Launching a Strategic Global University Relations Program Shelley Karpaty, University Relations and Student Community Manager Company Confidential 1 NACE - GLOBAL SYMPOSIUM - 2012
NACE presentation from the 2012 conference. Discussion for the advantages to building a strategic University Relations Program rather than University Recruiting Program. Global employer branding points as well.
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Launching a Strategic Global University Relations Program Shelley Karpaty, University Relations and Student Community Manager
Company Confidential 1
NACE - GLOBAL SYMPOSIUM - 2012
Presenter
Presentation Notes
Lead you through the strategic Global University Relations Program we developed at Motorola Mobility
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AGENDA
Key Components To A Winning Global Strategy •University Recruitment vs.University Relations •Employer Branding •Cultural Understandings
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Recruiting or Relations
What is the difference to you?
How does your Executive Leadership view and support your University Program?
Presenter
Presentation Notes
When you hear the terms University Recruitment and University relations what comes to your mind? What do they mean to you?
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Is your team delivering?
EFFECTIVE DELIVERY OF CANDIDATES – HOW DO THEY TAKE IT TO THE NEXT LEVEL?
Presenter
Presentation Notes
Changing the strategy of how they played the game. Created a completely new way of playing the game. Most companies have been doing the same way of University for the last 50 years.
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University Relations - Exceeds Expectation
GAME CHANGING APPROACH •Look at the data differently •Become more effective •Leverage your resources
Presenter
Presentation Notes
Thinking differently; not statistical just the approach; not recommending the data but how to look at it differently and put your money in a different way so it’s more effective. Leverage your resources to build more bang for your buck. AT THE END OF THE DAY THE RELATIONS IS WHAT IS FUN! MORE FULFILLMENT ; EVANGELISTS, ADVOCATES BARELY HAD TO DO ANYTHING TO FILL THE JOB BECAUSE MY NETWORK WAS IN PLACE; RUNS WHEN YOU ARE NOT BEHIND DRIVERS SEAT STRATEGIC RELATIONSHIPS; A LOT OF WORK BUT IF YOU CREATE THIS IT WILL FOLLOW
University Recruitment Activities
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Career
Fairs
University Students Career Services Info
Sessions
On Campus Interviews
University Recruiters
Hiring Managers
Presenter
Presentation Notes
Recruitment Events: Career Fairs Info Sessions On-Campus Interviews People involved: UR Hiring Managers or appointed staff Before, During and After Candidate Hired Branding ends Start over again in fall
University Relationship Activities
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University Students Career Services Professors IT Departments
Career Fairs
Info Sessions
On Campus Interviews
Student Organization Meetings
Tech Talks
Contests
UR Team
Hiring Managers
Executive Champion or Alumni
System Engineer and/or Education Sales Rep Foundations
Presenter
Presentation Notes
Example – Bryan Gebhardt – Tech Talk UCB alumni Relationship Events: Same as Recruitment Tech Talks Product Demos Relationship building meetings Student Organizations Professors Community events Campus Ambassadors Before, During and After Candidate hired Branding continues Top talent easily selected
UNIVERSITY RECRUITING
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OK, We are here! Come work for us! You may not know us but stop by…..
LOOKING FOR SPECIFIC CANDIDATES – DOOR OPENS/CLOSES
Presenter
Presentation Notes
When do you go to campus? Engaging in that moment in time – 4 hrs in CF or 2 hrs for HM ; flow of time in Relations; they can come in and out of contact ; personalizes experience with relations – revolving door Who goes to campus? How many reqs have you filled? What is the quality vs quantity? Do you go to campus after reqs are filled? Are you filling a role or an overall fit for the company? Is this about how many reqs you fill or the quality of reqs you fill?
UNIVERSITY RELATIONS
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I know them and I know why I want to work for them. They gave a tech talk at my SWE meeting. I have a friend who interned there and loved it!
GENERAL JOB PROFILES – INTERACTIVE AFFINITY AND EXPERIENCE CREATED
Presenter
Presentation Notes
GENERAL HIRING TREND THAT MMI DOES – HIRE FOR COMPANY NOT ROLE power is that you don’t have to be at five career fairs because the brand is out there “It’s not about what you know but who you know.” “I’ll scratch your back if you scratch mine.” Hire quality or quantity? Marketing Business Development Consistency
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Brand Affinity & Social Networking
Faculty
Students
Alumni
Campus Ambassadors
Conferences Industry Events
Social Networking It is about the intersections…
Contests Partners
Professional Organizations
Interns
Parents
Presenter
Presentation Notes
Center the circles Social Networking on Bottom or Intersections = Leveraging the brand affinity using social to leverage the brand It is all about the intersections and net promoter – youtube video or pinterest and the sharing exponential; created it to be shared exponentially – there is no end to its life
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Employer Brand – What is yours?
Knowledge
Diversity
Entrepreneurial Spirit
Affinity
Presenter
Presentation Notes
Does the Consumer Brand transfer into Employer Brand? The user defines the employer brand everyone has one. Net promoter – would you recommend as a place to work; trying to achieve the score that I will take action on your behalf = univerisyt relations; recruiting door closes; no brand stickiness; social revolving door; door shuts brand goes away How does your company attract candidates? University Candidates? Is this the same Globally? What is different? Who is your audience? Makes the world smaller….
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Enhance the Employer Brand
BEFORE
Presenter
Presentation Notes
No interaction; nothing personal; nothing to take away or to keep them coming back ; static Phase 1 and talk about ph 2-3
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Cultural Commonalities
Leadership: Move up ladder
Work Life Balance
Expert in the field
Stable and Secure work environment
Presenter
Presentation Notes
Each country is unique but what is NOT is what the student is looking for. Globally when meeting with the univ segment they all want the same things; under the heading of top talent these reside; expand progrm beyond one country we can always count on these threads that link our programs globally ; example in India – starting at Brocade – no Univ Relations but Recruitment focused on 2-3 tier schools to get student to say yes rather than get top talent; changed that ….. Almost 100% acceptance rate of top talent. Managers said they never had a group of students they felt more confident in; combining all the relations strategies to get top Now we are invited as #1 company on campus IIT/IISC ; letter to parents/ clock – affinity program Promoters in China – David Shenguan – Director of Promoters – (Danny’s peer) ; MMI promoters within “best buy” Retail stores in China ; social site
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Conclusions
SUMMARY / QUESTIONS / DISCUSSION
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Global Generalities
China • Career Services • Study abroad and return
home • Prefer to be close to
home not big cities • Find security in state-
owned companies • RenRen • Stay 2-3 years • Less focused on Comp
India • Placement Centers • Technology • FB and linkedin • Career Adv • Stay 2-3 years • Technology / career
advancement
Europe • UK Career Services • External placement
agencies • Internships weigh
heavily • Professors more
interested in being published
• Banking/Marketing Industries tie with Engineering
