Attracting students and young graduates has often been a top priority for companies, even before buzzwords like “employer branding” or “brand ambassador” emerged.
And despite the double revolution of mobile and social recruitment, attracting students and young graduates is still an investment (in time and money) companies have to make to attract young talent.
Yesterday: Traditional offline relationship: Meeting and job fair
Campus managers and former students employees from a particular school used to be the best ambassador for companies. The objectives are twofold: Cultivate the employer brand and recruit new college grads by sharing with them all the open opportunities available.
Those meetings can take three forms :
- The company comes to school in what we used to call “forum.” In France, you can have three forums in a week in different schools and cities. In addition to school forums, there is also coverage of job fairs for young people mostly organized in universities. Many companies get involved in school relationships by sending employees to give lesson or conduct meetings directly in schools. It’s the case of the U-team of Accenture.
- The company invites students. This may takes two forms: a company visit as an educative trip or a day of internal recruitment. This strategy allows students to visit workplaces, meet employees and understand the values of the company. The second way is more like a mix between immersion and intensive recruitment session, like the Deloitte D-Day.
- The company sponsors events and serious gaming. Some companies use business games to recruit their next talent. This is the case of Bouygues construction for engineering students. Others sponsor events like the EDHEC Sailing Race (Orange, Safran, Intel, Ernst & Young) or the 4L trophy (Deloitte).
Today: Natural transition from offline to online relationships
The relationship between the company and students can spread throughout the year on the web and social media both downstream and upstream of school forums and company visits.
Today, companies use their Facebook Careers page to prepare their arrivals in an institution and continue the exchange at the end. Students can question employees about jobs and opportunities before the big day and inquire about the possible continuation of the recruitment process following a meeting at the forum. Interactions on a Facebook Careers page are also useful for students who missed the forum. Some companies even offer online catch-up sessions.
Facebook seems to be a nice channel to reach students but don’t forget other social networks such like Twitter or LinkedIn as well. Accenture recently launched a series of discussion groups on LinkedIn dedicated to different targeted schools and led by alumni staff from these schools.
The Explosion of Business and Serious Games
Using the game to help young people discover the business and the challenges of a company in a fun way while identifying the best, is not new. Web video and social media have made it viral.
There’s something for everyone: Danone Trust, SNCF Challenge Engineers , Ace Manager of BNP Paribas, Moonshield of Thales, Allianz Experience … L’Oréal uses both the Business Game format with its hit “Brandstorm” which celebrated its 20th anniversary last year that the format Serious Game with “Reveal.”
Professional social networks just for them!
2011 was the year of the explosion of hyper-specialized social networks platforms by business sectors or even population.
Tomorrow: Sourcing at the source?
Three new trends suggest digitizing Campus management could further accelerate: the rise of MOOC, the launch of the University Pages on LinkedIn, and recruitment orientation increasingly assertive by Facebook.
If you have not heard of Massive Open Online Courses, these courses free and open given by the most prestigious U.S. universities online is that you live on the planet Mars!
Offer the best courses for free is good, but this economic model is not sustainable in the long term.
Large platforms offering this training system could very well provide a range of services to companies to monetize their audience. On the one hand, the MOOC could be spaces for the expression of employer branding (banners pointing careers website, business or short video testimony before the start of a course …). On the other hand, access to HP / Student Profiles constitute a new tool for talent acquisition.
LinkedIn University page
In 2013, LinkedIn invested in the world of higher education with its brand new University Pages. It contains real mines of information for prospective students (school news, programs, opportunities), and these new areas should soon allow companies to treat their employer brand (targeted advertising) and to attract students (internship opportunities).
Facebook Graph search
Launching in early 2013, Graph search (accurate and powerful search in the Facebook Graph made operational by the last solution of Work4), Facebook experimented a new “professional skills” section in the profiles of its members …
Announcing Graph Search, Mark Zuckerberg did not hide his ambition to make a powerful talent acquisition tools. But for this to work, users have to fill their profile optimally. If the U.S., less concerned with the seal between personal and professional life, often fill the “Jobs and Education” fields, European and especially French rarely do. After all, Facebook adventure has begin on the Harvard campus …