Ri5 - Graduate recruiters exhorted to ‘turn up digital heat’

Ri5 - Graduate recruiters exhorted to ‘turn up digital heat’

Posted: 12 January 2011

Ri5 report on our most recent graduate event and talks about the graduate research we carried out in September/October last year.

'Held at the Andaz Hotel, Liverpool Street late last year, the latest in SAS's long-running series of knowledge-sharing breakfasts focused on innovative ways of embracing digital technology to connect with students on and off campus.

Setting the broad context, compère Jason Frank (SAS's marketing director) began by sharing some of the headline findings of new research conducted (by SAS and OpinionPanel) amongst some 1,000 final-year students across the UK's top 30 universities.  Unsurprisingly, 89% admitted to being worried about their future career prospects, while 87% felt it was hard to tell the difference between various recruiters.  And 70% said they were researching the job market rather earlier than they'd expected to.  A majority of respondents also expressed the view that some students were simply 'switching off' from any engagement with the jobs market because they were so pessimistic about their prospects.

The research asked an interesting question about which sectors graduates felt to offer the most - and least - in terms of job security.  Law and accountancy/professional services were seen to offer the most by a considerable margin, ahead of the public sector, while investment banking, retail, high-street banks/financial services and FMCG were perceived to be offering the least.

More than two-thirds (68%) of respondents expressed their concerns about employers using social networks (particularly Facebook) to check them out.  (No less than 61% had already changed their security settings specifically to guard against this.)

Jason summed up three key conclusions from the research.  Firstly, there's a clear need to get a positive message out there in order to stop talent 'tuning out' of the job market.  Secondly, it's clear that the professions remain particularly attractive to the undergraduate audience, largely through the strong appeal of training and opportunities to acquire further qualifications.  And finally, that student 'paranoia' around Facebook shouldn't be underestimated!

The question of who students trust most in the context of providing employment-related information was also explored.  In general, it's clear that they set most store by the opinions of peers, friends and family, and recent graduate trainees.  And when it comes to 'official' material produced by employers, websites are seen to carry more authority than printed materials or ads.  Employers, then, clearly need to be mindful of the power of key personal networks and word of mouth, while they should also note the growing influence of corporate websites.

Ways of increasing employers' credibility among the student audience include being more honest about their propositions, supplying more 'proof' of any corporate claims, and - not least - providing more access on campus to graduate trainees and recent hires.  Brand messages should be kept simple; communication should focus on authenticity; and creativity should be seen as the route to overcome any indifference to corporate marketing communications.

Turning to the subject of social media, SAS head of digital Chris O'Brien said that there was still an important role for the graduate website as students still needed the 'official' view to balance out socially-received opinions.  The graduate site is still the only place where an employer can control the integrity of the brand, the accuracy of the message and the quality of the user experience, not to mention the provision of the necessary content.  However employers should also be thinking in terms of social media, advertising and events to ensure a complete picture.  Social media, in particular, plays a key role by enabling employers to listen to and get to know their audiences.

The breakfast event was completed with a case-study presented by Ernst & Young's recruitment marketing manager, Natalie Horan, who outlined her firm's digital strategy based on recruiting people for their 'Strengths'.  And while the website is ultimately at the heart of this, other factors such as content, social media, search-engine marketing and campaign management remain crucial features of the approach.

As with other major professional services organisations, the careers site sits within Ernst & Young's wider global online framework, meaning there's little opportunity to influence its overall look and feel.  That said, there's still a lot that can be done to enhance and personalise the user experience.  One key thing is to move into the target audience's online space (through the considered use of social media etc.) as it can no longer be assumed that they will voluntarily come into the employer's.  (In this respect Facebook has already proved to be highly effective for Ernst & Young, while so far YouTube hasn't.)

In addition, an interactive 'Strength factor' campus game had not only succeeded in creating improved brand recognition for the firm but also generated its best-ever milkround turnout.  As a result, the game is now being taken online.'

• Tags:
• In The Press