From human resources to social and environmental responsibility, employer branding is the key to showing-off your company's strong points. Here are five stepping stones to help implement a successful student recruitment strategy.
Define your image
"It's all about defining your image as a responsible employer. A pillar of any marketing strategy, this image enhances both product and corporate branding." points out Julie Giraud Avril, senior university relations manager (Europe, Middle East, and Africa) for Universum.
"Recruiting is all about strutting your stuff." exclaims Julie Giraud Avril. The goal: selling your company to potential candidates. The key lies in standing out from the competition. The more unique your image is, the more unique your job applicants will be. Yet always remember to be honest and coherent with the company's identity.
Identify your needs
Companies need to focus on recruiting in the fields they need most and choose their target schools accordingly. To be efficient, companies then need to send a recruiter who participates actively in the company's employer brand strategy.
Communicate the right message
You can't communicate with students in the same manner as other audiences. Younger generations want to hear about factors such as the work environment, a balance between professional and private life, a company's commitments, or international career options.
In addition, students are also looking for a personal relationship. "Companies often make the mistake of thinking that the internet and recruiting 2.0 are enough to seduce. Though necessary, these approaches are in fact business as usual for younger generations. They are looking from something extra. In particular a personal and human touch when they first meet their prospective employers." points out Julie Giraud Avril.
"Strong employer branding is based on trust. Be unique, yet true to your principles. Sometimes this means honestly admitting, for example, that international opportunities are not part of the package." suggests Julie Giraud Avril. Such factors can make or break a recruiting deal. Yet if you're not aboveboard when pitching for recruits, you risk not only losing new employees earlier than expected, but also tarnishing the company's reputation.