The Great Grad Survey White Paper 2012

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Engage graduates.Attract top talent.Inspire the ideal candidate.The Great Grad Survey What today’s graduates can tell us about 2013

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About The Unimail Group

The Unimail Group is an employer branding agency, established in 1999, that provides products and services to meet organisations’ attraction, engagement and retention needs. Our product, Unigrad, has been in the market for 13 years and allows us access to an extensive database of students and graduates across Australia. Monitoring the graduate market’s changing habits and behaviours enables us to forecast future talent years in advance, and help organisations find the best talent for their business. The services provided by our employer branding agency have helped the top‑250 global organisations attract talent to their business through some of the toughest labour markets. In doing so, we have won a multitude of awards for both our work and our business.

Each year The Unimail Group sets out to discover exactly what graduates want from employers via our annual Great Grad Survey. The results of these findings, as well as a review of a wide range of current graduate research, have been considered as part of this report. The purpose of this research is to give insight into the current media habits and job searching behaviours of the graduate market, and to help prepare employers, career service centres and industry suppliers for the recruitment year ahead.

The key findings indicate that the graduate profile is a highly engaged group, who use a wide range of mediums in their search for a job. They are attracted to employers who have a strong reputation (both as an employer and among their peers), enjoy real stories from real graduates, and want companies to create intrigue through subtle messaging, as this allows students to explore the brand themselves.

The research also highlights the challenges employers face when engaging the graduate market. Specifically, it supports the importance of having a clearly defined, authentic message that’s communicated across a variety of mediums. This ensures that the expectations graduates have of an employment offering meet the reality of what it’s really like to work at an organisation.

The Unimail Group The Great Grad Survey

Executive summaryExecutive summary

“�Know�what�graduates�need�and�want�in�today’s�society.�Find�out�what�appeals�to�them,�be�visible,�communicate�in�today’s�technological�world,�be�responsive,�be�flexible�and�stand�up�for�your�company�beliefs.�Make�it�known�who�you�really�are,�so�that�when�it�comes�to�the�job�we�have�all�the�information�we�need.”

Student, The Great Grad Survey 2012, “ What advice would you give to employers

to help you get the job you want?”

Contents Introduction

The online survey, conducted between June and September 2012, sought insights from over 5,500 students on a range of topics, including when they start looking for jobs, where they look and what information they find valuable. As well as our extensive study, a complete review of the following current research was conducted and taken into consideration when developing the report:

The Great Grad Survey 2012 takes a close look at what graduates want from employers.

• Onetest ‑ Graduate Outcomes Survey 2012

• The AAGE Candidate Survey 2012

• Graduate Careers Australia ‑ Where Grads Go 2013

• Graduate Careers Australia ‑ Grad Stats December 2012

• Universum Global Report 2012

• Havas Worldwide – Millennials: The Challenger Generation 2011

• Make Your Mark on Unigrad Survey 2012

• Lifelounge Urban Market Research 10/11

Introduction

Methodology

Sample Profile

Graduate Profile

The journey’s just begun

Stage 1: Awareness

Stage 2: Consideration

Stage 3: Application

Stage 4: Acceptance

Conclusion

p.3

p.4

p.4

p.6

p.10

p.11

p.16

p.22

p.26

p.28

Including insights from these reports brings a holistic approach to graduate recruitment, providing trends through the whole life cycle – attraction, recruitment, engagement and retention.

Graduates’ behaviours, use of technology and job search methods are ever‑shifting, meaning the way in which an organisation engages with them is also ever‑changing. A successful attraction strategy requires up‑to‑date information about your demographic, and the marketing channels that are available. A great campaign doesn’t have to be complicated, but planning, execution, optimisation and measurement are essential to its effectiveness.

A total of 5,513 students and graduates from a variety of disciplines participated in The Great Grad Survey 2012, the majority of which were females aged between 21 and 22.

The students we spoke to have firsthand experience of the move from university into the workforce and this, combined with the data from those still at university, provides a well‑rounded overview of the journey graduates take during this transition. These graduates are likely to be looking for that first job outside university, and are therefore entering a very important and sometimes challenging stage in their lives.

To gain key insights from students an online survey was sent to Unigrad’s database of contacts. Over 5,500 students and recent graduates from universities across Australia completed the survey and it was open to participants over a period of four months. The survey included quantitative questions, to gain an overall understanding of the respondent’s behaviours and preferences, as well as qualitative questions, to understand the emotive explanations that shape this behaviour.

The online survey

Methodology

Sample profile

The Unimail Group also conducted one‑to‑one interviews with key representatives from university career service centres nationwide. These qualitative insights have been detailed in the report and help to paint a picture of the overall graduate experience.

One‑to‑one interviews

age

18 2019 21 22 23 24 25 26 27 >27 ??

Do you iDentify as an aboriginal or torres strait islanDer?

prefer not to answer

6%

1%

yesno

93%63.1%36.9%

genDer

currently stuDying

resiDency status

Sample profile

Degree

2012 2013 2014 2015 2016 > 2017 Graduated

social

scienc

es

Hospita

lity & to

urism

scienc

e

Health

psycho

logy

financ

e & ec

onomics

Medcine

& Health

enviro

nment

al

Mathem

atics

engine

ering

Marketin

g

educat

ion

law

comput

ing

it & co

mputing

communi

cation

s & Medi

a

Humani

ties

busine

ss & co

mmerce

archite

cture Hr

arts &

Desig

n acc

ounting

3.7%3.3% 3.2% 3.3%

13.4% 13.5%14%

3.1%

1.4%

3.2%

1.1% 1.1%

10.1%

9%

4.4%4% 3.9%

4.3%

6.4%6.2%

5.8%

1%

aus citizen

international student

aus permanent res. / nZ citizen

In order to understand the general graduate population and how to engage with it, this section takes a look at the following:

Students live busy lives that not only involve university but a whole host of other activities, as the following graduate profile highlights. It’s important to consider how you will get a graduate’s attention when building your attraction strategy.

Excuse me while I interrupt

The vast majority of students are involved in part‑time/casual or full‑time work (91.3%) and 28.5% have engaged in voluntary/charity work while 21.4% are members of a student society. This points to an active and engaged group who are not only involved in extra‑curricular activities on and off campus, but understand what employers look for and are already beginning to build their credibility.

Graduate profile

currently involveD in

69.4%

co-op

progra

m

intern

ational

excha

nge

studen

t soci

ety lea

der

studen

t soci

ety mem

ber

cadets

hip

intern

ship

volunt

ary wo

rk

part-t

ime/casu

al work

ful

l-time w

ork

• extra curricular activity • types of roles responDents

are looking for• wHen tHey starteD tHeir

career searcH• future plans

When it comes to looking for a job, 61.6% of respondents are currently looking for graduate positions. In addition, 45.1% are looking for professional roles, 41.2% for internships and 32.4% for vacation programs. Only a small percentage of respondents (11.6%) haven’t started this career search yet.

Hunt for employment

graduate positions

professional roles

internships

Haven’t looked yet

vacation programs

co-op programs

32.4%

41.2%

11.6%

7.9%

61.6%

45.1%

currently looking for:

Graduate profile

When do graduates start

looking for employment?

Similar results were recorded in the AAGE Candidate Survey 2012:1

31%

12% 43% 45%

3rd year

1st year 17.3%

started job-hunting in their first year or earlier

started job-hunting in their penultimate year

started job-hunting in their final year

2nd year 24.2%

4th year 16.8%5th year

5.8%

other 4.9%

These results indicate that many students begin their hunt for employment within their first 24 months of study. This provides a clear opportunity for employers to adopt a far more proactive approach to their attraction strategy and begin targeting prospects early on in the job searching journey. Targeting students in their 1st and 2nd year of university provides an opportunity to build a strong relationship, and your reputation as a respected employer, with the ideal candidate. Otherwise there is a risk that your competitors will build relationships and more importantly, brand loyalty with top talent before you do.

41.5% of respondents start looking for employment before their 3rd year at university.

1 Source: The AAGE Candidate Survey 20122 Source: Where Grads Go 2013.

Life after university

Most of the students surveyed are closing in on their final year of university, which means they are a prime target for graduate employment. However, it’s not unusual for graduates to either take a gap year or continue studying.

When asked what they plan to do after they graduate, the majority of students said they were either planning on finding a full‑time or graduate job. This indicates that while many are seeking graduate jobs, there is another group that are going straight into full‑time employment.

There are a number of reasons for seeking full-time employment over a grad role:

So what’s the opportunity for employers? Regardless of whether you have a structured graduate program or focus, there is strong evidence that you should be engaging this other group of students on campus long before they graduate. Given the competition involved in securing a graduate position, this puts employers without a formal program at a great advantage.

• Many candidates are looking to work in niche industries where there are a lack of graduate roles

• There are many companies who are competing for graduates that do not offer graduate programs

• The competitive nature of securing a place on a graduate program means students are exploring other options

According to Graduate Careers Australia more than one in three grads do something other than full‑time work immediately after graduation.2

4% 6% 11% 38% 41%

travel / gap yeari have no idea

further study

get a full-time role

get a graduate job

Graduate profile

after graDuation

Choosing a career is one of the biggest decisions a graduate will make; it’s not something that they decide on overnight. We have identified four stages on the candidate journey that a graduate will undertake before making an informed decision to apply for a graduate program.

AWArEnESS

ConSIdErATIon

APPlICATIon

ACCEPTAnCE

1

2

3

4


Students need to be aware of and familiar with an employer brand in order to form a relationship with an organisation. At this stage of the journey candidates will be looking to the following channels for career‑related information:

• Trade magazines• Career print guides• University publications• Brochures• online searches• Career Service Centres

Stage 1: Awareness

What is the objective at this stage?Create awareness. Get on their radar and inform.

DisarM DeligHt aMuse

3 Source: Havas Worldwide – Millennials: The Challenger Generation 2011

4 Source: Universum Global Report 2012

To understand why graduates are attracted to an organisation is to understand what an employer needs to do in order to draw future talent to the business.

Interestingly, in the northern hemisphere “reputation” ranks 4th while “job characteristics” ranks number 1. However culture remains at number 2.4 It’s possible that a company’s reputation is no longer as important in this part of the world, given the impact the continuing economic crisis has had on even the most reputable brands.

These trends are particularly important to companies looking to recruit overseas talent or whose graduate program is rolled out globally.

Why would a graduate choose you?

Worldwide, “work/life balance” is the top ranking reason the youth market is initially attracted to an employer, followed by “salary”.3

worlD top ranking

Job characteristics

people & culture

remuneration and advancement opportunities

employer reputation and image

northern hemisphereAustralia

strong reputation

good working culture

understanding of your needs

recommendation from close network

global trenDsinitial attraction


Stage 1: Awareness

In addition to the above, a strong employer brand in the graduate space can reap the following benefits:

• Increased financial performance and annual return +/‑ 8%

• 30% increase in productivity• 4.64 times higher levels of engagement• 29% increase in new hire commitment level,

which is maintained a year later• Reduced turnover probability of up to 87%• Access to up to 20% more of the talent market

Source: CLC, Attracting & Retaining Critical Talent Segments 2006; Driving Performance & Retention through engagement 2004

What initially attracts

graduates to an employer?

9.9%

1.4%

27.8%

14.1%

30.6%

6.1%

4.3%

3.0%

recommendation from your close network

level of emotional influence

good work culture

understanding of your needs

strong reputation

compelling communications

corporate social responsibility

visual appeal

A Graduate Value Proposition is a give/ get statement that summarises the overall work experience graduates enjoy in return for their contribution to a company.

In Australia however, an organisation must have a strong reputation and desirable work culture if it is to stand out in this market. It is important therefore, that your employer brand is continually invested in. Organisations do this by developing a Graduate Value Proposition (GVP).

It is used to:• Tell the right stories when recruiting new grads• Ensure the reality meets the expectation when

new grads start• Identify a point of difference in the graduate space• Ensure clear, consistent and compelling

communications in all go‑to‑market campaigns

reputation – having a great reputation among students and grads.

Don’t sing it from the rooftops, just tell me the truth

Understanding what makes an organisation stand out from the crowd in the eyes of graduates will help steer promotional recruitment activity in the right direction. When we asked students how the best employers get their attention the response was clear:

Authentic messaging – clear, honest and direct communication; where the claims you make about your graduate program need to match the reality of what it offers day to day.

Gone are the days of shouting above the noise to get a graduate’s attention. These days, you need to be subtle and authentic in your approach. ?!?!

Using a variety of platforms to communicate your message – communicate through social media, the company website, graduate forums, university career fairs, email and more. Students especially love face‑to‑face interactions where they can meet someone from an organisation and not only gain a better understanding about what it’s like to work there, but to begin to form a personal connection.

�“�I�also�appreciate�employers�who�communicate�via�social�media.�It�is�a�great�way�to�reach�us�students�as�we�spend�a�great�deal�of�time�on�Facebook�and�Twitter.”�Source: Great Grad Survey 2012

“�Generally�I�become�aware�of�companies�through�websites�like�Unigrad,�Gradconnection,�Graduate�Opportunities.”��Source: Great Grad Survey 2012

�“Reputation�and�popularity�of�the�company�makes�a�big�statement�because�it�reflects�the�success�and�culture�of�the�company.”�Source: Great Grad Survey 2012

“�Be�transparent�and�convey�what�it�honestly�feels�like�to�work�for�that�employer,�even�if�that�means�the�job�involves�sitting�in�front�of�a�desktop�computer�completing�excel�spread�sheets�90%�of�the�time.�This�is�because�the�most�disappointing�jobs�are�those�which�the�employer�has�advertised�as�extremely�exciting�only�for�it�to�fail�to�live�up�to�the�expectations�of�the�graduate.”�Source: Great Grad Survey 2012

Social media can be used during awareness stage and beyond. First to ensure that passive candidates are aware of your employer brand and then to ensure you keep your talent pool engaged throughout the journey. Generating fun, innovative content rather than just using social media as a recruitment tool can achieve this. The more connections you make through this type of content, the more you’re able to create buzz and change perceptions about your brand. Competitions, debate and industry discussions are great examples of this.

Once these passive candidates have entered the consideration stage and want to know more about your company, frequent content generation on social media sites will help to ensure stronger understanding and engagement with the brand. Posting content that showcases your workplace culture should be employed at this stage. This can help students make an informed decision when approaching the application stage.

How to use social MeDia

to attract anD engage canDiDates

? ? ?

#socialmedia#socialmedia


Stage 1: Awareness

5 Source: Lifelounge Urban Market Research 10/11

Subtlety – let students explore, discover and unearth your brand. The yearly Lifelounge Urban Market Research (UMR) study reiterates this, stating that the “days of interruptive and attention‑grabbing marketing are over” and now the youth market enjoys the challenge of uncovering a brand.5

Brand ambassadors – when an employee recommends a business to someone outside it, this is the biggest endorsement a company can get. It’s important to identify highly engaged employees and leverage them as brand ambassadors for an organisation, as they are the ones that help to create personal connections with prospective talent.

Graduate viewpoint – using real grad stories in your advertising

“�Upload�videos�of�previous�graduates’�experience�onto�YouTube�so�that�we�can�see�their�wonderful�viewpoint.”�Source: Great Grad Survey 2012

“�The�best�employers�are�not�showy�but�more�subtle�in�their�approach.�I�like�it�when�employers�are�keen�to�talk�about�things�other�than�their�bottom�line�business�strategy.�If�their�company�is�the�whole�package,�they�need�to�sell�it�to�me.”�Source: Great Grad Survey 2012

“�The�employers�I�am�interested�in�are�the�ones�I�have�to�actively�seek�out;�these�get�my�attention�by�doing�good�around�me”��Source: Great Grad Survey 2012

“�Staff�representatives�need�to�be�enthusiastic�and�allow�students�to�understand�why�they�love�working�for�this�employer�and�what�makes�them�different�to�competitors.�Thus,�by�becoming�familiar�with�the�employer,�students�will�be�more�likely�to�actively�search�for�information�regarding�graduate�positions.”�Source: Great Grad Survey 2012

>>>>>>

• career service centre toolkit – help build brand experience

• lecture bashing (short video or presentation)

• networking events• trade magazines• university publications• brochures

Different cHannels to attract graDuates, builD awareness anD create ‘wow’ factor

• graduate jobs and guides• student publications• targeted online advertising• social media advertising• guerrilla stunts on campus• cinema and radio advertising• avant cards placed in coffee shops

to attract parents/grads

Are you speaking the right language?

Communication is at the core of an effective attraction strategy. For it to be effective an employer must understand where and how to communicate in order to attract the right talent.

As the following table indicates, graduates still consider subscribed email to be their most preferred choice when receiving job information from employers.

society memberships and other commitments; they are time poor and need that push in the right direction. It’s also very important that jobs are advertised online via graduate job boards, as this is the 2nd most preferred communication medium for job roles (11.3%).

The 2012 results are consistent with the 2011 results where subscribed email also ranked number 1 (52.6%). Reminding students of opening and closing dates through an EDM (Electronic Direct Mail) is essential during the consideration stage. Students are busy with university work, part‑time jobs, internships,

How woulD you prefer coMpanies to coMMunicate

tHeir available roles to you?

52.6%subscribed email

2011 great graD survey

7.5%graduate print publications


13.5%graduate online job boards


3.1%subscribed sMs


8.3%company website



52.7%subscribed email


6.5%graduate print publications


11.3%graduate online job boards


3.3%subscribed sMs


9.2%company website


Most reliable career information


Can your communication be relied on?What channels do graduates typically rely on when they want to research more about graduate opportunities? The Great Grad Survey revealed most relied on channels:

Students are increasingly turning to technology to support their search when finding out more about a particular company. However, printed graduate‑specific job guides are also still utilised at this stage. This is because rather than trawling through several company websites, graduates have all the information they need in one location.

Students and graduates especially love that fact that when it comes to print you have the ability to “circle�things,�rip�out�pages,�stick�adverts�on�your�wall�and�carry�it�around�in�your�bag.” 6

When it comes to researching a particular position, respondents found similar channels to be the most reliable, with the addition of career service centres:

Many respondents are not only looking for graduate roles but also professional roles, which explains why general online job boards ranked as the most reliable channel.

The next step that a student undertakes on the candidate journey is the consideration stage. At this point the candidate is aware of an organisation and is interested in discovering more about the offer.

The channels candidates typically look to at this stage include the following:

• Career guidance websites/forums• Targeted messaging – direct emails from

an organisation to a targeted audience• Social networks – Facebook, linkedIn, Twitter• Employer websites• Face-to-face interaction – careers fairs,

presentations, brand ambassadors• University Career Service Centres• Search engines• Friends/family/peers

6 Source: Make Your Mark on Unigrad Survey 20127 Source: GradStats December 2012

What is the objective at this stage?

create a connection

start a conversation

inforM

listen anD responD

translate interest to Desire witH relevant inforMation anD a Meaningful experience

Most reliable job information

graduate specific online job boards and job guides

general online job boards

university career service centres


general online job boards

searchengines

The least helpful channels

social Media careers fairssearch engines

learnt about a job through 1 of 3 channels7

searching advertisements on the internet

visiting university or college career service centres

26.2% 14.8% 11.2%

talking to friends or family

Similarly Graduate Careers Australia found that over half of graduates in full‑time employment first learnt of their current employment through one of three channels:

Conversely, the least helpful channels when job searching include:

Social media is used more to engage with a brand and isn’t necessarily a source of information to look for a specific role, which may explain why it is seen as the least helpful channel. Likewise, search engines require the user to know what they are searching for and are not seen as a one‑stop‑shop like a graduate specific website would.

Surprisingly careers fairs are seen as the third least helpful medium. This could be due to their skew towards certain disciplines, their clash with classes, which can be frustrating for students, or the lack of communication of careers fairs to students.

This means that students are not prepared and are therefore unable to make the most of their time at a careers fair.

We also found that students utilise a variety of sources when assessing whether to make a big decision, including:

These results also reveal why it’s important for employers to maintain a presence on graduate specific job boards and guides. These channels are valuable resource centres for graduates. In addition to finding graduate roles, they allow students to discover more about a company, become familiar with the application process and interact with a range of employers via online forums or blogs.

sources for Decisions

79.7%Family

71.7%Friends

39.4%lecturers

48.8%Mentors

51.2%University career service centres



It’s not surprising that friends and family are the number one utilised and trusted source when it comes to students making one of the biggest decisions of their life ‑ choosing a career.

The Lifelounge UMR research also found that “my�friends” are at the top of the youth market’s list of what defines who they are. Young people continually look to their peers to validate what they consume and what’s important in life.8 Following this, graduate job boards and guides are seen as the second most trusted sources, and thirdly, university career service centres.

Graduate job boards and guides are a one‑stop shop and provide students with all the information they need around graduate jobs and career development. These sources are highly trusted, not only because they are a great resource but also because university

career service centres across Australia and New Zealand endorse them. Print in particular offers a unique experience for the reader, which is very different to what they get in the digital world. It establishes a level of trust and credibility that is often lost on the internet.

University career services provide students with career counselling, job seeking workshops, employer presentations, online resources and workplace learning programs among various other forms of support. Employers can liaise with university career service centres to utilise this resource in various ways such as:

Quotes from careers service centres:

8 Source: Lifelounge Urban Market Research 10/11

Source:�Career�Service�Interviews�conducted�by�The�Unimail�Group

advertising in career booklets or guides that are published

and/or distributed by career service centres

Hosting workshops on skills

Hosting presentation on campus

organising placement students for

work experience opportunities

“�Employers�are�providing�less�printed/physical�materials�because�a�lot�of�their�information�is�now�on�websites�and�social�media.�”�

“�The�more�we�know�about�the�employer�and�their�program�the�better�the�position�we’re�in�to�promote�these�opportunities�to�our�students.�This�in�turn�would�hopefully�mean�that�more�suitable�applicants�apply�for�their�positions.“�

“�The�more�students�know�about�employers�the�more��likely�they��are�to�apply.�Employers�need�to�make�a�conscious�effort�to�raise�their�profile�on�campus.“�

Most trusted sources for career advice

talking to friends or family


university career service centres

coMpareD to tHe great graD survey 2011 results, attenDance at careers fairs Has risen by 11.1%.

Careers fairs are here to stay

There has been much debate recently...

However, they are an essential part... of the graduate journey and a highly effective way for employers to:

about the benefit of careers fairs. Not only are they time consuming but they can prove logistically frustrating when you consider everything that is involved.

• Introduce an organisation to prospective students

• Inform students of opportunities within an organisation

• Publicise recruitment activities & distribute informational materials

• Increase students’ awareness of an organisation

2011 2012



Careers fairs are here to stay

reasons not to attenD reasons to attenD

‘i didn’t want to go’

7.4% 10.5%

73.4%

74.8% 33.8%

50.3% 5.3%

‘i didn’t know about them’

32.6%

‘i don’t find them helpful’

18%

‘i was busy at the time’

47.5%

‘i’ve already secured a job’

18.2%

other

8.8%

Those who attended found them to be helpful, as they offered one‑to‑one interaction with employers and a great source of information for career opportunities.

The low attendance at careers fairs presents challenges for both employers and career service centres alike.

If only half the student body is attending careers fairs, employers still need to include careers fairs in their recruitment strategy, but also leverage additional channels to attract those who are either too busy to attend or don’t know that this resource is available to them.

As the majority of students attend fairs to collect informational materials, this places great importance on the marketing collateral that goes with your careers fair stand. Choose this collateral wisely to ensure it effectively supports your message, stand and brand – whether it’s brochures, postcards or customised giveaways. Our graduate research suggests there is still a place for printed materials, but this really serves as a teaser which should be used to drive students to your website for further information.

our research also shows that 50.3% of students attend careers to find out about a specific company, meaning they already know who they are there to see. But what about the remaining 49.7%? This is why it pays to have a compelling stand. Consider how many employers attend each fair and what your competitors might be doing. Then commit to doing something that no one else is.

1. KPMG:�“Very kind and informative.”

2. Deloitte:�“Great opportunity; challenging & fun.”

3. PWC:��“ Executives were quite friendly and willing to provide information.”

Source:�The�Great�Grad�Survey�2012.

• friendly & informative

• interesting stands

• useful, free stuff

• relevant information

top careers fair stanDs of 2012

wHy tHey likeD stanDs

1 kpMg

Deloite2 5 rio tinto

unigraD6pwc3

Microsoft4 coMMonwealtH bank7

ernst & young8

• staff that couldn’t answer their questions

• rude staff

• staff that were disinterested in students

• boring

wHy tHey DiDn’t like stanDs

Too often, graduate recruitment is reactive and an employer’s attraction strategy is left to the 11th hour – usually just before careers fair season starts. And yet, these results strongly indicate that your graduate attraction strategy is an ongoing investment, all year round.

The results indicate that there is an opportunity for career service centres to further engage with students to ensure the relevant students attend. This will enhance both the student and employer experience. Advertising careers fairs well in advance and emphasising the importance of them will ensure greater attendance from students.

To accommodate students who are unable to attend careers fairs, many universities are now planning a series of workshops and events to run over the careers fairs season in March 2013. For example the University of Victoria is inviting employers to attend and present information that will add value to students’ career planning, rather than host a one‑off careers fair.

“�University�careers�fairs�are�a�good�way�to�meet�students�face-to-face,�as�part�of�a�greater�promotion�strategy.�Careers�fairs�can�play�a�valuable�role�in�awakening�a�student’s�desire�to�join�a�particular�organisation�based�on�common�values,�role�models�and�company�ethos.”�

Source:�Career�Service�Interviews�conducted�by�The�Unimail�Group


When candidates reach the application stage they are making the final decision on which graduate programs to apply to. This could mean that they are making as few as one application or more than 20 applications. According to the AAGE Candidate Survey 2012, 9% of successful candidates had made over 20 graduate applications (average of 8 applications per candidate).

It’s not surprising “job stability” ranks highly given the unstable economic climate in this part of the world, but interesting that “work/life balance” is top of the list. This comparison between hemispheres suggests ambitious endeavours are more important to Australian graduates than their northern counterparts, but both expect at least some degree of happiness in their work situations – either through culture or balancing work and life.

Career progression is about developing within a job, an organisation, or an industry. It’s about recognising opportunities – and gaining the knowledge, skills, attitudes and behaviours to take advantage of those opportunities. The graduate market highly values career progression; therefore marketing materials need to clearly illustrate what this will look like for a graduate joining an organisation. Real examples that show graduates a clear pathway through the graduate program and beyond work best.

Company culture was ranked second as a reason to apply for a role. Culture refers to those values, interests, attitudes and behaviours shared by a company’s employees that align with the mission and core values of the company. If company culture engages employees, both performance and retention are greatly enhanced. What engages employees is unique to the individual, so attracting individuals who are a great cultural fit is imperative to the success of an organisation.


What is the objective at this stage?Conversion.

prove tHat you can proviDe tHeM witH an experience/career tHat Meets tHeir aMbitions.

The following channels are most commonly used at this stage:

• Employer websites • Interaction with friends, family and peers• Search engines• Jobs boards

When deciding between different roles, respondents agreed that career progression and company culture have the greatest influence on their decision.

tHe top 3career goals for graduates entering the workforce in the northern hemisphere include:

According to the Universum Global report 2012

1. work/life balance

2. Job stability

3. career progression

factors of influence

3.location

2.co

Mpan

y cul

ture

7.Mentor prograM

8. HoliDays4.reputation

6.safety

5. corporatesocial responsability

1. career progression



Australia’s top employer brandsWhat makes Apple, Google and Facebook such appealing places to work in the minds of young people today? A strong employer brand. So, which local employers have a strong brand in the eyes of Australia’s graduates?

BHP Billiton, Commonwealth Bank and Ernst & Young do, as voted by those who completed the survey.

The AAGE Candidate Survey 2012 findings support the Great Grad Survey rankings with Deloitte, BHP Billiton, Ernst & Young and KPMG ranking in the top 4 employers with the best opportunities for graduates.

This top employer comparison is based on the perceptions of graduates at university and those in the workforce. These candidates have either taken part in the graduate recruitment process and received a job offer, or have had top graduate programs on their radar for the past two years, meaning they have great insight into what constitutes a strong employer brand.

The AAGE Candidate Survey

1. Deloitte

2. BHP Billiton

3. Ernst & Young •

4. KPMG

5. PWC •

6. Telstra

7. ATO

8. Rio Tinto

9. NAB

10. AECOM

11. ANZ •

12. Accenture

13. Commonwealth Bank

14. Xstrata

15. Pitcher Partners

16. Westpac

17. Arup

18. McKinsey & Company

19. GHD

20. Google

Great Grad Survey 2012

1. BHP Billiton

2. Commonwealth Bank

3. Ernst & Young •

4. Deloitte

5. PWC •

6. Rio Tinto

7. KPMG

8. Telstra

9. Coles

10. Woolworths

11. ANZ •

12. Google

13. Apple

14. Qantas

15. NAB

16. IBM

17. Westpac

18. Myer

19. Microsoft

20. Virgin

21. Shell

22. Department of Defence

23. CSIRO

24. BP

25. Accenture

• = same rank company

It’s tough competition out thereStudents and graduates were asked to name which employers in Australia they aspired to work for and the results favoured companies that provide opportunities for growth and career advancement, as well as interesting work, a good reputation and job security. Respondents also aspire to work for companies whose graduate programs come highly recommended from their friends.

This reiterates the importance of focusing your attraction strategy in the earlier stages of awareness and consideration. If students don’t know that an employer exists they won’t apply. Or, if they do stumble upon you at application stage, the decision they make won’t be based on previous research and a desire for your graduate program but on an urgency to find a role, or because you are a second or third choice.

The risk of this type of application is that companies end up sifting through mass applications, many of which are unsuitable in terms of skillset and values base. This can be an arduous and costly process for businesses that are already thinly resourced in graduate HR.

It’s not surprising that the Australian Government ranked number 1 considering that an overwhelming 90.2% of respondents would consider working for the public sector.

Great Grad Survey 2012 top aspirational brands

1. australian governMent Why? Mentoring program, serve the public, reputation, job security and flexible working conditions.

2. rio tinto Why? Global company, great benefits and are highly regarded.

3. coMMonwealtH bank Why? Well‑structured training programs in various fields, career progression and employeebenefits.

4. ernst & young Why? Professional company with a good reputation.

1. overall reputation2. appeal of tHe proDuct, services or branD3. Quality of Jobs on offer

• not wanting a boring Job

• low salary*

• liMiteD career progression

reasons against

60.7%

70.1%

56.8%

• obtain a stable position

• Have a gooD career progression

• Help Make a Difference

reasons for

58.7%

53.8%

73.1%


AAGE 2012 top reasons for aspiring to work for an employer 9

* However, public sector graduates are paid 18% more than the average graduate and the public sector experience the highest retention rate of 67%, according to the Onetest Graduate Outcomes Survey 2012.

9 Source: The AAGE Candidate Survey 2012

Stage 4: AcceptanceThe acceptance stage is the final stage on the candidate journey. It’s that point on the journey where the candidate has decided to choose your graduate program and career path.

What influences graduates to accept a position at one company over another? We asked respondents and this is what they said:

At this stage the student will be utilising the following channels:

• In person

• Email

• Mobile devices

• Apps

• SMS

• Mail

• Print

What is the objective at this stage?Onboarding. Follow through on the journey with a conversion experience that matches the previous stages of the journey.

inforM excite Motivate integrate

The clincher

25.9%

1.5%

5.1%

25.9%

17. 7%

20.0%

3.8%

witH a strong graDuate focus

witH a social MeDia platforM

tHat engages witH you on caMpus

tHat actively sougHt you out

tHat a trusteD resource referreD

tHat a trusteD inDiviDual referreD

never HearD of, but like tHe sounD of it

graDuates woulD cHoose a coMpany:

Being able to apply relevant skills

and abilities on the job.

Opportunities for career progression.

ability utilisation

acHieveMent

Gaining a sense of accomplishment from work.

aDvanceMent


Students are more likely to choose your program if they feel an organisation has a strong graduate focus, as well as if a trusted individual or resource refers them to your program.

Again, this highlights the influence the earlier stages of the candidate journey have on the final decision. Organisations need to ask themselves: Do we have a strong employer brand in the marketplace? Have we effectively communicated it in a way that brings our grad program to life? Did the right students apply?

onetest found that the three most important factors in what constitutes an ideal workplace, include:

Onetest found that larger organisations meet these “needs” better then smaller organisations, and subsequently enjoy the highest retention rates. They also found that respondents who were satisfied with the recruitment process are also far more likely to remain within their industry.

This highlights the importance of investing in graduates through a devoted graduate program if you are looking to maintain a steady flow of future leaders. Nurtured effectively, high quality graduate talent provides a high return at a low cost to business, making them valuable assets to organisations, particularly during an unsteady economic climate.

The full Onetest Graduate Outcomes Survey 2012 Reportcan be found at www.onetest.com.au

Finally, Onetest discovered a strong correlation between formal graduate programs and longer‑term industry retention. Specifically, they found formal graduate programs produce:

HigHer life satisfaction

HigHer inDustry retention

16%

15%More

executives

17%

The results from this survey provide great insight into what students and graduates want from their careers, where they look for employment and what communication channels they are using. The top graduates want to work for those that have a strong reputation, a great working culture and provide career progression. Graduates want organisations to tell the truth about the work experience – they aren’t sold into the sugar‑coated version. These findings create an opportunity for Human Resources professionals and graduate recruiters to execute far more considered attraction strategies. From building awareness to locking in a graduate at the final stage of acceptance, a well thought‑out and informed campaign will ensure organisations attract and retain the ideal candidate. Knowing what tools students use at each stage of their job search can help university career service centres guide students on their graduate journey. Similarly, suppliers should consider the research when developing graduate recruitment and development solutions. For an organisation to attract the right candidate it is important that they are present at each stage of this journey (awareness, consideration, application and acceptance) or they risk losing top talent to competitors. Using this information can ensure a graduate experience that continues to attract, engage and inspire top talent in 2013 and beyond.

The Unimail Group

Conclusion

“�Involve�and�engage�with�your�employees,�so�they�are�able�to�contribute�their�ideas.�Enhance�the�appeal�of�your�organisation�by�creating�an�employer�brand�to�attract�the�best�employees,�that�is,�people�who�are�genuinely�passionate�about�their�career�and�will�be�motivated�to�contribute�to�your�company,�not�just�those�taking�jobs�for�the�salary�or�benefits.”

Student, The Great Grad Survey 2012, “ What advice would you give to employers

to help you get the job you want?”

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Contact

For more information please contact:

The Unimail Group Unimail Pty LtdLevel 3, 9 Barrack StreetSydney 2000t: 1300 134 121e: [email protected]

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Documents

The Great Grad Survey White Paper 2012