AGENDA  FOR  TODAY    

Welcome  –  Simon  Rogers  

The  economic  forecast  –  Bryan  Finn,  Business  Economics  Ltd.  A  comprehensive  analysis  of  the  macro  economic  factors    

currently  affecBng  graduate  recruitment.    

Engaging  earlier….  –  Carl  Gilleard,  CEO,  AGR  Does  the  old  adage  about  early  birds  catching  worms  apply  to  graduate  recruitment?  In  a  bespoke  

 survey  for  Breakfast  News,  Carl  has  asked  AGR  members  quesBons  around  early  engagement  with  students;  both  pre-­‐university  and  in  their  first  year  to  find  out  what  is  happening  and  why.  

 How  not  to  be  boring!  –  Sam  Delaney,  author,  journalist,    

broadcaster  &  the  former  editor  of  Heat  Magazine  Sam  takes  subjects  that  young  people  might  find  boring  and  makes  them  sound  interesBng!    

 

Fresher  Thinking  –  April  Bryce,  CreaBve  Director,  work  &  Tristan  Moakes,  Digital  CreaBve  Director,  work  

Tristan  and  April  will  talk  about  the  unique  mindsets  of  first-­‐year  students,  what  makes    this  audience  different,  and  how  best  to  market  careers  to  them.  

targetjobs.co.uk  

•  Visits  to  TARGETjobs  are  consistently  up  80%  YOY.  

targetjobs.co.uk  

•  Organic  traffic  to  TARGETjobs  has  gone  up  114%  YOY  as  we  conBnue  to  improve  our  search  rankings  for  all  key  terms.  This  is  complimented  by  expertly  run  paid  search  campaigns  to  ensure  high  volumes  of  traffic    to  vacancies.  

targetjobs.co.uk  

•  Traffic  from  TARGETjobs  to  client  vacancies  is  up  60%  YOY.  Employer  Insights  are  the  second  biggest  traffic  driver  to  vacancies,  first  being  a  recruiter  email.  

targetjobs.co.uk  

•  Our  new  responsive  design  means  targetjobs.co.uk  is  easily  accessible  on  tablet  and  mobile.  

The  database  

•  The  TARGETjobs  database  post  yearly  cleanse  currently  stands  at  650,000.  Focused  markeBng  at  the  top  universiBes  means  we  have  over  50%  of  students  at  the  top  30  universiBes  registered  to  TARGETjobs,  this  will  increase  to  60%  by  the  end  of  this  academic  year.  

The  database  

•  Over  the  next  12  weeks  we  are  abending  96  fresher’s  fairs  and  careers  fairs  across  the  top  30  universiBes.  Through  autumn  events  alone  we  expect  to  register  over  45,000  students  across  all  year  groups  to  the  TARGETjobs  database.  

The  database  

•  We  have  also  just  launched  our  first  Brand  Manager  programme  which  sees  18  dedicated  students  promote  TARGETjobs  on  their  campus  and  through  social  media.  

CommunicaJon  

•  Open  rates  of  our  emails  have  improved  by  10%  YOY  through  improvements  into  deliverability,  design  and  content.  

CommunicaJon  

•  Our  social  media  following  currently  stands  at  over  14,000,  60%  increase  YOY.  Our  sector  twiber  feeds  launched  this  summer  already  have  a  following  of  2,200  before  any  autumn  promoBon.  Also  this  autumn  we  are  running  a  NYC  compeBBon  on  Facebook  to  increase  page  likes.  We  expect  to  see  our  social  media  following  to  increase  to  20,000  by  the  end  of  the  year.  

CommunicaJon  

•  The  Employer  Insights  app  has  been  downloaded  over  500  Bmes  and  gained  posiBve  reviews  in  its  first  year.  

On  campus  

•  Over  the  next  three  weeks  over  450,000  individual  copies  of  our  hard  copy  Btles  will  be  distributed  to  the  UK’s  top  campuses.  

On  campus  

•  Sector  and  gender  specific  events  from  TARGETjobs  Events  will  deliver  high  value,  acBve  job  seekers  to  the  TARGETjobs  database.  

•  NEW!  Campus  event  invites  for  Autumn  2012  •  Personalised  e  mails  to  students  interested  in  career  sectors  inviBng  them  to  recruiter  events  •  Improve  awareness  /  abendance  at  individual  campuses      

•    Timely  reminders  •  Bespoke  messages  to  campus  specific  students  •  Deadline  focused  •  Urgent  acBon  required!  

 

•  Build  a  relaBonship  with  target  group  students  and  make  sure  they  abend  your  campus  events.  •  Our  capacity  to  send  these  out  is  limited!  

UK  economy:  GDP  growth  

Annual % change

-6%

-4%

-2%

0%

2%

4%

6%

UK  economy:  recruitment  cycle  Annual % change

-60%

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

-6%

-4%

-2%

0%

2%

4%

6% GDP

Recruit

UK  Economy:    GDP  &  Recessions  

88

90

92

94

96

98

100

102

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

GDP  Index

1980s

1990s

Current

World  economy:  oil  prices  $ per barrel

0

10

20

30

40

50

60

70

80

90

100

110

120

130

UK  economy:  share  prices  FTSE 100

3,500

4,000

4,500

5,000

5,500

6,000

6,500

7,000

-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

UK  Economy:  Retail  sales  Annual % change

UK  economy:  house  prices  

Annual % change

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

UK  economy:  consumer  confidence  Balance

-40

-35

-30

-25

-20

-15

-10

-5

0

5

10

UK  economy:  unemployment  % of workforce

4.0

4.5

5.0

5.5

6.0

6.5

7.0

7.5

8.0

8.5

9.0

UK  economy:  job  vacancies  000s

400

450

500

550

600

650

700

750

UK  economy:  cost  of  labour  

-­‐30% -­‐20% -­‐10% 0% 10% 20% 30% 40%

Financial

Info  &  Comms

Entertainment

Man

Transport

Professional

Administration

Hospitality

Retail&Dist

Public  admin

Health  &  social  Services

Education

Construction

UK  economy:  job  vacancies  by  sector  Annual  %  change  May-­‐July  2012  

UK  economy:  new  graduate  unemployment  

0

5

10

15

20

25

30

% of graduate workforce, 0-2 years

-2.0%-1.5%-1.0%-0.5%0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%

20122013

Future  prospects:  GDP  forecasts  

Profile  of  Freshers’  Intake    

300,000

350,000

400,000

450,000

500,000

550,000

2006 2007 2008 2009 2010 2011 2012

Number of Acceptances to UK Universities

Profile  of  Freshers’  Intake    

Profile  of  Freshers’  Intake    

Yes 54%

No    46%  

Have  you  increased,  or  are  you  planning  to  increase  your  markeJng  acJviJes  to  pre-­‐university  students  in  the  past  two  years?  

If  yes,  what  types  of  acJviJes  are  you  using?  

71%  

40%  

26%  

57%  

47%  

11%  3%   3%   3%   3%   3%   3%   3%  

Have  you  increased,  or  are  you  planning  to  increase  your  markeJng  acJviJes  to  1st  year  university  students?  

Yes    48%  No  

 52%  

If  yes,  what  types  of  acJviJes  are  you  using?  

81%  

55%  

19%  

45%  

3%   3%   3%   3%  

If  you  have  or  are  planning  to  increase  your  markeJng  acJviJes  at  an  earlier  stage,  what’s  the  main  reason?  

Raise  brand  awareness  earlier  on  

Early  idenBficaBon  of  top  talent  

Building  a  talent  pipeline  earlier  than  University  

To  abract  a  greater  diversity  of  applicants  

Reducing  the  level  of  NEETS  in  local  communiBes.  

To  help  student  with  their  career  decisions  

It  should  be  less  crowded  

38%  

19%  

27%  

4%  

4%  

4%  

4%  

How  much  of  your  budget  is  allocated  to    pre-­‐university  and  1st  year  engagement/markeJng  acJviJes?  

0  –  25%  of  budget  94%  

25  –  50%  of  budget  6%  

More  than  75%  of  budget  0%  

50  –  75%  of  budget    0%  

Do  you  offer  any  structured  work  experience  opportuniJes,  or  do  you  have  plans  to  do  so  for  pre-­‐university  students?  

Yes    54%  No  

 46%  

Do  you  offer  any  structured  work  experience  opportuniJes,  or  do  you  have  plans  to  do  so  for  1st  year  students?  

Yes    57%  

No    43%  

Do  you  have  concerns  about  early  engagement?  

Other  resource  constraints  

DifficulBes  in  making  contact  with  target  audience  and  building  relaBonships  

Unhelpful/resistant  insBtuBons  

Concerns  about  the  lack  of  career  focus  of  younger  students  

Risk  that  we  might  miss  out  on  talented  graduates  who  defer  their  career  decision  

75%  

30%  

3%  

33%  

24%  

…In  summary  

•  There  is  an  increased  level  of  engagement  with  both                pre-­‐university  and  1st  year  students  

•  Employers  are  using  a  range  of  acBviBes  to  engage,  however  these  tend  to  be  mainly  tradiBonal,  largely  an  extension  what  they  are  already  doing  

•  There  is  no  real  focus  on  doing  things  ‘for  the  common  good’    

•  The  main  obstacle  to  early  engagement  is  a  lack  of  resources,  although  there  is  a  prevailing  concern  about  the  lack  of  career  focus  amongst  younger  students      

 

A  Bit  Boring  

Quite  interesBng  

Definitely  NOT  boring  

PotenBally  boring  

Slightly  disturbing  

Ridiculous  

Shameless  plug  

Celebs  =  not  boring  

Preaching  =  DEFINITELY  boring  

Trendy  Vicar  Syndrome  

Almost  ANYTHING  can  be  fun  

Slightly  less  boring  now  

Born  in  1994  

What  can  we  tell  from  90210?  

“Anything invented before your fifteenth birthday is the order of nature. That's how it should be. Anything invented between your 15th and 35th birthday is new and exciting, and you might get a career there. Anything invented after that day, however, is against nature and should be prohibited.”

Douglas Adams

The  fresher  of  2012  

•  1994  –  Netscape,  Yahoo!  and  a  28.8  modem  costs  £400  •  Age  1  –  Amazon  and  eBay  •  Age  3  –  First  “Web  log”    •  Age  5  –  Napster  •  Age  7  –  Wikipedia    

•  Age  10  –  Facebook    •  Age  11  –  YouTube  launched  •  Age  13  –  First  iPhone  goes  on  sale  •  Age  16  –  iPad    

You’ve  got  at  least  three  years  to  make  your  decision  

OpportuniBes  

1.   Gain  compeBBve  advantage  2.   More  Bme  to  educate  your  audience  

3.   Influence  student  decisions  in  later  years  4.   A  chance  to  be  more  adventurous  and  test  new  

ideas  

Risks  

1.   Dilute  markeBng  budget  2.   Overstretch  resources  3.   Damage  to  employer  reputaBon  

4.   Create  a  pipeline  skewed  to  early-­‐movers  

When  you  don’t  need  something  just  yet…    But  you  do  know  that  you’re  going  to.    

Why  does  it  work?  

Final  thoughts  

•  It’s  how  you  use  the  channel  that  mabers    

• Give  them  something  that’s  useful  right  now  

 

• Keep  the  conversaBon  going