This article includes selected data from the Universum Student Survey conducted Spring 2013. Over 65,000 graduating college seniors from across the country responded to this survey.
- To have work/life balance (62%)
- To be secure or stable in my job (57%)
- To be dedicated to a cause or to feel that I am serving a greater good (49%)
Changes over the years to these values: Since the Great Recession, the desire for security and stability has increased. The interest in being “entrepreneurial or creative/innovative” has increased substantially.
What are students looking at when examining potential employers?
- Attractive/exciting products and services
- Corporate Social Responsibility
- Environmental sustainability
- Ethical standards
Students are keen on organizational culture, and note these characteristics as most desirable –
- Creative and dynamic work environment
- Friendly work environment
- Acceptance towards minorities
- Enabling me to integrate personal interests in my schedule
- Interaction with international clients/colleagues
- Leaders who will support my development
Most attractive Job Characteristics:
- Challenging work
- Client interaction
- Control over my number of working hours
- Flexible working conditions
- High level of responsibility
Once again, as in other surveys, the opportunity for career advancement leads over high salary.
Where and how students would like to find more information about employers:
- Career/Job Fairs (47%)
- Presentations on campus (44%)
- Employer –sponsored events (38%)
- Employer websites
- Social networks
- Job Boards
Note, the top three involve in-person interactions with employers!
The Take-Aways for college recruiting:
- Know your target audience and what motivates them
- Determine your value proposition, what differentiates you from your competition
- Find ways to integrate the personal touch, in-person interactions
- Ensure that you are sincere in your messaging
Bottom Line – you can’t be what you’re not, you can’t be all things to all people, but if you can find ways to communicate with college candidates in person to describe your culture, and what could make you an employer-of-choice, you will be doing well!
Questions about this Universum survey report can be directed to John Flato, firstname.lastname@example.org