A study published by us shows: Employer branding differentiate!

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When it comes to employer branding, all sorts of studies are often consulted - for example on generation Y or on the wishes of the applicants. What is often forgotten: The target groups of such measures are in their claims Company highly heterogeneous, like one of Best of HR – Berufebilder.de® co-edited Study of the consulting company Universum Communications zeigt.

A study published by us shows: Employer branding differentiate! graduate

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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.


Who was interviewed?

From November 2012 to March 2013, students from various disciplines were asked, among other things, what makes you an attractive employer. Here, the answers of different subject groups are compared. As examples, we present:

  • Students of economics (8 971 respondents)
  • Students of Engineering (5 715 respondents)
  • Students of Computer Science (2 652 respondents)
  • Students of Hotel Management / Hospitality / Tourism Managament (730 respondents)

Career goals

If, for example, you ask about your career goals, then the Work Life Balance is in the lead for everyone. But while 59 students from the tourism industry have ticked the answer "having a well-balanced work-life balance" and wish to have a safe and stable job with 40 percent, this looks different in other subjects:

For 55 percent of the tourists the Work Life Balance is important, but only for 42 percent of the computer scientists and 48 percent of the engineers. On the other hand, 49 percent of the engineers and 44 percent of economists and IT specialists pay a safe job.

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Salary and bonuses

As far as the salary expectations are concerned, the students of almost all subjects are slightly above 40 000 Euro per year. An exception are the tourism professionals: their salary expectations are only 33 690 Euro per year.

An attractive base salary is desired by 51 percent of economists, 52 percent of engineers, 50 percent of computer scientists, and 53 percent of tourism professionals. Performance bonuses, on the other hand, are an incentive only for every 12 percent of economists and engineers, but for 15, percent of IT people. Tailings here are the tourism experts with 9 percent.

Somewhat further, the answers to the question of the high income in the future diverge: for 35 percent of economists and engineers and for 37 percent of IT people that is important, but only for 31 percent of the tourism industry.

leadership roles

Generation Y is often said to want to take over management responsibility and to assess the work-life balance as more important. That also seems to be confirmed here:

Interestingly, however, tourists are the target group that is most likely to look for managerial tasks (40 per cent), whereas 37 per cent of economists, 33 per cent of engineers and 26 per cent of ITUs.

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However, they do not appear to have a hurry: the possibility of a quick promotion attracts on average only 11 percent of respondents.

Plans after completion

When it comes to post graduation plans, there are similarities, but also significant differences: for an international one Company Working is the goal of most people. For the tourism industry, however, the reputation of distance with 64 percent is obviously much larger than for the economists (43 percent), engineers and IT people (each 36 percent).

National companies are only interesting for 20 percent of economists, 21 percent of engineers, 16 percent of ITLs and 14 percent of tourists. Further, the engineers with 20 percent, followed by ITN (17 percent), economists (14 percent) and tourism (10 percent) are still studying. Occupational independence is only an alternative to the 5 percent of respondents.


All in all, it can be seen that the career goals that determine the choice of a suitable employer have many similarities in the individual subject groups, but also many differences - the most significant in terms of work-life balance.

Companies that plan employer measures should therefore look closely at the value they make attractive to their candidate target group.

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