Student Village Graduate Case Studies 2011

Who is Student Village

Geographically

• Founded in 2001

• Head office in Johannesburg

• Regional offices in Cape Town &

Durban

On a Corporate Level

• Certified Level 3 BEE contributor

• Student Village provides bursaries

to students annually

Skills Set within Student Village

• Career Development

• Bursary Management

• Student Discount Program

• Web Design Database & Community

Management

• Event Management

• Sponsorship Management

• Media Placement

• Expert in understanding youth trends

Student Village is focused on the SA tertiary student market

Research• The following campaigns were researched: FNB, BDO, Teach South Africa• Wits, UJ APK, TUKS• Surveys (campus & online) and Focus groups• 1650 responses• Restricted to Final Year (3rd & 4th yr)• Relevant faculties to FNB,BDO, Teach South Africa

Understanding Grads• ME-dia Moguls!• Idealistic• Ambitious• Confident• Team orientated• Socially conscious• Tech Savvy• Culturally diverse• Engage with me …• Commitment issues• Virtual relationships• Lazy, spoilt brats• Chronic entitlement sufferers• Family Centric

You have my continual, partial attention

Y is it Important for an Employer to get this Generation?

• Training & development• Overall reputation of the company• Long term career prospects• Opportunity for further study• Ethical reputation• Security of employment• Quality of the selection process• Salary• Mentorship• Corporate Social Investment• Overseas opportunities

The SAGRA candidate survey 2011

Entrepreneurship Paradox

• Vehicle to reach their dreams• Control their own destiny• Appearance vs reality

The issue behind the issue

This generation are fundamentally risk averse & seek stability!

Who were they looking for?

• BCom

• BCom Law

• BCom Marketing

• BCom Finance

• BCom Business Management

• BCom Accounting

• B Accounting

• BCom General

• BSC Maths

• BCom Maths

• BSC Stats

• BSc Computor Science

• BCom Information Systems

• BCom Economics

• BCom Accounting

• BCompt

• BAccounting

• BCom Finance

• BCom Accounting Honours

• Non Education Graduates• Focus: Maths, English, Physics, Chemistry,

Technology

Marketing ActivityMedia BDO FNB TEACH

University Career Booklet X X X

Posters X X X

Flyers X X

Campus Publications X X

Business Cards X

Presentations X X X

Career Fairs X X X

Online Banners X X X

Website X X X

Emailers X

Social Media X X

So what came up?

Most Impactful Media?

Insert table of results

Brand Most Impact 2nd 3rd

FNB GRP University Career Booklets

Posters Website/Banner

Teach South Africa Website/Banners University Career Booklet

Lunch Time Presentation

BDO GRP Campaign University Career Booklet

Posters Website/Banners

FNB GRP Campaign

44%of the respondents noticed media from FNB Campaign

18% application conversion rate

FNB GRP Campaign • I recognise the colour!• Familiar brand = Trust they can deliver on promises• The creative execution asked engaging and relevant questions• Clear and Direct messaging

FNB League of Innovators

http://www.fnbloi.co.za/

http://www.facebook.com/FNBLeagueofInnovators

BDO GRP Campaign

16%of the respondents noticed media from BDO Campaign

7% application conversion rate

BDO GRP Campaign• Eye Catching graphic gets me interested• Big statements provoke further interest…

BUT BACK IT UP• Be more direct about who you are looking for• Tell me more about your brand & the

opportunities for me

TEACH South Africa GRP Campaign

18%of the respondents noticed TEACH South Africa’s media

6% application conversion rate

TEACH South Africa GRP Campaign• Big Causes appeal to me• “Is this another HIV/AIDS Campaign?”• Highlight who you are looking for• Sell me your brand and opportunities

Career Fairs?

1 in 2 Students indicated attending the Career Fair at their Campuses

Career Fair Stand Rating

Element BDO FNB TEACH South Africa

Company Representatives Good Excellent Good

Branding & Experience Good Excellent Good

Giveaways Good Average Average

Brochures Good Good Good

Did the Career Fair stand influence you to apply for the GRP?

Brand Yes No Conversion Rate

FNB 657 300 68.6%

TEACH South Africa 490 438 53%

BDO 535 399 57%

What’s the best way to reach me?

The best way to reach me is…

But how do Graduate Recruiters get this right?

#1. Social Media is about selling the soul of your company to me

#2 Entice me “follow us and stand a chance to win an iPad 2”

#3 Keep me interested

Insights!

• Stability – While I present as confident & ambitious, I’m anxious about my future and seek stability

• Time is a factor – I am on my way to class so your campaign needs to stand out

• Creative execution– using eye-catching creatives will get my attention

• Get to the point – tell me who you are looking for, where do I apply?

• It’s easier for Big Brands – I will be more inclined to apply at a company that I recognise & trust

• Smaller brands need to work harder for me – Period.

• Don’t sell me a dream – big statements need to be backed up.

• Create a desire for me to join your company – why is yours different, and better? Help me see my growth

opportunities in your company. Give me something to brag about!

Insights!

• Themed stands at career fairs - create a bigger impression & are more memorable

• I relate to your graduates – Bring as many of your graduates as possible to campus. They help me solve

the ‘why’ and make sense of ‘how’

• Essential ingredients - Career booklets, posters, email, sms (with hyperlinks), Facebook, LinkedIn

• Facebook - Get me interested in your company before I ‘like’ you

• Facebook – I want to discover the soul of your company & see what your grads are up to!

• Social Media - a great way to engage with me once we find each other. This is my space, so you need to

work for me.

• Feedback – Please get back to me!

• Come back to campus – Don’t be a 1 hit wonder!

• What resources – I don’t understand your resource issues!