Potentialpark Research 2011 University Report

Potentialpark Research 2011 UniversityUniversity Report Report 2011 EuropeanEuropean Edition Edition Switzerland

Potentialpark Communications Nygränd 10 | 111 30 Stockholm | Sweden p: +46 8 5000 2130 | f: +46 8 5 031 130 9 [email protected] | www.potentialpark.com DISCLAIMER

Reproduction of all or parts of the information contained in this report is prohibited without the permission of Due to the nature of any statistical survey or research where a large amount of material is gathered, processed and Potentialpark Communications AB. The report contains copyright material and other proprietary information, the rights to analyzed, errors may occur. Content may be changed or updated without notice. Potentialpark works to the best of its which must be respected. The report can only be used for internal purposes within your company / organization. No part of abilities to achieve the desired outcome following known research methodology and procedures. Potentialpark will not this publication may be reproduced, stored in a retrieval system, shared outside of your company / organization, or bear the responsibility for or be liable for any costs, losses or damages incurred, or for any claims from third parties as a transmitted in any form without prior agreement with Potentialpark Communications AB. All Registered Trade Marks used resultofsucherrorsorchanges. in this document are declared to belong to their respective owner(s) No reader should act on the basis of any content in this report without obtaining professional advice in order to understand the methodology, research and analysis and to what extent conclusions can be drawn and acted upon. The Potentialpark University Report 2011 Printed in Stockholm, Sweden, April 2011

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

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

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

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

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

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

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

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

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

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

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

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

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

Your contribution is the key to success fast moving development of career websites, great interest and have recently published social media, mobile recruiting, and campus articles with the results of the Top Employer Potentialpark’s annual study helps activities. We hope that you find the results Web Benchmark. companies to understand job seekers’ interesting and we are looking forward to expectations on companies’ career websites Please visit www.potentialpark.com/media continuing our cooperation for the Top and their preferences regarding interaction to find the links. Employer Web Benchmark 2012. with employers. Therefore, the input from Feedback to participating students your students is of utmost importance to us. Sharing the results We will share the results of the study with all Through your effort we can successfully help As key players in the relationship between the students who responded and indicated companies to improve and better fulfill your employers and students we encourage that they are interested in the results. This students’ needs when it comes to looking for universities to share this report with them, way we hope to give something back to a career. and especially with recruiters and those who contributed to our research with We know that companies listen and learn companies. The more the employers are valuable input. However, we believe that the from what we tell them. Your efforts pay back aware of students’ expectations, the more best we can do to value this input is to in making the virtual meeting between fluid the communication is going to be. communicate the students’ preferences and students and employers a better experience. The results of the Top Employer Web priorities to companies. This will make sure By sending this University Report we want to Benchmark are presented every year in the that the students’ voice is heard and affects thank you. media throughout the world. LeFigaro, the next generation of career websites as it has happened many times before. We also want to share the results of the study Spiegel Online, The Wall Street Journal, and and give some interesting insights into the The Financial Times among others show a

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 4 © Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 5 © Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 6 About Potentialpark and our AboutResearch Potentialpark Process and our ResearchUniversity Process Report University Report 2011 ABOUT US

Since 2002, Potentialpark has monitored the information-gathering, decision-making and application processes of job seekers worldwide

and helped employers communicate better with their target group.

The TEWeB (Top Employer Web Benchmark) and APOLLO Potentialpark is also closely monitoring developments in (Applying Online And Loving It) reports are quantitative and the areas of Social Media and Mobile Recruitment. The representative studies. All the data in these studies come from purpose of these Trend Studies is to illustrate the two sources: following: • Development of job seekers’ acceptance and • A survey with a representative number of students and preferences on social media graduates from top schools where the goal of the survey is • How do job seekers use their mobile phones to access to measure job seekers’ preferences and priorities with career-related information respect to online recruitment • Difference in job seeker behavior on various channels • Audits of career websites and online application systems of • Job seekers’ advice on employers’ behavior and the most active and attractive employers activities Combining these two factors, job seekers preferences and the companies’ performance, Potentialpark makes an accurate analysis of companies’ career websites and online application systems, helping employers communicate better with their target group.

Objective Company Representative Web TEWeB and University Survey APOLLO Report Audits Reports

September- October- February April November November

The Potentialpark survey 2011 engaged: • 31193 participants • 51% female and 49% male respondents • 45 countries across 3 continents • 612 universities, business schools, and engineering institutions

Field of study Degrees Pursued

Business / Economics Bachelor / Undergraduate (B.A., B.Sc.) Engineering

Social Sciences / Culture / History / Politics Master, Magister, Diploma (M.A., M.Sc.) IT Europe Europe Natural Science / Mathematics Global Global MBA Arts / Music / Literature / Language

Law Ph.D., Doctorate or higher Medicine

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

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 11 UNIVERSITY LIST (EUROPE) 1/3 Austria Croatia Aalto University School of Economics Université Paris Descartes Université de Technologie de Compiègne Johannes Kepler University Linz J.J. Strossmayer University of Osijek Lappeenranta University of Technology Université Paris 1 Panthéon Sorbonne (UTC) FH Krems Cotrugli Business School Zagreb ESC Pau HEI Lille FH Wien - Vienna Zagreb School of Economics and France Université de Poitiers Grenoble Institute of Technology Vienna University of Economics and Management Université de Technologie de Belfort- École Supérieure d ´Ingenieur de Purpan Université Diderot-Paris 7 Business Administration University of Zagreb Montbéliard ESC Rennes Reims Management School (SupDeCo) FH Hagenberg IAE de Lyon Université de Rennes 1 Euromed Marseille Vienna University of Technology Czech Republic ESCIP Saint Omer Université Louis Pasteur Strasbourg I ESC Rouen University of Salzburg Brno International Business School (BIBS) EC Lille Université Robert Schuman Strasbourg III IESEG Lille, Paris FH des bfi Wien - Vienna Masaryk University Brno ESSCA Angers ENAC Toulouse INSA Rennes University of Vienna Charles University Prague INSEAD Fontainebleau ENSEEIHT Toulouse SUPÉLEC Paris PEF Privatuniversität für Management Brno University of Technology Université de Nantes Université Paul Sabatier Toulouse III SKEMA Lille Business school Vienna Czech Technical University Prague AgroParisTech Paris Université Toulouse 1 Grenoble Ecole de Management Alpen-Adria University Klagenfurt University of Economics Prague ENPC Descartes Ecole des Mines de Nancy ENPC Paris University of Innsbruck VSB - Technical University of Ostrava EISTI Cergy-Pontoise ENSMM Besançon École Centrale Lyon Webster University Vienna École Centrale de Marseille SKEMA Nice Business School Audencia School of Management Nantes FH Salzburg Denmark École Centrale de Nantes ESC Toulouse Paris, ECE Aalborg University Université Bordeaux 4 ESCEM Tours/Poitiers AGROCAMPUS Rennes Belgium Roskilde University ICAM Lille/Nantes/Toulouse BEM Bordeaux Management School Advancia Paris Hogeschool Gent University of Southern Denmark Université Sorbonne Paris IV Groupe Sup de Co Montpellier Grenoble, ENSE3 Katholieke Hogeschool Kempen Northern Denmark University College IPAG Business School Paris/Nice Sciences Po Paris Grenoble INP PHELMA Hogeschool-Universiteit Brussel Copenhagen University College of Université de la Méditerranée - Aix- Université Pierre et Marie Curie Paris École des Mines de Nantes Karel de Grote-Hogeschool Engineering Marseille II École Centrale Paris Ecole Nationale Supérieure d'Ingénieurs de Université Louvain-la-Neuve Technical University of Denmark Lyngby Université Paul Cézanne - Aix-Marseille III Université Paris-Sud 11 Caen Université Libre de Bruxelles Brussels Copenhagen Business School Université de Provence - Aix-Marseille I ESC Clermont INSA Lyon ICHEC Brussels Management School Aarhus School of Business - Aarhus Université de Caen Basse-Normandie École Polytechnique Paris University of Liège University EM Normandie Caen/Le Havre EDHEC Business School Lille/Nice Germany University of Antwerp Management School University of Copenhagen INT Management Evry ENSTA Paris Hannover University Vlerick Leuven Management School Engineering College of Aarhus Université Joseph Fourier Grenoble École des Mines de Paris FH Heidelberg Solvay Business School Brussels Université Pierre Mendès France Grenoble ENSAM Paris Heidelberg University Ghent University Estonia Groupe Sup de Co La Rochelle EM Lyon Hochschule Heilbronn Katholieke Universiteit Leuven Tallinn University Université des Sciences et Technologies de Telecom ParisTech FH Hildesheim/Holzminden/Göttingen University of Antwerp Tallinn University of Technology Lille ESSEC Cergy-Pontoise Hildesheim University Vrije Universiteit Brussels Estonian Business School Tallinn ESDES Lyon TELECOM Lille1 Hochschule Hof Hasselt University University of Tartu Université Jean Moulin - Lyon 3 HEC Paris Hohenheim University Polytechnique de Mons Université Lumière - Lyon 2 CELSA Paris TU Ilmenau Haute École de la Province de Liège Finland Université Montpellier 2 École des Mines de Saint-Étienne FH Isny Åbo Akademi University Turku Université Henri Poincaré - Nancy 1 ESCP Europe Paris FH Jena Bulgaria University of Kuopio ICN Business School Nancy/Metz École Normale Supérieure Paris Jena University American University in Bulgaria Tampere University of Technology CNAM Paris ISEP Paris KIMS Kassel Varna, Technical University University of Turku EDC Paris Université Paris Dauphine Kassel University Sofia University "St. Kliment Ohridski" HANKEN Helsinki/Vaasa IFP Paris ENSIETA Brest FH Kiel Technical University of Sofia University of Vaasa ESG Paris ESTP Paris FH Koblenz University of National and World Economy, Turku School of Economics ESCE Paris SUPMECA Paris FH Deggendorf Sofia University of Oulu INSEEC Business School Paris CPE Lyon FH Cologne University of Tampere Institut Catholique de Paris ISAE Toulouse University of Cologne University of Helsinki ISC School of Management Paris École des Mines de Douai

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 12 UNIVERSITY LIST (EUROPE) 2/3 Germany FH Frankfurt European University Viadrina Frankfurt Università Mediterranea Reggio Calabria Leiden University Hochschule Landshut Hochschule Fulda Hertie School of Governance Berlin Università Tor Vergata Rome Nyenrode Business University Breukelen HS Lausitz Hochschule Furtwangen HHL Leipzig Università degli Studi di Trento Tilburg University Leipzig University FH Braunschweig/Wolfenbüttel Münster University Università Ca' Foscari Venice Erasmus University Rotterdam FH Ludwigshafen FH Stralsund TU Bergakademie Freiberg Università degli Studi di Verona Maastricht University Lüneburg University European Business College Munich Bayreuth University Università della Tuscia Viterbo The Hague University Mainz University Trier University Frankfurt University Università degli Studi Florence Radboud University Nijmegen Mannheim University FH Amberg-Weiden Munich University Università degli Studi Padua Eindhoven University of Technology Marburg University FH Aachen Frankfurt School of Finance & Management Università di Pisa Hochschule Merseburg (FH) Hochschule Anhalt (HvB) Università di Bologna Norway FH Munich Bernburg/Dessau/Köthen Katholische Universität Eichstätt-Ingolstadt John Cabot University Rome Norwegian School of Management Oslo TU Munich Hochschule Bochum Gießen University Free University of Bozen-Bolzano NTNU - Norwegian University of Science FH Nordhausen Hochschule Bonn-Rhein-Sieg FH Gießen-Friedberg SDA Bocconi School of Management Milan and Technology Trondheim Ohm-Hochschule Nuremberg Hochschule Bremen Göttingen University Università Commerciale Luigi Bocconi Norwegian University of Life Sciences Aas Oldenburg University TU Clausthal Halle-Wittenberg University LUISS Guido Carli Rome University of Tromsø FH Osnabrück Rheinische Fachhochschule Cologne HAW Hamburg Politecnico di Torino University of Bergen Passau University Hochschule für Technik und Wirtschaft Hamburg University Università Cattolica del Sacro Cuore Milan Hochschule Pforzheim Dresden FH Hannover Sapienza Università Rome Poland Potsdam University FH Düsseldorf BiTS Iserlohn Università degli Studi Genoa University of Wroclaw Regensburg University Nordakademie - Hochschule der Wirtschaft Università degli Studi Roma Tre Rome Wroclaw University of Technology Hochschule Rosenheim Elmshorn Hungary Università degli Studi di Trieste National-Louis University Nowy Sacz Universität des Saarlandes Saarbrücken FOM Essen Central European University Budapest Università degli Studi Milan Poznan University of Economics Siegen University Flensburg University Eötvös Loránd University Budapest Nicolaus Copernicus University Torun Fachhochschule Südwestfalen Iserlohn FH Gelsenkirchen Corvinus University Budapest Latvia Kozminski University FH Trier GISMA Business School Hannover University of Pécs Riga Technical University Jagiellonian University Cracow Ulm University FH Ingolstadt University of Szeged Banking Institution of Higher Education Warsaw University of Technology Hochschule Vechta FH Konstanz Corvinus School of Management Budapest Riga Warsaw School of Economics Bauhaus-Universität Weimar Hochschule Niederrhein Budapest University of Technology and Riga Business School University of Warsaw Wuppertal University Krefeld/Mönchengladbach Economics Riga International School of Economics and Cracow University of Technology Würzburg University HTWK Leipzig University of Debrecen Business Administration Gdansk University of Technology Hochschule Aalen HfWU Nürtingen University of Dunaujvaros BA School of Business and Finance University of Gdansk FH Albstadt-Sigmaringen Osnabrück University University of Szechenyi Stockholm School of Economics in Riga University of Lodz Karlsruhe, Merkur FH Karlsruhe Rostock University University of Szolnok University of Latvia Akademia Ekonomiczna im. Karola FH Ansbach HTW Saarbrücken Alfred Renyi Institute of Mathematics Adamieckiego, Katowice FH Augsburg Hochschule RheinMain Lithuania University of Economics Wroclaw Augsburg University Westsächsische Hochschule Zwickau Ireland Vytautas Magnus University Kaunas University of Economics Cracow FH Bad Honnef - Bonn Europäische Fernhochschule Hamburg Dublin Institute of Technology ISM Vilnius HTW Berlin Steinbeis-Hochschule Berlin UCD Smurfit Graduate Business School Vilnius University Portugal HWR Berlin Greifswald University Dublin Kaunas University of Technology Faculdade de Economia da Universidade do FU Berlin Zeppelin University Friedrichshafen Trinity College Dublin School of Business Vilnius Gediminas Technical University Porto HU Berlin Karlsruhe University (TH) Studies Minho University Braga TFH Berlin European Business School (EBS) Oestrich- University College Dublin The Netherlands ISCTE Lisbon TU Berlin Winkel Trinity College Dublin RSM Erasmus University Rotterdam Universidade Católica Portuguesa Lisbon FHM Bielefeld Erlangen-Nuremberg University University College Cork Hogeschool Zuyd Maastricht AESE Lisbon/Porto Bielefeld University WHU Vallendar-Koblenz Hogeschool van Amsterdam University of Porto Bochum University TU Chemnitz Italy TSM Business School Enschede Universidade Nova Lisbon TU Braunschweig Konstanz University European School of Economics Rome Open University of the Netherlands Heerlen University of Lisbon Jacobs University Bremen Paderborn University ALTIS Milan Maastricht School of Management (MSM) FCEE-Católica Lisbon Bremen University Witten/Herdecke University MIP Milan TiasNimbas Business School Utrecht University of Coimbra Hochschule Coburg TU Kaiserslautern Università degli Studi di Napoli Federico II Free University Amsterdam Technical University of Lisbon TU Cottbus TU Hamburg-Harburg Università degli Studi Torino Delft University of Technology University of Aveiro FH Dortmund Freiburg University Fondazione CUOA Altavilla Vicentina Inholland University Haarlem Dortmund ISM RWTH Aachen CIMBA Asolo University of Amsterdam Romania TU Dresden ESCP Europe Berlin STOA Ercolano University of Twente Enschede University of Bucharest Düsseldorf University Mannheim Business School Università degli Studi Parthenope Naples University of Groningen The Bucharest Academy of Economic FH Erfurt Hochschule Karlsruhe ISIDA Business School Palermo Utrecht University Studies Munich Business School Goethe Business School Frankfurt Università degli Studi di Pavia Hanze University Groningen

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 13 UNIVERSITY LIST (EUROPE) 3/3 Russian Federation EAE Barcelona Turkey Nottingham Trent University University of Oxford Moscow State Institute of International Universitat Autònoma de Barcelona Bogazici University Istanbul Staffordshire University University of Glasgow Relations (MGIMO) Universitat Pompeu Fabra Barcelona Yeditepe University Istanbul University of Wolverhampton University of Bristol Higher School of Economics Moscow University of Barcelona Baskent University Ankara University of Cumbria Carlisle Ashcroft International Business School Kazan State University Esic Business & Marketing School Madrid Yildiz Technical University Istanbul University of Sunderland Cambridge Moscow Academy of Finance and Law Universidad Complutense de Madrid Istanbul Bilgi University University College for the Creative Arts at University of Manchester State University of Management Moscow Universidad de Navarra Pamplona Ankara University Canterbury Manchester Business School Lomonosov State University Moscow Universidad Politécnica de Valencia Dokuz Eylül University Izmir University of Brighton University of Sheffield Kazan Institute of Finance and Economics University of Valencia Izmir University of Economics University of Derby Lancaster University Management School IBS Moscow IDEC - Universitat Pompeu Fabra Barcelona Çukurova University Adana Goldsmiths London Oxford Saïd Business School MIRBIS Moscow IE Madrid Bahcesehir University Istanbul Royal Holloway London City University London Novosibirsk State University CESMA Madrid Trakya University Edirne University of Sussex Cardiff University Institute of Management, Business and Law, University of Salamanca Sabanci University Istanbul University of Ulster London School of Economics Rostov-on-Don IESE Barcelona/Madrid Ege University Izmir Bath School of Management University of Birmingham St. Petersburg State University Universidad Politécnica de Madrid Sakarya University Adapazari Aberystwyth University University of Nottingham St. Petersburg State University of Economics ESADE Barcelona/Madrid Samsun Ondokuz Mayis University University of Wales Institute, Cardiff King's College London and Finance Universidad Pontificia Comillas (ICAI/ICADE) Karadeniz Technical University Trabzon Robert Gordon University Aberdeen Durham University Tomsk State University Madrid Bilkent University Ankara University of Aberdeen University of Essex Colchester Ural State University, Yekaterinburg BEST Madrid Middle East Technical University Ankara Bangor University Queen Mary University of London Plekhanov Russian Academy of Economics BEST Valladolid Eastern Mediterranean University Famagusta Aston University Birmingham University of St Andrews Moscow Sweden Galatasaray University Istanbul University of Bradford University of Reading Ufa State Petroleum Technological University Linköping University Koç University Istanbul Anglia Ruskin University University of Kent (USPTU) University of Gothenburg Marmara University Istanbul Cambridge/Chelmsford Imperial College London Stockholm School of Economics Istanbul Technical University University of Gloucestershire University of Cambridge Slovakia Stockholm University Istanbul University Cheltenham/Gloucester University of Warwick Coventry Technical University of Kosice Lund University Coventry University University of York Comenius University Bratislava Chalmers University of Technology Ukraine Strode's College Egham London Business School Bratislava University of Economics Gothenburg Kiev National University of Trade and University of Hull University of East Anglia Norwich University of Zilina Uppsala University Economics Kingston University Durham Business School Lunds Tekniska Högskola Kiev, National Technical University of Ukraine Lancaster University Birmingham Business School Slovakia Gothenburg Handels University National Taras Shevchenko University Kiev De Montfort University Leicester Warwick Business School Coventry Technical University of Kosice International Institute of Business, Kiev Brunel University London Edinburgh Business School Comenius University Bratislava Switzerland International Management Institute, Kiev London College of Law Imperial College Business School London Bratislava University of Economics Glion Institute of Higher Education Kiev National University of Economics Middlesex University London Ashridge Business School Berkhamsted University of Zilina University of Zurich National University of Kyiv-Mohyla Academy Loughborough University University of Leeds University of Lausanne Kiev Manchester Metropolitan University University of Dundee Slovenia IIMT Fribourg State University of Information and Northumbria University Newcastle University of Plymouth University of Ljubljana HEC Geneva Communication Technologies (SUICT), Kiev Oxford Brookes University Bradford University School of Management University of Maribor University of Lucerne University of Sheffield Management School University of Bath USI Lugano United Kingdom University of Stirling University of Liverpool Spain University of Geneva Canterbury Christ Church University Aston Business School Birmingham London South Bank University CUNEF Madrid ETH Zürich Regent's Business School London University of Glasgow Business School Teesside University EADA Barcelona European University Geneva Southampton Solent University Leeds University Business School City College Birmingham Universidad Carlos III de Madrid FH Nordwestschweiz Brugg London Metropolitan University Cranfield University Liverpool John Moores University Universidad Europea de Madrid University of Basel Bournemouth University Cranfield School of Management Leeds Metropolitan University Universidad Autónoma de Madrid IHEID - Genève Institut de Hautes Études Regent's American College London Cass Business School London Hult International Business School London La Salle Universitat Barcelona Internationales et du Développement University of Bedfordshire Bedford/Luton ESCP Europe London Open University Milton Keynes Fundesem Business School Alicante Glasgow Caledonian University University College London Swansea University

Rank Company Score Diff Rank Company ATS Provider Score 1 Allianz 1010 0 1 BP GradWeb 943 2 Accenture 975 17 2 Allianz SAP 912 3 Bertelsmann 969 -1 3 Bertelsmann Embrace 892 4 Ernst & Young 894 2 4 Accenture Taleo 856 5BP 890 16 5 Roche Taleo 836 6 PwC 877 -2 6 Ernst & Young Taleo 834 7 Holcim 861 84 7 BASF SAP 800 8 BASF 860 New 8 Total Homegrown 788 9 Procter & Gamble 851 -4 9 Vodafone Peopleclick 786 10 Deloitte 851 14 10 ABB SAP 784 11 KPMG 845 -2 11 Daimler Homegrown 772 12 Total 844 58 12 HOCHTIEF HR Software 764 13 EDF 833 25 13 HSBC Taleo 758 14 Bayer 831 -4 14 BMW SAP 751 15 AstraZeneca 827 14 15 Mars Taleo 748 16 BNP Paribas 823 27 16 AXA Stepstone - iGrasp 748 17 Siemens 822 5 173M Taleo 746 18 Roche 819 0 18 Ericsson Taleo 741 19 BMW 806 6 19 AstraZeneca Stepstone - iGrasp 736 20GE 805 57 20 Philips Peopleclick 733 21 GlaxoSmithKline 804 13 21 Johnson & Johnson Taleo 729 22 Deutsche Bank 799 -8 22 UBS Kenexa - Brassring 724 23 HSBC 797 -16 23 Deloitte GTI 721 24 RBS 796 -8 24 Siemens SuccessFactors 719 25 Vodafone 792 15 25 J.P. Morgan WCN 719 26 Shell 784 -15 26 Bombardier Taleo 717 27 J.P. Morgan 782 -10 27 Akzo Nobel WCN 714 28 UBS 778 -20 28 GE Kenexa - Brassring 712 29 ABB 775 50 29 Société Générale Osiris 710 30 Daimler 774 20 30 Procter & Gamble Taleo 708

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 15 © Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 16 Student Profile Respondentand StudentPreferences Profile andUniversityPreferences Report Potentialpark University Report 2011 CAREER EXPERIENCE AND INTEREST

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

Sales / Account management / Trade Research & Development / Science Marketing / Public Relations Logistics / Distribution Legal IT / Software / Systems Investment Banking Switzerland Human Resources Europe Finance / Banking / Insurance Engineering Design / Creation Controlling / Auditing /Tax Advisory Consulting / Project Management

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

• Consulting / Project Management are currently very attractive areas for students • Marketing and Public Relations are seen as strong career options by students • Students continue to show interest in Research & Development / Science and Engineering

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

None

1-5 months

6 months

1 year Switzerland Europe

2 years

3 years

More than 3 years

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

• The professional work experience of students varies a lot • Most students already have work experience before finishing their university studies • A considerable amount of students has worked / been working for more than 3 years

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

Involvement in student organization, club, union

Internship or trainee program

Work experience related to my studies Switzerland Europe

Work experience NOT related to my studies

None

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

• Students are generally active at University taking their careers very seriously • Many of them have work experience related to their studies • Student groups and organizations are major activities while at University

Where do you look for employers and careers?

Internet

Friends and family

Switzerland Europe On campus

Newspapers, magazines, print

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

• Even though most students use the internet, campus continues to be a very important source of career related information • It is the combination of online and real life activities that makes talent relationship strong • Different sources have different strengths: easy access, exclusiveness or trustworthiness

If on the Internet, where exactly?

Company's own website

Search engines (Google, Yahoo etc.)

Job boards (Monster, Stepstone, etc.) Switzerland Europe Career Portals (Entrypark, iHipo, Careerbuilder, etc.)

Business-oriented networks (LinkedIn, Viadeo, XING etc.)

Social networks (Facebook, Orkut, hi5, QQ, StudiVZ etc.)

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

• Among many places, the corporate career website is one of the favorite places to go • It serves as the major hub for all other activities • Search engine optimization is key: where do you want everyone to land?

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 22 © Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 23 © Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 24 Global Key Findings 2011 Key Findings UniversityUniversity Report Report 2011 MANY LINK, FEW CONNECT

Employers and job seekers share the vision to make the internet the hub for all career activities. Companies invest more energy than ever into their online communication tools. Reality, however, shows that they are struggling with high expectations and the fast evolution of the internet. Career websites easily become overloaded and impersonal, application forms too technical, and attempts to be on Facebook are not well-received by the audience. That is why companies are reacting with new strategies to not only link, but really connect, with talent online.

Career websites: Mission impossible that shows everyone the right way without application and how employers live up to forces creativity any hassle. Job seekers do not solely rely on these expectations. It covers the entire

Potentialpark’s TEWeB study 2011 shows that what employers say about themselves. Today process from searching jobs, to submitting demands on career websites are higher than it is common to ask friends on Facebook or one’s resume, to the surrounding support ever. They are expected to be full of read third party opinions on forums to and communication. This is the first ever information, but not lengthy. Entertaining differentiate between what is credible and benchmark of this kind and scope. what is merely a PR campaign. Students are and unique, but still credible and realistic. Students and graduates have accepted that cautious and not easy to impress. This is Intuitive to navigate. To open up for applying online is customary today. The where employers lose control over their own networking, but not interfere with anyone’s problem is, the more they apply, the more image if what they say does not hold true privacy. To have easy online application they dislike it. The negative impact of a bad outside their sphere of influence. forms that are quick to fill out, but still help online application on the employer’s image you to present your unique skills and Applying Online And Loving It – a vision! becomes obvious: Employers are losing strengths. Even if the company has hundreds Potentialpark’s APOLLO study 2011 shows candidates when frustration results in of offices, departments, functions and career what job seekers expect from an online applicants simply giving up. paths, it should all fit in one simple website

The job seekers ´ biggest concern with Companies are on Facebook & Co, behind Facebook in terms of functionality regards to the online application process is which is not where job seekers expect and connectivity. Also, simply too few the so-called black box effect : It is less to meet them students and graduates have accounts on personal and transparent than sending an business networks. They feel that unless you Potentialpark discovered a surprising email or letter. Many applicants think that have a career track record , signing up does paradox: The majority of students and when they fill out the form and click submit, not seem to be a priority. graduates explicitly state that they do not their application will actually never be read want to be involved with employers on social At the dawn of the mobile revolution by a person, but automatically filtered with networks, such as Facebook. They feel Today, mobile phones are more common unknown knock-out criteria. This impression uncomfortable about it and think that social than computers to go online in many parts of may or may not be true, but it works against networks are not the right environment to the world. According to Potentialpark’s a trustworthy candidate relationship. initiate talks about careers. However, this is research, only few employers offer a mobile Some companies have started to cooperate exactly where employers go today in order to version of their career website, and even less with business networks. They enable be seen by their target group. Students say a career-related app for smartphones. And if applicants to log in with their LinkedIn that business networks are much more they do, it is mostly limited to the search of account, or to skip the biggest part of the suitable to get in touch with recruiters and jobs. At the same time, already around one form by pasting the link to their CV on company representatives. After all , LinkedIn third of the job seekers would use mobile LinkedIn. is made for career-related networking. Still, career sites, and even more see themselves Online application procedures are in this is not where most of the visible using a job app in the future. continuous change! interaction happens. LinkedIn & Co. are far

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

To look for open jobs and positions

To look for information about the company

To apply online Switzerland Europe To find out how to apply

To prepare for an interview

To find out about campus and recruiting events

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

• Looking for jobs is the main reason to enter a career website, but not a very differentiating factor • Students want to have a career and build a relationship with an attractive employer • Once they find a career website interesting, they use it for multiple purposes

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

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

Takes too much time to fill out

You cannot save it and complete it in several sessions

You don't know how long it will take Switzerland Europe

You cannot upload your own documents

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

Technical problems

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

• Frustrations reflect bad experiences that students have had • Applying online is seen as non-transparent and impersonal • Many of the frustrations come from bad communication before, during, and after the process

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

Companies' career websites

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

Job boards (like Monster)

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

Career platforms (like Entrypark, iHipo) Switzerland Europe Forums

Blogs

Multimedia platforms (like YouTube, Flickr)

Microblogging (like Twitter)

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

• Career websites and business networks are seen as the most natural places to interact • Only around 1 out of 4 think social networks are a good place to meet employers • Students have learned to use and appreciate business network functionalities

Keep the information on your career website relevant and good. Emphasize what distinguishes your company from the others in a concrete matter. Male Student, Norwegian University of Science and Technology

Come as you are, I'll come as I am. Male Student, Toulouse ICAM

It is true that we have to find work, but we would like to understand why they should be our employer. With this attitude, they would respect more our time and availability. Male Student, Pisa, Università, Italy

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 31 © Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 32 © Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 33 Trends in Social Media and MobileTrends Recruitment in Social Media and MobileUniversity Recruiting Report University Report 2011 RISE OF SOCIAL AND BUSINESS NETWORKS

User Social Media

Over the past few years the internet has changed rapidly. We have witnessed the evolution User User from static, text-driven websites meant for one-way communication to the “Web 2.0” – the Content concept of interactive information-sharing and user-generated content. Based on the User User technical foundations of the Web 2.0, online networks and platforms such as YouTube, Facebook or LinkedIn have evolved – the so-called“social media”.

Hard to predict

With thousands of platforms, networks, and online tools launching every month, it is hard to predict which ones will be a ‘one-hit-wonder’ and which ones are here to stay, if any. The User virtual world Second Life was on top of everyone’s mind during 2006 and 2007 – only to

disappear from public knowledge in 2008. Whereas Facebook is gaining importance, User User relevance and active users increasingly since its start in 2005. Content

User User

Students’ biggest concerns

1. Interference with privacy

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

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

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

What students expect from companies on social media

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

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

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

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

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

Which of the following career-related activities would you like to do on the following platforms?

Professional networks Social Networks

78% Search for available jobs 21% 78% Find employers and their company profiles 23% 76% Submit my CV to a recruiter 9% 75% Be contacted via email about jobs 20% 69% Contact employees/recruiters with questions 21% 69% Find employees/recruiters and their profiles 26% 67% Connect my profile with recruiters 18% 63% Find reviews and opinions about employers 36% 62% Follow news about employers I'm interested in 33% 57% Be contacted via email about events, career days or business games 37% 50% Participate in discussion groups 36% 0% 20% 40% 60% 80% 100% • Students indicate that they want to interact with employers on professional networks • They are afraid they might be rejected for the wrong reasons if employers see their personal profiles • They believe employers’ presence on online platforms is mainly a PR campaign • 62% of all surveyed young job seekers have little career related experience with social networks

Make sure you are credible and your contact info are working properly so candidates can check whether they are calling you or some "fake" company. So I'd say: beware for stolen identities - both applicants and employers! Female student, Portugal, Lisbon, Universidade Nova de Lisboa

Online platforms such as email and official portals are more credible than social networking sites such as Facebook. Social sites are more suitable for informal and casual communication and I would not be as prompt when replying to employers or getting information on these sites. Female student, UK, London, Imperial College

A mobile career website is a simplified version of the corporate Advantages: career website. The features implemented in the mobile version of • “Friendly” version of a career website that is adjusted to mobile the corporate career website must take into account the smaller phones screen size and the slower internet speed in mobile devices. • It can contain most of the important features that make a good Our analysis of audited websites shows that hints for a good career website application and for interviews, which can easily be implemented are not found in any of the websites audited. Tracking of the application process is a feature that the Potentialpark’s TEWeB study shows to Challenges:

be important for students, but that is not implemented in any of the • The format of the content has to be simple sites analyzed. • The amount of information available is limited On the other hand the information about the company, job • Website is customized to a certain screen size descriptions, job search function and list of open jobs and programs, were implemented in many of the sites analyzed

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

Search for jobs 57%

Receive job alerts (receive new open positions by SMS/email) 51%

Track application status 39%

Check calendar with career related events 39%

Read about the recruitment process 39%

Look for tips and hints for a good application 33%

Contact the recruitment team 33%

Apply for jobs 30%

Get updates based on my location, such as job adds or career… 30%

Email page to a friend 16%

Share contents with friends on social networks and platforms 11%

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• Mobile recruiting is one of the fastest growing trends globally • The main advantage is that students can look for information during idle time • It is a quick way to look for career related information and job opportunities • Almost 60% of all surveyed job seekers would use a career related mobile application

Keep it simple! Apps are not meant to replace computers. When I am using my phone, I want quick access to concise information. I don't read encyclopedias on my phone. Male student, Brigham Young University, USA

I wouldn't use my mobile phone for the application process or something that requires a full-speed internet connection. I would use more to check and brief access, for example search or results from the selection process. So my advice would be, focus on search and contact with candidates. Male student, Barcelona/Madrid, IESE Business School, Spain

© Potentialpark 2011 - University Report - Switzerland - Proprietary and Confidential | 41 Thoughts on CampusCareer Activities Events and CampusUniversity Activities Report University Report 2011 SOURCES OF CAREER INFORMATION ON CAMPUS

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

Campus events

Career service center website

Career service center office

Posters, flyers Switzerland Student organization, Club, Union Europe

Ambassador of an employer

Campus online discussion forums, groups

Campus Magazine, TV, Radio

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

• Career service as popular as the office itself • Campus events is among the most popular events • Students are open for many different ways of getting in touch

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

Orientation about career options

Help students find opportunities beyond what is on campus

Find jobs in the career job board Switzerland Europe Organize events to meet recruiters

Help with CV/cover letter/interviews

Information about recruiters active on campus

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• Students see the career service center as a great source to receive advice and information on career opportunities • They also seek the advice of the careers center for jobs and opportunities abroad

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

To find out more about companies I want to work for

To try to find my own career path

To find out more about companies I never heard of

To network with company representatives / recruiters

To learn and improve my skills Switzerland Europe To apply directly to a position

To get free gifts / giveaways

To meet other students

For the fun

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

• Students go to campus events to meet employers they already know • They are also curious to find out information about companies they do not yet know

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

An employee who has the type of job you imagine yourself doing

Recent-graduates from your university that now work for the company

Successful employees that once studied at my school Switzerland Europe Human resources/Recruiters

Interns, Trainees

Executive person high in the hierarchy

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

• Students don’t have a special interest in meeting company executives • They prefer to interact with employees working with what they will possibly do in the future

What type of online events would you participate in?

Educational events (courses, lectures, workshops, case studies, teleseminars,...)

Meeting the recruiters events: chat rooms, skype interviews

Business Games/Challenges Switzerland Europe

Online career fairs

None

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

• Students have a very strong desire to learn outside of their regular courses • They also show a great interest in Business Games and Challenges