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
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Our clients and media partners
Some of the world’s most attractive employers
Some of the world’s most trusted publishers
2013 | Middle East | Students | Engineering/IT
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What we cover in the report
6. APPENDIX
1. KEY BACKGROUND DATA
Additional data on topics covered in
previous sections.
An overview of the groups covered in this
report and presents key background
information about the samples.
2. CAREER PREFERENCES
5. SUMMARY
A summary of the core findings of the
report. These slides can be shared with
key stakeholders within the university as
well as with external partners to provide a
quick, visual overview of the career profile
of your students.
Find out the career preferences of your
students in comparison to the total group.
You will also see some trends that have
developed over time. This information
illustrates what separates your students
from those at other universities and in
which aspects their educational
background from American University of
Beirut has made them unique.
4. UNIVERSITY PERCEPTION
3. EMPLOYER PREFERENCES
Get feedback from your students on their
satisfaction with various aspects of their
studies, benchmarking the results against
the total group. The data illustrates what
students find unique about their current
university.
Understand the employer preferences of
your students in comparison to the total
group. The data suggests which employers
your students would like to meet on
campus, or alternatively which employers
have been most successful in becoming
attractive towards your students over the
years.
2013 | Middle East | Students | 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
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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.
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About the Universum Student Survey and the target group
METHODOLOGY
THIS REPORT
THE QUESTIONNAIRE
 Created based on 25 years of experience,
extensive research within HR, focus groups and
communication with both our clients and students.
 Global perspective - local insight.
12
Educational
institutions
DATA COLLECTION
Conducted via an exclusive survey, distributed via
university contacts, the Universum Panel and local
partners.
STATISTICAL ANALYSIS
In order to provide our clients with reliable data we
set targets per main field of study and educational
institution to reflect the actual distribution of students.
Weighting is used to compensate for discrepancies
from the targets.
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
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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
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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%
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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%
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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
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Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
CAREER PREFERENCES
Find out the career preferences of your students in comparison to the total group.
You will also see some trends that have developed over time. This information
illustrates what separates your students from those at other universities and in
which aspects their educational background from American University of Beirut
has made them unique.
2013 | Middle East | Students | Engineering/IT
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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
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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
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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?
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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
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The Universum Drivers of Employer Attractiveness
EMPLOYER REPUTATION & IMAGE
The attributes of the employer as an organisation
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
PEOPLE & CULTURE
The social environment and attributes of the workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognising performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
JOB CHARACTERISTICS
The contents and demands of the job, including the learning
opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
REMUNERATION & ADVANCEMENT OPPORTUNITIES
The monetary compensation and other benefits, now and
in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
• This framework has been developed by Universum and is
based on specific research within HR, as well as focus
groups and general communication with both our clients
and students.
2013 | Middle East | Students | Engineering/IT
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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
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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
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Geographical mobility | Students planning to study abroad
American University of Beirut
All universities
Currently studying in your home country
Currently studying in your home country
Yes
Yes
No
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
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Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
EMPLOYER PREFERENCES
Understand the employer preferences of your students in comparison to the total
group. The data suggests which employers your students would like to meet on
campus, or alternatively which employers have been most successful in becoming
attractive towards your students over the years.
2013 | Middle East | Students | Engineering/IT
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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
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Ideal Employer Ranking | Top 20
American University of Beirut | Engineering/IT
Employer
Google
Microsoft
Dar Al-Handasah
Intel
Booz & Company
Petrofac
McKinsey & Company
Sony
General Motors
Schlumberger
Rank
Percent
Employer
1
2
3
4
5
5
7
7
9
10
28,34%
20,38%
17,52%
14,97%
13,69%
13,69%
10,51%
10,51%
9,87%
9,55%
IBM
The Boston Consulting Group
General Electric
Schneider Electric
Solidere
Nestlé
Daimler/Mercedes-Benz
Qatar Petroleum
Procter & Gamble
Cisco Systems
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Rank
Percent
11
11
13
14
14
16
17
18
19
20
8,60%
8,60%
7,32%
7,01%
7,01%
6,37%
6,05%
5,73%
5,41%
5,10%
2013 | Middle East | Students | Engineering/IT
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Potential Applicants’ Ranking | Top 10
American University of Beirut | Engineering/IT
Employer
Google
Dar Al-Handasah
Booz & Company
Microsoft
Petrofac
McKinsey & Company
Schlumberger
General Electric
Intel
General Motors
Rank
Percent
1
2
3
4
5
6
7
8
8
10
7,03%
6,43%
5,22%
5,02%
4,82%
3,82%
3,61%
3,21%
3,21%
2,61%
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
• Have you or will you apply to these employers?
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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
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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
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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
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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
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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
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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
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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
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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