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Universum STUDENT survey 2013 University Report | Middle East Edition American University of Beirut | Business/Commerce. WWW.UNIVERSUMGLOBAL.COM. About Universum. 2013 | Middle East | Students | Business/Commerce.

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  1. Universum STUDENT survey 2013 University Report | Middle East EditionAmerican University of Beirut | Business/Commerce WWW.UNIVERSUMGLOBAL.COM

  2. About Universum 2013 | Middle East | Students | Business/Commerce With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks. Universum annually conducts quantitative and qualitative research with over 400.000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers. Universum’s unique global reach ensures the comparability of research results across markets. We partner with more than 1.700 of the top academic institutions in the world. Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights. For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies. Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.

  3. Our clients and media partners 2013 | Middle East | Students | Business/Commerce Some of the world’s most attractive employers Some of the world’s most trusted publishers

  4. What we cover in the report 2013 | Middle East | Students | Business/Commerce • 6. APPENDIX • Additional data on topics covered in previous sections. • 1. KEY BACKGROUND DATA • An overview of the groups covered in this report and presents key background information about the samples. • 2. CAREER PREFERENCESFind out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique. • 5. SUMMARY • A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students. • 4. UNIVERSITY PERCEPTION • Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university. • 3. EMPLOYER PREFERENCES • Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.

  5. Table of contents 2013 | Middle East | Students | Business/Commerce APPENDIX KEY BACKGROUND DATA SUMMARY CAREER PREFERENCES EMPLOYER PREFERENCES UNIVERSITY PERCEPTION • KEY BACKGROUND DATAAn overview of the groups covered in this report and presents key background information about the samples.

  6. Field period: April to August 2013 Students participate annually in Universum’s global career research. 400 000+ • Global Participating students from 12 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”. 1 053 • Middle East Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”. 182 • Your university The comparisons in this report are based on: Business/Commerce University reports can be based on the total number of respondents from all main fields of study, or may be specific to a main field of study. This particular report is specific to: Business/Commerce. Groups in this report 2013 | Middle East | Students | Business/Commerce

  7. About the Universum Student Survey and the target group 2013 | Middle East | Students | Business/Commerce METHODOLOGY THIS REPORT • The Questionnaire • Created based on 25 years of experience, extensive research within HR, focus groups and communication with both our clients and students. • Global perspective - local insight. 12 Educational institutions 30% 70% • Data collection • Conducted via an exclusive survey, distributed via university contacts, the Universum Panel and local partners. 1 053 all business/commerce students in the survey • Field period • April to August 2013 • STATISTICAL ANALYSIS • In order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets. • 4 085 • Total number of • respondents in the survey

  8. What is the highest academic degree you are currently pursuing? Degree 2013 | Middle East | Students | Business/Commerce

  9. What is your major(s)/main area(s) of study? Areas of study | Business 2013 | Middle East | Students | Business/Commerce

  10. Target group | Students’ characteristics 2013 | Middle East | Students | Business/Commerce American University of Beirut All universities Average age (years): 19,7 Average age (years): 21,9 Averageacademic performance: Averageacademic performance: 43% 57% 30% 70% 7,8 7,6 out of 10 out of 10 Year of graduation: Year of graduation:

  11. Table of contents 2013 | Middle East | Students | Business/Commerce APPENDIX KEY BACKGROUND DATA SUMMARY CAREER PREFERENCES EMPLOYER PREFERENCES UNIVERSITY PERCEPTION • CAREER PREFERENCESFind out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.

  12. American University of Beirut All universities 1 686 1 244 EUR EUR Total What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? Expected monthly salary 2013 | Middle East | Students | Business/Commerce

  13. American University of Beirut 1 159 EUR Female 1 365 EUR Male What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? What is your gender? Expected monthly salary 2013 | Middle East | Students | Business/Commerce

  14. All universities 1 405 EUR Female 1 828 EUR Male What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? What is your gender? Expected monthly salary 2013 | Middle East | Students | Business/Commerce

  15. Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives. Career goals 2013 | Middle East | Students | Business/Commerce

  16. 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 • 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 EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS • 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 • Recognisingperformance (meritocracy) • Recruiting only the best talent • Respect for its people • Support for gender equality • 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 • PEOPLE & CULTURE • REMUNERATION & ADVANCEMENT OPPORTUNITIES This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students. The Universum Drivers of Employer Attractiveness 2013 | Middle East | Students | Business/Commerce

  17. American University of Beirut All universities Employer Reputation & Image Job Characteristics People & Culture Remuneration & Advancement Opportunities How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives. This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness. Students’ top 10 preferences 2013 | Middle East | Students | Business/Commerce

  18. Table of contents 2013 | Middle East | Students | Business/Commerce APPENDIX KEY BACKGROUND DATA SUMMARY CAREER PREFERENCES EMPLOYER PREFERENCES UNIVERSITY PERCEPTION • EMPLOYER PREFERENCESUnderstand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.

  19. In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives. Most preferred industries 2013 | Middle East | Students | Business/Commerce

  20. American University of Beirut | Business/Commerce Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 20 2013 | Middle East | Students | Business/Commerce

  21. American University of Beirut | Business/Commerce Please select five employers from the list below for which you would most like to work - your five Ideal Employers Have you or will you apply to these employers? Potential Applicants’ Ranking | Top 10 2013 | Middle East | Students | Business/Commerce

  22. Through which channels have you learnt about these employers? Please select as many alternatives as applicable. Actual communication channels | Top 10 2013 | Middle East | Students | Business/Commerce

  23. Table of contents 2013 | Middle East | Students | Business/Commerce APPENDIX KEY BACKGROUND DATA SUMMARY CAREER PREFERENCES EMPLOYER PREFERENCES UNIVERSITY PERCEPTION • UNIVERSITY PERCEPTIONGet feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.

  24. American University of Beirut All universities Yes No Yes No Have you used the career services office at your college or university? Career Services | Usage 2013 | Middle East | Students | Business/Commerce

  25. Average satisfaction: American University of Beirut 7,1 All universities 6,7 American University of Beirut All universities POOR EXCELLENT How would you rate the career services offered at your college or university? Career Services | Feedback 2013 | Middle East | Students | Business/Commerce

  26. American University of Beirut Online On campus events Personal counselling Which of these career services are most important to you? Career Services | Importance 2013 | Middle East | Students | Business/Commerce

  27. All universities Online On campus events Personal counselling Which of these career services are most important to you? Career Services | Importance 2013 | Middle East | Students | Business/Commerce

  28. Which of the following were the most integral factors in choosing your college or university? Factors affecting university choice 2013 | Middle East | Students | Business/Commerce

  29. American University of Beirut 60% of your students would choose American University of Beirut if they made the choice again. 40% would choose another university. The most preferred are presented in the table. If you could begin your studies again at any college or university, which would you choose? If students could begin their studies again | Preferred universities 2013 | Middle East | Students | Business/Commerce

  30. The table presents universities with the highest percentage of their students selecting “Current college or university” in this question If you could begin your studies again at any college or university, which would you choose? If students could begin their studies again | Current college or university 2013 | Middle East | Students | Business/Commerce

  31. Which attributes do you perceive as the most attractive? Most attractive university attributes 2013 | Middle East | Students | Business/Commerce

  32. American University of Beirut Please write the first word that comes to mind when thinking of your college or university. Top of mind association 2013 | Middle East | Students | Business/Commerce

  33. Average score: American University of Beirut 8,3 All universities 7,6 American University of Beirut All universities VERY UNLIKELY VERY LIKELY Based on your experiences, how likely would you be to recommend your college or university to a friend or family member? University recommendations 2013 | Middle East | Students | Business/Commerce

  34. Table of contents 2013 | Middle East | Students | Business/Commerce APPENDIX KEY BACKGROUND DATA SUMMARY CAREER PREFERENCES EMPLOYER PREFERENCES UNIVERSITY PERCEPTION • SUMMARYA summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.

  35. American University of Beirut • Top 3 most used communication channels: • Career fairs • Employer websites • Social networks/communities Average age (years): 19,7 • Top 3 career profiles: • Leader • Entrepreneur • Idealist • Top 3 industries: • Management and Strategy Consulting • Banks • Media and Advertising 43% 57% • Top 5 most attractive attributes: • Professional training and development (Job Characteristics) • A creative and dynamic work environment (People & Culture) • Leaders who will support my development (People & Culture) • High future earnings (Remuneration & Advancement Opportunities) • Leadership opportunities (Remuneration & Advancement Opportunities) Average expected monthly salary: 1 244 EUR • Top 3 career goals: • To be entrepreneurial or creative/innovative • To have an international career • To have work/life balance This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research. Quick facts about student’s career preferences 2013 | Middle East | Students | Business/Commerce

  36. All universities • Top 3 most used communication channels: • Social networks/communities • Career fairs • Employer websites Average age (years): 21,9 • Top 3 career profiles: • Leader • Entrepreneur • Idealist • Top 3 industries: • Banks • Management and Strategy Consulting • Auditing and Accounting 30% 70% • Top 5 most attractive attributes: • A friendly work environment (People & Culture) • Professional training and development (Job Characteristics) • Respect for its people (People & Culture) • A creative and dynamic work environment (People & Culture) • Leaders who will support my development (People & Culture) Average expected monthly salary: 1 686 EUR • Top 3 career goals: • To be entrepreneurial or creative/innovative • To have work/life balance • To have an international career This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research. Quick facts about student’s career preferences 2013 | Middle East | Students | Business/Commerce

  37. Table of contents 2013 | Middle East | Students | Business/Commerce APPENDIX KEY BACKGROUND DATA SUMMARY CAREER PREFERENCES EMPLOYER PREFERENCES UNIVERSITY PERCEPTION • APPENDIXAdditional data on topics covered in previous sections.

  38. 2013 | Middle East | Students | Business/Commerce Appendix RESEARCH BACKGROUND QUESTIONS PREFERRED EMPLOYERS CAREER PROFILES

  39. Which educational institution do you attend? The group “All universities” is represented by the sample of students from these universities with the respective number of respondents in percentages covered in this report . These respondent percentages are weighted according to the actual population of students at these universities. All universities (1/1) 2013 | Middle East | Students | Business/Commerce

  40. 2013 | Middle East | Students | Business/Commerce Appendix RESEARCH BACKGROUND QUESTIONS PREFERRED EMPLOYERS CAREER PROFILES

  41. American University of Beirut | Business/Commerce All universities | Business/Commerce • 1. Google (32,01%) • 2. Saudi Aramco (22,81%) • 3. SABIC (13,85%) • 4. Microsoft (11,61%) • 5. Procter & Gamble (11,56%) • 6. Zain (9,20%) • 7. Ernst & Young (8,98%) • 8. KPMG (8,64%) • 9. HSBC (7,68%) • 10. Nestlé (7,61%) • 1. Google (31,21%) • 2. Ernst & Young (26,75%) • 3. Booz & Company (23,57%) • 4. Nestlé (21,66%) • 5. Procter & Gamble (20,38%) • 6. Deloitte (19,75%) • 7. McKinsey & Company (18,47%) • 8. The Boston Consulting Group (14,65%) • 9. Johnson & Johnson (14,01%) • 9. PwC (14,01%) Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 10 2013 | Middle East | Students | Business/Commerce

  42. 2013 | Middle East | Students | Business/Commerce Appendix RESEARCH BACKGROUND QUESTIONS DRIVERS OF EMPLOYER ATTRACTIVENESS PREFERRED EMPLOYERS CAREER PROFILES

  43. 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. • 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. • Entrepreneur: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems. • Internationalist: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad. • Harmoniser: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy. • Leader: A student who has an inspiring attitude and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility. • Hunter: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs. The Universum Career Profiles are based on the attributes that students select as most important. Universum Career Profiles 2013 | Middle East | Students | Business/Commerce

  44. American University of Beirut All universities Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives. The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix. Universum Career Profiles 2013 | Middle East | Students | Business/Commerce

  45. Universum Career Profiles 1/2 2013 | Middle East | Students | Business/Commerce The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached. • careerist • Prestige (3) • Recruiting only the best talent (3) • Clear path for advancement (3) • Market success (1) • Professional training and development (1) 12 out of 21 points • Sponsorship of future education (2) • Rapid promotion (3) • Recognizing performance (meritocracy) (2) • Good reference for future career (3) • Variety of assignments (1) • Innovation (2) • Attractive/exciting products and services (1) • Entrepreneur • Fast-growing/entrepreneurial (3) • A creative and dynamic workenvironment (3) • Challenging work (1) 6 out of 11 points • Harmoniser • Respect for its people (2) • Enabling me to integrate personal interests in my schedule (3) • Team-oriented work (1) • Secure employment (2) • Control over my number of working hours (3) • Flexible working conditions (3) • Overtime pay/compensation (1) 7 out of 15 points

  46. Universum Career Profiles 2/2 2013 | Middle East | Students | Business/Commerce • hunter • Competitive base salary (3) • High future earnings (3) • Performance-related bonus (2) • Competitive benefits (1) • Client interaction (1) • Financial strength (1) 6 out of 11 points • idealist • A friendly work environment (1) • Ethical standards (3) • Corporate Social Responsibility (3) • Environmental sustainability (3) • Support for gender equality (2) • Acceptance towards minorities (2) 6 out of 14 points • Internationalist • Opportunities for international travel/relocation (3) • Interaction with international clients and colleagues (3) 6 out of 6 points • High level of responsibility (2) • Inspiring management (2) • leader • Leadership opportunities (3) • Leaders who will support my development (3) 5 out of 10 points

  47. Introduction and background OUR APPROACH TO STRATEGIC BRANDING of higher education institutions • What is important and relevant to your target groups? What makes a college/university attractive? How are you currently perceived by different target groups? • Are your activities effectively building a strong brand? Are you satisfied with how you are perceived internally and externally? • How can you improve your university website and other marketing material (ads, brochures, posters, etc)? Is your intended message being communicated effectively? • What impressions do current students, employees and/or employer partners have? What are the perceived strengths and weaknesses? • How should you communicate the university/college offering to different target groups? What channels and which approaches are most effective for each group? • What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create a desired image of your college/university?

  48. Introduction and background Influence your brand in the right direction ALL HIGHER EDUCATION INSTITUTIONS HAVE A BRAND. Even if higher education institutions don’t actively control the brand, it exists and influences the opinions, actions and decisions of different groups. THE CORE OF THE BRAND IS THE UVP. To influence the brand, universities/colleges need a Unified Value Proposition (UVP) that is attractive, true, credible, distinct and sustainable. UVP THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE. Not only does a strong brand help attract future students, employees and/or partners, it also creates an internal identity, which increases loyalty, engagement as well as cultivates brand ambassadors. AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION. It is important that the UVP is developed using in-depth research about the relevant target groups, in order to create a compelling, sustainable and effective brand.

  49. TACK SÅ MYCKET ! Julie Giraud-Avril, EMEA Senior University Relations Manager Julie.giraud-avril@universum.se +33 1 82 00 97 46 WWW.UNIVERSUMGLOBAL.COM

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