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Session from the Recruiting Innovation Summit - Mountain View 2011, Presented by Larry Nash
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Enhancing your college recruiting program through social media
ERE Recruiting Innovation Summit
May 17, 2011
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Agenda
� Campus strategy
� The business case
� And more…
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Go-to-campus strategy
� Treat school like an account
� Dedicated team
� Focus on relationships
� Branding
Competition is intense…………..need more ways to introduce, extend and differentiate our brand
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Social media The business case
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Talent supply
� New generation of students � Buyers market … for the BEST buyers
� Despite “pop-psychology,” main difference is digital literacy
� Current approach by most companies to Gen Y
� The Hudson Institute predicts that the supply of skilled labor in the US will not catch up to demand until 2050
� Gen Y will dominate workforce
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Future leader
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Ernst & Young’s own generational mix is shifting
Client Serving only.
EY Americas Generation Mix
12% 12% 10% 8%
56% 49% 44%
38% 32% 32%
39% 46%
53% 60%
9% 0%
10% 20% 30% 40% 50% 60% 70%
Jan-07 Jan-08 Jan-09 Jan-10 Jan-11
Boomer Gen X Gen Y
Boomer 1946-1964
Gen X 1965-1980
Gen Y 1981-
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Compelling need to change
� Need to address stereotypes � “All Big 4 are the same”
� Accountants are ________________ (fill in the blank)
� The profession is the same as it was 100 years ago
� Ernst & Young is conservative, not cutting edge
� Need to effectively engage students � Occupy a small portion of their space
� Present information how they want it, when they want it
� Be specific in targeting messages: by major, school, year
� Let them define the content to ensure its relevance
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History
� Conducted design session April 2006 � Included all levels from Staff to Vice-Chairs, representing all service lines
� Developed a roadmap to be #1 on campus
� Branding was a primary target for change
� Confirmed Gen Y demanded different modes of communications
� Consulted with youth marketing agency � New media options presented � Facebook � News aggregator � Blogs � Campus event sponsorships � Text messaging
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Ernst & Young Careers on Facebook
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Ernst & Young Careers on Facebook
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Risks to overcome
� Legal � Privacy
� Messaging by EY employees
� Brand � Loss of control
� Underutilization of traditional media
� Student backlash � Social network is for socializing
� Inconsistency in responses
� Authenticity
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Results
� Community of ~64,000 fans – over 22,000 monthly active users
� External press accolades for being first-mover
� Well-received by students � Continued growth in fan base
� Engagement on Wall
� Relevant venue
� Click-thru rates to ey.com and other links
� Brand recognition � BusinessWeek
� Universum
� Fortune
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LinkedIn network statistics
� Over 100 million members in over 200 countries
� Over half of members are outside of the U.S.
� Site available in English, French, German and Spanish
� Roughly one new member per second
� Executives from all Fortune 500 companies are LinkedIn members
*As of May, 2009
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Ernst & Young participation
� Campus � Connect to students � Individually � Throughout their academic career
� Career explorer
� Career services/faculty recommendations
� Ernst & Young sponsored Careers page
� Source experienced candidates
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EY sponsored page
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� Explosive growth in user base
� Often tied to LinkedIn and Facebook
� Captures our target audience � Young adults (18-34 years) – 47%
� With higher educations – 46% college, 17% post graduate
� Ability to host “live” chats
� Easy way to give a glimpse of “real life”
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Ernst_and_Young channel
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Staff 1 channel
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YouTube – Global Ernst_and_Young channel
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Mobile site
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Pandora
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EY Insight
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Connecting it all
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Questions
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Thank you