1. Universum STUDENT survey 2013
University Report | Middle East Edition American University of Beirut | Humanities/Liberal Arts/Education/Law

2. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
About Universum
With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks.
Universum annually conducts quantitative and qualitative research with over talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers.
Universum’s unique global reach ensures the comparability of research results across markets. We partner with more than of the top academic institutions in the world.
Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights.
For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies.
Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.

3. Our clients and media partners
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Our clients and media partners
Some of the world’s most attractive employers
Some of the world’s most trusted publishers

4. What we cover in the report
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
What we cover in the report
6. APPENDIX
Additional data on topics covered in previous sections.
1. KEY BACKGROUND DATA
An overview of the groups covered in this report and presents key background information about the samples.
2. CAREER PREFERENCES Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.
5. SUMMARY
A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.
4. UNIVERSITY PERCEPTION
Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.
3. EMPLOYER PREFERENCES
Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.

5. Table of contents APPENDIX KEY BACKGROUND DATA SUMMARY
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Table of contents
APPENDIX
KEY BACKGROUND DATA
SUMMARY
CAREER PREFERENCES
UNIVERSITY PERCEPTION
EMPLOYER PREFERENCES
KEY BACKGROUND DATA An overview of the groups covered in this report and presents key background information about the samples.

6. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Groups in this report
Field period: April to August 2013
Students participate annually in Universum’s global career research.
Global
Participating students from 10 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”.
729
Middle East
Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”.
108
Your university
The comparisons in this report are based on: Humanities/Liberal Arts/Education/Law
University reports can be based on the total number of respondents from all main fields of study, or may be specific to a main field of study. This particular report is specific to: Humanities/Liberal Arts/Education/Law.

7. 10 729 4 085 About the Universum Student Survey and the target group
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
About the Universum Student Survey and the target group
METHODOLOGY
THIS REPORT
The Questionnaire
Created based on 25 years of experience, extensive research within HR, focus groups and communication with both our clients and students.
Global perspective - local insight. 10
Educational institutions 8%
92%
Data collection
Conducted via an exclusive survey, distributed via university contacts, the Universum Panel and local partners.
729
all humanities/liberal arts/education/law students in the survey
Field period
April to August 2013
STATISTICAL ANALYSIS
In order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets.
Total number of
respondents in the survey
4 085

8. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Degree
What is the highest academic degree you are currently pursuing?

9. Areas of study | Humanities/Liberal Arts/Education (1/1)
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Areas of study | Humanities/Liberal Arts/Education (1/1)
What is your major(s)/main area(s) of study?

10. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Areas of study | Law (1/1)
What is your major(s)/main area(s) of study?

11. American University of Beirut
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Target group | Students’ characteristics
American University of Beirut
All universities
Average age (years):
20,4
Average age (years):
21,9
Average academic performance:
Average academic performance:
7,8
18%
82%
7,3 8%
92%
out of 10
out of 10
Year of graduation:
Year of graduation:

12. Table of contents APPENDIX KEY BACKGROUND DATA SUMMARY
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Table of contents
APPENDIX
KEY BACKGROUND DATA
SUMMARY
CAREER PREFERENCES
UNIVERSITY PERCEPTION
EMPLOYER PREFERENCES
CAREER PREFERENCES Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.

13. American University of Beirut
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Expected monthly salary
American University of Beirut
All universities
1 274
1 593
EUR
EUR
Total
What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?

14. 1 513 1 713 Expected monthly salary EUR EUR All universities Female
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Expected monthly salary
All universities
1 513
EUR
Female
1 713
EUR
Male
What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
What is your gender?

15. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Career goals
Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.

16. EMPLOYER REPUTATION & IMAGE REMUNERATION & ADVANCEMENT OPPORTUNITIES
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
The Universum Drivers of Employer Attractiveness
The attributes of the employer as an organisation
Attractive/exciting products and services
Corporate Social Responsibility
Environmental sustainability
Ethical standards
Fast-growing/entrepreneurial
Financial strength
Innovation
Inspiring management
Market success
Prestige
The contents and demands of the job, including the learning opportunities provided by the job
Challenging work
Client interaction
Control over my number of working hours
Flexible working conditions
High level of responsibility
Opportunities for international travel/relocation
Professional training and development
Secure employment
Team-oriented work
Variety of assignments
EMPLOYER REPUTATION & IMAGE
JOB CHARACTERISTICS
The social environment and attributes of the workplace
A creative and dynamic work environment
A friendly work environment
Acceptance towards minorities
Enabling me to integrate personal interests in my schedule
Interaction with international clients and colleagues
Leaders who will support my development
Recognising performance (meritocracy)
Recruiting only the best talent
Respect for its people
Support for gender equality
The monetary compensation and other benefits, now and in the future
Clear path for advancement
Competitive base salary
Competitive benefits
Good reference for future career
High future earnings
Leadership opportunities
Overtime pay/compensation
Performance-related bonus
Rapid promotion
Sponsorship of future education
PEOPLE & CULTURE
REMUNERATION & ADVANCEMENT OPPORTUNITIES
This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students.

17. American University of Beirut
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Students’ top 10 preferences
American University of Beirut
All universities
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & Advancement Opportunities
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.
Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness.

18. Table of contents APPENDIX KEY BACKGROUND DATA SUMMARY
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Table of contents
APPENDIX
KEY BACKGROUND DATA
SUMMARY
CAREER PREFERENCES
UNIVERSITY PERCEPTION
EMPLOYER PREFERENCES
EMPLOYER PREFERENCES Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.

19. Most preferred industries
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Most preferred industries
In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives.

20. Ideal Employer Ranking | Top 20
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Ideal Employer Ranking | Top 20
American University of Beirut | Humanities/Liberal Arts/Education/Law
Please select five employers from the list below for which you would most like to work - your five Ideal Employers

21. Potential Applicants’ Ranking | Top 10
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Potential Applicants’ Ranking | Top 10
American University of Beirut | Humanities/Liberal Arts/Education/Law
Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Have you or will you apply to these employers?

22. Actual communication channels | Top 10
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Actual communication channels | Top 10
Through which channels have you learnt about these employers? Please select as many alternatives as applicable.

23. Table of contents APPENDIX KEY BACKGROUND DATA SUMMARY
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Table of contents
APPENDIX
KEY BACKGROUND DATA
SUMMARY
CAREER PREFERENCES
UNIVERSITY PERCEPTION
EMPLOYER PREFERENCES
UNIVERSITY PERCEPTION Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.

24. American University of Beirut
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Career Services | Usage
American University of Beirut
All universities
Yes No
Yes No
Have you used the career services office at your college or university?

25. 6,5 6,3 Career Services | Feedback Average satisfaction:
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Career Services | Feedback
Average satisfaction:
American University of Beirut
6,5
All universities
6,3
American University of Beirut
All universities
POOR
EXCELLENT
How would you rate the career services offered at your college or university?

26. Career Services | Importance
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Career Services | Importance
American University of Beirut
Online
On campus events
Personal counselling
Which of these career services are most important to you?

27. Career Services | Importance
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Career Services | Importance
All universities
Online
On campus events
Personal counselling
Which of these career services are most important to you?

28. Factors affecting university choice
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Factors affecting university choice
Which of the following were the most integral factors in choosing your college or university?

29. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
If students could begin their studies again | Preferred universities
American University of Beirut
51%
of your students would choose American University of Beirut
if they made the choice again.
49%
would choose another university. The most preferred are presented in the table.
If you could begin your studies again at any college or university, which would you choose?

30. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
If students could begin their studies again | Current college or university
The table presents universities with the highest percentage of their students selecting “Current college or university” in this question
If you could begin your studies again at any college or university, which would you choose?

31. Most attractive university attributes
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Most attractive university attributes
Which attributes do you perceive as the most attractive?

32. Top of mind association
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Top of mind association
American University of Beirut
Please write the first word that comes to mind when thinking of your college or university.

33. American University of Beirut
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
University recommendations
Average score:
American University of Beirut
7,9
All universities
7,5
American University of Beirut
All universities
VERY
UNLIKELY
VERY
LIKELY
Based on your experiences, how likely would you be to recommend your college or university to a friend or family member?

34. Table of contents APPENDIX KEY BACKGROUND DATA SUMMARY
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Table of contents
APPENDIX
KEY BACKGROUND DATA
SUMMARY
CAREER PREFERENCES
UNIVERSITY PERCEPTION
EMPLOYER PREFERENCES
SUMMARY A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.

35. 20,4 18% 82% 1 274 EUR Quick facts about student’s career preferences
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Quick facts about student’s career preferences
American University of Beirut
Top 3 most used communication channels:
Social networks/communities
Career fairs
Employer websites
Average age (years):
20,4
Top 3 career profiles:
Leader
Entrepreneur
Idealist
Top 3 industries:
Non-Governmental Organisations (NGOs)/Non-Profit Organisations (NPOs)
Educational and Scientific Institutions
Media and Advertising
18%
82%
Top 5 most attractive attributes:
Professional training and development (Job Characteristics)
A creative and dynamic work environment (People & Culture)
Ethical standards (Employer Reputation & Image)
Opportunities for international travel/relocation (Job Characteristics)
Leaders who will support my development (People & Culture)
Average expected
monthly salary:
1 274 EUR
Top 3 career goals:
To be dedicated to a cause or to feel that I am serving a greater good
To be competitively or intellectually challenged
To have work/life balance
This is an extract from a University Report based on the results of Universum Student Survey Please visit for more information about Universum and our global research.

36. 21,9 8% 92% 1 593 EUR Quick facts about student’s career preferences
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Quick facts about student’s career preferences
All universities
Top 3 most used communication channels:
Social networks/communities
Employer websites
Professional networks/communities
Average age (years):
21,9
Top 3 career profiles:
Leader
Idealist
Entrepreneur
Top 3 industries:
Banks
Educational and Scientific Institutions
Public Sector and Governmental Agencies 8%
92%
Top 5 most attractive attributes:
A creative and dynamic work environment (People & Culture)
Professional training and development (Job Characteristics)
Respect for its people (People & Culture)
Opportunities for international travel/relocation (Job Characteristics)
Good reference for future career (Remuneration & Advancement Opportunities)
Average expected
monthly salary:
1 593 EUR
Top 3 career goals:
To be dedicated to a cause or to feel that I am serving a greater good
To have work/life balance
To have an international career
This is an extract from a University Report based on the results of Universum Student Survey Please visit for more information about Universum and our global research.

37. Table of contents APPENDIX KEY BACKGROUND DATA SUMMARY
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Table of contents
APPENDIX
KEY BACKGROUND DATA
SUMMARY
CAREER PREFERENCES
UNIVERSITY PERCEPTION
EMPLOYER PREFERENCES
APPENDIX Additional data on topics covered in previous sections.

38. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Appendix
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES

39. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
All universities (1/1)
Which educational institution do you attend?
The group “All universities” is represented by the sample of students from these universities with the respective number of respondents in percentages covered in this report . These respondent percentages are weighted according to the actual population of students at these universities.

40. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Appendix
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES

41. Ideal Employer Ranking | Top 10
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Ideal Employer Ranking | Top 10
American University of Beirut | Humanities/Liberal Arts/Education/Law
All universities | Humanities/Liberal Arts/Education/Law
1. Google (39,34%)
2. L'Oréal (21,31%)
3. Nestlé (16,39%)
4. IKEA (11,48%)
5. adidas (9,84%)
5. Solidere (9,84%)
7. Ernst & Young (8,20%)
7. Microsoft (8,20%)
7. Procter & Gamble (8,20%)
7. Qatar Airways (8,20%)
1. Saudi Aramco (39,62%)
2. Google (29,04%)
3. Al Rajhi Bank (15,36%)
4. Microsoft (12,94%)
5. SABIC (12,57%)
6. Zain (10,15%)
7. Riyad Bank (9,83%)
8. Kingdom Holding Company (9,47%)
9. SABB (9,14%)
10. Samba financial group (8,75%)
Please select five employers from the list below for which you would most like to work - your five Ideal Employers

42. 2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Appendix
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES

43. Universum Career Profiles
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Universum Career Profiles
Careerist: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment.
Idealist: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards.
Entrepreneur: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems.
Internationalist: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad.
Harmoniser: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.
Leader: A student who has an inspiring attitude and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility.
Hunter: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs.
The Universum Career Profiles are based on the attributes that students select as most important.

44. Universum Career Profiles
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Universum Career Profiles
American University of Beirut
All universities
Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix.

45. Universum Career Profiles 1/2
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Universum Career Profiles 1/2
The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness.
Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached.
careerist
Prestige (3)
Recruiting only the best talent (3)
Clear path for advancement (3)
Market success (1)
Professional training and development (1)
Sponsorship of future education (2)
Rapid promotion (3)
Recognizing performance (meritocracy) (2)
Good reference for future career (3)
12 out of 21 points
Entrepreneur
Fast-growing/entrepreneurial (3)
A creative and dynamic work environment (3)
Challenging work (1)
Variety of assignments (1)
Innovation (2)
Attractive/exciting products and services (1)
6 out of 11 points
Harmoniser
Respect for its people (2)
Enabling me to integrate personal interests in my schedule (3)
Team-oriented work (1)
Secure employment (2)
Control over my number of working hours (3)
Flexible working conditions (3)
Overtime pay/compensation (1)
7 out of 15 points

46. Universum Career Profiles 2/2
2013 | Middle East | Students | Humanities/Liberal Arts/Education/Law
Universum Career Profiles 2/2
hunter
Competitive base salary (3)
High future earnings (3)
Performance-related bonus (2)
Competitive benefits (1)
Client interaction (1)
Financial strength (1)
6 out of 11 points
idealist
A friendly work environment (1)
Ethical standards (3)
Corporate Social Responsibility (3)
Environmental sustainability (3)
Support for gender equality (2)
Acceptance towards minorities (2)
6 out of 14 points
Internationalist
Opportunities for international travel/relocation (3)
Interaction with international clients and colleagues (3)
6 out of 6 points
leader
Leadership opportunities (3)
Leaders who will support my development (3)
High level of responsibility (2)
Inspiring management (2)
5 out of 10 points

47. OUR APPROACH TO STRATEGIC BRANDING of higher education institutions
Introduction and background
OUR APPROACH TO STRATEGIC BRANDING of higher education institutions
Are your activities effectively building a strong brand? Are you satisfied with how you are perceived internally and externally?
What is important and relevant to your target groups? What makes a college/university attractive? How are you currently perceived by different target groups?
How can you improve your university website and other marketing material (ads, brochures, posters, etc)? Is your intended message being communicated effectively?
What impressions do current students, employees and/or employer partners have? What are the perceived strengths and weaknesses?
How should you communicate the university/college offering to different target groups? What channels and which approaches are most effective for each group?
What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create a desired image of your college/university?

48. Influence your brand in the right direction
Introduction and background
Influence your brand in the right direction
ALL HIGHER EDUCATION INSTITUTIONS HAVE A BRAND.
Even if higher education institutions don’t actively control the brand, it exists and influences the opinions, actions and decisions of different groups.
THE CORE OF THE
BRAND IS THE UVP.
To influence the brand, universities/colleges need a Unified Value Proposition (UVP) that is attractive, true, credible, distinct and sustainable.
UVP
THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE.
Not only does a strong brand help attract future students, employees and/or partners, it also creates an internal identity, which increases loyalty, engagement as well as cultivates brand ambassadors.
AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION.
It is important that the UVP is developed using in-depth research about the relevant target groups, in order to create a compelling, sustainable and effective brand.

49. Julie Giraud-Avril, EMEA Senior University Relations Manager
TACK SÅ MYCKET !
Julie Giraud-Avril, EMEA Senior University Relations Manager