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UNIVERSUM STUDENT SURVEY 2013 University Report | Middle East EditionAmerican University of Beirut | Natural Sciences/Health/Medicine

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About Universum

2013 | Middle East | Students | Natural Sciences/Health/Medicine

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 400.000 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 more than 1.700 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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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


6. APPENDIXAdditional data on topics covered in previous sections.

5. SUMMARYA 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.

4. UNIVERSITY PERCEPTION Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.

1. KEY BACKGROUND DATAAn overview of the groups covered in this report and presents key background information about the samples.

2. CAREER PREFERENCESFind out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.

3. EMPLOYER PREFERENCESUnderstand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.

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Table of contents


EMPLOYER PREFERENCES

CAREER PREFERENCES

KEY BACKGROUND DATAAPPENDIX

SUMMARY

UNIVERSITY PERCEPTION

KEY BACKGROUND DATAAn overview of the groups covered in this report and presents key background information about the samples.

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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: Natural Sciences/Health/Medicine.

Groups in this report


Global

629

Field period: April to August 2013

Your university

Middle East

The comparisons in this report are based on: Natural Sciences/Health/Medicine

Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”.

Participating students from 9 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”.

Students participate annually in Universum’s global career research. 400 000+

213

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About the Universum Student Survey and the target group


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.

FIELD PERIODApril to August 2013

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

STATISTICAL ANALYSISIn 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.

METHODOLOGY

83%17%

9Educational institutions

629all natural sciences/health/medicine students in the survey

THIS REPORT

Total number ofrespondents in the survey 4 085

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• What is the highest academic degree you are currently pursuing?

Degree


62%

28%

1%

9%

84%

8%

2%

6%

Bachelor's

Master's (non-MBA)

PhD

Other

American University of Beirut

All universities

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

Areas of study | Natural Sciences (1/1)


Area of studyAmerican

University of Beirut

All universities

Biological Science 36% 33%Chemistry 20% 21%Physics 15% 11%Geology/Earth Sciences 8% 5%Mathematical Sciences 6% 10%Human Sciences 2% 2%Physical Science 0% 8%Statistics 0% 4%Other Natural Sciences 15% 25%

10

25%

Target group | Students’ characteristics


Average academic performance:

Year of graduation:

Average age (years):

20,7

out of 10


20,7

75% 8,0 83% 17% Average academic performance:

out of 10

7,6

All universitiesAmerican University of Beirut

Year of graduation:

0%5%15%

39%32%

8%

2018 orlater

20172016201520142013

2%10%14%

30%26%18%

2018 orlater

20172016201520142013

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Table of contents


CAREER PREFERENCESFind out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.


CAREER PREFERENCES


SUMMARY


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• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?

Expected monthly salary


1 7971 392 EURTotal

EUR


13

• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?• What is your gender?




EUR1 188

1 899 EUR

Female

Male

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• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?• What is your gender?



All universities

EUR1 488

2 093 EUR

Female

Male

15

• Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.

Career goals


48%

46%

36%

34%

34%

30%

26%

23%

12%

48%

37%

35%

21%

45%

30%

26%

19%

14%

To have work/life balance

To be dedicated to a cause or to feel that I am serving agreater good

To be secure or stable in my job

To be a leader or manager of people

To have an international career

To be entrepreneurial or creative/innovative

To be competitively or intellectually challenged

To be autonomous or independent

To be a technical or functional expert American University of Beirut

All universities

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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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• How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance.

• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.

• 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’ top 10 preferences


Leadership opportunities1. Leadership opportunities

Professional training and development2. Professional training and development

High future earnings3. High future earnings

Opportunities for international travel/relocation4. Opportunities for international travel/relocation

A creative and dynamic work environment5. A creative and dynamic work environment

Respect for its people6. Respect for its people

Leaders who will support my development7. Leaders who will support my development

Secure employment8. Secure employment

Sponsorship of future education9. Sponsorship of future education

Flexible working conditions10. Flexible working conditions

Professional training and development1. Professional training and development

Good reference for future career2. Good reference for future career

Leadership opportunities3. Leadership opportunities

High future earnings4. High future earnings

A creative and dynamic work environment5. A creative and dynamic work environment

Respect for its people6. Respect for its people

Opportunities for international travel/relocation7. Opportunities for international travel/relocation

Leaders who will support my development8. Leaders who will support my development

Financial strength9. Financial strength

High level of responsibility10. High level of responsibility


Employer Reputation & Image

People & Culture

Job Characteristics

Remuneration & Advancement Opportunities

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• Are you currently studying in your home country?• Do you plan to go abroad to continue studying?

Geographical mobility | Students planning to study abroad



79%of the students studying

in their home country plan to go abroad to continue studying

92%of the students studying

in their home country plan to go abroad to continue studying

Currently studying in your home countryCurrently studying in your home country

73%

27%

Yes

No

85%15%

Yes

No

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Table of contents


EMPLOYER PREFERENCESUnderstand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.


CAREER PREFERENCES


SUMMARY


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• In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives.

Most preferred industries


63%

31%

26%

21%

15%

11%

10%

9%

7%

5%

60%

33%

11%

23%

19%

19%

2%

8%

7%

2%

Health Care Services

Pharmaceuticals and Biotechnology

Non-Governmental Organisations(NGOs)/Non-Profit Organisations (NPOs)

Educational and Scientific Institutions

Health Care Equipment

Chemicals

Management and Strategy Consulting

Public Sector and Governmental Agencies

Energy

Technology Hardware & EquipmentAmerican University of Beirut

All universities

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

Ideal Employer Ranking | Top 20


American University of Beirut | Natural Sciences/Health/Medicine

Employer Rank Percent Employer Rank Percent

Nestlé 1 28,47% Saudi Aramco 8 6,94%Sidra Medical Research Centre 2 20,14% Johnson & Johnson 12 6,25%Google 3 19,44% Novartis 13 5,56%L'Oréal 4 16,67% Pfizer 13 5,56%Unilever 5 9,72% The Coca-Cola Company 13 5,56%GlaxoSmithKline 6 9,03% Mars 16 4,86%Kraft Foods/Mondelez International 7 7,64% Qatar Petroleum 16 4,86%Microsoft 8 6,94% Ernst & Young 18 4,17%PepsiCo 8 6,94% Shell 18 4,17%Procter & Gamble 8 6,94% TOTAL 18 4,17%

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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers• Have you or will you apply to these employers?

Potential Applicants’ Ranking | Top 10


American University of Beirut | Natural Sciences/Health/Medicine

Employer Rank Percent

Nestlé 1 13,83%GlaxoSmithKline 2 7,45%Sidra Medical Research Centre 2 7,45%L'Oréal 4 6,38%Saudi Aramco 5 4,26%Booz & Company 6 3,19%Ernst & Young 6 3,19%Kraft Foods/Mondelez International 6 3,19%LVMH 6 3,19%Novartis 6 3,19%

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• Through which channels have you learnt about these employers? Please select as many alternatives as applicable.

Actual communication channels | Top 10


39%

37%

30%

26%

24%

23%

21%

21%

20%

19%

34%

39%

33%

26%

33%

29%

25%

25%

25%

24%

Career fairs

Social networks/communities

TV advertisements

Employer websites

University press & student organisation publications

Professional networks/communities

Employer presentations on campus

News websites advertisements

Outdoor/billboard advertisements

Career guides/booksAmerican University of Beirut

All universities

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Table of contents


UNIVERSITY PERCEPTIONGet feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.


CAREER PREFERENCES


SUMMARY


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• Have you used the career services office at your college or university?

Career Services | Usage


Yes No Yes No


40%

60%

40%

60%

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• How would you rate the career services offered at your college or university?

Career Services | Feedback


POOR

Average satisfaction:


All universities

7,5

6,5

EXCELLENT


All universities

4%

29%27%

20%

4%

10%

2%

4%

9%

15%

11%

21%

4%

21%

11%

4%3%

2%

10987654321

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• Which of these career services are most important to you?

Career Services | Importance



On campus events

Online

Personal counselling

53%

44%

42%

33%

31%

27%

25%

21%

17%

Career / job / internship fairs

Company database with job and internship postings

General help with job/internship search and CV/interviewpreparation

Personality or skills testing to better understand my careerdirection

Workshops (eg. resume writing, interviewing)

Employer presentations

Help with my career exploration and goals

Virtual career fairs/meet-ups with employers

Online career advising

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• Which of these career services are most important to you?

Career Services | Importance


All universities

On campus events

Online

Personal counselling

58%

44%

38%

37%

32%

29%

21%

17%

14%

Career / job / internship fairs

Personality or skills testing to better understand my careerdirection

General help with job/internship search and CV/interviewpreparation

Company database with job and internship postings

Help with my career exploration and goals

Workshops (eg. resume writing, interviewing)

Online career advising

Virtual career fairs/meet-ups with employers

Employer presentations

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Which of the following were the most integral factors in choosing your college or university?

Factors affecting university choice


77%

64%

63%

55%

42%

40%

37%

36%

30%

21%

12%

3%

60%

48%

64%

49%

27%

36%

33%

25%

24%

17%

22%

2%

Prospects for future employment

Prestige/reputation

Learning environment and educational facilities

Opportunities for international travel and study abroad

Advice from family

Offered a specific program or field of study

Social environment and recreational activities

Offered me a scholarship or financial aid

Advice from current students and/or alumni

Proximity to home/family

Costs (e.g. tuition, living expenses, accommodation etc.)

OtherAmerican University of Beirut

All universities

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

If students could begin their studies again | Preferred universities



University Rank Percent

Foreign college or university 1 33%Lebanese American University 2 2%

36%would choose another university. The most

preferred are presented in the table.

64%of your students would

choose American University of Beirut

if they made the choice again.

31

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

If students could begin their studies again | Current college or university


The table presents universities with the highest percentage of their students selecting “Current college or university” in this question

64%

55%

46%

45%


King Fahd University of Petroleum & Minerals

King Saud University

Lebanese American University

32

• Which attributes do you perceive as the most attractive?

Most attractive university attributes


55%

51%

38%

35%

28%

17%

17%

16%

13%

9%

6%

39%

39%

36%

28%

26%

16%

28%

20%

20%

5%

8%

High employment among graduates

Good reputation among employers

Provides the skills and knowledge for which employersare looking

Opportunities for international study/experience

Inspiring professors/lecturers

Good contacts with the employers in my field

Interesting courses

Top quality of service facilities (e.g. libraries, dorms,fitness facilities)

Practical curriculum

Appropriate ratio of students per professor/lecturer

Organises a variety of social activities for studentsAmerican University of Beirut

All universities

33

• Please write the first word that comes to mind when thinking of your college or university.

Top of mind association



34

• Based on your experiences, how likely would you be to recommend your college or university to a friend or family member?

University recommendations


VERYUNLIKELY


All universities

8,8

8,3

Average score:


All universities

VERY LIKELY

45%

25%

10%11%

4%2%2%

35%

20%20%

7%

4%

9%

2%0%

2%0%

10987654321

35

Table of contents


SUMMARYA 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.


CAREER PREFERENCES


SUMMARY


36

25%

This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research.

Quick facts about student’s career preferences



20,7

75%


Top 3 most used communication channels:• Career fairs• Social networks/communities• TV advertisements

Top 3 industries:• Health Care Services• Pharmaceuticals and Biotechnology• Non-Governmental Organisations (NGOs)/Non-

Profit Organisations (NPOs)

Top 5 most attractive attributes:• Leadership opportunities (Remuneration &

Advancement Opportunities)• Professional training and development (Job

Characteristics)• High future earnings (Remuneration &

Advancement Opportunities)• Opportunities for international travel/relocation

(Job Characteristics)• A creative and dynamic work environment

(People & Culture)

1 392 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• Idealist

Average expected monthly salary:

37

This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research.

Quick facts about student’s career preferences



20,7

All universities

Top 3 most used communication channels:• Social networks/communities• Career fairs• TV advertisements

Top 3 industries:• Health Care Services• Pharmaceuticals and Biotechnology• Educational and Scientific Institutions

Top 5 most attractive attributes:• Professional training and development (Job

Characteristics)• Good reference for future career

(Remuneration & Advancement Opportunities)• Leadership opportunities (Remuneration &

Advancement Opportunities)• High future earnings (Remuneration &

Advancement Opportunities)• A creative and dynamic work environment

(People & Culture)

1 797 EURAverage expected monthly salary:

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

serving a greater good

17% 83%

Top 3 career profiles:• Leader• Entrepreneur• Idealist

38

Table of contents


APPENDIXAdditional data on topics covered in previous sections.


CAREER PREFERENCES


SUMMARY



APPENDIX

RESEARCH BACKGROUND QUESTIONS

PREFERRED EMPLOYERS

CAREER PROFILES

40

• Which educational institution do you attend? The group “All universities” is represented by the sample of students from these universities with the respective number of respondents in percentages covered in this report . These respondent percentages are weighted according to the actual population of students at these universities.

All universities (1/1)


University Total University Total

King Saud University 56,57% King Fahd University of Petroleum & Minerals 2,94%American University of Beirut 11,17% University of Qatar 1,96%German University in Cairo 10,40% Arab Open University Saudi Arabia 1,61%Lebanese American University 8,34% King Abdulaziz University 1,30%College of the North Atlantic, Qatar 4,97% Other 0,73%


APPENDIX


PREFERRED EMPLOYERS

CAREER PROFILES

42

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

Ideal Employer Ranking | Top 10

1. Nestlé (28,47%)

2. Sidra Medical Research Centre (20,14%)

3. Google (19,44%)

4. L'Oréal (16,67%)

5. Unilever (9,72%)

6. GlaxoSmithKline (9,03%)

7. Kraft Foods/Mondelez International (7,64%)

8. Microsoft (6,94%)

8. PepsiCo (6,94%)

8. Procter & Gamble (6,94%)

1. Saudi Aramco (35,78%)

2. Sidra Medical Research Centre (16,82%)

3. Nestlé (14,20%)

4. Google (14,03%)

5. Pfizer (10,91%)

6. Johnson & Johnson (10,60%)

7. L'Oréal (10,39%)

8. GlaxoSmithKline (8,24%)

9. Unilever (7,52%)

10. Qatar Petroleum (7,39%)


All universities | Natural Sciences/Health/Medicine American University of Beirut | Natural Sciences/Health/Medicine


APPENDIX


DRIVERS OF EMPLOYER ATTRACTIVENESS

PREFERRED EMPLOYERS

CAREER PROFILES

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• The Universum Career Profiles are based on the attributes that students select as most important.

Universum Career Profiles


LEADER: A student who has an inspiring attitude 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 attributes do you perceive as the most attractive? Please select a maximum of three alternatives. • The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix.

Universum Career Profiles



All universities

46

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)• Recognizing 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

47

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

Are your activities effectively building a strong brand? Are you satisfied with how you are perceived internally and externally?

OUR APPROACH TO STRATEGIC BRANDING OF HIGHER EDUCATION INSTITUTIONS

Introduction and background

What is important and relevant to your target groups? What makes a college/university attractive? How are you currently perceived by different target groups?

What impressions do current students, employees and/or employer partners have? What are the perceived strengths and weaknesses?

How can you improve your university website and other marketing material (ads, brochures, posters, etc)? Is your intended message being communicated effectively?

What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create a desired image of your college/university?

How should you communicate the university/college offering to different target groups? What channels and which approaches are most effective for each group?

Introduction and background

INFLUENCE YOUR BRAND IN THE RIGHT DIRECTION

ALL HIGHER EDUCATION INSTITUTIONS HAVE A BRAND.

Even if higher education institutions don’t actively control the brand, it exists and influences the opinions, actions and decisions of different groups.

THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE.

Not only does a strong brand help attract future students, employees and/or partners, it also creates an internal identity, which increases loyalty, engagement as well as cultivates brand ambassadors.

THE CORE OF THE BRAND IS THE UVP.

To influence the brand, universities/colleges need a Unified Value Proposition (UVP) that is attractive, true, credible, distinct and sustainable.

AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION.

It is important that the UVP is developed using in-depth research about the relevant target groups, in order to create a compelling, sustainable and effective brand.

UVP

WWW.UNIVERSUMGLOBAL.COM

Julie Giraud-Avril, EMEA Senior University Relations [email protected]

+33 1 82 00 97 46

TACK SÅ MYCKET !

mailto:[email protected]

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