1. 1
Copyright Universum 2010
Communicating with
Talent Report
Copyright Universum 2009
Universum Communicating with Talent Report 2010
Norwegian Edition

2. 2
The Universum business
Decide
Desired brand position
Plan
Their communication
activities
Act
By reaching the talent
market through publications
and events
Know
Their image, audience
and competitors
We help employers:
Universum helps companies improve their performance through more
successful recruitment and retention by ensuring improvements to their
Employer Brand.

3. 3
Direct communication channels vs. indirect channels
Direct
channels
Indirect
channels
Decide on overall budget requirements depending
on competitive landscape and attractiveness
targets
Decide budget allocation between channels
Evaluate and adjust current messaging
Monitor what is being said about you
Support positive messages; internally, externally
and in press
This report is designed to help employers decide where and how much to spend
when communicating with talent. It is therefore mainly focused on direct
channels, i.e. the channels that employers spend their communication budget on.

4. 4
Content
Methodology & participating students
Communication channels
Employer advertisements
Employer Career websites
Employer presentations
Online networks and social media
Print media in the market
1
2
3
4
5
6
7

5. 5
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• Nivå tre
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5 Copyright Universum 2008
Copyright Universum 2008
Communicating with
Talent Report
Methodology & Participating students
1
Norwegian Edition

6. 6
1
Surveyed respondents:
Currently studying for a university level degree in one
of the following countries: Sweden, Norway, Finland,
Denmark, Germany, Switzerland, UK, France,
Netherlands, Italy, Spain, Poland, and China
This report:
This report is based on students in Norway
Number of respondents: 346
Field period:
January to March 2010
The Data collection:
This survey was conducted via an online survey,
among the members of the Universum panel. These
members include respondents from the Universum
Student Survey in 2009 and 2010.
Methodology

7. 7
Average age: 24,1 years
Participating students - Demographic background 1
18-21
years,
27%
22-25
years,
50%
26 years
or older,
23%
Age distributionGender distribution
Male,
58%
Female,
42%
SURVEY QUESTIONS:
• What is your gender?
• What is your year of birth?

8. 8
Participating students - Education 1
SURVEY QUESTIONS:
• What is your main field of study?
• What academic degree are you currently pursuing?
Main field of study Share of respondents
Business 29%
Engineering 32%
IT 9%
Natural Sciences 7%
Humanities/Liberal Arts/Education 7%
Law 8%
Health/Medicine 2%
Other 6%
Degree Share of respondents
Associate's 1%
Bachelor's 42%
Master's (non-MBA) 52%
MBA 3%
PhD 1%
Other university level degree 1%

9. 9
Participating students - Educational institutions 1
SURVEY QUESTION:
Which educational institution do you attend?
Educational institution Share of respondents Educational institution Share of respondents
NTNU 27% Handelshøyskolen i Bodø 2%
Universitetet i Oslo 15% Universitetet for miljø- og biovitenskap (UMB) 2%
Handelshøyskolen BI 8% Høgskolen i Narvik 2%
Norges Handelshøyskole (NHH) 6% NITH 1%
Høgskolen i Bergen 5% Høgskolen i Gjøvik 1%
Høgskolen i Oslo 5% Høgskolen i Molde 0%
Universitetet i Stavanger 4% Høgskolen i Nord-Trøndelag 0%
Universitetet i Tromsø 4% Høgskolen i Stord/Haugesund 0%
Universitetet i Bergen 4% Høgskolen i Vestfold 0%
Høgskolen Sør Trøndelag 4% Høgskolen i Ålesund 0%
Universitetet i Agder 3% Other 4%

10. 10
10 Copyright Universum 2008
Copyright Universum 2008
Communicating with
Talent Report
Communication channels
2
Norwegian Edition

11. 11
Communication channels
Summary and conclusions:
• In person communication channels are the most popular, with the employer’s presentation on campus as the most
useful channel. And it becomes even more important when students are considering working for an employer
compared to when they are searching for information about employers that they are unfamiliar with.
• The employer’s website is the single most useful channel according to students.
• When using online channels to gather employer information, students find text descriptions most valuable. Female
students are more positive to receiving newsletter directly to their email than male students, who in turn find employer
videos and blogs more valuable than the female students.
• More than a third of the students believe that not participating in career fairs will probably have a negative impact on an
employer’s attractiveness.
• People who work for the employer are the most credible sources in the eyes of the students, with HR staff further down
the list.
2
Topics:
• Most useful communication channels
• How to communicate per channel type
• Negative impact of neglecting channels
• Sources of influence on employer perception

12. 12
Most useful communication channels when unfamiliar with an employer 2
21%
15%
23%
Online
Print
In-person
Channel type
Average % by channel type
SURVEY QUESTION:
When gathering information about potential employers, which of the following sources do you view as most useful when unfamiliar
with the employer? Please select a maximum of 3
Information sources when unfamiliar with the employer
Share selecting as top 3
3%
6%
8%
9%
11%
12%
12%
14%
15%
16%
29%
31%
33%
43%
47%
Other periodicals
Open house sessions
News websites
Social networks/communities
News print media
Professional
networks/communities
Career guides
Employer sponsored events
Job boards
Employer recruitment
brochures
Career fairs
Career guidance websites
Student and career
magazines
Employer presentations on
campus
Employer websites

13. 13
Most useful communication channels when considering an employer 2
Channel type
Average % by channel type
SURVEY QUESTION:
When gathering information about potential employers, which of the following sources do you view as most useful when
considering whether to apply to an employer? Please select a maximum of 3
Information sources when considering an employer
Share selecting as top 3
19%
13%
25%
Online
Print
In-person
4%
6%
9%
10%
11%
12%
12%
13%
14%
18%
20%
22%
23%
44%
62%
Other periodicals
News websites
Career guides
News print media
Career guidance websites
Social networks/communities
Job boards
Professional
networks/communities
Open house sessions
Student and career
magazines
Employer sponsored events
Employer recruitment
brochures
Career fairs
Employer presentations on
campus
Employer websites

14. 14
Difference between unfamiliar and attracted students 2
SURVEY QUESTION:
• When gathering information about potential employers, which of the following sources do you view as most useful?
• When unfamiliar with the employer? When considering whether to apply to an employer?
0%
10%
20%
30%
40%
50%
60%
70%
Employerwebsites
Employerpresentationson
campus
Studentandcareermagazines
Careerguidancewebsites
Careerfairs
Employerrecruitmentbrochures
Jobboards
Employersponsoredevents
Careerguides
Professional
networks/communities
Newsprintmedia
Socialnetworks/communities
Newswebsites
Openhousesessions
Otherperiodicals
When unfamiliar with the employer When considering the employer
Unfamiliar vs. attracted students
Share selecting as top 3

15. 15
Most useful communication channels - field of study 2
SURVEY QUESTION:
When gathering information about potential employers, which of the following sources do you view as most useful?
Please select a maximum of 3
When unfamiliar with the employer
Share selecting as top 3
When considering an employer
Share selecting as top 3
Business
Engineering
1%
2%
9%
7%
13%
5%
22%
8%
10%
32%
18%
28%
36%
50%
50%
4%
6%
7%
8%
10%
10%
11%
11%
17%
23%
24%
39%
39%
43%
44%
Other periodicals
Open house sessions
News print media
Social
networks/communities
Career guides
News websites
Employer sponsored
events
Professional
networks/communities
Job boards
Career fairs
Employer recruitment
brochures
Career guidance websites
Student and career
magazines
Employer presentations on
campus
Employer websites
4%
7%
9%
1%
5%
10%
26%
16%
9%
13%
16%
33%
20%
53%
59%
3%
6%
8%
8%
11%
13%
14%
14%
15%
15%
20%
24%
26%
46%
68%
Other periodicals
Career guidance websites
Career guides
News websites
News print media
Social
networks/communities
Employer sponsored
events
Job boards
Open house sessions
Professional
networks/communities
Student and career
magazines
Career fairs
Employer recruitment
brochures
Employer presentations on
campus
Employer websites

16. 16
Most useful communication channels - gender comparison 2
SURVEY QUESTION:
When gathering information about potential employers, which of the following sources do you view as most useful?
Please select a maximum of 3
When unfamiliar with the employer
Share selecting as top 3
When considering an employer
Share selecting as top 3
3%
12%
6%
18%
10%
13%
13%
15%
9%
22%
24%
20%
12%
44%
58%
5%
7%
7%
8%
8%
10%
11%
12%
13%
16%
22%
26%
26%
45%
68%
Other periodicals
News print media
News websites
Open house sessions
Career guides
Social
networks/communities
Job boards
Professional
networks/communities
Career guidance websites
Employer sponsored
events
Career fairs
Employer recruitment
brochures
Student and career
magazines
Employer presentations on
campus
Employer websites
Female
Male
3%
6%
9%
13%
13%
14%
15%
7%
16%
15%
35%
26%
30%
51%
40%
3%
6%
8%
8%
11%
11%
12%
13%
15%
17%
27%
33%
38%
41%
48%
Other periodicals
Open house sessions
News websites
News print media
Professional networks/communities
Career guides
Employer sponsored events
Social networks/communities
Employer recruitment brochures
Job boards
Career guidance websites
Career fairs
Student and career magazines
Employer websites
Employer presentations on campus

17. 17
How to communicate in online channels 2
SURVEY QUESTION:
When gathering information online from potential employers, what features do you find most valuable?
Please select a maximum of 3
67%
26%
23%
19%
12%
8%
3% 3%
Most valuable features
Share selecting as top 3

18. 18
How to communicate in online channels - breakdowns 2
SURVEY QUESTION:
When gathering information online from potential employers, what features do you find most valuable?
Please select a maximum of 3
72%
28%
24%
21%
10%
10%
3%
0%
68%
33%
12%
17%
7%
5%
2%
4%
Text descriptions
Employer videos
Newsletters to your
email
Advertisements (e.g.
banners and popups)
Blogs
Instant
messaging/online chat
Other
Podcasts
Business Engineering
Most valuable features
Share selecting as top 3
72%
26%
20%
19%
12%
9%
2%
2%
64%
21%
17%
31%
6%
15%
4%
4%
Text descriptions
Newsletters to your
email
Advertisements (e.g.
banners and popups)
Employer videos
Instant
messaging/online chat
Blogs
Other
Podcasts
Female Male
Most valuable features
Share selecting as top 3

19. 19
How to communicate in print channels 2
SURVEY QUESTION:
When gathering information in print from potential employers, what approaches do you find most valuable?
Please select a maximum of 2
Most valuable approach
Share selecting as top 2
51%
46%
40%
26%
16%
0%

20. 20
How to communicate in print channels - breakdowns 2
SURVEY QUESTION:
When gathering information in print from potential employers, what approaches do you find most valuable?
Please select a maximum of 2
51%
44%
37%
33%
15%
0%
47%
46%
43%
22%
19%
0%
Interviews/profiles
with employees
Facts and figures
about the employer
Editorial news articles
about the employer
Interviews/profiles
with management
Advertisements
Other
Business Engineering
Most valuable approach
Share selecting as top 2
49%
48%
45%
23%
17%
0%
52%
45%
37%
28%
16%
1%
Interviews/profiles
with employees
Facts and figures
about the employer
Editorial news articles
about the employer
Interviews/profiles
with management
Advertisements
Other
Female Male
Most valuable approach
Share selecting as top 2

21. 21
How to communicate through in-person channels 2
SURVEY QUESTION:
When interacting with potential employers, which setups do you find most valuable?
Please select a maximum of 2
Most valuable setups
Share selecting as top 2
57%
53%
30%
17% 15%
1%

22. 22
How to communicate through in-person channels - breakdowns 2
SURVEY QUESTION:
When interacting with potential employers, which setups do you find most valuable?
Please select a maximum of 2
Most valuable setups
Share selecting as top 2
Most valuable setups
Share selecting as top 2
59%
49%
29%
18%
13%
1%
59%
56%
26%
18%
16%
0%
Formal presentations
Informal mingling
Case
studies/workshops
Business game/case
competitions
Speed-interviewing
Other
Business Engineering
64%
55%
30%
13%
4%
2%
52%
51%
30%
18%
23%
1%
Formal presentations
Informal mingling
Case
studies/workshops
Speed-interviewing
Business game/case
competitions
Other
Female Male

23. 23
Negative impact of neglecting channels 2
SURVEY QUESTIONS:
• If an employer did not participate in the main career fairs, do you think it would have a negative impact on their attractiveness as
an employer?
• If an employer did not host employer presentations on campus, do you think it would have a negative impact on their
attractiveness as an employer?
8%
37%
38%
8% 8%
No, not at
all
No,
probably not
Yes,
probably
Yes,
absolutely
Don't
know/no
opinion
Negative impact of not participating in career fairs
10%
37%
33%
13%
7%
No, not at
all
No,
probably not
Yes,
probably
Yes,
absolutely
Don't
know/no
opinion
Negative impact of not hosting employer presentations

24. 24
Sources of influence 2
SURVEY QUESTION:
How credible are the following sources when searching for information about potential employers? Scale from 1-4
3.6
3.2
3.1
2.9
2.9
2.8
2.8
2.8
2.8
2.4
2.3
2.1
People I know who work at the employer
Other employees at the employer
My friends
My fellow students
My parents
HR staff at the employer
Career services department (agent) at my university
Faculty/professors at my school/university
Top management at the employer
General news media
Open online forums
Blogs
Most credible sources
Average score on a scale from 1-4

25. 25
25 Copyright Universum 2008
Copyright Universum 2008
Communicating with
Talent Report
Employer advertisements
3
Norwegian Edition

26. 26
Employer Advertisements 3
Topics:
• Best employer advertisement
• Channels used for top advertisements
Summary and conclusions:
• The most common channels used for top employer advertisements are the Internet and Student and career
magazines.
• The employer with the best advertisements in the eyes of the students is Statoil, whose ads are widely noticed among
students. The main distribution channels are Internet and Student and career magazines, but Statoil’s presence is also
noted in print and on TV.

27. 27
Top 5 employer advertisements 3
SURVEY QUESTION:
• Over the past 12 months, which employer had the best employer advertisement? (Open-ended question)
• What made it the best? Free text responses
Employer Ranking
Statoil 1
PricewaterhouseCoopers 2
KPMG 3
Accenture 4
Aker Solutions 4
Bekk Consulting 4
“They give impression of valuing talents and
focusing on getting good students and give
them good offers.“
“It made the company seem interesting to work
for."
“Sufficient marketing and attractive internships“
”Wide advertisement; Company presentations,
sponsorships, stands, printed media and so
on.”
”They have been both on career fairs and a lot
in media and all around.. everyone knows
about Statoil”
Reasons behind - Statoil Reasons behind - PwC Reasons behind - KPMG
“Make you really desire a job in the
company, make you feel wanted as an
employee.“
”They were enthusiastic and good to present
their company in a way that made it
attractive“
“Something new, exciting and fresh"
“Engagement“
”The size of the company and the fact that
they are one of the worlds largest in their
field”
“Seem to be interested in you as a person,
not just the grades.“
“Most visible and presentations on campus "
“Very good "face" outwards.”

28. 28
Top advertisement compared to Ideal Employer ranking 3
SURVEY QUESTIONS:
• Over the past 12 months, which employer had the best employer advertisement?
• Please select five employers from the list below for which you would most like to work, your five Ideal Employers. Please select 1-5 employers
THINK ABOUT:
• Are there big differences between the two rankings?
• Is there a correlation between the top advertisements and the top Ideal Employers?
Employer Ranking
Ideal Employer
ranking 2010
Business
Ideal Employer
ranking 2010
Engineering
Statoil 1 1 1
ProcewaterhouseCoopers 2 4 -
KPMG 3 5 -
Accenture 4 28 45
Aker Solutions 4 19 2
Bekk Consulting 4 85 59

29. 29
Channel usage of top advertisement 3
SURVEY QUESTION:
In what channels did you see this advertisement?
Please select all relevant alternative
42%
40%
23%
19%
17%
17%
8%
7%
5%
3%
2%
2%
Internet
Student and career magazines
News print media
TV
Other magazines
Other
Outdoor advertisement
Targeted emails
Targeted direct mailing
Cinema
Radio
Targeted SMS/MMS
Channels used for all top advertisements
61%
56%
44%
28%
17%
6%
0%
0%
0%
33%
56%
11%
22%
44%
11%
11%
11%
11%
67%
67%
0%
17%
0%
0%
0%
0%
0%
Internet
Student and career magazines
TV
News print media
Other magazines
Other
Cinema
Targeted SMS/MMS
Targeted direct mailing
Statoil
PricewaterhouseCoopers
KPMG
Channels used by employer
Top 3 employer advertisements

30. 30
Interview - best employer advertisement - Statoil
About the advertising campaign
• Question: Do you know which ad the students are referring to?
• Answer: Most likely they refer to “Heroes of tomorrow” and “Like to be one us?”
• Question: Can you tell me something more general about your ads?
• Answer: At Statoil we have a concept called “Heroes of tomorrow”. The thought behind that is that the world is
facing major challenges so we need highly skilled professionals to help us progress in the future. In our
attraction activities our message is “Like to be one of us?”, which is used to increase our attractiveness among
students and get them to choose Statoil as their employer.
• Question: Which channels do you use for these advertisements?
• Answer: For Heroes of tomorrow, we e.g. use commercial spots on TV and radio. Our Like to be one of us?-
advertisements are often used in print media related to career fairs and on the web sites that the student
organisations create especially for the fairs.
• Question: What would be your main tip to other employers regarding advertisements?
• Answer: Make sure that you know your target group and adapt the advertisements to fit their profile. Student
advertisements should be simple and to the point. Use images of young people that students can relate to.
PLEASE NOTE:
This interview was conducted with Nina Gulsrud, Leader Attraction at Statoil, May 27, 2010.

31. 31
Copyright Universum 2008
Copyright Universum 2008
Communicating with
Talent Report
Employer Career Websites
4
Norwegian Edition

32. 32
Employer Career websites 4
Topics:
• Most important topics on a career website
• Best and worst aspects
Summary and conclusions:
• In order not to lose the students’ interest once they have taken the step to visit the career part of your organisation’s
website, you need to provide concrete information about their opportunities at the employer. Job descriptions and
requirements are at the very top of the wish list, with information about the employer’s products and services in second
place.
• Engineering students are more concerned with the geographic locations and business students are more concerned
with professional training and development programs.
• Most students visit their ideal employer’s websites once a month or less, making it very important to have an impact at
the first visit.

33. 33
Most important topics on a career website 4
SURVEY QUESTION:
When gathering information about a potential employer on their website, which of the following topics are most important to get
information about? Please select a maximum of 5
59%
43%
37%
36%
29%
29%
21%
20%
18%
17%
17%
16%
16%
15%
13%
12%
10%
8%
7%
7%
5%
5%
4%
3%
2%
Job descriptions and requirements
The products and services offered by the employer
Current job openings
The geographical locations
Professional training and development programs
Career development opportunities
Company history and future plans
How the employer enables work/life balance
Internship programs
Environmental policies
Corporate culture and values
Opportunities for travel and relocation
Trainee/rotational programs
Employee testimonials - How it is to work for the company
Financial facts
Recruitment process
Leadership philosophy
Compensation and benefits package
Corporate Social Responsibility activities
Profile sought in prospective employees
Level of interaction with international clients and colleagues
Thesis-writing opportunities
Organisational structure
How the employer supports diversity
Profiles of top management
Most important topics
Share of students selecting each alternative

34. 34
Most important topics on a career website - field of study 4
0%
10%
20%
30%
40%
50%
60%
70%
Jobdescriptionsandrequirements
Professionaltraininganddevelopment
programs
Theproductsandservicesofferedbythe
employer
Currentjobopenings
Careerdevelopmentopportunities
Thegeographicallocations
Companyhistoryandfutureplans
Corporatecultureandvalues
Financialfacts
Internshipprograms
Trainee/rotationalprograms
Howtheemployerenableswork/lifebalance
Recruitmentprocess
Employeetestimonials-Howitistoworkfor
thecompany
Leadershipphilosophy
Opportunitiesfortravelandrelocation
Compensationandbenefitspackage
Environmentalpolicies
Profilesoughtinprospectiveemployees
CorporateSocialResponsibilityactivities
Organisationalstructure
Levelofinteractionwithinternationalclients
andcolleagues
Howtheemployersupportsdiversity
Thesis-writingopportunities
Profilesoftopmanagement
Business Engineering
Most important topics
Share of students selecting each alternative
SURVEY QUESTION:
When gathering information about a potential employer on their website, which of the following topics are most important to get
information about? Please select a maximum of 5

35. 35
Most important topics on a career website - gender comparison 4
SURVEY QUESTION:
When gathering information about a potential employer on their website, which of the following topics are most important to get
information about? Please select a maximum of 5
0%
10%
20%
30%
40%
50%
60%
70%
Jobdescriptionsandrequirements
Theproductsandservicesofferedbythe
employer
Currentjobopenings
Thegeographicallocations
Professionaltraininganddevelopment
programs
Careerdevelopmentopportunities
Howtheemployerenableswork/lifebalance
Companyhistoryandfutureplans
Environmentalpolicies
Trainee/rotationalprograms
Corporatecultureandvalues
Opportunitiesfortravelandrelocation
Internshipprograms
Recruitmentprocess
Leadershipphilosophy
Employeetestimonials-Howitistoworkfor
thecompany
Financialfacts
CorporateSocialResponsibilityactivities
Compensationandbenefitspackage
Profilesoughtinprospectiveemployees
Thesis-writingopportunities
Levelofinteractionwithinternationalclients
andcolleagues
Organisationalstructure
Profilesoftopmanagement
Howtheemployersupportsdiversity
Female Male
Most important topics
Share of students selecting each alternative

36. 36
Best & worst aspects on employer career websites 4
+ -Best aspects Worst aspects
“"Beautiful" words and phrases that do not say
anything. Promises that are clearly unrealistic,
but sounds good”
”When you have to fill out a very extensive
profile to get access to job vacancies.”
”It’s often hard to find information addressed to
students.”
”Bad links, no contact information and ads for
positions already filled.”
”No information about the different departments
and job seeking.”
”Bad standard, both technically and visually.”
SURVEY QUESTION:
On the employer career web sites you have visited, what would you say has been the best/worst aspect? (Open-ended question)
PLEASE NOTE:
This information was gathered in a separate survey conducted October 2008-January 2009
”The employees impression of the work place.”
”Description of trainee programs, interviews
with employees.”
”That it seems like a good company for recent
graduates, offers professional training and
personal development.”
“Concrete information about available
positions, how to apply and who to contact.”
”Simple navigation.”
”Good information to everyone interested in a
career at the relevant company”
”What they expect of you and what one can
expect of them”

37. 37
Positive & negative attributes 4
SURVEY QUESTION:
When visiting an employer career web site the first time, what makes you create a positive/negative perception of the employer?
(Open-ended question)
PLEASE NOTE:
This information was gathered in a separate survey conducted October 2008-January 2009
Positive Negative
“That they are not specific about what people they
want to hire. That they don’t have contact
information for sending open applications.”
”If it’s much focus on study results. It shows an
old-fashioned attitude and little understanding of
that practice is the best way to learn, and that
personality and will power are not necessarily
related to grades.”
“Poor layout and outline, impersonal pages.
Possible that they try to much to seem
professional and serious.”
”Too much focus on career and earnings, less
interest in work environment.”
”No interviews with employees, dull fact pages
with no illustrations.”
”Honest articles, although there are negative
aspects of the business.”
”That they are professional and open in terms of
information. That it is possible to connect with
them, that they are honest with what is required.”
”Description of career possibilities.”
”Good information about tasks and description of
the work environment. Photos etc which allows
me to see how it is at the employer.”
”Structured and organized page where it is easy
to navigate.”
”Seriousness.
Adequate and updated information.”
+ -

38. 45%
43%
36%
33%
26%
26%
18%
7%
5%
3%
1%
The employer's products and services
Job openings
"Hard facts" and history about the employer (i.e.
geographical spread and the number of offices and
employees)
Interviews with employees
Press releases/news
Studying the employer's clients and partners
Multimedia about the employer and what it is like to
work for them (video, sound and pictures)
Chat/e-mail with employees
Blogs
Other
Podcasts
38
Opinion creating factors 4
Top 3:
1. The employer’s products
and services
2. Job openings
3. Interviews with employees
Top 3:
1. The employer’s products
and services
2. Job openings
3. "Hard facts" and history
about the employer (i.e.
geographical spread and
the number of offices and
employees)
SURVEY QUESTION:
When visiting an employer career web site, what creates your opinion of the employer?
Please select a maximum of 3 alternatives
PLEASE NOTE:
This information was gathered in a separate survey conducted October 2008-January 2009

39. 39
Visit frequency & time spent 4
Visit frequency Time spent
SURVEY QUESTIONS:
• On average, how often do you visit your ideal employers' career web sites?
• On average, how long do you spend on your ideal employers' career web sites per visit?
PLEASE NOTE:
This information was gathered in a separate survey conducted October 2008-January 2009
4%
10%
36%
19%
11%
7%
13%
More
than
once a
week
Once a
week
Once a
month
Once a
year
More
seldom
Never Don't
know
13%
43%
19%
5%
1%
19%
Less than
5 minutes
5-15
minutes
16-30
minutes
31-60
minutes
More than
1 hour
Don't
know

40. 40
Copyright Universum 2008
Copyright Universum 2008
Communicating with
Talent Report
Employer presentations
5
Norwegian Edition

41. 41
Employer presentations 5
Topics:
• Which students attend employer presentations
• Preferred location and setup
• Preferred representatives of the employer
• Most important topics
• Best employer presentations
Summary and conclusions:
• Students mainly attend presentations held by companies that they are already considering as future employers.
Therefore, hosting employer presentations can be a good way to reach the students that are interested in you as an
employer and convince them that you are an ideal employer. But it is not an effective channel to reach non-interested
students.
• The most preferred location for the presentations are on campus and around two thirds of the students want the formal
presentation to be an hour. Junior and senior employees are preferred to top management and partners.
• Most students expect to get a formal presentation by the employer, as well as the opportunity to talk informally with
employees of the company and have some food and drinks with them.
• It is important to provide information that is relevant to them. Job descriptions and requirements, Recruitment process
and Current job openingsare the most important topics according to the students. More general employer information
like company history and financial facts is not going to keep the students’ interest.

42. 42
Students attending employer presentations 5
SURVEY QUESTION:
For what type of employers do you attend employer presentations?
Please select all that apply
48%
19%
83%
50%
53%
Employers that I am unfamiliar with
Employers that I am familiar with, but
would not consider working for
Employers that I am considering as an
employer
Employers that I view as my Ideal
employers
Employers that I am planning to apply to
Familiarity
Consideration
Desire
Application
Acceptance

43. 43
Students attending employer presentations - breakdowns 5
SURVEY QUESTION:
For what type of employers do you attend employer presentations?
Please select all that apply
41%
16%
79%
37%
46%
58%
18%
90%
63%
63%
Employers that I am unfamiliar with
Employers that I am familiar with, but
would not consider working for
Employers that I am considering as an
employer
Employers that I view as my Ideal
employers
Employers that I am planning to apply
to
Business Engineering
Main field of study
Share of students selecting each alternative
50%
12%
87%
51%
55%
47%
24%
81%
49%
51%
Female Male
Gender
Share of students selecting each alternative

44. 44
Preferred locations and expected components of employer presentations 5
SURVEY QUESTIONS:
• Where do you prefer employer presentations to take place? Please select one
• What do you expect from an employer presentation? Please select all that are relevant
65%
21%
13%
1%
On campus
The employer's
offices
Informal venue, such
as a restaurant
Other
Preferred location
76%
72%
41%
34%
22%
20%
0%
Opportunity to talk informally with
employees of the company
A formal presentation by the employer
Drinks and food
Opportunity for short interviews with
recruiters
Giveaways
Collection of resumes
Other
Expected components

45. 45
Preferred length and representatives of the formal presentation 5
SURVEY QUESTIONS:
• How long do you prefer the formal presentation segment of the event to be? Please select one
• What type of representatives from the employer do you prefer? Please select a maximum of 2
25%
66%
8%
1%
Half an hour or less
One hour
Two hours
Three hours or more
Preferred presentation length
65%
41%
27%
25%
23%
0%
Junior employees
Senior employees
Top management/partners
Alumni of the campus
HR staff
Other
Preferred representatives

46. 46
Most important topics at an employer presentation 5
SURVEY QUESTION:
When attending a employer presentation on campus, which of the following topics are most important to get information about?
Please select a maximum of 5
53%
35%
34%
28%
28%
24%
24%
24%
22%
21%
21%
17%
12%
12%
11%
11%
10%
10%
9%
9%
6%
5%
5%
4%
2%
1%
Job descriptions and requirements
Recruitment process
Current job openings
Career development opportunities
Internship programs
The products and services offered by the employer
Trainee/rotational programs
How the employer enables work/life balance
Professional training and development programs
The geographical locations
Employee testimonials - How it is to work for the company
Company history and future plans
Corporate culture and values
Opportunities for travel and relocation
Leadership philosophy
Profile sought in prospective employees
Compensation and benefits package
Thesis-writing opportunities
Financial facts
Organisational structure
Environmental policies
Corporate Social Responsibility activities
Level of interaction with international clients and colleagues
How the employer supports diversity
Profiles of top management
Other
Most important topics
Share of students selecting each alternative

47. 47
Most important topics at an employer presentation - field of study 5
0%
10%
20%
30%
40%
50%
60%
Jobdescriptionsandrequirements
Recruitmentprocess
Careerdevelopmentopportunities
Internshipprograms
Currentjobopenings
Trainee/rotationalprograms
Employeetestimonials-Howitisto
workforthecompany
Professionaltraininganddevelopment
programs
Theproductsandservicesofferedby
theemployer
Corporatecultureandvalues
Howtheemployerenableswork/life
balance
Leadershipphilosophy
Thegeographicallocations
Companyhistoryandfutureplans
Financialfacts
Compensationandbenefitspackage
Profilesoughtinprospective
employees
Organisationalstructure
Opportunitiesfortravelandrelocation
Levelofinteractionwithinternational
clientsandcolleagues
Howtheemployersupportsdiversity
Thesis-writingopportunities
CorporateSocialResponsibility
activities
Environmentalpolicies
Profilesoftopmanagement
Business Engineering
Most important topics
Share of students selecting each alternative
SURVEY QUESTION:
When attending a employer presentation on campus, which of the following topics are most important to get information about?
Please select a maximum of 5

48. 48
Most important topics at an employer presentation - gender comparison 5
Most important topics
Share of students selecting each alternative
SURVEY QUESTION:
When attending a employer presentation on campus, which of the following topics are most important to get information about?
Please select a maximum of 5
0%
10%
20%
30%
40%
50%
60%
70%
Jobdescriptionsandrequirements
Currentjobopenings
Recruitmentprocess
Theproductsandservicesofferedby
theemployer
Careerdevelopmentopportunities
Internshipprograms
Howtheemployerenableswork/life
balance
Professionaltraininganddevelopment
programs
Employeetestimonials-Howitisto
workforthecompany
Trainee/rotationalprograms
Thegeographicallocations
Companyhistoryandfutureplans
Corporatecultureandvalues
Opportunitiesfortravelandrelocation
Profilesoughtinprospective
employees
Leadershipphilosophy
Thesis-writingopportunities
Environmentalpolicies
Financialfacts
Compensationandbenefitspackage
Organisationalstructure
Levelofinteractionwithinternational
clientsandcolleagues
CorporateSocialResponsibility
activities
Howtheemployersupportsdiversity
Profilesoftopmanagement
Other
Female Male

49. 49
Top 3 employer presentations 5
SURVEY QUESTIONS:
• Over the past 12 months, which employer had the best employer presentation? (Open-ended question)
• What made it he best? Free text responses
Employer Ranking
Statoil 1
Accenture 2
Ernst & Young 2
KPMG 2
PricewaterhouseCoopers 2
Reasons behind - Statoil
“It was clear and exciting.”
”Interactiveness.”
“The people were very creative in how to
get us interested.”
”Cool.”
” It left you dreaming”
” All the good info.”

50. 50
Top employer presentation compared to Ideal Employer ranking 5
SURVEY QUESTIONS:
• Over the past 12 months, which employer had the best employer presentation?
• Please select five employers from the list below for which you would most like to work, your five Ideal Employers. Please select 1-5 employers
THINK ABOUT:
• Are there big differences between the two rankings?
• Is there a correlation between the top employer presentations and the top Ideal Employers?
Employer Ranking
Ideal Employer
ranking 2010
Business
Ideal Employer
ranking 2010
Engineering
Statoil 1 1 1
Accenture 2 28 45
Ernst & Young 2 2 -
KPMG 2 5 -
PricewaterhouseCoopers 2 4 -

51. 51
Interview - best employer presentation - Statoil
About the employer presentations
• Question: Are you very active with employer presentations?
• Answer: Statoil visits a large number of universities and universities colleges every year to give presentations.
• Question: What role does campus presentations play in your EB strategy?
• Answer: Presentations play a very important role in our relationship with students and for the profiling of our employer
brand.
• Question: What is the purpose of the presentations? Raising awareness, changing perception, generating action,
recruitment?
• Answer: All of the above. Statoil has high awareness among Norwegian students, but among foreign students the
familiarity is not as high. It is important to give students information about different career opportunities that they might
not be aware of. Another important purpose is to give the students a more positive perception of our industry which is
often viewed as dirty and environmentally unfriendly. In addition, we use the presentations in recruiting for our summer
internships and graduate programmes.
• Question: What type of students attend your presentations? How do you invite them?
• Answer: We host presentations that are open for all students, and also for students at specific faculties. We collaborate
with student organisations and promote our presentations on their website and in print.
• Question: Do you have a centrally developed presentation, or does each campus team develop their own?
• Answer: We have a corporate Statoil presentation which is used. In addition we adjust ourmessage to different student
grups. The content of a presentation given to geology students is different from one given to IT students.
• Question: Tell me a bit about the details of the presentations?
• Answer: All presentations start with a general part about Statoil as a company. After that we present details about the
business units and opportunities for the students. We use 2-3 presenters of which at least one is a young employee who
is preferably an alumni from the educational institution where the presentation is held. The young employees talk about
their daily work and explains how they utilise their studies in their job. The presentation is usually 45 to 60 minutes long
and is followed by an informal Q&A session and refreshments.
• Question: What would be your main tip to other employers regarding campus presentations?
• Answer: Keep them informal and make sure to include young employees that the target group can relate to.
PLEASE NOTE:
This interview was conducted with Nina Gulsrud, Leader Attraction at Statoil, May 27, 2010.

52. 52
Copyright Universum 2008
Communicating with
Talent Report
Online networks and social media
6
Norwegian Edition

53. 53
Online networks and social media 6
Topics:
• Which online networks/communities the students use and how
• Occurrence of employer information by network
• Feelings about employer information
• Preferred type of employer information
Summary and conclusions:
• The students are very active in online networks and communities. A vast majority have a Facebook profile and most of
the students are members of more than one network/community.
• Students are positive to receiving employer information through the communities that are used for career purposes,
such as LinkedIn and University communities.
• When it comes to communities that are used for social purposes, opinions are split between attractive and unattractive.
Half of the students feel that employer information would also be attractive on Facebook.
• The type of information that would be most appreciated is current information around job openings and events.

54. 54
Top 20 online networks/communities 6
SURVEY QUESTION:
Are you a member of any online networks/communities?
Please select as many as applicable, and add others that are not listed
87%
41%
26%
24%
18%
10%
9%
6%
4%
4%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
Facebook
YouTube
LinkedIn
Twitter
MySpace
Flickr
Online community at my University
Other
Hi5
Digg
Livejournal
Dailymotion
Orkut
Plaxo
Doostang
Monster
Rekrute.com
StudiVZ
Universia
Bebo
Top online networks/communities
Percentage members
1. Facebook
2. YouTube
3. LinkedIn
1. Facebook
2. YouTube
3. LinkedIn
1. Facebook
2. LinkedIn
3. YouTube
1. Facebook
2. YouTube
3. Twitter
Business
Engineering
Male
Female

55. 55
Usage of top online networks/communities 6
SURVEY QUESTIONS:
• Are you a member of any online networks/communities?
• Please categorize in what context you use these online networks/communities.
80%
86%
7%
64%
85%
88%
5%
80%
100%
100%
0%
0%
63%
7%
10%
4%
27%
0%
0%
0%
20%
14%
30%
29%
5%
8%
68%
20%
0%
0%
Facebook
YouTube
LinkedIn
Twitter
MySpace
Flickr
Online community at my University
Hi5
Digg
Livejournal
Social purposes only
Career purposes only
Both social and career purposes
Usage of top online networks/communities
Percentage of members

56. 56
Occurence of employer information 6
SURVEY QUESTION:
Have you received information from employers through these online networks/communities?
15%
4%
23%
13%
2%
0%
45%
0%
0%
0%
86%
96%
77%
88%
98%
100%
55%
100%
100%
100%
Facebook
YouTube
LinkedIn
Twitter
MySpace
Flickr
Online community at my
University
Hi5
Digg
Livejournal
Yes
No

57. 57
Feelings about employer information 6
SURVEY QUESTIONS:
How do you feel about receiving employer information through your online networks/communities?
9%
18%
37%
36%
Very
unattractive
Somewhat
unattractive
Somewhat
attractive
Very attractive
Feelings about employer information
All networks/social communities
50%
37%
90%
55%
15%
8%
91%
10%
0%
17%
50%
63%
10%
45%
85%
92%
9%
90%
100%
83%
Facebook
YouTube
LinkedIn
Twitter
MySpace
Flickr
Online community at my
University
Hi5
Digg
Livejournal
Attractive Unattractive
Feelings about employer information
By networks/social communities

58. 58
Type of information in online networks/communities 6
SURVEY QUESTION:
What type of employer information would you be interested in?
Please select all that apply
64%
56%
40%
40%
38%
18%
10%
1%
Information about immediate job
openings
Invitations to upcoming employer
events and campus activities
Information about long term
career opportunities
Information about the recruitment
process on campus
Information about what it is like to
work there
News about the employer's
business
None
Other
Most interesting topics
Share of students selecting each alternative

59. 59
Interview with employer using social media - Google
About the employer using social media
• Question: What role do social media play in your EB strategy?
• Answer: We realise that social media is becoming the best, easiest and most effective way to reach people. We want to
be aware of all opportunities and use them as a communication platform, and social media is a very good opportunity to
reach people.
• Question: What social media do you use and how?
• Answer: Twitter, we have several different accounts for different themes and topics, some of them are regional. We
have some on events in Africa, some on jobs and employment opportunities, and some on products. We often use the
same information in different accounts, as soon as it’s relevant to the target group. We use Facebook, we have different
sites: one for students, one about Google in general, etc. We have several different blogs.
• Question: What is the purpose? Raising awareness, changing perception, generating action, recruitment?
• Answer: All of the above, with the possible exception of changing perception. We consider ourselves incredibly lucky
that we have a strong perception externally. Any initiative that we are going to run needs to tick all those boxes. We
need to give complete information about the roles, and also about what we expect of the people we hire. We don’t
really want to change perception, as we have a very good one. We want people to have a complete idea about what it
means to work at Google. We are challenging people that at Google they are going to work with high technology and
want to communicate that it isn’t only about getting free food!
• Question: Do you see any risks with using social media for employer communication?
• Answer: You don’t want to be intrusive. You have to be careful and not intrude people’s personal space. We want to be
where the candidate wants us to be.
• Question: Do you get any comments or feedback from the students?
• Answer: Yes, frequently. We welcome their feedback. We are not a very big company, but we try to answer as much as
we can.
• Question: What would be your main tip to other employers regarding using social media?
• Answer: Don’t be afraid of using it, but make sure that you have a plan and that you are not being intrusive.
PLEASE NOTE:
This interview was conducted with Caitlin Pantos, University Programs Specialist, Google, on May 6th.

60. 60
Interview with employer using social media - Vattenfall
About the employer using social media
• Question: What role does social media play in your EB strategy?
• Answer: At Vattenfall, we have started using social media as a way to reach the new generation of students which have
new and different communication habits. We do not use social media as a recruiting tool, but rather to inform the
students about events and other upcoming activities.
• Question: What social media do you use and how?
• Answer: We use Twitter where we for example twitter from climate conferences. We also have a Facebook page where
we list upcoming events, job openings etc. Facebook is also used to send targeted messages since it is easy to select
your target group based on the users’ profile information. For example, we used Facebook to inform a certain target
group about our trainee program.
• Question: What is the purpose? Raising awareness, changing perception, generating action, recruitment?
• Answer: Vattenfall uses social media mostly to generate traffic to our own website. We raise awareness about our
activities through social media and then link the students mainly to the career part of Vattenfall’s webpage.
• Question: Do you see any risks with using social media for employer communication?
• Answer: It is very important not to interfere with people’s personal life. We do not want to send too many direct
messages since this might create a negative effect where people feel that they are being spammed. Being active in too
many channels can also be risky since it is hard to keep all information updated and you can lose control of the
information.
• Question: Do you get any comments or feedback from the students?
• Answer: Many students feel privileged when they get targeted information about recruitment activities such as the
trainee program. They feel that they are part of an exclusive group and appreciate getting tips from us.
• Question: What would be your main tip to other employers regarding using social media?
• Answer: Make sure that you develop your own webpage first. You cannot be visible everywhere and it is very important
that the information on your website is up-to-date and presented in an attractive way. Have a clear strategy and a plan
for what you want to achieve when using social media. Choose few channels and make sure to keep the content fresh.
PLEASE NOTE:
• This interview was conducted with Robert Käck, Student Relations & Employer Branding Manager at Vattenfall, May 4, 2010.
• If you are using Facebook, you can find Vattenfall’s facebook page by searching for ”Vattenfall Nordic Jobs”.

61. 61
Copyright Universum 2008
Communicating with
Talent Report
Print media in the market
7
Norwegian Edition

62. 62
Publications 7
SURVEY QUESTION:
What publications do you read to learn about future employers?
Please select as many as applicable
Top 5 Preferred publications
Percentage
1. Dagens Næringsliv
2. Aftenposten
3. Teknisk ukeblad
1. Aftenposten
2. Dagens Næringsliv
3. Teknisk ukeblad
1. Dagens Næringsliv
2. Aftenposten
3. Finansavisen
1. Teknisk ukeblad
2. Aftenposten
3. Dagens Næringsliv
Business
Engineering
Male
Female
Employer Percent
Aftenposten 41%
Dagens Næringsliv 41%
Teknisk ukeblad 32%
Dagbladet 24%
VG 24%