Universum Student Survey 2008

University Report Universum Student Survey 2008 - Danish Edition Business - University Report Universum Student Survey 2008 1 Copyright Universum 2008 Copyright Universum 2008 1

Product portfolio Research EVP Communication Plan Communication Material Action Universum s employer branding model National Student Surveys 5 continents 31 countries 800 educational institutions 250,000 respondents National Professional Surveys 10 countries 80,000 respondents Brand Image Redefinition Communication plan creation Communication material creation Employer value proposition alignment Global adaptation of employer brand IPI Analysis Custom Research Case studies External brand image perception study Focus groups Online and in person Intercept interviews On campus recruitment material testing Print *Unique for every country Web *Unique for every country 2

Universum in the world 3

Agenda 1 2 3 4 5 Survey facts & The Participating students University experience The Students career & Communication channel preferences The Students employer preferences Employer rankings 4

University Report 1 Survey facts & The Participating students Universum Student Survey 2008 5 Copyright Universum 2008 Copyright Universum 2008 5

Survey facts & The Participating students 1 Content: What does the state of the market look like? How has the survey been carried out? What characterises your students regarding: - Age - Gender - Nationality & Ethnic background - Academic performance - Areas of study - Personality characteristics Think about: What differentiates your students from the other students in the country? What does your ideal student profile look like? Do your current students have that profile? 6

State of the market 1 Denmark has witnessed positive growth for several years. The GDP-growth has experienced stable development with an average of 2,7 per cent the last four years. Accordingly to Danmarks Statistik, there are 286.000 registered university students in Denmark. The number of students enrolled to study business and law, engineering, manufacturing and construction and health/ welfare has increased in the same pace or faster than the student population in general, while the amount of students who are enrolled to study science and humanities/arts has not witnessed the same positive development. During 2008/2009 this economic growth is predicted to diminish, also the demand for labour. The competition for academic talents is predicted to be strong though. Since 2000 the Internet penetration has increased with 93 per cent. This has changed the ways employers communicate with potential employers. The proportion of recruitment ads placed on the Internet has increased rapidly in comparison to ads in printed magazines or newspapers. The number of exhibitors at the countries career fairs has increased, which has lead to stronger competition in this forum and aggravated visibility. According to the Universum Student Survey 2008, marketing/advertising, management consulting and commercial banking are the most attractive industries for business students. The business students values an employer who has leaders who will support their development, offers challenging work, has inspiring top management and offers a good reference for future career. 7

Methodology 1 Target groups: Business/Commerce: 1996 respondents Engieering & Science: 2721 respondents IT: 584 respondents Humanities/Liberal Arts/Law: 1206 respondents Field period: January to April 2008 No. of educational institutions: 21 The Questionnaire: Created by 20 years of experience, extensive research within HR, focus groups and communication with both our clients and students A new framework has been developed The Drivers of Employer Attractiveness 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 students, educational institutions and students write-ins from last year s survey. The Data collection: Approximately 95% conducted via an online survey, additional paper surveys collected at some key campuses. The on-line link has been distributed mainly via university contacts (career centers and the educational institutions), the Universum Panel and different local partners. Weighting: In our data collection we set targets by main field of study and educational institution. But in order to provide our clients with even more reliable data on each market and to get the distribution as close as possible to the reality, we weight the respondents based on how the total population is distributed. Target students: University students from all educational years within each target group. 8

The Participating students 1 Group 1: Number of respondents: 480 Base of the group: Handelshøjskolen i Aarhus Group 2: Number of respondents: 1996 Base of the group: Total (Business) 9

The Targeted students - Handelshøjskolen i Aarhus 1 Number of Handelshøjskolen i Aarhus students: 480 Gender: 55% women and 45% men Age: Average age: 24,2 years Preferred industries: Marketing/advertising Management consulting Investment banking Perceived grade: Average grade: 6,7 (of 10) Career goals: To have work/life balance To be competitively or intellectually challenged To be a leader or manager of people Preferred departments: PR and communication Marketing Finance 10

The Targeted students - Total (Business) 1 Number of Total (Business) respondents: 1996 Gender: 48% women and 52% men Age: Average age: 23,8 years Preferred industries: Marketing/advertising Management consulting Commercial banking Perceived grade: Average grade: 6,9(of 10) Career goals: To be competitively or intellectually challenged To have work/life balance To be a leader or manager of people Preferred departments: Marketing Finance PR and communication 11

Age 1 Less than 20 1% 4% 20-21 15% 22% 22-23 25% 27% 24-25 25% 33% 26-27 13% 18% 28-29 4% 5% 30 or above 4% 5% Handelshøjskolen i Aarhus Total (Business) What is your year of birth? THINK ABOUT: What differences are there? What characterises your students? 12

Gender 1 Handelshøjskolen i Aarhus 55% 45% Total (Business) 48% 52% Female Male What is your gender? THINK ABOUT: What differences are there? What characterises your students? Do you have certain strategies helping you to attract men or women? 13

Nationality 1 Handelshøjskolen i Aarhus 95% 5% Total (Business) 92% 8% Danish Other What is your nationality? THINK ABOUT: Does these results match your expectations? 14

Academic performance 1 1 0% 2 3 0% 1% 1% 4 4% 2% 5 6 16% 16% 17% 20% 7 26% 26% 8 24% 24% 9 8% 10% 10 2% 3% Handelshøjskolen i Aarhus Total (Business) Please grade your academic results on a scale from 1 to 10, where 10 represents "excellent results", 5 stands for "Average" PLEASE NOTE: A High Achiever is categorised as an individual with 8, 9 or 10, when grading their academic performance. THINK ABOUT: How does your students grade their academic results compared to the other students in the country? Do they perceive themselves as better? 15

Areas of study - Business 1 Area of study Handelshøj skolen i Aarhus Total (Business) Business Administration 43% 38% Marketing 33% 27% Management 26% 24% Language and Cultures 24% 21% Finance 21% 19% International Business 18% 19% Human Resources Management 13% 9% Business law 11% 9% Accounting/Auditing/Taxation 9% 6% Logistics 7% 5% Information Management and IT 7% 5% Sales 5% 4% Entrepreneurship 2% 3% Leisure Economy 1% 1% Tourism 0% 1% Economics 0% 4% Other Business 0% 0% Public Administration 0% 4% What is your major(s)/main area(s) of study? 16

Educational institutions (1/1) 1 Educational institution Total (Business) Educational institution Total (Business) Copenhagen Business School 50,43% Københavns Universitet 6,10% Handelshøjskolen i Aarhus (part of AU) 19,15% Aarhus Universitet 3,89% Syddansk Universitet 10,51% Aalborg Universitet 3,46% Which educational institution do you attend? PLEASE NOTE: The table is sorted by the distribution in the total population. Only educational institutions with 30 respondents or more are included in the results. 17

Personality characteristics (1/2) 1 Goal Achievers High score Highly driven by goal achievement Thrive in competitive situations Will assume additional responsibilities if they can be promoted as a result Low score Prefers straightforward and well-defined tasks Are not motivated by competition or stretch assignments Reluctant to initiate new projects or be innovators in the group Relationship Builders Enjoys working with others Motivated by team-building activities, and work-related social events Offers support readily and networks easily Prefers minimal interpersonal interaction with others at work Generally excluded from informal networks Influencers Highly motivated by opportunities to take control, influence decisions, and direct the work of other people Tends to assume leadership roles very naturally Prefers not to take leadership roles when working in a group Are not motivated by indicators of power or authority (e.g., lofty job titles) Independent Performers Motivated by work which offers freedom and autonomy Rules or directives from supervisors can be de-motivating for these individuals Are comfortable in work settings where they can rely on the opinions and input from colleagues and supervisors May find independent work too isolating 18

Personality characteristics (2/2) 1 22,0 21,8 21,0 21,0 19,8 20,3 16,8 17,6 Goal Achievers Relationship Builders Influencers Independent Performers Handelshøjskolen i Aarhus Total (Business) Please indicate how frequently you engage in the following behaviors (Never, Almost never, Seldom, Sometimes, Usually, Almost always and Always) PLEASE NOTE: Each category above consists of five different behaviors that have been categorised into the four factors. The maximum points within each category are 35. THINK ABOUT: What types of students do you ideally want to attract to the university? What differentiates your students from the other students in the country? 19

University Report 2 University experience Universum Student Survey 2008 20 Copyright Universum 2008 Copyright Universum 2008 20

University experience 2 Content: How satisfied are your students? What are their opinions on the Career Advisory Service? How happy are they with the for example Teachers/lecturers/tutors & Choice of courses? How happy are they overall with the university? Think about: How satisfied are your students? What areas of improvements are there? What shall you focus on in the future? What differentiates your students from the other students in the country? What can you learn from other universities? 21

Satisfaction - Career Advisory Service services 2 I have attended careers fairs and/or employer presentations on campus organised by the Careers Service. Information about career opportunities is easily accessible on the Careers Service website and within the Career Service information centre. It is easy to find out about the range of services available at the Careers Service. I have used the university Careers Service to find parttime jobs, work experience and/or explore opportunities after graduation. The Careers Service helped me to improve my CV/application forms, and covering letters. Handelshøj skolen i Aarhus Total (Business) 61% 62% 53% 39% 36% 31% 23% 30% 19% 20% The table is sorted by the number of students who have answered Yes, agree How do you perceive the following services offered by your Careers Advisory Service? Scale from Yes, agree to No, disagree THINK ABOUT: What does the Career Advisory Service offer today? What differentiates your students from the other students in the country? What potential areas can the Career Service Advisory Service focus on in the future? 22

Satisfaction - Teachers/lecturers/tutors & Choice of courses 2 Very dissatisfied 1% 3% Very dissatisfied 1% 3% Dissatisfied 12% 12% Dissatisfied 13% 16% Neutral 26% 31% Neutral 25% 29% Satisfied 47% 57% Satisfied 47% 53% Very satisfied 3% 5% Handelshøjskolen i Aarhus Total (Business) Very satisfied 6% 8% Handelshøjskolen i Aarhus Total (Business) The teachers/lecturers/tutors & The choice of courses (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) THINK ABOUT: How satisfied are your students in general? What differentiates your students from the other students in the country? Which areas of improvement are there? 23

Satisfaction - Reputation of the university & Environment of the university 2 Very dissatisfied 0% 3% Very dissatisfied 4% 3% Dissatisfied 3% 7% Dissatisfied 13% 13% Neutral 12% 20% Neutral 21% 23% Satisfied 47% 56% Satisfied 45% 46% Very satisfied 27% 23% Handelshøjskolen i Aarhus Total (Business) Very satisfied 18% 15% Handelshøjskolen i Aarhus Total (Business) The reputation of the university & The environment of the university (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) THINK ABOUT: How satisfied are your students in general? What differentiates your students from the other students in the country? Which areas of improvement are there? 24

Satisfaction - Student life & University contacts with the business community 2 Very dissatisfied 1% 3% Very dissatisfied 1% 4% Dissatisfied 4% 11% Dissatisfied 6% 10% Neutral 18% 28% Neutral 19% 22% Satisfied 42% 38% Satisfied 41% 46% Very satisfied 20% 35% Handelshøjskolen i Aarhus Total (Business) Very satisfied 27% 23% Handelshøjskolen i Aarhus Total (Business) The student life & The university's contacts with the business community (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) THINK ABOUT: How satisfied are your students in general? What differentiates your students from the other students in the country? Which areas of improvement are there? 25

Satisfaction - Quality of the education & Administration of the university 2 Very dissatisfied 1% 3% Very dissatisfied 8% 16% Dissatisfied 8% 10% Dissatisfied 18% 25% Neutral 19% 26% Neutral 33% 35% Satisfied 49% 59% Satisfied 22% 33% Very satisfied 13% 12% Handelshøjskolen i Aarhus Total (Business) Very satisfied 4% 6% Handelshøjskolen i Aarhus Total (Business) The quality of the education & The administration of the university (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) THINK ABOUT: How satisfied are your students in general? What differentiates your students from the other students in the country? Which areas of improvement are there? 26

Satisfaction - Possibility to study abroad & Access to service facilities 2 Very dissatisfied 1% 2% Very dissatisfied 1% 2% Dissatisfied 5% 5% Dissatisfied 5% 8% Neutral 24% 26% Neutral 55% 52% Satisfied 44% 41% Satisfied 32% 36% Very satisfied 26% 26% Handelshøjskolen i Aarhus Total (Business) Very satisfied 3% 6% Handelshøjskolen i Aarhus Total (Business) The possibility to study abroad & The access to service facilities (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) THINK ABOUT: How satisfied are your students in general? What differentiates your students from the other students in the country? Which areas of improvement are there? 27

Satisfaction - Access to boarding/apartments 2 Very dissatisfied 4% 8% Dissatisfied 16% 15% Neutral 61% 60% Satisfied 17% 13% Very satisfied 3% 4% Handelshøjskolen i Aarhus Total (Business) The possibility to study abroad & The access to service facilities (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) THINK ABOUT: How satisfied are your students in general? What differentiates your students from the other students in the country? Which areas of improvement are there? 28

Overall satisfaction 2 Very satisfied 14% 14% Satisfied 62% 60% Neutral 17% 19% Dissatisfied 6% 6% Very dissatisfied 1% 1% Handelshøjskolen i Aarhus Total (Business) Handelshøj skolen i Aarhus Total (Business) How satisfied are you overall with your university? 2,2 2,2 How satisfied are you overall with your university? (Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) THINK ABOUT: How satisfied are your students with the university? What differentiates your students from the other students in the country? Why do you think they are more or less pleased? 29

University Report 3 Klicka här för att ändra format på bakgrundstexten Nivå två The Students career & Communication channel preferences Nivå tre Nivå fyra Nivå fem Universum Student Survey 2008 30 Copyright Universum 2008 Copyright Universum 2008 30

The Students career & Communication channel preferences 3 Topics in this chapter: Preferred industries Preferred departments Career goals Preferred communication channels Actual communication channels Think about: What industries are most attractive? Which departments are regarded as most attractive? Are employers likely to be facing challenges recruiting to certain departments? What are the students career goals? Can the employers provide them with the opportunity to achieve these goals? Is this communicated to the students? Are the employers providing the students with information through the channels they prefer or use? Could they be missing large student groups by failing to be present in one or more channels? Are they over communicating in channels that are not important to students? 31

Preferred industries - Handelshøjskolen i Aarhus 3 Handelshøj Industry skolen i Aarhus Marketing/advertising 32% Management consulting 20% Investment banking 11% Corporate auditing/accounting/taxation 10% Entertainment/media/public relations 10% Financial services 9% Commercial banking 8% Venture capital 8% Does not matter 8% Hotel/restaurant/tourism/hospitality 8% In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives PLEASE NOTE: We only present the ten most popular industries amongst the Handelshøjskolen i Aarhus students. THINK ABOUT: Is the industry a problem for certain employers attractiveness? What industries are most attractive? If an industry as a whole is seen as unattractive, employers could achieve good results by promoting the industry rather than their company or organisation. 32

Preferred industries - Total (Business) 3 Industry Total (Business) Marketing/advertising 27% Management consulting 20% Commercial banking 12% Investment banking 11% Financial services 9% Entertainment/media/public relations 9% Private banking 7% Hotel/restaurant/tourism/hospitality 6% Does not matter 6% Non-profit 6% In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives PLEASE NOTE: We only present the ten most popular industries amongst the Total (Business) students. THINK ABOUT: Is the industry a problem for certain employers attractiveness? What industries are most attractive? If an industry as a whole is seen as unattractive, employers could achieve good results by promoting the industry rather than their company or organisation. 33

Preferred departments 3 Department Handelshøj skolen i Aarhus Total (Business) PR and communication 32% 28% Marketing 30% 33% Finance 29% 28% Consulting department 27% 23% Human resources 19% 16% Purchasing 10% 6% Sales 9% 9% Logistics 8% 6% R&D 7% 10% Information Management 5% 6% Production 5% 5% Does not matter 4% 5% IT 3% 3% Other 1% 2% In which department would you ideally want to work when choosing your first employment? Please select a maximum of three alternatives PLEASE NOTE: The students chose up to three alternatives. Therefore, the total percentage exceeds 100 per cent. The table is sorted by how popular the departments are amongst the Handelshøjskolen i Aarhus students. 34

Career goals (1/2) 3 To have work/life balance 48% 55% To be competitively or intellectually challenged To be a leader or manager of people 42% 42% 49% 53% Quotes (career goals): "Important that what I do serves a good purpose" "Opportunities to learn something more and to further develop my capacities, challenges" "Ability to identify with company's product /service To have an international career 40% 41% Handelshøjskolen i Aarhus Total (Business) Below is a list of nine possible career goals. Which are most important to you? PLEASE NOTE: The students chose up to three alternatives. Therefore, the total percentage exceeds 100 per cent. The table is sorted by how popular each career goal is amongst the Handelshøjskolen i Aarhus students. THINK ABOUT: Can the employers communicate the most attractive career goals given what you can offer? 35

Career goals (2/2) 3 To be dedicated to a cause or to feel that I am serving a greater good 36% 36% To be secure or stable in my job To be autonomous or independent 28% 25% 20% 23% Quotes (career goals): "Important that what I do serves a good purpose" "Opportunities to learn something more and to further develop my capacities, challenges" To be entrepreneurial or creative/innovative 18% 24% "Ability to identify with company's product /service To be a technical or functional expert 8% 11% Handelshøjskolen i Aarhus Total (Business) Below is a list of nine possible career goals. Which are most important to you? PLEASE NOTE: The students chose up to three alternatives. Therefore, the total percentage exceeds 100 per cent. The table is sorted by how popular each career goal is amongst the Handelshøjskolen i Aarhus students. THINK ABOUT: Can the employers communicate the most attractive career goals given what you can offer? 36

Preferred communication channels - Handelshøjskolen i Aarhus Company Websites 46% 3 Acquaintances employed by the company 23% Career Fairs 23% Company Presentations on Campus 21% Internship/co-op programs/work placement 20% Career Websites/Internet Job Boards 18% Fellow Students 18% Testimonials from Employees 14% Advertisement on the Internet 11% Friends and Family 11% How would you prefer to gather information about potential employers? Please select a maximum of three alternatives PLEASE NOTE: The graph shows the ten most preferred channels amongst the Handelshøjskolen i Aarhus students. THINK ABOUT: Which communication channels have the employers used in their communication with the target group? Is there a mismatch between the channels they have used and the preferred ones? 37

Preferred communication channels - Total (Business) 3 Company Websites 33% Career Fairs 25% Fellow Students 21% Acquaintances employed by the company 19% Company Presentations on Campus 15% Friends and Family 15% Career Websites/Internet Job Boards 13% Internship/co-op programs/work placement 12% Advertisement on the Internet 11% Articles in newspapers and magazines 11% How would you prefer to gather information about potential employers? Please select a maximum of three alternatives PLEASE NOTE: The graph shows the ten most preferred channels amongst the Total (Business) population. THINK ABOUT: Which communication channels have the employers used in their communication with the target group? Is there a mismatch between the channels they have used and the preferred ones? 38

Actual communication channels - Handelshøjskolen i Aarhus 3 Articles in newspapers and magazines Company Websites 27% 28% Career Fairs Career Websites/Internet Job Boards Advertisement in print media Fellow Students 22% 22% 20% 20% Advertisement on the Internet Friends and Family 17% 18% Advertisement on TV News Channel Programming 17% 17% How have you mainly learned about these employers? PLEASE NOTE: The graph shows the ten most frequent actual channels amongst the Handelshøjskolen i Aarhus students. THINK ABOUT: Which communication channels have the employers used in their communication with the target group? 39

Actual communication channels - Total (Business) 3 Articles in newspapers and magazines 28% Company Websites 23% Fellow Students 22% Career Fairs Advertisement in print media Advertisement on the Internet Friends and Family Career Websites/Internet Job Boards News Channel Programming Acquaintances employed by the company 20% 18% 17% 17% 17% 17% 16% How have you mainly learned about these employers? PLEASE NOTE: The graph shows the ten most frequent actual channels amongst the Total (Business) population. THINK ABOUT: Which communication channels have the employers used in their communication with the target group? 40

University Report 4 Klicka här för att ändra The Students format på employer bakgrundstexten preferences Nivå två Nivå tre Nivå fyra Nivå fem Universum Student Survey 2008 41 Copyright Universum 2008 Copyright Universum 2008 41

The Students' employer preferences 4 Topics in this chapter: Importance of the Drivers of Employer Attractiveness Importance of the attributes within each driver: - Employer Reputation & Image - Job Characteristcs - People & Culture - Remuneration & Advancement Opportunities Think about: Are the components that employers are focusing on important and attractive to the students? Or are they wasting time and money communicating things that are not that important to the students? Are there other attributes that are attractive to students that employers can deliver on? Should these be included in their external communication? 42

The Drivers of Employer Attractiveness 4 43

Top findings - Importance of the Drivers of Employers Attractiveness - Handelshøjskolen i Aarhus 4 The students were asked to rate the importance of the four Drivers of Employer Attractiveness by dividing 100 points between the drivers in accordance with how important they perceive them. The ten overall most important attributes: 25% 19% 1. Challenging work (Job Characteristics) 2. Has leaders who will support my development (People & Culture) 3. Offers a friendly work environment (People & Culture) 4. Will enable me to have good work/life balance (People & Culture) 5. Offers a creative and dynamic work environment (People & Culture) 6. Professional training and development (Job Characteristics) 7. Good prospects for high future earnings (Remuneration & Advancement Opportunities) 27% 8. Good reference for future career (Remuneration & Advancement Opportunities) 29% 9. Flexible working conditions (Job Characteristics) 10. A variety of assignments (Job Characteristics) Employer Reputation & Image Job Characteristics People & Culture Remuneration & Advancement Opportunities 44

Top findings - Importance of the Drivers of Employers Attractiveness - Total (Business) 4 The students were asked to rate the importance of the four Drivers of Employer Attractiveness by dividing 100 points between the drivers in accordance with how important they perceive them. The ten overall most important attributes: 25% 20% 1. Challenging work (Job Characteristics) 2. Has leaders who will support my development (People & Culture) 3. Offers a creative and dynamic work environment (People & Culture) 4. Offers a friendly work environment (People & Culture) 5. Professional training and development (Job Characteristics) 6. Will enable me to have good work/life balance (People & Culture) 7. Good reference for future career (Remuneration & Advancement Opportunities) 26% 8. Good prospects for high future earnings (Remuneration & Advancement Opportunities) 28% 9. Leadership opportunities (Remuneration & Advancement Opportunities) 10. Inspiring top management (Employer Reputation & Image) Employer Reputation & Image Job Characteristics People & Culture Remuneration & Advancement Opportunities 45

Drivers of Employer attractiveness 4 "Consistent culture throughout the organisation" "Management is honest and forthcoming. Employees know what is expected of them and what to expect from others." Employer Reputation & Image "Salary should fit to the qualification of the employee but also too the tasks someone is doing." "Benefits and salary should increase if the projects are successful or the profit increased over the average" Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics "Learning possibilities through external seminars" "The work I do everyday/ spend the most of my time on is challenging & in line with my career objectives." People & Culture "Trust and respect between all levels of staff" "A good knowledge and understanding of the culture of the organisation" How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 46

Drivers of Employer attractiveness - Importance of each driver - Handelshøjskolen i Aarhus 4 Employer Reputation & Image 19% 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics 27% People & Culture 29% How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 47

Drivers of Employer attractiveness - Employer Reputation & Image - Handelshøjskolen i Aarhus 4 Employer Reputation & Image 19% Top 3 attributes: Good reputation Inspiring top management Attractive/exciting products and services 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics 27% People & Culture 29% How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 48

Drivers of Employer attractiveness - Job Characteristics - Handelshøjskolen i Aarhus 4 Employer Reputation & Image 19% Top 3 attributes: Good reputation Inspiring top management Attractive/exciting products and services 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics Top 3 attributes: Challenging work Professional training and development Flexible working conditions 27% People & Culture 29% How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 49

Drivers of Employer attractiveness - People & Culture - Handelshøjskolen i Aarhus 4 Employer Reputation & Image 19% Top 3 attributes: Good reputation Inspiring top management Attractive/exciting products and services 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics Top 3 attributes: Challenging work Professional training and development Flexible working conditions 27% 29% People & Culture Top 3 attributes: Has leaders who will support my development Offers a friendly work environment Will enable me to have good work/life balance How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 50

Drivers of Employer attractiveness - Remuneration & Advancement Opportunities - Handelshøjskolen i Aarhus 4 Employer Reputation & Image 19% Top 3 attributes: Good reputation Inspiring top management Attractive/exciting products and services Top 3 attributes: Good reference for future career Good prospects for high future earnings Leadership opportunities 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics Top 3 attributes: Challenging work Professional training and development Flexible working conditions 27% 29% People & Culture Top 3 attributes: Has leaders who will support my development Offers a friendly work environment Will enable me to have good work/life balance How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 51

Drivers of Employer attractiveness - Importance of each driver - Total (Business) 4 Employer Reputation & Image 20% 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics 26% People & Culture 28% How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 52

Drivers of Employer attractiveness - Employer Reputation & Image - Total (Business) 4 Employer Reputation & Image 20% Top 3 attributes: Inspiring top management Good reputation Attractive/exciting products and services 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics 26% People & Culture 28% How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 53

Drivers of Employer attractiveness - Job Characteristics - Total (Business) 4 Employer Reputation & Image 20% Top 3 attributes: Inspiring top management Good reputation Attractive/exciting products and services 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics Top 3 attributes: Challenging work Professional training and development Flexible working conditions 26% People & Culture 28% How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 54

Drivers of Employer attractiveness - People & Culture - Total (Business) 4 Employer Reputation & Image 20% Top 3 attributes: Inspiring top management Good reputation Attractive/exciting products and services 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics Top 3 attributes: Challenging work Professional training and development Flexible working conditions 26% 28% People & Culture Top 3 attributes: Has leaders who will support my development Offers a creative and dynamic work environment Offers a friendly work environment How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 55

Drivers of Employer attractiveness - Remuneration & Advancement Opportunities - Total (Business) 4 Employer Reputation & Image 20% Top 3 attributes: Inspiring top management Good reputation Attractive/exciting products and services Top 3 attributes: Good reference for future career Leadership opportunities Good prospects for high future earnings 25% Remuneration & Advancement Opportunities Employer Attractiveness Job Characteristics Top 3 attributes: Challenging work Professional training and development Flexible working conditions 26% 28% People & Culture Top 3 attributes: Has leaders who will support my development Offers a creative and dynamic work environment Offers a friendly work environment How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should sum up to 100 56

University Report 5 Employer rankings Universum Student Survey 2008 57 Copyright Universum 2008 Copyright Universum 2008 57

Employer rankings 5 Topics in this chapter: Ideal Employer ranking Potential Applicants' ranking Considered Employer ranking High Achievers ranking (not applicable if MBA survey) Think about: How can the employers improve their position on the rankings? What actions can be taken? Do they have to improve their visibility or do they have to focus in building a stronger Employer Brand? 58

Top findings - Handelshøjskolen i Aarhus 5 Ideal Employer ranking: 1.Vestas 2.A.P. Møller - Mærsk 3.Bang & Olufsen 4.Lego 5.Carlsberg Considered Employer ranking: 1.Vestas 2.Bang & Olufsen 3.Lego 4.Carlsberg 5.Novo Nordisk High Achievers ranking: 1.Vestas 2.A.P. Møller - Mærsk 3.Bang & Olufsen 4.Novo Nordisk 5.Arla Foods Potential Applicants ranking: 1.Vestas 2.Arla Foods 3.A.P. Møller - Mærsk 4.Novo Nordisk 5.Deloitte 59

Top findings - Total (Business) 5 Ideal Employer ranking: 1.A.P. Møller - Mærsk 2.Carlsberg 3.Novo Nordisk 4.Vestas 5.Bang & Olufsen Considered Employer ranking: 1.Bang & Olufsen 2.A.P. Møller - Mærsk 3.Novo Nordisk 4.Vestas 5.Carlsberg High Achievers ranking: 1.A.P. Møller - Mærsk 2.Novo Nordisk 3.Vestas 4.McKinsey & Company 5.Bang & Olufsen Potential Applicants ranking: 1.A.P. Møller - Mærsk 2.Novo Nordisk 3.Carlsberg 4.Vestas 5.Deloitte 60

Ideal Employer ranking 2008 (1-30) - Handelshøjskolen i Aarhus 5 Employer Rank Percent Employer Rank Percent Vestas 1 27,87% Danske Bank-koncernen 16 7,42% A.P. Møller - Mærsk 2 19,33% The Boston Consulting Group 17 7,19% Bang & Olufsen 3 18,65% IBM 18 6,97% Lego 4 16,85% Rambøll 18 6,97% Carlsberg 5 15,06% KPMG 20 6,52% Arla Foods 6 13,93% DONG Energy 21 6,07% Novo Nordisk 6 13,93% McKinsey & Company 21 6,07% Grundfos 8 11,24% Novozymes 23 5,84% Jyske Bank 9 10,79% Procter & Gamble 23 5,84% L'Oréal 10 10,56% SAS (Scandinavian Airlines) 25 5,62% PricewaterhouseCoopers 11 10,11% Microsoft 26 4,94% Udenrigsministeriet 12 9,44% Quartz Strategy Consultants 26 4,94% Deloitte 13 8,76% Danisco 28 4,49% Danfoss 14 8,54% IKEA 28 4,49% Ernst & Young 15 8,09% Nokia 28 4,49% Please select five employers from the list below for which you would most like to work, your five Ideal Employers. PLEASE NOTE: The table is sorted by the number of Handelshøjskolen i Aarhus students who have picked each employer as one of their Ideal Employers. 61

Ideal Employer ranking 2008 (31-60) - Handelshøjskolen i Aarhus 5 Employer Rank Percent Employer Rank Percent Siemens 31 4,27% Nordea 45 2,25% TDC 32 4,04% Terma 45 2,25% Dansk Supermarket 33 3,82% Økonomi- og Erhvervsministeriet 45 2,25% Nestlé 33 3,82% FLSmidth 49 2,02% Velux 35 3,60% BDO ScanRevision 50 1,80% Accenture 36 3,37% Booz Allen Hamilton 50 1,80% Danmarks Nationalbank 37 3,15% Dell 50 1,80% Miljøministeriet 37 3,15% H. Lundbeck 50 1,80% ECCO 39 2,92% HP 50 1,80% Nykredit 39 2,92% Oticon 50 1,80% PA Consulting Group 39 2,92% SAS Institute 50 1,80% Dansk Industri 42 2,47% Finansministeriet 57 1,57% J.P. Morgan 42 2,47% SAP 57 1,57% Unilever 42 2,47% COWI 59 1,35% Goldman Sachs 45 2,25% Gumlink 59 1,35% Please select five employers from the list below for which you would most like to work, your five Ideal Employers. PLEASE NOTE: The table is sorted by the number of Handelshøjskolen i Aarhus students who have picked each employer as one of their Ideal Employers. 62

Ideal Employer ranking 2008 (1-30) - Total (Business) 5 Employer Rank Percent Employer Rank Percent A.P. Møller - Mærsk 1 16,84% Novozymes 16 6,21% Carlsberg 2 14,33% SAS (Scandinavian Airlines) 17 6,08% Novo Nordisk 3 14,23% PricewaterhouseCoopers 18 6,05% Vestas 4 13,85% Nokia 19 5,39% Bang & Olufsen 5 12,43% Danfoss 20 5,08% Udenrigsministeriet 6 10,69% Arla Foods 21 4,68% Lego 7 10,23% Grundfos 22 4,52% McKinsey & Company 8 8,68% PA Consulting Group 23 4,18% L'Oréal 9 8,44% Saxo Bank 24 4,04% The Boston Consulting Group 10 7,56% Nestlé 25 4,03% Danske Bank-koncernen 11 7,40% Danmarks Nationalbank 26 3,98% IBM 12 7,32% IKEA 27 3,93% Deloitte 13 7,18% Rambøll 28 3,91% Microsoft 14 7,05% Procter & Gamble 29 3,91% Ernst & Young 15 6,96% Nykredit 30 3,84% Please select five employers from the list below for which you would most like to work, your five Ideal Employers. PLEASE NOTE: The table is sorted by the number of students within the Total (Business) population who have picked each employer as one of their Ideal Employers. 63

Ideal Employer ranking 2008 (31-60) - Total (Business) 5 Employer Rank Percent Employer Rank Percent Dansk Industri 31 3,81% SAS Institute 46 2,32% KPMG 32 3,76% Siemens 47 2,31% Goldman Sachs 33 3,67% Velux 48 2,29% Økonomi- og Erhvervsministeriet 34 3,61% ECCO 49 2,25% Miljøministeriet 35 3,48% TDC 50 2,22% DONG Energy 36 3,48% Unilever 51 2,17% Jyske Bank 37 3,47% H. Lundbeck 52 2,01% J.P. Morgan 38 3,44% FLSmidth 53 2,00% Nordea 39 3,35% COWI 54 1,85% Accenture 40 3,33% Oticon 55 1,81% Finansministeriet 41 3,29% Bain & Company 56 1,81% Quartz Strategy Consultants 42 2,83% Coloplast 57 1,73% HP 43 2,44% Philips 58 1,69% Egmont 44 2,39% Dell 59 1,57% Danisco 45 2,36% KMD 60 1,56% Please select five employers from the list below for which you would most like to work, your five Ideal Employers. PLEASE NOTE: The table is sorted by the number of students within the Total (Business) population who have picked each employer as one of their Ideal Employers. 64

Potential Applicants ranking 2008 (1-30) - Handelshøjskolen i Aarhus 5 Employer Rank Percent Employer Rank Percent Vestas 1 9,14% Lego 15 2,51% Arla Foods 2 4,84% DONG Energy 17 2,33% A.P. Møller - Mærsk 3 4,66% Dansk Supermarket 18 1,97% Novo Nordisk 4 3,94% IBM 18 1,97% Deloitte 5 3,76% Novozymes 20 1,79% PricewaterhouseCoopers 6 3,58% Rambøll 20 1,79% Bang & Olufsen 7 3,41% Accenture 22 1,43% Carlsberg 7 3,41% Danfoss 22 1,43% Ernst & Young 9 3,05% Siemens 22 1,43% Jyske Bank 9 3,05% TDC 22 1,43% Danske Bank-koncernen 11 2,87% The Boston Consulting Group 26 1,25% L'Oréal 11 2,87% Danisco 27 1,08% Udenrigsministeriet 11 2,87% McKinsey & Company 27 1,08% Grundfos 14 2,69% Quartz Strategy Consultants 27 1,08% KPMG 15 2,51% SAS (Scandinavian Airlines) 27 1,08% Have you or will you apply to these employers? PLEASE NOTE: The table is sorted by the number of Handelshøjskolen i Aarhus students who have answered that they have or will apply to their Ideal Employers. 65

Potential Applicants ranking 2008 (31-60) - Handelshøjskolen i Aarhus 5 Employer Rank Percent Employer Rank Percent Procter & Gamble 31 0,90% Terma 40 0,54% Velux 31 0,90% Unilever 40 0,54% Dansk Industri 33 0,72% BDO ScanRevision 48 0,36% Dell 33 0,72% Booz Allen Hamilton 48 0,36% ECCO 33 0,72% Danish Crown 48 0,36% IKEA 33 0,72% EDB Gruppen 48 0,36% J.P. Morgan 33 0,72% H. Lundbeck 48 0,36% Microsoft 33 0,72% HP 48 0,36% Nokia 33 0,72% KMD 48 0,36% Goldman Sachs 40 0,54% Lantmännen 48 0,36% Nestlé 40 0,54% Miljøministeriet 48 0,36% Nordea 40 0,54% Oticon 48 0,36% Nykredit 40 0,54% PA Consulting Group 48 0,36% SAP 40 0,54% A.T. Kearney 59 0,18% SAS Institute 40 0,54% AarhusKarlshamn 59 0,18% Have you or will you apply to these employers? PLEASE NOTE: The table is sorted by the number of Handelshøjskolen i Aarhus students who have answered that they have or will apply to their Ideal Employers. 66

Potential Applicants ranking 2008 (1-30) - Total (Business) 5 Employer Rank Percent Employer Rank Percent A.P. Møller - Mærsk 1 5,59% Novozymes 16 2,01% Novo Nordisk 2 5,02% Arla Foods 17 1,86% Carlsberg 3 4,41% Nokia 18 1,72% Vestas 4 4,09% KPMG 19 1,63% Deloitte 5 3,47% SAS (Scandinavian Airlines) 20 1,62% Udenrigsministeriet 6 3,31% Dansk Industri 21 1,51% Danske Bank-koncernen 7 2,86% Nykredit 22 1,45% L'Oréal 8 2,75% DONG Energy 23 1,39% McKinsey & Company 9 2,57% Nordea 24 1,39% PricewaterhouseCoopers 10 2,43% Danfoss 25 1,36% Ernst & Young 11 2,37% Accenture 26 1,35% Lego 12 2,33% Finansministeriet 27 1,27% Bang & Olufsen 13 2,30% Microsoft 28 1,24% IBM 14 2,16% Saxo Bank 29 1,17% The Boston Consulting Group 15 2,15% Rambøll 30 1,07% Have you or will you apply to these employers? PLEASE NOTE: The table is sorted by the number of students within the Total (Business) population who have answered that they have or will apply to their Ideal Employers. 67

Potential Applicants ranking 2008 (31-60) - Total (Business) 5 Employer Rank Percent Employer Rank Percent Grundfos 31 1,03% Bain & Company 46 0,73% Goldman Sachs 32 1,02% Velux 47 0,72% Jyske Bank 33 1,00% Siemens 48 0,69% KMD 34 0,99% Miljøministeriet 49 0,69% Procter & Gamble 35 0,97% Danisco 50 0,68% Danmarks Nationalbank 36 0,93% Dansk Supermarket 51 0,59% A.T. Kearney 37 0,90% HP 52 0,56% J.P. Morgan 38 0,86% COWI 53 0,54% TDC 39 0,86% SAS Institute 54 0,53% Quartz Strategy Consultants 40 0,85% Egmont 55 0,45% ECCO 41 0,85% Oticon 56 0,45% Nestlé 42 0,84% H. Lundbeck 57 0,41% IKEA 43 0,82% NNIT 58 0,41% Økonomi- og Erhvervsministeriet 44 0,81% Dell 59 0,39% PA Consulting Group 45 0,79% Unilever 60 0,39% Have you or will you apply to these employers? PLEASE NOTE: The table is sorted by the number of students within the Total (Business) population who have answered that they have or will apply to their Ideal Employers. 68

Top 20 Considered Employer ranking 2008 - Handelshøjskolen i Aarhus 5 Employer Rank Percent Employer Rank Percent Vestas 1 52,67% Microsoft 11 28,22% Bang & Olufsen 2 48,44% Jyske Bank 12 27,33% Lego 3 43,78% Novozymes 13 26,89% Carlsberg 4 41,33% Danisco 14 25,78% Novo Nordisk 5 39,33% L'Oréal 14 25,78% A.P. Møller - Mærsk 6 36,44% PricewaterhouseCoopers 16 25,33% Arla Foods 7 35,56% Siemens 16 25,33% Danfoss 8 33,56% Nokia 18 24,22% Grundfos 9 33,33% DONG Energy 19 23,33% IBM 10 29,56% Deloitte 20 22,89% Please select the employers you would consider working for. PLEASE NOTE: The table is sorted by the number of Handelshøjskolen i Aarhus students who have chosen each employer as one of their Considered Employers. THINK ABOUT: There is a big difference between being a Considered Employer and an Ideal Employer amongst the students. 69

Top 20 Considered Employer ranking 2008 - Total (Business) 5 Employer Rank Percent Employer Rank Percent Bang & Olufsen 1 31,56% Udenrigsministeriet 11 20,50% A.P. Møller - Mærsk 2 31,06% SAS (Scandinavian Airlines) 12 19,54% Novo Nordisk 3 31,00% L'Oréal 13 19,52% Vestas 4 30,40% Deloitte 14 19,26% Carlsberg 5 30,00% Ernst & Young 15 18,83% Lego 6 25,52% McKinsey & Company 16 18,44% IBM 7 22,69% Danfoss 17 18,38% Microsoft 8 22,59% The Boston Consulting Group 18 17,67% Nokia 9 21,68% PricewaterhouseCoopers 19 17,67% Novozymes 10 20,63% Danske Bank-koncernen 20 17,04% Please select the employers you would consider working for. PLEASE NOTE: The table is sorted by the number of students within the Total (Business) population who have chosen each employer as one of their Considered Employers. 70

Top 20 High Achievers ranking 2008 - Handelshøjskolen i Aarhus 5 Employer Rank Percent Employer Rank Percent Vestas 1 28,86% PricewaterhouseCoopers 11 10,74% A.P. Møller - Mærsk 2 23,49% The Boston Consulting Group 11 10,74% Bang & Olufsen 3 18,12% Danisco 13 10,07% Novo Nordisk 3 18,12% Procter & Gamble 13 10,07% Arla Foods 5 14,77% Carlsberg 15 9,40% Lego 6 14,09% Deloitte 15 9,40% Jyske Bank 7 12,75% DONG Energy 15 9,40% Danfoss 8 12,08% Ernst & Young 15 9,40% Grundfos 8 12,08% Novozymes 15 9,40% L'Oréal 10 11,41% Udenrigsministeriet 20 8,72% SURVEY QUESTIONS: Please select five employers from the list below for which you would most like to work, your five Ideal Employers. Please grade your academic results on a scale from 1 to 10, where 10 represents 'excellent results', 5 stands for 'average' PLEASE NOTE: A High Achiever is categorised as an individual with 8, 9 or 10, when grading their perceived academic performance. The table is sorted by the number of High Achievers amongst the Handelshøjskolen i Aarhus students who chose each employer as one of their Ideal Employers. 71

Top 20 High Achievers ranking 2008 - Total (Business) 5 Employer Rank Percent Employer Rank Percent A.P. Møller - Mærsk 1 15,64% Novozymes 11 7,97% Novo Nordisk 2 14,89% Deloitte 12 7,67% Vestas 3 13,83% Danske Bank-koncernen 13 6,92% McKinsey & Company 4 12,18% Ernst & Young 14 6,62% Bang & Olufsen 5 11,58% IBM 15 6,32% Carlsberg 5 11,58% Microsoft 16 6,02% Udenrigsministeriet 7 11,28% Accenture 17 5,71% The Boston Consulting Group 8 10,83% PA Consulting Group 17 5,71% Lego 9 8,72% Danfoss 19 5,56% L'Oréal 10 8,27% Danmarks Nationalbank 20 5,11% SURVEY QUESTIONS: Please select five employers from the list below for which you would most like to work, your five Ideal Employers. Please grade your academic results on a scale from 1 to 10, where 10 represents 'excellent results', 5 stands for 'average' PLEASE NOTE: A High Achiever is categorised as an individual with 8, 9 or 10, when grading their perceived academic performance. The table is sorted by the number of High Achievers within the Total (Business) population who chose each employer as one of their Ideal Employers. 72