University Report 2013 Asian Edition. Indonesia

Transcription

1 University Report 2013 Asian Edition

2 Disclaimer Copyright Potentialpark Communications AB All rights reserved. Disclaimer Reproduction of all or parts of the information contained in this report is prohibited without the permission of Potentialpark Communications AB. The report contains copyright material and other proprietary information, the rights to which must be respected. The report can only be used for internal purposes within your company / organization. No part of this publication may be reproduced, stored in a retrieval system, shared outside of your company / organization, or transmitted in any form without prior agreement with Potentialpark Communications AB. All Registered Trade Marks used in this document are declared to belong to their respective owner(s) The Potentialpark University Report 2013 Printed in Stockholm, Sweden, 2013 Due to the nature of any statistical survey or research where a large amount of material is gathered, processed and analyzed, errors may occur. Content may be changed or updated without notice. Potentialpark works to the best of its abilities to achieve the desired outcome following known research methodology and procedures. Potentialpark will not bear the responsibilityfororbeliableforanycosts,lossesordamages incurred, or for any claims from third parties as a result of such errors or changes. 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. University Report - - Potentialpark Proprietary and Confidential 2

3 Table of contents Thank you 4 Applying Online 38 About Potentialpark 7 Applying online: multi-channels 39 About us 8 Information sources about employers on the internet 40 Research themes 9 Preferred places to interact with employers online 41 OTaC - Online Talent Communication 10 Reasons to visit a company's career website 42 Research process 11 Biggest frustrations when looking for jobs 43 Top 30 rankings Biggest frustrations with online application forms 44 Career experiences and preferences 17 Number of times students have applied via an online form 45 Career experience 18 The jobseekers voices 46 Perceptions about career chances after graduation 20 Social media and mobile recruiting 48 Career options that students are interested in 21 Social media: show the reality 49 Preferred industries 22 Top 7 platforms used at least once a week 50 Preferred job functions 23 Career experience on social networks 51 Most important characteristics of an ideal role 24 Career experience on professional networks 52 Most important features of a preferred employer 25 Advantages when interacting with employers on social networks 53 Most important elements of compensation and benefits 26 The jobseekers voices on social media 54 Most important aspects of a preferred work environment 27 Mobile recruiting: Employers need to catch up 55 Campus events and career activities 29 Do students use mobile internet for career activities? 56 Sources to find career information 30 Would students use a mobile career website/app? 57 Campus sources to find career information 31 The jobseekers voices on mobile recruiting 58 Campus events 32 References 60 University career service centers 36 Global demographics 61 University list (Europe) 62 University Report - - Potentialpark Proprietary and Confidential 3

4 Thank you! Your contribution is the key to success Potentialpark s annual study helps companies to understand job seekers expectations on companies career websites, social network communication, and mobile recruiting and their preferences regarding interaction with employers. Therefore, the input from your students is of utmost importance to us. Through your effort we can successfully help companies to improve and better fulfill your students needs when it comes to career planning. We know that companies listen and learn from what we tell them. Your efforts pay back in making the virtual meeting between students and employers a better experience. By sending you this University Report we want to thank you. We also want to share the results of our study and give some interesting insights into the fast moving development of career websites, social media, mobile recruiting, and campus activities. We hope that you find the results interesting and we are looking forward to continuing our cooperation for the Online Talent Communication 2014 study. Sharing the results As key players in the relationship between employers and students we encourage universities to share this report with both these groups, and especially with recruiters and companies. The more the employers are aware of students expectations, the better the communication will become. The results of the Online Talent Communication study are presented every year in the media throughout the world: LeFigaro, Spiegel Online, The Wall Street Journal, and The Financial Times, among others, show a great interest and have recently published articles with the results of the Online Talent Communication study. Please visit to find the links. Feedback to participating students We will share the results of the study with all the students who responded and indicated that they are interested in the results. This way we hope to give something back to those who contributed to our research with valuable input. However, we believe that the best we can do to value this input is to communicate the students preferences and priorities to companies. This will make sure that the students voice is heard and affects the next generation of career websites and other communication channels as it has happened many times before. Disposition of the report In the first chapter you will learn more about Potentialpark, the research projects, and this year s rankings regarding the different channels of Online Talent Communications. The following chapters are dedicated to insights focusing on students career experiences and preferences, campus activities and students preferences when using the university s resources to gather career information and to get in contact with potential employers. We also present key findings of the OTaC In the reference section, you will find demographics of the respondents and a list of all participating universities in this year s study. At the end of the report, you will be informed of the main areas with which we can collaborate further.. University Report - - Potentialpark Proprietary and Confidential 4

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7 About Potentialpark

8 About us Since 2002, Potentialpark has been monitoring the information-gathering, decision-making and application processes of jobseekers worldwide and helping employers to communicate better with students and graduates. We cooperate with 900 universities, business schools and technical institutions worldwide, sharing our research insights with them. University Report - - Potentialpark Proprietary and Confidential 8

9 Research themes The OTaC 2013 project consists of quantitative and representative studies on different Online Talent Communication channels, including the TEWeB (Career Websites), APOLLO (Online Application System), S-Com (Social Network Communication), and M-Com (Mobile Recruiting) reports. The data in these studies come from two sources: A survey with a representative number of students and graduates from top schools. The goal of the survey is to measure jobseekers preferences and priorities with respect to online recruitment. The development of jobseekers acceptance and preferences regarding social media How jobseekers use their mobile phones to access career-related information Differences in jobseeker s behavior on various channels Jobseekers advices on employers activities Audits of career websites, online application systems, social/professional network career profiles, and mobile career websites/apps of the most active and attractive employers. Combining these two factors, i.e. jobseekers preferences and the companies performance, Potentialpark makes an accurate analysis of companies Online Talent Communication channels to help employers to communicate better with their target group. During the last ten years, Potentialpark has conducted intensive studies about companies career websites and online application systems. In addition, during the recent years, Potentialpark has been closely monitoring developments in the areas of Social Media and Mobile Recruitment. The purpose of these studies is to illustrate the following: University Report - - Potentialpark Proprietary and Confidential 9

10 OTaC Online Talent Communication Potentialpark s official annual rankings Benchmarking employers' talent communication across all major online channels worldwide OTaC Online Talent Communication Channels Career Website Online Application Social Network Mobile Communication Solutions TEWeB Top Employer Web Benchmark APOLLO Applying Online and Loving It S-Com Social Network Communication M-Com Mobile Recruiting Communication Editions Germany, Asia, Europe, France, Poland, United Kingdom, USA University Report - - Potentialpark Proprietary and Confidential 10

11 Research process Company Representative Survey Objective Web Audits TEWeB APOLLO S-Com M-Com Reports University Report September- November October- November February April University Report - - Potentialpark Proprietary and Confidential 11

12 Top 30 rankings 2013: AS OTaC Online Talent Communication Rank Company Score Diff. 1 Allianz Roche Accenture Intel Continental Shell Dell Reckitt Benckiser Siemens Ernst & Young HP J.P. Morgan Deloitte Credit Suisse Oracle GE Deutsche Bank Microsoft Unilever DHL Adobe Systems IBM ING Procter & Gamble Bosch Booz allen Hamilton PwC L'Oréal Bayer BNP Paribas Explanation The tables on this page and the following two pages present the top 30 rankings per study. Rank Score Diff. ATS Providers Position within the study Score of the company Evolution of the ranking position since last year where available The companies that provide the services to the Application Tracking System University Report - - Potentialpark Proprietary and Confidential 12

13 Top 30 rankings 2013: AS TEWeB Top Career Websites Rank Company Score Diff. 1 Allianz Accenture Intel Shell Continental Roche Credit Suisse J.P. Morgan Deloitte Ernst & Young Bosch Reckitt Benckiser Adobe Systems Dell Deutsche Bank Siemens Bayer Bank of America ML Goldman Sachs UBS Unilever PwC Oracle Henkel Booz allen Hamilton Vestas Schneider Electric DHL Wipro Infineon APOLLO Top Online Application Systems Rank Company ATS Provider Score Diff. 1 Roche Oracle - Taleo DHL Oracle - Jobpartners Allianz SAP Intel Oracle - Taleo Continental Homegrown / Other Philips Oracle - Taleo Ernst & Young Oracle - Taleo Bosch SAP HP Oracle - Taleo Siemens SAP - SuccessFactors Reckitt Benckiser Oracle - Taleo Shell Jobstreet Deloitte Oracle - Taleo Vestas Oracle - Taleo Infineon Homegrown / Other Henkel Oracle - Jobpartners Booz allen Hamilton Oracle - Taleo Schneider Electric Oracle - Taleo Unilever Homegrown / Other ABB SAP Accenture Oracle - Taleo HSBC Oracle - Taleo Dell Oracle - Taleo Bayer SAP Morgan Stanley Homegrown / Other UBS Kenexa - Brassring Goldman Sachs WCN Adobe Systems Oracle - Taleo Standard Chartered WCN Evonik Oracle - Jobpartners University Report - - Potentialpark Proprietary and Confidential 13

14 Top 30 rankings 2013: AS S-Com Top Facebook career page Rank Company Score Diff. 1 Accenture Roche GE Allianz HP Oracle Microsoft Dell Reckitt Benckiser Deutsche Bank Intel IBM 379 New 13 Cisco Infosys ING 351 New 16 Wipro L'Oréal Procter & Gamble Siemens 304 New 20 J.P. Morgan Continental 294 New 22 Hyundai PwC Unilever 234 New 25 KPMG 226 New 26 Adobe Systems Deloitte 200 New 28 BNP Paribas Volvo Car Corporation Standard Chartered 171 New M-Com Top mobile Recruiting (Global) Rank Company Score Diff. 1 Orange PepsiCo Credit Suisse Sodexo Accenture US KPMG Accenture Germany New 8 Daimler Shell New 10 Fresenius ThyssenKrupp Jaguar Land Rover New 13 Barclays UPS Allianz New 16 GE Raytheon Accenture France New 19 AT&T Buro Happold New 21 Grant Thornton New 22 Armée de Terre Datev Google New 25 Cummins New 26 Rolls-Royce New 27 EADS New 28 Altria Accor New 30 SAP Germany New University Report - - Potentialpark Proprietary and Confidential 14

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17 Career Experience and Preferences

18 Career experience Study abroad: Extracurricular activities: Less than 6 months 7% 18% Less than 6 months 12% 23% 6 months-1 year 1-2 years 4% 9% 4% 8% AS 6 months-1 year 1-2 years 9% 13% 14% 13% AS More than 2 years 5% 9% More than 2 years 35% 58% None 56% 81% None 8% 16% Almost half of the Asian students have an international study experience, but most of them have been studying abroad for less than 6 months. 84% of students and graduates have been engaged in extracurricular activities at their universities, and one third of them have been active for longer than 2 years. University Report - - Potentialpark Proprietary and Confidential 18

19 Career experience Work experience in my country: Work experience abroad: Less than 6 months 33% 42% Less than 6 months 8% 20% 6 months-1 year 1-2 years More than 2 years 14% 15% 14% 14% 10% 25% AS 6 months-1 year 1-2 years More than 2 years 3% 7% 3% 5% 2% 5% AS None 12% 20% None 64% 84% While the vast majority of respondents declared that they have work experience from their home country, less than one third have been working abroad. University Report - - Potentialpark Proprietary and Confidential 19

20 Perceptions about career chances after graduation Good 61% 79% Not so good 15% 24% AS I don't know 6% 15% Most of Asian students think their chances on the job market are good, with the exception of China, where graduates have rather negative opinions about their chances on the job market. University Report - - Potentialpark Proprietary and Confidential 20

21 Career options that students are interested in Graduate / Trainee program 53% 77% Entry-level job 50% 56% Internship 27% 52% AS Experienced hire position 27% 29% Thesis work 9% 17% Most desired career options for freshly graduated students are internships, trainee programs and entry level positions. University Report - - Potentialpark Proprietary and Confidential 21

22 Preferred industries Management Consulting Advertising/Public Relations 6% 21% 20% 19% Education 13% 14% Arts/Culture/Fashion/Sports IT 7% 14% 15% 13% Energy/Natural Resources 11% 42% AS Public Sector 9% 11% Science 12% 11% Auditing/Accounting Investment Banking 8% 10% 9% 10% The choice of preferred industry depends a lot of student s field of study. Most popular industries among OTaC 2013 respondents were Management Consulting and Advertising/Public Relations. University Report - - Potentialpark Proprietary and Confidential 22

23 Preferred job functions Project management 32% 31% Marketing / PR / Internal communication 18% 25% Executive management 24% 27% Engineering Research & development 20% 19% 32% 53% Finance / accounting 16% 17% AS Education / Training 10% 16% Administration / Support Human resources 7% 11% 13% 14% Design 8% 10% When it comes to preferred job function, most students and graduates see themselves on the managerial position. University Report - - Potentialpark Proprietary and Confidential 23

24 Most important characteristics of an ideal role Chance to learn and develop personally 62% 69% Recognition for the work done 19% 50% Opportunities to work abroad 40% 60% Freedom of action / independence 25% 31% Chance to be promoted quickly 30% 39% AS Chance to take responsibility early on Coaching and mentoring programs Project-based work 21% 29% 35% 23% 25% 22% Most of tomorrow s job candidates would like a chance to learn and develop in their future role. Recognition and international mobility seem to also be an important factor for many jobseekers. University Report - - Potentialpark Proprietary and Confidential 24

25 Most important features of a preferred employer Good and trustworthy management 64% 79% Former employees speak well of it 14% 38% Company welcomes diversity (employees with various background) 37% 51% Company is international 27% 36% Market success prestigious industry and products 27% 31% 36% 28% AS High level of Corporate Social Responsibility (CSR) 28% 37% Media reports about the company are positive 16% 13% Recruiting only the best 11% 13% For many students and graduates good and trustworthy management is the most important feature of the future employer. Over the years it is also becoming more important for candidates that the former employees speak well about the company. University Report - - Potentialpark Proprietary and Confidential 25

26 Most important elements of compensation and benefits Support for further education 43% 44% Flexible working hours 24% 44% Attractive bonuses related to performance 37% 39% Health care coverage / insurance 39% 70% Company pays for overtime 29% 37% Company supports family life (e.g. options for parental leave, childcare) 30% 48% AS Sport and wellness programs 13% 17% Possibility to work from home 9% 16% Many vacation days Additional employee retirement plan 12% 15% 12% 10% Flexible working hours and possibility of further education are the benefits the new generation of jobseekers is looking for. University Report - - Potentialpark Proprietary and Confidential 26

27 Most important aspects of a preferred work environment Having good relationships with the colleagues 46% 61% Creative / innovative 43% 54% Having good relationships with the superiors 35% 42% Team-oriented Working in an international team 24% 27% 36% 35% Attractive workplace location 26% 23% AS Dynamic / fast-paced 25% 20% Competitive & challenging Informal 14% 15% 20% 31% Hierarchical 5% 4% The ideal work environment, according to the respondents of our survey, is a creative and innovative place with good relationships both between colleagues and with the superiors. University Report - - Potentialpark Proprietary and Confidential 27

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29 Campus Events and Career Activities

30 Sources to find career information Internet 95% 96% On Campus 54% 80% Friends and family 44% 50% AS Newspapers, magazines, print 42% 42% While other channels have their own strengths (more credible, personal, etc.), Internet is still used by almost all jobseekers. University Report - - Potentialpark Proprietary and Confidential 30

31 Campus sources to find career information Career service center website 69% 82% Campus events 62% 54% Career service center office 48% 65% Posters, flyers 49% 43% Student organization, Club, Union Ambassador of an employer 24% 30% 45% 40% AS Campus online discussion forums, groups 28% 42% Campus Magazine, TV, Radio 25% 23% None 0% 2% Career service centers are still the most important sources of career information, but online and office on campus. Events organized on campus are also interesting for students and graduates, and more than half of respondents declare that they get the information about companies during those events. University Report - - Potentialpark Proprietary and Confidential 31

32 Campus events Company presentations Workshops or seminars Attended and plan to continue 50% 69% Attended and plan to continue 45% 69% Not attended but plan to 15% 30% Not attended but plan to 14% 36% Not attended and don't plan to 1% 10% Not attended and don't plan to 2% 10% Attended and don't plan to continue 11% 15% Attended and don't plan to continue 9% 15% AS A vast majority of the students attended or plan to attend company presentations, workshops and seminars. University Report - - Potentialpark Proprietary and Confidential 32

33 Campus events Career fairs Business breakfast / lunch / dinner / coffee Attended and plan to continue 53% 69% Attended and plan to continue 22% 69% Not attended but plan to 14% 28% Not attended but plan to 14% 53% Not attended and don't plan to 2% 7% Not attended and don't plan to 2% 20% Attended and don't plan to continue 12% 15% Attended and don't plan to continue 5% 15% AS Even more respondents declare interest in career fairs, and would like to attend in them. Also, half of the jobseekers would like a chance to participate in business meetings organized on campus, like breakfast seminars, of lunch with an employer. University Report - - Potentialpark Proprietary and Confidential 33

34 Campus events Business games and challenges Open days at the companies Attended and plan to continue 20% 69% Attended and plan to continue 28% 69% Not attended but plan to 14% 47% Not attended but plan to 14% 56% Not attended and don't plan to 2% 25% Not attended and don't plan to 2% 10% Attended and don't plan to continue 8% 15% Attended and don't plan to continue 6% 15% AS With a majority of jobseekers wishing to attend business games and open days at companies, one might make a conclusion that there is not enough chances for most students to do so. University Report - - Potentialpark Proprietary and Confidential 34

35 Campus events Curriculum involvement (company runs course at the university) Attended and plan to continue 26% 69% Not attended but plan to 14% 52% Not attended and don't plan to 2% 15% AS Attended and don't plan to continue 7% 15% After analyzing the data about campus activities, it appears that Asian students are very active on campus, engaging themselves in many extracurriculum activities. University Report - - Potentialpark Proprietary and Confidential 35

36 University career service centers I have visited a career service center at my university 51% 82% AS I think my university offers enough career related events on campus 62% 72% Almost half of Asian students have visited a career service center at their university, and most of them think their universities offer enough events. University Report - - Potentialpark Proprietary and Confidential 36

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38 Global Key Findings 2012 Applying Online University Report

39 Applying online: multi-channels In a survey with more than 26,000 students and graduates worldwide and through audits of more than 2,000 online career presences, Potentialpark took a closer look at where employers meet talent online. This is Potentialpark s 11 th annual study on the theme. However, for the first time, it overarches 7 major communication channels. We see the dawn of a new era: Jobseekers are going multi-channel and employers are slowly following. The corporate career website continues to be the major hub for all online and offline activities. However, it is mainly a one-way road for information. Students and graduates feel at home on social media, so they expect employers to go social too. Facebook, Xing, Twitter and blogs are the major online channels to interact and to engage with talent. Jobseekers now start discovering the power of social media to help them create a candidate brand. Jobseekers expect all online channels to be more than a repetition of the same content, but to add true value to their career search. They are used to quick answers to the questions that they have and have no patience to search or wait. Also, they are not interested in corporate and PR lingo. They want trustworthy insights and honest discussions. Employers are therefore forced to understand how each channel works. And rather than starting half-hearted attempts everywhere at the same time, they need to make a choice about where to go and how to show the reality behind their promises. University Report - - Potentialpark Proprietary and Confidential 39

40 Information sources about employers on the internet Company's own website 79% 75% Search engines (Google, Yahoo, Bing, etc.) 61% 61% Job boards (Monster, Stepstone, recruit.net, etc.) 32% 47% Professional networks (LinkedIn, Xing etc.) 28% 38% AS Career Portals (CareerBuilder, Entrypark, ihipo, etc.) 38% 65% Social networks (Facebook, Google+ etc.) 28% 46% Company s career website remains the main source of information about employers, however social networks and career portals are becoming more important. University Report - - Potentialpark Proprietary and Confidential 40

41 Preferred places to interact with employers online Companies' career websites 72% 68% Professional networks (like LinkedIn, Xing) 39% 45% Social networks (like Facebook, Google+ etc.) 35% 57% Job boards (like Monster) Mobile phone websites and apps 18% 33% 31% 41% Career platforms (like Careerbuilder, Entrypark, ihipo) 33% 30% AS Forums 23% 51% Microblogging (like Twitter) 13% 34% Blogs Multimedia platforms (like YouTube, Flickr) 12% 9% 12% 20% When it comes to interaction, companies career websites also play an important role, but an increasing percentage of students would like to use professional and social networks as tools for interaction with future employers. University Report - - Potentialpark Proprietary and Confidential 41

42 Reasons to visit a company's career website To apply for jobs 82% 87% To look for open jobs 83% 79% To look for companies and career opportunities 68% 82% To get more information about whom they are looking for 58% 64% AS To prepare for interviews 56% 62% To gain insights about the company (business, culture, values, etc.) 54% 61% To find out how to apply 64% 61% Most students and graduates would visit the career website to look and apply for jobs. Information about the company, and preparation for application process are also important reasons for jobseekers to check the career website of an employer. University Report - - Potentialpark Proprietary and Confidential 42

43 Biggest frustrations when looking for jobs Not receiving updates/response 73% 81% Waiting time to get reply from the recruiter Being regularly rejected 35% 33% 67% 76% AS Online application form 15% 23% Job ads 11% 14% While looking for jobs, not receiving response or waiting for it are by far the biggest frustrations of today s jobseekers. University Report - - Potentialpark Proprietary and Confidential 43

44 Biggest frustrations with online application forms It feels like a black box - you don't know if your application will actually be read by a person You cannot save it and complete it in several sessions 38% 43% 47% 54% You don't know how long it will take 39% 42% Takes too much time to fill out 40% 50% Technical problems 36% 46% AS You don't know what documents / information you will need to fill it out 34% 34% You cannot upload your own documents 32% 43% There is no frustration with it / don't know 7% 8% While most of jobseekers frustrations with regard to online application are increasing, the Black box effect remains the main one. Today s ATS applicants want responsiveness, user-friendliness and swiftness of the application process. University Report - - Potentialpark Proprietary and Confidential 44

45 Number of times students have applied via an online form Never 20% 22% 1 to 5 44% 45% 6 to 10 12% 13% AS More than 10 21% 24% Most of today s employers use ATS: 99% in 2013, compared to 74% last year. As a consequence jobseekers are getting more familiar with applicant tracking systems. University Report - - Potentialpark Proprietary and Confidential 45

46 The jobseekers voices The application should be short, simple and informative. Male Student, University of Delhi, India The application should be clear, concise and to the point. Female Student, Nanyang Technological University, Singapore All applications should be notified by . Female Student, International Islamic University (IIUM), Malaysia University Report - - Potentialpark Proprietary and Confidential 46

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48 Social Media and Mobile Recruiting

49 Social media: show the reality Employers open up for dialogue on Facebook In 2013, more employers than ever think they should be on Facebook. At the same time, the majority of jobseekers want employers to be on Facebook, as long as their privacy is respected. While it is more likely that a jobseeker would actively look for open positions on LinkedIn, they would like to find shared content about jobs and careers on Facebook. The Facebook platform is more crowded, open, interactive and intuitive than other platforms, including professional networks. It is also for free for all users. It offers employers space and technical tools to showcase their company, team, testimonials and stories, and to interact with anyone who is on Facebook. With the exception of Asia, over 90% of the students and graduates that we have surveyed use Facebook at least once per week. Social media forces employers to show the reality behind their promises Employers that want to reach talent in social networks and communities need to be aware of jobseekers concerns. 44% of students have privacy concerns and say that they are uncomfortable sharing private information with employers. 44% say that they are worried that they could be rejected for the wrong reasons if employers see their personal profile. However, these problems can be overcome by both parties adapting their behavior. only with a clear statement, but also by understanding where each platform has its thin line between professional and private interaction. Also, the most successful Facebook career pages offer more than jobs; they have inside stories on a weekly or even daily basis, personal contacts and inviting jobseekers to join the conversation on the wall. What works on Facebook and what does not The Facebook career pages differ a lot from each other in the three categories that Potentialpark s S-Com study covers: Interaction, privacy and credibility, information about the employer, as well as access to jobs. These categories also describe what many jobseekers expect to find on a Facebook career page. Even though privacy is the jobseekers biggest concern, it does not keep them from getting in touch with employers on Facebook. Facebook enables page owners to interact with visitors without revealing private information. The challenge for the employers for the future will be to find the topics, stories and language that attract the right talent and make them engage with jobseekers. Jobseekers need to learn how to share the right information on each platform they use. Employers, on the other hand, are well advised to respect people s privacy, not University Report - - Potentialpark Proprietary and Confidential 49

50 Top 7 platforms used at least once a week Facebook YouTube 90% 83% 79% 77% Google+ 40% 33% LinkedIn Twitter 30% 29% 25% 76% AS Qzone 0% 11% Dailymotion 6% 10% With the exception of China, where Qzone is the most popular social network, Facebook and YouTube are by far the most used social networks in other parts of Asia. University Report - - Potentialpark Proprietary and Confidential 50

51 Career experience on social networks My friend posted/shared an interesting job offer he/she found 69% 90% I searched for third-part information about the job/company that I was interested in I interacted with other job seekers 31% 42% 50% 42% I searched for jobs 29% 58% I found a job offer on an employer's profile 26% 55% AS I got a message from an employer on a social/professional network with a job offer I contacted recruiters I applied for a job 15% 14% 14% 14% 29% 28% On social networks, jobseekers are rather served the information about employers and jobs by other friends through their newsfeed. Very few jobseekers actively use social networks to search for jobs and employers. University Report - - Potentialpark Proprietary and Confidential 51

52 Career experience on professional networks I searched for jobs 73% 72% I searched for third-part information about the job/company that I was interested in 46% 58% I applied for a job 42% 62% I found a job offer on an employer's profile 40% 63% I got a message from an employer on a social/professional network with a job offer 38% 48% AS I contacted recruiters 36% 54% My friend posted/shared an interesting job offer he/she found 31% 46% I interacted with other job seekers 26% 58% Opposite to social networks, professional networks seems to be regarded as an ideal place to search and apply for jobs. Also, more respondents than last year declare they ve contacted recruiters via professional networks. University Report - - Potentialpark Proprietary and Confidential 52

53 Advantages when interacting with employers on social networks Finding interesting jobs and career opportunities 65% 70% Finding attractive companies that I would not think of otherwise 39% 57% Getting in touch with recruiters 44% 52% Building my professional network 52% 64% AS Getting realistic insights and interesting background information 47% 55% Meeting interesting employees of that company Talk with other Internet users about employers and jobs 38% 36% 38% 35% Although students see many advantages in using social media in career search, finding attractive companies and interesting job opportunities are the biggest perks. University Report - - Potentialpark Proprietary and Confidential 53

54 The jobseekers voices on social media Keep the content updated. Respond to jobseekers quickly. Do not post too much irrelevant information. Male student, Tsinghua University, China Create their social networking pages interactive using multimedia effects and provide real information about their work. Male student, Guru Gobind Singh Indraprastha University, India Be responsive, representative, professional, intimate, and not too formal. Female student. Polytechnic State of Bandung, University Report - - Potentialpark Proprietary and Confidential 54

55 Mobile recruiting: Employers need to catch up Employers need to catch up Implementing a new mobile career website, career app, or campaign is not a standard project. Smartphones have just recently reached the masses and it is no surprise that most companies have not yet started any mobile activities. Out of 675 top employers that we have analyzed worldwide, only less than 20 percent have a mobile career website, a career app, or both. Jobseekers, on the other hand, are ready to use their mobile phones for career purposes. Even though only 25% already do so, another 60% can imagine of doing it. This means that 85% of jobseekers warm up to the idea of using their mobile phone to search for employers and career opportunities. Employers need to catch up! Online activities on mobile phone 78% of our respondents in the United States use their mobile phone to go online, 8% more than last year. Corresponding figures for Europe are 76% and +11%, respectively; and 89% and +9% for Asia. Online career related activities on mobile phone When it comes to career-related purposes, searching for jobs is most popular, but job alerts are also considered to be a great way of mobile communication. More jobseekers than last year can imagine applying for jobs through the mobile phone. The number has gone up from 41% to 45% in the US, from 39% to 45% in Europe, and from 41% to 52% in Asia. Even though no clear technical solution has been established for this challenge, and hardly any company offers jobs that can be applied for by mobile phone through internet, many jobseekers like the idea. Between 77% and 82% of the respondents would like to apply through mobile internet by submitting an with their CV attached. The second most popular option is to use a pre-saved profile on a professional network (between 65% and 72%). Again, jobseekers are ahead, and it is up to the employers to implement the right solutions and start the mobile conversation. What jobseekers like the most about using their mobile phones on the internet is that they can get information regardless of their location and that they can be productive during their idle time in-between classes or on the bus. University Report - - Potentialpark Proprietary and Confidential 55

56 Do students use mobile internet for career activities? Yes 23% 44% No, but I could imagine using it 49% 61% AS No, I will not use it 6% 16% Mobile internet is not yet widely used by young jobseekers to look for jobs and other career activities. However, it is interesting that majority of them would like to use it, but they either don t have the means, or feel employers are not mobile ready yet. University Report - - Potentialpark Proprietary and Confidential 56

57 Would students use a mobile career website/app? Yes, mobile career website 20% 16% Yes, career related application (App) 21% 25% Yes, both 32% 41% None 11% 12% AS Don't know /Not sure 7% 15% Students declare they would use both mobile career website and app, if they were interesting and relevant for their careers. University Report - - Potentialpark Proprietary and Confidential 57

58 The jobseekers voices on mobile recruiting Keep it short and easy, more information only when required. Female student, Jacobs University Bremen, Germany Design the interface to be as simplistic and straightforward as possible since too much info can overwhelm both the OS and the user. Male student, Stanford University, USA University Report - - Potentialpark Proprietary and Confidential 58

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60 References

61 Global demographics The Potentialpark survey 2013 engaged: 5007 participants 56% female and 44% male respondents 201 universities, business schools, and technical institutions Field of study Degrees Pursued Business / Economics Engineering Social Sciences 3% 12% 15% 22% 44% 61% Bachelor / Undergraduate (B.A., B.Sc., etc.) Master, Magister, Diploma (M.A., M.Sc., etc.) 14% 38% 54% 81% Natural Sciences IT Law 8% 8% 7% 1% 3% 15% MBA Ph.D., Doctorate or higher 4% 4% 1% 3% University Report - - Potentialpark Proprietary and Confidential 61

62 University list (AS) China China Hong Kong Singapore Beihang University Chinese University of Hong Kong INFORMATICS Beijing Institute of Technology City University of Hong Kong James Cook University Beijing Normal University Hong Kong University of Science & Technology (HKUST) Nanyang Business School China Agricultural University University of Hong Kong (HKU) Nanyang Technological University Chongqing University Dalian University of Technology China Taiwan South Korea East China University of Science and Technology National Taiwan University CAU - Chung-Ang University Fudan University National Tsing Hua University Korea University Guangzhou, Guangdong University of Foreign Studies Guangxi University India United Arab Emirates Guizhou University Institute of Management Technology American University in Dubai Harbin Institute of Technology Indian Institute of Management Bangalore (IIMB) British University in Dubai Hebei University Indian Institute of Management Calcutta (IIMC) United Arab Emirates University Huazhong University of Science and Technology Lady Shri Ram College for Women Hunan University Mumbai University Jilin University S.P. Jain Institute of Management & Research (SPJIMR) Nanjing University University of Delhi Nanjing University of Science and Technology Nankai University Peking University ATMI Surakarta Shandong University Institut Teknologi Telkom Shanghai Jiaotong University Institut Teknologi Bandung (ITB) Shenzhen University Padjadjaran University Sichuan University University of Southeast University Sun Yat-Sen University/Zhongshan University Japan Tianjin University Hitotsubashi University Tsinghua University Keio University Tsinghua University School of Economics & Management Kyoto University University of International Business and Economics Meiji University Wuhan University Waseda University Wuhan University of Technology Xiamen University Malaysia Xi'an Jiaotong University International Islamic University (IIUM) Zhengzhou University University Utara Malaysia (UUM) University Report - - Potentialpark Proprietary and Confidential 62

63 Towards the future Talent communication An ongoing journey We hope that you found this report interesting and useful. We are eager to know your thoughts and ideas about our research and how it could contribute even more to improving the communication between students and employers in the future. If you want to learn more about how we can work together in supporting the students of your university, do not hesitate to contact us for further information through any of the channels below. THANK YOU! Understanding Talent Potentialpark studies the informationgathering, decision-making and application processes of jobseekers and helps employers to communicate better with students and graduates. We cooperate with 900 universities, business schools and technical institutions worldwide. For Students, With Students The Real World Magazine gives students valuable insights and empowers them for their future careers at home and internationally. We communicate news that engage, open eyes, and give your students hands-on tools for planning, applying for, and landing the right jobs. Discover and Be Discovered Entrypark makes it easier for students and graduates to find the right career opportunities and connect with potential employers. We create global platforms where students, top employers and universities meet and interact. University Report - - Potentialpark Proprietary and Confidential 63

64 Potentialpark Communications Nygränd Stockholm Sweden p: f: info@potentialpark.com