1. G R A D U AT E M A R K E T I N G
T H E L I T T L E R E D B O O K O N

2. YOUR FUTURE LOOKS
OPPORTUNITY
CHALLENGE
VARIETY
UNLIMITED
INSTANT
STACKS OF
DELICIOUS
WHO WE ARE
Reagent was founded in 2007 with a vision to become our clients’
most valuable partner in attraction, retention and engagement of
potential talent and employees. During this time we have developed
unique strategies and execution around graduate recruitment
marketing, drawing on the knowledge gained through working
on experienced hires, and fine tuning it to meet the needs of our
graduate recruitment partners.
We immerse ourselves in the world of graduate recruitment, with
a dedicated team who partner closely with the corporate graduate
recruiters to understand their immediate, short term and long
term needs.
We are a full service branding, marketing and communications
agency that operates across Australia and New Zealand and
internationally we work with our global agency networks across the
USA, UK, and EMEA. We also have a very strong footprint across
APAC through our partner agency, Maximum. Our global networks
are a true collaboration between people who have similar values and
who operate to the same high standards.
GET THE RIGHT SLICE OF
THE ACTION
GRADZMEANZHEINZ.COM.AU
Source: Heinz Graduate Campaign, Reagent

3. GRADUATE MARKETING WITH REAGENT
In an increasingly sophisticated and competitive employment
market, graduate recruitment has become a critical focus for
employers to ensure a strong pipeline of future talent. Attracting
the best graduates enables an organisation to be ahead of the game
through innovative, diverse and creative thinking.
We are able to assist clients to
develop compelling, end-to-end
graduate strategies and standout
creative campaigns that engage
with a digitally savvy and content-
hungry audience.
In recent years, and in spite of the ever-evolving digitalisation of our
world, the importance of face-to-face communication has grown,
and how graduate employers tackle the challenge of engaging with
students on this basis is high on the agenda. With this in mind, our
services have been designed to flexibly work for our clients in a
manner that supports their objectives, regardless of campaign scale
or scope.
G R A D U AT E
M A R K E T I N G
W I T H
R E A G E N T
M A R K E T I N G
M AT E R I A L S
D I G I TA L
M A R K E T I N G
W E B
D E S I G N A N D
D E V E L O P M E N T
C A R E E R S
FA I R S
G L O B A L
E X P E R T I S E
M E D I A
B U Y I N G A N D
C A M PA I G N
P L A N N I N G
C A M P U S
P R E S E N TAT I O N S
A N D S K I L L S -
B A S E D E V E N T S
E M P L O Y E R
B R A N D I N G
A N D T H E
G V P
O N - C A M P U S
S E R V I C E S
C A M P U S
L I A I S O N
B E S P O K E
E V E N T S

4. STRATEGY
Students will harbour resentment if you only talk to them when you
want to or need them. Start the conversation early. Let us help you
develop your communications strategy.
COMPETITION IS HIGH
Competition for the best graduates is high across government and
the financial services, communications, mining and legal sectors.
WHAT MAKES MILENNIALS TICK?
DON’T
WASTE MY
TIME
I KNOW
MY STUFF
REPUTATION
IS KEY
SHOUT
IT FROM THE
ROOFTOPS
LET’S
CONNECT
I LIKE
FREE
STUFF
MOBILE,
MOBILE,
MOBILE.
NUMBER OF GRADUATES HIRED IN 2014 BY TOP EMPLOYERS
65 Arup
78 Suncorp Group
72 Pitcher Partners
79 Westpac
80 BDO
81 Rio Tinto
83 Woolworths
85 NAB
99 Grant Thornton
99 ABS
103 Woodside
110 ANZ
130 BHP Billiton
170 Telstra
200 ATO
208 Department of Defence
310 KPMG
328 EY
425 Deloitte
1,130 Queensland Government
Source: GradConnection
Source: vizeum.com.au

5. graduates may have with an organisation it is imperative that your
careers site is relevant, refreshed regularly, and provides the types
of information that will enable a graduate to feel confident to pursue
an application. Once the Graduate Value Proposition (GVP), creative
concepts and messaging are established through research, they are
embedded into the website or set up as a separate microsite.
Source: AAGE Candidate Survey 2015
85% of Millennials
search for jobs on
their smartphones, yet
only 26% of Australian
businesses have a mobile
specific or optimised site.
Where do you fit in?
Source: smartcompany.com.au and sensis.com.au
Two thirds of all graduates commence their job search in their
penultimate year of study, while only one third leave it until their
final year. Many are provided with work experience early in their
studies, or are connecting with select companies through on-campus
presentations, events and sponsorships, so are already predisposed to
these particular organisations. It is therefore imperative that you have
a clear graduate strategy and don’t leave your graduate recruitment
process and marketing activities to the last minute or you will lose out
on connecting with and sourcing the best available graduates.
Research has found that on average, graduates made around
8 applications each, with their first point of reference being the
employers’ websites. And given the length of the engagement that
IDENTIFY
YOUR
COMPANY’S
GVP
MAKE SURE
YOU STAND OUT
FROM THE
CROWD
SO THAT
YOU CAN LEAD
NOT FOLLOW
IMPORTANT TO:

6. Source: The AAGE & High Fliers Research
1% Salary and benefits package
2% Security of employment
2% Company representatives
2% Overseas opportunities
4% Work-life balance
17% Training and development
21% Overall reputation of the employer
35% Long-term career prospects
16% Content of work
High on the wish list of graduates is access to a structured rotational
program where they are able to gain maximum exposure across the
broader business, good work-life balance, a friendly and flexible culture,
meaningful work with long-term career prospects, on-going training and
development and the opportunity to gain further qualifications.
More than 50% of graduates expect
to stay with their first employer for
more than five years, so you need a
long-term strategy with a focus on
the ability to attract and secure the
best talent who have the potential to
be your future leaders.
Visual source: KPMG ‘80 Days To Race The World Competition’ Graduate Program, Penna

7. WHERE DO GRADUATES
GO FOR INFORMATION?
98% of graduates stated that corporate websites are their first
point of reference. Graduate-specific job boards are popular,
however it is hard to stand out here so messaging must be
differentiated and targeted to the audience.
Graduates will also visit university careers fairs, but these can
be crowded and confusing environments in which to gain attention,
so it is important to develop stand-out and compelling careers fair
activations by understanding how the graduates interact with the
displays and employer representatives, and what most captures
their attention.
Graduates also use online forums such as social media sites to
assess their peers’ experience of graduate programs, and identify
which employers have the best reputation. However graduates are
often cautious about how they use social media, as they do not want
to flaunt their job search activities in front of their peers and other
potential employers. Source: The AAGE & High Fliers Research
2% University careers service website
3% ‘The Big Meet’ careers fairs
3% Student society events
4% Employer events on-campus
5% University careers service
6% Friends’ views
9% University careers fairs
13% GradConnection website
15% Whirlpool graduate forums
24% Employers’ websites

8. EMPLOYER BRANDING AND
THE GRADUATE VALUE PROPOSITION
(GVP)
The strains on the labour market are becoming increasingly
apparent due to skills shortages in some areas, and ongoing
organisational change and restructuring in others. So it’s no surprise
that attracting, engaging and retaining ideal graduates is becoming
increasingly complex. Employers are beginning to place considerable
importance on developing an effective employment brand with a
focus on graduates supporting marketing strategies that will reliably
influence the decisions and choices that students make.
Whathasalteredoverthepastfew
years is the increase in graduate
candidates who submitted only
one application.
From 2008, there has been a 50% increase in this group. This could
be a reflection of a more efficient employment process, enabled via
technology and greater emphasis on graduate recruitment.
Or it could be a side effect of a more educated talent pool, who use
online opportunities to research the best employer for them, and
their particular discipline, values and career aspirations.
What it does point to is the
absolute necessity for a clear
Graduate Value Proposition (GVP)
that is consistent with all brand
activity, speaks directly to the
graduateaudienceandaddresses
their key drivers.
Graduate recruitment has become increasingly global with
organisations looking beyond the domestic marketplace to find the
right skill sets, competencies and languages for their business.
We work with a number of graduate clients on international briefs,
providing global strategies tailored for local markets as well
as testing creative messages to ensure that they are culturally
appropriate for the market in which they appear.

9. ONE WAY
ONE WAY
DEFINE
DEVELOP
KEY INSIGHTS
CREATIVE
DEVELOPMENT
MARKETING STRATEGY
DEVELOPED
DISCOVER
BUSINESS CASE SCOPE & PLAN
RESEARCH
GVP
AGREEMENT
DEPLOYROLL
OUT
GO LIVE
MEASURE
REVIEW
REFINE
MEASURE
Source: RBS Group ‘The Bank You Build’
Graduate Campaign, ThirtyThree
Source: Reckitt Benckiser ‘GameChangers’ Graduate Program, ThirtyThree
A LOOK AT WHAT’S GOING ON AROUND THE WORLD

10. WE
MAKE GRADUATE
RECRUITMENT
EASY
If you need candidate and
employee insights, we can
provide you with impartial and
confidential research. This means
we are able to uncover the reality of your
graduate employment experience,
rather than what your people think
is safe to say.
As well as developing a
powerful GVP for you and
assisting with your recruitment
marketing campaigns, we can
offer insights and strategies into
future activities, and even provide
assistance with candidate
assessments.
Graduate marketing can
be a complex and time-
consuming process. We can
provide you with expert
advice and help free up
your time. We can provide
you with a one-stop
end-to-end research,
branding, marketing,
communication and
advertising solution.
Visual source: RBS Group ‘An Indian Summer’ Graduate Program, ThirtyThree

11. SYDNEY | MELBOURNE | BRISBANE | PERTH
kim@reagent.com.au
www.reagent.com.au
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