Universum Talent Research 2015
Partner Report | Chalmers University of Technology
Swedish Edition | Professionals | Business
2015 | Sweden | Professionals | Business
About Universum
EVERY YEAR
1.000.000
With over 25 years of experience
researching the field of Employer
Branding, Universum is a recognised
world leader with tried and tested
frameworks.
Universum is the thought leader in
Employer Branding, with local experts
in research, consulting and
communication solutions, offering highquality insights.
Universum annually conducts
quantitative and qualitative research
with over 1.000.000 talented individuals
to gather insights into their career
preferences, communication habits and
their perception of potential employers.
For our clients around the world,
Universum is a trusted partner
providing solutions and services to
develop, improve and implement
tailored Employer Branding strategies.
Universum’s unique global reach
ensures the comparability of research
results across markets. We partner
with approximately 2.000 of the top
academic institutions in the world.
Universum employs smart, friendly and
professional experts and consultants,
who work with our clients in long-term
partnerships.
2
2015 | Sweden | Professionals | Business
We help higher educational institutions
Universum is the global leader in the field of employer branding and talent research. Through our market research,
consulting and media solutions we aim to close the gap between the expectations of employers and talent, as well as
support Higher Education Institutions in their roles.
Through our unique insight into the recruitment challenges of employers and the dynamics of the talent market, we help
nearly 2,000 colleges and universities worldwide to:
UNDERSTAND
IDENTIFY
PLAN
ATTRACT
PLAN
MANAGE
THE CAREER PREFERENCES AND
EXPECTATIONS OF STUDENTS AND ALUMNI
THE READINESS FOR PROFESSIONAL LIFE OF
YOUR STUDENTS AND ALUMNI
RELEVANT EMPLOYERS TO VISIT CAMPUS
THE BRAND PERCEPTION AND ATTRACTIVENESS
OF YOUR COLLEGE/UNIVERSITY
3
2015 | Sweden | Professionals | Business
Sample client list
Some of the world´s most attractive employers
4
2015 | Sweden | Professionals | Business
Universum in the Media
Universum Rankings and Thought leadership Publishers
5
2015 | Sweden | Professionals | Business
What we cover in this report
5
CAREER STATUS
Gain insight into the industries
chosen by professionals and their
current salary. Find out whether
they are satisfied with their
current employer, how active they
are in the job market and what
drives their loyalty and willingness
to apply for other jobs.
1
EXECUTIVE SUMMARY
Gain insight into the profile,
career and employer
preferences of your alumni and
the comparison groups.
1
5
4
CAREER & EMPLOYER
PREFERENCES
Find out which are the most
preferred employers by your alumni
and get insight into the career
preferences and expectations of
your alumni in comparison to the
overall population. Also, understand
how your institution has shaped the
career path of your alumni.
2
EMPLOYABILITY & READINESS
FOR PROFESSIONAL LIFE
Identify what kind of skills and
mindset your alumni have and what
separates them from the overall
target group. These insights will
help you improve the employability
of your alumni by being able to
communicate their unique value to
employers.
2
4
3
3
UNIVERSITY BRAND
PERCEPTION
This chapter evaluates the brand
perception of your university with
respect to employability & career
advancement opportunities.
6
2015 | Sweden | Professionals | Business
About the Universum Talent Research and the target groups
THIS REPORT
THE QUESTIONNAIRE
• Created with over 25 years of experience,
extensive research within HR, focus groups and
communication with our clients, students and
professionals.
• Global perspective - local insight.
• Conducted via an online survey. The online link
was distributed via university and alumninetworks, communities, the Universum Panel
and different local and global partners.
Number of respondents
GROUP 1
Your alumni
56
GROUP 2
RESPONDENTS
• Students at higher educational institutions.
All professionals
5 255
• Professionals with an academic degree
• Non-academics
FIELD PERIOD
October 2014 to August 2015
Total number of
respondents in the survey
35 189
7
Table of contents
1
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
EXECUTIVE SUMMARY
Get insight into the profile, career and employer preferences of
your alumni and the comparison groups.
8
2015 | Sweden | Professionals | Business
Chalmers University of Technology Employability KPIs
Your alumni
PD
Professional
Development
PR
Professional
Readiness
SL
Scalable
Learning
GC
Game
Changer
UNIVERSITY PROFESSIONAL DEVELOPMENT FOCUS
Do your alumni think you focus on their professional development?
PROFESSIONAL READINESS
Did your alumni feel prepared for their professional life upon their graduation?
SCALABLE LEARNING
Do your alumni have a scalable learning mindset?
GAME CHANGER
How big is the share of game changers among your alumni?
Each KPI score is based on the share
of your alumni who qualify under each
category and is illustrated by a gauge
with five levels, going from red (0-20%)
to green (80-100%).
0-20%
20-40%
40-60%
60-80%
80-100%
9
2015 | Sweden | Professionals | Business
General profile and summary of career preferences
75 %
25 %
AVERAGE AGE (years)
AVERAGE WORK EXPERIENCE
32,1
6,7 years
AVERAGE CURRENT MONTHLY SALARY
45 845 SEK
Your alumni
TOP CAREER GOALS
1. To be competitively or intellectually challenged
2. To be autonomous or independent
2. To have work/life balance
TOP 5 OVERALL MOST IMPORTANT ATTRIBUTES
A creative and dynamic work
1. A creative
environment
and dynamic work environment
Professional training and
2. Professional
developmenttraining and development
Leaders who will support3.my
Leaders
development
who will support my development
Clear path for advancement
4. Clear path for advancement
Attractive/exciting products
5. Attractive/exciting
and services
products and services
STATEMENTS PROFESSIONALS IDENTIFY THEMSELVES WITH
1. Seeing the bigger picture
2. Solution-focused
3. Continuous renewal of yourself
46%
30%
18%
5%
TOP 3 MOST REPRESENTED INDUSTRIES
1. Management and Strategy Consulting
WORK EXPERIENCE
DISTRIBUTION:
0-3 years
4-9 years
10-24 years
25 years or
more
1. Transportation and Logistics
3. Banks and other Financial services
10
2015 | Sweden | Professionals | Business
General profile and summary of career preferences
42 %
58 %
AVERAGE AGE (years)
AVERAGE WORK EXPERIENCE
34,2
8,8 years
AVERAGE CURRENT MONTHLY SALARY
42 273 SEK
All professionals
TOP CAREER GOALS
1. To have work/life balance
2. To be competitively or intellectually challenged
3. To be autonomous or independent
TOP 5 OVERALL MOST IMPORTANT ATTRIBUTES
Leaders who will support1.my
Leaders
development
who will support my development
A creative and dynamic work
2. A creative
environment
and dynamic work environment
Challenging 3.
work
Challenging work
Attractive/exciting products
4. Attractive/exciting
and services
products and services
Good reference for 5.
future
Good
career
reference for future career
STATEMENTS PROFESSIONALS IDENTIFY THEMSELVES WITH
1. Seeing the bigger picture
2. Continuous renewal of yourself
3. Solution-focused
33%
32%
28%
7%
TOP 3 MOST REPRESENTED INDUSTRIES
1. Public Sector and Governmental Agencies
WORK EXPERIENCE
DISTRIBUTION:
0-3 years
4-9 years
10-24 years
25 years or
more
2. Banks and other Financial services
3. Auditing and Accounting
11
Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
2
EMPLOYABILITY & READINESS FOR
PROFESSIONAL LIFE
Find out, what kind of skills and mindset your alumni have and
what separate them from the overall target group. These insights
will help you improve the employability of your alumni by being
able to communicate their unique value to employers.
12
2015 | Sweden | Professionals | Business
How we operationalize Employability in the Universum Talent
Survey
COMPETENCES
SKILLS
KNOWLEDGE
AT T I T U D E S
E M P L O YAB I L I T Y
EXPERIENCES
SELF-ESTEEM
REFLECTION
13
2015 | Sweden | Professionals | Business
Employability KPIs in the Talent Survey 2015
1
IN
5
INTERNATIONAL MIND-SET
How international is the talent population?
International
Mind-set
Skill
Confidence
2
LP
6
LEADERSHIP POTENTIAL
How big is the share of future leaders in the
talent population?
Leadership
Potential
PR
7
GAME CHANGER
How big is the share of game changers in the
talent population?
Game
Changer
PROFESSIONAL READINESS
Do your alumni feel prepared for their
professional life upon their graduation?
Professional
Readiness
3
GC
SKILL CONFIDENCE
How confident is the talent population
regarding their own skills?
SC
PD
Professional
Development
UNIVERSITY PROFESSIONAL
DEVELOPMENT FOCUS
Is your educational institution perceived to be
focused on talents’ professional development?
4
SL
Scalable
Learning
SCALABLE LEARNING
Does the target population have a scalable
learning mindset?
14
2015 | Sweden | Professionals | Business
2% of your alumni have an International Mindset
IN
Internationalists
International
Mind-set
Your alumni
All professionals
2%
9%
Share of talent with an
international mindset
within the target group:
Being an Internationalist is not only an experience on a CV, but:
•
•
•
1
Comprises a global skill and mind-set which enables career success
Allows individuals to recognise market & growth opportunities
Enables individuals to handle complex situations and to successfully influence those who are
different from oneself
15
2015 | Sweden | Professionals | Business
8% of your alumni have Leadership Potential
LP
Leaders
Leadership
Potential
Your alumni
All professionals
8%
18%
Share of talent with
Leadership Potential
within the target group:
Having a large share of future leaders in the population is important, as those will be the individuals
who have the chance to influence business, governments and society in the future. Leaders combine:
•
•
•
2
An ability to see the big picture in any situation, which helps them inspire both their teams and
themselves
They prefer the benefits of working with others in a team environment, rather than being a “lonewolf”
They understand responsibility as something to be desired and sought after
16
2015 | Sweden | Professionals | Business
The Universum Career Profiles
Distribution per target group
Your alumni
All professionals
17
2015 | Sweden | Professionals | Business
16% of your alumni have the ability to be Game Changers
GC
Game Changers
Game
Changer
Your alumni
All professionals
16%
15%
Share of talent with the
ability to be future
Game Changers:
Game Changers are those that will help business to grow, to remain in the market and/or stay
innovative. While in the past the most efficient workers were often the most successful ones, the future
of business will value the ones showing passion for what they do. Game Changers are defined as
combining the following personality skills:
• Questing: actively seeking challenges to rapidly improve their performance
• Commitment and responsibility: desire to have a lasting and increasing impact on a particularly
industry or function
• Networking disposition: seek deep interactions with others and build strong, trust-based
relationships to gain new insights
18
3
2015 | Sweden | Professionals | Business
38% of your alumni have a Scalable Learning Mindset
SL
Scalable Learning
Scalable
Learning
Your alumni
All professionals
38%
50%
Share of talent
showing a growth
learning mindset:
The new business order moves efforts from scalable efficiency to scalable learning. The mindset and attitudes
behind this are crucial for talent to succeed in their professional life.
In an essence, growth learning is about innovation and creativity. It is the ability to continue learning and
never “arrive”.
19
4
2015 | Sweden | Professionals | Business
How the scalable mindset differs between the target groups
Your alumni
All professionals
1
No, not at all
?
• Do you associate yourself with below statements?
2
3
4
5
Yes, always
20
2015 | Sweden | Professionals | Business
52% of your alumni are confident in their personality skills
SC
Skill confidence
5
Skill
Confidence
Your alumni
All professionals
52%
62%
Share of talent
showing a high level of
skill confidence:
Self-esteem and having confidence into their own personality, soft-skills and experience is important for the
employability of talent, especially in presenting it to potential employers to gain, keep or find new employment
when needed.
21
2015 | Sweden | Professionals | Business
Which personality skills describe each target group?
Your alumni
All professionals
1
Definitely not
?
• Do these personality skills describe who you are?
2
3
4
Definitely
22
2015 | Sweden | Professionals | Business
52% of your alumni felt well-prepared for their professional life
upon graduation
PR
Professional Readiness
Share of professionals
that felt well-prepared
for their professional
life:
6
Professional
Readiness
Your alumni
All professionals
52%
30%
Talent today choose their areas of study and university as part of their planning for their future professional
lives.
Looking backwards, this KPI provides a reliable and important measure to understand how your former
students felt when they actually entered the employment market.
23
2015 | Sweden | Professionals | Business
Did your alumni feel prepared for their professional life upon their
graduation?
26%
19%
18%
17%
15%
13%
12%
7%
4%
2%
7%
7%
5%
2%
1
2
3
4
5
6
Not at all
?
8%
7%
1%
1%
0
8%
7%
12%
7
8
9
10
Optimally
Average rate:
Average rate:
6,9
6,2
Your alumni
All professionals
• How well did you feel prepared for your professional life upon your graduation? (0 = Not at all; 10
Optimally)
24
2015 | Sweden | Professionals | Business
32% of your alumni perceive your university to have a strong focus
on their professional development
PD
University Professional Development Focus
Share of talent who
perceive their university
has a strong
professional
development focus:
7
Professional
Development
Your alumni
All professionals
32%
20%
Being an entrepreneurial university or having a focus on employability & professional development of talent are
core strategic goals for higher education around the globe.
The above KPI reflects the internal perception your talent population has about their university and thus helps
to guide the transformation from being “knowledge-ivory towers” to becoming “talent hubs”.
25
Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
3
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
UNIVERSITY BRAND PERCEPTION
This chapter evaluates the brand perception of your university
with respect to employability & career advancement
opportunities.
26
2015 | Sweden | Professionals | Business
Would talent recommend their university to a friend or family
member? | Target Group Comparison
38%
26%
22%
21%
21%
16%
14%
12%
9%
7%
3%
1%
1
2%
1%
2
3
4
6%
3%
5
6
7
8
Not at all
?
9
10
Extremely
likely
Average rate:
Average rate:
8,6
7,8
Your alumni
All professionals
• How likely is it that you would recommend your educational institution to friends or family?
8,6
27
2015 | Sweden | Professionals | Business
Importance of employability & entrepreneurial aspects in university
branding
“Prospects for future
employment” is the
most integral factor in
choosing a college or
university
“Good reputation
among employers” is
the attribute that makes
a college or university
most attractive
(selected by 44% of students in
Europe)
(selected by 43% of students in
Europe)
• Source: Universum Student Survey 2013
28
2015 | Sweden | Professionals | Business
The Universum Drivers of perceived Employability & Career
Advancement Opportunities
Respondents were asked to select which of the attributes below they consider most
important, as well as which of those they associate with their educational institution:
Facilitates exchange between students & alumni networks
Adapts to emerging trends and new knowledge
Provides individual career guidance / support
Supports and develops entrepreneurship
Introduces a wide variety of career contacts (tutors, counsellor,
advisors)
Provides a launching pad for a career in a wide variety of
industries/branches
Prepares graduates well for their professional life
Presents opportunities to network with employers
Teaches transferable and practical skills employers
are looking for
Embraces a diverse student body and teaching staff
Accommodates low student-to-professor ratio
Is considered a target school for employers in my field
• The items were developed with universities and career services around the world, to ensure
they are relevant and can be used for quality management, accreditation processes and
university brand management.
29
2015 | Sweden | Professionals | Business
Most attractive attributes per target group
YOUR UNIVERSITY’S STRENGTHS?
Your alumni
1. Is considered a target school for employers in my field
1. Teaches transferable and practical skills employers are
looking for
3. Prepares graduates well for their professional life
Where do you see the strengths of your University?
What do you believe are the opportunities to
differentiate from your competition?
1.
2.
3.
4.
All professionals
5.
1. Prepares graduates well for their professional life
2. Teaches transferable and practical skills employers are
looking for
3. Is considered a target school for employers in my field
?
• Which of these are most important to you? (Max. 3)
30
2015 | Sweden | Professionals | Business
Attractiveness vs. associations
Attractiveness of the attributes
within the target group
Average
association for
your university
Important areas where
your university rates low
–
Consider whether to
adapt communication
Important areas where your
university rates highly
–
Continue communicating
Average
attractiveness
of attributes
Less important areas
where your university
rates low
–
Monitor/no action
Less important areas
where your university rates
highly
–
Keep as is
Attributes that your alumni associate with your university
31
2015 | Sweden | Professionals | Business
Employability & Advancement Opportunities
Attractiveness vs. Associations | Your alumni
1. Accommodates low student-to-professor ratio
2. Adapts to emerging trends and new knowledge
3. Embraces a diverse student body and teaching
staff
4. Facilitates exchange between students &
alumni networks
5. Introduces a wide variety of career contacts
(tutors, counselor, advisors)
6. Is considered a target school for employers in
my field
7. Prepares graduates well for their professional
life
8. Presents opportunities to network with
employers
9. Provides a launching pad for a career in a wide
variety of industries/branches
10. Provides individual career guidance / support
11. Supports and develops entrepreneurship
12. Teaches transferable and practical skills
employers are looking for
?
• Which of the following attributes do you associate with your educational institution?. Select as many as
applicable.
• Which of these are most important to you? (Max. 3)
32
2015 | Sweden | Professionals | Business
?
Most attractive according to your alumni
The attributes are sorted by importance
Points of parity and points of difference
• Which of the following attributes do you associate with your educational institution?. Select as many as
applicable.
• Which of these are most important to you? (Max. 3)
33
2015 | Sweden | Professionals | Business
Most frequent associations
Is considered a target school for employers in my
field
71%
55%
Provides a launching pad for a career in a wide
variety of industries/branches
68%
40%
Teaches transferable and practical skills employers
are looking for
65%
41%
48%
47%
Presents opportunities to network with employers
48%
Supports and develops entrepreneurship
34%
45%
Adapts to emerging trends and new knowledge
34%
45%
Prepares graduates well for their professional life
29%
Embraces a diverse student body and teaching
staff
39%
37%
Introduces a wide variety of career contacts (tutors,
counselor, advisors)
39%
24%
Facilitates exchange between students & alumni
networks
35%
32%
29%
24%
Accommodates low student-to-professor ratio
Your alumni
Provides individual career guidance / support
?
29%
19%
• Which of the following attributes do you associate with your educational institution?. Select as many as
applicable
All professionals
34
Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
CAREER & EMPLOYER PREFERENCES
Find out which are the most preferred employers by your alumni
and get insight into the career preferences and expectations of
your alumni in comparison to the overall population. Also,
understand how your institution has shaped the career path of
your alumni.
35
2015 | Sweden | Professionals | Business
How do we see that the world is changing?
PA S T
WORK
GOAL
MANAGER
INSTRUCTIONS
DOGMA
AVOID MISTAKES
NATIONAL
HIERARCHY
DEPARTMENTS
FUTURE
LIFE
PURPOSE
MODERATOR
VALUES & CULTURE
CURIOSITY
LEARNING BY DOING
GLOBAL DIVERSITY
MERITROCACY
NETWORKS
36
2015 | Sweden | Professionals | Business
“To be competitively or intellectually challenged” is the most
important long term career goal among your alumni
42%
To be competitively or intellectually challenged
49%
40%
42%
To be autonomous or independent
40%
To have work/life balance
60%
37%
To be a leader or manager of people
26%
35%
To be entrepreneurial or creative/innovative
25%
30%
34%
To be secure or stable in my job
28%
To have an international career
20%
To be dedicated to a cause or to feel that I am
serving a greater good
To be a technical or functional expert
?
26%
28%
16%
9%
• Which of these career goals are most important to you? Please select in order of preference, where '1'
is most important.
Your alumni
All professionals
• The graph shows career goals chosen as first, second or third choice.
37
2015 | Sweden | Professionals | Business
Career goals over time
All professionals
1
2
To have work/life balance
3
To be competitively or intellectually
challenged
4
5
6
To be autonomous or independent
To be secure or stable in my job
To be dedicated to a cause or to feel
that I am serving a greater good
To be a leader or manager of people
7
8
To be entrepreneurial or
creative/innovative
To have an international career
9
To be a technical or functional expert
2009
?
2010
2011
2012
2013
• Which of these career goals are most important to you? Please select in order of preference, where '1'
is most important.
2014
2015
• The graph shows career goals chosen as first, second or third choice.
38
2015 | Sweden | Professionals | Business
EMPLOYER REPUTATION & IMAGE
The attributes of the employer as an
organisation
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
SOFT
The Universum Drivers of Employer Attractiveness
PEOPLE & CULTURE
The social environment and attributes of the
workplace
•
•
•
•
•
•
•
•
•
•
A creative and dynamic work environment
A friendly work environment
Acceptance towards minorities
Enabling me to integrate personal interests in my
schedule
Interaction with international clients and colleagues
Leaders who will support my development
Recognising performance (meritocracy)
Recruiting only the best talent
Respect for its people
Support for gender equality
EXTRINSIC
INTRINSIC
REMUNERATION & ADVANCEMENT OPPORTUNITIES
HARD
The monetary compensation and other
benefits, now and in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
JOB CHARACTERISTICS
The contents and demands of the job, including
the learning opportunities provided by the job
• Challenging work
• Client interaction
• Personal control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
• This framework has been developed by Universum and is based on specific research within
HR, as well as focus groups and general communication with both our clients, students and
professionals.
39
2015 | Sweden | Professionals | Business
What is important to your alumni?
Your alumni
EMPLOYER REPUTATION & IMAGE
?
PEOPLE & CULTURE
1. Attractive/exciting products and services
2. Innovation
3. Inspiring management
1. A creative and dynamic work environment
2. Leaders who will support my development
3. A friendly work environment
REMUNERATION & ADVANCEMENT OPPORTUNITIES
1. Clear path for advancement
2. Competitive base salary
2. Leadership opportunities
JOB CHARACTERISTICS
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
1. Professional training and development
2. Challenging work
3. Opportunities for international travel/relocation
40
2015 | Sweden | Professionals | Business
“A creative and dynamic work environment” is the overall most
important attribute to your alumni
Employer
Reputation &
Image
People &
Culture
Your alumni
A creative and dynamic work
1.environment
A creative
and dynamic work environment
Professional training and development
2. Professional training and development
Leaders who will support my
3.development
Leaders who will support my development
Clear path for advancement
4. Clear path for advancement
Attractive/exciting products5.
andAttractive/exciting
services
products and services
Challenging work
6. Challenging work
Variety of assignments
7. Variety of assignments
Inspiring management
8. Inspiring management
Innovation 9. Innovation
Competitive base10.
salary
Competitive base salary
Job
Remuneration
& Advancement Characteristics
Opportunities
?
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
• This is the attractiveness of the 40 attributes in relation to how important respondents think its
driver is. This analysis gives a summarised 360 degree view of what influences employer
attractiveness.
41
2015 | Sweden | Professionals | Business
Most attractive attributes
All professionals
Leaders who will support my
1.development
Leaders
who will support my development
A creative and dynamic work
2.environment
A creative and dynamic work environment
Challenging work
3. Challenging work
Attractive/exciting products4.
andAttractive/exciting
services
products and services
Good reference for future
5. career
Good reference for future career
Competitive base salary
6. Competitive base salary
High level of responsibility
7. High level of responsibility
Inspiring management
8. Inspiring management
Market success
9. Market success
Professional training and10.
development
Professional training and development
?
Employer Reputation & Image
People & Culture
Remuneration & Advancement Opportunities
Job Characteristics
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
• This is the attractiveness of the 40 attributes in relation to how important respondents think its
driver is. This analysis gives a summarised 360 degree view of what influences employer
attractiveness.
42
2015 | Sweden | Professionals | Business
The Universum Communication Channel Framework
PRINT
DIGITAL
• Brochures presenting career possibilities
at a company/organisation
• Career magazines/guides/books
• Direct mailings per post
• Employer advertisements in business
magazines
• Employer advertisements in lifestyle
magazines & other periodicals
• Employer advertisements in newspapers
• University press & student organisation
publications
• Blogs
• Career and job related apps
• Career guidance websites
• Employer advertisement in social media
• Employer advertisements on news/businessrelated websites
• Employer websites
• Job boards
• Live online events with employers
• Social media
• Targeted messages/notifications via email
IN-PERSON
OTHER CHANNELS
• Alumni events
• Career fairs for professionals
• Conferences arranged and hosted by employers
• Employer office/site visits
• Employer-sponsored events
• Head hunters/recruiters
• Industry fairs/conferences
• Employer advertisements on the radio
• Employer advertisements on TV
• Outdoor/billboard advertisements
43
2015 | Sweden | Professionals | Business
Which communication channels do professionals use the most?
All professionals
Your alumni
Employer websites
1. Employer
Job boards (sites where job openings
posted) (sites where job openings are posted)
websites
1. Jobareboards
sites where job openings
posted) (sites where job openings are posted) Employer websites
1. Jobareboards
2. Employer websites
Head hunters/recruiters
Social media3. Social media
3. Head hunters/recruiters
4. Career and job related apps
4. Head hunters/recruiters
dvertisements in business
magazinesadvertisements in business magazines
Employer advertisement in
media
4. Employer
5.social
Employer
advertisement in social media
ements on news/business-related
websites
Employer advertisements
on news/business-related
websites
on news/business-related
websites
on news/business-related websites
4. Employer advertisements
6. Employer advertisements
Social media4. Social media
Employer advertisements 7.
in newspapers
Employer advertisements in newspapers
ndustry fairs/conferences
Career and job related
8. Industry fairs/conferences
8. apps
Career and job related apps
areer fairs for professionals
Career guidance websites
9. Career fairs for professionals
9. Career guidance websites
Career guidance websites
Employer advertisements in 10.
business
magazinesadvertisements in business magazines
9. Career guidance websites
Employer
Head hunters/recruiters
Career and job related apps
?
• Which channels do you use in general to learn about potential employers?
Print
Digital
In-person
Other
44
2015 | Sweden | Professionals | Business
The Universum Rankings
FULL COMPANY LIST
(11-201 employers within each
main field of study)
CONSIDERED EMPLOYER
RANKING
(as many as applicable)
“Below is a list of companies and
organisations. For which of
these employers would you
consider working?”
IDEAL EMPLOYER RANKING
(maximum five employers)
“Now choose the 5 employers
you most want to work for, your
5 Ideal Employers.”
POTENTIAL APPLICANTS’
RANKING
(Yes, definitely)
“If you were looking for a new
job, would you consider applying
to these employers?”
• For layout reasons, the employer’s name can be shortened in this report.
45
2015 | Sweden | Professionals | Business
The Universum Recruitment Funnel
UNIVERSUM
MEASUREMENT
AWARENESS
Do talent know
who the employer is?
Awareness
Percentage
Would they consider
working for that employer?
Considered
Ranking
DESIRE
Do they want to
work for them?
Ideal Employer
Ranking
APPLICATION
Would they apply to
work for them?
Potential Applicants’
Ranking
CONSIDERATION
46
2015 | Sweden | Professionals | Business
Considered Employer Ranking | Top 20
Your alumni | Business
Employer
SCA
SKF
Google
Hennes & Mauritz
Microsoft
Volvo Cars
Volvo Group
Accenture
McKinsey & Company
Nestlé
?
Rank
Percent
Employer
1
2
3
3
3
3
3
8
8
8
30,43%
26,09%
23,91%
23,91%
23,91%
23,91%
23,91%
21,74%
21,74%
21,74%
Procter & Gamble (P&G)
Spotify
Stena Line
The Boston Consulting Group (BCG)
ABB
AstraZeneca
EY (Ernst & Young)
Nike
Santa Maria
Siemens
• Below is a list of companies and organisations. For which of these employers would you consider
working?
Rank
Percent
8
8
8
8
15
15
15
15
15
15
21,74%
21,74%
21,74%
21,74%
19,57%
19,57%
19,57%
19,57%
19,57%
19,57%
47
2015 | Sweden | Professionals | Business
Ideal Employer Ranking | Top 20
Your alumni | Business
Employer
McKinsey & Company
Google
SCA
Microsoft
Schibsted
Spotify
Stena Line
Tetra Pak
Volvo Cars
Volvo Group
?
Rank
Percent
Employer
1
2
2
4
4
4
4
4
4
10
16,67%
14,29%
14,29%
11,90%
11,90%
11,90%
11,90%
11,90%
11,90%
9,52%
Atlas Copco
Ericsson
Hennes & Mauritz
IKEA
Preem
Procter & Gamble (P&G)
The Boston Consulting Group (BCG)
Accenture
Almi Företagspartner
AstraZeneca
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Rank
Percent
11
11
11
11
11
11
11
18
18
18
7,14%
7,14%
7,14%
7,14%
7,14%
7,14%
7,14%
4,76%
4,76%
4,76%
48
2015 | Sweden | Professionals | Business
Potential Applicants’ Ranking | Top 20
Your alumni | Business
Employer
Google
SCA
Spotify
Stena Line
McKinsey & Company
Tetra Pak
Volvo Cars
Volvo Group
Hennes & Mauritz
IKEA
?
Rank
Percent
1
2
2
2
5
5
5
5
9
9
5,22%
4,35%
4,35%
4,35%
3,48%
3,48%
3,48%
3,48%
2,61%
2,61%
Employer
Schibsted
The Boston Consulting Group (BCG)
AstraZeneca
Atlas Copco
Business Sweden (Exportrådet)
Capgemini/Capgemini Consulting
Ericsson
EY (Ernst & Young)
Investor
Klarna
• Have you applied or will you apply to these employers? – Yes, I have applied / Yes, I will apply
(students)
• If you were looking for a new job, would you consider applying at these employers? – Yes, definitely
(Professionals)
Rank
Percent
9
9
13
13
13
13
13
13
13
13
2,61%
2,61%
1,74%
1,74%
1,74%
1,74%
1,74%
1,74%
1,74%
1,74%
49
Table of contents
1
EXECUTIVE SUMMARY
2
EMPLOYABILITY
3
UNIVERSITY BRAND PERCEPTION
4
CAREER & EMPLOYER PREFERENCES
5
CAREER STATUS
5
CAREER STATUS
Get insight into the industries chosen by professionals and their
current salary. Find out whether they are satisfied with their
current employer, how active they are in the job market and what
drives their loyalty and willingness to apply to other jobs.
50
2015 | Sweden | Professionals | Business
Most represented industries
14%
Management and Strategy Consulting
6%
14%
Transportation and Logistics
3%
11%
11%
Banks and other Financial services
11%
Fast Moving Consumer Goods
3%
7%
Automobiles and Parts
2%
5%
6%
Educational and Scientific Institutions
5%
Software and Computer Services
Chemicals
Engineering and Manufacturing
Public Sector and Governmental Agencies
?
• In which industry do you currently work?
5%
4%
1%
4%
4%
Your alumni
4%
12%
All professionals
51
2015 | Sweden | Professionals | Business
Current salary by level of experience and gender
Current monthly salary by number of years worked (SEK) | All professionals
0-3 years
4-9 years
10-24 years
25 years or
more
30 265
42 992
53 920
58 272
32 975
48 471
61 532
64 972
28 366
38 864
47 991
48 864
4 610
9 607
13 541
16 108
GENDER GAP
?
• What is your current salary before taxes (including commission and bonus, excluding pension)?
52
2015 | Sweden | Professionals | Business
Are professionals satisfied with their current employer?
AVERAGE
SATISFACTION:
31%
Your alumni
7,2
25%
23%
19%
16%
15%
14%
All professionals
10%
10%
8%
7%
4%
4%
4%
2%
2%
2%
1
4%
2
3
4
5
6
7
8
Very dissatisfied
10
Very satisfied
Your alumni
?
9
7,3
• How satisfied are you with your current employer? 1 – Very dissatisfied, 10 – Very satisfied
All professionals
53
2015 | Sweden | Professionals | Business
What would make professionals apply for another job?
39%
Better compensation & benefits
24%
24%
Better opportunities for advancement
Improved work/life balance
16%
Better leadership/management
14%
To have a greater impact in the organisation
12%
A better geographical location
12%
12%
A more innovative company
7%
Better alignment with my own values/culture
?
• What would make you apply for another job?
6%
22%
10%
8%
A better match with my personal interests
A better job title
16%
12%
A more friendly and creative work place
18%
12%
7%
More challenging work
More learning opportunities
20%
18%
19%
A role that is a better fit for my skills and/or education
More decision-making authority
46%
13%
10%
6%
8%
4%
6%
4%
5%
Your alumni
All professionals
54
2015 | Sweden | Professionals | Business
Next steps for your strategy?
The top five most attractive
attributes for your alumni
The top five most attractive
attributes of Chalmers
University of Technology
according to your alumni
• Is considered a target school for
• Is considered a target school for
employers in my field
• Teaches transferable and
employers in my field
• Provides a launching pad for a
practical skills employers are
career in a wide variety of
looking for
industries/branches
• Prepares graduates well for their
professional life
• Provides a launching pad for a
career in a wide variety of
industries/branches
• Supports and develops
entrepreneurship
• Teaches transferable and
FOCUS
DIFFERENTIATING
ARE YOU
CURRENTLY
FOCUSING ON
THE RIGHT
ATTRIBUTES?
DO THESE
ATTRIBUTES
DIFFERENTIATE
YOU FROM YOUR
COMPETITORS?
practical skills employers are
looking for
• Presents opportunities to
network with employers
• Supports and develops
entrepreneurship
IF NOT, WHICH
ATTRIBUTES
SHOULD YOU
FOCUS ON IN
THE NEXT YEAR?
55
THANK YOU!
Are you INTERESTED
In getting MORE insights about
students, alumni or employers?
2015 | Sweden | Professionals | Business
APPENDIX
•
•
•
•
•
•
Highest qualification
Main field of study
Educational institutions
Area of study
Employer rankings
Importance of attributes for all four drivers of
employer attractiveness
57
2015 | Sweden | Professionals | Business
Highest qualification
27%
Master's (non-MBA)
35%
16%
Bachelor's
31%
5%
Master of Science in Business and Economics
26%
5%
PhD
2%
46%
Other
7%
?
• What qualification or degree are you currently pursuing? (students)
• What is your highest qualification or degree? (professionals)
Your alumni
All professionals
58
2015 | Sweden | Professionals | Business
Educational institutions (1/1)
All professionals
University
Lund University
School of Business, Economics and Law, University of Gothenburg
Stockholm University
Uppsala University
Linköping University
Linnaeus University
Stockholm School of Economics
Umeå University
University of Gothenburg
University of Borås
Mälardalen University
Jönköping University
Luleå University of Technology
Mid Sweden University
Örebro University
Södertörn University
?
• Which educational institution do you attend? (students)
• Which educational institution did you mainly attend? (professionals)
All
professionals
16%
10%
10%
6%
5%
4%
4%
3%
3%
3%
3%
3%
3%
2%
2%
2%
University
Karlstad University
University of Gävle
Halmstad University
Chalmers University of Technology
Kristianstad University
University West
University of Skövde
Malmö University
KTH, Royal Institute of Technology
Swedish University of Agricultural Sciences
Dalarna University
Blekinge Institute of Technology
Lund University, Faculty of Engineering LTH
Karolinska Instituet
Other
All
professionals
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
9%
59
2015 | Sweden | Professionals | Business
Areas of study
All professionals | Business (1/1)
Area of study
Business Administration
Marketing
Management
Accounting/Auditing/Taxation
Business Management
Economics
Finance
International Economic Studies
Business Development
Project Management
?
• Please select your major(s)/main area(s) of study.
All
professionals
35%
27%
25%
18%
13%
12%
11%
9%
7%
6%
Area of study
Entrepreneurship
Logistics
Statistics
IT Economics
Tourism Economy
Real Estate
Economic History
Health Economics
Other Business
All
professionals
5%
4%
4%
3%
2%
1%
1%
1%
8%
60
2015 | Sweden | Professionals | Business
Considered Employer Ranking | Top 30
All professionals | Business
Employer
IKEA
Google
Hennes & Mauritz
Spotify
ICA
Nike
Volvo Cars
Volvo Group
TV4
SEB
Coca-Cola Enterprises Sverige
adidas group
McKinsey & Company
Åhléns
Fritidsresor
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
31,66%
29,77%
26,76%
25,17%
21,53%
21,05%
18,71%
18,18%
17,52%
16,94%
16,86%
16,68%
16,61%
16,57%
16,41%
Trend
0
1
-1
1
-1
0
10
1
4
-3
13
18
26
-3
-5
• Below is a list of employers. Which of these employers would you consider working for? Please select
as many as applicable.
Employer
Arla Foods
Handelsbanken
Unilever
Business Sweden (Exportrådet)
L'Oréal Group
SAS
The Boston Consulting Group (BCG)
Microsoft
Kinnevik
Axfood
Svenskt Näringsliv
Sveriges Television
Bonnier
Swedbank
Tetra Pak
Rank
2015
Percent
2015
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
16,19%
15,98%
15,95%
15,81%
15,56%
15,41%
15,24%
14,96%
14,93%
14,89%
14,78%
14,77%
14,75%
14,65%
14,51%
Trend
-2
-9
-2
1
23
6
25
15
13
7
-8
-2
-6
-14
-18
61
2015 | Sweden | Professionals | Business
Ideal Employer Ranking | Top 30
All professionals | Business
Employer
Google
IKEA
Hennes & Mauritz
Spotify
Nike
Business Sweden (Exportrådet)
McKinsey & Company
ICA
Volvo Cars
Utrikesdepartementet
Sida
Volvo Group
Handelsbanken
The Boston Consulting Group (BCG)
Regeringskansliet/alla departement
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
15,23%
13,38%
10,05%
9,07%
5,70%
5,68%
5,67%
5,47%
4,98%
4,85%
4,69%
4,63%
4,52%
4,50%
4,48%
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Trend
1
-1
0
0
1
4
9
-3
16
3
-2
-1
-5
8
0
Employer
Sveriges Television
SEB
Investor
Fritidsresor
Kinnevik
Svenskt Näringsliv
VING
PwC (PricewaterhouseCoopers)
Unilever
TV4
Åhléns
Microsoft
Coca-Cola Enterprises Sverige
adidas group
SCA
Rank
2015
Percent
2015
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
4,37%
4,35%
4,33%
4,10%
4,03%
3,94%
3,90%
3,86%
3,69%
3,64%
3,58%
3,57%
3,57%
3,45%
3,36%
Trend
25
-10
5
-7
22
-7
16
-4
7
8
4
1
32
-3
5
62
2015 | Sweden | Professionals | Business
Potential Applicants’ Ranking | Top 30
All professionals | Business
Employer
Google
IKEA
Hennes & Mauritz
Spotify
Nike
ICA
Business Sweden (Exportrådet)
Volvo Cars
Volvo Group
SEB
McKinsey & Company
Sida
Handelsbanken
Utrikesdepartementet
Investor
?
Rank
2015
Percent
2015
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
4,46%
3,89%
2,95%
2,69%
1,70%
1,64%
1,57%
1,42%
1,36%
1,34%
1,33%
1,30%
1,30%
1,30%
1,19%
Trend
1
-1
0
0
1
-1
3
17
3
-3
8
-3
-5
0
3
• Have you applied or will you apply to these employers? – Yes, I have applied / Yes, I will apply
(students)
• If you were looking for a new job, would you consider applying at these employers? – Yes, definitely
(Professionals)
Employer
Sveriges Television
The Boston Consulting Group (BCG)
Fritidsresor
Unilever
VING
Åhléns
SCA
Regeringskansliet/alla departement
PwC (PricewaterhouseCoopers)
Svenskt Näringsliv
TV4
Coca-Cola Enterprises Sverige
adidas group
Kinnevik
Microsoft
Rank
2015
Percent
2015
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
1,19%
1,18%
1,14%
1,13%
1,12%
1,09%
1,06%
1,04%
1,03%
1,01%
1,01%
1,01%
0,99%
0,96%
0,93%
Trend
31
9
-7
18
16
13
8
-6
0
-12
1
23
-5
19
-1
63
2015 | Sweden | Professionals | Business
Employer Reputation & Image
Attractive attributes
49%
Attractive/exciting products and services
57%
46%
Innovation
26%
43%
45%
Inspiring management
35%
Market success
44%
27%
Fast-growing/entrepreneurial
17%
27%
Financial strength
23%
19%
16%
Prestige
14%
Ethical standards
Environmental sustainability
Corporate Social Responsibility
?
19%
11%
11%
Your alumni
8%
19%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
All professionals
64
2015 | Sweden | Professionals | Business
People & Culture
Attractive attributes
56%
53%
A creative and dynamic work environment
51%
Leaders who will support my development
59%
38%
A friendly work environment
26%
33%
Recognising performance (meritocracy)
39%
33%
36%
Respect for its people
Enabling me to integrate personal interests in my
schedule
20%
25%
20%
24%
Interaction with international clients and colleagues
13%
10%
Recruiting only the best talent
11%
10%
Support for gender equality
Acceptance towards minorities
?
9%
3%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
Your alumni
All professionals
65
2015 | Sweden | Professionals | Business
Remuneration & Advancement Opportunities
Attractive attributes
43%
Clear path for advancement
35%
38%
Competitive base salary
44%
38%
Leadership opportunities
30%
32%
Good reference for future career
46%
32%
High future earnings
37%
30%
31%
Competitive benefits
22%
Rapid promotion
15%
14%
13%
Performance-related bonus
11%
Sponsorship of future education
Overtime pay/compensation
?
14%
8%
8%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
Your alumni
All professionals
66
2015 | Sweden | Professionals | Business
Job Characteristics
Attractive attributes
53%
Professional training and development
38%
39%
Challenging work
50%
32%
Opportunities for international travel/relocation
22%
32%
Team-oriented work
15%
29%
31%
Variety of assignments
26%
27%
Flexible working conditions
26%
High level of responsibility
39%
21%
Secure employment
28%
13%
Personal control over my number of working hours
Client interaction
?
22%
Your alumni
5%
11%
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
All professionals
67
THANK YOU!
Are you INTERESTED
In getting MORE insights about
students, alumni or employers?