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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
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