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Over the next two weeks, Universum’s Research and University Relations team, will host a series of webinars about the launch of the 2015 Universum Student Survey. We will take this opportunity to share surveying best practices, discuss the timeline of the survey, and go over the incentives for your students as well as the value of our data and the Universum Partnership.
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The Universum Student Survey 2015
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Agenda
INTRODUCTION & BACKGROUND
1 Who and Why: The importance of the survey for
schools, students and employers and the work that
Universum does—John Flato, Vice President-
Advisory Services
2 What: Survey content and changes we’ve made—
Kevin Troy, Head of Research and Insights
3 When and How: Logistics for sending out the
survey—Heather Wickenheiser, Associate Director
of University Relations
Who and Why: The importance of the survey for schools, students and employers and the work that Universum does presented by John Flato, Vice President-Advisory Services
Who We Are
UNIVERSUMCONSULTING
Worldwide presenceUniversum has been helping the world’s leading organizations strengthen their Employer Brands for the past 25 years. With regional offices in New York City (Americas), Basel (Europe), Singapore (APAC) and Stockholm (Nordics) we employ the industry’s top global knowledge experts.
Global leader in Employer BrandingWe serve more than 1.200 clients, including the majority of Fortune 100 companies, and annually release the World’s Most Attractive Employers rankings.
Provide insight and knowledgeWe survey more than 700.000 students and professionals annually in 50+ countries. The surveys are the foundation of our IDEAL Employer Rankings, which are published yearly around the world in partnership with the New York Times, Le Monde, BusinessWeek and other top media outlets.
Spread the wordWe publish more than 150 career publications in 10 countries and have 10 career sites with more than 1.500.000 visitors/month. We organize 40 events with over 3.000 participants in 14 countries.
UNIVERSUM DIGITAL
UNIVERSUMCOMMUNICATION SOLUTIONS
UNIVERSUMRESEARCH
Why – For Employers
• Learn the motivators of students so that they can message appropriately
• Helps to determine or refine key recruiting universities based on cultural matches as indicated by student responses
• Understand where their firm can compete well for talent based on competition and industry preferences
Why – For University Career Services Centers
• Provides career centers with an understanding of their students’ communication preferences, industry interests, differentiated employer traits so you can better advise and/or attract employers
• Provides universities data on which career services offerings are most valued by your students
• Making their students more employable by understanding their career and employer preferences and helping to prepare them for communicating with future employers
“Universum’s data is most valuable because it really gives us a chance to be in
the mind of our students and understand how they’re perceiving the recruiting
efforts on campus, and what they’re looking for.” University of Illinois
“The data’s important because it allows us to be strategic with
our partnerships with employers, and to be
informative to students.” University of Delaware
“I think the most valuable thing, if I had to point to
one thing about the relationship with Universum
that Northeastern has, is the events and the forums they create.” Northeastern
Why – For Students?
• Will receive an individualized report upon the completion of the survey, suggesting companies to consider based upon responses provided
• Provides the platform to think about what truly motivates them in the decision making process to choose a career and employer
• Creates the opportunity to provide feedback to the career center on employment matters and services that should be provided“I found the survey helped
me realize what companies I am aware of in regards to their name and what they do/what I associate them
with. Also, the survey helped me in figuring out what type of attributes I value in an employer.” Georgetown Student
“I enjoyed taking the survey because it was an
opportunity to explore and put my personal
preferences for future employers into concrete words” Cornell Student
Taking the survey helped me to think about potential
employers and industries that I might not have
thought of before and gave me a deeper insight into
what I was looking for in a career and which employers
might actually offer it.” University of Maryland
Student
What: Survey content and changes we’ve made presented by Kevin Troy, Head of Research and Insights
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Employer rankings in Universum Student Survey
“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 companies/ organisations?”
“Below is a list of employers. Which of these employers would you consider working for?”
CONSIDERED EMPLOYER RANKING
Students are allowed to select as many employers as they want to.
This ranking is based on the share of students who selected each
employer as a considered employers.
IDEAL EMPLOYER RANKING
Students are allowed to select up to five employers, out of the employers they selected as
considered. This ranking is based on the share of students who selected each employer as a
considered employers.
POTENTIAL APPLICANTS’ RANKING
For each of the employers students selected as ideal,
students are asked whether they have or will apply to work for them.
This ranking is based on the students who have or will apply.
FULL EMPLOYER LIST
List of 230 employers in
randomized order; list varies by field
of study
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Key question areas of the Universum Student Survey
Career preferences and expectations
Long-term goals
Short-term attractiveness of
40 employer attributes
Salary expectations
Employer attractiveness
Awareness, consideration, and
ideal employer selection
For ideal employers,
association with 40 employer attributes
Communicating with employers
Which channels they use, and
which they’d prefer to use more
Channels include: Print, In-person, digital, and other
channels
University experience
Career center services usage and
satisfaction
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The Universum Drivers of Employer Attractiveness
EMPLOYER REPUTATION & IMAGE
JOB CHARACTERISTICS
PEOPLE & CULTUREThe 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
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
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
EXTRINSIC INTRINSIC
HA
RD
SO
FT
The Drivers of Employer Attractiveness is a scientific framework developed by Universum, giving us a complete picture of what the talent perceive as important in their careers and what they associate with their preferred employers. Your employer image will be evaluated within each of these areas and compared to your recruitment competitors.
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Major changes to the Universum Student Survey for 2015
• Survey designed to display well on mobile devices (tablets and smartphones)
• Question phrasing and branching now more appropriate for part-time and graduate students
• New optional bank of “career personality” questions provides more nuanced view of respondents
• New optional questions about identification with minority groups
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Ensuring the integrity of the data
• Goal is to get responses from minimum of 3% of students in each school / department / field of study
• Target population is all students enrolled in degree-seeking programs at bachelor’s level or above
– Associate degree candidates and non-degree-seeking students will be screened out– Seniors are students of greatest interest, but we do collect and report data on
others as well– Likewise, business, economics, engineering, and IT students are of greatest interest
• Not necessary to send survey to 100% of your students at any one time– But if you only send to a sample, please ensure that it is randomly selected
• Best survey field time is in October and November, when students are:– Actively hearing from employers and looking for jobs– Not yet committed to an offer they’ve accepted– Not too busy preparing for final exams
• We keep the survey open through early January in order to allow any “stragglers” to come in over holiday break
When and How: Logistics for sending out the survey – Reaching the Students presented by Heather Wickenheiser, Associate Director of University Relations
This year’s Student Survey – Universum Career Survey
This year’s Student Survey
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Universum works more closely with the students in 2015
This year we have brought on 6 interns across the country to help serve as
brand ambassadors at their individual campuses as well as regionally. They
will also help us develop stronger messaging out to the students so that
we are speaking to our target audience in the voice of their peers
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Social Media Activation Follow, Retwe
et, Share, Like,
Favorite
UniversumU@UniversumU#UniversumU
#2015Universumsurvey
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Timeline – What can you expect from me?
Week of Action Item
October 6th Survey Launches; Universum provides you with email send out text and link to send survey to your students
October 13th We provide you with the target number of respondents for your school
October 20th Email reminder text provided for you to send a reminder about the survey to your students
October 27th Universum sends an update on the number of respondents you have received to date in comparison to the target number of respondents
November 3rd Social Media Push – Universum will provide you with tweets, Facebook Posts, and LinkedIn Posts that you can share with your students
November 10th
Universum sends an update on the number of respondents you have received to date in comparison to the target number of respondents
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Timeline Continued Week of Action Item
November 17th Halfway point – Universum to host a best practices webinar featuring Universities/Partners that have had successful Response Rates.
November 24th Email Reminder Text and social media posts provided to the universities and partners for you to send out to the students (Over Thanksgiving break)
December 1st Universum sends an update on the number of respondents you have received to date in comparison to the target number of respondents.
December 8th Email Reminder text sent to Universities – Final end of the Semester Push
December 15th Email and Social Media Text Sent to the Universities – Holiday Push; Check in of Numbers
December 22nd and December 29th
Last weeks of the Field period – Check in on targets and any final send outs conducted
January 5th Final Numbers sent to Universities and Partners
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Questions – Please Ask!
We are here for you and happy to help with everything please feel free to reach out!
John FlatoVice President-Advisory [email protected]
Heather WickenheiserAssociate Director, University [email protected]
Kevin TroyHead of Research & [email protected]
