Universumin Nuoret ammattilaiset -tutkimuksen tulokset vuodelta 2010. Vertailuryhminä TTL:n vastaajat ja muut suomalaiset vastaajat.

1. Target Group Report
Universum Professional Survey 2010
Finnish Edition
Partner Report
All Professionals
Copyright Universum 2010
1
1
Copyright Universum 2010

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

3. Product portfolio
Communication Communication Action
Research EVP Plan Material
Universum’s employer branding model™
National Student Surveys • University audits Print
• 5 continents • Brand tracking and evaluation *Unique for every country
• 800 educational institutions • Employer Value Proposition
• Over 300,000 respondents development Web
• Communication strategy development *Unique for every country
National Professional Surveys • Communication materials testing
• 11 countries • Custom research
• Over 80,000 respondents
3

4. Universum around the world
Universum annually surveys over 300,000 students and 80,000 professionals worldwide through our standardised
research. In addition to this, conduct surveys in several other countries through our consulting projects. The group
head office is located in Stockholm and the regional head offices are located in Philadelphia (America), Cologne
(Europe) and Shanghai (Asia).
4

5. Content
1 Methodology and participating professionals
2 Professionals’ profile
3 Employer rankings
4 Professionals’ career and communication preferences
5 Professionals’ employer preferences
5

6. Target Group Report 1
Methodology and participating professionals
Universum Professional Survey 2010
Partner Report
6
6
Copyright Universum 2010
Copyright Universum 2010

7. Methodology 1
Field period:
June to October 2010
Total number of respondents:
3 905
The Questionnaire: The list of employers:
• Created with 20 years of experience, extensive Composed through Universum‟s knowledge of each
research within HR, focus groups and communication market, evaluations of the last year‟s list, extensive
with both our clients and professionals. market analysis, complemented by information derived
• Global perspective - local insight. from discussions with professionals and organisations
and finally “write-ins” from last year‟s survey.
• Comprised of closed-ended questions with an
extensive list of alternatives and an „Other‟ option.
Data collection:
Conducted via an on-line survey. The on-line link has been
distributed via alumni-networks, communities, the
Universum Panel, companies and both different local and
global partners.
7

8. Comparison groups analyzed in this report 1
Group 1:
Base of the group: Tietotekniikan liitto, TTL
Number of respondents: 40
Group 2:
Base of the group: Total
Number of respondents: 3 905
8

9. Target Group Report 2
Professionals’ profile
Universum Professional Survey 2010
Partner Report
Copyright Universum 2010
9
9
Copyright Universum 2010
Copyright Universum 2010

10. Professionals’ profile
2
Topics:
Factors differentiating the selected target groups:
• General profile
• Educational profile
• Professional profile
Think about:
• What characterizes the professionals?
• Which professionals are within your primary target groups?
• How do the groups differ from each other?
10

11. General profile - Age & Gender
2
Age: Gender:
33.8
32.6
Tietotekniikan
75% 25%
liitto, TTL
Total 51% 49%
Tietotekniikan liitto, TTL Total Male Female
SURVEY QUESTIONS:
• What is your year of birth?
• What is your gender?
11

12. Educational profile - Highest academic degree
2
50%
Associate's
41%
30%
Master's (non-MBA)
46%
20%
Bachelor's
9%
MBA
1%
PhD
1%
Other
1% Tietotekniikan liitto, TTL
Total
SURVEY QUESTION:
What is your highest academic degree?
THINK ABOUT:
• What is your primary target group when recruiting professionals? MBA‟s, Bachelor‟s etc?
• Which group/s matches these preferences best?
12

13. Educational profile - Top educational institutions - Tietotekniikan liitto,
2
TTL
Educational institution Tietotekniikan liitto, TTL
Tampere University of Technology 10.00%
Jyväskylä University of Applied Sciences 5.00%
Lappeenranta University of Technology 5.00%
Turku University of Applied Sciences 5.00%
University of Eastern Finland 5.00%
University of Helsinki 5.00%
University of Jyväskylä 5.00%
University of Turku 5.00%
Vaasa University of Applied Sciences 5.00%
Haaga-Helia University of Applied Sciences 2.50%
Hanken School of Economics 2.50%
Häme University of Applied Sciences 2.50%
Kemi-Tornio University of Applied Sciences 2.50%
Kymenlaakso University of Applied Sciences 2.50%
Laurea University of Applied Sciences 2.50%
SURVEY QUESTION:
Which educational institution did you mainly attend?
THINK ABOUT:
• What professional profile du you seek?
• Which group matches this best?
13

14. Educational profile - Top educational institutions - Total
2
Educational institution Total
University of Helsinki 9.28%
University of Turku 6.65%
The Aalto University School of Science and Technology 5.24%
University of Tampere 4.78%
Tampere University of Technology 4.50%
Haaga-Helia University of Applied Sciences 4.29%
Lappeenranta University of Technology 3.49%
Hanken School of Economics 3.47%
Tampere University of Applied Sciences 3.39%
Metropolia University of Applied Sciences 3.34%
University of Oulu 3.24%
Novia University of Applied Sciences 3.01%
University of Jyväskylä 2.95%
University of Eastern Finland 2.85%
Turku University of Applied Sciences 2.62%
SURVEY QUESTION:
Which educational institution did you mainly attend?
THINK ABOUT:
• What professional profile du you seek?
• Which group matches this best?
14

15. Professional profile - Current monthly salary (EUR)
2
Tietotekniikan liitto,
3 203
TTL
Total 3 529
SURVEY QUESTION:
What is your current salary before taxes (including commission and bonus, excluding pension)?
THINK ABOUT:
• What professional profile du you seek?
• Which group matches this best?
15

16. Professional profile - Work experience
2
Tietotekniikan liitto,
7.6
TTL
Total 6.2
SURVEY QUESTION:
How many years have you been working since you concluded your studies?
THINK ABOUT:
• What professional profile du you seek?
• Which group matches this best?
16

17. Professional profile - Top current industries
2
Tietotekniikan
Industry Total
liitto, TTL
Computer software 15% 4%
IT consulting 15% 4%
Computer hardware 13% 1%
Telecommunications 10% 5%
Construction 5% 3%
Energy/power 5% 4%
Engineering/manufacturing 5% 7%
Metals 5% 3%
Accounting/auditing/taxation (corporate) 3% 2%
Automotive 3% 1%
Entertainment/media/public relations 3% 2%
Food service 3% 1%
Forestry/paper/pulp 3% 1%
Government/public service 3% 7%
Healthcare 3% 5%
Internet/e-commerce 3% 1%
Management consulting 3% 2%
Network communications/data networking 3% 1%
Non-profit 3% 2%
Academic research - 4%
SURVEY QUESTION:
In which industry do you currently work?
THINK ABOUT:
• What professional profile du you seek?
• Which group matches this best?
17

18. Professional profile - Current job functions
2
Tietotekniikan
Job function Total
liitto, TTL
IT specialist/developer 45% 9%
Sales/Key account manager 11% 5%
Customer service function 8% 10%
Research and development function 8% 10%
Consultant 5% 7%
Administrative function (e.g. HR,
3% 8%
Purchasing, IT support)
Analyst 3% 2%
Engineer 3% 10%
Middle management 3% 5%
Project Manager 3% 6%
Finance function - 5%
Marketing/communications/PR function - 4%
Upper management - 3%
Other 11% 16%
SURVEY QUESTION:
Which of the below best matches your current job function?
THINK ABOUT:
• What professional profile du you seek?
• Which group matches this best?
18

19. Professional profile - Cities
2
Tietotekniikan
City Total
liitto, TTL
Espoo 18% 11%
Helsinki 16% 22%
Turku 13% 6%
Jyväskylä 11% 3%
Tampere 11% 10%
Kuopio 5% 2%
Oulu 5% 4%
Lahti 3% 3%
Lappeenranta 3% 1%
Lohja 3% 1%
Savonlinna 3% 0%
Vantaa 3% 5%
Other 8% 14%
SURVEY QUESTION:
In which city do you currently live?
THINK ABOUT:
• What professional profile du you seek?
• Which group matches this best?
19

20. Top findings - Professionals’ profile - Tietotekniikan liitto, TTL
2
Gender: Age:
 25% women and 75% men  Average age: 33.8 years
Most represented current industries: Most represented current job functions:
 Computer software  IT specialist/developer
 IT consulting  Sales/Key account manager
 Computer hardware  Customer service function
Work experience: Salary:
 Average: 7.6 years  Average current monthly salary: 3 203
EUR
Most represented cities:
 Espoo
 Helsinki
 Turku
20

21. Top findings - Professionals’ profile - Total
2
Gender: Age:
 49% women and 51% men  Average age: 32.6 years
Most represented current industries: Most represented current job functions:
 Government/public service  Research and development function
 Engineering/manufacturing  Engineer
 Telecommunications  Customer service function
Work experience: Salary:
 Average: 6.2 years  Average current monthly salary: 3 529
EUR
Most represented cities:
 Helsinki
 Espoo
 Tampere
21

22. Target Group Report 3
Employer rankings
Universum Professional Survey 2010
Partner Report
Copyright Universum 2010
22
22
Copyright Universum 2010

23. Employer rankings
3
Topics:
• Ideal Employer ranking
• Considered Employer ranking
Think about:
• How do the groups differ?
• How can you improve your position? What actions can be taken?
• Do you have to improve your visibility or focus on building a stronger Employer Brand?
• What are your goals for next year? Set up achievable goals!
23

24. Ideal Employer ranking (Top 30) - Tietotekniikan liitto, TTL
3
Rank Per cent Rank Rank Per cent Rank
Employer Employer
2010 2010 2009 2010 2010 2009
Microsoft 1 15.38% 10 VTT 8 7.69% 7
Nokia 1 15.38% 1 Wärtsilä 8 7.69% 4
Finnair 3 12.82% 5 YLE 8 7.69% 21
S-ryhmä (SOK) 3 12.82% 6 Blue1 19 5.13% 84
Tieto 3 12.82% 48 Ericsson 19 5.13% 65
F-Secure 6 10.26% 27 Finavia 19 5.13% 60
Suunto 6 10.26% 3 Fiskars 19 5.13% -
BasWare 8 7.69% 112 Fortum 19 5.13% 9
Fujitsu Services 8 7.69% 82 Hartwall 19 5.13% 38
Logica 8 7.69% 71 HP 19 5.13% 54
Nokia Siemens Networks 8 7.69% 29 IBM 19 5.13% 19
Polar Electro 8 7.69% 27 Kela 19 5.13% -
Ponsse 8 7.69% 67 Kesko 19 5.13% 37
Reaktor Innovations 8 7.69% - KONE 19 5.13% 2
Sanoma 8 7.69% 30 Lemminkäinen 19 5.13% 114
SURVEY QUESTION:
Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
24

25. Ideal Employer ranking (Top 30) - Total
3
Rank Per cent Rank Rank Per cent Rank
Employer Employer
2010 2010 2009 2010 2010 2009
Nokia 1 12.71% 1 Helsingin Kaupunki 16 4.82% 35
KONE 2 11.75% 2 Accenture 17 4.67% 24
S-ryhmä (SOK) 3 9.66% 6 Valio 18 4.55% 34
Finnair 4 9.57% 5 Fiskars 19 4.53% -
Fazer 5 8.24% 8 ABB 20 4.50% 13
Wärtsilä 6 7.19% 4 Sanoma 20 4.50% 30
Puolustusvoimat 7 7.14% 12 IBM 22 4.44% 19
Microsoft 8 6.47% 10 MTV MEDIA 23 4.38% -
VTT 9 6.24% 7 Neste Oil 24 4.35% 14
YLE 10 6.21% 21 L'Oréal 25 4.32% 31
Suunto 11 6.09% 3 Metso 26 4.29% 15
Suomen ympäristökeskus
Fortum 12 6.01% 9 26 4.29% 20
(SYKE)
Nordea 13 5.28% 32 UPM-Kymmene 28 4.15% 25
OP-Pohjola-ryhmä 14 5.25% 22 Suomen Pankki 29 3.97% 35
Stockmann 15 5.22% 17 Patria 30 3.80% 18
SURVEY QUESTION:
Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
25

26. Considered Employer ranking (Top 30) - Tietotekniikan liitto, TTL
3
Rank Per cent Rank Rank Per cent Rank
Employer Employer
2010 2010 2009 2010 2010 2009
Microsoft 1 38.46% 15 Kesko 13 20.51% 27
Nokia 2 28.21% 2 MTV MEDIA 13 20.51% -
S-ryhmä (SOK) 2 28.21% 9 Verohallinto 13 20.51% 96
Tieto 2 28.21% 41 YLE 13 20.51% 24
Fujitsu Services 5 25.64% 64 Nokia Siemens Networks 20 17.95% 20
IBM 5 25.64% 21 Siemens 20 17.95% 23
Logica 5 25.64% 84 VTT 20 17.95% 10
Nordea 5 25.64% 34 Wärtsilä 20 17.95% 5
Finnair 9 23.08% 4 BasWare 24 15.38% 113
Fortum 9 23.08% 6 Digia 24 15.38% 88
F-Secure 9 23.08% 35 Elisa 24 15.38% 49
Suunto 9 23.08% 3 Suomen Pankki 24 15.38% 40
HP 13 20.51% 45 UPM-Kymmene 24 15.38% 25
If 13 20.51% 89 YIT 24 15.38% 46
Kela 13 20.51% - Accenture 30 12.82% 32
SURVEY QUESTION:
Below is a list of employers. Which of these employers would you consider working for?
26

27. Considered Employer ranking (Top 30) - Total
3
Rank Per cent Rank Rank Per cent Rank
Employer Employer
2010 2010 2009 2010 2010 2009
Nokia 1 27.65% 2 Metso 16 16.76% 12
KONE 2 25.46% 1 UPM-Kymmene 17 16.62% 25
Finnair 3 24.09% 4 Nordea 18 16.51% 34
S-ryhmä (SOK) 4 22.88% 9 Neste Oil 19 16.28% 11
Fazer 5 22.60% 7 Hartwall 20 15.86% 22
Fortum 6 19.99% 6 Kesko 21 15.24% 27
Suunto 7 19.79% 3 Nokia Siemens Networks 22 14.94% 20
Stockmann 8 18.67% 16 IBM 23 14.85% 21
Wärtsilä 9 18.53% 5 Siemens 24 14.82% 23
Valio 10 18.44% 17 OP-Pohjola-ryhmä 25 14.71% 36
YLE 11 17.71% 24 ABB 26 14.51% 8
Puolustusvoimat 12 17.49% 14 Sanoma 27 14.49% 41
Fiskars 13 17.04% - Suomen Pankki 28 14.01% 40
Microsoft 14 16.98% 15 Paulig 29 13.84% 37
VTT 15 16.96% 10 Konecranes 30 13.42% 18
SURVEY QUESTION:
Below is a list of employers. Which of these employers would you consider working for?
27

28. 3
Top findings - Employer rankings
Ideal Employer rankings Considered Employer rankings
Tietotekniikan liitto, TTL: Tietotekniikan liitto, TTL:
1. Microsoft 1. Microsoft
1. Nokia 2. Nokia
3. Finnair 2. S-ryhmä (SOK)
3. S-ryhmä (SOK) 2. Tieto
3. Tieto 5. Fujitsu Services
Total: Total:
1. Nokia 1. Nokia
2. KONE 2. KONE
3. S-ryhmä (SOK) 3. Finnair
4. Finnair 4. S-ryhmä (SOK)
5. Fazer 5. Fazer
28

29. Target Group Report 4
Professionals’ career & communication preferences
Universum Professional Survey 2010
Partner Report
Copyright Universum 2010
29
29
Copyright Universum 2010
Copyright Universum 2010

30. Professionals’ career & communication preferences
4
Topics:
• Career goals
• Satisfaction with current employer
• Interest in changing employer
• Applied for another job
• Preferred communication channels
• Actual communication channels
Think about:
• What are professionals’ career goals? Can you provide them with the opportunity to achieve these goals? Is this
communicated to professionals?
• How interested are professionals in changing employers?
• Have they applied for another job? Internally or externally?
• How do they prefer to gather information about future employers? How do they actually do it?
30

31. Career goals 2010
4
65%
To have work/life balance
70%
To be competitively or intellectually 50%
challenged 37%
40%
To be a technical or functional expert
36%
35%
To be secure or stable in my job
43%
23%
To be autonomous or independent
23%
20%
To be a leader or manager of people
22%
To be entrepreneurial or 20%
creative/innovative 15%
To be dedicated to a cause or to feel 10%
that I am serving a greater good 14%
10% Tietotekniikan liitto, TTL
To have an international career
15%
Total
SURVEY QUESTION:
Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
THINK ABOUT:
• Which of the career goals can you offer to the largest extent?
• Can you communicate the most attractive career goals given what you can offer?
• What professional profile do you ideally seek?
• Which group/s matches these preferences best?
31

32. Career goals 2009
4
To have work/life balance 68%
To be a technical or functional expert 43%
To be competitively or intellectually
42%
challenged
To be secure or stable in my job 37%
To be a leader or manager of people 25%
To be autonomous or independent 23%
To be entrepreneurial or
16%
creative/innovative
To have an international career 14%
To be dedicated to a cause or to feel
11%
that I am serving a greater good Total
SURVEY QUESTION:
Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
THINK ABOUT:
• Which of the career goals can you offer to the largest extent?
• Can you communicate the most attractive career goals given what you can offer?
• What professional profile do you ideally seek?
• Which group/s matches these preferences best?
32

33. Satisfaction with current employer 2010
4
5%
1
1%
3%
2
3%
3%
3
5%
5% Averages:
4
5%
Tietotekniikan liitto, TTL:
5
5% 7.1
6%
5%
Total: 7.0
6
10%
22%
7
19%
16%
8
29%
22%
9
17%
14% Tietotekniikan liitto, TTL
10
6% Total
SURVEY QUESTION:
How satisfied are you with your current employer?
Scale 1 = Very dissatisfied and 10 = Very satisfied
THINK ABOUT:
Do you think the employees at your company differ from the result?
33

34. Satisfaction with current employer 2009
4
1 2%
2 2%
3 4%
Averages:
4 5%
Total: 7.1
5 6%
6 8%
7 19%
8 30%
9 18%
10 5%
Total
SURVEY QUESTION:
How satisfied are you with your current employer?
Scale 1 = Very dissatisfied and 10 = Very satisfied
THINK ABOUT:
Do you think the employees at your company differ from the result?
34

35. Interest in changing employer 2010
4
21%
Yes, within 6 months
18%
3%
Yes, within 1 year
14%
16%
Yes, within 1-2 years
15%
13%
Yes, within 2-4 years
16%
32%
No
21%
16%
Don't know Tietotekniikan liitto, TTL
16%
Total
SURVEY QUESTION:
Are you interested in changing employer?
THINK ABOUT:
• How big is the interest for changing employer amongst the respondents?
• Is it bigger or smaller than you expected?
• Do you think your employees differ from this?
35

36. Interest in changing employer 2009
4
Yes, within 6 months 15%
Yes, within 1 year 13%
Yes, within 1-2 years 16%
Yes, within 2-4 years 17%
No 22%
Don't know 17%
Total
SURVEY QUESTION:
Are you interested in changing employer?
THINK ABOUT:
• How big is the interest for changing employer amongst the respondents?
• Is it bigger or smaller than you expected?
• Do you think your employees differ from this?
36

37. Applied for another job 2010
4
18%
Yes, internally with
current employer
14%
29%
Yes, externally with
other employer
27%
Yes, and I switched to 24%
my current job within
the past 12 months 14%
42%
No
52%
Tietotekniikan liitto, TTL
Total
SURVEY QUESTION:
Have you applied for a new job in the past 12 months?
THINK ABOUT:
• How attractive is internal mobility? How are you working within this area?
• Do you think your employees differ from this?
37

38. Applied for another job 2009
4
Yes, internally with
13%
current employer
Yes, externally with
25%
other employer
Yes, and I switched to
my current job within 12%
the past 12 months
No 57%
Total
SURVEY QUESTION:
Have you applied for a new job in the past 12 months?
THINK ABOUT:
• How attractive is internal mobility? How are you working within this area?
• Do you think your employees differ from this?
38

39. Member of union
4
100%
Yes
75%
Don‟t know
2%
No
23%
Tietotekniikan liitto, TTL
Total
SURVEY QUESTION:
Are you a member of a union?
39

40. Why member of union
4
75%
Income insurance
76%
In principal I want to be a 30%
member of the union 37%
Legal councelling in conflicts 28%
with the employer 39%
Updated information on salary 28%
levels 37%
Individual counselling on your 23%
rights 35%
20%
Help with negotiating
27%
18%
Newspaper subscription
18%
8%
Other beneficial insurances
16%
5%
Job-seeking service
17%
8% Tietotekniikan liitto, TTL
Other
6% Total
SURVEY QUESTION:
What are your main reasons for being a member in a labor union? (Please select as many alternatives as applicable)
40

41. Why not member of union
4
I think it is enough to pay
unemployment benefit society 45%
fund
It is too expensive, the
30%
membership fee is too high
I don‟t think that the union is of
any use/doubtful of the use of 24%
union work
There are too many political
21%
games in the trade union
I only work on short term
contracts and therefore I don‟t 11%
need the union
In principal I don‟t want to be a
9%
member of the union
Too much top down activities 8%
Other 18%
Total
SURVEY QUESTION:
What are your main reasons for not being a member in a labor union? (Please select as many alternatives as applicable)
41

42. Union Services
4
58%
My union‟s salary statistics
73%
42%
My union‟s salary calculator
42%
39%
My union‟s recruitment advices
25%
33%
My union‟s network
18%
30%
My union‟s recruitment service
43%
My union‟s advices concerning 18%
employment agreements 17%
My union‟s employment 18%
Tietotekniikan liitto, TTL
agreement template 12%
Total
SURVEY QUESTION:
Have you applied for a new job in the past 12 months?
SURVEY QUESTION:
If you were changing employer , what of the following services offered by your union would you used or have you used?
(Please select as many alternatives as applicable)
42

43. Preferred channels 2010 (1/2) 4
50%
Employer websites
44%
Career websites/Internet job 35%
boards 31%
Acquaintances employed by 25%
the company/organisation 37%
23%
Articles in trade magasines
22%
20%
Advertisement on the Internet
11%
18%
Employer sponsored events
10%
Online social 15%
networks/communities 10%
13%
Advertisement in newspapers
10%
Employer recruitment 13%
brochures 11%
10% Tietotekniikan liitto, TTL
Articles in newspapers
14% Total
SURVEY QUESTION:
How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their preferred ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
43

44. Preferred channels 2010 (2/2) 4
10%
Friends and family
17%
8%
Former fellow students
12%
Through my university during 8%
my studies 11%
Advertisement in trade 5%
magasines 8%
5%
Advertisement on TV
3%
3%
Employer videos
1%
3%
News channel programming
3%
Alumni services at your former
University 5%
Giveaways/promotional
material 3%
Minority targeted events
1%
Tietotekniikan liitto, TTL
5%
Other
1% Total
SURVEY QUESTION:
How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their preferred ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
44

45. Preferred channels 2009 (1/2) 4
Employer websites 41%
Acquaintances employed by
39%
the company/organisation
Articles in trade magasines 29%
Career websites/Internet job
25%
boards
Articles in newspapers 19%
Friends and family 18%
Former fellow students 13%
Online social
9%
networks/communities
Advertisement in trade
9%
magasines
Employer recruitment
8%
brochures Total
SURVEY QUESTION:
How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their preferred ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
45

46. Preferred channels 2009 (2/2) 4
Advertisement on the Internet 8%
Through my university during
7%
my studies
Advertisement in newspapers 7%
Employer sponsored events 7%
News channel programming 5%
Alumni services at your former
3%
University
Advertisement on TV 2%
Giveaways/promotional
2%
material
Employer videos 1%
Minority targeted events 1%
Other 5%
Total
SURVEY QUESTION:
How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their preferred ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
46

47. Actual channels 2010 (1/2) 4
47%
Employer websites
44%
Career websites/Internet job 37%
boards 32%
35%
Advertisement on the Internet
19%
Acquaintances employed by the 25%
company/organisation 31%
25%
Advertisement in newspapers
23%
21%
Articles in newspapers
35%
19%
Articles in trade magasines
29%
19%
Advertisement in trade magasines
19%
18%
Employer sponsored events
9%
18% Tietotekniikan liitto, TTL
Friends and family
23%
Total
SURVEY QUESTION:
How have you mainly learnt about these employers? Please select as many as applicable
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their actual ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
47

48. Actual channels 2010 (2/2) 4
Through my university during my 18%
studies 15%
16%
News channel programming
18%
Online social 15%
networks/communities 9%
13%
Former fellow students
19%
11%
Employer recruitment brochures
13%
8%
Advertisement on TV
11%
8%
Giveaways/promotional material
7%
7%
Employer videos
4%
Alumni services at your former 6%
University 4%
3%
Minority targeted events
2%
13% Tietotekniikan liitto, TTL
Other
12% Total
SURVEY QUESTION:
How have you mainly learnt about these employers? Please select as many as applicable
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their actual ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
48

49. Actual channels 2009 (1/2) 4
Employer websites 44%
Articles in newspapers 41%
Articles in trade magasines 37%
Acquaintances employed by the
34%
company/organisation
Career websites/Internet job
31%
boards
Advertisement in newspapers 24%
Friends and family 22%
Advertisement in trade magasines 22%
Former fellow students 21%
News channel programming 20%
Total
SURVEY QUESTION:
How have you mainly learnt about these employers? Please select as many as applicable
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their actual ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
49

50. Actual channels 2009 (2/2) 4
Advertisement on the Internet 17%
Through my university during my
17%
studies
Employer recruitment brochures 12%
Advertisement on TV 10%
Online social
10%
networks/communities
Employer sponsored events 8%
Giveaways/promotional material 6%
Alumni services at your former
4%
University
Employer videos 4%
Minority targeted events 2%
Other 12%
Total
SURVEY QUESTION:
How have you mainly learnt about these employers? Please select as many as applicable
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Is there a mismatch between the channels you have used and their actual ones?
• Are there any new possible channels to focus on in the future or to decrease your visibility in?
50

51. Top actual vs. preferred channels 2010 - Tietotekniikan liitto, TTL 4
50%
Employer websites
47%
35%
Career websites/Internet job boards
37%
Acquaintances employed by the 25%
company/organisation 25%
23%
Articles in trade magasines
19%
20%
Advertisement on the Internet
35%
18%
Employer sponsored events
18%
15%
Online social networks/communities
15%
13%
Advertisement in newspapers
25%
13%
Employer recruitment brochures
11%
10% Preferred information
Articles in newspapers
21%
Actual information
SURVEY QUESTION:
• How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
• How have you mainly learnt about these employers? Please select as many as applicable
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Have you had the impact you thought?
51

52. Top actual vs. preferred channels 2010 - Total 4
44%
Employer websites
44%
Acquaintances employed by the 37%
company/organisation 31%
31%
Career websites/Internet job boards
32%
22%
Articles in trade magasines
29%
17%
Friends and family
23%
14%
Articles in newspapers
35%
12%
Former fellow students
19%
11%
Through my university during my studies
15%
11%
Employer recruitment brochures
13%
11% Preferred information
Advertisement on the Internet
19%
Actual information
SURVEY QUESTION:
• How would you prefer to gather information about potential employers? Please select a maximum of three alternatives
• How have you mainly learnt about these employers? Please select as many as applicable
THINK ABOUT:
• Which communication channels have you used in your communication with the target group?
• Have you had the impact you thought?
52

53. Target Group Report 5
Professionals' employer preferences
Universum Professional Survey 2010
Partner Report
53
Copyright Universum 2010 2010
Copyright Universum

54. Drivers of Employer Attractiveness
5
Employer Reputation & Image Job Characteristics
- The attributes of the employer as an organisation - The contents and demands of the job, including the
learning opportunities provided by the job
• Attractive/exciting products and services
• Fast-growing or entrepreneurial • A variety of assignments
• Financial strength • An attractive geographic location
• Good reputation • Challenging work
• High ethical standards • Control over my working hours
• High level of Corporate Social Responsibility • Flexible working conditions
• Innovative products and services • High level of responsibility
• Inspiring top management • Opportunities for international travel
• Market success • Opportunities for relocation abroad
• Prestige • Professional training and development
• Secure employment
People & Culture Remuneration & Advancement Opportunities
- The social environment and attributes of the work place - The monetary compensation and other benefits, now and
in the future
• Has a culture that is accepting towards minorities
• Has a culture that respects my individuality • Clear path for advancement
• Has a culture that supports equality between the sexes • Competitive base salary
• Has leaders who will support my development • Competitive benefits
• Offers a comfortable physical work environment • Good possibilities for rapid promotion
• Offers a creative and dynamic work environment • Good prospects for high future earnings
• Offers a friendly work environment • Good reference for future career
• Offers interaction with international clients and • Leadership opportunities
colleagues • Overtime pay
• Recruits only the best students • Performance-related bonus
• Will enable me to have good work/life balance • Sponsorship of future education
54

55. Professionals' employer preferences 5
Topics:
• Importance of the Drivers of Employer Attractiveness
• Importance of the attributes within each driver:
- Employer Reputation & Image
- Job Characteristics
- People & Culture
- Remuneration & Advancement Opportunities
Think about:
• Compare your current employer brand and employer value proposition with the survey results. Are the components you
focus on important and attractive to professionals? Or are you wasting time and money communicating things not that
important to them?
• Are there other attributes that are attractive to professionals that you can deliver? Should these be included in your
external communication?
• As in any branding effort, you need to keep in mind that the preferences and goals vary greatly amongst different sub-
segments.
55

56. The Drivers of Employer attractiveness - Importance of each driver 5
19%
Employer Reputation
& Image
17%
29%
Job Characteristics
29%
23%
People & Culture
26%
Remuneration & 29%
Advancement
Opportunities 28% Tietotekniikan liitto, TTL
Total
SURVEY QUESTION:
How would you rate the relative importance of these aspects when choosing your Ideal Employer?
Please divide 100 points between the alternatives in accordance with importance
56

57. The Drivers of Employer attractiveness - Employer Reputation & 5
Image 2010
48%
Good reputation
41%
35%
Financial strength
36%
Attractive/exciting products 32%
and services 38% Employer Reputation & Image
Job Characteristics
People & Culture
32% Remuneration & Advancement Opportunities
Market success
26%
29%
Prestige
21%
Fast-growing or 26%
entrepreneurial 9%
Innovative products and 26%
services 28%
23%
Inspiring top management
23%
16%
High ethical standards
23%
High level of Corporate Social 13% Tietotekniikan liitto, TTL
Responsibility 19%
Total
SURVEY QUESTION:
Employer Reputation & Image refers to the attributes of the employer as an organisation.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
57

58. The Drivers of Employer attractiveness - Employer Reputation & 5
Image 2009
Financial strength 41%
Good reputation 41%
Attractive/exciting products
39%
and services Employer Reputation & Image
Job Characteristics
People & Culture
Innovative products and Remuneration & Advancement Opportunities
32%
services
Market success 32%
Inspiring top management 23%
High ethical standards 20%
Prestige 20%
High level of Corporate Social
16%
Responsibility
Fast-growing or
10%
entrepreneurial Total
SURVEY QUESTION:
Employer Reputation & Image refers to the attributes of the employer as an organisation.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
58

59. The Drivers of Employer attractiveness - Job Characteristics 2010 5
60%
Flexible working conditions
38%
43%
A variety of assignments
47%
40%
Secure employment
40% Employer Reputation & Image
Job Characteristics
People & Culture
33% Remuneration & Advancement Opportunities
Challenging work
35%
Professional training and 33%
development 34%
An attractive geographic 27%
location 19%
Opportunities for international 20%
travel 13%
17%
Control over my working hours
29%
Opportunities for relocation 10%
abroad 12%
7% Tietotekniikan liitto, TTL
High level of responsibility
10%
Total
SURVEY QUESTION:
Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
59

60. The Drivers of Employer attractiveness - Job Characteristics 2009 5
A variety of assignments 50%
Challenging work 41%
Secure employment 39%
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & Advancement Opportunities
Flexible working conditions 35%
Professional training and
35%
development
Control over my working hours 26%
An attractive geographic
20%
location
High level of responsibility 13%
Opportunities for international
13%
travel
Opportunities for relocation
11%
abroad Total
SURVEY QUESTION:
Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
60