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Presentation delivered by Jennifer Henley of NAS Recruitment Communications on 12/7/2011 and 12/8/2011 at The George Washington University at the FedCollege recruiting conference co-organized by RECSOLU and CollegeRecruiter.com.
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Best Practices for Campus Recruitment:
Case Study
Presented by: Jennifer R. Henley, PHR
West Virginia Native
Reside in the nation’s sailing capital
HR Consultant
College Sports Enthusiast
Former Campus Recruiter
A little about me
Always stay FOCUSED
Be DIRECT
CONNECT
CAMPUS RECRUITMENT 101
Making the GradeRecruiting Strategy
Campus-oriented internships 66% Career fairs 62% Campus information visits 48% Faculty 44% Interviews 40% Alumni working for company 49% Employee referral 44% Social media 36% External agents National job aggregator 50% Advertisements 28% Local and state job boards 26%
Recruiting Trends 2011-2012Michigan State, 41st edition
Best Practices for Campus Recruitment:
Case Study
Previous Approach: Broad outreach to various schools Multiple programs for specific divisions
Practice: Inconsistent message, materials Little feedback or measurement
Results: Need for improved practice
Past Approach
Strategy: Targeted campus selection Diversified approach with streamlined process Solidified partnership with schools
Marketing: Consistent brand message Diversified channels and approaches to reach students
Measuring: Ongoing review of success Regular feedback
Current Strategy
School Selection
3-5
7 - 10
12 - 15
High-touch: High frequency
Frequent and moderate exposure
Virtual, less frequent
Careers on FreddieMac.com > Old Pages
Pages were text heavy & static
Messaging lacked consistency
Minimal use of graphics
No dynamic features on pages
FreddieMacCampus.jobs
Goal- Enhance the Careers section of FM.com using new recruitment messaging, refined target audience content, and new visual elements
FreddieMacCampus.jobs
FreddieMacCampus.jobs
Campus Calendar
Searchable events calendar
Data fields include event name or description, school name/location and date/time of event
Dashboard is accessible online by Campus Relations staff to filter, have notes and follow-up
A New Process: A Candidate Database
Candidate Database Resumes sent to database after
submission HR can manage and export
candidate resumes into various formats (excel, word, etc.)
Same database allows HR to manage and show upcoming events
HR uses data to: track job applicants create related reports maintain dialogue with prospects prepare for events in advance
Campus Recruiting Displays & Giveaways
Campus Packet Inserts
Campus Presentations
Campus Ads & Flyers
Campus E-Cards
E-Card link emailed to students prior to upcoming events on college campuses
E-Card template reused for each campus location
Event RSVP
Allows visitors to extend an invitationto friends, too!
Freddie Day for Prospective College Hires
Students invited to visit HQ
Goodie bag distributed with guidebook
Speed interviews held with hiring groups
Survey card distributed at end to gauge success of day
Job offers are made to select candidates following the visits
Freddie Day Padfolio
Campus Courting
Family Follow-upHello,
You can be very proud of Jennifer for making the decision to attend our onsite Freddie Day. We hope she enjoyed meeting our executives and touring the campus.
And we hope you understand the impact she will make on our country when she chooses to begin her career with us.
Results
Improved recruitment through greater recognition and distinctive identity
Increased career fair hiring effectiveness Significant increase in qualified candidate traffic to the
career website Visitors spending longer amounts of time looking at
information on career site Over 55% positive student feedback received in one
week
Confidence is a lot of this game or any game.
If you don't think you can, you won't.
~Jerry West
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