BUILDING BETTERCollege Recruiting Programs
Crystal Miller, Branded Strategies
Lauren Evans, Kiewit Energy Group
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Today’s
Agenda
01 Project Discovery
02 Designing Blueprints
03 Laying Foundations
04Constructing Candidate
Experience
05 Metrics, Measurements
& An Eye To The Future
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Meet the
Speakers
Employer Brand / Digital Strategy Leader | Strategist | Advisor | Speaker | Practitioner Mom of 2 Teenagers | Writer | Lover of Wine & Fab Footwear
Fun Facts About Me | Which One’s Not True?
• I’ve been working with Employer Branding since before it was even called that!• My daughters conned me into getting not 1, but 2 puppies in the last 2 months. • Despite creating brand campaigns for this platform, I’m afraid of Snapchat.
- Crystal Miller -
CEO of Branded Strategies & Employer Brand Strategist
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Fun Facts About Me | Which One’s Not True?
Lauren Evans
University Relations Manager, Kiewit Energy Group
University Rec & Relations Leader | Engineer-Turned-HR-Pro | A&M Grad
• I’ve been a college professor.• As an engineer, I’ve moved 34 tons of dirt
before lunch in one workday. • I don’t use social media personally.
Kiewhat? Kiewit! We Are One Kiewit
As an employee-owned company, we work towards
one mission operating on the same 4 values of:
people first, integrity, excellence and stewardship.
Strong Corporate Reputation130 years of strong performance allows Kiewit to enjoy a
sterling business reputation.
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Generalizations of Graduates Today
Not looking for any jobthey can get
Not FREAKING
OUTabout what to do next
Have greater salary
expectations
Expects Recruiter
to know whatthey WANT
to know
The College Recruiting Game is Changing
More Expensive
The median acquisition cost for a new
college graduate is up by over 10% in
last 5 years ($430/hire).
More Details
College recruits demand more
information about how orgs will
develop & progress them.
More Creativity
Cost of average college
recruitment campaign is
up over 42% in last 5 years.
More Social
Over 52% increase in
graduate use of social in
college recruitment.
More Wired
College students are relying more on
digital & social media to make decisions,
increasing digital marketing costs.
Less Sharing
With graduate shortages in many
fields, orgs are sharing less
information on best practices.
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Getting the
Project ”We had a good University
Recruiting foundation that
needed enhancements.”
• 72% of incoming college students chose their school by
researching their prospective colleges on a social media site
• Voracious in desire for immediate info, w/ sophisticated
behavioral approaches to filtering it, no matter how many
sources it comes from (Gillen, 2007).
Reaching the “Wired Generation”
Kiewit’s Doing
Good Things
Women's Construction
Leadership SeminarOur team chooses 51 top construction
and engineering students out of 147
applicants from universities across the
U.S. and Canada to participate in this
seminar & networking event.
Building Construction’s Future
Kiewit’s Building Construction Futures program
encourages youth, young adults, retiring veterans, the
unemployed and the underemployed to consider
career opportunities in construction trades.
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Constructing a Successful Candidate
BluePrint
Meet EmilyEngineering Student
Emily is a year or two from
graduation and considering
internships. Here’s what Emily will
need to be successful at Kiewit:
Skills Experience “Big Rocks”
•Strong Work Ethic
•Attention to Detail
• Intense Curiosity
•Strong
Communication
•Pursuing a degree
in construction
engineering,
construction
management, civil
engineering or
related degree
• Understand job
requires national
moves, not regional
• Previous Leadership
• Knows their Why
• Several moves over
career, not just a few
One Kiewit, Many College
Recruiting Challenges
Program Challenges
• We weren’t taking a “One Kiewit” approach
• We needed baseline evals and performance metrics
• University Recruiting (UREC) wasn’t enough
Internal Challenges• We weren’t sharing knowledge across Kiewit Districts
• Employees were sending mixed & inconsistent messages to
candidates & faculty
External Challenges• Students, Faculty & College Programs were confused by
inconsistent messaging
• Poor Alumni engagement and utilization of resources
Initial Audit
01New Metrics Reporting
Using Tableau and our analytics department, we
can better track performance of both university
recruiters and campuses with which we spend
time and money.
02New Faculty Relations Program*
To help improve faculty referrals and
Kiewit name recognition, established a
faculty resource portal & education
program.
03New Campus Recruiting Process*
In process of creating tiered campus program to
improve efficiency of man-hours spent on tier 2
and 3 campuses, with greater focus on online
events for tiers 2 and 3.
HROS Blueprint:
Conducting the Audit
1Your Stuff
02Their Stuff
03Messaging
04Schools
05SWoT• Online Presence
• Social Media Presence
• Recruitment & Hiring
Process
• Rewards, Recognition,
Compensation
• Employees - Current &
Alumni
• Measure efficacy of
messaging around
importance of your
mission
• How “real” is the
company culture talk?
• What are the benefits
you talk about?
• UX - User Experience
• University Relations
• Process Performance
to Plan
• Online Presence
• Job Ads
• Application Process
• Competitor 1
• Competitor 2
• Competitor 3
• Professors
• Career Center
• Counselors
• Events
• Alumni
T• Requires buy-in from
district leaders
• More accountability
from college recruiting
team
• Significant man-hours to
set up
• Needs campus buy-in
O• Engage Faculty in the
recruitment process
• Save man-hours and
resources
• Improve efficacy of
contributions
W• Heavy reliance on
established reputation
• Not enough attraction
messaging
• Weak online presence
• No social or SEO/SEM
strategies
S• Solid Offline Reputation
• Past 5 years, tenure was
10x industry average
• Employee owned
• Visually appealing
career site
SWOT Analysis
Strength Weakness Opportunity Threat
Constructing Candidate
Experience
CandE
App
Process
Selection &
Notification
Onboarding
Experience
Training
ProcessInterviewing
Process
App
Screening
Process
Constructing College
Candidate Experience
CandE
Messaging
Alumni
Intern
Experience
College
CommsFaculty
Events
& App
Process
Inadequate College
Recruitment Metrics
CTR Cost-To-Recruit
PF# Preference/Applicati
on Forms & Event
Traffic
THR Total Hires by Recruiter
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Metrics
to Track•Goals Met
•Online College & Graduate
Sentiment
•Head-to-Head (HTH) Hire Rate
•Shareholder Satisfaction
•Intern Conversion Rate
•Top Schools Percentage
•Applicant Quality
(GQoA)
•Performance Data
•Training Failure Rate
•Percentage to Plan
•College Hire Diversity
•College Hire Retention
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Future
Focused
2016
RoadmapKiewit UREC
Online
More Metrics
Promotion
Digital StrategyEvent Strategy
Training
Strategy
Faculty Portal
Campaign
Development
Tech Stack
As we refine our strategy and execute on our tactical implementation plans, we will continue
to share templates and outcomes as part of the #HROS project.
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Thanks for The AttentionDon’t hesitate to contact us
[email protected] [email protected] @TheOneCrystal @Kiewit
