Tuesday, June 28, 2011

Global Campus Recruiting Best Practices

As I’m working internationally this week in Europe, I was inspired to share information about campus recruiting at a global level. As many of my readers know, my specialty is building campus programs & I have developed & successfully run campus recruiting programs in over 12 countries from North America to Asia to Western Europe and Eastern Europe. It may shock you that students around the world essentially want the same things – enjoyment of work, development opportunities, exposure to leadership, work/life balance. Though the cultures of each country influence the practices/students, best practices in student recruiting essentially do work globally. Building the right programming is important to find that perfect new hire!

Though many global companies build management trainee or global recruiting principles, there are some things to keep in mind that work globally & some things to consider in tweaking your programming for each individual market. Read on to find out more!

From my experience, here are some best practices for building campus recruiting programs in multiple countries:
-     Strong employment branding website with information about a day in the life at your company. Remember, your website should ENGAGE with students. Think blogs, twitter feeds, YouTube videos of your office, testimonials etc
-     Key messaging/job offerings that speak to students. Knowing what students want & ensuring your offering speaks to these categories is important. Look to local/nation surveys on student values to build out your messages
-     Campus Ambassadors, students who work a set number of hours per work promoting job opportunities with your company, helping to build your brand on campus & generate referrals.  I have seen this program work around the world. The key factors are training them, have ongoing management & KPI’s (key performance indicators) that they are rewarded for meeting.
-     Referral based programming works! Track referrals to applications & reward based on results.
-     Campus events are so important for building up your brand on campus and recognition among students. Job fairs, information sessions, company presentations, case competitions etc are a great way to engage students.
-     Relationships with Career Centers – Career Centers can make or break your experience on campus. Getting to know your contacts and  educating them on your company’s offering is very important as they will help market your campus events, promote your company to influential students & help you gain access to deans & professors
-     Relationships with Deans/Professors are very important. Guest lecturing in class rooms, supporting with real business cases to supplement curriculum and seeking referrals from influential professors will help gain traction with the right students.
-     Supporting student groups. Find those groups that are part of your target market and work to be a key advisor/support. Do not just provide sponsorship dollars but instead work to provide the group mentors, internships, and/or business advice as this will be a better use of your sponsorship dollars. By spending time with these groups you will get to know the top students you want to recruit for your company.
-     Giveaways are not a key part of a campus program. They are supplementary to educate students on your EVP (employer value proposition) but a cool giveaway is not going to sell a student on applying to your company

 Things to tweak on a country by country basis:
-     Consider Internet Access
o   Some countries outside of Western Europe & North America have limited internet access or slow speeds. Having a length application process that relies heavily on internet access/online testing may decrease your applicants and candidate engagement in some countries. Consider this access to technology when tailoring the application for each country.
-     On Campus activities really differ per campus. Some schools allow for class presentations by other students and some don’t. Know what’s allowed in your country & per campus to meet your KPI’s.  Work with your career center to understand what works best on their campus. Tailor this metric not only by country but also by school.
-     Postering/handouts – many schools internally have different rules about what is allowed on posters or if posters are even allowed to be hung on campus property. Ensure that you allow local offices to determine these nuances before ordering global quantities with a set design.
-     Timing – even within a continent, the countries may have very different calendar years. Your recruiting season in England and Germany are very different as German students don’t go back to school until October versus August/Sept in England. Thus, your timing for applications, interviews and job offers will be sensitive to each country.
-     Social media sites/usage varies per country. Ask your recent new hires what social media sites you should be using!

I hope these tips help you understand what global recruiting best practices work on a global level & what needs to be tweaked locally. Cheers & happy recruiting!

1 comment:

  1. Amazing article which was describing the best recuiting strategies. I really like this.Regards Employment branding india