participants: 23 599 students
employer evaluations: 70 869
field period: Nov 2013 to Mar 2014
The results of the Universum student survey reveal how students perceive employers. The research functions as a basis for decision-making when choosing target groups, messages and channels for future employer branding campaigns, as well as a control instrument for measuring the appeal an organization has over its specific target groups.
The data from the 2014 Universum Student Survey was collected between November 2013 and March 2014. The following results are based on the responses of 23,599 undergraduate students. The Ideal Employer Rankings represent the employers most selected as “Ideal” by student respondents.
Across the past 25 years, Universum has been using the insights from its annual Student Survey to help employers understand, attract, and retain current and future employees through its research, strategic consulting, and activation services.
Polish demographics trends make employer branding strategy one of most important business objective
Factors such as decreasing amount of students and growing competition among employers in a battle for the most talented employees in Poland trigger the investment in a strong employer’s brand and make it the most essential part of company’s activities.
Employer can benefit from statistical data and became acquainted with key preferences and expectations of a specific target group as well as the perception of the company itself. This knowledge enables the company to create reliable and effective communication.
Highlights and Key Findings in Poland