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Career Fairs and Recruitment Presentations:
Students Benchmark Best Practices
Mary Scott
SCOTT RESOURCE GROUP _________________
MPACE Annual Conference – Anaheim December 10, 2015
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Today’s Topics
Consortium Research Study: Project Background Participant Profile Methodology
Recruitment Best Practice Benchmarks: Career Fairs Presentations and Events Communication Channels and Tools
Takeaways
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
About SCOTT RESOURCE GROUP…
Fully independent – since 1989 Consulting – Campus Recruitment IronHorse Index™: Acceptor/Decliner survey X/R: New Hires’ Expectations versus Reality™ Proprietary research:
Employer-commissioned projects Annual campus consortium-funded studies:
The Candidate Experience – Websites, Online Applications, Interviews and the Offer Process [Q1/2015]
Impact of the Internship Experience [Q4/2015]
NEXT: Campus Brand Differentiators: Students Benchmark Attraction, Discovery and Engagement Strategies [Q1/2016]
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Project Background
Consortium: ADP; Ernst & Young; Lutron; Macy’s; Shell Oil Sponsors suggested specific areas of inquiry Undergraduate focus; comparative analysis by discipline Campus focus groups; Online survey instrument Conducted October 26 – December 1, 2014 Proprietary period just expired 20 fielding sites selected by consortium members:
10 focus groups and online survey component 10 additional universities – Students opted in to participate
via online survey only
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Survey Sites
Focus Group Universities: Cornell, Georgia Tech, Indiana, Penn State, Purdue, Syracuse,
Texas A&M, and the Universities of California - Berkeley, Michigan and Texas
Online Survey Participation:
Brigham Young, Georgia Regents, Louisiana State, MIT, NYU, Northeastern, Ohio State, and the Universities of Georgia, Illinois and Pennsylvania
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Survey Sample Size Information
Participant population: 274
“Rule of 30”; Typical polling populations
Survey methodology: Heavy qualitative focus
Consistency in findings across cohorts and studies
Findings validated for participating student profile
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Participant Demographics
50%
50%
Male
Female
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
53%
7%
33%
7%
CaucasianAfrican AmericanAsianHispanic
Academic Profile
48%
37%
15%
Seniors Juniors Sophomores
37%
37%
15%11%
Engineering Business CS/IT A&S
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Survey Design
Recruitment Experience Agreement Factors
Force Ranks
Comparative Factors Ratings/Quantitative Data
Text and Focus Group Commentary/Qualitative Date
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Career Fairs
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Before attending a career fair, I determine which employers I will visit.
80 17 3
91 9
95 4 1
88 10 2
0% 20% 40% 60% 80% 100%
Liberal Arts
IT/CS
Engineering
Business
Agree Neutral Disagree
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
For the most part, attending career fairs has been a good use of my time.
49 40 11
80 20
68 20 12
61 30 9
0% 20% 40% 60% 80% 100%
Liberal Arts
IT/CS
Engineering
Business
Agree Neutral Disagree
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Career Fair Force Rank
Career Fair Expectations 2014 2010
Learn more about companies in which I already have an interest 1 2
Meet with employers’ representatives 2 3
Learn about positions that match my job interests 3 1
Identify contacts to connect with after the career fair 4 4
Connect with employers where I’ve already applied 5 5
Learn about employers’ recruitment processes 6 6
Get information about benefits, work/life balance etc. 7 7
Collect the giveaways employers provide 8 8
Collect materials [brochures, DVDs] for later review 9 9
View interactive media at employers’ booths 10 10
I tend to visit those employers that have a strong reputation and presence on campus
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
8.22 8.23 8.56 8.18
I have been so impressed by an employer’s career fair booth that I decided to visit them
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
7.31 7.327.81
6.69
I have been so impressed by an employer’s representative that I decided to apply
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
8.02 8.44 8.5
7.35
I value the opportunity to meet with business/technical staff at the career fair
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
8.118.82 9.1
8.09
I expect that employers will provide a giveaway when I visit their career fair booth
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
6.085.39 5.67 6
Presentations and Events
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
I usually attend the information sessions of employers in which I have an interest.
66 26 8
69 26 5
81 16 3
76 18 6
0% 20% 40% 60% 80% 100%
Liberal Arts
IT/CS
Engineering
Business
Agree Neutral Disagree
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
For the most part, attending info sessions has been a good use of my time.
73 27
63 37
73 25 2
66 30 4
0% 20% 40% 60% 80% 100%
Liberal Arts
IT/CS
Engineering
Business
Agree Neutral Disagree
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Information Session Force Rank
Information Session Expectations 2014 2010
Interact with recent hires and/or former interns 1 2
Learn about their specific positions and locations 2 3
Interact with hiring managers 3 1
Have an opportunity to network informally 4 5
Have an opportunity to ask questions one-on-one 5 4
Hear about employees’ experiences at the company 6 6
Interact with company executives 7 7
View a presentation [e.g. PPT] about the company 8 9
Interact with Human Resources representatives 9 8
Learn about a product or service they developed 10 10
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Preferred Length of Info Session
35%
69%74%
50%57%
30%25%
43%
8%1% 1% 1%0%
10%20%30%40%50%60%70%80%90%
100%
< 1 hour 1 - 1.5 hours 1.5 - 2 hours
1995200520102014
I value meeting with experienced managers and staff at recruitment events
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
8.88 8.78 8.59 8.65
I value meeting with recent hires at recruitment events
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
8.81 8.77 8.85 8.59
The format should include a formal presentation about their company
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
7.21 7.19 7.616.88
Videos and/or other interactive media should be presented
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
7.126.68 6.77 6.39
Pre-recorded content is an acceptable alternative to a live speaker
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
4.733.76 3.83
4.58
I value lunches and dinners with employers to learn about their company
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
8.56 8.76 8.34 8.19
I have gained useful information attending employers’ virtual recruiting events
0123456789
10
Undergrad ADC MBA
5.396.47
5.92
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
I am able to assess an employer’s culture through virtual tools [webinars, online communities]
0123456789
10
Undergrad ADC MBA
5.62
7.08
4.76
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Online chat is just as useful as talking with an employer’s representative face-to-face
0123456789
10
Undergrad ADC MBA
3.66
5.16
2.93
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Communication Channels and Tools
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015 All rights reserved.
Value of Recruitment Communication Channels
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015 All rights reserved.
Communication Channel 2014 2010
Email from the employer 1 1 Career Services email or e-newsletter 2 3 Career Center website postings 3 2 Announcements on employers’ websites 4 4 Posters on bulletin boards around campus 5 5
Campus newspaper advertisement 6 6 Text messages to my cellphone 7 9 Postings on Facebook 8 7 Employers’ mobile apps 9 N/A Tweets from the employer 10 10
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
I have accessed employer pages on social networking sites [e.g. Facebook].
57 21 22
44 15 41
25 15 60
50 23 27
0% 20% 40% 60% 80% 100%
Liberal Arts
IT/CS
Engineering
Business
Agree Not Sure Disagree
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
I have used online networking tools [e.g. LinkedIn] for job search purposes.
62 33 5
59 30 11
56 35 9
78 18 4
0% 20% 40% 60% 80% 100%
Liberal Arts
IT/CS
Engineering
Business
Agree Not Sure Disagree
I decided to attend an information session after learning about it on an employer’s website
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
6.31
5.21
6.55 6.32
I decided to attend an info session after learning about it on social media [e.g. Facebook/Twitter]
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
1
2
3
4
5
6
7
8
9
10
Business Engineering IT/CS Liberal Arts
4.63
3.33.78
5.63
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Takeaways
Career Fairs: Are not dead Greatest value is in learning more about targeted companies The booth is relatively unimportant – as are giveaways Company representatives have a powerful impact Career fairs are only one component of a broader strategy
Information Sessions:
Content trumps format Small venues and one-on-one interaction with ‘real’ staff Stories are far more impactful that PowerPoints Tell me something I don’t know…
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
More Takeaways
Recruitment Communication Channels:
Personal interaction is highly valued as a differentiator
‘Social media’ is personal – LinkedIn is professional
Misuse/abuse of technology has a downside
The needle hasn’t really moved since 2008
The Tech/Touch Paradox
The more we introduce recruitment technology
into the interface between students and potential employers,
the more students identify the people with whom they interact
as the brand differentiators.
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.
Contact Information
SCOTT RESOURCE GROUP University Relations and Recruitment
Research | Consulting | Expertise
www.ScottResourceGroup.com
Mary Scott [email protected]
957 Farmington Avenue | West Hartford, CT 06107
860.561.9827
Proprietary and Copyrighted Document. Scott Resource Group [SRG] © 2015. All rights reserved.