top 10 trends in campus recruiting

John Flato, June 2015

Top 10 Trends in Campus Recruiting

About Universum

2015 | TOP 10 TRENDS IN CAMPUS RECRUITING

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With over 25 years of experience researching the field of Employer Branding, Universum is a recognized world leader with tried and tested frameworks.

Universum annually conducts quantitative and qualitative research with over 1,000,000 talented individuals to gather insights into their career preferences, communication habits, and their perception of potential employers.

For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve, and implement tailored Employer Branding strategies.

Universum is the thought leader in Employer Branding, with local experts in research, consulting, and communication solutions, offering high-quality insights.

Universum’s unique global reach ensures the comparability of research results across markets. We partner with approximately 2,000 of the top academic institutions in the world.

Universum employs smart, friendly, and professional experts and consultants, who work with our clients in long-term partnerships.

EVERY YEAR

1,000,000

1 million students across 50 countries share their career preferences in the Universum Talent Survey


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Singapore

Japan

Thailand

Malaysia

Vietnam

ASIA/PACIFIC

China

Australia

India

Hong Kong

Indonesia

Covered by Universum in 2015

USA

Argentina

Chile

Peru

AMERICAS

MexicoCanadaBrazil

Cost Rica

Panama

Columbia

Austria

Germany Switzerland

SwedenNorway

FinlandDenmark

Ghana

Nigeria South Africa

AFRICA

Kenya

AlgeriaMorocco

MIDDLE EAST* including United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Lebanon, and Egypt.

Russia Italy

France

UK

SpainPoland

Holland Ireland

BelgiumUkraine

Czech Republi

c

Greece

Portugal

Pakistan

Kazakhstan

EUROPE

Turkey

Sample client list


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Some of the world´s most attractive employers

Today’s speaker – John Flato, Campus Recruiting Veteran


John Flato, Vice President of Advisory Services has more than twenty years experience managing the corporate campus recruiting function, running a career services department, and consulting with more than sixty clients on all phases of university recruiting.

• CORPORATE LEADERSHIP: AlliedSignal (Now Honeywell), CIGNA, and Ernst & Young/Capgemini• UNIVERSITY: Georgetown MBA Career Services Director• CONSULTING FOR 9+ YEARS With Universum, Vault and own Businesses• NUMEROUS SPEAKING ENGAGEMENTS AND AWARDS from NACE and EMA

PROJECTS DELIVERED• Strategy design and implementation• Global school selection• Custom surveys• Training, documentation, outsourcing and more

• Agilent• AT&T• BASF• BP• Campbell’s Soup• Cisco• Dell• Deloitte• GE Healthcare• IBM• IFF

• J&J• Macy’s• Medtronic• Merck• RBS• Schlumberger• Shell• T-Mobile• Walmart

SELECTION OF MORE THAN 60 CLIENTS ACROSS ALL INDUSTRIES

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About the Universum Talent Research and the target groups


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MAIN FIELDS OF STUDY

• Created with over 25 years of experience, extensive research within HR, focus groups and communication

with our clients, students and professionals.

• Global perspective - local insight.• Conducted via an online survey. The online link was distributed via university and alumni networks, communities, the

Universum panel, and different local and global partners.

Respondents are from 366 Undergraduate Schools and 146

MBA Programs and represent different areas of study.

The data was collected between October 2014 and January 2015.

Total number of respondents in the survey: 81,719

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2 Top 10 Recruitment Trends and Observations

1 Trends in University Relations

Before 2011 Today

What does the campus recruiting landscape look like?


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Recent news headlines

RECRUITING TRENDS AND OBSERVATIONS

Companies plan to hire 9.6% more graduates in 2015 for US operations. (NACE April, 2015)

Intern and co-op hiring flat for 2015, but up from 2014. (NACE Spring Intern/Co-Op 2015 survey)

“Average starting salaries about the same. (NACE January 2015 Salary Survey-preliminary data from employers and 2015 Salary Survey)

Business is $56,000

Computer Science $62,194

Engineering is $64,891

51% of companies offering signing bonuses. (NACE, December, 2014)

MBA hiring is up in 2015. Postings up at 79% of schools. Internships up at 66% of MBA schools. (MBACSEA, January 2015)

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2 Top 10 Recruiting Trends and Observations

1 Trends in University Relations


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FOR SOME, IT’S THE PRIMARY PIPELINE FOR RECRUITING

• The old model of fall recruiting for full-time and spring recruiting for interns is being challenged

• Philosophy of recruit once, hire twice• ”The Junior year has become the Senior year”• Friends and family programs are fewer and fewer• Unpaid internships is being challenged on a federal level• NACE reported higher conversion rates (56%), but Big Four

are greater than 90%

1. Reliance on Internships and Co-Op programs continues to gain importance

Polling Question #1


What % of your full-time undergraduate hires will come from converting your 2015 interns?

A. 0-25%

B. 26-50%

C. 51-75%

D. 76% or more

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Internships | Effectiveness & Promotion

2015 | US | ALL STUDENTS

13• How effective was the intern program in helping you understand what it would be like to work at

the company full time?• How likely would you be to recommend this company as a full-time employer to a friend?

of students had a positive impression of the internship in which they participated

83%of students say that they would likely recommend the company they interned with as a full-time employer

65%

Total

4%

4%

4%

5%

20%

34%

29%

1 - Extremely ineffective

2 - Very ineffective

3 - Somewhat ineffective

4 - Neutral

5 - Somewhat effective

6 - Very effective

7 - Extremely effective

2%

1%

3%

4%

5%

9%

10%

16%

18%

10%

21%

0 - Not at all likely

1

2

3

4

5

6

7

8

9

10 - Extremely likely


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RETURN ON INVESTMENT IS NECESSARY!• Big data is the ability to gather info from multiple sources for

analysis and predictive purposes• HRIS and ATS provide much better data than in the past• External sources are providing more and more data• Metrics tracking/KPIs have become more important for

University Relations professionals to – pick key schools, – justify growth intern programs, – develop models on who are companies best performers,

which is used to:• source talent, design rotational programs, and more.

2. Using Big Data to solve problems and predict success

According to a CareerBuilder 2015 survey, 33% of HR managers describe their proficiency as “good” or “excellent”


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HELPING SOCIETY IS A KEY VALUE FOR THIS GENERATION

• Non-profits, NGO’s and Governmental Agencies have become more popular• Universum rankings have shown these organizations moving

up the list in popularity• Start-ups are now paying competitively

• Used to be all stock, now the compensation is much more competitive

3. There’s “new” competition for talent in the market

Most preferred industries (1-10)


16• In which industry would you like to work most after graduating? You can choose up to 3 industries.

21%

16%

15%

13%

13%

13%

12%

12%

9%

9%

Health Care Services

Media and Advertising

Educational and Scientific Institutions

Non-Governmental Organizations (NGOs)/Non-Profit Organizations(NPOs)

Public Sector and Governmental Agencies

Management and Strategy Consulting

Banking and Financial Services

Engineering and Manufacturing

Energy (Oil & Gas, Renewable Energy, Nuclear Energy)

Aerospace and DefenseTotal

NGO/NPO fourth most popular industry


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• This hasn’t changed much over the past five years

• It doesn’t indicated, however, that this generation doesn’t want to work as hard as those from preceding generations

• Flexibile schedules are what you can promote in your employer branding messaging, if it’s true!

4. Work-life balance continues to be a prime career goal

Career goals


18• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important.

• The graph shows career goals chosen as first, second, or third choice.

60%

56%

53%

38%

26%

25%

18%

13%

10%

To have work/life balance

To be secure or stable in my job

To be dedicated to a cause or to feel that I am serving a greater good

To be competitively or intellectually challenged

To be entrepreneurial or creative/innovative

To be a leader or manager of people

To have an international career

To be autonomous or independent

To be a technical or functional expertTotal

Career goals over time


All Students

19• Which of these career goals are most important to you? Please select in order of preference,

where '1' is most important.• The graph shows career goals chosen as first, second or third choice.

1

2

3

4

5

6

7

8

9

2012 2013 2014 2015



To be dedicated to a cause or to feelthat I am serving a greater good

To be competitively or intellectuallychallenged

To be entrepreneurial orcreative/innovative




To be a technical or functional expert

Recent global research suggests that for Millennials, work-life balance is mostly about the hours


20Source: Universum Millennials Survey, summer 2014

Enough leisure time for my private life

Flexible working hours (e.g. not limited to office hours)

Recognition and respect for the employees

Overtime compensation (monetary or by leisure time)

Flexible working conditions (e.g. home office)

Convenient work locationNo interruption of my leisure time (e.g. on holiday or at the

weekend)Acceptance of parental leave

Financial support for parental leave

Adequate time for recovering after working peaks

Consideration of private interests in the holiday planning

Offering external activities (e.g. sports, cultural events)

No requirement for overtime work

Opportunities for part-time work

Offering child care

Other

76%

58%

50%

48%

42%

41%

37%

32%

28%

26%

26%

20%

17%

13%

13%

2%

Key Components of Work-Life Balance for U.S. Bachelor’s Candidates% of respondents selecting component as important

5. Technology improvements continue to impact the recruiting process


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TECHNOLOGY IS AN ENABLER • College students are not commodity items• Must execute flawlessly to win

– Process– Right people involved

• iPads usage at career fairs– Use of QR codes to direct resumes into ATS

• Mobile communication is becoming ubiquitious• Texting directly with permission only• Tweets about events• Application for employment aps gaining popularity

• Video recruiting is making a comeback– HireVue got $15M in funding– Used at non-core schools, as prescreen or first round, or for global

positions

6. Use of Games and Challenges are helping to promote the brand and source candidates


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Branding and sourcing

It’s another way to reach hard-to-find candidates• Shell Ideas360• L’Oreal• Deloitte• Schneider Electric• Macy’s (only at key schools)• Maersk Quest for Oil• Unilever• US Military

School sponsored activities

Case competitions• Business case study• Introduction of a new product

or service• Improvement upon existing

product/better position or market it

Examples on company websites – games

BEST PRACTICES

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Reveal by L’Oreal

Examples on company websites – games

BEST PRACTICES

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Examples on company website – go green initiative

BEST PRACTICES

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Reckitt Benckiser powerbrands - games

BEST PRACTICES

French’s , Lysol, Airborne, Woolite, Glass Plus, Air Wick, Vanish-over 100 brands

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STILL AN ART AND NOT A SCIENCE Seeing a shift in use from branding to sourcing Facebook pages for companies are proliferating and are

becoming standard YouTube is used most for video content, but video is being

pushed across multiple platforms. Twitter is a bit of the ‘rogue’ platform-in the moment Content must be real to be credible

Day in the Life Life outside of work Employees having fun, giving back to the community

Information must not be stagnant Companies employing full-time social media managers for

monitoring content and reputation

7. Social media is playing a bigger role

Polling Question #2


For campus recruiting purposes, we use the following platforms

A. Facebook

B. YouTube

C. Twitter

D. LinkedIn

E. Instagram

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8. Proactive Recruiting v. Seeing who Applies


Beating the competition for the best students • NACE survey indicated that 66% of college recruiting will be

performed in the fall in 2015, up from 62% in 2014 • Early identification programs even in high school for

undergraduates• Some companies use webinars to build awareness, demonstrate

subject matter expertise, and more• Identifying the “passive” candidates

Clubs/Organizations Athletic competitions Honor societies Faculty and staff referrals Case competitions


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CSR is a hot topic 18% of all social media posts tracked in 2014 were about CSR per

Universum Keen interest of the Millenial Generation Yet, seems to be an expectation of students rather than a differentiator

Not as high on student preferences on selecting employers Price of admission

Firms like: Molson-responsible drinking Tyson Foods-relieving childhood hunger Haagen-Daz-honeybee preservation GE Ecomagination (reduce environmental impact)

Other companies do community projects, providing time off, and other creative activities

9. Corporate and Social Responsibility is expected from a marketing and branding standpoint

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Career goals

2015 | US | All Students

• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important.

• The graph shows career goals chosen as first, second, or third choice.

60%

56%

53%

38%

26%

25%

18%

13%

10%



To be dedicated to a cause or to feel that I am serving a greater good

To be competitively or intellectually challenged

To be entrepreneurial or creative/innovative




To be a technical or functional expertTotal

•The graph shows career goals chosen as first, second, or third choice.

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• It’s become part of the Affirmative Action Plan required by the OFCCP

• Many UR Departments are overwhelmed with these additional responsibilities/Career Services are supplying some of the channels

• GE has been a leader, with an annual goal to hire more than 1,000 returning veterans

10. Hiring Veterans and People with Disabilities is becoming a UR Responsibility


Emerging trends


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WHAT DO WE HAVE TO LOOK FORWARD TO? Pressure on highly sought after students to accept thus increasing

renegs Pre-Employment Testing Building Talent Networks/ 38% of HR managers focusing on talent

pipeline per CareerBuilder Virtual Career Fairs-various degrees of success Webinars/podcasts to attract interested students on various topics Beginning to use a ”quality of hire” metric

General profile and summary of career preferences


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AVERAGE AGE (years)

20.8AVERAGE GPA

3.4 out of 4.0

All Students

31 %

MEDIAN EXPECTED ANNUAL SALARY

69 %

50,000 USD

TOP 3 MOST PREFERRED INDUSTRIES1. Health Care Services

2. Media and Advertising

3. Educational and Scientific Institutions

STATEMENTS STUDENTS IDENTIFY THEMSELVES WITH1. Future-Oriented

2. Taking time to think

3. Seeing the bigger picture

TOP CAREER GOALS1. To have work/life balance

2. To be secure or stable in my job

3. To be dedicated to a cause or to feel that I am serving a greater good

Secure employment1. Secure employment

A creative and dynamic work environment2. A creative and dynamic work environment

Respect for its people3. Respect for its people

Leadership opportunities4. Leadership opportunities

Ethical standards5. Ethical standards

TOP 5 OVERALL MOST IMPORTANT ATTRIBUTES

YEAR OF STUDY DISTRIBUTION:

13%

32% 29%25%

Freshman Sophomore Junior Senior

How helpful/ relevant did you find this webinar?


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A. Very helpful and relevant

B. Somewhat helpful and relevant

C. Not very helpful or relevant

Would you be interested in discussing this topic or a related topic with us further?


A. Yes, very interested

B. Yes, somewhat interested

C. Not interested

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CONTACT

John Flato

[email protected]

201-400-2343

mailto:[email protected]

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