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1 Copyright Universum 2010

Copyright Universum 2010

University Report

Universum Student Survey 2011Brazilian Edition

Universidade Federal de Santa Catarina (UFSC) Business


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Universum around the world

Universum annually surveys over 350,000 students and 100,000 professionals worldwide through our standardised research. In addition we conduct research in several other countries through our consulting projects.

The group head office is located in Stockholm and the regional head offices are located in Philadelphia (America), Cologne (Europe) and Shanghai (Asia).

Annual Research

Consulting Projects

33

About us

Our role is threefold: 1) we provide students with information on companies, 2) support

career services in their role and 3) help companies to develop their employer value.

Universum is an international organisation, with its head-quarters in Stockholm, Sweden and operates in the field of employer branding and talent research. Our purpose is to improve the communications between students, career services and employers.

We believe that career choice is one of the most important decisions in a student’s life. We therefore want to provide students with information and support career services in their role. We also believe that companies need to under-stand student expectations, to adjust their offering and working environment to attract potential candidates and meet their resourcing needs.

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Content

Methodology & key findings

University experience

Students’ career & communication preferences

Employer Rankings

Students’ employer preferences

Global top findings

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Methodology & key findings

1University Report



6

Methodology 1

Field period: January 2011 to May 2011 No. of educational institutions included: 72

Weighting and data cleaning: In order to achieve a realistic perspective of the university landscape we set targets by main field of study and educational institution based on official statistics. To get the questions distributions as close as possible to the actual population distribution, we use weighting based on population frequencies of the targets. Finally, a data cleaning process guarantees that only valid answers become part of our sample.

Target group: University students from all educational years.

Data collection: Data collection was carried out via our online survey. The online link was distributed primarily via university contacts (career centers and the educational institutions). Students received an email or in some cases a letter containing the survey’s link which allowed them to access the online questionnaire.

Data protection: Universum sticks to national data protection laws. All answers remain anonymous and all data is analysed onan aggregated base only.

7

Comparison groups analysed in this report

Group 2:

Base of the group: Total

Number of respondents: 4 099

Group 1:

Base of the group: Universidade Federal de Santa Catarina (UFSC)

Number of respondents: 289

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Average age: · 23,6 years

Gender: · 49% women and 51% men

Key findings - Universidade Federal de Santa Catarina (UFSC)

Grade (self-assessment):· 7,8 (of 10)

1

Top actual communication channels: · Employer websites· TV advertisements· News websites advertisements

Top job functions: · Administrative function (e.g. HR,

Purchasing, IT support)· Consultant· Upper management

Top preferred industries: · Public sector and Governmental

Agencies· Management consulting· Strategy Consulting

Top career goals: · To have work/life balance· To be competitively or intellectually

challenged· To have an international career

Expected annual salary:· 42 792 BRL

9

Average age: · 23,6 years

Gender: · 50% women and 50% men

Key findings - Total

Grade (self-assessment):· 7,7 (of 10)

1

Top actual communication channels: · Employer websites· TV advertisements· News websites advertisements

Top job functions: · Administrative function (e.g. HR,

Purchasing, IT support)· Consultant· Analyst

Top preferred industries: · Banks· Management consulting· Strategy Consulting

Top career goals: · To have work/life balance· To be competitively or intellectually

challenged· To be a leader or manager of people

Expected annual salary:· 41 767 BRL

10

SURVEY QUESTIONS:• What is your year of birth?• What is your gender?

Age & Gender

Average Age: Gender:

1

23,623,6

Universidade Federal de SantaCatarina (UFSC)

Total

49%

50%

51%

50%


Total

Female Male

11

Nationality 1

SURVEY QUESTION:What is your nationality?

99%

99%

1%

1%

Universidade Federal de Santa Catarina(UFSC)

Total

Brazilian Other

12

Academic performance

SURVEY QUESTION:Please grade your academic results on a scale from 1 to 10, where 10 represents "excellent results", 5 stands for "Average"

1

0%

1%

1%

3%

5%

20%

47%

19%

4%

0%

0%

0%

1%

3%

6%

26%

41%

19%

4%

1

2

3

4

5

6

7

8

9

10


Total

13

Areas of study - Business (1/1)

SURVEY QUESTION: What is your major(s)/main area(s) of study?

Area of studyUniversidade

Federal de Santa Catarina (UFSC)

Total

Business Administration 63% 48%Management 38% 25%Entrepreneurship 32% 19%Strategy 30% 23%Marketing 29% 23%Finance 23% 21%Human Resources Management 21% 15%Logistics 20% 11%Economics 18% 22%International Business 17% 13%Public Administration 17% 8%Information Management 14% 8%Communication Studies 12% 16%Sales 11% 9%Accounting/Auditing/Taxation 9% 15%Tourism Management 4% 5%Real Estate 2% 2%Other Business 9% 10%

1

14

Participating students - Educational institutions - Total (1/3)

University Total University Total

Pontifícia Universidade Católica de Minas Gerais (PUC-MG)

12,53% Centro Universitário Fecap (Fecap) 2,49%

Universidade Anhembi Morumbi 10,46% Universidade Federal da Paraíba (UFPB) 2,28%Universidade Luterana do Brasil (ULBRA) 7,62% Universidade Federal de Pernambuco (UFPE) 2,01%Universidade Presbiteriana Mackenzie 5,38% Universidade de Santa Cruz do Sul (UNISC) 1,54%

Universidade Federal de Santa Catarina (UFSC) 5,17% Universidade de Brasília (UnB) 1,51%

Universidade do Vale do Rio dos Sinos (Unisinos) 4,14% Universidade Federal do Paraná (UFPR) 1,46%

Pontifícia Universidade Católica de São Paulo (PUC-SP)

3,78%Universidade Federal do Rio Grande do Norte (UFRN)

1,37%

Universidade de São Paulo (USP) 3,31% Universidade Federal de Ouro Preto (UFOP) 1,31%

Fundação Dom Cabral (FDC) 2,68%Escola Superior de Propaganda e Marketing (ESPM)

1,18%

Centro Universitário SENAC São Paulo - Serviço Nacional de Aprendizagem Comercial

2,50%

1

PLEASE NOTE:The percentages shown in this table are weighted results based on the actual student population of each school.

SURVEY QUESTION:Which educational institution do you attend?

15



Fundação Universidade do Estado de Santa Catarina (UDESC)

1,16% Universidade Federal de Minas Gerais (UFMG) 0,77%

Universidade Estadual de Londrina (UEL) 1,14% Universidade Federal de Uberlândia (UFU) 0,73%Universidade Estadual do Oeste do Paraná (UNIOESTE)

1,11% Universidade Estadual Paulista (UNESP) 0,69%

Universidade Estadual de Ponta Grossa (UEPG) 1,03% Universidade Federal de Mato Grosso (UFMT) 0,69%

Universidade Federal de Mato Grosso do Sul (UFMS)

1,03%Centro Federal de Educação Tecnológica (CEFET/RJ)

0,62%

Universidade Federal do Pará (UFPA) 0,94% Universidade Federal de Juiz de Fora (UFJF) 0,54%Universidade Paulista (UNIP) 0,92% Fundação Getúlio Vargas (FGV) 0,52%

Universidade Estadual de Maringá (UEM) 0,88%Fundação Universidade Federal do Rio Grande (FURG)

0,48%

Universidade Federal de Santa Maria (UFSM) 0,79% Universidade Estácio de Sá 0,46%Universidade Federal de Viçosa (UFV) 0,77%

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Universidade Federal do Rio Grande do Sul (UFRGS)

0,46% Universidade Federal de Goiás (UFG) 0,23%

Universidade Federal Fluminense (UFF) 0,46% Universidade Federal do Ceará (UFC) 0,23%

Universidade Nove de Julho (UNINOVE) 0,46%Universidade Federal do Rio de Janeiro (UFRJ+COPPEAD)

0,23%

Universidade Federal de São João del Rei (UFSJ) 0,39%Universidade Tecnológica Federal do Paraná (UTFPR)

0,23%

Fundação Universidade Federal da Grande Dourados (UFGD)

0,33%Centro Universitário do Instituto Mauá de Tecnologia (Mauá-SP)

0,19%

Universidade Federal de São Carlos (UFSCar) 0,32%Universidade Estadual do Rio Grande do Sul (UERGS)

0,16%

Universidade Estadual de Campinas (Unicamp) 0,29% Universidade Federal de Lavras (UFLA) 0,15%Fundação Armando Álvares Penteado (FAAP) 0,23% Universidade Federal de Itajubá (Unifei) 0,08%Universidade Católica de Brasília (UCB) 0,23% Other 7,08%Universidade Federal da Bahia (UFBA) 0,23%

1





2University experience



University Report

18

THINK ABOUT:• Are your students rather satisfied or dissatisfied with the above aspects?• Did satisfaction significantly increase or drop compared to last year?

Satisfaction - Lecturers/tutors 2Satisfaction - Choice of courses/modules

SURVEY QUESTIONS: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

4%

9%

23%

49%

15%

9%

26%

23%

34%

8%

4%

7%

12%

47%

28%

1%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply

UniversidadeFederal de SantaCatarina (UFSC)2011


Total

1%

13%

19%

46%

19%

3%

4%

10%

17%

44%

26%

4%

8%

21%

47%

17%

2%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply



Total

19

Satisfaction - Reputation of the university


2Satisfaction - Student life


2%

5%

38%

54%

1%

1%

7%

43%

50%

6%

4%

6%

35%

48%

1%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply



Total

3%

4%

16%

54%

21%

2%

2%

6%

20%

50%

22%

5%

5%

18%

48%

23%

1%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply

Universidade Federalde Santa Catarina(UFSC) 2011


Total

20

Satisfaction - University’s contacts with the business community

2Satisfaction - Quality of the education



7%

20%

27%

27%

18%

2%

10%

26%

30%

24%

10%

6%

12%

18%

39%

23%

1%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply



Total

2%

10%

11%

52%

25%

5%

23%

19%

36%

17%

5%

7%

10%

47%

32%

0%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply



Total

21

Satisfaction - Day-to-day administration within my faculty

2Satisfaction - Possibility to study abroad



5%

21%

31%

33%

10%

1%

6%

11%

26%

41%

14%

2%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply

UniversidadeFederal de SantaCatarina (UFSC)

Total

5%

12%

28%

35%

14%

6%

5%

19%

32%

31%

13%

6%

14%

32%

25%

15%

7%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply



Total

22

Satisfaction - Access to and quality of service facilities

2Satisfaction - Living costs and boarding/accommodation



4%

10%

20%

39%

26%

1%

5%

10%

25%

45%

16%

6%

11%

14%

39%

30%

1%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply



Total

3%

12%

36%

27%

12%

10%

4%

13%

33%

29%

10%

10%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply

Universidade Federalde Santa Catarina(UFSC)

Total

23

2Satisfaction - Ratio of students per lecturer/tutor

Satisfaction - Practical elements of my course



3%

27%

27%

28%

14%

2%

7%

13%

19%

42%

18%

1%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply

Universidade Federalde Santa Catarina(UFSC)

Total

5%

22%

24%

36%

12%

6%

11%

19%

45%

18%

1%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Does not apply

UniversidadeFederal de SantaCatarina (UFSC)

Total

24

THINK ABOUT:• What are the strengths and weaknesses of your university in the perception of your students?• Are there any positive university aspects that should be pointed out more by university communication and marketing?

Satisfaction - This year vs. last year

SURVEY QUESTION: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

2

Universidade Federal de Santa Catarina (UFSC)

2011


2010Living costs and boarding/accommodation 81,6 -The possibility to study abroad 51,5 3,3Choice of courses/modules 25,6 3,8The student life 17,0 3,8Practical elements of my course 16,3 -

The university's contacts with the business community 16,3 3,0

Day-to-day administration within my department/faculty 12,0 -

The reputation of the university 8,8 4,4Access to and quality of service facilities (e.g. libraries, computers)

8,1 3,6

The quality of the education 3,9 3,4Lecturers/tutors 3,6 3,1Ratio of students per lecturer/tutor 3,3 -

25

Satisfaction - Universidade Federal de Santa Catarina (UFSC) vs. Total

SURVEY QUESTION: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

2


Total

Living costs and boarding/accommodation 81,6 83,4The possibility to study abroad 51,5 57,8Choice of courses/modules 25,6 21,2The student life 17,0 13,4Practical elements of my course 16,3 8,5

The university's contacts with the business community 16,3 12,9

Day-to-day administration within my department/faculty 12,0 21,1

The reputation of the university 8,8 13,7Access to and quality of service facilities (e.g. libraries, computers)

8,1 8,6

The quality of the education 3,9 7,0Lecturers/tutors 3,6 15,4Ratio of students per lecturer/tutor 3,3 15,1

THINK ABOUT:• Are your students more or less satisfied compared to students at similar departments from other universities?• What are the strengths and weaknesses of your university in the perception of your students?• Are there any positive university aspects that should be pointed out more by university communication and marketing?

26

Overall satisfaction


2011


2010

Total

How satisfied are you overall with your university?

4,0 3,7 4,1

2

THINK ABOUT:• How satisfied are your students with the university? • What differentiates your students from the other students?• Why do you think they are more or less pleased? Which aspects might have the biggest impact on overall satisfaction?

SURVEY QUESTION: How satisfied are you overall with your university?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

5%

15%

59%

21%

3%

14%

15%

53%

16%

1%

4%

10%

58%

27%

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Universidade Federal deSanta Catarina (UFSC) 2011

Universidade Federal deSanta Catarina (UFSC) 2010

Total

27

Career related services offered by university - Universidade Federal de Santa Catarina (UFSC)

SURVEY QUESTION: Are you aware of/ do you use the following career related services offered by your university?(I am aware of this service and use it, I am aware of this service, but don't use it, I am unaware of this service, but would use it, I am unaware of this service and wouldn't use it.)

2

THINK ABOUT:• Are your students aware of the different career related services offered by your university?• Is there a demand for an institutionalised career service or other career related services?• What potential career related services can your university offer in the future?

12%

14%

20%

16%

37%

43%

22%

26%

20%

21%

19%

21%

58%

52%

50%

57%

40%

34%

8%

8%

10%

7%

4%

2%

Services offered by the career service at my department/faculty

Services offered by the university's central career service

Career advice by professors and lecturers

Career fairs at university

Company workshops/presentations organised by the university

Job board with external offers

I am aware of this service and use it I am aware of this service, but don't use it

I am unaware of this service, but would use it I am unaware of this service and wouldn't use it

28

Career related services offered by university - Total

SURVEY QUESTION: Are you aware of/ do you use the following career related services offered by your university?(I am aware of this service and use it, I am aware of this service, but don't use it, I am unaware of this service, but would use it, I am unaware of this service and wouldn't use it.)

2

THINK ABOUT:• Are your students aware of the different career related services offered by your university?• Is there a demand for an institutionalised career service or other career related services?• What potential career related services can your university offer in the future?

24%

26%

34%

37%

47%

52%

28%

30%

22%

26%

19%

21%

43%

39%

39%

32%

32%

24%

5%

5%

5%

5%

3%

2%

Services offered by the career service at my department/faculty

Services offered by the university's central career service

Career advice by professors and lecturers

Career fairs at university

Company workshops/presentations organised by the university

Job board with external offers

I am aware of this service and use it I am aware of this service, but don't use it

I am unaware of this service, but would use it I am unaware of this service and wouldn't use it

29

Aspects of university choice

SURVEY QUESTION: Which of the following aspects had an influence on the choice of your university?

2


Total

Reputation of the university 82% 70%Tuition fee is adequante to my budget 45% 29%Offcial evaluation and ranking by the Ministry of Education

44% 52%

Qualifications of the teaching staff 40% 57%Family/friends 37% 27%Comfortable distance from home and work 27% 25%Flexible study hours 25% 12%

Media coverage/articles in newspapers or magazines 23% 27%

Information event at university (e.g. university open day)

18% 22%

Quality of the facilities (lecture halls, laboratories, library, etc.)

17% 33%

Recommendation in the Student Guide 16% 22%Online social networks/communities (e.g. Orkut) 11% 14%Other 11% 8%

THINK ABOUT:• Which aspects had the highest influence on the university choice of your students?• Where do you invest in marketing activities and do your investments pay off? Should you concentrate on alternative communication

channels?



Students’ career & communication preferences

3University Report



31

Preferred industries - Top 10

SURVEY QUESTION:In which industry would you ideally want to work when choosing your first employment after graduation?Please select a maximum of three alternatives

3

THINK ABOUT:• Do industry preferences reflect the labour market’s reality in your region?• Are your students rather willing to go into business or academic research?

33%

32%

24%

21%

15%

14%

13%

11%

11%

10%

20%

28%

24%

28%

19%

15%

8%

9%

7%

6%

Public sector and Governmental Agencies

Management consulting

Strategy Consulting

Banks

Financial Services

Media and advertisement

Travel and leisure

Educational and research institutions

Transportation and logistics

Utilities


Total

32

THINK ABOUT:Which job functions are most popular amongst your students?

Preferred Job functions

SURVEY QUESTION:In which job function would you ideally want to work when choosing your first employment after graduation?Please select a maximum of three alternatives

3

42%

30%

28%

27%

26%

24%

24%

21%

20%

8%

5%

3%

2%

3%

32%

28%

22%

27%

28%

20%

18%

24%

17%

10%

5%

2%

2%

6%

Administrative function (e.g. HR,Purchasing, IT support)

Consultant

Upper management

Marketing/communications/PR function

Analyst

Middle management

Research and development function

Finance function

Project Manager

Sales/Key account manager

Customer service function

Engineer

IT specialist/developer

Other


Total

33

THINK ABOUT:• Do your students prefer to work for rather bigger or smaller companies? • Do preferences related to employer size reflect the labour market’s reality in your region?

Preferred size of employer

SURVEY QUESTION:What size of employer would you prefer working for when choosing your first employment?Please select only one alternative

3

2%

11%

24%

25%

38%

1%

6%

20%

29%

45%

Micro employer (Less than 10employees)

Small employer (10-100employees)

Medium-sized employer (100-500employees)

Big employer (500-1000employees)

Macro employer (More than 1000employees)


Total

34

THINK ABOUT:How do your students’ career goals differ from the priorities of other students?

Career goals - Universidade Federal de Santa Catarina (UFSC) vs. Total

SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you?Please select a maximum of three alternatives

3

56%

41%

40%

38%

35%

35%

25%

11%

11%

49%

47%

35%

41%

38%

34%

23%

13%

10%

To have work/life balance

To be competitively or intellectually challenged

To have an international career

To be a leader or manager of people

To be entrepreneurial or creative/innovative

To be secure or stable in my job

To be dedicated to a cause or to feel that I amserving a greater good

To be a technical or functional expert

To be autonomous or independent


Total

35


Career goals - This year vs. last year (Universidade Federal de Santa Catarina (UFSC))


3

56%

41%

40%

38%

35%

35%

25%

11%

11%

54%

39%

37%

37%

32%

29%

24%

13%

15%


To be competitively or intellectuallychallenged





To be dedicated to a cause or to feel that Iam serving a greater good


To be autonomous or independent

Universidade Federal de Santa Catarina(UFSC) 2011


36


Career goals - This year vs. last year (Total)


3

49%

47%

41%

38%

35%

34%

23%

13%

10%

50%

38%

34%

44%

33%

30%

19%

14%

11%


To be competitively or intellectually challenged





To be dedicated to a cause or to feel that I am serving agreater good


To be autonomous or independent Total 2011

Total 2010

37

SURVEY QUESTION:What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?

Expected annual salary (BRL) 3

PLEASE NOTE: How do salary expectations differ amongst the different groups?

42 792

41 767


Total

38

Actual communication channels - Top 10

SURVEY QUESTION:How have you mainly learnt about these employers? Please select as many as applicable

3

THINK ABOUT:Which communication channels do employers use to communicate with your students?

52%

37%

30%

24%

21%

16%

15%

15%

14%

14%

55%

32%

30%

21%

21%

20%

11%

17%

16%

17%

Employer websites

TV advertisements

News websites advertisements

Social networks/communities

Advertisements in life style magazines & otherperiodicals

Career guides/books

Outdoor/billboard advertisements

News print media advertisements

Career Magazines for students

Lectures/case studies as part of curriculum


Total



Employer rankings

4University Report



40

Considered employer ranking - Universidade Federal de Santa Catarina (UFSC) - Top 30

EmployerRank 2011

Percent 2011

Rank 2010

EmployerRank 2011

Percent 2011

Rank 2010

Google 1 56,62% 2 Dell 16 35,66% 46Petrobras 2 55,51% 1 Itaú Unibanco 17 34,93% 8Nestlé 3 55,15% 3 Rede Globo 18 34,56% -Apple 4 48,16% - Eletrobrás 19 34,19% 14Ambev 5 47,43% 6 Toyota 20 33,82% 18Vale 6 43,38% 4 Votorantim 20 33,82% -Banco do Brasil 7 41,54% 5 Bunge Alimentos 22 33,09% 16The Coca-Cola Company 8 39,71% 14 Heineken 23 32,72% 27Sony 9 39,34% 8 Volkswagen 23 32,72% 23adidas 10 38,97% 10 BMW 25 32,35% 30Unilever 10 38,97% 10 Peugeot Citroën 25 32,35% 32Gerdau 12 38,24% 23 Grupo Santander 27 31,99% -Johnson & Johnson 13 37,50% 13 Banco Bradesco 28 31,62% 10Microsoft 14 36,76% 16 Embraer 28 31,62% 20Sadia 15 36,40% 35 L'Oréal 28 31,62% 6

4

THINK ABOUT:• Do students consider employers that are recruiting on your campus and with whom you may cooperate?• Are important partners or sponsors of your university missing in this ranking?

SURVEY QUESTION:Below is a list of employers. Which of these employers would you consider working for?If your favorite employer is not listed, you may add it into the bottom of the list as "Other Employer 1" or "Other Employer 2”.

41

Ideal employer ranking - Universidade Federal de Santa Catarina (UFSC) - Top 20

EmployerRank 2011

Percent 2011

Rank 2010

EmployerRank 2011

Percent 2011

Rank 2010

Google 1 28,84% 1 Banco Bradesco 11 8,61% 6Petrobras 2 25,84% 2 Heineken 11 8,61% 20Apple 3 19,48% - L'Oréal 11 8,61% 8Banco do Brasil 4 14,98% 3 Microsoft 11 8,61% 11Ambev 5 13,11% 7 Bunge Alimentos 15 8,24% 15Nestlé 6 11,99% 4 Editora Abril 15 8,24% 31The Coca-Cola Company 7 11,61% 24 Vale 17 7,12% 5Unilever 8 11,24% 11 adidas 18 6,74% 8Sadia 9 9,36% 27 Eletrobrás 19 6,37% 10Rede Globo 10 8,99% - Itaú Unibanco 19 6,37% 11

4

THINK ABOUT:Which of the potential employers from the considered ranking are not short-listed by your students?

SURVEY QUESTION:Please select five employers from the list below for which you would most like to work - your five Ideal Employers.Please select 1-5 companies.

42

Potential applicants’ ranking - Universidade Federal de Santa Catarina (UFSC) - Top 10

SURVEY QUESTIONS: • 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?

THINK ABOUT:Are there big differences in comparison to the Ideal Employer ranking?

EmployerRank 2011

Percent 2011

Rank 2010

EmployerRank 2011

Percent 2011

Rank 2010

Petrobras 1 6,72% 1 Apple 6 2,95% -Google 2 5,41% 2 Unilever 7 2,79% 8Ambev 3 3,93% 5 Banco Bradesco 8 2,62% 4Banco do Brasil 4 3,77% 3 The Coca-Cola Company 8 2,62% 17Nestlé 5 3,44% 7 Bunge Alimentos 10 2,46% 11

4

43

Ideal employer ranking - Total - Top 20

EmployerRank 2011

Percent 2011

Rank 2010

EmployerRank 2011

Percent 2011

Rank 2010

Petrobras 1 25,63% 1 Unilever 11 10,76% 3Google 2 24,58% 2 Banco Bradesco 12 9,70% 10Apple 3 14,72% - Gerdau 13 8,00% 12Vale 4 14,54% 4 Grupo Santander 14 7,88% -Ambev 5 14,06% 6 Microsoft 15 7,84% 11The Coca-Cola Company 6 13,72% 8 TAM Airlines 16 7,68% -Nestlé 7 12,93% 5 Editora Abril 17 6,77% 17Banco do Brasil 8 12,80% 9 Votorantim 18 6,34% -Itaú Unibanco 9 12,19% 7 Usiminas 19 5,44% 27Rede Globo 10 11,03% - HSBC 20 5,18% 13

4

THINK ABOUT:Which of the potential employers from the considered ranking are not short-listed by your students?

SURVEY QUESTION:Please select five employers from the list below for which you would most like to work - your five Ideal Employers.Please select 1-5 companies.

44

Top findings - Employer rankings - Total

Ideal Employer ranking:1. Petrobras2. Google3. Apple4. Vale5. Ambev

Considered Employer ranking:1. Petrobras2. Nestlé3. Google4. Vale5. The Coca-Cola Company

Potential Applicants’ ranking: 1. Petrobras2. Google3. Vale4. Ambev5. Itaú Unibanco

High Achievers’ ranking:1. Petrobras2. Google3. Vale4. Apple5. Banco do Brasil

4



Students’ employer preferences

5University Report



46

The Drivers of Employer Attractiveness 5

Employer Reputation & Image- The attributes of the employer as an organisation • Attractive/exciting products and services• Fast-growing or entrepreneurial• Financial strength• Good reputation• High ethical standards• High level of Corporate Social Responsibility• Innovative products and services• Inspiring top management• Market success• Prestige

Remuneration & Advancement Opportunities - The monetary compensation and other benefits, now and

in the future • Clear path for advancement• Competitive base salary• Competitive benefits• Good possibilities for rapid promotion• Good prospects for high future earnings• Good reference for future career• Leadership opportunities• Overtime pay/compensation• Performance-related bonus• Sponsorship of future education

Job Characteristics- The contents and demands of the job, including the

learning opportunities provided by the job• A variety of assignments• An attractive geographic location• Challenging work• Control over my working hours• Flexible working conditions• High level of responsibility• Opportunities for international travel• Opportunities for relocation abroad• Professional training and development• Secure employment

People & Culture- The social environment and attributes of the work place• Has a culture that is accepting towards minorities• Has a culture that respects my individuality• Has a culture that supports equality between the sexes• Has leaders who will support my development• Offers a comfortable physical work environment• Offers a creative and dynamic work environment• Offers a friendly work environment• Offers interaction with international clients and

colleagues• Recruits only the best talent• Will enable me to have good work/life balance

PLEASE NOTE:The framework is developed together with professor Paula Caligiuri, Director of the Center for HR Strategy at Rutgers University. Based on specific research within HR, as well as focus groups and general communication with both our clients and students.

47

SURVEY QUESTION: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

The Drivers of Employer attractiveness - Importance of each driver

5

Remuneration & Advancement Opportunities

Job Characteristics

People & Culture

Employer Reputation &

Image

21%

26%

25%

27%

22%

26%

25%

27%

Employer Reputation & Image

Job Characteristics

People & Culture

Remuneration & AdvancementOpportunities


Total

48

SURVEY QUESTION:Employer Reputation & Image refers to the attributes of the employer as an organisation. Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives

The Drivers of Employer attractiveness - Employer Reputation & Image 5


Image


Job Characteristics

People & Culture

42%

37%

34%

34%

34%

29%

25%

22%

20%

15%

42%

34%

34%

28%

26%

30%

27%

24%

28%

19%

Market success

High ethical standards

High level of Corporate SocialResponsibility

Attractive/exciting products and services

Innovative products and services

Good reputation

Fast-growing or entrepreneurial

Financial strength

Inspiring top management

Prestige


Total

49

SURVEY QUESTION:Employer Reputation & Image refers to the attributes of the employer as an organisation. My ideal employer is associated with:Please select a maximum of three alternatives

The Drivers of Employer attractiveness - Employer Reputation & Image (this year vs. last year)

5

SURVEY QUESTION:Employer Reputation & Image refers to the attributes of the employer as an organisation. Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives


Image


Job Characteristics

People & Culture

42%

37%

34%

34%

34%

29%

25%

22%

20%

15%

41%

29%

35%

35%

33%

26%

21%

28%

26%

15%

Market success

High ethical standards

High level of Corporate SocialResponsibility

Attractive/exciting products and services

Innovative products and services

Good reputation

Fast-growing or entrepreneurial

Financial strength

Inspiring top management

Prestige



50

SURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives

The Drivers of Employer attractiveness - Job Characteristics 5


Image


Job Characteristics

People & Culture

62%

48%

40%

37%

28%

28%

16%

13%

11%

4%

64%

48%

31%

36%

26%

23%

28%

16%

13%

6%

Professional training and development

Challenging work

Opportunities for international travel

Secure employment

Flexible working conditions

Opportunities for relocation abroad

High level of responsibility

A variety of assignments

An attractive geographic location

Control over my working hours


Total

51

SURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. My ideal employer is associated with: Please select a maximum of three alternatives

The Drivers of Employer attractiveness - Job Characteristics(this year vs. last year)

5

SURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives


Image


Job Characteristics

People & Culture

62%

48%

40%

37%

28%

28%

16%

13%

11%

4%

68%

38%

44%

27%

28%

26%

26%

12%

9%

5%

Professional training and development

Challenging work

Opportunities for international travel

Secure employment

Flexible working conditions

Opportunities for relocation abroad

High level of responsibility

A variety of assignments

An attractive geographic location

Control over my working hours



SURVEY QUESTION:People & Culture refers to the social environment and attributes of the work place. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives

52

The Drivers of Employer attractiveness - People & Culture 5


Image


Job Characteristics

People & Culture

63%

54%

50%

35%

26%

25%

13%

13%

7%

4%

60%

58%

50%

31%

26%

22%

9%

19%

9%

3%

Has leaders who will support mydevelopment

Offers a creative and dynamic workenvironment

Will enable me to have good work/lifebalance

Offers interaction with international clientsand colleagues

Offers a friendly work environment

Offers a comfortable physical workenvironment

Has a culture that supports equalitybetween the sexes

Has a culture that respects my individuality

Recruits only the best talent

Has a culture that is accepting towards[underrepresented] minorities


Total

53

The Drivers of Employer attractiveness - People & Culture(this year vs. last year)

5

SURVEY QUESTION:People & Culture refers to the social environment and attributes of the work place. My ideal employer is associated with:Please select a maximum of three alternatives

SURVEY QUESTION:People & Culture refers to the social environment and attributes of the work place. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives


Image


Job Characteristics

People & Culture

63%

54%

50%

35%

26%

25%

13%

13%

7%

4%

53%

50%

47%

35%

25%

23%

18%

16%

8%

7%

Has leaders who will support mydevelopment

Offers a creative and dynamic workenvironment

Will enable me to have good work/lifebalance

Offers interaction with international clientsand colleagues

Offers a friendly work environment

Offers a comfortable physical workenvironment

Has a culture that supports equalitybetween the sexes

Has a culture that respects myindividuality

Recruits only the best talent

Has a culture that is accepting towards[underrepresented] minorities



54

The Drivers of Employer attractiveness - Remuneration & Advancement Opportunities

5

SURVEY QUESTION:Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives


Image


Job Characteristics

People & Culture

46%

45%

38%

32%

31%

31%

27%

18%

11%

6%

49%

43%

42%

25%

34%

32%

24%

21%

12%

9%

Good reference for future career

Leadership opportunities

Good prospects for high future earnings

Competitive base salary

Clear path for advancement

Sponsorship of future education

Performance-related bonus

Good possibilities for rapid promotion

Competitive benefits

Overtime pay/compensation


Total

55

SURVEY QUESTION:Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future. My ideal employer is associated with:Please select a maximum of three alternatives

The Drivers of Employer attractiveness - Remuneration & Advancement Opportunities (this year vs. last year)

5

SURVEY QUESTION:Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives


Image


Job Characteristics

People & Culture

46%

45%

38%

32%

31%

31%

27%

18%

11%

6%

42%

42%

46%

25%

39%

34%

22%

17%

13%

8%

Good reference for future career

Leadership opportunities

Good prospects for high future earnings

Competitive base salary

Clear path for advancement

Sponsorship of future education

Performance-related bonus

Good possibilities for rapid promotion

Competitive benefits

Overtime pay/compensation



56

Top findings - Students’ employer preferences Students were asked to rate the importance of the four Drivers of Employer Attractiveness by dividing 100 points between the drivers in

accordance with how important they perceive them.

5

This is the importance of all the 40 attributes in relationship to how important the students think its driver is. This analysis gives a summarised 360 degree view of what influences employer attractiveness.

Top 5 - Overall most important attributes:1. Has leaders who will support my

development (People & Culture)

2. Professional training and development (Job Characteristics)

3. Challenging work (Job Characteristics)

4. Will enable me to have good work/life balance (People & Culture)

5. Good reference for future career (Remuneration & Advancement Opportunities)

Top 5 - Overall most important attributes:1. Professional training and development

(Job Characteristics)

2. Has leaders who will support my development (People & Culture)

3. Offers a creative and dynamic work environment (People & Culture)

4. Good reference for future career (Remuneration & Advancement Opportunities)

5. Challenging work (Job Characteristics)

Universidade Federal de Santa Catarina (UFSC) Total



Global top findings

University Report


6


58

Importance of the drivers of employer attractiveness by region – Business students

Europe America Asia

Nordic Russia

Remuneration &

Advancement Opportunities

Job Characteristics

People &

Culture

Employer Reputation

& Image

Employer Attractiveness

South Africa

19,8%

27,4%

27,6%

25,5%

20,4%

27,8%

24,8%

27,0%22,6%

25,0%

25,8%

26,5%

24,2%

23,5%

23,9%

28,4%

20,9%

24,3%

23,3%

31,6%

21,8%

24,9%

26,8%

26,5%


6

Source: Universum Student Survey 2010

conducted in 24 countries worldwide

59

Europe America Asia

Nordic Russia

Remuneration &

Advancement Opportunities

Job Characteristics

People &

Culture

Employer Reputation

& Image

Employer Attractiveness

South Africa

19,0%

28,6%

28,4%

24,3%

20,2%

28,5%

24,7%

26,6%22,2%

27,5%

24,2%

26,1%

24,6%

25,8%

22,8%

26,8%

20,8%

25,0%

21,8%

32,4%

22,1%

26,3%

25,5%

26,1%


Importance of the drivers of employer attractiveness by region – Engineering students

6



60

Europe

America Asia

Nordic Russia

1. Accounting (public)2. Financial services3. Marketing/ advertising

1. Marketing/ advertising2. Management consulting3. Investment banking

1. Marketing/ advertising2. Management consulting3. Entertainment/media/public relations

1. Commercial banking2. Management consulting3. Auditing/ accounting/

taxation (corporate)

1. Marketing/ advertising2. Commercial banking3. Financial services

South Africa

1. Accounting (public)2. Auditing/ accounting/ taxation (corporate)3. Financial services

The most attractive industries by region – Business students

SURVEY QUESTION:In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives

6



61

Europe

America Asia

Nordic Russia

1. Engineering/manufacturing2. Engineering consulting3. Energy/power

1. Energy/power2. Engineering/manufacturing3. Aerospace/defense

1. Engineering consulting2. Energy/power3. Environmental/conservation

1. Engineering/manufacturing2. Electronics3. Automotive

1. Engineering/manufacturing2. Energy/power3. Construction

South Africa1. Engineering/manufacturing2. Engineering consulting3. Energy/power

The most attractive industries by region – Engineering students

SURVEY QUESTION:In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives

6



62

Top 3 career goals by region – Business students

Europe America Asia

Nordic Russia

1. To have work/life balance2. To be secure or stable in my job3. To be a leader or manager of

people

1. To have work/life balance2. To be competitively or intellectually

challenged3. To have an international career

1. To have work/life balance2. To be competitively or intellectually challenged3. To be secure or stable in my job

1. To have work/life balance2. To be secure or stable in

my job3. To be a leader or manager

of people

1. To have work/life balance2. To be autonomous or

independent3. To be a leader or manager

of people

South Africa

1. To be a leader or manager of people2. To be entrepreneurial or

creative/innovative3. To be secure or stable in my job

SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives

6



63

Top 3 career goals by region – Engineering students

Europe America Asia

Nordic Russia

1. To have work/life balance

2. To be secure or stable in my job

3. To be competitively or intellectually challenged

1. To have work/life balance2. To be secure or stable in my

job3. To be competitively or

intellectually challenged

1. To have work/life balance2. To be secure or stable in my job3. To be competitively or

intellectually challenged

1. To be a technical or functional expert

2. To have work/life balance3. To be a leader or manager

of people

1. To be a technical or functional expert

2. To have work/life balance3. To be secure or stable in

my job

South Africa

1. To be a technical or functional expert2. To be a leader or manager of people3. To be competitively or intellectually

challenged

SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives

6



64

Top 3 preferred communication channels by region – Business students

Europe AmericaAsia

Nordic Russia

1. Career fairs2. Internship/co-op programs/work placement3. Employer websites

1. Employer websites2. Internship/co-op programs/work placement3. Employer presentations on campus

1. Career fairs2. Employer websites3. Acquaintances employed by the

company/organisation

1. Employer presentations on campus

2. Career fairs3. Acquaintances employed by

the company/organisation

1. Employer presentations on campus

2. Career websites/Internet job boards

3. Internship/co-op programs/work placement

South Africa

1. Employer websites2. Internship/co-op programs/work placement3. Career websites/Internet job boards

SURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternatives

6



65

Top 3 preferred communication channels by region – Engineering students

Europe AmericaAsia

Nordic Russia

1. Career fairs2. Internship/co-op

programs/work placement3. Employer presentations on

campus

1. Employer websites2. Internship/co-op programs/work placement3. Employer presentations on campus

1. Employer websites2. Career fairs3. Employer presentations on campus

1. Employer websites2. Employer presentations on

campus3. Internship/co-op programs/work

placement

1. Employer websites2. Employer presentations on

campus3. Internship/co-op programs/work

placement

South Africa

1. Career websites/Internet job boards2. Career fairs3. Advertisements on the Internet

SURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternatives

6



66

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