Being Social, TARGETjobs Breakfast News, 27 June 2013

BEING SOCIAL

The Riverside Room, The Institute of Engineering & TechnologyThursday 27 June

AGENDA FOR TODAYWelcome – Simon Rogers

THE ECONOMIC FORECASTDennis Turner, former chief economist, HSBC Bank plc will deliver his regular update on the

impact of the macro economy on graduate recruitment marketsCARL GILLEARD – UNPLUGGED!

Carl Gilleard, CEO, Association of Graduate Recruiters will take this one last opportunity at Breakfast News to reflect on what’s changed and what hasn’t during his time in graduate

recruitment and development – a key element of which is, of course, the advent of social mediaSOCIAL MEDIA ISN’T SOCIAL MEDIA – IT’S JUST THERE!

Christer Holloman, author, journalist and digital project leader, will draw upon his varied experiences of leading digital and ‘social’ project for a number of organisations to present some

unique ideas about how HR / Recruitment can ‘reclaim’ social media from marketing departments and engage more naturally with existing and future employees

APPLYING PSYCHOLOGY TO YOUR SOCIAL STRATEGYTristan Moakes, Head of Digital and Creative, Work Group, will discuss how people’s motivations

lead to particular behaviours, and will look at ways that will influence your social strategy

TARGETjobs Events are proud to host the first National Asia and Middle East Graduate Careers event

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Early bird offerbook by 31 July

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THE ECONOMIC FORECAST

Dennis Turner, former Chief Economist, HSBC Bank plc

Creeping slowly upwards

Keep an eye on inflation

Target

Range

……………..easing is important

Target

Range

It ensures interest rates stay low

Forecast

…and sterling remains competitive

1.4

1.5

1.6

1.7

1.8

1.9

2.0

2.1

2005 2006 2007 2008 2009 2010 2011 2012 2013

$/£

1.0

1.1

1.2

1.3

1.4

1.5

€/£

Sterling weaker

US$ / £ (L axis)

euro / £ (R

axis)

Exports the way forward

Annual export growth (% RHS)

Annual import growth (% RHS)

BUT…….

UK businesses facing the wrong way

Share of UK exports (goods & services):

EUROPE THE BIG WORRY

Getting the debt down

Getting the debt down

Imbalances: the key to debt

Current account balances

ECB now behaving like a central bank

All sticks and no carrotsGDP growth

But UK outlook still positive

Forecast

But UK outlook still positive

2013 2014

Consumer spending on the move (64%) 0.9% 1.2%

But UK outlook still positiveBut UK outlook still positive

2013 2014

Consumer spending on the move (64%) 0.9% 1.2%

+Investment starts to recover (15%) 1.4%

4.9%

But UK outlook still positiveBut UK outlook still positive

2013 2014

Consumer spending on the move (64%) 0.9% 1.2%

+Investment starts to recover (15%) 1.4%

4.9%+Government cutbacks start to bite (24%) 0.3% -0.5%

But UK outlook still positiveBut UK outlook still positive

2013 2014

Consumer spending on the move (64%) 0.9% 1.2%

+Investment starts to recover (15%) 1.4%

4.9%+Government cutbacks start to bite (24%) 0.3% -0.5%+Exports start to accelerate (30%) -0.5%

3.9%

But UK outlook still positiveBut UK outlook still positive

2013 2014

Consumer spending on the move (64%) 0.9% 1.2%+Investment starts to recover (15%) 1.4%

4.9%+Government cutbacks start to bite (24%) 0.3% -0.5%+Exports start to accelerate (30%) -0.5%

3.9%-Imports lag (32%) -1.5%

2.3%

But UK outlook still positiveBut UK outlook still positive

2013 2014

Consumer spending on the move (64%) 0.9% 1.2%

+Investment starts to recover (15%) 1.4%

4.9%+Government cutbacks start to bite (24%) 0.3% -0.5%+Exports start to accelerate (30%) -0.5%

3.9%-Imports lag (32%) -1.5%

2.3%=

GDP (100%) 1.0%2.1%

THANK YOU

CARL GILLEARD – UNPLUGGED!

Carl Gilleard, CEO, Association of Graduate Recruiters

THREE IMPORTANT YEARS

• 1989- year I entered graduate recruitment

• 1998- year I joined AGR as Chief Executive

• 2013- the year I saw the light

A FEW MORE FIGURES…

• 86 universities visited• 16 countries visited• 3500 media interviews• 75 TV and radio performances• 1 million miles travelled on business• 2 years spent in hotel bedrooms (over 600 different

bedrooms)

REFLECTIONS

• Some things change

• Some things don’t

WHAT’S NOT CHANGED?

• The war for talent• Churn (of professionals in the sector)• What graduates look for• The importance attached to the employer

brand• Fluctuations in the graduate market

FLUCTUATIONS IN THE GRADUATE MARKET

Figure 1.1: Graduate vacancy changes at AGR employers 2000 to 2013 (predicted) – Percentage increase or decrease on previous year (varying bases)

WHAT HAS CHANGED?

• A lot more graduates (but not a lot more jobs)• Globalisation of the market (borderless recruitment)• Greater emphasis on ROI• Reluctance to take risks• Expectations have risen• A market has been created in HE• Much more emphasis on employability in universities• Gen Y• Helicopter parents• Impact of technology• Use of social media• End of a ‘job for life’

WHAT’S TO COME?

• More diversity in routes to careers• More use of networking in recruitment• Growth of jobs in the SME sector• Yet more competition for the top talent• Demographic shifts in the workforce• Demise of the degree classification system

FRUSTRATIONS

• UK graduates generally do not perform as well as overseas graduates

• The tick box mentality• The curriculum on our schools is not fit for the 21st century world• Appalling state of careers guidance provision in schools• Unacceptable levels of youth unemployment in the European Union• The lack of real value that some businesses place on the graduate

recruitment and development functions• The graduate template – too narrow, too regimented, no room for

people who don’t fit the mould

BEST BITS

• The people I have worked with• Making a difference• Speaking on behalf of the sector• To have a voice/ an influence on employer practices,

government and higher education• AGR’s election manifesto and ‘Graduate Success’• The giant strides that universities have made to

embrace employability

FINALLYAs one door closes, another one opens…

SOCIAL MEDIA ISN’T SOCIAL MEDIA – IT’S JUST THERE!

Christer Holloman, author, journalist and digital project leader

• Picture – ‘Going your own way’

Social Media Isn’t Social Media

Social Media Isn’t Social Media

Social Media Isn’t Social Media

A. UNDERSTANDING HOW TALENT MAKESDECISIONS

B. CASE STUDY:HCL – HOLISTIC TAKE On SOCIAL MEDIA FOR HR

C. TOP TIPS:BEST PRACTICE

a. UNDERSTANDING HOW TALENT MAKES DECISIONs:

- Changing media habits- Always connected- Sources of influence

Social Media Isn’t Social Media

12 hoursTime uni students spend each day with digital media

Social Media Isn’t Social Media

18%Social media now accounts for 18% of time spent online

Social Media Isn’t Social Media

Social Media Isn’t Social Media

71%Say reviews from family members or friends exert influence when deciding to use or not use a company, brand or product.

Social Media Isn’t Social Media

74%Of job seekers say they are very likely to read employee reviews before accepting a job offer.

Social Media Isn’t Social Media

a. UNDERSTANDING HOW TALENT MAKES DECISIONs:

- Changing media habits- Always connected- Sources of influence

Social Media Isn’t Social Media

b. CASE STUDY: HCL – HOLISTI C TAKE On SOCIAL MEDIA FOR HR

- Who- Why- How- ROI

Social Media Isn’t Social Media

• HCL website

VALUE SYSTEM

COLLABORATION

ACROSS Borders

Demographics

Social Media Isn’t Social Media

mid/senior hires = Linkedin

entry level hires = Facebook &

twitter

1

2

Social Media Isn’t Social Media

MEME- Idea geneation- Efficiencies- Engagment- Beyond work

Pay per click more cost effectiveMarket mapping and targeting, easier and more accurate

28k to 75k active users in 2 yrs (of 90k)2k+ groups, 4k comments, 1k photos

12,500 ideas, 2,200 implemented = $102m In revenue

CEO on twitter @vineetnayar

Social Media Isn’t Social Media

b. CASE STUDY: HCL – HOLISTI C TAKE On SOCIAL MEDIA FOR HR

- Who- Why- How- ROI

Social Media Isn’t Social Media

c. Top tips: best practice

1. Don’t be afraid2. Take the good with the bad3. Fix the problem4. maintain& promote5. encourage & engage

Social Media Isn’t Social Media

66

BEING SOCIALSocial Media Isn’t Social Media

1. DONT BE AFRAID

67

BEING SOCIALSocial Media Isn’t Social Media2. TAKE THE GOOD WITH

THE BAD

68

BEING SOCIALSocial Media Isn’t Social Media3. FIX THE PROBLEM

69

BEING SOCIALSocial Media Isn’t Social Media4. MAINTAIN & PROMOTE THE GOOD

70

BEING SOCIALSocial Media Isn’t Social Media5. ENCOURAGE &

ENGAGE

c. Top tips: best practice

1. Don’t be afraid2. Take the good with the bad3. Fix the problem4. maintain& promote5. encourage & engage

Social Media Isn’t Social Media

Social Media Isn’t Social Media

1. UNDERSTANDING HOW TALENT MAKESDECISIONS

2. CASE STUDY:HCL – HOLISTIC TAKE On SOCIAL MEDIA FOR HR

3. TOP TIPS:BEST PRACTICE

Q&A

contact@holloman.info @holloman

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APPLYING PSYCHOLOGY TO YOUR SOCIAL STRATEGY

Tristan Moakes, Head of Digital and Creative, Work Group

What are you doing now?

1. Response handling2. Job/event bulletin board3. Talent sourcing4. Content marketing5. Relationship building6. Reputation monitoring

You want them to think that you are a great employer

What do you want them to do?

• ‘Like’ your page / follow your Twitter feed• Comment on your updates• Share or ‘like’ your updates• Post questions on your wall• Connect with you on LinkedIn• Enter a competition

Why should they care?

People respond to incentives

A tale of two students

About the application process Updates from your current grads Dates you’re on campus Training opportunities Company updates Answering her questions

Gemma

But what about Dan?

Educate Entertain

Inspire

Educate

Inspire

INTEL

Entertain

Final thoughts

• Know your audience• Be interesting, inspiring, useful or entertaining• Use your current employees• Balance the rational with the emotional• Ask the question “Why should they care?”

Get in touch

Tristan Moakestristan.moakes@workcomms.com

www.workcomms.com@tmoakes

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The next TARGETjobs Breakfast News is Thursday 12 September