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1 Copyright Universum 2010
Copyright Universum 2010
University Report
Universum Student Survey 2011Brazilian Edition
Universidade Federal de Santa Catarina (UFSC) Business
Copyright Universum 2011
2
Universum around the world
Universum annually surveys over 350,000 students and 100,000 professionals worldwide through our standardised research. In addition we conduct research in several other countries through our consulting projects.
The group head office is located in Stockholm and the regional head offices are located in Philadelphia (America), Cologne (Europe) and Shanghai (Asia).
Annual Research
Consulting Projects
33
About us
Our role is threefold: 1) we provide students with information on companies, 2) support
career services in their role and 3) help companies to develop their employer value.
Universum is an international organisation, with its head-quarters in Stockholm, Sweden and operates in the field of employer branding and talent research. Our purpose is to improve the communications between students, career services and employers.
We believe that career choice is one of the most important decisions in a student’s life. We therefore want to provide students with information and support career services in their role. We also believe that companies need to under-stand student expectations, to adjust their offering and working environment to attract potential candidates and meet their resourcing needs.
4
Content
Methodology & key findings
University experience
Students’ career & communication preferences
Employer Rankings
Students’ employer preferences
Global top findings
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5 Copyright Universum 2010
Copyright Universum 2010
Methodology & key findings
1University Report
Universidade Federal de Santa Catarina (UFSC) Business
Copyright Universum 2011
6
Methodology 1
Field period: January 2011 to May 2011 No. of educational institutions included: 72
Weighting and data cleaning: In order to achieve a realistic perspective of the university landscape we set targets by main field of study and educational institution based on official statistics. To get the questions distributions as close as possible to the actual population distribution, we use weighting based on population frequencies of the targets. Finally, a data cleaning process guarantees that only valid answers become part of our sample.
Target group: University students from all educational years.
Data collection: Data collection was carried out via our online survey. The online link was distributed primarily via university contacts (career centers and the educational institutions). Students received an email or in some cases a letter containing the survey’s link which allowed them to access the online questionnaire.
Data protection: Universum sticks to national data protection laws. All answers remain anonymous and all data is analysed onan aggregated base only.
7
Comparison groups analysed in this report
Group 2:
Base of the group: Total
Number of respondents: 4 099
Group 1:
Base of the group: Universidade Federal de Santa Catarina (UFSC)
Number of respondents: 289
1
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Average age: · 23,6 years
Gender: · 49% women and 51% men
Key findings - Universidade Federal de Santa Catarina (UFSC)
Grade (self-assessment):· 7,8 (of 10)
1
Top actual communication channels: · Employer websites· TV advertisements· News websites advertisements
Top job functions: · Administrative function (e.g. HR,
Purchasing, IT support)· Consultant· Upper management
Top preferred industries: · Public sector and Governmental
Agencies· Management consulting· Strategy Consulting
Top career goals: · To have work/life balance· To be competitively or intellectually
challenged· To have an international career
Expected annual salary:· 42 792 BRL
9
Average age: · 23,6 years
Gender: · 50% women and 50% men
Key findings - Total
Grade (self-assessment):· 7,7 (of 10)
1
Top actual communication channels: · Employer websites· TV advertisements· News websites advertisements
Top job functions: · Administrative function (e.g. HR,
Purchasing, IT support)· Consultant· Analyst
Top preferred industries: · Banks· Management consulting· Strategy Consulting
Top career goals: · To have work/life balance· To be competitively or intellectually
challenged· To be a leader or manager of people
Expected annual salary:· 41 767 BRL
10
SURVEY QUESTIONS:• What is your year of birth?• What is your gender?
Age & Gender
Average Age: Gender:
1
23,623,6
Universidade Federal de SantaCatarina (UFSC)
Total
49%
50%
51%
50%
Universidade Federal de SantaCatarina (UFSC)
Total
Female Male
11
Nationality 1
SURVEY QUESTION:What is your nationality?
99%
99%
1%
1%
Universidade Federal de Santa Catarina(UFSC)
Total
Brazilian Other
12
Academic performance
SURVEY QUESTION:Please grade your academic results on a scale from 1 to 10, where 10 represents "excellent results", 5 stands for "Average"
1
0%
1%
1%
3%
5%
20%
47%
19%
4%
0%
0%
0%
1%
3%
6%
26%
41%
19%
4%
1
2
3
4
5
6
7
8
9
10
Universidade Federal de SantaCatarina (UFSC)
Total
13
Areas of study - Business (1/1)
SURVEY QUESTION: What is your major(s)/main area(s) of study?
Area of studyUniversidade
Federal de Santa Catarina (UFSC)
Total
Business Administration 63% 48%Management 38% 25%Entrepreneurship 32% 19%Strategy 30% 23%Marketing 29% 23%Finance 23% 21%Human Resources Management 21% 15%Logistics 20% 11%Economics 18% 22%International Business 17% 13%Public Administration 17% 8%Information Management 14% 8%Communication Studies 12% 16%Sales 11% 9%Accounting/Auditing/Taxation 9% 15%Tourism Management 4% 5%Real Estate 2% 2%Other Business 9% 10%
1
14
Participating students - Educational institutions - Total (1/3)
University Total University Total
Pontifícia Universidade Católica de Minas Gerais (PUC-MG)
12,53% Centro Universitário Fecap (Fecap) 2,49%
Universidade Anhembi Morumbi 10,46% Universidade Federal da Paraíba (UFPB) 2,28%Universidade Luterana do Brasil (ULBRA) 7,62% Universidade Federal de Pernambuco (UFPE) 2,01%Universidade Presbiteriana Mackenzie 5,38% Universidade de Santa Cruz do Sul (UNISC) 1,54%
Universidade Federal de Santa Catarina (UFSC) 5,17% Universidade de Brasília (UnB) 1,51%
Universidade do Vale do Rio dos Sinos (Unisinos) 4,14% Universidade Federal do Paraná (UFPR) 1,46%
Pontifícia Universidade Católica de São Paulo (PUC-SP)
3,78%Universidade Federal do Rio Grande do Norte (UFRN)
1,37%
Universidade de São Paulo (USP) 3,31% Universidade Federal de Ouro Preto (UFOP) 1,31%
Fundação Dom Cabral (FDC) 2,68%Escola Superior de Propaganda e Marketing (ESPM)
1,18%
Centro Universitário SENAC São Paulo - Serviço Nacional de Aprendizagem Comercial
2,50%
1
PLEASE NOTE:The percentages shown in this table are weighted results based on the actual student population of each school.
SURVEY QUESTION:Which educational institution do you attend?
15
Participating students - Educational institutions - Total (2/3)
University Total University Total
Fundação Universidade do Estado de Santa Catarina (UDESC)
1,16% Universidade Federal de Minas Gerais (UFMG) 0,77%
Universidade Estadual de Londrina (UEL) 1,14% Universidade Federal de Uberlândia (UFU) 0,73%Universidade Estadual do Oeste do Paraná (UNIOESTE)
1,11% Universidade Estadual Paulista (UNESP) 0,69%
Universidade Estadual de Ponta Grossa (UEPG) 1,03% Universidade Federal de Mato Grosso (UFMT) 0,69%
Universidade Federal de Mato Grosso do Sul (UFMS)
1,03%Centro Federal de Educação Tecnológica (CEFET/RJ)
0,62%
Universidade Federal do Pará (UFPA) 0,94% Universidade Federal de Juiz de Fora (UFJF) 0,54%Universidade Paulista (UNIP) 0,92% Fundação Getúlio Vargas (FGV) 0,52%
Universidade Estadual de Maringá (UEM) 0,88%Fundação Universidade Federal do Rio Grande (FURG)
0,48%
Universidade Federal de Santa Maria (UFSM) 0,79% Universidade Estácio de Sá 0,46%Universidade Federal de Viçosa (UFV) 0,77%
1
PLEASE NOTE:The percentages shown in this table are weighted results based on the actual student population of each school.
SURVEY QUESTION:Which educational institution do you attend?
16
Participating students - Educational institutions - Total (3/3)
University Total University Total
Universidade Federal do Rio Grande do Sul (UFRGS)
0,46% Universidade Federal de Goiás (UFG) 0,23%
Universidade Federal Fluminense (UFF) 0,46% Universidade Federal do Ceará (UFC) 0,23%
Universidade Nove de Julho (UNINOVE) 0,46%Universidade Federal do Rio de Janeiro (UFRJ+COPPEAD)
0,23%
Universidade Federal de São João del Rei (UFSJ) 0,39%Universidade Tecnológica Federal do Paraná (UTFPR)
0,23%
Fundação Universidade Federal da Grande Dourados (UFGD)
0,33%Centro Universitário do Instituto Mauá de Tecnologia (Mauá-SP)
0,19%
Universidade Federal de São Carlos (UFSCar) 0,32%Universidade Estadual do Rio Grande do Sul (UERGS)
0,16%
Universidade Estadual de Campinas (Unicamp) 0,29% Universidade Federal de Lavras (UFLA) 0,15%Fundação Armando Álvares Penteado (FAAP) 0,23% Universidade Federal de Itajubá (Unifei) 0,08%Universidade Católica de Brasília (UCB) 0,23% Other 7,08%Universidade Federal da Bahia (UFBA) 0,23%
1
PLEASE NOTE:The percentages shown in this table are weighted results based on the actual student population of each school.
SURVEY QUESTION:Which educational institution do you attend?
1717 Copyright Universum 2008
Copyright Universum 2008
2University experience
Universidade Federal de Santa Catarina (UFSC) Business
Copyright Universum 2011
University Report
18
THINK ABOUT:• Are your students rather satisfied or dissatisfied with the above aspects?• Did satisfaction significantly increase or drop compared to last year?
Satisfaction - Lecturers/tutors 2Satisfaction - Choice of courses/modules
SURVEY QUESTIONS: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
4%
9%
23%
49%
15%
9%
26%
23%
34%
8%
4%
7%
12%
47%
28%
1%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
UniversidadeFederal de SantaCatarina (UFSC)2011
UniversidadeFederal de SantaCatarina (UFSC)2010
Total
1%
13%
19%
46%
19%
3%
4%
10%
17%
44%
26%
4%
8%
21%
47%
17%
2%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
UniversidadeFederal de SantaCatarina (UFSC)2011
UniversidadeFederal de SantaCatarina (UFSC)2010
Total
19
Satisfaction - Reputation of the university
SURVEY QUESTIONS: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
2Satisfaction - Student life
THINK ABOUT:• Are your students rather satisfied or dissatisfied with the above aspects?• Did satisfaction significantly increase or drop compared to last year?
2%
5%
38%
54%
1%
1%
7%
43%
50%
6%
4%
6%
35%
48%
1%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
UniversidadeFederal de SantaCatarina (UFSC)2011
UniversidadeFederal de SantaCatarina (UFSC)2010
Total
3%
4%
16%
54%
21%
2%
2%
6%
20%
50%
22%
5%
5%
18%
48%
23%
1%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
Universidade Federalde Santa Catarina(UFSC) 2011
Universidade Federalde Santa Catarina(UFSC) 2010
Total
20
Satisfaction - University’s contacts with the business community
2Satisfaction - Quality of the education
SURVEY QUESTIONS: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
THINK ABOUT:• Are your students rather satisfied or dissatisfied with the above aspects?• Did satisfaction significantly increase or drop compared to last year?
7%
20%
27%
27%
18%
2%
10%
26%
30%
24%
10%
6%
12%
18%
39%
23%
1%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
UniversidadeFederal de SantaCatarina (UFSC)2011
UniversidadeFederal de SantaCatarina (UFSC)2010
Total
2%
10%
11%
52%
25%
5%
23%
19%
36%
17%
5%
7%
10%
47%
32%
0%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
Universidade Federalde Santa Catarina(UFSC) 2011
Universidade Federalde Santa Catarina(UFSC) 2010
Total
21
Satisfaction - Day-to-day administration within my faculty
2Satisfaction - Possibility to study abroad
SURVEY QUESTIONS: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
THINK ABOUT:• Are your students rather satisfied or dissatisfied with the above aspects?• Did satisfaction significantly increase or drop compared to last year?
5%
21%
31%
33%
10%
1%
6%
11%
26%
41%
14%
2%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
UniversidadeFederal de SantaCatarina (UFSC)
Total
5%
12%
28%
35%
14%
6%
5%
19%
32%
31%
13%
6%
14%
32%
25%
15%
7%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
Universidade Federalde Santa Catarina(UFSC) 2011
Universidade Federalde Santa Catarina(UFSC) 2010
Total
22
Satisfaction - Access to and quality of service facilities
2Satisfaction - Living costs and boarding/accommodation
SURVEY QUESTIONS: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
THINK ABOUT:• Are your students rather satisfied or dissatisfied with the above aspects?• Did satisfaction significantly increase or drop compared to last year?
4%
10%
20%
39%
26%
1%
5%
10%
25%
45%
16%
6%
11%
14%
39%
30%
1%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
UniversidadeFederal de SantaCatarina (UFSC)2011
UniversidadeFederal de SantaCatarina (UFSC)2010
Total
3%
12%
36%
27%
12%
10%
4%
13%
33%
29%
10%
10%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
Universidade Federalde Santa Catarina(UFSC)
Total
23
2Satisfaction - Ratio of students per lecturer/tutor
Satisfaction - Practical elements of my course
SURVEY QUESTIONS: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
THINK ABOUT:• Are your students rather satisfied or dissatisfied with the above aspects?• Did satisfaction significantly increase or drop compared to last year?
3%
27%
27%
28%
14%
2%
7%
13%
19%
42%
18%
1%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
Universidade Federalde Santa Catarina(UFSC)
Total
5%
22%
24%
36%
12%
6%
11%
19%
45%
18%
1%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Does not apply
UniversidadeFederal de SantaCatarina (UFSC)
Total
24
THINK ABOUT:• What are the strengths and weaknesses of your university in the perception of your students?• Are there any positive university aspects that should be pointed out more by university communication and marketing?
Satisfaction - This year vs. last year
SURVEY QUESTION: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
2
Universidade Federal de Santa Catarina (UFSC)
2011
Universidade Federal de Santa Catarina (UFSC)
2010Living costs and boarding/accommodation 81,6 -The possibility to study abroad 51,5 3,3Choice of courses/modules 25,6 3,8The student life 17,0 3,8Practical elements of my course 16,3 -
The university's contacts with the business community 16,3 3,0
Day-to-day administration within my department/faculty 12,0 -
The reputation of the university 8,8 4,4Access to and quality of service facilities (e.g. libraries, computers)
8,1 3,6
The quality of the education 3,9 3,4Lecturers/tutors 3,6 3,1Ratio of students per lecturer/tutor 3,3 -
25
Satisfaction - Universidade Federal de Santa Catarina (UFSC) vs. Total
SURVEY QUESTION: How satisfied or dissatisfied are you with your study environment regarding the following factors?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
2
Universidade Federal de Santa Catarina (UFSC)
Total
Living costs and boarding/accommodation 81,6 83,4The possibility to study abroad 51,5 57,8Choice of courses/modules 25,6 21,2The student life 17,0 13,4Practical elements of my course 16,3 8,5
The university's contacts with the business community 16,3 12,9
Day-to-day administration within my department/faculty 12,0 21,1
The reputation of the university 8,8 13,7Access to and quality of service facilities (e.g. libraries, computers)
8,1 8,6
The quality of the education 3,9 7,0Lecturers/tutors 3,6 15,4Ratio of students per lecturer/tutor 3,3 15,1
THINK ABOUT:• Are your students more or less satisfied compared to students at similar departments from other universities?• What are the strengths and weaknesses of your university in the perception of your students?• Are there any positive university aspects that should be pointed out more by university communication and marketing?
26
Overall satisfaction
Universidade Federal de Santa Catarina (UFSC)
2011
Universidade Federal de Santa Catarina (UFSC)
2010
Total
How satisfied are you overall with your university?
4,0 3,7 4,1
2
THINK ABOUT:• How satisfied are your students with the university? • What differentiates your students from the other students?• Why do you think they are more or less pleased? Which aspects might have the biggest impact on overall satisfaction?
SURVEY QUESTION: How satisfied are you overall with your university?(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied)
5%
15%
59%
21%
3%
14%
15%
53%
16%
1%
4%
10%
58%
27%
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
Universidade Federal deSanta Catarina (UFSC) 2011
Universidade Federal deSanta Catarina (UFSC) 2010
Total
27
Career related services offered by university - Universidade Federal de Santa Catarina (UFSC)
SURVEY QUESTION: Are you aware of/ do you use the following career related services offered by your university?(I am aware of this service and use it, I am aware of this service, but don't use it, I am unaware of this service, but would use it, I am unaware of this service and wouldn't use it.)
2
THINK ABOUT:• Are your students aware of the different career related services offered by your university?• Is there a demand for an institutionalised career service or other career related services?• What potential career related services can your university offer in the future?
12%
14%
20%
16%
37%
43%
22%
26%
20%
21%
19%
21%
58%
52%
50%
57%
40%
34%
8%
8%
10%
7%
4%
2%
Services offered by the career service at my department/faculty
Services offered by the university's central career service
Career advice by professors and lecturers
Career fairs at university
Company workshops/presentations organised by the university
Job board with external offers
I am aware of this service and use it I am aware of this service, but don't use it
I am unaware of this service, but would use it I am unaware of this service and wouldn't use it
28
Career related services offered by university - Total
SURVEY QUESTION: Are you aware of/ do you use the following career related services offered by your university?(I am aware of this service and use it, I am aware of this service, but don't use it, I am unaware of this service, but would use it, I am unaware of this service and wouldn't use it.)
2
THINK ABOUT:• Are your students aware of the different career related services offered by your university?• Is there a demand for an institutionalised career service or other career related services?• What potential career related services can your university offer in the future?
24%
26%
34%
37%
47%
52%
28%
30%
22%
26%
19%
21%
43%
39%
39%
32%
32%
24%
5%
5%
5%
5%
3%
2%
Services offered by the career service at my department/faculty
Services offered by the university's central career service
Career advice by professors and lecturers
Career fairs at university
Company workshops/presentations organised by the university
Job board with external offers
I am aware of this service and use it I am aware of this service, but don't use it
I am unaware of this service, but would use it I am unaware of this service and wouldn't use it
29
Aspects of university choice
SURVEY QUESTION: Which of the following aspects had an influence on the choice of your university?
2
Universidade Federal de Santa Catarina (UFSC)
Total
Reputation of the university 82% 70%Tuition fee is adequante to my budget 45% 29%Offcial evaluation and ranking by the Ministry of Education
44% 52%
Qualifications of the teaching staff 40% 57%Family/friends 37% 27%Comfortable distance from home and work 27% 25%Flexible study hours 25% 12%
Media coverage/articles in newspapers or magazines 23% 27%
Information event at university (e.g. university open day)
18% 22%
Quality of the facilities (lecture halls, laboratories, library, etc.)
17% 33%
Recommendation in the Student Guide 16% 22%Online social networks/communities (e.g. Orkut) 11% 14%Other 11% 8%
THINK ABOUT:• Which aspects had the highest influence on the university choice of your students?• Where do you invest in marketing activities and do your investments pay off? Should you concentrate on alternative communication
channels?
3030 Copyright Universum 2010
Copyright Universum 2010
Students’ career & communication preferences
3University Report
Universidade Federal de Santa Catarina (UFSC) Business
Copyright Universum 2011
31
Preferred industries - Top 10
SURVEY QUESTION:In which industry would you ideally want to work when choosing your first employment after graduation?Please select a maximum of three alternatives
3
THINK ABOUT:• Do industry preferences reflect the labour market’s reality in your region?• Are your students rather willing to go into business or academic research?
33%
32%
24%
21%
15%
14%
13%
11%
11%
10%
20%
28%
24%
28%
19%
15%
8%
9%
7%
6%
Public sector and Governmental Agencies
Management consulting
Strategy Consulting
Banks
Financial Services
Media and advertisement
Travel and leisure
Educational and research institutions
Transportation and logistics
Utilities
Universidade Federal de Santa Catarina(UFSC)
Total
32
THINK ABOUT:Which job functions are most popular amongst your students?
Preferred Job functions
SURVEY QUESTION:In which job function would you ideally want to work when choosing your first employment after graduation?Please select a maximum of three alternatives
3
42%
30%
28%
27%
26%
24%
24%
21%
20%
8%
5%
3%
2%
3%
32%
28%
22%
27%
28%
20%
18%
24%
17%
10%
5%
2%
2%
6%
Administrative function (e.g. HR,Purchasing, IT support)
Consultant
Upper management
Marketing/communications/PR function
Analyst
Middle management
Research and development function
Finance function
Project Manager
Sales/Key account manager
Customer service function
Engineer
IT specialist/developer
Other
Universidade Federal de Santa Catarina(UFSC)
Total
33
THINK ABOUT:• Do your students prefer to work for rather bigger or smaller companies? • Do preferences related to employer size reflect the labour market’s reality in your region?
Preferred size of employer
SURVEY QUESTION:What size of employer would you prefer working for when choosing your first employment?Please select only one alternative
3
2%
11%
24%
25%
38%
1%
6%
20%
29%
45%
Micro employer (Less than 10employees)
Small employer (10-100employees)
Medium-sized employer (100-500employees)
Big employer (500-1000employees)
Macro employer (More than 1000employees)
Universidade Federal de SantaCatarina (UFSC)
Total
34
THINK ABOUT:How do your students’ career goals differ from the priorities of other students?
Career goals - Universidade Federal de Santa Catarina (UFSC) vs. Total
SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you?Please select a maximum of three alternatives
3
56%
41%
40%
38%
35%
35%
25%
11%
11%
49%
47%
35%
41%
38%
34%
23%
13%
10%
To have work/life balance
To be competitively or intellectually challenged
To have an international career
To be a leader or manager of people
To be entrepreneurial or creative/innovative
To be secure or stable in my job
To be dedicated to a cause or to feel that I amserving a greater good
To be a technical or functional expert
To be autonomous or independent
Universidade Federal de Santa Catarina(UFSC)
Total
35
THINK ABOUT:How do your students’ career goals differ from the priorities of other students?
Career goals - This year vs. last year (Universidade Federal de Santa Catarina (UFSC))
SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you?Please select a maximum of three alternatives
3
56%
41%
40%
38%
35%
35%
25%
11%
11%
54%
39%
37%
37%
32%
29%
24%
13%
15%
To have work/life balance
To be competitively or intellectuallychallenged
To have an international career
To be a leader or manager of people
To be entrepreneurial or creative/innovative
To be secure or stable in my job
To be dedicated to a cause or to feel that Iam serving a greater good
To be a technical or functional expert
To be autonomous or independent
Universidade Federal de Santa Catarina(UFSC) 2011
Universidade Federal de Santa Catarina(UFSC) 2010
36
THINK ABOUT:How do your students’ career goals differ from the priorities of other students?
Career goals - This year vs. last year (Total)
SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you?Please select a maximum of three alternatives
3
49%
47%
41%
38%
35%
34%
23%
13%
10%
50%
38%
34%
44%
33%
30%
19%
14%
11%
To have work/life balance
To be competitively or intellectually challenged
To be a leader or manager of people
To be entrepreneurial or creative/innovative
To have an international career
To be secure or stable in my job
To be dedicated to a cause or to feel that I am serving agreater good
To be a technical or functional expert
To be autonomous or independent Total 2011
Total 2010
37
SURVEY QUESTION:What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
Expected annual salary (BRL) 3
PLEASE NOTE: How do salary expectations differ amongst the different groups?
42 792
41 767
Universidade Federal de Santa Catarina (UFSC)
Total
38
Actual communication channels - Top 10
SURVEY QUESTION:How have you mainly learnt about these employers? Please select as many as applicable
3
THINK ABOUT:Which communication channels do employers use to communicate with your students?
52%
37%
30%
24%
21%
16%
15%
15%
14%
14%
55%
32%
30%
21%
21%
20%
11%
17%
16%
17%
Employer websites
TV advertisements
News websites advertisements
Social networks/communities
Advertisements in life style magazines & otherperiodicals
Career guides/books
Outdoor/billboard advertisements
News print media advertisements
Career Magazines for students
Lectures/case studies as part of curriculum
Universidade Federal de Santa Catarina(UFSC)
Total
3939 Copyright Universum 2010
Copyright Universum 2010
Employer rankings
4University Report
Universidade Federal de Santa Catarina (UFSC) Business
Copyright Universum 2011
40
Considered employer ranking - Universidade Federal de Santa Catarina (UFSC) - Top 30
EmployerRank 2011
Percent 2011
Rank 2010
EmployerRank 2011
Percent 2011
Rank 2010
Google 1 56,62% 2 Dell 16 35,66% 46Petrobras 2 55,51% 1 Itaú Unibanco 17 34,93% 8Nestlé 3 55,15% 3 Rede Globo 18 34,56% -Apple 4 48,16% - Eletrobrás 19 34,19% 14Ambev 5 47,43% 6 Toyota 20 33,82% 18Vale 6 43,38% 4 Votorantim 20 33,82% -Banco do Brasil 7 41,54% 5 Bunge Alimentos 22 33,09% 16The Coca-Cola Company 8 39,71% 14 Heineken 23 32,72% 27Sony 9 39,34% 8 Volkswagen 23 32,72% 23adidas 10 38,97% 10 BMW 25 32,35% 30Unilever 10 38,97% 10 Peugeot Citroën 25 32,35% 32Gerdau 12 38,24% 23 Grupo Santander 27 31,99% -Johnson & Johnson 13 37,50% 13 Banco Bradesco 28 31,62% 10Microsoft 14 36,76% 16 Embraer 28 31,62% 20Sadia 15 36,40% 35 L'Oréal 28 31,62% 6
4
THINK ABOUT:• Do students consider employers that are recruiting on your campus and with whom you may cooperate?• Are important partners or sponsors of your university missing in this ranking?
SURVEY QUESTION:Below is a list of employers. Which of these employers would you consider working for?If your favorite employer is not listed, you may add it into the bottom of the list as "Other Employer 1" or "Other Employer 2”.
41
Ideal employer ranking - Universidade Federal de Santa Catarina (UFSC) - Top 20
EmployerRank 2011
Percent 2011
Rank 2010
EmployerRank 2011
Percent 2011
Rank 2010
Google 1 28,84% 1 Banco Bradesco 11 8,61% 6Petrobras 2 25,84% 2 Heineken 11 8,61% 20Apple 3 19,48% - L'Oréal 11 8,61% 8Banco do Brasil 4 14,98% 3 Microsoft 11 8,61% 11Ambev 5 13,11% 7 Bunge Alimentos 15 8,24% 15Nestlé 6 11,99% 4 Editora Abril 15 8,24% 31The Coca-Cola Company 7 11,61% 24 Vale 17 7,12% 5Unilever 8 11,24% 11 adidas 18 6,74% 8Sadia 9 9,36% 27 Eletrobrás 19 6,37% 10Rede Globo 10 8,99% - Itaú Unibanco 19 6,37% 11
4
THINK ABOUT:Which of the potential employers from the considered ranking are not short-listed by your students?
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work - your five Ideal Employers.Please select 1-5 companies.
42
Potential applicants’ ranking - Universidade Federal de Santa Catarina (UFSC) - Top 10
SURVEY QUESTIONS: • Please select five employers from the list below for which you would most like to work - your five Ideal Employers.• Have you or will you apply to these employers?
THINK ABOUT:Are there big differences in comparison to the Ideal Employer ranking?
EmployerRank 2011
Percent 2011
Rank 2010
EmployerRank 2011
Percent 2011
Rank 2010
Petrobras 1 6,72% 1 Apple 6 2,95% -Google 2 5,41% 2 Unilever 7 2,79% 8Ambev 3 3,93% 5 Banco Bradesco 8 2,62% 4Banco do Brasil 4 3,77% 3 The Coca-Cola Company 8 2,62% 17Nestlé 5 3,44% 7 Bunge Alimentos 10 2,46% 11
4
43
Ideal employer ranking - Total - Top 20
EmployerRank 2011
Percent 2011
Rank 2010
EmployerRank 2011
Percent 2011
Rank 2010
Petrobras 1 25,63% 1 Unilever 11 10,76% 3Google 2 24,58% 2 Banco Bradesco 12 9,70% 10Apple 3 14,72% - Gerdau 13 8,00% 12Vale 4 14,54% 4 Grupo Santander 14 7,88% -Ambev 5 14,06% 6 Microsoft 15 7,84% 11The Coca-Cola Company 6 13,72% 8 TAM Airlines 16 7,68% -Nestlé 7 12,93% 5 Editora Abril 17 6,77% 17Banco do Brasil 8 12,80% 9 Votorantim 18 6,34% -Itaú Unibanco 9 12,19% 7 Usiminas 19 5,44% 27Rede Globo 10 11,03% - HSBC 20 5,18% 13
4
THINK ABOUT:Which of the potential employers from the considered ranking are not short-listed by your students?
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work - your five Ideal Employers.Please select 1-5 companies.
44
Top findings - Employer rankings - Total
Ideal Employer ranking:1. Petrobras2. Google3. Apple4. Vale5. Ambev
Considered Employer ranking:1. Petrobras2. Nestlé3. Google4. Vale5. The Coca-Cola Company
Potential Applicants’ ranking: 1. Petrobras2. Google3. Vale4. Ambev5. Itaú Unibanco
High Achievers’ ranking:1. Petrobras2. Google3. Vale4. Apple5. Banco do Brasil
4
4545 Copyright Universum 2010
Copyright Universum 2010
Students’ employer preferences
5University Report
Universidade Federal de Santa Catarina (UFSC) Business
Copyright Universum 2011
46
The Drivers of Employer Attractiveness 5
Employer Reputation & Image- The attributes of the employer as an organisation • Attractive/exciting products and services• Fast-growing or entrepreneurial• Financial strength• Good reputation• High ethical standards• High level of Corporate Social Responsibility• Innovative products and services• Inspiring top management• Market success• Prestige
Remuneration & Advancement Opportunities - The monetary compensation and other benefits, now and
in the future • Clear path for advancement• Competitive base salary• Competitive benefits• Good possibilities for rapid promotion• Good prospects for high future earnings• Good reference for future career• Leadership opportunities• Overtime pay/compensation• Performance-related bonus• Sponsorship of future education
Job Characteristics- The contents and demands of the job, including the
learning opportunities provided by the job• A variety of assignments• An attractive geographic location• Challenging work• Control over my working hours• Flexible working conditions• High level of responsibility• Opportunities for international travel• Opportunities for relocation abroad• Professional training and development• Secure employment
People & Culture- The social environment and attributes of the work place• Has a culture that is accepting towards minorities• Has a culture that respects my individuality• Has a culture that supports equality between the sexes• Has leaders who will support my development• Offers a comfortable physical work environment• Offers a creative and dynamic work environment• Offers a friendly work environment• Offers interaction with international clients and
colleagues• Recruits only the best talent• Will enable me to have good work/life balance
PLEASE NOTE:The framework is developed together with professor Paula Caligiuri, Director of the Center for HR Strategy at Rutgers University. Based on specific research within HR, as well as focus groups and general communication with both our clients and students.
47
SURVEY QUESTION: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
The Drivers of Employer attractiveness - Importance of each driver
5
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
Employer Reputation &
Image
21%
26%
25%
27%
22%
26%
25%
27%
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & AdvancementOpportunities
Universidade Federal de Santa Catarina(UFSC)
Total
48
SURVEY QUESTION:Employer Reputation & Image refers to the attributes of the employer as an organisation. Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives
The Drivers of Employer attractiveness - Employer Reputation & Image 5
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
42%
37%
34%
34%
34%
29%
25%
22%
20%
15%
42%
34%
34%
28%
26%
30%
27%
24%
28%
19%
Market success
High ethical standards
High level of Corporate SocialResponsibility
Attractive/exciting products and services
Innovative products and services
Good reputation
Fast-growing or entrepreneurial
Financial strength
Inspiring top management
Prestige
Universidade Federal de Santa Catarina(UFSC)
Total
49
SURVEY QUESTION:Employer Reputation & Image refers to the attributes of the employer as an organisation. My ideal employer is associated with:Please select a maximum of three alternatives
The Drivers of Employer attractiveness - Employer Reputation & Image (this year vs. last year)
5
SURVEY QUESTION:Employer Reputation & Image refers to the attributes of the employer as an organisation. Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
42%
37%
34%
34%
34%
29%
25%
22%
20%
15%
41%
29%
35%
35%
33%
26%
21%
28%
26%
15%
Market success
High ethical standards
High level of Corporate SocialResponsibility
Attractive/exciting products and services
Innovative products and services
Good reputation
Fast-growing or entrepreneurial
Financial strength
Inspiring top management
Prestige
Universidade Federal de Santa Catarina(UFSC) 2011
Universidade Federal de Santa Catarina(UFSC) 2010
50
SURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives
The Drivers of Employer attractiveness - Job Characteristics 5
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
62%
48%
40%
37%
28%
28%
16%
13%
11%
4%
64%
48%
31%
36%
26%
23%
28%
16%
13%
6%
Professional training and development
Challenging work
Opportunities for international travel
Secure employment
Flexible working conditions
Opportunities for relocation abroad
High level of responsibility
A variety of assignments
An attractive geographic location
Control over my working hours
Universidade Federal de Santa Catarina(UFSC)
Total
51
SURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. My ideal employer is associated with: Please select a maximum of three alternatives
The Drivers of Employer attractiveness - Job Characteristics(this year vs. last year)
5
SURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
62%
48%
40%
37%
28%
28%
16%
13%
11%
4%
68%
38%
44%
27%
28%
26%
26%
12%
9%
5%
Professional training and development
Challenging work
Opportunities for international travel
Secure employment
Flexible working conditions
Opportunities for relocation abroad
High level of responsibility
A variety of assignments
An attractive geographic location
Control over my working hours
Universidade Federal de Santa Catarina(UFSC) 2011
Universidade Federal de Santa Catarina(UFSC) 2010
SURVEY QUESTION:People & Culture refers to the social environment and attributes of the work place. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives
52
The Drivers of Employer attractiveness - People & Culture 5
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
63%
54%
50%
35%
26%
25%
13%
13%
7%
4%
60%
58%
50%
31%
26%
22%
9%
19%
9%
3%
Has leaders who will support mydevelopment
Offers a creative and dynamic workenvironment
Will enable me to have good work/lifebalance
Offers interaction with international clientsand colleagues
Offers a friendly work environment
Offers a comfortable physical workenvironment
Has a culture that supports equalitybetween the sexes
Has a culture that respects my individuality
Recruits only the best talent
Has a culture that is accepting towards[underrepresented] minorities
Universidade Federal de Santa Catarina(UFSC)
Total
53
The Drivers of Employer attractiveness - People & Culture(this year vs. last year)
5
SURVEY QUESTION:People & Culture refers to the social environment and attributes of the work place. My ideal employer is associated with:Please select a maximum of three alternatives
SURVEY QUESTION:People & Culture refers to the social environment and attributes of the work place. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
63%
54%
50%
35%
26%
25%
13%
13%
7%
4%
53%
50%
47%
35%
25%
23%
18%
16%
8%
7%
Has leaders who will support mydevelopment
Offers a creative and dynamic workenvironment
Will enable me to have good work/lifebalance
Offers interaction with international clientsand colleagues
Offers a friendly work environment
Offers a comfortable physical workenvironment
Has a culture that supports equalitybetween the sexes
Has a culture that respects myindividuality
Recruits only the best talent
Has a culture that is accepting towards[underrepresented] minorities
Universidade Federal de Santa Catarina(UFSC) 2011
Universidade Federal de Santa Catarina(UFSC) 2010
54
The Drivers of Employer attractiveness - Remuneration & Advancement Opportunities
5
SURVEY QUESTION:Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
46%
45%
38%
32%
31%
31%
27%
18%
11%
6%
49%
43%
42%
25%
34%
32%
24%
21%
12%
9%
Good reference for future career
Leadership opportunities
Good prospects for high future earnings
Competitive base salary
Clear path for advancement
Sponsorship of future education
Performance-related bonus
Good possibilities for rapid promotion
Competitive benefits
Overtime pay/compensation
Universidade Federal de Santa Catarina(UFSC)
Total
55
SURVEY QUESTION:Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future. My ideal employer is associated with:Please select a maximum of three alternatives
The Drivers of Employer attractiveness - Remuneration & Advancement Opportunities (this year vs. last year)
5
SURVEY QUESTION:Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives
Employer Reputation &
Image
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
46%
45%
38%
32%
31%
31%
27%
18%
11%
6%
42%
42%
46%
25%
39%
34%
22%
17%
13%
8%
Good reference for future career
Leadership opportunities
Good prospects for high future earnings
Competitive base salary
Clear path for advancement
Sponsorship of future education
Performance-related bonus
Good possibilities for rapid promotion
Competitive benefits
Overtime pay/compensation
Universidade Federal de Santa Catarina(UFSC) 2011
Universidade Federal de Santa Catarina(UFSC) 2010
56
Top findings - Students’ employer preferences 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.
5
This is the importance of all the 40 attributes in relationship to how important the students think its driver is. This analysis gives a summarised 360 degree view of what influences employer attractiveness.
Top 5 - Overall most important attributes:1. Has leaders who will support my
development (People & Culture)
2. Professional training and development (Job Characteristics)
3. Challenging work (Job Characteristics)
4. Will enable me to have good work/life balance (People & Culture)
5. Good reference for future career (Remuneration & Advancement Opportunities)
Top 5 - Overall most important attributes:1. Professional training and development
(Job Characteristics)
2. Has leaders who will support my development (People & Culture)
3. Offers a creative and dynamic work environment (People & Culture)
4. Good reference for future career (Remuneration & Advancement Opportunities)
5. Challenging work (Job Characteristics)
Universidade Federal de Santa Catarina (UFSC) Total
5757 Copyright Universum 2009
Copyright Universum 2009
Global top findings
University Report
Universidade Federal de Santa Catarina (UFSC) Business
6
Copyright Universum 2011
58
Importance of the drivers of employer attractiveness by region – Business students
Europe America Asia
Nordic Russia
Remuneration &
Advancement Opportunities
Job Characteristics
People &
Culture
Employer Reputation
& Image
Employer Attractiveness
South Africa
19,8%
27,4%
27,6%
25,5%
20,4%
27,8%
24,8%
27,0%22,6%
25,0%
25,8%
26,5%
24,2%
23,5%
23,9%
28,4%
20,9%
24,3%
23,3%
31,6%
21,8%
24,9%
26,8%
26,5%
SURVEY QUESTION: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
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
59
Europe America Asia
Nordic Russia
Remuneration &
Advancement Opportunities
Job Characteristics
People &
Culture
Employer Reputation
& Image
Employer Attractiveness
South Africa
19,0%
28,6%
28,4%
24,3%
20,2%
28,5%
24,7%
26,6%22,2%
27,5%
24,2%
26,1%
24,6%
25,8%
22,8%
26,8%
20,8%
25,0%
21,8%
32,4%
22,1%
26,3%
25,5%
26,1%
SURVEY QUESTION: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
Importance of the drivers of employer attractiveness by region – Engineering students
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
60
Europe
America Asia
Nordic Russia
1. Accounting (public)2. Financial services3. Marketing/ advertising
1. Marketing/ advertising2. Management consulting3. Investment banking
1. Marketing/ advertising2. Management consulting3. Entertainment/media/public relations
1. Commercial banking2. Management consulting3. Auditing/ accounting/
taxation (corporate)
1. Marketing/ advertising2. Commercial banking3. Financial services
South Africa
1. Accounting (public)2. Auditing/ accounting/ taxation (corporate)3. Financial services
The most attractive industries by region – Business students
SURVEY QUESTION:In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
61
Europe
America Asia
Nordic Russia
1. Engineering/manufacturing2. Engineering consulting3. Energy/power
1. Energy/power2. Engineering/manufacturing3. Aerospace/defense
1. Engineering consulting2. Energy/power3. Environmental/conservation
1. Engineering/manufacturing2. Electronics3. Automotive
1. Engineering/manufacturing2. Energy/power3. Construction
South Africa1. Engineering/manufacturing2. Engineering consulting3. Energy/power
The most attractive industries by region – Engineering students
SURVEY QUESTION:In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
62
Top 3 career goals by region – Business students
Europe America Asia
Nordic Russia
1. To have work/life balance2. To be secure or stable in my job3. To be a leader or manager of
people
1. To have work/life balance2. To be competitively or intellectually
challenged3. To have an international career
1. To have work/life balance2. To be competitively or intellectually challenged3. To be secure or stable in my job
1. To have work/life balance2. To be secure or stable in
my job3. To be a leader or manager
of people
1. To have work/life balance2. To be autonomous or
independent3. To be a leader or manager
of people
South Africa
1. To be a leader or manager of people2. To be entrepreneurial or
creative/innovative3. To be secure or stable in my job
SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
63
Top 3 career goals by region – Engineering students
Europe America Asia
Nordic Russia
1. To have work/life balance
2. To be secure or stable in my job
3. To be competitively or intellectually challenged
1. To have work/life balance2. To be secure or stable in my
job3. To be competitively or
intellectually challenged
1. To have work/life balance2. To be secure or stable in my job3. To be competitively or
intellectually challenged
1. To be a technical or functional expert
2. To have work/life balance3. To be a leader or manager
of people
1. To be a technical or functional expert
2. To have work/life balance3. To be secure or stable in
my job
South Africa
1. To be a technical or functional expert2. To be a leader or manager of people3. To be competitively or intellectually
challenged
SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
64
Top 3 preferred communication channels by region – Business students
Europe AmericaAsia
Nordic Russia
1. Career fairs2. Internship/co-op programs/work placement3. Employer websites
1. Employer websites2. Internship/co-op programs/work placement3. Employer presentations on campus
1. Career fairs2. Employer websites3. Acquaintances employed by the
company/organisation
1. Employer presentations on campus
2. Career fairs3. Acquaintances employed by
the company/organisation
1. Employer presentations on campus
2. Career websites/Internet job boards
3. Internship/co-op programs/work placement
South Africa
1. Employer websites2. Internship/co-op programs/work placement3. Career websites/Internet job boards
SURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
65
Top 3 preferred communication channels by region – Engineering students
Europe AmericaAsia
Nordic Russia
1. Career fairs2. Internship/co-op
programs/work placement3. Employer presentations on
campus
1. Employer websites2. Internship/co-op programs/work placement3. Employer presentations on campus
1. Employer websites2. Career fairs3. Employer presentations on campus
1. Employer websites2. Employer presentations on
campus3. Internship/co-op programs/work
placement
1. Employer websites2. Employer presentations on
campus3. Internship/co-op programs/work
placement
South Africa
1. Career websites/Internet job boards2. Career fairs3. Advertisements on the Internet
SURVEY QUESTION:How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
6
Source: Universum Student Survey 2010
conducted in 24 countries worldwide
66
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