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Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
Recruiting College Students And Beyond Using Social Media
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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

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

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  • 1. Enhancing your college recruitingprogram through social mediaERE Recruiting Innovation SummitMay 17, 2011
  • 2. Agenda„  Campus strategy„  The business case„  Facebook„  LinkedIn„  Twitter„  And more…Page 1 Adding social media to your recruiting strategy1103-1244956
  • 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. Social mediaThe business casePage 3 Adding social media to your recruiting strategy1103-1244956
  • 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. Future leaderPage 5 Adding social media to your recruiting strategy1103-1244956
  • 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. 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. FacebookPage 8 Adding social media to your recruiting strategy1103-1244956
  • 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. Ernst & Young Careers on FacebookPage 10 Adding social media to your recruiting strategy1103-1244956
  • 12. Ernst & Young Careers on FacebookPage 11 Adding social media to your recruiting strategy1103-1244956
  • 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. 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. LinkedInPage 14 Adding social media to your recruiting strategy1103-1244956
  • 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. 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. EY sponsored pagePage 17 Adding social media to your recruiting strategy1103-1244956
  • 19. TwitterPage 18 Adding social media to your recruiting strategy1103-1244956
  • 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. Ernst_and_Young channelPage 20 Adding social media to your recruiting strategy1103-1244956
  • 22. Staff 1 channelPage 21 Adding social media to your recruiting strategy1103-1244956
  • 23. YouTube – Global Ernst_and_Young channelPage 22 Adding social media to your recruiting strategy1103-1244956
  • 24. Mobile sitePage 23 Adding social media to your recruiting strategy1103-1244956
  • 25. PandoraPage 24 Adding social media to your recruiting strategy1103-1244956
  • 26. EY InsightPage 25 Adding social media to your recruiting strategy1103-1244956
  • 27. Connecting it allPage 26 Adding social media to your recruiting strategy1103-1244956
  • 28. QuestionsPage 27 Adding social media to your recruiting strategy1103-1244956
  • 29. Thank youPage 28 Adding social media to your recruiting strategy1103-1244956

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