engaging employers to increase hiring on your campus · –young and inexperienced? old and behind...

11/25/19

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Engaging Employers to Increase Hiring on Your Campus

Graham Donald Brainstorm Strategy Group Inc. [email protected]

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© 2019 Brainstorm Strategy Group Inc.

Agenda

1. What are your challenges?2. What is “employer relations”?

3. Who are your employer clients?

4. What do employers want?5. What are your clients’ challenges?

6. Why should they hire students?7. Who are your competitors?

8. How do you achieve client ecstasy?9. What are your next steps?

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What are your challenges in employer engagement?

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What is employer relations?

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Employer Relations

• Sales• Marketing

• Networking

• Problem-solving• Customer service

• Recruiting• Advising/Consulting

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Employer Relations Continuum

1. Awareness2. Interest

3. Connection

4. Education / Advising5. Engagement

6. Recruitment7. Results

8. Renewal (Repeat business)9. Expansion (Grow the business)

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Who are your employer clients?

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Who are they?

• Campus recruiter• Recruiter / Talent Acquisition

• Co-op coordinator

• Human resources• Manager

• Senior manager, director, VP…• Business owner

• Etc.

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Role play 1: you and an employer

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Takeaways

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Role play 2: you and an employer

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Takeaways

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Different from You

1. Many different roles & titles2. Differing levels of experience:

– Young and inexperienced? Old and behind the times? Current and savvy?

3. Different training and qualifications:– Recent grads, MBAs, new to the company, life-long employee

4. Different relationship to their employer– A cost center – spending, not driving revenue

5. Differing levels of autonomy6. Their performance is measured in entirely different ways

(and there’s no consistency from one to the next)

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What do employers want?

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What do they want?

• Assured success• A time-saving process

• A short-list of candidates

• The selected ideal candidate• Guaranteed hiring success

• Their problems solved• To learn and develop

• To be seen as a superstar• To get a promotion• To spend more time doing their favourite things

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C.Y.A.

How do you mitigate risk for your clients?

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In their own words.

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What are your clients’ challenges?

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Recruiters’ Challenges

• An effective strategy• Persuading leadership to invest (adequately)• Herding their own cats (managing everyone involved)• School selection • Navigating campus • Campus presence• Student interaction• Diversity recruiting• Attracting the best• Successful info sessions, career fairs, and other events• Selection process• Student/candidate communications• Using the right recruiting technologies• On-boarding• Managing the intern/co-op experience

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Why should they hire students?

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Building the business case for student hiring.

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Building your business case

1. Start with why: your strategic intent

2. The opportunity: 18 reasons

3. Your success stories4. Your strategic campus recruitment plan

5. The ask

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3 questions to ask your allies

1. Why is college recruitment important for our company?

2. What would you change?

3. What are your success stories?

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Start with “why?”

Develop your plan.

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Why NOT!

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2. The Opportunity

18 reasons to hire students and grads

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1 / 1 / 16The first boomers turned 70.

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#1 – The demographic shift

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• Median age is increasing rapidly• Birth rates continue to drop

• Misconception: high student unemployment

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Is There a Graduate Unemployment Problem?

• Between 1998 and 2015, the number of undergraduate degrees awarded annually jumped by 50% (from 124,000 per year to 186,000 per year) while the labour force as a whole only grew 25%.

• Youth unemployment is the lowest it has been since Stats Canada began measuring it in 1976

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Cause…

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#2 – Shortage of highly qualifiedstudents

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Effect…

• 50% of entering college students score below college level English after admission

• 27% of Canadians with a Bachelor’s do not hit the benchmark for what’s considered basic level of literacy

• More than 40% of job applications are rejected for writing/formatting issues

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#3 – Diversity

Building inclusive work teams

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• Students with disabilities• Visible minorities

• Indigenous students

• LGBTQ• Multi-generational

• Gender

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#4 – Competition

Who is doing it better than you?If you don’t get them, who will?

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#5 – How we work is changing

Adaptability

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#6 – The work we do is changing

Skills for jobs that are yet to be created

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#7 – Fearless

Creativity and innovation

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#8 – Culture

Grow your own

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#9 – Understanding customers

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#10 – Technology

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#11 – Low cost hiring

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#12 – Low cost compensation

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#13 – Talent gaps

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#14 – Access to the latest research, strategies & tools

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#15 – Opportunity to influence curriculum

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#16 – High energy/productivity

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#17 – Leadership potential

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#18 – Disrupt the status quo

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Data is dry. Anecdotes are memorable.

Use both.

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3. Tell your stories

Remind them of the anecdotal evidence in your own organization

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Data + Stories = Influence

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4. Describe your plan

A high-level walk-through of your strategic campus recruitment plan

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5. The ask

The resources you require to execute your plan and fulfill your strategic intent

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What do you need? (examples)

• Certainty in hiring numbers• Campus ambassador program

• Well-trained managers & mentors

• Meaningful developmental internships• Support at all levels

• Screening of campus reps & partners• Relevant market research

• Continuous training & development

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Building your business case

1. Start with why: your strategic intent

2. The opportunity: 18 reasons

3. Your success stories4. Your strategic campus recruitment plan

5. The ask

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Who are your competitors?

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How do you achieve client ecstasy?

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“Customer Satisfaction” will not create passionate supporters that

drive word-of-mouth referrals.

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1. Exceed Your Client’s Business Goals

Listen. Listen. Listen. Knowledge is strength!

Ask them:– What are your current challenges?– What keeps you up at night? – What would you like to change?– What opportunities do you hope to seize in the future?– What are you plans for the year?– What has worked in the past? What would you like to improve?– Can you give me the broader context?

Seek information that will help you help them.

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Business Goals

Quality

Time & EffortCost

ü More qualified candidatesü More successful hires

ü Improved ROI ü Shorter time to hireü Less effort required

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2. Support Your Clients’ Professional Success

1. Become their Trusted Advisor– They are trying to become trusted advisors to others in their organization; you are

trying to become a trusted advisor to them

2. For your client to be an expert, you must be an expert.

3. Help them succeed in their careers beyond finding candidates.

4. Make them famous.

5. Connect them with the information they need to know:– Current trends in the marketplace– Latest technologies and tools– Students career interests and behaviours– Best practices in building brand on campus– Understanding the work of their hiring managers

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3. Make a Personal Connection

• Get to know their professional interests• Make it personal

• Touch base consistently

• (Mass personalization)• Connect them with like-minded peers

• Forward job opportunities to them• Reach out without an “ask”

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Achieving Client Ecstasy

1. Exceed Your Clients’ Business Goals

2. Support Your Clients’ Professional Success

3. Make a Personal Connection

Remember: “Customer Satisfaction” will not create passionate supporters that drive word-of-mouth referrals.

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Next steps?

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Graham [email protected]

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engaging employers to increase hiring on your campus · –young and inexperienced? old and behind...

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