University Recruiting Essentials: Interns and Your Campus Brand - Part 1 - Internship Overview
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University Recruiting is about building a brand that engages the students you want to attract – as early as freshman year. The best way to attract top college talent is to build brand recognition on campus. Follow the lead of experienced on-campus recruiters and leverage your existing internship program. But you can’t just have interns and then let them go! We'll help you create a game plan for maximizing your interns to strengthen your on-campus brand Inside this presentation: -Find out how to attract the best and brightest to your internship program. -Learn how to leverage the work of your existing interns for your on-campus brand. -Create a plan to incorporate the work of your interns into your on-campus events. -See how others leverage what they learn from interns to build and enhance their on-campus brand. -Receive ROI measurement tips
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University Recruiting Essentials: Interns and Your Campus Brand - Part 1 - Internship Overview
- 1. University Recruiting Essentials: Interns and Your Campus Brand – Part 1 Internship Overview AfterCollege Inc. 98 Battery Street, 5th Floor, San Francisco, CA 94111 PHONE: 877-725-7721 · FAX: 415-263-1307 · www.aftercollege.com · webinars@aftercollege.com
- 2. Interns and Campus Brand • University Recruiting Overview • Internships Overview • Showcasing Interns’ Work • Learning From Their Experience • On-Campus Integration • Campus Ambassadors • Measuring Return on Investment (ROI) www.aftercollege.com 2
- 3. Interns and Campus Brand -This is the first of three presentations on Interns and Campus Brand -This presentation will cover: – University Recruiting Overview – Internships Overview www.aftercollege.com 3
- 4. University Recruiting Overview www.aftercollege.com 4 -Internships are a core part of a comprehensive University Recruiting strategy -Those that do it best: -Engage students early -Build a brand on campus -Focus on diversity -Have a clear strategy that defines their return on investment
- 5. Slide Title www.aftercollege.com 5 REMEMBER: University Recruiting is about building your brand on-campus to attract top students Hiring an intern or full-time entry level college grad is the result of your University Recruiting efforts – but not the primary goal of most activities
- 7. Investment www.aftercollege.com 7 -Companies who are successful at University Recruiting and Internship programs have a buy-in and investment from upper management -Building a brand takes investment – not just monetary – but also support from management and staff time -University Recruiting often does not have an immediate return – like planting a seed and reaping the reward later -Companies start early and engage students with their brand – scholarships, info sessions, and campus branding are all ways to engage with students -Create a pipeline of students you engage with so when students start applying for jobs they remember your company
- 8. Insert Image www.aftercollege.com 8 ATS vs. CRM
- 9. ATS vs. CRM www.aftercollege.com 9 -Application Tracking System (ATS) vs. Customer Relationship Management (CRM) -Regardless of the tool you choose – you will always need a unique source code for each event – to track where the student first interacted -Need to track student engagement to determine your Return on Investment (ROI) on events -Find a way to track where you met a student and if they continue to engage with your company around career information -Just handing a student a link to your application or website is not the desired result of your interaction at your on-campus events
- 10. Insert Image www.aftercollege.com 10 Let Them Know
- 11. Let Them Know www.aftercollege.com 11 -A large part of University Recruiting is marketing and evangelizing about your employment brand on campus to the students you want to attract -Build a database of students – then market in a smart and targeted way to those students with relevant content -Do not underestimate the power of the student word of mouth -Provide an amazing internship experience so that the student will tell all their friends -AfterCollege specializes in helping employers drive targeted student traffic to their events. Keep that in mind if you do not have an existing pipeline, we have the connections to help you
- 13. www.aftercollege.com 13 Why Have Interns?
- 14. www.aftercollege.com 14 Why Have Interns? -In the NACE Class of 2012 Student Survey, released in November of 2013 – 67% of seniors identified having held an internship -Nearly 97% of employers plan to hire interns and co-op students in 2014, according to preliminary results of NACE’s 2014 Interns & Co-op Survey -In order to compete with other employers on campus, it is important to provide students a way to become accustomed to your company
- 15. www.aftercollege.com 15 Pipeline to Full Time -Interns are by far the most common “pipeline” program – or way to influx new grad talent into your organization
- 16. Pipeline to Full Time www.aftercollege.com 16 Accepting Offers: -In the NACE Internship & Co-op survey: The conversion rate for interns dropped this year to 48.4%. The conversion rate in the previous year’s (2012) survey was an all-time high of 58.6% -The conversion rate will directly relate to the amount of full-time job offers available to the employer at the time of the internship ending -In other words, if there are no full-time opportunities to slate the students into, it will result in a lower conversion rate
- 17. Pipeline to Full Time www.aftercollege.com 17 Retention: -In the NACE Internship & co-op survey: The retention rates of full- time hires who came from an employer’s own internship/co-op program are higher than the rates of those hires that either completed an internship/co-op with another employer or completed no internship/co-op at all. -Respondents who hired interns/co-op students from their own programs retained 88.9% of these hires after one year. And, for those hires with no internship/co-op experience at all, slightly less than 80% were retained.
- 18. Interns and Campus Brand -Continue to the second and third presentation on Interns and Campus Brand to learn more about these topics: Part 2 - Interns’ Work and Experience: -Showcasing Interns Work -Learning from their Experience Part 3 - Campus Involvement and ROI: -On-Campus Integration -Campus Ambassadors -Measuring Return on Investment (ROI) www.aftercollege.com 18
- 19. Insert Image of Events Page www.aftercollege.com 19 -Subscribe to the AfterCollege Employer Blog for more information on University Recruiting http://employer.aftercollege.com/
- 20. Visit AfterCollege -Visit the AfterCollege Products and Services page to see how AfterCollege can help enhance your University Recruiting program -Sign up for Free Employer Webinar Series to learn tips and tricks for building and improving your University Recruiting program -Follow us on Twitter | Facebook | LinkedIn -Visit the AfterCollege LinkedIn University Recruiters Page to discuss University Recruiting with other industry professionals www.aftercollege.com 20
- 21. Jennifer Rutt Senior Director of Engagement jrutt@aftercollege.com Twitter: @JenRutt www.aftercollege.com 21
Hinweis der Redaktion
- Some quick business items: -Your lines will be muted during the presentation -If you would like to ask a question – I will be answering those we have time for at the end. Please use the questions box within Go to Webinar to ask your questions.
- What will we be talking about today? We are a diverse groups – some on the phone may not have ventured into University Recruiting, some companies may be very experienced in UR and people in companies everywhere in between– but the basics for leveraging an internship program to enhance your campus brand are relevant for all. We will be breaking the information into several parts (see slide) If you have attended a past University Recruiting Essentials webinar there may be some slight reinforcement of topics covered in the previous session, however, even that information will be tailored specifically to our current topic. Again, for those of you who just joined us, I will be taking questions through the questions function at the end of the presentation.]
- What will we be talking about today? We are a diverse groups – some on the phone may not have ventured into University Recruiting, some companies may be very experienced in UR and people in companies everywhere in between– but the basics for leveraging an internship program to enhance your campus brand are relevant for all. We will be breaking the information into several parts (see slide) If you have attended a past University Recruiting Essentials webinar there may be some slight reinforcement of topics covered in the previous session, however, even that information will be tailored specifically to our current topic. Again, for those of you who just joined us, I will be taking questions through the questions function at the end of the presentation.]
- Internships are a core part of a comprehensive University Recruiting strategy. Those that do it best engage students early, build a brand on campus, focus on diversity, and have a clear strategy that defines their return on investment.
- This is the thing to remember from this presentation University Recruiting is about building your employment brand on-campus to attract top students. Hiring the intern or the fulltime entry level college grad is a result of these efforts – but not the primary goal of most activities. When creating the components of your University Recruiting program your thoughts should focus on building your brand awareness with students.
- Companies who are successful at University Recruiting and Internship programs have a buy in and investment from upper management at their companies. They value and believe in college talent as a pipeline to future success. There is not often an immediate return – it is like planting the seeds and reaping the reward later. Building a brand takes investment and university recruiting needs investment. Not just monetary, but also support from management and staff time. Companies start early and engage students with their brand – sometimes starting in high school – but definitely starting in freshman and sophomore years – with things like scholarships, info sessions and campus branding. In order to compete with other companies recruiting the same talent – you have to have a long term investment in building your brand. That can take multiple years and an investment to the process. Companies who understand this and get the support to implement their initiatives have the success competing. A large part of building your brand is creating a pipeline of students that you engage with – prior to the time they are ready to apply to the full time job or internship.
- Internships are a core part of a comprehensive University Recruiting strategy. Those that do it best engage students early, build a brand on campus, focus on diversity, and have a clear strategy that defines their return on investment.
- Student who engage with your on-campus recruiting activities do not have to be treated as job applicants. They can be treated as “prospects” for engagement in your company brand. You will need to track the student engagement of students to determine your ROI on events – you do need to figure out a way to track where you met a student and if they continue to engage with your company around career information. Through my employer research I learned that employers are doing this in multiple ways. Some engage a separate CRM (customer relationship management) tool where they input the information about the students they meet at events. Some utilize the CRM portion of their ATS (applicant tracking system). Because a campus presence is about your brand – students should be treated as potential leads that will need to be reinforced and engaged in an on-going way. Most of these tools allow for uploading of resumes and will read the paper resumes. Some are exploring new technologies being developed just for this purpose. Regardless of the tool – you will always need a unique source code for the event – to track where the student interacted with the university relations program. Again, work with your agency and/or marketing department on your follow up with those student prospects. Remember just handing a student a link to your ATS or website is not the desired result of your interaction at your on-campus events.
- Internships are a core part of a comprehensive University Recruiting strategy. Those that do it best engage students early, build a brand on campus, focus on diversity, and have a clear strategy that defines their return on investment.
- A huge part of a University Recruiting program is marketing and evangelizing about your employment brand on campus to the students you want to attract. You need to build the database of students, as we talked about in the previous CRM topic and then market in a smart and targeted way to those students with relevant content. Many of the things we will be talking about in this presentation relative to leveraging your interns work for your employment brand on campus are items that should go into your marketing schedule and calendar – and incorporated into various events, your website, etc. in order to reinforce how awesome it is to work at your company. Do not underestimate the power of the student word of mouth. Your work should support those efforts – but ultimately the strongest thing you can do is provide an amazing internship opportunity to the student so they tell all their friends. AfterCollege specializes in helping employers drive targeted student traffic to their events. Keep that in mind if you do not have an existing pipeline to use to evangelize your event. We have the connections to help you.
- The rest of the presentation will be assuming you have an internship program, and active interns at your company. However, I am going to talk just a bit about what an internship program is and why it is important. Even if you have not yet created your formalized internship program – the information provided today will be relevant for you to incorporate into your planning. What is an internship program?
- The rest of the presentation will be assuming you have an internship program, and active interns at your company. However, I am going to talk just a bit about what an internship program is and why it is important. Even if you have not yet created your formalized internship program – the information provided today will be relevant for you to incorporate into your planning. What is an internship program?
- In the NACE Class of 2012 Student Survey, released in November of 2013 – 67% of seniors identified having held an internship. Nearly 97 percent of employers plan to hire interns and co-op students in 2014, according to preliminary results of NACE’s 2014 Internship & Co-op Survey. The 96.9 percent is nearly identical to last year, when 96.3 percent of responding employers responding to the survey indicated they planned to hire interns and co-op students in 2013. In order to compete with other employers on campus – it is important to provide students a way to become accustomed to your company, and “try out” working for you. The loyalty will pay off.
- In the NACE Class of 2012 Student Survey, released in November of 2013 – 67% of seniors identified having held an internship. Nearly 97 percent of employers plan to hire interns and co-op students in 2014, according to preliminary results of NACE’s 2014 Internship & Co-op Survey. The 96.9 percent is nearly identical to last year, when 96.3 percent of responding employers responding to the survey indicated they planned to hire interns and co-op students in 2013. In order to compete with other employers on campus – it is important to provide students a way to become accustomed to your company, and “try out” working for you. The loyalty will pay off.
- Internships are by far the most common “pipeline” program – or way to influx new grad talent into your organization. Accepting Offers: 2013 Internship & Co-op Survey: The conversion rate for interns dropped this year to 48.4 percent. The conversion rate in the previous year’s (2012) survey was an all-time high of 58.6 percent. The conversion rate will directly relate to the amount of full time job offers available to employer at the time of the internship ending. In other words, if there are no full time opportunities to slate the students into it will result in a lower conversion rate. Retention: In the NACE Internship & co-op survey: The retention rates of full-time hires who came from an employers’ own internship/co-op program are higher than the rates of those hires that either completed an internship/co-op with another employer or completed no internship/co-op at all. Respondents who hired interns/co-op students from their own programs retained 88.9 percent of these hires after one year. And, for those hires with no internship/co-op experience at all, slightly less than 80 percent were retained.
- What we are talking about next is the real “meat” of the presentation and will include lots of real world example. So, let’s assume that you have an internship program running. It doesn’t matter if you have two interns or two hundred. The following activities can be leveraged by your university recruiting program in order to get the most brand mileage from your interns experience. Remember – all of these activities will only be valuable if you are providing a POSITIVE internship experience. If you poll your interns and get a very negative result – you would want to first work on improving the interns experience before you begin marketing their work. Some of the activities we will be talking about will inherently provide you opportunities to see how interns are fairing. You should be leveraging the work your interns are doing both WHILE they are in their internships AND AFTER they complete their internships. Both are relevant. The vast majority of the examples I will be showing you can be found through a simple internet search – however, if you would like me to send you a specific link, just reply to my email after the webinar and I would be happy to share links.
- What we are talking about next is the real “meat” of the presentation and will include lots of real world example. So, let’s assume that you have an internship program running. It doesn’t matter if you have two interns or two hundred. The following activities can be leveraged by your university recruiting program in order to get the most brand mileage from your interns experience. Remember – all of these activities will only be valuable if you are providing a POSITIVE internship experience. If you poll your interns and get a very negative result – you would want to first work on improving the interns experience before you begin marketing their work. Some of the activities we will be talking about will inherently provide you opportunities to see how interns are fairing. You should be leveraging the work your interns are doing both WHILE they are in their internships AND AFTER they complete their internships. Both are relevant. The vast majority of the examples I will be showing you can be found through a simple internet search – however, if you would like me to send you a specific link, just reply to my email after the webinar and I would be happy to share links.
- What will we be talking about today? We are a diverse groups – some on the phone may not have ventured into University Recruiting, some companies may be very experienced in UR and people in companies everywhere in between– but the basics for leveraging an internship program to enhance your campus brand are relevant for all. We will be breaking the information into several parts (see slide) If you have attended a past University Recruiting Essentials webinar there may be some slight reinforcement of topics covered in the previous session, however, even that information will be tailored specifically to our current topic. Again, for those of you who just joined us, I will be taking questions through the questions function at the end of the presentation.]
- That’s my face – I always like to be able to picture the voice behind the line. A bit about me: 15 years in the university recruiting field 10 with the National Association of Colleges and Employers – held multiple positions including Director of Strategic Alliance Have worked with employers and colleges on strategy, research and learning around their university recruiting plans – with a focus on leveraging technology.