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Brand analysis: Familiar, innovative – satisfaction with Hof University on the rise

When it comes to personal support for students, Hof University of Applied Sciences scores top marks across Germany. This is the result of the annual Universum Student Survey conducted by the employer branding consultancy Universum, part of the StepStone Group, in which the image of universities and colleges was analyzed. According to the survey, the general satisfaction ratings for Hof University also increased noticeably within the last year. The excellent research, the friendly environment and the good affordability of studying in the Hof region are also particularly appreciated.

Source: employer branding consultancy Universum;

The brand analysis was conducted nationwide from October 2020 to March 2021. The survey included the evaluations of over 53,000 students at German colleges and universities, 374 of whom study at Hof University. Criteria from the fields of “image & reputation”, “culture & student life”, “employability & career opportunities” and the quality of the education offered were evaluated.

Source: Employer branding consultancy Universum;

Familiar environment to feel good

When asked about the first associations with Hof University, only a few changes were evident compared to the previous year. The terms “familiar”, “modern”, “small”, “personal” and “beautiful” achieved the most mentions here, as in 2020. However, the term “innovation” is new in the field of characteristics most associated with the university.

Professional development strengthened

Students were also asked to rate how well their university met various – in this case predefined – criteria. Here, four areas were rated significantly better than in 2020: the “Focus on professional development of the university” was recognized by 43 percent of respondents (previous year: 25%), the “Good availability of learning spaces” was confirmed by 52 percent (previous year: 34%) and a “Creative and dynamic atmosphere” was attested to by 44 percent (previous year. 30%) of their university. Excellent research” also received significantly higher approval ratings than in last year’s survey, with 28 instead of 13 percent. Particularly and predominantly positive ratings were given to the friendly and open environment, the affordability of studies, the quality of teaching and the promotion of innovative spirit.

Source: employer branding consultancy Universum;

In contrast, the assessment of employment opportunities after graduation developed somewhat negatively. This value fell from 41 to 35 percent – a decline that is certainly understandable in the Corona crisis with its economic uncertainties.

Very satisfied with the results of the Brand Analysis 2021: University President Prof. Dr. Dr. h.c. Jürgen Lehmann; Image: Hof University of Applied Sciences;

Over two thirds would study again in yard

The general satisfaction with Hof University of Applied Sciences also developed very positively over the past year. On a scale of 1 (not at all satisfied) to 10 (extremely satisfied), it now reached 8.0 points. This corresponds to an increase of 0.3 points compared to the previous year. The German average here is noticeably lower at 7.1 points. There was also an improvement in the question of whether students would study at Hof again: 67 percent of respondents said they would choose Hof University again at any time. The German average is four percent lower here.

Source: employer branding consultancy Universum;

Brand essence confirmed

Familiar, modern and innovative – that is our brand essence, with which we advertise nationally and internationally and which is once again confirmed in this analysis. In particular, our excellent student-teacher ratio consistently achieves the very best ratings nationwide.

Prof. Dr. Dr. h.c. Jürgen Lehmann

And he continues: “Of course, we are also pleased that the quality of research and teaching is increasingly being recognized. In particular, we would like to add the aspect of sustainability – in line with our development concept toward a green tech university – to our public image even more strongly next,” sums up university president Prof. Dr. Dr. h.c. Jürgen Lehmann

Overall, male students were slightly more satisfied than female students, while the satisfaction of bachelor’s students was approximately at the same high level as that of master’s students.

Rainer Krauß

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