Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M

 
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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
Universum Talent Research 2019
Partner Report | Universidad Carlos III De Madrid
Spanish Edition | Students | IT

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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      What we cover in the report

1       INTRODUCTION

2       TALENT PROFILE

3       UNIVERSITY BRAND PERCEPTION

4       COMMUNICATION

5       CAREER AND EMPLOYER PREFERENCES

6       APPENDIX

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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      Table of contents

1       INTRODUCTION               In this section you will learn:

                               •     How Universum works

                               •     How you can use this
                                     report

                               •     The target groups covered
                                     in this report

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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      Universum at a glance

                                                                Universum Access, the
                                                                interactive platform to dive   Partner with 1700 clients
                               30 years of global data          deeper into your brand.        globally, from local champions
                               and experience                                                  to global giants

                                                                                                EBNow

                               Most Attractive Employer         1 decade publishing the         Fourth year delivering
                               rankings published in 40+        World's Most Attractive         our established industry
                               markets                          Employers                       benchmark

                               1+ million respondents make      Certified 1000+ Employer        Established and globally
                               our survey the world's largest   Branding Professionals          recognized media partner
                               talent survey

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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      We partner with the best
      universities in the world
     As part of our mission to connect talent with the future, we go
     straight to the source. Universum partners with the most important
     universities all over the world to gain insights about talents’ skills,
     preferences and plans for their future.
     With these unique insights and 30 years of experience in the realm
     of Employer Branding, Universum helps universities understand best
     practices when interacting with employers, and provides detailed
     data on how students and alumni perceive top employers and
     modern careers.
     Together, Universum and universities around the world are creating
     a more transparent world around education and career readiness.

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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      Our work makes an impact across the globe
      Featured in prominent global media with reach in the millions – recognized by c-level executives

                                                                                                         Media coverage in over
                These are the Most
                    Attractive
               Employers for Business
                                                                                                     60
                                                                                                         countries
                     students                        How the Best Global
      World Economic Forum                                Employers
                                                 Convince Workers to Join and
                                             HBR            Stay

            Awareness vs. Differentiation:
            It’s Time for Organizations to
              Distinguish Their Employer          Are you a doer or a manager?
                         Brand               The Economist
      Forbes

                                                     World’s Top Employers
                                                        for New Grads
               Gen Y: One size does not      CNN Money
                  fit all at the office
      BBC
                                                                                                                                  6
Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      This report helps you to…

                           UNDERSTAND                IDENTIFY               ATTRACT                    MANAGE
                       …your talents’ career        …your talents’      …relevant employers           …your brand
                         preferences &            readiness for their    to cooperate with            perception &
                          expectations             professional lives          you                    attractiveness

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

                                                                           Our unique insights into the recruitment
                                                                           challenges of employers and the dynamics of the
                                                                           talent market, help colleges and universities
                                                                           worldwide.

                                                                           Learn more:
                                                                           https://universumglobal.com/university-partners/        7
Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      Target groups
         THE QUESTIONNAIRE
         • Created with 30 years of experience, extensive research within
           HR, focus groups and communication with our clients talents.
         • Global perspective - local insight.

         • Conducted via an online survey. The online link was distributed
           via university and talent-networks, communities, the Universum    NUMBER OF RESPONDENTS
           Panel and different local and global partners.

                                                                             Your students             97
         RESPONDENTS
         • Students at higher educational institutions
                                                                             All students            2 403

                      FIELD PERIOD
                      October 2018 to March 2019

                      Total number of
                      respondents in the survey              31 471
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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      Table of contents

1       INTRODUCTION            This chapter focuses on the
                                competences of your talent
                               and how they compare to the
2       TALENT PROFILE              comparison group.

                                These insights will help you
                               improve the employability of
                                your talent by being able to
                                communicate their unique
                                   value to employers.

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Universum Talent Research 2019 - Partner Report | Universidad Carlos III De Madrid - UC3M
2019 | Spain | Students | IT

      The Universum Career Profiles

                               Your students
                               All students

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      The students’ profiles

                               75 %                             25 %                   78 %                              22 %
                                               Male Female                                             Male Female

                                AVERAGE EXPECTED ANNUAL SALARY                         AVERAGE EXPECTED ANNUAL SALARY

                                27 424 EUR                                             26 168 EUR
                                TOP CAREER GOALS                                       TOP CAREER GOALS
                                 1. To have work/life balance                           1. To have work/life balance
                                 2. To be competitively or intellectually challenged    2. To be secure or stable in my job
                                 3. To be secure or stable in my job                    3. To be competitively or intellectually challenged

                                ATTRACTIVE UNIVERSITY ATTRIBUTES                       ATTRACTIVE UNIVERSITY ATTRIBUTES
                                1. International acclaim                               1. High rank within its field
                                2. Friendly and open environment                       2. High employment among graduates
                                3. Prestige                                            3. Friendly and open environment

                                YEAR OF GRADUATION                                     YEAR OF GRADUATION

                                         31%
                                                24%                                             20%     20%    21%    22%
                                                       14%     14%    15%                                                    13%
                                  1%                                          0%          1%                                         4%

                                  2018 2019 2020 2021 2022 2023 2024                     2018 2019 2020 2021 2022 2023 2024
                                                                or later                                               or later

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      Skills Self Assessment
      Without proof of performance, employers cannot be sure of graduates’ skills or abilities.
      Therefore, it is not that graduates innately lack those skill sets, but it is difficult to prove that they
      possess them.
      We provide insights about which skills your students think they are strong in and which skills they
      would like to improve in order to support you in preparing your students for the working world,

             Your students’ top 3 strongest skills               Your students’ top 3 improvement areas

      1. Problem-solving                                        1. Communication
      2. Responsibility                                         2. Time management
      3. Adaptability                                           3. Team work

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      Your students’ strengths (and weaknesses)
                                                                                                                                                                                    64%
                                                                                                    Problem-solving
                                                                                                                                                                 51%

                                         Sorted by the difference between the two target groups
                                                                                                                                                     43%
                                                                                                        Adaptability
                                                                                                                                            37%

                                                                                                                                     19%
                                                                                                            Integrity
                                                                                                                              14%

                                                                                                                                                    43%
                                                                                                    Positive attitude
                                                                                                                                                   42%
                                                                                                                                                                                                               Your students

                                                                                                  Time management
                                                                                                                               14%                                                                             All students
                                                                                                                              13%

                                                                                                                              14%
                                                                                                           Flexibility
                                                                                                                              14%

                                                                                                                                      21%
                                                                                                    Communication
                                                                                                                                      21%

                                                                                                                                                               50%
                                                                                                      Responsibility
                                                                                                                                                               50%

                                                                                                                         5%
                                                                                                         Work ethic
                                                                                                                               16%

                                                                                                                                      21%
                                                                                                         Team work
                                                                                                                                            37%

          • Which of these skills do you consider yourself strongest in? (Please select a maximum of 3 alternatives.)                             • The graph is sorted descending by the difference between the two target groups.

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      Your students’ improvement areas
                                                                                                                                                                                 59%
                                                                                                   Communication
                                                                                                                                                                47%

                                        Sorted by the difference between the two target groups
                                                                                                                                                       39%
                                                                                                        Team work
                                                                                                                                                 29%

                                                                                                                                     20%
                                                                                                        Work ethic
                                                                                                                             13%

                                                                                                                                   17%
                                                                                                           Integrity
                                                                                                                             13%
                                                                                                                                                                                                                     Your students

                                                                                                   Problem-solving
                                                                                                                                         22%                                                                         All students
                                                                                                                                          23%

                                                                                                                                     20%
                                                                                                          Flexibility
                                                                                                                                       21%

                                                                                                                              15%
                                                                                                       Adaptability
                                                                                                                                17%

                                                                                                                                     20%
                                                                                                   Positive attitude
                                                                                                                                           24%

                                                                                                                                                                          54%
                                                                                                 Time management
                                                                                                                                                                                      61%

                                                                                                                        7%
                                                                                                     Responsibility
                                                                                                                                   17%

          • Which of these skills would you most like to improve?                                                                                       • The graph is sorted descending by the difference between the two target groups.

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      Practical experiences (1/2)
                                                                                                                                              62%
                                                                                   I have travelled abroad
                                                                                                                                              61%

                                                                                                                                        44%
                                                                                     I have studied abroad
                                                                                                               19%

                                                                                                                                   41%
                                                         I have had a summer job in my home country
                                                                                                                            34%

                                                                            I have done volunteer service
                                                                                                                                  38%               Your students
                                                                                                                           32%
                                                                                                                                                    All students
                                                                                                                            33%
                                                                                        I have been a tutor
                                                                                                              17%

                                                                                                                            33%
                                        I have done internships/apprenticeships in my home country
                                                                                                                      28%

                                                                                                                            33%
                                                     I have had a leading role in student organizations
                                                                                                                     27%

                                                                                                                            33%
                                             I have had part-time jobs not related to my area of study
                                                                                                                     26%

                                                                                                                     26%
                                                 I have had part-time jobs related to my area of study
                                                                                                               19%

          • Which of the following experiences do you have? Please select as many as applicable.

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      Practical experiences (2/2)
                                                                                                                             21%
                                                        I have been a team leader in a sport club
                                                                                                                             20%

                                                                                                                           18%
                                                    I have been a group leader in student events
                                                                                                                             20%

                                                                                                                           18%
                                        I have had full-time jobs not related to my area of study
                                                                                                                       14%

                                            I have had full-time jobs related to my area of study
                                                                                                                           18%     Your students
                                                                                                                     10%
                                                                                                                                   All students
                                                                                                                 8%
                                                                  I have had a summer job abroad
                                                                                                                6%

                                                                                                           3%
                                                 I have done internships/apprenticeships abroad
                                                                                                                5%

                                                                                                           3%
                                                                        I have done military service
                                                                                                           1%

                                                                                                           3%
                                                                              I have my own start-up
                                                                                                            5%

                                                                                                           3%
                                                                                                   Other
                                                                                                            3%

          • Which of the following experiences do you have? Please select as many as applicable.

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      Table of contents

1       INTRODUCTION                  This chapter evaluates your
                                      university brand perception
                                      with regards to four different
2       TALENT PROFILE                          aspects:

                                      •     Reputation & Image
3       UNIVERSITY BRAND PERCEPTION   •
                                      •
                                            Educational Offering
                                            Culture & Student Life
                                      •     Employability & Future
                                            Opportunities

                                            This chapter also offers
                                           insights on the preferred
                                          career/alumni services used
                                                 by your talent.

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      What talent thinks about Universidad Carlos III De Madrid

          • What is the first word that comes to mind when you think of your college or university?   • These are answers were provided by your talent.
                                                                                                      • Spelling mistakes might occur.
                                                                                                      • Different colors have been used for design purposes only & reflect the associations of your talent.
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      Is your image distinct?

       Your students

       All students

          • What is the first word that comes to mind when you think of your college or university?   • These are answers were provided by your talent.
                                                                                                      • Spelling mistakes might occur.
                                                                                                      • Different colors have been used for design purposes only & reflect the associations of your talent.
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      The Universum Drivers of University Attractiveness

           University Reputation and Image                                                  Culture & Student Life
           • Availability of financial aid &     • State of the art facilities              • Commitment to diversity &                            • Secure campus environment
             scholarships                                                                     inclusion*
                                                 • Successful alumni                                                                               • Social & recreational activities
           • Low costs*                                                                     • Attractive geographic location
                                                 • Tradition of academic excellence                                                                • Support for gender equality
           • High rank within its field*                                                    • Creative & dynamic atmosphere
           • International acclaim*                                                         • Friendly & open environment
           • Prestige                                                                       • Heritage & tradition
           • Recommended by friends / family                                                • International student body

          Employability & Future Opportunities                                             Educational Offering
           • Focus on professional development   • Strong ties with industry                • Attractive/exciting programs &                        • Strong student support (e.g.
                                                                                              fields of study                                         Tutors, advisors, etc.)
           • Good reference for future career    • Supports & develops
             &/ or education                       entrepreneurialism                       • Challenging curriculum                                • Study abroad program
           • High employment among               • Target school for employers in my        • Exceptional professors/ lecturers                     • Unique or particular programs
             graduates                             field
                                                                                            • International focus
           • Launching pad for international     • Teaches transferable & practical
                                                                                            • Practical aspects within the
             career                                skills employers are looking for
                                                                                              curriculum
           • Opportunities to network with
                                                                                            • Quality & variety of courses
             employers

                                                                                       * Newly added answer choice/changed answer choice
                                                                                       This framework has been developed by Universum in cooperation with universities.

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            The most important attributes - Top 10

                                                                Your students                                                                                                  All students

                                  1. International
           International acclaim_Reputation                    acclaim                                                                              1. High rank
                                                                                                                          High rank within its field_Reputation      within its field
                                2. Friendly
       Friendly and open environment_Culture           and open environment                                                                   2. High employment
                                                                                                                   High employment among graduates_Employability                  among graduates
                                3. Prestige
                 Prestige_Reputation                                                                                                             3. Friendly
                                                                                                                        Friendly and open environment_Culture      and open environment
                              4. High employment
   High employment among graduates_Employability                       among graduates                                                          4. Creative
                                                                                                                       Creative and dynamic atmosphere_Culture     and dynamic atmosphere
                               5. Creative
      Creative and dynamic atmosphere_Culture          and dynamic atmosphere                                                                    5. Prestige
                                                                                                                                  Prestige_Reputation

                                   6. High rank
         High rank within its field_Reputation           within its field                                                                          6. International
                                                                                                                            International acclaim_Reputation              acclaim
d reference for future career and/or7.education_Employability
                                        Good reference for               future career and/or education                                           7. Challenging
                                                                                                                            Challenging curriculum_Offering             curriculum
                                  8. Exceptional
       Exceptional professors/lecturers_Offering            professors/lecturers                                                                    8. Strong
                                                                                                               Strong student support (e.g. tutors, advisors,      student
                                                                                                                                                              etc.)_Offering   support (e.g. tutors, advisors, etc.)
                                 8. International
             International focus_Offering                      focus                                                                              9. Exceptional
                                                                                                                       Exceptional professors/lecturers_Offering        professors/lecturers
                                 10. Quality
        Quality and variety of courses_Offering      and variety of courses                                                                     10. Teaches
                                                                                                   Teaches transferable and practical skills employers          transferable
                                                                                                                                                       are looking            and practical skills employers are looking for
                                                                                                                                                                   for_Employability

                                                                              Reputation & Image                                                          Culture & Student life
                                                                              Employability & Future opportunities                                        Educational offering
                  • Which of these are most important to you? Please select a maximum of three alternatives.

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      The most important per Driver of University Attractiveness

             REPUTATION & IMAGE                                              CULTURE & STUDENT LIFE             EMPLOYABILITY & FUTURE
                                                                                                                                                        EDUCATIONAL OFFERING
                                                                                                                    OPPORTUNITIES

      2019:                                                         2019:                                   2019:                                  2019:
     1. International acclaim                                      1. Friendly and open environment        1. High employment among graduates     1. Exceptional professors/lecturers
     2. Prestige                                                   2. Creative and dynamic atmosphere      2. Good reference for future career    1. International focus
     3. High rank within its field                                 3. Secure campus environment               and/or education                    3. Quality and variety of courses
                                                                                                           3. Focus on professional development

      2018:                                                           2018:                                 2018:                                    2018:
    1. International acclaim                                        1. Friendly and open environment       1. High employment among graduates     1. International focus
    2. Prestige                                                     2. Creative and dynamic atmosphere     2. Good reference for future career    2. Study abroad program
    3. High rank within its field                                   3. International student body             and/or education                    3. Exceptional professors/lecturers
                                                                                                           3. Focus on professional development

      2017:                                                           2017:                                 2017:                                  2017:
    1. Prestige                                                       1. Creative and dynamic atmosphere   1. High employment among graduates      1. International focus
    2. Highly ranked within its field                                 2. Friendly and open environment     2. Good reference for future career     2. Exceptional professors/lecturers
    3. Internationally acclaimed                                      3. International student body           and/or education                     3. Study abroad program
                                                                                                           3. Focus on professional development

           • Which of these are most important to you? Please select a maximum of three alternatives.

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            The top 10 topics your talent associates with you

                                                                 Your students                                                                                                    All students

                              1. High employment
   High employment among graduates_Employability                         among graduates                                                              1. Secure
                                                                                                                                Secure campus environment_Culture   campus environment
                                2. Prestige
                 Prestige_Reputation                                                                                                                   2. Friendly
                                                                                                                              Friendly and open environment_Culture   and open environment
                                   3. High rank
         High rank within its field_Reputation            within its field                                                                                3. High rank
                                                                                                                                High rank within its field_Reputation    within its field
                               4. Secure
         Secure campus environment_Culture           campus environment                                                                            4. High employment
                                                                                                                        High employment among graduates_Employability                among graduates
d reference for future career and/or5.education_Employability
                                        Good reference for                 future career and/orGood
                                                                                                education
                                                                                                    reference for future career and/or5.education_Employability
                                                                                                                                          Good reference for future career and/or education
                                 6. International
             International focus_Offering                       focus                                                                                  6. Support
                                                                                                                                Support for gender equality_Culture   for gender equality
                               6. Study
           Study abroad program_Offering           abroad program                                                                                   7. Opportunities
                                                                                                                    Opportunities to network with employers_Employability     to network with employers
                                  8. International
           International acclaim_Reputation                     acclaim                                                                                8. Strong
                                                                                                                  Strong student support (e.g. tutors, advisors,      student
                                                                                                                                                                 etc.)_Offering   support (e.g. tutors, advisors, etc.)
                                  9. International
          International student body_Culture                    student body                                                                           9. Prestige
                                                                                                                                        Prestige_Reputation

                               10. Friendly
       Friendly and open environment_Culture           and open environment                                                                           10. Study
                                                                                                                                   Study abroad program_Offering   abroad program

                                                                                Reputation & Image                                                            Culture & Student life
                                                                                Employability & Future opportunities                                          Educational offering
                  • Which of the following attributes do you associate with your college or university? Select as many as applicable.

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      Do you stand for what’s important to your talent?
                                                                             Your average
                                                                              association

                                                   Important areas where                    Important areas where
                       Attractiveness within the

                                                     your university rates                    your university rates
                                                             low                                     highly
                             target group

                                                               –                                        –
                                                     consider whether to                            continue
                                                   adapt communication                         communicating          Attribute’s
                                                                                                                      average
                                                                                                                      importance

                                                    Less important areas                    Less important areas
                                                    where your university                   where your university
                                                          rates low                              rates highly
                                                              –                                        –
                                                     monitor / no action                          keep as is

                                                   Attributes that your students associate with your university

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      Reputation & Image
      Attractiveness vs. Associations with Universidad Carlos III De
      Madrid

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.
          • Which of these are most important to you? (Max. 3)

                                                                                                                                25
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      Reputation & Image
      Most frequent associations
                                                                                                                                                                      88%
                                                                                       Prestige
                                                                                                                                                  47%

                                                                                                                                                                     85%
                                                                  High rank within its field
                                                                                                                                                         60%

                                                                                                                                                               70%
                                                                      International acclaim
                                                                                                                                            40%

                                                                                                                                                   52%                      Your students
                                                      Tradition of academic excellence
                                                                                                                                24%                                         All students

                                                                                                                                                  48%
                                                                          Successful alumni
                                                                                                                                            40%

                                                                                                                                             42%
                                                                   State of the art facilities
                                                                                                                                  29%

                                                                                                                                  30%
                                        Availability of financial aid and scholarships
                                                                                                                                            42%

                                                                                                                          21%
                                                   Recommendation by friends/family
                                                                                                                                      33%

                                                                                                               9%
                                                                                     Low costs
                                                                                                                                 26%

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.

                                                                                                                                                                                            26
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      Culture and Student Life
      Attractiveness vs. Associations with Universidad Carlos III De
      Madrid

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.
          • Which of these are most important to you? (Max. 3)

                                                                                                                                27
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      Culture and Student Life
      Most frequent associations
                                                                                                                                                            79%
                                                Secure campus environment
                                                                                                                                                    65%

                                                                                                                                                      69%
                                                    International student body
                                                                                                                                       46%

                                                                                                                                                     66%
                                             Friendly and open environment
                                                                                                                                                   63%

                                                                                                                                             52%                  Your students
                                           Social and recreational activities
                                                                                                                                37%                               All students

                                                                                                                                         48%
                                        Creative and dynamic atmosphere
                                                                                                                                      44%

                                                                                                                                    45%
                                               Attractive geographic location
                                                                                                                                  42%

                                                                                                                                      45%
                                   Commitment to diversity and inclusion
                                                                                                                                39%

                                                                                                                                      45%
                                                  Support for gender equality
                                                                                                                                         50%

                                                                                                                       24%
                                                          Heritage and tradition
                                                                                                                       24%

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.

                                                                                                                                                                                  28
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      Employability and Future Offering
      Attractiveness vs. Associations with Universidad Carlos III De
      Madrid

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.
          • Which of these are most important to you? (Max. 3)

                                                                                                                                29
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      Employability and Future Offering
      Most frequent associations
                                                                                                                                                             88%
                                                             High employment among graduates
                                                                                                                                               59%

                                                                                                                                                       77%
                                          Good reference for future career and/or education
                                                                                                                                         50%

                                                                                                                                                 65%
                                                       Opportunities to network with employers
                                                                                                                                         49%

                                                                                                                                               62%                 Your students
                                                              Focus on professional development
                                                                                                                                      44%                          All students

                                                                                                                                         50%
                                                    Supports and develops entrepreneurialism
                                                                                                                                34%

                                                                                                                                        46%
                                                          Launching pad for international career
                                                                                                                                31%

                                   Teaches transferable and practical skills employers are                                              46%
                                                        looking for                                                                   42%

                                                                                                                                  38%
                                                         Target school for employers in my field
                                                                                                                                 36%

                                                                                                                                35%
                                                                             Strong ties with industry
                                                                                                                                34%

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.

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      Educational Offering
      Attractiveness vs. Associations with Universidad Carlos III De
      Madrid

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.
          • Which of these are most important to you? (Max. 3)

                                                                                                                                31
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      Educational Offering
      Most frequent associations
                                                                                                                                                                     70%
                                                                              International focus
                                                                                                                                              38%

                                                                                                                                                                     70%
                                                                        Study abroad program
                                                                                                                                                     46%

                                                                                                                                                               59%
                                       Attractive/exciting programs and fields of study
                                                                                                                                                    44%

                                                                                                                                                               59%         Your students
                                                              Quality and variety of courses
                                                                                                                                                   42%                     All students

                                                                                                                                                               59%
                                   Strong student support (e.g. tutors, advisors, etc.)
                                                                                                                                                         49%

                                                                                                                                                         48%
                                                                        Challenging curriculum
                                                                                                                                            33%

                                                                                                                                                    44%
                                                           Exceptional professors/lecturers
                                                                                                                                        31%

                                                                                                                                                    44%
                                                   Practical aspects within the curriculum
                                                                                                                                             36%

                                                                                                                                      26%
                                                              Unique or particular programs
                                                                                                                                18%

          • Which of the following attributes do you associate with your college or university? Select as many as applicable.

                                                                                                                                                                                           32
2019 | Spain | Students | IT

      Influences on decisions where to study
                                                                                                                                                                    50%
                                                                  Courses/subjects offered by the university
                                                                                                                                                        34%

                                                                                                                                                              44%
                                                                                 University rankings/reputation
                                                                                                                                                  26%

                                                                                                                                                 25%
                                                                                       Career & university fairs
                                                                                                                               10%

                                                                                                                                                                          Your students
                                                                                                                                           19%
                                                                             Students/alumni of the university                                                            All students
                                                                                                                                           20%

                                                                                                                                         17%
                                                                                                           Friends
                                                                                                                                         16%

                                                                                                                                         17%
                                                   Information event at university (e.g. open campus day)
                                                                                                                                         16%

                                                                                                                                         17%
                                                                                 University promotion material
                                                                                                                              8%

                                                                                                                                    14%
                                                                  Guidance from the school I was attending
                                                                                                                                   12%

          • Which of the following influenced you the most to choose your college or university? Please select a maximum of
            3 alternatives.

                                                                                                                                                                                          33
2019 | Spain | Students | IT

      Less important influence factors for your school’s selection
                                                                                                                                         14%
                                                                                          University's website
                                                                                                                                     11%

                                                                                                                                     11%
                                                                                                        Parents
                                                                                                                                               20%

                                                                                                                                    8%
                                                                                University directories/guides
                                                                                                                               5%

                                                                                                                                                     Your students
                                                                                                                               6%
                                                                                              Affordable costs                                       All students
                                                                                                                                           16%

                                                                                                                               6%
                                                   Online social networks/communities (e.g. Facebook)
                                                                                                                              4%

                                                                                                                          3%
                                                                       Media presence in print publications
                                                                                                                          3%

                                                                                                                          3%
                                                                       Media presence on digital channels
                                                                                                                              3%

                                                                                                                               6%
                                                                                            None of the above
                                                                                                                                         14%

          • Which of the following influenced you the most to choose your college or university? Please select a maximum of
            3 alternatives.

                                                                                                                                                                     34
2019 | Spain | Students | IT

      University satisfaction
                                                                                                                                                                                36%

                                                                                                                                                                                                30%
                                                                                                                                                                                          28%

                                                                                                                                                                          25%

                                                                                                                                                                                                          14%
                                                                                                                                                                12%
                                                                                                                                                          11%                                                           10%
                                                                                                                                                                                                                  9%

                                                                                                                                                 6%
                                                                                                                                            5%
                                                                                                3%                   3%       3%
                                                                                    2%                   2%
                                 0%       0%          0%       0%          0%                                                      0%

                                      0                    1                    2                    3                    4             5             6               7               8               9                10
                              Not at all                                                                                                                                                                        Extremely
                              satisfied                                                                                                                                                                          satisfied

                                          Average rate 2018:                                   Average rate 2019:                                Average rate 2019:

                                                                                                         8,0                                          7,4
                                               Your students                                       Your students                                      All students

          • How satisfied are you with your college or university? 0 – Not at all satisfied, 10 – Extremely satisfied.

                                                                                                                                                                                                                              35
2019 | Spain | Students | IT

      General usage of career services
                                                       Your students                                                                         All students

                                                                         4%
                                                                                                                                                      14%

                                                                   96%                                                                       86%

                                             Share of students using one or more                                                   Share of students using one or more
                                             career services at their university                                                   career services at their university
                                             Share of students not using any career                                                Share of students not using any career
                                             service at their university                                                           service at their university
          • Which of these career services have you used at your college or university? Select as many as applicable.
                                                                                          Average rate 2019:            Average rate 2019:
                                                                                                                                                                            36
2019 | Spain | Students | IT

      The most important career services (1/2)
                                                                                                           54%
                                               Interaction with employers
                                                                                           31%

                                                                                                     38%
                   Company database with job & internship postings
                                                                                   22%

                                                                                               33%
                                               Career/job/internship fairs                                       Your students
                                                                                     24%
                                                                                                                 All students
                                                                                     25%
                                          Coaching/mentorship program
                                                                                         27%

                                                                             17%
                                                  Employer presentations
                                                                              19%

                                                                             17%
                      General help with searching for a job/internship
                                                                                   22%

         Guidance to understand my career planning & options (e.g.           17%
                        personality or skills testing)
                                                                               20%

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

                                                                                                                                 37
2019 | Spain | Students | IT

      The most important career services (2/2)
                                                                                          17%
                                               Interaction with alumni
                                                                                    13%

                                                                                          17%
                                                 Online career advice
                                                                                    13%

                                                                                          17%
                                        Recruitment & industry talks                                    Your students
                                                                                          18%
                                                                                                        All students
                                                                                          17%
                                                   Visiting companies
                                                                                                  27%

         Career preparation workshops (e.g. resume/CV writing,                 8%
                             interviewing)
                                                                                            20%

                                                                 Other
                                                                         2%

                                                    None of the above
                                                                          4%

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

                                                                                                                        38
2019 | Spain | Students | IT

      Which career services are being used? (1/2)
                                                                                                                                                   65%
                         Company database with job & internship postings
                                                                                                                                33%

                                                                                                                                             54%
                                                      Career/job/internship fairs
                                                                                                                          28%

                                                                                                                                       42%
                                                            Online career advice
                                                                                                                        25%
                                                                                                                                                         Your students

                                                                                                                                                         All students
                                                                                                                                       42%
                                                   Recruitment & industry talks
                                                                                                                                 34%

                                                                                                                                       42%
                                                              Visiting companies
                                                                                                                  19%

                                                                                                                              31%
                  Career preparation workshops (e.g. resume/CV writing,
                                      interviewing)
                                                                                                                18%

                                                                                                                              31%
                                                        Employer presentations
                                                                                                                         27%

          • Which of these career services have you used at your college or university? Select as many as applicable

                                                                                                                                                                         39
2019 | Spain | Students | IT

      Which career services are being used? (2/2)
                                                                                                                                   31%
                                                              Interaction with alumni
                                                                                                                                     34%

                                                                                                                                   31%
                                                          Interaction with employers
                                                                                                                         23%

                                                                                                                         23%
                                 General help with searching for a job/internship
                                                                                                                   18%
                                                                                                                                           Your students

                                                                                                                                           All students
                                                                                                                15%
                                                     Coaching/mentorship program
                                                                                                                             25%

                                                                                                            12%
                  Guidance to understand my career planning & options (e.g.
                                 personality or skills testing)
                                                                                                               14%

                                                                                                                       19%
                                                                                   Other
                                                                                                   4%

                                                                                                  4%
                                                                   None of the above
                                                                                                               14%

          • Which of these career services have you used at your college or university? Select as many as applicable

                                                                                                                                                           40
2019 | Spain | Students | IT

      Satisfaction with career service
                                                                                                                                                   29%             29%

                                                                                                                                                             23%
                                                                                                                                                                             21%   21%
                                                                                                                                             20%

                                                                                                                                                                                             15%

                                                                                                                                    8%                                                             8%        9%

                                                                                                                               5%
                                                                                         4%
                                                                              2%                  2%                  2%
                                      1%                  1%

                                  0                   1                   2                   3                   4        5             6               7               8               9              10
                                Poor                                                                                                                                                               Excellent

                                                                                           Average rate 2019:                        Average rate 2019:

                                                                                                   7,7                                        7,1
                                                                                               Your students                                 All students

          • How would you rate the career services offered at your college or university? 0 - Poor, 10 - Excellent.

                                                                                                                                                                                                                  41
2019 | Spain | Students | IT

      Recommendable channels for career service information
                                                                                                                                                                    89%
                                                                                         Email
                                                                                                                                                           72%

                                                                                                                                                     67%
                                                                                Social media
                                                                                                                                       49%

                                                                                                                                                   63%
                                                                          University website
                                                                                                                                             57%

                                                                                                                             26%                                 Your students
                                                                               Notice boards
                                                                                                                             26%
                                                                                                                                                                 All students

                                                                                                                             26%
                                                          TV screens within the university
                                                                                                                                 27%

                                                                                                                           22%
                                                                    Printed university news
                                                                                                                     15%

                                                                                                                     15%
                                                                             Text messages
                                                                                                                  12%

                                                                                         Other
                                                                                                     1%

                                                                          None of the above
                                                                                                            7%
          • On which channels would you like to receive information from your career service? Please select as many as
            applicable.

                                                                                                                                                                                 42
2019 | Spain | Students | IT

      Table of contents

1       INTRODUCTION                   This chapter focuses on how
                                      today’s talent communicates.

2       TALENT PROFILE                  Our research proves that the
                                      more focused employers are in
                                      their communication, the more

3
                                       likely they are to engage their
        UNIVERSITY BRAND PERCEPTION             target group.

4       COMMUNICATION

                                                                         43
2019 | Spain | Students | IT

      Best campus recruiting activities

       Your students

       All students

          • Which employer has impressed you the most with its campus recruitment activities in the last 12 months?

                                                                                                                      44
2019 | Spain | Students | IT

      The Universum Communication Channel Framework

               PRINT                                             DIGITAL                        IN PERSON

               • Brochures presenting career possibilities at   • Career guidance websites     • Career fairs
                 a company/organisation                         • Employers' career websites   • Case studies as part of curriculum
               • Career guides                                  • Online job boards            • Competitions/games (hackathon,
               • Career magazines                                                                business case, quiz etc)
                                                                • Online meet ups
               • Student organisation publications                                             • Conferences arranged and hosted by
                                                                • Social media
               • University press                                                                employers
                                                                                               • Employer office/site visits
                                                                                               • Employer presentations on campus
                                                                                               • Industry fairs/conferences
                                                                                               • Skills training sessions organised by
                                                                                                 employers

                                                                                                                                         45
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      Talent behaviour across different types of channels

                                                                                                     61%
                                                                                                                     of the talent use print
                              On average:
                                                                                                                     channels.
                                                                                                                                               KEEP IN MIND:
                                                                                                                                               All students use a
                              6,0                                                                    95%
                                                                                                                     of the talent use
                                                                                                                     digital channels.
                                                                                                                                               combination of print,
                                                                                                                                               digital and in-person
                                                                                                                                               channels when
               different channels are used                                                                                                     learning about
                to find information about                                                                                                      potential employers.
                                                                                                     76%
                                                                                                                     of the talent use in-
                        employers.
                                                                                                                     person channels.

          • Which channels do you use in general to learn about potential employers? Choose as many as applicable.

                                                                                                                                                                       46
2019 | Spain | Students | IT

      Top channels students use to learn about employers
      All students

                  PRINT                                                                 DIGITAL                                                        IN PERSON

                 1. University press                                                   1. Social media                                               1. Employer presentations on campus
                 2. Brochures presenting career possibilities                          2. Employers' career websites                                 2. Competitions/games (hackathon,
                 at a company/organisation                                             3. Online job boards                                          business case, quiz etc)
                 3. Career guides                                                                                                                    3. Career fairs
                                                                                       4. Career guidance websites
                 4. Student organisation publications                                                                                                4. Industry fairs/conferences
                                                                                       5. Online meet ups
                 5. Career magazines                                                                                                                 5. Case studies as part of curriculum

          • Which channels do you use in general to learn about potential employers?                            • This slide shows the top 5 communication channels.

                                                                                                                                                                                             47
2019 | Spain | Students | IT

      Communication channels – Top 15
                                                                                        Social media                                           79%
                                                                                                                                        71%

                                                                     Employers' career websites                                          71%
                                                                                                                                      64%

                                                                                 Online job boards                                    65%
                                                                                                                                57%

                                                                      Career guidance websites                           47%
                                                                                                                       41%

                                                                                         Career fairs                     44%
                                                                                                               30%

                                                             Student organisation publications                         41%
                                                                                                          25%                                        Your students
                                                                                                                      38%
                                                          Employer presentations on campus                            38%                            All students
                                              Brochures presenting career possibilities at a                        35%
                                                        company/organisation                                  27%

                                                            Case studies as part of curriculum                    35%
                                                                                                               28%

                                                                       Industry fairs/conferences                 35%
                                                                                                               29%

                                                                                   University press               35%
                                                                                                                 33%
                                   Competitions/games (hackathon, business case, quiz                           32%
                                                         etc)                                                   32%

                                                                                       Career guides            29%
                                                                                                              26%

                                                                       Employer office/site visits         26%
                                                                                                         22%

                                           Skills training sessions organised by employers                    26%
                                                                                                        17%

          • Which channels do you use in general to learn about potential employers?

                                                                                                                                                                     48
2019 | Spain | Students | IT

      Top channels employers should use more
                                                                                                                                                          52%
                                                                                          Social media
                                                                                                                                                    44%

                                                                                                                                              39%
                                                        Employer presentations on campus
                                                                                                                                              39%

                                                                                                                                               39%
                                                                                     University press
                                                                                                                              25%

                                                                                                                                        33%
                                                                                            Career fairs                                                        Your students
                                                                                                                               26%
                                                                                                                                                                All students
                                             Competitions/games (hackathon, business                                                    33%
                                                          case, quiz etc)                                                  23%

                                                                                                                                    33%
                                                                    Employers' career websites
                                                                                                                                  29%

                                                     Conferences arranged and hosted by                                             30%
                                                                 employers                                                  24%

                                                                                                                      18%
                                                                      Industry fairs/conferences
                                                                                                                     17%

                                                                                                                      18%
                                                                                   Online job boards
                                                                                                                                       32%

                                         Brochures presenting career possibilities at a                             15%
                                                   company/organisation                                           12%
          • In which channels do you think employers should invest more time and money to communicate with you?    • Only includes the Top 10 channels.

                                                                                                                                                                                49
2019 | Spain | Students | IT

      On which platforms do students look for employer information?
                                                                                                                                  66%
                                                                                    LinkedIn
                                                                                                                            50%

                                                                                                                          43%
                                                                                     Infojobs
                                                                                                                            48%

                                                                                                                    37%
                                                                                Infoempleo
                                                                                                         23%

                                                                                                                   34%
                                                                                   YouTube
                                                                                                                    36%                 Your students

                                                                                                              29%                       All students
                                                                                       Twitter
                                                                                                                    37%

                                                                                                             26%
                                                                                  Instagram
                                                                                                                   34%

                                          Online network/community from my                                 26%
                                                university/career center                                20%

                                                                                                        20%
                                                                                  Facebook
                                                                                                           26%

                                                                                                       17%
                                                                                    Google+
                                                                                                      16%

                                                                                                      17%
                                                                            Tecnoempleo
                                                                                                 8%
          • Which of these online platforms do you use to inform yourself about employers?

                                                                                                                                                        50
2019 | Spain | Students | IT

      The employers with the most impressive social media presence

     Your students

     All students

          • Which employer has impressed you the most with its social media activities in the last 12 months?

                                                                                                                51
2019 | Spain | Students | IT

      How would a lacking presence on social media affect talent’s decision to work
      for a considered employer?
      Your students

                                0%

                                                                                                 It would not affect my
              32%
                                                                                                 decision at all
                                                                                                 It would make me less
                                                                                                 interested in them
                                                 68%                                             I would not consider
                                                                                                 working for them

          • If you find that an employer you are considering working for does not have a presence on social media how
            would it affect your decision to work for them?

                                                                                                                          52
2019 | Spain | Students | IT

      Table of contents

1       INTRODUCTION                       This chapter covers the career
                                          goals and career preferences of
                                                    your talent.

2       TALENT PROFILE
                                           It focuses on those employer
                                          attribute which are attractive to

3
                                             your talent, as well as their
        UNIVERSITY BRAND PERCEPTION       preferred choice of employers.

4       COMMUNICATION

5       CAREER AND EMPLOYER PREFERENCES

                                                                              53
2019 | Spain | Students | IT

      Your students’ plans after graduation
                                                                                                                  71%
                 Work for an international company/organisation
                                                                                                            55%         Your students :

                        Work for a national company/organisation
                                                                                                15%

                                                                                                      26%
                                                                                                                        71%
                                                                                                                        Will continue
                                                                                                                          studying
                                                                                          10%
                                               Start my own business
                                                                                      6%

                                                                                  2%
                                                    Work for a start-up
                                                                                        8%                               All students :

                                             Work in the public sector
                                                                                  2%

                                                                                   3%
                                                                                                                        74%
                                                                                                                         Will continue
                                                                                                                           studying
                                                                     Other
                                                                                 1%

          • Which of the following would you most prefer for your first job after graduation?
          • Do you plan to continue studying after obtaining your current degree?

                                                                                                                                          54
2019 | Spain | Students | IT

      The most preferred industries
                                          Software, Computer Services, Multimedia                                                                                    68%
                                            Development, Digital Entertainment                                                                                       68%

                                                                                                                                               46%
                                                  Technology Hardware & Equipment
                                                                                                                                               46%

                                                                                                                                 29%
                                                                  Aerospace and Defence
                                                                                                                      14%

                                                                                                                               24%
                                                     Telecommunication and Networks
                                                                                                                                26%                                                              Your students

                                                                                                                    12%                                                                          All students
                                                                                  E-commerce
                                                                                                                    12%

                                                                                                                 10%
                                                   Arts, Entertainment and Recreation
                                                                                                                8%

                                                                                                               7%
                                                                                           Banks
                                                                                                                9%

                                                                                                               7%
                                               Management and Strategy Consulting
                                                                                                              6%

                                                                                                           5%
                                                                                          Energy
                                                                                                          2%

                                                                                                           5%
                                                                          Financial Services
                                                                                                          2%

          • In which industry or industries would you most like to work after graduating? You can choose up to 3 industries.           • These are your students’ ten most prefered industries

                                                                                                                                                                                                                 55
2019 | Spain | Students | IT

      What is your students’ ideal employer size?
                                                                                 5%
                               Less than 10 employees
                                                                               4%

                                                                                 5%
                                       10 - 49 employees
                                                                                                        14%

                                                                                             10%
                                     50 - 199 employees
                                                                                                              18%
                                                                                                                                 Your students
                                                                                                               20%
                                    200 - 499 employees                                                                          All students
                                                                                              11%

                                                                                        7%
                                    500 - 999 employees
                                                                                             9%

                                                                                                               20%
                               1 000 - 4 999 employees
                                                                                                  11%

                                                                                 5%
                               5 000 - 9 999 employees
                                                                                       6%

                                                                                                                           29%
                         More than 10 000 employees
                                                                                                                     26%

          • What employer size would you prefer when choosing your first employment?

                                                                                                                                                 56
2019 | Spain | Students | IT

      The most important career goals
                                                                                                                                         49%
                                                             To have work/life balance
                                                                                                                                               60%

                                                                                                                                        46%
                            To be competitively or intellectually challenged
                                                                                                                                  37%

                                                                                                                                    41%
                                                   To be secure or stable in my job
                                                                                                                                      45%

                                                                                                                             32%                     Your students
                                To be entrepreneurial or creative/innovative
                                                                                                                              34%
                                                                                                                                                     All students
                                                                                                                         29%
                                           To be a leader or manager of people
                                                                                                                        27%

                                                                                                                            29%
                                           To be a technical or functional expert
                                                                                                                              33%

                                                                                                                            29%
                                                    To have an international career
                                                                                                                      22%

                            To be dedicated to a cause or to feel that I am                                             27%
                                       serving a greater good                                                         23%

                                                                                                                10%
                                               To be autonomous or independent
                                                                                                                10%

          • Which of these career goals are most important to you? Please select a maximum of 3 alternatives.

                                                                                                                                                                     57
2019 | Spain | Students | IT

      The Universum Drivers of Employer Attractiveness
            Employer Reputation & Image                                                 People & Culture
           The attributes of the employer as an organisation                            The social environment and attributes of the workplace
        • Attractive/exciting products and       • Innovation                       •   A creative and dynamic work              •   Leaders who will support my
          services                                                                      environment                                  development
                                                 • Inspiring leadership
        • Corporate Social Responsibility                                           •   A friendly work environment              •   Opportunities to make a personal
                                                 • Inspiring purpose
        • Embracing new technologies                                                                                                 impact
                                                 • Market success                   •   Commitment to diversity and
        • Ethical standards                                                             inclusion                                •   Recognising performance
                                                 • Prestige                                                                          (meritocracy)
        • Fast-growing/entrepreneurial                                              •   Encouraging work-life balance
                                                                                                                                 •   Recruiting only the best talent
                                                                                    •   Interaction with international clients
                                                                                        and colleagues                           •   Respect for its people

          Remuneration & Advancement Opportunities                                      Job Characteristics
          The monetary compensation and other benefits,                                 The contents and demands of the job, including the learning
          now and in the future                                                         opportunities provided by the job
        • Clear path for advancement            • Leadership opportunities          • Challenging work                           • Opportunities for international
                                                                                                                                   travel/relocation
        • Competitive base salary               • Performance-related bonus         • Customer focus
                                                                                                                                 • Professional training and development
        • Competitive benefits                  • Rapid promotion                   • Flexible working conditions
                                                                                                                                 • Secure employment
        • Good reference for future career      • Sponsorship of future education   • High level of responsibility
                                                                                                                                 • Team-oriented work
        • High future earnings                  • Support for gender equality       • High performance focus
                                                                                                                                 • Variety of assignments

                                                                                                                                                                           58
2019 | Spain | Students | IT

      What is attractive
      Your students

                             EMPLOYER REPUTATION & IMAGE                                                PEOPLE & CULTURE

                            1. Innovation                                                              1. A creative and dynamic work environment
                            2. Attractive/exciting products and services                               2. Opportunities to make a personal impact
                            3. Embracing new technologies                                              3. Recognising performance (meritocracy)

                            RENUMERATION & ADVANCEMENT                                                 JOB CHARACTERISTICS
                            OPPORTUNITIES

                            1. Good reference for future career                                        1. Professional training and development
                            2. Competitive base salary                                                 2. Challenging work
                            3. High future earnings                                                    3. Opportunities for international travel/relocation

          • Which of these are most important to you? Please select a maximum of three alternatives.

                                                                                                                                                              59
2019 | Spain | Students | IT

            The most important attributes
                                                                Your students                                                                                                            All students

                                 1. Professional
ofessional training and development_(Job               training
                                         Characteristics)                  and development                                                        1. Professional
                                                                                                               Professional training and development_(Job               training
                                                                                                                                                          Characteristics)                         and development
                              2. Innovation
     Innovation_(Employer Reputation & Image)                                                                                                     2. Innovation
                                                                                                                         Innovation_(Employer Reputation & Image)

                                3. A creative
reative and dynamic work environment_(People     and dynamic
                                             & Culture)                         work environment                                                       3. Challenging
                                                                                                                               Challenging work_(Job Characteristics)              work
                                4. Challenging
        Challenging work_(Job Characteristics)              work                                                                                4. High future
                                                                                                          High future earnings_(Remuneration & Advancement       earnings
                                                                                                                                                           Opportunities)

                                 5. &Good
nce for future career_(Remuneration         reference
                                      Advancement       for future
                                                  Opportunities)                     career             Competitive base salary_(Remuneration &5. Competitive
                                                                                                                                               Advancement      base salary
                                                                                                                                                           Opportunities)

tive base salary_(Remuneration &6. Competitive
                                Advancement      base salary
                                            Opportunities)                                                                                       6. A creative
                                                                                                              A creative and dynamic work environment_(People     and dynamic
                                                                                                                                                              & Culture)                                 work environment
ip opportunities_(Remuneration &7. Leadership
                                 Advancement    opportunities
                                             Opportunities)                                                                                    7. &Good
                                                                                                   Good reference for future career_(Remuneration         reference
                                                                                                                                                    Advancement       for future
                                                                                                                                                                Opportunities)                                career
                                8. High future
uture earnings_(Remuneration & Advancement       earnings
                                           Opportunities)                                                                                      8. Reputation
                                                                                                              Embracing new technologies_(Employer Embracing     new
                                                                                                                                                             & Image)                     technologies
                                 9. Respect
      Respect for its people_(People & Culture)       for its people                                   Leadership opportunities_(Remuneration &9. Leadership
                                                                                                                                                Advancement    opportunities
                                                                                                                                                            Opportunities)

                             10. Prestige
      Prestige_(Employer Reputation & Image)                                                                                                     10. A friendly
                                                                                                                      A friendly work environment_(People & Culture) work                environment

                                                                 Employer Reputation & Image                                                      People & Culture

                                                                 Remuneration & Advancement Opportunities                                         Job Characteristics

                  • How important to you is each of the below aspects? (Scale 1-5, 1=Not important at all, 5=Very important)                 • This is the attractiveness of the 40 attributes in relation to how important respondents think its driver is. This analysis gives a
                  • Which of these are most important to you? Please select a maximum of three alternatives.                                   summarised 360 degree view of what influences employer attractiveness.

                                                                                                                                                                                                                                                                                     60
2019 | Spain | Students | IT

      The Universum Rankings
              FULL COMPANY LIST              CONSIDERED EMPLOYER RANKING                         IDEAL EMPLOYER RANKING                                                 POTENTIAL APPLICANTS’
       (130-135 employers within each main                                                                                                                                    RANKING
                                                 (as many as applicable)                         (maximum five employers)
                  field of study)                                                                                                                                       (Yes, I have / Yes, I will)

                                                 “Below is a list of employers. Please             “Now choose the five (5) employers                                    “Have you applied, or will you
                                                 select which employers you would                  you most want to work for, your                                       apply to these employers?”
                                                 consider working for.”                            five Ideal Employers.”

                                                                                         • The employers’ names might be shortened in this report for layout reasons.

                                                                                                                                                                                                          61
2019 | Spain | Students | IT

      Ideal employer ranking | Top 20
      Your students | IT

                       Employer                                                    Rank               Percent   Employer                                Rank   Percent

                       Google                                                        1                67,71%    Centro Nacional de Inteligencia (CNI)    11    13,54%
                       Microsoft                                                     2                48,96%    BBVA                                     12    12,50%
                       Apple                                                         3                37,50%    Huawei                                   12    12,50%
                       Amazon                                                        4                28,13%    Indra                                    12    12,50%
                       IBM                                                           5                26,04%    Oracle                                   12    12,50%
                       Samsung                                                       6                22,92%    Sony                                     16    11,46%
                       Netflix                                                       7                18,75%    Deloitte                                 17    8,33%
                       Airbus                                                        8                16,67%    bq                                       18    7,29%
                       Telefónica                                                    8                16,67%    HP Inc.                                  18    7,29%
                       Intel                                                         10               15,63%    Accenture                                20    5,21%

     All students | IT

                       Employer                                                    Rank               Percent   Employer                                Rank   Percent

                       Google                                                        1                63,06%    Telefónica                               11    10,21%
                       Microsoft                                                     2                47,04%    Huawei                                   12    9,66%
                       Apple                                                         3                40,84%    Centro Nacional de Inteligencia (CNI)    13    9,09%
                       Amazon                                                        4                28,73%    Cisco Systems                            14    6,67%
                       Intel                                                         5                23,14%    BBVA                                     15    5,62%
                       Samsung                                                       6                19,95%    HP Inc.                                  16    5,50%
                       Netflix                                                       7                19,83%    Indra                                    17    5,00%
                       IBM                                                           8                17,05%    bq                                       18    4,80%
                       Sony                                                          9                15,24%    BMW Group                                19    4,06%
                       Oracle                                                        10               10,81%    Airbus                                   20    3,68%
          • Now choose the five (5) employers you most want to work for, your five Ideal Employers.

                                                                                                                                                                         62
Analytics roadmap for the future

            Professionals
            We recognise that there is a large demand for more information about the current
            workforce. This is why we have decided to expand the professional reach in the
            Universum Talent Survey and dig deeper into key areas including retention and mobility
            factors.

            Soft skills
            The world is moving away from primarily focusing on hard skills and increasingly focused
            on softer skills. Going forward there will be a greater focus on these skills to help
            employers make the right decisions around professional development.

            Communication
            ‘How can we successfully communicate with talent?’ is one of the most asked
            questions by employers. That is why we will be developing the communication section
            to add more value to employers thinking about a communication strategy.

            Universum Access
            We will continue to innovate on how we bring actionable insights to the forefront of
            your Employer Branding work. Features will be added to our online platform to increase
            users’ ability to customize data, and facilitate rapid on-demand analysis anywhere and
            anytime.

                                                                                                       63
2019 | Spain | Students | IT

                               APPENDIX

                                          64
2019 | Spain | Students | IT

      Degrees

                                                                                                       75%
                                                                          Bachelor's
                                                                                                             87%

                                                                                                 16%
                                                                                                                   Your students
                                                                       Double degree
                                                                                            7%                     All students

                                                                                            7%
                                                                Master's (non-MBA)
                                                                                            6%

                                                                                       1%
                                                                                PhD
                                                                                       0%

          • What qualification or degree are you currently pursuing?

                                                                                                                                   65
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      Areas of study
      All students : IT (1/1)

                   Area of study                                 All students   Area of study                                  All students

                   Programming                                      43%         Game Design/Development                           11%
                   Informatics and Computer Engineering             39%         Digital Design and Communication                   8%
                   Software Engineering                             32%         E-commerce                                         6%
                   Computer Science                                 30%         Graphics & Multimedia                              4%
                   Information Systems                              25%         e-Business Systems                                 4%
                   Web Design/Development/Multimedia                24%         Double degree in Informatics and Mathematics       4%
                   IT Security                                      22%         Electronic Publishing                              2%
                   Networking/Telecommunications                    22%         Other IT                                           3%
                   Information Management                           19%

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

                                                                                                                                              66
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      What is most important?
         Your students

                                              REPUTATION & IMAGE                                                CULTURE & STUDENT LIFE

                            1. International acclaim                                                   1. Friendly and open environment
                            2. Prestige                                                                2. Creative and dynamic
                            3. High rank within its field                                                 atmosphere
                                                                                                       3. Secure campus environment

                             EMPLOYABILITY & FUTURE OPPORTUNITIES                                              EDUCATIONAL OFFERING

                            1. High employment among                                                   1. Exceptional professors/lecturers
                               graduates                                                               1. International focus
                            2. Good reference for future career                                        3. Quality and variety of courses
                               and/or education
                            3. Focus on professional
                               development
          • Which of these are most important to you? Please select a maximum of three alternatives.

                                                                                                                                             67
2019 | Spain | Students | IT

            Are you delivering on what is important?

                                              Your students - Most Attractive                                                                                  Your students - Most Associated

                                  1. International
           International acclaim_Reputation                     acclaim                                                                            1. High employment
                                                                                                                        High employment among graduates_Employability              among graduates
                                2. Friendly
       Friendly and open environment_Culture            and open environment                                                                              2. Prestige
                                                                                                                                           Prestige_Reputation

                                3. Prestige
                 Prestige_Reputation                                                                                                                      3. High rank
                                                                                                                                High rank within its field_Reputation    within its field
                              4. High employment
   High employment among graduates_Employability                         among graduates                                                              4. Secure
                                                                                                                                Secure campus environment_Culture    campus environment
                               5. Creative
      Creative and dynamic atmosphere_Culture           and dynamic atmosphere                                Good reference for future career and/or5.education_Employability
                                                                                                                                                         Good reference for            future career and/or education
                                   6. High rank
         High rank within its field_Reputation            within its field                                                                                  6. International
                                                                                                                                        International focus_Offering           focus
d reference for future career and/or7.education_Employability
                                        Good reference for                 future career and/or education                                              6. Study
                                                                                                                                   Study abroad program_Offering    abroad program
                                  8. Exceptional
       Exceptional professors/lecturers_Offering              professors/lecturers                                                                       8. International
                                                                                                                                  International acclaim_Reputation             acclaim
                                 8. International
             International focus_Offering                       focus                                                                                    9. International
                                                                                                                                 International student body_Culture            student body
                                 10. Quality
        Quality and variety of courses_Offering       and variety of courses                                                                          10. Friendly
                                                                                                                              Friendly and open environment_Culture     and open environment

                                                                                Reputation & Image                                                              Culture & Student life
                                                                                Employability & Future opportunities                                            Educational offering
                  • How important to you is each of the below aspects? (Scale 1-5, 1=Not important at all, 5=Very important)
                  • Which of the following attributes do you associate with your college or university? Select as many as applicable.

                                                                                                                                                                                                                        68
2019 | Spain | Students | IT

      Considered employer ranking | Top 30
      All students | IT

                   Employer                                                    Rank             Percent   Employer                                Rank   Percent

                   Google                                                         1             74,84%    BBVA                                     16    32,24%
                   Microsoft                                                      2             68,88%    Centro Nacional de Inteligencia (CNI)    17    31,09%
                   Apple                                                          3             62,73%    Volkswagen                               18    29,50%
                   Amazon                                                         4             59,75%    Nokia                                    19    28,98%
                   Netflix                                                        5             58,34%    BMW Group                                20    28,82%
                   Samsung                                                        6             57,64%    Orange                                   21    27,67%
                   Intel                                                          7             53,09%    Philips                                  22    27,45%
                   Sony                                                           8             52,82%    adidas                                   23    26,19%
                   Huawei                                                          9            48,54%    Grupo Santander                          24    24,83%
                   IBM                                                            10            47,59%    Cisco Systems                            25    24,81%
                   Telefónica                                                     11            44,35%    SEAT                                     26    24,57%
                   Oracle                                                         12            40,16%    Iberia                                   27    24,36%
                   bq                                                             13            37,20%    Atresmedia                               28    24,23%
                   HP Inc.                                                        14            35,62%    Siemens                                  29    23,19%
                   Vodafone                                                       15            32,56%    Mediaset España                          30    23,12%

          • Below is a list of employers. Please select which employers you would consider working for.

                                                                                                                                                                   69
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      Ideal employer ranking | Top 30
      All students | IT

                   Employer                                                   Rank            Percent   Employer                Rank   Percent

                   Google                                                        1             63,06%   HP Inc.                  16    5,50%
                   Microsoft                                                     2             47,04%   Indra                    17    5,00%
                   Apple                                                         3             40,84%   bq                       18    4,80%
                   Amazon                                                        4             28,73%   BMW Group                19    4,06%
                   Intel                                                         5             23,14%   Airbus                   20    3,68%
                   Samsung                                                       6             19,95%   Deloitte                 21    3,55%
                   Netflix                                                       7             19,83%   adidas                   22    3,31%
                   IBM                                                           8             17,05%   everis                   23    3,10%
                   Sony                                                          9             15,24%   INDITEX                  24    3,06%
                   Oracle                                                       10             10,81%   Volkswagen               25    3,04%
                   Telefónica                                                   11             10,21%   Accenture                26    2,92%
                   Huawei                                                       12              9,66%   Grupo Santander          27    2,85%
                   Centro Nacional de Inteligencia (CNI)                        13              9,09%   Atresmedia               28    2,73%
                   Cisco Systems                                                14              6,67%   The Coca-Cola Company    29    2,50%
                   BBVA                                                         15              5,62%   Vodafone                 30    2,50%

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

                                                                                                                                                 70
2019 | Spain | Students | IT

      Potential applicants’ ranking | Top 30
      All students | IT

                   Employer                                                      Rank             Percent       Employer                                Rank   Percent

                   Google                                                           1             16,65%        Centro Nacional de Inteligencia (CNI)    16    1,80%
                   Microsoft                                                        2              9,84%        Cisco Systems                            17    1,62%
                   Apple                                                            3              8,68%        Deloitte                                 18    1,53%
                   Amazon                                                           4              6,67%        HP Inc.                                  19    1,37%
                   Intel                                                            5              4,65%        BMW Group                                20    1,16%
                   IBM                                                              6              3,46%        Mercadona                                21    1,09%
                   Samsung                                                          7              3,45%        Airbus                                   22    1,08%
                   Sony                                                             8              2,48%        Grupo Santander                          23    1,07%
                   Netflix                                                          9              2,42%        Volkswagen                               24    1,01%
                   Telefónica                                                      10              2,41%        BBVA                                     25    0,91%
                   Oracle                                                          11              2,27%        Vodafone                                 26    0,84%
                   everis                                                          12              2,20%        INDITEX                                  27    0,75%
                   Accenture                                                       13              2,03%        Mediaset España                          28    0,63%
                   Huawei                                                          14              1,94%        KPMG                                     29    0,63%
                   Indra                                                           15              1,84%        adidas                                   30    0,62%

          • Have you applied or will you apply to these employers? – Yes, I have applied / Yes, I will apply.

                                                                                                                                                                         71
2019 | Spain | Students | IT

      Digital communication channels for employers

                                                                                                                 79%
                                                 Social media
                                                                                                           71%

                                                                                                           71%
                          Employers' career websites
                                                                                                       64%
                                                                                                                       Your students

                                                                                                                       All students
                                                                                                       65%
                                          Online job boards
                                                                                                     57%

                                                                                               47%
                             Career guidance websites
                                                                                             41%

                                                                                       12%
                                            Online meet ups
                                                                                       14%

          • Which channels do you use in general to learn about potential employers?

                                                                                                                                       72
2019 | Spain | Students | IT

      Print communication channels for employers

                                                                                                         41%
                                    Student organisation publications
                                                                                       25%

                         Brochures presenting career possibilities                                 35%
                               at a company/organisation
                                                                                        27%
                                                                                                               Your students

                                                                                                               All students
                                                                                                   35%
                                                               University press
                                                                                               33%

                                                                                             29%
                                                                  Career guides
                                                                                        26%

                                                                                       24%
                                                           Career magazines
                                                                                       24%

          • Which channels do you use in general to learn about potential employers?

                                                                                                                               73
2019 | Spain | Students | IT

      In-Person communication channels for employers
                                                                                                            44%
                                                                  Career fairs
                                                                                                30%

                                                                                                      38%
                              Employer presentations on campus
                                                                                                      38%

                                                                                                     35%
                                Case studies as part of curriculum
                                                                                               28%
                                                                                                                  Your students
                                                                                                     35%          All students
                                            Industry fairs/conferences
                                                                                               29%

                  Competitions/games (hackathon, business                                        32%
                               case, quiz etc)                                                   32%

                                                                                            26%
                                             Employer office/site visits
                                                                                         22%

                            Skills training sessions organised by                             26%
                                           employers                                   17%

                           Conferences arranged and hosted by                                24%
                                       employers                                               27%

          • Which channels do you use in general to learn about potential employers?

                                                                                                                                  74
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      Considered employer ranking | Top 20
      Your students | IT

                       Employer                                                     Rank             Percent   Employer                                Rank   Percent

                       Google                                                          1             85,57%    Telefónica                               11    50,52%
                       Microsoft                                                       2             77,32%    Oracle                                   12    46,39%
                       Apple                                                           3             74,23%    Airbus                                   13    44,33%
                       Amazon                                                          4             65,98%    HP Inc.                                  14    43,30%
                       Samsung                                                         5             64,95%    Indra                                    15    41,24%
                       Netflix                                                         6             63,92%    bq                                       16    40,21%
                       IBM                                                             7             59,79%    BBVA                                     17    37,11%
                       Intel                                                           8             55,67%    Iberia                                   18    36,08%
                       Sony                                                            9             54,64%    Vodafone                                 19    35,05%
                       Huawei                                                         10             51,55%    Philips                                  20    34,02%

     All students | IT

                       Employer                                                     Rank             Percent   Employer                                Rank   Percent

                       Google                                                          1             74,84%    Telefónica                               11    44,35%
                       Microsoft                                                       2             68,88%    Oracle                                   12    40,16%
                       Apple                                                           3             62,73%    bq                                       13    37,20%
                       Amazon                                                          4             59,75%    HP Inc.                                  14    35,62%
                       Netflix                                                         5             58,34%    Vodafone                                 15    32,56%
                       Samsung                                                         6             57,64%    BBVA                                     16    32,24%
                       Intel                                                           7             53,09%    Centro Nacional de Inteligencia (CNI)    17    31,09%
                       Sony                                                            8             52,82%    Volkswagen                               18    29,50%
                       Huawei                                                          9             48,54%    Nokia                                    19    28,98%
                       IBM                                                            10             47,59%    BMW Group                                20    28,82%
          • Below is a list of employers. Please select which employers you would consider working for.

                                                                                                                                                                        75
2019 | Spain | Students | IT

      Potential applicants’ ranking | Top 20
      Your students | IT

                       Employer                                                       Rank             Percent   Employer                                Rank   Percent

                       Google                                                           1              18,94%    Netflix                                  6     3,03%
                       Microsoft                                                        2              11,36%    Accenture                                12    2,27%
                       IBM                                                              3               8,33%    Sony                                     12    2,27%
                       Amazon                                                           4               7,58%    Telefónica                               12    2,27%
                       Apple                                                            5               5,30%    Huawei                                   15    1,52%
                       Airbus                                                           6               3,03%    Iberia                                   15    1,52%
                       Centro Nacional de Inteligencia (CNI)                            6               3,03%    Oracle                                   15    1,52%
                       Deloitte                                                         6               3,03%    Samsung                                  15    1,52%
                       Indra                                                            6               3,03%    Bayer                                    19    0,76%
                       Intel                                                            6               3,03%    BBVA                                     19    0,76%

     All students | IT

                       Employer                                                       Rank             Percent   Employer                                Rank   Percent

                       Google                                                           1              16,65%    Oracle                                   11    2,27%
                       Microsoft                                                        2               9,84%    everis                                   12    2,20%
                       Apple                                                            3               8,68%    Accenture                                13    2,03%
                       Amazon                                                           4               6,67%    Huawei                                   14    1,94%
                       Intel                                                            5               4,65%    Indra                                    15    1,84%
                       IBM                                                              6               3,46%    Centro Nacional de Inteligencia (CNI)    16    1,80%
                       Samsung                                                          7               3,45%    Cisco Systems                            17    1,62%
                       Sony                                                             8               2,48%    Deloitte                                 18    1,53%
                       Netflix                                                          9               2,42%    HP Inc.                                  19    1,37%
                       Telefónica                                                      10               2,41%    BMW Group                                20    1,16%
          • Have you applied or will you apply to these employers? – Yes, I have applied / Yes, I will apply.

                                                                                                                                                                          76
STRENGTHS &
     INTRODUCTION                                                                                    SUCCESS STORIES                                        CAREER PATH                             WORKPLACE HABITS
                                                  OPPORTUNITIES
Although Idealists are focused on aligning   Idealists bring a lot to the table when       Idealists know that one person can change the             Since Idealists are focused on passion     Idealists make it a point to do the right
their career with their values, their        getting the job done right. Some of the       world, and they pursue their goals driven by a            projects, they often hold their first      thing, so they can be relied upon to come
dedication has a practical side. Idealists   strengths that stand out include:             passion for making a difference. These Idealists are      leadership roles before they enter the     in on time, complete their work and meet
don't spend time complaining - instead,                                                    known for the impact they have made in their fields:      working world. They plan and manage        deadlines. Other workplace habits
they come up with real-world solutions to    •   Idealists do the right thing - even                                                                 fundraisers, train volunteers or           include:
advance the greater good. Whether they           when no one is looking.                   Lead singer of U2, Bono, has leveraged his status as      participate in major projects for non-
work for large corporations or small,                                                      household name to fight for social justice in all parts   profit organizations while working in      •    A balanced approach to people-
family-owned businesses, you can be sure     •   Idealists are leaders and motivators -    of the globe. In particular, he works to end poverty,     unrelated entry-level jobs. This often          focused vs. task-based activity
Idealists are in the trenches, using a           they have a natural ability to            hunger and diseases impacting impoverished                results in an uneven rate of career
hands-on approach to tackle social and           motivate others to get things done.       communities.                                              growth, because Idealists will suddenly    •    A strong focus on finding solutions
environmental issues. Idealists are                                                                                                                  take a giant leap forward when they find        and taking action, rather than
particularly skilled with creative           Of course, even the best qualities can be     Harvard Law School graduate Aaron Bartley showed          an employer that values their non-              waiting for someone else to take
experimentation, which often results in      taken to an extreme:                          the unique leadership skills of an Idealist long before   traditional leadership experience.              charge.
innovative solutions to business                                                           he obtained his law degree. While still in school, he
problems.                                    •   Idealists take their philosophical        co-founded the Harvard Living Wage Campaign, and
                                                 positions and personal values             after graduation, he went on to co-found the highly
Idealists choose employers who focus on          seriously, which leaves little room for   successful People United for Sustainable Housing
corporate responsibility and community           disagreement. This can be tough on        (PUSH).
partnerships, and they carefully research        colleagues who have an alternative
company culture before accepting an              perspective.                              Muhammad Yunus, a Bangladeshi social
offer. They want to be sure the work                                                       entrepreneur and economist was awarded the Nobel
environment is one of collaboration,         •   Idealists sometimes take on more          Peace Prize in 2006 for founding Grameen Bank,
recognition and mutual respect. Idealists        than they can handle, leaving them        which pioneered the concepts of microcredit and
take business ethics seriously, and they         exhausted and overwhelmed.                microfinance. His bank gave loans to entrepreneurs
can be relied upon to hold themselves                                                      too poor to receive traditional bank loans, creating
and their employers to the highest ethical                                                 social mobility and development from below. He is
standards.                                                                                 also a co-founder of the Yunus Social Business
                                                                                           Centres (YSBC). YSBC’s vision is to encourage a new,
                                                                                           humane capitalism through managing incubator
                                                                                           funds for social businesses and providing advisory
                                                                                           services to companies, governments and NGOs                                                                                                      77
                                                                                           around the world.
STRENGTHS &
      INTRODUCTION                                                                                        SUCCESS STORIES                                                       CAREER PATH                              WORKPLACE HABITS
                                                     OPPORTUNITIES
New cultures and new connections are            Basic values drive the decision-making        Internationalists often spark worldwide conversation as a result          Because Internationalists are focused on     Leaders enjoy having Internationalists on
critically important to the Internationalist,   process for Internationalists, and they can   of their dramatic forays into the unknown. More often than not,
                                                                                              Internationalists are the first to visit exotic new locations, like the
                                                                                                                                                                        the experience rather than achievement,      staff to handle any off-site work that
who wants a career that offers the              be counted upon to do the right thing.        top of Mount Everest, and they make history for their                     their career paths often take many twists    needs doing. After all, many employees
opportunity for world travel. These                                                           achievements in exploration. These are just a few of the                  and turns. They tend to take jobs that       have other obligations that make business
individuals want to explore every corner        •   Internationalists are known for their     Internationalists who have made their mark.                               offer travel opportunities, whether the      travel a real burden.
of the globe, and they are happiest in a            honesty and integrity, and they take      Cassie DePecol dreamed of seeing every country in the world,              position is a promotion, demotion, or
job that keeps them moving. Boredom is              ethical obligations quite seriously.      and on July 24, 2015, she set out to do just that. Over the course        lateral move. As long as the new             •    Internationalists have strong
the enemy for Internationalists, and they                                                     of approximately two years, DePecol has been on a journey to              experiences keep coming,                          communication and collaboration
hope to one day have a chance to lead a         •   Because Internationalists are             increase cultural understanding as a representative of the                Internationalists are content to keep the         skills, easily able to make a
team or influence a project that has a              dedicated individuals, in a pinch, they   International Institute of Peace Through Tourism, combining her
                                                                                              passion for travelling with her career. When she completed her
                                                                                                                                                                        same position for a longer period of time.        connection with every person they
significant impact on the business.                 will be flexible with their time to                                                                                                                                   meet.
                                                                                              voyage in 2017, she became the first woman to see all 196
                                                    ensure organizational needs are met.      countries.
These adventurers are skilled                                                                 Harriet Chalmers Adams wanted to see the world at a time when                                                          •    These individuals are future-
collaborators and relationship builders.        Of course, there are some routine             women had limited career options. She developed strong                                                                      oriented, always keeping an eye on
They are comfortable in unfamiliar              responsibilities in every position, and       photography skills and paired them with her innate talent for                                                               how the current proposal will affect
situations, and they are easily able to         Internationalists might struggle with         story-telling, eventually taking a position as a war correspondent.                                                         future goals.
make connections with new colleagues            these.                                        This allowed Adams to indulge her passion for travel while being
                                                                                              paid for her work.
and business partners. Curiosity drives                                                                                                                                                                              •    Big picture thinking allows
                                                                                              Carl Pei, an entrepreneur with an international background who
Internationalists, and they rapidly absorb      •   Internationalists are driven to seek      took true advantage of this and co-founded the mobile phone                                                                 Internationalists to make
international customs and manners. As a             out new experiences, and on-going         company Oneplus. This was the first global direct-to-consumer                                                               connections and predict the impact
result, Internationalists are an excellent          completion of repetitive tasks can        unlocked mobile phone provider. It quickly became a popular                                                                 of business decisions long-term. This
choice to move the business into                    quickly lead to disengagement.            brand worldwide. Born in China, Pei’s family moved to Sweden                                                                can be invaluable information for
uncharted territory - for example,                                                            when he was six. Pei took advantage of his international heritage                                                           busy leaders.
expanding into new markets or building          •   While Internationalists reliably meet     early on, buying gadgets from China and using online platforms
                                                                                              like Ebay to sell them on. He eventually used a factory in China to
global supply chains.                               their deadlines, this might come at a
                                                                                              put his own brand to the products he sold, whilst also building
                                                    cost to their personal life.              the international relationships that would lead him to co-found
                                                                                              OnePlus.

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