UNIVERSUM STUDENT SURVEY 2013 University Report | Middle East Edition American University of Beirut | Engineering/IT WWW.UNIVERSUMGLOBAL.COM 2013 | Middle East | Students | Engineering/IT 2 About Universum With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks. Universum annually conducts quantitative and qualitative research with over 400.000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers. Universum’s unique global reach ensures the comparability of research results across markets. We partner with more than 1.700 of the top academic institutions in the world. Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights. For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies. Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships. 2013 | Middle East | Students | Engineering/IT 3 Our clients and media partners Some of the world’s most attractive employers Some of the world’s most trusted publishers 2013 | Middle East | Students | Engineering/IT 4 What we cover in the report 6. APPENDIX 1. KEY BACKGROUND DATA Additional data on topics covered in previous sections. An overview of the groups covered in this report and presents key background information about the samples. 2. CAREER PREFERENCES 5. SUMMARY A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students. Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique. 4. UNIVERSITY PERCEPTION 3. EMPLOYER PREFERENCES Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university. Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years. 2013 | Middle East | Students | Engineering/IT 5 Table of contents APPENDIX SUMMARY UNIVERSITY PERCEPTION KEY BACKGROUND DATA CAREER PREFERENCES EMPLOYER PREFERENCES KEY BACKGROUND DATA An overview of the groups covered in this report and presents key background information about the samples. 2013 | Middle East | Students | Engineering/IT 6 Groups in this report Field period: April to August 2013 Global Middle East Your university 400 000+ 1 674 366 Students participate annually in Universum’s global career research. Participating students from 12 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”. Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”. The comparisons in this report are based on: Engineering/IT 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: Engineering/IT. 2013 | Middle East | Students | Engineering/IT 7 About the Universum Student Survey and the target group METHODOLOGY THIS REPORT THE QUESTIONNAIRE Created based on 25 years of experience, extensive research within HR, focus groups and communication with both our clients and students. Global perspective - local insight. 12 Educational institutions DATA COLLECTION Conducted via an exclusive survey, distributed via university contacts, the Universum Panel and local partners. STATISTICAL ANALYSIS In order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets. 68% 32% 1 674 all engineering/IT students in the survey FIELD PERIOD April to August 2013 Total number of respondents in the survey 4 085 2013 | Middle East | Students | Engineering/IT 8 Degree 84% Bachelor's 84% 12% Master's (non-MBA) 11% 2% PhD 2% 1% Other 3% American University of Beirut All universities • What is the highest academic degree you are currently pursuing? 2013 | Middle East | Students | Engineering/IT 9 Areas of study | Engineering Area of study Electrical/Electronic Engineering Computer engineering Machine/Mechanical Engineering Civil Engineering Chemical engineering Architecture Environmental Science/Environmental Technology Agriculture/Food Engineering Construction • What is your major(s)/main area(s) of study? American University of Beirut 27% 23% 22% 17% 8% 7% 5% 4% 4% All universities 22% 16% 26% 9% 8% 9% 1% 1% 3% 2013 | Middle East | Students | Engineering/IT 10 Areas of study | IT (1/1) Area of study Computer Science Software Engineering Information Systems Artificial Intelligence Business Systems Analysis and Design Information Management Business Computing Systems e-Business Systems Electronic Publishing Other IT • What is your major(s)/main area(s) of study? American University of Beirut 97% 18% 6% 3% 3% 3% 0% 0% 0% 3% All universities 45% 35% 27% 11% 11% 20% 7% 5% 4% 33% 2013 | Middle East | Students | Engineering/IT 11 Target group | Students’ characteristics American University of Beirut All universities Average age (years): Average age (years): 20,0 21,2 Average academic performance: Average academic performance: 7,9 62% 38% out of 10 68% 32% out of 10 Year of graduation: 29% Year of graduation: 26% 26% 11% 2013 7,6 2014 2015 2016 22% 5% 3% 2017 2018 or later 2013 31% 20% 2014 2015 15% 2016 10% 2017 2% 2018 or later 2013 | Middle East | Students | Engineering/IT 12 Table of contents APPENDIX SUMMARY UNIVERSITY PERCEPTION KEY BACKGROUND DATA CAREER PREFERENCES EMPLOYER PREFERENCES CAREER PREFERENCES Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique. 2013 | Middle East | Students | Engineering/IT 13 Expected monthly salary American University of Beirut 1 809 EUR Total • What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? All universities 1 772 EUR 2013 | Middle East | Students | Engineering/IT 14 Expected monthly salary American University of Beirut 1 557 EUR Female 1 989 EUR Male • What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? • What is your gender? 2013 | Middle East | Students | Engineering/IT 15 Expected monthly salary All universities 1 529 EUR Female 2 255 EUR Male • What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? • What is your gender? 2013 | Middle East | Students | Engineering/IT 16 Career goals 49% To have work/life balance 40% 41% 38% To have an international career 35% 38% To be entrepreneurial or creative/innovative 34% To be secure or stable in my job 25% 34% 35% To be a leader or manager of people 29% 33% To be competitively or intellectually challenged 28% 27% To be dedicated to a cause or to feel that I am serving a greater good To be autonomous or independent To be a technical or functional expert 21% 13% American University of Beirut 18% 33% • Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives. All universities 2013 | Middle East | Students | Engineering/IT 17 The Universum Drivers of Employer Attractiveness EMPLOYER REPUTATION & IMAGE The attributes of the employer as an organisation • Attractive/exciting products and services • Corporate Social Responsibility • Environmental sustainability • Ethical standards • Fast-growing/entrepreneurial • Financial strength • Innovation • Inspiring management • Market success • Prestige PEOPLE & CULTURE The social environment and attributes of the workplace • A creative and dynamic work environment • A friendly work environment • Acceptance towards minorities • Enabling me to integrate personal interests in my schedule • Interaction with international clients and colleagues • Leaders who will support my development • Recognising performance (meritocracy) • Recruiting only the best talent • Respect for its people • Support for gender equality JOB CHARACTERISTICS The contents and demands of the job, including the learning opportunities provided by the job • Challenging work • Client interaction • Control over my number of working hours • Flexible working conditions • High level of responsibility • Opportunities for international travel/relocation • Professional training and development • Secure employment • Team-oriented work • Variety of assignments REMUNERATION & ADVANCEMENT OPPORTUNITIES The monetary compensation and other benefits, now and in the future • Clear path for advancement • Competitive base salary • Competitive benefits • Good reference for future career • High future earnings • Leadership opportunities • Overtime pay/compensation • Performance-related bonus • Rapid promotion • Sponsorship of future education • This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students. 2013 | Middle East | Students | Engineering/IT 18 Students’ top 10 preferences American University of Beirut All universities 1. Challenging work 1. A creative and dynamic work environment hallenging work A creative and dynamic work environment 2. Leadership opportunities 2. development Professional training and development rship opportunities Professional training and 3. development Professional training and development 3. Opportunities for international travel/relocation training and Opportunities for international travel/relocation 4. High future earnings 4. A friendly work environment h future earnings A friendly work environment 5. Innovation who will support my development Innovation Leaders who will support 5. myLeaders development 6. Financial strength 6. Leadership opportunities nancial strength Leadership opportunities 7. Opportunities for international travel/relocation Challenging work 7. Challenging work international travel/relocation 8. Good reference for future career Respect for its people rence for future career Respect for its 8. people who will support my development 9. Innovation will support 9. myLeaders development Innovation A creative and dynamic work environment Good reference for future career dynamic 10. work environment Good reference for 10. future career Employer Reputation & Image Job Characteristics People & Culture Remuneration & Advancement Opportunities • How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. • Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives. • This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness. 2013 | Middle East | Students | Engineering/IT 19 Geographical mobility | Preferred first employment I would prefer to start working in North America (Canada, USA and Mexico) 24% I would prefer to start working abroad, not being in North America or Europe I don't know would like to start working abroad 25% I would prefer to start working in my home country I would prefer to start working abroad in an EU country (inc. Norway and Switzerland) 53% 28% 34% 13% 11% 47% 13% 12% would like to start working abroad 23% 19% American University of Beirut All universities • Where would you prefer to start your first employment after your graduation? 2013 | Middle East | Students | Engineering/IT 20 Geographical mobility | Students planning to study abroad American University of Beirut All universities Currently studying in your home country Currently studying in your home country Yes Yes No 93% 29% 8% 71% 68% 63% of the students studying in their home country plan to go abroad to continue studying of the students studying in their home country plan to go abroad to continue studying • Are you currently studying in your home country? • Do you plan to go abroad to continue studying? No 2013 | Middle East | Students | Engineering/IT 21 Table of contents APPENDIX SUMMARY UNIVERSITY PERCEPTION KEY BACKGROUND DATA CAREER PREFERENCES EMPLOYER PREFERENCES EMPLOYER PREFERENCES Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years. 2013 | Middle East | Students | Engineering/IT 22 Most preferred industries 40% 37% Engineering and Manufacturing 24% 20% Energy 22% 25% Software and Computer Services 21% Construction 11% 20% 17% Technology Hardware & Equipment Management and Strategy Consulting 19% 11% 18% 20% Telecommunication and Networks Educational and Scientific Institutions Aerospace and Defence Non-Governmental Organisations (NGOs)/Non-Profit Organisations (NPOs) 11% 12% 7% 9% 7% 5% American University of Beirut All universities • In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives. 2013 | Middle East | Students | Engineering/IT 23 Ideal Employer Ranking | Top 20 American University of Beirut | Engineering/IT Employer Google Microsoft Dar Al-Handasah Intel Booz & Company Petrofac McKinsey & Company Sony General Motors Schlumberger Rank Percent Employer 1 2 3 4 5 5 7 7 9 10 28,34% 20,38% 17,52% 14,97% 13,69% 13,69% 10,51% 10,51% 9,87% 9,55% IBM The Boston Consulting Group General Electric Schneider Electric Solidere Nestlé Daimler/Mercedes-Benz Qatar Petroleum Procter & Gamble Cisco Systems • Please select five employers from the list below for which you would most like to work - your five Ideal Employers Rank Percent 11 11 13 14 14 16 17 18 19 20 8,60% 8,60% 7,32% 7,01% 7,01% 6,37% 6,05% 5,73% 5,41% 5,10% 2013 | Middle East | Students | Engineering/IT 24 Potential Applicants’ Ranking | Top 10 American University of Beirut | Engineering/IT Employer Google Dar Al-Handasah Booz & Company Microsoft Petrofac McKinsey & Company Schlumberger General Electric Intel General Motors Rank Percent 1 2 3 4 5 6 7 8 8 10 7,03% 6,43% 5,22% 5,02% 4,82% 3,82% 3,61% 3,21% 3,21% 2,61% • Please select five employers from the list below for which you would most like to work - your five Ideal Employers • Have you or will you apply to these employers? 2013 | Middle East | Students | Engineering/IT 25 Actual communication channels | Top 10 38% Career fairs 32% 32% 33% Employer websites 31% Social networks/communities 37% Employer presentations on campus 24% 25% Professional networks/communities 23% 25% 21% University press & student organisation publications Career guides/books Career guidance websites Lectures/case studies as part of curriculum TV advertisements 31% 19% 23% 17% 24% 16% 20% 16% 19% • Through which channels have you learnt about these employers? Please select as many alternatives as applicable. American University of Beirut All universities 2013 | Middle East | Students | Engineering/IT 26 Table of contents APPENDIX SUMMARY UNIVERSITY PERCEPTION KEY BACKGROUND DATA CAREER PREFERENCES EMPLOYER PREFERENCES UNIVERSITY PERCEPTION Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university. 2013 | Middle East | Students | Engineering/IT 27 Career Services | Usage American University of Beirut All universities 47% 47% 53% Yes No • Have you used the career services office at your college or university? 53% Yes No 2013 | Middle East | Students | Engineering/IT 28 Career Services | Feedback Average satisfaction: 24% American University of Beirut 21% 19% 7,2 19% 15% 14% 13% 12% 11% 5% 4% 2% 2% All universities 11% 10% 6,9 6% 3% 3% 3% American University of Beirut 1% 1 2 3 4 5 6 POOR • How would you rate the career services offered at your college or university? 7 8 9 10 EXCELLENT All universities 2013 | Middle East | Students | Engineering/IT 29 Career Services | Importance American University of Beirut Career / job / internship fairs 60% Company database with job and internship postings 51% General help with job/internship search and CV/interview preparation 48% Personality or skills testing to better understand my career direction 30% Employer presentations 26% Help with my career exploration and goals 25% Workshops (eg. resume writing, interviewing) Virtual career fairs/meet-ups with employers Online career advising • Which of these career services are most important to you? 21% 17% 15% Online On campus events Personal counselling 2013 | Middle East | Students | Engineering/IT 30 Career Services | Importance All universities Career / job / internship fairs 59% Company database with job and internship postings 44% Personality or skills testing to better understand my career direction 36% General help with job/internship search and CV/interview preparation 35% Help with my career exploration and goals 26% Workshops (eg. resume writing, interviewing) 26% Employer presentations 23% Online career advising Virtual career fairs/meet-ups with employers • Which of these career services are most important to you? 22% 17% Online On campus events Personal counselling 2013 | Middle East | Students | Engineering/IT 31 Factors affecting university choice Prospects for future employment Prestige/reputation 70% 50% 65% 59% Learning environment and educational facilities Opportunities for international travel and study abroad 41% Advice from family 36% 57% 47% 41% 36% Social environment and recreational activities Advice from current students and/or alumni 37% 32% Offered a specific program or field of study 32% 36% Offered me a scholarship or financial aid 32% 36% Proximity to home/family 20% 11% Costs (e.g. tuition, living expenses, accommodation etc.) Other 79% 60% 3% 4% Which of the following were the most integral factors in choosing your college or university? 27% 23% American University of Beirut All universities 2013 | Middle East | Students | Engineering/IT 32 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 38% 1% 61% of your students would choose American University of Beirut if they made the choice again. 39% would choose another university. The most preferred are presented in the table. • If you could begin your studies again at any college or university, which would you choose? 2013 | Middle East | Students | Engineering/IT If students could begin their studies again | Current college or university American University of Beirut 61% American University of Kuwait 58% German University in Cairo 56% Lebanese American University 52% King Fahd University of Petroleum & Minerals 51% American University of Cairo 48% King Saud University 41% Arab Open University Kuwait Other 39% 14% • If you could begin your studies again at any college or university, which would you choose? The table presents universities with the highest percentage of their students selecting “Current college or university” in this question 33 2013 | Middle East | Students | Engineering/IT 34 Most attractive university attributes Good reputation among employers 44% High employment among graduates 45% Provides the skills and knowledge for which employers are looking 32% 22% Inspiring professors/lecturers 31% 20% 25% Interesting courses Top quality of service facilities (e.g. libraries, dorms, fitness facilities) 14% 14% Practical curriculum 12% 15% • Which attributes do you perceive as the most attractive? 43% 21% 18% Good contacts with the employers in my field Appropriate ratio of students per professor/lecturer 58% 28% 28% Opportunities for international study/experience Organises a variety of social activities for students 59% 7% 5% 13% American University of Beirut 12% All universities 2013 | Middle East | Students | Engineering/IT 35 Top of mind association American University of Beirut • Please write the first word that comes to mind when thinking of your college or university. 2013 | Middle East | Students | Engineering/IT 36 University recommendations Average score: 30% 27% 27% 24% American University of Beirut 24% 23% 8,5 All universities 14% 8,0 9% 6% 1% 1% 1% 1 VERY UNLIKELY 1% 2 2% 1% 3 2% 5% 2% American University of Beirut 2% 1% 4 5 6 7 8 9 10 VERY LIKELY • Based on your experiences, how likely would you be to recommend your college or university to a friend or family member? All universities 2013 | Middle East | Students | Engineering/IT 37 Table of contents APPENDIX SUMMARY UNIVERSITY PERCEPTION KEY BACKGROUND DATA CAREER PREFERENCES EMPLOYER PREFERENCES SUMMARY A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students. 2013 | Middle East | Students | Engineering/IT 38 Quick facts about student’s career preferences American University of Beirut Top 3 most used communication channels: Average age (years): • Career fairs 20,0 • Employer websites • Social networks/communities Top 3 career profiles: Top 3 industries: • Leader • Engineering and Manufacturing • Entrepreneur • Energy • Harmoniser 62% 38% • Software and Computer Services Top 5 most attractive attributes: Average expected monthly salary: 1 809 EUR • Challenging work (Job Characteristics) • Leadership opportunities (Remuneration & Advancement Opportunities) • Professional training and development (Job Characteristics) • To have work/life balance • High future earnings (Remuneration & Advancement Opportunities) • To have an international career • Innovation (Employer Reputation & Image) Top 3 career goals: • To be entrepreneurial or creative/innovative This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research. 2013 | Middle East | Students | Engineering/IT 39 Quick facts about student’s career preferences All universities Top 3 most used communication channels: Average age (years): • Social networks/communities 21,2 • Employer websites • Career fairs Top 3 career profiles: Top 3 industries: • Leader • Engineering and Manufacturing • Entrepreneur • Software and Computer Services • Internationalist 68% 32% • Energy Top 5 most attractive attributes: Average expected monthly salary: 1 772 EUR • A creative and dynamic work environment (People & Culture) • Professional training and development (Job Characteristics) Top 3 career goals: • Opportunities for international travel/relocation (Job Characteristics) • To have work/life balance • A friendly work environment (People & Culture) • To have an international career • Leaders who will support my development (People & Culture) • To be entrepreneurial or creative/innovative This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research. 2013 | Middle East | Students | Engineering/IT 40 Table of contents APPENDIX SUMMARY UNIVERSITY PERCEPTION APPENDIX Additional data on topics covered in previous sections. KEY BACKGROUND DATA CAREER PREFERENCES EMPLOYER PREFERENCES 41 2013 | Middle East | Students | Engineering/IT APPENDIX RESEARCH BACKGROUND QUESTIONS PREFERRED EMPLOYERS CAREER PROFILES 2013 | Middle East | Students | Engineering/IT 42 All universities (1/1) University King Fahd University of Petroleum & Minerals German University in Cairo King Saud University American University of Beirut American University of Cairo Lebanese American University Arab Open University Kuwait • Which educational institution do you attend? Total 26,26% 17,07% 11,94% 9,50% 9,38% 7,20% 5,55% University Total College of the North Atlantic, Qatar King Abdulaziz University American University of Kuwait University of Qatar Arab Open University Saudi Arabia Other 4,65% 2,26% 1,87% 0,97% 0,80% 2,55% The group “All universities” is represented by the sample of students from these universities with the respective number of respondents in percentages covered in this report . These respondent percentages are weighted according to the actual population of students at these universities. 43 2013 | Middle East | Students | Engineering/IT APPENDIX RESEARCH BACKGROUND QUESTIONS PREFERRED EMPLOYERS CAREER PROFILES 2013 | Middle East | Students | Engineering/IT 44 Ideal Employer Ranking | Top 10 American University of Beirut | Engineering/IT All universities | Engineering/IT 1. Google (28,34%) 1. Google (26,90%) 2. Microsoft (20,38%) 2. Saudi Aramco (25,58%) 3. Dar Al-Handasah (17,52%) 3. Schlumberger (21,45%) 4. Intel (14,97%) 4. Microsoft (21,16%) 5. Booz & Company (13,69%) 5. SABIC (14,61%) 5. Petrofac (13,69%) 6. IBM (10,95%) 7. McKinsey & Company (10,51%) 7. Qatar Petroleum (10,41%) 7. Sony (10,51%) 8. General Electric (9,80%) 9. General Motors (9,87%) 9. Intel (9,46%) 10. Schlumberger (9,55%) 10. Oracle (8,14%) • Please select five employers from the list below for which you would most like to work - your five Ideal Employers 45 2013 | Middle East | Students | Engineering/IT APPENDIX RESEARCH BACKGROUND QUESTIONS DRIVERS OF EMPLOYER ATTRACTIVENESS PREFERRED EMPLOYERS CAREER PROFILES 2013 | Middle East | Students | Engineering/IT 46 Universum Career Profiles CAREERIST: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment. IDEALIST: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards. ENTREPRENEUR: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems. INTERNATIONALIST: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad. HARMONISER: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy. LEADER: A student who has an inspiring attitude and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility. HUNTER: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs. • The Universum Career Profiles are based on the attributes that students select as most important. 2013 | Middle East | Students | Engineering/IT 47 Universum Career Profiles American University of Beirut All universities • Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives. • The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix. 2013 | Middle East | Students | Engineering/IT 48 Universum Career Profiles 1/2 The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached. CAREERIST • Prestige (3) • Recruiting only the best talent (3) • Clear path for advancement (3) • Market success (1) • Professional training and development (1) • • • • Sponsorship of future education (2) Rapid promotion (3) Recognizing performance (meritocracy) (2) Good reference for future career (3) 12 out of 21 points ENTREPRENEUR • Fast-growing/entrepreneurial (3) • A creative and dynamic work environment (3) • Challenging work (1) • Variety of assignments (1) • Innovation (2) • Attractive/exciting products and services (1) 6 out of 11 points HARMONISER • Respect for its people (2) • Enabling me to integrate personal interests in my schedule (3) • Team-oriented work (1) • • • • 7 out of 15 points Secure employment (2) Control over my number of working hours (3) Flexible working conditions (3) Overtime pay/compensation (1) 2013 | Middle East | Students | Engineering/IT 49 Universum Career Profiles 2/2 HUNTER • Competitive base salary (3) • High future earnings (3) • Performance-related bonus (2) • Competitive benefits (1) • Client interaction (1) • Financial strength (1) 6 out of 11 points IDEALIST • A friendly work environment (1) • Ethical standards (3) • Corporate Social Responsibility (3) • Environmental sustainability (3) • Support for gender equality (2) • Acceptance towards minorities (2) 6 out of 14 points INTERNATIONALIST • Opportunities for international travel/relocation (3) • Interaction with international clients and colleagues (3) 6 out of 6 points LEADER • Leadership opportunities (3) • Leaders who will support my development (3) • High level of responsibility (2) • Inspiring management (2) 5 out of 10 points Introduction and background OUR APPROACH TO STRATEGIC BRANDING OF HIGHER EDUCATION INSTITUTIONS Are your activities effectively building a strong brand? Are you satisfied with how you are perceived internally and externally? How can you improve your university website and other marketing material (ads, brochures, posters, etc)? Is your intended message being communicated effectively? How should you communicate the university/college offering to different target groups? What channels and which approaches are most effective for each group? What is important and relevant to your target groups? What makes a college/university attractive? How are you currently perceived by different target groups? What impressions do current students, employees and/or employer partners have? What are the perceived strengths and weaknesses? What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create a desired image of your college/university? Introduction and background INFLUENCE YOUR BRAND IN THE RIGHT DIRECTION ALL HIGHER EDUCATION INSTITUTIONS HAVE A BRAND. Even if higher education institutions don’t actively control the brand, it exists and influences the opinions, actions and decisions of different groups. THE CORE OF THE BRAND IS THE UVP. UVP To influence the brand, universities/colleges need a Unified Value Proposition (UVP) that is attractive, true, credible, distinct and sustainable. THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE. AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION. Not only does a strong brand help attract future students, employees and/or partners, it also creates an internal identity, which increases loyalty, engagement as well as cultivates brand ambassadors. It is important that the UVP is developed using in-depth research about the relevant target groups, in order to create a compelling, sustainable and effective brand. TACK SÅ MYCKET ! Julie Giraud-Avril, EMEA Senior University Relations Manager Julie.giraud-avril@universum.se +33 1 82 00 97 46 WWW.UNIVERSUMGLOBAL.COM