Potentialpark Research 2011 University Report 2011 University Report … · 2011-07-19 ·...

Potentialpark Research 2011

University Report

European Edition

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University Report 2011

European EditionSwitzerland

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 2

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The Potentialpark University Report 2011

Printed in Stockholm, Sweden, April 2011

Disclaimer

Due to the nature of any statistical survey or research where a large amount of material is gathered, processed and

analyzed, errors may occur. Content may be changed or updated without notice. Potentialpark works to the best of its

abilities to achieve the desired outcome following known research methodology and procedures. Potentialpark will not

bear the responsibility for or be liable for any costs, losses or damages incurred, or for any claims from third parties as a

result of such errors or changes.

No reader should act on the basis of any content in this report without obtaining professional advice in order to understand

themethodology, research and analysis and to what extent conclusions can be drawn and acted upon.


TABLE OF CONTENT

Potentialpark and Research Process……………………………………………………………………7 Where students want to interact?…………………………………………………………30

Research Topics……………………………………………………………………9 Job seekers' voices…………………………………………………………31

Research Process………………………………………….10 Social Media and Mobile Recruiting……………………………………………….33

Global Demographics……………………………………………………………………11 Rise of social and professional networks…………………………………………………………………..34

University List……………………………………………………………………12 Social media interaction……………………………………………………………35

Top 30……………………………………………………………………15 Social vs. Professional networks…………………………………………………………………..36

Respndents' Profile and Preferences……………………………………………………………………17 Job seekers' voices…………………………………………………………37

Career Experience and Interest…………………………………………………………..18 Mobile career websites……………………………………………………………38

Communication preferences……………………………………………………21 Career events and campus activities………………………………………………….43

Key Findings……………………………………………………………………25 Information on campus……………………………………………………………………44

Many link, few connect…………………………………………………….26 Career events……………………………………………………………………46

Reasons to go to a career website…………………………………………………………28 Potentialpark Research Overview…………………………………………………………..49

Top frustrations…………………………………………………….29


THANK YOU!Your contribution is the key to success

Potentialpark’s annual study helps

companies to understand job seekers’

expectations on companies’ career websites

and their preferences regarding interaction

with employers. Therefore, the input from

your students is of utmost importance to us.

Through your effort we can successfully help

companies to improve and better fulfill your

students’ needs when it comes to looking for

a career.

We know that companies listen and learn

from what we tell them. Your efforts pay back

in making the virtual meeting between

students and employers a better experience.

By sending this University Report we want to

thank you.

We also want to share the results of the study

and give some interesting insights into the

fast moving development of career websites,

social media, mobile recruiting, and campus

activities. We hope that you find the results

interesting and we are looking forward to

continuing our cooperation for the Top

Employer Web Benchmark 2012.

Sharing the results

As key players in the relationship between

employers and students we encourage

universities to share this report with them,

and especially with recruiters and

companies. The more the employers are

aware of students’ expectations, the more

fluid the communication is going to be.

The results of the Top Employer Web

Benchmark are presented every year in the

media throughout the world. LeFigaro,

Spiegel Online, The Wall Street Journal, and

The Financial Times among others show a

great interest and have recently published

articles with the results of the Top Employer

Web Benchmark.

Please visit www.potentialpark.com/media

to find the links.

Feedback to participating students

We will share the results of the study with all

the students who responded and indicated

that they are interested in the results. This

way we hope to give something back to

those who contributed to our research with

valuable input. However, we believe that the

best we can do to value this input is to

communicate the students’ preferences and

priorities to companies. This will make sure

that the students’ voice is heard and affects

the next generation of career websites as it

has happened many times before.

About Potentialpark

and our Research Process

University Report

About Potentialpark

and our Research ProcessUniversity Report 2011


ABOUT US

Since 2002, Potentialpark has monitored the

information-gathering, decision-making and

application processesof job seekers worldwide

and helped employers communicate better with their target group.


RESEARCH TOPICSThe TEWeB (Top Employer Web Benchmark) and APOLLO

(Applying Online And Loving It) reports are quantitative and

representative studies. All the data in these studies come from

two sources:

• A survey with a representative number of students and

graduates from top schools where the goal of the survey is

to measure job seekers’ preferences and priorities with

respect to online recruitment

• Audits of career websites and online application systems of

the most active and attractive employers

Combining these two factors, job seekers preferences and the

companies’ performance, Potentialpark makes an accurate

analysis of companies’ career websites and online application

systems, helping employers communicate better with their

target group.

Potentialpark is also closely monitoring developments in

the areas of Social Media and Mobile Recruitment. The

purpose of these Trend Studies is to illustrate the

following:

• Development of job seekers’ acceptance and

preferences on social media

• How do job seekers use their mobile phones to access

career-related information

• Difference in job seeker behavior on various channels

• Job seekers’ advice on employers’ behavior and

activities


Representative

Survey

Objective

Web Audits

Company

TEWeB and APOLLO Reports

September-November

October-November

February April

RESEARCH PROCESS

University Report


GLOBAL DEMOGRAPHICS

The Potentialpark survey 2011 engaged:

• 31193 participants

• 51% female and 49% male respondents

• 45 countries across 3 continents

• 612 universities, business schools, and engineering institutions

Field of study Degrees Pursued

0% 10% 20% 30% 40% 50%

Medicine

Law

Arts / Music / Literature / Language

Natural Science / Mathematics

IT

Social Sciences / Culture / History / Politics

Engineering

Business / Economics

Europe

Global

0% 10% 20% 30% 40% 50% 60%

Ph.D., Doctorate or higher

MBA

Master, Magister, Diploma (M.A., M.Sc.)

Bachelor / Undergraduate (B.A., B.Sc.)

Europe

Global


UNIVERSITY LIST (EUROPE) 1/3Austria

Johannes Kepler University LinzFH KremsFH Wien - ViennaVienna University of Economics and Business AdministrationFH HagenbergVienna University of TechnologyUniversity of SalzburgFH des bfi Wien - ViennaUniversity of ViennaPEF Privatuniversität für Management ViennaAlpen-Adria University KlagenfurtUniversity of InnsbruckWebster University ViennaFH Salzburg

Belgium

Hogeschool GentKatholieke Hogeschool KempenHogeschool-Universiteit BrusselKarel de Grote-HogeschoolUniversité Louvain-la-NeuveUniversité Libre de Bruxelles BrusselsICHEC Brussels Management SchoolUniversity of LiègeUniversity of Antwerp Management SchoolVlerick Leuven Management SchoolSolvay Business School BrusselsGhent UniversityKatholieke Universiteit LeuvenUniversity of AntwerpVrije Universiteit BrusselsHasselt UniversityPolytechnique de MonsHaute École de la Province de Liège

Bulgaria

American University in BulgariaVarna, Technical UniversitySofia University "St. Kliment Ohridski"Technical University of SofiaUniversity of National and World Economy, Sofia

Croatia

J.J. Strossmayer University of OsijekCotrugli Business School ZagrebZagreb School of Economics and ManagementUniversity of Zagreb

Czech Republic

Brno International Business School (BIBS)Masaryk University BrnoCharles University PragueBrno University of TechnologyCzech Technical University PragueUniversity of Economics PragueVSB - Technical University of Ostrava

Denmark

Aalborg UniversityRoskilde UniversityUniversity of Southern DenmarkNorthern Denmark University CollegeCopenhagen University College of EngineeringTechnical University of Denmark LyngbyCopenhagen Business SchoolAarhus School of Business - Aarhus UniversityUniversity of CopenhagenEngineering College of Aarhus

Estonia

Tallinn UniversityTallinn University of TechnologyEstonian Business School TallinnUniversity of Tartu

Finland

Åbo Akademi University TurkuUniversity of KuopioTampere University of TechnologyUniversity of TurkuHANKEN Helsinki/VaasaUniversity of VaasaTurku School of EconomicsUniversity of OuluUniversity of TampereUniversity of Helsinki

Aalto University School of EconomicsLappeenranta University of Technology

France

Université de Technologie de Belfort-MontbéliardIAE de LyonESCIP Saint OmerEC LilleESSCA AngersINSEAD FontainebleauUniversité de NantesAgroParisTech ParisENPC DescartesEISTI Cergy-PontoiseÉcole Centrale de MarseilleÉcole Centrale de NantesUniversité Bordeaux 4ICAM Lille/Nantes/ToulouseUniversité Sorbonne Paris IVIPAG Business School Paris/NiceUniversité de la Méditerranée - Aix-Marseille IIUniversité Paul Cézanne - Aix-Marseille IIIUniversité de Provence - Aix-Marseille IUniversité de Caen Basse-NormandieEM Normandie Caen/Le HavreINT Management EvryUniversité Joseph Fourier GrenobleUniversité Pierre Mendès France GrenobleGroupe Sup de Co La RochelleUniversité des Sciences et Technologies de LilleESDES LyonUniversité Jean Moulin - Lyon 3Université Lumière - Lyon 2Université Montpellier 2Université Henri Poincaré - Nancy 1ICN Business School Nancy/MetzCNAM ParisEDC ParisIFP ParisESG ParisESCE ParisINSEEC Business School ParisInstitut Catholique de ParisISC School of Management Paris

Université Paris DescartesUniversité Paris 1 Panthéon SorbonneESC PauUniversité de PoitiersÉcole Supérieure d´Ingenieur de PurpanESC RennesUniversité de Rennes 1Université Louis Pasteur Strasbourg IUniversité Robert Schuman Strasbourg IIIENAC ToulouseENSEEIHT ToulouseUniversité Paul Sabatier Toulouse IIIUniversité Toulouse 1Ecole des Mines de NancyENSMM BesançonSKEMA Nice Business SchoolESC ToulouseESCEM Tours/PoitiersBEM Bordeaux Management SchoolGroupe Sup de Co MontpellierSciences Po ParisUniversité Pierre et Marie Curie ParisÉcole Centrale ParisUniversité Paris-Sud 11ESC ClermontÉcole Polytechnique ParisEDHEC Business School Lille/NiceENSTA ParisÉcole des Mines de ParisENSAM ParisEM LyonTelecom ParisTechESSEC Cergy-PontoiseTELECOM Lille1HEC ParisCELSA ParisÉcole des Mines de Saint-ÉtienneESCP Europe ParisÉcole Normale Supérieure ParisISEP ParisUniversité Paris DauphineENSIETA BrestESTP ParisSUPMECA ParisCPE LyonISAE ToulouseÉcole des Mines de Douai

Université de Technologie de Compiègne (UTC)HEI LilleGrenoble Institute of TechnologyUniversité Diderot-Paris 7Reims Management School (SupDeCo)Euromed MarseilleESC RouenIESEG Lille, ParisINSA RennesSUPÉLEC ParisSKEMA Lille Business schoolGrenoble Ecole de ManagementENPC ParisÉcole Centrale LyonAudencia School of Management NantesParis, ECEAGROCAMPUS RennesAdvancia ParisGrenoble, ENSE3Grenoble INP PHELMAÉcole des Mines de NantesEcole Nationale Supérieure d'Ingénieurs de CaenINSA Lyon

Germany

Hannover UniversityFH HeidelbergHeidelberg UniversityHochschule HeilbronnFH Hildesheim/Holzminden/GöttingenHildesheim UniversityHochschule HofHohenheim UniversityTU IlmenauFH IsnyFH JenaJena UniversityKIMS KasselKassel UniversityFH KielFH KoblenzFH DeggendorfFH CologneUniversity of Cologne


UNIVERSITY LIST (EUROPE) 2/3Germany

Hochschule LandshutHS LausitzLeipzig UniversityFH LudwigshafenLüneburg UniversityMainz UniversityMannheim UniversityMarburg UniversityHochschule Merseburg (FH)FH MunichTU MunichFH NordhausenOhm-Hochschule NurembergOldenburg UniversityFH OsnabrückPassau UniversityHochschule PforzheimPotsdam UniversityRegensburg UniversityHochschule RosenheimUniversität des Saarlandes SaarbrückenSiegen UniversityFachhochschule Südwestfalen IserlohnFH TrierUlm UniversityHochschule VechtaBauhaus-Universität WeimarWuppertal UniversityWürzburg UniversityHochschule AalenFH Albstadt-SigmaringenKarlsruhe, Merkur FH KarlsruheFH AnsbachFH AugsburgAugsburg UniversityFH Bad Honnef - BonnHTW BerlinHWR BerlinFU BerlinHU BerlinTFH BerlinTU BerlinFHM BielefeldBielefeld UniversityBochum UniversityTU BraunschweigJacobs University BremenBremen UniversityHochschule CoburgTU CottbusFH DortmundDortmund ISMTU DresdenDüsseldorf UniversityFH ErfurtMunich Business School

FH FrankfurtHochschule FuldaHochschule FurtwangenFH Braunschweig/WolfenbüttelFH StralsundEuropean Business College MunichTrier UniversityFH Amberg-WeidenFH AachenHochschule Anhalt Bernburg/Dessau/KöthenHochschule BochumHochschule Bonn-Rhein-SiegHochschule BremenTU ClausthalRheinische Fachhochschule CologneHochschule für Technik und Wirtschaft DresdenFH DüsseldorfNordakademie - Hochschule der Wirtschaft ElmshornFOM EssenFlensburg UniversityFH GelsenkirchenGISMA Business School HannoverFH IngolstadtFH KonstanzHochschule Niederrhein Krefeld/MönchengladbachHTWK LeipzigHfWU NürtingenOsnabrück UniversityRostock UniversityHTW SaarbrückenHochschule RheinMainWestsächsische Hochschule ZwickauEuropäische Fernhochschule HamburgSteinbeis-Hochschule BerlinGreifswald UniversityZeppelin University FriedrichshafenKarlsruhe University (TH)European Business School (EBS) Oestrich-WinkelErlangen-Nuremberg UniversityWHU Vallendar-KoblenzTU ChemnitzKonstanz UniversityPaderborn UniversityWitten/Herdecke UniversityTU KaiserslauternTU Hamburg-HarburgFreiburg UniversityRWTH AachenESCP Europe BerlinMannheim Business SchoolHochschule KarlsruheGoethe Business School Frankfurt

European University Viadrina FrankfurtHertie School of Governance BerlinHHL LeipzigMünster UniversityTU Bergakademie FreibergBayreuth UniversityFrankfurt UniversityMunich UniversityFrankfurt School of Finance & Management (HvB)Katholische Universität Eichstätt-IngolstadtGießen UniversityFH Gießen-FriedbergGöttingen UniversityHalle-Wittenberg UniversityHAW HamburgHamburg UniversityFH HannoverBiTS Iserlohn

HungaryCentral European University BudapestEötvös Loránd University BudapestCorvinus University BudapestUniversity of PécsUniversity of SzegedCorvinus School of Management BudapestBudapest University of Technology and EconomicsUniversity of DebrecenUniversity of DunaujvarosUniversity of SzechenyiUniversity of SzolnokAlfred Renyi Institute of Mathematics

IrelandDublin Institute of TechnologyUCD Smurfit Graduate Business School DublinTrinity College Dublin School of Business StudiesUniversity College DublinTrinity College DublinUniversity College Cork

ItalyEuropean School of Economics RomeALTIS MilanMIP MilanUniversità degli Studi di Napoli Federico IIUniversità degli Studi TorinoFondazione CUOA Altavilla VicentinaCIMBA AsoloSTOA ErcolanoUniversità degli Studi Parthenope NaplesISIDA Business School PalermoUniversità degli Studi di Pavia

Università Mediterranea Reggio CalabriaUniversità Tor Vergata RomeUniversità degli Studi di TrentoUniversità Ca' Foscari VeniceUniversità degli Studi di VeronaUniversità della Tuscia ViterboUniversità degli Studi FlorenceUniversità degli Studi PaduaUniversità di PisaUniversità di BolognaJohn Cabot University RomeFree University of Bozen-BolzanoSDA Bocconi School of Management MilanUniversità Commerciale Luigi BocconiLUISS Guido Carli RomePolitecnico di TorinoUniversità Cattolica del Sacro Cuore MilanSapienza Università RomeUniversità degli Studi GenoaUniversità degli Studi Roma Tre RomeUniversità degli Studi di TriesteUniversità degli Studi Milan

LatviaRiga Technical UniversityBanking Institution of Higher Education RigaRiga Business SchoolRiga International School of Economics and Business AdministrationBA School of Business and FinanceStockholm School of Economics in RigaUniversity of Latvia

LithuaniaVytautas Magnus University KaunasISM VilniusVilnius UniversityKaunas University of TechnologyVilnius Gediminas Technical University

The NetherlandsRSM Erasmus University RotterdamHogeschool Zuyd MaastrichtHogeschool van AmsterdamTSM Business School EnschedeOpen University of the Netherlands HeerlenMaastricht School of Management (MSM)TiasNimbas Business School UtrechtFree University AmsterdamDelft University of TechnologyInholland University HaarlemUniversity of AmsterdamUniversity of Twente EnschedeUniversity of GroningenUtrecht UniversityHanze University Groningen

Leiden UniversityNyenrode Business University BreukelenTilburg UniversityErasmus University RotterdamMaastricht UniversityThe Hague UniversityRadboud University NijmegenEindhoven University of Technology

NorwayNorwegian School of Management OsloNTNU - Norwegian University of Science and Technology TrondheimNorwegian University of Life Sciences AasUniversity of TromsøUniversity of Bergen

PolandUniversity of WroclawWroclaw University of TechnologyNational-Louis University Nowy SaczPoznan University of EconomicsNicolaus Copernicus University TorunKozminski UniversityJagiellonian University CracowWarsaw University of TechnologyWarsaw School of EconomicsUniversity of WarsawCracow University of TechnologyGdansk University of TechnologyUniversity of GdanskUniversity of LodzAkademia Ekonomiczna im. Karola Adamieckiego, KatowiceUniversity of Economics WroclawUniversity of Economics Cracow

PortugalFaculdade de Economia da Universidade do PortoMinho University BragaISCTE LisbonUniversidade Católica Portuguesa LisbonAESE Lisbon/PortoUniversity of PortoUniversidade Nova LisbonUniversity of LisbonFCEE-Católica LisbonUniversity of CoimbraTechnical University of LisbonUniversity of Aveiro

RomaniaUniversity of BucharestThe Bucharest Academy of Economic Studies


UNIVERSITY LIST (EUROPE) 3/3Russian Federation

Moscow State Institute of International Relations (MGIMO)Higher School of Economics MoscowKazan State UniversityMoscow Academy of Finance and LawState University of Management MoscowLomonosov State University MoscowKazan Institute of Finance and EconomicsIBS MoscowMIRBIS MoscowNovosibirsk State UniversityInstitute of Management, Business and Law, Rostov-on-DonSt. Petersburg State UniversitySt. Petersburg State University of Economics and FinanceTomsk State UniversityUral State University, YekaterinburgPlekhanov Russian Academy of Economics MoscowUfa State Petroleum Technological University (USPTU)

Slovakia

Technical University of KosiceComenius University BratislavaBratislava University of EconomicsUniversity of Zilina

Slovakia

Technical University of KosiceComenius University BratislavaBratislava University of EconomicsUniversity of Zilina

Slovenia

University of LjubljanaUniversity of Maribor

Spain

CUNEF MadridEADA BarcelonaUniversidad Carlos III de MadridUniversidad Europea de MadridUniversidad Autónoma de MadridLa Salle Universitat BarcelonaFundesem Business School Alicante

EAE BarcelonaUniversitat Autònoma de BarcelonaUniversitat Pompeu Fabra BarcelonaUniversity of BarcelonaEsic Business & Marketing School MadridUniversidad Complutense de MadridUniversidad de Navarra PamplonaUniversidad Politécnica de ValenciaUniversity of ValenciaIDEC - Universitat Pompeu Fabra BarcelonaIE MadridCESMA MadridUniversity of SalamancaIESE Barcelona/MadridUniversidad Politécnica de MadridESADE Barcelona/MadridUniversidad Pontificia Comillas (ICAI/ICADE) MadridBEST MadridBEST Valladolid

Sweden

Linköping UniversityUniversity of GothenburgStockholm School of EconomicsStockholm UniversityLund UniversityChalmers University of Technology GothenburgUppsala UniversityLunds Tekniska HögskolaGothenburg Handels University

Switzerland

Glion Institute of Higher EducationUniversity of ZurichUniversity of LausanneIIMT FribourgHEC GenevaUniversity of LucerneUSI LuganoUniversity of GenevaETH ZürichEuropean University GenevaFH Nordwestschweiz BruggUniversity of BaselIHEID - Genève Institut de Hautes Études Internationales et du Développement

Turkey

Bogazici University IstanbulYeditepe University IstanbulBaskent University AnkaraYildiz Technical University IstanbulIstanbul Bilgi UniversityAnkara UniversityDokuz Eylül University IzmirIzmir University of EconomicsÇukurova University AdanaBahcesehir University IstanbulTrakya University EdirneSabanci University IstanbulEge University IzmirSakarya University AdapazariSamsun Ondokuz Mayis UniversityKaradeniz Technical University TrabzonBilkent University AnkaraMiddle East Technical University AnkaraEastern Mediterranean University FamagustaGalatasaray University IstanbulKoç University IstanbulMarmara University IstanbulIstanbul Technical UniversityIstanbul University

Ukraine

Kiev National University of Trade and EconomicsKiev, National Technical University of UkraineNational Taras Shevchenko University KievInternational Institute of Business, KievInternational Management Institute, KievKiev National University of EconomicsNational University of Kyiv-Mohyla Academy KievState University of Information and Communication Technologies (SUICT), Kiev

United Kingdom

Canterbury Christ Church UniversityRegent's Business School LondonSouthampton Solent UniversityLondon Metropolitan UniversityBournemouth UniversityRegent's American College LondonUniversity of Bedfordshire Bedford/LutonGlasgow Caledonian University

Nottingham Trent UniversityStaffordshire UniversityUniversity of WolverhamptonUniversity of Cumbria CarlisleUniversity of SunderlandUniversity College for the Creative Arts at CanterburyUniversity of BrightonUniversity of DerbyGoldsmiths LondonRoyal Holloway LondonUniversity of SussexUniversity of UlsterBath School of ManagementAberystwyth UniversityUniversity of Wales Institute, CardiffRobert Gordon University AberdeenUniversity of AberdeenBangor UniversityAston University BirminghamUniversity of BradfordAnglia Ruskin University Cambridge/ChelmsfordUniversity of Gloucestershire Cheltenham/GloucesterCoventry UniversityStrode's College EghamUniversity of HullKingston UniversityLancaster UniversityDe Montfort University LeicesterBrunel University LondonLondon College of LawMiddlesex University LondonLoughborough UniversityManchester Metropolitan UniversityNorthumbria University NewcastleOxford Brookes UniversityUniversity of Sheffield Management SchoolUniversity of StirlingAston Business School BirminghamUniversity of Glasgow Business SchoolLeeds University Business SchoolCranfield UniversityCranfield School of ManagementCass Business School LondonESCP Europe LondonUniversity College London

University of OxfordUniversity of GlasgowUniversity of BristolAshcroft International Business School CambridgeUniversity of ManchesterManchester Business SchoolUniversity of SheffieldLancaster University Management SchoolOxford Saïd Business SchoolCity University LondonCardiff UniversityLondon School of EconomicsUniversity of BirminghamUniversity of NottinghamKing's College LondonDurham UniversityUniversity of Essex ColchesterQueen Mary University of LondonUniversity of St AndrewsUniversity of ReadingUniversity of KentImperial College LondonUniversity of CambridgeUniversity of Warwick CoventryUniversity of YorkLondon Business SchoolUniversity of East Anglia NorwichDurham Business SchoolBirmingham Business SchoolWarwick Business School CoventryEdinburgh Business SchoolImperial College Business School LondonAshridge Business School BerkhamstedUniversity of LeedsUniversity of DundeeUniversity of PlymouthBradford University School of ManagementUniversity of BathUniversity of LiverpoolLondon South Bank UniversityTeesside UniversityCity College BirminghamLiverpool John Moores UniversityLeeds Metropolitan UniversityHult International Business School LondonOpen University Milton KeynesSwansea University


TOP 30 EUROPE - 2011APOLLO – Top Online Application Systems

Rank Company Score Diff

1 Allianz 1010 02 Accenture 975 173 Bertelsmann 969 -14 Ernst & Young 894 25 BP 890 166 PwC 877 -27 Holcim 861 848 BASF 860 New9 Procter & Gamble 851 -4

10 Deloitte 851 1411 KPMG 845 -212 Total 844 5813 EDF 833 2514 Bayer 831 -415 AstraZeneca 827 1416 BNP Paribas 823 2717 Siemens 822 518 Roche 819 019 BMW 806 620 GE 805 5721 GlaxoSmithKline 804 1322 Deutsche Bank 799 -823 HSBC 797 -1624 RBS 796 -825 Vodafone 792 1526 Shell 784 -1527 J.P. Morgan 782 -1028 UBS 778 -2029 ABB 775 5030 Daimler 774 20

TEWeB – Top Career Websites

Rank Company ATS Provider Score

1 BP GradWeb 9432 Allianz SAP 9123 Bertelsmann Embrace 8924 Accenture Taleo 8565 Roche Taleo 8366 Ernst & Young Taleo 8347 BASF SAP 8008 Total Homegrown 7889 Vodafone Peopleclick 786

10 ABB SAP 78411 Daimler Homegrown 77212 HOCHTIEF HR Software 76413 HSBC Taleo 75814 BMW SAP 75115 Mars Taleo 74816 AXA Stepstone - iGrasp 74817 3M Taleo 74618 Ericsson Taleo 74119 AstraZeneca Stepstone - iGrasp 73620 Philips Peopleclick 73321 Johnson & Johnson Taleo 72922 UBS Kenexa - Brassring 72423 Deloitte GTI 72124 Siemens SuccessFactors 71925 J.P. Morgan WCN 71926 Bombardier Taleo 71727 Akzo Nobel WCN 71428 GE Kenexa - Brassring 71229 Société Générale Osiris 71030 Procter & Gamble Taleo 708

Student Profile

and Preferences

University Report

Student Profile

and PreferencesPotentialpark University Report 2011

Respondent Profile

and PreferencesUniversity Report 2011


CAREER EXPERIENCE AND INTEREST

In which areas would you see yourself working (vs. area of study)?

• Consulting / Project Management are currently very attractive areas for students

• Marketing and Public Relations are seen as strong career options by students

• Students continue to show interest in Research & Development / Science and Engineering

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Consulting / Project Management

Controlling / Auditing /Tax Advisory

Design / Creation

Engineering

Finance / Banking / Insurance

Human Resources

Investment Banking

IT / Software / Systems

Legal

Logistics / Distribution

Marketing / Public Relations

Research & Development / Science

Sales / Account management / Trade

Switzerland

Europe



How much professional work experience do you have, including internships or programs?

• The professional work experience of students varies a lot

• Most students already have work experience before finishing their university studies

• A considerable amount of students has worked / been working for more than 3 years

0% 5% 10% 15% 20% 25%

More than 3 years

3 years

2 years

1 year

6 months

1-5 months

None

Switzerland

Europe



Which of the following have you done before, or are you currently doing?

• Students are generally active at University taking their careers very seriously

• Many of them have work experience related to their studies

• Student groups and organizations are major activities while at University

0% 10% 20% 30% 40% 50% 60%

None

Work experience NOT related to my studies

Work experience related to my studies

Internship or trainee program

Involvement in student organization, club, union

Switzerland

Europe


COMMUNICATION PREFERENCES

• Even though most students use the internet, campus continues to be a very important source of career

related information

• It is the combination of online and real life activities that makes talent relationship strong

• Different sources have different strengths: easy access, exclusiveness or trustworthiness

Where do you look for employers and careers?

0% 20% 40% 60% 80% 100% 120%

Newspapers, magazines, print

On campus

Friends and family

Internet

Switzerland

Europe


COMMUNICATION PREFERENCES

If on the Internet, where exactly?

• Among many places, the corporate career website is one of the favorite places to go

• It serves as the major hub for all other activities

• Search engine optimization is key: where do you want everyone to land?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Social networks (Facebook, Orkut, hi5, QQ, StudiVZetc.)

Business-oriented networks (LinkedIn, Viadeo, XINGetc.)

Career Portals (Entrypark, iHipo, Careerbuilder, etc.)

Job boards (Monster, Stepstone, etc.)

Search engines (Google, Yahoo etc.)

Company's own website

Switzerland

Europe

Global Key Findings 2011

University Report

Key FindingsUniversity Report 2011


MANY LINK, FEW CONNECTEmployers and job seekers share the vision to make the internet the hub for all career activities. Companies invest more energy than ever into their

online communication tools. Reality, however, shows that they are struggling with high expectations and the fast evolution of the internet. Career

websites easily become overloaded and impersonal, application forms too technical, and attempts to be on Facebook are not well-received by the

audience. That is why companies are reacting with new strategies to not only link, but really connect, with talent online.

Career websites: Mission impossible

forces creativity

Potentialpark’s TEWeB study 2011 shows that

demands on career websites are higher than

ever. They are expected to be full of

information, but not lengthy. Entertaining

and unique, but still credible and realistic.

Intuitive to navigate. To open up for

networking, but not interfere with anyone’s

privacy. To have easy online application

forms that are quick to fill out, but still help

you to present your unique skills and

strengths. Even if the company has hundreds

of offices, departments, functions and career

paths, it should all fit in one simple website

that shows everyone the right way without

any hassle. Job seekers do not solely rely on

what employers say about themselves. Today

it is common to ask friends on Facebook or

read third party opinions on forums to

differentiate between what is credible and

what is merely a PR campaign. Students are

cautious and not easy to impress. This is

where employers lose control over their own

image if what they say does not hold true

outside their sphere of influence.

ApplyingOnlineAnd Loving It – a vision!

Potentialpark’s APOLLO study 2011 shows

what job seekers expect from an online

application and how employers live up to

these expectations. It covers the entire

process from searching jobs, to submitting

one’s resume, to the surrounding support

and communication. This is the first ever

benchmark of this kind and scope.

Students and graduates have accepted that

applying online is customary today. The

problem is, the more they apply, the more

they dislike it. The negative impact of a bad

online application on the employer’s image

becomes obvious: Employers are losing

candidates when frustration results in

applicants simply giving up.


MANY LINK, FEW CONNECTThe job seekers´ biggest concern with

regards to the online application process is

the so-called black box effect: It is less

personal and transparent than sending an

email or letter. Many applicants think that

when they fill out the form and click submit,

their application will actually never be read

by a person, but automatically filtered with

unknown knock-out criteria. This impression

may or may not be true, but it works against

a trustworthy candidate relationship.

Some companies have started to cooperate

with business networks. They enable

applicants to log in with their LinkedIn

account, or to skip the biggest part of the

form by pasting the link to their CV on

LinkedIn.

Online application procedures are in

continuous change!

Companies are on Facebook & Co,

which is not where job seekers expect

tomeet them

Potentialpark discovered a surprising

paradox: The majority of students and

graduates explicitly state that they do not

want to be involved with employers on social

networks, such as Facebook. They feel

uncomfortable about it and think that social

networks are not the right environment to

initiate talks about careers. However, this is

exactly where employers go today in order to

be seen by their target group. Students say

that business networks are much more

suitable to get in touch with recruiters and

company representatives. After all, LinkedIn

is made for career-related networking. Still,

this is not where most of the visible

interaction happens. LinkedIn & Co. are far

behind Facebook in terms of functionality

and connectivity. Also, simply too few

students and graduates have accounts on

business networks. They feel that unless you

have a career track record, signing up does

not seem to be a priority.

At the dawn of themobile revolution

Today, mobile phones are more common

than computers to go online in many parts of

the world. According to Potentialpark’s

research, only few employers offer a mobile

version of their career website, and even less

a career-related app for smartphones. And if

they do, it is mostly limited to the search of

jobs. At the same time, already around one

third of the job seekers would use mobile

career sites, and even more see themselves

using a job app in the future.


REASONS TO GO ON A CAREER WEBSITE

• Looking for jobs is the main reason to enter a career website, but not a very differentiating factor

• Students want to have a career and build a relationship with an attractive employer

• Once they find a career website interesting, they use it for multiple purposes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

To find out about campus and recruiting events

To prepare for an interview

To find out how to apply

To apply online

To look for information about the company

To look for open jobs and positions

Switzerland

Europe

For what reasons would you visit a company’s career website?


TOP FRUSTRATIONS WHEN APPLYING ONLINE

• Frustrations reflect bad experiences that students have had

• Applying online is seen as non-transparent and impersonal

• Many of the frustrations come from bad communication before, during, and after the process

0% 10% 20% 30% 40% 50% 60%

Technical problems

You don't know what documents / information youwill need to fill it out

You cannot upload your own documents

You don't know how long it will take

You cannot save it and complete it in several sessions

Takes too much time to fill out

It feels like a black box - you don't know if yourapplication will actually be read by a person

Switzerland

Europe

What are the biggest frustrations with companies' Online Application Forms?


WHERE STUDENTS WANT TO INTERACT WITH EMPLOYERS

• Career websites and business networks are seen as the most natural places to interact

• Only around 1 out of 4 think social networks are a good place to meet employers

• Students have learned to use and appreciate business network functionalities

0% 10% 20% 30% 40% 50% 60% 70% 80%

Microblogging (like Twitter)

Multimedia platforms (like YouTube, Flickr)

Blogs

Forums

Career platforms (like Entrypark, iHipo)

Social networks (like Facebook, Orkut, hi5, QQ,StudiVZ)

Job boards (like Monster)

Business-related networks (like LinkedIn, Viadeo, XING)

Companies' career websites

Switzerland

Europe

Where would you like to meet and interact with employers online?


THE JOB SEEKERS‘ VOICES

It is true that we have to find work, but we would like to

understand why they should be our employer. With this

attitude, they would respect more our time and

availability.

Male Student, Pisa, Università, Italy

Keep the information on your career website relevant and good.

Emphasize what distinguishes your company from the others in

a concrete matter.

Male Student, Norwegian University of Science and Technology

Come as you are, I'll come as I am.

Male Student, Toulouse ICAM

Trends in Social Media

andMobile Recruitment

University Report

Trends in Social Media

andMobile RecruitingUniversity Report 2011


RISE OF SOCIAL AND BUSINESS NETWORKS

Social Media

Over the past few years the internet has changed rapidly. We have witnessed the evolution

from static, text-driven websites meant for one-way communication to the “Web 2.0” – the

concept of interactive information-sharing and user-generated content. Based on the

technical foundations of the Web 2.0, online networks and platforms such as YouTube,

Facebook or LinkedIn have evolved – the so-called“social media”.

Hard to predict

With thousands of platforms, networks, and online tools launching every month, it is hard to

predict which ones will be a ‘one-hit-wonder’ and which ones are here to stay, if any. The

virtual world Second Life was on top of everyone’s mind during 2006 and 2007 – only to

disappear from public knowledge in 2008. Whereas Facebook is gaining importance,

relevance and active users increasingly since its start in 2005.

Content

User

User

UserUser

User

Content

User

User

UserUser

User


FINDINGS ON SOCIAL MEDIA INTERACTION

Students’ biggest concerns

1. Interference with privacy

2. Information is perceived as not trustworthy, PR-filtered and moderated

3. Too little patience to deal with profiles, articles or activities where the benefit is not clear

In general, the concerns are higher in social platforms than in business networks.

What students expect from companies on social media

• Building their professional network; or connecting with people they have met

• That companies act naturally and dare to make mistakes or receive criticism

• Career-relevance and a path to the next career step

Social media puts users in control, and students know it.

Companies can use these rules to their advantage, but also risk to give a voice to the wrong targets.


SOCIAL MEDIA VS. PROFESSIONAL NETWORKSWhich of the following career-related activities would you like to do on the following platforms?

• Students indicate that they want to interact with employers on professional networks

• They are afraid they might be rejected for the wrong reasons if employers see their personal profiles

• They believe employers’ presence on online platforms is mainly a PR campaign

• 62% of all surveyed young job seekers have little career related experience with social networks

36%

37%

33%

36%

18%

26%

21%

20%

9%

23%

21%

50%

57%

62%

63%

67%

69%

69%

75%

76%

78%

78%

0% 20% 40% 60% 80% 100%

Participate in discussion groups

Be contacted via email about events, career days or business games

Follow news about employers I'm interested in

Find reviews and opinions about employers

Connect my profile with recruiters

Find employees/recruiters and their profiles

Contact employees/recruiters with questions

Be contacted via email about jobs

Submit my CV to a recruiter

Find employers and their company profiles

Search for available jobs

Professional networks Social Networks


THE JOB SEEKERS‘ VOICES ON SOCIAL MEDIA

Online platforms such as email and official portals are more

credible than social networking sites such as Facebook.

Social sites are more suitable for informal and casual

communication and I would not be as prompt when replying

to employers or getting information on these sites.

Female student, UK, London, Imperial College

Make sure you are credible and your contact info are working properly

so candidates can check whether they are calling you or some "fake"

company. So I'd say: beware for stolen identities - both applicants and

employers!

Female student, Portugal, Lisbon, Universidade Nova de Lisboa


MOBILE CAREER WEBSITES

A mobile career website is a simplified version of the corporate

career website. The features implemented in the mobile version of

the corporate career website must take into account the smaller

screen size and the slower internet speed in mobile devices.

Our analysis of audited websites shows that hints for a good

application and for interviews, which can easily be implemented are

not found in any of the websites audited. Tracking of the application

process is a feature that the Potentialpark’s TEWeB study shows to

be important for students, but that is not implemented in any of the

sites analyzed.

On the other hand the information about the company, job

descriptions, job search function and list of open jobs and

programs, were implemented in many of the sites analyzed

Advantages:

• “Friendly” version of a career website that is adjusted to mobile

phones

• It can contain most of the important features that make a good

career website

Challenges:

• The format of the content has to be simple

• The amount of information available is limited

• Website is customized to a certain screen size


FINDINGS ON MOBILE RECRUITING

What would you like to do with your phone regarding career opportunities?

• Mobile recruiting is one of the fastest growing trends globally

• The main advantage is that students can look for information during idle time

• It is a quick way to look for career related information and job opportunities

• Almost 60% of all surveyed job seekers would use a career related mobile application

11%

16%

30%

30%

33%

33%

39%

39%

39%

51%

57%

0% 20% 40% 60%

Share contents with friends on social networks and platforms

Email page to a friend

Get updates based on my location, such as job adds or career…

Apply for jobs

Contact the recruitment team

Look for tips and hints for a good application

Read about the recruitment process

Check calendar with career related events

Track application status

Receive job alerts (receive new open positions by SMS/email)

Search for jobs


THE JOB SEEKERS‘ VOICES ON MOBILE RECRUITING

I wouldn't use my mobile phone for the application process or something

that requires a full-speed internet connection. I would use more to check

and brief access, for example search or results from the selection process.

So my advice would be, focus on search and contact with candidates.Male student, Barcelona/Madrid, IESE Business School, Spain

Keep it simple! Apps are not meant to replace computers.

When I am using my phone, I want quick access to concise

information. I don't read encyclopedias on my phone.Male student, Brigham Young University, USA

Thoughts on Campus Activities

University Report

Career Events and

Campus ActivitiesUniversity Report 2011


SOURCES OF CAREER INFORMATION ON CAMPUS

• Career service as popular as the office itself

• Campus events is among the most popular events

• Students are open for many different ways of getting in touch

What sources on campus would you use to learn about employers and jobs?

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Campus Magazine, TV, Radio

Campus online discussion forums, groups

Ambassador of an employer

Student organization, Club, Union

Posters, flyers

Career service center office

Career service center website

Campus events

Switzerland

Europe


SOURCES OF CAREER INFORMATION ON CAMPUS

What would you like to receive from the career service center?

• Students see the career service center as a great source to receive advice and information on career

opportunities

• They also seek the advice of the careers center for jobs and opportunities abroad

0% 10% 20% 30% 40% 50% 60% 70% 80%

Information about recruiters active on campus

Help with CV/cover letter/interviews

Organize events to meet recruiters

Find jobs in the career job board

Help students find opportunities beyond what is oncampus

Orientation about career options

Switzerland

Europe


CAREER EVENTS

What are the main reasons for you to meet employers on campus?

• Students go to campus events to meet employers they already know

• They are also curious to find out information about companies they do not yet know

0% 5% 10% 15% 20% 25% 30%

For the fun

To meet other students

To get free gifts / giveaways

To apply directly to a position

To learn and improve my skills

To network with company representatives / recruiters

To find out more about companies I never heard of

To try to find my own career path

To find out more about companies I want to work for

Switzerland

Europe


CAREER EVENTS

Which people would you like to meet on a career campus event?

• Students don’t have a special interest in meeting company executives

• They prefer to interact with employees working with what they will possibly do in the future

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Executive person high in the hierarchy

Interns, Trainees

Human resources/Recruiters

Successful employees that once studied at my school

Recent-graduates from your university that now workfor the company

An employee who has the type of job you imagineyourself doing

Switzerland

Europe


CAREER EVENTS

What type of online events would you participate in?

• Students have a very strong desire to learn outside of their regular courses

• They also show a great interest in Business Games and Challenges

0% 10% 20% 30% 40% 50% 60% 70%

None

Online career fairs

Business Games/Challenges

Meeting the recruiters events: chat rooms, skypeinterviews

Educational events (courses, lectures, workshops, casestudies, teleseminars,...)

Switzerland

Europe


POTENTIALPARK RESEARCH OVERVIEW 2011

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