Every year Universum conducts a global student survey to establish their career preferences and goals and which companies they want to work for. In this presentation the major highlights from this research in Hong Kong are presented.

1. WETFFEET TALENT INSIDER VIEW - OFFICIAL RESULTS
STUDENT SURVEY 2013 Powered by UNIVERSUM

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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: All main field of studies.
ABOUT US
UNIVERSUM (www.universumglobal.com) is the global leader in
Employer Branding and Talent Research. For the past 25 years we
have been helping the world’s leading companies to strengthen their
Employer Brands. We serve more than 1.200 clients, including the
majority of Fortune 100 companies, and we work with more than 1.800
top universities across the world.
OUR MISSION is to be the meeting place
for talent and employers. Through our
research, strategic consulting and media
solutions, we provide students with
information about employers and help
companies to better
understand, attract, recruit and retain top
talent.
WETFEET is our great career help website
where students get career help and can
learn more about career paths, companies
and industries (www.wetfeet.com).

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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: All main field of studies.
Who took part in the WetFeet Talent Insider View?
Over 400 students from
various educational institutions
took part from Singapore.
Nearly half a million students
took part in the Universum
Student Survey 2013 in more
than 28 countries.
100 000+
460 000+
Global
Hong Kong
Asia Pacific Region
(APAC)
4 365
From Singapore to Hong
Kong, China, Japan, India and
Australia, over 100 000
students told us what they
want from their future.

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Average academic performance:
out of 10
6,7
Year of graduation:
Who took part in the WetFeet Talent Insider View?
20,6
Educational Institutions:
Average age in years: Nationality:Male vs. Female:
43% 57%
The University of Hong Kong City University of Hong Kong
Hong Kong University of Science & Technology Hong Kong Polytechnic University
Chinese University of Hong Kong Hong Kong Baptist University
Other
Chinese
Hong Kong Chinese
2%
27% 25.5%
20%
22%
3%
0.5%
2012 2013 2014 2015 2016 2017 2018 or
later

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Salary Expectations – Annual Salary Before Tax
Salary expectations Male vs. Female
212 001
221 051
HKD
HKD
Main Field of Study
Salary in
HKD
Business/Commerce 200,052
Engineering/Natural Sciences 206,970
IT 237,474
Humanities/Liberal Arts/Education 199,643
Law 260,529
Health/Medicine 278,295
How do your expectations compare to other students in Hong Kong?

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• Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives
Career goals
What’s your top career goal? Do you also strive for work-life balance?
15%
16%
23%
24%
24%
30%
30%
39%
56%
0% 10% 20% 30% 40% 50% 60%
To be a technical or functional expert
To be autonomous or independent
To be entrepreneurial or creative/innovative
To be competitively or intellectually challenged
To be a leader or manager of people
To have an international career
To be dedicated to a cause or to feel that I am serving a greater good
To be secure or stable in my job
To have work/life balance

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• 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.
What is most important to you in a job and employer?
People & Culture
The social environment of the workplace.
Job Characteristics
Your perception of the content and demands of the job.
Remuneration & Advancement Opportunities
Monetary compensation & benefits, now and in the future.
Employer Reputation & Image
The perception of an employer as an organisation.
1
2
3
4
High future earnings, good reference for future career, clear path for
advancement… Remuneration & Advancement Opportunities! Is this also the
most important to you?

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• 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.
Representation of Students’ Career
Profiles in Hong Kong
What Universum Career Profile are you?

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LEADER: A student who possesses an inspiring
attitude and searches for jobs where leadership
skills are expected as well as developed. This
student is not afraid of making decisions and
taking responsibility.
What Universum Career Profile are you?
INTERNATIONALIST: A personality that is open-
minded and prefers international surroundings.
This type of student enjoys meeting new
people, travelling, and working abroad.
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.
HUNTER: A personality that focuses on monetary
aspects. This student chases financially lucrative
and competitive jobs.
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.
ENTREPRENEUR: A student who appreciates
working in an evolving environment, in which
he/she can solve changing and challenging
problems.
HARMONISER: A student who prefers a stable
work environment that is characterised by a
respectful and balanced management
philosophy.

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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Top Ideal Employer Ranking | Top 20
Business & Commerce Students
Employer
2013
Ranking
Change from
2012
Employer
2013
Ranking
Change from
2012
HKSAR Government 1 1 PwC (PricewaterhouseCoopers) 10 1
HSBC 2 -1 Swire Group 11 -7
J.P. Morgan 3 - Apple 12 new
Google 4 2 Hong Kong Monetary Authority 13 2
Deloitte 5 5 Hang Seng Bank 14 6
KPMG 6 2 Bank of China (Hong Kong) Ltd. 15 1
Cathay Pacific Airways 7 -2 Airport Authority Hong Kong 16 -3
P&G 8 4 Morgan Stanley 17 -10
Ernst & Young 9 5 MTR Corporation 18 4

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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Top Ideal Employer Ranking | Top 20
Engineering & Natural Science Students
Employer
2013
Ranking
Change from
2012
Employer
2013
Ranking
Change from
2012
HKSAR Government 1 - IKEA 10 3
MTR Corporation 2 - Swire Group 11 -4
Google 3 2 J.P. Morgan 12 -3
Apple 4 new Gammon Construction 13 new
Airport Authority Hong Kong 5 -2 IBM 14 -
Cathay Pacific Airways 6 -2 P&G 15 3
HSBC 7 -1 CLP Group 16 -4
Ocean Park 8 new Hongkong Electric 17 -2
Microsoft 9 1 Bank of China (Hong Kong) Ltd. 18 8

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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Top Ideal Employer Ranking | Top 20
IT Students - NEW
Employer
2013
Ranking
Employer
2013
Ranking
Google 1 Hang Seng Bank 10
Apple 2 Intel 10
Microsoft 3 Oracle 12
IBM 4 Bank of China (Hong Kong) Ltd. 13
HKSAR Government 5 Morgan Stanley 13
J.P. Morgan 6 Sony 13
HSBC 7 Bloomberg 16
MTR Corporation 8 Airport Authority Hong Kong 17
Yahoo! 8 Goldman Sachs 18

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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Top Ideal Employer Ranking | Top 20
Humanities/ Liberal Arts/ Education Students
Employer
2013
Ranking
Change from
2012
Employer
2013
Ranking
Change from
2012
HKSAR Government 1 - YMCA 11 -
Google 2 3 IKEA 12 -4
BBC 3 - Swire Group 13 -3
Airport Authority Hong Kong 4 - P&G 14 -
Cathay Pacific Airways 5 -3 HSBC 15 1
Apple 6 new LVMH 16 7
The Walt Disney Company 7 - The Hong Kong Jockey Club 17 1
MTR Corporation 8 -2 Yahoo! 18 -5
Hong Kong Disneyland 9 - J.P. Morgan – MOVER & SHAKER 19 26
Ocean Park 10 new Dragonair 20 2

14. Thank you for taking part in UNIVERSUM’s 2013 STUDENT SURVEY!
We hope to see you again in 2014! 
FOLLOW THE WETFEET COMMUNITY HONG KONG ON FACEBOOK
Questions? Comments? Something to share?
Contact: Marielle Reussink |University Relations Manager APAC | marielle.reussink@universumasia.com