Communicating with talent 2010 norwegian edition

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Communicating with talent 2010 norwegian edition

  1. 1. 1 Copyright Universum 2010 Communicating with Talent Report Copyright Universum 2009 Universum Communicating with Talent Report 2010 Norwegian Edition
  2. 2. 2 The Universum business Decide Desired brand position Plan Their communication activities Act By reaching the talent market through publications and events Know Their image, audience and competitors We help employers: Universum helps companies improve their performance through more successful recruitment and retention by ensuring improvements to their Employer Brand.
  3. 3. 3 Direct communication channels vs. indirect channels Direct channels Indirect channels Decide on overall budget requirements depending on competitive landscape and attractiveness targets Decide budget allocation between channels Evaluate and adjust current messaging Monitor what is being said about you Support positive messages; internally, externally and in press This report is designed to help employers decide where and how much to spend when communicating with talent. It is therefore mainly focused on direct channels, i.e. the channels that employers spend their communication budget on.
  4. 4. 4 Content Methodology & participating students Communication channels Employer advertisements Employer Career websites Employer presentations Online networks and social media Print media in the market 1 2 3 4 5 6 7
  5. 5. 5 Klicka här för att ändra format på bakgrundstexten Nivå två • Nivå tre • Nivå fyra • Nivå fem 5 Copyright Universum 2008 Copyright Universum 2008 Communicating with Talent Report Methodology & Participating students 1 Norwegian Edition
  6. 6. 6 1 Surveyed respondents: Currently studying for a university level degree in one of the following countries: Sweden, Norway, Finland, Denmark, Germany, Switzerland, UK, France, Netherlands, Italy, Spain, Poland, and China This report: This report is based on students in Norway Number of respondents: 346 Field period: January to March 2010 The Data collection: This survey was conducted via an online survey, among the members of the Universum panel. These members include respondents from the Universum Student Survey in 2009 and 2010. Methodology
  7. 7. 7 Average age: 24,1 years Participating students - Demographic background 1 18-21 years, 27% 22-25 years, 50% 26 years or older, 23% Age distributionGender distribution Male, 58% Female, 42% SURVEY QUESTIONS: • What is your gender? • What is your year of birth?
  8. 8. 8 Participating students - Education 1 SURVEY QUESTIONS: • What is your main field of study? • What academic degree are you currently pursuing? Main field of study Share of respondents Business 29% Engineering 32% IT 9% Natural Sciences 7% Humanities/Liberal Arts/Education 7% Law 8% Health/Medicine 2% Other 6% Degree Share of respondents Associate's 1% Bachelor's 42% Master's (non-MBA) 52% MBA 3% PhD 1% Other university level degree 1%
  9. 9. 9 Participating students - Educational institutions 1 SURVEY QUESTION: Which educational institution do you attend? Educational institution Share of respondents Educational institution Share of respondents NTNU 27% Handelshøyskolen i Bodø 2% Universitetet i Oslo 15% Universitetet for miljø- og biovitenskap (UMB) 2% Handelshøyskolen BI 8% Høgskolen i Narvik 2% Norges Handelshøyskole (NHH) 6% NITH 1% Høgskolen i Bergen 5% Høgskolen i Gjøvik 1% Høgskolen i Oslo 5% Høgskolen i Molde 0% Universitetet i Stavanger 4% Høgskolen i Nord-Trøndelag 0% Universitetet i Tromsø 4% Høgskolen i Stord/Haugesund 0% Universitetet i Bergen 4% Høgskolen i Vestfold 0% Høgskolen Sør Trøndelag 4% Høgskolen i Ålesund 0% Universitetet i Agder 3% Other 4%
  10. 10. 10 10 Copyright Universum 2008 Copyright Universum 2008 Communicating with Talent Report Communication channels 2 Norwegian Edition
  11. 11. 11 Communication channels Summary and conclusions: • In person communication channels are the most popular, with the employer’s presentation on campus as the most useful channel. And it becomes even more important when students are considering working for an employer compared to when they are searching for information about employers that they are unfamiliar with. • The employer’s website is the single most useful channel according to students. • When using online channels to gather employer information, students find text descriptions most valuable. Female students are more positive to receiving newsletter directly to their email than male students, who in turn find employer videos and blogs more valuable than the female students. • More than a third of the students believe that not participating in career fairs will probably have a negative impact on an employer’s attractiveness. • People who work for the employer are the most credible sources in the eyes of the students, with HR staff further down the list. 2 Topics: • Most useful communication channels • How to communicate per channel type • Negative impact of neglecting channels • Sources of influence on employer perception
  12. 12. 12 Most useful communication channels when unfamiliar with an employer 2 21% 15% 23% Online Print In-person Channel type Average % by channel type SURVEY QUESTION: When gathering information about potential employers, which of the following sources do you view as most useful when unfamiliar with the employer? Please select a maximum of 3 Information sources when unfamiliar with the employer Share selecting as top 3 3% 6% 8% 9% 11% 12% 12% 14% 15% 16% 29% 31% 33% 43% 47% Other periodicals Open house sessions News websites Social networks/communities News print media Professional networks/communities Career guides Employer sponsored events Job boards Employer recruitment brochures Career fairs Career guidance websites Student and career magazines Employer presentations on campus Employer websites
  13. 13. 13 Most useful communication channels when considering an employer 2 Channel type Average % by channel type SURVEY QUESTION: When gathering information about potential employers, which of the following sources do you view as most useful when considering whether to apply to an employer? Please select a maximum of 3 Information sources when considering an employer Share selecting as top 3 19% 13% 25% Online Print In-person 4% 6% 9% 10% 11% 12% 12% 13% 14% 18% 20% 22% 23% 44% 62% Other periodicals News websites Career guides News print media Career guidance websites Social networks/communities Job boards Professional networks/communities Open house sessions Student and career magazines Employer sponsored events Employer recruitment brochures Career fairs Employer presentations on campus Employer websites
  14. 14. 14 Difference between unfamiliar and attracted students 2 SURVEY QUESTION: • When gathering information about potential employers, which of the following sources do you view as most useful? • When unfamiliar with the employer? When considering whether to apply to an employer? 0% 10% 20% 30% 40% 50% 60% 70% Employerwebsites Employerpresentationson campus Studentandcareermagazines Careerguidancewebsites Careerfairs Employerrecruitmentbrochures Jobboards Employersponsoredevents Careerguides Professional networks/communities Newsprintmedia Socialnetworks/communities Newswebsites Openhousesessions Otherperiodicals When unfamiliar with the employer When considering the employer Unfamiliar vs. attracted students Share selecting as top 3
  15. 15. 15 Most useful communication channels - field of study 2 SURVEY QUESTION: When gathering information about potential employers, which of the following sources do you view as most useful? Please select a maximum of 3 When unfamiliar with the employer Share selecting as top 3 When considering an employer Share selecting as top 3 Business Engineering 1% 2% 9% 7% 13% 5% 22% 8% 10% 32% 18% 28% 36% 50% 50% 4% 6% 7% 8% 10% 10% 11% 11% 17% 23% 24% 39% 39% 43% 44% Other periodicals Open house sessions News print media Social networks/communities Career guides News websites Employer sponsored events Professional networks/communities Job boards Career fairs Employer recruitment brochures Career guidance websites Student and career magazines Employer presentations on campus Employer websites 4% 7% 9% 1% 5% 10% 26% 16% 9% 13% 16% 33% 20% 53% 59% 3% 6% 8% 8% 11% 13% 14% 14% 15% 15% 20% 24% 26% 46% 68% Other periodicals Career guidance websites Career guides News websites News print media Social networks/communities Employer sponsored events Job boards Open house sessions Professional networks/communities Student and career magazines Career fairs Employer recruitment brochures Employer presentations on campus Employer websites
  16. 16. 16 Most useful communication channels - gender comparison 2 SURVEY QUESTION: When gathering information about potential employers, which of the following sources do you view as most useful? Please select a maximum of 3 When unfamiliar with the employer Share selecting as top 3 When considering an employer Share selecting as top 3 3% 12% 6% 18% 10% 13% 13% 15% 9% 22% 24% 20% 12% 44% 58% 5% 7% 7% 8% 8% 10% 11% 12% 13% 16% 22% 26% 26% 45% 68% Other periodicals News print media News websites Open house sessions Career guides Social networks/communities Job boards Professional networks/communities Career guidance websites Employer sponsored events Career fairs Employer recruitment brochures Student and career magazines Employer presentations on campus Employer websites Female Male 3% 6% 9% 13% 13% 14% 15% 7% 16% 15% 35% 26% 30% 51% 40% 3% 6% 8% 8% 11% 11% 12% 13% 15% 17% 27% 33% 38% 41% 48% Other periodicals Open house sessions News websites News print media Professional networks/communities Career guides Employer sponsored events Social networks/communities Employer recruitment brochures Job boards Career guidance websites Career fairs Student and career magazines Employer websites Employer presentations on campus
  17. 17. 17 How to communicate in online channels 2 SURVEY QUESTION: When gathering information online from potential employers, what features do you find most valuable? Please select a maximum of 3 67% 26% 23% 19% 12% 8% 3% 3% Most valuable features Share selecting as top 3
  18. 18. 18 How to communicate in online channels - breakdowns 2 SURVEY QUESTION: When gathering information online from potential employers, what features do you find most valuable? Please select a maximum of 3 72% 28% 24% 21% 10% 10% 3% 0% 68% 33% 12% 17% 7% 5% 2% 4% Text descriptions Employer videos Newsletters to your email Advertisements (e.g. banners and popups) Blogs Instant messaging/online chat Other Podcasts Business Engineering Most valuable features Share selecting as top 3 72% 26% 20% 19% 12% 9% 2% 2% 64% 21% 17% 31% 6% 15% 4% 4% Text descriptions Newsletters to your email Advertisements (e.g. banners and popups) Employer videos Instant messaging/online chat Blogs Other Podcasts Female Male Most valuable features Share selecting as top 3
  19. 19. 19 How to communicate in print channels 2 SURVEY QUESTION: When gathering information in print from potential employers, what approaches do you find most valuable? Please select a maximum of 2 Most valuable approach Share selecting as top 2 51% 46% 40% 26% 16% 0%
  20. 20. 20 How to communicate in print channels - breakdowns 2 SURVEY QUESTION: When gathering information in print from potential employers, what approaches do you find most valuable? Please select a maximum of 2 51% 44% 37% 33% 15% 0% 47% 46% 43% 22% 19% 0% Interviews/profiles with employees Facts and figures about the employer Editorial news articles about the employer Interviews/profiles with management Advertisements Other Business Engineering Most valuable approach Share selecting as top 2 49% 48% 45% 23% 17% 0% 52% 45% 37% 28% 16% 1% Interviews/profiles with employees Facts and figures about the employer Editorial news articles about the employer Interviews/profiles with management Advertisements Other Female Male Most valuable approach Share selecting as top 2
  21. 21. 21 How to communicate through in-person channels 2 SURVEY QUESTION: When interacting with potential employers, which setups do you find most valuable? Please select a maximum of 2 Most valuable setups Share selecting as top 2 57% 53% 30% 17% 15% 1%
  22. 22. 22 How to communicate through in-person channels - breakdowns 2 SURVEY QUESTION: When interacting with potential employers, which setups do you find most valuable? Please select a maximum of 2 Most valuable setups Share selecting as top 2 Most valuable setups Share selecting as top 2 59% 49% 29% 18% 13% 1% 59% 56% 26% 18% 16% 0% Formal presentations Informal mingling Case studies/workshops Business game/case competitions Speed-interviewing Other Business Engineering 64% 55% 30% 13% 4% 2% 52% 51% 30% 18% 23% 1% Formal presentations Informal mingling Case studies/workshops Speed-interviewing Business game/case competitions Other Female Male
  23. 23. 23 Negative impact of neglecting channels 2 SURVEY QUESTIONS: • If an employer did not participate in the main career fairs, do you think it would have a negative impact on their attractiveness as an employer? • If an employer did not host employer presentations on campus, do you think it would have a negative impact on their attractiveness as an employer? 8% 37% 38% 8% 8% No, not at all No, probably not Yes, probably Yes, absolutely Don't know/no opinion Negative impact of not participating in career fairs 10% 37% 33% 13% 7% No, not at all No, probably not Yes, probably Yes, absolutely Don't know/no opinion Negative impact of not hosting employer presentations
  24. 24. 24 Sources of influence 2 SURVEY QUESTION: How credible are the following sources when searching for information about potential employers? Scale from 1-4 3.6 3.2 3.1 2.9 2.9 2.8 2.8 2.8 2.8 2.4 2.3 2.1 People I know who work at the employer Other employees at the employer My friends My fellow students My parents HR staff at the employer Career services department (agent) at my university Faculty/professors at my school/university Top management at the employer General news media Open online forums Blogs Most credible sources Average score on a scale from 1-4
  25. 25. 25 25 Copyright Universum 2008 Copyright Universum 2008 Communicating with Talent Report Employer advertisements 3 Norwegian Edition
  26. 26. 26 Employer Advertisements 3 Topics: • Best employer advertisement • Channels used for top advertisements Summary and conclusions: • The most common channels used for top employer advertisements are the Internet and Student and career magazines. • The employer with the best advertisements in the eyes of the students is Statoil, whose ads are widely noticed among students. The main distribution channels are Internet and Student and career magazines, but Statoil’s presence is also noted in print and on TV.
  27. 27. 27 Top 5 employer advertisements 3 SURVEY QUESTION: • Over the past 12 months, which employer had the best employer advertisement? (Open-ended question) • What made it the best? Free text responses Employer Ranking Statoil 1 PricewaterhouseCoopers 2 KPMG 3 Accenture 4 Aker Solutions 4 Bekk Consulting 4 “They give impression of valuing talents and focusing on getting good students and give them good offers.“ “It made the company seem interesting to work for." “Sufficient marketing and attractive internships“ ”Wide advertisement; Company presentations, sponsorships, stands, printed media and so on.” ”They have been both on career fairs and a lot in media and all around.. everyone knows about Statoil” Reasons behind - Statoil Reasons behind - PwC Reasons behind - KPMG “Make you really desire a job in the company, make you feel wanted as an employee.“ ”They were enthusiastic and good to present their company in a way that made it attractive“ “Something new, exciting and fresh" “Engagement“ ”The size of the company and the fact that they are one of the worlds largest in their field” “Seem to be interested in you as a person, not just the grades.“ “Most visible and presentations on campus " “Very good "face" outwards.”
  28. 28. 28 Top advertisement compared to Ideal Employer ranking 3 SURVEY QUESTIONS: • Over the past 12 months, which employer had the best employer advertisement? • Please select five employers from the list below for which you would most like to work, your five Ideal Employers. Please select 1-5 employers THINK ABOUT: • Are there big differences between the two rankings? • Is there a correlation between the top advertisements and the top Ideal Employers? Employer Ranking Ideal Employer ranking 2010 Business Ideal Employer ranking 2010 Engineering Statoil 1 1 1 ProcewaterhouseCoopers 2 4 - KPMG 3 5 - Accenture 4 28 45 Aker Solutions 4 19 2 Bekk Consulting 4 85 59
  29. 29. 29 Channel usage of top advertisement 3 SURVEY QUESTION: In what channels did you see this advertisement? Please select all relevant alternative 42% 40% 23% 19% 17% 17% 8% 7% 5% 3% 2% 2% Internet Student and career magazines News print media TV Other magazines Other Outdoor advertisement Targeted emails Targeted direct mailing Cinema Radio Targeted SMS/MMS Channels used for all top advertisements 61% 56% 44% 28% 17% 6% 0% 0% 0% 33% 56% 11% 22% 44% 11% 11% 11% 11% 67% 67% 0% 17% 0% 0% 0% 0% 0% Internet Student and career magazines TV News print media Other magazines Other Cinema Targeted SMS/MMS Targeted direct mailing Statoil PricewaterhouseCoopers KPMG Channels used by employer Top 3 employer advertisements
  30. 30. 30 Interview - best employer advertisement - Statoil About the advertising campaign • Question: Do you know which ad the students are referring to? • Answer: Most likely they refer to “Heroes of tomorrow” and “Like to be one us?” • Question: Can you tell me something more general about your ads? • Answer: At Statoil we have a concept called “Heroes of tomorrow”. The thought behind that is that the world is facing major challenges so we need highly skilled professionals to help us progress in the future. In our attraction activities our message is “Like to be one of us?”, which is used to increase our attractiveness among students and get them to choose Statoil as their employer. • Question: Which channels do you use for these advertisements? • Answer: For Heroes of tomorrow, we e.g. use commercial spots on TV and radio. Our Like to be one of us?- advertisements are often used in print media related to career fairs and on the web sites that the student organisations create especially for the fairs. • Question: What would be your main tip to other employers regarding advertisements? • Answer: Make sure that you know your target group and adapt the advertisements to fit their profile. Student advertisements should be simple and to the point. Use images of young people that students can relate to. PLEASE NOTE: This interview was conducted with Nina Gulsrud, Leader Attraction at Statoil, May 27, 2010.
  31. 31. 31 Copyright Universum 2008 Copyright Universum 2008 Communicating with Talent Report Employer Career Websites 4 Norwegian Edition
  32. 32. 32 Employer Career websites 4 Topics: • Most important topics on a career website • Best and worst aspects Summary and conclusions: • In order not to lose the students’ interest once they have taken the step to visit the career part of your organisation’s website, you need to provide concrete information about their opportunities at the employer. Job descriptions and requirements are at the very top of the wish list, with information about the employer’s products and services in second place. • Engineering students are more concerned with the geographic locations and business students are more concerned with professional training and development programs. • Most students visit their ideal employer’s websites once a month or less, making it very important to have an impact at the first visit.
  33. 33. 33 Most important topics on a career website 4 SURVEY QUESTION: When gathering information about a potential employer on their website, which of the following topics are most important to get information about? Please select a maximum of 5 59% 43% 37% 36% 29% 29% 21% 20% 18% 17% 17% 16% 16% 15% 13% 12% 10% 8% 7% 7% 5% 5% 4% 3% 2% Job descriptions and requirements The products and services offered by the employer Current job openings The geographical locations Professional training and development programs Career development opportunities Company history and future plans How the employer enables work/life balance Internship programs Environmental policies Corporate culture and values Opportunities for travel and relocation Trainee/rotational programs Employee testimonials - How it is to work for the company Financial facts Recruitment process Leadership philosophy Compensation and benefits package Corporate Social Responsibility activities Profile sought in prospective employees Level of interaction with international clients and colleagues Thesis-writing opportunities Organisational structure How the employer supports diversity Profiles of top management Most important topics Share of students selecting each alternative
  34. 34. 34 Most important topics on a career website - field of study 4 0% 10% 20% 30% 40% 50% 60% 70% Jobdescriptionsandrequirements Professionaltraininganddevelopment programs Theproductsandservicesofferedbythe employer Currentjobopenings Careerdevelopmentopportunities Thegeographicallocations Companyhistoryandfutureplans Corporatecultureandvalues Financialfacts Internshipprograms Trainee/rotationalprograms Howtheemployerenableswork/lifebalance Recruitmentprocess Employeetestimonials-Howitistoworkfor thecompany Leadershipphilosophy Opportunitiesfortravelandrelocation Compensationandbenefitspackage Environmentalpolicies Profilesoughtinprospectiveemployees CorporateSocialResponsibilityactivities Organisationalstructure Levelofinteractionwithinternationalclients andcolleagues Howtheemployersupportsdiversity Thesis-writingopportunities Profilesoftopmanagement Business Engineering Most important topics Share of students selecting each alternative SURVEY QUESTION: When gathering information about a potential employer on their website, which of the following topics are most important to get information about? Please select a maximum of 5
  35. 35. 35 Most important topics on a career website - gender comparison 4 SURVEY QUESTION: When gathering information about a potential employer on their website, which of the following topics are most important to get information about? Please select a maximum of 5 0% 10% 20% 30% 40% 50% 60% 70% Jobdescriptionsandrequirements Theproductsandservicesofferedbythe employer Currentjobopenings Thegeographicallocations Professionaltraininganddevelopment programs Careerdevelopmentopportunities Howtheemployerenableswork/lifebalance Companyhistoryandfutureplans Environmentalpolicies Trainee/rotationalprograms Corporatecultureandvalues Opportunitiesfortravelandrelocation Internshipprograms Recruitmentprocess Leadershipphilosophy Employeetestimonials-Howitistoworkfor thecompany Financialfacts CorporateSocialResponsibilityactivities Compensationandbenefitspackage Profilesoughtinprospectiveemployees Thesis-writingopportunities Levelofinteractionwithinternationalclients andcolleagues Organisationalstructure Profilesoftopmanagement Howtheemployersupportsdiversity Female Male Most important topics Share of students selecting each alternative
  36. 36. 36 Best & worst aspects on employer career websites 4 + -Best aspects Worst aspects “"Beautiful" words and phrases that do not say anything. Promises that are clearly unrealistic, but sounds good” ”When you have to fill out a very extensive profile to get access to job vacancies.” ”It’s often hard to find information addressed to students.” ”Bad links, no contact information and ads for positions already filled.” ”No information about the different departments and job seeking.” ”Bad standard, both technically and visually.” SURVEY QUESTION: On the employer career web sites you have visited, what would you say has been the best/worst aspect? (Open-ended question) PLEASE NOTE: This information was gathered in a separate survey conducted October 2008-January 2009 ”The employees impression of the work place.” ”Description of trainee programs, interviews with employees.” ”That it seems like a good company for recent graduates, offers professional training and personal development.” “Concrete information about available positions, how to apply and who to contact.” ”Simple navigation.” ”Good information to everyone interested in a career at the relevant company” ”What they expect of you and what one can expect of them”
  37. 37. 37 Positive & negative attributes 4 SURVEY QUESTION: When visiting an employer career web site the first time, what makes you create a positive/negative perception of the employer? (Open-ended question) PLEASE NOTE: This information was gathered in a separate survey conducted October 2008-January 2009 Positive Negative “That they are not specific about what people they want to hire. That they don’t have contact information for sending open applications.” ”If it’s much focus on study results. It shows an old-fashioned attitude and little understanding of that practice is the best way to learn, and that personality and will power are not necessarily related to grades.” “Poor layout and outline, impersonal pages. Possible that they try to much to seem professional and serious.” ”Too much focus on career and earnings, less interest in work environment.” ”No interviews with employees, dull fact pages with no illustrations.” ”Honest articles, although there are negative aspects of the business.” ”That they are professional and open in terms of information. That it is possible to connect with them, that they are honest with what is required.” ”Description of career possibilities.” ”Good information about tasks and description of the work environment. Photos etc which allows me to see how it is at the employer.” ”Structured and organized page where it is easy to navigate.” ”Seriousness. Adequate and updated information.” + -
  38. 38. 45% 43% 36% 33% 26% 26% 18% 7% 5% 3% 1% The employer's products and services Job openings "Hard facts" and history about the employer (i.e. geographical spread and the number of offices and employees) Interviews with employees Press releases/news Studying the employer's clients and partners Multimedia about the employer and what it is like to work for them (video, sound and pictures) Chat/e-mail with employees Blogs Other Podcasts 38 Opinion creating factors 4 Top 3: 1. The employer’s products and services 2. Job openings 3. Interviews with employees Top 3: 1. The employer’s products and services 2. Job openings 3. "Hard facts" and history about the employer (i.e. geographical spread and the number of offices and employees) SURVEY QUESTION: When visiting an employer career web site, what creates your opinion of the employer? Please select a maximum of 3 alternatives PLEASE NOTE: This information was gathered in a separate survey conducted October 2008-January 2009
  39. 39. 39 Visit frequency & time spent 4 Visit frequency Time spent SURVEY QUESTIONS: • On average, how often do you visit your ideal employers' career web sites? • On average, how long do you spend on your ideal employers' career web sites per visit? PLEASE NOTE: This information was gathered in a separate survey conducted October 2008-January 2009 4% 10% 36% 19% 11% 7% 13% More than once a week Once a week Once a month Once a year More seldom Never Don't know 13% 43% 19% 5% 1% 19% Less than 5 minutes 5-15 minutes 16-30 minutes 31-60 minutes More than 1 hour Don't know
  40. 40. 40 Copyright Universum 2008 Copyright Universum 2008 Communicating with Talent Report Employer presentations 5 Norwegian Edition
  41. 41. 41 Employer presentations 5 Topics: • Which students attend employer presentations • Preferred location and setup • Preferred representatives of the employer • Most important topics • Best employer presentations Summary and conclusions: • Students mainly attend presentations held by companies that they are already considering as future employers. Therefore, hosting employer presentations can be a good way to reach the students that are interested in you as an employer and convince them that you are an ideal employer. But it is not an effective channel to reach non-interested students. • The most preferred location for the presentations are on campus and around two thirds of the students want the formal presentation to be an hour. Junior and senior employees are preferred to top management and partners. • Most students expect to get a formal presentation by the employer, as well as the opportunity to talk informally with employees of the company and have some food and drinks with them. • It is important to provide information that is relevant to them. Job descriptions and requirements, Recruitment process and Current job openingsare the most important topics according to the students. More general employer information like company history and financial facts is not going to keep the students’ interest.
  42. 42. 42 Students attending employer presentations 5 SURVEY QUESTION: For what type of employers do you attend employer presentations? Please select all that apply 48% 19% 83% 50% 53% Employers that I am unfamiliar with Employers that I am familiar with, but would not consider working for Employers that I am considering as an employer Employers that I view as my Ideal employers Employers that I am planning to apply to Familiarity Consideration Desire Application Acceptance
  43. 43. 43 Students attending employer presentations - breakdowns 5 SURVEY QUESTION: For what type of employers do you attend employer presentations? Please select all that apply 41% 16% 79% 37% 46% 58% 18% 90% 63% 63% Employers that I am unfamiliar with Employers that I am familiar with, but would not consider working for Employers that I am considering as an employer Employers that I view as my Ideal employers Employers that I am planning to apply to Business Engineering Main field of study Share of students selecting each alternative 50% 12% 87% 51% 55% 47% 24% 81% 49% 51% Female Male Gender Share of students selecting each alternative
  44. 44. 44 Preferred locations and expected components of employer presentations 5 SURVEY QUESTIONS: • Where do you prefer employer presentations to take place? Please select one • What do you expect from an employer presentation? Please select all that are relevant 65% 21% 13% 1% On campus The employer's offices Informal venue, such as a restaurant Other Preferred location 76% 72% 41% 34% 22% 20% 0% Opportunity to talk informally with employees of the company A formal presentation by the employer Drinks and food Opportunity for short interviews with recruiters Giveaways Collection of resumes Other Expected components
  45. 45. 45 Preferred length and representatives of the formal presentation 5 SURVEY QUESTIONS: • How long do you prefer the formal presentation segment of the event to be? Please select one • What type of representatives from the employer do you prefer? Please select a maximum of 2 25% 66% 8% 1% Half an hour or less One hour Two hours Three hours or more Preferred presentation length 65% 41% 27% 25% 23% 0% Junior employees Senior employees Top management/partners Alumni of the campus HR staff Other Preferred representatives
  46. 46. 46 Most important topics at an employer presentation 5 SURVEY QUESTION: When attending a employer presentation on campus, which of the following topics are most important to get information about? Please select a maximum of 5 53% 35% 34% 28% 28% 24% 24% 24% 22% 21% 21% 17% 12% 12% 11% 11% 10% 10% 9% 9% 6% 5% 5% 4% 2% 1% Job descriptions and requirements Recruitment process Current job openings Career development opportunities Internship programs The products and services offered by the employer Trainee/rotational programs How the employer enables work/life balance Professional training and development programs The geographical locations Employee testimonials - How it is to work for the company Company history and future plans Corporate culture and values Opportunities for travel and relocation Leadership philosophy Profile sought in prospective employees Compensation and benefits package Thesis-writing opportunities Financial facts Organisational structure Environmental policies Corporate Social Responsibility activities Level of interaction with international clients and colleagues How the employer supports diversity Profiles of top management Other Most important topics Share of students selecting each alternative
  47. 47. 47 Most important topics at an employer presentation - field of study 5 0% 10% 20% 30% 40% 50% 60% Jobdescriptionsandrequirements Recruitmentprocess Careerdevelopmentopportunities Internshipprograms Currentjobopenings Trainee/rotationalprograms Employeetestimonials-Howitisto workforthecompany Professionaltraininganddevelopment programs Theproductsandservicesofferedby theemployer Corporatecultureandvalues Howtheemployerenableswork/life balance Leadershipphilosophy Thegeographicallocations Companyhistoryandfutureplans Financialfacts Compensationandbenefitspackage Profilesoughtinprospective employees Organisationalstructure Opportunitiesfortravelandrelocation Levelofinteractionwithinternational clientsandcolleagues Howtheemployersupportsdiversity Thesis-writingopportunities CorporateSocialResponsibility activities Environmentalpolicies Profilesoftopmanagement Business Engineering Most important topics Share of students selecting each alternative SURVEY QUESTION: When attending a employer presentation on campus, which of the following topics are most important to get information about? Please select a maximum of 5
  48. 48. 48 Most important topics at an employer presentation - gender comparison 5 Most important topics Share of students selecting each alternative SURVEY QUESTION: When attending a employer presentation on campus, which of the following topics are most important to get information about? Please select a maximum of 5 0% 10% 20% 30% 40% 50% 60% 70% Jobdescriptionsandrequirements Currentjobopenings Recruitmentprocess Theproductsandservicesofferedby theemployer Careerdevelopmentopportunities Internshipprograms Howtheemployerenableswork/life balance Professionaltraininganddevelopment programs Employeetestimonials-Howitisto workforthecompany Trainee/rotationalprograms Thegeographicallocations Companyhistoryandfutureplans Corporatecultureandvalues Opportunitiesfortravelandrelocation Profilesoughtinprospective employees Leadershipphilosophy Thesis-writingopportunities Environmentalpolicies Financialfacts Compensationandbenefitspackage Organisationalstructure Levelofinteractionwithinternational clientsandcolleagues CorporateSocialResponsibility activities Howtheemployersupportsdiversity Profilesoftopmanagement Other Female Male
  49. 49. 49 Top 3 employer presentations 5 SURVEY QUESTIONS: • Over the past 12 months, which employer had the best employer presentation? (Open-ended question) • What made it he best? Free text responses Employer Ranking Statoil 1 Accenture 2 Ernst & Young 2 KPMG 2 PricewaterhouseCoopers 2 Reasons behind - Statoil “It was clear and exciting.” ”Interactiveness.” “The people were very creative in how to get us interested.” ”Cool.” ” It left you dreaming” ” All the good info.”
  50. 50. 50 Top employer presentation compared to Ideal Employer ranking 5 SURVEY QUESTIONS: • Over the past 12 months, which employer had the best employer presentation? • Please select five employers from the list below for which you would most like to work, your five Ideal Employers. Please select 1-5 employers THINK ABOUT: • Are there big differences between the two rankings? • Is there a correlation between the top employer presentations and the top Ideal Employers? Employer Ranking Ideal Employer ranking 2010 Business Ideal Employer ranking 2010 Engineering Statoil 1 1 1 Accenture 2 28 45 Ernst & Young 2 2 - KPMG 2 5 - PricewaterhouseCoopers 2 4 -
  51. 51. 51 Interview - best employer presentation - Statoil About the employer presentations • Question: Are you very active with employer presentations? • Answer: Statoil visits a large number of universities and universities colleges every year to give presentations. • Question: What role does campus presentations play in your EB strategy? • Answer: Presentations play a very important role in our relationship with students and for the profiling of our employer brand. • Question: What is the purpose of the presentations? Raising awareness, changing perception, generating action, recruitment? • Answer: All of the above. Statoil has high awareness among Norwegian students, but among foreign students the familiarity is not as high. It is important to give students information about different career opportunities that they might not be aware of. Another important purpose is to give the students a more positive perception of our industry which is often viewed as dirty and environmentally unfriendly. In addition, we use the presentations in recruiting for our summer internships and graduate programmes. • Question: What type of students attend your presentations? How do you invite them? • Answer: We host presentations that are open for all students, and also for students at specific faculties. We collaborate with student organisations and promote our presentations on their website and in print. • Question: Do you have a centrally developed presentation, or does each campus team develop their own? • Answer: We have a corporate Statoil presentation which is used. In addition we adjust ourmessage to different student grups. The content of a presentation given to geology students is different from one given to IT students. • Question: Tell me a bit about the details of the presentations? • Answer: All presentations start with a general part about Statoil as a company. After that we present details about the business units and opportunities for the students. We use 2-3 presenters of which at least one is a young employee who is preferably an alumni from the educational institution where the presentation is held. The young employees talk about their daily work and explains how they utilise their studies in their job. The presentation is usually 45 to 60 minutes long and is followed by an informal Q&A session and refreshments. • Question: What would be your main tip to other employers regarding campus presentations? • Answer: Keep them informal and make sure to include young employees that the target group can relate to. PLEASE NOTE: This interview was conducted with Nina Gulsrud, Leader Attraction at Statoil, May 27, 2010.
  52. 52. 52 Copyright Universum 2008 Communicating with Talent Report Online networks and social media 6 Norwegian Edition
  53. 53. 53 Online networks and social media 6 Topics: • Which online networks/communities the students use and how • Occurrence of employer information by network • Feelings about employer information • Preferred type of employer information Summary and conclusions: • The students are very active in online networks and communities. A vast majority have a Facebook profile and most of the students are members of more than one network/community. • Students are positive to receiving employer information through the communities that are used for career purposes, such as LinkedIn and University communities. • When it comes to communities that are used for social purposes, opinions are split between attractive and unattractive. Half of the students feel that employer information would also be attractive on Facebook. • The type of information that would be most appreciated is current information around job openings and events.
  54. 54. 54 Top 20 online networks/communities 6 SURVEY QUESTION: Are you a member of any online networks/communities? Please select as many as applicable, and add others that are not listed 87% 41% 26% 24% 18% 10% 9% 6% 4% 4% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% Facebook YouTube LinkedIn Twitter MySpace Flickr Online community at my University Other Hi5 Digg Livejournal Dailymotion Orkut Plaxo Doostang Monster Rekrute.com StudiVZ Universia Bebo Top online networks/communities Percentage members 1. Facebook 2. YouTube 3. LinkedIn 1. Facebook 2. YouTube 3. LinkedIn 1. Facebook 2. LinkedIn 3. YouTube 1. Facebook 2. YouTube 3. Twitter Business Engineering Male Female
  55. 55. 55 Usage of top online networks/communities 6 SURVEY QUESTIONS: • Are you a member of any online networks/communities? • Please categorize in what context you use these online networks/communities. 80% 86% 7% 64% 85% 88% 5% 80% 100% 100% 0% 0% 63% 7% 10% 4% 27% 0% 0% 0% 20% 14% 30% 29% 5% 8% 68% 20% 0% 0% Facebook YouTube LinkedIn Twitter MySpace Flickr Online community at my University Hi5 Digg Livejournal Social purposes only Career purposes only Both social and career purposes Usage of top online networks/communities Percentage of members
  56. 56. 56 Occurence of employer information 6 SURVEY QUESTION: Have you received information from employers through these online networks/communities? 15% 4% 23% 13% 2% 0% 45% 0% 0% 0% 86% 96% 77% 88% 98% 100% 55% 100% 100% 100% Facebook YouTube LinkedIn Twitter MySpace Flickr Online community at my University Hi5 Digg Livejournal Yes No
  57. 57. 57 Feelings about employer information 6 SURVEY QUESTIONS: How do you feel about receiving employer information through your online networks/communities? 9% 18% 37% 36% Very unattractive Somewhat unattractive Somewhat attractive Very attractive Feelings about employer information All networks/social communities 50% 37% 90% 55% 15% 8% 91% 10% 0% 17% 50% 63% 10% 45% 85% 92% 9% 90% 100% 83% Facebook YouTube LinkedIn Twitter MySpace Flickr Online community at my University Hi5 Digg Livejournal Attractive Unattractive Feelings about employer information By networks/social communities
  58. 58. 58 Type of information in online networks/communities 6 SURVEY QUESTION: What type of employer information would you be interested in? Please select all that apply 64% 56% 40% 40% 38% 18% 10% 1% Information about immediate job openings Invitations to upcoming employer events and campus activities Information about long term career opportunities Information about the recruitment process on campus Information about what it is like to work there News about the employer's business None Other Most interesting topics Share of students selecting each alternative
  59. 59. 59 Interview with employer using social media - Google About the employer using social media • Question: What role do social media play in your EB strategy? • Answer: We realise that social media is becoming the best, easiest and most effective way to reach people. We want to be aware of all opportunities and use them as a communication platform, and social media is a very good opportunity to reach people. • Question: What social media do you use and how? • Answer: Twitter, we have several different accounts for different themes and topics, some of them are regional. We have some on events in Africa, some on jobs and employment opportunities, and some on products. We often use the same information in different accounts, as soon as it’s relevant to the target group. We use Facebook, we have different sites: one for students, one about Google in general, etc. We have several different blogs. • Question: What is the purpose? Raising awareness, changing perception, generating action, recruitment? • Answer: All of the above, with the possible exception of changing perception. We consider ourselves incredibly lucky that we have a strong perception externally. Any initiative that we are going to run needs to tick all those boxes. We need to give complete information about the roles, and also about what we expect of the people we hire. We don’t really want to change perception, as we have a very good one. We want people to have a complete idea about what it means to work at Google. We are challenging people that at Google they are going to work with high technology and want to communicate that it isn’t only about getting free food! • Question: Do you see any risks with using social media for employer communication? • Answer: You don’t want to be intrusive. You have to be careful and not intrude people’s personal space. We want to be where the candidate wants us to be. • Question: Do you get any comments or feedback from the students? • Answer: Yes, frequently. We welcome their feedback. We are not a very big company, but we try to answer as much as we can. • Question: What would be your main tip to other employers regarding using social media? • Answer: Don’t be afraid of using it, but make sure that you have a plan and that you are not being intrusive. PLEASE NOTE: This interview was conducted with Caitlin Pantos, University Programs Specialist, Google, on May 6th.
  60. 60. 60 Interview with employer using social media - Vattenfall About the employer using social media • Question: What role does social media play in your EB strategy? • Answer: At Vattenfall, we have started using social media as a way to reach the new generation of students which have new and different communication habits. We do not use social media as a recruiting tool, but rather to inform the students about events and other upcoming activities. • Question: What social media do you use and how? • Answer: We use Twitter where we for example twitter from climate conferences. We also have a Facebook page where we list upcoming events, job openings etc. Facebook is also used to send targeted messages since it is easy to select your target group based on the users’ profile information. For example, we used Facebook to inform a certain target group about our trainee program. • Question: What is the purpose? Raising awareness, changing perception, generating action, recruitment? • Answer: Vattenfall uses social media mostly to generate traffic to our own website. We raise awareness about our activities through social media and then link the students mainly to the career part of Vattenfall’s webpage. • Question: Do you see any risks with using social media for employer communication? • Answer: It is very important not to interfere with people’s personal life. We do not want to send too many direct messages since this might create a negative effect where people feel that they are being spammed. Being active in too many channels can also be risky since it is hard to keep all information updated and you can lose control of the information. • Question: Do you get any comments or feedback from the students? • Answer: Many students feel privileged when they get targeted information about recruitment activities such as the trainee program. They feel that they are part of an exclusive group and appreciate getting tips from us. • Question: What would be your main tip to other employers regarding using social media? • Answer: Make sure that you develop your own webpage first. You cannot be visible everywhere and it is very important that the information on your website is up-to-date and presented in an attractive way. Have a clear strategy and a plan for what you want to achieve when using social media. Choose few channels and make sure to keep the content fresh. PLEASE NOTE: • This interview was conducted with Robert Käck, Student Relations & Employer Branding Manager at Vattenfall, May 4, 2010. • If you are using Facebook, you can find Vattenfall’s facebook page by searching for ”Vattenfall Nordic Jobs”.
  61. 61. 61 Copyright Universum 2008 Communicating with Talent Report Print media in the market 7 Norwegian Edition
  62. 62. 62 Publications 7 SURVEY QUESTION: What publications do you read to learn about future employers? Please select as many as applicable Top 5 Preferred publications Percentage 1. Dagens Næringsliv 2. Aftenposten 3. Teknisk ukeblad 1. Aftenposten 2. Dagens Næringsliv 3. Teknisk ukeblad 1. Dagens Næringsliv 2. Aftenposten 3. Finansavisen 1. Teknisk ukeblad 2. Aftenposten 3. Dagens Næringsliv Business Engineering Male Female Employer Percent Aftenposten 41% Dagens Næringsliv 41% Teknisk ukeblad 32% Dagbladet 24% VG 24%

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