The Collegiate Career Mindset by SupremeLord

VIEWS: 18 PAGES: 26

									                                                         Research Report




    The Collegiate Career Mindset
           Findings from a Survey of Students
in China, Singapore, United Kingdom, and United States




                                                         May 2010




                                                         In partnership with
                         Table of Contents
                         Foreword. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
                         Background. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
                         Executive Summary & Implications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
                         Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
                         Respondent Profile
                              Year in School . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
                              Area of Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
                              Gender . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
                         Employer Selection
                              Factors Important to Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
                              Industries Would Avoid. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
                              Interactive Career Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
                              Beneficial Career Site Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
                         Campus Presentations
                              Employer-Sponsored Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
                              Information About Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
                              Factors Influencing Attendance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
                              Presentation Format & Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
                              After-Presentation Expectations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
                         Recruiting Students
                              Preferred Contact Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
                              Posting of Business Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
                         Media
                              Media Usage Frequency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
                              Social Networking Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
                              Issues Discussed on Social Networking Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
                              Social Networking Sites Visited . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
                              Recruiting on Social Networking Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25




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Foreword                   This study, conducted in late 2009, confirms that students across the globe share remarkably
                           similar concerns, issues, hopes, and aspirations, as well as preferences in how they interact
                           with employers.
                           The Bernard Hodes Global Network surveyed students in four countries: United States, United
                           Kingdom, Singapore, and China. Our results show that the majority of students in each of these
                           countries visits social networking sites at least once a week, considers career advancement a
                           key element of the employer brand, plans to attend multiple campus presentations, and views
                           the campus presentation as the beginning of an on-going dialogue with employers. This is good
                           news for employers who are striving to create a uniform, global approach to campus relations.
                           Yet, while students have much in common, it is still important to consider the dissimilarities
                           when deploying a campus recruitment strategy within distinct cultures, especially with regard to
                           social media venues and the etiquette of candidate relations. While Facebook is the top-cited
                           social networking site for the United States, United Kingdom, and Singapore, in China, the
                           top-named sites are QQ and RenRen. For most students in the United States, United Kingdom,
                           and Singapore, email is a widely accepted form of “follow-up” after campus events. However in
                           China, many expect personal contact from employers. These distinctions in culture may spell
                           the difference between success and failure.




                           The Bernard Hodes Global Network is dedicated to helping employers find the best talent
                           globally and locally.
                           For campus recruiting solutions in your area, please contact:
                           United States                    Asia-Pacific                     United Kingdom
                           Paul Austermuehle                Chris Plowman                    Cathy Hyde
                           Senior Vice President            Regional Agency Director         Head of Client Services
                           PAustermuehle@hodes.com          Hong Kong                        Hodes UK
                                                            CPlowman@hk.hodes.com            CHyde@hodes.co.uk




  www.hodes.com/research                                                                                                   3
BACKGroUNd                 Objectives
                           Bernard Hodes Group, along with our Global Network Partners in the United Kingdom, China, and
                           Singapore, conducted online research among undergraduate and graduate students concerning
                           employer preferences, job search practices, campus recruitment preferences, and social
                           networking behavior. The surveys were fielded in December 2009.
                           The primary objective of this research is to provide employers with insights that will result in
                           effective campus recruitment strategies.
                           The specific objectives of this research are:
                           	        •   To measure the dynamics of employer selection by students, including factors
                                        important to employer selection, perceptions about industries, and sources they would
                                        use in the career search.
                           	        •   To understand students’ perceptions about campus presentations, including helpful
                                        information sources for presentation formats and content, as well as factors influencing
                                        attendance and expectations for post-presentation dialogue.
                           	        •   To identify student preferences regarding recruiter use of emerging platforms like
                                        mobile and social networks.


                           Methodology
                           Bernard Hodes Group designed an online survey to be administered to university undergraduate
                           and graduate students. Most of the questions stayed the same from country to country.
                           However, there were a few variances in questions asked and answer choices provided depending
                           on the country. A variety of media were used to source respondents, including AfterCollege
                           (United States), Milkround.com (United Kindom), NUS Business School (Singapore), Nanyang
                           Technological University (Singapore), and social networking (China).
                           In total, 652 surveys were completed in December 2009. The following are the number of
                           interviews completed within each country: United Kingdom 201, United States 187, Singapore
                           231, and China 33.
                           The sample used for these surveys is considered a convenience sample. As such, the results are
                           only representative of those surveyed. Additionally, as there are only 33 interviews completed in
                           China, caution should be used in the interpretation of these results.




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eXeCUTIVe SUMMArY & IMPLICATIoNS
                           Respondent Profile
                           About 652 university students across four countries, the United States (187 surveys),
                           Singapore (231 surveys), China (33 surveys), and the United Kingdom (201 surveys), completed
                           an online survey administered by Hodes U.S. and global partners. The online surveys varied
                           slightly by country.
                           The majority of students surveyed are undergraduates, representing a mix of technology (such as
                           Engineering and IT) and business majors (such as Finance and Marketing). The study mix varies
                           substantially by country, with almost all in Singapore studying business and most in the United
                           States studying technology.
                           For Singapore, China, and the United Kingdom, more than half of the respondents are female
                           (56% to 60%). In the United States, most of the respondents are male (68%).
                           Implications: While this research primarily represents the perspective of the undergraduate
                           students, there are variations in attitudes by type of study area and by country. Due to the small
                           sample size, care should be taken in the interpretation of the results from China.


                           Employer Selection
                           Compensation and advancement are important to employer selection. Students from all the
                           countries responded similarly to the question of which three factors are most important to them
                           when considering working for a new employer. The top mentions are total compensation and
                           career paths/advancement opportunities. Interestingly, a greater percentage of those in Singapore
                           (48%), China (42%), and United Kingdom (49%) than the United States (24%) selected work
                           environment as one of the top-three important factors.
                           Industry perceptions vary by country. Students were asked, given their personal values and
                           beliefs, which industries they would avoid when considering their career. The top mention for
                           Singapore (40%) and China (24%) is insurance. In the United States the top mention is food
                           service (21%). In the United Kingdom the top mention is construction (36%).
                           Students are most likely to attend campus presentations. Students were asked how likely they
                           would be to use a variety of interactive sources to learn about an employer. Across all four
                           countries, students would be most likely to attend a campus presentation, followed by attending
                           an employer-sponsored social event (except for China). China’s next top mention is visiting an
                           employer’s page on a social networking site.
                           Besides job descriptions, career paths are considered beneficial to the decision to apply for
                           employment. These are the most cited top-three information items (besides job descriptions) on
                           a company’s career site considered most beneficial to students when making a decision about
                           applying for employment:
                                     United States— career paths (49%), locations (49%), and internships (36%)
                                     Singapore — career paths (67%), internships (42%), and benefits (34%)
                                     China— career paths (39%), training programs (39%), benefits (33%), and
                                     educational opportunities (33%)
                                     United Kingdom— career paths (66%), salary and benefits (65%), and
                                     internships (55%)
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                         Implications: Internationally, career advancement is a very important consideration for
                         university students when deciding on a career. Messaging addressed to students should convey
                         information about career advancement opportunities, benefits, training, internships, and
                         locations. This information should be included in the career sites and in all communication
                         opportunities with students.
                         Employers should include campus presentations and employer-sponsored social events as part
                         of their college recruiting strategies. Students are most likely to attend these types of events.
                         Having a presence on a social networking site can give students a way to interact with the
                         employer when there are no events taking place.
                         For the most part, based on their personal values and beliefs, students are willing to work for
                         almost all industries. Even in this recession, only a few are not willing to work in banking, finance,
                         and insurance. The only exception is Singapore, where 40% would not work in insurance.


                         Campus Presentations
                         Most anticipate attending multiple campus presentations. On average, students expect to attend
                         between four and six employer-sponsored career presentations. Few are not attending
                         any presentations.

                                                                                  Average*
                                                           China**                  6.1
                                                           United Kingdom            5.1
                                                           United States            4.5
                                                           Singapore                4.5
                                                           *These averages are rounded.
                                                           **Caution: small sample size.


                         Emails and career centers are helpful sources of event information. The top-two sources
                         perceived as most helpful to all students surveyed about upcoming employer-sponsored career
                         presentations are: email announcements and university career centers.
                         Multiple factors influence decision to attend a campus presentation. For all four countries, the
                         most-named factor that would influence campus presentation attendance is whether the company
                         is a good match for the student. Also frequently mentioned by students are: the topic or focus of
                         the presentation and recommendations from professors.
                         The preferred presentation content varies by country. When asked to identify the campus-
                         presentation formats and features important to students, the top-named responses varied
                         by country. In the United States and United Kingdom, the top-named response is the ability
                         to interact on a personal level with current employees. For the United Kingdom, the same
                         percentage considers information that expresses the company’s culture and ability to
                         interact with employees to be most important. In Singapore, the top mention is information
                         that expresses culture. In China, the top mention is having a keynote speaker from the
                         leadership team.




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                         Follow-up is expected after the campus presentation. After attending the campus
                         presentation, almost all students expect some sort of communication from the employer.
                         For the United States, Singapore, and United Kingdom, an email about specific employment
                         opportunities is expected by most. In China, the majority expect some sort of personal contact
                         regarding their interest in employment.
                         Implications: In order to draw a good attendance at a campus presentation, it is recommended
                         that email announcements be sent to students, sufficient information be available at the career
                         center, and that professors or instructors be informed about the presentation. The professors
                         can be very instrumental in motivating students to attend the presentations.
                         It is also beneficial if the information provided to the career center and the professors,
                         accurately describes the culture and employment opportunities at the employer. If
                         students do not feel they are a good match for the employer, they will not attend the
                         presentation. In addition, it is important to have an interesting topic and keynote speaker
                         to assure good attendance.
                         During the presentation, employers should obtain the students’ contact information and
                         employment preferences so that communication can continue after the event. This is important
                         to meet student expectations for follow-up.


                         Recruiting Students
                         Email is the preferred contact method. The majority of students from all four countries prefer to
                         be contacted by employers about a job opportunity via their personal email address followed by
                         phone contact.
                         Not all students have a resume online. About two in five students from the United States,
                         Singapore, and China have their resume or business profile posted on a corporate career site.
                         From 25% to 39% have their profile posted on a job board. About 18% to 35% have not posted
                         their resume on any site.
                         Implications: It is important that employers not rely solely on resumes being posted in online
                         databases. It is essential that employers have a campus recruitment strategy and that they work
                         in concert with the career placement offices and the professors. Contact about an employment
                         possibility can be accomplished either via email or telephone.




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                         Media
                         Social networking and texting are the most frequently used media. The great majority of students
                         from all four countries spend at least once a week visiting social networking sites and sending
                         text messages.

                                          Frequency of Media Use: At Least Once a Week (Top Mentions)
                                                                        U.S.        Singapore       China*          U.K.
                                                                        (%)            (%)           (%)            (%)
                          Visit social networking sites                  88             97            82             93
                          Send text messages on a cell phone             85             99            97             98
                          Blogs                                          46             58            73             48
                          Participate in gaming on the Internet          39             45            55             29
                          Access the web browser on a cell               33             41            61             24
                          phone
                          *Caution:small sample size.


                         Job-related activities are not uncommon on social networking sites. Most of the students from
                         all countries have joined a group on a social networking site. As to job-related activities on social
                         networking sites, from 8% (Singapore and United Kingdom) to 34% (China) have forwarded a job
                         opportunity to someone, and from 19% (United Kingdom) to 49% (United States) have created a
                         profile that includes work experience.
                         Students discuss employment on social networking sites. Not surprisingly, the top-mentioned
                         issue discussed on social networking sites for all four countries is friendship. Career and/or
                         employment are discussed by slightly less than half of American and Chinese students. Only
                         about 26% of students from Singapore indicate discussing career and employment on social
                         networking sites. This question was not asked in the United Kingdom.
                         Facebook still tops the social networking list. The social networking site visited by the majority
                         of students for all countries except China is Facebook. In China, QQ Spaces and RenRen sites
                         received the most mentions. LinkedIn is only visited by about 23% of United States students and
                         many fewer students from Singapore (6%) and United Kingdom (4%).
                         Approaching students about a job on a social networking site requires a pre-existing relationship.
                         Students from all countries are more comfortable being approached on a social networking site
                         about a job from someone within their network vs. someone outside their network. In the survey,
                         being approached is described as being emailed through the social networking site, engaged in a
                         chat, or posted something to your page.




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                         Implications: As social networking is a prevalent activity for almost all students, it is important
                         that employers have a presence on those sites, especially Facebook for the United States,
                         United Kingdom, and Singapore. In China, QQ Spaces and RenRen are the top sites. However,
                         due to the limited sample in China (33 surveys), it is necessary to conduct additional research
                         on which site would be the best for having an employer presence and understanding the
                         etiquette necessary for using those sites.
                         The employment and career conversation already exists on social networking sites, though
                         in varying degrees by country. Use emerging technology tools to monitor what is being said
                         about your company on these sites. This information can be used to help develop a social
                         media presence for your company. Students show receptivity to being approached about
                         an employment opportunity from within their network and to joining groups and forwarding
                         job opportunities to friends. Take advantage of this environment by developing job referral
                         programs, groups, and other employment-related activities on these sites.




                         Hodes Research provides innovative and independent research solutions for Hodes and our
                         clients. Learn more at www.hodes.com/research, or contact Daria Friedman, Vice President,
                         Director of Research, at dfriedman@hodes.com.


                         For campus recruiting solutions in your area, please contact:
                         United States                     Asia-Pacific                       United Kingdom
                         Paul Austermuehle                 Chris Plowman                      Cathy Hyde
                         Senior Vice President             Regional Agency Director           Head of Client Services
                         PAustermuehle@hodes.com           Hong Kong                          Hodes UK
                                                           CPlowman@hk.hodes.com              CHyde@hodes.co.uk




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reCoMMeNdATIoNS
                           Global brands can and should be adapted to reflect the customs and preferences in each market.
                           It is essential to identify the student influencers. In most cases, professors and campus career
                           centers are still excellent resources for the campus recruitment initiative.
                           It is important to include information on advancement opportunities and career paths in all
                           communications directed at students, especially the corporate career site. Also emphasize
                           training, benefits, internships, and work locations. These are all motivating factors for students.
                           Use on-campus presentations and employer-sponsored social events to the greatest extent
                           possible. Across the entire global study, Hodes found that events have the greatest brand impact.
                           Incorporate student preferences in your plans for on-campus presentation formats and content.
                           Consider employer-sponsored social events as a way to enhance one-to-one brand expression.
                           Students attend multiple events, so it is important to make sure your event is compelling— and
                           to study campus calendars to ensure exclusivity in your dates/times.
                           	        •	   Send event announcements via email, university career centers, and professors; these
                                         are considered by students to be helpful sources of information.
                           	        •	   Promotional messaging should describe the culture of the organization, the actual
                                         event, and the amount of time given for personal interaction with the organization’s
                                         employees. Students need to determine whether the company is a good fit for them.
                           	        •	   Students expect personal follow-up after the presentation and event. Have a plan in
                                         place for this follow-up to minimize time lapses.


                           Do not rely solely on access to student resume databases. Many students are not using these
                           venues. When contact information is available, it is considered acceptable to use emails and
                           mobile to communicate with students.
                           Students are spending a substantial amount of time on social networking sites. Some of this time
                           is spent discussing employment opportunities. Use the emerging technology tools to monitor
                           what is being said about your company on social networking sites. Use this information to
                           establish a social media presence that ensures your company is creating positive relationships
                           with the future talent you need.




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reSPoNdeNT ProFILe
                           Year in School
                           Most of the students are undergraduates, though almost half (45%) of the Chinese students are
                           at the graduate level.

                                                                   Year in School
                                                                       U.S.         Singapore    China*         U.K.
                                                                       (%)             (%)        (%)           (%)
                           Undergraduate                                85             100         52            96
                           Graduate                                     15             0           45             3
                           Other                                         0             0            3             1
                           *Caution: small sample size.


                           Area of Study
                           Students were asked what they were currently studying. Technology studies refer to any major
                           in engineering and information technology. Business studies refer to finance, marketing,
                           management, accounting, and any other study relating to business.


                           In the United States, most (70%) are studying technology. In Singapore, the majority (91%) are
                           studying business. In China, there is a mix of students studying technology (48%) and business
                           (42%).

                                                               Current Area of Study
                                                                       U.S.         Singapore    China*         U.K.
                                                                       (%)             (%)        (%)           (%)
                           Technology                                   70             7           48           29**
                           Business                                     31             91          42            16
                           Other                                         0             1            9            55
                           Totals do not equal 100% due to rounding.
                           *Caution: small sample size.
                           **Includes Science students.




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                         Gender
                         The United States has a high percentage of male respondents (68%), while the other countries
                         have a more even distribution of surveys by gender.

                                                                    Gender
                                                                    U.S.       Singapore      China*         U.K.
                                                                    (%)           (%)          (%)           (%)
                         Male                                        68            44           44            40
                         Female                                      32            56           56            60
                         *Caution: small sample size.




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eMPLoYer SeLeCTIoN


                           Factors Important to Selection
                           Students were asked to identify the three factors most important to them when considering
                           working for a new employer. Compensation and career paths/advancement are among the
                           top-three named factors most selected by the United States, Singapore, China, and the
                           United Kingdom students.
                           The work environment is perceived as one of the top-three important factors by between
                           42% and 49% of students from Singapore, China, and United Kingdom. Only 24% of students
                           from the United States indicated this is a top-three factor.

                                                  Top-Three Factors in Considering New Employer
                                                                       U.S.       Singapore      China*         U.K.
                                                                       (%)           (%)          (%)           (%)
                           Total compensation                           49           58            52            65
                           Career paths/advancement                     45           59            52            62
                           opportunities
                           Location                                     34            7            24            N/A
                           Work/life balance                            30           39            15            37
                           Work environment/culture at company          24           48            42            49
                           Training and educational opportunities       24           17            24            34
                           Job security                                 22           13            24            14
                           Reputation as a good place to work           22           29             9          34**
                           Employer’s reputation for values and         18           13            21            N/A
                           integrity
                           Work schedule                                14            4             9            N/A
                           Employer’s reputation for quality            14           10            27            N/A
                           products/services
                           Other                                        2             0             0            2
                           Totals do not equal 100% because respondents selected about three responses each.
                           *Caution: small sample size.
                           **Respondents in the U.K. were given the answer choice “reputation as an employer.”




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                         Industries Would Avoid
                         Students were asked, given their personal values and beliefs, to select the industry groups they
                         would avoid when considering career options.
                         Overall, top mentions are Food Service (21% of students in the United States), Insurance (40%
                         in Singapore and 24% in China), and Construction (36% in the United Kingdom).

                                               Industries Would Avoid When Considering Career Options
                                                                       U.S.       Singapore      China*          U.K.
                                                                       (%)           (%)          (%)            (%)
                         Food service                                   21           11            18            24
                         Insurance                                      18           40            24            33
                         Law/legal                                      18           18             9            25
                         Advertising                                    17           14            18            16
                         Retail                                         14            9            15            18
                         Banking                                        13           17            21            30
                         Construction                                   13           27             9            36
                         Government                                     13           18             9            9**
                         Security/law enforcement                       10           20             3            N/A
                         Finance                                        9            13            21            27
                         Health care                                    9            15            12            19
                         Telecommunication                              9             8             6            21
                         Manufacturing                                  7            16            12            27
                         Utilities                                      7            16             3            20
                         Education                                      6            12            18            15
                         Transportation                                 6            10             0            19
                         Hospitality/leisure                            5             6            12            16
                         None                                           31           20            18            18
                         Other                                          3             2             0             4
                         Totals do not equal 100% because respondents could select multiple responses.
                         Respondents selected, on average, 2-4 industries: U.S.-2.3; Singapore-2.9; China-2.3; and
                         U.K.-3.8.
                         *Caution: small sample size.
                         **Respondents in the U.K. were given the answer choice “Public sector.”




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                         Interactive Career Resources
                         Students were asked how likely they would be to use each of a series of resources to learn about
                         an employment opportunity. They were asked to rate each item on a five-point scale. Students
                         from all countries surveyed indicate they are most likely to attend a campus presentation.

                                       Likelihood to Use Sources to Learn about Employment Opportunity
                                    (1 to 5 Scale, “5” = Very Likely, “1” = Not at all Likely); Average Ratings
                                                                      U.S.        Singapore       China*          U.K.
                         Attend a campus presentation                 4.03          4.25           4.42           4.23
                         Attend an employer-sponsored social          3.85          3.74           3.26           3.91
                         event
                         Visit a potential employer’s page on a       3.51          3.27           3.58           2.82
                         social networking site
                         Respond to a job posting on a social         3.35          2.89           3.41           2.42
                         networking site
                         Attend a virtual career fair                 3.28          3.43           3.39           2.99
                         Join an online group for your career         3.26          3.21           3.18           2.76
                         interest on a social networking site
                         Attend an online webinar sponsored           3.14          3.16           3.00           2.69
                         by a potential employer
                         Subscribe to an RSS feed that                2.97          2.88           2.94           2.68
                         provides information about job
                         opportunities
                         Download a career related podcast            2.65          2.89           3.28           2.62
                         from the potential employer’s career
                         site
                         Use the browser on your smartphone           2.59          2.62           3.26           N/A
                         to search for a career opportunity
                         *Caution: small sample size.




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                         Beneficial Career Site Information
                         Students were asked to select up to three types of information, besides job descriptions, they
                         consider most beneficial for making a decision about whether to apply for employment. Career
                         path information is cited most frequently as beneficial by students from all countries surveyed:
                         49% in the United States, 67% in Singapore, 39% in China, and 66% in the United Kingdom
                         In China, 39% also consider training programs to be beneficial. In the United States, location
                         information is considered beneficial by 49%.

                                               Most Beneficial Information on Employers’ Career Sites
                                                                       U.S.       Singapore      China*          U.K.
                                                                       (%)           (%)          (%)            (%)
                         Career paths                                  49            67             39            66
                         Locations                                     49            12             30            39
                         Internships                                   36            42             24            55
                         Benefit information                           34            34             33           65**
                         Training programs                             29            33             39           N/A
                         Educational opportunities                     28            14             33           N/A
                         Campus recruiting information                 23            25             24           N/A
                         “A day in the life” video of an               14            29             12            27
                         employee at work
                         Diversity practices                            6            10             18           N/A
                         Charitable practices/giving back to the        6             7             6            N/A
                         community
                         Recruiter chat site for any                    6             8             3             9
                         employment questions
                         Employee blog                                  5             6             6             12
                         Information about “green” practices            5             1             6            N/A
                         Other                                          2             0             6             3
                         Corporate social responsibility               N/A           N/A           N/A            13
                         information
                         Event information                             N/A           N/A           N/A            7
                         Totals do not equal 100% because respondents selected about three responses each.
                         *Caution: small sample size.
                         **Respondents in the U.K. were given the answer choice “Salary and benefits.”




www.hodes.com/research                                                                                                  16
CAMPUS PreSeNTATIoNS
                           Employer-Sponsored Presentations
                           On average, students expect to attend between four and six employer-sponsored career
                           presentations. Students from China expect to attend the most (on average 6.09 events)
                           and United States and Singapore respondents expect to attend the fewest (4.51 and 4.48
                           respectively).

                                        Number of Employer-Sponsored Career Presentation Expect to Attend
                                                                         U.S.       Singapore      China*      U.K.
                                                                         (%)           (%)          (%)        (%)
                           0                                              13            9             0         10
                           1 to 5                                         68           72            67         68
                           6 to 10                                        12           14            21         13
                           11 to 15                                        4            2             3         7
                           16 or more                                      3            3             9         4
                           Average**                                     4.51          4.48         6.09       5.06
                           Totals do not total 100% due to rounding.
                           *Caution: small sample size.
                           **The average is calculated excluding zeros, using mid-points for the ranges,
                           and using 20 for those who say 16 presentations or more.

                           Information About Presentations
                           Students were asked to select the three most-helpful information sources about upcoming
                           employer-sponsored career presentations. The most-cited information sources are email
                           announcements and campus career centers.

                                                 Most-Helpful Sources of Information about Presentations
                                                                         U.S.       Singapore      China*      U.K.
                                                                         (%)           (%)          (%)        (%)
                           Email announcements                            82           81            42         85
                           College/university career center               64           75            45         62
                           Employer career site                           33           31            36         30
                           Posters                                        26           25            30         35
                           Classroom announcements                        21            9            18        N/A
                           Campus newspaper                               13           16            27         12
                           Friends via Facebook notifications              3           15            33         14
                           Friends via Twitter                             1            0            27         0
                           Other                                           4            1            12         0
                           Totals do not equal 100% because respondents selected about three responses each.
                           *Caution: small sample size.



  www.hodes.com/research                                                                                              17
                         Factors Influencing Attendance
                         Students were asked which factors influence their decision to attend an employer-sponsored
                         presentation. The most-named response for all countries is “whether the company would be
                         a good career match.”
                         The second most-frequently reported factor for the United States, Singapore, and United
                         Kingdom is the topic or focus of the presentation. For China, an equal portion of students
                         indicated growth potential of employer and growth potential of industry (45% each).

                                                   Factors Influencing Presentation Attendance
                                                                      U.S.       Singapore       China*         U.K.
                                                                      (%)           (%)           (%)           (%)
                         Whether the company would be a good           77            75            58            83
                         career match for you
                         Topic or focus of the presentation            51            42            39            70
                         Recommendations from professors               41            32            36            44
                         Supplemental information about the            28            17            24           N/A
                         employer from Internet research
                         Recommendations by members of                 22            26             9           37**
                         personal network
                         Growth potential of the employer              21            33            45            20
                         Growth potential of the industry              16            27            45            11
                         segment
                         Format of the presentation (panel or          10            23            30            37
                         speaker)
                         Other                                          2             1             0             3
                         Totals do not equal 100% because respondents could select multiple responses.
                         *Caution: small sample size.
                         **Students in the U.K. were asked about recommendations “by family and friends.”




www.hodes.com/research                                                                                                 18
                         Presentation Format & Features
                         Students were asked to identify the three campus-presentation formats and features that are
                         important to them. The top mentions are the ability to interact with current employees
                         (61% of United States students and 58% of United Kingdom students) and information that
                         expresses their culture (67% of Singapore students and 58% of United Kingdom students.) For
                         China, the top mention is having a keynote speaker from the leadership team.

                                            Most-Important Career Presentation Formats and Features
                                                                    U.S.       Singapore      China*         U.K.
                                                                    (%)           (%)          (%)           (%)
                         Ability to interact on a personal           61           58            53           58
                         level with current employees at
                         presentation
                         Information that addresses my impact        47           40            38           51
                         at this employer
                         Information that explains their values      44           40            53           N/A
                         Information that expresses their            40           67            53           58
                         culture
                         Panel formats that encourage                29           18            25           39
                         questions from the audience
                         Keynote speaker from leadership team        27           40            56           50
                         Other                                        1            0            0             3
                         Totals do not equal 100% because respondents selected about three responses each.
                         *Caution: small sample size.




www.hodes.com/research                                                                                              19
                         After-Presentation Expectations
                         Students were asked what kinds of communication they expect from employers after their
                         campus presentation. The top mentions are employment information emailed to them
                         (72% in the United States, 75% in Singapore, and 76% in the United Kingdom) and personal
                         contact regarding their interest in employment (55% in China).

                                                   Expected Communication from Employers
                                                                   U.S.      Singapore      China*           U.K.
                                                                   (%)          (%)          (%)             (%)
                         Information emailed to you about           72           75           36             76
                         specific employment opportunities
                         Personal contact regarding your            66           65           55             42
                         interest in employment
                         Survey asking for your feedback            23           31           18             33
                         on the presentation and interest in
                         employment
                         None                                       5            4            6              10
                         Other                                      2            1            0               2
                         Totals do not equal 100% because respondents could select more than one response.
                         *Caution: small sample size.




www.hodes.com/research                                                                                              20
reCrUITING STUdeNTS

                           Preferred Contact Method
                           Students were asked how they prefer to be contacted by a company about a job opportunity.
                           Most say they prefer contact through their personal email address. In China, email and phone
                           are both selected by 58% of students.

                                         How Prefer to be Contacted by a Company about a Job Opportunity
                                                                       U.S.       Singapore        China*       U.K.
                                                                       (%)           (%)            (%)         (%)
                           Email (personal email address)               91            88            58           94
                           Phone                                        60            68            58           42
                           In-person                                    40            39            27           35
                           Postal mail                                  19            33            24           N/A
                           Email through a social networking site       11            11             6            6
                           Other                                            1         0              0            4
                           Totals do not equal 100% because respondents could select multiple responses.
                           *Caution: small sample size.



                           Posting of Business Profile
                           Students from the United States, Singapore, and China were asked where they have a business
                           profile or resume posted.
                           The top mentions are corporate career sites (46% in the United States and 39% in Singapore
                           and China) and job boards (35% in the United States, 25% in Singapore, and 39% in China).

                                                    Where Have Business Profile or Resume Posted
                                                                                     U.S.       Singapore      China*
                                                                                     (%)           (%)          (%)
                           On a corporate/organization career site                    46            39           39
                           On a job board                                             35            25           39
                           Social networking site                                     21             7           24
                           A professional association web site                        20            10           27
                           Your own web site                                          9              1            9
                           I have not posted a resume on any site                     26            35           18
                           I do not have a resume or business profile yet             6              9            9
                           Other                                                      3              7            3
                           Totals do not equal 100% because respondents could select multiple responses.
                           *Caution: small sample size.


  www.hodes.com/research                                                                                                  21
MedIA
                           Media Usage Frequency
                           Students were asked how often they participate in a series of media activities using the
                           following answer choices: daily, several times a week, once a week, less than once a week,
                           and less than once a month. The table below represents “at least once a week” media usage.
                           Most from all countries surveyed send text messages and visit social networking sites at least
                           once a week.

                                                   Frequency of Media Use: At Least Once a Week
                                                                        U.S.        Singapore      China*         U.K.
                                                                        (%)            (%)          (%)           (%)
                           Visit social networking sites                 88            97            82            93
                           Send text messages on a cell phone            85            99            97            98
                           Blogs                                         46            58            73            48
                           Participate in gaming on the Internet         39            45            55            29
                           Access the web browser on your cell           33            41            61            24
                           phone
                           Personalize your home page                    30            31            67            N/A
                           Podcasts                                      19            18            59            37
                           *Caution: small sample size.




  www.hodes.com/research                                                                                                    22
                         Social Networking Activities
                         Students were asked what kind of activities they have participated in on social networking sites.
                         The top-named activity is joining a group, followed by sending an RSVP to an event.
                         As to job-related activities, in the United States nearly half (49%) created a work profile.
                         Forwarding job opportunities to others is done by a small percentage of students. However,
                         34% from China did forward job opportunities to others.

                                                   Social Networking Site Activity Participation
                                                                       U.S.       Singapore        China*        U.K.
                                                                       (%)           (%)            (%)          (%)
                         Joined a group                                77             86            63            90
                         RSVP’d to an event or function                64             71            19            74
                         Created a profile that included your          49             24            28            19
                         work experience
                         Researched and sought out                     32             17            19            10
                         information on specific companies or
                         products
                         Gave someone a recommendation                 20             19            34            15
                         Posted items to discussion boards/            20             9             19             5
                         walls of specific companies or
                         products
                         Forwarded a job opportunity or listing        18             8             34             8
                         Made comments or suggestions to a             14             14            22             8
                         company or product page
                         Other                                          3             0              3             2
                         Totals do not equal 100% because respondents could select multiple responses.
                         *Caution: small sample size.




www.hodes.com/research                                                                                                  23
                         Issues Discussed on Social Networking Sites
                         Students from the United States, Singapore, and China were asked what types of issues
                         they have discussed on social networking sites. The top-named issue is friendship (70% in
                         the United States, 79% in Singapore, and 69% in China.) Career or employment issues are
                         mentioned by 48% in the United States, 26% in Singapore, and 47% in China.

                                                 Issues Discussed on Social Networking Sites
                                                                                  U.S.      Singapore      China*
                                                                                  (%)          (%)          (%)
                         Friendship                                               70            79           69
                         Education/schools/classes                                63            60           41
                         Career/Employment                                        48            26           47
                         Sports                                                   45            24           19
                         Games                                                    43            35           44
                         Politics                                                 29            11           34
                         Business                                                 28            23           34
                         Health                                                   26            12           28
                         Money                                                    22            16           19
                         Charity/Giving                                           21            22           22
                         Other                                                     1             3            3
                         Totals do not equal 100% because respondents could select multiple responses.
                         *Caution: small sample size.




www.hodes.com/research                                                                                               24
                         Social Networking Sites Visited
                         Students were asked which social networking sites they visit on a regular basis. A different
                         answer list was provided for the students from China.
                         Facebook and YouTube are the most-mentioned sites visited on a regular basis from students in
                         the United States, Singapore, and United Kingdom.
                         In China, the top-named sites are: QQ Spaces (13 mentions), RenRen (12), Facebook (10),
                         Kaixin (nine), and YouTube (seven).

                                                Social Networking Sites Visited on a Regular Basis
                                                                                     U.S.       Singapore        U.K.
                                                                                     (%)           (%)           (%)
                         Facebook                                                    89              98           95
                         YouTube                                                     57              76           60
                         LinkedIn                                                    23              6             4
                         AfterCollege*                                                17             N/A         N/A
                         Twitter                                                     13              9             6
                         MySpace                                                      9              N/A           2
                         Orkut                                                        4              N/A         N/A
                         Don’t visit any social networking sites on a regular         2              1             4
                         basis
                         Other                                                        2              2             3
                         Totals do not equal 100% because respondents could select multiple responses.
                         *The sample for the U.S. survey was derived from AfterCollege members.



                         Recruiting on Social Networking Sites
                         Students were asked to rate on a scale of one to five how comfortable they are being
                         approached on a social networking site by someone from within their network and then again by
                         someone outside their network.
                         Students from all countries are more comfortable being approached about jobs on social
                         networking sites by someone within their network than from someone outside of their network.

                                       Extent Comfortable Being Approached on a Social Networking Site
                           (1 to 5 Scale, “5” = Extremely Comfortable, “1” = Not at all Comfortable); Average Ratings
                                                                       U.S.       Singapore       China*         U.K.
                                                                       (%)           (%)           (%)           (%)
                         In network                                    3.97          3.86          3.85          3.40
                         Out of network                                3.16          3.03          3.30          2.80
                         *Caution: small sample size.


www.hodes.com/research                                                                                                  25
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www.hodes.com/research                                                                                                   26

								
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