The document outlines a strategic planning model for employer relations at a university career center. It involves discovering institutional strengths and employer needs through data analysis, planning engagement activities aligned with academic and employer calendars, implementing a marketing plan including events and social media, and measuring outcomes through key performance indicators to refine future efforts. The goal is to effectively promote the university and its students to employers while leveraging career center resources.

1. USE BUSINESS
STRATEGIES IN
EMPLOYER
RELATIONS
Christian Garcia, Executive
Director
Copyright: Christian Garcia

2. PRESENTER & OVERVIEW
 Presenter
 Why Employer
Relations?
 UM is a
private, research
institution
 10,000 undergraduates;
5,000 graduates
 Toppel Career Center is
primarily centralized*
 MBA, Law, Medical have
their own career centers

3. HAVE QUESTIONS?
 Type your questions into the
chat box throughout the
presentation
 Questions will be answered
at the end of the presentation

4. AN E.R. PLANNING MODEL
DISCOVER
PLAN
IMPLE-
MENT
Measure & Revise

5. THE DISCOVERY PHASE
 Institutional Analysis  Data & Information Analysis
 What is unique to your campus?  In-depth conversations with
 Your student body?
institutional research, schools &
colleges, university
 SWOT Analysis communications and employers
 Particular focus on strengths  Benchmark
and weaknesses
 Employer Analysis
 Leverage strengths
 Who do you have?
 Turn weaknesses into
 Who do you want?
opportunities
 Is there a pattern?

6. WHAT DID WE DISCOVER?
QUALITY BOUTIQUE GLOBAL
STUDENTS CAREER CENTER LOCATION
• Top 40 • Flexible • Gateway to the
• 48% Minorities • Customized Americas
• International • a la carte • Diversity
Students • Accessible • Weather!

7. TOP FACTORS IN SCHOOL SELECTION
 Majors offered  Location of school
 Quality of programs  Diversity of student
body
 Past recruiting
experience at school  Success of school’s
alumni in organization
Source: 2011 Recruiting Benchmarks
Survey, National Association of Colleges and
Employers

8. MAKE AN IMPRESSION
“I wanted to mention that I used to work in
higher education for a time and have had
lots of contact with career services
departments from various universities. I
must say, you and your team are the most
professional and prepared group that I’ve
had the pleasure of meeting to date.
Kudos to you all!”
Carlos Ledo, Costa Farms

9. RELATIONSHIPS ARE HARD
 Can’t be all things to all
employers
 Limitations
 Out of your control
 Within your control
 Long Distance
Relationships are
Challenging
 Breaking Up is Hard to Do
 Damage Control

10. Please Refer to Worksheet
WHO ARE YOUR EMPLOYERS?

12. PLANNING PHASE
 Consider Your Academic
Calendar
 Consider Employers’
Recruiting Calendar
 Build in Flexibility
 Leverage Your Downtime
PLAN

13. MARKETING PLAN
Annual Strategy
Meetings
JUNE 1 Employer
Appreciation
Advisory Board
TWT
Spring Fairs Fall Fairs
Symposium EPIC
TWT OCR
UShadow Tactical Meetings
Site Visits TWT
TWT
UShadow
Networking
events/panels
Site Visits

14. IMPLEMENTATION PHASE
 Take to Market!
 Utilize Social Media and other
Low-Cost, High-Impact
Techniques
 Consider a broad marketing
campaign (costly)
 Utilize Events and Networking
Platforms
 Tap into Alumni
 Institute an Employer Advisory
Board
 Set up a Site Visit Challenge IMPLEMEN
with incentives for staff T
 Utilize entire career center
staff
 Build Personal Relationships

15. MEASURE & REVISE
 Find the Right Metrics or Key Performance Indicators (KPIs)
 Develop Processes to Automate Data Collection Process Early
On
 Listen to the Metrics!
 Use them to decide which efforts to develop
 Which efforts are most effective?
 Which efforts need to be abandoned?
 Implement Changes
 Report, Share, Disseminate

16. SUMMARY & TAKE-AWAYS
 Know your institution
 Leverage its strengths
 Involve the entire career
center
 An effective E.R. program
doesn’t have to be expensive
 Social Media
 e-Newsletter
 CRM features
 NACE Employer List
 Giveaways
 Stay Top-of-Mind!