybe
No, not at all
Yes, definitely
• If you could begin your studies again at any educational institution, would you choose your current college or university?
Maybe
No, not at all
56
2014 | Middle East | Students | Business/Commerce
57
If students could begin their studies again, they would choose…
48%
Current college or university
57%
5%
Another University
21%
48%
Foreign University
21%
American University of Beirut
All universities
• Which other college or university would you consider instead?
2014 | Middle East | Students | Business/Commerce
58
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
91%
4%
48%
of your students would
choose American University
of Beirut
if they made the choice
again.
52%
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?
• The results are based on respondents who answered
”maybe” or ”No, not at all” in question ”If you could begin
your studies again at any educational institution, would
you choose your current college or university?”
2014 | Middle East | Students | Business/Commerce
59
If students could begin their studies again | Preferred universities
All universities
University
Foreign college or university
American University of Beirut
American University of Cairo
Lebanese American University
King Saud University
Texas A&M University at Qatar
Kuwait University
German University in Cairo
King Faisal University
Arab Open University Saudi Arabia
Rank
Percent
1
2
3
4
5
6
7
8
9
10
50%
13%
9%
6%
3%
2%
1%
1%
1%
1%
57%
of the students would
choose their current
university if they made
the choice again.
43%
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?
• The results are based on respondents who answered
”maybe” or ”No, not at all” in question ”If you could begin
your studies again at any educational institution, would
you choose your current college or university?”
2014 | Middle East | Students | Business/Commerce
60
Universities with the largest share of loyal students
King Fahd University of Petroleum & Minerals
55%
American University of Cairo
53%
Prince Sultan University
52%
Lebanese American University
52%
American University of Beirut
Al Yamamah University
By loyal students we
mean students who
would definitely
choose their current
education institution,
if they could begin
their studies again.
48%
42%
Other
• If you could begin your studies again at any educational institution, would you choose your current college or university?
62%
• The chart presents the universities with the highest share
of their students answering that they would choose them
again, if they were to begin their studies again.
• Only universities with at least 30 respondents are
presented in the table.
2014 | Middle East | Students | Business/Commerce
61
Students who would prefer American University of Beirut
33
Lebanese American University
Other
55%
45%
• If you could begin your studies again at any college or university, which would you choose?
• Which educational institution do you attend?
students from other
universities would prefer
to study at American
University of Beirut if
they could begin their
studies again.
2014 | Middle East | Students | Business/Commerce
62
The Universum Drivers of University Attractiveness
UNIVERSITY/COLLEGE REPUTATION & IMAGE
Refers to the university as a whole.
• Tradition of academic excellence
• State-of-the-art facilities
• Successful alumni
• Internationally acclaimed
• Prestige
• Low costs (e.g. accommodation, tuition,
living expenses, etc.)
• Availability of financial aid and scholarships
• Highly-ranked within its field
• Recommended by friends/family
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
Social environment on- and off-campus.
• International student body
• Creative and dynamic atmosphere
• Social and recreational activities
• Friendly and open environment
• Attractive geographic location
• Acceptance towards minorities
• Support for gender equality
• Secure campus environment
• Heritage and tradition
EDUCATIONAL OFFERING
Various aspects of the education provided by the university.
• Quality and variety of courses
• Attractive/exciting programs and fields of study
• Challenging curriculum
• Unique or particular programs
• Exceptional professors/lecturers
• Practical aspects within the curriculum
• International focus
• Strong student support (e.g. Tutors, advisors, etc.)
• Study abroad program
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
Long-term opportunities the university provides for students.
• Supports and develops entrepreneurship
• Good reference for future career and/or education
• Launching pad for international career
• High employment among graduates
• Opportunities to network with employers
• Strong ties with industry
• Teaches transferable and practical skills employers
are looking for
• Target school for employers in my field
• Focus on professional development
• This framework has been developed by Universum in
cooperation with universities.
2014 | Middle East | Students | Business/Commerce
63
Relative importance of each driver
American University of Beirut
All universities
25%
23%
30%
25%
31%
19%
29%
20%
University/College Reputation & Image
Educational Offering
University/College Culture & Student Life
Employability & Advancement Opportunities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100.
2014 | Middle East | Students | Business/Commerce
64
Most attractive attributes
American University of Beirut
All universities
UNIVERSITY/COLLEGE REPUTATION & IMAGE
UNIVERSITY/COLLEGE REPUTATION & IMAGE
1. Internationally acclaimed
2. Highly-ranked within its field
3. Tradition of academic excellence
1. Highly-ranked within its field
2. Internationally acclaimed
3. Tradition of academic excellence
EDUCATIONAL OFFERING
EDUCATIONAL OFFERING
1. Quality and variety of courses
2. Exceptional professors/lecturers
3. Attractive/exciting programs and fields of study
1. Exceptional professors/lecturers
2. Quality and variety of courses
3. Study abroad program
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
1. Friendly and open environment
2. Creative and dynamic atmosphere
3. Social and recreational activities
1. Friendly and open environment
2. Creative and dynamic atmosphere
3. Social and recreational activities
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
1. High employment among graduates
2. Good reference for future career and/or education
3. Opportunities to network with employers
1. Good reference for future career and/or education
2. High employment among graduates
3. Teaches transferable and practical skills employers are
looking for
2014 | Middle East | Students | Business/Commerce
65
What students consider attractive vs. what they associate with you
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
the attributes
within the driver
Attractiveness
of the
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 students
associate with your
university
2014 | Middle East | Students | Business/Commerce
University/College Reputation & Image |
Attractiveness vs. Associations
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
66
2014 | Middle East | Students | Business/Commerce
67
Educational Offering | Attractiveness vs. Associations
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
2014 | Middle East | Students | Business/Commerce
University/College Culture & Student Life |
Attractiveness vs. Associations
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
68
2014 | Middle East | Students | Business/Commerce
Employability & Advancement Opportunities |
Attractiveness vs. Associations
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
69
2014 | Middle East | Students | Business/Commerce
University/College Reputation & Image |
Attractiveness vs. Associations
ALL STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
70
2014 | Middle East | Students | Business/Commerce
71
Educational Offering | Attractiveness vs. Associations
ALL STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
2014 | Middle East | Students | Business/Commerce
University/College Culture & Student Life |
Attractiveness vs. Associations
ALL STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
72
2014 | Middle East | Students | Business/Commerce
Employability & Advancement Opportunities |
Attractiveness vs. Associations
ALL STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
73
2014 | Middle East | Students | Business/Commerce
External vs. Internal associations with American University of
Beirut
74
Average association among students who
selected you as a preferred university
OPPORTUNITY
POSITIVE OVERLAP
Attributes that your students
associate with you to a large
extent, but the attracted students
do not perceive you to offer.
Attributes that both your
students and the attracted
students associate with you to a
large extent.
NEGATIVE OVERLAP
RISK
Attribute that neither your
students nor attracted students
associate with you to a large
extent.
Attributes that attracted students
associate with you to a large
extent, but that is not entirely
true, according to your students.
Internal
perception
(%)
External perception (%)
Average
association
among your
students
2014 | Middle East | Students | Business/Commerce
University/College Reputation & Image |
External vs. Internal associations
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
75
*Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
2014 | Middle East | Students | Business/Commerce
76
Educational Offering | External vs. Internal associations
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
*Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
2014 | Middle East | Students | Business/Commerce
University/College Culture & Student Life |
External vs. Internal associations
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
77
*Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
2014 | Middle East | Students | Business/Commerce
Employability & Advancement Opportunities |
External vs. Internal associations
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
78
*Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
2014 | Middle East | Students | Business/Commerce
79
American University of Beirut | Internal Identity vs. External Image
Below you find the most frequent associations within each driver that your students and the attracted students associate
with American University of Beirut.
INTERNAL IDENTITY
EXTERNAL IMAGE
UNIVERSITY/COLLEGE REPUTATION & IMAGE
UNIVERSITY/COLLEGE REPUTATION & IMAGE
1. Successful alumni
2. Internationally acclaimed
3. Recommended by friends/family
1. Internationally acclaimed
1. Successful alumni
1. Tradition of academic excellence
EDUCATIONAL OFFERING
EDUCATIONAL OFFERING
1. Challenging curriculum
2. Quality and variety of courses
3. Study abroad program
1. Challenging curriculum
2. International focus
2. Quality and variety of courses
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
1. Friendly and open environment
2. Secure campus environment
3. Social and recreational activities
1. International student body
2. Creative and dynamic atmosphere
2. Secure campus environment
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
1. Good reference for future career and/or education
2. High employment among graduates
3. Opportunities to network with employers
1. Good reference for future career and/or education
2. High employment among graduates
3. Teaches transferable and practical skills employers are
looking for
2014 | Middle East | Students | Business/Commerce
80
Top of mind associations with American University of Beirut
YOUR STUDENTS
• What is the first word that comes to mind when you think of your current educational institution?
• These are answers written in by students.
• Spelling mistakes might occur.
2014 | Middle East | Students | Business/Commerce
81
Top of mind associations with American University of Beirut
ATTRACTED STUDENTS
• What is the first word that comes to mind when you think of your preferred educational institution?
• These are answers written in by students
• Spelling mistakes might occur.
• Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
2014 | Middle East | Students | Business/Commerce
Would your students recommend American University of Beirut to a
friend or family member?
82
32%
29%
24%
16%
2%
1
1%
1%
2
3
6%
15% 14%
16%
5%
2%
2%
1%
6%
5%
4%
17%
4
5
6
7
Not at all
American University of Beirut
All universities
8,1
7,5
is the average
score among your
students
is the average
score for all
universities
• How likely is it that you would recommend your educational institution to friends or family?
8
9
10
Extremely
likely
2014 | Middle East | Students | Business/Commerce
Evaluation of career services offered by American University of
Beirut
• Which of these career services have you used at your educational institution? Please select as many as applicable.
• Which of these are most important to you? Please select a maximum of three alternatives.
83
2014 | Middle East | Students | Business/Commerce
84
Rating of career services
29%
20%
21% 21%
20%
17%
15%
11%
9%
1
1%
8%
2%
1%
2
7%
4%
4%
1%
7%
3
4
5
6
7
Poor
8
9
10
Excellent
American University of Beirut
All universities
7,1
7,1
is the average
score among your
students
is the average
score for all
universities
• How would you rate the career services offered at your educational institution?
2014 | Middle East | Students | Business/Commerce
85
Are students aware of all career services you provide?
Career advice by professors and lecturers
52%
Career fairs at university
Career guidance material (e.g. brochures, guidance website, newsletter)
Online vacancy search/job board with external offers
28%
47%
Services offered by the university's central career service
46%
• Are you aware of/do you use the following career related services offered by your university?
Unaware, but would use
4%
31%
20%
45%
Aware, but not using
26%
53%
38%
1%
26%
43%
Services offered by the departmental/faculty career service
Aware and using
21%
74%
Company workshops/presentations organised by the university
Job application preparation/training
26%
15%
41%
26%
23%
1%
26%
30%
34%
Unaware and wouldn’t use
1%
1%
3%
18%
3%
2014 | Middle East | Students | Business/Commerce
86
Table of contents
APPENDIX
EXECUTIVE SUMMARY
UNIVERSITY BRAND
PERCEPTION
CAREER PROFILE
EVALUATION
EMPLOYER EVALUATION
2014 | Middle East | Students | Business/Commerce
87
Educational institutions (1/1)
University
Cairo University
College of the North Atlantic, Qatar
Lebanese American University
German University in Cairo
Prince Sultan University
American University of Cairo
King Faisal University
American University of Beirut
King Abdulaziz University
• Which educational institution do you attend?
Total
8%
6%
4%
4%
3%
3%
3%
3%
2%
University
Total
King Fahd University of Petroleum & Minerals
American University of Kuwait
University of Qatar
Arab Open University Kuwait
King Saud University
Arab Open University Saudi Arabia
Al Yamamah University
Carnegie Mellon University
Other
2%
1%
1%
1%
1%
1%
1%
0%
56%
2014 | Middle East | Students | Business/Commerce
88
Areas of study
BUSINESS/COMMERCE (1/1)
Area of study
Finance
Marketing
Economics
Management
Accounting/Auditing/Taxation
Entrepreneurship
Human Resources Management
Logistics Management
Public Administration
Strategy
Management Information Systems
International Business
Econometry
Communication Studies
International Trade
Labour Economics and Industrial Relations
Tourism Management
Other Business
• Please select your major(s)/main area(s) of study.
American
University of
Beirut
33%
30%
23%
16%
16%
9%
8%
6%
6%
6%
5%
4%
4%
3%
3%
2%
1%
1%
All universities
25%
33%
16%
26%
27%
8%
14%
4%
6%
4%
8%
9%
2%
5%
5%
2%
1%
7%
2014 | Middle East | Students | Business/Commerce
89
The 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)
Recognising 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)
2014 | Middle East | Students | Business/Commerce
90
The 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
91
ARE YOU
INTERESTED
IN GETTING MORE
INSIGHTS ABOUT
STUDENTS,
OR
EMPLOYERS
?
Don’t hesitate to contact us with any
questions at ur@universumglobal.com
WWW.UNIVERSUMGLOBAL.COM