UNIVERSUM STUDENT SURVEY 2014 · Universum annually conducts quantitative and qualitative research with over 700,000 talented individuals to gather insights into their career preferences,

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UNIVERSUM STUDENT SURVEY 2014University Report | US EditionMichigan Technological University | Business

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About Universum

2014 | US | Students | Business

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

Universum annually conducts quantitative and qualitative research with over 700,000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers.

For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies.

Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights.

Universum’s unique global reach ensures the comparability of research results across markets. We partner with approximately 2,000 of the top academic institutions in the world.

Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.

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How we help Higher Education Institutions


UNDERSTAND

THE CAREER PREFERENCES AND EXPECTATIONS OF STUDENTS AND ALUMNI

IDENTIFY

THE BRAND PERCEPTION AND ATTRACTIVENESS OF YOUR

COLLEGE/UNIVERSITY

ATTRACT

RELEVANT EMPLOYERS TO CAMPUS

RECRUIT

PROSPECTIVE STUDENTS FOR BSC, MSC AND/OR MBA LEVELS

Universum is the global leader in the field of employer branding and talent research. Through our market research, consulting and communication solutions we aim to close the gap between the expectations of employers and talent and support Higher Education Institutions in their roles.

Through our unique insight into the recruitment challenges of employers and the dynamics of the talent market, we help nearly 2000 universities worldwide to:

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Our clients and media partners


Some of the world’s most attractive employers

Some of the world’s most trusted publishers

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What we cover in the report

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


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

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

5. APPENDIXAdditional data on topics covered in previous sections.

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

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About the Universum Student Survey | US Edition


METHODOLOGY

THE QUESTIONNAIRE Created based on 25 years of experience,

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

Global perspective - local insight.

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

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

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

FIELD PERIODOctober 2013 to January 2014

311 Educational institutions

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

Groups in this report


Global

15,939

Your university

US

The comparisons in this report are based on: Business

Participating students from your university. Throughout the report, this group is referred to as ”Michigan Technological University”.

Participating students from 311 educational institutions in US. Throughout the report, this group is referred to as “All universities”.

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

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Table of contents


EMPLOYER EVALUATION

CAREER PROFILE EVALUATION

EXECUTIVE SUMMARYAPPENDIX

UNIVERSITY BRAND PERCEPTION

9

52%

Students’ profile and summary of preferences


Average age (years):

20.7

48%

Top 3 most used communication channels:

• Employer websites• News websites advertisements• Lectures/case studies as part of curriculum

Top 3 industries:• Auditing and Accounting• Management and Strategy Consulting• Banks

Top 5 most attractive attributes:• Secure employment (Job Characteristics)• Professional training and development (Job Characteristics)• Leaders who will support my development (People & Culture)• Variety of assignments (Job Characteristics)• High future earnings (Remuneration & Advancement Opportunities)

Top 3 career goals:• To have work/life balance• To be secure or stable in my job• To be a leader or manager of people

Top 3 career profiles:• Leader• Harmonizer• Idealist

Average expected annual salary:

Average reported GPA3.3

Michigan Technological University

Year of graduation:

50,833 USD

39%15%21%24%

SeniorJuniorSophomoreFreshman

10

40%

Students’ profile and summary of preferences


Average age (years):

22.3

60%

Top 3 most used communication channels:

• Employer websites• Social networks/communities• Career fairs

Top 3 industries:• Management and Strategy Consulting• Auditing and Accounting• Media and Advertising

Top 5 most attractive attributes:• Leaders who will support my development (People & Culture)• Professional training and development (Job Characteristics)• Respect for its people (People & Culture)• Secure employment (Job Characteristics)• A friendly work environment (People & Culture)

53,817 USD

Top 3 career goals:• To have work/life balance• To be secure or stable in my job• To be competitively or intellectually challenged

Top 3 career profiles:• Leader• Entrepreneur• Idealist

Average expected annual salary:

3.5

All universities

Year of graduation:

Average reported GPA

35%33%25%6%

SeniorJuniorSophomoreFreshman

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

Students’ most attractive employers

All universities | Business Michigan Technological University | Business


1. Google (21.21%)

2. Apple (15.15%)

3. Central Intelligence Agency (12.12%)

3. Nike (12.12%)

3. Peace Corps (12.12%)

3. Starbucks (12.12%)

3. Target (12.12%)

3. Under Armour, Inc. (12.12%)

9. American Cancer Society (9.09%)

9. Blizzard Entertainment (9.09%)

1. Google (20.69%)

2. Walt Disney Company (14.21%)

3. Apple (12.61%)

4. EY (Ernst & Young) (12.59%)

5. J.P. Morgan (11.53%)

6. Deloitte (11.46%)

7. PwC (PricewaterhouseCoopers) (10.38%)

8. Nike (10.19%)

9. Goldman Sachs (9.52%)

10. KPMG LLP (7.15%)

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

Summary of your University Brand Perception


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

Average university recommendation score:

TOP OF MIND ASSOCIATIONS

All universities

8.27.6

All universities

55%22%

Michigan Technological

University


University

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Table of contents


EMPLOYER EVALUATION




14

Career Profile Evaluation

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

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

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

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


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

Career goals



First choice

Second choice

Third choice

21%

43%

14%

7%

14%

0%

0%

0%

0%

36%

7%

7%

21%

7%

7%

7%

7%

0%

21%

0%

21%

14%

14%

14%

7%

7%

0%

79%

50%

43%

43%

36%

21%

14%

14%

To have work/life balance

To be secure or stable in my job

To be a leader or manager of people

To be competitively or intellectually challenged

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

To be autonomous or independent

To be entrepreneurial or creative/innovative

To have an international career

To be a technical or functional expert

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

Career goals


All universities

First choice

Second choice

Third choice

23%

23%

13%

13%

10%

8%

5%

3%

2%

22%

19%

14%

10%

12%

10%

6%

4%

3%

19%

14%

13%

13%

13%

11%

8%

5%

4%

63%

56%

39%

37%

36%

29%

19%

11%

9%




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






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All universities

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

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

Career goals across time


1

2

3

4

5

6

7

8

9

2011 2012 2013 2014




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






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

Most preferred industries (1-10)


38%

38%

25%

19%

19%

13%

13%

13%

13%

13%

25%

29%

22%

8%

5%

3%

2%

22%

10%

6%

Auditing and Accounting

Management and Strategy Consulting

Banks

Consumer Goods

Insurance

Automobiles and Parts

Engineering and Manufacturing

Media and Advertising

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

Software and Computer ServicesMichigan Technological University

All universities

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

Most preferred industries (11-20)


13%

6%

6%

6%

6%

6%

8%

5%

6%

2%

11%

5%

4%

1%

1%

2%

Tourism

Educational and Scientific Institutions

Energy

Health Care Equipment

Public Sector and Governmental Agencies

Retail

Aerospace and Defense

Chemicals

Construction

Consumer Electronics and HouseholdAppliances


All universities

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

Expected annual salary


50,833 USD


University

53,817 USDAll universities

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

Expected annual salary | Gender gap


52,824 USD

57,898 USD

Female

Male

All universities

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All universities

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

Expected annual salary | Gender gap across time


This chart illustrate female expected salary

as a share of male expected

salary.

Female/Male salary ratio

91%90%91%91%

2014201320122011

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• To which of the following types of student organizations do you belong? Select all that apply.• To which specific organizations do you belong?

• Please speak to your account manager for further information about the specific organizations most popular among your students.

Most popular types of student organizations


58%

39%

30%

24%

18%

56%

36%

20%

23%

10%

Academic or professional clubs and societies

Volunteer work and community service

Recreational activities and hobbies

Fraternity/sorority and similar socialorganizations

Sports teamsMichigan Technological University

All universities

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

The Universum Drivers of Employer Attractiveness


The contents and demands of the job, including the learning opportunities provided by the job• Challenging work• Client interaction• Control over my number of working hours• Flexible working conditions• High level of responsibility• Opportunities for international travel/relocation• Professional training and development• Secure employment• Team-oriented work• Variety of assignments

The monetary compensation and other benefits, now and in the future • Clear path for advancement• Competitive base salary• Competitive benefits• Good reference for future career• High future earnings• Leadership opportunities• Overtime pay/compensation• Performance-related bonus• Rapid promotion• Sponsorship of future education

The attributes of the employer as an organization• Attractive/exciting products and services• Corporate Social Responsibility• Environmental sustainability• Ethical standards• Fast-growing/entrepreneurial• Financial strength• Innovation• Inspiring management• Market success• Prestige

EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

The social environment and attributes of the workplace• A creative and dynamic work environment• A friendly work environment• Enabling me to integrate personal interests in my schedule• Interaction with international clients and colleagues• Leaders who will support my development• Recognizing performance (meritocracy)• Recruiting only the best talent• Respect for diversity• Respect for its people• Support for gender equality

PEOPLE & CULTURE

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All universitiesMichigan Technological University

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

Relative importance of each driver


Employer Reputation & Image

People & Culture

Job Characteristics

Remuneration & Advancement Opportunities

24%27%

22%

27%

22% 25%

27%27%

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All universities


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

Driver attractiveness across time


People & Culture

Job Characteristics



15

20

25

30

35

2011 2012 2013 2014

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Employer Reputation & Image | Attractive attributes


47%

47%

42%

26%

26%

21%

21%

21%

16%

11%

39%

40%

31%

28%

36%

21%

33%

29%

13%

18%

Ethical standards

Financial strength

Market success

Attractive/exciting products andservices

Inspiring management

Corporate Social Responsibility

Innovation

Prestige

Environmental sustainability

Fast-growing/entrepreneurialMichigan Technological University

All universities

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


Job Characteristics | Attractive attributes


72%

56%

39%

22%

22%

22%

22%

11%

11%

6%

47%

48%

27%

30%

15%

28%

31%

23%

21%

17%

Secure employment

Professional training anddevelopment

Variety of assignments

Challenging work

Control over my number of workinghours

Flexible working conditions

Opportunities for internationaltravel/relocation

High level of responsibility

Team-oriented work

Client interactionMichigan Technological University

All universities

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People & Culture | Attractive attributes


60%

52%

48%

44%

32%

16%

16%

16%

8%

4%

49%

46%

43%

32%

42%

24%

16%

15%

15%

10%

Leaders who will support mydevelopment

Respect for its people

A creative and dynamic workenvironment

Recognizing performance(meritocracy)

A friendly work environment

Enabling me to integrate personalinterests in my schedule

Interaction with international clientsand colleagues

Recruiting only the best talent

Respect for diversity

Support for gender equalityMichigan Technological University

All universities

30



Remuneration & Advancement Opportunities | Attractive attributes


41%

41%

41%

35%

29%

29%

24%

18%

12%

12%

32%

34%

41%

46%

44%

24%

28%

9%

17%

12%

Competitive base salary

Good reference for future career

High future earnings

Leadership opportunities

Clear path for advancement

Sponsorship of future education

Competitive benefits

Overtime pay/compensation

Performance-related bonus

Rapid promotionMichigan Technological University

All universities

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

Students’ overall top 10 preferences




People & Culture

Job Characteristics


emp 1. Secure employment ning a 2. Professional training and development

uppo 3. Leaders who will support my development f ass 4. Variety of assignments

ure e 5. High future earnings for it 6. Respect for its peopleial st 7. Financial strengthve ba 8. Competitive base salaryl stan 9. Ethical standardset su 10. Market success

uppo 1. Leaders who will support my development ning 2. Professional training and development

for it 3. Respect for its people emp 4. Secure employment

ork e 5. A friendly work environment ure e 6. High future earnings

amic 7. A creative and dynamic work environmentp op 8. Leadership opportunities

or ad 9. Clear path for advancementve ba 10. Competitive base salary

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

The Universum Career Profiles


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

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

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

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

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

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

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

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

The Universum Career Profiles



All universities

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Table of contents


EMPLOYER EVALUATION




35

Employer Evaluation

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

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

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

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


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

The Universum Rankings


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

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

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

CONSIDERED EMPLOYER RANKING

(as many as applicable)

IDEAL EMPLOYER RANKING

(maximum five employers)

POTENTIAL APPLICANTS’ RANKING

(Yes, I have applied or will apply)

FULL COMPANY LIST (230 employers within each

main field of study)

37

BUSINESS

Official Ideal Employer Ranking | US 2014

2014 | US | Students

Employer Rank 2014

Percent 2014 Employer Rank

2014Percent

2014

Google 1 20.69% 0 Morgan Stanley 16 5.04% 1Walt Disney Company 2 14.21% 0 NBCUniversal 17 5.01% -1Apple 3 12.61% 0 Nordstrom 18 4.72% -3EY (Ernst & Young) 4 12.59% 0 Procter & Gamble (P&G) 19 4.47% 1J.P. Morgan 5 11.53% 1 U.S. Department of State 20 4.31% 2Deloitte 6 11.46% 1 Bank of America Merrill Lynch 21 4.29% 9PwC (PricewaterhouseCoopers) 7 10.38% 1 Target 22 4.20% 1Nike 8 10.19% -3 Facebook 23 4.19% -5Goldman Sachs 9 9.52% 0 U.S. Department of the Treasury 24 3.85% 3KPMG LLP 10 7.15% 0 Starbucks 25 3.84% -4Amazon 11 6.79% 3 Central Intelligence Agency 26 3.78% -2Microsoft 12 5.84% -1 Marriott 27 3.58% 2Major League Baseball (MLB) 13 5.82% NEW - The Boston Consulting Group (BCG) 28 3.48% 11The Coca-Cola Co. 14 5.75% -2 McKinsey & Company 29 3.42% 13FBI 15 5.23% -2 Hilton Hotels Corporation 30 3.32% -2

Trend Trend

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The Universum Recruitment Funnel


WOULD THEY CONSIDER WORKING FOR YOU?

HAVE THEY APPLIED OR WILL THEY APPLY TO YOU?

DO STUDENTS KNOW WHO YOU ARE?

ARE YOU THEIR IDEAL EMPLOYER?

Awareness

Consideration

Desire

Application

39

Michigan Technological University | Business

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

Considered Employer Ranking | Top 30


Employer Rank 2014


2014Percent

2014

Google 1 54.55% 1 Procter & Gamble (P&G) 15 33.33% 18Apple 2 48.48% 8 State Farm Insurance 15 33.33% 643M 3 45.45% -2 Boeing 18 30.30% 1Ford Motor Company 3 45.45% 1 Goldman Sachs 18 30.30% 88Walt Disney Company 5 42.42% 1 J.P. Morgan 18 30.30% 88Johnson & Johnson 6 39.39% 13 Kellogg 18 30.30% 15Microsoft 6 39.39% 0 Liberty Mutual 18 30.30% 37Nike 6 39.39% -4 Major League Baseball (MLB) 18 30.30% NEW -Target 6 39.39% 4 Sony 18 30.30% 1The Coca-Cola Co. 6 39.39% 4 Yahoo! 18 30.30% 23Wells Fargo & Company 6 39.39% 49 AT&T 26 27.27% 53Amazon 12 36.36% -8 Central Intelligence Agency 26 27.27% 29Delta Air Lines 12 36.36% 21 Dell 26 27.27% 7General Motors 12 36.36% -2 eBay, Inc. 26 27.27% 53Facebook 15 33.33% 18 General Electric 26 27.27% -7

Trend Trend

40


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

Ideal Employer Ranking | Top 20


Employer Rank 2014


2014Percent

2014

Google 1 21.21% 0 BMW Group 9 9.09% NEW -Apple 2 15.15% 4 Facebook 9 9.09% 24Central Intelligence Agency 3 12.12% 30 Major League Baseball (MLB) 9 9.09% NEW -Nike 3 12.12% 0 MGM Resorts International 9 9.09% 24Peace Corps 3 12.12% NEW - Amazon 15 6.06% 18Starbucks 3 12.12% 30 Boeing 15 6.06% 18Target 3 12.12% 3 Coach 15 6.06% NEW -Under Armour, Inc. 3 12.12% 30 Dick's Sporting Goods 15 6.06% 18American Cancer Society 9 9.09% 10 DOW Chemical 15 6.06% -12Blizzard Entertainment 9 9.09% 24 FBI 15 6.06% -2

Trend Trend

41


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

Potential Applicant Ranking | Top 10


Employer Rank 2014

Percent 2014

Grant Thornton LLP 1 8.00% NEW -Peace Corps 1 8.00% NEW -Amazon 3 4.00% NEW -Apple 3 4.00% -1BMW Group 3 4.00% NEW -Central Intelligence Agency 3 4.00% NEW -Deloitte 3 4.00% -1DOW Chemical 3 4.00% 3EY (Ernst & Young) 3 4.00% -1FBI 3 4.00% 9

Trend

42

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

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


All universities


Employer Reputation & Image | Associations with Ideal Employers

43


Job Characteristics | Associations with Ideal Employers



All universities


44



People & Culture | Associations with Ideal Employers



All universities

45



Remuneration & Advancement Opportunities | Associations with Ideal Employers



All universities

46

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

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

Top of mind associations with Ideal Employers



All universities

47

The Universum communication channels framework


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

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

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

publications

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

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

OTHER CHANNELSIN-PERSON

DIGITALPRINT

48

• Through which channels have you learned about these employers?

Students most used communication channels


48%

37%

19%

19%

15%

15%

11%

11%

11%

11%

7%

7%

7%

7%

4%

52%

19%

14%

32%

13%

27%

32%

20%

7%

24%

9%

14%

9%

11%

20%

Employer websites

News websites advertisements

Lectures/case studies as part of curriculum

Social networks/communities

Advertisements in lifestyle magazines & otherperiodicals

Professional networks/communities

Career fairs

Employer presentations on campus

Radio advertisements

TV advertisements

Informational interviews

Outdoor/billboard advertisements

Student conferences

Targeted emails

Career guidance websitesMichigan Technological University

All universities

49

Table of contents


EMPLOYER EVALUATION




50

University Brand Perception

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


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

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

51

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

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


50%

25%

25%

25%

13%

13%

13%

13%

38%

18%

18%

20%

13%

22%

10%

40%

1%

10%

University rankings

Friends

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

Parents

Alumni of the university

Students of the university

Teachers or career guidance counselors at the school Iwas attending

Tuition fees

Advertising in print media

Career & university fairsMichigan Technological University

All universities

52

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

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


38%

8%

5%

2%

2%

2%

6%

4%

14%

2%

19%

Information event at the school I was attending

Media coverage, including articles in newspapers andmagazines

Offered the option of paid work placement

Online advertising

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

Printed promotional material, including catalogues andbrochures

University directories/guides

University's website

Videos produced by the university

OtherMichigan Technological University

All universities

53

• How satisfied are you with your current educational institution?

How satisfied are your students with Michigan Technological University?

is the average score among your

students

is the average score for all universities


6.8 8.0


All universitiesExtremely satisfied

Not at all satisfied

25%

20%

24%

15%

6%4%

3%2%1%1%

11%

22%22%22%22%

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54


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

If your students could begin their studies again, would they choose Michigan Technological University?


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

22%

78%

0%

55%35%

10%

55

• Which other college or university would you consider instead?

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


22%

78%

0%

55%

44%

1%

Current college or university

Another University

Foreign University


All universities

56

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

If students could begin their studies again | Preferred universities


78%would choose another university. The most

preferred are presented in the table.

22%of your students would

choose Michigan Technological Universityif they made the choice

again.


University Rank Percent

University of Michigan - Ann Arbor 1 29%Albion College 2 14%Michigan State University 2 14%University of California - Los Angeles 2 14%

57

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

If students could begin their studies again | Preferred universities


45%would choose another university. The most

preferred are presented in the table.

55%of the students would choose their current

university if they made the choice again.

All universities

University Rank Percent

University of Texas - Austin 1 5%Harvard University 2 5%New York University 3 4%Stanford University 4 4%University of California - Los Angeles 5 3%University of Pennsylvania 6 3%Columbia University 7 3%University of Southern California 8 2%University of Michigan - Ann Arbor 9 2%University of California - Berkeley 10 2%

58

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

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

Universities with the largest share of loyal students


By loyal students we mean students who

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

100%

80%

78%

75%

69%

69%

68%

67%

67%

67%

Bowdoin College

University of Wisconsin - Madison

Brigham Young University

Virginia Tech

Ohio State University

Florida State University

University of Michigan - Ann Arbor

Texas A&M University

University of Alabama

University of Southern California

59

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

Top of mind associations with Michigan Technological University


YOUR STUDENTS

60

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

Would your students recommend Michigan Technological University to a friend or family member?


students



7.6 8.2

Extremely likely

Not at allMichigan Technological University

All universities

42%

15%14%

10%

6%5%3%2%2%1%

25%25%

13%

38%

10987654231

61

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

Evaluation of career services offered by Michigan Technological University


62

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

Rating of career services


students



7.6 7.7

Poor ExcellentMichigan Technological University

All universities

23%

15%

23%

17%

9%7%

3%2%1%1%

8%

17%

33%

25%

8%8%

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63

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

Are students aware of all career services you provide?


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

55%

73%

45%

64%

36%

45%

40%

45%

45%

27%

36%

27%

55%

36%

40%

45%

9%

9%

18%

20%

9%

9%

9%

Career advice by professors and lecturers

Career fairs at university

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

Company workshops/presentations organized by the university

Job application preparation/training

Online vacancy search/job board with external offers

Services offered by the departmental/faculty career service

Services offered by the university's central career service

64

Table of contents


EMPLOYER EVALUATION




65

• Which educational institution do you attend?

Educational institutions (1/11)


University Total University Total

Arizona State University 1.6% University of Florida 0.9%University of Houston 1.4% University of Illinois - Urbana-Champaign 0.9%CUNY Baruch College 1.4% University of Texas - San Antonio 0.9%Michigan State University 1.2% University of Maryland - College Park 0.8%Ohio State University 1.2% Texas Tech University 0.8%Texas A&M University 1.1% University of South Carolina - Columbia 0.8%Pennsylvania State University 1.1% Temple University 0.8%University of Central Florida 1.0% DePaul University 0.8%Georgia State University 1.0% Rutgers University - New Brunswick 0.8%University of Georgia 1.0% Syracuse University 0.8%California State University - Northridge 0.9% University of Texas - Austin 0.8%Florida State University 0.9% University of Arizona 0.8%Boston University 0.9% Louisiana State University 0.8%University of Missouri - Columbia 0.9% Northeastern University 0.8%

66





University of Minnesota - Twin Cities 0.7% Virginia Tech 0.7%Kennesaw State University 0.7% Brigham Young University 0.7%Oklahoma State University 0.7% University of Kansas 0.6%University of Tennessee 0.7% University of Arkansas - Fayetteville 0.6%University of Southern California 0.7% Auburn University 0.6%New York University 0.7% CUNY Queens College 0.6%University of Wisconsin - Madison 0.7% University of Iowa 0.6%Florida Atlantic University 0.7% CUNY Brooklyn College 0.6%University of South Florida 0.7% Colorado State University 0.6%California State University - Long Beach 0.7% University of Oklahoma 0.6%Purdue University 0.7% Indiana University 0.6%Kent State University 0.7% Towson University 0.6%University of Massachusetts - Amherst 0.7% Eastern Michigan University 0.6%California State University - Fullerton 0.7% University of Cincinnati 0.6%

67





George Mason University 0.6% Indiana University of Pennsylvania 0.4%University of Nebraska - Lincoln 0.6% University of California - Riverside 0.4%University of North Carolina - Chapel Hill 0.5% Fordham University 0.4%Portland State University 0.5% University of Pennsylvania 0.4%University of Mississippi 0.5% Baylor University 0.4%James Madison University 0.5% Boston College 0.4%University of Washington - Seattle 0.5% Northern Arizona University 0.4%University of Delaware 0.5% Northern Kentucky University 0.4%University of North Florida 0.5% University of Hawaii 0.4%Miami University of Ohio 0.5% University of North Texas 0.4%Ball State University 0.5% University of Oregon 0.4%Florida International University 0.5% Bentley University 0.4%University of Colorado - Boulder 0.5% California Polytechnic State University - San Luis Obispo 0.4%University of New Mexico 0.5% University of California - Berkeley 0.4%

68





New Mexico State University 0.4% Loyola University - Chicago 0.3%Cornell University 0.4% University of California - Los Angeles 0.3%University of Michigan - Ann Arbor 0.4% California State University - Fresno 0.3%University of California - Santa Barbara 0.4% Villanova University 0.3%Drexel University 0.4% Howard University 0.3%San Diego State University 0.4% Southern Methodist University 0.3%Texas State University - San Marcos 0.4% SUNY Albany 0.3%University of Texas - Dallas 0.4% Appalachian State University 0.3%Clemson University 0.4% Utah State University 0.3%Old Dominion University 0.4% Northwestern University 0.3%Texas Christian University 0.4% University of San Francisco 0.3%Kansas State University 0.4% George Washington University 0.3%Rutgers University - Newark 0.4% University of Virginia 0.3%University of Miami 0.4% University of Alabama 0.3%

69





St. Joseph's University 0.3% Santa Clara University 0.3%University of Massachusetts-Lowell 0.3% SUNY Stony Brook 0.3%College of Charleston 0.3% Georgia Institute of Technology 0.3%CUNY Medgar Evers College 0.3% Boise State University 0.3%East Carolina University 0.3% University of Kentucky 0.3%Florida A&M University 0.3% University of Texas - Arlington 0.3%Montclair State University 0.3% University of Wisconsin - Milwaukee 0.3%University of Illinois - Chicago 0.3% SUNY Binghamton 0.2%University of Rhode Island 0.3% Indiana State University 0.2%University of South Alabama 0.3% University of Dayton 0.2%Washington State University 0.3% Loyola Marymount University 0.2%Robert Morris University 0.3% University of Michigan - Dearborn 0.2%University of Notre Dame 0.3% Central Michigan University 0.2%Tulane University 0.3% CUNY College of Staten Island 0.2%

70





Georgia Southern University 0.2% Emory University 0.2%Iowa State University 0.2% Ramapo College 0.2%North Carolina State University - Raleigh 0.2% Rochester Institute of Technology 0.2%Southeastern Louisiana University 0.2% American University 0.2%University of Akron 0.2% Middle Tennessee State University 0.2%University of Nevada - Las Vegas 0.2% University of California - Davis 0.2%University of Texas - El Paso 0.2% University of California - Santa Cruz 0.2%Western Washington University 0.2% University of Connecticut 0.2%Morgan State University 0.2% Wichita State University 0.2%Chapman University 0.2% Virginia Commonwealth University 0.2%Georgetown University 0.2% University of Vermont 0.2%Marshall University 0.2% Babson College 0.2%SUNY Buffalo 0.2% Hampton University 0.2%Rhode Island College 0.2% Wake Forest University 0.2%

71





Fairfield University 0.2% Bradley University 0.2%Arkansas State University 0.2% Lehigh University 0.2%Illinois State University 0.2% California Polytechnic State University - Pomona 0.2%Murray State University 0.2% California State University - Chico 0.2%Northern Illinois University 0.2% California State University - San Marcos 0.2%University of California - Irvine 0.2% Clark Atlanta University 0.2%University of Louisville 0.2% Mississippi State University 0.2%University of North Carolina - Charlotte 0.2% Missouri State University 0.2%University of Northern Colorado 0.2% Oregon State University 0.2%University of San Diego 0.2% San Jose State University 0.2%West Virginia University 0.2% Texas Pan American University 0.2%Western Kentucky University 0.2% University of Colorado - Denver 0.2%University of Richmond 0.2% University of Idaho 0.2%Harvard University 0.2% University of Northern Iowa 0.2%

72





University of Utah 0.2% University of Alaska - Fairbanks 0.1%Wayne State University 0.2% University of Massachusetts-Dartmouth 0.1%Seton Hall University 0.2% University of Toledo 0.1%University of Puerto Rico 0.2% University of Wisconsin - Whitewater 0.1%Rutgers University - Camden 0.1% College of William and Mary 0.1%Washington University in St. Louis 0.1% Butler University 0.1%Prairie View A&M University 0.1% Fairleigh Dickinson University 0.1%University of Washington - Bothell 0.1% University of Chicago 0.1%Bowling Green State University 0.1% University of Maryland - Baltimore County 0.1%CUNY Hunter College 0.1% Brown University 0.1%CUNY New York City College of Technology 0.1% Columbus State University 0.1%Eastern Illinois University 0.1% Creighton University 0.1%Marquette University 0.1% Idaho State University 0.1%North Dakota State University 0.1% Providence College 0.1%

73





Radford University 0.1% Alabama A&M University 0.1%Regis University 0.1% Bryant University 0.1%Southern Illinois University 0.1% Cleveland State University 0.1%Texas Southern University 0.1% Fort Hays State University 0.1%University of Central Missouri 0.1% Saginaw Valley State University 0.1%University of Denver 0.1% Southern Utah University 0.1%University of Maine 0.1% St. Cloud State University 0.1%University of Pittsburgh 0.1% Tennessee State University 0.1%University of West Georgia 0.1% Trinity University 0.1%Western Connecticut State University 0.1% Truman State University 0.1%Youngstown State University 0.1% University of New Hampshire 0.1%Columbia University 0.1% University of Ohio 0.1%Morehouse College 0.1% University of St. Thomas - St. Paul 0.1%Vanderbilt University 0.1% University of Wyoming 0.1%

74





Western Michigan University 0.1% Tuskegee University 0.1%Wright State University 0.1% University of Rochester 0.1%Xavier University 0.1% Princeton University 0.1%Stanford University 0.1% Bucknell University 0.1%Michigan Technological University 0.1% Case Western Reserve University 0.1%Yale University 0.1% La Salle University 0.1%Carnegie Mellon University 0.1% Manhattan College 0.1%Duke University 0.1% Pace University - New York City 0.1%New Jersey Institute of Technology 0.1% Pace University - Westchester 0.1%St. John's University 0.1% Southern New Hampshire University 0.1%Rensselaer Polytechnic Institute 0.1% Southern University and A&M College 0.1%University of Evansville 0.1% St. Louis University 0.1%Texas Woman's University 0.1% University of Mary Washington 0.1%Dartmouth College 0.1% University of Missouri-St. Louis 0.1%

75





University of New Orleans 0.1% Oakland University 0.0%Lafayette College 0.0% South Dakota State University 0.0%Massachusetts Institute of Technology 0.0% Stevens Institute of Technology 0.0%Alcorn State University 0.0% University of California - San Diego 0.0%Johns Hopkins University 0.0% University of Louisiana at Lafayette 0.0%Rice University 0.0% Bowdoin College 0.0%Tufts University 0.0% Wesleyan University 0.0%Embry-Riddle Aeronautical University - Daytona Beach 0.0% Smith College 0.0%Barnard College 0.0% Huston-Tillotson University 0.0%California State University - Dominguez Hills 0.0% Spelman College 0.0%CUNY City College 0.0% Worcester Polytechnic Institute 0.0%DePauw University 0.0% Mills College 0.0%Hofstra University 0.0% Kettering University 0.0%Keene State College 0.0% California Institute of Technology 0.0%Lewis University 0.0% Rose-Hulman Institute of Technology 0.0%North Carolina A&T State University 0.0% Other 5.2%

76

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

Areas of study


BUSINESS/COMMERCE (1/3)

Area of studyMichigan

Technological University

All universities

Accounting / Auditing / Taxation 24% 25%Marketing 24% 16%Management 18% 10%Management Information Systems 12% 4%Finance 9% 20%Actuarial Science 6% 1%Supply Chain Management 6% 3%Business Administration & Management 3% 9%Economics 3% 11%Human Resource Management 3% 4%International Business 3% 6%Non-Profit Administration 3% 1%Operations 3% 1%Project Management 3% 1%Sports Management 3% 2%

77


Areas of study





All universities

Statistics 3% 2%Strategic and Organizational Communication 3% 1%Advertising 0% 4%Banking 0% 2%Broadcasting, Telecommunications, and Mass Media 0% 1%Business Law 0% 1%Communication Studies 0% 4%Digital Communications and Multimedia 0% 2%Entrepreneurial Studies 0% 3%Film and Media Arts 0% 2%Financial Management 0% 2%Financial Planning 0% 2%Healthcare Administration 0% 3%Hospitality Management 0% 2%Industrial Management 0% 0%

78


Areas of study





All universities

Information, Risk & Operations Management (IROM) 0% 1%Insurance 0% 1%Journalism 0% 2%Labor Studies 0% 0%Logistics 0% 1%Merchandising & Retail / Fashion Apparel 0% 1%Prelaw 0% 1%Public Administration & Policy 0% 1%Public Relations 0% 3%Radio and Television 0% 1%Real Estate 0% 1%Restaurant Management 0% 0%Sales 0% 1%Speech Communication 0% 0%Tourism 0% 1%Undeclared 0% 2%Other Business 6% 5%

79

The Universum Career Profiles (1/2)


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

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

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

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

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

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

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

environment (3)• Challenging work (1)

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

6 out of 11 points

7 out of 15 points

12 out of 21 points

80

The Universum Career Profiles (2/2)


INTERNATIONALIST• Opportunities for international

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

colleagues (3)

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

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

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

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

6 out of 14 points

6 out of 6 points

6 out of 11 points

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

development (3)

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

5 out of 10 points

81

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