ADAPT OR FAIL: How Gen Z is Changing College Recruiting

Generation Z Are Not Millennials

The people who are in college today and getting ready to graduate, are very different than other generations and your recruitment strategies need to shift if you want to engage the best and brightest young talent. According to LinkedIn research, Generation Z (people born in the mid-1990’s) is more pragmatic, more money-conscious, and more entrepreneurial than their millennial counterparts. They also have a shorter attention span of a mere 8 seconds.

So, that means that you need to rethink—and reimagine—traditional college recruiting approaches, such as relying on slow booth traffic and collecting paper resumes that gather dust. Hint: they are not going to work.

We want to show you how our customers are blazing a new path and delivering a continuous candidate engagement strategy from the first time a college student is aware of your company until their first day on the job.

For more information about Jobvite Engage, our talent pool and recruitment marketing solution, visit here.

 

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Keep Them Engaged Year-Round

ADAPT-OR-FAIL--How-Gen-Z-is-Changing-College-RecruitingAPPIRIO: ASCEND CAREER PROGRAM

Plan a year long calendar of recruitment marketing to your university talent pool. You never know they may show one of your campaigns to a friend!

"The site’s purpose is to be the “one-stop-shop” source of information about our Ascend program for students interested in joining the program. In addition to facts about the program and business, we wanted to convey the fun of our company so that students can feel what it’s like to be an Appirian. These two elements create informed and engaged candidates.”

“We are also linking to this site year-round on the university page of our careers site, so that there’s always information about our program out there, even when we aren’t actively recruiting. Once our recruiting is done for this year, I will update the “Apply Now” page of the site to reflect next year’s recruiting timeline so interested students can know when we will begin the process. We also link to our Talent Hub through the site, so prospects for future years’ program can join, and we manage those in our Engage pipeline."

— Anne Andre, Talent Sourcer, Appirio

Gather the Right Information to Time Your Touch Perfectly

Gather the Right Information to Time Your Touch PerfectlyBENEFITFOCUS: THINKERS, DESIGNERS, DREAMERS

Benefitfocus delivers a powerful, data-driven platform that helps employees shop, enroll, manage, and exchange benefits all in one place. Because their business is all about making complicated things simple, that’s the approach they took with their college recruiting campaign, “Thinkers, Designers, Dreamers.”

More than that, they wanted to capture important information, such as, “Expected Time of Graduation,” and “Expected Year of Graduation,” so that they can follow-up with students at exactly the moment when they start their career search.

What excites us the most about Jobvite Engage is the ability to cut down our manual processes, increase our reach to contacts, and build Benefitfocus’ employer brand!

— Megan Bosch, Team Lead, Recruiting Operations, Benefitfocus

Paper? Pen? That’s So Old School

Paper? Pen? That’s So Old SchoolCA TECHNOLOGIES: BRING WHAT YOU BRING!

If you want to capture Gen Z’s information, you need to make it as easy as possible or they will walk away from your career fair booth and never come back. Arming your booth staff with iPads and capturing their attention—and information—is the best way to say that you’re a progressive company who understands where college students live and breathe—in the digital world. Better yet, when you follow-up with them after the event encouraging them to submit a resume, they will remember you!

"We utilized a Jobvite Engage web campaign with our iPads at an event and received such positive feedback from candidates! They loved how it only took them 10 seconds to enter their information and were shocked we didn’t need a paper resume. It also allowed CA to stand out fiercely in the event against other competitors!"

— Michelle S. Talent Acquisition Manager, CA Technologies

Stand for Something Important

Stand-for-Something-ImportantJ. WALTER THOMPSON: THE HELEN LANSDOWNE RESOR SCHOLARSHIP

The marketing and advertising agency industry is dominated by male creative leadership and J. Walter Thompson is taking big strides to change that. Every year, they offer the Helen Lansdowne Resor Scholarship to recruit female college students and grow their careers, with the goal of nurturing a new crop of strong female creatives. Take a cue from J. Walter Thompson; think about specific segments of your candidate population and build programs, and promotions, to deliver a message that lands exactly where you want it.

"While women make up 46 percent of the advertising industry, they account for just 11 percent of creative directors."

— Adweek, “Only 11 Percent of Creative Directors Are Women and Pinterest Wants to Right the Ratio,” August 2017

Give Them the Lay of the Land

Give Them the Lay of the LandSCHNEIDER ELECTRIC: LIFE@SCHNEIDER ELECTRIC

Gen Z want to know all of their options as fast as possible, because they are shrewd decision-makers. If you make them click 3 times, or your campaign doesn’t’ work on mobile, then you’re going to lose them. So, make it easy for them to understand what your company is about, what opportunities are available, and what they will get out of working for you. That’s the approach that Schneider Electric took with their Life@Schneider campaign and it’s worked like a charm.

"One of the competitive advantages that Jobvite Engage provides is the ability to get in front of the right people. We already know the people we’re targeting, and we have specific details we can share among our entire team, and from there we can nail in the messaging we’d like to share with different audiences, whether it’s among university talent, STEM candidates, or female engineers."

— Jenna Roland, Branding Specialist, Schneider Electric

Gen Z Can Smell Fake a Mile Away

Gen Z Can Smell Fake a Mile AwaySCHNEIDER ELECTRIC: JOIN OUR GRADUATE PROGRAM

Authenticity and consistency are paramount if you want to capture the attention of young college graduates and keep it. That means that you should post pictures of real employees, use the native language of the country you’re recruiting in, such as what Schneider Electric did for their UK college recruiting program (ahem, programme). Then, the real trick is making sure that your employer brand is harmonized across all channels, especially social.

"For Generation Z, employer branding needs to be not just authentic, but consistent and across different platforms. Gen Z uses “several different sources to get their information.” In other words, if your Facebook posts feature very different branding from your job listing, these digital natives will probably sniff that out—and may be turned away."

— Monster Multi-Generational Study, 2017

Connect to What They Are Passionate About

Connect to What They Are Passionate AboutTENABLE: THE ONLY BRACKET WHERE EVERY TEAM IS A WINNER!

Sometimes, the best way to catch a college student’s attention is to join a conversation that they are already having, such as the frenzied social banter around March Madness, the college basketball playoffs. That’s what Tenable did to recruit college and entry-level talent and it paid off in spades. In fact, their campaign caught fire on social networks raising awareness about Tenable’s employer brand and had a 36% clickthrough rate, validating that they were reaching their target audience, and engaging with hundreds of university students.

"Jobvite Engage has allowed us to do a lot more than just hire candidates,” Mitchell says. “Before Jobvite, we didn’t have the luxury of name recognition that other brands had. Jobvite has helped us from a recruiting perspective and helped get our name out in the marketplace."

— Sean Mitchell, Director of Talent Acquisition, Tenable

Recruitment Marketing is Easier Than You Think

Recruitment Marketing is Easier Than You ThinkUNIVERSAL MUSIC GROUP: UNIVERSITY RECRUITING IN TENNESSEE

Although setting up landing pages, social posts, and nurture campaigns to attract and hire university talent may seem daunting, it shouldn’t. Jobvite makes it all easy to customize templates that help you get started quickly with fully integrated and targeted nurture campaigns, such as Universal Music Group’s Hire Tennessee campaign. Jobvite helped them promote their event in Tennessee ahead of time on social media and to a targeted email list that helped drive their attendance numbers.

"The best thing about Engage is that there are many ways to use web and email campaigns. For example, adding them to our LinkedIn profile and integrating them into our company Facebook page, has really taken our campaigns to a new level."

— Chyra Howlett, Talent Acquisition Marketing, Universal Music Group2017

 

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