Best Practices for Campus Recruitment: A Case Study of Freddie Mac

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Presentation delivered by Jennifer Henley of NAS Recruitment Communications on 12/7/2011 and 12/8/2011 at The George Washington University at the FedCollege recruiting conference co-organized by RECSOLU and CollegeRecruiter.com.

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  • In essence, these are the realities that we were faced with as a team. To button up this process and arm the team with effective tools, our goals in 2009 is to ensure there is a strategic process, guaranteed performance and ongoing analysis based upon regularly review metricsHow FM positions were marketed?No strategy or thought about the best approachPoor representation of FM positions (Titles, Scraping) and lack of measurement> This will set the stage for us to explain the WHY Substantial investment in Monster & LatPro with little to no involvement from the Recruiters, due to the Practice of postings, their was dependency upon the scrape/wrap of the sites. This left the postings inconsistent, use of the incorrect logo and also no real description of the nature of the job, or the culture of the organization. And, the manner for which the postings were listed were not effective in relevant search terms, mostly due to abbreviations, etc. In addition, there was no account audit to review and analyze the measurement or reporting from the sites to adjust or reallocate the spend to the needs of the team. Overall, on Monster, due to our manner in which we posted using abbrev terms and position titles our AVGE VIEW WAS 50% LESS THAN NATIONAL AVERAGE. However….the SILVER LINING – is that ONCE a Candidate spent the time to identify Freddie Mac had a job online the CTR (click-thru rate) was WELL ABOVE (30%) the National Average on Monster.
  • In essence, these are the realities that we were faced with as a team. To button up this process and arm the team with effective tools, our goals in 2009 is to ensure there is a strategic process, guaranteed performance and ongoing analysis based upon regularly review metricsHow FM positions were marketed?No strategy or thought about the best approachPoor representation of FM positions (Titles, Scraping) and lack of measurement> This will set the stage for us to explain the WHY Substantial investment in Monster & LatPro with little to no involvement from the Recruiters, due to the Practice of postings, their was dependency upon the scrape/wrap of the sites. This left the postings inconsistent, use of the incorrect logo and also no real description of the nature of the job, or the culture of the organization. And, the manner for which the postings were listed were not effective in relevant search terms, mostly due to abbreviations, etc. In addition, there was no account audit to review and analyze the measurement or reporting from the sites to adjust or reallocate the spend to the needs of the team. Overall, on Monster, due to our manner in which we posted using abbrev terms and position titles our AVGE VIEW WAS 50% LESS THAN NATIONAL AVERAGE. However….the SILVER LINING – is that ONCE a Candidate spent the time to identify Freddie Mac had a job online the CTR (click-thru rate) was WELL ABOVE (30%) the National Average on Monster.
  • Quite simply…this is what NAS does. By reviewing the market, identifying the needs we provide counsel & coach the identified best ways to position Freddie into the marketplace – we know the companies that are successful are taking the appropriate steps to receive a greater ROISTRATEGY: consistent & concise – selective with postings (not wrapping, track success – speaks to the measurement) We do this in a variety of ways - REWRITES, NOT SCRAPING (Job Title, Job Description, Job Responsibilities), WHICH WILL IN TURN…INCREASE PEFORMANCE> increases job search relevancy> bullet points - w/ HTML formatsJob Title Traditional & Concise No unpopular abbreviations No location, pay phrase, rhetorical questions or words describing the titleJob Description Restate the job title anywhere Include brief information about culture Use bullet points to specify job dutiesJob Responsibilities Use bullet points to specify requirements Include keywords that restate the title, job types, industries, duties- Brand Builder Template (as you just saw) - SELECTION of jobs posted – far less on a regular basis (20, every 14 days w/ auto refresh….not ALL are taken from the ATS to post automatically) MEASUREMENT – ongoing review & analysis
  • Best Practices for Campus Recruitment: A Case Study of Freddie Mac

    1. 1. Best Practices for Campus Recruitment: Case StudyPresented by: Jennifer R. Henley, PHR
    2. 2. A little about me  West Virginia Native  Reside in the nation’s sailing capital  HR Consultant  College Sports Enthusiast  Former Campus Recruiter
    3. 3. CAMPUS RECRUITMENT 101  Always stay FOCUSED  Be DIRECT  CONNECT
    4. 4. Making the GradeRecruiting Strategy Campus-oriented internships 66% Career fairs 62% Campus information visits 48% Faculty 44% Interviews 40% Alumni working for company 49% Employee referral 44% Social media 36% External agents National job aggregator 50% Advertisements 28% Local and state job boards 26% Recruiting Trends 2011-2012 Michigan State, 41st edition
    5. 5. Best Practices forCampus Recruitment: Case Study
    6. 6. Past ApproachPrevious Approach: Broad outreach to various schools Multiple programs for specific divisionsPractice: Inconsistent message, materials Little feedback or measurementResults: Need for improved practice
    7. 7. Current StrategyStrategy: Targeted campus selection Diversified approach with streamlined process Solidified partnership with schoolsMarketing: Consistent brand message Diversified channels and approaches to reach studentsMeasuring: Ongoing review of success Regular feedback
    8. 8. School SelectionHigh-touch: High frequency Frequent and moderate exposure Virtual, l ess frequent
    9. 9. Careers on FreddieMac.com > Old Pages  Pages were text heavy & static  Messaging lacked consistency  Minimal use of graphics  No dynamic features on pages
    10. 10. FreddieMacCampus.jobsGoal- Enhance the Careers section of FM.com using new recruitmentmessaging, refined target audience content, and new visual elements
    11. 11. FreddieMacCampus.jobs
    12. 12. FreddieMacCampus.jobs
    13. 13. Campus CalendarSearchable eventscalendarData fields includeevent name ordescription, schoolname/location anddate/time of event Dashboard isaccessible online byCampus Relationsstaff to filter, havenotes and follow-up
    14. 14. A New Process: A Candidate Database Candidate Database  Resumes sent to database after submission  HR can manage and export candidate resumes into various formats (excel, word, etc.)  Same database allows HR to manage and show upcoming events HR uses data to:  track job applicants  create related reports  maintain dialogue with prospects  prepare for events in advance
    15. 15. Campus Recruiting Displays & Giveaways
    16. 16. Campus Packet Inserts
    17. 17. Campus Presentations
    18. 18. Campus Ads& Flyers
    19. 19. Campus E-Cards  E-Card link emailed to students prior to upcoming events on college campuses  E-Card template reused for each campus location
    20. 20. Event RSVPAllows visitors toextend an invitationto friends, too!
    21. 21. Freddie Day for Prospective College Hires  Students invited to visit HQ  Goodie bag distributed with guidebook  Speed interviews held with hiring groups  Survey card distributed at end to gauge success of day  Job offers are made to select candidates following the visits
    22. 22. Freddie Day Padfolio
    23. 23. Campus Courting
    24. 24. Family Follow-up Hello, You can be very proud of Jennifer for making the decision to attend our onsite Freddie Day. We hope she enjoyed meeting our executives and touring the campus. And we hope you understand the impact she will make on our country when she chooses to begin her career with us.
    25. 25. Results Improved recruitment through greater recognition and distinctive identity Increased career fair hiring effectiveness Significant increase in qualified candidate traffic to the career website Visitors spending longer amounts of time looking at information on career site Over 55% positive student feedback received in one week
    26. 26. Confidence is a lot of this game or any game. If you dont think you can, you wont. ~Jerry West

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