universum student survey 2014 university report | finnish edition school of science |...

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UNIVERSUM STUDENT SURVEY 2014

University Report | Finnish EditionSchool of Science | Engineering/Natural Sciences/IT

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About Universum

2014 | Finland | Students | Engineering/Natural Sciences/IT

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.

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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 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 Finland, who would choose School of Science 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 Finland.

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.

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About the Universum Student Survey | Finnish 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 PERIODNovember 2013 to March 2014

11 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: Engineering/Natural Sciences/IT.

Groups in this report


Global

2 712

Your university

Finland

The comparisons in this report are based on: Engineering/Natural Sciences/IT

Participating students from your university. Throughout the report, this group is referred to as ”School of Science”.

Participating students from 11 educational institutions in Finland. Throughout the report, this group is referred to as “All universities”.

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

185

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Table of contents


EMPLOYER EVALUATION

CAREER PROFILE EVALUATION

EXECUTIVE SUMMARYAPPENDIX

UNIVERSITY BRAND PERCEPTION

9

68%

Students’ profile and summary of preferences


Average age (years):

23,3

32%

Top 3 most used communication channels:

• Employer websites• Employer-sponsored events• Career magazines for students

Top 3 industries:• Software and Computer Services• Management and Strategy Consulting• Energy

Top 5 most attractive attributes:• Variety of assignments (Job Characteristics)

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

• Challenging work (Job Characteristics)

• A friendly work environment (People & Culture)

• Flexible working conditions (Job Characteristics)

Top 3 career goals:• To have work/life balance• To be dedicated to a cause or to feel that I am

serving a greater good• To be competitively or intellectually challenged

Top 3 career profiles:• Leader• Entrepreneur• Harmoniser

Average expected monthly salary:

Average reportedacademic performance7,9

School of Science

Year of graduation:

3 487 EUR

3%9%13%17%29%28%

1%

2019 orlater

201820172016201520142013

10

61%

Students’ profile and summary of preferences


Average age (years):

24,9

39%

Top 3 most used communication channels:

• Employer websites• Job boards• Career fairs

Top 3 industries:• Energy• Technology Hardware & Equipment• Software and Computer Services

Top 5 most attractive attributes:• Variety of assignments (Job Characteristics)

• A friendly work environment (People & Culture)

• Respect for its people (People & Culture)

• Secure employment (Job Characteristics)

• Competitive base salary (Remuneration & Advancement Opportunities)

3 082 EUR

Top 3 career goals:• To have work/life balance• To be dedicated to a cause or to feel that I am

serving a greater good• To be secure or stable in my job

Top 3 career profiles:• Leader• Harmoniser• Entrepreneur

Average expected monthly salary:

Average reportedacademic performance7,2

All universities

Year of graduation:

3%7%11%17%27%33%

1%

2019 orlater

201820172016201520142013

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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 | Engineering/Natural Sciences/IT School of Science | Engineering/Natural Sciences/IT


1. KONE (35,65%)

2. McKinsey & Company (26,96%)

3. Fortum (26,09%)

4. Rovio Entertainment (21,74%)

5. The Boston Consulting Group (BCG) (20,00%)

6. Vaisala (19,13%)

7. Accenture (17,39%)

7. Neste Oil (17,39%)

9. Microsoft (16,52%)

10. Nokia (15,65%)

1. KONE (17,83%)

2. ABB (16,46%)

3. VTT (13,78%)

4. Suomen ympäristökeskus (SYKE) (13,26%)

5. Fortum (12,37%)

6. Orion (10,35%)

7. Neste Oil (10,30%)

8. Wärtsilä (9,08%)

9. Nokia (8,80%)


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Students’ most attractive employers

All universities | ITSchool of Science | IT


1. Reaktor Innovations (55,22%)

2. Futurice (46,27%)

3. Google (41,79%)

4. Supercell (38,81%)


6. IBM (19,40%)

7. Solita (17,91%)

8. Capgemini (16,42%)

8. Remedy Entertainment (16,42%)

10. Accenture (14,93%)

1. Google (42,63%)



4. Supercell (24,56%)

5. F-Secure (21,81%)

6. IBM (18,86%)

6. Reaktor Innovations (18,86%)

8. Remedy Entertainment (18,66%)

9. Futurice (17,88%)

10. Solita (14,93%)

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Summary of your University Brand Perception (1/2)


Employability & Advancement Opportunities1. Good reference for future career

and/or education2. Target school for employers in my

field3. High employment among graduates

University/College Culture & Student Life1. Secure campus environment2. Social and recreational activities3. Heritage and tradition

Educational Offering1. Attractive/exciting programs and

fields of study2. Challenging curriculum3. Study abroad program

University/College Reputation & Image1. Highly-ranked within its field2. Prestige3. Successful alumni

ASSOCIATIONS BASED ON THE UNIVERSUM DRIVERS OF UNIVERSITY ATTRACTIVENESS

TOP OF MIND ASSOCIATIONS

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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 (2/2)


Continue communicating

State-of-the-art facilities Prestige Highly-ranked within its field

Quality and variety of courses Attractive/exciting programs and

fields of study

Social and recreational activities Friendly and open environment Attractive geographic location

Target school for employers in my field

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

8,28,5

All universities

56%74%

School of Science

School of Science

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Table of contents


EMPLOYER EVALUATION




16

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 Finland. 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


School of Science

First choice

Second choice

Third choice

18%

30%

25%

12%

5%

3%

2%

3%

3%

25%

19%

21%

8%

7%

8%

5%

3%

5%

23%

11%

14%

8%

15%

8%

12%

6%

2%

65%

60%

59%

29%

26%

20%

19%

11%

9%

To have work/life balance

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

To be competitively or intellectually challenged

To be a technical or functional expert

To be entrepreneurial or creative/innovative

To be secure or stable in my job

To be a leader or manager of people

To be autonomous or independent

To have an international career

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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

22%

22%

13%

13%

13%

5%

5%

4%

4%

22%

12%

15%

15%

15%

7%

6%

5%

4%

18%

13%

14%

13%

12%

8%

8%

8%

5%

61%

48%

42%

41%

39%

20%

18%

16%

13%


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

2009 2010 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)


40%

39%

22%

20%

18%

16%

16%

14%

14%

10%

21%

10%

23%

23%

5%

4%

20%

21%

13%

3%

Software and Computer Services

Management and Strategy Consulting

Energy

Technology Hardware & Equipment

Media and Advertising

Banks

Educational and Scientific Institutions

Engineering and Manufacturing

Pharmaceuticals and Biotechnology

Health Care ServicesSchool of Science

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)


7%

5%

4%

4%

4%

4%

3%

3%

3%

2%

11%

6%

4%

12%

4%

4%

6%

2%

7%

2%

Telecommunication and Networks

Aerospace and Defence

Consumer Electronics and Household Appliances

Public Sector and Governmental Agencies

Transportation and Logistics

Health Care Equipment

Construction

Tourism

Utilities

Fashion, Accessories and Luxury GoodsSchool of Science

All universities

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

Expected monthly salary


3 487 EURSchool of Science

3 082 EURAll universities

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School of Science

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

Expected monthly salary | Gender gap


3 278 EUR

3 602 EUR

Female

Male

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Expected monthly salary | Gender gap


2 905 EUR

3 197 EUR

Female

Male

All universities

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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

91%93%

90%89%91%

20142013201220112010

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• 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%

30%

School of Science All universities

38%

9%

23%22%

8%

21%

14%

29%31%

4%

5 years or more4 years3 years2 years1 year or less

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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 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

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All universitiesSchool of Science

• 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

17% 32%

28%

23%

17% 30%

28%

24%

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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

2009 2010 2011 2012 2013 2014

30



Employer Reputation & Image | Attractive attributes


57%

47%

38%

35%

22%

19%

18%

15%

15%

6%

47%

45%

34%

23%

31%

30%

8%

21%

16%

17%

Attractive/exciting products and services

Innovation

Prestige

Inspiring management

Financial strength

Environmental sustainability

Fast-growing/entrepreneurial

Ethical standards

Market success

Corporate Social ResponsibilitySchool of Science

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


54%

40%

38%

29%

27%

23%

22%

19%

16%

10%

56%

29%

35%

18%

24%

33%

44%

11%

22%

6%

Variety of assignments

Challenging work

Flexible working conditions

Team-oriented work

Control over my number of working hours

Professional training and development

Secure employment

High level of responsibility

Opportunities for internationaltravel/relocation

Client interactionSchool of Science

All universities

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People & Culture | Attractive attributes


53%

43%

43%

37%

37%

29%

18%

16%

6%

44%

52%

44%

31%

45%

31%

19%

8%

9%

3%

A creative and dynamic work environment

A friendly work environment

Leaders who will support my development

Enabling me to integrate personal interestsin my schedule

Respect for its people

Recognising performance (meritocracy)

Interaction with international clients andcolleagues

Recruiting only the best talent

Support for gender equality

Acceptance towards minoritiesSchool of Science

All universities

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Remuneration & Advancement Opportunities | Attractive attributes


61%

58%

37%

28%

21%

20%

11%

11%

10%

7%

49%

54%

36%

34%

18%

26%

6%

20%

18%

7%

Good reference for future career

Competitive base salary

Leadership opportunities

High future earnings

Competitive benefits

Clear path for advancement

Rapid promotion

Sponsorship of future education

Overtime pay/compensation

Performance-related bonusSchool of Science

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 summarised 360 degree view of what influences employer attractiveness.

Students’ overall top 10 preferences




People & Culture

Job Characteristics


Variety of assignments1. Variety of assignments

A creative and dynamic work environment2. A creative and dynamic work environment

Challenging work3. Challenging work

A friendly work environment4. A friendly work environment

Flexible working conditions5. Flexible working conditions

Good reference for future career6. Good reference for future career

Competitive base salary7. Competitive base salary

Respect for its people8. Respect for its people

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

Enabling me to integrate personal interests in my schedule10. Enabling me to integrate personal interests in my schedule

Variety of assignments1. Variety of assignments

A friendly work environment2. A friendly work environment

Respect for its people3. Respect for its people

Secure employment4. Secure employment

Competitive base salary5. Competitive base salary

Leaders who will support my development6. Leaders who will support my development

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

Good reference for future career8. Good reference for future career

Flexible working conditions9. Flexible working conditions

Professional training and development10. Professional training and development

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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, 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.

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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


School of Science

All universities

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Table of contents


EMPLOYER EVALUATION




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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.


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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/ 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 (55 - 100 employers within each

main field of study)

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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

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School of Science | Engineering/Natural Sciences/IT

• 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

KONE 1 72,41% Fazer 16 42,24%

Vaisala 2 60,34% Fiskars 16 42,24%

Fortum 3 58,62% Finnair 18 40,52%

McKinsey & Company 4 56,90% GE Healthcare 18 40,52%

Nokia 4 56,90% Konecranes 18 40,52%

Accenture 6 56,03% VTT 21 39,66%

Microsoft 7 54,31% Capgemini 22 38,79%

Rovio Entertainment 7 54,31% UPM 22 38,79%

The Boston Consulting Group (BCG) 9 51,72% Helsingin Energia 24 37,93%

ABB 10 50,00% Siemens 24 37,93%

Neste Oil 10 50,00% Outotec 26 37,07%

Suunto 12 49,14% Sonera (Part of TeliaSonera) 26 37,07%

Wärtsilä 13 47,41% Tieto 28 36,21%

Orion 14 45,69% 3M 29 33,62%

Metso 15 43,97% Stora Enso 29 33,62%

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Ideal Employer Ranking | Top 20



KONE 1 35,65% VTT 11 14,78%

McKinsey & Company 2 26,96% ABB 12 10,43%

Fortum 3 26,09% Capgemini 12 10,43%

Rovio Entertainment 4 21,74% GE Healthcare 12 10,43%

The Boston Consulting Group (BCG) 5 20,00% Suunto 12 10,43%

Vaisala 6 19,13% Fazer 16 8,70%

Accenture 7 17,39% Fiskars 17 7,83%

Neste Oil 7 17,39% Orion 17 7,83%

Microsoft 9 16,52% Tieto 17 7,83%

Nokia 10 15,65% Tekes 20 6,96%

43


• 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?

Potential Applicant Ranking | Top 10


Employer Rank Percent

Fortum 1 10,99%

KONE 1 10,99%

McKinsey & Company 3 7,69%

Vaisala 3 7,69%

Neste Oil 5 7,14%

The Boston Consulting Group (BCG) 6 6,04%

ABB 7 4,95%

Rovio Entertainment 8 4,40%

Accenture 9 3,85%

Orion 10 2,75%

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School of Science | IT

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

Considered Employer Ranking | Top 30



Futurice 1 80,60% Tieto 16 38,81%

Google 2 79,10% Nokia Solutions and Networks (NSN) 17 37,31%

Reaktor Innovations 3 76,12% Digia 18 34,33%

Supercell 4 70,15% Suunto 18 34,33%

Rovio Entertainment 5 68,66% Digital Chocolate 20 32,84%

Accenture 6 64,18% Fujitsu 20 32,84%

IBM 7 56,72% Nordea 20 32,84%

Solita 7 56,72% Siili Solutions 23 29,85%

F-Secure 9 47,76% Sonera (Part of TeliaSonera) 23 29,85%

Microsoft 9 47,76% Ericsson 25 28,36%

Elisa 11 44,78% DNA 26 26,87%

Capgemini 12 43,28% KONE 26 26,87%

YLE 12 43,28% Oracle 26 26,87%

Nokia 14 41,79% CSC - Tieteen Tietotekniikan Keskus 29 25,37%

Remedy Entertainment 15 40,30% VTT 29 25,37%

45



Ideal Employer Ranking | Top 20



Reaktor Innovations 1 55,22% Microsoft 10 14,93%

Futurice 2 46,27% YLE 12 13,43%

Google 3 41,79% Suunto 13 11,94%

Supercell 4 38,81% F-Secure 14 8,96%

Rovio Entertainment 5 26,87% Houston Inc. 15 7,46%

IBM 6 19,40% Oracle 15 7,46%

Solita 7 17,91% Tieto 15 7,46%

Capgemini 8 16,42% Digital Chocolate 18 5,97%

Remedy Entertainment 8 16,42% Nokia 18 5,97%

Accenture 10 14,93% Digia 20 4,48%

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• 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?

Potential Applicant Ranking | Top 10


Employer Rank Percent

Reaktor Innovations 1 12,61%

Futurice 2 11,76%

IBM 3 9,24%

Capgemini 4 7,56%

Rovio Entertainment 5 6,72%

Microsoft 6 5,88%

Accenture 7 5,04%

Google 7 5,04%

Supercell 7 5,04%

Nokia 10 3,36%

47

• 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.

School of Science

All universities


Employer Reputation & Image | Associations with Ideal Employers

48


Job Characteristics | Associations with Ideal Employers


School of Science

All universities


49



People & Culture | Associations with Ideal Employers


School of Science

All universities

50



Remuneration & Advancement Opportunities | Associations with Ideal Employers


School of Science

All universities

51

• 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


School of Science

All universities

52

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 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

53

• Through which channels have you learnt about these employers?

Students most used communication channels


62%

32%

28%

27%

26%

24%

21%

19%

19%

18%

18%

17%

16%

12%

11%

58%

12%

29%

24%

30%

21%

34%

21%

24%

19%

9%

22%

13%

15%

5%

Employer websites

Employer-sponsored events

Career magazines for students

Social networks/communities

Career fairs

Professional networks/communities

Job boards

Recruitment brochures

Career guidance websites

Career guides/books

Informational interviews

Employer presentations on campus

Lectures/case studies as part of curriculum

University press & student organisation publications

Skills sessions organised by employersSchool of Science

All universities

54

Table of contents


EMPLOYER EVALUATION




55

University Brand Perception

This chapter evaluates your university brand, as perceived by your current students and by students at other universities in Finland, who would choose School of Science 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 Finland 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.


56

• 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 School of Science.

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


30%

30%

30%

28%

22%

20%

19%

18%

32%

24%

15%

17%

13%

12%

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

University's website

Friends

University rankings

Printed promotional material, including catalogues and brochures

Parents

Students of the university School of Science

All universities

57

• 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 School of Science.

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


14%

12%

7%

5%

4%

19%

14%

12%

2%

6%

9%

2%

37%

Teachers or career guidance counselors at the school I wasattending

Media coverage, including articles in newspapers and magazines

Alumni of the university

Advertising in social media or online

Information event at the school I was attending

Advertising in print media

Other School of Science

All universities

58

• How satisfied are you with your current educational institution?

How satisfied are your students with School of Science?

is the average score among your

students

is the average score for all universities


7,8 7,6

School of Science All universitiesExtremely satisfied

Not at all satisfied

8%

22%

33%

18%

8%

4%2%2%

1%1%

9%

32%

26%

17%

7%

2%2%4%

1%

10987654321

59


• 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 School of Science?


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

74%

21%

5%

56%34%

10%

60

• Which other college or university would you consider instead?

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


74%

19%

7%

56%

39%

5%

Current college or university

Another University

Foreign University

School of Science

All universities

61

• 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


26%would choose another university. The most

preferred are presented in the table.

74%of your students would

choose School of Science if they made the choice

again.

School of Science

University Rank Percent

University of Helsinki 1 48%

Foreign college or university 2 28%

Tampere University of Technology 3 7%

Arcada University of Applied Sciences 4 3%

Hanken - School of Economics, Helsinki 4 3%

62

• 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


44%would choose another university. The most

preferred are presented in the table.

56%of the students would choose their current

university if they made the choice again.

All universities

University Rank Percent

Aalto University 1 31%

University of Helsinki 2 15%

Tampere University of Technology 3 12%

Foreign college or university 4 11%

University of Tampere 5 6%

Lappeenranta University of Technology 6 2%

University of Oulu 6 2%

University of Eastern Finland 8 2%

University of Turku 9 2%

TAMK - Tampere University of Applied Sciences 10 2%

63

• 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.

67%

62%

60%

58%

51%

47%

41%

41%

38%

35%

University of Helsinki

Tampere University of Technology

Aalto University

University of Tampere

Lappeenranta University of Technology

University of Turku

University of Oulu

University of Jyväskylä

University of Eastern Finland

University of Vaasa

64

• 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 School of Science


students from other universities would prefer

to study at School of Science if they could

begin their studies again.

-31%

28%

17%

8%

6%

3%

3%

2%

1%

Lappeenranta University of Technology

Tampere University of Technology

University of Helsinki

University of Oulu

University of Jyväskylä

University of Turku

University of Vaasa

University of Tampere

Åbo Akademi University

65

• 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


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


66

• 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.

Relative importance of each driver

University/College Reputation & Image

University/College Culture & Student Life

Educational Offering

Employability & Advancement Opportunities



21%31%

22%

28%

19% 32%

20%30%

67

Most attractive attributes


1. Highly-ranked within its field2. Prestige3. Successful alumni


1. Highly-ranked within its field2. Prestige3. State-of-the-art facilities


1. Attractive/exciting programs and fields of study2. Quality and variety of courses3. Exceptional professors/lecturers

EDUCATIONAL OFFERING

1. Attractive/exciting programs and fields of study2. Quality and variety of courses3. Exceptional professors/lecturers


1. Friendly and open environment2. Attractive geographic location3. Social and recreational activities


1. Friendly and open environment2. Attractive geographic location3. Social and recreational activities


1. Good reference for future career and/or education2. Teaches transferable and practical skills employers are looking for3. Target school for employers in my field


1. High employment among graduates2. Teaches transferable and practical skills employers are looking for3. Good reference for future career and/or education


School of Science All universities

68

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


69

YOUR STUDENTS

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

University/College Reputation & Image | Attractiveness vs. Associations


70

YOUR STUDENTS


Educational Offering | Attractiveness vs. Associations


71

YOUR STUDENTS


University/College Culture & Student Life | Attractiveness vs. Associations


72

YOUR STUDENTS


Employability & Advancement Opportunities | Attractiveness vs. Associations


73

ALL STUDENTS


University/College Reputation & Image | Attractiveness vs. Associations


74


Educational Offering | Attractiveness vs. Associations


ALL STUDENTS

75


University/College Culture & Student Life | Attractiveness vs. Associations


ALL STUDENTS

76


Employability & Advancement Opportunities | Attractiveness vs. Associations


ALL STUDENTS

77

External vs. Internal associations with School of Science

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

associate with you to a large extent.

RISK

Attributes that attracted students associate with you to a large 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 (%)


78

• 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.

University/College Reputation & Image | External vs. Internal associations


79


Educational Offering | External vs. Internal associations


80


University/College Culture & Student Life | External vs. Internal associations


81


Employability & Advancement Opportunities | External vs. Internal associations


82

School of Science | Internal Identity vs. External Image


1. Highly-ranked within its field2. Prestige3. Successful alumni


1. Prestige2. Internationally acclaimed3. Highly-ranked within its field


1. Attractive/exciting programs and fields of study2. Challenging curriculum3. Study abroad program


1. Attractive/exciting programs and fields of study2. Quality and variety of courses3. Challenging curriculum


1. Secure campus environment2. Social and recreational activities3. Heritage and tradition


1. International student body2. Creative and dynamic atmosphere3. Attractive geographic location


1. Good reference for future career and/or education2. Target school for employers in my field3. High employment among graduates


1. Good reference for future career and/or education2. Launching pad for international career3. Strong ties with industry


INTERNAL IDENTITY EXTERNAL IMAGE

Below you find the most frequent associations within each driver that your students and the attracted students associate with School of Science.

83

• 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 School of Science


YOUR STUDENTS

84

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

that if they were to begin their studies again, they would choose your university.

Top of mind associations with School of Science


ATTRACTED STUDENTS

85

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

Would your students recommend School of Science to a friend or family member?


students



8,5 8,2

Extremely likely

Not at allSchool of Science All universities

29%

22%22%

11%

6%4%

2%2%1%1%

37%

26%

12%11%

8%

5%

1%1%

10987654321

86

• 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 School of Science


87

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

Rating of career services


students



6,5 6,4

Poor ExcellentSchool of Science All universities

2%

7%

22%24%

18%

14%

6%

3%2%2%

12%

24%24%

14%13%

3%4%4%

1%

10987654321

88

Table of contents


EMPLOYER EVALUATION




89

• Which educational institution do you attend?

Educational institutions (1/1)


University Total University Total

Aalto University 24% University of Tampere 4%

Tampere University of Technology 21% University of Turku 4%

Lappeenranta University of Technology 18% University of Vaasa 3%

University of Helsinki 14% University of Eastern Finland 1%

University of Oulu 6% Åbo Akademi University 1%

University of Jyväskylä 4%

90

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

Areas of study


ENGINEERING (1/2)

Area of studySchool of Science

All universities

Industrial Engineering 71% 22%Technomathematics and Technical Physics 13% 1%Information Technology 6% 6%Mathematics 4% 1%Bioinformation Technology 2% 3%Data Processing 2% 1%Electrical Engineering 1% 14%Energy and HVAC Technology 1% 8%Material Technology 1% 5%Mechanical Engineering 1% 13%Physics 1% 1%Architecture 0% 2%Automation and Systems Technology 0% 5%Biology 0% 0%

91


Areas of study


ENGINEERING (2/2)


All universities

Bioproduct Technology 0% 1%Biotechnology 0% 4%Chemical Technology 0% 7%Chemistry 0% 2%Civil and Environmental Engineering 0% 7%Communications Engineering 0% 2%Food Science 0% 2%Forest Science 0% 0%Geology 0% 0%Geomatics 0% 1%Real Estate Economics 0% 1%Statistics 0% 0%Structural Engineering and Building Technology 0% 7%Other Engineering 9% 7%

92


Areas of study


IT (1/1)


All universities

Information Networks 59% 12%Software Engineering 17% 27%Computer Science 9% 37%Information Systems 5% 13%Communications Software 3% 2%Computer Engineering 3% 5%Communications Engineering 2% 8%Informatics 2% 2%Other IT 17% 15%

93


Areas of study


NATURAL SCIENCES (1/2)


All universities

Technomathematics and Technical Physics 50% 2%Physics 36% 11%Information Technology 14% 1%Mathematics 14% 14%Bioinformation Technology 7% 2%Biotechnology 7% 6%Data Processing 7% 7%Material Technology 7% 1%Statistics 7% 4%Agronomy 0% 2%Architecture 0% 0%Biology 0% 15%

94


Areas of study


NATURAL SCIENCES (2/2)


All universities

Bioproduct Technology 0% 1%Chemical Technology 0% 2%Chemistry 0% 12%Civil and Environmental Engineering 0% 1%Electrical Engineering 0% 1%Energy and HVAC Technology 0% 1%Food Science 0% 1%Forest Science 0% 5%Geography 0% 9%Geology 0% 3%Geomatics 0% 0%Real Estate Economics 0% 0%Other Natural Sciences 0% 18%

95

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 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

96

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

97

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