Enhancing your college recruiting program through social media

ERE Recruiting Innovation Summit

May 17, 2011

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Agenda

�  Campus strategy

�  The business case

�  Facebook

�  LinkedIn

�  Twitter

�  And more…

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Go-to-campus strategy

�  Treat school like an account

�  Dedicated team

�  Focus on relationships

�  Branding

Competition is intense…………..need more ways to introduce, extend and differentiate our brand

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Social media The business case

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Talent supply

�  New generation of students �  Buyers market … for the BEST buyers

�  Despite “pop-psychology,” main difference is digital literacy

�  Current approach by most companies to Gen Y

�  The Hudson Institute predicts that the supply of skilled labor in the US will not catch up to demand until 2050

� Gen Y will dominate workforce

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Future leader

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Ernst & Young’s own generational mix is shifting

Client Serving only.

EY Americas Generation Mix

12% 12% 10% 8%

56% 49% 44%

38% 32% 32%

39% 46%

53% 60%

9% 0%

10% 20% 30% 40% 50% 60% 70%

Jan-07 Jan-08 Jan-09 Jan-10 Jan-11

Boomer Gen X Gen Y

Boomer 1946-1964

Gen X 1965-1980

Gen Y 1981-

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Compelling need to change

�  Need to address stereotypes �  “All Big 4 are the same”

�  Accountants are ________________ (fill in the blank)

�  The profession is the same as it was 100 years ago

�  Ernst & Young is conservative, not cutting edge

�  Need to effectively engage students �  Occupy a small portion of their space

�  Present information how they want it, when they want it

�  Be specific in targeting messages: by major, school, year

�  Let them define the content to ensure its relevance

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Facebook

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History

�  Conducted design session April 2006 �  Included all levels from Staff to Vice-Chairs, representing all service lines

�  Developed a roadmap to be #1 on campus

�  Branding was a primary target for change

�  Confirmed Gen Y demanded different modes of communications

�  Consulted with youth marketing agency �  New media options presented �  Facebook �  News aggregator �  Blogs �  Campus event sponsorships �  Text messaging

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Ernst & Young Careers on Facebook

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Ernst & Young Careers on Facebook

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Risks to overcome

�  Legal �  Privacy

�  Messaging by EY employees

�  Brand �  Loss of control

�  Underutilization of traditional media

�  Student backlash �  Social network is for socializing

�  Inconsistency in responses

�  Authenticity

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Results

�  Community of ~64,000 fans – over 22,000 monthly active users

�  External press accolades for being first-mover

� Well-received by students �  Continued growth in fan base

�  Engagement on Wall

�  Relevant venue

�  Click-thru rates to ey.com and other links

�  Brand recognition �  BusinessWeek

�  Universum

�  Fortune

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LinkedIn

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LinkedIn network statistics

� Over 100 million members in over 200 countries

� Over half of members are outside of the U.S.

�  Site available in English, French, German and Spanish

�  Roughly one new member per second

�  Executives from all Fortune 500 companies are LinkedIn members

*As of May, 2009

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Ernst & Young participation

�  Campus �  Connect to students �  Individually �  Throughout their academic career

�  Career explorer

�  Career services/faculty recommendations

�  Ernst & Young sponsored Careers page

�  Source experienced candidates

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EY sponsored page

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Twitter

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Twitter

�  Explosive growth in user base

� Often tied to LinkedIn and Facebook

�  Captures our target audience �  Young adults (18-34 years) – 47%

�  With higher educations – 46% college, 17% post graduate

�  Ability to host “live” chats

�  Easy way to give a glimpse of “real life”

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Ernst_and_Young channel

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Staff 1 channel

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YouTube – Global Ernst_and_Young channel

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Mobile site

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Pandora

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EY Insight

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Connecting it all

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Questions

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Thank you