University Recruiting Essentials: Interns and Your Campus Brand - Part 3 - Campus Involvement and ROI
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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 3 - Campus Involvement and ROI
- 1. University Recruiting Essentials: Interns and Your Campus Brand – Part 3 Campus Involvement and ROI 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 third and final presentation on Interns and Campus Brand -This presentation will cover: – On-Campus Integration – Campus Ambassadors – Measuring Return on Investment (ROI) www.aftercollege.com 3
- 4. On-Campus Integration www.aftercollege.com 4 So, you have a successful class of interns that goes back to campus. How do you incorporate them into your events when you travel to their campus?
- 6. Insert Image www.aftercollege.com 6 Career Fairs -Invite interns to work at your career fair booth -MAKE SURE YOU PROVIDE TRAINING FIRST -Their peers will visit because they are there – others they don’t know will appreciate their real- world experience
- 7. www.aftercollege.com 7 Info Sessions & Classroom Presentations
- 8. www.aftercollege.com 8 Info Sessions & Classroom Presentations Is there a way that you can have your interns speak about their internship work experience in your info sessions or in classroom presentations? -Hearing from another student is the most valuable asset – it resonates and creates more trust -Especially if it a former intern was involved in an exciting project that relates to what they are learning
- 9. Insert Image www.aftercollege.com 9 Faculty Relationships
- 10. Insert Image www.aftercollege.com 10 Faculty Relationships -According to the NACE Recruiting Benchmark Survey – faculty relationships are of critical importance to the success of branding on campus -How you develop these relationships can be different at different programs -Don’t discount the role your interns can play in leveraging these relationships -They can do introductions and can be the liaison to present in the classroom about their experience
- 11. Campus Ambassadors www.aftercollege.com 11 -Many employers have specific and coordinated programs where students are on campus talking about their brand -Interns are perfect candidates to take part in these types of programs -There are all different types of campus ambassador programs – some are available exclusively to former interns, some are available to any student on a target campus, and everywhere in between -At a minimum, make sure your interns who have successfully completed your program and are returning back to campus know what to tell others that are interested -If you have a referral program, make sure they are provided that information
- 12. www.aftercollege.com 12 “You can’t beat furthering your brand than hiring students, giving them good work experience, and then sending them back to campus so they can tell their friends and classmates about it.” -Jeff Goodman, Principal Consultant Campus Strategic Partners
- 13. www.aftercollege.com 13 -The AfterCollege Employer Blog has a post about creating a student ambassador program – it also links the exact job descriptions of several companies that hire student campus ambassadors. Read it here.
- 14. Measuring ROI www.aftercollege.com 14 -Measuring Return on Investment (ROI) is about measuring your brand recognition and the engagement of students throughout the time they’re involved with your university recruiting program -Many companies work closely with their agencies or marketing departments to have a comprehensive, consistent outreach policy to students in their talent pipeline – this could be via email, postal mail, or social media -Make sure you are reinforcing the events you are hosting – to continue to engage and educate students on your company brand, culture, and eventual opportunities
- 15. Insert Image www.aftercollege.com 15 Tracking for Long Lead Time -Because established and well-managed university recruiting programs engage students early and reengage them over time, there can be a time lag in your ROI -You need to prepare your management for this – clearly explain the process and goals
- 16. Insert Image www.aftercollege.com 16 Tracking for Long Lead Time -If you have coordinated your CRM and ATS information – your university recruiting program should still get “credit” for a hire that came into your pipeline through any “touch” of a branding campaign – and it should be considered a success of your program -Making sure your data is tracked is the only way to do this -The investment you are making now may not have an immediate large return, but if you are tracking ROI correctly, it will just continue to build and reap benefits for your company
- 17. Insert Image of EPI www.aftercollege.com 17 Measuring Brand Awareness
- 18. Insert Image of EPI www.aftercollege.com 18 Measuring Brand Awareness -There are many ways for companies to measure brand awareness including: -Student custom surveys -Student focus groups -AfterCollege Employer Popularity Index is one tool to use – it tracks the number of students who have “followed” your company and can be represented at an individual university level -If you are interested in learning more about this – contact your AfterCollege representative – or reach out to me and I will put you in contact with the correct person
- 19. Slide Title www.aftercollege.com 19 College Recruiting is about your BRAND!!! -Those that are having great success in university recruiting get their brand in front of their target students early, frequently, and in multiple ways
- 20. Interns and Campus Brand -This presentation is the third of three presentations on Interns and Campus Brand Part 1 – Internship Overview – University Recruiting Overview – Internships Overview Part 2 – Interns’ Work and Experience -Showcasing Interns Work -Learning from their Experience -Watch the full webinar on University Recruiting Essentials: Interns and Your Campus Brand here on YouTube www.aftercollege.com 20
- 21. Insert Image of Events Page www.aftercollege.com 21 -Subscribe to the AfterCollege Employer Blog for more information on University Recruiting http://employer.aftercollege.com/
- 22. 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 for tips and tricks on building and improving a 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 22
- 23. Jennifer Rutt Senior Director of Engagement jrutt@aftercollege.com Twitter: @JenRutt www.aftercollege.com 23
Editor's Notes
- 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.]
- So, you have a successful class of interns that goes back to campus. How do you incorporate them into your events when you travel to their campus?
- Invite them to your work your career fair booth – but TRAIN THEM! Their peers will visit because they are there – and others they don’t know will appreciate their real world experience. Individual referrals is the way our world is going from Yelp to work arrangements.
- Invite them to your work your career fair booth – but TRAIN THEM! Their peers will visit because they are there – and others they don’t know will appreciate their real world experience. Individual referrals is the way our world is going from Yelp to work arrangements.
- Is there a way that you can have them speak about their internship work experience in your info sessions or in classroom presentations? Hearing from another student is the most valuable asset. It resonates and has more trust associated. Especially if it is directly related to an exciting project that impacts what they are learning in their academic endeavors.
- Is there a way that you can have them speak about their internship work experience in your info sessions or in classroom presentations? Hearing from another student is the most valuable asset. It resonates and has more trust associated. Especially if it is directly related to an exciting project that impacts what they are learning in their academic endeavors.
- In the NACE recruiting benchmark survey – faculty relationships are of critical importance to the success of branding on campus. How you develop these relationships can be different at different programs. But don’t discount the role your interns can play in leveraging these relationships. They can do introductions and can be the liaison to present in the classroom about their experience. Create a game plan.
- In the NACE recruiting benchmark survey – faculty relationships are of critical importance to the success of branding on campus. How you develop these relationships can be different at different programs. But don’t discount the role your interns can play in leveraging these relationships. They can do introductions and can be the liaison to present in the classroom about their experience. Create a game plan.
- So, lastly. Campus Ambassadors. Many employers have specific and coordinated programs where students are on campus talking about their brand. Interns are perfect candidates to take part in these types of programs.
- Quote: There are all different types of campus ambassador programs – some are available exclusively to former interns – some are available to any student on a target campus and everywhere in between. However, they do all have clearly defined roles.
- There was a recent blog article on the AfterCollege employer blog all about creating a student ambassador program. I encourage you to read it. It also links to the exact job descriptions of several companies that hire student campus ambassadors. At a minimum, make sure your interns who have successfully completed your program and are returning back to campus know what to tell others that are interested. If you have a referral program – make sure they are provided that information.
- We need to talk some about ROI now – in order to figure out what is successful, what return you are getting on your investment. Much of this is about tracking what you are doing and very specifically what students are engaging with the branding messages you create relative to your internship program. Measuring your ROI is about measuring your brand recognition and then measuring the engagement of that student throughout their time engaged with your university recruiting program. Many companies work closely with their agencies or marketing departments to have a comprehensive, consistent outreach policy to students in their talent pipeline. This could be via email, US mail, social media. Reinforcing events you are hosting – to continue to engage and educate them on your company brand, culture and eventual opportunities. Brand awareness can be one of the trickiest things to measure.
- As we already discussed, because established and well managed university recruiting programs engage students early and reengage them over time – there can also be a time lag in your ROI. You need to prepare your management for this – and clearly explain the process and the goals. If you have coordinated your CRM and ATS information – your university recruiting program should still get “credit” a hire that came into your pipeline through any “touch” of a branding campaign –and it should be considered a success of your program. Making sure your data is tracked is the only way to do this. The investment you are making now may not have an immediate large return, but if you are tracking ROI correctly – it will just continue to build and reap benefits for your company.
- As we already discussed, because established and well managed university recruiting programs engage students early and reengage them over time – there can also be a time lag in your ROI. You need to prepare your management for this – and clearly explain the process and the goals. If you have coordinated your CRM and ATS information – your university recruiting program should still get “credit” a hire that came into your pipeline through any “touch” of a branding campaign –and it should be considered a success of your program. Making sure your data is tracked is the only way to do this. The investment you are making now may not have an immediate large return, but if you are tracking ROI correctly – it will just continue to build and reap benefits for your company.
- So, I have been reinforcing throughout this presentation that college recruiting is about your brand. The job and internship applicants come from that brand engagement. Those that are having great success in university recruiting get their brand in front of their target students early and frequently and in multiple ways. So, Let’s talk for a minute about how companies measure brand awareness? There are several main ways: -student custom surveys. -student focus groups. There are multiple consultants that perform this work on behalf of employers. Mary Scott is one of the best know in the industry. She also has lots of great student research that you can learn from. -AfterCollege Employer Popularity Index is one tool to use (tracks the number of students who have “followed” your company and can be represented at an individual university level. If you are interested in learning more about this – contact your AfterCollege representative – or reach out to me and I will put you in contact with the correct person.)
- So, I have been reinforcing throughout this presentation that college recruiting is about your brand. The job and internship applicants come from that brand engagement. Those that are having great success in university recruiting get their brand in front of their target students early and frequently and in multiple ways. So, Let’s talk for a minute about how companies measure brand awareness? There are several main ways: -student custom surveys. -student focus groups. There are multiple consultants that perform this work on behalf of employers. Mary Scott is one of the best know in the industry. She also has lots of great student research that you can learn from. -AfterCollege Employer Popularity Index is one tool to use (tracks the number of students who have “followed” your company and can be represented at an individual university level. If you are interested in learning more about this – contact your AfterCollege representative – or reach out to me and I will put you in contact with the correct person.)
- This slide should look familiar…. Measuring your ROI is about measuring your brand recognition and then measuring the engagement of that student throughout their time engaged with your university recruiting program. Many companies work closely with their agencies or marketing departments to have a comprehensive, consistent outreach policy to students in their talent pipeline. This could be via email, US mail, social media. Reinforcing events you are hosting – to continue to engage and educate them on your company brand, culture and eventual opportunities. Brand awareness can be one of the trickiest things to measure.
- 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.