UNIVERSUM STUDENT SURVEY 2014 - … · UNIVERSUM STUDENT SURVEY 2014 ... set targets per main field of study and educational ... High employment among graduates University/College

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UNIVERSUM STUDENT SURVEY 2014

University Report | Polish Edition

Akademia Leona Koźmińskiego | All Students

2

About Universum

2014 | Poland | Students | All Students

With over 25 years of experience

researching the field of employer

branding, Universum is a recognised

world leader with tried and tested

frameworks.

Universum annually conducts quantitative

and qualitative research with over

700.000 talented individuals to gather

insights into their career preferences,

communication habits and their perception

of potential employers.

For our clients around the world,

Universum is a trusted partner providing

solutions and services to develop, improve

and implement tailored employer branding

strategies.

Universum is the thought leader in

employer branding, with local experts in

research, consulting and communication

solutions, offering high-quality insights.

Universum’s unique global reach ensures

the comparability of research results

across markets. We partner with

approximately 2.000 of the top academic

institutions in the world.

Universum employs smart, friendly and

professional experts and consultants, who

work with our clients in long-term

partnerships.

3

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:

4

Our clients and media partners


Some of the world’s most attractive employers

Some of the world’s most trusted publishers

5

What we cover in the report

3. EMPLOYER EVALUATION

This chapter analyses the employer branding efforts and relative

attractiveness of different employers towards your students.


4. UNIVERSITY BRAND

PERCEPTION

This chapter evaluates your university brand,

as perceived by your current students and by

students at other universities in Poland, who

would choose Akademia Leona

Kozminskiego if they could begin their

studies again.

2. CAREER PROFILE EVALUATION

This chapter provides insights on the career

preferences and expectations of your

students in comparison to the overall

surveyed population of students in Poland.

5. APPENDIX

Additional data on topics covered in previous

sections.

1. EXECUTIVE SUMMARY

A 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.

6

About the Universum Student Survey | Polish 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 COLLECTION

Conducted via an online survey, distributed via

university contacts, the Universum Panel

and local partners.

WEIGHTING

In 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 PERIOD

November 2013 to March 2014

71 Educational institutions

7

• 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: All Students.

Groups in this report


Global

23 599

Your university

Poland

The comparisons in this report are based on: All Students

Participating students from your

university. Throughout the report, this

group is referred to as ”Akademia

Leona Kozminskiego”.

Participating students from 71

educational institutions in Poland.

Throughout the report, this group is

referred to as “All universities”.

Students participate annually in

Universum’s global career research. ~600 000

155

8

• Please select your main field of study.

Main field of study distribution

Number of respondents in each main field of study: Number of respondents in each main field of study:

Your students All students


Total: 155 Total: 23 599

119

30

6

Business/Commerce

Law

Humanities/LiberalArts/Education

6646

6264

3835

2443

1782

1317

1312

Business/Commerce

Humanities/Liberal Arts/Education

Engineering

Natural Sciences

Health/Medicine

IT

Law

9

Table of contents


EMPLOYER EVALUATION

CAREER PROFILE

EVALUATION

EXECUTIVE SUMMARYAPPENDIX

UNIVERSITY BRAND

PERCEPTION

10

31%

Students’ profile and summary of preferences


Average age (years):

22,9

69%

Top 3 most used communication

channels:

• Job boards

• Employer websites

• Career guidance websites

Top 3 industries:

• Banks

• Media and Advertising

• Management and Strategy Consulting

Top 5 most attractive attributes:

• High future earnings (Remuneration & Advancement Opportunities)

• Good reference for future career (Remuneration & Advancement

Opportunities)

• A friendly work environment (People & Culture)

• A creative and dynamic work environment (People & Culture)

• Professional training and development (Job Characteristics)

Top 3 career goals:

• To be a technical or functional expert

• To have work/life balance

• To be competitively or intellectually challenged

Top 3 career profiles:• Entrepreneur

• Leader

• Careerist

Average expected

monthly salary:

Average reported

academic performance7,4

Akademia Leona Kozminskiego

Year of graduation:

3 569 PLN

1%4%3%17%

32%40%

4%

2019 orlater

201820172016201520142013

11

27%

Students’ profile and summary of preferences


Average age (years):

22,4

73%

Top 3 most used communication

channels:


• Social networks/communities

• TV advertisements

Top 3 industries:

• Media and Advertising

• Banks

• Educational and Scientific Institutions

Top 5 most attractive attributes:

• Good reference for future career (Remuneration & Advancement

Opportunities)

• High future earnings (Remuneration & Advancement Opportunities)

• Respect for its people (People & Culture)

• A friendly work environment (People & Culture)

• Professional training and development (Job Characteristics)

3 085 PLN

Top 3 career goals:

• To be secure or stable in my job

• To be a technical or functional expert

• To have work/life balance

Top 3 career profiles:• Entrepreneur

• Harmoniser

• Leader

Average expected

monthly salary:

Average reported

academic performance7,3

All universities

Year of graduation:

1%3%6%17%

33%37%

3%

2019 orlater

201820172016201520142013

12

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

Students’ most attractive employers

All universities | Business/Commerce Akademia Leona Kozminskiego |

Business/Commerce


1. Google Poland (22,41%)

2. Ernst & Young -> EY (17,24%)

3. L'Oréal Polska (16,38%)

3. PwC (PricewaterhouseCoopers) (16,38%)

3. TVN (16,38%)

6. Deloitte (15,52%)

7. KPMG (13,79%)

7. Microsoft (13,79%)

9. Mars Polska (11,21%)

10. Coca-Cola (HBC Polska, Poland Services) (9,48%)


2. Ernst & Young -> EY (13,26%)

3. PKO Bank Polski (10,94%)

4. TVN (9,86%)

5. Polskie Linie Lotnicze LOT (9,85%)


7. L'Oréal Polska (9,12%)


9. Deloitte (8,76%)

10. Nestlé Polska (8,22%)

13


Students’ most attractive employers

All universities | Law Akademia Leona Kozminskiego | Law


1. Domanski Zakrzewski Palinka (39,29%)

2. Ernst & Young -> EY (25,00%)


4. Baker & McKenzie (17,86%)

4. TVN (17,86%)

6. Dentons (14,29%)


8. CMS Cameron McKenna (10,71%)


8. GWW Wozny i Wspólnicy (10,71%)

1. Ernst & Young -> EY (18,96%)


3. TVN (14,95%)

4. Soltysinski Kawecki & Szlezak (14,21%)


6. Domanski Zakrzewski Palinka (13,55%)

7. Polskie Linie Lotnicze LOT (12,99%)



10. PGE (Polska Grupa Energetyczna) (10,29%)

14

Summary of your University Brand Perception (1/2)


Employability &

Advancement Opportunities1. Focus on professional development

2. Good reference for future career

and/or education

3. High employment among graduates

University/College Culture &

Student Life1. International student body

2. Creative and dynamic atmosphere

3. Friendly and open environment

Educational Offering1. Practical aspects within the

curriculum

2. International focus

3. Exceptional professors/lecturers

University/College Reputation

& Image1. Prestige

2. Successful alumni

3. Highly-ranked within its field

ASSOCIATIONS BASED ON THE UNIVERSUM DRIVERS OF UNIVERSITY ATTRACTIVENESS

TOP OF MIND ASSOCIATIONS

15

• This is an extract from a University Report based on the

results of the Universum Student Survey 2014. Please

visit www.universumglobal.com for more information

about Universum and our global research.

Summary of your University Brand Perception (2/2)


Continue communicating

Successful alumni

Prestige

Highly-ranked within its field

Practical aspects within the

curriculum

Attractive/exciting programs and

fields of study

International student body

Friendly and open environment

Creative and dynamic

atmosphere

Teaches transferable and

practical skills employers are

looking for

Opportunities to network with

employers

High employment among

graduates

Good reference for future career

and/or education

UNIVERSITY/COLLEGE

REPUTATION & IMAGE

EDUCATIONAL OFFERING UNIVERSITY/COLLEGE

CULTURE & STUDENT LIFE

EMPLOYABILITY &

ADVANCEMENT

OPPORTUNITIES

Percentage of students who would choose to study at their

current university if they could make the choice again:

Average university recommendation score:

All universities

7,28,7

All universities

47%66%

Akademia Leona

Kozminskiego

Akademia Leona

Kozminskiego

16

Table of contents


EMPLOYER EVALUATION

CAREER PROFILE

EVALUATION


UNIVERSITY BRAND

PERCEPTION

17

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 Poland. 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.


18

• 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

42%

3%

4%

16%

5%

11%

5%

9%

4%

8%

12%

22%

12%

14%

9%

11%

7%

5%

12%

27%

14%

8%

16%

7%

9%

3%

4%

62%

42%

39%

36%

35%

27%

26%

19%

14%

To be a technical or functional expert

To have work/life balance

To be competitively or intellectually challenged

To be secure or stable in my job

To be entrepreneurial or creative/innovative

To have an international career

To be a leader or manager of people

To be autonomous or independent

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

19

• 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

30%

33%

9%

5%

3%

5%

7%

3%

5%

24%

14%

16%

10%

9%

8%

7%

5%

5%

12%

12%

23%

10%

12%

10%

7%

8%

5%

65%

59%

48%

26%

25%

22%

21%

17%

16%






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




20

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

2009 2010 2011 2012 2013 2014






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




21

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

Most preferred industries (1-10)


37%

30%

25%

22%

16%

15%

14%

10%

10%

9%

17%

23%

7%

11%

5%

9%

4%

15%

11%

5%

Banks

Media and Advertising

Management and Strategy Consulting

Fashion, Accessories and Luxury Goods

Legal Services

Auditing and Accounting

Fast Moving Consumer Goods

Public Sector and Governmental Agencies

Tourism

Real EstateAkademia Leona Kozminskiego

All universities

22

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

Most preferred industries (11-20)


6%

6%

5%

5%

4%

2%

2%

2%

2%

2%

7%

9%

6%

3%

16%

4%

6%

5%

9%

6%

Retail

Software and Computer Services

Aerospace and Defence

Insurance

Educational and Scientific Institutions

Automobiles and Parts

Construction

Energy

Non-Governmental Organisations/Non-ProfitOrganisations

Pharmaceuticals and BiotechnologyAkademia Leona Kozminskiego

All universities

23

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

Expected monthly salary


3 569 PLN

Akademia Leona

Kozminskiego

3 085 PLNAll universities

24



• What is your gender?

Expected monthly salary | Gender gap


3 525 PLN

3 683 PLN

Female

Male

25



Expected monthly salary | Gender gap


3 000 PLN

3 395 PLN

Female

Male

All universities

26

All universities



Expected monthly salary | Gender gap across time


This chart

illustrate female

expected salary

as a share of

male expected

salary.

Female/Male salary ratio

88%87%

84%84%81%

20142013201220112010

27

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

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


expect to stay at

the most 2 years

at their first

employment

expect to stay at

the most 2 years

at their first

employment

35%

33%

Akademia Leona Kozminskiego All universities

43%

5%

19%

23%

10%

34%

5%

26%

23%

12%

5 years or more4 years3 years2 years1 year or less

28

• This framework has been developed by Universum and is

based on specific research within HR, as well as focus

groups and general communication with both our clients

and students.

The Universum Drivers of Employer Attractiveness


The contents and demands of the job, including the learning

opportunities provided by the job

• Challenging work

• Client interaction

• Control over my number of working hours

• Flexible working conditions

• High level of responsibility

• Opportunities for international travel/relocation

• Professional training and development

• Secure employment

• Team-oriented work

• Variety of assignments

The monetary compensation and other benefits, now and

in the future

• Clear path for advancement

• Competitive base salary

• Competitive benefits

• Good reference for future career

• High future earnings

• Leadership opportunities

• Overtime pay/compensation

• Performance-related bonus

• Rapid promotion

• Sponsorship of future education

The attributes of the employer as an organisation

• Attractive/exciting products and services

• Corporate Social Responsibility

• Environmental sustainability

• Ethical standards

• Fast-growing/entrepreneurial

• Financial strength

• Innovation

• Inspiring management

• Market success

• Prestige

EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

The social environment and attributes of the workplace

• A creative and dynamic work environment

• A friendly work environment

• Acceptance towards minorities

• Enabling me to integrate personal interests in my schedule

• Interaction with international clients and colleagues

• Leaders who will support my development

• Recognising performance (meritocracy)

• Recruiting only the best talent

• Respect for its people

• Support for gender equality

PEOPLE & CULTURE

29

All universitiesAkademia Leona Kozminskiego

• 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

20% 24%

25%31%

19%24%

28%29%

30

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

2009 2010 2011 2012 2013 2014

31




Employer Reputation & Image | Attractive attributes


46%

38%

35%

35%

34%

33%

22%

20%

12%

10%

40%

34%

38%

21%

35%

29%

27%

23%

10%

18%

Prestige

Market success

Fast-growing/entrepreneurial

Inspiring management

Innovation

Financial strength

Attractive/exciting products andservices

Ethical standards

Corporate Social Responsibility

Environmental sustainabilityAkademia Leona Kozminskiego

All universities

32


they are to you. The total must equal 100 to move to the next question..


Job Characteristics | Attractive attributes


49%

43%

42%

35%

28%

22%

17%

17%

12%

12%

53%

29%

54%

32%

25%

23%

13%

18%

13%

18%

Professional training anddevelopment

Opportunities for internationaltravel/relocation

Secure employment

Challenging work

Variety of assignments

Flexible working conditions

Client interaction

Control over my number of workinghours

High level of responsibility

Team-oriented workAkademia Leona Kozminskiego

All universities

33




People & Culture | Attractive attributes


52%

50%

41%

40%

35%

29%

18%

10%

9%

3%

44%

51%

34%

32%

52%

22%

28%

9%

11%

4%

A creative and dynamic workenvironment

A friendly work environment

Recognising performance(meritocracy)

Leaders who will support mydevelopment

Respect for its people

Interaction with international clientsand colleagues

Enabling me to integrate personalinterests in my schedule

Recruiting only the best talent

Support for gender equality

Acceptance towards minoritiesAkademia Leona Kozminskiego

All universities

34




Remuneration & Advancement Opportunities | Attractive attributes


58%

54%

33%

26%

26%

24%

19%

16%

15%

10%

58%

50%

27%

17%

27%

27%

12%

13%

17%

24%

Good reference for future career

High future earnings

Clear path for advancement

Leadership opportunities

Sponsorship of future education

Competitive base salary

Rapid promotion

Competitive benefits

Performance-related bonus

Overtime pay/compensationAkademia Leona Kozminskiego

All universities

35




• This table shows the most attractive of the 40 attributes,

taking into account the overall importance of the driver

categories to the students. This analysis gives a

summarised 360 degree view of what influences

employer attractiveness.

Students’ overall top 10 preferences




People & Culture

Job Characteristics


High future earnings1. High future earnings

Good reference for future career2. Good reference for future career

A friendly work environment3. A friendly work environment

A creative and dynamic work environment4. A creative and dynamic work environment

Professional training and development5. Professional training and development

Clear path for advancement6. Clear path for advancement

Recognising performance (meritocracy)7. Recognising performance (meritocracy)

Opportunities for international travel/relocation8. Opportunities for international travel/relocation

Leaders who will support my development9. Leaders who will support my development

Secure employment10. Secure employment

Good reference for future career1. Good reference for future career

High future earnings2. High future earnings

Respect for its people3. Respect for its people

A friendly work environment4. A friendly work environment

Professional training and development5. Professional training and development

Secure employment6. Secure employment

A creative and dynamic work environment7. A creative and dynamic work environment

Recognising performance (meritocracy)8. Recognising performance (meritocracy)

Competitive base salary9. Competitive base salary

Leaders who will support my development10. Leaders who will support my development

36

• The Universum Career Profiles are based on the

attributes that students select as most important. More

details can be found in the Appendix.

The Universum Career Profiles


LEADER: A student who aims to be inspired

and supported by management and

searches for jobs where he/she can apply

and further develop his/her leadership skills.

This student is not afraid of making decisions

and taking responsibility.

INTERNATIONALIST: A student who is

open-minded and prefers international

surroundings. This type of student enjoys

meeting new people, travelling and working

abroad.

IDEALIST: A student who pursues ethical

and sustainable principles and values. This

student is strongly attracted to employers

whose mission and vision are in line with

his/her own principles and standards.

HUNTER: A student who focuses on

monetary aspects. This student chases

financially lucrative and competitive jobs.

CAREERIST: A student who continuously

wants to develop. This type of student wants

to follow a promising career path within a

prestigious and meritocratic environment.

ENTREPRENEUR: A student who

appreciates working in an evolving

environment, in which he/she can solve

changing and challenging problems.

HARMONISER: A student who prefers a

stable work environment that is

characterised by a respectful and balanced

management philosophy.

37

• 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

38

Table of contents


EMPLOYER EVALUATION

CAREER PROFILE

EVALUATION


UNIVERSITY BRAND

PERCEPTION

39

Employer Evaluation

This chapter analyses the employer branding efforts and relative attractiveness of different employers

towards your students. The information and insights in the report will help you to:

Evaluate relative performance of different employers and understand what challenges they

face. Use these insights to successfully manage your corporate relationships.

Provide tangible feedback to your existing corporate partners on their employer

branding efforts towards your students. Understand if the activities they organised have

been effective.

Understand which employers your students would like to meet and want to learn more

about. Use these insights to bring new employer partners into cooperation with your

organisation.


40

• For layout reasons, the employer’s name can be

shortened in this report.

The Universum Rankings


“Now choose the 5 employers you

most want to work for, your 5 Ideal

Employers.”

“Have you applied or will you apply

to these companies/

organisations?”

“Below is a list of companies and

organisations. For which of these

employers would you consider

working?”

CONSIDERED EMPLOYER

RANKING

(as many as applicable)

IDEAL EMPLOYER RANKING

(maximum five employers)

POTENTIAL APPLICANTS’

RANKING

(Yes, I have applied or will apply)

FULL COMPANY LIST

(50-130 employers within each

main field of study)

41

BUSINESS/COMMERCE

Official Ideal Employer Ranking | Poland 2014

2014 | Poland | Students

EmployerRank

2014

Percent

2014Employer

Rank

2014

Percent

2014

Google Poland 1 16,20% 1 KGHM Polska Miedz 16 6,38% 4

Ernst & Young -> EY 2 13,26% -1 IKEA 17 6,33% 1

PKO Bank Polski 3 10,94% 0 ING Bank Slaski 18 6,31% -2

TVN 4 9,86% 0 Unilever 19 5,74% -11

Polskie Linie Lotnicze LOT 5 9,85% 5 Bank Pekao 20 5,44% -7

Microsoft 6 9,30% 1 Toyota 21 5,36% 9

L'Oréal Polska 7 9,12% -2 Volvo Group 22 5,25% 5

PwC (PricewaterhouseCoopers) 8 8,76% -2 Bank Zachodni WBK 23 5,23% 0

Deloitte 9 8,76% 0 PGE (Polska Grupa Energetyczna) 24 4,88% 4

Nestlé Polska 10 8,22% 2 Grupa Zywiec 25 4,77% -1

Procter & Gamble (P&G) 11 7,57% 0 Grupa Empik 26 4,76% 5

Coca-Cola (HBC Polska, Poland Services) 12 7,54% 3 Nivea Polska 27 4,75% -5

PZU 13 7,49% 21 IBM Polska 28 4,66% 7

Mars Polska 14 7,02% 3 Allegro 29 4,66% 3

KPMG 15 6,40% -1 mBank 30 4,62% 12

Trend Trend

42

ENGINEERING

Official Ideal Employer Ranking | Poland 2014

2014 | Poland | Students

EmployerRank

2014

Percent

2014Employer

Rank

2014

Percent

2014

Skanska Grupa 1 17,22% 0 Toyota 16 4,90% -5

Budimex 2 11,51% 0 Tauron 17 4,82% 11

PGE (Polska Grupa Energetyczna) 3 9,05% 1 ABB 18 4,74% 2

KGHM Polska Miedz 4 9,01% -1 PKN Orlen 19 4,74% 4

PGNiG 5 7,09% 5 Rolls-Royce Poland 20 4,66% -12

Google Poland 6 6,71% 6 Grupa Zywiec 21 4,64% 14

Nestlé Polska 7 6,51% 10 Polimex - Mostostal 22 4,59% -16

Volkswagen Poznan 8 6,46% -3 Bosch 23 4,50% -14

Volvo Group 9 6,30% 7 Procter & Gamble (P&G) 24 4,49% 9

Urzad Dozoru Technicznego 10 6,23% 3 Samsung Electronics Polska 25 4,42% -10

Warbud 11 5,08% 7 Microsoft 26 4,30% -7

Polskie Linie Lotnicze LOT 12 5,02% 12 General Motors Poland 27 4,30% -5

Siemens Grupa 13 5,01% 12 Danone 28 4,15% 1

IKEA 14 4,99% 7 GE International (General Electric) 29 4,13% -3

Strabag 15 4,92% -8 Coca-Cola (HBC Polska, Poland Services) 30 4,08% -3

Trend Trend

43

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

44

Akademia Leona Kozminskiego | Business/Commerce

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

Considered Employer Ranking | Top 30


EmployerRank

2014

Percent

2014Employer

Rank

2014

Percent

2014

Google Poland 1 39,32% 2 Rolls-Royce Poland 15 22,22% 12

Deloitte 2 37,61% 0 Sony Polska 15 22,22% 1

KPMG 2 37,61% 4 British American Tobacco 18 21,37% 24

Ernst & Young -> EY 4 36,75% -3 Mars Polska 18 21,37% 3

Nestlé Polska 5 35,04% 0 Pepsi Cola General Bottlers 18 21,37% 3

PwC (PricewaterhouseCoopers) 5 35,04% -1 Polskie Linie Lotnicze LOT 18 21,37% 9

L'Oréal Polska 7 34,19% -1 Samsung Electronics Polska 18 21,37% -2

TVN 7 34,19% -1 IBM Polska 23 20,51% 32

Coca-Cola (HBC Polska, Poland Services) 9 31,62% -3 Philip Morris International w Polsce 23 20,51% -2

Microsoft 10 29,91% 6 Volvo Group 23 20,51% 10

Johnson & Johnson Poland 11 28,21% 0 KGHM Polska Miedz 26 19,66% 16

Unilever 12 27,35% 9 Allegro 27 18,80% 11

Procter & Gamble (P&G) 13 26,50% 8 Jeronimo Martins Polska 27 18,80% 15

Grupa Zywiec 14 24,79% -3 Kompania Piwowarska 27 18,80% -11

Danone 15 22,22% -4 McKinsey & Company Poland 27 18,80% -21

Trend Trend

45



Ideal Employer Ranking | Top 20


EmployerRank

2014

Percent

2014Employer

Rank

2014

Percent

2014

Google Poland 1 22,41% 3 IKEA 11 8,62% 25

Ernst & Young -> EY 2 17,24% -1 Nestlé Polska 11 8,62% -5

L'Oréal Polska 3 16,38% 9 Samsung Electronics Polska 11 8,62% 3

PwC (PricewaterhouseCoopers) 3 16,38% -1 Accenture 14 6,90% 22

TVN 3 16,38% 3 ING Bank Slaski 14 6,90% 22

Deloitte 6 15,52% -4 Polskie Linie Lotnicze LOT 14 6,90% 9

KPMG 7 13,79% -3 Procter & Gamble (P&G) 14 6,90% 0

Microsoft 7 13,79% -1 Unilever 14 6,90% 0

Mars Polska 9 11,21% 14 British American Tobacco 19 6,03% NEW -

Coca-Cola (HBC Polska, Poland Services) 10 9,48% -4 Deutsche Bank 19 6,03% -13

Trend Trend

46



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

Potential Applicant Ranking | Top 10


EmployerRank

2014

Percent

2014

Mars Polska 1 6,67% NEW -

PwC (PricewaterhouseCoopers) 2 5,45% 1

Deloitte 3 4,85% 0

Ernst & Young -> EY 4 4,24% -3

KPMG 4 4,24% -2

L'Oréal Polska 4 4,24% 2

Accenture 7 3,64% 9

Nestlé Polska 7 3,64% 9

Coca-Cola (HBC Polska, Poland Services) 9 3,03% -4

TVN 9 3,03% 7

Trend

47

Akademia Leona Kozminskiego | Law

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

Considered Employer Ranking | Top 30


Employer Rank Percent Employer Rank Percent

Soltysinski Kawecki & Szlezak 1 44,83% KGHM Polska Miedz 12 20,69%

Domanski Zakrzewski Palinka 2 41,38% L'Oréal Polska 12 20,69%

Deloitte 3 37,93% Polskie Linie Lotnicze LOT 12 20,69%

PwC (PricewaterhouseCoopers) 3 37,93% CMS Cameron McKenna 19 17,24%

KPMG 5 34,48% Grant Thornton 19 17,24%

Ernst & Young -> EY 6 31,03% ING Bank Slaski 19 17,24%

Baker & McKenzie 7 27,59% PZU 19 17,24%

Google Poland 8 24,14% Samsung Electronics Polska 19 17,24%

McKinsey & Company Poland 8 24,14% adidas Group 24 13,79%

The Boston Consulting Group (BCG) 8 24,14% Bank Zachodni WBK 24 13,79%

TVN 8 24,14% IKEA 24 13,79%

Clifford Chance 12 20,69% Microsoft 24 13,79%

Coca-Cola (HBC Polska, Poland Services) 12 20,69% PGE (Polska Grupa Energetyczna) 24 13,79%

Dentons 12 20,69% PKN Orlen 24 13,79%

GWW Wozny i Wspólnicy 12 20,69% Sony Polska 24 13,79%

48



Ideal Employer Ranking | Top 20


Employer Rank Percent Employer Rank Percent

Domanski Zakrzewski Palinka 1 39,29% KGHM Polska Miedz 8 10,71%

Ernst & Young -> EY 2 25,00% L'Oréal Polska 8 10,71%

PwC (PricewaterhouseCoopers) 2 25,00% PKN Orlen 8 10,71%

Baker & McKenzie 4 17,86% Polskie Linie Lotnicze LOT 8 10,71%

TVN 4 17,86% PZU 8 10,71%

Dentons 6 14,29% Samsung Electronics Polska 8 10,71%

Google Poland 6 14,29% Soltysinski Kawecki & Szlezak 8 10,71%

CMS Cameron McKenna 8 10,71% Bank Zachodni WBK 18 7,14%

Deloitte 8 10,71% Clifford Chance 18 7,14%

GWW Wozny i Wspólnicy 8 10,71% Coca-Cola (HBC Polska, Poland Services) 18 7,14%

49



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

Potential Applicant Ranking | Top 10


Employer Rank Percent

Ernst & Young -> EY 1 20,00%

Domanski Zakrzewski Palinka 2 13,33%

Deloitte 3 6,67%

Polskie Linie Lotnicze LOT 3 6,67%

PwC (PricewaterhouseCoopers) 3 6,67%

adidas Group 6 3,33%

Baker & McKenzie 6 3,33%

Carlsberg Polska 6 3,33%

CMS Cameron McKenna 6 3,33%

Coca-Cola (HBC Polska, Poland Services) 6 3,33%

50

• Which of the following attributes do you associate with each employer? Please select as many as applicable.


• 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

51



Job Characteristics | Associations with Ideal Employers



All universities




52






People & Culture | Associations with Ideal Employers



All universities

53






Remuneration & Advancement Opportunities |

Associations with Ideal Employers



All universities

54

• 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

55

The Universum communication channels framework


• Career guidance websites


• Job boards

• Live webinars with employers

• Mobile apps

• News websites advertisements

• Professional networks/communities

• Social networks/communities

• Targeted emails

• Advertisements in business magazines

• Advertisements in lifestyle magazines & other periodicals

• Career guides/books

• Career magazines for students

• News print media advertisements

• Recruitment brochures

• University press & student organisation publications

• Direct mailings

• Outdoor/billboard advertisements

• Radio advertisements

• TV advertisements

• Career fairs

• Employer presentations on campus

• Employer-sponsored events

• Informational interviews

• Lectures/case studies as part of curriculum

• Skills sessions organised by employers

• Student conferences

OTHER CHANNELSIN-PERSON

DIGITALPRINT

56

• Through which channels have you learnt about these employers?

Students most used communication channels


37%

34%

28%

24%

22%

22%

19%

18%

16%

16%

15%

14%

13%

13%

13%

24%

27%

23%

26%

25%

12%

23%

26%

16%

14%

11%

12%

14%

9%

10%

Job boards

Employer websites

Career guidance websites

Social networks/communities

News websites advertisements

Professional networks/communities

Career fairs

TV advertisements

News print media advertisements

Career guides/books

Advertisements in business magazines

Employer presentations on campus

Career magazines for students

Lectures/case studies as part of curriculum

Recruitment brochures


All universities

57

Table of contents


EMPLOYER EVALUATION

CAREER PROFILE

EVALUATION


UNIVERSITY BRAND

PERCEPTION

58

University Brand Perception

This chapter evaluates your university brand, as perceived by your current students and by students at other

universities in Poland, who would choose Akademia Leona Kozminskiego if they could begin their studies

again. The information and insights in the report will help you to:

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

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

with?

• Understanding your external image! Which attributes do students at other universities

in Poland associate you with?

• Understanding the fundamental reasons for choosing a university and what makes a

university attractive in the eyes of students.

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

university brand.

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

family members.


59

• 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 Akademia Leona Kozminskiego.

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


84%

49%

18%

15%

15%

12%

11%

9%

9%

42%

30%

9%

23%

20%

7%

16%

10%

13%

University rankings

Alumni of the university

Media coverage, including articles in newspapers andmagazines

Friends

University's website

Teachers or career guidance counselors at the school Iwas attending

University directories/guides

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

ParentsAkademia Leona Kozminskiego

All universities

60

• 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 Akademia Leona Kozminskiego.

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


7%

7%

4%

3%

3%

3%

1%

1%

1%

8%

13%

10%

2%

4%

2%

1%

1%

5%

10%

17%

Students of the university

Tuition fees

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

Information event at the school I was attending

Online advertising

Videos produced by the university

Advertising in print media

Career & university fairs

Printed promotional material, including catalogues andbrochures

OtherAkademia Leona Kozminskiego

All universities

61

• How satisfied are you with your current educational institution?

How satisfied are your students with Akademia Leona

Kozminskiego?

is the average

score among your

students

is the average

score for all

universities


8,5 7,0

Akademia Leona

Kozminskiego

All universitiesExtremely

satisfied

Not at all

satisfied

10%

14%

22%19%

13%

10%

5%3%

2%1%

29%33%

21%

9%

3%3%2%

10987654321

62


• 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

Akademia Leona Kozminskiego?


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

66%

29%

5%

47%

42%

11%

63

• Which other college or university would you consider instead?

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


66%

26%

8%

47%

49%

4%

Current college or university

Another University

Foreign University


All universities

64

• 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


34%would choose another

university. The most

preferred are presented in

the table.

66%of your students would

choose Akademia Leona

Kozminskiego

if they made the choice

again.


University Rank Percent

Szkola Glówna Handlowa w Warszawie 1 42%

Foreign college or university 2 23%

Uniwersytet Warszawski 3 12%

Politechnika Warszawska 4 8%

Akademia Humanistyczna Im. Aleksandra Gieysztora w Pultusku 5 4%

Uniwersytet Kardynala Stefana Wyszynskiego w Warszawie 5 4%

Wyzsza Szkola Informatyki i Zarzadzania w Rzeszowie 5 4%

65

• 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


53%would choose another

university. The most

preferred are presented

in the table.

47%of the students would

choose their current

university if they made

the choice again.

All universities

University Rank Percent

Szkola Glówna Handlowa w Warszawie 1 8%

Foreign college or university 2 8%

Uniwersytet Warszawski 3 8%

Akademia Górniczo-Hutnicza w Krakowie 4 6%

Uniwersytet Jagiellonski w Krakowie 5 6%

Politechnika Warszawska 6 5%

Politechnika Wroclawska 7 4%

Uniwersytet Im. Adama Mickiewicza w Poznaniu 8 3%

Uniwersytet Wroclawski 9 3%

Uniwersytet Ekonomiczny w Poznaniu 10 3%

66

• 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 definitely

choose their current

education institution,

if they could begin

their studies again.

72%

72%

70%

66%

66%

65%

63%

62%

61%

58%

Szkola Glówna Handlowa w Warszawie

Collegium Medicum w Krakowie

Akademia Górniczo-Hutnicza w Krakowie

Politechnika Warszawska


Akademia Humanistyczna Im. Aleksandra Gieysztora wPultusku

Szkola Wyzsza Psychologii Spolecznej w Warszawie

Politechnika Poznanska

Politechnika Wroclawska

Collegium Civitas w Warszawie

67

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

• Which educational institution do you attend?

Students who would prefer Akademia Leona Kozminskiego


students from other

universities would prefer

to study at Akademia

Leona Kozminskiego if

they could begin their

studies again.

8221%

11%

7%

7%

6%

5%

4%

4%

2%

2%

Szkola Wyzsza Psychologii Spolecznej w Warszawie

Uniwersytet Kardynala Stefana Wyszynskiego w Warszawie

Grupa Uczelni Vistula

Uniwersytet Warszawski

Szkola Glówna Handlowa w Warszawie

Wyzsza Szkola Informatyki i Zarzadzania w Rzeszowie

Collegium Civitas w Warszawie

Uniwersytet Ekonomiczny w Krakowie

Katolicki Uniwersytet Lubelski

Szkola Glówna Gospodarstwa Wiejskiego w Warszawie

68

• This framework has been developed by Universum in

cooperation with universities.

The Universum Drivers of University Attractiveness

Various aspects of the education provided by the university.

• Quality and variety of courses

• Attractive/exciting programs and fields of study

• Challenging curriculum

• Unique or particular programs

• Exceptional professors/lecturers

• Practical aspects within the curriculum

• International focus

• Strong student support (e.g. Tutors, advisors, etc.)

• Study abroad program

Long-term opportunities the university provides for students.

• Supports and develops entrepreneurship

• Good reference for future career and/or education

• Launching pad for international career

• High employment among graduates

• Opportunities to network with employers

• Strong ties with industry

• Teaches transferable and practical skills employers

are looking for

• Target school for employers in my field

• Focus on professional development

Refers to the university as a whole.

• Tradition of academic excellence

• State-of-the-art facilities

• Successful alumni

• Internationally acclaimed

• Prestige

• Low costs (e.g. accommodation, tuition,

living expenses, etc.)

• Availability of financial aid and scholarships

• Highly-ranked within its field

• Recommended by friends/family

UNIVERSITY/COLLEGE REPUTATION & IMAGE EDUCATIONAL OFFERING

EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES

Social environment on- and off-campus.

• International student body

• Creative and dynamic atmosphere

• Social and recreational activities

• Friendly and open environment

• Attractive geographic location

• Acceptance towards minorities

• Support for gender equality

• Secure campus environment

• Heritage and tradition

UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE


69


they are to you. The total must equal 100.

Relative importance of each driver

University/College Reputation & Image

University/College Culture & Student Life

Educational Offering

Employability & Advancement Opportunities



26%

26%

15%35%

23%26%

17%34%

70

Most attractive attributes



2. Prestige


UNIVERSITY/COLLEGE REPUTATION & IMAGE



3. Tradition of academic excellence


1. Practical aspects within the curriculum

2. Strong student support (e.g. Tutors, advisors, etc.)


EDUCATIONAL OFFERING


2. Attractive/exciting programs and fields of study





3. International student body




3. Attractive geographic location


1. Good reference for future career and/or education

2. Teaches transferable and practical skills employers are

looking for

3. Target school for employers in my field



2. Teaches transferable and practical skills employers are

looking for



Akademia Leona Kozminskiego All universities

71

What students consider attractive vs. what they associate with you

Average

attractiveness of

the attributes

within the driver

Important areas where

your university rates low -

consider whether to

adapt communication

Important areas where

your university rates

highly - continue

communicating

Less important areas

where your university

rates low - monitor / no

action

Less important areas

where your university

rates highly - keep as is

Average association for your university

Attractiveness

of the

attributes

Attributes that your students

associate with your

university


72

YOUR STUDENTS

• Which of the following attributes do you associate with each institution? Please select as many as applicable.


University/College Reputation & Image |

Attractiveness vs. Associations


73

YOUR STUDENTS



Educational Offering | Attractiveness vs. Associations


74

YOUR STUDENTS



University/College Culture & Student Life |



75

YOUR STUDENTS



Employability & Advancement Opportunities |



76

ALL STUDENTS






77



Educational Offering | Attractiveness vs. Associations


ALL STUDENTS

78






ALL STUDENTS

79






ALL STUDENTS

80External vs. Internal associations with Akademia Leona

Kozminskiego

Average

association

among your

students

OPPORTUNITY

Attributes that your students

associate with you to a large

extent, but the attracted students

do not perceive you to offer.

POSITIVE OVERLAP

Attributes that both your

students and the attracted

students associate with you to a

large extent.

NEGATIVE OVERLAP

Attribute that neither your

students nor attracted students


extent.

RISK

Attributes that attracted students


extent, but that is not entirely

true, according to your students.

Average association among students who

selected you as a preferred university

Internal

perception

(%)

External perception (%)


81

• Which of the following attributes do you associate with each institution? Please select as many as applicable. *Attracted students are respondents who answered that if

they were to begin their studies again, they would choose

your university.


External vs. Internal associations


82



your university.

Educational Offering | External vs. Internal associations


83



your university.




84



your university.




85Akademia Leona Kozminskiego | Internal Identity vs. External

Image


1. Prestige




1. Prestige





2. International focus



1. Attractive/exciting programs and fields of study

2. Quality and variety of courses











1. Focus on professional development





2. Launching pad for international career

3. Focus on professional development


INTERNAL IDENTITY EXTERNAL IMAGE

Below you find the most frequent associations within each driver that your students and the attracted students associate with Akademia Leona Kozminskiego.

86

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


Top of mind associations with Akademia Leona Kozminskiego


YOUR STUDENTS

87

• What is the first word that comes to mind when you think of your preferred educational institution? • These are answers written in by students


• Attracted students are respondents who answered that if


your university.

Top of mind associations with Akademia Leona Kozminskiego


ATTRACTED STUDENTS

88

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

Would your students recommend Akademia Leona Kozminskiego

to a friend or family member?

is the average

score among your

students

is the average

score for all

universities


8,7 7,2

Extremely

likely

Not at allAkademia Leona

Kozminskiego

All universities

21%

13%

17%

14%

11%10%

5%4%2%3%

43%

23%

14%

10%

3%1%1%1%1%

10987654321

89

• 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 Akademia Leona

Kozminskiego


90

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

Rating of career services

is the average

score among your

students

is the average

score for all

universities


7,7 6,4

Poor ExcellentAkademia Leona

Kozminskiego

All universities

8%10%

18%16%16%

15%

6%5%

3%3%

20%

24%

18%

10%10%

12%

4%

10987654321

91

• 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

19%

33%

33%

31%

21%

56%

32%

29%

40%

52%

36%

40%

37%

30%

50%

52%

29%

13%

28%

27%

39%

14%

18%

17%

11%

2%

3%

2%

3%

3%

Career advice by professors and lecturers

Career fairs at university

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

Company workshops/presentations organised by the university

Job application preparation/training

Online vacancy search/job board with external offers

Services offered by the departmental/faculty career service

Services offered by the university's central career service

92

Table of contents


EMPLOYER EVALUATION

CAREER PROFILE

EVALUATION


UNIVERSITY BRAND

PERCEPTION

93


Educational institutions (1/3)


University Total University Total

Uniwersytet Warszawski 5% Politechnika Warszawska 2%

Uniwersytet Lódzki 4% Politechnika Gdanska 2%

Uniwersytet Jagiellonski w Krakowie 4% Politechnika Slaska 2%

Uniwersytet Im. Adama Mickiewicza w Poznaniu 3% Uniwersytet Ekonomiczny w Krakowie 2%

Uniwersytet Gdanski 3% Uniwersytet Kardynala Stefana Wyszynskiego w Warszawie 2%

Akademia Górniczo-Hutnicza w Krakowie 3% Szkola Glówna Gospodarstwa Wiejskiego w Warszawie 2%

Uniwersytet Wroclawski 3% Politechnika Lódzka 2%

Uniwersytet Mikolaja Kopernika w Toruniu 3% Uniwersytet Szczecinski 2%

Uniwersytet Slaski w Katowicach 3% Uniwersytet Ekonomiczny we Wroclawiu 2%

Uniwersytet Warminsko-Mazurski w Olsztynie 2% Uniwersytet Opolski 1%

Uniwersytet Marii Curie-Sklodowskiej w Lublinie 2% Uniwersytet Ekonomiczny w Poznaniu 1%

Politechnika Wroclawska 2% Uniwersytet w Bialymstoku 1%

94





Uniwersytet Rzeszowski 1% Uniwersytet Kazimierza Wielkiego w Bydgoszczy 1%

Uniwersytet Zielonogórski 1% Uniwersytet Ekonomiczny w Katowicach 1%

Politechnika Poznanska 1% Szkola Glówna Handlowa w Warszawie 1%

Politechnika Rzeszowska 1% Uniwersytet Rolniczy w Krakowie 1%

Uniwersytet Pedagogiczny w Krakowie 1% Uniwersytet Przyrodniczy w Poznaniu 1%

Katolicki Uniwersytet Lubelski 1% Uniwersytet Technologiczno-Przyrodniczy im. J.J. Sniadeckich w Bydgoszczy 1%

Politechnika Krakowska 1% Akademia Humanistyczno-Ekonomiczna w Lodzi 1%

Akademia Leona Kozminskiego 1% Warszawski Uniwersytet Medyczny 1%

Politechnika Czestochowska 1% Slaski Uniwersytet Medyczny w Katowicach 1%

Zachodniopomorski Uniwersytet Technologiczny w Szczecinie 1% Uniwersytet Przyrodniczy we Wroclawiu 1%

Szkola Wyzsza Psychologii Spolecznej w Warszawie 1% Uniwersytet Jana Kochanowskiego w Kielcach 1%

Politechnika Bialostocka 1% Politechnika Lubelska 1%

95





Wyzsza Szkola Informatyki i Zarzadzania w Rzeszowie 1% Collegium Medicum w Krakowie 0%

Uniwersytet Medyczny w Lodzi 1% Grupa Uczelni Vistula 0%

Akademia Krakowska Im. A. Frycza-Modrzewskiego w Krakowie 1% Politechnika Koszalinska 0%

Wojskowa Akademia Techniczna 1% Uniwersytet Medyczny w Bialymstoku 0%

Uniwersytet Medyczny w Poznaniu 1% Dolnoslaska Szkola Wyzsza we Wroclawiu 0%

Gdanski Uniwersytet Medyczny 1% Polsko-Japonska Wyzsza Szkola Technik Komputerowych 0%

Uniwersytet Medyczny im. Piastów Slaskich we Wroclawiu 1% Akademia Humanistyczna Im. Aleksandra Gieysztora w Pultusku 0%

Politechnika Opolska 1% Wyzsza Szkola Handlu i Prawa im. Ryszarda Lazarskiego w Warszawie 0%

Politechnika Swietokrzyska w Kielcach 0% Uniwersytet Technologiczno-Humanistyczny im. Kazimierza Pulaskiego w Radomiu 0%

Górnoslaska Wyzsza Szkola Handlowa im. Wojciecha Korfantego 0% Collegium Civitas w Warszawie 0%

Uniwersytet Medyczny w Lublinie 0% Wyzsza Szkola Zarzadzania (Polish Open University) w Warszawie 0%

Wyzsza Szkola Bankowa w Poznaniu 0% Other 11%

96

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

Areas of study


BUSINESS (1/1)

Area of studyAkademia Leona

KozminskiegoAll universities

Management 37% 26%

Economics 22% 23%

Human Resources Management 22% 14%

Marketing 22% 18%

Entrepreneurship 18% 12%

Banking 17% 13%

Finance 17% 15%

Accounting/Auditing/Taxation 14% 20%

Strategy 14% 7%

Trade and management of sales 6% 8%

Communication studies 5% 6%

Business Administration 4% 4%

Information Management 4% 3%

Public Administration 3% 12%

International Business 2% 11%

Logistics 2% 11%

Real Estate 2% 4%

Tourism Management 1% 6%

Other Business 7% 8%

97


Areas of study


ENGINEERING (1/2)

Area of study All universities

Construction 15%

Environmental Engineering 12%

Industrial Engineering and Management 12%

Machine/Mechanical Engineering 12%

Electrical/Electronic Engineering 10%

Architecture 8%

Transport/Logisitcs 7%

Materials Science/Materials Technology 7%

Process Technology 7%

Automation & Robotics 6%

Automotive Engineering 6%

98


Areas of study


ENGINEERING (2/2)


Biological Engineering/Biological Technology 5%

Chemical Engineering 5%

Geodesy & Cartography 4%

Land Management 4%

Civil Engineering 3%

Product Research/Science of Commodities 2%

Aeronautics/Aerospace Engineering 2%

Telecommunications 2%

Petroleum Engineering 1%

Pulp-/Paper-/Wood Technology 1%

Other Engineering 10%

99


Areas of study


IT (1/1)


Programming 52%

Computer Science 48%

Software Engineering 29%

Information Systems 28%

Graphic Design 18%

Information Management 15%

Business Computing Systems 11%

e-Business Systems 10%

Business Systems Analysis and Design 7%

Electronic Publishing 3%

Other IT 18%

100


Areas of study


NATURAL SCIENCES (1/1)


Biological Science 28%

Mathematical Sciences 24%

Chemistry 23%

Environmental Sciences 18%

Geology/Earth Sciences 14%

Physical Science 12%

Physics 9%

Agronomy 6%

Veterinary 2%

Other Natural Sciences 20%

101


Areas of study


HUMANITIES/LIBERAL ARTS/EDUCATION (1/1)



Social Sciences 50% 16%

Psychology 33% 16%

Communication 0% 12%

Creative Arts 0% 7%

Design 0% 2%

English Studies, Literature 0% 8%

History 0% 6%

Information Management 0% 1%

International Relations 0% 8%

Linguistics/Foreign Languages 0% 17%

Philosophy 0% 4%

Polish/ Literature 0% 8%

Political Science 0% 7%

Teaching/Education 0% 26%

Other Humanities 17% 15%

102


Areas of study


LAW (1/1)



Civil Law 46% 47%

Commercial Law 32% 22%

Criminal Litigation 25% 35%

International Commercial Law 21% 9%

Labour Law 7% 17%

Media Law 7% 13%

International Law 4% 17%

Law and Property Valuation 0% 4%

Other Law 39% 27%

103


Areas of study


HEALTH/MEDICINE (1/1)


Medicine 22%

Nursing 16%

Physiotherapy 15%

Pharmaceutics 14%

Dietetics 10%

Public Health 10%

Cosmetology 6%

Paramedics 5%

Stomatology 4%

Other Health/Medicine 9%

104

The Universum Career Profiles (1/2)


HARMONISER

• Respect for its people (2)

• Enabling me to integrate personal

interests in my schedule (3)

• Team-oriented work (1)

• Secure employment (2)

• Control over my number of working hours (3)

• Flexible working conditions (3)

• Overtime pay/compensation (1)

The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness.

Different attribute selections produce different Career Profiles. To match a certain profile, a minimum

amount of points must be reached.

CAREERIST

• Prestige (3)

• Recruiting only the best talent (3)

• Clear path for advancement (3)

• Market success (1)

• Professional training and development (1)

• Sponsorship of future education (2)

• Rapid promotion (3)

• Recognising performance (meritocracy) (2)

• Good reference for future career (3)

ENTREPRENEUR

• Fast-growing/entrepreneurial (3)

• A creative and dynamic workenvironment (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

105

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

106

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UNIVERSUM STUDENT SURVEY 2014 - … · UNIVERSUM STUDENT SURVEY 2014 ... set targets per main field of study and educational ... High employment among graduates University/College