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WWW.UNIVERSUMGLOBAL.COM

UNIVERSUM STUDENT SURVEY 2014

University Report | Finnish EditionSchool of Electrical Engineering | Engineering/Natural Sciences/IT

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About Universum

2014 | Finland | Students | Engineering/Natural Sciences/IT

With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks.

Universum annually conducts quantitative and qualitative research with over 700.000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers.

For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies.

Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights.

Universum’s unique global reach ensures the comparability of research results across markets. We partner with approximately 2.000 of the top academic institutions in the world.

Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.

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How we help Higher Education Institutions


UNDERSTAND

THE CAREER PREFERENCES AND EXPECTATIONS OF STUDENTS AND ALUMNI

IDENTIFY

THE BRAND PERCEPTION AND ATTRACTIVENESS OF YOUR

COLLEGE/UNIVERSITY

ATTRACT

RELEVANT EMPLOYERS TO CAMPUS

RECRUIT

PROSPECTIVE STUDENTS FOR BSC, MSC AND/OR MBA LEVELS

Universum is the global leader in the field of employer branding and talent research. Through our market research, consulting and communication solutions we aim to close the gap between the expectations of employers and talent and support Higher Education Institutions in their roles.

Through our unique insight into the recruitment challenges of employers and the dynamics of the talent market, we help nearly 2000 universities worldwide to:

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Our clients and media partners


Some of the world’s most attractive employers

Some of the world’s most trusted publishers

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What we cover in the report

3. EMPLOYER EVALUATION

This chapter analyses the employer branding efforts and relative attractiveness of different employers towards your students.


4. UNIVERSITY BRAND PERCEPTION

This chapter evaluates your university brand, as perceived by your current students and by students at other universities in Finland, who would choose School of Electrical Engineering if they could begin their studies again.

2. CAREER PROFILE EVALUATION

This chapter provides insights on the career preferences and expectations of your students in comparison to the overall surveyed population of students in Finland.

5. APPENDIX

Additional data on topics covered in previous sections.

1. EXECUTIVE SUMMARY

A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.

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About the Universum Student Survey | Finnish Edition


METHODOLOGY

THE QUESTIONNAIRE Created based on 25 years of experience,

extensive research within HR, focus groups and communication with both our clients and students.

Global perspective - local insight.

DATA COLLECTIONConducted via an online survey, distributed via university contacts, the Universum Panel and local partners.

WEIGHTINGIn order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets.

Note that only data based on all students or on all students within a main field of study is weighted. Breakdowns like gender, high achievers or other more specific target groups are not weighted.

FIELD PERIODNovember 2013 to March 2014

11 Educational institutions

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• University reports can be based on the total number of respondents from all main fields of study, or may be specific to a main field of study. This particular report is specific to: Engineering/Natural Sciences/IT.

Groups in this report


Global

2 712

Your university

Finland

The comparisons in this report are based on: Engineering/Natural Sciences/IT

Participating students from your university. Throughout the report, this group is referred to as ”School of Electrical Engineering”.

Participating students from 11 educational institutions in Finland. Throughout the report, this group is referred to as “All universities”.

Students participate annually in Universum’s global career research. ~600 000

175

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Table of contents


EMPLOYER EVALUATION

CAREER PROFILE EVALUATION

EXECUTIVE SUMMARYAPPENDIX

UNIVERSITY BRAND PERCEPTION

9

80%

Students’ profile and summary of preferences


Average age (years):

23,3

20%

Top 3 most used communication channels:

• Employer websites• Career magazines for students• Career fairs

Top 3 industries:• Technology Hardware & Equipment• Engineering and Manufacturing• Pharmaceuticals and Biotechnology

Top 5 most attractive attributes:• A friendly work environment (People & Culture)

• Variety of assignments (Job Characteristics)

• Competitive base salary (Remuneration & Advancement Opportunities)

• Respect for its people (People & Culture)

• Secure employment (Job Characteristics)

Top 3 career goals:• To have work/life balance• To be a technical or functional expert• To be secure or stable in my job

Top 3 career profiles:• Entrepreneur• Harmoniser• Leader

Average expected monthly salary:

Average reportedacademic performance7,3

School of Electrical Engineering

Year of graduation:

3 220 EUR

7%8%13%22%24%25%1%

2019 orlater

201820172016201520142013

10

61%

Students’ profile and summary of preferences


Average age (years):

24,9

39%

Top 3 most used communication channels:

• Employer websites• Job boards• Career fairs

Top 3 industries:• Energy• Technology Hardware & Equipment• Software and Computer Services

Top 5 most attractive attributes:• Variety of assignments (Job Characteristics)

• A friendly work environment (People & Culture)

• Respect for its people (People & Culture)

• Secure employment (Job Characteristics)

• Competitive base salary (Remuneration & Advancement Opportunities)

3 082 EUR

Top 3 career goals:• To have work/life balance• To be dedicated to a cause or to feel that I am

serving a greater good• To be secure or stable in my job

Top 3 career profiles:• Leader• Harmoniser• Entrepreneur

Average expected monthly salary:

Average reportedacademic performance7,2

All universities

Year of graduation:

3%7%11%17%27%33%

1%

2019 orlater

201820172016201520142013

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• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.

Students’ most attractive employers

All universities | Engineering/Natural Sciences/IT School of Electrical Engineering | Engineering/Natural Sciences/IT


1. ABB (37,50%)

2. GE Healthcare (30,00%)

3. Planmeca (26,25%)

4. Nokia (20,63%)

5. Siemens (20,00%)

6. KONE (17,50%)

6. Microsoft (17,50%)

8. Fortum (14,38%)

8. Murata Electronics (14,38%)

8. VTT (14,38%)

1. KONE (17,83%)

2. ABB (16,46%)

3. VTT (13,78%)

4. Suomen ympäristökeskus (SYKE) (13,26%)

5. Fortum (12,37%)

6. Orion (10,35%)

7. Neste Oil (10,30%)

8. Wärtsilä (9,08%)

9. Nokia (8,80%)

10. Microsoft (8,28%)

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Summary of your University Brand Perception (1/2)


Employability & Advancement Opportunities1. Good reference for future career

and/or education2. High employment among graduates3. Target school for employers in my

field

University/College Culture & Student Life1. Secure campus environment2. Heritage and tradition3. Social and recreational activities

Educational Offering1. Attractive/exciting programs and

fields of study2. Challenging curriculum3. Study abroad program

University/College Reputation & Image1. Highly-ranked within its field2. Prestige3. Tradition of academic excellence

ASSOCIATIONS BASED ON THE UNIVERSUM DRIVERS OF UNIVERSITY ATTRACTIVENESS

TOP OF MIND ASSOCIATIONS

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• This is an extract from a University Report based on the results of the Universum Student Survey 2014. Please visit www.universumglobal.com for more information about Universum and our global research.

Summary of your University Brand Perception (2/2)


Continue communicating

Prestige Highly-ranked within its field

Quality and variety of courses Attractive/exciting programs and

fields of study

Social and recreational activities Friendly and open environment

Target school for employers in my field

High employment among graduates

Good reference for future career and/or education

UNIVERSITY/COLLEGE REPUTATION & IMAGE

EDUCATIONAL OFFERING UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE

EMPLOYABILITY & ADVANCEMENT OPPORTUNITIES

Percentage of students who would choose to study at their current university if they could make the choice again:

Average university recommendation score:

All universities

8,28,1

All universities

56%64%

School of Electrical

Engineering

School of Electrical

Engineering

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Table of contents


EMPLOYER EVALUATION




15

Career Profile Evaluation

This chapter provides insights on the career preferences and expectations of your students in comparison to the total student population surveyed in Finland. The information and insights in the report will help you to:

Evaluate the career profile of your students on an aggregated level, as well as the talent trends that have evolved over the past years.

Find out what differentiates your students from those at other universities and which aspects make them unique.

Improve the visibility of your students to top employers by being able to communicate their unique strengths to employers in a quick and efficient way.


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• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • ‘Career goals’ refer to what students want from employment in the long term, whereas ‘attributes’ refer to things sought by students from their first employer.

Career goals



First choice

Second choice

Third choice

24%

18%

8%

20%

16%

4%

4%

6%

0%

17%

19%

18%

11%

15%

8%

6%

3%

3%

20%

18%

19%

11%

10%

9%

6%

5%

2%

61%

55%

46%

43%

40%

21%

16%

14%

4%

To have work/life balance

To be a technical or functional expert

To be secure or stable in my job

To be dedicated to a cause or to feelthat I am serving a greater good

To be competitively or intellectually challenged

To be a leader or manager of people

To have an international career

To be entrepreneurial or creative/innovative

To be autonomous or independent

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• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • ‘Career goals’ refer to what students want from employment in the long term, whereas ‘attributes’ refer to things sought by students from their first employer.

Career goals


All universities

First choice

Second choice

Third choice

22%

22%

13%

13%

13%

5%

5%

4%

4%

22%

12%

15%

15%

15%

7%

6%

5%

4%

18%

13%

14%

13%

12%

8%

8%

8%

5%

61%

48%

42%

41%

39%

20%

18%

16%

13%


To be dedicated to a cause or to feelthat I am serving a greater good








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All universities

• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important. • The graph shows career goals chosen as first, second or third choice in 2014.

• The alternatives in the legend are sorted according to importance in 2014. Thus, the most important career goal in 2014 is at the top of the legend.

Career goals across time


1

2

3

4

5

6

7

8

9

2009 2010 2011 2012 2013 2014


To be dedicated to a cause or to feel that I am servinga greater good








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• In which industries would you like to work most after graduating? You can choose up to 3 industries.

Most preferred industries (1-10)


41%

31%

24%

22%

22%

21%

21%

19%

11%

5%

23%

21%

13%

4%

4%

23%

21%

11%

20%

3%

Technology Hardware & Equipment

Engineering and Manufacturing

Pharmaceuticals and Biotechnology

Consumer Electronics and HouseholdAppliances

Health Care Equipment

Energy

Software and Computer Services

Telecommunication and Networks

Educational and Scientific Institutions

Health Care ServicesSchool of Electrical Engineering

All universities

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• In which industries would you like to work most after graduating? You can choose up to 3 industries.

Most preferred industries (11-20)


4%

3%

3%

3%

3%

3%

3%

2%

2%

2%

10%

6%

4%

10%

5%

12%

7%

4%

2%

0%

Management and Strategy Consulting

Aerospace and Defence

Automobiles and Parts

Chemicals

Media and Advertising

Public Sector and Governmental Agencies

Utilities

Banks

Fashion, Accessories and Luxury Goods

Legal ServicesSchool of Electrical Engineering

All universities

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• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?

Expected monthly salary


3 220 EURSchool of Electrical

Engineering

3 082 EURAll universities

22


• What is your expected salary before tax at your first employment after graduation, excluding commission and bonus?• What is your gender?

Expected monthly salary | Gender gap


3 148 EUR

3 237 EUR

Female

Male

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Expected monthly salary | Gender gap


2 905 EUR

3 197 EUR

Female

Male

All universities

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All universities


Expected monthly salary | Gender gap across time


This chart illustrate female expected salary

as a share of male expected

salary.

Female/Male salary ratio

91%93%

90%89%91%

20142013201220112010

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• How many years do you expect to work for your first employer after graduation?

How long do students expect to stay at their first employer?


expect to stay at the most 2 years

at their first employment

expect to stay at the most 2 years

at their first employment

15%

30%

School of Electrical Engineering All universities

38%

9%

23%22%

8%

44%

12%

29%

12%

4%

5 years or more4 years3 years2 years1 year or less

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• This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students.

The Universum Drivers of Employer Attractiveness


The contents and demands of the job, including the learning opportunities provided by the job• Challenging work• Client interaction• Control over my number of working hours• Flexible working conditions• High level of responsibility• Opportunities for international travel/relocation• Professional training and development• Secure employment• Team-oriented work• Variety of assignments

The monetary compensation and other benefits, now and in the future • Clear path for advancement• Competitive base salary• Competitive benefits• Good reference for future career• High future earnings• Leadership opportunities• Overtime pay/compensation• Performance-related bonus• Rapid promotion• Sponsorship of future education

The attributes of the employer as an organisation• Attractive/exciting products and services• Corporate Social Responsibility• Environmental sustainability• Ethical standards• Fast-growing/entrepreneurial• Financial strength• Innovation• Inspiring management• Market success• Prestige

EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

The social environment and attributes of the workplace• A creative and dynamic work environment• A friendly work environment• Acceptance towards minorities• Enabling me to integrate personal interests in my schedule• Interaction with international clients and colleagues• Leaders who will support my development• Recognising performance (meritocracy)• Recruiting only the best talent• Respect for its people• Support for gender equality

PEOPLE & CULTURE

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All universitiesSchool of Electrical Engineering

• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important they are to you. The total must equal 100 to move to the next question.

Relative importance of each driver


Employer Reputation & Image

People & Culture

Job Characteristics

Remuneration & Advancement Opportunities

18% 30%

29%

24%

17% 30%

28%

24%

28

All universities


• Which of these attributes are most important to you? (Max. 3)

Driver attractiveness across time


People & Culture

Job Characteristics



15

20

25

30

35

2009 2010 2011 2012 2013 2014

29



Employer Reputation & Image | Attractive attributes


52%

48%

32%

30%

26%

25%

19%

15%

15%

8%

47%

45%

34%

31%

30%

21%

23%

17%

16%

8%

Attractive/exciting products andservices

Innovation

Prestige

Financial strength

Environmental sustainability

Ethical standards

Inspiring management

Corporate Social Responsibility

Market success

Fast-growing/entrepreneurialSchool of Electrical Engineering

All universities

30

• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important they are to you. The total must equal 100 to move to the next question..


Job Characteristics | Attractive attributes


55%

42%

41%

30%

30%

24%

21%

20%

11%

6%

56%

44%

33%

24%

35%

18%

29%

22%

11%

6%

Variety of assignments

Secure employment

Professional training anddevelopment

Control over my number of workinghours

Flexible working conditions

Team-oriented work

Challenging work

Opportunities for internationaltravel/relocation

High level of responsibility

Client interactionSchool of Electrical Engineering

All universities

31



People & Culture | Attractive attributes


66%

44%

41%

40%

35%

35%

15%

7%

5%

3%

52%

44%

45%

44%

31%

31%

19%

8%

3%

9%

A friendly work environment

A creative and dynamic workenvironment

Respect for its people

Leaders who will support mydevelopment

Enabling me to integrate personalinterests in my schedule

Recognising performance(meritocracy)

Interaction with international clientsand colleagues

Recruiting only the best talent

Acceptance towards minorities

Support for gender equalitySchool of Electrical Engineering

All universities

32



Remuneration & Advancement Opportunities | Attractive attributes


61%

51%

37%

29%

26%

20%

18%

14%

8%

2%

54%

49%

34%

36%

26%

18%

20%

18%

6%

7%

Competitive base salary

Good reference for future career

High future earnings

Leadership opportunities

Clear path for advancement

Overtime pay/compensation

Sponsorship of future education

Competitive benefits

Rapid promotion

Performance-related bonusSchool of Electrical Engineering

All universities

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• This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness.

Students’ overall top 10 preferences




People & Culture

Job Characteristics


A friendly work environment1. A friendly work environment

Variety of assignments2. Variety of assignments

Competitive base salary3. Competitive base salary

Respect for its people4. Respect for its people

Secure employment5. Secure employment

Leaders who will support my development6. Leaders who will support my development

A creative and dynamic work environment7. A creative and dynamic work environment

Good reference for future career8. Good reference for future career

Professional training and development9. Professional training and development

Enabling me to integrate personal interests in my schedule10. Enabling me to integrate personal interests in my schedule

Variety of assignments1. Variety of assignments

A friendly work environment2. A friendly work environment

Respect for its people3. Respect for its people

Secure employment4. Secure employment

Competitive base salary5. Competitive base salary

Leaders who will support my development6. Leaders who will support my development

A creative and dynamic work environment7. A creative and dynamic work environment

Good reference for future career8. Good reference for future career

Flexible working conditions9. Flexible working conditions

Professional training and development10. Professional training and development

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• The Universum Career Profiles are based on the attributes that students select as most important. More details can be found in the Appendix.

The Universum Career Profiles


LEADER: A student who aims to be inspired and supported by management and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility.

INTERNATIONALIST: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad.

IDEALIST: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards.

HUNTER: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs.

CAREERIST: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment.

ENTREPRENEUR: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems.

HARMONISER: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.

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• Which of these are most important to you? • The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix.

The Universum Career Profiles



All universities

36

Table of contents


EMPLOYER EVALUATION




37

Employer Evaluation

This chapter analyses the employer branding efforts and relative attractiveness of different employers towards your students. The information and insights in the report will help you to:

Evaluate relative performance of different employers and understand what challenges they face. Use these insights to successfully manage your corporate relationships.

Provide tangible feedback to your existing corporate partners on their employer branding efforts towards your students. Understand if the activities they organised have been effective.

Understand which employers your students would like to meet and want to learn more about. Use these insights to bring new employer partners into cooperation with your organisation.


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• For layout reasons, the employer’s name can be shortened in this report.

The Universum Rankings


“Now choose the 5 employers you most want to work for, your 5 Ideal Employers.”

“Have you applied or will you apply to these companies/ organisations?”

“Below is a list of companies and organisations. For which of these employers would you consider working?”

CONSIDERED EMPLOYER RANKING

(as many as applicable)

IDEAL EMPLOYER RANKING

(maximum five employers)

POTENTIAL APPLICANTS’ RANKING

(Yes, I have applied or will apply)

FULL COMPANY LIST (55 - 100 employers within each

main field of study)

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The Universum Recruitment Funnel


WOULD THEY CONSIDER WORKING FOR YOU?

HAVE THEY APPLIED OR WILL THEY APPLY TO YOU?

DO STUDENTS KNOW WHO YOU ARE?

ARE YOU THEIR IDEAL EMPLOYER?

Awareness

Consideration

Desire

Application

40

School of Electrical Engineering | Engineering/Natural Sciences/IT

• Below is a list of companies and organisations. For which of these employers would you consider working?

Considered Employer Ranking | Top 30


Employer Rank Percent Employer Rank Percent

ABB 1 64,38% Suunto 16 33,75%

Siemens 2 58,13% Helsingin Energia 17 33,13%

Nokia 3 53,13% Schneider Electric 18 30,63%

Microsoft 4 48,75% Orion 19 30,00%

KONE 5 46,88% Polar Electro 20 29,38%

VTT 6 43,75% Fingrid 21 28,75%

Fortum 7 43,13% Wärtsilä 21 28,75%

GE Healthcare 7 43,13% Vacon 23 28,13%

Murata Electronics 7 43,13% Puolustusvoimat 24 26,25%

Vaisala 10 42,50% Konecranes 25 25,00%

Planmeca 11 41,88% Sonera (Part of TeliaSonera) 25 25,00%

Rovio Entertainment 12 38,75% Helsingin kaupunki 27 24,38%

Accenture 13 37,50% Patria 27 24,38%

Ericsson 14 35,63% HP 29 23,75%

Tieto 15 34,38% Neste Oil 30 23,13%

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• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.

Ideal Employer Ranking | Top 20


Employer Rank Percent Employer Rank Percent

ABB 1 37,50% Rovio Entertainment 11 13,75%

GE Healthcare 2 30,00% Ericsson 12 13,13%

Planmeca 3 26,25% Vaisala 12 13,13%

Nokia 4 20,63% Accenture 14 12,50%

Siemens 5 20,00% Fingrid 14 12,50%

KONE 6 17,50% Orion 14 12,50%

Microsoft 6 17,50% Suunto 14 12,50%

Fortum 8 14,38% Helsingin Energia 18 10,63%

Murata Electronics 8 14,38% Polar Electro 19 9,38%

VTT 8 14,38% Vacon 19 9,38%

42


• Now choose the 5 employers you most want to work for, your 5 Ideal Employers.• Have you applied or will you apply to these companies/organisations?

Potential Applicant Ranking | Top 10


Employer Rank Percent

ABB 1 14,98%

Planmeca 2 7,95%

GE Healthcare 3 7,03%

Fortum 4 4,89%

Murata Electronics 4 4,89%

Fingrid 6 4,28%

Vaisala 7 3,98%

Helsingin Energia 8 3,67%

KONE 8 3,67%

Nokia 8 3,67%

43

• Which of the following attributes do you associate with each employer? Please select as many as applicable.• Which of these attributes are most important to you? (Max. 3)

• The attributes are sorted clockwise according to attractiveness as rated by your students. 12:00 is the most attractive attribute.


All universities


Employer Reputation & Image | Associations with Ideal Employers

44


Job Characteristics | Associations with Ideal Employers



All universities


45



People & Culture | Associations with Ideal Employers



All universities

46



Remuneration & Advancement Opportunities | Associations with Ideal Employers



All universities

47

• Please write the first word that comes to mind when you think of these employers. • These are answers written in by students who chose each company as an Ideal Employer.

• Spelling mistakes might occur.• The size of the words are adapted for each chart.

Top of mind associations with Ideal Employers



All universities

48

The Universum communication channels framework


• Career guidance websites• Employer websites• Job boards• Live webinars with employers• Mobile apps• News websites advertisements• Professional networks/communities• Social networks/communities• Targeted emails

• Advertisements in business magazines• Advertisements in lifestyle magazines & other

periodicals• Career guides/books• Career magazines for students• News print media advertisements• Recruitment brochures• University press & student organisation

publications

• Direct mailings• Outdoor/billboard advertisements• Radio advertisements• TV advertisements

• Career fairs• Employer presentations on campus• Employer-sponsored events• Informational interviews• Lectures/case studies as part of curriculum• Skills sessions organised by employers• Student conferences

OTHER CHANNELSIN-PERSON

DIGITALPRINT

49

• Through which channels have you learnt about these employers?

Students most used communication channels


54%

41%

39%

38%

33%

25%

25%

22%

22%

21%

19%

16%

14%

14%

12%

58%

29%

30%

24%

34%

15%

22%

21%

24%

19%

21%

14%

12%

12%

12%

Employer websites

Career magazines for students

Career fairs

Career guidance websites

Job boards

University press & student organisation publications

Employer presentations on campus

Recruitment brochures

Social networks/communities

Career guides/books

Professional networks/communities

News print media advertisements

Advertisements in business magazines

Employer-sponsored events

TV advertisementsSchool of Electrical Engineering

All universities

50

Table of contents


EMPLOYER EVALUATION




51

University Brand Perception

This chapter evaluates your university brand, as perceived by your current students and by students at other universities in Finland, who would choose School of Electrical Engineering if they could begin their studies again. The information and insights in the report will help you to:

Identify your competitive advantage over your student recruitment competitors, by:

• Understanding your internal identity! Which attributes do your students associate you with?

• Understanding your external image! Which attributes do students at other universities in Finland associate you with?

• Understanding the fundamental reasons for choosing a university and what makes a university attractive in the eyes of students.

Monitor the effectiveness of your communication and activities in building a strong university brand.

Find out how likely your students are to recommend your university to friends and family members.


52

• Which of the following influenced you the most to choose your university? • The chart shows the top 10 factors that influenced your students when choosing School of Electrical Engineering.

Why did your students choose your University? (1/2)


32%

32%

25%

24%

24%

23%

15%

18%

32%

17%

24%

15%

13%

9%

Information event at university (e.g. open campus day)

University's website

Printed promotional material, including catalogues andbrochures

Friends

University rankings

Parents

Information event at the school I was attending School of Electrical Engineering

All universities

53

• Which of the following influenced you the most to choose your university? • The chart shows the top 10 factors that influenced your students when choosing School of Electrical Engineering.

Why did your students choose your University? (2/2)


15%

15%

10%

4%

2%

1%

25%

12%

14%

12%

6%

2%

2%

37%

Media coverage, including articles in newspapers andmagazines

Teachers or career guidance counselors at the school Iwas attending

Students of the university

Advertising in social media or online

Alumni of the university

Advertising in print media

Other School of Electrical Engineering

All universities

54

• How satisfied are you with your current educational institution?

How satisfied are your students with School of Electrical Engineering?

is the average score among your

students

is the average score for all universities


7,5 7,6


All universitiesExtremely satisfied

Not at all satisfied

8%

22%

33%

18%

8%

4%2%2%

1%1%

8%

20%

33%

14%

10%

5%6%4%

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55


• If you could begin your studies again at any educational institution, would you choose your current college or university?

If your students could begin their studies again, would they choose School of Electrical Engineering?


Yes, definitely No, not at allMaybe Yes, definitely No, not at allMaybe

64%

25%

11%

56%34%

10%

56

• Which other college or university would you consider instead?

If students could begin their studies again, they would choose…


64%

29%

7%

56%

39%

5%

Current college or university

Another University

Foreign University


All universities

57

• If you could begin your studies again at any college or university, which would you choose? • The results are based on respondents who answered ”maybe” or ”No, not at all” in question ”If you could begin your studies again at any educational institution, would you choose your current college or university?”

If students could begin their studies again | Preferred universities


36%would choose another university. The most

preferred are presented in the table.

64%of your students would

choose School of Electrical Engineering

if they made the choice again.


University Rank Percent

University of Helsinki 1 30%

Tampere University of Technology 2 27%

Foreign college or university 3 20%

Lappeenranta University of Technology 4 9%

University of Turku 5 5%

Finnish National Defence Academy 6 2%

Haaga-Helia University of Applied Sciences 6 2%

University of Tampere 6 2%

58

• If you could begin your studies again at any college or university, which would you choose? • The results are based on respondents who answered ”maybe” or ”No, not at all” in question ”If you could begin your studies again at any educational institution, would you choose your current college or university?”

If students could begin their studies again | Preferred universities


44%would choose another university. The most

preferred are presented in the table.

56%of the students would choose their current

university if they made the choice again.

All universities

University Rank Percent

Aalto University 1 31%

University of Helsinki 2 15%

Tampere University of Technology 3 12%

Foreign college or university 4 11%

University of Tampere 5 6%

Lappeenranta University of Technology 6 2%

University of Oulu 6 2%

University of Eastern Finland 8 2%

University of Turku 9 2%

TAMK - Tampere University of Applied Sciences 10 2%

59

• If you could begin your studies again at any educational institution, would you choose your current college or university? • The chart presents the universities with the highest share of their students answering that they would choose them again, if they were to begin their studies again.

• Only universities with at least 30 respondents are presented in the table.

Universities with the largest share of loyal students


By loyal students we mean students who

would definitely choose their current education institution, if they could begin

their studies again.

67%

62%

60%

58%

51%

47%

41%

41%

38%

35%

University of Helsinki

Tampere University of Technology

Aalto University

University of Tampere

Lappeenranta University of Technology

University of Turku

University of Oulu

University of Jyväskylä

University of Eastern Finland

University of Vaasa

60

• If you could begin your studies again at any college or university, which would you choose?• Which educational institution do you attend?

Students who would prefer School of Electrical Engineering


students from other universities would prefer

to study at School of Electrical Engineering if they could begin their

studies again.

-31%

28%

17%

8%

6%

3%

3%

2%

1%

Lappeenranta University of Technology

Tampere University of Technology

University of Helsinki

University of Oulu

University of Jyväskylä

University of Turku

University of Vaasa

University of Tampere

Åbo Akademi University

61

• This framework has been developed by Universum in cooperation with universities.

The Universum Drivers of University Attractiveness

Various aspects of the education provided by the university.• Quality and variety of courses• Attractive/exciting programs and fields of study• Challenging curriculum• Unique or particular programs• Exceptional professors/lecturers• Practical aspects within the curriculum• International focus• Strong student support (e.g. Tutors, advisors, etc.)• Study abroad program

Long-term opportunities the university provides for students.• Supports and develops entrepreneurship• Good reference for future career and/or education• Launching pad for international career• High employment among graduates• Opportunities to network with employers• Strong ties with industry• Teaches transferable and practical skills employers

are looking for• Target school for employers in my field• Focus on professional development

Refers to the university as a whole.• Tradition of academic excellence• State-of-the-art facilities• Successful alumni• Internationally acclaimed• Prestige• Low costs (e.g. accommodation, tuition,

living expenses, etc.)• Availability of financial aid and scholarships• Highly-ranked within its field• Recommended by friends/family

UNIVERSITY/COLLEGE REPUTATION & IMAGE EDUCATIONAL OFFERING


Social environment on- and off-campus.• International student body• Creative and dynamic atmosphere• Social and recreational activities • Friendly and open environment • Attractive geographic location• Acceptance towards minorities• Support for gender equality• Secure campus environment• Heritage and tradition

UNIVERSITY/COLLEGE CULTURE & STUDENT LIFE


62

• How important are each of the aspects below to you? Please divide 100 points between the alternatives, depending on how important they are to you. The total must equal 100.

Relative importance of each driver

University/College Reputation & Image

University/College Culture & Student Life

Educational Offering

Employability & Advancement Opportunities



19% 31%

23%28%

19% 32%

20%30%

63

Most attractive attributes


1. Highly-ranked within its field2. State-of-the-art facilities3. Prestige


1. Highly-ranked within its field2. Prestige3. State-of-the-art facilities


1. Quality and variety of courses2. Attractive/exciting programs and fields of study3. Exceptional professors/lecturers

EDUCATIONAL OFFERING

1. Attractive/exciting programs and fields of study2. Quality and variety of courses3. Exceptional professors/lecturers


1. Friendly and open environment2. Social and recreational activities3. Attractive geographic location


1. Friendly and open environment2. Attractive geographic location3. Social and recreational activities


1. High employment among graduates2. Good reference for future career and/or education3. Teaches transferable and practical skills employers are looking for


1. High employment among graduates2. Teaches transferable and practical skills employers are looking for3. Good reference for future career and/or education


School of Electrical Engineering All universities

64

What students consider attractive vs. what they associate with you

Average attractiveness of the attributes within the driver

Important areas where your university rates low -

consider whether to adapt communication

Important areas where your university rates

highly - continue communicating

Less important areas where your university

rates low - monitor / no action

Less important areas where your university

rates highly - keep as is

Average association for your university

Attractiveness of the

attributes

Attributes that your students associate with your

university


65

YOUR STUDENTS

• Which of the following attributes do you associate with each institution? Please select as many as applicable.• Which of these attributes are most important to you? (Max. 3)

University/College Reputation & Image | Attractiveness vs. Associations


66

YOUR STUDENTS


Educational Offering | Attractiveness vs. Associations


67

YOUR STUDENTS


University/College Culture & Student Life | Attractiveness vs. Associations


68

YOUR STUDENTS


Employability & Advancement Opportunities | Attractiveness vs. Associations


69

ALL STUDENTS


University/College Reputation & Image | Attractiveness vs. Associations


70


Educational Offering | Attractiveness vs. Associations


ALL STUDENTS

71


University/College Culture & Student Life | Attractiveness vs. Associations


ALL STUDENTS

72


Employability & Advancement Opportunities | Attractiveness vs. Associations


ALL STUDENTS

73External vs. Internal associations with School of Electrical Engineering

Average association among your

students

OPPORTUNITY

Attributes that your students associate with you to a large

extent, but the attracted students do not perceive you to

offer.

POSITIVE OVERLAP

Attributes that both your students and the attracted

students associate with you to a large extent.

NEGATIVE OVERLAP

Attribute that neither your students nor attracted students

associate with you to a large extent.

RISK

Attributes that attracted students associate with you to a large extent, but that is not entirely

true, according to your students.

Average association among students who selected you as a preferred university

Internal perception

(%)

External perception (%)


74

• Which of the following attributes do you associate with each institution? Please select as many as applicable. *Attracted students are respondents who answered that if they were to begin their studies again, they would choose your university.

University/College Reputation & Image | External vs. Internal associations


75


Educational Offering | External vs. Internal associations


76


University/College Culture & Student Life | External vs. Internal associations


77


Employability & Advancement Opportunities | External vs. Internal associations


78School of Electrical Engineering | Internal Identity vs. External Image


1. Highly-ranked within its field2. Prestige3. Tradition of academic excellence


1. Prestige2. Internationally acclaimed3. Highly-ranked within its field


1. Attractive/exciting programs and fields of study2. Challenging curriculum3. Study abroad program


1. Attractive/exciting programs and fields of study2. Quality and variety of courses3. Challenging curriculum


1. Secure campus environment2. Heritage and tradition3. Social and recreational activities


1. International student body2. Creative and dynamic atmosphere3. Attractive geographic location


1. Good reference for future career and/or education2. High employment among graduates3. Target school for employers in my field


1. Good reference for future career and/or education2. Launching pad for international career3. Strong ties with industry


INTERNAL IDENTITY EXTERNAL IMAGE

Below you find the most frequent associations within each driver that your students and the attracted students associate with School of Electrical Engineering.

79

• What is the first word that comes to mind when you think of your current educational institution? • These are answers written in by students. • Spelling mistakes might occur.

Top of mind associations with School of Electrical Engineering


YOUR STUDENTS

80

• What is the first word that comes to mind when you think of your preferred educational institution? • These are answers written in by students • Spelling mistakes might occur.• Attracted students are respondents who answered

that if they were to begin their studies again, they would choose your university.

Top of mind associations with School of Electrical Engineering


ATTRACTED STUDENTS

81

• How likely is it that you would recommend your educational institution to friends or family?

Would your students recommend School of Electrical Engineering to a friend or family member?


students



8,1 8,2

Extremely likely

Not at allSchool of Electrical Engineering

All universities

29%

22%22%

11%

6%4%

2%2%1%1%

27%

22%

25%

12%

4%4%2%

4%2%

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82

• Which of these career services have you used at your educational institution? Please select as many as applicable.• Which of these are most important to you? Please select a maximum of three alternatives.

Evaluation of career services offered by School of Electrical Engineering


83

• How would you rate the career services offered at your educational institution?

Rating of career services


students



6,9 6,4

Poor ExcellentSchool of Electrical Engineering

All universities

2%

7%

22%24%

18%

14%

6%

3%2%2%4%

8%

30%

27%

16%

8%

2%3%

2%1%

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84

Table of contents


EMPLOYER EVALUATION




85

• Which educational institution do you attend?

Educational institutions (1/1)


University Total University Total

Aalto University 24% University of Tampere 4%

Tampere University of Technology 21% University of Turku 4%

Lappeenranta University of Technology 18% University of Vaasa 3%

University of Helsinki 14% University of Eastern Finland 1%

University of Oulu 6% Åbo Akademi University 1%

University of Jyväskylä 4%

86

• Please select your major(s)/main area(s) of study.

Areas of study


ENGINEERING (1/2)

Area of studySchool of Electrical

EngineeringAll universities

Electrical Engineering 49% 14%Bioinformation Technology 23% 3%Communications Engineering 16% 2%Automation and Systems Technology 13% 5%Information Technology 6% 6%Biotechnology 4% 4%Industrial Engineering 3% 22%Data Processing 2% 1%Chemistry 1% 2%Bioproduct Technology 1% 1%Energy and HVAC Technology 1% 8%Mechanical Engineering 1% 13%Physics 1% 1%Technomathematics and Technical Physics 1% 1%

87


Areas of study


ENGINEERING (2/2)



Architecture 0% 2%Biology 0% 0%Chemical Technology 0% 7%Civil and Environmental Engineering 0% 7%Food Science 0% 2%Forest Science 0% 0%Geology 0% 0%Geomatics 0% 1%Material Technology 0% 5%Mathematics 0% 1%Real Estate Economics 0% 1%Statistics 0% 0%Structural Engineering and Building Technology 0% 7%Other Engineering 6% 7%

88


Areas of study


IT (1/1)



Communications Engineering 67% 8%Computer Engineering 13% 5%Communications Software 7% 2%Computer Science 7% 37%Information Networks 7% 12%Information Systems 7% 13%Software Engineering 7% 27%Informatics 0% 2%Other IT 13% 15%

89


Areas of study


NATURAL SCIENCES (1/2)



Bioinformation Technology 83% 2%Electrical Engineering 33% 1%Biotechnology 17% 6%Chemical Technology 17% 2%Agronomy 0% 2%Architecture 0% 0%Biology 0% 15%Bioproduct Technology 0% 1%Chemistry 0% 12%Civil and Environmental Engineering 0% 1%Data Processing 0% 7%Energy and HVAC Technology 0% 1%

90


Areas of study


NATURAL SCIENCES (2/2)



Food Science 0% 1%Forest Science 0% 5%Geography 0% 9%Geology 0% 3%Geomatics 0% 0%Information Technology 0% 1%Material Technology 0% 1%Mathematics 0% 14%Physics 0% 11%Real Estate Economics 0% 0%Statistics 0% 4%Technomathematics and Technical Physics 0% 2%Other Natural Sciences 0% 18%

91

The Universum Career Profiles (1/2)


HARMONISER• Respect for its people (2)• Enabling me to integrate personal

interests in my schedule (3)• Team-oriented work (1)

• Secure employment (2)• Control over my number of working hours (3)• Flexible working conditions (3)• Overtime pay/compensation (1)

The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached.

CAREERIST• Prestige (3)• Recruiting only the best talent (3)• Clear path for advancement (3)• Market success (1)• Professional training and development (1)

• Sponsorship of future education (2)• Rapid promotion (3)• Recognising performance (meritocracy) (2)• Good reference for future career (3)

ENTREPRENEUR• Fast-growing/entrepreneurial (3)• A creative and dynamic work

environment (3)• Challenging work (1)

• Variety of assignments (1)• Innovation (2)• Attractive/exciting products and services (1)

6 out of 11 points

7 out of 15 points

12 out of 21 points

92

The Universum Career Profiles (2/2)


INTERNATIONALIST• Opportunities for international

travel/relocation (3)• Interaction with international clients and

colleagues (3)

HUNTER• Competitive base salary (3)• High future earnings (3)• Performance-related bonus (2)

• Competitive benefits (1)• Client interaction (1)• Financial strength (1)

IDEALIST• A friendly work environment (1)• Ethical standards (3)• Corporate Social Responsibility (3)

• Environmental sustainability (3)• Support for gender equality (2)• Acceptance towards minorities (2)

6 out of 14 points

6 out of 6 points

6 out of 11 points

LEADER• Leadership opportunities (3)• Leaders who will support my

development (3)

• High level of responsibility (2)• Inspiring management (2)

5 out of 10 points

93

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