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Universum IDEAL Employer 2008 Survey: Implications for Recruiting K-State and New

Graduate Talent

Kansas State UniversityCES Employer Advisory Board Meeting, January 9, 2009

Mikael Eriksson


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Universum Operates Globally

UNIVERSUM: The Global Employer Branding Leader.

As thought leaders, we drive the industry forward, having focused exclusively on Employer Branding (EB) for 20 years. We are a trusted partner to over 500 clients worldwide including the majority of Fortune 100 companies. We help employers understand, attract future, and retain current and IDEAL™ employees. Our full-solution media portfolio - consisting of 40 employer branding publications, ads, top company videos and events - guides our audience of highly educated talent in their search to identify their IDEAL™ Employers.

North AmericaCanada

United States

AfricaSouth Africa

AsiaChina

Hong KongIndiaJapan

Singapore

AustriaBelgium

Czech RepublicDenmarkFinlandFrance

GermanyGreece

HungaryIreland

Italy

OceaniaAustralia

NetherlandsNorwayPoland

PortugalRomaniaRussia

SlovakiaSpain

SwedenSwitzerland

UK

Europe


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Agenda

Introduction & Survey Methodology

IDEAL™ Employer Rankings

The Students' Profile

The Students’ Workplace Preferences

The Students' Employer Preferences

Summary – Meet the Millennials

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The Universum IDEAL™ Employer Survey – 2008 Edition


Introduction & Survey Methodology

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Definition of Employer Branding 1

An Employer Brand is the set of associations that potential and current employees have about you as a place to work

Employer Branding is Different from Recruiting

• EB= Intangible

• Long term, companies do EB even in periods when they are not recruiting

• It is done externally and should be done even more so internally

• Aim is to keep their image constant even in times of low recruitment

• Recruiting=Tangible

• Temporary, demand-driven HR activities

• Successful recruiting depends on a solid Employer Branding base and a correct perception of the brand and what it offers

Employer Value Proposition (EVP)

A set of offerings to current and potential employees that differentiate it from Recruitment Competitors and answers the question “what is in it for me”

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Employer Branding Survey of Corporations 1

A majority of companies state that handling and/or uniting multiple employer identities (mergers, parallel local brands, etc.) is their overall aim in 2008.

What is the main focus of working with Employer Branding?

What are the main challenges for the EB success in 2008?

• 44% of organizations said they have a clear Employer Value Proposition but it can be developed

further

• 33% believe their Employer Value Proposition is clear and effective

• 19% is working on it

• Only 3% said they did not have an Employer Value Proposition

Employer Value Proposition

Lack of funds & finding the right measures to follow-up the results of our work

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Universum IDEAL™ Employer Survey – Methodology

The Questionnaire:

● Global perspective - local insight

● Comprised of closed- ended questions with an extensive list of alternatives and an ‘Other’ option

The List Of Employers:

● Composition of Universum’s knowledge of each market, evaluations of the last year’s list, extensive market analysis, complemented by information derived from discussions with clients, educational institutions, students’ “write-ins”

The Data Collection: ● About 95% conducted via an online survey, additional paper surveys collected at key campuses ● The on-line link distributed via university contacts, mainly the career center and academic departments.

School selection:● Developed through dialog with Universum’s corporate partners and feedback on which campuses they recruit from via our annual Employer Feedback Survey.

Target Students: ● University students from all educational years within each target group.


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IDEAL™ Employer Rankings

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IDEAL™ Employer Ranking – Top 30 (Undergraduate Overall)

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Employer Rank 2008Percent

2008Rank 2007 Employer Rank 2008

Percent 2008

Rank 2007

Google 1 17,05% 1 KPMG 16 5,86% 27Walt Disney 2 13,06% 2 Nike 17 5,38% 19Apple Computer 3 9,99% 3 Johnson & Johnson 18 5,14% 18Ernst & Young 4 9,24% 12 Merrill Lynch 19 4,76% 23U.S. Department of State 5 8,64% 4 Mayo Clinic 20 4,55% 14Goldman Sachs 6 7,95% 11 BMW 21 4,38% 13Deloitte 7 7,61% 17 Coca-Cola 22 4,37% 26Peace Corps 8 7,61% 5 Boeing 23 4,27% 15NASA 9 7,37% - Sony 24 4,07% 16PricewaterhouseCoopers 10 7,36% 7 Morgan Stanley 25 4,05% 28Teach for America 11 7,04% 10 Procter & Gamble 26 4,03% 21

Central Intelligence Agency 12 6,82% 6 Lockheed Martin Corporation 27 3,92% 20

Microsoft 13 6,26% 8 General Electric 28 3,83% 25Federal Bureau of Investigation

14 6,23% 9 Bank of America 29 3,44% 29

JPMorgan 15 6,08% - National Security Agency 30 3,27% 32


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IDEAL™ Employer Ranking – Top 30 (Kansas State University Overall)

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Employer Rank 2008Percent

2008Rank 2007 Employer Rank 2008

Percent 2008

Rank 2007

Walt Disney 1 12,37% 1 Johnson & Johnson 15 5,67% 25NASA 2 9,79% - Anheuser-Busch 17 5,15% 9

Apple Computer 3 8,76% 2 Lockheed Martin Corporation 17 5,15% 15

Cargill 3 8,76% - Mayo Clinic 17 5,15% 3Google 3 8,76% 9 Bank of America 20 4,64% 15Peace Corps 3 8,76% 4 Pfizer 20 4,64% 9Microsoft 7 8,25% 20 Boeing 22 4,12% 9U.S. Department of State 7 8,25% 15 Coca-Cola 22 4,12% 35Teach for America 9 7,73% 6 ConocoPhillips 22 4,12% 9

Central Intelligence Agency 10 7,22% 9 Marriott 22 4,12% 45

Federal Bureau of Investigation

10 7,22% 25 Procter & Gamble 22 4,12% 4

ConAgra Foods 12 6,70% - Target 22 4,12% 15Nike 12 6,70% 15 Toyota 22 4,12% 25Federal Reserve Bank 14 6,19% - Amazon.com 29 3,61% 57General Electric 15 5,67% 45 Coach 29 3,61% -


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Top Findings – Employer Rankings (Kansas State University Overall)

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IDEAL™ Employer Ranking:IDEAL™ Employer Ranking:

1. Walt Disney2. NASA3. Apple Computer

Considered Employer Ranking:Considered Employer Ranking:

1. Walt Disney2. Google3. NASA

First Choice Ranking:First Choice Ranking:

1. Teach for America2. Walt Disney3. Apple Computer

Potential Applicants’ Ranking:Potential Applicants’ Ranking:

1. Cargill2. Apple Computer3. Lockheed Martin Corporation


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The Students' Profile

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Preferred Industries

Preferred Industries (Kansas State University Overall):

Preferred Industries (Undergraduate Overall):

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Preferred Industries (Undergraduate Diversity):

In which industry would you ideally want to work when choosing your first employment after graduation?

Industry Percent

Education/teaching 19%Healthcare 14%Government/public service 13%Other 12%Marketing/advertising 11%Agricultural 10%Non-profit/Not for Profit 9%Academic research 9%Engineering consulting 8%Engineering/manufacturing 7%

Industry Percent

Government/public service 16%Healthcare 14%Accounting (public) 12%Education/teaching 11%Marketing/advertising 11%Accounting/auditing/taxation (corporate) 10%Other 10%Financial services 10%Non-profit/Not for Profit 9%Academic research 8%

Industry Percent

Healthcare 16%Government/public service 15%Financial services 13%Marketing/advertising 10%Accounting (public) 10%Accounting/auditing/taxation (corporate) 9%Education/teaching 9%Non-profit/Not for Profit 9%Investment banking 8%Other 8%


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Career Goals 3

Top 5 – Career Goals Top 5 – Career Goals (Kansas State University Overall)(Kansas State University Overall)::

1. To have work/life balance (71%)2. To be dedicated to a cause or to feel that I am serving a greater good (55%)

3. To be secure or stable in my job (47%)4. To be competitively or intellectually challenged (36%)5. To be a leader or manager of people (29%)

Top 5 – Career Goals (Undergraduate Overall):

1. To have work/life balance (64%)2. To be secure or stable in my job (45%)3. To be dedicated to a cause or to feel that I am serving a greater good (45%)

4. To be competitively or intellectually challenged (39%)5. To be a leader or manager of people (33%)

Below is a list of 9 possible career goals. Which are most important to you?


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Influence Career

Top 5 – Influences on the Students’ Career Top 5 – Influences on the Students’ Career Decisions (Kansas State University Overall)Decisions (Kansas State University Overall)::

1.Family (parents, children) (38%)

2.Spouse/partner (29%)

3.Other (8%)

4.Friends (8%)

5.Professor (former or current) (7%)

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Top 5 – Influences on the Students’ Career Decisions (Undergraduate Overall):

1.Family (parents, children) (45%)

2.Other (11%)

3.Spouse/partner (11%)

4.Friends (7%)


Top 5 – Influences on the Students’ Career Decisions (Undergraduate Diversity):

1. Family (parents, children) (44%)

2.Other (12%)

3.Friends (8%)


5.Colleagues (7%)

Who most influences you career decisions?


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Salary Expectations

What base salary do you expect at your first job after graduation and five years after graduation? (Annual salary in USD)

Kansas State University Kansas State University

Overall:Overall:

$43 447 (First year)

$59 041 (Five years)

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Undergraduate Overall:



Undergraduate Diversity:




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Compensation

In your final decision to accept or reject an offer, please indicate which of the following compensation elements you value most?

The Most Popular Compensations The Most Popular Compensations (Kansas (Kansas State University Overall):State University Overall):

1.Health insurance (58%)

2.Annual base salary (49%)

3.Retirement plan: 401K/403B (38%)

4.Tuition reimbursement: Future Studies (20%)

5.Vacation day allowance (20%)

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The Most Popular Compensations (Undergraduate Overall):





5.Vacation day allowance (17%)

The Most Popular Compensations (Undergraduate Diversity):





5.Paid holidays (17%)


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Top Findings – The Students’ Profile (Kansas State University Overall)

Gender:Gender:65% women & 35% men

Ethnic Background:Ethnic Background:• White/Caucasian (92%)• I do not wish to say (2%)• American Indian/Alaskan

Native (2%)• Latino/Hispanic (2%)• Asian (1%)• Black/African American (1%)• Middle Eastern (1%)

Year of Study:Year of Study:Studying their 3,8 year

Nationality:Nationality:10% non-American citizens

US Cities:US Cities:• Denver (16%)• Chicago (13%)• New York (10%)

International Cities:International Cities:• Sydney (15%)• London (14%)• Paris (13%)

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GPA:GPA:Average: 3,3


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The Students’ Workplace Preferences

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Work-Life Balance

Top 5 Top 5 (Kansas State University Overall):(Kansas State University Overall):

1. Flex time (45%)

2. More vacation days (41%)

3. Health and Fitness facilities (38%)

4. Maternity leave options (31%)

5. Childcare options (28%)

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Top 5 (Undergraduate Diversity):

1. Flex time (39%)





Top 5 (Undergraduate Overall):

1. Flex time (38%)





What should an employer offer to promote better work-life balance?


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Training

What type of training provided by your employer is most important to you at your first job after graduation?

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1. Leadership Training (29%)

2. Technical Training Related to Specific Job Function

(29%)

3. Presentation Skills Training (19%)

4. Other (10%)

5. Other Communication Skills Training (10%)



(45%)




5. Software Training (5%)



(47%)




5. Software Training (4%)


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Preferred Communication Sources

Universum first asked students “How have you mainly learned about your IDEAL™ Employers?” and then, “How would you prefer to gather information about potential future employers?”.

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1. Career Fairs (54%)

2. Company Websites (31%)

3. Internship/co-op programs/work placement (26%)

4. Career Services Department at your university (24%)

5. Career Websites/Internet Job Boards (23%)





4. Fellow Students (19%)

5. Career Services Department at your university (18%)





4. Friends and Family (20%)

5. Fellow Students (20%)


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Where and What to Communicate (Kansas State University Overall)

To Learn About Employers the Students Use:

• The students read USA Today (26%),Local Newspapers (24%),School newspapers/publications (24%)

• Monster.com (42%),careerbuilder.com (41%),HotJobs (19%) are the top 3 websites visited by the students

• University Career Fair (79%),Other (22%),Military Career Fairs (2%) are the top 3 Career Fairs visited by the students

When an employer presents itself via the channels indicated below what type of information would you prefer to receive?

Career Fairs:Career Fairs: • Current job openings (54%)

• Internships (52%)

• Job descriptions and requirements (49%)

Brochures:Brochures:


• Salary and compensation package (34%)

• Products and services (32%)

Websites:Websites:

• Current job openings (54%)


• Products and services (32%)

Employer Presentations:Employer Presentations:

• Current job openings (33%)

• Career development opportunities (30%)


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Social Networking Sites

Best: Free Incentives Fast replies Personal touch

Worst: Pop-up ads Long response times Default messages

What it the best thing you have seen a company do when trying to recruit students through social networking sites?

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How do you feel about employers recruiting students through social networks (i.e. Facebook)?

Kansas State University Overall:Kansas State University Overall:• Great way to reach out to students (38%)• Invasion of privacy (31%)• Other (19%)• Helps in building networks (8%)• Cool & fun (4%)

Undergraduate Overall:• Invasion of privacy (32%)• Great way to reach out to students (28%)• Helps in building networks (16%)• Other (13%)• Cool & fun (11%)


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Best On-Campus Recruitment Activities 6

Which employer impresses you most with its campus recruitment activities? (Top of Mind)


1. Cargill (29%)

2. ConocoPhillips (11%)

3. Dow Chemical (7%)

4. Peace Corps (7%)

5. Walt Disney (7%)


1. PricewaterhouseCoopers (7%)

2. Walt Disney (7%)

3. Deloitte (6%)

4. Teach for America (5%)

5. Ernst & Young (5%)Top 5 (Undergraduate Diversity):

1. Goldman Sachs (6%)

2. Google (5%)

3. PricewaterhouseCoopers (5%)

4. Walt Disney (5%)

5. Target (5%)


Meet the Millennials

Who are these “newbies”?

What forces have shaped them?

What expectations do they have about your

companies and the nature of the work world?

What expectations do you have about them?

Understanding The New Generation!

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Are They Really So Different?

“A 60-something graduate recently reflected: ‘We wanted what they want. We just felt we

couldn’t ask.’ Herein lies the truth: what young workers want isn’t so different from

what everyone else wants. However, young workers are asking for it.”

<<Karen Cates and Kimia Rahimi, “Mastering People Management”>>

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Meet the Millennials

REMEMBER: Recruiting them will not be your problem. Managing them will.

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They were born between 1979 - 2002 with 75 million other millennial friends

They are graduating from college in record numbers…

They are in the employment pipeline…

They will be applying to your company until 2024

They have VERY different traits from the last set of candidates you met (GenExers, Baby Boomers)

They are rewriting the rules… and there is change in the air…

The Future is Now! What to ask yourself…

How will you manage expectations for advancement?

What can you do to develop and encourage leadership and responsible risk-taking?

Can your corporate culture balance their need for structure and your need for highly motivated self-starters with commitment?

Are you prepared and able to provide supervisory support and mentoring?


Meet the Millennials 3

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In it for the money

Likely to take big career risks

Comfortable with lack of structure

Willing to engage in work they deem menial

Seeking consulting, temping, freelance, investment banking or startup positions

NO, they are not… YES, they are…

Hopeful about the future and optimistic

Socially responsible

Assuming work/life balance

Looking for informal “flexible” work places

Collaborative/teamwork oriented

Very dependent on their family for advise

Technocreative, Media masters, Multi processors

More aware of what is going on than any other generation


Meet The Millennials

(Very) High expectations

Probable involvement of parents

Hovering parents

Expectation of personal attention

Need for lots of positive feedback

In the past, often rewarded for participation alone

Strong dislike of ambiguity

Ability to scale the bar but prefer for others to set the

course

Be prepared for…Be prepared for…

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Communicating with the Millennials 3

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Important Messages…

• “You will be able to meet your personal goals.”

• “Ideas are evaluated on merit, not on a person’s

years of experience.”

• “This is a fun, relaxed place to work; we’re not very

corporate.”

• “Your work will be challenging and meaningful.”


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Thank You!

Attract

Recruit

Retain

For more Information Please Contact:

Mikael Eriksson

University Relations Manager

UNIVERSUM1518 Walnut Street, Suite 1800Philadelphia, PA 19102

E-mail: [email protected]: 267.679.1585Http: www.universumusa.com

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