UNIVERSUM STUDENT SURVEY 2013
University Report | Middle East Edition
American University of Beirut | Business/Commerce
WWW.UNIVERSUMGLOBAL.COM
2013 | Middle East | Students | Business/Commerce
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 | Business/Commerce
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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 | Business/Commerce
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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 | Business/Commerce
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 | Business/Commerce
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Groups in this report
Field period: April to August 2013
Global
Middle East
Your university
400 000+
1 053
182
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: 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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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.
30% 70%
1 053
all business/commerce students in the survey
FIELD PERIOD
April to August 2013
Total number of
respondents in the survey
4 085
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Degree
91%
Bachelor's
91%
8%
Master's (non-MBA)
5%
1%
PhD
1%
1%
Other
3%
American University of Beirut
All universities
• What is the highest academic degree you are currently pursuing?
2013 | Middle East | Students | Business/Commerce
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Areas of study | Business
Area of study
Finance
Business Administration
Marketing
Accounting/Auditing/Taxation
Economics
Management
Human Resources Management
Entrepreneurship
Information Management
• What is your major(s)/main area(s) of study?
American
University of
Beirut
39%
27%
20%
18%
16%
15%
10%
9%
4%
All universities
25%
26%
18%
23%
19%
20%
16%
5%
8%
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Target group | Students’ characteristics
American University of Beirut
All universities
Average age (years):
Average age (years):
19,7
21,9
Average academic
performance:
Average academic
performance:
7,8
43% 57%
out of 10
7,6
30% 70%
out of 10
Year of graduation:
44%
Year of graduation:
35%
36%
28%
22%
11%
11%
8%
2013
2013
2014
2015
2016
3%
1%
2017
2018 or
later
1%
2017
2014
2015
2016
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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 | Business/Commerce
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Expected monthly salary
American University of Beirut
1 244 EUR
Total
• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
All universities
1 686 EUR
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Expected monthly salary
American University of Beirut
1 159
EUR
Female
1 365
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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Expected monthly salary
All universities
1 405
EUR
Female
1 828
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
45%
45%
To be entrepreneurial or creative/innovative
44%
41%
To have an international career
43%
42%
To have work/life balance
36%
To be a leader or manager of people
40%
36%
To be competitively or intellectually challenged
30%
30%
To be dedicated to a cause or to feel that I am serving a
greater good
25%
26%
30%
To be secure or stable in my job
12%
14%
To be autonomous or independent
To be a technical or functional expert
American University of Beirut
9%
11%
• 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.
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Students’ top 10 preferences
American University of Beirut
All universities
1. development
Professional training and development
1. A friendly work environment
training and
A friendly work environment
2. A creative
and dynamic work environment
2. development
Professional training and development
dynamic work
environment
Professional training and
who will support my development
Respect for its people
will support 3.
myLeaders
development
Respect for its 3.
people
4. High future earnings
4. A creative
and dynamic work environment
h future earnings
A creative and dynamic work
environment
5. Leadership opportunities
who will support my development
rship opportunities
Leaders who will support 5.
myLeaders
development
6. Market success
6. Leadership opportunities
arket success
Leadership opportunities
Respect for its people
7. Good
reference for future career
pect for its 7.
people
Good reference for future
career
8. Opportunities
for international travel/relocation
8. Innovation
international
travel/relocation
Innovation
9. Innovation
9. Market success
Innovation
Market success
10. Recognising
performance (meritocracy)
10. Secure employment
performance
(meritocracy)
Secure employment
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.
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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 | Business/Commerce
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Most preferred industries
45%
Management and Strategy Consulting
35%
30%
Banks
41%
30%
Media and Advertising
16%
25%
26%
Auditing and Accounting
18%
Fashion, Accessories and Luxury Goods
Fast Moving Consumer Goods
12%
14%
6%
Non-Governmental Organisations
(NGOs)/Non-Profit Organisations (NPOs)
11%
7%
10%
14%
Public Sector and Governmental Agencies
10%
7%
Real Estate
Transportation and Logistics
8%
3%
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 | Business/Commerce
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Ideal Employer Ranking | Top 20
American University of Beirut | Business/Commerce
Employer
Google
Ernst & Young
Booz & Company
Nestlé
Procter & Gamble
Deloitte
McKinsey & Company
The Boston Consulting Group
Johnson & Johnson
PwC
Rank
Percent
Employer
1
2
3
4
5
6
7
8
9
9
31,21%
26,75%
23,57%
21,66%
20,38%
19,75%
18,47%
14,65%
14,01%
14,01%
The Coca-Cola Company
J.P. Morgan
HSBC
L'Oréal
Unilever
Azadea Group
Microsoft
PepsiCo
Bain & Company
BLOM Bank
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Rank
Percent
11
12
13
13
15
16
17
17
19
19
13,38%
12,10%
11,46%
11,46%
8,28%
7,64%
7,01%
7,01%
5,73%
5,73%
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Potential Applicants’ Ranking | Top 10
American University of Beirut | Business/Commerce
Employer
Ernst & Young
Deloitte
Booz & Company
Google
Nestlé
Procter & Gamble
McKinsey & Company
The Boston Consulting Group
L'Oréal
HSBC
Rank
Percent
1
2
3
4
4
4
7
8
9
10
7,42%
7,14%
5,49%
5,22%
5,22%
5,22%
4,40%
4,12%
3,85%
3,57%
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
• Have you or will you apply to these employers?
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Actual communication channels | Top 10
54%
Career fairs
39%
40%
37%
Employer websites
37%
Social networks/communities
41%
26%
23%
Employer presentations on campus
23%
University press & student organisation publications
TV advertisements
Professional networks/communities
Lectures/case studies as part of curriculum
Advertisements in business magazines
Recruitment brochures
28%
20%
29%
20%
28%
19%
27%
18%
25%
15%
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 | Business/Commerce
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Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
UNIVERSITY PERCEPTION
Get feedback from your students on their satisfaction with various aspects of their
studies, benchmarking the results against the total group. The data illustrates
what students find unique about their current university.
2013 | Middle East | Students | Business/Commerce
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Career Services | Usage
American University of Beirut
All universities
40%
41%
59%
60%
Yes
No
• Have you used the career services office at your college or university?
Yes
No
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Career Services | Feedback
28%
Average satisfaction:
27%
American University of Beirut
20%
12%
13%
13%
7,1
12%
12%
All universities
11%
10%
8%
7%
6,7
7%
5%
3%
3%
3%
3%
American University of Beirut
2%
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
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Career Services | Importance
American University of Beirut
Career / job / internship fairs
68%
Personality or skills testing to better understand my career
direction
44%
Company database with job and internship postings
42%
General help with job/internship search and CV/interview
preparation
35%
Help with my career exploration and goals
31%
Workshops (eg. resume writing, interviewing)
Online career advising
Employer presentations
Virtual career fairs/meet-ups with employers
• Which of these career services are most important to you?
25%
15%
14%
12%
Online
On campus events
Personal counselling
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Career Services | Importance
All universities
Career / job / internship fairs
55%
Personality or skills testing to better understand my career
direction
41%
Company database with job and internship postings
36%
General help with job/internship search and CV/interview
preparation
33%
Help with my career exploration and goals
30%
Online career advising
29%
Online
Workshops (eg. resume writing, interviewing)
29%
On campus events
Virtual career fairs/meet-ups with employers
Employer presentations
• Which of these career services are most important to you?
20%
19%
Personal counselling
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Factors affecting university choice
Prospects for future employment
Prestige/reputation
70%
44%
Learning environment and educational facilities
57%
Advice from family
40%
38%
Social environment and recreational activities
39%
41%
67%
37%
35%
Opportunities for international travel and study abroad
32%
30%
Advice from current students and/or alumni
28%
24%
Proximity to home/family
17%
23%
Offered me a scholarship or financial aid
16%
Costs (e.g. tuition, living expenses, accommodation etc.)
9%
Offered a specific program or field of study
Other
77%
60%
3%
4%
Which of the following were the most integral factors in choosing your college or university?
31%
33%
American University of Beirut
All universities
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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
37%
2%
60%
of your students would
choose American University
of Beirut
if they made the choice
again.
40%
would choose another
university. The most
preferred are presented in
the table.
• If you could begin your studies again at any college or university, which would you choose?
2013 | Middle East | Students | Business/Commerce
If students could begin their studies again | Current college or
university
King Fahd University of Petroleum & Minerals
79%
American University of Beirut
60%
Lebanese American University
54%
American University of Cairo
44%
King Saud University
43%
American University of Kuwait
40%
Arab Open University Kuwait
39%
Other
9%
• 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
30
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Most attractive university attributes
Good reputation among employers
46%
High employment among graduates
48%
45%
24%
23%
Interesting courses
22%
Inspiring professors/lecturers
14%
16%
Good contacts with the employers in my field
Top quality of service facilities (e.g. libraries, dorms,
fitness facilities)
14%
15%
11%
15%
Organises a variety of social activities for students
Practical curriculum
• Which attributes do you perceive as the most attractive?
28%
19%
23%
Opportunities for international study/experience
Appropriate ratio of students per professor/lecturer
54%
39%
Provides the skills and knowledge for which employers
are looking
55%
7%
13%
7%
9%
American University of Beirut
All universities
2013 | Middle East | Students | Business/Commerce
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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 | Business/Commerce
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University recommendations
Average score:
31%
27%
American University of Beirut
25%
22%
8,3
19%
18%
All universities
7,6
11%
9%
7%
7%
7%
5%
4%
3%
American University of Beirut
3%
1%
1
VERY
UNLIKELY
1%
3
4
5
6
7
8
9
10
VERY
LIKELY
• Based on your experiences, how likely would you be to recommend your college or university to a friend or family member?
All universities
2013 | Middle East | Students | Business/Commerce
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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 | Business/Commerce
35
Quick facts about student’s career preferences
American University of Beirut
Top 3 most used communication channels:
Average age (years):
• Career fairs
19,7
• Employer websites
• Social networks/communities
Top 3 career profiles:
Top 3 industries:
• Leader
• Management and Strategy Consulting
• Entrepreneur
• Banks
• Idealist
43% 57%
• Media and Advertising
Top 5 most attractive attributes:
Average expected
monthly salary:
1 244 EUR
Top 3 career goals:
• To be entrepreneurial or creative/innovative
• To have an international career
• To have work/life balance
• Professional training and development (Job
Characteristics)
• A creative and dynamic work environment
(People & Culture)
• Leaders who will support my development
(People & Culture)
• High future earnings (Remuneration &
Advancement Opportunities)
• Leadership opportunities (Remuneration &
Advancement Opportunities)
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 | Business/Commerce
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Quick facts about student’s career preferences
All universities
Top 3 most used communication channels:
Average age (years):
• Social networks/communities
21,9
• Career fairs
• Employer websites
Top 3 career profiles:
Top 3 industries:
• Leader
• Banks
• Entrepreneur
• Management and Strategy Consulting
• Idealist
30% 70%
• Auditing and Accounting
Top 5 most attractive attributes:
Average expected
monthly salary:
1 686 EUR
• A friendly work environment (People & Culture)
• Professional training and development (Job
Characteristics)
• Respect for its people (People & Culture)
Top 3 career goals:
• To be entrepreneurial or creative/innovative
• To have work/life balance
• A creative and dynamic work environment
(People & Culture)
• Leaders who will support my development
(People & Culture)
• To have an international career
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 | Business/Commerce
37
Table of contents
APPENDIX
SUMMARY
UNIVERSITY PERCEPTION
APPENDIX
Additional data on topics covered in previous sections.
KEY BACKGROUND DATA
CAREER PREFERENCES
EMPLOYER PREFERENCES
38
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APPENDIX
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES
2013 | Middle East | Students | Business/Commerce
39
All universities (1/1)
University
King Saud University
Arab Open University Kuwait
Lebanese American University
American University of Cairo
American University of Beirut
German University in Cairo
American University of Kuwait
• Which educational institution do you attend?
Total
37,11%
12,73%
10,91%
10,76%
5,82%
4,01%
3,23%
University
Total
King Fahd University of Petroleum & Minerals
University of Qatar
College of the North Atlantic, Qatar
Arab Open University Saudi Arabia
King Abdulaziz University
Other
2,89%
2,78%
2,36%
2,29%
1,99%
3,14%
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.
40
2013 | Middle East | Students | Business/Commerce
APPENDIX
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES
2013 | Middle East | Students | Business/Commerce
41
Ideal Employer Ranking | Top 10
American University of Beirut | Business/Commerce
All universities | Business/Commerce
1. Google (31,21%)
1. Google (32,01%)
2. Ernst & Young (26,75%)
2. Saudi Aramco (22,81%)
3. Booz & Company (23,57%)
3. SABIC (13,85%)
4. Nestlé (21,66%)
4. Microsoft (11,61%)
5. Procter & Gamble (20,38%)
5. Procter & Gamble (11,56%)
6. Deloitte (19,75%)
6. Zain (9,20%)
7. McKinsey & Company (18,47%)
7. Ernst & Young (8,98%)
8. The Boston Consulting Group (14,65%)
8. KPMG (8,64%)
9. Johnson & Johnson (14,01%)
9. HSBC (7,68%)
9. PwC (14,01%)
10. Nestlé (7,61%)
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
42
2013 | Middle East | Students | Business/Commerce
APPENDIX
RESEARCH BACKGROUND QUESTIONS
DRIVERS OF EMPLOYER ATTRACTIVENESS
PREFERRED EMPLOYERS
CAREER PROFILES
2013 | Middle East | Students | Business/Commerce
43
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 | Business/Commerce
44
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 | Business/Commerce
45
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 | Business/Commerce
46
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