being strategic' targetjobs breakfast news 27 feb 2014
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Quaglino’sThursday 27 February 2014
Being strategic
Director, GTI Media
Simon Rogers
In memory of Dennis Turner 1946–2014
Breakfast News in 2014Today – Being strategic (why recruit grads)7 May – Channel strategies26 June – Messaging strategies11 September – Sourcing and selection27 November – Onboarding and retention
AgendaWelcome – Simon Rogers
The economic forecastGemma Godfrey, Head of Investment Strategy,
TV Broadcaster, Quantum Physicist Graduates: why bother?
Stephen Isherwood, CEO, Association of Graduate RecruitersWhat do you think you’re doing?Marcus Body, Head of Research
Bringing it togetherGeneral Sir Mike Jackson CBE,
former Head of the British Army
Shortlists have been announced – find out the winners on 20 March at London’s Grosvenor Housewww.targetjobsawards.co.uk
We are filling seats from the front – to buy tickets or a table go to targetjobsawards.co.uk or call Grace Banks on 020 7061 1927
• The UK’s first quarterly graduate confidence index
• Measures students’ confidence in gaining graduate employment
• Understanding how confidence in the graduate market varies by gender, career sector, academic achievement and social profile
76February 2014
#MrToast
We want to hear from you via twitter
Gemma Godfrey, Head of Investment Strategy, TV Broadcaster, Quantum Physicist
The Economic Forecast
Economic Sweet Spot• Benefit from both sides of the coin• Broader context, boosted confidence• Better outlook for graduate recruitment
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Benefit from both sides of the coin..
Broader context, boosted confidence..
Better outlook for graduate recruitment
Benefit from both sides of the coin..
Economic Sweet Spot• Benefit from both sides of the coin• Broader context, boosted confidence• Better outlook for graduate recruitment• …?
Thank you
Stephen Isherwood, CEO, Association of Graduate Recruiters
Graduate recruitment –why bother?
Graduates – why bother?• Expensive to train• Take up too much business time to manage• Leave after a couple of years• Expectations sky high
Graduate traits• Graduates generally get higher level jobs than non-
graduates• Graduates earn more than non-graduates• Graduates are more healthy – less likely to smoke
and more likely to exercise• Economies with a higher percentage of graduates
have a higher GDP
University participation
2006/7 2007/8 2008/9 2009/10 2010/11 2011/120
50
100
150
200
250
300
350
400
TotalFemaleMale
“I'm not the smartest fellow in the world, but I can sure pick smart colleagues.”
Franklin D Roosevelt
What do you think you’re doing?
Marcus Body Head of Research, Work
What do you think you’re doing?
Marcus Body Head of Research, Work
*
*technically
Boring, difficult and time-consuming
Actually, it can and should be simple
Would you tell me, please, which way I ought to go from here?
I don't much care where…
…so long as I get somewhere
That depends a good deal on where you want to get to
Then it doesn't matter which way you go
Oh, you're sure to do that if you only walk long enough.
Start at the top…Goal
Strategy
Tactics
Campaign items
What sometimes happens…
Goal
Strategy
Tactics
Campaign items
Goal
Strategy
Tactics
Campaign items
The solution neutral problem statement
A definition of the problem in a way that doesn’t imply how you’re going to solve it.
E.g. “We need a road bridge”…
“We need a road bridge”
“Some cars on this side of the river need to get to that side of the river”
• A road bridge.• A tunnel.• A ferry.• A crane lift.• Drive down to the next bridge, and drive back.
“People who can’t explain why they are doing what they are doing:
1) Rarely get budget
2) Rarely get promoted
3) Often get unemployed”
Setting a goal
An awkward question:
Why exactly are you recruiting graduates?
You could be…
…recruiting the foot soldiers
1) What we sell, ultimately, is people’s time.
2) These are people whose time we can sell. Although this does mean that their quality is our product quality.
You could be…
…recruiting cheap specialists
1) We have technical stuff that needs doing by qualified staff.
2) Grads or post-grads are much cheaper than experienced hire, and we can cope with training them.
You could be…
…recruiting an officer corps
1) We have a large workforce, and we’re not confident it contains people with the right management potential.
2) Grads are a viable alternative to lateral hires, and could be both cheaper and better.
You could be…
…recruiting future leaders
1) We have an ongoing need for people to lead our business, and they’re expensive and difficult to hire.
2) We are confident we can offer the roles and rewards to hang on to really top talent for a long time.
Foot soldiers: quality of the weakest recruits
Cheap specialists: minimum cost of employment
Officer corps: greatest short-term impact
Future leaders: potential and loyalty
The big deal
Be very careful about copying other graduate schemes; they may be trying to achieve something very different to what you’re trying to achieve.
Goal
Strategy
Tactics
Campaign items
Decisions, decisions…
“The essence of strategy is choosing what not to do.”
Michael Porter
A goal at each end
“We want better candidates, for less cost”
“And we want to improve our position in employer rankings”
Do you want to be:
Everything to everyone?
Exclusive and elite?
The region of neither here
nor there
What’s the difference?Popular Targeted
Your message must be… Widely appealing DemandingYour channels should be… Many and varied Few and specificYou’ll target… Everyone everywhere Proven profilesYour interactions will be… High volume, low touch Low volume, high touchYou’ll measure… Employer rankings Quality/cost of hire
Where to start…Popular• Understand typical
student motivators• Match offer to those• Spend, spend, spend• Gimmicks a viable option
Targeted• Define ideal target profile
and person specification• Identify channels to them• Targeted messaging• No gimmicks
Research externallyMessage then channels
Research internallyChannels then message
Fill in the blanks strategy…We need graduates because:…………………………………………….
The people we want are:…………………………………………………..
They should want us because:…………………………………………..
Therefore our strategy is:…………………………………………………..
Strategy checklist:
This strategy will plausibly and logically deliver our goal
This strategy implies things we’ll do that others don’t
This strategy implies things others do that we won’t
Goal
Strategy
Tactics
Campaign items
• CHANNELS•Paid•Social•On-campus
• MESSAGING•Website•Collateral
Attract
• PROCESS•Screening criteria
•Assessment and selection process
• COMMS•Candidate experience
Hire
• ROLE PROFILE•Job description•Manager guidance
• L&D STRATEGY•Training•Career pathways
• ENGAGEMENT•Onboarding
Employ
Applying the strategy
The case for a better strategy
• Make the case for appropriate budget and independence.
• Brief your agency and other suppliers better.
• Explain to students why you want them to join at all.
• Achieve what your business really needed in the first place.
General Sir Mike Jackson CBE, former Head of the British Army
Bringing it together
Wednesday 7 May 2014
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