1. 10 years of access-special events
References
1 9 9 7 – 2 0 0 7
2. access has been conducting company-specific workshops, the so-called
access-specials, for exactly ten years now. This success story began back in
June 1997 with the first Europe-wide event for the strategic consultancy
A.T. Kearney. Further events for Andersen Consulting, BMW and SAP
quickly followed. The number of access-specials had already risen to 17 by
1999. They were later joined by Allianz, Daimler-Benz, Infineon, Roland
Berger, Telekom and many others.
Ten years on – in 2007 – we can look back at more than 200 tailor-made
recruiting events with over 10,000 carefully selected participants. We are
extremely proud to have invented this type of recruiting, now widely used.
We would like to use this reference book to share some of our experience
of this recruiting method with you.
What is an access-special?
For companies, the focus of these events is nearly always the recruiting of
highly qualified graduates or professionals. However, this event concept is
more than “just” a recruiting event. We are increasingly seeing a trend
within companies to use their access-special event specifically as an HR
marketing tool. Employer image or the influencing of this image is also a
major factor. A company can already position itself within the target group
in the run-up to the event by means of a targeted marketing campaign
coordinated by access. The selection of the motto, the location, the target
group marketing and the contents of the event can all be steered perfectly.
In our experience, the company representatives find it very easy at the
event itself to motivate the participants for their company, winning them
over as interested candidates and even as multipliers within their group of
friends. This has a great side-effect: the HR department can position itself
well internally, as they have set everything in motion and, amongst other
things, organised for many of their colleagues to meet and exchange views
with interesting candidates in a pleasant environment.
Individually tailored concepts
The access-special concept impresses clients with its variability.
Depending on the client’s wishes, such an event can be organised as an
one-day interview day, as an expert conference or as a three-day image
event. The number of participants can range from 20 to 150. The way we
approach potential candidates is also flexible: this can vary from a very
specific direct contact, focusing strongly on industry or function, to the
design and implementation of a broad-based multi-channel marketing
campaign. The target group focus can be students, graduates or profes-
sionals. An attractive accompanying programme can be individually tailo-
red to the required employer image, leaving a lasting impression on the
participants.
access-special – the individual solution: recruiting and personnel marke-
ting combined in a single tool. Let’s talk about it!
10 years of access-special
One event, one company – more than just recruiting!
Norbert Wangnick
CEO
3. Accenture is a global management
consulting, technology services and
outsourcing company. Combining
unparalleled experience, compre-
hensive capabilities across all indus-
tries and business functions, and
extensive research on the world's
most successful companies,
Accenture collaborates with clients
to help them become high-perform-
ance businesses and governments.
„Boost_Your_Career@Accenture“
Aim
Together with access, Accenture conducted the “Boost_Your_Career@
Accenture” series of events, consisting of up to six events per year between
1997 and 2003. The target group primarily consisted of business, IT, enginee-
ring, physics and mathematics students. 500 applications and 100 participants
per event were the aim. In order to increase the attractiveness of the event for
the applicants, the workshop was conducted in well-known cities, such as Nice,
Cannes and London, and included a varied supporting programme.
Task
access was responsible for candidate marketing, consisting of advertising at
universities, newspaper ad placement and the direct approach of existing con-
tacts and suitable candidates in the access database. Furthermore, access was
also responsible for the pre-selection of candidates, including telephone inter-
views, the planning, organisation, travel management and implementation of
the event.
Results
At the Boost_Your_Career events, Accenture was able to meet around 100 par-
ticipants from the target group, of which some 30 – 40% received a job offer
from Accenture at the event itself. The number of candidates who rejected this
offer was below average.
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02 Poster
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4. Now You!
BearingPoint Career – Days 05-07
Aim
Between 2005 and 2007, BearingPoint needed a high number of new employe-
es in the areas of IT, Supply Chain Management, Finance and Banking. These
were to be supplied by means of the BearingPoint “Career-Days” event series.
Task
Within a very short time, several two-day Career-Days had been implemented.
access was responsible for the entire marketing towards the four different tar-
get groups, pre-selecting the candidates, organising and implementing the
Career-Days at the BearingPoint sites in Frankfurt or Munich.
Results
Within the first six months of 2005, BearingPoint met over 200 candidates,
selected from just under 1,000 applications. Of these 200 participants, approx.
30% received a job offer for one of the more than 10 German-language
BearingPoint locations.
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BearingPoint GmbH, formerly
KPMG Consulting, Inc., is one of
the world’s largest consulting com-
panies, offering corporate consulting
services, system integration and
managed services for the world’s
2,000 leading companies, for medi-
um-sized companies and for public
institutions. BearingPoint develops
business and technology strategies,
implements applications, provides
network infrastructures, and imple-
ments system integration as well as
managed services.
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5. With the three brands BMW, MINI
and Rolls-Royce Motor Cars, the
BMW Group targets selected premi-
um segments of the international
automotive market – thus making
use of the company’s strengths with
a consistency unique to the indu-
stry. From development and produc-
tion through to marketing, there is
a clear orientation towards this pre-
mium standard. A strategy geared
towards profitable growth.
Student Academy Train your
Talent
Aim
Based on the US-American idea of the “summer school”, approx. 80 European
engineering and IT students were to be invited to the four-day event in Munich.
Task
access was responsible for target group marketing, including the direct contac-
ting of students and universities. The access recruiting consultants conducted
a pre-selection. access was also responsible for the planning, organisation and
implementation of the event.
Results
From 15th to 18th March 2000, 90 students from Germany, Great Britain,
Switzerland, Austria, France, Spain, Norway and the Netherlands participated
in the event.
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6. Strategy Conferences 2005-2007
Aim
At the request of Booz Allen Hamilton, the series of events from 2005 to 2007
was aimed less at recruiting new employees and more towards enabling the
participants to get to know the well-known consulting company at a “strategy
conference”.
Task
As these events constituted an image measure, access contacted students from
all faculties at approx. 40 universities in Germany, Austria and Switzerland. The
planning and organisation of the events were also handled by access, with the
focus being predominantly on the “creative” side: devising topics, research on
experts, research on location, etc.
Results
Out of almost 1,000 applications per event, 30 absolutely top candidates were
invited to the strategy conferences in Berlin, Riga and Hamburg. In addition to
company representatives from Booz Allen Hamilton, further experts from the
fields of science and business also attended.
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With some 18,000 employees and
offices on six continents, Booz Allen
Hamilton is one of the world’s lea-
ding strategy and technology con-
sultancies. The company is owned
by 300 active partners.
Global expertise, broad-based
knowledge and profound functional
know-how in intensely competitive
fields make Booz Allen Hamilton a
competent partner for directors and
managers of international corpora-
tions, large companies, state and
public institutions, as well as civil
authorities.
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7. Capgemini Career Camps
2005/2006/2007
Aim
In the years 2005, 2006 and 2007, Capgemini had a high need for Early Profes-
sionals (with 1-4 years of experience). The aim of a series of company-specific
events was to increase familiarity with Capgemini and to improve its image
within the defined target group, as well as to recruit a minimum of three new
consultants.
Task
access was asked to take over the generation of applications, as well as the
entire management of applications, including a pre-selection of suitable candi-
dates. Capgemini was responsible for implementing the event.
Results
access was responsible for contacting potential applicants and managing appli-
cations for a total of 7 events. In the course of these events, 29 new consul-
tants were employed by Capgemini, and many more remained in the internal
hiring process.
01 Poster
Capgemini is one of the world’s lea-
ding service providers of manage-
ment and IT consultancy, technolo-
gy and outsourcing. The company
with European roots advises clients
on the development and implemen-
tation of growth strategies, as well
as the use of new technologies. As
one of the top 5 players, Capgemini
has built up processes and structu-
res over the years, with the help of
which the company can support its
clients locally and provide for coun-
try-specific needs. At the same time,
Capgemini provides its international
clients with global services from a
single hand.
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8. The Continental Group is one of the
world’s leading automotive sup-
pliers and offers comprehensive
know-how in tyre and brake techno-
logy, chassis control systems, elec-
tronics and sensor systems. The
aim is to make individual mobility
safer and more comfortable. More
than 80,000 employees work at
over 100 locations around the world
(factories, research centres and
testing tracks). The company is divi-
ded into four divisions: passenger
car tyres, commercial vehicle tyres,
automotive systems and ContiTech.
Are you auto-motivated?
Welcome!
Aim
As Conti didn’t match up to other DAX companies in surveys of familiarity and
image, they asked access to conduct tailor-made workshops in 2004 and 2005.
The main focus was to improve Conti’s image as an employer.
Task
access was responsible for candidate marketing and pre-selection, as well as the
planning and implementation of the English-language event. Around 30 mecha-
tronics, mechanical engineering, automotive engineering and production engi-
neering graduates were invited to the Contidrome in the Lüneburger Heide area
of Germany. In addition to improving Conti’s image, they were also focused on
recruiting new employees.
Results
While only 33% of the participants rated Conti’s image as “very good” in the
run-up to the event, 100% answered the same question with “very good” after
the event. In addition, 50% of the participants were carried forward into the
further interview process.
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9. As one of the world’s leading service
companies in the telecommunica-
tions and information technology
sector, Deutsche Telekom AG sets
international standards.
The benefit for the customer is the
main focus of all Deutsche Telekom’s
activities. The “T” is a sign of quali-
ty, efficiency and innovation around
the world. As a corporation with
an international focus, Deutsche
Telekom AG is present in some 50
countries around the globe.
First steps
Aim
In October 2004, all four divisions of Deutsche Telekom (T-Com, T-Mobile, T-
Online and T-Systems) carried out the “First steps” event for the fourth succes-
sive time with access. Telekom was focused on increasing the presence of
Deutsche Telekom at the universities. The aim was for the students to get to
know Deutsche Telekom as a successful German and international corporation.
Task
Long-term recruiting success was to be achieved by way of targeted advertising
measures within the universities. access was responsible for contacting poten-
tial candidates using existing university and candidate contacts, as well as by
means of general advertising within the universities.
Results
Out of just under 350 applicants, some 60 candidates were invited to the work-
shop following pre-selection by access and a telephone interview by Deutsche
Telekom. Around 30% remained in contact with Telekom after the workshop.
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10. International Recruiting Events
Bring Technology to Life
Aim
In 2004, Infineon was looking for young, qualified employees to work at its
Dresden and Munich sites with the help of two access recruiting events. As
these were international events, all communication – from contacting candida-
tes to running the event itself – was in English.
Task
Amongst other things, access was responsible for contacting the target group
on an international level. In addition to coordinating a broad-based advertising
campaign with worldwide advertising activities, access also developed an online
advertising platform with the Infineon “look & feel”. Of course, the organisation
and implementation of the event also lay in the hands of the specialists at
access.
Results
Out of around 600 applications from the target group, some 369 candidates
were taken into the selection process after an initial pre-selection. Of these,
more than 70 candidates got to know Infineon Technologies and its employees
at the two events in Munich and Dresden.
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02 Poster
Infineon Technologies AG offers
semiconductor and system solu-
tions for automotive and industrial
electronics, for applications in the
field of wired communication,
secure mobile solutions, as well as
memory components. Infineon is
active worldwide and controls its
US activities from its base in San
Jose, California, its Asian-Pacific
activities from Singapore and its
Japanese activities from Tokyo.
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11. Merrill Lynch is one the largest
financial service companies on Wall
Street and one of the leading invest-
ment banks in the USA. The bank
was opened on 6th January on New
York’s Wall Street by Charles E.
Merrill. In 2005, the company was
operating in 36 countries, managing
client assets amounting to 1.8 billi-
on dollars.
Be Bullish
Aim
80 to 100 students and early professionals were to get to know Merrill Lynch
better during the three-day workshop at Montabaur Castle in November 2000.
Task
access was responsible for both organising the workshop and for the entire
marketing campaign. This included job adverts and Internet promotion, direct
advertising at 30 German and 30 European universities, 4,000 direct mailings
to graduates and 350 direct mailings to professors and career offices.
Results
Over 40% of the 105 participants remained in the further interview process at
Merrill Lynch, some of them receiving a specific job offer within only a few days.
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02 Advert
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12. Recruiting Workshop
Assurance 2005, 2006 & 2007
Aim
After more than a dozen successful workshops with PwC, access conducted
tailor-made events for the consulting company from 2005 to 2007. In addition
to recruiting new consultants for the “assurance” department, the aim was also
to enhance the corporate image.
Task
Out of the many qualified applications, around 80 applications were selected to
participate in each event, initially in Potsdam and later in Montabaur. In addi-
tion to interviews and work on case studies, access also organised a remarkable
programme, including various sporting activities and creative workshops.
Results
Approx. 50 % of the participants received a specific job offer from PwC.
However, the other half of the candidates also left the workshop with valuable
experience and new contacts.
01 Poster
PwC is a leading auditing and con-
sulting company and can, as an
independent member of the inter-
national PricewaterhouseCoopers
network, call on the resources of
122,000 employees in 144 countries.
With 28 locations in Germany,
8,200 employees in the fields of
auditing and audit-related services,
tax consultancy and the fields of
transaction, process and crisis con-
sultancy generate a turnover of
approx. one billion Euro.
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13. Procter&Gamble
Recruiting Event 2007
Aim
The aim was to cover the short to medium-term recruiting demands in the
areas of research & development and engineering, as well as to increase the
candidates’ awareness of Braun as an employer.
Task
The task was to contact engineers, the focus being not only on the specialist
profile, but also on the international background of the participants, as well as
attaining a representative female quota. The event was advertised international-
ly (UK, Sweden, Austria, Switzerland, Poland) and conducted in English.
Results
32 international graduates and “early professionals” from the fields of electrical
engineering, mechatronics and precision engineering participated in the
Procter&Gamble Recruiting Event by Braun. Around 50% of the participants
were carried forward into the next stages of the recruiting process. 25% of the
participants were women.
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02 Poster
Braun GmbH is an internationally
leading manufacturer of small elec-
trical equipment and is based in
Kronberg near Frankfurt am Main,
Germany. Founded in 1921 by Max
Braun, Braun belonged to the
Gillette corporation, Boston, Mass.
(USA), from 1967 to 2005.
In 2005, the Gillette corporation
was taken over by P&G.
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14. Formel Shell Tage 2004, 2005,
2006 und 2007
Aim
The Formel Shell Tage (Formula Shell Days) took place near Hamburg between
2004 and 2007. The focus on Shell’s commitment to Formula One was inten-
ded to improve the company image in order to present Shell to the participants
as an attractive employer.
Task
access was responsible for candidate marketing and communication for all
events. Furthermore, the members of access present at the events ensured that
the accompanying programme ran smoothly. This included a visit to the refinery
and a trip to the Go-Kart track.
Results
After the extremely successful workshops with programmes packed full of
events, the aim of improving Shell’s image as an employer was most definitely
achieved. In 2005, for example, 95% of the participants said after the event that
they would place Shell amongst their top 5 employers.
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02 Poster
03 Brochure & poster Formel Shell
Tage 2006
04 Brochure & poster Formel Shell
Tage 2007
Shell has more to offer in Germany
than just petrol stations: it’s an
energy and chemical company wor-
king in the sectors of mineral oil
refining and retailing, natural gas/
crude oil transport, natural gas
retailing and electricity trading as
well as sustainable energies.
Including its subsidiaries, Shell
employs around 6,200 people in
Germany.
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15. Be a challenger!
2006 & 2007
Aim
The implementation of recruiting events at the Vodafone Hirschburg castle near
Königswinter with 40 top business and business engineering students and gra-
duates at each event. The aim was to recruit 5 candidates at each event for the
newly created Top-Trainee programme, Challenges@Vodafone.
Task
In addition to candidate marketing and pre-selection, access was also responsi-
ble for all tasks relating to the organisation and implementation of the events.
These included conception and project steering, hotel booking, advertising
campaign and support of the participants and the company representatives.
Results
Of the participants, 17 were invited to the Challenge Programme assessment
centre. 16 further candidates remained in the interview process for other positi-
ons.
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Vodafone is part of the Vodafone
Group and operates one of the
world’s largest and most efficient
GSM mobile phone networks here
in Germany. Around 29.2 million
customers telephone within the
Vodafone network. With a market
share of approx. 37 percent and an
annual turnover of 8.3 billion Euro
(as per 2005), Vodafone is one of
the world’s largest mobile phone
companies.
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