Best Practices for Campus Recruitment:

Case Study

Presented by: Jennifer R. Henley, PHR

West Virginia Native

Reside in the nation’s sailing capital

HR Consultant

College Sports Enthusiast

Former Campus Recruiter

A little about me

Always stay FOCUSED

Be DIRECT

CONNECT

CAMPUS RECRUITMENT 101

Making the GradeRecruiting Strategy

Campus-oriented internships 66% Career fairs 62% Campus information visits 48% Faculty 44% Interviews 40% Alumni working for company 49% Employee referral 44% Social media 36% External agents National job aggregator 50% Advertisements 28% Local and state job boards 26%

Recruiting Trends 2011-2012Michigan State, 41st edition

Best Practices for Campus Recruitment:

Case Study

Previous Approach: Broad outreach to various schools Multiple programs for specific divisions

Practice: Inconsistent message, materials Little feedback or measurement

Results: Need for improved practice

Past Approach

Strategy: Targeted campus selection Diversified approach with streamlined process Solidified partnership with schools

Marketing: Consistent brand message Diversified channels and approaches to reach students

Measuring: Ongoing review of success Regular feedback

Current Strategy

School Selection

3-5

7 - 10

12 - 15

High-touch: High frequency

Frequent and moderate exposure

Virtual, less frequent

Careers on FreddieMac.com > Old Pages

Pages were text heavy & static

Messaging lacked consistency

Minimal use of graphics

No dynamic features on pages

FreddieMacCampus.jobs

Goal- Enhance the Careers section of FM.com using new recruitment messaging, refined target audience content, and new visual elements

FreddieMacCampus.jobs

FreddieMacCampus.jobs

Campus Calendar

Searchable events calendar

Data fields include event name or description, school name/location and date/time of event

Dashboard is accessible online by Campus Relations staff to filter, have notes and follow-up

A New Process: A Candidate Database

Candidate Database Resumes sent to database after

submission HR can manage and export

candidate resumes into various formats (excel, word, etc.)

Same database allows HR to manage and show upcoming events

HR uses data to: track job applicants create related reports maintain dialogue with prospects prepare for events in advance

Campus Recruiting Displays & Giveaways

Campus Packet Inserts

Campus Presentations

Campus Ads & Flyers

Campus E-Cards

E-Card link emailed to students prior to upcoming events on college campuses

E-Card template reused for each campus location

Event RSVP

Allows visitors to extend an invitationto friends, too!

Freddie Day for Prospective College Hires

Students invited to visit HQ

Goodie bag distributed with guidebook

Speed interviews held with hiring groups

Survey card distributed at end to gauge success of day

Job offers are made to select candidates following the visits

Freddie Day Padfolio

Campus Courting

Family Follow-upHello,

You can be very proud of Jennifer for making the decision to attend our onsite Freddie Day. We hope she enjoyed meeting our executives and touring the campus.

And we hope you understand the impact she will make on our country when she chooses to begin her career with us.

Results

Improved recruitment through greater recognition and distinctive identity

Increased career fair hiring effectiveness Significant increase in qualified candidate traffic to the

career website Visitors spending longer amounts of time looking at

information on career site Over 55% positive student feedback received in one

week

Confidence is a lot of this game or any game.

If you don't think you can, you won't.

~Jerry West