This document provides guidance on raising high quality exchange participants (EPs) for internships. It discusses choosing sub products that match both the supply within the AIESEC network and student market potential. The importance is emphasized of targeting marketing through university and youth organization channels to students with specialized technical backgrounds. A strategic marketing approach is outlined involving defining the target customer, appropriate channels to reach them, and core value propositions to emphasize in messages. Criteria for high quality EPs are minimum duration, work experience, language skills, and study background relevant to the opportunity.

1. Raise Right EP
What Type of GIP EP’s should I
raise in my entity?

2. What is “a right EP”?

3. What makes a “RIGHT EP”
 Study Background
 Duration
 Work Experience
 Language
 Technical Skill(optional)
 Expectations –
Job Description
 Expectations – Country / Region

4. The importance of
Sub Product Based EP Raising

5. Minimum
Criteria
Marketing
Channel
Marketing
Message
Sub Product Supply
Understanding

6. Minimum
Criteria
Marketing
Channel
Marketing
Message
Sub Product Supply
Understanding

7. AIESEC provides 16 types of internships.

8. There are 121 detailed
background requirements
Advertising + Public Relations
Brand & Trademark Management
Consumer + Buyer Behavior
Customer Relationship Management
Import & Export
International Marketing
Introductory Marketing
Market Research & Evaluation
Product Planning, Development & Control
Retail + Sales Marketing
Marketing
Example:

9. Our ability of offering different product varies

10. Different TN entities have their strength in
offering internship opportunities depends on
their market and experience.

11. Go to GIP Wiki to learn more of each product and
be aware of what kind of products we can offer:
http://www.myaiesec.net/content/viewwiki.do?contentid=1024008
5

12. Choose the products that fits both supply and
student market potential.
Student Market
Potential
Supply of
AIESEC Network

13. Minimum
Criteria
Marketing
Channel
Marketing
Message
Sub Product Supply Understanding

14. Fact 1:
In Commerce Type Sub segment there is
extremely high supply of EPs v.s. TN
Supply.
It is important to-
Raise higher quality Eps

15. • Duration Unless we are talking about GIP
Teaching majority of TN takers require 4month+
• Work Experience Competition against EPs in
company shortlisting, usual company practice
• Study Background Higher and specialized
study background
• Language Regional Country TN requirements
Who are higher quality Eps Commerce Type
Sub Products?

16. Fact 2:
The world has huge demand for specific
technical background Eps. It is important to-
1) Align supply with sub-sub background
2) Drive the demand with EP supply

17. • Expertise Member HR to support technical
recruitments
• University Work together to build access to
specific class groups
• Subsegment Break this down further than
Engineering and IT when targeting
• Connection to Market Linking back your
message to the person who goes on X
How to find specialized Eps?

18. Minimum
Criteria
Marketing
Channel
Marketing
Message
Sub Product Supply Understanding

19. The basis of Strategic Marketing

20. Target
Who will buy your sub products?
Understand their wants, needs, interests and what
context they’re living in during the time period
when you wish to run the recruitment campaign
“Know your potential customer”

21. Channel
With what channels your target will
be approached?
• In which way your target is getting information?
• What channels do they visit / trust?
• Are they active in the channels you use? How often?
• What do they do there?
Channel

22. How to define the:
The power of channel shows
when it fits right target!

23. ChannelPush Strategy
In the classic marketing formula,
the emphasis was on promotion –
pushing your message out to the world at large.
Activities
• cold calling,
• unsolicited mail or email,
• paid advertising (online and off),
• promotional events like trade shows,
• and some forms of PR, like blasting out press releases

24. ChannelPull Strategy
Building affinity and connections.
attract clients in your niche,
Activities
• develop referral partnerships,
• become visible at networking events,
• get booked as a public speaker,
• have articles published,
• land media interviews,
• build a content-rich website.

25. Channel
It is much easier to make a sale when clients contact
you as the result of hearing about you from someone
else, or after sampling your expertise.

26. Channel1. University related channel
University channel is the easiest channel to work with and
allows focus and target recruitment.
University Services
• Partnership Management
• Mass access to students
• Targeted access based on your opportunities
Uni Management / Professors
• Partnership Management
• Clear Benefits-Reputation

27. Channel
1. University related channel
Youth Organisations
• Search the top youth organisations in your universities
• Focus based on sub product
• Product Development together

28. Channel
2. Outside University Channel
External channel has a lot of potential but takes more
time to make it work.
Other Relevant Organisations
• External environment are not only our universities
• Search Based on your top profiles
• Associations/ Institutions
• Access to massive amount of people
Examples
• Organisations of (youth) Unemployment
• Organizations of professional orientation
• EU programs – Young people apply for jobs abroad

29. ONLINE
3. Online Channel
Online channel can reach massive amount of people
easily. The key is to tailor the reach specific background
we want.
• Facebook/Twitter
• Website
• University virtual platforms

30. Message
What parts of your product are the most
attractive for your customers?
What is the core value proposition of your sub
product you are presenting?

31. Expectations
S&D
Value
Proposition
CustomersMessage
Message

32. Expectations
S&D
 Longer Duration
 Specific Regions
 More Work XP
Example of AIESEC Germany
Message

33. Value proposition
 GTK New Business Culture
 Need for International
Competencies
 Contact / Network
 Pool of Opportunities
 Support from AIESEC
Message
Example of AIESEC Germany

34. customers
 International Cross Culture XP
 Better than Semester Abroad
 Don’t have to leave the country
forever
 Enough time for real culture
shock
Message
Example of AIESEC Germany

35. message
“Work in an International
environment and equip
yourself with unique
competencies”
“Challenge yourself and
experience a new business
culture”
Message
Example of AIESEC Germany

36. message
 Excellent English (B2-C1
CEFR)
 Bonus to have language:
Spanish, French, Mandarin, P
ortuguese (A2 – B1 CEFR)
 Prior Internship XP in related
field
 Minimum 4 months
availability
Subsegment
Channels
Message Example of AIESEC Germany

37. Minimum
Criteria
Marketing
Channel
Marketing
Message
Sub Product Supply
Understanding

38. Thank You