Over the next two weeks, Universum’s Research and University Relations team, will host a series of webinars about the launch of the 2015 Universum Student Survey. We will take this opportunity to share surveying best practices, discuss the timeline of the survey, and go over the incentives for your students as well as the value of our data and the Universum Partnership.

1. The Universum Student Survey 2015

2. INTRODUCTION & BACKGROUND
Agenda
1 Who and Why: The importance of the survey for schools,
students and employers and the work that Universum
does—John Flato, Vice President-Advisory Services
2 What: Survey content and changes we’ve made—Kevin
Troy, Head of Research and Insights
3 When and How: Logistics for sending out the survey—
Heather Wickenheiser, Associate Director of University
Relations
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3. Who and Why: The
importance of the survey
for schools, students and
employers and the work
that Universum does
presented by John Flato, Vice President-
Advisory Services

4. Who We Are
UNIVERSUM
RESEARCH
UNIVERSUM
CONSULTING
Worldwide presence
Universum has been helping the world’s leading organizations
strengthen their Employer Brands for the past 25 years. With
regional offices in New York City (Americas), Basel (Europe),
Singapore (APAC) and Stockholm (Nordics) we employ the
industry’s top global knowledge experts.
Global leader in Employer Branding
We serve more than 1.200 clients, including the majority of Fortune
100 companies, and annually release the World’s Most Attractive
Employers rankings.
Provide insight and knowledge
We survey more than 700.000 students and professionals
annually in 50+ countries. The surveys are the foundation of our
IDEAL Employer Rankings, which are published yearly around the
world in partnership with the New York Times, Le Monde,
BusinessWeek and other top media outlets.
Spread the word
We publish more than 150 career publications in 10 countries and
have 10 career sites with more than 1.500.000 visitors/month. We
organize 40 events with over 3.000 participants in 14 countries.
UNIVERSUM
DIGITAL
UNIVERSUM
COMMUNICATI
ON SOLUTIONS

5. Why – For Employers
•Learn the motivators of students so that they can
message appropriately
•Helps to determine or refine key recruiting universities
based on cultural matches as indicated by student
responses
•Understand where their firm can compete well for talent
based on competition and industry preferences

6. Why – For University Career Services Centers
•Provides career centers with an understanding of their students’
communication preferences, industry interests, differentiated
employer traits so you can better advise and/or attract employers
•Provides universities data on which career services offerings are
most valued by your students
•Making their students more employable by understanding their
career and employer preferences and helping to prepare them for
communicating with future employers
“Universum’s data is most
valuable because it really gives
us a chance to be in the mind of
our students and understand
how they’re perceiving the
recruiting efforts on campus, and
what they’re looking for.”
University of Illinois
“The data’s important because it
allows us to be strategic with our
partnerships with employers, and
to be informative to students.”
University of Delaware
“I think the most valuable thing,
if I had to point to one thing
about the relationship with
Universum that Northeastern
has, is the events and the
forums they create.”
Northeastern

7. Why – For Students?
•Will receive an individualized report upon the completion of the
survey, suggesting companies to consider based upon responses
provided
•Provides the platform to think about what truly motivates them in
the decision making process to choose a career and employer
•Creates the opportunity to provide feedback to the career center
on employment matters and services that should be provided
“I found the survey helped me
realize what companies I am
aware of in regards to their
name and what they do/what I
associate them with. Also, the
survey helped me in figuring out
what type of attributes I value in
an employer.” Georgetown
Student
“I enjoyed taking the survey
because it was an
opportunity to explore and
put my personal preferences
for future employers into
concrete words” Cornell
Student
Taking the survey helped me to
think about potential employers
and industries that I might not
have thought of before and gave
me a deeper insight into what I
was looking for in a career and
which employers might actually
offer it.” University of Maryland
Student

8. What: Survey content
and changes we’ve
made
presented by Kevin Troy, Head of
Research and Insights

9. Employer rankings in Universum Student Survey
CONSIDERED EMPLOYER
RANKING
Students are allowed to select as
many employers as they want to.
This ranking is based on the share
of students who selected each
employer as a considered
employers.
“Please select five employers
from the list below for which
you would most like to work -
your five Ideal Employers.”
IDEAL EMPLOYER RANKING
Students are allowed to select up
to five employers, out of the
employers they selected as
considered. This ranking is based
on the share of students who
selected each employer as a
considered employers.
“Have you or will you apply to
these companies/
organisations?”
FULL EMPLOYER
LIST
List of 230 employers
in randomized order;
list varies by field of
study
“Below is a list of employers.
Which of these employers
would you consider working
for?”
POTENTIAL APPLICANTS’
RANKING
For each of the employers
students selected as ideal,
students are asked whether they
have or will apply to work for them.
This ranking is based on the
students who have or will apply.
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10. Key question areas of the Universum Student Survey
Career preferences
and expectations
Long-term goals
Short-term
attractiveness of 40
employer attributes
Salary expectations
Employer
attractiveness
Awareness,
consideration, and
ideal employer
selection
For ideal employers,
association with 40
employer attributes
Communicating with
employers
Which channels
they use, and which
they’d prefer to use
more
Channels include:
Print, In-person,
digital, and other
channels
University
experience
Career center
services usage and
satisfaction
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11. The Universum Drivers of Employer Attractiveness
11
The Drivers of Employer Attractiveness is a scientific framework developed by Universum, giving us a complete
picture of what the talent perceive as important in their careers and what they associate with their preferred
employers. Your employer image will be evaluated within each of these areas and compared to your recruitment
competitors.
EMPLOYER REPUTATION & IMAGE
PEOPLE & CULTURE
EXTRINSIC INTRINSIC
JOB CHARACTERISTICS
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
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
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
REMUNERATION & ADVANCEMENT OPPORTUNITIES
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
HARD SOFT

12. Major changes to the Universum Student Survey for 2015
• Survey designed to display well on
mobile devices (tablets and
smartphones)
• Question phrasing and branching now
more appropriate for part-time and
graduate students
• New optional bank of “career
personality” questions provides more
nuanced view of respondents
• New optional questions about
identification with minority groups
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13. Ensuring the integrity of the data
• Goal is to get responses from minimum of 3% of students in each school /
department / field of study
• Target population is all students enrolled in degree-seeking programs at
bachelor’s level or above
– Associate degree candidates and non-degree-seeking students will be screened out
– Seniors are students of greatest interest, but we do collect and report data on others as well
– Likewise, business, economics, engineering, and IT students are of greatest interest
• Not necessary to send survey to 100% of your students at any one time
– But if you only send to a sample, please ensure that it is randomly selected
• Best survey field time is in October and November, when students are:
– Actively hearing from employers and looking for jobs
– Not yet committed to an offer they’ve accepted
– Not too busy preparing for final exams
• We keep the survey open through early January in order to allow any
“stragglers” to come in over holiday break
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14. When and How: Logistics
for sending out the survey –
Reaching the Students
presented by Heather Wickenheiser,
Associate Director of University Relations

15. This year’s Student Survey – Universum Career Survey

16. This year’s Student Survey

17. Universum works more closely with the students in 2015
This year we have brought on 6 interns
across the country to help serve as brand
ambassadors at their individual campuses
as well as regionally. They will also help us
develop stronger messaging out to the
students so that we are speaking to our
target audience in the voice of their peers
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18. Social Media Activation
Follow,
Retweet,
Share,
Like,
Favorite
UniversumU
@UniversumU
#UniversumU
#2015Universumsurvey
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19. Timeline – What can you expect from me?
Week of Action Item
October 6th Survey Launches; Universum provides you with email send out
text and link to send survey to your students
October 13th We provide you with the target number of respondents for your
school
October 20th Email reminder text provided for you to send a reminder about
the survey to your students
October 27th Universum sends an update on the number of respondents you
have received to date in comparison to the target number of
respondents
November 3rd Social Media Push – Universum will provide you with tweets,
Facebook Posts, and LinkedIn Posts that you can share with
your students
November 10th Universum sends an update on the number of respondents you
have received to date in comparison to the target number of
respondents
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20. Timeline Continued
Week of Action Item
November 17th Halfway point – Universum to host a best practices webinar featuring
Universities/Partners that have had successful Response Rates.
November 24th Email Reminder Text and social media posts provided to the
universities and partners for you to send out to the students (Over
Thanksgiving break)
December 1st Universum sends an update on the number of respondents you have
received to date in comparison to the target number of respondents.
December 8th Email Reminder text sent to Universities – Final end of the Semester
Push
December 15th Email and Social Media Text Sent to the Universities – Holiday Push;
Check in of Numbers
December 22nd
and December
29th
Last weeks of the Field period – Check in on targets and any final
send outs conducted
January 5th Final Numbers sent to Universities and Partners
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21. Questions – Please Ask!
We are here for you and happy to help with everything please
feel free to reach out!
John Flato
Vice President-Advisory Services
John.Flato@universumglobal.com
Heather Wickenheiser
Associate Director, University Relations
Heather.Wickenheiser@universumglobal.com
Kevin Troy
Head of Research & Insights
Kevin.Troy@universumglobal.com
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