10 years of access-special events

References

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access has been conducting company-specific workshops, the so-calledaccess-specials, for exactly ten years now. This success story began back inJune 1997 with the first Europe-wide event for the strategic consultancyA.T. Kearney. Further events for Andersen Consulting, BMW and SAPquickly followed. The number of access-specials had already risen to 17 by1999. They were later joined by Allianz, Daimler-Benz, Infineon, RolandBerger, Telekom and many others.

Ten years on – in 2007 – we can look back at more than 200 tailor-maderecruiting events with over 10,000 carefully selected participants. We areextremely proud to have invented this type of recruiting, now widely used.We would like to use this reference book to share some of our experienceof this recruiting method with you.

What is an access-special?For companies, the focus of these events is nearly always the recruiting ofhighly qualified graduates or professionals. However, this event concept ismore than “just” a recruiting event. We are increasingly seeing a trend within companies to use their access-special event specifically as an HRmarketing tool. Employer image or the influencing of this image is also amajor factor. A company can already position itself within the target groupin the run-up to the event by means of a targeted marketing campaigncoordinated by access. The selection of the motto, the location, the targetgroup marketing and the contents of the event can all be steered perfectly.In our experience, the company representatives find it very easy at theevent itself to motivate the participants for their company, winning themover as interested candidates and even as multipliers within their group offriends. This has a great side-effect: the HR department can position itselfwell internally, as they have set everything in motion and, amongst otherthings, organised for many of their colleagues to meet and exchange viewswith interesting candidates in a pleasant environment.

Individually tailored conceptsThe access-special concept impresses clients with its variability.Depending on the client’s wishes, such an event can be organised as anone-day interview day, as an expert conference or as a three-day imageevent. The number of participants can range from 20 to 150. The way weapproach potential candidates is also flexible: this can vary from a veryspecific direct contact, focusing strongly on industry or function, to thedesign and implementation of a broad-based multi-channel marketingcampaign. The target group focus can be students, graduates or profes-sionals. An attractive accompanying programme can be individually tailo-red to the required employer image, leaving a lasting impression on theparticipants.

access-special – the individual solution: recruiting and personnel marke-ting combined in a single tool. Let’s talk about it!

10 years of access-special One event, one company – more than just recruiting!

Norbert WangnickCEO

Accenture is a global managementconsulting, technology services andoutsourcing company. Combiningunparalleled experience, compre-hensive capabilities across all indus -tries and business functions, andextensive research on the world'smost successful companies,Accenture collaborates with clientsto help them become high-perform-ance businesses and governments.

„Boost_Your_Career@Accenture“Aim

Together with access, Accenture conducted the “Boost_Your_Career@Accenture” series of events, consisting of up to six events per year between1997 and 2003. The target group primarily consisted of business, IT, enginee-ring, physics and mathematics students. 500 applications and 100 participantsper event were the aim. In order to increase the attractiveness of the event forthe applicants, the workshop was conducted in well-known cities, such as Nice,Cannes and London, and included a varied supporting programme.

Task

access was responsible for candidate marketing, consisting of advertising atuniversities, newspaper ad placement and the direct approach of existing con-tacts and suitable candidates in the access database. Furthermore, access wasalso responsible for the pre-selection of candidates, including telephone inter-views, the planning, organisation, travel management and implementation ofthe event.

Results

At the Boost_Your_Career events, Accenture was able to meet around 100 par-ticipants from the target group, of which some 30 – 40% received a job offerfrom Accenture at the event itself. The number of candidates who rejected thisoffer was below average.

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Now You!BearingPoint Career – Days 05-07

Aim

Between 2005 and 2007, BearingPoint needed a high number of new employe-es in the areas of IT, Supply Chain Management, Finance and Banking. Thesewere to be supplied by means of the BearingPoint “Career-Days” event series.

Task

Within a very short time, several two-day Career-Days had been implemented.access was responsible for the entire marketing towards the four different tar-get groups, pre-selecting the candidates, organising and implementing theCareer-Days at the BearingPoint sites in Frankfurt or Munich.

Results

Within the first six months of 2005, BearingPoint met over 200 candidates,selected from just under 1,000 applications. Of these 200 participants, approx.30% received a job offer for one of the more than 10 German-languageBearingPoint locations.

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BearingPoint GmbH, formerlyKPMG Consulting, Inc., is one ofthe world’s largest consulting com-panies, offering corporate consultingservices, system integration andmanaged services for the world’s2,000 leading companies, for medi-um-sized companies and for publicinstitutions. BearingPoint developsbusiness and technology strategies,implements applications, providesnetwork infrastructures, and imple-ments system integration as well asmanaged services.

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With the three brands BMW, MINIand Rolls-Royce Motor Cars, theBMW Group targets selected premi-um segments of the internationalautomotive market – thus makinguse of the company’s strengths witha consistency unique to the indu-stry. From development and produc-tion through to marketing, there isa clear orientation towards this pre-mium standard. A strategy gearedtowards profitable growth.

Student Academy Train yourTalent

Aim

Based on the US-American idea of the “summer school”, approx. 80 Europeanengineering and IT students were to be invited to the four-day event in Munich.

Task

access was responsible for target group marketing, including the direct contac-ting of students and universities. The access recruiting consultants conducteda pre-selection. access was also responsible for the planning, organisation andimplementation of the event.

Results

From 15th to 18th March 2000, 90 students from Germany, Great Britain,Switzerland, Austria, France, Spain, Norway and the Netherlands participatedin the event.

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Strategy Conferences 2005-2007

Aim

At the request of Booz Allen Hamilton, the series of events from 2005 to 2007was aimed less at recruiting new employees and more towards enabling theparticipants to get to know the well-known consulting company at a “strategyconference”.

Task

As these events constituted an image measure, access contacted students fromall faculties at approx. 40 universities in Germany, Austria and Switzerland. Theplanning and organisation of the events were also handled by access, with thefocus being predominantly on the “creative” side: devising topics, research onexperts, research on location, etc.

Results

Out of almost 1,000 applications per event, 30 absolutely top candidates wereinvited to the strategy conferences in Berlin, Riga and Hamburg. In addition tocompany representatives from Booz Allen Hamilton, further experts from thefields of science and business also attended.

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With some 18,000 employees andoffices on six continents, Booz AllenHamilton is one of the world’s lea-ding strategy and technology con-sultancies. The company is ownedby 300 active partners.

Global expertise, broad-basedknowledge and profound functionalknow-how in intensely competitivefields make Booz Allen Hamilton acompetent partner for directors andmanagers of international corpora-tions, large companies, state and public institutions, as well as civilauthorities.

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Capgemini Career Camps 2005/2006/2007

Aim

In the years 2005, 2006 and 2007, Capgemini had a high need for Early Pro fes -sionals (with 1-4 years of experience). The aim of a series of company-specificevents was to increase familiarity with Capgemini and to improve its image within the defined target group, as well as to recruit a minimum of three newconsultants.

Task

access was asked to take over the generation of applications, as well as theentire management of applications, including a pre-selection of suitable candi-dates. Capgemini was responsible for implementing the event.

Results

access was responsible for contacting potential applicants and managing appli-cations for a total of 7 events. In the course of these events, 29 new consul-tants were employed by Capgemini, and many more remained in the internalhiring process.

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Capgemini is one of the world’s lea-ding service providers of manage-ment and IT consultancy, technolo-gy and outsourcing. The companywith European roots advises clientson the development and implemen-tation of growth strategies, as wellas the use of new technologies. Asone of the top 5 players, Capgeminihas built up processes and structu-res over the years, with the help ofwhich the company can support itsclients locally and provide for coun-try-specific needs. At the same time,Capgemini provides its internationalclients with global services from asingle hand.

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The Continental Group is one of theworld’s leading automotive sup-pliers and offers comprehensiveknow-how in tyre and brake techno-logy, chassis control systems, elec-tronics and sensor systems. Theaim is to make individual mobilitysafer and more comfortable. Morethan 80,000 employees work atover 100 locations around the world(factories, research centres andtesting tracks). The company is divi-ded into four divisions: passengercar tyres, commercial vehicle tyres,automotive systems and ContiTech.

Are you auto-motivated?Welcome!

Aim

As Conti didn’t match up to other DAX companies in surveys of familiarity andimage, they asked access to conduct tailor-made workshops in 2004 and 2005.The main focus was to improve Conti’s image as an employer.

Task

access was responsible for candidate marketing and pre-selection, as well as theplanning and implementation of the English-language event. Around 30 mecha-tronics, mechanical engineering, automotive engineering and production engi-neering graduates were invited to the Contidrome in the Lüneburger Heide areaof Germany. In addition to improving Conti’s image, they were also focused onrecruiting new employees.

Results

While only 33% of the participants rated Conti’s image as “very good” in therun-up to the event, 100% answered the same question with “very good” afterthe event. In addition, 50% of the participants were carried forward into the further interview process.

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As one of the world’s leading servicecompanies in the telecommunica-tions and information technologysector, Deutsche Telekom AG setsinternational standards.

The benefit for the customer is themain focus of all Deutsche Telekom’sactivities. The “T” is a sign of quali-ty, efficiency and innovation aroundthe world. As a corporation with an international focus, DeutscheTelekom AG is present in some 50countries around the globe.

First steps

Aim

In October 2004, all four divisions of Deutsche Telekom (T-Com, T-Mobile, T-Online and T-Systems) carried out the “First steps” event for the fourth succes-sive time with access. Telekom was focused on increasing the presence ofDeutsche Telekom at the universities. The aim was for the students to get toknow Deutsche Telekom as a successful German and international corporation.

Task

Long-term recruiting success was to be achieved by way of targeted advertisingmeasures within the universities. access was responsible for contacting poten-tial candidates using existing university and candidate contacts, as well as bymeans of general advertising within the universities.

Results

Out of just under 350 applicants, some 60 candidates were invited to the work-shop following pre-selection by access and a telephone interview by DeutscheTelekom. Around 30% remained in contact with Telekom after the workshop.

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International Recruiting EventsBring Technology to Life

Aim

In 2004, Infineon was looking for young, qualified employees to work at itsDresden and Munich sites with the help of two access recruiting events. Asthese were international events, all communication – from contacting candida-tes to running the event itself – was in English.

Task

Amongst other things, access was responsible for contacting the target groupon an international level. In addition to coordinating a broad-based advertisingcampaign with worldwide advertising activities, access also developed an onlineadvertising platform with the Infineon “look & feel”. Of course, the organisationand implementation of the event also lay in the hands of the specialists ataccess.

Results

Out of around 600 applications from the target group, some 369 candidateswere taken into the selection process after an initial pre-selection. Of these,more than 70 candidates got to know Infineon Technologies and its employeesat the two events in Munich and Dresden.

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Infineon Technologies AG offerssemiconductor and system solu-tions for automotive and industrialelectronics, for applications in thefield of wired communication,secure mobile solutions, as well asmemory components. Infineon isactive worldwide and controls itsUS activities from its base in SanJose, California, its Asian-Pacificactivities from Singapore and itsJapanese activities from Tokyo.

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Merrill Lynch is one the largestfinancial service companies on WallStreet and one of the leading invest-ment banks in the USA. The bankwas opened on 6th January on NewYork’s Wall Street by Charles E.Merrill. In 2005, the company wasoperating in 36 countries, managingclient assets amounting to 1.8 billi-on dollars.

Be Bullish

Aim

80 to 100 students and early professionals were to get to know Merrill Lynchbetter during the three-day workshop at Montabaur Castle in November 2000.

Task

access was responsible for both organising the workshop and for the entiremarketing campaign. This included job adverts and Internet promotion, directadvertising at 30 German and 30 European universities, 4,000 direct mailingsto graduates and 350 direct mailings to professors and career offices.

Results

Over 40% of the 105 participants remained in the further interview process atMerrill Lynch, some of them receiving a specific job offer within only a few days.

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Recruiting Workshop Assurance 2005, 2006 & 2007

Aim

After more than a dozen successful workshops with PwC, access conducted tailor-made events for the consulting company from 2005 to 2007. In additionto recruiting new consultants for the “assurance” department, the aim was alsoto enhance the corporate image.

Task

Out of the many qualified applications, around 80 applications were selected toparticipate in each event, initially in Potsdam and later in Montabaur. In addi-tion to interviews and work on case studies, access also organised a remarkableprogramme, including various sporting activities and creative workshops.

Results

Approx. 50 % of the participants received a specific job offer from PwC.However, the other half of the candidates also left the workshop with valuableexperience and new contacts.

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PwC is a leading auditing and con-sulting company and can, as anindependent member of the inter-national PricewaterhouseCoopersnetwork, call on the resources of122,000 employees in 144 countries.With 28 locations in Germany,8,200 employees in the fields ofauditing and audit-related services,tax consultancy and the fields oftransaction, process and crisis con-sultancy generate a turnover ofapprox. one billion Euro.

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Procter&Gamble Recruiting Event 2007

Aim

The aim was to cover the short to medium-term recruiting demands in theareas of research & development and engineering, as well as to increase thecandidates’ awareness of Braun as an employer.

Task

The task was to contact engineers, the focus being not only on the specialistprofile, but also on the international background of the participants, as well asattaining a representative female quota. The event was advertised international-ly (UK, Sweden, Austria, Switzerland, Poland) and conducted in English.

Results

32 international graduates and “early professionals” from the fields of electricalengineering, mechatronics and precision engineering participated in theProcter&Gamble Recruiting Event by Braun. Around 50% of the participantswere carried forward into the next stages of the recruiting process. 25% of theparticipants were women.

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Braun GmbH is an internationallyleading manufacturer of small elec-trical equipment and is based inKronberg near Frankfurt am Main,Germany. Founded in 1921 by MaxBraun, Braun belonged to theGillette corporation, Boston, Mass.(USA), from 1967 to 2005.

In 2005, the Gillette corporationwas taken over by P&G.

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Formel Shell Tage 2004, 2005, 2006 und 2007

Aim

The Formel Shell Tage (Formula Shell Days) took place near Hamburg between2004 and 2007. The focus on Shell’s commitment to Formula One was inten-ded to improve the company image in order to present Shell to the participantsas an attractive employer.

Task

access was responsible for candidate marketing and communication for allevents. Furthermore, the members of access present at the events ensured thatthe accompanying programme ran smoothly. This included a visit to the refineryand a trip to the Go-Kart track.

Results

After the extremely successful workshops with programmes packed full ofevents, the aim of improving Shell’s image as an employer was most definitelyachieved. In 2005, for example, 95% of the participants said after the event thatthey would place Shell amongst their top 5 employers.

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Tage 200604 Brochure & poster Formel Shell

Tage 2007

Shell has more to offer in Germanythan just petrol stations: it’s anenergy and chemical company wor-king in the sectors of mineral oilrefining and retailing, natural gas/crude oil transport, natural gasretailing and electricity trading aswell as sustainable energies.

Including its subsidiaries, Shellemploys around 6,200 people inGermany.

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Be a challenger!2006 & 2007

Aim

The implementation of recruiting events at the Vodafone Hirschburg castle nearKönigswinter with 40 top business and business engineering students and gra-duates at each event. The aim was to recruit 5 candidates at each event for thenewly created Top-Trainee programme, Challenges@Vodafone.

Task

In addition to candidate marketing and pre-selection, access was also responsi-ble for all tasks relating to the organisation and implementation of the events.These included conception and project steering, hotel booking, advertisingcampaign and support of the participants and the company representatives.

Results

Of the participants, 17 were invited to the Challenge Programme assessmentcentre. 16 further candidates remained in the interview process for other positi-ons.

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Vodafone is part of the VodafoneGroup and operates one of theworld’s largest and most efficientGSM mobile phone networks herein Germany. Around 29.2 millioncustomers telephone within theVodafone network. With a marketshare of approx. 37 percent and anannual turnover of 8.3 billion Euro(as per 2005), Vodafone is one ofthe world’s largest mobile phonecompanies.

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access AGSchanzenstr. 2351063 KölnGermany

Tel.: +49 / 221 / 95 64 90-0Fax: +49 / 221 / 95 64 90-920E-Mail: info@access.de

www.access.de