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School Report
Universum IDEAL™ Employer Survey 2008 – Undergraduate Edition
Kansas State University
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2. Universum Operates Globally
Europe
Austria Belgium
Czech Republic Denmark Finland France Germany Greece Hungary
Ireland
Italy
Netherlands Norway Poland Portugal
Romania
Russia
Slovakia Spain Sweden
Switzerland UK
Asia
China
Hong Kong
India
Japan Singapore
North America
Canada
United States
Africa
South Africa
UNIVERSUM: The Global Employer Branding Leader.
As thought leaders, we drive the industry forward, having focused exclusively on Employer Branding (EB) for 20 years. We are a trusted partner to over 500 clients worldwide including the majority of Fortune 100 companies. We help employers understand, attract future, and retain current and IDEAL™ employees. Our full-solution media portfolio - consisting of 40 employer branding publications, ads, top company videos and events - guides our audience of highly educated talent in their search to identify their IDEAL™ Employers.
Oceania
Australia 2

3. Universum Rankings & Trends in the Press
Featured Annually in Top Global Media Including:
Fortune
Forbes
Business Week
Wall Street Journal
New York Times
MBA Jungle
Jungle Campus
The Black Collegian
The Financial Times
The Economist
Harper’s
CNN
CNBC
FOX
Bloomberg Financial
Hundreds of regional publications 3

4. School Offering Research Branding Career Resources
IDEAL™ Employer Research
School specific findings provided Free with partnership
Diversity edition
Undergraduate edition
MBA edition
PhD edition
Global editions
5 Continents
31 Countries
800 Universities
230,000 Respondents
Custom Research
Salary Survey
Topic Specific Studies
Employment Study
Custom Media Solutions
Communication plan creation
Communication material creation
Custom Videos
Brochures
Websites
E-Newsletters
Custom events
Consulting
School specific projects
Print
WetFeet Insider Guides
Jungle Campus
MBAJungle
Custom profiles
Video
CareerTV shows
CareerTV videos
Events
MBA Jungle Business Plan Challenge
MBA Poker Tournament
Web
WetFeet Career Resource Sites
School Close Ups
WetFeet.com
CareerTV.com
MasterGuide.org
Student Career Profile
Internshipprograms.com

5. Research Partnership Process IDEAL™ Employer Survey Findings
School Partnerships
Research Partnership Process
IDEAL™ Employer Survey Findings
A Universum contact will send you the pre-written message, including the live link to the survey
You can customize the message for best response from your campus
We monitor the number of responses and contact you if a reminder message is necessary
All students are entered into Universum Sweepstakes with prizes in travel, entertainment and electronics
To further encourage participation, 30 students from each school have the option of choosing one of the following incentives:
Donate life-saving vaccine to children in developing countries
Have your carbon footprint removed by off-setting 150 lb of CO2
Donate to the U.S. Fund for UNICEF
Receive a gift certificate from GiveFun.com
Student Demographics/Expectations
Who are you as a student? What are you studying?
Ethnicity? Gender? GMAT? GPA?
Industry Preferences? Benefits? Base salary? Bonuses? Internship compensations?
IDEALTM Employers
Who are your IDEALTM Employers? What do you associate with them?
How did you learn about them?
Communication and Recruitment Process
What do you want to know? Where do you find information?
Image Influencers? Career Fairs? Presentations? Websites? Organization Brochures?
Key Findings are available specific to your school which can be used internally and at your recruiter kick-off days

6. Universum Research UNDERGRADUATE MBA PHD DIVERSITY
Over 250,000 students in Global reach - approximately 50,000 in the United States
UNDERGRADUATE
43,313 Respondents
195 Schools
13th Annual Edition
Quantitative
MBA
5,769 Respondents
52 Programs
14th Annual Edition
Quantitative
PHD
1,125 Respondents
4 Programs
1st Annual Edition
Quantitative
DIVERSITY
17,914 Respondents
154 Schools
9th Annual Edition
Quantitative
INCENTIVES: Donate life-saving vaccine to children in developing countries; Help slow down global warming by off
setting 150lbs of CO2; Donate $5 to the U.S. Fund for UNICEF; Receive a $5 gift certificate from GiveFun.com 6

7. Agenda 1 2 3 4 5 6 7 8 Introduction & Survey Methodology
IDEAL™ Employer Rankings
School Career Center Feedback
The Students' Profile
The Students’ Workplace Preferences
The Students' Employer Preferences
Communication With Your Target Students
Appendix - IDEAL™ Employer Rankings 1 2 3 4 5 6 7 8 7

8. Introduction & Survey Methodology1
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Introduction & Survey Methodology
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9. State of the Market 1 Slow US GDP Growth and Tight Labor Market :
Quarterly GDP growth in the United States slowed considerably to close 2007 (0.6% in Quarter 4), and low growth continued in Quarter 1 of 2008 (also 0.6%)
Unemployment increased during 2007 (4.5% in Quarter 1 to 4.8% in Quarter 4). Employment figures (jobs created) also show a negative trend from Quarter 4 in 2007 (241,000 jobs created) to Quarter 1 in 2008 (240,000 jobs lost).
The recent performance of the US economy and market downturn will have on impact on Undergraduate employer buying choices. We anticipate that strong undergraduate interest in government and healthcare (top two industry choices in 2008) will continue as students assess how industries and companies project a strong hiring presence amidst the forecasted economic downturn.
Impact on Society and Industry Choices: Based on Universum’s 2008 IDEAL™ Employer Survey, Undergraduates continue to look for careers in industries that are connected to impact on society.
In 2008, “Government” (16%) and “Healthcare” (14%) were selected by undergraduates as their top industries (both were ranked #1 and #2 in 2007)
Notably, in 2008 “Accounting” increased from the #10 to #3 industry (12% vs. 8% in 2007)
Although students identify prioritize a number of career goals related to impact on society (see below), “education/teaching” dropped as an industry choice in 2008 to 11% (14% and ranked #3 in 2007). Similarly, “not-for-profit” slipped from 10% in 2007 to 9% in 2008. 9

10. State of the Market (cont.)1
Career Goals- Work/Life Balance and Feeling Connected: When prioritizing their career goals, Undergraduates look to combine work/life balance and social responsibility with job stability.
#1: “Work/life Balance” remains the top career goal among Undergraduates (64% in 2008; an increase from 58% in 2007). Both Females and Males in 2008 increase their selection of this goal (Males- plus 6%; Females- plus 5%)
#2: Related to Undergraduates desire to impact society, respondents rank “dedicated to a cause or feel that I am serving a greater good” as their third most important career goal (45% in 2008; significantly up from 29% in 2007).
#3: Undergraduates also want job stability: 45% of respondents (50% female vs. 39% male) select “to be secure or stable in my job” to round out their top three selections.
Millennial Trends Continue: When evaluating the image of IDEAL™ employers, 2008 respondents place significant emphasis on “good reputation” (58%) and “high ethical standards” (52%) vs. “financial strength” (ranked #3 at 28%).
Job Characteristics: Undergraduates reiterate their desire for stability- “secure employment” (42%)- while “Professional training/development” (39%) and “flexible working conditions” (37%) round out the top three. 10

11. Methodology 1 The Questionnaire: The List Of Employers:
Created with 20 years of experience, extensive
research within HR, focus groups and communication
with both our clients and students
A new framework has been developed – The
Drivers of Employer Attractiveness
Global perspective – local insight
Comprised of closed-ended questions with an
extensive list of alternatives and an ‘Other’ option and open-ended questions that provide qualitative data.
The List Of Employers:
Composition of Universum’s knowledge of each market, evaluations of the last year’s list, extensive market analysis complemented by information derived from discussions with clients, educational institutions, students’ “write-ins”.
School Selection:
Developed through dialog with Universum’s corporate partners and feedback on which campuses they recruit
from via our annual Employer Feedback Survey.
The Data Collection:
95 % conducted via an online survey, additional paper surveys collected at some key campuses. The on-line link has been distributed mainly via university contacts (career centers and the educational institutions), the Universum Panel and various local partners.
Target Students:
University students from all educational years within each target group.
Weighting:
In our data collection we set targets on educational institutions. As employer preferences differ between Universities, we weigh the data to reflect these differences.
30 Respondents:
The Universum Surveys use small groups of respondents (samples) to draw conclusions about larger groups of respondents (populations). Universum follows standard academic guidelines regarding sample size and composition. For example, under most conditions, a sample of 30 is large enough to draw statistically significant conclusions about the population regardless of its size. Consequently, we require that all Universum samples
have at least 30 respondents. 11 11

12. The Participating Students1
Kansas State University Overall:
Number of respondents: 233
Base of the group: All Undergraduate students at Kansas State University
Undergraduate Overall:
Number of respondents: 43313
Base of the group: All Undergraduate students in the survey
Undergraduate Diversity:
Number of respondents: 14613
Base of the group: All diverse Undergraduate students in the survey

13. IDEAL™ Employer Rankings2
School Report
IDEAL™ Employer Rankings
The Universum IDEAL™ Employer Survey – 2008 Edition 13 13
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14. IDEAL™ Employer Rankings2
IDEAL™ Employer Rankings:
IDEAL™ Employer Rankings
First Choice Rankings
Top Findings – Employer Rankings 2
Think about:
What differentiates your students from the other students?
Are the most attractive employers also the ones that are most active on your campus?
How can employers improve their position among the students? What actions can be taken?
Do they have to improve their visibility or have to focus on building a stronger employer brand? 14

15. IDEAL™ Employer Ranking – Top 30 (Kansas State University Overall)2 15

16. IDEAL™ Employer Ranking – Top 30 (Undergraduate Overall)2 16

17. IDEAL™ Employer Ranking – Top 30 (Undergraduate Diversity)2 17

18. First Choice IDEAL™ Employer Ranking – Top 30 (Kansas State University Overall)2 18

19. First Choice IDEAL™ Employer Ranking – Top 30 (Undergraduate Overall)2 19

20. First Choice IDEAL™ Employer Ranking – Top 30 (Undergraduate Diversity)2 20

21. Top Findings – Employer Rankings (Kansas State University Overall)2
IDEAL™ Employer Ranking:
Walt Disney
NASA
Apple Computer
Considered Employer Ranking:
Walt Disney
Google
NASA
First Choice Ranking:
Teach for America
Walt Disney
Apple Computer
Potential Applicants’ Ranking:
Cargill
Apple Computer
Lockheed Martin Corporation

22. Top Findings – Employer Rankings (Undergraduate Overall)2
IDEAL™ Employer Ranking:
Google
Walt Disney
Apple Computer
Considered Employer Ranking:
Google
Walt Disney
Apple Computer
First Choice Ranking:
Google
Walt Disney
Ernst & Young
Potential Applicants’ Ranking:
Ernst & Young
Deloitte
PricewaterhouseCoopers 22

23. Top Findings – Employer Rankings (Undergraduate Diversity)2
IDEAL™ Employer Ranking:
Google
Walt Disney
Goldman Sachs
Considered Employer Ranking:
Google
Walt Disney
Microsoft
First Choice Ranking:
Google
Goldman Sachs
Walt Disney
Potential Applicants’ Ranking:
Goldman Sachs
Ernst & Young
Google 23

24. School Career Center Feedback3
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25. Visit to the Campus Career Services’ Office & Use of the Website3
Have you visited your campus career
services office?
Have you used the career
services website? 25 25

26. Attended Workshops/Events arranged by the Career Services3
Have you attended workshops/events organized by your campus career services office? 26 26

27. Satisfaction of the Career Services’ Services3
If you have used the services listed below, please rate how satisfied you were with each service.
1 = Not at all satisfied, 5 = Very satisfied
Career advising (self assessment, testing, etc.)
Employment advising (resume/interview assistance, job search, etc.)
Professional/graduate/post-graduate school advising 27 27

28. Satisfaction of the Career Services’ Services3
If you have used the services listed below, please rate how satisfied you were with each service.
1 = Not at all satisfied, 5 = Very satisfied
Career/job fairs
Job postings
Resource materials (print, video, or online) 28 28

29. Satisfaction of the Career Services’ Services3
If you have used the services listed below, please rate how satisfied you were with each service.
1 = Not at all satisfied, 5 = Very satisfied
Career services website
Workshops (resume writing, interviewing, etc.)
Employer information sessions 29 29

30. The Universum IDEAL™ Employer Survey – 2008 Edition4
School Report
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The Students' Profile
The Universum IDEAL™ Employer Survey – 2008 Edition 30 30
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31. The Students’ Profile 4 4 The Students’ Profile: Preferred Industries
Preferred Departments
Career Goals
Decision Factors
Compensation
Personality Characteristics
Top Findings – The Students’ Profile 4
Think about:
What industries are the most attractive? Are there gender issues?
If an industry as a whole is seen as unattractive, employers could achieve good results by promoting the industry rather than their company or organization.
Which departments are regarded as most attractive? Does this match the employers recruiting needs? Are they likely to be facing challenges recruiting to certain departments?
What are the students’ career goals and salary expectations? Can the employers provide them with the opportunity to achieve these goals and salary expectations? Is this communicated to the students?
Who influences their career decisions the most? 31

32. Preferred Industries 3
In which industry would you ideally want to work when choosing your first employment after graduation?
Preferred Industries (Kansas State University Overall):
Preferred Industries (Undergraduate Overall):
Preferred Industries (Undergraduate Diversity):

33. Preferred Departments3
In which department would you ideally want to work when choosing your first employment?
Preferred Departments (Kansas State University Overall):
Preferred Departments (Undergraduate Overall):
Preferred Departments (Undergraduate Diversity): 33

34. Career Goals 3 Top 5 – Career Goals (Kansas State University Overall):
Below is a list of 9 possible career goals. Which are most important to you?
Top 5 – Career Goals (Kansas State University Overall):
To have work/life balance (71%)
To be dedicated to a cause or to feel that I am serving a greater good (55%)
To be secure or stable in my job (47%)
To be competitively or intellectually challenged (36%)
To be a leader or manager of people (29%)
Top 5 – Career Goals (Undergraduate Overall):
To have work/life balance (64%)
To be secure or stable in my job (45%)
To be dedicated to a cause or to feel that I am serving a greater good (45%)
To be competitively or intellectually challenged (39%)
To be a leader or manager of people (33%)
Top 5 Career Goals (Undergraduate Diversity):
To have work/life balance (59%)
To be secure or stable in my job (46%)
To be dedicated to a cause or to feel that I am serving a greater good (43%)
To be a leader or manager of people (36%)
To be competitively or intellectually challenged (35%)

35. Influence Career 3
Who most influences you career decisions?
Top 5 – Influences on the Students’ Career Decisions (Kansas State University Overall):
Family (parents, children) (38%)
Spouse/partner (29%)
Other (8%)
Friends (8%)
Professor (former or current) (7%)
Top 5 – Influences on the Students’ Career Decisions (Undergraduate Overall):
Family (parents, children) (45%)
Other (11%)
Spouse/partner (11%)
Friends (7%)
Professor (former or current) (7%)
Top 5 – Influences on the Students’ Career Decisions (Undergraduate Diversity):
Family (parents, children) (44%)
Other (12%)
Friends (8%)
Professor (former or current) (7%)
Colleagues (7%)

36. Compensation 3
In your final decision to accept or reject an offer, please indicate which of the following compensation elements you value most?
The Most Popular Compensations (Kansas State University Overall):
Health insurance (58%)
Annual base salary (49%)
Retirement plan: 401K/403B (38%)
Tuition reimbursement: Future Studies (20%)
Vacation day allowance (20%)
The Most Popular Compensations (Undergraduate Overall):
Annual base salary (53%)
Health insurance (49%)
Retirement plan: 401K/403B (31%)
Tuition reimbursement: Future Studies (20%)
Vacation day allowance (17%)
The Most Popular Compensations (Undergraduate Diversity):
Annual base salary (51%)
Health insurance (45%)
Retirement plan: 401K/403B (28%)
Tuition reimbursement: Future Studies (22%)
Paid holidays (17%)

37. Salary Expectations 3
What base salary do you expect at your first job after graduation and five years after graduation? (Annual salary in USD)
Kansas State University Overall:
$ (First year)
$ (Five years)
Undergraduate Overall:
$ (First year)
$ (Five years)
Undergraduate Diversity:
$ (First year)
$ (Five years)

38. Personality Characteristics3
High score
Low score
Goal Achievers
Highly driven by goal achievement
Thrive in competitive situations
Will assume additional responsibilities if they
can be promoted as a result
Prefers straightforward and well-defined tasks
Are not motivated by competition or stretch
assignments
Reluctant to initiate new projects or be
innovators in the group
Relationship Builders
Enjoys working with others
Motivated by team-building activities, and
work-related social events
Offers support readily and networks easily
Prefers minimal interpersonal interaction with
others at work
Generally excluded from informal networks
Influencers
Highly motivated by opportunities to take
control, influence decisions and direct the
work of other people
Tends to assume leadership roles very
naturally
Prefer not to take leadership roles when
working in a group
Are not motivated by indicators of power or
authority (e.g. lofty job titles)
Independent Performers
Motivated by work which offers freedom and
autonomy
Rules or directives from supervisors can be
de-motivating for these individuals
Are comfortable in work settings where they
can rely on the opinions and input from
colleagues and supervisors
May find independent work too isolating

39. Personality Characteristics3

40. Top Findings – The Students’ Profile (Kansas State University Overall)3
Gender:
65% women & 35% men
Nationality:
10% non-American citizens
GPA:
Average: 3,3
International Cities:
Sydney (15%)
London (14%)
Paris (13%)
Year of Study:
Studying their 3,8 year
US Cities:
Denver (16%)
Chicago (13%)
New York (10%)
Ethnic Background:
White/Caucasian (92%)
I do not wish to say (2%)
American Indian/Alaskan Native (2%)
Latino/Hispanic (2%)
Asian (1%)
Black/African American (1%)
Middle Eastern (1%)

41. Top Findings – The Students’ Profile (Undergraduate Overall)3
Gender:
63% women & 37% men
Nationality:
24% non-American citizens
GPA:
Average: 3,4
International Cities:
London (23%)
Paris (10%)
Sydney (8%)
US Cities:
New York (21%)
San Francisco- Bay Area (8%)
Los Angeles (7%)
Year of Study:
Studying their 2,9 year
Ethnic Background:
White/Caucasian (66%)
Asian (12%)
Black/African American (10%)
Latino/Hispanic (8%)
I do not wish to say (3%)
Asian-Indian (3%)
Other (2%) 41

42. Top Findings – The Students’ Profile (Undergraduate Diversity)3
Gender:
63% women & 37% men
Nationality:
50%non-American citizens
GPA:
Average: 3,3
International Cities:
London (18%)
Paris (10%)
Tokyo (8%)
US Cities:
New York (26%)
San Francisco- Bay Area (10%)
Los Angeles (9%)
Year of Study:
Studying their 2,8 year
Ethnic Background:
Asian (37%)
Black/African American (24%)
Latino/Hispanic (23%)
White/Caucasian (16%)
Asian-Indian (9%)
American Indian/Alaskan Native (5%)
Middle Eastern (4%) 42

43. The Students’ Workplace Preferences5
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44. The Students’ Workplace Preferences5
Work Place Preferences:
Work-Life Balance
Training
Internships
Rotational Programs 5
Think about:
What do your students expect from their IDEAL™ Employers when it comes to work-life balance? Do they offer a flexible working environment? Are their employees given the opportunity to balance between their personal life and their career? What do they do to promote that?
Are the employers ready for the Millennials? Do they have successful training in place? Will they be able to dedicate enough time to this group of very demanding employees?
How do students perceive the employers internships? Do the internships get the exposure they need and expect? Do students who have an internship with the employers go back on campus talking about the great experience they had?
Do the employers offer rotational programs? Do they give students an opportunity to learn where they can be most successful within your organization? 44

45. Work-Life Balance 4 Top 5 (Kansas State University Overall):
What should an employer offer to promote better work-life balance?
Top 5 (Kansas State University Overall):
Flex time (45%)
More vacation days (41%)
Health and Fitness facilities (38%)
Maternity leave options (31%)
Childcare options (28%)
Top 5 (Undergraduate Overall):
Flex time (38%)
More vacation days (37%)
Health and Fitness facilities (28%)
Childcare options (22%)
Maternity leave options (21%)
Top 5 (Undergraduate Diversity):
Flex time (39%)
More vacation days (37%)
Health and Fitness facilities (27%)
Childcare options (22%)
Maternity leave options (19%)

46. Training 4
What type of training provided by your employer is most important to you at your first job after graduation?
Top 5 (Kansas State University Overall):
Leadership Training (29%)
Technical Training Related to Specific Job Function (29%)
Presentation Skills Training (19%)
Other (10%)
Other Communication Skills Training (10%)
Top 5 (Undergraduate Overall):
Technical Training Related to Specific Job Function (47%)
Leadership Training (27%)
Presentation Skills Training (8%)
Other Communication Skills Training (7%)
Software Training (4%)
Top 5 (Undergraduate Diversity):
Technical Training Related to Specific Job Function (45%)
Leadership Training (26%)
Other Communication Skills Training (10%)
Presentation Skills Training (9%)
Software Training (5%)

47. Best Internship 4
Which organizations’ internship has the best reputation? (Top of Mind)
Top 5 (Undergraduate Overall):
Goldman Sachs (13%)
Google (9%)
PricewaterhouseCoopers (6%)
Walt Disney (6%)
Deloitte (4%)
Top 5 (Undergraduate Diversity):
Goldman Sachs (15%)
Google (9%)
Walt Disney (5%)
PricewaterhouseCoopers (4%)
Deloitte (4%) 47

48. Internships – Popular Attributes & Follow-ups4
What do you find most important that an employer offers in an internship?
How should a company interact with you after your internship?
Popular attributes (Kansas State University Overall):
Internship Follow-up (Kansas State University Overall):
Continued personal relationship with internship mentor (58%)
Consistent post-internship communications (42%)
Do not have to go through the formal recruitment process (29%)
Job orientation/training (29%)
Opportunity for full-time employment (26%)
Relocation/Housing assistance (26%)
Popular attributes (Undergraduate Overall):
Internship Follow-up (Undergraduate Overall):
Continued personal relationship with internship mentor (47%)
Consistent post-internship communications (34%)
Do not have to go through the formal recruitment process (32%)
Opportunity for full-time employment (35%)
Good employer reference (31%)
Job orientation/training (29%)
Popular attributes (Undergraduate Diversity):
Internship Follow-up (Undergraduate Diversity):
Continued personal relationship with internship mentor (48%)
Consistent post-internship communications (36%)
Do not have to go through the formal recruitment process (29%)
Opportunity for full-time employment (38%)
Good employer reference (29%)
Job orientation/training (29%) 48 48

49. Best Rotational Programs4
Which organizations’ best rotational program has the best reputation? (Top of Mind)
Top 5 (Undergraduate Overall):
General Electric (9%)
Google (6%)
Goldman Sachs (5%)
KPMG (4%)
Johnson & Johnson (3%)
Top 5 (Undergraduate Diversity):
General Electric (9%)
Goldman Sachs (7%)
Google (5%)
JPMorgan (4%)
Citigroup (currently Citi) (3%) 49 49

50. Rotational Programs – Popular Attributes & Interest4
Which factors are most important to you when choosing a rotational program?
Popular attributes (Kansas State University Overall):
29% of the students are interested in a Rotational Program
Ability to see a project through (32%)
Provides numerous learning opportunities (27%)
Competitive compensation (23%)
Popular attributes (Undergraduate Overall):
Provides numerous learning opportunities (22%)
Competitive compensation (21%)
Challenging assignments (18%)
43% of the students are interested in a Rotational Program
Popular attributes (Undergraduate Diversity):
Provides numerous learning opportunities (23%)
Competitive compensation (20%)
Exposure to various lines of business (17%)
53% of the students are interested in a Rotational Program

51. The Students' Employer Preferences6
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52. The Students' Employer Preferences6
Employer Preferences:
Importance of the Drivers of Employer Attractiveness
The Employer Brand Image
The Employer Value Proposition
Important Attributes – Overall and within Each Driver 6
Think about:
Are the components that employers are focusing on important and attractive to the students? Or are they wasting time and money communicating things that are not that important to the students?
Are there other attributes that are attractive to students that they can deliver on? Should these be included in their external communication?
As in any branding effort, they need to keep in mind that the preferences and goals of the students vary greatly amongst different sub-segments. 52

53. Identifying and Expanding Your EVP5
Employer Value Proposition (EVP)
An employer’s associations and offerings to its current and potential employees that differentiate it from Recruitment Competitors.
Phase 1. Identifying your EVP
Phase 2. Expanding your EVP
The goal of this process is to identify the set of values that are true for all three groups and that are locally adaptable for either a specific target group or country.
It is important to convey your true “Employer Value Proposition" – who you are as an employer, the totality of your culture, systems, attitudes, and employee relationship. 53

54. The Drivers of Employer Attractiveness5
Employer Brand Image
Employer Value Proposition
Employer Reputation
& Image
The attributes of the
employer as an
organization
Job Characteristics
The content and demands of
the job, including the learning
opportunities provided
by the job
People & Culture
The social environment
and attributes of the
workplace
Remuneration & Advancement
Opportunities
The monetary compensation and
other benefits, now and
in the future

55. The Ten Most Important Attributes:
Overall Importance of the Drivers of Employer Attractiveness (Kansas State University Overall) 5
The students were asked to rate the importance of the four Drivers of Employer Attractiveness by dividing 100 points between the drivers in accordance with how important they perceive them.
The Ten Most Important Attributes:
Will enable me to have good work/life balance (People & culture)
Offers a friendly work environment (People & culture)
Offers a creative and dynamic work environment (People & culture)
Good reputation (Employer reputation & image)
Competitive benefits (Remuneration & advancement opportunities)
High ethical standards (Employer reputation & image)
Has leaders who will support my development (People & culture)
Secure employment (Job characteristics)
Competitive base salary (Remuneration & advancement opportunities)
A variety of assignments (Job characteristics) 55

56. Top Findings – The Students' Employer Preferences (Kansas State University Overall)5
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
Employer Reputation & Image
Employer Attractiveness
21%
Top 3 Associations:
Good reputation
High ethical standards
Innovative products and services
24%
Top 3 Associations:
Secure employment
Flexible working conditions
Professional training and development
Top 3 Associations:
Competitive benefits
Competitive base salary
Leadership opportunities
26%
Top 3 Associations:
Will enable me to have good work/life balance
Offers a friendly work environment
Offers a creative and dynamic work environment
29%
Employer Brand Image
Employer Value Proposition 56

57. The Ten Most Important Attributes:
Overall Importance of the Drivers of Employer Attractiveness (Undergraduate Overall) 5
The students were asked to rate the importance of the four Drivers of Employer Attractiveness by dividing 100 points between the drivers in accordance with how important they perceive them.
The Ten Most Important Attributes:
Will enable me to have good work/life balance (People & culture)
Offers a friendly work environment (People & culture)
Good reputation (Employer reputation & image)
Offers a creative and dynamic work environment (People & culture)
High ethical standards (Employer reputation & image)
Has leaders who will support my development (People & culture)
Secure employment (Job characteristics)
Good prospects for high future earnings (Remuneration & advancement opportunities)
Professional training and development (Job characteristics)
Competitive base salary (Remuneration & advancement opportunities)

58. Top Findings – The Students' Employer Preferences (Undergraduate Overall)5
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
Employer Reputation & Image
Employer Attractiveness
22%
Top 3 Associations:
Good reputation
High ethical standards
Financial strength
25%
Top 3 Associations:
Secure employment
Professional training and development
Flexible working conditions
Top 3 Associations:
Good prospects for high future earnings
Competitive base salary
Clear path for advancement
26%
Top 3 Associations:
Will enable me to have good work/life balance
Offers a friendly work environment
Offers a creative and dynamic work environment
27%
Employer Brand Image
Employer Value Proposition

59. The Ten Most Important Attributes:
Overall Importance of the Drivers of Employer Attractiveness (Undergraduate Diversity) 5
The students were asked to rate the importance of the four Drivers of Employer Attractiveness by dividing 100 points between the drivers in accordance with how important they perceive them.
The Ten Most Important Attributes:
Will enable me to have good work/life balance (People & culture)
Offers a friendly work environment (People & culture)
Good reputation (Employer reputation & image)
Offers a creative and dynamic work environment (People & culture)
Professional training and development (Job characteristics)
Has leaders who will support my development (People & culture)
Secure employment (Job characteristics)
High ethical standards (Employer reputation & image)
Good prospects for high future earnings (Remuneration & advancement opportunities)
Flexible working conditions (Job characteristics)

60. Top Findings – The Students' Employer Preferences (Undergraduate Diversity)5
Remuneration & Advancement Opportunities
Job Characteristics
People & Culture
Employer Reputation & Image
Employer Attractiveness
22%
Top 3 Associations:
Good reputation
High ethical standards
Financial strength
26%
Top 3 Associations:
Professional training and development
Secure employment
Flexible working conditions
Top 3 Associations:
Good prospects for high future earnings
Leadership opportunities
Clear path for advancement
26%
Top 3 Associations:
Will enable me to have good work/life balance
Offers a friendly work environment
Offers a creative and dynamic work environment
26%
Employer Brand Image
Employer Value Proposition

61. Communication With Your Target Students7
School Report
Communication With Your Target Students
The Universum IDEAL™ Employer Survey – 2008 Edition 61 61
Copyright Universum 2008
Copyright Universum 2008 61

62. Communication With Your Target Students7
Communication:
Timing Strategy
Communication Sources
Where & What to Communicate
Career Fairs
Websites and Digital Media
Social Networking Sites
Best Recruitment Activities
Best Publications and Recruitment Ad Campaigns
Best Practices 2008 7
Think about:
Remember that an employer always have to take their position as an IDEAL™ Employer into consideration when choosing communication channels. For example, if they are an unknown employer, a communication channel that targets a large proportion of the target group is preferable.
Also remember that the choice of channel affects the employer’s image and the possibility to differentiate themselves from their Recruitment Competitors. Is recruiting via social networks effective?
Can they adjust their communication activities to match students preferences? Analyze the gap between preferred communication channels and the actual communication channels! 62

63. Recruitment Funnel 6
This model is adapted from a typical consumer purchase funnel, but in this instance, the consumer is a prospective employee and the product is a job.
A successful process will yield a pool of new hires that best fit your culture and your needs. 63 63

64. Timing Strategy 6
When did you first hear about your first choice IDEAL™ Employer? 64 64

65. Preferred Communication Sources6
Top 5 (Kansas State University Overall):
Career Fairs (54%)
Company Websites (31%)
Internship/co-op programs/work placement (26%)
Career Services Department at your university (24%)
Career Websites/Internet Job Boards (23%)
Top 5 (Undergraduate Overall):
Career Fairs (41%)
Internship/co-op programs/work placement (31%)
Company Websites (26%)
Friends and Family (20%)
Fellow Students (20%)
Top 5 (Undergraduate Diversity):
Career Fairs (42%)
Internship/co-op programs/work placement (30%)
Company Websites (24%)
Fellow Students (19%)
Career Services Department at your university (18%)
Universum first asked students “How have you mainly learned about your IDEAL™ Employers?” and then, “How would you prefer to gather information about potential future employers?”.

66. Where and What to Communicate (Kansas State University Overall)6
When an employer presents itself via the channels indicated below what type of information would you prefer to receive?
To Learn About Employers the Students Use:
The students read USA Today (26%),Local Newspapers (24%),School newspapers/publications (24%)
Monster.com (42%),careerbuilder.com (41%),HotJobs (19%) are the top 3 websites visited by the students
University Career Fair (79%),Other (22%),Military Career Fairs (2%) are the top 3 Career Fairs visited by the students
Career Fairs:
Current job openings (54%)
Internships (52%)
Job descriptions and requirements (49%)
Employer Presentations:
Current job openings (33%)
Career development opportunities (30%)
Job descriptions and requirements (30%)
Brochures:
Job descriptions and requirements (41%)
Salary and compensation package (34%)
Products and services (32%)
Websites:
Current job openings (54%)
Job descriptions and requirements (46%)
Products and services (32%) 66

67. Where and What to Communicate (Undergraduate Overall)6
When an employer presents itself via the channels indicated below what type of information would you prefer to receive?
To Learn About Employers the Students Use:
The students read The New York Times (22%),The Wall Street Journal (22%),School newspapers/publications (21%)
Monster.com (39%),careerbuilder.com (30%),Facebook (20%) are the top 3 websites visited by the students
University Career Fair (68%),Other (14%),NAACP (5%) are the top 3 Career Fairs visited by the students
Career Fairs:
Internships (49%)
Current job openings (45%)
Job descriptions and requirements (42%)
Employer Presentations:
Job descriptions and requirements (33%)
Salary and compensation package (31%)
Internships (30%)
Brochures:
Job descriptions and requirements (37%)
Salary and compensation package (32%)
Internships (31%)
Websites:
Current job openings (45%)
Job descriptions and requirements (39%)
Internships (32%)

68. Where and What to Communicate (Undergraduate Diversity)6
When an employer presents itself via the channels indicated below what type of information would you prefer to receive?
To Learn About Employers the Students Use:
The students read The New York Times (24%),The Wall Street Journal (22%),Time (22%)
Monster.com (38%),careerbuilder.com (28%),Facebook (21%) are the top 3 websites visited by the students
University Career Fair (64%),Other (11%),NAACP (9%) are the top 3 Career Fairs visited by the students
Career Fairs:
Internships (48%)
Current job openings (43%)
Job descriptions and requirements (38%)
Employer Presentations:
Internships (31%)
Job descriptions and requirements (31%)
Salary and compensation package (29%)
Brochures:
Job descriptions and requirements (33%)
Internships (32%)
Salary and compensation package (30%)
Websites:
Current job openings (41%)
Job descriptions and requirements (35%)
Internships (33%) 68 68

69. Career Fairs 6
Which of the following career fairs do you attend to learn about potential future employers?
Top 3 – Attended Career Fairs (Kansas State University Overall):
University Career Fair (79%)
Other (22%)
Military Career Fairs (2%)
Top 5 – Attended Career Fairs (Undergraduate Overall):
University Career Fair (68%)
Other (14%)
NAACP (5%)
SWE (4%)
Asian Diversity Career Expo (4%)
Top 5 – Attended Career Fairs (Undergraduate Diversity):
University Career Fair (64%)
Other (11%)
NAACP (9%)
Asian Diversity Career Expo (7%)
Diversity Leaders Power Conference (5%) 69 69

70. Best Employer Websites6
Which employer has the most impressive recruitment website? (Top of Mind)
Top 5 – Websites (Undergraduate Overall):
Walt Disney (7%)
PricewaterhouseCoopers (7%)
Google (6%)
Goldman Sachs (6%)
KPMG (5%)
Top 5 – Websites (Undergraduate Diversity):
Goldman Sachs (8%)
Google (7%)
Walt Disney (6%)
PricewaterhouseCoopers (5%)
Deloitte (4%) 70 70

71. Most Popular Websites 6
Which websites do you visit to learn more about future employers (including job openings)?
Top 5 – Websites (Kansas State University Overall):
Monster.com (42%)
careerbuilder.com (41%)
HotJobs (19%)
Career Center Website (17%)
Other (17%)
Top 5 – Websites (Undergraduate Overall):
Monster.com (39%)
careerbuilder.com (30%)
Facebook (20%)
Career Center Website (20%)
MonsterTrak (19%)
Top 5 – Websites (Undergraduate Diversity):
Monster.com (38%)
careerbuilder.com (28%)
Facebook (21%)
MonsterTrak (21%)
FastWeb (19%) 71 71

72. The Importance of Digital Media6
When it Comes to Technology, Millennials…
Have been shaped by technology to an extent far greater than previous generations
Utilize social media, search engines, podcasts and blogs to gain access to real information
Actively engage with prospective employers, participate and produce content on social networking sites, including Facebook, MySpace and blogs
Pay particular attention to the tone of the website, employee photos and bios, days-in-the-life and on-site videos to gain insight about their personal fit within the organization
Want to have better information direct from real sources and seek to network with people around the world to build relationships with as many people like them as possible
Say Digital Media has a strong impact on their perception of a potential employer…
Digital Media augments and facilitates human contact, but does not replace it – making a personal
connection is the key to successful execution!

73. Social Networking Sites6
How do you feel about employers recruiting students through social networks (i.e. Facebook)?
Kansas State University Overall:
Great way to reach out to students (38%)
Invasion of privacy (31%)
Other (19%)
Helps in building networks (8%)
Cool & fun (4%)
Undergraduate Overall:
Invasion of privacy (32%)
Great way to reach out to students (28%)
Helps in building networks (16%)
Other (13%)
Cool & fun (11%)
Undergraduate Diversity:
Great way to reach out to students (30%)
Invasion of privacy (29%)
Helps in building networks (16%)
Cool & fun (14%)
Other (11%)
What it the best thing you have seen a company do when trying to recruit students through social
networking sites?
Best:
Free Incentives
Fast replies
Personal touch
Worst:
Pop-up ads
Long response times
Default messages 73 73

74. Most Popular Publications6
What publications do you read to learn about future employers? (Top of Mind)
Top 5 (Kansas State University Overall):
USA Today (26%)
Local Newspapers (24%)
School newspapers/publications (24%)
None (17%)
Newsweek (16%)
Top 5 (Undergraduate Overall):
The New York Times (22%)
The Wall Street Journal (22%)
School newspapers/publications (21%)
Local Newspapers (20%)
Time (19%)
Top 5 (Undergraduate Diversity):
The New York Times (24%)
The Wall Street Journal (22%)
Time (22%)
Business Week (20%)
School newspapers/publications (19%)

75. Best Recruitment Ad Campaign6
Which employer has had the best recruitment ad campaign this year? (Top of Mind)
Top 5 (Undergraduate Diversity):
Walt Disney (7%)
Google (7%)
PricewaterhouseCoopers (5%)
Target (5%)
Goldman Sachs (5%)
Top 5 (Undergraduate Overall):
Walt Disney (8%)
PricewaterhouseCoopers (7%)
Google (6%)
Teach for America (6%)
Ernst & Young (6%)

76. Best On-Campus Recruitment Activities6
Which employer impresses you most with its campus recruitment activities? (Top of Mind)
Top 5 (Kansas State University Overall):
Cargill (29%)
ConocoPhillips (11%)
Dow Chemical (7%)
Peace Corps (7%)
Walt Disney (7%)
Top 5 (Undergraduate Overall):
PricewaterhouseCoopers (7%)
Walt Disney (7%)
Deloitte (6%)
Teach for America (5%)
Ernst & Young (5%)
Top 5 (Undergraduate Diversity):
Goldman Sachs (6%)
Google (5%)
PricewaterhouseCoopers (5%)
Walt Disney (5%)
Target (5%) 76

77. Attract Recruit Retain
Thank You! 6
Attract
For more Information Please Contact:
Your Employer Branding Specialist
UNIVERSUM
1518 Walnut Street, Suite 1800
Philadelphia, PA 19102
Telephone:
Http:
Recruit
Retain 77 77

78. Appendix - IDEAL™ Employer Rankings8
School Report
Appendix - IDEAL™ Employer Rankings
The Universum IDEAL™ Employer Survey – 2008 Edition 78 78
Copyright Universum 2008
Copyright Universum 2008 78

79. Meet the Millennials 7 Understanding The New Generation!
Who are these “newbies”?
What forces have shaped them?
What expectations do they have about your companies and the nature of the work world?
What expectations do you have about them? 79

80. Are They Really So Different?7
“A 60-something graduate recently reflected: ‘We wanted what they want. We just felt we couldn’t ask.’ Herein lies the truth: what young workers want isn’t so different from what everyone else wants. However, young workers are asking for it.”
<<Karen Cates and Kimia Rahimi, “Mastering People Management”>>

81. Meet the Millennials 7 The Future is Now! What to ask yourself…
They were born between with 75 million other millennial friends
They are graduating from college in record numbers…
They are in the employment pipeline…
They will be applying to your company until 2024
They have VERY different traits from the last set of candidates you met (GenExers, Baby Boomers)
They are rewriting the rules… and there is change in the air…
How will you manage expectations for advancement?
What can you do to develop and encourage leadership and responsible risk-taking?
Can your corporate culture balance their need for structure and your need for highly motivated self-starters with commitment?
Are you prepared and able to provide supervisory support and mentoring?
REMEMBER: Recruiting them will not be your problem. Managing them will. 81 81

82. Meet the Millennials 7 YES, they are… Be prepared for…
Hopeful about the future and optimistic
Socially responsible
Assuming work/life balance
Looking for informal “flexible” work places
Collaborative/teamwork oriented
Very dependent on their family for advise
Technocreative, Media masters, Multi processors
More aware of what is going on than any other generation
(Very) High expectations
Probable involvement of parents
Hovering parents
Expectation of personal attention
Need for lots of positive feedback
In the past, often rewarded for participation alone
Strong dislike of ambiguity
Ability to scale the bar but prefer for others to set the course
Be prepared for…
In it for the money
Likely to take big career risks
Comfortable with lack of structure
Willing to engage in work they deem menial
Seeking consulting, temping, freelance, investment banking or startup positions
NO, they are not… 82 82

83. What will attract them…
Meet the Millennials 7
What will attract them…
Employers that…
Offer protection against risk and solid work-life balance
Allow them to “make a difference” through their work
Team work and fairness (equal treatment across broad categories of workers)
Fewer job definitions and longer career plans
Proximity to Mom & Dad
Where should you start…
Change your notion of retention
Be honest about who you are, what you can - and will - do
Begin talking about how you plan to treat info sharing
Give them the full experience in your own voice
Monitor the web and learn everything you don’t know
Utilize ‘cuspers’ as sounding boards.
Make it easy for the parents to approve their decisions
Source: N.Howe & W. Strauss, “Millennials Go to College”
Important Messages…
“You will be able to meet your personal goals.”
“Ideas are evaluated on merit, not on a person’s years of experience.”
“This is a fun, relaxed place to work; we’re not very corporate.”
“Your work will be challenging and meaningful.

84. IDEAL™ Employer Ranking (Kansas State University Overall)7 84

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89. IDEAL™ Employer Ranking (Undergraduate Overall)7 89

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96. IDEAL™ Employer Ranking (Undergraduate Diversity)7 96

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