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About Universum
2015 | TOP 10 TRENDS IN CAMPUS RECRUITING
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With over 25 years of experience researching the field of Employer Branding, Universum is a recognized world leader with tried and tested frameworks.
Universum annually conducts quantitative and qualitative research with over 1,000,000 talented individuals to gather insights into their career preferences, communication habits, and their perception of potential employers.
For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve, and implement tailored Employer Branding strategies.
Universum is the thought leader in Employer Branding, with local experts in research, consulting, and communication solutions, offering high-quality insights.
Universum’s unique global reach ensures the comparability of research results across markets. We partner with approximately 2,000 of the top academic institutions in the world.
Universum employs smart, friendly, and professional experts and consultants, who work with our clients in long-term partnerships.
EVERY YEAR
1,000,000
1 million students across 50 countries share their career preferences in the Universum Talent Survey
2015 | TOP 10 TRENDS IN CAMPUS RECRUITING
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Singapore
Japan
Thailand
Malaysia
Vietnam
ASIA/PACIFIC
China
Australia
India
Hong Kong
Indonesia
Covered by Universum in 2015
USA
Argentina
Chile
Peru
AMERICAS
MexicoCanadaBrazil
Cost Rica
Panama
Columbia
Austria
Germany Switzerland
SwedenNorway
FinlandDenmark
Ghana
Nigeria South Africa
AFRICA
Kenya
AlgeriaMorocco
MIDDLE EAST* including United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Lebanon, and Egypt.
Russia Italy
France
UK
SpainPoland
Holland Ireland
BelgiumUkraine
Czech Republi
c
Greece
Portugal
Pakistan
Kazakhstan
EUROPE
Turkey
Sample client list
2015 | TOP 10 TRENDS IN CAMPUS RECRUITING
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Some of the world´s most attractive employers
Today’s speaker – John Flato, Campus Recruiting Veteran
2015 | TOP 10 TRENDS IN CAMPUS RECRUITING
John Flato, Vice President of Advisory Services has more than twenty years experience managing the corporate campus recruiting function, running a career services department, and consulting with more than sixty clients on all phases of university recruiting.
• CORPORATE LEADERSHIP: AlliedSignal (Now Honeywell), CIGNA, and Ernst & Young/Capgemini• UNIVERSITY: Georgetown MBA Career Services Director• CONSULTING FOR 9+ YEARS With Universum, Vault and own Businesses• NUMEROUS SPEAKING ENGAGEMENTS AND AWARDS from NACE and EMA
PROJECTS DELIVERED• Strategy design and implementation• Global school selection• Custom surveys• Training, documentation, outsourcing and more
• Agilent• AT&T• BASF• BP• Campbell’s Soup• Cisco• Dell• Deloitte• GE Healthcare• IBM• IFF
• J&J• Macy’s• Medtronic• Merck• RBS• Schlumberger• Shell• T-Mobile• Walmart
SELECTION OF MORE THAN 60 CLIENTS ACROSS ALL INDUSTRIES
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About the Universum Talent Research and the target groups
2015 | TOP 10 TRENDS IN CAMPUS RECRUITING
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MAIN FIELDS OF STUDY
• Created with over 25 years of experience, extensive research within HR, focus groups and communication
with our clients, students and professionals.
• Global perspective - local insight.• Conducted via an online survey. The online link was distributed via university and alumni networks, communities, the
Universum panel, and different local and global partners.
Respondents are from 366 Undergraduate Schools and 146
MBA Programs and represent different areas of study.
The data was collected between October 2014 and January 2015.
Total number of respondents in the survey: 81,719
Before 2011 Today
What does the campus recruiting landscape look like?
2015 | TOP 10 TRENDS IN CAMPUS RECRUITING
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Recent news headlines
RECRUITING TRENDS AND OBSERVATIONS
Companies plan to hire 9.6% more graduates in 2015 for US operations. (NACE April, 2015)
Intern and co-op hiring flat for 2015, but up from 2014. (NACE Spring Intern/Co-Op 2015 survey)
“Average starting salaries about the same. (NACE January 2015 Salary Survey-preliminary data from employers and 2015 Salary Survey)
Business is $56,000
Computer Science $62,194
Engineering is $64,891
51% of companies offering signing bonuses. (NACE, December, 2014)
MBA hiring is up in 2015. Postings up at 79% of schools. Internships up at 66% of MBA schools. (MBACSEA, January 2015)
RECRUITING TRENDS AND OBSERVATIONS
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FOR SOME, IT’S THE PRIMARY PIPELINE FOR RECRUITING
• The old model of fall recruiting for full-time and spring recruiting for interns is being challenged
• Philosophy of recruit once, hire twice• ”The Junior year has become the Senior year”• Friends and family programs are fewer and fewer• Unpaid internships is being challenged on a federal level• NACE reported higher conversion rates (56%), but Big Four
are greater than 90%
1. Reliance on Internships and Co-Op programs continues to gain importance
Polling Question #1
RECRUITING TRENDS AND OBSERVATIONS
What % of your full-time undergraduate hires will come from converting your 2015 interns?
A. 0-25%
B. 26-50%
C. 51-75%
D. 76% or more
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Internships | Effectiveness & Promotion
2015 | US | ALL STUDENTS
13• How effective was the intern program in helping you understand what it would be like to work at
the company full time?• How likely would you be to recommend this company as a full-time employer to a friend?
of students had a positive impression of the internship in which they participated
83%of students say that they would likely recommend the company they interned with as a full-time employer
65%
Total
4%
4%
4%
5%
20%
34%
29%
1 - Extremely ineffective
2 - Very ineffective
3 - Somewhat ineffective
4 - Neutral
5 - Somewhat effective
6 - Very effective
7 - Extremely effective
2%
1%
3%
4%
5%
9%
10%
16%
18%
10%
21%
0 - Not at all likely
1
2
3
4
5
6
7
8
9
10 - Extremely likely
RECRUITING TRENDS AND OBSERVATIONS
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RETURN ON INVESTMENT IS NECESSARY!• Big data is the ability to gather info from multiple sources for
analysis and predictive purposes• HRIS and ATS provide much better data than in the past• External sources are providing more and more data• Metrics tracking/KPIs have become more important for
University Relations professionals to – pick key schools, – justify growth intern programs, – develop models on who are companies best performers,
which is used to:• source talent, design rotational programs, and more.
2. Using Big Data to solve problems and predict success
According to a CareerBuilder 2015 survey, 33% of HR managers describe their proficiency as “good” or “excellent”
RECRUITING TRENDS AND OBSERVATIONS
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HELPING SOCIETY IS A KEY VALUE FOR THIS GENERATION
• Non-profits, NGO’s and Governmental Agencies have become more popular• Universum rankings have shown these organizations moving
up the list in popularity• Start-ups are now paying competitively
• Used to be all stock, now the compensation is much more competitive
3. There’s “new” competition for talent in the market
Most preferred industries (1-10)
RECRUITING TRENDS AND OBSERVATIONS
16• In which industry would you like to work most after graduating? You can choose up to 3 industries.
21%
16%
15%
13%
13%
13%
12%
12%
9%
9%
Health Care Services
Media and Advertising
Educational and Scientific Institutions
Non-Governmental Organizations (NGOs)/Non-Profit Organizations(NPOs)
Public Sector and Governmental Agencies
Management and Strategy Consulting
Banking and Financial Services
Engineering and Manufacturing
Energy (Oil & Gas, Renewable Energy, Nuclear Energy)
Aerospace and DefenseTotal
NGO/NPO fourth most popular industry
RECRUITING TRENDS AND OBSERVATIONS
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• This hasn’t changed much over the past five years
• It doesn’t indicated, however, that this generation doesn’t want to work as hard as those from preceding generations
• Flexibile schedules are what you can promote in your employer branding messaging, if it’s true!
4. Work-life balance continues to be a prime career goal
Career goals
RECRUITING TRENDS AND OBSERVATIONS
18• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important.
• The graph shows career goals chosen as first, second, or third choice.
60%
56%
53%
38%
26%
25%
18%
13%
10%
To have work/life balance
To be secure or stable in my job
To be dedicated to a cause or to feel that I am serving a greater good
To be competitively or intellectually challenged
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To have an international career
To be autonomous or independent
To be a technical or functional expertTotal
Career goals over time
2015 | US | ALL STUDENTS
All Students
19• Which of these career goals are most important to you? Please select in order of preference,
where '1' is most important.• The graph shows career goals chosen as first, second or third choice.
1
2
3
4
5
6
7
8
9
2012 2013 2014 2015
To have work/life balance
To be secure or stable in my job
To be dedicated to a cause or to feelthat I am serving a greater good
To be competitively or intellectuallychallenged
To be entrepreneurial orcreative/innovative
To be a leader or manager of people
To have an international career
To be autonomous or independent
To be a technical or functional expert
Recent global research suggests that for Millennials, work-life balance is mostly about the hours
2015 | US | ALL STUDENTS
20Source: Universum Millennials Survey, summer 2014
Enough leisure time for my private life
Flexible working hours (e.g. not limited to office hours)
Recognition and respect for the employees
Overtime compensation (monetary or by leisure time)
Flexible working conditions (e.g. home office)
Convenient work locationNo interruption of my leisure time (e.g. on holiday or at the
weekend)Acceptance of parental leave
Financial support for parental leave
Adequate time for recovering after working peaks
Consideration of private interests in the holiday planning
Offering external activities (e.g. sports, cultural events)
No requirement for overtime work
Opportunities for part-time work
Offering child care
Other
76%
58%
50%
48%
42%
41%
37%
32%
28%
26%
26%
20%
17%
13%
13%
2%
Key Components of Work-Life Balance for U.S. Bachelor’s Candidates% of respondents selecting component as important
5. Technology improvements continue to impact the recruiting process
RECRUITING TRENDS AND OBSERVATIONS
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TECHNOLOGY IS AN ENABLER • College students are not commodity items• Must execute flawlessly to win
– Process– Right people involved
• iPads usage at career fairs– Use of QR codes to direct resumes into ATS
• Mobile communication is becoming ubiquitious• Texting directly with permission only• Tweets about events• Application for employment aps gaining popularity
• Video recruiting is making a comeback– HireVue got $15M in funding– Used at non-core schools, as prescreen or first round, or for global
positions
6. Use of Games and Challenges are helping to promote the brand and source candidates
RECRUITING TRENDS AND OBSERVATIONS
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Branding and sourcing
It’s another way to reach hard-to-find candidates• Shell Ideas360• L’Oreal• Deloitte• Schneider Electric• Macy’s (only at key schools)• Maersk Quest for Oil• Unilever• US Military
School sponsored activities
Case competitions• Business case study• Introduction of a new product
or service• Improvement upon existing
product/better position or market it
Reckitt Benckiser powerbrands - games
BEST PRACTICES
French’s , Lysol, Airborne, Woolite, Glass Plus, Air Wick, Vanish-over 100 brands
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RECRUITING TRENDS AND OBSERVATIONS
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STILL AN ART AND NOT A SCIENCE Seeing a shift in use from branding to sourcing Facebook pages for companies are proliferating and are
becoming standard YouTube is used most for video content, but video is being
pushed across multiple platforms. Twitter is a bit of the ‘rogue’ platform-in the moment Content must be real to be credible
Day in the Life Life outside of work Employees having fun, giving back to the community
Information must not be stagnant Companies employing full-time social media managers for
monitoring content and reputation
7. Social media is playing a bigger role
Polling Question #2
RECRUITING TRENDS AND OBSERVATIONS
For campus recruiting purposes, we use the following platforms
A. Facebook
B. YouTube
C. Twitter
D. LinkedIn
E. Instagram
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8. Proactive Recruiting v. Seeing who Applies
RECRUITING TRENDS AND OBSERVATIONS
Beating the competition for the best students • NACE survey indicated that 66% of college recruiting will be
performed in the fall in 2015, up from 62% in 2014 • Early identification programs even in high school for
undergraduates• Some companies use webinars to build awareness, demonstrate
subject matter expertise, and more• Identifying the “passive” candidates
Clubs/Organizations Athletic competitions Honor societies Faculty and staff referrals Case competitions
RECRUITING TRENDS AND OBSERVATIONS
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CSR is a hot topic 18% of all social media posts tracked in 2014 were about CSR per
Universum Keen interest of the Millenial Generation Yet, seems to be an expectation of students rather than a differentiator
Not as high on student preferences on selecting employers Price of admission
Firms like: Molson-responsible drinking Tyson Foods-relieving childhood hunger Haagen-Daz-honeybee preservation GE Ecomagination (reduce environmental impact)
Other companies do community projects, providing time off, and other creative activities
9. Corporate and Social Responsibility is expected from a marketing and branding standpoint
31?
Career goals
2015 | US | All Students
• Which of these career goals are most important to you? Please select in order of preference, where '1' is most important.
• The graph shows career goals chosen as first, second, or third choice.
60%
56%
53%
38%
26%
25%
18%
13%
10%
To have work/life balance
To be secure or stable in my job
To be dedicated to a cause or to feel that I am serving a greater good
To be competitively or intellectually challenged
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To have an international career
To be autonomous or independent
To be a technical or functional expertTotal
•The graph shows career goals chosen as first, second, or third choice.
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• It’s become part of the Affirmative Action Plan required by the OFCCP
• Many UR Departments are overwhelmed with these additional responsibilities/Career Services are supplying some of the channels
• GE has been a leader, with an annual goal to hire more than 1,000 returning veterans
10. Hiring Veterans and People with Disabilities is becoming a UR Responsibility
RECRUITING TRENDS AND OBSERVATIONS
Emerging trends
RECRUITING TRENDS AND OBSERVATIONS
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WHAT DO WE HAVE TO LOOK FORWARD TO? Pressure on highly sought after students to accept thus increasing
renegs Pre-Employment Testing Building Talent Networks/ 38% of HR managers focusing on talent
pipeline per CareerBuilder Virtual Career Fairs-various degrees of success Webinars/podcasts to attract interested students on various topics Beginning to use a ”quality of hire” metric
General profile and summary of career preferences
2015 | US | ALL STUDENTS
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AVERAGE AGE (years)
20.8AVERAGE GPA
3.4 out of 4.0
All Students
31 %
MEDIAN EXPECTED ANNUAL SALARY
69 %
50,000 USD
TOP 3 MOST PREFERRED INDUSTRIES1. Health Care Services
2. Media and Advertising
3. Educational and Scientific Institutions
STATEMENTS STUDENTS IDENTIFY THEMSELVES WITH1. Future-Oriented
2. Taking time to think
3. Seeing the bigger picture
TOP CAREER GOALS1. To have work/life balance
2. To be secure or stable in my job
3. To be dedicated to a cause or to feel that I am serving a greater good
Secure employment1. Secure employment
A creative and dynamic work environment2. A creative and dynamic work environment
Respect for its people3. Respect for its people
Leadership opportunities4. Leadership opportunities
Ethical standards5. Ethical standards
TOP 5 OVERALL MOST IMPORTANT ATTRIBUTES
YEAR OF STUDY DISTRIBUTION:
13%
32% 29%25%
Freshman Sophomore Junior Senior
How helpful/ relevant did you find this webinar?
RECRUITING TRENDS AND OBSERVATIONS
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A. Very helpful and relevant
B. Somewhat helpful and relevant
C. Not very helpful or relevant
Would you be interested in discussing this topic or a related topic with us further?
RECRUITING TRENDS AND OBSERVATIONS
A. Yes, very interested
B. Yes, somewhat interested
C. Not interested
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