Quaglino’sWednesday 7 May 2014

Swimming the channels

Director, GTI Media

Simon Rogers

Breakfast News in 2014Today – Channel strategies26 June – Messaging strategies11 September – Sourcing and selection27 November – Onboarding and retention

AgendaWelcome – Simon Rogers

The economic forecastGemma Godfrey, Head of Investment Strategy,

TV Broadcaster, Quantum Physicist Channelling your investment

Stephen Isherwood, CEO, Association of Graduate RecruitersSeeing through the crowded market

Anna Steele, Head of Media, Work Meet the Bulldog – building a challenger brand in a competitive market

Simon Duffy, co-founder, Bulldog

• Web targetjobs.co.uk consistently over 1 million visits a month, unique 360 employer hubs including Inside Buzz profiles, new for 2014

• Print TARGETjobs sector guides – 500,000 copies distributed across UK campuses including TARGETjobs Work Experience, the complete How to get hired guide for those looking for internships and placements

• Rankings The Guardian UK 300 – voted for by over 27,000 students and over 100,000 copies distributed on campus directly and through careers services

• Social media We engage with over 87,000 students and recent graduates through our social media platforms

• Face to face events TARGETjobs Events – niche sector events offering unique engagement opportunities including IT’s not just for the boys, Engineer your future, City law for ethnic minorities

• Competitions Undergraduate of the Year – 5 years of sourcing and celebrating the very best undergraduates in the UK

• Direct search Brightest Minds – specific candidate searches to meet your unique needs including hard to reach specialisms

• The UK’s first quarterly graduate confidence index

• Measures students’ confidence in gaining graduate employment after graduation

• Results by gender, degree, location, career sector and university

• Updated at each Breakfast News events to show trends and inform the market

76February 2014

74.7May 2014

#MrToast

We want to hear from you via twitter

Gemma Godfrey, Head of Investment Strategy, TV Broadcaster, Quantum Physicist

The Economic Forecast

Sweet Gets Sweeter

• Growth growing• For the do-ers and savers• Optimistic outlook.. for the next generation

Growth growing..

For the Do-ers and Savers..

For the Do-ers and Savers..

For the Do-ers and Savers..

Not yet doing enough..

Not yet doing enough..

Optimistic outlook..

Optimistic outlook..

Hard-Landing?..

Next generation..

Sweet Gets Sweeter

• Growth growing• For the do-ers and savers• Optimistic outlook.. for the next generation

APPENDIX

Benefit from both sides of the coin..

Stephen Isherwood, CEO, Association of Graduate Recruiters

Channelling your investment

Nearly one in ten new

graduates unemployed

BBC News June 2013

Nearly 40% of graduates still

hunting for jobs six months after

leaving universityThe Independent Feb 2014Half of recent UK graduates stuck in non-graduate jobsGuardian Nov 2013

'Dumb down your CV or bosses will think you are too qualified‘

Daily Mail Oct 2013

83 applicants per vacancy?

Graduated with a 1st or 2:1 240,000 (HESA)24% have AAB+57,600 (UCAS)Minus 14% going to further study 49,600 (DLHE)10% want professional services 4,900 (Trendence)Professional services vacancies 5,300 (AGR)

Shortfall500

Attract Screen Select Hire

£19m

What channel?

0% 50% 100%

Online promotions

On-campus presentations/promotions

Print

Other (such as promotional items)

Student competitions

Don't know

93.3%

92.3%

87.6%

44.3%

36.6%

2.1%

Marketing activities used for 2013-2014

What channel?

0% 50% 100%

Online promotions

On-campus presentations/promotions

Print

Other (such as promotional items)

Student competitions

Don't know

93.3%

92.3%

87.6%

44.3%

36.6%

2.1%

Marketing activities used for 2013-2014

Average marketing budget = £126,686

Average marketing spend per hire = £2,610

Consulting vs Retail

0% 50% 100%

Online promotions

On-campus presentations/promotions

Print

Other (such as promotional items)

Student competitions

Don't know

100.0%

90.0%

90.0%

50.0%

80.0%

0.0%

Marketing activities used for 2013-2014

0% 50% 100%

Online promotions

On-campus presentations/promotions

Print

Other (such as promotional items)

Student competitions

Don't know

100.0%

92.9%

78.6%

14.3%

28.6%

0.0%

Marketing activities used for 2013-2014

£1,697 per hire vs £1,436 per hire

26-50 hires vs 500+ hires

0% 50% 100%

Online promotions

On-campus presentations/promotions

Print

Other (such as promotional items)

Student competitions

Don't know

88.9%

94.4%

91.7%

52.8%

30.6%

2.8%

Marketing activities used for 2013-2014

0% 50% 100%

Online promotions

On-campus presentations/promotions

Print

Other (such as promotional items)

Student competitions

Don't know

100.0%

100.0%

87.5%

87.5%

75.0%

0.0%

Marketing activities used for 2013-2014

£2,400 per hire vs £412 per hire

“I know half my advertising dollars are wasted, I just don’t know which

half”

John Wanamaker

Anna Steele, Head of Media, Work

Seeing through the crowded market

The Big Question…

So What’s The Magic Formula?There isn’t one. But consider:

• User Value• Editorial Content

• Impact/Frequency• Unique Opportunities

Wise Move

Safe Option

Free is Good

Safe Option

Don’t Bother

Meh

Meh

Cash CowValu

ed C

onte

nt

Ad Content

‘A marketing channel is a social system in which organisations and individuals are linked by a common goal, usually the profitable and efficient distribution of goods or services.’

Or in our case the successful recruitment of high calibre graduate and young talent.

(Dibb, Simkin, Pride & Ferrell; Marketing Concepts and Strategies, 2006)