Growing Your On-Campus

Employment Brand

Robert WoodenRowe School of Business

Kimberley DartHaskayne School of Business

Agenda

• Hands Up Survey & LinkedIn Tip• Corporate versus Employer Brand• Why a strong employer brand is essential• Top 10 strategies for growing your brand on

campus• Your on-campus recruitment partners• Q&A

Hands Up Survey

+ LinkedIn Tip!

1. Select My Network2. Select Find Nearby3. Connect with people in the room!

Corporate versus Employer Brands

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2019 2018

One of the top priorities Top priority

Source: Universum EB Now Survey, 2019

Your competition is focusing on employer branding

Branding 101

• Audience• Communication• Product Experience• Engagement• Competition

Your employer brand should be embedded into your corporate brand

Source: Randstad

Corporate Brand:

• Marketing to potential customers

• Trusted product/service• Can be local, national, or

international• Build consumer confidence

- high product experience• Differentiates you from

competitors• Consumer engagement is

via media or at retail level

Employer Brand:

• Marketing to potential employees

• Promises you make publicly• Should be regional• Consumer ≠ Candidate -

low product experience• Competitors are

everywhere• Some engagement via

media or retail level -engagement on campus is also needed

Let the student grapevine work to your advantage

Why is a strong employer brand essential for your organization?

Should campus recruitment be high touch or high tech?

69% of Americans believe job search is too impersonal

American Staffing Association Workforce Monitor

Employers using virtual tools are just as interested in students as those on campus…

93

149

1621

22

22

1614

1420

3841

32 30

21 2118 19

0

10

20

30

40

50

60

70

80

90

100

Business Engineering IT/CS Liberal Arts

Strongly Disagree

Somewhat Disagree

Neutral

Somewhat Agree

Strongly Agree

Source: Scott Resource Group, 2018

Effective Employer Impressions

Friendly company rep at career fair/event 58%

Answered my questions knowledgeably 52%

Made me feel they were very interested in me 49%

Offered co-op or internship opportunities 47%

Good employer information presentation 46%

Good career fair presence 43%

Employer’s website 36%

Ranked as a top employer 36%

Felt confident that I was qualified for the jobs they were recruiting for 36%

Source: Brainstorm Strategy Group Student Career Interests Report, 2019

In person information sources are key

Value of Information Sources 2017 2016 2014 2008

On-campus events 1 2 1 3

Company representatives 2 5 3 1

Previous internships 3 1 2 2

Career fairs 4 4 n/a n/a

Recent hires 5 3 5 4

Company website 6 6 6 5

Online research 7 8 n/a n/a

Career Centre resources 8 7 n/a n/a

Social Media 9 9 8 8

Virtual Events 10 10 9 10

Other Video, online chats, blogs /podcasts

Video, online chats, blogs /podcasts

Source: Scott Resource Group, 2018

Top 10 Strategies For Growing Your Brand On Campus

#10

Assist with student’s career development

#9

Have our students

come to you

Interview & resume coaching

#8

#7Experiential learning

Leverage your alumni

#6

Contribute to classroom learning

#5

#4

Participate in mentorship programs

#3

Campus ambassadors

Co-op & internship programs#2

Engage with your on-campus recruitment partners

#1

Your On-Campus Recruitment Partners

Local expert

Should conduct a needs analysis to help understand

your specific recruitment

needs

Outline & educate relevant academic programs

Can connect your organization to faculty & societies

Three stakeholders: students, employers

& the institution Should not be about one

transaction (job posting), focus on

the relationship

How can we help each other achieve

our goals?

Employer engagement

activities offered by Canadian Career

Centres

Employer Engagement

Career panelists 75%

Mock/practice interviews 59%

Guest lectures in class 51%

Provide resume critiques 40%

Take students on company tours 38%

Mentors for students 35%

Provide skill development workshops 24%

Take career centre staff on company tours 24%

Capstone project sponsors/judges 24%

Case competition sponsors/judges 24%

Applied research projects 22%

Provide career advising appointments 17%

Source: Christine Sjolander’s Pan-Canadian Survey of Canadian Career Centres, 2016

Q & A