Universum Student Survey 2008 - Universitetet i Agder

University Report 

Universum Student Survey 2008 

Hvilke forventninger har økonomistudentene ved Agder til fremtidige 

arbeidsgivere? 

Workshop 10.09.2008 

Linn Benedicte Brubakken, prosjektleder Universum Norge 


1 

Copyright Universum 2008 


1

About Universum 

Research 

EVP 

Communication 

Plan 

Communication 

Material 

Action 

Universum’s employer branding model 

National Student Surveys 

• 5 continents 

• 31 countries 

• 800 educational institutions 

• 250,000 respondents 

National Professional Surveys 

• 10 countries 

• 80,000 respondents 

Brand Image Redefinition 

• Communication plan creation 

• Communication material creation 

• Employer value proposition alignment 

• Global adaptation of employer brand 

• IPI Analysis 

Custom Research 

• Case studies 

• External brand image perception study 

• Focus groups – Online and in person 

• Intercept interviews 

• On campus recruitment material testing 

Print 

*Unique for 

every country 

Web 

*Unique for 

every country 

2

Universum in the world 

3

Universum Today 

• We employ approximately 200 people in 12 locations 

on 5 continents. 

• The group head office is located in Stockholm, 

Sweden, the regional head offices are located in 

Philadelphia (Americas) and Shanghai (Asia). 

• We serve more than 1 200 clients globally, including 

the majority of Fortune 100 companies. 

• We survey over 230 000 students and 80 000 

professionals annually in 30 countries. 

• We publish more than 100 career publications in 10 

countries. 

• We have 10 career sites with 400 000 visitors/month. 

• We organize 40 events with over 3000 participants in 

14 countries. 

• We publish the world’s foremost journal on Employer 

Branding, Universum Quarterly. 

4

Cross-selection of our Clients 

ABB 

Deutsche Post 

McKinsey & Company 

SCA 

Accenture 

Ericsson 

Microsoft AB 

Shell 

ALSTOM 

Ernst & Young 

Nokia 

Siemens 

AstraZeneca AB 

F. Hoffman - La Roche 

Novartis 

Statoil 

BearingPoint 

Fortum 

Novo Nordisk 

Stora Enso 

Booz-Allen Hamilton 

BCG 

GE International 

GlaxoSmithKline 

Orkla 

Pfizer 

Telenor 

TeliaSoner 

a 

BP International Ltd 

Goldman Sachs 

Philip Morris 

UBS 

Cap Gemini 

IBM 

Philips 

Unilever 

Citigroup 

IKEA 

PwC 

UTC 

Credit Suisse 

KPMG 

Procter & Gamble 

Vattenfall 

Danske Bank 

Kraft Foods 

Renault 

Wella 

Deloitte & Touche 

L'Oreal 

SAAB 

Vodafone 

5

Universum Student Career Guides 

6

Agenda 

1 

2 

3 

4 

5 

Survey facts & The Participating students 

University experience 

The Students’ career & Communication channel preferences 

The Students’ employer preferences 

Employer rankings 

7


 

Survey facts & The Participating students 


8 



8

Methodology 

1 

Target groups: 

• Business: 2126 respondents 

• Engineering: 1971 respondents 

• IT: 475 respondents 

• Pharma: 106 respondents 

• Law: 735 respondents 

Field period: 

January to April 2008 

No. of educational institutions: 

20 

The Questionnaire: 

• Created by 20 years of experience, extensive 

research within HR, focus groups and communication 

with both our clients and students 

• A new framework has been developed – The 

Drivers of Employer Attractiveness 

• Global perspective - local insight 

• Comprised of closed-ended questions with an 

extensive list of alternatives and an ‘Other’ option. 

The List of employers: 

• Composition of Universum’s knowledge of each market, 

evaluations of the last year’s list, extensive market 

analysis, complemented by information derived from 

discussions with students, educational institutions and 

students’ “write-ins” from last year’s survey. 

The Data collection: 

• Approximately 95% conducted via an online survey, additional 

paper surveys collected at some key campuses. The on-line 

link has been distributed mainly via university contacts 

(career centers and the educational institutions), the 

Universum Panel and different local partners. 

Weighting: 

• In our data collection we set targets by main field of 

study and educational institution. But in order to provide 

our clients with even more reliable data on each market 

and to get the distribution as close as possible to the 

reality, we weight the respondents based on how the 

total population is distributed. 

Target students: 

• University students from all educational years within 

each target group. 

9

The participating students (business) 1 

Group 1: 

Number of respondents: 195 

Base of the group: Universitetet i Agder 

Group 2: 

Number of respondents: 2126 

Base of the group: Total (Business) 

10

Preferred region- UiA students (business and technology) 1 

In what region would you prefer to work? 

11

The targeted students - Universitetet i Agder (Business) 1 

Number of Universitetet i Agder students: 195 

Gender: 

• 49% women and 51% men 

Age: 

• Average age: 22,5 years 

Preferred industries: 

• Financial services 

• Corporate auditing/accounting/taxation 

• Commercial banking 

Perceived grade: 

• Average grade: 6,7 (of 10) 

Career goals: 

• To be secure or stable in my job 

• To be competitively or intellectually 

challenged 

• To have work/life balance 

Preferred departments: 

• Finance 

• Consulting department 

• Information Management 

12

The targeted students - Total (Business) 1 

Number of Total (Business) respondents: 2126 

Gender: 

• 53% women and 47% men 

Age: 

• Average age: 23,8 years 

Preferred industries: 

• Marketing/advertising 

• Commercial banking 

• Financial services 

Perceived grade: 

• Average grade: 6,8(of 10) 

Career goals: 

• To be secure or stable in my job 

• To be competitively or intellectually 

challenged 

• To have work/life balance 

Preferred departments: 

• Finance 

• Consulting department 

• Marketing 

13

Age 1 

Less than 20 

6% 

14% 

20 - 21 

23% 

32% 

22 - 23 

31% 

30% 

24 - 25 

15% 

20% 

26 - 27 

3% 

9% 

28 - 29 

1% 

4% 

30 or above 

5% 

8% 

Universitetet i Agder 

Total (Business) 

SURVEY QUESTION: 

What is your year of birth? 

THINK ABOUT: 

• What differences are there? 

• What characterises your students? 

14

Gender 1 

Universitetet i 

Agder 

49% 

51% 


53% 

47% 

Female 

Male 


What is your gender? 

THINK ABOUT: 

• What differences are there? 

• What characterises your students? 

• Do you have certain strategies helping you to attract men or women? 

15

Nationality 1 



98% 

2% 


93% 

7% 

Norwegian 

Other 


What is your nationality? 

THINK ABOUT: 

Does these results match your expectations? 

16

Academic performance 1 

1 

2 

0% 

1% 

0% 

3 

1% 

4 

3% 

3% 

5 

6 

17% 

18% 

18% 

19% 

7 

26% 

31% 

8 

19% 

23% 

9 

10 

3% 

3% 

6% 

9% 




Please grade your academic results on a scale from 1 to 10, where 10 represents "excellent results", 5 stands for "Average" 

PLEASE NOTE: 

• A High Achiever is categorised as an individual with 8, 9 or 10, when grading their academic performance. 

THINK ABOUT: 

• How does your students grade their academic results compared to the other students in the country? 

• Do they perceive themselves as better? 

17

Areas of study - Business 1 

Area of study 

Universitete 

t i Agder 

Total 

(Business) 

Economics 37% 24% 

Accounting/Auditing/Taxation 29% 14% 

Management and organizational psychology 27% 31% 

Business administration 25% 25% 

Finance 23% 22% 

Political Science 10% 4% 

Marketing 10% 26% 

Strategy 9% 12% 

International Business 7% 10% 

Entrepreneur 6% 6% 

Human Resources Management 6% 7% 

Real-Estate 6% 1% 


What is your major(s)/main area(s) of study? 

18

Areas of study - Business 1 

Area of study 

Universitete 


Total 

(Business) 

Public Administration 5% 2% 

Pre-law 4% 3% 

Logistics 4% 9% 

Sales 4% 3% 

Social economics 3% 18% 

Insurance 2% 1% 

Other Business 2% 2% 

Risk Managment 2% 2% 

Industrial Economics 1% 1% 

Communication studies 1% 6% 

Hospitality/tourism - 1% 

Information Management - 1% 

Supply Chain Management - 1% 


What is your major(s)/main area(s) of study? 

19

Educational institutions (1/1) 1 

Educational institution Total (Business) Educational institution Total (Business) 

Handelshøyskolen BI 32,51% Høgskolen i Molde 3,09% 

Norges Handelshøyskole 11,30% Universitetet i Oslo 2,87% 

Universitetet i Bergen 8,29% Universitetet i Ås(UMB) 2,26% 

Universitetet i Agder 8,22% Høgskolen i Bergen 2,03% 

Other 6,59% Universitetet i Stavanger 1,93% 

Educational institution abroad 6,54% Høgskolen i Ålesund 1,88% 

Høgskolen Sør Trøndelag 3,97% NTNU 0,56% 

Handelshøyskolen i Bodø 3,57% Universitetet i Tromsø 0,24% 

Høgskolen i Oslo 3,34% 


Which educational institution do you attend? 

PLEASE NOTE: 

• The table is sorted by the distribution in the total population. 

• Only educational institutions with 30 respondents or more are included in the results. 

20


 



21 



21


2 

Content: 

• How satisfied are your students? 

• What are their opinions on the Career Advisory Service? 

• How happy are they with the for example Teachers/lecturers/tutors & Choice of courses? 

• How happy are they overall with the university? 

Think about: 

• How satisfied are your students? 

• What areas of improvements are there? 

• What shall you focus on in the future? 

• What differentiates your students from the other students in the country? 

• What can you learn from other universities? 

22

Satisfaction - Career Advisory Service services 

2 

Universitete 


Total 

(Business) 

I have attended careers fairs and/or employer 

presentations on campus organised by the Careers 

Service. 

accessible on the Careers Service website and within 

the Career Service informatio centre. 

I have used the university Careers Service to find parttime 

jobs, work experience and/or explore opportunities 

after graduation. 

It is easy to find out about the range of services 

available at the Careers Service. 

The Careers Service helped me to improve my 

CV/application forms, and covering letters. 

86% 67% 

19% 46% 

17% 26% 

17% 42% 

21% 

The table is sorted by the number of students who have answered ”Yes, agree” 


How do you perceive the following services offered by your Careers Advisory Service? 

Scale from Yes, agree to No, disagree 

THINK ABOUT: 

• What does the Career Advisory Service offer today? 


• What potential areas can the Career Service Advisory Service focus on in the future? 

23

Satisfaction - Teachers/lecturers/tutors 

2 

Very 

dissatisfied 

2% 

Dissatisfied 

6% 

8% 

Neutral 

25% 

23% 

Satisfied 

54% 

54% 

Very satisfied 

15% 

14% 




The teachers/lecturers/tutors 

(Very satisfied, Satisfied, Neutral, Dissatisfied and Very dissatisfied) 

THINK ABOUT: 

• How satisfied are your students in general? 


• Which areas of improvement are there? 

24

Satisfaction - Choice of courses 

2 

Very 

dissatisfied 

1% 

2% 

Dissatisfied 

9% 

10% 

Neutral 

23% 

22% 

Satisfied 

50% 

54% 


13% 

16% 




The choice of courses 


THINK ABOUT: 




25

Satisfaction - Reputation of the university 2 

Very 

dissatisfied 

2% 

2% 

Dissatisfied 

12% 

10% 

Neutral 

27% 

31% 

Satisfied 

37% 

42% 

Very 

satisfied 

13% 

24% 





The reputation of the university 


THINK ABOUT: 




26

Satisfaction - Environment of the university 2 

Very 

dissatisfied 

1% 

1% 

Dissatisfied 

3% 

8% 

Neutral 

10% 

21% 

Satisfied 

40% 

40% 

Very 

satisfied 

29% 

46% 




The environment of the university 


THINK ABOUT: 




27

Satisfaction - Student life 2 

Very 

dissatisfied 

2% 

3% 

Dissatisfied 

5% 

8% 

Neutral 

9% 

22% 

Satisfied 

32% 

33% 

Very 

satisfied 

35% 

53% 





The student life 


THINK ABOUT: 




28

Satisfaction - Administration of the university 2 

Very 

dissatisfied 

5% 

5% 

Dissatisfied 

10% 

14% 

Neutral 

36% 

40% 

Satisfied 

36% 

40% 


5% 

10% 




The administration of the university 


THINK ABOUT: 




29

Satisfaction - Quality of the education 2 

Very 

dissatisfied 

1% 

2% 

Dissatisfied 

5% 

7% 

Neutral 

18% 

19% 

Satisfied 

48% 

59% 


17% 

24% 




The quality of the education 


THINK ABOUT: 




30

Satisfaction – Contacts with the business community 2 

Very 

dissatisfied 

1% 

4% 

Dissatisfied 

8% 

12% 

Neutral 

23% 

20% 

Satisfied 

32% 

41% 

Very 

satisfied 

27% 

32% 




The university's contacts with the business community 


THINK ABOUT: 




31

Overall satisfaction 

2 


27% 

39% 

Satisfied 

53% 

55% 

Neutral 

7% 

14% 

Dissatisfied 

1% 

3% 

Very dissatisfied 

1% 

1% 



Universitete 


Total 

(Business) 

How satisfied are you overall with your university? 1,7 2,0 


How satisfied are you overall with your university? 


THINK ABOUT: 

• How satisfied are your students with the university? 


• Why do you think they are more or less pleased? 

32


 

Klicka här för att ändra format på bakgrundstexten 

Nivå två 

The Students’ career & Communication channel preferences 

• Nivå tre 

• Nivå fyra 

• Nivå fem 


33 



33

Preferred industries 3 

Industry 

Universitete 


Financial services 26% 

Corporate auditing/accounting/taxation 24% 

Commercial banking 21% 

Management consulting 21% 

Investment management 18% 

Marketing/advertising 11% 

Investment banking 8% 

Government/public service 8% 

Non-profit 7% 

Real estate 7% 

Industry 

Total 

(Business) 

Marketing/advertising 20% 

Commercial banking 19% 

Financial services 18% 

Management consulting 17% 

Investment management 13% 

Corporate auditing/accounting/taxation 11% 

Entertainment/media/public relations 11% 

Investment banking 9% 

Government/public service 8% 

Non-profit 7% 


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

Please select a maximum of three alternatives 

PLEASE NOTE: 

• We only present the ten most popular industries amongst the Universitetet i Agder students. 

THINK ABOUT: 

• Is the industry a problem for certain employers attractiveness? What industries are most attractive? 

• If an industry as a whole is seen as unattractive, employers could achieve good results by promoting the industry rather than their 

company or organisation. 

34

Preferred departments 3 

Department 

Universitete 


Total 

(Business) 

Finance 48% 37% 

Consulting department 37% 31% 

Information Management 21% 20% 

Human resources 19% 16% 

Marketing 12% 24% 

Sales 8% 9% 

PR and communication 8% 15% 

R&D 7% 9% 

Logistics 6% 9% 

Does not matter 5% 6% 

Purchasing 4% 5% 

Other 3% 4% 

Production 3% 4% 

IT 2% 3% 


In which department would you ideally want to work when choosing your first employment? 

Please select a maximum of three alternatives 

PLEASE NOTE: 

• The students chose up to three alternatives. Therefore, the total percentage exceeds 100 per cent. 

• The table is sorted by how popular the departments are amongst the Universitetet i Agder students. 

35

Career goals (1/2) 3 

To be secure or stable 

in my job 

48% 

56% 

To be competitively or 

intellectually challenged 

47% 

54% 

Quotes (career goals): 

"Important that what I do serves a 

good purpose" 

To have work/life 

balance 

47% 

54% 

"Opportunities to learn 

something more and to further 

develop my capacities, 

challenges" 

"Ability to identify with 

company's product /service“ 

To be a leader or 

manager of people 

36% 

40% 




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

PLEASE NOTE: 


• The table is sorted by how popular each career goal is amongst the Universitetet i Agder students. 

THINK ABOUT: 

• Can the employers communicate the most attractive career goals given what you can offer? 

36

Career goals (2/2) 3 

To be autonomous or 

independent 

29% 

29% 

To have an 

international career 

24% 

35% 

Quotes (career goals): 

To be dedicated to a 

cause or to feel that I 

am serving a greater 

good 

21% 

24% 

"Important that what I do serves a 

good purpose" 

"Opportunities to learn 

something more and to further 

develop my capacities, 

challenges" 

To be entrepreneurial 

or creative/innovative 

12% 

19% 

"Ability to identify with 

company's product /service“ 

To be a technical or 

functional expert 

8% 

15% 




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

PLEASE NOTE: 


• The table is sorted by how popular each career goal is amongst the Universitetet i Agder students. 

THINK ABOUT: 

• Can the employers communicate the most attractive career goals given what you can offer? 

37

Preferred communication channels - Universitetet i Agder 3 

Company Presentations 

on Campus 

61% 

Career Fairs 

36% 

Acquaintances employed 

by the company 

Company Websites 

27% 

30% 

Friends and Family 

20% 

Fellow Students 

Articles in newspapers 

and magazines 

Career Websites/Internet 

Job Boards 

Testimonials from 

Employees 

Company sponsored 

events 

18% 

16% 

16% 

14% 

11% 


How would you prefer to gather information about potential employers? Please select a maximum of three alternatives 

PLEASE NOTE: 

• The graph shows the ten most preferred channels amongst the Universitetet i Agder students. 

THINK ABOUT: 

• Which communication channels have the employers used in their communication with the target group? 

• Is there a mismatch between the channels they have used and the preferred ones? 

38

Preferred communication channels - Total (Business) 3 


on Campus 

37% 


32% 

Career Fairs 



28% 

29% 


Job Boards 

20% 


16% 



and magazines 

13% 

15% 

Testimonials from 

Employees 

Advertisement on the 

Internet 

10% 

10% 


How would you prefer to gather information about potential employers? Please select a maximum of three alternatives 

PLEASE NOTE: 

• The graph shows the ten most preferred channels amongst the Total (Business) population. 

THINK ABOUT: 


• Is there a mismatch between the channels they have used and the preferred ones? 

39

Actual communication channels - Universitetet i Agder 3 


on Campus 


and magazines 

32% 

32% 


30% 

Career Fairs 

27% 

Advertisement in print 

media 

25% 


Internet 

22% 


19% 





Job Boards 

17% 

16% 

18% 


How have you mainly learned about these employers? 

PLEASE NOTE: 

• The graph shows the ten most frequent actual channels amongst the Universitetet i Agder students. 

THINK ABOUT: 


40

Actual communication channels - Total (Business) 3 


and magazines 


32% 

34% 


on Campus 

Career Fairs 

Advertisement in print 

media 

28% 

27% 

27% 


Internet 

24% 


Advertisement in student 

publications 

21% 

20% 


Job Boards 



17% 

17% 


How have you mainly learned about these employers? 

PLEASE NOTE: 

• The graph shows the ten most frequent actual channels amongst the Total (Business) population. 

THINK ABOUT: 


41


 

Klicka här för att ändra The Students’ format på employer bakgrundstexten 

preferences 

Nivå två 

• Nivå tre 

• Nivå fyra 

• Nivå fem 


42 



42

The Students'employer preferences 

4 

Topics in this chapter: 

• Importance of the Drivers of Employer Attractiveness 

• Importance of the attributes within each driver: 

- Employer Reputation & Image 

- Job Characteristcs 

- People & Culture 

- Remuneration & Advancement Opportunities 

Think about: 

• Are the components that employers are focusing on important and attractive to the students? Or are they wasting time and 

money communicating things that are not that important to the students? 

• Are there other attributes that are attractive to students that employers can deliver on? Should these be included in their 

external communication? 

43

The Drivers of Employer Attractiveness 4 

44

Drivers of Employer attractiveness 4 

"Consistent culture throughout the organisation" 

"Management is honest and forthcoming. Employees know what is 

expected of them and what to expect from others." 

Employer 

Reputation & 

Image 

"Salary should fit to the 

qualification of the employee but 

also too the tasks someone is 

doing." 

"Benefits and salary should 

increase if the projects are 

successful or the profit 

increased over the average" 

Remuneration & 

Advancement 

Opportunities 

Employer 

Attractiveness 

Job 

Characteristics 

"Learning possibilities 

through external seminars" 

"The work I do everyday/ 

spend the most of my time 

on is challenging & in line 

with my career objectives." 

People & 

Culture 

"Trust and respect between all levels of staff" 

"A good knowledge and understanding of the culture of the organisation" 


How would you rate the relative importance of these aspects when choosing your Ideal Employer? 

Please divide 100 points between the alternatives in accordance with importance. In order to move on the points should 

sum up to 100 

45

Drivers of Employer attractiveness - Importance of each driver 

- Universitetet i Agder 

4 

Employer 

Reputation & 

Image 

20% 

24% 


Advancement 

Opportunities 

Employer 


Job 


28% 

People & 

Culture 

28% 




sum up to 100 

46

Drivers of Employer attractiveness - Employer Reputation & 

Image - Universitetet i Agder 

4 

Employer 

Reputation & 

Image 

20% 

Top 3 attributes: 

•Good reputation 

•Attractive/exciting 

products and services 

•Inspiring top 

management 

24% 


Advancement 

Opportunities 

Employer 


Job 


28% 

People & 

Culture 

28% 




sum up to 100 

47

Drivers of Employer attractiveness - Job Characteristics - 


4 

Employer 

Reputation & 

Image 

20% 






management 

24% 


Advancement 

Opportunities 

Employer 


Job 



•Professional training and 

development 

•Challenging work 

•A variety of assignments 

28% 

People & 

Culture 

28% 




sum up to 100 

48

Drivers of Employer attractiveness - People & Culture - 


4 

Employer 

Reputation & 

Image 

20% 






management 

24% 


Advancement 

Opportunities 

Employer 


Job 




development 



28% 

28% 

People & 

Culture 


•Has leaders who will 

support my development 

•Offers a creative and 

dynamic work 

environment 

•Offers a friendly work 

environment 




sum up to 100 

49

Drivers of Employer attractiveness - Remuneration & 

Advancement Opportunities - Universitetet i Agder 

4 

Employer 

Reputation & 

Image 

20% 






management 


•Competitive base salary 

•Leadership opportunities 

•Good reference for 

future career 

24% 


Advancement 

Opportunities 

Employer 


Job 




development 



28% 

28% 

People & 

Culture 





dynamic work 

environment 

•Offers a friendly work 

environment 




sum up to 100 

50

Drivers of Employer attractiveness - Importance of each driver 

- Total (Business) 

4 

Employer 

Reputation & 

Image 

20% 

25% 


Advancement 

Opportunities 

Employer 


Job 


29% 

People & 

Culture 

27% 




sum up to 100 

51

Top findings - Importance of the Drivers of Employers 

Attractiveness - Universitetet i Agder 

4 

The students were asked to rate the importance of the four Drivers of 

Employer Attractiveness by dividing 100 points between the 

drivers in accordance with how important they perceive them. 

The ten overall most important attributes: 

24% 

20% 

1. Has leaders who will support my development (People & 

Culture) 

2. Professional training and development (Job Characteristics) 

3. Offers a creative and dynamic work environment (People & 

Culture) 

4. Challenging work (Job Characteristics) 

5. A variety of assignments (Job Characteristics) 

6. Leadership opportunities (Remuneration & Advancement 

Opportunities) 

7. Competitive base salary (Remuneration & Advancement 


28% 

8. Offers a friendly work environment (People & Culture) 

9. Good reputation (Employer Reputation & Image) 

28% 

10. Will enable me to have good work/life balance (People & 

Culture) 

Employer Reputation & Image 

Job Characteristics 

People & Culture 

Remuneration & Advancement Opportunities 

52

Drivers of Employer attractiveness - Employer Reputation & 

Image - Total (Business) 

4 

Employer 

Reputation & 

Image 

20% 






management 

25% 


Advancement 

Opportunities 

Employer 


Job 


29% 

People & 

Culture 

27% 




sum up to 100 

53

Drivers of Employer attractiveness - Job Characteristics - 


4 

Employer 

Reputation & 

Image 

20% 






management 

25% 


Advancement 

Opportunities 

Employer 


Job 




development 



29% 

People & 

Culture 

27% 




sum up to 100 

54

Drivers of Employer attractiveness - People & Culture - 


4 

Employer 

Reputation & 

Image 

20% 






management 

25% 


Advancement 

Opportunities 

Employer 


Job 




development 



29% 

27% 

People & 

Culture 





dynamic work 

environment 

•Will enable me to have 

good work/life balance 




sum up to 100 

55

Drivers of Employer attractiveness - Remuneration & 

Advancement Opportunities - Total (Business) 

4 

Employer 

Reputation & 

Image 

20% 






management 


•Competitive base salary 

•Good reference for 

future career 

•Leadership opportunities 

25% 


Advancement 

Opportunities 

Employer 


Job 




development 



29% 

27% 

People & 

Culture 





dynamic work 

environment 

•Will enable me to have 

good work/life balance 




sum up to 100 

56

Top findings - Importance of the Drivers of Employers 

Attractiveness - Total (Business) 

4 

The students were asked to rate the importance of the four Drivers of 

Employer Attractiveness by dividing 100 points between the 

drivers in accordance with how important they perceive them. 

The ten overall most important attributes: 

25% 

20% 

1. Has leaders who will support my development (People & 

Culture) 

2. Professional training and development (Job Characteristics) 

3. Challenging work (Job Characteristics) 

4. Offers a creative and dynamic work environment (People & 

Culture) 

5. A variety of assignments (Job Characteristics) 

6. Competitive base salary (Remuneration & Advancement 


7. Good reference for future career (Remuneration & 

Advancement Opportunities) 

27% 

29% 

8. Leadership opportunities (Remuneration & Advancement 


9. Will enable me to have good work/life balance (People & 

Culture) 

10. Good reputation (Employer Reputation & Image) 

Employer Reputation & Image 

Job Characteristics 

People & Culture 

Remuneration & Advancement Opportunities 

57


 



58 



58


5 

Topics in this chapter: 

• Ideal Employer ranking 

• Potential Applicants'ranking 

• Considered Employer ranking 

• High Achievers’ ranking (not applicable if MBA survey) 

Think about: 

• How can the employers improve their position on the rankings? 

• What actions can be taken? 

• Do they have to improve their visibility or do they have to focus in building a stronger Employer Brand? 

59

Top findings - Universitetet i Agder 5 


Ideal Employer ranking: 

1.Ernst & Young 

2.StatoilHydro 

3.PricewaterhouseCoopers 

4.Aker Kværner 

5.Utenriksdepartementet 

Total 

Ideal Employer ranking: 



3.Utenriksdepartementet 

4.DnB Nor 


High Achievers’ ranking: 




4.McKinsey & Company 

5.The Boston Consulting Group 

High Achievers’ ranking: 


2.McKinsey & Company 



5.The Boston Consulting Group 

60

Ideal Employer ranking 2008 (1-30) - Universitetet i Agder 5 

Employer Rank Percent Employer Rank Percent 

Ernst & Young 1 30,27% L'Oréal 15 5,95% 

StatoilHydro 2 27,03% Finansdepartementet 17 5,41% 

PricewaterhouseCoopers 3 21,08% Innovasjon Norge 17 5,41% 

Aker Kværner 4 12,97% Microsoft 17 5,41% 

Utenriksdepartementet 5 12,43% Telenor 17 5,41% 

DnB Nor 6 10,81% The Boston Consulting Group 17 5,41% 

Deloitte 7 9,19% SAS 22 4,86% 

Hydro 8 8,11% Sparebank 1 22 4,86% 

KPMG 9 7,57% IKEA 24 4,32% 

Orkla 9 7,57% Norgesgruppen 24 4,32% 

Nordea 11 7,03% Capgemini 26 3,78% 

Pareto Gruppen 11 7,03% Goldman Sachs 26 3,78% 

McKinsey & Company 13 6,49% Norad 26 3,78% 

Norges Bank 13 6,49% Storebrand 26 3,78% 

Agder energi 15 5,95% ABG Sundal Collier 30 3,24% 


Please select five employers from the list below for which you would most like to work, your five Ideal Employers. 

PLEASE NOTE: 

• The table is sorted by the number of Universitetet i Agder students who have picked each employer as one 

of their Ideal Employers. 

61

Ideal Employer ranking 2008 (31-60) - Universitetet i Agder 5 


Accenture 30 3,24% Schibsted 40 2,16% 

First Securities 30 3,24% SSB (Statistisk Sentralbyrå) 40 2,16% 

Skattedirektoratet (økonomi/samfunnsfag) 30 3,24% Statkraft 40 2,16% 

BearingPoint 34 2,70% BDO Noraudit 49 1,62% 

Geelmuyden.Kiese 34 2,70% Fokus Bank 49 1,62% 

Gjensidige 34 2,70% ICA Norge 49 1,62% 

Handelsbanken 34 2,70% If… 49 1,62% 

Kongsberg Gruppen 34 2,70% Ringnes 49 1,62% 

Olje- og Energidepartementet 34 2,70% YARA 49 1,62% 

Ericsson 40 2,16% Acta 55 1,08% 

Forsvaret 40 2,16% Det Norske Veritas 55 1,08% 

Gard Forsikring 40 2,16% Jotun 55 1,08% 

Nærings- og Handelsdepartementet 40 2,16% Kaupthing Bank 55 1,08% 

Oslo Kommune 40 2,16% Konkurransetilsynet 55 1,08% 

Procter & Gamble 40 2,16% Mamut 55 1,08% 



PLEASE NOTE: 



62

Ideal Employer ranking 2008 (1-30) - Total (Business) 5 


StatoilHydro 1 26,28% SAS 16 7,17% 

Ernst & Young 2 14,92% Deloitte 17 6,83% 

Utenriksdepartementet 3 14,15% Microsoft 18 6,51% 

DnB Nor 4 13,56% Procter & Gamble 19 6,49% 

PricewaterhouseCoopers 5 12,65% Telenor 20 6,12% 

Aker Kværner 6 12,41% Goldman Sachs 21 5,75% 

McKinsey & Company 7 11,74% KPMG 22 5,73% 

Innovasjon Norge 8 11,10% Nordea 23 5,03% 

L'Oréal 9 10,55% Norad 24 5,02% 

The Boston Consulting Group 10 9,60% First Securities 25 4,96% 

Norges Bank 11 8,86% Pareto Gruppen 26 4,89% 

Orkla 12 8,79% IKEA 27 4,76% 

Finansdepartementet 13 8,71% Accenture 28 4,68% 

Hydro 14 8,49% Sparebank 1 29 4,60% 

Schibsted 15 7,52% Olje- og Energidepartementet 30 4,23% 



PLEASE NOTE: 

• The table is sorted by the number of students within the Total (Business) population who have picked each employer as one of 

their Ideal Employers. 

63

Ideal Employer ranking 2008 (31-60) - Total (Business) 5 


Konkurransetilsynet 31 4,04% Tine 46 2,67% 

Geelmuyden.Kiese 32 3,95% Skattedirektoratet (økonomi/samfunnsfag) 47 2,47% 

Ericsson 33 3,85% Nestlé 48 2,44% 

Shell 34 3,60% ABG Sundal Collier 49 2,41% 

Capgemini 35 3,51% Handelsbanken 50 2,30% 

Nærings- og Handelsdepartementet 36 3,48% Ringnes 51 2,27% 

Storebrand 37 3,17% PA Consulting Group 52 2,26% 

SSB (Statistisk Sentralbyrå) 38 3,16% Jotun 53 2,23% 

Det Norske Veritas 39 3,14% YARA 54 2,15% 

Forsvaret 40 3,05% Visma 55 2,06% 

REC Group 41 2,88% Riksrevisjonen 56 1,89% 

Posten Norge 42 2,80% HP 57 1,76% 

Statkraft 43 2,78% Manpower 58 1,76% 

Gjensidige 44 2,75% Netcom 59 1,75% 

Norgesgruppen 45 2,70% Kredittilsynet 60 1,69% 



PLEASE NOTE: 

• The table is sorted by the number of students within the Total (Business) population who have picked each employer as one of 

their Ideal Employers. 

64

Ideal Employer ranking 2008 (1-30) - Engineering 


5 


Aker Kværner 1 36,99% Forsvaret 15 6,85% 

StatoilHydro 2 27,40% Forsvarets forskningsinstitutt 15 6,85% 

Skanska Norge 3 17,81% Kongsberg Gruppen 15 6,85% 

Agder energi 4 16,44% Veidekke 15 6,85% 

Rambøll 5 15,07% AF Gruppen 20 5,48% 

National Oilwell 6 12,33% Det Norske Veritas 20 5,48% 

Hydro 7 10,96% Elkem 20 5,48% 

Sweco Grøner 8 9,59% Norad 20 5,48% 

ConocoPhillips Norge 9 8,22% Odfjell Drilling 20 5,48% 

Norconsult 9 8,22% REC Group 20 5,48% 

Sintef 9 8,22% Rolls Royce 20 5,48% 

Statkraft 9 8,22% Siemens 20 5,48% 

Statsbygg 9 8,22% Statens vegvesen 20 5,48% 

Subsea7 9 8,22% Ericsson 29 4,11% 

Asplan Viak 15 6,85% Institutt for energiteknikk 29 4,11% 



PLEASE NOTE: 



65

Ideal Employer ranking 2008 (31-60) – Engineering 


5 


Kongsberg Automotive 29 4,11% FMC Technologies 43 1,37% 

Mesta 29 4,11% Hafslund 43 1,37% 

Multiconsult 29 4,11% Jernbaneverket 43 1,37% 

Schlumberger 29 4,11% Kleven Maritime 43 1,37% 

Seadrill 29 4,11% Manpower 43 1,37% 

Shell 29 4,11% McKinsey & Company 43 1,37% 

Aibel 37 2,74% Microsoft 43 1,37% 

Baker Hughes 37 2,74% Norske Skog 43 1,37% 

Esso/ExxonMobil 37 2,74% NSB 43 1,37% 

Halliburton 37 2,74% NVE 43 1,37% 

Jotun 37 2,74% Orkla 43 1,37% 

NCC Construction 37 2,74% Oslo Kommune 43 1,37% 

Adecco 43 1,37% PEAB 43 1,37% 

Avinor 43 1,37% Reinertsen 43 1,37% 

BKK 43 1,37% Roxar 43 1,37% 



PLEASE NOTE: 



66

Top 20 High Achievers’ ranking 2008 - Universitetet i Agder 5 


Ernst & Young 1 38,46% Norges Bank 10 7,69% 

PricewaterhouseCoopers 2 30,77% Orkla 10 7,69% 

StatoilHydro 2 30,77% Accenture 13 5,77% 

McKinsey & Company 4 19,23% Agder energi 13 5,77% 

The Boston Consulting Group 5 13,46% Capgemini 13 5,77% 

Aker Kværner 6 11,54% Goldman Sachs 13 5,77% 

Utenriksdepartementet 6 11,54% Hydro 13 5,77% 

Deloitte 8 9,62% Innovasjon Norge 13 5,77% 

DnB Nor 8 9,62% Norgesgruppen 13 5,77% 

Nordea 10 7,69% Sparebank 1 13 5,77% 

SURVEY QUESTIONS: 

• Please select five employers from the list below for which you would most like to work, your five Ideal Employers. 

• Please grade your academic results on a scale from 1 to 10, where 10 represents 'excellent results', 5 stands for 'average' 

PLEASE NOTE: 

• A High Achiever is categorised as an individual with 8, 9 or 10, when grading their perceived academic performance. 

• The table is sorted by the number of High Achievers amongst the Universitetet i Agder students who chose 

each employer as one of their Ideal Employers. 

67

Top 20 High Achievers’ ranking 2008 - Total (Business) 5 


StatoilHydro 1 27,88% Goldman Sachs 11 9,53% 

McKinsey & Company 2 17,78% Innovasjon Norge 12 9,39% 

Ernst & Young 3 16,22% Schibsted 13 8,68% 

PricewaterhouseCoopers 4 15,65% Hydro 14 8,25% 

The Boston Consulting Group 5 15,08% Orkla 15 7,82% 

Utenriksdepartementet 6 13,51% Deloitte 16 7,40% 

DnB Nor 7 12,52% L'Oréal 17 7,25% 

Aker Kværner 8 11,52% Procter & Gamble 18 6,97% 

Norges Bank 9 10,81% First Securities 19 6,83% 

Finansdepartementet 10 10,38% Accenture 20 5,97% 

SURVEY QUESTIONS: 

• Please select five employers from the list below for which you would most like to work, your five Ideal Employers. 

• Please grade your academic results on a scale from 1 to 10, where 10 represents 'excellent results', 5 stands for 'average' 

PLEASE NOTE: 

• A High Achiever is categorised as an individual with 8, 9 or 10, when grading their perceived academic performance. 

• The table is sorted by the number of High Achievers within the Total (Business) population who chose each employer as one of their 

Ideal Employers. 

68


Takk for meg! 

Linn Benedicte Brubakken, prosjektleder Universum Norge 

Linn.brubakken@universum.se 

Tlf 416 16 752 


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Universum Student Survey 2008 - Universitetet i Agder

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