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College Recruiting on a Shoestring Budget


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ERE Webinar from 2/11/09 presented by Dr. John Sullivan.

Published in: Business

College Recruiting on a Shoestring Budget

  1. 1. COLLEGE RECRUITING ON A SHOESTRING BUDGET Best Practices in Low-cost Recruiting Webinar February 11, 2009 © Dr. John Sullivan Professor, Author and Advisor to Management Dr John Sullivan [email_address]
  2. 2. Dr. John Sullivan’s summary bio <ul><li>Former Chief Talent Officer of Agilent Technologies , the HP spinoff with 43,000 employees </li></ul><ul><li>Has advised over 250 major organizations in 30 different countries. His appeal is so broad, that work has been translated into 23 languages </li></ul><ul><li>Monthly column in Workforce Management Magazine </li></ul><ul><li>Columnist for the Electronic Recruiting Daily </li></ul><ul><li>Author of eight books and more than 750 articles. </li></ul><ul><li>SHRM called him “One of the industries most respected strategists” & the Best Practice Institute honored him as one of the Top 10 Leading Thinkers in HR </li></ul><ul><li> noted that he was “the father of HR Metrics” and Fast Company magazine called him the “Michael Jordan of hiring” </li></ul><ul><li>He has been quoted by the Wall Street Journal, Fortune, the NY Times, the Financial Times, CFO Magazine and have been interviewed by CNN and the CBS and ABC nightly news </li></ul><ul><li>Currently he is a Professor of Management at San Francisco State University and the chief consultant of the management advisory firm DJS </li></ul>
  3. 3. BMW HP B of A Siemens Cisco Intel Oracle Pfizer Macy’s Sprint World Bank Whirlpool McDonalds Corp. Dell Sun Charles Schwab Mc Kinsey & Co Valero Microsoft JP Morgan Yahoo Deloitte Consulting Marriott Intl. NIKE PepsiCo MGM Grand Starbucks Chevron Morgan Stanley SC Johnson General Mills Coors Nestle Lockheed Martin Stanford facebook Johnson & Johnson GE Google
  4. 4. Dr. Sullivan has a monthly column… on the “last page”
  5. 5. Dr. Sullivan’s current books
  6. 6. My three goals for today <ul><li>To demonstrate the best practices in no or low cost college recruiting </li></ul><ul><li>To excite you about trying new things </li></ul><ul><li>To answer your questions </li></ul>Note – Please post questions at any time! Questions not answered live will be answered via an upcoming article.
  7. 7. Topics areas for today <ul><li>We will cover three broad topic areas </li></ul><ul><li>Introduction to recruiting during tough times </li></ul><ul><li>Increasing recruiting impact by leveraging other people’s time </li></ul><ul><li>Low-cost but effective recruiting tools </li></ul>
  8. 8. <ul><li>  </li></ul><ul><li>Part 1 </li></ul><ul><li>Opportunities and problems related to </li></ul><ul><li>Recruiting during tough times </li></ul>
  9. 9. Is it worth it to seek out the very best? <ul><li>One top-notch engineer is worth &quot;300 times or more… than the average&quot; </li></ul><ul><li> </li></ul><ul><li>(Google) “would rather lose an entire incoming class of engineering graduates than one exceptional technologist” </li></ul><ul><li>-- Alan Eustace, VP of Engineering, Google </li></ul>
  10. 10. Opportunities - Why recruit now? <ul><li>A chance to “cherry pick” - the same talent quality is there but there is less competition </li></ul><ul><li>Some firms have weakened employment brands due to “public” layoffs, ethical issues and mergers </li></ul><ul><li>Candidates will be easier to sell because they have fewer options </li></ul><ul><li>A chance to develop the capability to explode out of the box when things turn around </li></ul>
  11. 11. Potential problems with recruiting now <ul><li>Travel budgets are reduced or frozen (Need for remote recruiting) </li></ul><ul><li>A loss of trust and confidence in business </li></ul><ul><li>Managers are less focused on recruiting </li></ul><ul><li>Technology budgets are reduced </li></ul><ul><li>A flood of applicants </li></ul>
  12. 12. Potential problems with your current approach <ul><li>Pizza & slide shows might yield average students </li></ul><ul><li>Is free food the best way to draw in innovators? </li></ul><ul><li>Are slideshow s great sales tools? </li></ul><ul><li>Do the best students have time to come to meetings? </li></ul><ul><li>Do diverse students like pizza? </li></ul><ul><li>New style academic programs and abundant web resources mean that fewer students are on campus/utilize the Career Center </li></ul>
  13. 13. Part 2 Recruiting using OPT (Other People’s Time)
  14. 14. Leverage other people’s resources <ul><li>“ Do more with less” using “OPT” </li></ul><ul><li>Premise – with reduced budget and recruiter time, the best way to do “more with less” is to… utilize the time of your employees and others </li></ul><ul><li>Now some tools and approaches… for leveraging other people’s time </li></ul>
  15. 15. Leverage other people’s resources <ul><li>College referrals </li></ul><ul><li>The very best students are connected to each other (they share classes, clubs, social connections) </li></ul><ul><li>Expand your reach by turning students (and those that know them)… into your recruiters </li></ul><ul><li>Referrals produce both volume and quality </li></ul><ul><li>Referrals also have assessment and sales components </li></ul>
  16. 16. Intuit - Best practice example <ul><li>Intuit </li></ul><ul><li>Offered a $50 award to students who referred someone that was hired </li></ul><ul><li>They have hired over half of those who were referred through the program </li></ul>
  17. 17. Best practice example <ul><li>Valero </li></ul><ul><li>Offered a $25 gas card to grad assistants that made successful referrals </li></ul><ul><li>They filled every slot in one day </li></ul>
  18. 18. Best practice example <ul><li>Referrals - Endeca gives a flat screen TV as a referral bonus for college students referring a friend from Harvard, MIT etc. that gets hired </li></ul>
  19. 19. Mom’s are better recruiters than recruiters <ul><li></li></ul>Use those that influence – This site was launched in response to research that showed mothers were more likely to believe other mothers than recruiters
  20. 20. Referral tools <ul><li>College referrals tools </li></ul><ul><li>“ Give Me Five” – approach individuals and focus their thinking (Google) </li></ul><ul><li>Approach everyone - interns, grad assistants, student club/honor society leaders, staff, alumni </li></ul><ul><li>Reference referrals – Who else do you know? </li></ul><ul><li>New hires - Who else is really good? </li></ul><ul><li>Use referral cards – have paper & electronic versions. Hand them out at events or while on forums and social network sites (Example) </li></ul>
  21. 21. An illustration Because there are so few really talented people in the world… I just wanted you to know that… you really impressed me www. Apple/
  22. 22. Leverage your employee’s time on social networks <ul><li>Students are constantly on social network sites </li></ul><ul><li>Encourage your employees to develop a social network profile </li></ul><ul><li>Educate them on the type of content that will attract college students (offer materials) </li></ul><ul><li>Offer referral prizes </li></ul><ul><li>Facebook - is the most popular (used by HP, GE, Microsoft, Accenture, IBM) </li></ul><ul><li>MySpace, Twitter, global sites, LinkedIn </li></ul>
  23. 23. Leverage your employee’s blogs <ul><li>Blogs can make your firm appear “real” </li></ul><ul><li>Encourage your employees to add recruiting related information to their blogs </li></ul><ul><li>Set company blog rules & expectations </li></ul><ul><li>Reward individuals for writing blogs </li></ul><ul><li>Offer referral bonuses for related hires </li></ul><ul><li>Users - Coca-Cola, Marriott, Kodak, SW Air, MGM Grand, Dell & MS (11% have them) </li></ul>
  24. 24. Encourage employees to make videos <ul><li>Videos can show the “passion” within your firm </li></ul><ul><li>A moving picture is worth 1,000’s of words </li></ul><ul><li>Post them - on your corporate site, YouTube and provide links on their blogs and social network sites </li></ul><ul><li>Users - Google, US Army, Microsoft, Cisco, USMC </li></ul><ul><li>Podcasts – can also be effective (IBM, BMW) </li></ul><ul><li>Hold a video contest > </li></ul>
  25. 25. Encourage your employees create and post videos Deloitte film festival
  26. 26. Hyatt’s “Make your mark” video contest
  27. 27. Sony Ericsson produced great results with video <ul><li>“ Received three times the amount of applications” </li></ul><ul><li>48 hrs was equal to five months using ads </li></ul>
  28. 28. Mobile phones are an ideal single contact platform <ul><li>Mobile phone recruiting </li></ul><ul><li>Cool factor with text </li></ul><ul><li>Everyone has it continually </li></ul><ul><li>Used during idle time </li></ul><ul><li>Global capability </li></ul><ul><li>Verizon, Fidelity, HCA, U.S. Army and Microsoft </li></ul><ul><li>Single platform – push job alerts, text messages, social networks, blog feeds, GPS and web links </li></ul>
  29. 29. Leverage employees attending events <ul><li>Recruit them when they gather in “1 room” </li></ul><ul><li>Identify events where students attend </li></ul><ul><li>ID employees that also attend (travel desk) </li></ul><ul><li>Consider – walks/runs, charity events, sporting events, student clubs, professional association meetings, rock climbing clubs, robot competitions </li></ul><ul><li>On-line too – encourage your employees to frequent chatrooms, forums, Google/Yahoo groups and other online discussion groups </li></ul>
  30. 30. Google recruits at public events <ul><li></li></ul>
  31. 31. UPS set up recruiting booths at concerts <ul><li></li></ul>
  32. 32. Other approaches that leverage your employees <ul><li>Additional approaches to consider </li></ul><ul><li>Employment branding – have managers and key employees speak and write to build your brand (Universum and BusinessWeek best place to start a career) </li></ul><ul><li>SecondLife – encourage employees to identify innovators when they are active </li></ul><ul><li>CEO and executive calls to candidates </li></ul><ul><li>PDA parties </li></ul><ul><li>Offer e-mentors </li></ul>
  33. 33. Part 3 Low-cost recording approaches to consider
  34. 34. Leverage your interns <ul><li>Interns can be great ambassadors /recruiters </li></ul><ul><li>Benefits – they expand your on-campus presence throughout the year and are more credible </li></ul><ul><li>On campus ambassadors – Microsoft, Qualcomm and Google have on campus Ambassador Programs </li></ul><ul><li>Educate them – about the features of the firm and assessment in recruiting techniques </li></ul><ul><li>Encourage them to attend events </li></ul>
  35. 35. Contests attract and assess
  36. 36. Put together contests <ul><li>Contest for college recruiting </li></ul><ul><li>They excite and assess potential candidates </li></ul><ul><li>Contests can be anonymous ( diversity) </li></ul><ul><li>Contests can be global </li></ul><ul><li>Some examples… </li></ul>
  37. 37. Google attracts math majors
  38. 38. Looking for talent through contests <ul><li></li></ul>Used by Google, Yahoo, Sun, Intel and Microsoft
  39. 39. “ Summer of code” contests Google Summer of Code ™ for 2008 is welcoming 1125 student contributors on 175 Free and Open Source projects. They received 7,100 applications from over 1,300 universities in 98 countries around the globe.
  40. 40. C ontests to excite HS students <ul><li>Google – Highly Open Participation Contest </li></ul><ul><li>(Open source for Pre-University students) </li></ul><ul><li> </li></ul>
  41. 41. Contests are low-cost recruiting tools <ul><li>Ernst & Young uses contests to attract and assess </li></ul><ul><li>The &quot;Strategy Zone” - combined technology and games in their recruiting initiatives by offering interactive case studies on their web site , it resulted in 500 MBA hires </li></ul><ul><li>“ Your World Your Vision” - a student competition where teams create an event or initiative that has the greatest impact on their local community. The three winning schools are awarded a significant cash prize </li></ul>
  42. 42. Facebook’s puzzle page contest <ul><li></li></ul>Facebook invites budding computer engineers to try one of their ‘puzzles’…in order prove their worth and attract the attention of the company bosses
  43. 43. Microsoft’s fifth annual college puzzle challenge - a competition for 1,400 computer engineering, computer science & math students at 18 universities Microsoft college puzzle challenge
  44. 44. There are “contest websites”
  45. 45. There are “contest websites” GrouperEye live case competitions
  46. 46. <ul><li>Consider “Green recruiting” </li></ul>
  47. 47. Demonstrate your “ green brand ” <ul><li>Green approaches </li></ul><ul><li>Sustainability </li></ul><ul><li>Corporate social responsibility </li></ul><ul><li>Carbon offsets </li></ul><ul><li>Recycling </li></ul><ul><li>Solar panels </li></ul><ul><li>Bike to work </li></ul><ul><li>Mass transit support </li></ul><ul><li>Alternative energy (Wind, wave, bio-fuel etc.) </li></ul>
  48. 48. Toyota sends a clear “Green brand” message
  49. 49. GE is a green recruiting leader Ecomagination challenge
  50. 50. Green recruiting <ul><li>Solar panels, hybrids and electric cars </li></ul>
  51. 51. Low cost tools for recruiters <ul><li>Low cost tools for recruiters </li></ul><ul><li>Google searches for names </li></ul><ul><li>Utilize the Google “alert” feature – it will automatically notify you when information about and target a candidate appears in the news or within blogs </li></ul><ul><li>“ Speed dating” format to interview candidates for manager jobs (Travelodge) </li></ul><ul><li>Information for “helicopter” parents (Enterprise rent a car) </li></ul>
  52. 52. Low cost things that recruiters should use <ul><li>Low cost tools </li></ul><ul><li>School specific facebook pages (E&Y) </li></ul><ul><li>“ Friends of” e-newsletter (Deloitte, Google) </li></ul><ul><li>Bid on short term projects (Whirlpool) </li></ul><ul><li>Conduct a search for “negatives” - Yahoo finance,,,, </li></ul>
  53. 53. Corporate website features for the “next” generation
  54. 54. Corporate web sites can excite <ul><li>Advanced web site features </li></ul><ul><li>The page morphs to fit their interests </li></ul><ul><li>Customizes information to your location </li></ul><ul><li>Video profiles of employees (people like me work here) </li></ul>
  55. 55. Microsoft has the best corporate site Microsoft shows it’s perks
  56. 56. Microsoft’s “Genius Lounge” attracts
  57. 57. Virtual recruiters – Chat and Q&A <ul><li>Discuss the possibilities with one of our recruiters! </li></ul> 
  58. 58. Nut’s about Southwest The Luckiest Girl in the Whole World By: Beverly Behrens 06-05-08 My name is Bev B. and I am a Southwest Employee at our University for People, a self-proclaimed bookworm, and a lifelong learner.  And, I think I just might be the luckiest girl in the whole world.  Allow me to explain why ....
  59. 59. Are you ready for this? Individualized recruiting is here They plastered her name on billboards, pizza boxes and gas pumps -- and even aired a commercial on MTV -- in hopes of getting her to enroll. As one message put it: &quot;We just hope you're on your way to Wilkes University next year.&quot;
  60. 60. <ul><li>Did I make you think? </li></ul><ul><li>Any questions? </li></ul><ul><li> </li></ul>