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1 1 Copyright Universum 2008 Universum Student Survey 2008 Copyright Universum 2008 University Report Universum Student Survey 2008 - Danish Edition Business - University Report

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11 Copyright Universum 2008

Universum Student Survey 2008

Copyright Universum 2008

University Report

Universum Student Survey 2008 - Danish Edition

Business - University Report

2

Product portfolio

National Student Surveys• 5 continents• 31 countries • 800 educational institutions• 250,000 respondents

National Professional Surveys• 10 countries• 80,000 respondents

Print*Unique for every country

Web*Unique for every country

Brand Image Redefinition• Communication plan creation• Communication material creation• Employer value proposition alignment• Global adaptation of employer brand• IPI Analysis

Custom Research• Case studies• External brand image perception study• Focus groups – Online and in person• Intercept interviews • On campus recruitment material testing

Universum’s employer branding model™

Research EVP Communication Plan

Communication Material

Action

3

Universum in the world

4

Agenda

Survey facts & The Participating students

University experience

The Students’ career & Communication channel preferences

The Students’ employer preferences

Employer rankings

1

2

3

4

5

55 Copyright Universum 2008

Universum Student Survey 2008

Copyright Universum 2008

University Report

Survey facts & The Participating students

1

6

Survey facts & The Participating students

Think about:

• What differentiates your students from the other students in the country?

• What does your ideal student profile look like?

• Do your current students have that profile?

1

Content:• What does the state of the market look like?• How has the survey been carried out?• What characterises your students regarding:- Age- Gender- Nationality & Ethnic background- Academic performance- Areas of study- Personality characteristics

7

State of the market 1

• Denmark has witnessed positive growth for several years. The GDP-growth has experienced stable development with an average of 2,7 per cent the last four years.

• Accordingly to “Danmarks Statistik”, there are 286.000 registered university students in Denmark.

• The number of students enrolled to study business and law, engineering, manufacturing and construction and health/ welfare has increased in the same pace or faster than the student population in general, while the amount of students who are enrolled to study science and humanities/arts has not witnessed the same positive development.

• During 2008/2009 this economic growth is predicted to diminish, also the demand for labour. The competition for academic talents is predicted to be strong though.

• Since 2000 the Internet penetration has increased with 93 per cent. This has changed the ways employers communicate with potential employers. The proportion of recruitment ads placed on the Internet has increased rapidly in comparison to ads in printed magazines or newspapers.

• The number of exhibitors at the countries career fairs has increased, which has lead to stronger competition in this forum and aggravated visibility.

• According to the Universum Student Survey 2008, marketing/advertising, management consulting and commercial banking are the most attractive industries for business students.

• The business students values an employer who has leaders who will support their development, offers challenging work, has inspiring top management and offers a good reference for future career.

8

Methodology

Target groups:• Business/Commerce: 1996 respondents• Engieering & Science: 2721 respondents• IT: 584 respondents• Humanities/Liberal Arts/Law: 1206 respondents

1

The Questionnaire:

• Created by 20 years of experience, extensive

research within HR, focus groups and communication

with both our clients and students

• A new framework has been developed – The

Drivers of Employer Attractiveness

• Global perspective - local insight

• Comprised of closed-ended questions with an

extensive list of alternatives and an ‘Other’ option.

The List of employers:

• Composition of Universum’s knowledge of each market,

evaluations of the last year’s list, extensive market

analysis, complemented by information derived from

discussions with students, educational institutions and

students’ “write-ins” from last year’s survey.

The Data collection:

• Approximately 95% conducted via an online survey, additional

paper surveys collected at some key campuses. The on-line

link has been distributed mainly via university contacts

(career centers and the educational institutions), the

Universum Panel and different local partners.

Weighting:

• In our data collection we set targets by main field of

study and educational institution. But in order to provide

our clients with even more reliable data on each market

and to get the distribution as close as possible to the

reality, we weight the respondents based on how the

total population is distributed.

Target students:• University students from all educational years within each target group.

Field period:January to April 2008No. of educational institutions:21

9

The Participating students 1

Group 1:

Number of respondents: 480

Base of the group: Handelshøjskolen i Aarhus

Group 2:

Number of respondents: 1996

Base of the group: Total (Business)

10

The Targeted students - Handelshøjskolen i Aarhus 1

Gender:

• 55% women and 45% men

Preferred industries:

• Marketing/advertising

• Management consulting

• Investment banking

Perceived grade:

• Average grade: 6,7 (of 10)

Age:

• Average age: 24,2 years

Number of Handelshøjskolen i Aarhus students: 480

Career goals:

• To have work/life balance

• To be competitively or intellectually challenged

• To be a leader or manager of people

Preferred departments:

• PR and communication

• Marketing

• Finance

11

The Targeted students - Total (Business) 1

Gender:

• 48% women and 52% men

Preferred industries:

• Marketing/advertising

• Management consulting

• Commercial banking

Perceived grade:

• Average grade: 6,9(of 10)

Age:

• Average age: 23,8 years

Number of Total (Business) respondents: 1996

Career goals:

• To be competitively or intellectually challenged

• To have work/life balance

• To be a leader or manager of people

Preferred departments:

• Marketing

• Finance

• PR and communication

12

Age 1

SURVEY QUESTION:What is your year of birth?

THINK ABOUT:• What differences are there?• What characterises your students?

1%

15%

25%

33%

18%

4%

4%

4%

22%

27%

25%

13%

5%

5%

Less than 20

20 - 21

22 - 23

24 - 25

26 - 27

28 - 29

30 or aboveHandelshøjskolen i Aarhus

Total (Business)

13

Gender 1

SURVEY QUESTION:What is your gender?

THINK ABOUT:• What differences are there?• What characterises your students?• Do you have certain strategies helping you to attract men or women?

55%

48%

45%

52%

Handelshøjskolen iAarhus

Total (Business)

Female Male

14

Nationality 1

SURVEY QUESTION:What is your nationality?

THINK ABOUT:Does these results match your expectations?

95%

92%

5%

8%

Handelshøjskolen i

Aarhus

Total (Business)

Danish Other

15

Academic performance 1

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

PLEASE NOTE:• A High Achiever is categorised as an individual with 8, 9 or 10, when grading their academic performance.THINK ABOUT:• How does your students grade their academic results compared to the other students in the country? • Do they perceive themselves as better?

8%

2%

10%

3%

1%

4%

20%

16%

26%

24%

0%

0%

1%

2%

17%

16%

26%

24%

1

2

3

4

5

6

7

8

9

10Handelshøjskolen i Aarhus

Total (Business)

16

Areas of study - Business 1

Area of studyHandelshøj

skolen i

Aarhus

Total (Business)

Business Administration 43% 38%

Marketing 33% 27%

Management 26% 24%

Language and Cultures 24% 21%

Finance 21% 19%

International Business 18% 19%

Human Resources Management 13% 9%

Business law 11% 9%

Accounting/Auditing/Taxation 9% 6%

Logistics 7% 5%

Information Management and IT 7% 5%

Sales 5% 4%

Entrepreneurship 2% 3%

Leisure Economy 1% 1%

Tourism 0% 1%

Economics 0% 4%

Other Business 0% 0%

Public Administration 0% 4%

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

17

Educational institutions (1/1) 1

SURVEY QUESTION:Which educational institution do you attend?

PLEASE NOTE:• The table is sorted by the distribution in the total population.• Only educational institutions with 30 respondents or more are included in the results.

Educational institution Total (Business) Educational institution Total (Business)

Copenhagen Business School 50,43% Københavns Universitet 6,10%

Handelshøjskolen i Aarhus (part of AU) 19,15% Aarhus Universitet 3,89%

Syddansk Universitet 10,51% Aalborg Universitet 3,46%

18

Personality characteristics (1/2) 1

• Highly driven by goal achievement• Thrive in competitive situations• Will assume additional responsibilities if they

can be promoted as a result

GoalAchievers

High score

• Enjoys working with others • Motivated by team-building activities, and

work-related social events• Offers support readily and networks easily

• Highly motivated by opportunities to take control, influence decisions, and direct the work of other people

• Tends to assume leadership roles very naturally

• Motivated by work which offers freedom and autonomy

• Rules or directives from supervisors can be de-motivating for these individuals

• Prefers straightforward and well-defined tasks • Are not motivated by competition or stretch

assignments• Reluctant to initiate new projects or be

innovators in the group

Low score

• Prefers minimal interpersonal interaction with others at work

• Generally excluded from informal networks

• Prefers not to take leadership roles when working in a group

• Are not motivated by indicators of power or authority (e.g., lofty job titles)

• Are comfortable in work settings where they can rely on the opinions and input from colleagues and supervisors

• May find independent work too isolating

RelationshipBuilders

Influencers

Independent Performers

19

Personality characteristics (2/2) 1

SURVEY QUESTION: Please indicate how frequently you engage in the following behaviors (Never, Almost never, Seldom, Sometimes, Usually, Almost always and Always)

PLEASE NOTE:• Each category above consists of five different behaviors that have been categorised into the four factors.• The maximum points within each category are 35. THINK ABOUT:• What types of students do you ideally want to attract to the university?• What differentiates your students from the other students in the country?

16,8

19,821,0

22,0

17,6

20,321,0

21,8

Goal Achievers Relationship Builders Influencers IndependentPerformers

Handelshøjskolen i Aarhus Total (Business)

2020 Copyright Universum 2008

Copyright Universum 2008

2University Report

University experience

Universum Student Survey 2008

21

University experience

Think about:• How satisfied are your students?

• What areas of improvements are there?

• What shall you focus on in the future?

• What differentiates your students from the other students in the country?

• What can you learn from other universities?

2

Content:• How satisfied are your students?• What are their opinions on the Career Advisory Service?• How happy are they with the for example Teachers/lecturers/tutors & Choice of courses?• How happy are they overall with the university?

22

Satisfaction - Career Advisory Service services

SURVEY QUESTION: How do you perceive the following services offered by your Careers Advisory Service?Scale from Yes, agree to No, disagree

THINK ABOUT:• What does the Career Advisory Service offer today?• What differentiates your students from the other students in the country?• What potential areas can the Career Service Advisory Service focus on in the future?

2

The table is sorted by the number of students who have answered ”Yes, agree”

Handelshøj

skolen i

Aarhus

Total (Business)

I have attended careers fairs and/or employer

presentations on campus organised by the Careers

Service.

61% 62%

Information about career opportunities is easily

accessible on the Careers Service website and within

the Career Service information centre.

53% 39%

It is easy to find out about the range of services

available at the Careers Service.36% 31%

I have used the university Careers Service to find part-

time jobs, work experience and/or explore opportunities

after graduation.

23% 30%

The Careers Service helped me to improve my

CV/application forms, and covering letters.19% 20%

23

Satisfaction - Teachers/lecturers/tutors & Choice of courses

SURVEY QUESTION: The teachers/lecturers/tutors & The choice of courses(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

THINK ABOUT:• How satisfied are your students in general?• What differentiates your students from the other students in the country?• Which areas of improvement are there?

2

1%

12%

26%

57%

3%

3%

12%

31%

47%

5%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Handelshøjskolen i Aarhus

Total (Business)

1%

16%

25%

53%

6%

3%

13%

29%

47%

8%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Handelshøjskolen i Aarhus

Total (Business)

24

Satisfaction - Reputation of the university & Environment of the university

2

SURVEY QUESTION: The reputation of the university & The environment of the university(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

THINK ABOUT:• How satisfied are your students in general?• What differentiates your students from the other students in the country?• Which areas of improvement are there?

0%

3%

12%

56%

27%

3%

7%

20%

47%

23%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very

satisfied

Handelshøjskolen iAarhus

Total (Business)

4%

13%

21%

45%

18%

3%

13%

23%

46%

15%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Handelshøjskolen i Aarhus

Total (Business)

25

Satisfaction - Student life & University contacts with the business community

2

SURVEY QUESTION: The student life & The university's contacts with the business community(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

THINK ABOUT:• How satisfied are your students in general?• What differentiates your students from the other students in the country?• Which areas of improvement are there?

1%

4%

18%

42%

35%

3%

11%

28%

38%

20%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very

satisfied

Handelshøjskolen iAarhus

Total (Business)

1%

6%

19%

46%

27%

4%

10%

22%

41%

23%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very

satisfied

Handelshøjskolen iAarhus

Total (Business)

26

Satisfaction - Quality of the education & Administration of the university

2

SURVEY QUESTION: The quality of the education & The administration of the university(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

THINK ABOUT:• How satisfied are your students in general?• What differentiates your students from the other students in the country?• Which areas of improvement are there?

1%

8%

19%

59%

13%

3%

10%

26%

49%

12%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Handelshøjskolen i Aarhus

Total (Business)

8%

18%

35%

33%

6%

16%

25%

33%

22%

4%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Handelshøjskolen i Aarhus

Total (Business)

27

Satisfaction - Possibility to study abroad & Access to service facilities

2

SURVEY QUESTION: The possibility to study abroad & The access to service facilities(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

THINK ABOUT:• How satisfied are your students in general?• What differentiates your students from the other students in the country?• Which areas of improvement are there?

1%

5%

24%

44%

26%

2%

5%

26%

41%

26%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very

satisfied

Handelshøjskolen iAarhus

Total (Business)

1%

5%

55%

36%

3%

2%

8%

52%

32%

6%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Handelshøjskolen i Aarhus

Total (Business)

28

Satisfaction - Access to boarding/apartments 2

SURVEY QUESTION: The possibility to study abroad & The access to service facilities(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)

THINK ABOUT:• How satisfied are your students in general?• What differentiates your students from the other students in the country?• Which areas of improvement are there?

4%

16%

61%

17%

3%

8%

15%

60%

13%

4%

Very

dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Handelshøjskolen i Aarhus

Total (Business)

29

Overall satisfaction

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

THINK ABOUT:• How satisfied are your students with the university? • What differentiates your students from the other students in the country?• Why do you think they are more or less pleased?

2

Handelshøjskolen i

Aarhus

Total (Business)

How satisfied are you overall with your university? 2,2 2,2

14%

62%

17%

6%

1%

14%

60%

19%

6%

1%

Very satisfied

Satisfied

Neutral

Dissatisfied

Very dissatisfiedHandelshøjskolen i Aarhus

Total (Business)

30

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Universum Student Survey 2008

Copyright Universum 2008

The Students’ career & Communication channel preferences

3University Report

31

The Students’ career & Communication channel preferences

Think about:• What industries are most attractive?

• Which departments are regarded as most attractive? Are employers likely to be facing challenges recruiting to certain departments?

• What are the students’ career goals? Can the employers provide them with the opportunity to achieve these goals? Is this communicated to the students?

• Are the employers providing the students with information through the channels they prefer or use? Could they be missing large student groups by failing to be present in one or more channels? Are they over communicating in channels that are not important to students?

3

Topics in this chapter:• Preferred industries• Preferred departments• Career goals• Preferred communication channels• Actual communication channels

32

Preferred industries - Handelshøjskolen i Aarhus 3

PLEASE NOTE:• We only present the ten most popular industries amongst the Handelshøjskolen i Aarhus students. THINK ABOUT:• Is the industry a problem for certain employers attractiveness? What industries are most attractive? • If an industry as a whole is seen as unattractive, employers could achieve good results by promoting the industry rather than their company or organisation.

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

IndustryHandelshøj

skolen i

Aarhus

Marketing/advertising 32%

Management consulting 20%

Investment banking 11%

Corporate auditing/accounting/taxation 10%

Entertainment/media/public relations 10%

Financial services 9%

Commercial banking 8%

Venture capital 8%

Does not matter 8%

Hotel/restaurant/tourism/hospitality 8%

33

Preferred industries - Total (Business) 3

PLEASE NOTE:• We only present the ten most popular industries amongst the Total (Business) students. THINK ABOUT:• Is the industry a problem for certain employers attractiveness? What industries are most attractive? • If an industry as a whole is seen as unattractive, employers could achieve good results by promoting the industry rather than their company or organisation.

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

IndustryTotal

(Business)

Marketing/advertising 27%

Management consulting 20%

Commercial banking 12%

Investment banking 11%

Financial services 9%

Entertainment/media/public relations 9%

Private banking 7%

Hotel/restaurant/tourism/hospitality 6%

Does not matter 6%

Non-profit 6%

34

Preferred departments 3

PLEASE NOTE:• The students chose up to three alternatives. Therefore, the total percentage exceeds 100 per cent.• The table is sorted by how popular the departments are amongst the Handelshøjskolen i Aarhus students.

Department

Handelshøj

skolen i

Aarhus

Total (Business)

PR and communication 32% 28%

Marketing 30% 33%

Finance 29% 28%

Consulting department 27% 23%

Human resources 19% 16%

Purchasing 10% 6%

Sales 9% 9%

Logistics 8% 6%

R&D 7% 10%

Information Management 5% 6%

Production 5% 5%

Does not matter 4% 5%

IT 3% 3%

Other 1% 2%

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

35

Career goals (1/2) 3

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

PLEASE NOTE:• The students chose up to three alternatives. Therefore, the total percentage exceeds 100 per cent.• The table is sorted by how popular each career goal is amongst the Handelshøjskolen i Aarhus students. THINK ABOUT:• Can the employers communicate the most attractive career goals given what you can offer?

Quotes (career goals):

"Important that what I do serves a good purpose"

"Opportunities to learn something more and to further develop my capacities, challenges"

"Ability to identify with company's product /service“

55%

53%

42%

40%

48%

49%

42%

41%

To have work/life

balance

To be

competitively or

intellectually

challenged

To be a leader or

manager of

people

To have an

international

career Handelshøjskolen i Aarhus

Total (Business)

36

Career goals (2/2) 3

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

PLEASE NOTE:• The students chose up to three alternatives. Therefore, the total percentage exceeds 100 per cent.• The table is sorted by how popular each career goal is amongst the Handelshøjskolen i Aarhus students. THINK ABOUT:• Can the employers communicate the most attractive career goals given what you can offer?

Quotes (career goals):

"Important that what I do serves a good purpose"

"Opportunities to learn something more and to further develop my capacities, challenges"

"Ability to identify with company's product /service“

36%

28%

20%

18%

8%

36%

25%

23%

24%

11%

To be dedicated to a

cause or to feel that I

am serving a greater

good

To be secure or stable

in my job

To be autonomous or

independent

To be entrepreneurial

or creative/innovative

To be a technical or

functional expert Handelshøjskolen i Aarhus

Total (Business)

37

Preferred communication channels - Handelshøjskolen i Aarhus

3

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

PLEASE NOTE:• The graph shows the ten most preferred channels amongst the Handelshøjskolen i Aarhus students.THINK ABOUT:• Which communication channels have the employers used in their communication with the target group?• Is there a mismatch between the channels they have used and the preferred ones?

11%

11%

46%

23%

23%

21%

20%

18%

18%

14%

Company Websites

Acquaintances employed by the company

Career Fairs

Company Presentations on Campus

Internship/co-op programs/work placement

Career Websites/Internet Job Boards

Fellow Students

Testimonials from Employees

Advertisement on the Internet

Friends and Family

38

Preferred communication channels - Total (Business) 3

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

PLEASE NOTE:• The graph shows the ten most preferred channels amongst the Total (Business) population.THINK ABOUT:• Which communication channels have the employers used in their communication with the target group?• Is there a mismatch between the channels they have used and the preferred ones?

11%

11%

33%

25%

21%

19%

15%

15%

13%

12%

Company Websites

Career Fairs

Fellow Students

Acquaintances employed by the company

Company Presentations on Campus

Friends and Family

Career Websites/Internet Job Boards

Internship/co-op programs/work placement

Advertisement on the Internet

Articles in newspapers and magazines

39

Actual communication channels - Handelshøjskolen i Aarhus 3

SURVEY QUESTION:How have you mainly learned about these employers?

PLEASE NOTE:• The graph shows the ten most frequent actual channels amongst the Handelshøjskolen i Aarhus students.THINK ABOUT:• Which communication channels have the employers used in their communication with the target group?

17%

17%

28%

27%

22%

22%

20%

20%

18%

17%

Articles in newspapers

and magazines

Company Websites

Career Fairs

Career Websites/Internet

Job Boards

Advertisement in print

media

Fellow Students

Advertisement on the

Internet

Friends and Family

Advertisement on TV

News Channel

Programming

40

Actual communication channels - Total (Business) 3

SURVEY QUESTION:How have you mainly learned about these employers?

PLEASE NOTE:• The graph shows the ten most frequent actual channels amongst the Total (Business) population.THINK ABOUT:• Which communication channels have the employers used in their communication with the target group?

17%

16%

28%

23%

22%

20%

18%

17%

17%

17%

Articles in newspapers

and magazines

Company Websites

Fellow Students

Career Fairs

Advertisement in print

media

Advertisement on the

Internet

Friends and Family

Career Websites/Internet

Job Boards

News Channel

Programming

Acquaintances employed

by the company

41

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• Nivå tre

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41 Copyright Universum 2008

Universum Student Survey 2008

Copyright Universum 2008

The Students’ employer preferences

4University Report

42

The Students' employer preferences

Think about:

• Are the components that employers are focusing on important and attractive to the students? Or are they wasting time and

money communicating things that are not that important to the students?

• Are there other attributes that are attractive to students that employers can deliver on? Should these be included in their

external communication?

4

Topics in this chapter:

• Importance of the Drivers of Employer Attractiveness

• Importance of the attributes within each driver:- Employer Reputation & Image- Job Characteristcs- People & Culture- Remuneration & Advancement Opportunities

43

The Drivers of Employer Attractiveness 4

44

Top findings - Importance of the Drivers of Employers Attractiveness - Handelshøjskolen i Aarhus

The ten overall most important attributes:

1. Challenging work (Job Characteristics)

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

3. Offers a friendly work environment (People & Culture)

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

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

6. Professional training and development (Job Characteristics)

7. Good prospects for high future earnings (Remuneration & Advancement Opportunities)

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

9. Flexible working conditions (Job Characteristics)

10. A variety of assignments (Job Characteristics)

4

The 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.

19%

27%

29%

25%

Employer Reputation & Image

Job Characteristics

People & Culture

Remuneration & Advancement Opportunities

45

Top findings - Importance of the Drivers of Employers Attractiveness - Total (Business)

The ten overall most important attributes:

1. Challenging work (Job Characteristics)

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

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

4. Offers a friendly work environment (People & Culture)

5. Professional training and development (Job Characteristics)

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

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

8. Good prospects for high future earnings (Remuneration & Advancement Opportunities)

9. Leadership opportunities (Remuneration & Advancement Opportunities)

10. Inspiring top management (Employer Reputation & Image)

4

The 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.

20%

26%

28%

25%

Employer Reputation & Image

Job Characteristics

People & Culture

Remuneration & Advancement Opportunities

46

Drivers of Employer attractiveness 4

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. In order to move on the points should sum up to 100

"Consistent culture throughout the organisation"

"Management is honest and forthcoming. Employees know what is expected of them and what to expect from others."

"Learning possibilities through external seminars"

"The work I do everyday/ spend the most of my time on is challenging & in line

with my career objectives."

"Salary should fit to the qualification of the employee but

also too the tasks someone is doing."

"Benefits and salary should increase if the projects are

successful or the profit increased over the average"

"Trust and respect between all levels of staff"

"A good knowledge and understanding of the culture of the organisation"

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

Employer Attractiveness

47

Drivers of Employer attractiveness - Importance of each driver - Handelshøjskolen i Aarhus

4

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. In order to move on the points should sum up to 100

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

19%

25%

27%

29%

Employer Attractiveness

48

Drivers of Employer attractiveness - Employer Reputation & Image - Handelshøjskolen i Aarhus

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Good reputation•Inspiring top management•Attractive/exciting products and services

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

19%

25%

29%

Employer Attractiveness

27%

49

Drivers of Employer attractiveness - Job Characteristics -Handelshøjskolen i Aarhus

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Good reputation•Inspiring top management•Attractive/exciting products and services

Top 3 attributes:•Challenging work•Professional training and development•Flexible working conditions

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

19%

25%

29%

Employer Attractiveness

27%

50

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

Employer Attractiveness

Drivers of Employer attractiveness - People & Culture -Handelshøjskolen i Aarhus

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Good reputation•Inspiring top management•Attractive/exciting products and services

Top 3 attributes:•Challenging work•Professional training and development•Flexible working conditions

Top 3 attributes:•Has leaders who will support my development•Offers a friendly work environment•Will enable me to have good work/life balance

27%

19%

25%

29%

51

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

Employer Attractiveness

Drivers of Employer attractiveness - Remuneration & Advancement Opportunities - Handelshøjskolen i Aarhus

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Good reputation•Inspiring top management•Attractive/exciting products and services

19%

25%

29%

Top 3 attributes:•Challenging work•Professional training and development•Flexible working conditions

Top 3 attributes:•Has leaders who will support my development•Offers a friendly work environment•Will enable me to have good work/life balance

Top 3 attributes:•Good reference for future career•Good prospects for high future earnings•Leadership opportunities

27%

52

Drivers of Employer attractiveness - Importance of each driver- Total (Business)

4

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. In order to move on the points should sum up to 100

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

20%

25%

26%

28%

Employer Attractiveness

53

Drivers of Employer attractiveness - Employer Reputation & Image - Total (Business)

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Inspiring top management•Good reputation•Attractive/exciting products and services

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

20%

25%

28%

Employer Attractiveness

26%

54

Drivers of Employer attractiveness - Job Characteristics -Total (Business)

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Inspiring top management•Good reputation•Attractive/exciting products and services

Top 3 attributes:•Challenging work•Professional training and development•Flexible working conditions

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

20%

25%

28%

Employer Attractiveness

26%

55

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

Employer Attractiveness

Drivers of Employer attractiveness - People & Culture -Total (Business)

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Inspiring top management•Good reputation•Attractive/exciting products and services

Top 3 attributes:•Challenging work•Professional training and development•Flexible working conditions

Top 3 attributes:•Has leaders who will support my development•Offers a creative and dynamic work environment•Offers a friendly work environment

20%

25%

28%

26%

56

Remuneration & AdvancementOpportunities

JobCharacteristics

People & Culture

Employer Reputation &

Image

Employer Attractiveness

Drivers of Employer attractiveness - Remuneration & Advancement Opportunities - Total (Business)

4

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. In order to move on the points should sum up to 100

Top 3 attributes:•Inspiring top management•Good reputation•Attractive/exciting products and services

20%

25%

28%

Top 3 attributes:•Challenging work•Professional training and development•Flexible working conditions

Top 3 attributes:•Has leaders who will support my development•Offers a creative and dynamic work environment•Offers a friendly work environment

Top 3 attributes:•Good reference for future career•Leadership opportunities•Good prospects for high future earnings

26%

5757 Copyright Universum 2008

Universum Student Survey 2008

Copyright Universum 2008

University Report

Employer rankings

5

58

Employer rankings

Think about:

• How can the employers improve their position on the rankings?

• What actions can be taken?

• Do they have to improve their visibility or do they have to focus in building a stronger Employer Brand?

5

Topics in this chapter:

• Ideal Employer ranking

• Potential Applicants' ranking• Considered Employer ranking• High Achievers’ ranking (not applicable if MBA survey)

59

Top findings - Handelshøjskolen i Aarhus 5

High Achievers’ ranking:1.Vestas2.A.P. Møller - Mærsk3.Bang & Olufsen4.Novo Nordisk5.Arla Foods

Ideal Employer ranking:1.Vestas2.A.P. Møller - Mærsk3.Bang & Olufsen4.Lego5.Carlsberg

Considered Employerranking:1.Vestas2.Bang & Olufsen3.Lego4.Carlsberg5.Novo Nordisk

Potential Applicants’ranking:1.Vestas2.Arla Foods3.A.P. Møller - Mærsk4.Novo Nordisk5.Deloitte

60

Top findings - Total (Business) 5

High Achievers’ ranking:1.A.P. Møller - Mærsk2.Novo Nordisk3.Vestas4.McKinsey & Company5.Bang & Olufsen

Ideal Employer ranking:1.A.P. Møller - Mærsk2.Carlsberg3.Novo Nordisk4.Vestas5.Bang & Olufsen

Considered Employerranking:1.Bang & Olufsen2.A.P. Møller - Mærsk3.Novo Nordisk4.Vestas5.Carlsberg

Potential Applicants’ranking:1.A.P. Møller - Mærsk2.Novo Nordisk3.Carlsberg4.Vestas5.Deloitte

61

Ideal Employer ranking 2008 (1-30) - Handelshøjskolen i Aarhus 5

Employer Rank Percent Employer Rank Percent

Vestas 1 27,87% Danske Bank-koncernen 16 7,42%

A.P. Møller - Mærsk 2 19,33% The Boston Consulting Group 17 7,19%

Bang & Olufsen 3 18,65% IBM 18 6,97%

Lego 4 16,85% Rambøll 18 6,97%

Carlsberg 5 15,06% KPMG 20 6,52%

Arla Foods 6 13,93% DONG Energy 21 6,07%

Novo Nordisk 6 13,93% McKinsey & Company 21 6,07%

Grundfos 8 11,24% Novozymes 23 5,84%

Jyske Bank 9 10,79% Procter & Gamble 23 5,84%

L'Oréal 10 10,56% SAS (Scandinavian Airlines) 25 5,62%

PricewaterhouseCoopers 11 10,11% Microsoft 26 4,94%

Udenrigsministeriet 12 9,44% Quartz Strategy Consultants 26 4,94%

Deloitte 13 8,76% Danisco 28 4,49%

Danfoss 14 8,54% IKEA 28 4,49%

Ernst & Young 15 8,09% Nokia 28 4,49%

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

PLEASE NOTE:• The table is sorted by the number of Handelshøjskolen i Aarhus students who have picked each employer as one of their Ideal Employers.

62

Ideal Employer ranking 2008 (31-60) - Handelshøjskolen i Aarhus

5

Employer Rank Percent Employer Rank Percent

Siemens 31 4,27% Nordea 45 2,25%

TDC 32 4,04% Terma 45 2,25%

Dansk Supermarket 33 3,82% Økonomi- og Erhvervsministeriet 45 2,25%

Nestlé 33 3,82% FLSmidth 49 2,02%

Velux 35 3,60% BDO ScanRevision 50 1,80%

Accenture 36 3,37% Booz Allen Hamilton 50 1,80%

Danmarks Nationalbank 37 3,15% Dell 50 1,80%

Miljøministeriet 37 3,15% H. Lundbeck 50 1,80%

ECCO 39 2,92% HP 50 1,80%

Nykredit 39 2,92% Oticon 50 1,80%

PA Consulting Group 39 2,92% SAS Institute 50 1,80%

Dansk Industri 42 2,47% Finansministeriet 57 1,57%

J.P. Morgan 42 2,47% SAP 57 1,57%

Unilever 42 2,47% COWI 59 1,35%

Goldman Sachs 45 2,25% Gumlink 59 1,35%

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

PLEASE NOTE:• The table is sorted by the number of Handelshøjskolen i Aarhus students who have picked each employer as one of their Ideal Employers.

63

Ideal Employer ranking 2008 (1-30) - Total (Business) 5

Employer Rank Percent Employer Rank Percent

A.P. Møller - Mærsk 1 16,84% Novozymes 16 6,21%

Carlsberg 2 14,33% SAS (Scandinavian Airlines) 17 6,08%

Novo Nordisk 3 14,23% PricewaterhouseCoopers 18 6,05%

Vestas 4 13,85% Nokia 19 5,39%

Bang & Olufsen 5 12,43% Danfoss 20 5,08%

Udenrigsministeriet 6 10,69% Arla Foods 21 4,68%

Lego 7 10,23% Grundfos 22 4,52%

McKinsey & Company 8 8,68% PA Consulting Group 23 4,18%

L'Oréal 9 8,44% Saxo Bank 24 4,04%

The Boston Consulting Group 10 7,56% Nestlé 25 4,03%

Danske Bank-koncernen 11 7,40% Danmarks Nationalbank 26 3,98%

IBM 12 7,32% IKEA 27 3,93%

Deloitte 13 7,18% Rambøll 28 3,91%

Microsoft 14 7,05% Procter & Gamble 29 3,91%

Ernst & Young 15 6,96% Nykredit 30 3,84%

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

PLEASE NOTE:• The table is sorted by the number of students within the Total (Business) population who have picked each employer as one of their Ideal Employers.

64

Ideal Employer ranking 2008 (31-60) - Total (Business) 5

Employer Rank Percent Employer Rank Percent

Dansk Industri 31 3,81% SAS Institute 46 2,32%

KPMG 32 3,76% Siemens 47 2,31%

Goldman Sachs 33 3,67% Velux 48 2,29%

Økonomi- og Erhvervsministeriet 34 3,61% ECCO 49 2,25%

Miljøministeriet 35 3,48% TDC 50 2,22%

DONG Energy 36 3,48% Unilever 51 2,17%

Jyske Bank 37 3,47% H. Lundbeck 52 2,01%

J.P. Morgan 38 3,44% FLSmidth 53 2,00%

Nordea 39 3,35% COWI 54 1,85%

Accenture 40 3,33% Oticon 55 1,81%

Finansministeriet 41 3,29% Bain & Company 56 1,81%

Quartz Strategy Consultants 42 2,83% Coloplast 57 1,73%

HP 43 2,44% Philips 58 1,69%

Egmont 44 2,39% Dell 59 1,57%

Danisco 45 2,36% KMD 60 1,56%

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

PLEASE NOTE:• The table is sorted by the number of students within the Total (Business) population who have picked each employer as one of their Ideal Employers.

65

Potential Applicants’ ranking 2008 (1-30) - Handelshøjskolen i Aarhus

5

PLEASE NOTE:• The table is sorted by the number of Handelshøjskolen i Aarhus students who have answered that they have or will apply to their Ideal Employers.

SURVEY QUESTION:Have you or will you apply to these employers?

Employer Rank Percent Employer Rank Percent

Vestas 1 9,14% Lego 15 2,51%

Arla Foods 2 4,84% DONG Energy 17 2,33%

A.P. Møller - Mærsk 3 4,66% Dansk Supermarket 18 1,97%

Novo Nordisk 4 3,94% IBM 18 1,97%

Deloitte 5 3,76% Novozymes 20 1,79%

PricewaterhouseCoopers 6 3,58% Rambøll 20 1,79%

Bang & Olufsen 7 3,41% Accenture 22 1,43%

Carlsberg 7 3,41% Danfoss 22 1,43%

Ernst & Young 9 3,05% Siemens 22 1,43%

Jyske Bank 9 3,05% TDC 22 1,43%

Danske Bank-koncernen 11 2,87% The Boston Consulting Group 26 1,25%

L'Oréal 11 2,87% Danisco 27 1,08%

Udenrigsministeriet 11 2,87% McKinsey & Company 27 1,08%

Grundfos 14 2,69% Quartz Strategy Consultants 27 1,08%

KPMG 15 2,51% SAS (Scandinavian Airlines) 27 1,08%

66

Potential Applicants’ ranking 2008 (31-60) - Handelshøjskolen i Aarhus

5

Employer Rank Percent Employer Rank Percent

Procter & Gamble 31 0,90% Terma 40 0,54%

Velux 31 0,90% Unilever 40 0,54%

Dansk Industri 33 0,72% BDO ScanRevision 48 0,36%

Dell 33 0,72% Booz Allen Hamilton 48 0,36%

ECCO 33 0,72% Danish Crown 48 0,36%

IKEA 33 0,72% EDB Gruppen 48 0,36%

J.P. Morgan 33 0,72% H. Lundbeck 48 0,36%

Microsoft 33 0,72% HP 48 0,36%

Nokia 33 0,72% KMD 48 0,36%

Goldman Sachs 40 0,54% Lantmännen 48 0,36%

Nestlé 40 0,54% Miljøministeriet 48 0,36%

Nordea 40 0,54% Oticon 48 0,36%

Nykredit 40 0,54% PA Consulting Group 48 0,36%

SAP 40 0,54% A.T. Kearney 59 0,18%

SAS Institute 40 0,54% AarhusKarlshamn 59 0,18%

SURVEY QUESTION:Have you or will you apply to these employers?

PLEASE NOTE:• The table is sorted by the number of Handelshøjskolen i Aarhus students who have answered that they have or will apply to their Ideal Employers.

67

Potential Applicants’ ranking 2008 (1-30) - Total (Business) 5

PLEASE NOTE:• The table is sorted by the number of students within the Total (Business) population who have answered that they have or will apply to their Ideal Employers.

SURVEY QUESTION:Have you or will you apply to these employers?

Employer Rank Percent Employer Rank Percent

A.P. Møller - Mærsk 1 5,59% Novozymes 16 2,01%

Novo Nordisk 2 5,02% Arla Foods 17 1,86%

Carlsberg 3 4,41% Nokia 18 1,72%

Vestas 4 4,09% KPMG 19 1,63%

Deloitte 5 3,47% SAS (Scandinavian Airlines) 20 1,62%

Udenrigsministeriet 6 3,31% Dansk Industri 21 1,51%

Danske Bank-koncernen 7 2,86% Nykredit 22 1,45%

L'Oréal 8 2,75% DONG Energy 23 1,39%

McKinsey & Company 9 2,57% Nordea 24 1,39%

PricewaterhouseCoopers 10 2,43% Danfoss 25 1,36%

Ernst & Young 11 2,37% Accenture 26 1,35%

Lego 12 2,33% Finansministeriet 27 1,27%

Bang & Olufsen 13 2,30% Microsoft 28 1,24%

IBM 14 2,16% Saxo Bank 29 1,17%

The Boston Consulting Group 15 2,15% Rambøll 30 1,07%

68

Potential Applicants’ ranking 2008 (31-60) - Total (Business) 5

Employer Rank Percent Employer Rank Percent

Grundfos 31 1,03% Bain & Company 46 0,73%

Goldman Sachs 32 1,02% Velux 47 0,72%

Jyske Bank 33 1,00% Siemens 48 0,69%

KMD 34 0,99% Miljøministeriet 49 0,69%

Procter & Gamble 35 0,97% Danisco 50 0,68%

Danmarks Nationalbank 36 0,93% Dansk Supermarket 51 0,59%

A.T. Kearney 37 0,90% HP 52 0,56%

J.P. Morgan 38 0,86% COWI 53 0,54%

TDC 39 0,86% SAS Institute 54 0,53%

Quartz Strategy Consultants 40 0,85% Egmont 55 0,45%

ECCO 41 0,85% Oticon 56 0,45%

Nestlé 42 0,84% H. Lundbeck 57 0,41%

IKEA 43 0,82% NNIT 58 0,41%

Økonomi- og Erhvervsministeriet 44 0,81% Dell 59 0,39%

PA Consulting Group 45 0,79% Unilever 60 0,39%

SURVEY QUESTION:Have you or will you apply to these employers?

PLEASE NOTE:• The table is sorted by the number of students within the Total (Business) population who have answered that they have or will apply to their Ideal Employers.

69

Employer Rank Percent Employer Rank Percent

Vestas 1 52,67% Microsoft 11 28,22%

Bang & Olufsen 2 48,44% Jyske Bank 12 27,33%

Lego 3 43,78% Novozymes 13 26,89%

Carlsberg 4 41,33% Danisco 14 25,78%

Novo Nordisk 5 39,33% L'Oréal 14 25,78%

A.P. Møller - Mærsk 6 36,44% PricewaterhouseCoopers 16 25,33%

Arla Foods 7 35,56% Siemens 16 25,33%

Danfoss 8 33,56% Nokia 18 24,22%

Grundfos 9 33,33% DONG Energy 19 23,33%

IBM 10 29,56% Deloitte 20 22,89%

Top 20 Considered Employer ranking 2008 -Handelshøjskolen i Aarhus

5

SURVEY QUESTION:Please select the employers you would consider working for.

PLEASE NOTE:• The table is sorted by the number of Handelshøjskolen i Aarhus students who have chosen each employer as one of their Considered Employers.THINK ABOUT:• There is a big difference between being a Considered Employer and an Ideal Employer amongst the students.

70

Employer Rank Percent Employer Rank Percent

Bang & Olufsen 1 31,56% Udenrigsministeriet 11 20,50%

A.P. Møller - Mærsk 2 31,06% SAS (Scandinavian Airlines) 12 19,54%

Novo Nordisk 3 31,00% L'Oréal 13 19,52%

Vestas 4 30,40% Deloitte 14 19,26%

Carlsberg 5 30,00% Ernst & Young 15 18,83%

Lego 6 25,52% McKinsey & Company 16 18,44%

IBM 7 22,69% Danfoss 17 18,38%

Microsoft 8 22,59% The Boston Consulting Group 18 17,67%

Nokia 9 21,68% PricewaterhouseCoopers 19 17,67%

Novozymes 10 20,63% Danske Bank-koncernen 20 17,04%

Top 20 Considered Employer ranking 2008 - Total (Business) 5

SURVEY QUESTION:Please select the employers you would consider working for.

PLEASE NOTE:• The table is sorted by the number of students within the Total (Business) population who have chosen each employer as one of their Considered Employers.

71

Employer Rank Percent Employer Rank Percent

Vestas 1 28,86% PricewaterhouseCoopers 11 10,74%

A.P. Møller - Mærsk 2 23,49% The Boston Consulting Group 11 10,74%

Bang & Olufsen 3 18,12% Danisco 13 10,07%

Novo Nordisk 3 18,12% Procter & Gamble 13 10,07%

Arla Foods 5 14,77% Carlsberg 15 9,40%

Lego 6 14,09% Deloitte 15 9,40%

Jyske Bank 7 12,75% DONG Energy 15 9,40%

Danfoss 8 12,08% Ernst & Young 15 9,40%

Grundfos 8 12,08% Novozymes 15 9,40%

L'Oréal 10 11,41% Udenrigsministeriet 20 8,72%

Top 20 High Achievers’ ranking 2008 - Handelshøjskolen i Aarhus

5

SURVEY QUESTIONS:• Please select five employers from the list below for which you would most like to work, your five Ideal Employers.• Please grade your academic results on a scale from 1 to 10, where 10 represents 'excellent results', 5 stands for 'average'

PLEASE NOTE:• A High Achiever is categorised as an individual with 8, 9 or 10, when grading their perceived academic performance.• The table is sorted by the number of High Achievers amongst the Handelshøjskolen i Aarhus students who chose each employer as one of their Ideal Employers.

72

Employer Rank Percent Employer Rank Percent

A.P. Møller - Mærsk 1 15,64% Novozymes 11 7,97%

Novo Nordisk 2 14,89% Deloitte 12 7,67%

Vestas 3 13,83% Danske Bank-koncernen 13 6,92%

McKinsey & Company 4 12,18% Ernst & Young 14 6,62%

Bang & Olufsen 5 11,58% IBM 15 6,32%

Carlsberg 5 11,58% Microsoft 16 6,02%

Udenrigsministeriet 7 11,28% Accenture 17 5,71%

The Boston Consulting Group 8 10,83% PA Consulting Group 17 5,71%

Lego 9 8,72% Danfoss 19 5,56%

L'Oréal 10 8,27% Danmarks Nationalbank 20 5,11%

Top 20 High Achievers’ ranking 2008 - Total (Business) 5

SURVEY QUESTIONS:• Please select five employers from the list below for which you would most like to work, your five Ideal Employers.• Please grade your academic results on a scale from 1 to 10, where 10 represents 'excellent results', 5 stands for 'average'

PLEASE NOTE:• A High Achiever is categorised as an individual with 8, 9 or 10, when grading their perceived academic performance.• The table is sorted by the number of High Achievers within the Total (Business) population who chose each employer as one of their Ideal Employers.