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Universum IDEAL Employer 2008 Survey: Implications for Recruiting K-State and New
Graduate Talent
Kansas State UniversityCES Employer Advisory Board Meeting, January 9, 2009
Mikael Eriksson
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Universum Operates Globally
UNIVERSUM: The Global Employer Branding Leader.
As thought leaders, we drive the industry forward, having focused exclusively on Employer Branding (EB) for 20 years. We are a trusted partner to over 500 clients worldwide including the majority of Fortune 100 companies. We help employers understand, attract future, and retain current and IDEAL™ employees. Our full-solution media portfolio - consisting of 40 employer branding publications, ads, top company videos and events - guides our audience of highly educated talent in their search to identify their IDEAL™ Employers.
North AmericaCanada
United States
AfricaSouth Africa
AsiaChina
Hong KongIndiaJapan
Singapore
AustriaBelgium
Czech RepublicDenmarkFinlandFrance
GermanyGreece
HungaryIreland
Italy
OceaniaAustralia
NetherlandsNorwayPoland
PortugalRomaniaRussia
SlovakiaSpain
SwedenSwitzerland
UK
Europe
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Agenda
Introduction & Survey Methodology
IDEAL™ Employer Rankings
The Students' Profile
The Students’ Workplace Preferences
The Students' Employer Preferences
Summary – Meet the Millennials
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The Universum IDEAL™ Employer Survey – 2008 Edition
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Introduction & Survey Methodology
1School Report
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Definition of Employer Branding 1
An Employer Brand is the set of associations that potential and current employees have about you as a place to work
Employer Branding is Different from Recruiting
• EB= Intangible
• Long term, companies do EB even in periods when they are not recruiting
• It is done externally and should be done even more so internally
• Aim is to keep their image constant even in times of low recruitment
• Recruiting=Tangible
• Temporary, demand-driven HR activities
• Successful recruiting depends on a solid Employer Branding base and a correct perception of the brand and what it offers
Employer Value Proposition (EVP)
A set of offerings to current and potential employees that differentiate it from Recruitment Competitors and answers the question “what is in it for me”
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Employer Branding Survey of Corporations 1
A majority of companies state that handling and/or uniting multiple employer identities (mergers, parallel local brands, etc.) is their overall aim in 2008.
What is the main focus of working with Employer Branding?
What are the main challenges for the EB success in 2008?
• 44% of organizations said they have a clear Employer Value Proposition but it can be developed
further
• 33% believe their Employer Value Proposition is clear and effective
• 19% is working on it
• Only 3% said they did not have an Employer Value Proposition
Employer Value Proposition
Lack of funds & finding the right measures to follow-up the results of our work
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Universum IDEAL™ Employer Survey – Methodology
The Questionnaire:
● Global perspective - local insight
● Comprised of closed- ended questions with an extensive list of alternatives and an ‘Other’ option
The List Of Employers:
● Composition of Universum’s knowledge of each market, evaluations of the last year’s list, extensive market analysis, complemented by information derived from discussions with clients, educational institutions, students’ “write-ins”
The Data Collection: ● About 95% conducted via an online survey, additional paper surveys collected at key campuses ● The on-line link distributed via university contacts, mainly the career center and academic departments.
School selection:● Developed through dialog with Universum’s corporate partners and feedback on which campuses they recruit from via our annual Employer Feedback Survey.
Target Students: ● University students from all educational years within each target group.
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The Universum IDEAL™ Employer Survey – 2008 Edition
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IDEAL™ Employer Rankings
2School Report
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IDEAL™ Employer Ranking – Top 30 (Undergraduate Overall)
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Employer Rank 2008Percent
2008Rank 2007 Employer Rank 2008
Percent 2008
Rank 2007
Google 1 17,05% 1 KPMG 16 5,86% 27Walt Disney 2 13,06% 2 Nike 17 5,38% 19Apple Computer 3 9,99% 3 Johnson & Johnson 18 5,14% 18Ernst & Young 4 9,24% 12 Merrill Lynch 19 4,76% 23U.S. Department of State 5 8,64% 4 Mayo Clinic 20 4,55% 14Goldman Sachs 6 7,95% 11 BMW 21 4,38% 13Deloitte 7 7,61% 17 Coca-Cola 22 4,37% 26Peace Corps 8 7,61% 5 Boeing 23 4,27% 15NASA 9 7,37% - Sony 24 4,07% 16PricewaterhouseCoopers 10 7,36% 7 Morgan Stanley 25 4,05% 28Teach for America 11 7,04% 10 Procter & Gamble 26 4,03% 21
Central Intelligence Agency 12 6,82% 6 Lockheed Martin Corporation 27 3,92% 20
Microsoft 13 6,26% 8 General Electric 28 3,83% 25Federal Bureau of Investigation
14 6,23% 9 Bank of America 29 3,44% 29
JPMorgan 15 6,08% - National Security Agency 30 3,27% 32
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IDEAL™ Employer Ranking – Top 30 (Kansas State University Overall)
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Employer Rank 2008Percent
2008Rank 2007 Employer Rank 2008
Percent 2008
Rank 2007
Walt Disney 1 12,37% 1 Johnson & Johnson 15 5,67% 25NASA 2 9,79% - Anheuser-Busch 17 5,15% 9
Apple Computer 3 8,76% 2 Lockheed Martin Corporation 17 5,15% 15
Cargill 3 8,76% - Mayo Clinic 17 5,15% 3Google 3 8,76% 9 Bank of America 20 4,64% 15Peace Corps 3 8,76% 4 Pfizer 20 4,64% 9Microsoft 7 8,25% 20 Boeing 22 4,12% 9U.S. Department of State 7 8,25% 15 Coca-Cola 22 4,12% 35Teach for America 9 7,73% 6 ConocoPhillips 22 4,12% 9
Central Intelligence Agency 10 7,22% 9 Marriott 22 4,12% 45
Federal Bureau of Investigation
10 7,22% 25 Procter & Gamble 22 4,12% 4
ConAgra Foods 12 6,70% - Target 22 4,12% 15Nike 12 6,70% 15 Toyota 22 4,12% 25Federal Reserve Bank 14 6,19% - Amazon.com 29 3,61% 57General Electric 15 5,67% 45 Coach 29 3,61% -
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Top Findings – Employer Rankings (Kansas State University Overall)
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IDEAL™ Employer Ranking:IDEAL™ Employer Ranking:
1. Walt Disney2. NASA3. Apple Computer
Considered Employer Ranking:Considered Employer Ranking:
1. Walt Disney2. Google3. NASA
First Choice Ranking:First Choice Ranking:
1. Teach for America2. Walt Disney3. Apple Computer
Potential Applicants’ Ranking:Potential Applicants’ Ranking:
1. Cargill2. Apple Computer3. Lockheed Martin Corporation
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The Universum IDEAL™ Employer Survey – 2008 Edition
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The Students' Profile
4School Report
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Preferred Industries
Preferred Industries (Kansas State University Overall):
Preferred Industries (Undergraduate Overall):
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Preferred Industries (Undergraduate Diversity):
In which industry would you ideally want to work when choosing your first employment after graduation?
Industry Percent
Education/teaching 19%Healthcare 14%Government/public service 13%Other 12%Marketing/advertising 11%Agricultural 10%Non-profit/Not for Profit 9%Academic research 9%Engineering consulting 8%Engineering/manufacturing 7%
Industry Percent
Government/public service 16%Healthcare 14%Accounting (public) 12%Education/teaching 11%Marketing/advertising 11%Accounting/auditing/taxation (corporate) 10%Other 10%Financial services 10%Non-profit/Not for Profit 9%Academic research 8%
Industry Percent
Healthcare 16%Government/public service 15%Financial services 13%Marketing/advertising 10%Accounting (public) 10%Accounting/auditing/taxation (corporate) 9%Education/teaching 9%Non-profit/Not for Profit 9%Investment banking 8%Other 8%
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Career Goals 3
Top 5 – Career Goals Top 5 – Career Goals (Kansas State University Overall)(Kansas State University Overall)::
1. To have work/life balance (71%)2. To be dedicated to a cause or to feel that I am serving a greater good (55%)
3. To be secure or stable in my job (47%)4. To be competitively or intellectually challenged (36%)5. To be a leader or manager of people (29%)
Top 5 – Career Goals (Undergraduate Overall):
1. To have work/life balance (64%)2. To be secure or stable in my job (45%)3. To be dedicated to a cause or to feel that I am serving a greater good (45%)
4. To be competitively or intellectually challenged (39%)5. To be a leader or manager of people (33%)
Below is a list of 9 possible career goals. Which are most important to you?
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Influence Career
Top 5 – Influences on the Students’ Career Top 5 – Influences on the Students’ Career Decisions (Kansas State University Overall)Decisions (Kansas State University Overall)::
1.Family (parents, children) (38%)
2.Spouse/partner (29%)
3.Other (8%)
4.Friends (8%)
5.Professor (former or current) (7%)
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Top 5 – Influences on the Students’ Career Decisions (Undergraduate Overall):
1.Family (parents, children) (45%)
2.Other (11%)
3.Spouse/partner (11%)
4.Friends (7%)
5.Professor (former or current) (7%)
Top 5 – Influences on the Students’ Career Decisions (Undergraduate Diversity):
1. Family (parents, children) (44%)
2.Other (12%)
3.Friends (8%)
4.Professor (former or current) (7%)
5.Colleagues (7%)
Who most influences you career decisions?
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Salary Expectations
What base salary do you expect at your first job after graduation and five years after graduation? (Annual salary in USD)
Kansas State University Kansas State University
Overall:Overall:
$43 447 (First year)
$59 041 (Five years)
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Undergraduate Overall:
$50 641 (First year)
$96 438 (Five years)
Undergraduate Diversity:
$52 694 (First year)
$106 719 (Five years)
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Compensation
In your final decision to accept or reject an offer, please indicate which of the following compensation elements you value most?
The Most Popular Compensations The Most Popular Compensations (Kansas (Kansas State University Overall):State University Overall):
1.Health insurance (58%)
2.Annual base salary (49%)
3.Retirement plan: 401K/403B (38%)
4.Tuition reimbursement: Future Studies (20%)
5.Vacation day allowance (20%)
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The Most Popular Compensations (Undergraduate Overall):
1.Annual base salary (53%)
2.Health insurance (49%)
3.Retirement plan: 401K/403B (31%)
4.Tuition reimbursement: Future Studies (20%)
5.Vacation day allowance (17%)
The Most Popular Compensations (Undergraduate Diversity):
1.Annual base salary (51%)
2.Health insurance (45%)
3.Retirement plan: 401K/403B (28%)
4.Tuition reimbursement: Future Studies (22%)
5.Paid holidays (17%)
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Top Findings – The Students’ Profile (Kansas State University Overall)
Gender:Gender:65% women & 35% men
Ethnic Background:Ethnic Background:• White/Caucasian (92%)• I do not wish to say (2%)• American Indian/Alaskan
Native (2%)• Latino/Hispanic (2%)• Asian (1%)• Black/African American (1%)• Middle Eastern (1%)
Year of Study:Year of Study:Studying their 3,8 year
Nationality:Nationality:10% non-American citizens
US Cities:US Cities:• Denver (16%)• Chicago (13%)• New York (10%)
International Cities:International Cities:• Sydney (15%)• London (14%)• Paris (13%)
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GPA:GPA:Average: 3,3
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The Universum IDEAL™ Employer Survey – 2008 Edition
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The Students’ Workplace Preferences
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Work-Life Balance
Top 5 Top 5 (Kansas State University Overall):(Kansas State University Overall):
1. Flex time (45%)
2. More vacation days (41%)
3. Health and Fitness facilities (38%)
4. Maternity leave options (31%)
5. Childcare options (28%)
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Top 5 (Undergraduate Diversity):
1. Flex time (39%)
2. More vacation days (37%)
3. Health and Fitness facilities (27%)
4. Childcare options (22%)
5. Maternity leave options (19%)
Top 5 (Undergraduate Overall):
1. Flex time (38%)
2. More vacation days (37%)
3. Health and Fitness facilities (28%)
4. Childcare options (22%)
5. Maternity leave options (21%)
What should an employer offer to promote better work-life balance?
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Training
What type of training provided by your employer is most important to you at your first job after graduation?
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Top 5 Top 5 (Kansas State University Overall):(Kansas State University Overall):
1. Leadership Training (29%)
2. Technical Training Related to Specific Job Function
(29%)
3. Presentation Skills Training (19%)
4. Other (10%)
5. Other Communication Skills Training (10%)
Top 5 (Undergraduate Diversity):
1. Technical Training Related to Specific Job Function
(45%)
2. Leadership Training (26%)
3. Other Communication Skills Training (10%)
4. Presentation Skills Training (9%)
5. Software Training (5%)
Top 5 (Undergraduate Overall):
1. Technical Training Related to Specific Job Function
(47%)
2. Leadership Training (27%)
3. Presentation Skills Training (8%)
4. Other Communication Skills Training (7%)
5. Software Training (4%)
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Preferred Communication Sources
Universum first asked students “How have you mainly learned about your IDEAL™ Employers?” and then, “How would you prefer to gather information about potential future employers?”.
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Top 5 Top 5 (Kansas State University Overall):(Kansas State University Overall):
1. Career Fairs (54%)
2. Company Websites (31%)
3. Internship/co-op programs/work placement (26%)
4. Career Services Department at your university (24%)
5. Career Websites/Internet Job Boards (23%)
Top 5 (Undergraduate Diversity):
1. Career Fairs (42%)
2. Internship/co-op programs/work placement (30%)
3. Company Websites (24%)
4. Fellow Students (19%)
5. Career Services Department at your university (18%)
Top 5 (Undergraduate Overall):
1. Career Fairs (41%)
2. Internship/co-op programs/work placement (31%)
3. Company Websites (26%)
4. Friends and Family (20%)
5. Fellow Students (20%)
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Where and What to Communicate (Kansas State University Overall)
To Learn About Employers the Students Use:
• The students read USA Today (26%),Local Newspapers (24%),School newspapers/publications (24%)
• Monster.com (42%),careerbuilder.com (41%),HotJobs (19%) are the top 3 websites visited by the students
• University Career Fair (79%),Other (22%),Military Career Fairs (2%) are the top 3 Career Fairs visited by the students
When an employer presents itself via the channels indicated below what type of information would you prefer to receive?
Career Fairs:Career Fairs: • Current job openings (54%)
• Internships (52%)
• Job descriptions and requirements (49%)
Brochures:Brochures:
• Job descriptions and requirements (41%)
• Salary and compensation package (34%)
• Products and services (32%)
Websites:Websites:
• Current job openings (54%)
• Job descriptions and requirements (46%)
• Products and services (32%)
Employer Presentations:Employer Presentations:
• Current job openings (33%)
• Career development opportunities (30%)
• Job descriptions and requirements (30%)
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Social Networking Sites
Best: Free Incentives Fast replies Personal touch
Worst: Pop-up ads Long response times Default messages
What it the best thing you have seen a company do when trying to recruit students through social networking sites?
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How do you feel about employers recruiting students through social networks (i.e. Facebook)?
Kansas State University Overall:Kansas State University Overall:• Great way to reach out to students (38%)• Invasion of privacy (31%)• Other (19%)• Helps in building networks (8%)• Cool & fun (4%)
Undergraduate Overall:• Invasion of privacy (32%)• Great way to reach out to students (28%)• Helps in building networks (16%)• Other (13%)• Cool & fun (11%)
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Best On-Campus Recruitment Activities 6
Which employer impresses you most with its campus recruitment activities? (Top of Mind)
Top 5 Top 5 (Kansas State University Overall):(Kansas State University Overall):
1. Cargill (29%)
2. ConocoPhillips (11%)
3. Dow Chemical (7%)
4. Peace Corps (7%)
5. Walt Disney (7%)
Top 5 (Undergraduate Overall):
1. PricewaterhouseCoopers (7%)
2. Walt Disney (7%)
3. Deloitte (6%)
4. Teach for America (5%)
5. Ernst & Young (5%)Top 5 (Undergraduate Diversity):
1. Goldman Sachs (6%)
2. Google (5%)
3. PricewaterhouseCoopers (5%)
4. Walt Disney (5%)
5. Target (5%)
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Meet the Millennials
Who are these “newbies”?
What forces have shaped them?
What expectations do they have about your
companies and the nature of the work world?
What expectations do you have about them?
Understanding The New Generation!
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Are They Really So Different?
“A 60-something graduate recently reflected: ‘We wanted what they want. We just felt we
couldn’t ask.’ Herein lies the truth: what young workers want isn’t so different from
what everyone else wants. However, young workers are asking for it.”
<<Karen Cates and Kimia Rahimi, “Mastering People Management”>>
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Meet the Millennials
REMEMBER: Recruiting them will not be your problem. Managing them will.
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They were born between 1979 - 2002 with 75 million other millennial friends
They are graduating from college in record numbers…
They are in the employment pipeline…
They will be applying to your company until 2024
They have VERY different traits from the last set of candidates you met (GenExers, Baby Boomers)
They are rewriting the rules… and there is change in the air…
The Future is Now! What to ask yourself…
How will you manage expectations for advancement?
What can you do to develop and encourage leadership and responsible risk-taking?
Can your corporate culture balance their need for structure and your need for highly motivated self-starters with commitment?
Are you prepared and able to provide supervisory support and mentoring?
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Meet the Millennials 3
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In it for the money
Likely to take big career risks
Comfortable with lack of structure
Willing to engage in work they deem menial
Seeking consulting, temping, freelance, investment banking or startup positions
NO, they are not… YES, they are…
Hopeful about the future and optimistic
Socially responsible
Assuming work/life balance
Looking for informal “flexible” work places
Collaborative/teamwork oriented
Very dependent on their family for advise
Technocreative, Media masters, Multi processors
More aware of what is going on than any other generation
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Meet The Millennials
(Very) High expectations
Probable involvement of parents
Hovering parents
Expectation of personal attention
Need for lots of positive feedback
In the past, often rewarded for participation alone
Strong dislike of ambiguity
Ability to scale the bar but prefer for others to set the
course
Be prepared for…Be prepared for…
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Communicating with the Millennials 3
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Important Messages…
• “You will be able to meet your personal goals.”
• “Ideas are evaluated on merit, not on a person’s
years of experience.”
• “This is a fun, relaxed place to work; we’re not very
corporate.”
• “Your work will be challenging and meaningful.”
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Thank You!
Attract
Recruit
Retain
For more Information Please Contact:
Mikael Eriksson
University Relations Manager
UNIVERSUM1518 Walnut Street, Suite 1800Philadelphia, PA 19102
E-mail: [email protected]: 267.679.1585Http: www.universumusa.com
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