Recruiting College Students And Beyond Using Social Media

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Session from the Recruiting Innovation Summit - Mountain View 2011, Presented by Larry Nash

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Recruiting College Students And Beyond Using Social Media

  1. 1. Enhancing your college recruitingprogram through social mediaERE Recruiting Innovation SummitMay 17, 2011
  2. 2. Agenda„  Campus strategy„  The business case„  Facebook„  LinkedIn„  Twitter„  And more…Page 1 Adding social media to your recruiting strategy1103-1244956
  3. 3. Go-to-campus strategy„  Treat school like an account„  Dedicated team„  Focus on relationships„  Branding Competition is intense…………..need more ways to introduce, extend and differentiate our brandPage 2 Adding social media to your recruiting strategy1103-1244956
  4. 4. Social mediaThe business casePage 3 Adding social media to your recruiting strategy1103-1244956
  5. 5. Talent supply „  New generation of students „  Buyers market … for the BEST buyers „  Despite pop-psychology, main difference is digital literacy „  Current approach by most companies to Gen Y „  The Hudson Institute predicts that the supply of skilled labor in the US will not catch up to demand until 2050 „  Gen Y will dominate workforcePage 4 Adding social media to your recruiting strategy1103-1244956
  6. 6. Future leaderPage 5 Adding social media to your recruiting strategy1103-1244956
  7. 7. Ernst & Young s own generational mix is shifting EY Americas Generation Mix 70% 60% Gen Y 60% 56% 1981- 53% 50% 49% 44% 46% 40% 39% 38% Gen X 32% 32% 30% 1965-1980 20% 10% 12% 12% 10% Boomer 9% 8% 1946-1964 0% Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Boomer Gen X Gen YClient Serving only.Page 6 Adding social media to your recruiting strategy1103-1244956
  8. 8. Compelling need to change„  Need to address stereotypes „  All Big 4 are the same „  Accountants are ________________ (fill in the blank) „  The profession is the same as it was 100 years ago „  Ernst & Young is conservative, not cutting edge„  Need to effectively engage students „  Occupy a small portion of their space „  Present information how they want it, when they want it „  Be specific in targeting messages: by major, school, year „  Let them define the content to ensure its relevancePage 7 Adding social media to your recruiting strategy1103-1244956
  9. 9. FacebookPage 8 Adding social media to your recruiting strategy1103-1244956
  10. 10. History„  Conducted design session April 2006 „  Included all levels from Staff to Vice-Chairs, representing all service lines „  Developed a roadmap to be #1 on campus „  Branding was a primary target for change „  Confirmed Gen Y demanded different modes of communications„  Consulted with youth marketing agency „  New media options presented „  Facebook „  News aggregator „  Blogs „  Campus event sponsorships „  Text messagingPage 9 Adding social media to your recruiting strategy1103-1244956
  11. 11. Ernst & Young Careers on FacebookPage 10 Adding social media to your recruiting strategy1103-1244956
  12. 12. Ernst & Young Careers on FacebookPage 11 Adding social media to your recruiting strategy1103-1244956
  13. 13. Risks to overcome„  Legal „  Privacy „  Messaging by EY employees„  Brand „  Loss of control „  Underutilization of traditional media„  Student backlash „  Social network is for socializing „  Inconsistency in responses „  AuthenticityPage 12 Adding social media to your recruiting strategy1103-1244956
  14. 14. Results„  Community of ~64,000 fans – over 22,000 monthly active users„  External press accolades for being first-mover„  Well-received by students „  Continued growth in fan base „  Engagement on Wall „  Relevant venue„  Click-thru rates to ey.com and other links„  Brand recognition „  BusinessWeek „  Universum „  FortunePage 13 Adding social media to your recruiting strategy1103-1244956
  15. 15. LinkedInPage 14 Adding social media to your recruiting strategy1103-1244956
  16. 16. LinkedIn network statistics„  Over 100 million members in over 200 countries„  Over half of members are outside of the U.S.„  Site available in English, French, German and Spanish„  Roughly one new member per second„  Executives from all Fortune 500 companies are LinkedIn membersPage 15 Adding social media to your recruiting strategy *As of May, 20091103-1244956
  17. 17. Ernst & Young participation„  Campus „  Connect to students „  Individually „  Throughout their academic career „  Career explorer „  Career services/faculty recommendations„  Ernst & Young sponsored Careers page„  Source experienced candidatesPage 16 Adding social media to your recruiting strategy1103-1244956
  18. 18. EY sponsored pagePage 17 Adding social media to your recruiting strategy1103-1244956
  19. 19. TwitterPage 18 Adding social media to your recruiting strategy1103-1244956
  20. 20. Twitter„  Explosive growth in user base„  Often tied to LinkedIn and Facebook„  Captures our target audience „  Young adults (18-34 years) – 47% „  With higher educations – 46% college, 17% post graduate„  Ability to host live chats„  Easy way to give a glimpse of real lifePage 19 Adding social media to your recruiting strategy1103-1244956
  21. 21. Ernst_and_Young channelPage 20 Adding social media to your recruiting strategy1103-1244956
  22. 22. Staff 1 channelPage 21 Adding social media to your recruiting strategy1103-1244956
  23. 23. YouTube – Global Ernst_and_Young channelPage 22 Adding social media to your recruiting strategy1103-1244956
  24. 24. Mobile sitePage 23 Adding social media to your recruiting strategy1103-1244956
  25. 25. PandoraPage 24 Adding social media to your recruiting strategy1103-1244956
  26. 26. EY InsightPage 25 Adding social media to your recruiting strategy1103-1244956
  27. 27. Connecting it allPage 26 Adding social media to your recruiting strategy1103-1244956
  28. 28. QuestionsPage 27 Adding social media to your recruiting strategy1103-1244956
  29. 29. Thank youPage 28 Adding social media to your recruiting strategy1103-1244956

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