UNIVERSUM STUDENT SURVEY 2014 - .UNIVERSUM STUDENT SURVEY 2014 ... set targets per main field of

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  • WWW.UNIVERSUMGLOBAL.COM

    UNIVERSUM STUDENT SURVEY 2014

    University Report | Polish Edition

    Akademia Leona Komiskiego | 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.

    Universums 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

    2014 | Poland | Students | All Students

    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

    2014 | Poland | Students | All Students

    Some of the worlds most attractive employers

    Some of the worlds 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.

    2014 | Poland | Students | All 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

    2014 | Poland | Students | All Students

    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

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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: All Students.

    Groups in this report

    2014 | Poland | Students | All Students

    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

    Universums global career research. ~600 000

    155

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    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

    2014 | Poland | 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

    2014 | Poland | Students | All Students

    EMPLOYER EVALUATION

    CAREER PROFILE

    EVALUATION

    EXECUTIVE SUMMARYAPPENDIX

    UNIVERSITY BRAND

    PERCEPTION

  • 10

    31%

    Students profile and summary of preferences

    2014 | Poland | Students | All Students

    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

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    27%

    Students profile and summary of preferences

    2014 | Poland | Students | All Students

    Average age (years):

    22,4

    73%

    Top 3 most used communication

    channels:

    Employer websites

    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

    2014 | Poland | Students | All Students

    1. Google Poland (22,41%)

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

    3. L'Oral 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%)

    1. Google Poland (16,20%)

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

    3. PKO Bank Polski (10,94%)

    4. TVN (9,86%)

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