Universum Student Survey 2008 - Universidad de Sevillavtt.us.es/noticias/noticias_form/documentos_noticias/ESSS_2008... · • According to the Universum Student Survey 2008, academic

11 Copyright Universum 2008

Universum Student Survey 2008

Copyright Universum 2008

University Report

Universum Student Survey 2008 - Spanish EditionUniversity Report - Universidad de Sevilla vs. Total

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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

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Universum in the world

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Agenda

Survey facts & The Participating students

University experience

The Students’ career & Communication channel preferences

The Students’ employer preferences

Employer rankings

12345




University Report


1

6


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

• Spain has witnessed positive growth for several years. The GDP-growth has experienced stable development with an average of 3,4 per cent the last four years.

• Accordingly to “Ministry of Education and Science”, there are about 2.700.000 registered university students in Spain.

• The number of students enrolled to study within health/welfare and engineering/manufacturing/construction has increased faster than the student populations in general, while the amount of students who are enrolled to study social sciences/business/law, humanities/arts and science 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 324 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.

• According to the Universum Student Survey 2008, computer software, telecommunications and engineering consulting are the most attractive industries for the surveyed students.

• According to the Universum Student Survey 2008, academic research, management consulting and government/public service are the most attractive industries for the surveyed students.

• The surveyed students values an employer who has innovative products and services, offers professional training and development, will enable them to have good work/life balance and good prospects for high future earnings.

8

Methodology Target groups:• Business/Commerce: 985 respondents• Engineering: 2320 respondents• IT: 239 respondents• Natural Sciences: 146 respondents• Humanities/Liberal Arts: 403 respondents• Law: 267 respondents

1

The Questionnaire:• Created by 20 years of experience, extensive research within HR, focus groups and communicationwith 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:February to May 2008No. of educational institutions:21

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The Participating students 1

Group 1:

Number of respondents: 351

Base of the group: Universidad de Sevilla

Group 2:

Number of respondents: 4360

Base of the group: Total

10

The Targeted students - Universidad de Sevilla 1

Gender:• 53% women and 47% men

Preferred industries:• Academic research• Computer software• Education/teaching

Perceived grade:• Average grade: 6,9 (of 10)

Age:• Average age: 23,9 years

Number of Universidad de Sevilla students: 351

Career goals:• To have work/life balance• To be secure or stable in my job• To be competitively or intellectually

challenged

Preferred departments:• R&D• PR and communication• Consulting department

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The Targeted students - Total 1

Gender:• 47% women and 53% men

Preferred industries:• Computer software• Telecommunications• Engineering consulting

Perceived grade:• Average grade: 6,7(of 10)

Age:• Average age: 24,2 years

Number of Total respondents: 4360

Career goals:• To have work/life balance• To be competitively or intellectually

challenged• To be secure or stable in my job

Preferred departments:• R&D• Consulting department• Production

12

Age 1

SURVEY QUESTION:What is your year of birth?

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

6%

22%

26%

21%

14%

4%

7%

4%

13%

31%

28%

13%

5%

6%

Less than 20

20 - 21

22 - 23

24 - 25

26 - 27

28 - 29

30 or above Universidad de Sevilla

Total

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?

53%

47%

47%

53%

Universidad deSevilla

Total

Female Male

14

Nationality 1

SURVEY QUESTION:What is your nationality?

THINK ABOUT:Does these results match your expectations?

96%

95%

4%

5%

Universidad deSevilla

Total

Spanish Other

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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?

6%

1%

5%

1%

0%

0%

0%

7%

28%

35%

22%

0%

0%

0%

1%

11%

29%

35%

17%

1

2

3

4

5

6

7

8

9

10Universidad de Sevilla

Total

16

Areas of study - Business 1

Area of study Universidad de Sevilla Total

Business Administration 59% 60%Human Resources Management 46% 30%Marketing 44% 29%Entrepreneurship 36% 25%International Business 36% 32%Accounting/Auditing/Taxation 32% 22%Sales 32% 16%Public Administration 31% 13%Communication studies 29% 28%Management 29% 29%Economics 17% 30%Finance 8% 33%Other 7% 2%Information Management 5% 2%Logistics 3% 8%

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

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Areas of study - Engineering 1


Telecommunications 38% 41%Architecture 31% 12%Aeronautics/Aerospace Engineering 17% 17%Electrical/Electronic Engineering 17% 21%Industrial Engineering and Management 12% 21%Civil Engineering 11% 11%Biological Engineering/Biological Technology 10% 10%Machine/Mechanical Engineering 10% 15%Automotive Engineering 8% 14%Chemical Engineering 7% 10%Materials Science/Materials Technology 7% 6%Other Engineering 7% 3%Process Technology 5% 8%Petroleum Engineering 2% 6%Pulp-/Paper-/Wood Technology 1% 3%


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Areas of study - IT 1


Software Engineering 86% 67%Business Systems Analysis and Design 45% 29%Computer Science 45% 45%Business Computing Systems 38% 24%Information Management 38% 40%Artificial Intelligence 34% 43%Information Systems 31% 48%Electronic Publishing 21% 18%e-Business Systems 17% 18%Other IT - 3%


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Areas of study - Natural Sciences 1


Biological Science 65% 56%Chemistry 28% 32%Human Sciences 24% 16%Geology/Earth Sciences 20% 15%Mathematical Sciences 13% 21%Physics 13% 12%Physical Science 7% 12%Other Natural Science - 1%


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Areas of study - Humanities 1


Psychology 41% 29%Creative Arts 36% 37%Linguistics/ Foreign Languages 34% 40%Teaching/Education 33% 20%Communication 31% 48%History/Philosophy 31% 27%English/ Literature 27% 27%International Relations 22% 29%Design 20% 24%Social Sciences 20% 25%Political Science 16% 23%Other Humanities 3% 1%


21

Areas of study - Law 1


International Law 51% 43%Law and Property Valuation 43% 39%Commercial Law 32% 34%Criminal Litigation 32% 31%International Commercial Law 27% 30%Other Law 14% 12%Media Law 5% 13%


22

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 Educational institution Total

Universidad de Sevilla 17% Universidad de Navarra 4%Universidad Politècnica de Madrid 12% Universidad Complutense de Madrid 3%Universidad Politécnica de Catalunya 10% Universidad Pompeu Fabra 3%Universidad de Zaragoza 9% Universidad Europea de Madrid 2%Universidad Autónoma de Madrid 9% ESADE Barcelona 2%Universidad de Valladolid 7% ICADE Madrid 1%Universidad de Granada 7% ICAI Madrid 1%Universidad Carlos III de Madrid 5% CUNEF 0%Universidad de Salamanca 5%

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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

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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?

16,5

19,920,9

24,9

16,5

19,921,4

24,8

Goal Achievers Relationship Builders Influencers IndependentPerformers

Universidad de Sevilla Total



2University Report



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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?

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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”


I have attended careers fairs and/or employer presentations on campus organised by the Careers Service.

48% 56%

I have used the university Careers Service to find part-time jobs, work experience and/or explore opportunities after graduation.

47% 39%

Information about career opportunities is easily accessible on the Careers Service website and within the Career Service information centre.

30% 39%

The Careers Service helped me to improve my CV/application forms, and covering letters. 29% 32%

It is easy to find out about the range of services available at the Careers Service. 25% 31%

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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

6%

17%

25%

47%

4%

6%

17%

25%

45%

8%

Verydissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied Universidad de Sevilla

Total

4%

11%

33%

47%

5%

3%

12%

32%

44%

9%

Verydissatisfied

Dissatisfied

Neutral

Satisfied


Total

29

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)


0%

5%

19%

51%

25%

1%

4%

16%

45%

33%

Verydissatisfied

Dissatisfied

Neutral

Satisfied

Verysatisfied

Universidad deSevillaTotal

2%

8%

23%

51%

17%

3%

9%

23%

44%

21%

Verydissatisfied

Dissatisfied

Neutral

Satisfied


Total

30

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)


3%

12%

23%

40%

22%

4%

11%

23%

37%

24%

Verydissatisfied

Dissatisfied

Neutral

Satisfied

Verysatisfied


14%

31%

31%

21%

3%

10%

21%

28%

30%

12%

Verydissatisfied

Dissatisfied

Neutral

Satisfied


Total

31

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)


6%

21%

28%

40%

5%

5%

15%

28%

41%

12%

Verydissatisfied

Dissatisfied

Neutral

Satisfied


Total

11%

23%

41%

22%

3%

12%

21%

38%

22%

6%

Verydissatisfied

Dissatisfied

Neutral

Satisfied


Total

32

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)


9%

18%

25%

33%

15%

6%

11%

25%

37%

20%

Verydissatisfied

Dissatisfied

Neutral

Satisfied

Verysatisfied


5%

21%

38%

30%

5%

4%

14%

43%

31%

9%

Verydissatisfied

Dissatisfied

Neutral

Satisfied


Total

33

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)


14%

19%

50%

16%

1%

13%

17%

52%

13%

5%

Verydissatisfied

Dissatisfied

Neutral

Satisfied


Total

34

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


How satisfied are you overall with your university? 3,7 3,7

13%

56%

20%

10%

2%

14%

56%

17%

10%

2%

Very satisfied

Satisfied

Neutral

Dissatisfied

Very dissatisfied Universidad de Sevilla

Total

35

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3University Report

36


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

37

Preferred industries - Universidad de Sevilla 3

PLEASE NOTE:• We only present the ten most popular industries amongst the Universidad de Sevilla 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

Industry Universidad de Sevilla

Academic research 17%Computer software 17%Education/teaching 17%Government/public service 13%Environmental/conservation 11%Other 11%Telecommunications 9%Marketing/advertising 9%Biotechnology 9%Construction 9%

38

Preferred industries - Total 3

PLEASE NOTE:• We only present the ten most popular industries amongst the Total 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

Industry Total

Computer software 18%Telecommunications 18%Engineering consulting 11%Engineering/manufacturing 11%Academic research 10%Education/teaching 9%Marketing/advertising 8%

Network communications/data networking 8%

Energy/power 8%Internet/e-commerce 8%

39

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 Universidad de Sevilla students.

Department Universidad de Sevilla Total

R&D 40% 50%PR and communication 22% 17%Consulting department 22% 25%Production 21% 23%Human resources 21% 11%Information Management 13% 13%Other 12% 9%IT 10% 12%Logistics 10% 10%Marketing 8% 9%Sales 8% 5%Finance 7% 8%Does not matter 5% 2%Purchasing 3% 3%

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

40

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 Universidad de Sevilla 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“

67%

49%

42%

34%

69%

40%

41%

34%

To have work/lifebalance

To be secure or stablein my job

To be competitively orintellectually challenged

To be entrepreneurialor creative/innovative Universidad de Sevilla

Total

41

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 Universidad de Sevilla 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“

29%

24%

24%

17%

15%

29%

22%

29%

23%

12%

To have aninternational career

To be dedicated to acause or to feel that Iam serving a greater

good

To be a leader ormanager of people

To be a technical orfunctional expert

To be autonomous orindependent Universidad de Sevilla

Total

42

Preferred communication channels - Universidad de Sevilla 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 Universidad de Sevilla 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?

13%

12%

41%

29%

22%

22%

21%

20%

18%

17%

Internship/co-op programs/work placement

Company Presentations on Campus

Company Websites

Testimonials from Employees

Career Websites/Internet Job Boards

Acquaintances employed by the company

Career Services Department at your University

Career Fairs

Company Recruitment Brochures

Company sponsored events

43

Preferred communication channels - Total 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 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?

15%

11%

29%

26%

23%

23%

21%

17%

16%

15%

Internship/co-op programs/work placement

Company Websites

Acquaintances employed by the company

Company Presentations on Campus

Career Fairs

Career Services Department at your University

Testimonials from Employees

Fellow Students

Career Websites/Internet Job Boards

Friends and Family

44

Actual communication channels - Universidad de Sevilla 3

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

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

16%

13%

40%

39%

33%

33%

33%

30%

25%

19%

Advertisement on theInternet

Advertisement on TV

Company Websites

Advertisement in printmedia

Articles in newspapersand magazines

Friends and Family

Fellow Students

Advertisement in studentpublications

Acquaintances employedby the company

Company sponsoredevents

45

Actual communication channels - Total 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 population.THINK ABOUT:• Which communication channels have the employers used in their communication with the target group?

14%

14%

40%

37%

33%

32%

30%

28%

24%

19%

Advertisement on theInternet

Advertisement on TV

Articles in newspapersand magazines

Advertisement in printmedia

Company Websites

Friends and Family

Fellow Students

Advertisement in studentpublications

Career Websites/InternetJob Boards

Acquaintances employedby the company

46

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The Students’ employer preferences

4University Report

47

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

48

The Drivers of Employer Attractiveness 4

49

Top findings - Importance of the Drivers of Employers Attractiveness - Universidad de Sevilla

The ten overall most important attributes:

1. Professional training and development (Job Characteristics)

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

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

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

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

6. Flexible working conditions (Job Characteristics)

7. Leadership opportunities (Remuneration & Advancement Opportunities)

8. Challenging work (Job Characteristics)

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

10. Secure employment (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%

27%

27%

Employer Reputation & ImageJob CharacteristicsPeople & CultureRemuneration & Advancement Opportunities

50

Top findings - Importance of the Drivers of Employers Attractiveness - Total

The ten overall most important attributes:

1. Professional training and development (Job Characteristics)

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

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

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

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

6. Flexible working conditions (Job Characteristics)

7. Leadership opportunities (Remuneration & Advancement Opportunities)

8. Competitive base salary (Remuneration & Advancement Opportunities)

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

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

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%

26%

28%

Employer Reputation & ImageJob CharacteristicsPeople & CultureRemuneration & Advancement Opportunities

51

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

52

Drivers of Employer attractiveness - Importance of each driver - Universidad de Sevilla

4



JobCharacteristics

People & Culture


Image

19%

27%

27%

27%


53

Drivers of Employer attractiveness - Employer Reputation & Image - Universidad de Sevilla

4


Top 3 attributes:•Innovative products and services•High ethical standards•High level of Corporate Social Responsibility


JobCharacteristics

People & Culture


Image

19%

27%

27%


27%

54

Drivers of Employer attractiveness - Job Characteristics -Universidad de Sevilla

4



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


JobCharacteristics

People & Culture


Image

19%

27%

27%


27%

55


JobCharacteristics

People & Culture


Image


Drivers of Employer attractiveness - People & Culture -Universidad de Sevilla

4




Top 3 attributes:•Will enable me to have good work/life balance•Offers a friendly work environment•Offers a creative and dynamic work environment

27%

19%

27%

27%

56


JobCharacteristics

People & Culture


Image


Drivers of Employer attractiveness - Remuneration & Advancement Opportunities - Universidad de Sevilla

4



19%

27%

27%



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

27%

57

Drivers of Employer attractiveness - Importance of each driver- Total

4



JobCharacteristics

People & Culture


Image

19%

28%

27%

26%


58

Drivers of Employer attractiveness - Employer Reputation & Image - Total

4


Top 3 attributes:•Innovative products and services•Prestige•High ethical standards


JobCharacteristics

People & Culture


Image

19%

28%

26%


27%

59

Drivers of Employer attractiveness - Job Characteristics -Total

4



Top 3 attributes:•Professional training and development•Flexible working conditions•Opportunities for international travel


JobCharacteristics

People & Culture


Image

19%

28%

26%


27%

60


JobCharacteristics

People & Culture


Image


Drivers of Employer attractiveness - People & Culture -Total

4





19%

28%

26%

27%

61


JobCharacteristics

People & Culture


Image


Drivers of Employer attractiveness - Remuneration & Advancement Opportunities - Total

4



19%

28%

26%



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

27%




University Report

Employer rankings

5

63

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)

64

Top findings - Universidad de Sevilla 5

High Achievers’ ranking:1.Google2.Microsoft3.Abengoa4.Iberia5.La Caixa

Ideal Employer ranking:1.Google2.Microsoft3.Abengoa4.Telefonica5.IBM

Considered Employerranking:1.Google2.Abengoa3.Microsoft4.Telefonica5.Endesa

Potential Applicants’ranking:1.Abengoa2.Google3.La Caixa4.Microsoft5.NH Hoteles

65

Top findings - Total 5

High Achievers’ ranking:1.Google2.Microsoft3.Iberdrola4.Telefonica5.Sony

Ideal Employer ranking:1.Google2.Microsoft3.Telefonica4.Sony5.IBM

Considered Employerranking:1.Google2.Sony3.Microsoft4.Nokia5.Telefonica

Potential Applicants’ranking:1.Google2.Telefonica3.Microsoft4.Indra5.Iberdrola

66

Ideal Employer ranking 2008 (1-30) - Universidad de Sevilla 5

Employer Rank Percent Employer Rank Percent

Google 1 28,80% El Corte Inglés 14 7,28%Microsoft 2 18,35% Oracle 14 7,28%Abengoa 3 17,41% BBVA 18 6,96%Telefonica 4 13,92% Santander Central Hispano 18 6,96%IBM 5 10,44% Ferrovial 20 6,65%Iberia 6 10,13% IKEA 20 6,65%Endesa 7 9,18% Nestlé 20 6,65%La Caixa 7 9,18% Nokia 23 6,33%INDITEX 9 8,54% Ferrari 24 5,38%Intel 10 8,23% Hewlett-Packard 24 5,38%NH Hoteles 10 8,23% L'Oréal 26 5,06%Iberdrola 12 7,59% Cisco Systems 27 4,75%Sony 12 7,59% Danone 27 4,75%Dragados 14 7,28% Heineken 27 4,75%EADS 14 7,28% Vodafone 27 4,75%

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 Universidad de Sevilla students who have picked each employer as one of their Ideal Employers.

67

Ideal Employer ranking 2008 (31-60) - Universidad de Sevilla 5


Bayer 31 4,43% Johnson & Johnson 42 2,53%Banco Popular Español 32 4,11% Morgan Stanley 42 2,53%General Electric 33 3,80% Siemens 42 2,53%Indra 33 3,80% Caja Madrid 49 2,22%Renault 33 3,80% Hilton 49 2,22%Repsol YPF 33 3,80% E.ON 51 1,90%BMW 37 3,48% Reuters 51 1,90%Audi 38 3,16% Air Liquide 53 1,58%Deloitte 38 3,16% BASF 53 1,58%Accenture 40 2,85% Ernst & Young 53 1,58%PricewaterhouseCoopers 40 2,85% FCC 53 1,58%ACS 42 2,53% Roche 53 1,58%Adidas 42 2,53% Volkswagen 53 1,58%Allianz 42 2,53% Canon 59 1,27%Deutsche Bank 42 2,53% ING Group 59 1,27%


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

68

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


Google 1 30,51% BMW 16 6,73%Microsoft 2 19,33% INDITEX 17 6,72%Telefonica 3 13,92% Cisco Systems 18 5,95%Sony 4 12,62% La Caixa 19 5,77%IBM 5 11,88% Iberia 20 5,74%Intel 6 11,55% Audi 21 5,51%Nokia 7 11,31% Vodafone 22 5,40%Indra 8 8,29% EADS 23 5,05%Iberdrola 9 8,18% BBVA 24 4,72%Hewlett-Packard 10 7,67% Deloitte 25 4,67%Ferrari 11 7,55% L'Oréal 26 4,65%Oracle 12 7,52% Dragados 27 4,54%Siemens 13 7,50% Nestlé 28 4,50%Repsol YPF 14 7,06% Santander Central Hispano 29 4,40%Endesa 15 7,02% Porsche 30 4,25%


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

69

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


IKEA 31 4,16% General Electric 46 2,86%Ferrovial 32 4,11% Philips 47 2,82%Abengoa 33 4,09% Canon 48 2,65%Bayer 34 4,00% Heineken 49 2,61%Accenture 35 3,75% BASF 50 2,59%El Corte Inglés 36 3,70% McKinsey & Company 51 2,36%Procter & Gamble 37 3,46% Adidas 52 2,30%Danone 38 3,45% ACS 53 2,14%NH Hoteles 39 3,33% Hilton 54 2,10%Renault 40 3,16% Morgan Stanley 55 2,04%Volkswagen 41 3,15% Reuters 56 2,03%The Boston Consulting Group 42 3,14% Ernst & Young 57 2,01%Ericsson 43 3,05% FCC 58 1,87%Caja Madrid 44 3,03% E.ON 59 1,81%PricewaterhouseCoopers 45 2,92% Bosch 60 1,78%


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

70

Potential Applicants’ ranking 2008 (1-30) - Universidad de Sevilla

5

PLEASE NOTE:• The table is sorted by the number of Universidad de Sevilla 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?


Abengoa 1 7,01% Ferrovial 16 2,21%Google 2 5,54% INDITEX 16 2,21%La Caixa 3 4,43% L'Oréal 16 2,21%Microsoft 4 4,06% PricewaterhouseCoopers 16 2,21%NH Hoteles 4 4,06% BBVA 20 1,85%Dragados 6 2,95% IBM 20 1,85%EADS 6 2,95% Intel 20 1,85%El Corte Inglés 6 2,95% Repsol YPF 20 1,85%Hewlett-Packard 6 2,95% Santander Central Hispano 20 1,85%Iberdrola 6 2,95% Audi 25 1,48%Telefonica 6 2,95% Danone 25 1,48%Endesa 12 2,58% Heineken 25 1,48%Iberia 12 2,58% Indra 25 1,48%IKEA 12 2,58% Nestlé 25 1,48%Oracle 12 2,58% Vodafone 25 1,48%

71

Potential Applicants’ ranking 2008 (31-60) - Universidad de Sevilla

5


Accenture 31 1,11% Altran 43 0,37%BMW 31 1,11% Bloomberg 43 0,37%Deloitte 31 1,11% Canon 43 0,37%General Electric 31 1,11% Cisco Systems 43 0,37%Johnson & Johnson 31 1,11% Deutsche Bank 43 0,37%ACS 36 0,74% E.ON 43 0,37%Adidas 36 0,74% Ericsson 43 0,37%Banco Popular Español 36 0,74% GSK (GlaxoSmithKline) 43 0,37%Bayer 36 0,74% Hilton 43 0,37%FCC 36 0,74% ING Group 43 0,37%KPMG 36 0,74% Kraft foods 43 0,37%Morgan Stanley 36 0,74% Kühne & Nagel 43 0,37%ABB 43 0,37% Novartis 43 0,37%Air Liquide 43 0,37% Philip Morris 43 0,37%Allianz 43 0,37% Philips 43 0,37%


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

72

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

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



Google 1 6,00% The Boston Consulting Group 16 1,83%Telefonica 2 4,35% Siemens 17 1,73%Microsoft 3 4,00% Endesa 18 1,73%Indra 4 3,31% Hewlett-Packard 19 1,66%Iberdrola 5 2,91% Santander Central Hispano 20 1,60%IBM 6 2,57% Sony 21 1,58%Repsol YPF 7 2,55% Dragados 22 1,53%Deloitte 8 2,46% PricewaterhouseCoopers 23 1,49%EADS 9 2,26% Procter & Gamble 24 1,45%La Caixa 10 2,18% Vodafone 25 1,44%INDITEX 11 2,14% Nokia 26 1,41%Oracle 12 2,04% El Corte Inglés 27 1,37%BBVA 13 1,97% Abengoa 28 1,35%Intel 14 1,90% Ferrovial 29 1,34%Accenture 15 1,88% Danone 30 1,30%

73

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


L'Oréal 31 1,30% IKEA 46 0,66%Nestlé 32 1,30% KPMG 47 0,66%Iberia 33 1,30% Ernst & Young 48 0,63%McKinsey & Company 34 1,23% Renault 49 0,59%Cisco Systems 35 1,09% Bayer 50 0,57%NH Hoteles 36 1,05% Ferrari 51 0,57%BMW 37 0,99% JPMorgan 52 0,56%Audi 38 0,92% Goldman Sachs 53 0,54%Caja Madrid 39 0,87% Shell 54 0,52%LVMH 40 0,80% Heineken 55 0,51%Morgan Stanley 41 0,80% Altran 56 0,46%FCC 42 0,79% Hilton 57 0,45%ACS 43 0,78% ABB 58 0,44%General Electric 44 0,73% Volkswagen 59 0,44%Ericsson 45 0,73% Deutsche Bank 60 0,42%


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

74


Google 1 41,14% Iberia 11 23,72%Abengoa 2 31,53% El Corte Inglés 12 22,52%Microsoft 3 30,93% Intel 13 21,92%Telefonica 3 30,93% IKEA 14 21,32%Endesa 5 27,03% Repsol YPF 15 18,92%Iberdrola 6 26,73% Vodafone 15 18,92%Nokia 7 25,83% BBVA 17 18,62%Sony 8 24,92% Nestlé 17 18,62%IBM 9 24,62% INDITEX 19 18,32%La Caixa 9 24,62% NH Hoteles 19 18,32%

Top 20 Considered Employer ranking 2008 - Universidad de Sevilla

5

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

PLEASE NOTE:• The table is sorted by the number of Universidad de Sevilla 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.

75


Google 1 43,78% Endesa 11 24,44%Sony 2 35,23% Vodafone 12 24,03%Microsoft 3 34,32% BMW 13 23,74%Nokia 4 33,99% Audi 14 23,51%Telefonica 5 31,69% Ferrari 15 22,87%IBM 6 29,85% Iberia 16 21,51%Siemens 7 27,21% Repsol YPF 17 20,63%Intel 8 27,11% Ericsson 18 20,59%Hewlett-Packard 9 26,26% Porsche 19 20,00%Iberdrola 10 25,23% Philips 20 19,66%

Top 20 Considered Employer ranking 2008 - Total 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 population who have chosen each employer as one of their Considered Employers.

76


Google 1 27,47% Heineken 11 8,79%Microsoft 2 16,48% BBVA 12 7,69%Abengoa 3 15,38% Iberdrola 12 7,69%Iberia 4 13,19% Santander Central Hispano 12 7,69%La Caixa 5 12,09% Danone 15 6,59%Endesa 6 10,99% Dragados 15 6,59%NH Hoteles 6 10,99% IKEA 15 6,59%Telefonica 6 10,99% INDITEX 15 6,59%IBM 9 9,89% Sony 15 6,59%Nestlé 9 9,89% Cisco Systems 20 5,49%

Top 20 High Achievers’ ranking 2008 - Universidad de Sevilla 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 Universidad de Sevilla students who chose each employer as one of their Ideal Employers.

77


Google 1 25,15% Santander Central Hispano 10 7,56%Microsoft 2 13,34% Ferrari 12 7,32%Iberdrola 3 9,45% The Boston Consulting Group 12 7,32%Telefonica 3 9,45% Intel 14 7,20%Sony 5 8,74% Deloitte 15 6,61%IBM 6 8,26% Endesa 15 6,61%Repsol YPF 7 7,91% Siemens 15 6,61%BMW 8 7,79% Indra 18 6,49%Nokia 9 7,67% La Caixa 18 6,49%INDITEX 10 7,56% Hewlett-Packard 20 6,14%

Top 20 High Achievers’ ranking 2008 - Total 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 population who chose each employer as one of their Ideal Employers.

78

Success ratios - Universidad de Sevilla 5

Employer

Considered %

Ideal %

Success ratio 1

Apply %

Success ratio 2Google 41% > 29% > 66% > 6% > 16%Microsoft 31% > 18% > 56% > 4% > 19%Abengoa 32% > 17% > 52% > 7% > 35%EADS 14% > 7% > 49% > 3% > -Oracle 14% > 7% > 48% > 3% > -INDITEX 18% > 9% > 44% > 2% > -Telefonica 31% > 14% > 43% > 3% > 18%NH Hoteles 18% > 8% > 43% > 4% > -Dragados 17% > 7% > 41% > 3% > -Iberia 24% > 10% > 41% > 3% > 22%Ferrovial 16% > 7% > 40% > 2% > -IBM 25% > 10% > 40% > 2% > 15%Santander Central Hispano 17% > 7% > 38% > 2% > -L'Oréal 13% > 5% > 37% > 2% > -Banco Popular Español 11% > 4% > 36% > 1% > -Intel 22% > 8% > 36% > 2% > -BBVA 19% > 7% > 35% > 2% > -La Caixa 25% > 9% > 35% > 4% > -Nestlé 19% > 7% > 34% > 1% > -Cisco Systems 14% > 5% > 33% > 0% > -

PLEASE NOTE:• “Success ratio 1” is the proportion of the students who have chosen an employer as an Ideal Employer divided by the proportion of students who have chosen the employer as a Considered Employer.• “Success ratio 2” is the proportion of the students who have answered that they have or will apply to an Ideal Employer divided by the proportion of students who have chosen the employer as a Ideal Employer.THINK ABOUT:• Employers with a high Success ratio do not necessarily reach a good position on the Ideal Employer ranking, but their success in developing a strong employer brand is reflected in the ratios.

79

Success ratios - Total 5

Employer

Considered %

Ideal %

Success ratio 1

Apply %

Success ratio 2Google 44% > 31% > 68% > 6% > 18%Microsoft 34% > 19% > 55% > 4% > 19%EADS 10% > 5% > 50% > 2% > 41%LVMH 3% > 1% > 46% > 1% > 49%Telefonica 32% > 14% > 43% > 4% > 28%Oracle 17% > 8% > 42% > 2% > 25%Abengoa 10% > 4% > 42% > 1% > 30%Indra 19% > 8% > 42% > 3% > 36%Intel 27% > 12% > 41% > 2% > 15%The Boston Consulting Group 7% > 3% > 41% > 2% > 53%INDITEX 16% > 7% > 41% > 2% > 29%IBM 30% > 12% > 39% > 3% > 20%McKinsey & Company 6% > 2% > 36% > 1% > 48%Sony 35% > 13% > 35% > 2% > 11%Reuters 6% > 2% > 35% > 0% > 10%La Caixa 16% > 6% > 34% > 2% > 34%PricewaterhouseCoopers 8% > 3% > 34% > 1% > 47%Repsol YPF 21% > 7% > 33% > 3% > 33%L'Oréal 14% > 5% > 33% > 1% > 26%Procter & Gamble 10% > 3% > 33% > 1% > 38%

PLEASE NOTE:• “Success ratio 1” is the proportion of the students who have chosen an employer as an Ideal Employer divided by the proportion of students who have chosen the employer as a Considered Employer.• “Success ratio 2” is the proportion of the students who have answered that they have or will apply to an Ideal Employer divided by the proportion of students who have chosen the employer as a Ideal Employer.THINK ABOUT:• Employers with a high Success ratio do not necessarily reach a good position on the Ideal Employer ranking, but their success in developing a strong employer brand is reflected in the ratios.

Documents

Universum Student Survey 2008 - Universidad de Sevillavtt.us.es/noticias/noticias_form/documentos_noticias/ESSS_2008... · • According to the Universum Student Survey 2008, academic