on campus effectively marketing your company - employer branding … · 2018-06-18 · effectively...
TRANSCRIPT
Effectively marketing your company
on campusNicole DorskindManaging DirectorThirtyThree
Employer Branding
Employee Engagement
Internal Communications
thirtythreeus.com • @weare33
The when
and the how
Key — Steps Key — Activity Types
Freshman
Sophomore
Junior
Aug OctSept Nov Dec Jan Feb Mar Apr May June July
1Awareness
2Approach
3Advice
4Attract
5Apply
6Accept
Key milestones Direct contact
Welcome email
Welcome email
HTML email communication
Learning workshops
Learning workshops
On-campus presentation
On-campus interviews
Summer analyst induction and trainingSummer analyst superday
Skill workshops/Information sessions/Networking events/Dinners
Social media
Social media
Social media
Social media
Campus ambient Social media Process
1
1
2
1
1
4 4 64 5
3 4
1
1
1
1
2
2
2
2
Light sponsorship of student groups/clubs
Media campaign (print, digital, social)
1
1
Light sponsorship of student groups/clubs
Media campaign (print, digital, social)
1
1
Senior HTML email communication Begin onboarding
Good luck email
Graduate pack
On-campus presentation
On-campus interviews
Induction and trainingSuperday
Skill workshops/Information sessions/Networking events/Dinners
2 6
6
6
4 4 64 5
3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Career fairs1 2 3 4
Career fairs1 2 3 4
Career fairs1 2 3 4
Career fairs1 2 3 4
Media campaign (print, digital, social)1 2 3 4
Media campaign (print, digital, social)1 2 3 4
Media campaign (print, digital, social)1 2 3 4
Media campaign (print, digital, social)1 2 3 4
The world is changing
Know your audience
The screenagersest. 1993–2009
Gen ZEntrepreneurs and independent
Shortest attention span
High expectations and savvy
Value experiences over products
Loyal to what they believe and buy into
The most diverse generation in history
What are they
after
45% say they want to be working for a greater cause
88% expect their first employer to provide training
37% say their biggest fear is not finding opportunities that match their personality
77% of high school students are interested in interning and getting career experience
42% of Gen Z wants to use Virtual Reality at work
We’re living in amaterial world
We’re living in amaterial worlddigital
Gen Zis social
66% of students use social media to look for information
63% learn about potential employers through social media
48% of candidates used social in their search for their most recent job
54% follow employers on social media
70% expect an employer to respond to them on social media in 24 hours or less
83% of students are open to individual contact on social media by recruiters
Key — Steps Key — Activity Types
Freshman
Sophomore
Junior
Aug OctSept Nov Dec Jan Feb Mar Apr May June July
1Awareness
2Approach
3Advice
4Attract
5Apply
6Accept
Key milestones Direct contact
Welcome email
Welcome email
HTML email communication
Learning workshops
Learning workshops
On-campus presentation
On-campus interviews
Summer analyst induction and trainingSummer analyst superday
Skill workshops/Information sessions/Networking events/Dinners
Social media
Social media
Social media
Social media
Campus ambient Social media Process
1
1
2
1
1
4 4 64 5
3 4
1
1
1
1
2
2
2
2
Light sponsorship of student groups/clubs
Media campaign (print, digital, social)
1
1
Light sponsorship of student groups/clubs
Media campaign (print, digital, social)
1
1
Senior HTML email communication Begin onboarding
Good luck email
Graduate pack
On-campus presentation
On-campus interviews
Induction and trainingSuperday
Skill workshops/Information sessions/Networking events/Dinners
2 6
6
6
4 4 64 5
3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Heavy sponsorship of student groups/clubs1 2 3 4
Career fairs1 2 3 4
Career fairs1 2 3 4
Career fairs1 2 3 4
Career fairs1 2 3 4
Media campaign (print, digital, social)1 2 3 4
Media campaign (print, digital, social)1 2 3 4
Media campaign (print, digital, social)1 2 3 4
Media campaign (print, digital, social)1 2 3 4
Key — Steps Key — Activity Types
Freshman
Sophomore
Junior
Aug OctSept Nov Dec Jan Feb Mar Apr May June July
1Awareness
2Approach
3Advice
4Attract
5Apply
6Accept
Key milestones Direct contact
Welcome email/Invite to careers website/Ongoing HTML email communication
Welcome email/Invite to careers website/Ongoing HTML email communication
HTML email communication
Skill-building workshops and programs/Information sessions/Networking events/Hackathons and code sprints
Skill-building workshops and programs/Information sessions/Networking events/Hackathons and code sprints
On-campus interviews
Summer analyst induction and trainingSummer analyst superday
Freshman survival pack
Skill workshops/Information sessions/Networking events/Dinners/Hackathons and code sprints
Social media/virtual interviews
Heavy sponsorship of student groups/clubs
Career fairs
Media campaign (print, digital, social)
Campus ambient Social media Process
1
1
2
1
1 2
2
3
4 64 5
1
3 4
Sponsorship of student groups/clubs1 2 3
Media campaign (print, digital, social)1
Light sponsorship of student groups/clubs1
1 2
Social media/virtual interviews1 2
2
2
2
Senior HTML email communication Begin onboarding
Good luck email
Graduate pack
On-campus presentation
On-campus interviews
Induction and trainingSuperday
Skill workshops/Information sessions/Networking events/Dinners/Hackathons and code sprints
Social media/virtual interviews
Heavy sponsorship of student groups/clubs
2 6
6
6
4 4 64 5
3 4
Career fairs1
On-campus presentation4
On-campus presentation4
Social media1 2
Career fairs1 2 3
Media campaign (print, digital, social)1 2 3
3
3
3
4
4
4
4
5
5
5
5
1 2
2 3 4
4
5
5
Career fairs2 3 4 5
Media campaign (print, digital, social)2 3 4 5
So what do we do?
What are we trying to say?
The EVP
What’s in it for me?
What’s in it for me?
CultureWork-life balance
Impact
Career opportunities
Diversity
Values
Growth
Mission
6.3
Anyonecan create content
@thirtythreeus
That thumb scroll stopping moment.
95% of Gen Z
uses YouTube
But also
Social can be the heartbeat
No more post and pray
Advertising still works
Advertising still worksAdvertising still works
Shifting to advocacy
Give them an experience Skill sessions
Tech talks
Social events
Webinars
Virtual internships
Virtual mentorships
Coding challenges/hackathons
Human interaction
is still a real thing
Excite and surprise
Campus presentations
Career fairs
Info sessions
Clubs/sponsorships
Conferences
HSF example
MIXED-REALITYBROCHURE
Our brochure is a bible for our applicants. At the same time, it’s a digital window into HSF’s world. Using augmented reality technology, readers can bring content to life, with interactive
maps, infographics and profile pages. They can also read detailed case studies that bring HSF’s work to the fore.
BLIPPAR:GLOBAL REACH
BLIPPAR:YOUR TRAINING CONTRACT
BLIPPAR: MEET OUR PEOPLE
COMPETITION, REGULATION & TRADE
CORPORATE LAW
REAL ESTATE
Campus ambassadors
“Worst company.”
“Worst company I have worked at.”
“Everything is the worst here”
“Blood sucking company”
“You are considered as an animal rather than a human being”
“Shut down the company”
“Your brand is what people say about you when you’re not in the room.” Jeff Bezos
Nicole Dorskind
Managing [email protected]
Any questions?
twitter @thirtythreeus thirtythreeus.com instagram @weare33