University Report | Middle East Edition American ... Student Survey/u… · Universum is the global leader in the field of employer branding and talent research. Through our market

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UNIVERSUM STUDENT SURVEY 2014 University Report | Middle East EditionAmerican University of Beirut | Engineering/IT

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About Universum

2014 | Middle East | Students | Engineering/IT

With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks.

Universum annually conducts quantitative and qualitative research with over 700.000 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 is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights.

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.

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How we help Higher Education Institutions


UNDERSTAND

THE CAREER PREFERENCES AND EXPECTATIONS OF STUDENTS AND ALUMNI

IDENTIFY

THE BRAND PERCEPTION AND ATTRACTIVENESS OF YOUR

COLLEGE/UNIVERSITY

ATTRACT

RELEVANT EMPLOYERS TO CAMPUS

RECRUIT

PROSPECTIVE STUDENTS FOR BSC, MSC AND/OR MBA LEVELS

Universum is the global leader in the field of employer branding and talent research. Through our market research, consulting and communication solutions we aim to close the gap between the expectations of employers and talent and 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 2000 universities worldwide to:

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Our clients and media partners


Some of the world’s most attractive employers

Some of the world’s most trusted publishers

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What we cover in the report

3. EMPLOYER EVALUATIONThis chapter analyses the employer branding efforts and relative attractiveness of different employers towards your students.


4. UNIVERSITY BRAND PERCEPTION This chapter evaluates your university brand, as perceived by your current students and by students at other universities in Middle East, who would choose American University of Beirut if they could begin their studies again.

2. CAREER PROFILE EVALUATIONThis chapter provides insights on the career preferences and expectations of your students in comparison to the overall surveyed population of students in Middle East.

5. APPENDIXAdditional data on topics covered in previous sections.

1. EXECUTIVE SUMMARYA summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.

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About the Universum Student Survey | Middle East Edition


METHODOLOGY

THE QUESTIONNAIRE Created based on 25 years of experience,

extensive research within HR, focus groups and communication with both our clients and students.

Global perspective - local insight.

DATA COLLECTIONConducted via an online survey, distributed via university contacts, the Universum Panel and local partners.

WEIGHTINGIn order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets.

Note that only data based on all students or on all students within a main field of study is weighted. Breakdowns like gender, high achievers or other more specific target groups are not weighted.

FIELD PERIODMarch 2014 to June 2014

20 Educational institutions

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• University reports can be based on the total number of respondents from all main fields of study, or may be specific to a main field of study. This particular report is specific to: Engineering/IT.

Groups in this report


Global

2 802

Your university

Middle East

The comparisons in this report are based on: Engineering/IT

Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”.

Participating students from 20 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”.

Students participate annually in Universum’s global career research. ~600 000

362

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Table of contents


EMPLOYER EVALUATION

CAREER PROFILE EVALUATION

EXECUTIVE SUMMARYAPPENDIX

UNIVERSITY BRAND PERCEPTION

9

63%

Students’ profile and summary of preferences


Average age (years):

20,4

37%

Top 3 most used communication channels:

• Career fairs• Employer websites• Social networks/communities

Top 3 industries:• Engineering and Manufacturing• Management and Strategy Consulting• Energy

Top 5 most attractive attributes:• High future earnings (Remuneration & Advancement Opportunities)• Professional training and development (Job Characteristics)• Opportunities for international travel/relocation (Job Characteristics)• A creative and dynamic work environment (People & Culture)• Good reference for future career (Remuneration & Advancement

Opportunities)

Top 3 career goals:• To have work/life balance• To have an international career• To be entrepreneurial or creative/innovative

Top 3 career profiles:• Leader• Entrepreneur• Harmoniser

Average expected monthly salary:

Average reportedacademic performance7,9

American University of Beirut

Year of graduation:

1 911 EUR

2%6%19%22%26%24%

2019 orlater

20182017201620152014

10

68%

Students’ profile and summary of preferences


Average age (years):

21,6

32%

Top 3 most used communication channels:

• Employer websites• Social networks/communities• Career fairs

Top 3 industries:• Engineering and Manufacturing• Software and Computer Services• Telecommunication and Networks

Top 5 most attractive attributes:• Professional training and development (Job Characteristics)• A creative and dynamic work environment (People & Culture)• Leaders who will support my development (People & Culture)• A friendly work environment (People & Culture)• Opportunities for international travel/relocation (Job Characteristics)

2 089 EUR

Top 3 career goals:• To have work/life balance• To be a leader or manager of people• To have an international career

Top 3 career profiles:• Leader• Entrepreneur• Idealist

Average expected monthly salary:

Average reportedacademic performance7,4

All universities

Year of graduation:

2%7%13%20%22%36%

2019 orlater

20182017201620152014

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• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.

Students’ most attractive employers

All universities | Engineering/IT American University of Beirut | Engineering/IT


1. Google (34,88%)

2. Microsoft (22,09%)

3. Dar Al-Handasah (17,44%)

4. Intel (14,24%)

5. Khatib & Alami (11,92%)

6. Schlumberger (11,63%)

7. Bechtel (11,34%)

7. Booz & Company (11,34%)

9. McKinsey & Company (10,76%)

9. Samsung (10,76%)

1. Saudi Aramco (31,13%)

2. Google (23,19%)

3. SABIC (20,28%)

4. Microsoft (18,29%)

5. Schlumberger (14,72%)

6. Intel (10,19%)

7. General Electric (9,05%)

8. Samsung (8,80%)

9. IBM (8,55%)

10. Cisco Systems (8,44%)

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Summary of your University Brand Perception (1/2)


Employability & Advancement Opportunities1. Good reference for future career

and/or education2. High employment among graduates3. Opportunities to network with

employers

University/College Culture & Student Life1. Friendly and open environment2. Secure campus environment3. Attractive geographic location

Educational Offering1. Challenging curriculum2. Quality and variety of courses3. Attractive/exciting programs and

fields of study

University/College Reputation & Image1. Tradition of academic excellence2. Internationally acclaimed2. Successful alumni

ASSOCIATIONS BASED ON THE UNIVERSUM DRIVERS OF UNIVERSITY ATTRACTIVENESS

TOP OF MIND ASSOCIATIONS

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• This is an extract from a University Report based on the results of the Universum Student Survey 2014. Please visit www.universumglobal.com for more information about Universum and our global research.

Summary of your University Brand Perception (2/2)


Continue communicating

Tradition of academic excellence Internationally acclaimed Highly-ranked within its field

Quality and variety of courses Exceptional professors/lecturers Attractive/exciting programs and

fields of study

Social and recreational activities Secure campus environment Friendly and open environment Creative and dynamic

atmosphere

High employment among graduates

Good reference for future career and/or education

Focus on professional development

UNIVERSITY/COLLEGE REPUTATION & IMAGE

EDUCATIONAL OFFERING UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE

EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES

Percentage of students who would choose to study at their current university if they could make the choice again:

Average university recommendation score:

All universities

7,48,3

All universities

51%53%

American University of

Beirut

American University of

Beirut

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Table of contents


EMPLOYER EVALUATION




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Career Profile Evaluation

This chapter provides insights on the career preferences and expectations of your students in comparison to the total student population surveyed in Middle East. The information and insights in the report will help you to:

Evaluate the career profile of your students on an aggregated level, as well as the talent trends that have evolved over the past years.

Find out what differentiates your students from those at other universities and which aspects make them unique.

Improve the visibility of your students to top employers by being able to communicate their unique strengths to employers in a quick and efficient way.


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• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • ‘Career goals’ refer to what students want from employment in the long term, whereas ‘attributes’ refer to things sought by students from their first employer.

Career goals



First choice

Second choice

Third choice

21%

13%

13%

10%

13%

11%

11%

5%

4%

17%

12%

11%

14%

11%

12%

7%

8%

9%

18%

16%

15%

11%

11%

8%

8%

6%

5%

55%

40%

39%

36%

35%

32%

25%

18%

18%

To have work/life balance

To have an international career

To be entrepreneurial or creative/innovative

To be secure or stable in my job

To be a leader or manager of people

To be competitively or intellectually challenged

To be dedicated to a cause or to feelthat I am serving a greater good

To be a technical or functional expert

To be autonomous or independent

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• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • ‘Career goals’ refer to what students want from employment in the long term, whereas ‘attributes’ refer to things sought by students from their first employer.

Career goals


All universities

First choice

Second choice

Third choice

20%

14%

11%

9%

13%

10%

10%

9%

5%

15%

12%

16%

13%

12%

12%

11%

6%

3%

16%

13%

10%

14%

11%

11%

10%

9%

7%

50%

39%

36%

36%

36%

33%

30%

24%

15%








To be dedicated to a cause or to feelthat I am serving a greater good


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All universities

• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • The graph shows career goals chosen as first, second or third choice in 2014.

• The alternatives in the legend are sorted according to importance in 2014. Thus, the most important career goal in 2014 is at the top of the legend.

Career goals across time


1

2

3

4

5

6

7

8

9

2013 2014








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


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• In which industries would you like to work most after graduating? You can choose up to 3 industries.

Most preferred industries (1-10)


42%

27%

23%

20%

17%

16%

12%

10%

9%

8%

46%

11%

20%

27%

14%

24%

21%

7%

7%

8%

Engineering and Manufacturing

Management and Strategy Consulting

Energy

Software and Computer Services

Construction

Telecommunication and Networks

Technology Hardware & Equipment

Chemicals

Automobiles and Parts

Aerospace and DefenceAmerican University of Beirut

All universities

20

• In which industries would you like to work most after graduating? You can choose up to 3 industries.

Most preferred industries (11-20)


8%

8%

7%

6%

5%

5%

4%

4%

4%

3%

5%

3%

2%

12%

6%

2%

4%

5%

1%

3%

Banks

Non-Governmental Organisations (NGOs)/Non-Profit Organisations (NPOs)

Pharmaceuticals and Biotechnology

Educational and Scientific Institutions

Media and Advertising

Real Estate

Consumer Electronics and HouseholdAppliances

Fashion, Accessories and Luxury Goods

Fast Moving Consumer Goods

TourismAmerican University of Beirut

All universities

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• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?

Expected monthly salary


1 911 EURAmerican University

of Beirut

2 089 EURAll universities

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• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?• What is your gender?

Expected monthly salary | Gender gap


1 622 EUR

2 067 EUR

Female

Male

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Expected monthly salary | Gender gap


1 686 EUR

2 337 EUR

Female

Male

All universities

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All universities


Expected monthly salary | Gender gap across time


This chart illustrate female expected salary

as a share of male expected

salary.

Female/Male salary ratio

72%68%

20142013

25

• How many years do you expect to work for your first employer after graduation?

How long do students expect to stay at their first employer?


expect to stay at the most 2 years

at their first employment

expect to stay at the most 2 years

at their first employment

31%

24%

American University of Beirut All universities

50%

7%

19%

15%

10%

34%

9%

27%25%

6%

5 years or more4 years3 years2 years1 year or less

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• Which of the following attributes influence you the most when choosing your first employer? (Max 3)

Attributes influence


48%

46%

27%

26%

20%

19%

19%

19%

14%

13%

12%

12%

7%

6%

1%

32%

34%

25%

33%

24%

19%

23%

18%

15%

19%

19%

7%

15%

4%

0%

Being an international company

Competitive salary and benefits

Fun and dynamic work environment

Personal and Professional developmentopportunities

Clear career path

Work-life balance

Being part of a big Corporation

Location

Job security

Coaching and mentorship programs

Flexible working conditions

Innovative office

Being a startup or a small company with potentialfor growth

Industry appeal

OtherAmerican University of Beirut

All universities

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• This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students.

The Universum Drivers of Employer Attractiveness


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

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

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

EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

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

PEOPLE & CULTURE

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All universitiesAmerican University of Beirut

• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important they are to you. The total must equal 100 to move to the next question.

Relative importance of each driver


Employer Reputation & Image

People & Culture

Job Characteristics

Remuneration & Advancement Opportunities

22% 26%

24%28%

21% 27%

25%27%

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• Which of these attributes are most important to you? (Max. 3)

Employer Reputation & Image | Attractive attributes


47%

38%

37%

36%

30%

28%

21%

20%

18%

8%

33%

36%

26%

29%

33%

31%

27%

24%

24%

15%

Innovation

Financial strength

Market success

Attractive/exciting products andservices

Inspiring management

Ethical standards

Fast-growing/entrepreneurial

Prestige

Environmental sustainability

Corporate Social ResponsibilityAmerican University of Beirut

All universities

30

• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important they are to you. The total must equal 100 to move to the next question..


Job Characteristics | Attractive attributes


47%

46%

38%

36%

29%

23%

20%

16%

15%

14%

54%

38%

31%

34%

32%

23%

21%

11%

19%

14%

Professional training anddevelopment

Opportunities for internationaltravel/relocation

Secure employment

Challenging work

Flexible working conditions

Team-oriented work

High level of responsibility

Client interaction

Variety of assignments

Control over my number of workinghours


All universities

31



People & Culture | Attractive attributes


54%

39%

37%

36%

34%

31%

26%

14%

11%

8%

53%

28%

42%

41%

40%

19%

20%

16%

16%

9%

A creative and dynamic workenvironment

Recognising performance(meritocracy)

Leaders who will support mydevelopment

A friendly work environment

Respect for its people

Enabling me to integrate personalinterests in my schedule

Interaction with international clientsand colleagues

Recruiting only the best talent

Support for gender equality

Acceptance towards minoritiesAmerican University of Beirut

All universities

32



Remuneration & Advancement Opportunities | Attractive attributes


44%

43%

39%

34%

26%

26%

22%

17%

13%

12%

36%

37%

40%

23%

28%

31%

23%

18%

20%

17%

Good reference for future career

High future earnings

Leadership opportunities

Clear path for advancement

Competitive base salary

Sponsorship of future education

Performance-related bonus

Rapid promotion

Competitive benefits

Overtime pay/compensationAmerican University of Beirut

All universities

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• This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness.

Students’ overall top 10 preferences



Employer Reputation & Image

People & Culture

Job Characteristics

Remuneration & Advancement Opportunities

ure e 1. High future earnings ning a 2. Professional training and development

rnati 3. Opportunities for international travel/relocation amic 4. A creative and dynamic work environment

ce fo 5. Good reference for future careerp op 6. Leadership opportunitiesovat 7. Innovation

emp 8. Secure employmentngin 9. Challenging work

ork e10. A friendly work environment

ning 1. Professional training and development amic 2. A creative and dynamic work environment

uppo 3. Leaders who will support my development ork e 4. A friendly work environment

rnati 5. Opportunities for international travel/relocationp op 6. Leadership opportunities

ure e 7. High future earnings for it 8. Respect for its peoplengin 9. Challenging work

ce fo 10. Good reference for future career

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• The Universum Career Profiles are based on the attributes that students select as most important. More details can be found in the Appendix.

The Universum Career Profiles


LEADER: A student who aims to be inspired and supported by management and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility.

INTERNATIONALIST: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad.

IDEALIST: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards.

HUNTER: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs.

CAREERIST: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment.

ENTREPRENEUR: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems.

HARMONISER: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.

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• Which of these are most important to you? • The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix.

The Universum Career Profiles



All universities

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Table of contents


EMPLOYER EVALUATION




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Employer Evaluation

This chapter analyses the employer branding efforts and relative attractiveness of different employers towards your students. The information and insights in the report will help you to:

Evaluate relative performance of different employers and understand what challenges they face. Use these insights to successfully manage your corporate relationships.

Provide tangible feedback to your existing corporate partners on their employer branding efforts towards your students. Understand if the activities they organised have been effective.

Understand which employers your students would like to meet and want to learn more about. Use these insights to bring new employer partners into cooperation with your organisation.


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• For layout reasons, the employer’s name can be shortened in this report.

The Universum Rankings


“Now choose the 5 employers you most want to work for, your 5 Ideal Employers.”

“Have you applied or will you apply to these companies/ organisations?”

“Below is a list of companies and organisations. For which of these employers would you consider working?”

CONSIDERED EMPLOYER RANKING

(as many as applicable)

IDEAL EMPLOYER RANKING

(maximum five employers)

POTENTIAL APPLICANTS’ RANKING

(Yes, I have applied or will apply)

FULL COMPANY LIST (131 employers within each

main field of study)

39

ENGINEERING/IT

Official Ideal Employer Ranking | Middle East 2014

2014 | Middle East | Students

Employer Rank 2014

Percent 2014 Employer Rank

2014Percent

2014

Saudi Aramco 1 31,13% 1 HP 16 5,44% 3Google 2 23,19% -1 Shell 17 4,93% -3SABIC 3 20,28% 2 Qatar foundation 18 4,90% NEW -Microsoft 4 18,29% 0 Qatar Airways 19 4,64% 8Schlumberger 5 14,72% -2 Saudi Telecom 20 4,52% 17Intel 6 10,19% 3 Baker Hughes 21 4,46% 4General Electric 7 9,05% 1 Mobily 22 4,36% 10Samsung 8 8,80% NEW - MBC 23 4,29% NEW -IBM 9 8,55% -3 ABB 24 4,03% 5Cisco Systems 10 8,44% 1 Schneider Electric 25 4,01% -1Sony 11 8,37% 2 Bin Ladin Group 26 3,83% NEW -Dar Al-Handasah 12 6,97% 0 TOTAL 27 3,73% -4Qatar Petroleum 13 6,78% -6 ExxonMobil 28 3,50% -11Siemens 14 5,72% 4 Petro Rabigh 29 3,42% 32Oracle 15 5,55% -5 Halliburton 30 3,14% NEW -

Trend Trend

40

The Universum Recruitment Funnel


WOULD THEY CONSIDER WORKING FOR YOU?

HAVE THEY APPLIED OR WILL THEY APPLY TO YOU?

DO STUDENTS KNOW WHO YOU ARE?

ARE YOU THEIR IDEAL EMPLOYER?

Awareness

Consideration

Desire

Application

41

American University of Beirut | Engineering/IT

• Below is a list of companies and organisations. For which of these employers would you consider working?

Considered Employer Ranking | Top 30


Employer Rank 2014


2014Percent

2014

Google 1 45,87% 0 HP 16 20,23% -4Dar Al-Handasah 2 36,47% 1 Nestlé 17 19,66% -1Microsoft 3 34,19% -1 Shell 17 19,66% 10Samsung 4 31,05% NEW - Procter & Gamble (P&G) 19 19,09% 0Sony 5 29,91% 0 Bain & Company 20 18,52% 18Intel 6 29,06% -3 Nokia 20 18,52% -7Booz & Company 7 27,07% 0 Qatar Petroleum 20 18,52% -5Bechtel 8 26,78% NEW - LG Electronics 23 18,23% -14Khatib & Alami 9 26,50% NEW - General Electric 24 17,66% -14Schlumberger 10 25,64% 4 The Coca-Cola Company 25 16,52% 4McKinsey & Company 11 25,07% 8 Solidere 26 15,38% -4General Motors 12 22,22% -2 TOTAL 26 15,38% -2The Boston Consulting Group 12 22,22% 7 PepsiCo 28 15,10% 6IBM 14 21,94% -6 Deloitte 29 14,81% 11Siemens 15 21,08% 1 Ericsson 29 14,81% -13

Trend Trend

42


• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.

Ideal Employer Ranking | Top 20


Employer Rank 2014


2014Percent

2014

Google 1 34,88% 0 The Boston Consulting Group 11 9,88% 0Microsoft 2 22,09% 0 Shell 12 8,72% 8Dar Al-Handasah 3 17,44% 0 Sony 13 8,14% -6Intel 4 14,24% 0 Bain & Company 14 6,40% 17Khatib & Alami 5 11,92% NEW - Qatar Petroleum 14 6,40% 4Schlumberger 6 11,63% 4 Siemens 16 6,10% 7Bechtel 7 11,34% NEW - Cisco Systems 17 5,81% 3Booz & Company 7 11,34% -2 General Electric 18 5,52% -5McKinsey & Company 9 10,76% -2 General Motors 18 5,52% -9Samsung 9 10,76% NEW - IBM 18 5,52% -7

Trend Trend

43


• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.• Have you applied or will you apply to these companies/organisations?

Potential Applicant Ranking | Top 10


Employer Rank 2014

Percent 2014

Google 1 8,23% 0Dar Al-Handasah 2 7,03% 0Microsoft 3 4,82% 1McKinsey & Company 4 4,62% 2Schlumberger 4 4,62% 3The Boston Consulting Group 6 4,02% 4Booz & Company 7 3,01% -4Khatib & Alami 8 2,81% NEW -Shell 8 2,81% 7Bechtel 10 2,61% NEW -

Trend

44

• Which of the following attributes do you associate with each employer? Please select as many as applicable.• Which of these attributes are most important to you? (Max. 3)

• The attributes are sorted clockwise according to attractiveness as rated by your students. 12:00 is the most attractive attribute.


All universities


Employer Reputation & Image | Associations with Ideal Employers

45


Job Characteristics | Associations with Ideal Employers



All universities


46



People & Culture | Associations with Ideal Employers



All universities

47



Remuneration & Advancement Opportunities | Associations with Ideal Employers



All universities

48

• Please write the first word that comes to mind when you think of these employers. • These are answers written in by students who chose each company as an Ideal Employer.

• Spelling mistakes might occur.• The size of the words are adapted for each chart.

Top of mind associations with Ideal Employers



All universities

49

The Universum communication channels framework


• Career guidance websites• Employer websites• Job boards• Live webinars with employers• Mobile apps• News websites advertisements• Professional networks/communities• Social networks/communities• Targeted emails

• Advertisements in business magazines• Advertisements in lifestyle magazines & other

periodicals• Career guides/books• Career magazines for students• News print media advertisements• Recruitment brochures• University press & student organisation

publications

• Direct mailings• Outdoor/billboard advertisements• Radio advertisements• TV advertisements

• Career fairs• Employer presentations on campus• Employer-sponsored events• Informational interviews• Lectures/case studies as part of curriculum• Skills sessions organised by employers• Student conferences

OTHER CHANNELSIN-PERSON

DIGITALPRINT

50

• Through which channels have you learnt about these employers?

Students most used communication channels


41%

36%

32%

25%

19%

18%

18%

18%

17%

12%

12%

12%

12%

11%

11%

32%

35%

35%

28%

22%

23%

17%

18%

26%

12%

15%

18%

11%

14%

16%

Career fairs

Employer websites

Social networks/communities

Professional networks/communities

Career guidance websites

University press & student organisation publications

Employer presentations on campus

Outdoor/billboard advertisements

TV advertisements

Mobile apps

Career guides/books

Employer-sponsored events

Targeted emails

Advertisements in business magazines

Career magazines for studentsAmerican University of Beirut

All universities

51

Table of contents


EMPLOYER EVALUATION




52

University Brand Perception

This chapter evaluates your university brand, as perceived by your current students and by students at other universities in Middle East, who would choose American University of Beirut if they could begin their studies again. The information and insights in the report will help you to:

Identify your competitive advantage over your student recruitment competitors, by:

• Understanding your internal identity! Which attributes do your students associate you with?

• Understanding your external image! Which attributes do students at other universities in Middle East associate you with?

• Understanding the fundamental reasons for choosing a university and what makes a university attractive in the eyes of students.

Monitor the effectiveness of your communication and activities in building a strong university brand.

Find out how likely your students are to recommend your university to friends and family members.


53

• Which of the following influenced you the most to choose your university? • The chart shows the top 10 factors that influenced your students when choosing American University of Beirut.

Why did your students choose your University? (1/2)


77%

39%

25%

19%

16%

15%

11%

10%

7%

35%

27%

20%

6%

35%

15%

24%

13%

6%

University rankings

Parents

Career & university fairs

Alumni of the university

Friends

Teachers or career guidance counselors at the school I wasattending

Students of the university

University's website

Information event at the school I was attending American University of Beirut

All universities

54

• Which of the following influenced you the most to choose your university? • The chart shows the top 10 factors that influenced your students when choosing American University of Beirut.

Why did your students choose your University? (2/2)


6%

6%

6%

4%

4%

1%

1%

1%

1%

4%

5%

19%

7%

13%

6%

4%

1%

3%

2%

8%

Media coverage, including articles in newspapers andmagazines

Tuition fees

University directories/guides

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

Online social networks/communities (e.g. Facebook)

Printed promotional material, including catalogues andbrochures

Advertising in print media

Online advertising

Videos produced by the university

OtherAmerican University of Beirut

All universities

55

• How satisfied are you with your current educational institution?

How satisfied are your students with American University of Beirut?

is the average score among your

students

is the average score for all universities


7,8 7,4

American University of Beirut All universitiesExtremely satisfied

Not at all satisfied

11%14%

31%

19%

9%8%

2%3%1%1%

14%

21%

30%

18%

9%

4%2%1%1%

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56


• If you could begin your studies again at any educational institution, would you choose your current college or university?

If your students could begin their studies again, would they choose American University of Beirut?


Yes, definitely No, not at allMaybe Yes, definitely No, not at allMaybe

53%32%

14%

51%35%

13%

57

• Which other college or university would you consider instead?

If students could begin their studies again, they would choose…


53%

2%

44%

51%

27%

21%

Current college or university

Another University

Foreign University


All universities

58

• If you could begin your studies again at any college or university, which would you choose? • The results are based on respondents who answered ”maybe” or ”No, not at all” in question ”If you could begin your studies again at any educational institution, would you choose your current college or university?”

If students could begin their studies again | Preferred universities


47%would choose another university. The most

preferred are presented in the table.

53%of your students would

choose American University of Beirut

if they made the choice again.


University Rank Percent

Foreign college or university 1 95%

59

• If you could begin your studies again at any college or university, which would you choose? • The results are based on respondents who answered ”maybe” or ”No, not at all” in question ”If you could begin your studies again at any educational institution, would you choose your current college or university?”

If students could begin their studies again | Preferred universities


49%would choose another university. The most

preferred are presented in the table.

51%of the students would choose their current

university if they made the choice again.

All universities

University Rank Percent

Foreign college or university 1 43%King Fahd University of Petroleum & Minerals 2 19%American University of Beirut 3 8%American University of Cairo 4 4%King Abdullah University of Science and Technology 5 3%Texas A&M University at Qatar 6 3%King Abdulaziz University 7 2%University of Qatar 8 2%Carnegie Mellon University 9 1%German University in Cairo 10 1%

60

• If you could begin your studies again at any educational institution, would you choose your current college or university? • The chart presents the universities with the highest share of their students answering that they would choose them again, if they were to begin their studies again.

• Only universities with at least 30 respondents are presented in the table.

Universities with the largest share of loyal students


By loyal students we mean students who

would definitelychoose their current education institution, if they could begin their studies again.

68%

55%

53%

49%

47%

38%

52%

King Saud University

King Fahd University of Petroleum & Minerals


Lebanese American University

American University of Cairo

Prince Sultan University

Other

61

• This framework has been developed by Universum in cooperation with universities.

The Universum Drivers of University Attractiveness

Various aspects of the education provided by the university.• Quality and variety of courses• Attractive/exciting programs and fields of study• Challenging curriculum• Unique or particular programs• Exceptional professors/lecturers• Practical aspects within the curriculum• International focus• Strong student support (e.g. Tutors, advisors, etc.)• Study abroad program

Long-term opportunities the university provides for students.• Supports and develops entrepreneurship• Good reference for future career and/or education• Launching pad for international career• High employment among graduates• Opportunities to network with employers• Strong ties with industry• Teaches transferable and practical skills employers

are looking for• Target school for employers in my field• Focus on professional development

Refers to the university as a whole.• Tradition of academic excellence• State-of-the-art facilities• Successful alumni• Internationally acclaimed• Prestige• Low costs (e.g. accommodation, tuition,

living expenses, etc.)• Availability of financial aid and scholarships• Highly-ranked within its field• Recommended by friends/family

UNIVERSITY/COLLEGE REPUTATION & IMAGE EDUCATIONAL OFFERING

EMPLOYABILITY & ADVANCEMENT OPPORTUNITIESSocial environment on- and off-campus.• International student body• Creative and dynamic atmosphere• Social and recreational activities • Friendly and open environment • Attractive geographic location• Acceptance towards minorities• Support for gender equality• Secure campus environment• Heritage and tradition

UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE


62

• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important they are to you. The total must equal 100.

Relative importance of each driver

University/College Reputation & Image

University/College Culture & Student Life

Educational Offering

Employability & Advancement Opportunities



25%25%

19%31%

26%

28%

21%

27%

63

Most attractive attributes


1. Internationally acclaimed2. Highly-ranked within its field3. Tradition of academic excellence

UNIVERSITY/COLLEGE REPUTATION & IMAGE1. Highly-ranked within its field2. Tradition of academic excellence3. Internationally acclaimed

UNIVERSITY/COLLEGE REPUTATION & IMAGE

1. Exceptional professors/lecturers2. Attractive/exciting programs and fields of study3. Quality and variety of courses

EDUCATIONAL OFFERING1. Quality and variety of courses2. Strong student support (e.g. Tutors, advisors, coaching etc.)3. Attractive/exciting programs and fields of study

EDUCATIONAL OFFERING

1. Creative and dynamic atmosphere2. Friendly and open environment3. Secure campus environment

UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE1. Creative and dynamic atmosphere2. Friendly and open environment3. Secure campus environment

UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE

1. Good reference for future career and/or education2. High employment among graduates3. Focus on professional development

EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES1. Good reference for future career and/or education2. High employment among graduates3. Focus on professional development

EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES

American University of Beirut All universities

64

What students consider attractive vs. what they associate with you

Averageattractiveness ofthe attributeswithin the driver

Important areas where your university rates low -

consider whether to adapt communication

Important areas where your university rates

highly - continue communicating

Less important areas where your university

rates low - monitor / no action

Less important areas where your university

rates highly - keep as is

Average association for your university

Attractiveness of the

attributes

Attributes that your students associate with your

university


65

YOUR STUDENTS

• Which of the following attributes do you associate with each institution? Please select as many as applicable.• Which of these attributes are most important to you? (Max. 3)

University/College Reputation & Image | Attractiveness vs. Associations


66

YOUR STUDENTS


Educational Offering | Attractiveness vs. Associations


67

YOUR STUDENTS


University/College Culture & Student Life | Attractiveness vs. Associations


68

YOUR STUDENTS


Employability & Advancement Opportunities | Attractiveness vs. Associations


69

ALL STUDENTS


University/College Reputation & Image | Attractiveness vs. Associations


70


Educational Offering | Attractiveness vs. Associations


ALL STUDENTS

71


University/College Culture & Student Life | Attractiveness vs. Associations


ALL STUDENTS

72


Employability & Advancement Opportunities | Attractiveness vs. Associations


ALL STUDENTS

73

• What is the first word that comes to mind when you think of your current educational institution? • These are answers written in by students. • Spelling mistakes might occur.

Top of mind associations with American University of Beirut


YOUR STUDENTS

74

• How likely is it that you would recommend your educational institution to friends or family?

Would your students recommend American University of Beirut to a friend or family member?


students



8,3 7,4

Extremely likely

Not at allAmerican University of Beirut All universities

18%18%20%

18%

7%8%

4%3%

1%3%

31%

22%22%

10%

5%4%6%

1%

10987654321

75

• Which of these career services have you used at your educational institution? Please select as many as applicable.• Which of these are most important to you? Please select a maximum of three alternatives.

Evaluation of career services offered by American University of Beirut


76

• How would you rate the career services offered at your educational institution?

Rating of career services


students



7,0 6,7

Poor ExcellentAmerican University of Beirut All universities

9%11%

24%

16%

13%12%

7%

2%3%4%

10%9%

25%27%

7%7%

5%4%

3%2%

10987654321

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• Are you aware of/do you use the following career related services offered by your university?

Are students aware of all career services you provide?


Aware and using Unaware, but would useAware, but not using Unaware and wouldn’t use

47%

72%

36%

48%

33%

41%

39%

36%

22%

19%

32%

33%

28%

27%

35%

38%

26%

9%

26%

17%

34%

29%

19%

23%

4%

1%

6%

3%

6%

3%

6%

3%

Career advice by professors and lecturers

Career fairs at university

Career guidance material (e.g. brochures, guidance website, newsletter)

Company workshops/presentations organised by the university

Job application preparation/training

Online vacancy search/job board with external offers

Services offered by the departmental/faculty career service

Services offered by the university's central career service

78

Table of contents


EMPLOYER EVALUATION




79

• Which educational institution do you attend?

Educational institutions (1/1)


University Total University Total

King Saud University 10% University of Qatar 1%King Fahd University of Petroleum & Minerals 10% Kuwait University 1%King Abdulaziz University 6% King Abdullah University of Science and Technology 1%College of the North Atlantic, Qatar 5% Arab Open University Saudi Arabia 1%Cairo University 4% American University of Kuwait 1%German University in Cairo 3% Texas A&M University at Qatar 0%King Faisal University 3% Arab Open University Kuwait 0%American University of Beirut 3% Al Yamamah University 0%Prince Sultan University 3% Carnegie Mellon University 0%American University of Cairo 2% Other 43%Lebanese American University 2%

80

• Please select your major(s)/main area(s) of study.

Areas of study


ENGINEERING (1/2)

Area of studyAmerican

University of Beirut

All universities

Computer Engineering/Computer Science 21% 11%Mechanical Engineering 20% 20%Civil/Construction Engineering 19% 12%Electrical Engineering 17% 18%Electronic & Communication Engineering 13% 14%Chemical Engineering 12% 9%Architectural Engineering 6% 11%Software Engineering 6% 2%Management Engineering 5% 3%Environmental Engineering 5% 2%Control & Automation Engineering 4% 3%Agriculture/Food Engineering 4% 1%Manufacturing Engineering 3% 3%Biomedical Engineering 2% 1%Urban and Regional Planning 2% 1%Mechatronics Engineering 2% 2%

81


Areas of study


ENGINEERING (2/2)



All universities

Robotics 2% 2%Aeronautics/Aerospace Engineering 1% 1%Finance Engineering 1% 0%Physics Engineering 1% 1%Industrial Engineering 1% 6%Metallurgical and Materials Engineering 1% 1%Quality Engineering 1% 1%Geomatics Engineering 0% 1%Geophysical Engineering 0% 1%Marine/Maritime Engineering 0% 0%Mathematics Engineering 0% 1%Petroleum Engineering 0% 4%Meteorological Engineering 0% 0%Mining Engineering 0% 1%Naval Architecture 0% 0%Textile Engineering 0% 0%Other Engineering 4% 3%

82


Areas of study


IT (1/1)



All universities

Computer Science / Engineering 96% 46%Software Engineering 38% 29%Business Systems Analysis and Design 8% 12%e-Business Systems 8% 6%Information Systems 8% 32%Business Computing Systems 4% 7%Artificial Intelligence 0% 10%Electronic Publishing 0% 1%Information Management 0% 10%Other IT 4% 20%

83

The Universum Career Profiles (1/2)


HARMONISER• Respect for its people (2)• Enabling me to integrate personal

interests in my schedule (3)• Team-oriented work (1)

• Secure employment (2)• Control over my number of working hours (3)• Flexible working conditions (3)• Overtime pay/compensation (1)

The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached.

CAREERIST• Prestige (3)• Recruiting only the best talent (3)• Clear path for advancement (3)• Market success (1)• Professional training and development (1)

• Sponsorship of future education (2)• Rapid promotion (3)• Recognising performance (meritocracy) (2)• Good reference for future career (3)

ENTREPRENEUR• Fast-growing/entrepreneurial (3)• A creative and dynamic work

environment (3)• Challenging work (1)

• Variety of assignments (1)• Innovation (2)• Attractive/exciting products and services (1)

6 out of 11 points

7 out of 15 points

12 out of 21 points

84

The Universum Career Profiles (2/2)


INTERNATIONALIST• Opportunities for international

travel/relocation (3)• Interaction with international clients and

colleagues (3)

HUNTER• Competitive base salary (3)• High future earnings (3)• Performance-related bonus (2)

• Competitive benefits (1)• Client interaction (1)• Financial strength (1)

IDEALIST• A friendly work environment (1)• Ethical standards (3)• Corporate Social Responsibility (3)

• Environmental sustainability (3)• Support for gender equality (2)• Acceptance towards minorities (2)

6 out of 14 points

6 out of 6 points

6 out of 11 points

LEADER• Leadership opportunities (3)• Leaders who will support my

development (3)

• High level of responsibility (2)• Inspiring management (2)

5 out of 10 points

85

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