AGENDA FOR TODAY Welcome – Simon Rogers The economic forecast – Bryan Finn, Business Economics Ltd. A comprehensive analysis of the macro economic factors currently aﬀecBng graduate recruitment. Engaging earlier…. – Carl Gilleard, CEO, AGR Does the old adage about early birds catching worms apply to graduate recruitment? In a bespoke survey for Breakfast News, Carl has asked AGR members quesBons around early engagement with students; both pre-‐university and in their ﬁrst year to ﬁnd out what is happening and why. How not to be boring! – Sam Delaney, author, journalist, broadcaster & the former editor of Heat Magazine Sam takes subjects that young people might ﬁnd boring and makes them sound interesBng! Fresher Thinking – April Bryce, CreaBve Director, work & Tristan Moakes, Digital CreaBve Director, work Tristan and April will talk about the unique mindsets of ﬁrst-‐year students, what makes this audience diﬀerent, and how best to market careers to them.
targetjobs.co.uk • Visits to TARGETjobs are consistently up 80% YOY.
targetjobs.co.uk • Organic traﬃc to TARGETjobs has gone up 114% YOY as we conBnue to improve our search rankings for all key terms. This is complimented by expertly run paid search campaigns to ensure high volumes of traﬃc to vacancies.
targetjobs.co.uk • Traﬃc from TARGETjobs to client vacancies is up 60% YOY. Employer Insights are the second biggest traﬃc driver to vacancies, ﬁrst being a recruiter email.
targetjobs.co.uk • Our new responsive design means targetjobs.co.uk is easily accessible on tablet and mobile.
The database • The TARGETjobs database post yearly cleanse currently stands at 650,000. Focused markeBng at the top universiBes means we have over 50% of students at the top 30 universiBes registered to TARGETjobs, this will increase to 60% by the end of this academic year.
The database • Over the next 12 weeks we are abending 96 fresher’s fairs and careers fairs across the top 30 universiBes. Through autumn events alone we expect to register over 45,000 students across all year groups to the TARGETjobs database.
The database • We have also just launched our ﬁrst Brand Manager programme which sees 18 dedicated students promote TARGETjobs on their campus and through social media.
CommunicaJon • Open rates of our emails have improved by 10% YOY through improvements into deliverability, design and content.
CommunicaJon • Our social media following currently stands at over 14,000, 60% increase YOY. Our sector twiber feeds launched this summer already have a following of 2,200 before any autumn promoBon. Also this autumn we are running a NYC compeBBon on Facebook to increase page likes. We expect to see our social media following to increase to 20,000 by the end of the year.
CommunicaJon • The Employer Insights app has been downloaded over 500 Bmes and gained posiBve reviews in its ﬁrst year.
On campus • Over the next three weeks over 450,000 individual copies of our hard copy Btles will be distributed to the UK’s top campuses.
On campus • Sector and gender speciﬁc events from TARGETjobs Events will deliver high value, acBve job seekers to the TARGETjobs database.
• NEW! Campus event invites for Autumn 2012 • Personalised e mails to students interested in career sectors inviBng them to recruiter events • Improve awareness / abendance at individual campuses
• Timely reminders • Bespoke messages to campus speciﬁc students • Deadline focused • Urgent acBon required!
• Build a relaBonship with target group students and make sure they abend your campus events. • Our capacity to send these out is limited!
UK economy: GDP growth Annual % change 6% 4% 2% 0% -2% -4% -6%
UK economy: job vacancies by sector Annual % change May-‐July 2012 Construction Education Health & social Services Public admin Retail&Dist Hospitality Administration Professional Transport Man Entertainment Info & Comms Financial -‐30% -‐20% -‐10% 0% 10% 20% 30% 40%
UK economy: new graduate unemployment % of graduate workforce, 0-2 years 30 25 20 15 10 5 0
Have you increased, or are you planning to increase your markeJng acJviJes to pre-‐university students in the past two years? No Yes 46% 54%
If yes, what types of acJviJes are you using? 71% 57% 47% 40% 26% 11% 3% 3% 3% 3% 3% 3% 3%
Have you increased, or are you planning to increase your markeJng acJviJes to 1st year university students? Yes No 48% 52%
If yes, what types of acJviJes are you using? 81% 55% 45% 19% 3% 3% 3% 3%
If you have or are planning to increase your markeJng acJviJes at an earlier stage, what’s the main reason? It should be less crowded 4% To help student with their career decisions 4% Reducing the level of NEETS in local 4% communiBes. To abract a greater diversity of applicants 4% Building a talent pipeline earlier than University 27% Early idenBﬁcaBon of top talent 19% Raise brand awareness earlier on 38%
How much of your budget is allocated to pre-‐university and 1st year engagement/markeJng acJviJes? 25 – 50% of budget 6% 50 – 75% of budget More than 75% of budget 0% 0% 0 – 25% of budget 94%
Do you oﬀer any structured work experience opportuniJes, or do you have plans to do so for pre-‐university students? Yes 54% No 46%
Do you oﬀer any structured work experience opportuniJes, or do you have plans to do so for 1st year students? Yes 57% No 43%
Do you have concerns about early engagement? Risk that we might miss out on talented graduates who defer their career decision 24% Concerns about the lack of career focus of 33% younger students Unhelpful/resistant insBtuBons 3% DiﬃculBes in making contact with target 30% audience and building relaBonships Other resource constraints 75%
…In summary • There is an increased level of engagement with both pre-‐university and 1st year students • Employers are using a range of acBviBes to engage, however these tend to be mainly tradiBonal, largely an extension what they are already doing • There is no real focus on doing things ‘for the common good’ • The main obstacle to early engagement is a lack of resources, although there is a prevailing concern about the lack of career focus amongst younger students
“Anything invented before your ﬁfteenth birthday is the order ofnature. Thats how it should be. Anything invented betweenyour 15th and 35th birthday is new and exciting, and you mightget a career there. Anything invented after that day, however, isagainst nature and should be prohibited.” Douglas Adams
The fresher of 2012 • 1994 – Netscape, Yahoo! and a 28.8 modem costs £400 • Age 1 – Amazon and eBay • Age 3 – First “Web log” • Age 5 – Napster • Age 7 – Wikipedia • Age 10 – Facebook • Age 11 – YouTube launched • Age 13 – First iPhone goes on sale • Age 16 – iPad
You’ve got at least three years to make your decision
OpportuniBes 1. Gain compeBBve advantage 2. More Bme to educate your audience 3. Inﬂuence student decisions in later years 4. A chance to be more adventurous and test new ideas
Risks 1. Dilute markeBng budget 2. Overstretch resources 3. Damage to employer reputaBon 4. Create a pipeline skewed to early-‐movers
When you don’t need something just yet… But you do know that you’re going to.