Employer Branding & Job Search for Students: Employer Attractiveness 2019 {Trend! Study}

The results of the Student Survey 2019 show which Companys students would prefer to work. In addition, they do clear, how the ideas of job and Career distinguish between generations Y and Z.

46.900 students throughout Germany interviewed

Between October 2019 and April 2018, a total of 2019 students from various disciplines at 46.904 universities across Germany took part in the Student Survey 209. On this basis, the employer branding consultancy Universum created the employer rankings for various fields of study, including economics, engineering, IT/Computer science and natural sciences.

Among other things, the respondents provided information about which companies they would like to work for, according to which criteria they evaluate employers, what salary expectations they have and which long-term career goals they are pursuing.

What are the key findings?

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The big car companies dominate the rankings of the most attractive employers again this year. This applies in particular to German students of economics and engineering, where they make up four of the five most popular employers: Audi, BMW Group, Daimler / Mercedes-Benz and Porsche. However, car manufacturers are becoming increasingly attractive to IT students. With Audi and Daimler / Mercedes-Benz, two automotive companies in this sector are climbing into the top 5.

banks and consulting firms verlieren on the other hand, tends to be more popular. For example, this was the case for economics students last year successfully Companies that climbed Morgan Stanley dropped twelve places, dropping to place 62 and thus out of the top 50. The Boston Consulting Group had a similar experience: In the IT department, the company lost 14 places and slipped to place 57.

Bye management consulting?

The prospective engineers even go 19 places down to 69th place. The Boston Consulting Group had to leave the top 50 in both rankings. EY (Ernst & Young) has also lost popularity in the IT department. Last year, the ranking increased, the company lost 14 places, landed in 55th place and thus had to say goodbye to the top 50.

The awareness of the company among the students is an important basis for a good performance in the ranking - in general and for the characteristics that are important to them. For example, the falling popularity of banks and consultancies is particularly interesting given that while these companies represent the two most important qualities of an attractive employer, namely an attractive base salary and a high one Income in the Future. However, they are not classically associated with the themes Work-Life-Balance and flexibility, which are very important for students.

Work-life balance is particularly important for undergraduate IT millennials

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What Significance the individual topics for the students differ, among other things, depending on which generation they belong to. A good work-life balance across generations is an important long-term career goal for all students. However, for Generation Y students (born between 1981 and 1996), often referred to as Millennials, it comes first. The prospective IT professionals of this generation attach particular importance to:

For 60 percent of them, the work-life balance is one of the three most important long-term career goals. For their fellow Generation Z students (born after 1997), this only applies to 49 percent. The difference is even greater among aspiring engineers: 56 percent of millennials value the compatibility from Job and privacy, but only 44 percent of Gen Z. Among aspiring economists, it’s 58 percent of Millennials versus 48 percent of their Gen Z peers.

Flexible working conditions are more attractive for millennials than for Generation Z.

A look at the individual departments reveals surprising differences in various characteristics that make companies attractive. So feel Aspiring Gen Z economists and engineers are more attracted than millennials in these disciplines to the opportunity for leadership roles.

This feature ranks 3 and 4 in the rankings of Generation Z, as opposed to 10 in the Millennials. Flexible working conditions, with 8 rank, are an integral part of the top 10 of the most attractive employer features for the undergraduate economics and engineering millennials. For the generation Z in these two departments, however, they are only ranked 16 or 19.

Is there a gap in the labor market?

The results of the Student Survey 2019 indicate that future employees may differ in their perceptions and expectations, depending on which generation they belong to.

It remains to be seen to what extent a gap with conflict potential for cooperation will really develop. For companies, these results are exciting, in order to better understand talents and target them with the appropriate content.

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