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Generation Next.
What is it that they want from their future?
Universum Top 100 Ideal Employers Student Survey
Singapore 2014
2universumglobal.com
UNIVERSUM is the global leader in Employer Branding
and Talent Research. For the past 26 years we have
been helping the world’s leading companies to strengthen
their Employer Brands.
We work with more than 1.200 clients, including the
majority of Fortune 100 companies, and more than
1.800 top universities across the world.
OUR MISSION:
Through our research, strategic consulting and
activation solutions we want to create a meeting
place for higher education institutions, talent and
employers.
Every year we conduct the biggest global career
expectations study, in which over 700,000+
Millenials tell us what they want from their future.
These are the results from the study conducted from
October 2013 to January 2014 in Singapore.
Who we are
3universumglobal.com
140 000+
665 000+Global
Singapore
APAC*
7 543
*Singapore, Hong Kong, China, Japan, India, Australia, Vietnam, Thailand, Indonesia, Malaysia
Sample Population
Who took part in the global Universum Top 100 Ideal Employers Student Survey 2014?
4universumglobal.com
Sample Population
45%
21,4
55% 6,5
Average reported
academic performance
Year of graduation:
Educational Institutions:
• National University of Singapore
• Nanyang Technological University
• Singapore Management University
• Singapore University of Technology & Design
• Singapore Institute of Technology
• Singapore Polytechnic
• Nanyang Polytechnic
• Ngee Ann Polytechnic
• Temasek Polytechnic
• INSEAD
3%
26%
24%
27%
18%
2%
0%
2013 2014 2015 2016 2017 2018 2019 or later
Nationality:
81 % Singaporeans
19% Other
Average age (years):
Who took part in the Universum Top 100 Ideal Employers Student Survey Singapore 2014?
Salary expectations p.a. Male vs. Female
37,905
41,597
5universumglobal.com
Salary Expectations
What do they expect to earn?
Main Field of Study
Salary in
SGD p.a.
Business/Commerce 39,134
Engineering/Natural Sciences 40,973
IT 41,740
Humanities/Social Sciences /Education 37,182
Law 55,967
Health/Medicine 38,674
SGD
SGD
6universumglobal.com
25%
18%
14%
9%
9%
8%
9%
4%
5%
23%
18%
11%
9%
10%
9%
8%
6%
4%
18%
14%
13%
12%
10%
10%
9%
7%
6%
65%
50%
38%
30%
29%
27%
25%
18%
15%
To have work/life balance
To be secure or stable in my job
To be dedicated to a cause or to feel
that I am serving a greater good
To be competitively or intellectually challenged
To be a leader or manager of people
To have an international career
To be entrepreneurial or creative/innovative
To be autonomous or independent
To be a technical or functional expert
Career Goals
What do they want to achieve?
First Choice
Second Choice
Third Choice
7universumglobal.com
Preferred Industries
What are their top 10 preferred industries?
29%
18%
17%
15%
14%
13%
12%
11%
10%
9%
8%
8%
7%
7%
6%
28%
13%
15%
14%
13%
12%
12%
12%
8%
10%
9%
7%
7%
6%
6%
Banks
Management and Strategy Consulting
Media and Advertising
Public Sector and Governmental Agencies
Tourism
Educational and Scientific Institutions
Auditing and Accounting
Engineering and Manufacturing
Fashion, Accessories and Luxury Goods
Health Care Services
Pharmaceuticals and Biotechnology
Energy
Aerospace and Defence
Non-Governmental Organisations (NGOs)/Non-Profit
Organisations (NPOs)
Fast Moving Consumer Goods
Total 2014
Total 2013
Why do they choose to work for certain employers?
8universumglobal.com
The contents and demands of the job, including the learning
opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
The monetary compensation and other benefits, now and
in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
The attributes of the employer as an organisation
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
The social environment and attributes of the workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognising performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
PEOPLE & CULTURE
The Universum Drivers of Employer Attractiveness
9universumglobal.com
Top 10 most important factors when choosing an
employer
endly work environment1. A friendly work environment
nal training and development2. Professional training and development
and dynamic work environment3. A creative and dynamic work environment
High future earnings4. High future earnings
ng performance (meritocracy)5. Recognising performance (meritocracy)
ho will support my development6. Leaders who will support my development
Secure employment7. Secure employment
reference for future career8. Good reference for future career
Respect for its people9. Respect for its people
for international travel/relocation10. Opportunities for international travel/relocation
21% 26%
28%
26%
Employer Reputation & Image
People & Culture
Job Characteristics
Remuneration & Advancement Opportunities
Importance of each Driver of Employer
Attractiveness
Why do they choose to work for certain employers?
Drivers of Employer Attractiveness
10universumglobal.com
What is their career profile?
LEADER: A student who aims to be inspired
and supported by management and
searches for jobs where he/she can apply
and further develop his/her leadership skills.
This student is not afraid of making decisions
and taking responsibility.
INTERNATIONALIST: A student who is
open-minded and prefers international
surroundings. This type of student enjoys
meeting new people, travelling and working
abroad.
IDEALIST: A student who pursues ethical
and sustainable principles and values. This
student is strongly attracted to employers
whose mission and vision are in line with
his/her own principles and standards.
HUNTER: A student who focuses on
monetary aspects. This student chases
financially lucrative and competitive jobs.
CAREERIST: A student who continuously
wants to develop. This type of student wants
to follow a promising career path within a
prestigious and meritocratic environment.
ENTREPRENEUR: A student who
appreciates working in an evolving
environment, in which he/she can solve
changing and challenging problems.
HARMONISER: A student who prefers a
stable work environment that is
characterised by a respectful and balanced
management philosophy.
11universumglobal.com
What is their career profile?
Total
c
12universumglobal.com
Who are their Top IDEAL Employers?
Business Students
Employer
2014
Ranking
Change from
2013
Employer
2014
Ranking
Change from
2013
Google 1 - Apple 11 5
Singapore Airlines 2 - DBS 12 1
J.P. Morgan 3 2 OCBC Bank 13 4
PwC (PricewaterhouseCoopers) 4 -1 Bank of America Merrill Lynch 14 9
EY (Ernst & Young) 5 -1 Unilever 15 6
Walt Disney Company 6 3 Resorts World Sentosa (Universal Studios) 16 4
Goldman Sachs 7 -1 Procter & Gamble (P&G) 17 -7
KPMG 8 - Citi 18 -
Barclays 9 -2 Marina Bay Sands 19 -4
Deloitte 10 2 Monetary Authority of Singapore (MAS) 20 -6
Full Singapore Top 100 Ideal Employers Ranking @ http://universumglobal.com/ideal-employer-rankings/student-surveys/singapore/singapore-top-100-ideal-employers-2014/
c
13universumglobal.com
Who are their Top IDEAL Employers?
Engineering & Natural Science Students
Employer
2014
Ranking
Change from
2013
Employer
2014
Ranking
Change from
2013
Singapore Airlines 1 3 Defence Science & Technology Agency 11 -5
Google 2 - Procter & Gamble 12 2
A*STAR 3 -2 Microsoft 13 -1
Rolls-Royce 4 1 Boeing 14 3
ExxonMobil 5 -2 Singapore Technologies Engineering 15 -2
Ministry of Education (MOE) 6 2 Samsung 16 3
Shell 7 -1 Defence Science Organisation (DSO) 17 -7
Apple 8 1 Ministry of Health (MOH) 18 -10
GSK (GlaxoSmithKline) 9 -2 Pfizer 19 5
Keppel Corporation 10 - 3M 20 -
Full Singapore Top 100 Ideal Employers Ranking @ http://universumglobal.com/ideal-employer-rankings/student-surveys/singapore/singapore-top-100-ideal-employers-2014/
c
14universumglobal.com
Who are their Top IDEAL Employers?
IT Students
Employer
2014
Ranking
Change from
2013
Employer
2014
Ranking
Change from
2013
Google 1 - Accenture 11 -3
Microsoft 2 - DBS 12 -1
Apple 3 - OCBC Bank – Mover & Shaker 13 32
Facebook 4 - SAP 14 new
Samsung 5 2 Sony 15 1
IBM 6 -1 Resorts World Sentosa (Universal Studios) 16 9
Singapore Airlines 7 -1 J.P. Morgan 17 -5
Walt Disney Company – Mover & Shaker 8 14 Marina Bay Sands – Mover & Shaker 18 26
Intel 9 1 SingTel 19 1
Citi 10 5 A*STAR 20 6
15universumglobal.com
How do they want to find out about Employers?
Print (76%)
Digital (86%)
In-person (75%)
Other (56%)
49%
47%
44%
36%
36%
36%
35%
35%
33%
32%
32%
32%
31%
30%
29%
27%
27%
25%
23%
23%
Career fairs
Employer websites
Social networks/communities
Career guides/books
TV advertisements
Career guidance websites
Career magazines for students
News print media advertisements
University press & student organisation publications
Recruitment brochures
Outdoor/billboard advertisements
News websites advertisements
Lectures/case studies as part of curriculum
Employer presentations on campus
Professional networks/communities
Advertisements in lifestyle magazines & other periodicals
Job boards
Advertisements in business magazines
Targeted emails
Employer-sponsored events
Students rely more and more
heavily on digital channels to
discover employers. It is
ESSENTIAL that your online
presence is Spot-On!
Fortunately these are also
most cost effective!
16universumglobal.com
How do they want to find out about Employers?
Most used devices to interact with employers:
of the students use a mobile device
today when interacting with online
communities for career purposes.
46%
Most Prevalent Career/Job Apps:
19%
%of the students use
career/job related apps
Computer
Smartphone
Tablet
Other
51%
38%
9%3%
Rise of Social Networks/Communities
17universumglobal.com
91%
68%
53%
43%
42%
26%
16%
16%
10%
9%
Facebook
YouTube
Instagram
LinkedIn
Twitter
Google+
Tumblr
Online network/community from my
university/career center
Pinterest
Weibo
Which Social Network/Community do they use most?
18universumglobal.com
Context in which Facebook is used by studentsHow often do students visit Facebook?
23minutes
Average time
spent per visit
Career purposes only
Both social and career purposes
Social purposes only
36%
39%
12%
8%
4%
2%
I’m constantly checking this
network
Several times per day
Once a day
A couple of times a week
A couple of times a month
More seldom
0%
45%
55%
Do they really use Facebook for career purposes?
19universumglobal.com
Do they really use Facebook for career purposes?
62%
Students looking for
employers on Facebook
Employers approaching
students on Facebook
52%
38%
How do students feel about it?
of the students have searched
for information about employers
through Facebook
of the students are following
employers on Facebook
of the students have received information
from employers on Facebook
I like it very much
I like it somewhat
I dislike it somewhat
I dislike it very much
24%
70%
6%1%
Generation Next.
How will you attract them to your organization?
Marielle Reussink
Head of Activation Solutions APAC
marielle.reussink@universumglobal.com

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Universum Top Ideal Employers Survey Results Singapore 2014

  • 1. Generation Next. What is it that they want from their future? Universum Top 100 Ideal Employers Student Survey Singapore 2014
  • 2. 2universumglobal.com UNIVERSUM is the global leader in Employer Branding and Talent Research. For the past 26 years we have been helping the world’s leading companies to strengthen their Employer Brands. We work with more than 1.200 clients, including the majority of Fortune 100 companies, and more than 1.800 top universities across the world. OUR MISSION: Through our research, strategic consulting and activation solutions we want to create a meeting place for higher education institutions, talent and employers. Every year we conduct the biggest global career expectations study, in which over 700,000+ Millenials tell us what they want from their future. These are the results from the study conducted from October 2013 to January 2014 in Singapore. Who we are
  • 3. 3universumglobal.com 140 000+ 665 000+Global Singapore APAC* 7 543 *Singapore, Hong Kong, China, Japan, India, Australia, Vietnam, Thailand, Indonesia, Malaysia Sample Population Who took part in the global Universum Top 100 Ideal Employers Student Survey 2014?
  • 4. 4universumglobal.com Sample Population 45% 21,4 55% 6,5 Average reported academic performance Year of graduation: Educational Institutions: • National University of Singapore • Nanyang Technological University • Singapore Management University • Singapore University of Technology & Design • Singapore Institute of Technology • Singapore Polytechnic • Nanyang Polytechnic • Ngee Ann Polytechnic • Temasek Polytechnic • INSEAD 3% 26% 24% 27% 18% 2% 0% 2013 2014 2015 2016 2017 2018 2019 or later Nationality: 81 % Singaporeans 19% Other Average age (years): Who took part in the Universum Top 100 Ideal Employers Student Survey Singapore 2014?
  • 5. Salary expectations p.a. Male vs. Female 37,905 41,597 5universumglobal.com Salary Expectations What do they expect to earn? Main Field of Study Salary in SGD p.a. Business/Commerce 39,134 Engineering/Natural Sciences 40,973 IT 41,740 Humanities/Social Sciences /Education 37,182 Law 55,967 Health/Medicine 38,674 SGD SGD
  • 6. 6universumglobal.com 25% 18% 14% 9% 9% 8% 9% 4% 5% 23% 18% 11% 9% 10% 9% 8% 6% 4% 18% 14% 13% 12% 10% 10% 9% 7% 6% 65% 50% 38% 30% 29% 27% 25% 18% 15% To have work/life balance To be secure or stable in my job To be dedicated to a cause or to feel that I am serving a greater good To be competitively or intellectually challenged To be a leader or manager of people To have an international career To be entrepreneurial or creative/innovative To be autonomous or independent To be a technical or functional expert Career Goals What do they want to achieve? First Choice Second Choice Third Choice
  • 7. 7universumglobal.com Preferred Industries What are their top 10 preferred industries? 29% 18% 17% 15% 14% 13% 12% 11% 10% 9% 8% 8% 7% 7% 6% 28% 13% 15% 14% 13% 12% 12% 12% 8% 10% 9% 7% 7% 6% 6% Banks Management and Strategy Consulting Media and Advertising Public Sector and Governmental Agencies Tourism Educational and Scientific Institutions Auditing and Accounting Engineering and Manufacturing Fashion, Accessories and Luxury Goods Health Care Services Pharmaceuticals and Biotechnology Energy Aerospace and Defence Non-Governmental Organisations (NGOs)/Non-Profit Organisations (NPOs) Fast Moving Consumer Goods Total 2014 Total 2013
  • 8. Why do they choose to work for certain employers? 8universumglobal.com The contents and demands of the job, including the learning opportunities provided by the job • Challenging work • Client interaction • Control over my number of working hours • Flexible working conditions • High level of responsibility • Opportunities for international travel/relocation • Professional training and development • Secure employment • Team-oriented work • Variety of assignments The monetary compensation and other benefits, now and in the future • Clear path for advancement • Competitive base salary • Competitive benefits • Good reference for future career • High future earnings • Leadership opportunities • Overtime pay/compensation • Performance-related bonus • Rapid promotion • Sponsorship of future education The attributes of the employer as an organisation • Attractive/exciting products and services • Corporate Social Responsibility • Environmental sustainability • Ethical standards • Fast-growing/entrepreneurial • Financial strength • Innovation • Inspiring management • Market success • Prestige EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS REMUNERATION & ADVANCEMENT OPPORTUNITIES The social environment and attributes of the workplace • A creative and dynamic work environment • A friendly work environment • Acceptance towards minorities • Enabling me to integrate personal interests in my schedule • Interaction with international clients and colleagues • Leaders who will support my development • Recognising performance (meritocracy) • Recruiting only the best talent • Respect for its people • Support for gender equality PEOPLE & CULTURE The Universum Drivers of Employer Attractiveness
  • 9. 9universumglobal.com Top 10 most important factors when choosing an employer endly work environment1. A friendly work environment nal training and development2. Professional training and development and dynamic work environment3. A creative and dynamic work environment High future earnings4. High future earnings ng performance (meritocracy)5. Recognising performance (meritocracy) ho will support my development6. Leaders who will support my development Secure employment7. Secure employment reference for future career8. Good reference for future career Respect for its people9. Respect for its people for international travel/relocation10. Opportunities for international travel/relocation 21% 26% 28% 26% Employer Reputation & Image People & Culture Job Characteristics Remuneration & Advancement Opportunities Importance of each Driver of Employer Attractiveness Why do they choose to work for certain employers? Drivers of Employer Attractiveness
  • 10. 10universumglobal.com What is their career profile? LEADER: A student who aims to be inspired and supported by management and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility. INTERNATIONALIST: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad. IDEALIST: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards. HUNTER: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs. CAREERIST: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment. ENTREPRENEUR: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems. HARMONISER: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.
  • 11. 11universumglobal.com What is their career profile? Total
  • 12. c 12universumglobal.com Who are their Top IDEAL Employers? Business Students Employer 2014 Ranking Change from 2013 Employer 2014 Ranking Change from 2013 Google 1 - Apple 11 5 Singapore Airlines 2 - DBS 12 1 J.P. Morgan 3 2 OCBC Bank 13 4 PwC (PricewaterhouseCoopers) 4 -1 Bank of America Merrill Lynch 14 9 EY (Ernst & Young) 5 -1 Unilever 15 6 Walt Disney Company 6 3 Resorts World Sentosa (Universal Studios) 16 4 Goldman Sachs 7 -1 Procter & Gamble (P&G) 17 -7 KPMG 8 - Citi 18 - Barclays 9 -2 Marina Bay Sands 19 -4 Deloitte 10 2 Monetary Authority of Singapore (MAS) 20 -6 Full Singapore Top 100 Ideal Employers Ranking @ http://universumglobal.com/ideal-employer-rankings/student-surveys/singapore/singapore-top-100-ideal-employers-2014/
  • 13. c 13universumglobal.com Who are their Top IDEAL Employers? Engineering & Natural Science Students Employer 2014 Ranking Change from 2013 Employer 2014 Ranking Change from 2013 Singapore Airlines 1 3 Defence Science & Technology Agency 11 -5 Google 2 - Procter & Gamble 12 2 A*STAR 3 -2 Microsoft 13 -1 Rolls-Royce 4 1 Boeing 14 3 ExxonMobil 5 -2 Singapore Technologies Engineering 15 -2 Ministry of Education (MOE) 6 2 Samsung 16 3 Shell 7 -1 Defence Science Organisation (DSO) 17 -7 Apple 8 1 Ministry of Health (MOH) 18 -10 GSK (GlaxoSmithKline) 9 -2 Pfizer 19 5 Keppel Corporation 10 - 3M 20 - Full Singapore Top 100 Ideal Employers Ranking @ http://universumglobal.com/ideal-employer-rankings/student-surveys/singapore/singapore-top-100-ideal-employers-2014/
  • 14. c 14universumglobal.com Who are their Top IDEAL Employers? IT Students Employer 2014 Ranking Change from 2013 Employer 2014 Ranking Change from 2013 Google 1 - Accenture 11 -3 Microsoft 2 - DBS 12 -1 Apple 3 - OCBC Bank – Mover & Shaker 13 32 Facebook 4 - SAP 14 new Samsung 5 2 Sony 15 1 IBM 6 -1 Resorts World Sentosa (Universal Studios) 16 9 Singapore Airlines 7 -1 J.P. Morgan 17 -5 Walt Disney Company – Mover & Shaker 8 14 Marina Bay Sands – Mover & Shaker 18 26 Intel 9 1 SingTel 19 1 Citi 10 5 A*STAR 20 6
  • 15. 15universumglobal.com How do they want to find out about Employers? Print (76%) Digital (86%) In-person (75%) Other (56%) 49% 47% 44% 36% 36% 36% 35% 35% 33% 32% 32% 32% 31% 30% 29% 27% 27% 25% 23% 23% Career fairs Employer websites Social networks/communities Career guides/books TV advertisements Career guidance websites Career magazines for students News print media advertisements University press & student organisation publications Recruitment brochures Outdoor/billboard advertisements News websites advertisements Lectures/case studies as part of curriculum Employer presentations on campus Professional networks/communities Advertisements in lifestyle magazines & other periodicals Job boards Advertisements in business magazines Targeted emails Employer-sponsored events Students rely more and more heavily on digital channels to discover employers. It is ESSENTIAL that your online presence is Spot-On! Fortunately these are also most cost effective!
  • 16. 16universumglobal.com How do they want to find out about Employers? Most used devices to interact with employers: of the students use a mobile device today when interacting with online communities for career purposes. 46% Most Prevalent Career/Job Apps: 19% %of the students use career/job related apps Computer Smartphone Tablet Other 51% 38% 9%3%
  • 17. Rise of Social Networks/Communities 17universumglobal.com 91% 68% 53% 43% 42% 26% 16% 16% 10% 9% Facebook YouTube Instagram LinkedIn Twitter Google+ Tumblr Online network/community from my university/career center Pinterest Weibo Which Social Network/Community do they use most?
  • 18. 18universumglobal.com Context in which Facebook is used by studentsHow often do students visit Facebook? 23minutes Average time spent per visit Career purposes only Both social and career purposes Social purposes only 36% 39% 12% 8% 4% 2% I’m constantly checking this network Several times per day Once a day A couple of times a week A couple of times a month More seldom 0% 45% 55% Do they really use Facebook for career purposes?
  • 19. 19universumglobal.com Do they really use Facebook for career purposes? 62% Students looking for employers on Facebook Employers approaching students on Facebook 52% 38% How do students feel about it? of the students have searched for information about employers through Facebook of the students are following employers on Facebook of the students have received information from employers on Facebook I like it very much I like it somewhat I dislike it somewhat I dislike it very much 24% 70% 6%1%
  • 20. Generation Next. How will you attract them to your organization? Marielle Reussink Head of Activation Solutions APAC marielle.reussink@universumglobal.com