How graduate marketing is evolving The top three things graduates now look at when deciding where to apply Five easy to implement tips you can apply to your 2016/17 campus campaign to help you get ahead of the competition

1. How to win the war for graduate
talent…

2. A network of the brightest students

3. A network of 250+ leading employers

5. A Bright Network member is
47% more likely to get hired
than the average graduate

6. What’s happening…
1. The sky is falling on traditional methods
2. Stories are powerful
3. It’s crucial to building trust and engagement

7. 1. The sky is falling on traditional methods
Source: 1. Display Benchmarks Tool 2. Page Fair 3. McCarthy Group
1. Average click through rates of display ads across all formats and
placements is 0.06%
2. Ad blocking grew by 41% globally in the last 12 months
3. 84% of millennials don’t trust traditional advertising
4. It’s becoming embedded in our psyche - expecting things for free -
news / content etc.

8. 2. Stories are powerful
1. It’s in our DNA. They can shape decisions
2. 86% B2B & 77% B2C marketers are now using ‘content
marketing’ strategically
3. It’s through stories and content that you can share your unique
perspective, create a purpose and inspire engagement

9. 3. It’s crucial to building trust
Source: Edelman Trust Barometer Survey 2016 Results
1. Employers are viewed as the most trusted sources of information (above CEOs,
senior executive and media spokesperson) when it comes to: Communications
on financial earnings; Operational performance; Business practices, Handling a
crisis, How it treats employees and customers
2. 59% of people have recommended a company to a friend or colleague
3. 52% agree employees are a credible source of information (Up on 2015)
4. Peer-influenced media, including social now represents two of the top three
most used sources of news and information

10. Brands that are doing great stuff with content
• Launched Porter magazine which nearly outsells
Vogue in the UK
• Understood their users wanted to engage with
content, but wanted to do this offline not online
• Started by financial services firm CPA Australia
• Targets students and young professionals
• Thought leadership approach that is different and radical as
they put a person at the heart of it
• Media output is huge. Podcasts, TV shows & web series
• Online magazine: GE Reports – tells the story of the
crazy research going on inside the company

11. What makes content effective?
1. Audience relevance
2. Engaging & compelling storytelling
3. Triggers a response / action
Source: LinkedIn Technology Marketing Community

12. The New Rules
1. For content to work it has to be bold, independent but aligned to your values
2. Brand lift is just as important as conversions. Yes, it’s harder to quantify but
positive brand perception can yield strong network effects in the long term
3. Vanity metrics of pageviews, impressions, social actions encourage the wrong
outcomes - clickbait style approach doesn’t encourage or build long term trust
4. Success is arguably how much time a person thinks and engages with your
brand (offline and online) on their own accord
5. The multi-touch approach matters even more

13. ‘’ Being trusted is the single most
urgent way to build business.
A brand can’t care. All that can care
is people.’’
Seth Godin

14. Why? We’re curating a journey & focus on content

15. EARLY ENGAGEMENT
BECOMING MORE INFORMED
HIGH VALUE APPLICATIONS
STUDENT APPLICATION
The Graduate Recruitment Process

16. 2. Becoming more focused & informed
• Becoming more focused about the need to think
about their career
• Become aware of events & networking
opportunities
• Actively begin looking for work experience and
internship opportunities
• Open to receiving interesting, relevant and timely
content
• Looking for advice to make their application
stand out
• Staying on their radar matters
• Want to meet and talk to relevant people

17. 3. Drive highly informed applications
• A high value application is the result of a student
making an informed decision
• Bought into what you do and take their time over
their application – 35%+ Bright Network
members research firms for over 3 hours
• Likely to make fewer applications
• Less likely to renege on offers
• They’re hyper-engaged – you can leverage
successful applicants immediately on campus –
‘Application Clubs’

18. When it comes to graduate employer reputation & image, what is
most important?

19. When it comes to graduate employer people & culture, what is
most important?

20. When it comes to graduate role characteristics, what is
most important?

21. When it comes to remuneration & advancement, what is most
important?

22. Five years after you graduate, what would career success
look like?

23. Five key ways you can leverage content marketing

24. 1. Leverage current successful graduates & employees
1. Toast success and get peers to talk about how they
did it. Include photographs, real stories and detail
2. Live talks at events, filmed for Bright Network TV
3. Leverage employees and their experiences at live
events on campus and online
 Importance of trust ambassadors
 9,500+ views of Bright Network
Success Stories
 Successful campaigns of putting
our members in touch with
graduates from that university

25. 2. Use your Senior Business Leaders at key times
1. ‘How I made it’ feature interviews / What we’re
looking for / Q& A
2. Live talks at events, filmed for Bright Network TV
3. Panel discussions & debates on topical issues,
pre-recorded and live for Bright Network TV
 Our interview with Sharon Thorne,
Managing Partner, Deloitte - 4.07 mins &
660+ views by target audience
 10,000+ distribution on campus of Bright
Network magazine with Tom Stevenson
interview
 Creates content that works across multiple
distribution channels – social / email /
offline and resonates with students at
different stages

26. 3. Early Engagement
• What stage are they at?
• Do they understand your sector?
• Do they know their degree is relevant?
• How do they know you’re the employer for them?
• They’re focused on university – how do you get
them to listen about life beyond it?
• Do they need to do things now to strengthen their
CV?
• Has anyone from their course / university / school
succeeded?
• How do they know this is the route for them?
• How will they get to know you?

27. 4. Upskill your target audience with rich content
Commercial Awareness
- 12,000+ Views since launch
- 3+mins spent on the page each time
(length of posts)
- Network effect - people are joining us
because they’ve heard about it from
friends
- Those ‘actively applying for roles’ rely
on this content to help them in their
applications

28. 4. Upskill your target audience with rich experiences
Sector Understanding & Skills Sessions
- What is Consulting…?
- How to succeed when it comes to
the interview?
- How to crack a case study interview?
- How to excel at an assessment
centre?

29. 5. Relevant content that taps into your audience’s needs
 Visual content gets 94% more total views
and is now 40% more likely to be shared
on social networks – content must be
rich
 Photos get 84% more click-throughs on
links than text-based posts
 64% of all the world's internet traffic in
2014. It’s predicted to be 80% by 2019
 24,000+ views on our exam revision blog

30. 1. Identify your exact target audience
2. Think about what matters to them
3. Create content to engage, inform and inspire
4. Trigger responses. It doesn’t have to be an application
5. Start building an engaged pipeline
6. Generate great applications that matter
The six point check list

31. Thank you