A Vision for a Healthy Campus Recruitment Ecosystem (TalentEgg CACEE 2013 Presentation)
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A Vision for a Healthy Campus Recruitment Ecosystem (TalentEgg CACEE 2013 Presentation)
- 1. #TEawards A Vision For A Healthy Campus Recruitment Ecosystem In Canada Lauren Friese Founder, TalentEgg @LaurenFriese @TalentEgg
- 2. @TalentEgg Campus Recruitment Excellence Agenda • About me and TalentEgg • Unhealthy ecosystem Healthy • 5 pillars of a healthy campus recruitment ecosystem – Integrated strategies – Understanding students – Working together – Better candidate experience – Positive employee experience
- 3. @TalentEgg Campus Recruitment Excellence #1 Canada’s most popular job board and online career resource for students and recent graduates
- 4. @TalentEgg Campus Recruitment Excellence 3 million students and recent grads will use TalentEgg 2013 Hundreds of top employers already do
- 5. @TalentEgg Campus Recruitment Excellence What’s cracking
- 6. @TalentEgg Campus Recruitment Excellence 2013 On-Campus Recruiting Report TalentEgg+
- 7. @TalentEgg Campus Recruitment Excellence Where our research comes from Students Employers • 2012 and 2013 TalentEgg National Campus Recruitment Excellence Awards – Feedback from 200+ top students each year, hand-picked from thousands of applicants • 2013 On-Campus Recruiting Survey
- 8. @TalentEgg Campus Recruitment Excellence Unhealthy campus recruitment ecosystem Stakeholders working independently of one another Lack of understanding: Students and technology School-based hiring practices Poor candidate experience Youth unemployment and under- employment Labour shortages and skills gaps
- 9. @TalentEgg Campus Recruitment Excellence Youth unemployment • The last 20 years: –High of 17.2% (11.2%) in 1993 –Low of 11.2% (6%) in 2007 • Today: –14.5% (7.2%) –Under-employment the bigger problem: estimated to be as high as 50% Youth unemployment
- 10. @TalentEgg Campus Recruitment Excellence Medium-term education outcomes Figure 1 – Median incomes, 2 and 5 years out, BC class of 2004, selected disciplines Figure 2 – Percentage of graduates in jobs requiring post-secondary education, 2 and 5 years out Source: Higher Education Strategy Associates Medium-term education outcomes
- 11. @TalentEgg Campus Recruitment Excellence Medium-term education outcomes • What will the class of 2009 look like? • Class of 2013? • It’s not good enough to get back to status quo. Here’s why: –Technology –More education than ever –Moral obligation? –Competition from every other employer Medium-term education outcomes
- 12. @TalentEgg Campus Recruitment Excellence 5 pillars of a healthy campus recruitment ecosystem Integrated recruitment strategies Understand students Working together Better candidate experience Positive employee experience
- 13. @TalentEgg Campus Recruitment Excellence Pillar 1: Integrated recruitment strategies
- 14. @TalentEgg Campus Recruitment Excellence Integrated recruitment strategiesIntegrated recruiting strategies
- 15. @TalentEgg Campus Recruitment Excellence Integrated recruitment straegies On-campus Online Twitter Mobile app/website Facebook LinkedIn In-person interaction Online (web + mobile) Social (Facebook, Twitter, SMS, Instagram, mobile chat) How employers see campus recruitment How students see campus recruitment Integrated recruiting strategies
- 16. @TalentEgg Campus Recruitment Excellence Best On-Campus Campaign PwC Canada’s Personal Brand Week On-campus + website + TalentEgg + social networks + video + interactive + knowledge Integrated recruitment strategiesIntegrated recruiting strategies
- 17. @TalentEgg Campus Recruitment Excellence Integrated recruitment strategies Campus Recruiting Program of the Year Grant Thornton Online and offline + Many different channels + Consistent branding + Personality, colour + Interactivity + Engagement + Fun Integrated recruiting strategies
- 18. @TalentEgg Campus Recruitment Excellence Integrated recruitment strategiesIntegrated recruiting strategies #
- 19. @TalentEgg Campus Recruitment Excellence Pillar 2: Understanding students
- 20. @TalentEgg Campus Recruitment Excellence Understanding students • Gen Y expects targeted outreach • Consumer products target by age, gender, education, life stage – different messages for each • Think like marketing Understanding students
- 21. @TalentEgg Campus Recruitment Excellence Understanding students Engaged Leaders High Potentials Unreachables Career-readiness stage Engaged leaders from top programs, proven potential – influence other students Career-focused, smart students from other programs, unproven potential – influenced by top students Most students: not ready, not engaged Understanding students
- 22. @TalentEgg Campus Recruitment Excellence Understanding students How do top students choose where to work? 1. Exploration 2. Connection 3. Decision Understanding students
- 23. @TalentEgg Campus Recruitment Excellence Understanding students Decision-making process Exploration • Looking for connection • Learning about jobs, industries, employers • First exposure to potential employers • Online: TalentEgg, Google • WOM: Friends, family, alumni, profs • Experience: Internships, volunteer Connection • Coming to a decision • What they want: growth, development, training, ment orship • What they relate to: NOT consumer brand, financials, operations • Choosing employers, not jobs • People, culture, comfort • Establish relationship Decision • All about people! • Memorable interactions with reps on-campus and online • Future colleagues: Peers, managers, leaders • Want to fit in • Comfort factor • Organization + industry Understanding students
- 24. @TalentEgg Campus Recruitment Excellence Examples • Top campus brochures - targeted to specific types of students, used real employees • Not good enough just to have a “campus” career website: – Students reported it is important for websites to have separate sections for students vs. new grads Examples
- 25. @TalentEgg Campus Recruitment Excellence ExamplesExamples
- 26. @TalentEgg Campus Recruitment Excellence Example • How we do this on TalentEgg: – Encourage exploration, connectio n and decision-making at various entry points – Target email communications by interest, location, year, major, school – Student group partnerships – Career centre relationships – Hashtags on Twitter Examples
- 27. @TalentEgg Campus Recruitment Excellence Pillar 3: Stakeholders working together
- 28. @TalentEgg Campus Recruitment Excellence Stakeholders working togetherStakeholders working together Top reasons for not attending more: • Didn’t know they were happening • Not enough time • Lack of interest or relevance • Felt excluded Number of on-campus recruiting events attended in the last year
- 29. @TalentEgg Campus Recruitment Excellence Stakeholders working together • Campus has changed. Who are the stakeholders today? • Why work together? – Stretch resources, improve results, better educate students Stakeholders working together
- 30. @TalentEgg Campus Recruitment Excellence Stakeholders working together Recognizing synergy + leveraging tech + saving time/money Result: Focusing on what really matters Employer information Job listings On-campus and online events Educational resources (content) Stakeholders working together
- 31. @TalentEgg Campus Recruitment Excellence
- 32. @TalentEgg Campus Recruitment Excellence Pillar 4: Better candidate experience
- 33. @TalentEgg Campus Recruitment Excellence Example of the problemExamples of the problem
- 34. @TalentEgg Campus Recruitment Excellence Evidence of why it matters A better candidate experience improves your recruiting “bottom line”: • Increase diversity • Candidates that are more relevant to your jobs • Fewer top candidates lost due to frustrating experience • Consumer brand Examples of the problem
- 35. @TalentEgg Campus Recruitment Excellence Better candidate experience STOP: Leaving it to their imagination – Be transparent: Who do you hire and why? STOP: Campus-specific hiring – Hire based on skill and fit – Top schools are an illusion STOP: Bad ATS technology – Evolving technology = better screening tools – No longer keyword based – Don’t waste students’ time Better candidate experience
- 36. @TalentEgg Campus Recruitment Excellence Better candidate experience Step 1: One-click indicate interest Step 2: Meet BASIC criteria Step 3: Application, standard req’s, socially verified, tied to email and social Step 4: Additional info to support hiring: essay questions, evaluations, tests, etc. Step 5: Interview Smarter applicant tracking process Better candidate experience
- 37. @TalentEgg Campus Recruitment Excellence Pillar 5: Positive employee experience
- 38. @TalentEgg Campus Recruitment Excellence Positive employee experience • Goals: – Create evangelists – Get social (encourage posting, get policy) – Retain top talent – Passionate, knowledgeable on-campus reps • Bottom line: – Your new hires will create a connection with future hires (decision-making process) – They’ll do your job for you Positive employee experience
- 39. @TalentEgg Campus Recruitment Excellence Positive employee experience Campus Recruiter of the Year Nancy Moulday Hired 600 in last 4 years + stayed in touch on-campus + egg-ceptional onboarding + relationships after hire + symmetry – promises and reality = 98.6% retention rate Positive employee experience
- 40. @TalentEgg Campus Recruitment Excellence Positive employee experience Best Internship/Co-op Program Just-Eat Work experience + rotations to different departments + strong team culture + fun and social + blank reference letter + high hire-back rate = Passionate evangelism Positive employee experience
- 41. @TalentEgg Campus Recruitment Excellence Positive employee experience Bayer CropScience Summer Associate Program Summer job + full integration in business + mentorship, prof. development + $$$ investment in fun factor + referral program = 56% of summer associates in 2012 were return students = pipeline for talent = passionate advocates Positive employee experience
- 42. @TalentEgg Campus Recruitment Excellence Positive employee experiencePositive employee experience
- 43. @TalentEgg Campus Recruitment Excellence Positive employee experience More diversity (esp. women) in leadership roles Smaller offices, more flex arrangements Work-life blending Reduce email and meetings Results-only work environment Regular, immediate, social feedback Positive employee experience
- 44. @TalentEgg Campus Recruitment Excellence Positive employee experience How does a positive employee experience affect your ability to recruit? • Retention • Internal buy-in from outside campus team – Senior leaders – Alumni at all levels, especially recent grads – Executives on university boards – Staff who are part-time profs/instructors Results
- 45. @TalentEgg Campus Recruitment Excellence Positive employee experience • Leverage evangelists for Social media, blogs, on campus events etc. Results
- 46. @TalentEgg Campus Recruitment Excellence Positive employee experiencePositive employee experience Preferred employee rep to engage with at on-campus recruiting events
- 47. @TalentEgg Campus Recruitment Excellence Positive employee experience How to be a campus recruiting leader - Lisa Kramer: Meet with people who work at every level of your organization, from students to hiring managers to executives. “At the end of every campus cycle, present your success metrics as far as you can up the chain,” Lisa says – not just to your own team. “If you take the initiative to show the value you bring to the table, over time you’ll have the opportunity to present to people at much higher levels.” Lisa recommends networking to find people within your own organization who are willing to support your campus strategy as alumni representatives, from executives who sit on university boards or work as part-time faculty, to entry level employees who have recently graduated. “Their help with recruiting is a huge benefit to your program” she says. “Most people like to return to their campus and give back.” Use that to your advantage by recruiting them internally and supplying them with your key campus recruitment messages, materials and documents. Final thoughts: Buy-in
- 48. @TalentEgg Campus Recruitment Excellence 5 pillars of a healthy campus recruitment ecosystem Integrated recruitment strategies Understand students Working together Better candidate experience Positive employee experience
- 49. @TalentEgg Campus Recruitment Excellence Learn more • TalentEgg360.com – 2013 On-Campus Recruiting Report – Conference takeaways – Awards results and student feedback • Bi-weekly Campus Recruitment Excellence Newsletter • Follow @campusemployers • LinkedIn Group: Campus Recruitment Excellence by TalentEgg Learn more
- 50. @TalentEgg Campus Recruitment Excellence Thank you + questions Questions? Learn more about TalentEgg: http://talentegg.ca/employers Contact me: E: lauren@talentegg.ca P: 416-479-4186 T: @LaurenFriese L: http://ca.linkedin.com/in/laurenfriese Thank you!
Notes de l'éditeur
- Feel free to tweet and share on LI
- About me and TalentEgg
- About me and TalentEggBecause we have such wide reach, 100s of Employers leverage TalentEGg to reach targeted student populations across the countryTRUSTTargeting certain types of employers
- What’s cracking – accomplishments from the past year-Awards, including Canada’s Top 100 Most Powerful Women, named Best Business CYBF Chairman’s Awards, CACEE Student Engagement this time last year-Generation Jobless documentary and Generation Why-Countless press appearances, including …Bright Ideas
- TalentEgg+-Conference and Awards-Campus Recruitment 360 – plug free download of on-campus recruiting report-Weekly section in Metro across Canada and U.S.-Gov’t of Ontario youth employment roundtable
- AwardsBeing at intersectionOn-campus surveyValidate how we got the dataWe are passionately in the centre of this industry - listening to all sides Getting employer feedback from our conference
- First demonstrate how the ecosystem is currently unhealthy-High youth unemployment and under-employment-Labour shortages and skills gaps in industries that are key to Canada’s economy – oil and gas, mining, technology- Employers Don’t understand how students engage with their careers and search for career information-Too many employers rely on school reputations rather than skills or fit when it comes to hiring-Poor candidate experience-Stakeholders working independently
- - National unemployment rate in brackets
- Credit Alex Usher, Higher Education Strategy AssociatesBC class of 2004 medium-term education outcomes dataFigure 1 shows incomes increasing significantly from 2 years to 5 years, even for those with traditionally unemployable degreesFigure 2 shows number of graduates in jobs requiring post-secondary education 2 and 5 years out – again, things tend to improve even for poor English, history, polisci studentsThings aren’t so bad…for the class of 2004
- -Pre-recession data doesn’t look so bad, but what about our current and future graduates? How will they fare?-Returning to pre-recession stats isn’t good enough – we can do better-Explain why we can and must do better: -Access to technology -More Canadians with higher education than ever before -It is a moral obligation but it’s not just that -You’re all competing with one another for the “top talent” and the competition is getting stiffer, i.e., Baby Boomer retirement
- -Say something fluffy and inspirational about how you can’t have a healthy ecosystem without all 5 pillars-You’ll explain all 5 pillars
- -Internet is no longer something students use just at home – they carry it around in their pockets and backpacks, use it in class, at career fairs and info sessions, and while they’re walking down the street-Multi-screen, multi-platform experience-Potential to be immersive, interactive – no difference between online and “real life” – it’s all just part of “life” now
- -Most employers see campus recruitment strategy as various separate tools they need to acquire and use-For students, it’s a seamless experience (just like the rest of their life)-Your campus recruitment should be shifting to look more like the image on the right
- -2013 TalentEgg National Campus Recruitment Excellence Award winner-Best On-Campus campaign-Integrated on-campus presence with web interactivity-Downloadable workbook on campus career website-TalentEgg homepage takeover-questions, polls, facts, tips on social networks – Twitter and Facebook-videos featuring real PwC people coaching on personal brand-interactive element – participate on-campus or online via social networks, follow along at home with workbook-students loved that it gave them valuable knowledge for their careers
- -2013 TalentEgg National Campus Recruitment Excellence Awards-Grant Thornton – finalist in 4 award categories, winner of 2 awards-Campus recruiting program of the year – online and offline elements integrated across many differnet channels with consistent branding-Brochure, website, TalentEgg – What will your advice be? Theme -Meanwhile on campus, asking students to write their advice on sticky notes and post them in career fair booth-Brochure, website, TalentEggeg Don’t eat yellow snow -Meanwhile on-campus, handing out yellow snowcones to students
- -Whyhashtags and not QR codes-Dynamic, interactive, engaging-Multi-way conversation, not just one-way-Retail Week Twitter chat: #Teretail-Freedom 55 Financial: #55reasons #lovethiscareer integrated right onto website, TalentEgg profile
- Example from marketing – everything is hyper targetedThe intenret is a infinite channel universe – everything has to be targeted
- Students are at different stages- grouping them by year is not necessarily the best way to look at themWhen we really boiled down the research and feedback we collected, we saw that, among top student leaders, there were three phases of the career search, and each needs its own approach from employers. There were also tiers of students, and we’ll explore this at the end of the presentation. For the purposes here, we’ll call top student leaders – the ones who go to school and are completely aware of their purpose, etc, and get involved with purpose, tier 1 students. Exploration – look for a path (career guides/incubator)Connection – Narrowing down an industry and company (profiles, video, sponsored ed)Decision – choosing a job/company (video, social media, or in-person.. Gotta be real)
- Example from marketing – everything is hyper targetedThe intenret is a infinite channel universe – everything has to be targetedt
- Example from marketing – everything is hyper targetedThe intenret is a infinite channel universe – everything has to be targetedt
- Example from marketing – everything is hyper targetedThe intenret is a infinite channel universe – everything has to be targetedt
- On-Campus Recruiting Report results:-2/3 of students attend only 1-5 on-campus events a year-Top reasons for not attending more: - Didn’t know they were happening - Not enough time - Lack of interest/relevance - Felt excluded-All problems that can be solved by working together
- On-Campus Recruiting Report results:-2/3 of students attend only 1-5 on-campus events a year-Top reasons for not attending more: - Didn’t know they were happening - Not enough time - Lack of interest/relevance - Felt excluded-All problems that can be solved by working together
- -Each stakeholder has its own purposes, strengths and goals -Employers – employer information to students via third party like TalentEgg -Employers – job listings to students via employers to third party like TalentEgg then fed to career centres, student groups via Widget -Employers + career centres + TalentEgg – on-campus and online events via TalentEgg, employers and career centres -Career centres + TalentEgg – educational resources (content) via TalentEgg and distributed like a wire to career centres-No reason to be wasting resources when we can leverage technology to work together and create robust sources of resources-Not competing, why create competing resources?
- Example imagesTalentEgg widget Career centres sharing TalentEgg articles Employers posting on campus events on TalentEgg
- And how it can improve your recruiting “bottom line”
- Hired 600 new Associatesin last 4 years+ stayed in touch on-campus = maintained contact with hires post-September recruitment period as they finished their final year of school+ egg-ceptional onboarding = bringing all new Associates to Toronto, training, exposure to leaders, networking and then ongoing activities for first few years+ relationships after hire = Nancy maintains relationships with so many of the Associates she’s hired over the years – Jeremy O’Krafka’s “Work Mom”+ symmetry = btwn promises made during recruitment process andreality on the job, needs to match up or new hires will leave= 98.6% retention rateHEALTHY CAMPUS RECRUITMENT GOES BEYOND THE RECRUITMENT – TRICKLES DOWN INTO RETENTION AND EVENTUALLY BACK INTO CAMPUS RECRUITMENT
- Stephanie, featured in TalentEgg video as an intern, wanted to work at Just-Eat because her sister was an intern, had an amazing experience and got hired. Now, as a full-time employee, she’s speaking in TalentEgg videos and on BNN about her experience. She even accepted the Best Internship award on behalf of Just-Eat.VIDEO (top): Should click ON screenshot and play but I will try to get the video file for you so you don’t have to worry.
- Click ON screenshot to playhttp://www.youtube.com/watch?feature=player_embedded&v=xJ1krJN816I
- -Discussed vision for how Gen Y will transform the workplace in Globe article-Most popular and most shared that week, over 5K shares and 116 comments-Results of a healthy campus recruitment ecosystem
- 6 ways Gen Y will transform the workplace:http://www.theglobeandmail.com/report-on-business/careers/the-future-of-work/the-six-ways-generation-y-will-transform-the-workplace/article9615027/