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WWW.UNIVERSUMGLOBAL.COM
UNIVERSUM STUDENT SURVEY 2014
University Report | Polish Edition
Akademia Leona Koźmińskiego | All Students
2
About Universum
2014 | Poland | Students | All Students
With over 25 years of experience
researching the field of employer
branding, Universum is a recognised
world leader with tried and tested
frameworks.
Universum annually conducts quantitative
and qualitative research with over
700.000 talented individuals to gather
insights into their career preferences,
communication habits and their perception
of potential employers.
For our clients around the world,
Universum is a trusted partner providing
solutions and services to develop, improve
and implement tailored employer branding
strategies.
Universum is the thought leader in
employer branding, with local experts in
research, consulting and communication
solutions, offering high-quality insights.
Universum’s unique global reach ensures
the comparability of research results
across markets. We partner with
approximately 2.000 of the top academic
institutions in the world.
Universum employs smart, friendly and
professional experts and consultants, who
work with our clients in long-term
partnerships.
3
How we help Higher Education Institutions
2014 | Poland | Students | All Students
UNDERSTAND
THE CAREER PREFERENCES
AND EXPECTATIONS OF
STUDENTS AND ALUMNI
IDENTIFY
THE BRAND PERCEPTION AND
ATTRACTIVENESS OF YOUR
COLLEGE/UNIVERSITY
ATTRACT
RELEVANT EMPLOYERS TO
CAMPUS
RECRUIT
PROSPECTIVE STUDENTS FOR
BSC, MSC AND/OR MBA LEVELS
Universum is the global leader in the field of employer branding and talent research. Through our market
research, consulting and communication solutions we aim to close the gap between the expectations of
employers and talent and support Higher Education Institutions in their roles.
Through our unique insight into the recruitment challenges of employers and the dynamics of the talent
market, we help nearly 2000 universities worldwide to:
4
Our clients and media partners
2014 | Poland | Students | All Students
Some of the world’s most attractive employers
Some of the world’s most trusted publishers
5
What we cover in the report
3. EMPLOYER EVALUATION
This chapter analyses the employer branding efforts and relative
attractiveness of different employers towards your students.
2014 | Poland | Students | All Students
4. UNIVERSITY BRAND
PERCEPTION
This chapter evaluates your university brand,
as perceived by your current students and by
students at other universities in Poland, who
would choose Akademia Leona
Kozminskiego if they could begin their
studies again.
2. CAREER PROFILE EVALUATION
This chapter provides insights on the career
preferences and expectations of your
students in comparison to the overall
surveyed population of students in Poland.
5. APPENDIX
Additional data on topics covered in previous
sections.
1. EXECUTIVE SUMMARY
A summary of the core findings of the report.
These slides can be shared with key
stakeholders within the university as well as
with external partners to provide a quick,
visual overview of the career profile of your
students.
6
About the Universum Student Survey | Polish Edition
2014 | Poland | Students | All Students
METHODOLOGY
THE QUESTIONNAIRE
Created based on 25 years of experience,
extensive research within HR, focus groups and
communication with both our clients and students.
Global perspective - local insight.
DATA COLLECTION
Conducted via an online survey, distributed via
university contacts, the Universum Panel
and local partners.
WEIGHTING
In order to provide our clients with reliable data we
set targets per main field of study and educational
institution to reflect the actual distribution of students.
Weighting is used to compensate for discrepancies
from the targets.
Note that only data based on all students or on all
students within a main field of study is weighted.
Breakdowns like gender, high achievers or other
more specific target groups are not weighted.
FIELD PERIOD
November 2013 to March 2014
71 Educational institutions
7
• University reports can be based on the total number of
respondents from all main fields of study, or may be
specific to a main field of study. This particular report is
specific to: All Students.
Groups in this report
2014 | Poland | Students | All Students
Global
23 599
Your university
Poland
The comparisons in this report are based on: All Students
Participating students from your
university. Throughout the report, this
group is referred to as ”Akademia
Leona Kozminskiego”.
Participating students from 71
educational institutions in Poland.
Throughout the report, this group is
referred to as “All universities”.
Students participate annually in
Universum’s global career research. ~600 000
155
8
• Please select your main field of study.
Main field of study distribution
Number of respondents in each main field of study: Number of respondents in each main field of study:
Your students All students
2014 | Poland | Students | All Students
Total: 155 Total: 23 599
119
30
6
Business/Commerce
Law
Humanities/LiberalArts/Education
6646
6264
3835
2443
1782
1317
1312
Business/Commerce
Humanities/Liberal Arts/Education
Engineering
Natural Sciences
Health/Medicine
IT
Law
9
Table of contents
2014 | Poland | Students | All Students
EMPLOYER EVALUATION
CAREER PROFILE
EVALUATION
EXECUTIVE SUMMARYAPPENDIX
UNIVERSITY BRAND
PERCEPTION
10
31%
Students’ profile and summary of preferences
2014 | Poland | Students | All Students
Average age (years):
22,9
69%
Top 3 most used communication
channels:
• Job boards
• Employer websites
• Career guidance websites
Top 3 industries:
• Banks
• Media and Advertising
• Management and Strategy Consulting
Top 5 most attractive attributes:
• High future earnings (Remuneration & Advancement Opportunities)
• Good reference for future career (Remuneration & Advancement
Opportunities)
• A friendly work environment (People & Culture)
• A creative and dynamic work environment (People & Culture)
• Professional training and development (Job Characteristics)
Top 3 career goals:
• To be a technical or functional expert
• To have work/life balance
• To be competitively or intellectually challenged
Top 3 career profiles:• Entrepreneur
• Leader
• Careerist
Average expected
monthly salary:
Average reported
academic performance7,4
Akademia Leona Kozminskiego
Year of graduation:
3 569 PLN
1%4%3%17%
32%40%
4%
2019 orlater
201820172016201520142013
11
27%
Students’ profile and summary of preferences
2014 | Poland | Students | All Students
Average age (years):
22,4
73%
Top 3 most used communication
channels:
• Employer websites
• Social networks/communities
• TV advertisements
Top 3 industries:
• Media and Advertising
• Banks
• Educational and Scientific Institutions
Top 5 most attractive attributes:
• Good reference for future career (Remuneration & Advancement
Opportunities)
• High future earnings (Remuneration & Advancement Opportunities)
• Respect for its people (People & Culture)
• A friendly work environment (People & Culture)
• Professional training and development (Job Characteristics)
3 085 PLN
Top 3 career goals:
• To be secure or stable in my job
• To be a technical or functional expert
• To have work/life balance
Top 3 career profiles:• Entrepreneur
• Harmoniser
• Leader
Average expected
monthly salary:
Average reported
academic performance7,3
All universities
Year of graduation:
1%3%6%17%
33%37%
3%
2019 orlater
201820172016201520142013
12
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Students’ most attractive employers
All universities | Business/Commerce Akademia Leona Kozminskiego |
Business/Commerce
2014 | Poland | Students | All Students
1. Google Poland (22,41%)
2. Ernst & Young -> EY (17,24%)
3. L'Oréal Polska (16,38%)
3. PwC (PricewaterhouseCoopers) (16,38%)
3. TVN (16,38%)
6. Deloitte (15,52%)
7. KPMG (13,79%)
7. Microsoft (13,79%)
9. Mars Polska (11,21%)
10. Coca-Cola (HBC Polska, Poland Services) (9,48%)
1. Google Poland (16,20%)
2. Ernst & Young -> EY (13,26%)
3. PKO Bank Polski (10,94%)
4. TVN (9,86%)
5. Polskie Linie Lotnicze LOT (9,85%)
6. Microsoft (9,30%)
7. L'Oréal Polska (9,12%)
8. PwC (PricewaterhouseCoopers) (8,76%)
9. Deloitte (8,76%)
10. Nestlé Polska (8,22%)
13
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Students’ most attractive employers
All universities | Law Akademia Leona Kozminskiego | Law
2014 | Poland | Students | All Students
1. Domanski Zakrzewski Palinka (39,29%)
2. Ernst & Young -> EY (25,00%)
2. PwC (PricewaterhouseCoopers) (25,00%)
4. Baker & McKenzie (17,86%)
4. TVN (17,86%)
6. Dentons (14,29%)
6. Google Poland (14,29%)
8. CMS Cameron McKenna (10,71%)
8. Deloitte (10,71%)
8. GWW Wozny i Wspólnicy (10,71%)
1. Ernst & Young -> EY (18,96%)
2. Google Poland (17,82%)
3. TVN (14,95%)
4. Soltysinski Kawecki & Szlezak (14,21%)
5. Microsoft (13,71%)
6. Domanski Zakrzewski Palinka (13,55%)
7. Polskie Linie Lotnicze LOT (12,99%)
8. Deloitte (11,99%)
9. PwC (PricewaterhouseCoopers) (10,67%)
10. PGE (Polska Grupa Energetyczna) (10,29%)
14
Summary of your University Brand Perception (1/2)
2014 | Poland | Students | All Students
Employability &
Advancement Opportunities1. Focus on professional development
2. Good reference for future career
and/or education
3. High employment among graduates
University/College Culture &
Student Life1. International student body
2. Creative and dynamic atmosphere
3. Friendly and open environment
Educational Offering1. Practical aspects within the
curriculum
2. International focus
3. Exceptional professors/lecturers
University/College Reputation
& Image1. Prestige
2. Successful alumni
3. Highly-ranked within its field
ASSOCIATIONS BASED ON THE UNIVERSUM DRIVERS OF UNIVERSITY ATTRACTIVENESS
TOP OF MIND ASSOCIATIONS
15
• This is an extract from a University Report based on the
results of the Universum Student Survey 2014. Please
visit www.universumglobal.com for more information
about Universum and our global research.
Summary of your University Brand Perception (2/2)
2014 | Poland | Students | All Students
Continue communicating
Successful alumni
Prestige
Highly-ranked within its field
Practical aspects within the
curriculum
Attractive/exciting programs and
fields of study
International student body
Friendly and open environment
Creative and dynamic
atmosphere
Teaches transferable and
practical skills employers are
looking for
Opportunities to network with
employers
High employment among
graduates
Good reference for future career
and/or education
UNIVERSITY/COLLEGE
REPUTATION & IMAGE
EDUCATIONAL OFFERING UNIVERSITY/COLLEGE
CULTURE & STUDENT LIFE
EMPLOYABILITY &
ADVANCEMENT
OPPORTUNITIES
Percentage of students who would choose to study at their
current university if they could make the choice again:
Average university recommendation score:
All universities
7,28,7
All universities
47%66%
Akademia Leona
Kozminskiego
Akademia Leona
Kozminskiego
16
Table of contents
2014 | Poland | Students | All Students
EMPLOYER EVALUATION
CAREER PROFILE
EVALUATION
EXECUTIVE SUMMARYAPPENDIX
UNIVERSITY BRAND
PERCEPTION
17
Career Profile Evaluation
This chapter provides insights on the career preferences and expectations of your students in
comparison to the total student population surveyed in Poland. The information and insights in the report will
help you to:
Evaluate the career profile of your students on an aggregated level, as well as the talent
trends that have evolved over the past years.
Find out what differentiates your students from those at other universities and which
aspects make them unique.
Improve the visibility of your students to top employers by being able to communicate
their unique strengths to employers in a quick and efficient way.
2014 | Poland | Students | All Students
18
• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • ‘Career goals’ refer to what students want from
employment in the long term, whereas ‘attributes’ refer to
things sought by students from their first employer.
Career goals
2014 | Poland | Students | All Students
Akademia Leona Kozminskiego
First choice
Second choice
Third choice
42%
3%
4%
16%
5%
11%
5%
9%
4%
8%
12%
22%
12%
14%
9%
11%
7%
5%
12%
27%
14%
8%
16%
7%
9%
3%
4%
62%
42%
39%
36%
35%
27%
26%
19%
14%
To be a technical or functional expert
To have work/life balance
To be competitively or intellectually challenged
To be secure or stable in my job
To be entrepreneurial or creative/innovative
To have an international career
To be a leader or manager of people
To be autonomous or independent
To be dedicated to a cause or to feelthat I am serving a greater good
19
• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • ‘Career goals’ refer to what students want from
employment in the long term, whereas ‘attributes’ refer to
things sought by students from their first employer.
Career goals
2014 | Poland | Students | All Students
All universities
First choice
Second choice
Third choice
30%
33%
9%
5%
3%
5%
7%
3%
5%
24%
14%
16%
10%
9%
8%
7%
5%
5%
12%
12%
23%
10%
12%
10%
7%
8%
5%
65%
59%
48%
26%
25%
22%
21%
17%
16%
To be secure or stable in my job
To be a technical or functional expert
To have work/life balance
To be entrepreneurial or creative/innovative
To be competitively or intellectually challenged
To be dedicated to a cause or to feelthat I am serving a greater good
To be autonomous or independent
To have an international career
To be a leader or manager of people
20
All universities
• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • The graph shows career goals chosen as first, second or
third choice in 2014.
• The alternatives in the legend are sorted according to
importance in 2014. Thus, the most important career goal
in 2014 is at the top of the legend.
Career goals across time
2014 | Poland | Students | All Students
1
2
3
4
5
6
7
8
9
2009 2010 2011 2012 2013 2014
To be secure or stable in my job
To be a technical or functional expert
To have work/life balance
To be entrepreneurial or creative/innovative
To be competitively or intellectually challenged
To be dedicated to a cause or to feel that I am servinga greater good
To be autonomous or independent
To have an international career
To be a leader or manager of people
21
• In which industries would you like to work most after graduating? You can choose up to 3 industries.
Most preferred industries (1-10)
2014 | Poland | Students | All Students
37%
30%
25%
22%
16%
15%
14%
10%
10%
9%
17%
23%
7%
11%
5%
9%
4%
15%
11%
5%
Banks
Media and Advertising
Management and Strategy Consulting
Fashion, Accessories and Luxury Goods
Legal Services
Auditing and Accounting
Fast Moving Consumer Goods
Public Sector and Governmental Agencies
Tourism
Real EstateAkademia Leona Kozminskiego
All universities
22
• In which industries would you like to work most after graduating? You can choose up to 3 industries.
Most preferred industries (11-20)
2014 | Poland | Students | All Students
6%
6%
5%
5%
4%
2%
2%
2%
2%
2%
7%
9%
6%
3%
16%
4%
6%
5%
9%
6%
Retail
Software and Computer Services
Aerospace and Defence
Insurance
Educational and Scientific Institutions
Automobiles and Parts
Construction
Energy
Non-Governmental Organisations/Non-ProfitOrganisations
Pharmaceuticals and BiotechnologyAkademia Leona Kozminskiego
All universities
23
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
Expected monthly salary
2014 | Poland | Students | All Students
3 569 PLN
Akademia Leona
Kozminskiego
3 085 PLNAll universities
24
Akademia Leona Kozminskiego
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
• What is your gender?
Expected monthly salary | Gender gap
2014 | Poland | Students | All Students
3 525 PLN
3 683 PLN
Female
Male
25
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
• What is your gender?
Expected monthly salary | Gender gap
2014 | Poland | Students | All Students
3 000 PLN
3 395 PLN
Female
Male
All universities
26
All universities
• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?
• What is your gender?
Expected monthly salary | Gender gap across time
2014 | Poland | Students | All Students
This chart
illustrate female
expected salary
as a share of
male expected
salary.
Female/Male salary ratio
88%87%
84%84%81%
20142013201220112010
27
• How many years do you expect to work for your first employer after graduation?
How long do students expect to stay at their first employer?
2014 | Poland | Students | All Students
expect to stay at
the most 2 years
at their first
employment
expect to stay at
the most 2 years
at their first
employment
35%
33%
Akademia Leona Kozminskiego All universities
43%
5%
19%
23%
10%
34%
5%
26%
23%
12%
5 years or more4 years3 years2 years1 year or less
28
• This framework has been developed by Universum and is
based on specific research within HR, as well as focus
groups and general communication with both our clients
and students.
The Universum Drivers of Employer Attractiveness
2014 | Poland | Students | All Students
The contents and demands of the job, including the learning
opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
The monetary compensation and other benefits, now and
in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
The attributes of the employer as an organisation
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
The social environment and attributes of the workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognising performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
PEOPLE & CULTURE
29
All universitiesAkademia Leona Kozminskiego
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
Relative importance of each driver
2014 | Poland | Students | All Students
Employer Reputation & Image
People & Culture
Job Characteristics
Remuneration & Advancement Opportunities
20% 24%
25%31%
19%24%
28%29%
30
All universities
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
Driver attractiveness across time
Employer Reputation & Image
People & Culture
Job Characteristics
Remuneration & Advancement Opportunities
2014 | Poland | Students | All Students
15
20
25
30
35
2009 2010 2011 2012 2013 2014
31
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
Employer Reputation & Image | Attractive attributes
2014 | Poland | Students | All Students
46%
38%
35%
35%
34%
33%
22%
20%
12%
10%
40%
34%
38%
21%
35%
29%
27%
23%
10%
18%
Prestige
Market success
Fast-growing/entrepreneurial
Inspiring management
Innovation
Financial strength
Attractive/exciting products andservices
Ethical standards
Corporate Social Responsibility
Environmental sustainabilityAkademia Leona Kozminskiego
All universities
32
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question..
• Which of these attributes are most important to you? (Max. 3)
Job Characteristics | Attractive attributes
2014 | Poland | Students | All Students
49%
43%
42%
35%
28%
22%
17%
17%
12%
12%
53%
29%
54%
32%
25%
23%
13%
18%
13%
18%
Professional training anddevelopment
Opportunities for internationaltravel/relocation
Secure employment
Challenging work
Variety of assignments
Flexible working conditions
Client interaction
Control over my number of workinghours
High level of responsibility
Team-oriented workAkademia Leona Kozminskiego
All universities
33
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
People & Culture | Attractive attributes
2014 | Poland | Students | All Students
52%
50%
41%
40%
35%
29%
18%
10%
9%
3%
44%
51%
34%
32%
52%
22%
28%
9%
11%
4%
A creative and dynamic workenvironment
A friendly work environment
Recognising performance(meritocracy)
Leaders who will support mydevelopment
Respect for its people
Interaction with international clientsand colleagues
Enabling me to integrate personalinterests in my schedule
Recruiting only the best talent
Support for gender equality
Acceptance towards minoritiesAkademia Leona Kozminskiego
All universities
34
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
Remuneration & Advancement Opportunities | Attractive attributes
2014 | Poland | Students | All Students
58%
54%
33%
26%
26%
24%
19%
16%
15%
10%
58%
50%
27%
17%
27%
27%
12%
13%
17%
24%
Good reference for future career
High future earnings
Clear path for advancement
Leadership opportunities
Sponsorship of future education
Competitive base salary
Rapid promotion
Competitive benefits
Performance-related bonus
Overtime pay/compensationAkademia Leona Kozminskiego
All universities
35
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100 to move to the next question.
• Which of these attributes are most important to you? (Max. 3)
• This table shows the most attractive of the 40 attributes,
taking into account the overall importance of the driver
categories to the students. This analysis gives a
summarised 360 degree view of what influences
employer attractiveness.
Students’ overall top 10 preferences
2014 | Poland | Students | All Students
All universitiesAkademia Leona Kozminskiego
Employer Reputation & Image
People & Culture
Job Characteristics
Remuneration & Advancement Opportunities
High future earnings1. High future earnings
Good reference for future career2. Good reference for future career
A friendly work environment3. A friendly work environment
A creative and dynamic work environment4. A creative and dynamic work environment
Professional training and development5. Professional training and development
Clear path for advancement6. Clear path for advancement
Recognising performance (meritocracy)7. Recognising performance (meritocracy)
Opportunities for international travel/relocation8. Opportunities for international travel/relocation
Leaders who will support my development9. Leaders who will support my development
Secure employment10. Secure employment
Good reference for future career1. Good reference for future career
High future earnings2. High future earnings
Respect for its people3. Respect for its people
A friendly work environment4. A friendly work environment
Professional training and development5. Professional training and development
Secure employment6. Secure employment
A creative and dynamic work environment7. A creative and dynamic work environment
Recognising performance (meritocracy)8. Recognising performance (meritocracy)
Competitive base salary9. Competitive base salary
Leaders who will support my development10. Leaders who will support my development
36
• The Universum Career Profiles are based on the
attributes that students select as most important. More
details can be found in the Appendix.
The Universum Career Profiles
2014 | Poland | Students | All Students
LEADER: A student who aims to be inspired
and supported by management and
searches for jobs where he/she can apply
and further develop his/her leadership skills.
This student is not afraid of making decisions
and taking responsibility.
INTERNATIONALIST: A student who is
open-minded and prefers international
surroundings. This type of student enjoys
meeting new people, travelling and working
abroad.
IDEALIST: A student who pursues ethical
and sustainable principles and values. This
student is strongly attracted to employers
whose mission and vision are in line with
his/her own principles and standards.
HUNTER: A student who focuses on
monetary aspects. This student chases
financially lucrative and competitive jobs.
CAREERIST: A student who continuously
wants to develop. This type of student wants
to follow a promising career path within a
prestigious and meritocratic environment.
ENTREPRENEUR: A student who
appreciates working in an evolving
environment, in which he/she can solve
changing and challenging problems.
HARMONISER: A student who prefers a
stable work environment that is
characterised by a respectful and balanced
management philosophy.
37
• Which of these are most important to you? • The Universum Career Profiles are based on the
attributes that students selected as attractive for their first
employer. See more details in Appendix.
The Universum Career Profiles
2014 | Poland | Students | All Students
Akademia Leona Kozminskiego
All universities
38
Table of contents
2014 | Poland | Students | All Students
EMPLOYER EVALUATION
CAREER PROFILE
EVALUATION
EXECUTIVE SUMMARYAPPENDIX
UNIVERSITY BRAND
PERCEPTION
39
Employer Evaluation
This chapter analyses the employer branding efforts and relative attractiveness of different employers
towards your students. The information and insights in the report will help you to:
Evaluate relative performance of different employers and understand what challenges they
face. Use these insights to successfully manage your corporate relationships.
Provide tangible feedback to your existing corporate partners on their employer
branding efforts towards your students. Understand if the activities they organised have
been effective.
Understand which employers your students would like to meet and want to learn more
about. Use these insights to bring new employer partners into cooperation with your
organisation.
2014 | Poland | Students | All Students
40
• For layout reasons, the employer’s name can be
shortened in this report.
The Universum Rankings
2014 | Poland | Students | All Students
“Now choose the 5 employers you
most want to work for, your 5 Ideal
Employers.”
“Have you applied or will you apply
to these companies/
organisations?”
“Below is a list of companies and
organisations. For which of these
employers would you consider
working?”
CONSIDERED EMPLOYER
RANKING
(as many as applicable)
IDEAL EMPLOYER RANKING
(maximum five employers)
POTENTIAL APPLICANTS’
RANKING
(Yes, I have applied or will apply)
FULL COMPANY LIST
(50-130 employers within each
main field of study)
41
BUSINESS/COMMERCE
Official Ideal Employer Ranking | Poland 2014
2014 | Poland | Students
EmployerRank
2014
Percent
2014Employer
Rank
2014
Percent
2014
Google Poland 1 16,20% 1 KGHM Polska Miedz 16 6,38% 4
Ernst & Young -> EY 2 13,26% -1 IKEA 17 6,33% 1
PKO Bank Polski 3 10,94% 0 ING Bank Slaski 18 6,31% -2
TVN 4 9,86% 0 Unilever 19 5,74% -11
Polskie Linie Lotnicze LOT 5 9,85% 5 Bank Pekao 20 5,44% -7
Microsoft 6 9,30% 1 Toyota 21 5,36% 9
L'Oréal Polska 7 9,12% -2 Volvo Group 22 5,25% 5
PwC (PricewaterhouseCoopers) 8 8,76% -2 Bank Zachodni WBK 23 5,23% 0
Deloitte 9 8,76% 0 PGE (Polska Grupa Energetyczna) 24 4,88% 4
Nestlé Polska 10 8,22% 2 Grupa Zywiec 25 4,77% -1
Procter & Gamble (P&G) 11 7,57% 0 Grupa Empik 26 4,76% 5
Coca-Cola (HBC Polska, Poland Services) 12 7,54% 3 Nivea Polska 27 4,75% -5
PZU 13 7,49% 21 IBM Polska 28 4,66% 7
Mars Polska 14 7,02% 3 Allegro 29 4,66% 3
KPMG 15 6,40% -1 mBank 30 4,62% 12
Trend Trend
42
ENGINEERING
Official Ideal Employer Ranking | Poland 2014
2014 | Poland | Students
EmployerRank
2014
Percent
2014Employer
Rank
2014
Percent
2014
Skanska Grupa 1 17,22% 0 Toyota 16 4,90% -5
Budimex 2 11,51% 0 Tauron 17 4,82% 11
PGE (Polska Grupa Energetyczna) 3 9,05% 1 ABB 18 4,74% 2
KGHM Polska Miedz 4 9,01% -1 PKN Orlen 19 4,74% 4
PGNiG 5 7,09% 5 Rolls-Royce Poland 20 4,66% -12
Google Poland 6 6,71% 6 Grupa Zywiec 21 4,64% 14
Nestlé Polska 7 6,51% 10 Polimex - Mostostal 22 4,59% -16
Volkswagen Poznan 8 6,46% -3 Bosch 23 4,50% -14
Volvo Group 9 6,30% 7 Procter & Gamble (P&G) 24 4,49% 9
Urzad Dozoru Technicznego 10 6,23% 3 Samsung Electronics Polska 25 4,42% -10
Warbud 11 5,08% 7 Microsoft 26 4,30% -7
Polskie Linie Lotnicze LOT 12 5,02% 12 General Motors Poland 27 4,30% -5
Siemens Grupa 13 5,01% 12 Danone 28 4,15% 1
IKEA 14 4,99% 7 GE International (General Electric) 29 4,13% -3
Strabag 15 4,92% -8 Coca-Cola (HBC Polska, Poland Services) 30 4,08% -3
Trend Trend
43
The Universum Recruitment Funnel
2014 | Poland | Students | All Students
WOULD THEY CONSIDER WORKING FOR YOU?
HAVE THEY APPLIED OR WILL THEY APPLY TO YOU?
DO STUDENTS KNOW WHO YOU ARE?
ARE YOU THEIR IDEAL EMPLOYER?
Awareness
Consideration
Desire
Application
44
Akademia Leona Kozminskiego | Business/Commerce
• Below is a list of companies and organisations. For which of these employers would you consider working?
Considered Employer Ranking | Top 30
2014 | Poland | Students | All Students
EmployerRank
2014
Percent
2014Employer
Rank
2014
Percent
2014
Google Poland 1 39,32% 2 Rolls-Royce Poland 15 22,22% 12
Deloitte 2 37,61% 0 Sony Polska 15 22,22% 1
KPMG 2 37,61% 4 British American Tobacco 18 21,37% 24
Ernst & Young -> EY 4 36,75% -3 Mars Polska 18 21,37% 3
Nestlé Polska 5 35,04% 0 Pepsi Cola General Bottlers 18 21,37% 3
PwC (PricewaterhouseCoopers) 5 35,04% -1 Polskie Linie Lotnicze LOT 18 21,37% 9
L'Oréal Polska 7 34,19% -1 Samsung Electronics Polska 18 21,37% -2
TVN 7 34,19% -1 IBM Polska 23 20,51% 32
Coca-Cola (HBC Polska, Poland Services) 9 31,62% -3 Philip Morris International w Polsce 23 20,51% -2
Microsoft 10 29,91% 6 Volvo Group 23 20,51% 10
Johnson & Johnson Poland 11 28,21% 0 KGHM Polska Miedz 26 19,66% 16
Unilever 12 27,35% 9 Allegro 27 18,80% 11
Procter & Gamble (P&G) 13 26,50% 8 Jeronimo Martins Polska 27 18,80% 15
Grupa Zywiec 14 24,79% -3 Kompania Piwowarska 27 18,80% -11
Danone 15 22,22% -4 McKinsey & Company Poland 27 18,80% -21
Trend Trend
45
Akademia Leona Kozminskiego | Business/Commerce
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Ideal Employer Ranking | Top 20
2014 | Poland | Students | All Students
EmployerRank
2014
Percent
2014Employer
Rank
2014
Percent
2014
Google Poland 1 22,41% 3 IKEA 11 8,62% 25
Ernst & Young -> EY 2 17,24% -1 Nestlé Polska 11 8,62% -5
L'Oréal Polska 3 16,38% 9 Samsung Electronics Polska 11 8,62% 3
PwC (PricewaterhouseCoopers) 3 16,38% -1 Accenture 14 6,90% 22
TVN 3 16,38% 3 ING Bank Slaski 14 6,90% 22
Deloitte 6 15,52% -4 Polskie Linie Lotnicze LOT 14 6,90% 9
KPMG 7 13,79% -3 Procter & Gamble (P&G) 14 6,90% 0
Microsoft 7 13,79% -1 Unilever 14 6,90% 0
Mars Polska 9 11,21% 14 British American Tobacco 19 6,03% NEW -
Coca-Cola (HBC Polska, Poland Services) 10 9,48% -4 Deutsche Bank 19 6,03% -13
Trend Trend
46
Akademia Leona Kozminskiego | Business/Commerce
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
• Have you applied or will you apply to these companies/organisations?
Potential Applicant Ranking | Top 10
2014 | Poland | Students | All Students
EmployerRank
2014
Percent
2014
Mars Polska 1 6,67% NEW -
PwC (PricewaterhouseCoopers) 2 5,45% 1
Deloitte 3 4,85% 0
Ernst & Young -> EY 4 4,24% -3
KPMG 4 4,24% -2
L'Oréal Polska 4 4,24% 2
Accenture 7 3,64% 9
Nestlé Polska 7 3,64% 9
Coca-Cola (HBC Polska, Poland Services) 9 3,03% -4
TVN 9 3,03% 7
Trend
47
Akademia Leona Kozminskiego | Law
• Below is a list of companies and organisations. For which of these employers would you consider working?
Considered Employer Ranking | Top 30
2014 | Poland | Students | All Students
Employer Rank Percent Employer Rank Percent
Soltysinski Kawecki & Szlezak 1 44,83% KGHM Polska Miedz 12 20,69%
Domanski Zakrzewski Palinka 2 41,38% L'Oréal Polska 12 20,69%
Deloitte 3 37,93% Polskie Linie Lotnicze LOT 12 20,69%
PwC (PricewaterhouseCoopers) 3 37,93% CMS Cameron McKenna 19 17,24%
KPMG 5 34,48% Grant Thornton 19 17,24%
Ernst & Young -> EY 6 31,03% ING Bank Slaski 19 17,24%
Baker & McKenzie 7 27,59% PZU 19 17,24%
Google Poland 8 24,14% Samsung Electronics Polska 19 17,24%
McKinsey & Company Poland 8 24,14% adidas Group 24 13,79%
The Boston Consulting Group (BCG) 8 24,14% Bank Zachodni WBK 24 13,79%
TVN 8 24,14% IKEA 24 13,79%
Clifford Chance 12 20,69% Microsoft 24 13,79%
Coca-Cola (HBC Polska, Poland Services) 12 20,69% PGE (Polska Grupa Energetyczna) 24 13,79%
Dentons 12 20,69% PKN Orlen 24 13,79%
GWW Wozny i Wspólnicy 12 20,69% Sony Polska 24 13,79%
48
Akademia Leona Kozminskiego | Law
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
Ideal Employer Ranking | Top 20
2014 | Poland | Students | All Students
Employer Rank Percent Employer Rank Percent
Domanski Zakrzewski Palinka 1 39,29% KGHM Polska Miedz 8 10,71%
Ernst & Young -> EY 2 25,00% L'Oréal Polska 8 10,71%
PwC (PricewaterhouseCoopers) 2 25,00% PKN Orlen 8 10,71%
Baker & McKenzie 4 17,86% Polskie Linie Lotnicze LOT 8 10,71%
TVN 4 17,86% PZU 8 10,71%
Dentons 6 14,29% Samsung Electronics Polska 8 10,71%
Google Poland 6 14,29% Soltysinski Kawecki & Szlezak 8 10,71%
CMS Cameron McKenna 8 10,71% Bank Zachodni WBK 18 7,14%
Deloitte 8 10,71% Clifford Chance 18 7,14%
GWW Wozny i Wspólnicy 8 10,71% Coca-Cola (HBC Polska, Poland Services) 18 7,14%
49
Akademia Leona Kozminskiego | Law
• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.
• Have you applied or will you apply to these companies/organisations?
Potential Applicant Ranking | Top 10
2014 | Poland | Students | All Students
Employer Rank Percent
Ernst & Young -> EY 1 20,00%
Domanski Zakrzewski Palinka 2 13,33%
Deloitte 3 6,67%
Polskie Linie Lotnicze LOT 3 6,67%
PwC (PricewaterhouseCoopers) 3 6,67%
adidas Group 6 3,33%
Baker & McKenzie 6 3,33%
Carlsberg Polska 6 3,33%
CMS Cameron McKenna 6 3,33%
Coca-Cola (HBC Polska, Poland Services) 6 3,33%
50
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
Akademia Leona Kozminskiego
All universities
2014 | Poland | Students | All Students
Employer Reputation & Image | Associations with Ideal Employers
51
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
Job Characteristics | Associations with Ideal Employers
2014 | Poland | Students | All Students
Akademia Leona Kozminskiego
All universities
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
52
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
People & Culture | Associations with Ideal Employers
2014 | Poland | Students | All Students
Akademia Leona Kozminskiego
All universities
53
• Which of the following attributes do you associate with each employer? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
• The attributes are sorted clockwise according to
attractiveness as rated by your students. 12:00 is the
most attractive attribute.
Remuneration & Advancement Opportunities |
Associations with Ideal Employers
2014 | Poland | Students | All Students
Akademia Leona Kozminskiego
All universities
54
• Please write the first word that comes to mind when you think of these employers. • These are answers written in by students who chose
each company as an Ideal Employer.
• Spelling mistakes might occur.
• The size of the words are adapted for each chart.
Top of mind associations with Ideal Employers
2014 | Poland | Students | All Students
Akademia Leona Kozminskiego
All universities
55
The Universum communication channels framework
2014 | Poland | Students | All Students
• Career guidance websites
• Employer websites
• Job boards
• Live webinars with employers
• Mobile apps
• News websites advertisements
• Professional networks/communities
• Social networks/communities
• Targeted emails
• Advertisements in business magazines
• Advertisements in lifestyle magazines & other periodicals
• Career guides/books
• Career magazines for students
• News print media advertisements
• Recruitment brochures
• University press & student organisation publications
• Direct mailings
• Outdoor/billboard advertisements
• Radio advertisements
• TV advertisements
• Career fairs
• Employer presentations on campus
• Employer-sponsored events
• Informational interviews
• Lectures/case studies as part of curriculum
• Skills sessions organised by employers
• Student conferences
OTHER CHANNELSIN-PERSON
DIGITALPRINT
56
• Through which channels have you learnt about these employers?
Students most used communication channels
2014 | Poland | Students | All Students
37%
34%
28%
24%
22%
22%
19%
18%
16%
16%
15%
14%
13%
13%
13%
24%
27%
23%
26%
25%
12%
23%
26%
16%
14%
11%
12%
14%
9%
10%
Job boards
Employer websites
Career guidance websites
Social networks/communities
News websites advertisements
Professional networks/communities
Career fairs
TV advertisements
News print media advertisements
Career guides/books
Advertisements in business magazines
Employer presentations on campus
Career magazines for students
Lectures/case studies as part of curriculum
Recruitment brochures
Akademia Leona Kozminskiego
All universities
57
Table of contents
2014 | Poland | Students | All Students
EMPLOYER EVALUATION
CAREER PROFILE
EVALUATION
EXECUTIVE SUMMARYAPPENDIX
UNIVERSITY BRAND
PERCEPTION
58
University Brand Perception
This chapter evaluates your university brand, as perceived by your current students and by students at other
universities in Poland, who would choose Akademia Leona Kozminskiego if they could begin their studies
again. The information and insights in the report will help you to:
Identify your competitive advantage over your student recruitment competitors, by:
• Understanding your internal identity! Which attributes do your students associate you
with?
• Understanding your external image! Which attributes do students at other universities
in Poland associate you with?
• Understanding the fundamental reasons for choosing a university and what makes a
university attractive in the eyes of students.
Monitor the effectiveness of your communication and activities in building a strong
university brand.
Find out how likely your students are to recommend your university to friends and
family members.
2014 | Poland | Students | All Students
59
• Which of the following influenced you the most to choose your university? • The chart shows the top 10 factors that influenced your
students when choosing Akademia Leona Kozminskiego.
Why did your students choose your University? (1/2)
2014 | Poland | Students | All Students
84%
49%
18%
15%
15%
12%
11%
9%
9%
42%
30%
9%
23%
20%
7%
16%
10%
13%
University rankings
Alumni of the university
Media coverage, including articles in newspapers andmagazines
Friends
University's website
Teachers or career guidance counselors at the school Iwas attending
University directories/guides
Information event at university (e.g. open campus day)
ParentsAkademia Leona Kozminskiego
All universities
60
• Which of the following influenced you the most to choose your university? • The chart shows the top 10 factors that influenced your
students when choosing Akademia Leona Kozminskiego.
Why did your students choose your University? (2/2)
2014 | Poland | Students | All Students
7%
7%
4%
3%
3%
3%
1%
1%
1%
8%
13%
10%
2%
4%
2%
1%
1%
5%
10%
17%
Students of the university
Tuition fees
Online social networks/communities (e.g. Facebook)
Information event at the school I was attending
Online advertising
Videos produced by the university
Advertising in print media
Career & university fairs
Printed promotional material, including catalogues andbrochures
OtherAkademia Leona Kozminskiego
All universities
61
• How satisfied are you with your current educational institution?
How satisfied are your students with Akademia Leona
Kozminskiego?
is the average
score among your
students
is the average
score for all
universities
2014 | Poland | Students | All Students
8,5 7,0
Akademia Leona
Kozminskiego
All universitiesExtremely
satisfied
Not at all
satisfied
10%
14%
22%19%
13%
10%
5%3%
2%1%
29%33%
21%
9%
3%3%2%
10987654321
62
All universitiesAkademia Leona Kozminskiego
• If you could begin your studies again at any educational institution, would you choose your current college or university?
If your students could begin their studies again, would they choose
Akademia Leona Kozminskiego?
2014 | Poland | Students | All Students
Yes, definitely No, not at allMaybe Yes, definitely No, not at allMaybe
66%
29%
5%
47%
42%
11%
63
• Which other college or university would you consider instead?
If students could begin their studies again, they would choose…
2014 | Poland | Students | All Students
66%
26%
8%
47%
49%
4%
Current college or university
Another University
Foreign University
Akademia Leona Kozminskiego
All universities
64
• If you could begin your studies again at any college or university, which would you choose? • The results are based on respondents who answered
”maybe” or ”No, not at all” in question ”If you could begin
your studies again at any educational institution, would
you choose your current college or university?”
If students could begin their studies again | Preferred universities
2014 | Poland | Students | All Students
34%would choose another
university. The most
preferred are presented in
the table.
66%of your students would
choose Akademia Leona
Kozminskiego
if they made the choice
again.
Akademia Leona Kozminskiego
University Rank Percent
Szkola Glówna Handlowa w Warszawie 1 42%
Foreign college or university 2 23%
Uniwersytet Warszawski 3 12%
Politechnika Warszawska 4 8%
Akademia Humanistyczna Im. Aleksandra Gieysztora w Pultusku 5 4%
Uniwersytet Kardynala Stefana Wyszynskiego w Warszawie 5 4%
Wyzsza Szkola Informatyki i Zarzadzania w Rzeszowie 5 4%
65
• If you could begin your studies again at any college or university, which would you choose? • The results are based on respondents who answered
”maybe” or ”No, not at all” in question ”If you could begin
your studies again at any educational institution, would
you choose your current college or university?”
If students could begin their studies again | Preferred universities
2014 | Poland | Students | All Students
53%would choose another
university. The most
preferred are presented
in the table.
47%of the students would
choose their current
university if they made
the choice again.
All universities
University Rank Percent
Szkola Glówna Handlowa w Warszawie 1 8%
Foreign college or university 2 8%
Uniwersytet Warszawski 3 8%
Akademia Górniczo-Hutnicza w Krakowie 4 6%
Uniwersytet Jagiellonski w Krakowie 5 6%
Politechnika Warszawska 6 5%
Politechnika Wroclawska 7 4%
Uniwersytet Im. Adama Mickiewicza w Poznaniu 8 3%
Uniwersytet Wroclawski 9 3%
Uniwersytet Ekonomiczny w Poznaniu 10 3%
66
• If you could begin your studies again at any educational institution, would you choose your current college or university? • The chart presents the universities with the highest share
of their students answering that they would choose them
again, if they were to begin their studies again.
• Only universities with at least 30 respondents are
presented in the table.
Universities with the largest share of loyal students
2014 | Poland | Students | All Students
By loyal students we
mean students who
would definitely
choose their current
education institution,
if they could begin
their studies again.
72%
72%
70%
66%
66%
65%
63%
62%
61%
58%
Szkola Glówna Handlowa w Warszawie
Collegium Medicum w Krakowie
Akademia Górniczo-Hutnicza w Krakowie
Politechnika Warszawska
Akademia Leona Kozminskiego
Akademia Humanistyczna Im. Aleksandra Gieysztora wPultusku
Szkola Wyzsza Psychologii Spolecznej w Warszawie
Politechnika Poznanska
Politechnika Wroclawska
Collegium Civitas w Warszawie
67
• If you could begin your studies again at any college or university, which would you choose?
• Which educational institution do you attend?
Students who would prefer Akademia Leona Kozminskiego
2014 | Poland | Students | All Students
students from other
universities would prefer
to study at Akademia
Leona Kozminskiego if
they could begin their
studies again.
8221%
11%
7%
7%
6%
5%
4%
4%
2%
2%
Szkola Wyzsza Psychologii Spolecznej w Warszawie
Uniwersytet Kardynala Stefana Wyszynskiego w Warszawie
Grupa Uczelni Vistula
Uniwersytet Warszawski
Szkola Glówna Handlowa w Warszawie
Wyzsza Szkola Informatyki i Zarzadzania w Rzeszowie
Collegium Civitas w Warszawie
Uniwersytet Ekonomiczny w Krakowie
Katolicki Uniwersytet Lubelski
Szkola Glówna Gospodarstwa Wiejskiego w Warszawie
68
• This framework has been developed by Universum in
cooperation with universities.
The Universum Drivers of University Attractiveness
Various aspects of the education provided by the university.
• Quality and variety of courses
• Attractive/exciting programs and fields of study
• Challenging curriculum
• Unique or particular programs
• Exceptional professors/lecturers
• Practical aspects within the curriculum
• International focus
• Strong student support (e.g. Tutors, advisors, etc.)
• Study abroad program
Long-term opportunities the university provides for students.
• Supports and develops entrepreneurship
• Good reference for future career and/or education
• Launching pad for international career
• High employment among graduates
• Opportunities to network with employers
• Strong ties with industry
• Teaches transferable and practical skills employers
are looking for
• Target school for employers in my field
• Focus on professional development
Refers to the university as a whole.
• Tradition of academic excellence
• State-of-the-art facilities
• Successful alumni
• Internationally acclaimed
• Prestige
• Low costs (e.g. accommodation, tuition,
living expenses, etc.)
• Availability of financial aid and scholarships
• Highly-ranked within its field
• Recommended by friends/family
UNIVERSITY/COLLEGE REPUTATION & IMAGE EDUCATIONAL OFFERING
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
Social environment on- and off-campus.
• International student body
• Creative and dynamic atmosphere
• Social and recreational activities
• Friendly and open environment
• Attractive geographic location
• Acceptance towards minorities
• Support for gender equality
• Secure campus environment
• Heritage and tradition
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
2014 | Poland | Students | All Students
69
• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important
they are to you. The total must equal 100.
Relative importance of each driver
University/College Reputation & Image
University/College Culture & Student Life
Educational Offering
Employability & Advancement Opportunities
2014 | Poland | Students | All Students
All universitiesAkademia Leona Kozminskiego
26%
26%
15%35%
23%26%
17%34%
70
Most attractive attributes
2014 | Poland | Students | All Students
1. Highly-ranked within its field
2. Prestige
3. Successful alumni
UNIVERSITY/COLLEGE REPUTATION & IMAGE
1. Highly-ranked within its field
2. Successful alumni
3. Tradition of academic excellence
UNIVERSITY/COLLEGE REPUTATION & IMAGE
1. Practical aspects within the curriculum
2. Strong student support (e.g. Tutors, advisors, etc.)
3. Exceptional professors/lecturers
EDUCATIONAL OFFERING
1. Practical aspects within the curriculum
2. Attractive/exciting programs and fields of study
3. Strong student support (e.g. Tutors, advisors, etc.)
EDUCATIONAL OFFERING
1. Creative and dynamic atmosphere
2. Friendly and open environment
3. International student body
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
1. Friendly and open environment
2. Creative and dynamic atmosphere
3. Attractive geographic location
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
1. Good reference for future career and/or education
2. Teaches transferable and practical skills employers are
looking for
3. Target school for employers in my field
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
1. Good reference for future career and/or education
2. Teaches transferable and practical skills employers are
looking for
3. High employment among graduates
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
Akademia Leona Kozminskiego All universities
71
What students consider attractive vs. what they associate with you
Average
attractiveness of
the attributes
within the driver
Important areas where
your university rates low -
consider whether to
adapt communication
Important areas where
your university rates
highly - continue
communicating
Less important areas
where your university
rates low - monitor / no
action
Less important areas
where your university
rates highly - keep as is
Average association for your university
Attractiveness
of the
attributes
Attributes that your students
associate with your
university
2014 | Poland | Students | All Students
72
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
University/College Reputation & Image |
Attractiveness vs. Associations
2014 | Poland | Students | All Students
73
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
Educational Offering | Attractiveness vs. Associations
2014 | Poland | Students | All Students
74
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
University/College Culture & Student Life |
Attractiveness vs. Associations
2014 | Poland | Students | All Students
75
YOUR STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
Employability & Advancement Opportunities |
Attractiveness vs. Associations
2014 | Poland | Students | All Students
76
ALL STUDENTS
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
University/College Reputation & Image |
Attractiveness vs. Associations
2014 | Poland | Students | All Students
77
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
Educational Offering | Attractiveness vs. Associations
2014 | Poland | Students | All Students
ALL STUDENTS
78
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
University/College Culture & Student Life |
Attractiveness vs. Associations
2014 | Poland | Students | All Students
ALL STUDENTS
79
• Which of the following attributes do you associate with each institution? Please select as many as applicable.
• Which of these attributes are most important to you? (Max. 3)
Employability & Advancement Opportunities |
Attractiveness vs. Associations
2014 | Poland | Students | All Students
ALL STUDENTS
80External vs. Internal associations with Akademia Leona
Kozminskiego
Average
association
among your
students
OPPORTUNITY
Attributes that your students
associate with you to a large
extent, but the attracted students
do not perceive you to offer.
POSITIVE OVERLAP
Attributes that both your
students and the attracted
students associate with you to a
large extent.
NEGATIVE OVERLAP
Attribute that neither your
students nor attracted students
associate with you to a large
extent.
RISK
Attributes that attracted students
associate with you to a large
extent, but that is not entirely
true, according to your students.
Average association among students who
selected you as a preferred university
Internal
perception
(%)
External perception (%)
2014 | Poland | Students | All Students
81
• Which of the following attributes do you associate with each institution? Please select as many as applicable. *Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
University/College Reputation & Image |
External vs. Internal associations
2014 | Poland | Students | All Students
82
• Which of the following attributes do you associate with each institution? Please select as many as applicable. *Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
Educational Offering | External vs. Internal associations
2014 | Poland | Students | All Students
83
• Which of the following attributes do you associate with each institution? Please select as many as applicable. *Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
University/College Culture & Student Life |
External vs. Internal associations
2014 | Poland | Students | All Students
84
• Which of the following attributes do you associate with each institution? Please select as many as applicable. *Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
Employability & Advancement Opportunities |
External vs. Internal associations
2014 | Poland | Students | All Students
85Akademia Leona Kozminskiego | Internal Identity vs. External
Image
2014 | Poland | Students | All Students
1. Prestige
2. Successful alumni
3. Highly-ranked within its field
UNIVERSITY/COLLEGE REPUTATION & IMAGE
1. Prestige
2. Highly-ranked within its field
3. Successful alumni
UNIVERSITY/COLLEGE REPUTATION & IMAGE
1. Practical aspects within the curriculum
2. International focus
3. Exceptional professors/lecturers
EDUCATIONAL OFFERING
1. Attractive/exciting programs and fields of study
2. Quality and variety of courses
3. Strong student support (e.g. Tutors, advisors, etc.)
EDUCATIONAL OFFERING
1. International student body
2. Creative and dynamic atmosphere
3. Friendly and open environment
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
1. International student body
2. Creative and dynamic atmosphere
3. Friendly and open environment
UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE
1. Focus on professional development
2. Good reference for future career and/or education
3. High employment among graduates
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
1. Good reference for future career and/or education
2. Launching pad for international career
3. Focus on professional development
EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES
INTERNAL IDENTITY EXTERNAL IMAGE
Below you find the most frequent associations within each driver that your students and the attracted students associate with Akademia Leona Kozminskiego.
86
• What is the first word that comes to mind when you think of your current educational institution? • These are answers written in by students.
• Spelling mistakes might occur.
Top of mind associations with Akademia Leona Kozminskiego
2014 | Poland | Students | All Students
YOUR STUDENTS
87
• What is the first word that comes to mind when you think of your preferred educational institution? • These are answers written in by students
• Spelling mistakes might occur.
• Attracted students are respondents who answered that if
they were to begin their studies again, they would choose
your university.
Top of mind associations with Akademia Leona Kozminskiego
2014 | Poland | Students | All Students
ATTRACTED STUDENTS
88
• How likely is it that you would recommend your educational institution to friends or family?
Would your students recommend Akademia Leona Kozminskiego
to a friend or family member?
is the average
score among your
students
is the average
score for all
universities
2014 | Poland | Students | All Students
8,7 7,2
Extremely
likely
Not at allAkademia Leona
Kozminskiego
All universities
21%
13%
17%
14%
11%10%
5%4%2%3%
43%
23%
14%
10%
3%1%1%1%1%
10987654321
89
• Which of these career services have you used at your educational institution? Please select as many as applicable.
• Which of these are most important to you? Please select a maximum of three alternatives.
Evaluation of career services offered by Akademia Leona
Kozminskiego
2014 | Poland | Students | All Students
90
• How would you rate the career services offered at your educational institution?
Rating of career services
is the average
score among your
students
is the average
score for all
universities
2014 | Poland | Students | All Students
7,7 6,4
Poor ExcellentAkademia Leona
Kozminskiego
All universities
8%10%
18%16%16%
15%
6%5%
3%3%
20%
24%
18%
10%10%
12%
4%
10987654321
91
• Are you aware of/do you use the following career related services offered by your university?
Are students aware of all career services you provide?
2014 | Poland | Students | All Students
Aware and using Unaware, but would useAware, but not using Unaware and wouldn’t use
19%
33%
33%
31%
21%
56%
32%
29%
40%
52%
36%
40%
37%
30%
50%
52%
29%
13%
28%
27%
39%
14%
18%
17%
11%
2%
3%
2%
3%
3%
Career advice by professors and lecturers
Career fairs at university
Career guidance material (e.g. brochures, guidance website, newsletter)
Company workshops/presentations organised by the university
Job application preparation/training
Online vacancy search/job board with external offers
Services offered by the departmental/faculty career service
Services offered by the university's central career service
92
Table of contents
2014 | Poland | Students | All Students
EMPLOYER EVALUATION
CAREER PROFILE
EVALUATION
EXECUTIVE SUMMARYAPPENDIX
UNIVERSITY BRAND
PERCEPTION
93
• Which educational institution do you attend?
Educational institutions (1/3)
2014 | Poland | Students | All Students
University Total University Total
Uniwersytet Warszawski 5% Politechnika Warszawska 2%
Uniwersytet Lódzki 4% Politechnika Gdanska 2%
Uniwersytet Jagiellonski w Krakowie 4% Politechnika Slaska 2%
Uniwersytet Im. Adama Mickiewicza w Poznaniu 3% Uniwersytet Ekonomiczny w Krakowie 2%
Uniwersytet Gdanski 3% Uniwersytet Kardynala Stefana Wyszynskiego w Warszawie 2%
Akademia Górniczo-Hutnicza w Krakowie 3% Szkola Glówna Gospodarstwa Wiejskiego w Warszawie 2%
Uniwersytet Wroclawski 3% Politechnika Lódzka 2%
Uniwersytet Mikolaja Kopernika w Toruniu 3% Uniwersytet Szczecinski 2%
Uniwersytet Slaski w Katowicach 3% Uniwersytet Ekonomiczny we Wroclawiu 2%
Uniwersytet Warminsko-Mazurski w Olsztynie 2% Uniwersytet Opolski 1%
Uniwersytet Marii Curie-Sklodowskiej w Lublinie 2% Uniwersytet Ekonomiczny w Poznaniu 1%
Politechnika Wroclawska 2% Uniwersytet w Bialymstoku 1%
94
• Which educational institution do you attend?
Educational institutions (2/3)
2014 | Poland | Students | All Students
University Total University Total
Uniwersytet Rzeszowski 1% Uniwersytet Kazimierza Wielkiego w Bydgoszczy 1%
Uniwersytet Zielonogórski 1% Uniwersytet Ekonomiczny w Katowicach 1%
Politechnika Poznanska 1% Szkola Glówna Handlowa w Warszawie 1%
Politechnika Rzeszowska 1% Uniwersytet Rolniczy w Krakowie 1%
Uniwersytet Pedagogiczny w Krakowie 1% Uniwersytet Przyrodniczy w Poznaniu 1%
Katolicki Uniwersytet Lubelski 1% Uniwersytet Technologiczno-Przyrodniczy im. J.J. Sniadeckich w Bydgoszczy 1%
Politechnika Krakowska 1% Akademia Humanistyczno-Ekonomiczna w Lodzi 1%
Akademia Leona Kozminskiego 1% Warszawski Uniwersytet Medyczny 1%
Politechnika Czestochowska 1% Slaski Uniwersytet Medyczny w Katowicach 1%
Zachodniopomorski Uniwersytet Technologiczny w Szczecinie 1% Uniwersytet Przyrodniczy we Wroclawiu 1%
Szkola Wyzsza Psychologii Spolecznej w Warszawie 1% Uniwersytet Jana Kochanowskiego w Kielcach 1%
Politechnika Bialostocka 1% Politechnika Lubelska 1%
95
• Which educational institution do you attend?
Educational institutions (3/3)
2014 | Poland | Students | All Students
University Total University Total
Wyzsza Szkola Informatyki i Zarzadzania w Rzeszowie 1% Collegium Medicum w Krakowie 0%
Uniwersytet Medyczny w Lodzi 1% Grupa Uczelni Vistula 0%
Akademia Krakowska Im. A. Frycza-Modrzewskiego w Krakowie 1% Politechnika Koszalinska 0%
Wojskowa Akademia Techniczna 1% Uniwersytet Medyczny w Bialymstoku 0%
Uniwersytet Medyczny w Poznaniu 1% Dolnoslaska Szkola Wyzsza we Wroclawiu 0%
Gdanski Uniwersytet Medyczny 1% Polsko-Japonska Wyzsza Szkola Technik Komputerowych 0%
Uniwersytet Medyczny im. Piastów Slaskich we Wroclawiu 1% Akademia Humanistyczna Im. Aleksandra Gieysztora w Pultusku 0%
Politechnika Opolska 1% Wyzsza Szkola Handlu i Prawa im. Ryszarda Lazarskiego w Warszawie 0%
Politechnika Swietokrzyska w Kielcach 0% Uniwersytet Technologiczno-Humanistyczny im. Kazimierza Pulaskiego w Radomiu 0%
Górnoslaska Wyzsza Szkola Handlowa im. Wojciecha Korfantego 0% Collegium Civitas w Warszawie 0%
Uniwersytet Medyczny w Lublinie 0% Wyzsza Szkola Zarzadzania (Polish Open University) w Warszawie 0%
Wyzsza Szkola Bankowa w Poznaniu 0% Other 11%
96
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
BUSINESS (1/1)
Area of studyAkademia Leona
KozminskiegoAll universities
Management 37% 26%
Economics 22% 23%
Human Resources Management 22% 14%
Marketing 22% 18%
Entrepreneurship 18% 12%
Banking 17% 13%
Finance 17% 15%
Accounting/Auditing/Taxation 14% 20%
Strategy 14% 7%
Trade and management of sales 6% 8%
Communication studies 5% 6%
Business Administration 4% 4%
Information Management 4% 3%
Public Administration 3% 12%
International Business 2% 11%
Logistics 2% 11%
Real Estate 2% 4%
Tourism Management 1% 6%
Other Business 7% 8%
97
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
ENGINEERING (1/2)
Area of study All universities
Construction 15%
Environmental Engineering 12%
Industrial Engineering and Management 12%
Machine/Mechanical Engineering 12%
Electrical/Electronic Engineering 10%
Architecture 8%
Transport/Logisitcs 7%
Materials Science/Materials Technology 7%
Process Technology 7%
Automation & Robotics 6%
Automotive Engineering 6%
98
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
ENGINEERING (2/2)
Area of study All universities
Biological Engineering/Biological Technology 5%
Chemical Engineering 5%
Geodesy & Cartography 4%
Land Management 4%
Civil Engineering 3%
Product Research/Science of Commodities 2%
Aeronautics/Aerospace Engineering 2%
Telecommunications 2%
Petroleum Engineering 1%
Pulp-/Paper-/Wood Technology 1%
Other Engineering 10%
99
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
IT (1/1)
Area of study All universities
Programming 52%
Computer Science 48%
Software Engineering 29%
Information Systems 28%
Graphic Design 18%
Information Management 15%
Business Computing Systems 11%
e-Business Systems 10%
Business Systems Analysis and Design 7%
Electronic Publishing 3%
Other IT 18%
100
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
NATURAL SCIENCES (1/1)
Area of study All universities
Biological Science 28%
Mathematical Sciences 24%
Chemistry 23%
Environmental Sciences 18%
Geology/Earth Sciences 14%
Physical Science 12%
Physics 9%
Agronomy 6%
Veterinary 2%
Other Natural Sciences 20%
101
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
HUMANITIES/LIBERAL ARTS/EDUCATION (1/1)
Area of studyAkademia Leona
KozminskiegoAll universities
Social Sciences 50% 16%
Psychology 33% 16%
Communication 0% 12%
Creative Arts 0% 7%
Design 0% 2%
English Studies, Literature 0% 8%
History 0% 6%
Information Management 0% 1%
International Relations 0% 8%
Linguistics/Foreign Languages 0% 17%
Philosophy 0% 4%
Polish/ Literature 0% 8%
Political Science 0% 7%
Teaching/Education 0% 26%
Other Humanities 17% 15%
102
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
LAW (1/1)
Area of studyAkademia Leona
KozminskiegoAll universities
Civil Law 46% 47%
Commercial Law 32% 22%
Criminal Litigation 25% 35%
International Commercial Law 21% 9%
Labour Law 7% 17%
Media Law 7% 13%
International Law 4% 17%
Law and Property Valuation 0% 4%
Other Law 39% 27%
103
• Please select your major(s)/main area(s) of study.
Areas of study
2014 | Poland | Students | All Students
HEALTH/MEDICINE (1/1)
Area of study All universities
Medicine 22%
Nursing 16%
Physiotherapy 15%
Pharmaceutics 14%
Dietetics 10%
Public Health 10%
Cosmetology 6%
Paramedics 5%
Stomatology 4%
Other Health/Medicine 9%
104
The Universum Career Profiles (1/2)
2014 | Poland | Students | All Students
HARMONISER
• Respect for its people (2)
• Enabling me to integrate personal
interests in my schedule (3)
• Team-oriented work (1)
• Secure employment (2)
• Control over my number of working hours (3)
• Flexible working conditions (3)
• Overtime pay/compensation (1)
The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness.
Different attribute selections produce different Career Profiles. To match a certain profile, a minimum
amount of points must be reached.
CAREERIST
• Prestige (3)
• Recruiting only the best talent (3)
• Clear path for advancement (3)
• Market success (1)
• Professional training and development (1)
• Sponsorship of future education (2)
• Rapid promotion (3)
• Recognising performance (meritocracy) (2)
• Good reference for future career (3)
ENTREPRENEUR
• Fast-growing/entrepreneurial (3)
• A creative and dynamic workenvironment (3)
• Challenging work (1)
• Variety of assignments (1)
• Innovation (2)
• Attractive/exciting products and services (1)
6 out of
11 points
7 out of
15 points
12 out of
21 points
105
The Universum Career Profiles (2/2)
2014 | Poland | Students | All Students
INTERNATIONALIST
• Opportunities for international travel/relocation (3)
• Interaction with international clients and colleagues (3)
HUNTER
• Competitive base salary (3)
• High future earnings (3)
• Performance-related bonus (2)
• Competitive benefits (1)
• Client interaction (1)
• Financial strength (1)
IDEALIST
• A friendly work environment (1)
• Ethical standards (3)
• Corporate Social Responsibility (3)
• Environmental sustainability (3)
• Support for gender equality (2)
• Acceptance towards minorities (2)
6 out of
14 points
6 out of
6 points
6 out of
11 points
LEADER
• Leadership opportunities (3)
• Leaders who will support my
development (3)
• High level of responsibility (2)
• Inspiring management (2)5 out of
10 points
106
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