Tag Archives: Gen Y

The Process of Building Your Recruitment Brand

I presented the 16 Tools to Build Your Brand and Recruit the Very Best at the NACE National Conference last week. Before we begin discussing each of the points from that presentation, I wanted to give an overview on our strategic process to recruiting so you have a frame of reference.

Campus Media has an internal philosophy about the process needed to be successful with recruitment marketing and advertising. Below is a diagram of the process, but let me explain each of these parts for you.

Campus Media's Strategic ProcessWe see a great deal of companies who look at the college market and start their marketing play with “we want to do ‘x’ or ‘y,'” but haven’t thought through what effect it will have on your organization. Many approach their brand building by doing the same things year after year. With how quickly things are changing these days, it’s  important to be conscious of each step and determine what the net effect is going to be before you start and execute your recruitment plan. Then start the process all over again for your next initiative. This process can be used annually or semi-annual depending on your budget and planning cycles. More often is better than not due to how fast the student mind-sets are changing these days. The economy is having a strong effect on this too. Two years ago a recruitment brand strategy was very different than it is today.

Let’s break apart each step:

1. Company – This is what you more than likely already have in place. It’s what your business, department, etc. has defined as who you are, why you do what you do as a company, what you want your consumers to think of your brand, your key competitive advantages and products.

2. Customer – In a recruitment context the customer is the student you are looking to influence/hire. You need to define what your consumer think of you. Most of the time your brand view doesn’t align with what the public thinks your brand is. This is where research comes in to play. What does the customer think your competitive advantages are? Why do they buy or want to work from you? What do you offer that others don’t? What’s your brand mean versus your competition? If your “Company” elements above don’t align with the “Customer’s” way of thinking and what’s important to them, then your campaign will not likely achieve the goals set out for the program that’s being developed.

3. Planning and Strategy – This stage is where the 16 tools start to come together and your ROI is developed. What message will you use? Where will the message be located? Do you need to make changes to how your teams are dressed or what they talk about when interacting with the students? When does your marketing happen? How does it help effect the disconnect that likely exists between stages 1 and 2 above? Do you need to make changes to your website or Facebook page or YouTube channel or handouts or booth design or videos or…or…or…? Run through everything to ensure each tool you use is on message and in the right places to cause the shift needed in your consumer’s mindset about your brand/company.

4. Execution – This is the “get it done” stage. Execute on the brand message, website strategies, on campus events, speaking, career fairs, social media, etc.

5. 20/20 – In this stage, take a look at what went well… or poorly. Do your follow up consumer research to see if your goals/objectives outlined in the planning and strategy stage occurred. What did you learn? Did you hire the students you expected to hire? Why or why not? In essence, you should be able to define if you hit the ROI elements you outlined in phase 3.

Bookmark and Share

GenY and Volunteerism

I recently spent a few days in New Orleans working on a Habitat for Humanity site.  It’s something I’ve always wanted to do but for one reason or another never made the time or the effort.  So what spurred me on to do this now?  In part because our company, Campus Media, recently put in place a policy that allows all employees to have two paid days off per year if spent volunteering.  We’re finding it’s a great way to allow employees to give back to their communities in the way they think is best.

Why would a company decide to just give away more time off to employees?  If you are a company that hires Gen Y, offering volunteering opportunities is a great way to provide the kinds of work environment they are looking for.  CSRwire reported that according to the 2007 Volunteer IMPACT survey by Deloitte & Touche USA, 62 percent of the 18-26 year old respondents said they would prefer to work for companies that give them opportunities to contribute their talents to nonprofit organizations.  As a company that both hires Gen Y and includes them as our target audience, it’s important to reflect their values in what we do every day.

Bookmark and Share

5 Ways to Keep Millennials Engaged at Work

Millennial WorkersIf you are hiring recent grads you are probably seeing that it can be hard to hold onto them longer than a couple years. It’s almost as if they get bored of the job as soon as they are ready to take on more responsibility. Here are a few ideas to help you though those challenges:
1. They see their jobs as more than just a job. They look at it as much more social. Allow them to connect with others on projects versus working solo.

2. Let them work on projects that are outside the company. Millennials see that a company being involved outside of the day-to-day get the job done work is important. Make sure that volunteering is part of your company culture and then let them be part of those committees or let them lead the social/volunteer aspects. Support from your company around giving back to the community is important. Giving back should be a team effort and needs to be backed by the leadership in your company. Also, make sure the person ultimately in charge of the volunteer/giving-back element is sitting down with him/her regularly regarding the activities. They millennial will feel much more engaged and part of the company.

3. Diversify their jobs by giving them different jobs that they can run with and/or own. These can be smaller jobs that after you’ve had a chance to sit down and talk to them about their plans/desires can be transferred to them. Also ensure that these “owned” jobs fit within their personal goals and interests. You’ll get better job performance when it does.

4. Graduates generally take a job with a company with the idea that they will only be there for a couple years and then move on. Be open and honest about that with them and feel free to ask about their plans for the future. Show them they are needed and encourage them to stay in the position longer as to better position themselves for success when they do decide to work for someone else.

5. Let young employees  have access to all levels of management. Millennials want to be able to ask the person who can give them the best information when they have a question. Today’s youth don’t care about chain of command and have no problem going directly to the president of the company to discuss their job.

Bookmark and Share

If you’re a youth marketer, put these on your iPod today

For youth marketers, staying musically relevant means being ahead of the curve. You don’t have to ask why it’s important to know the hot music of today – just ask GAP, Apple, or Volkswagen. With so many new musical acts and albums coming out all the time, it’s hard to keep track of what’s popular with Gen Y.  For those of you who don’t have the time to search out new tunes, I am here to help. If you are a youth marketer, put these on your iPod today.

Muse – “Resistance.” This English band, evocative of Radiohead and Queen, has been huge overseas for years but is finally gaining popularity in the States. “Resistance” is the title track from the group’s latest album, and in my opinion, it would be a good follow-up to the stellar first single, “Uprising.”

Little Boots
Little Boots

Little Boots – “New in Town.” Another English import, Little Boots is an electronic-pop artist whose dance hits could make her the Britney or Gaga of indie dance-pop. This particular song is already a Top 20 hit in the UK and could be big stateside if it gets the airplay. (It was also featured in the recent horror movie “Jennifer’s Body,” but that likely won’t give it much of a boost since no one actually saw the movie.)

Jay-Z – “Empire State of Mind.” By far the most mainstream of my picks, I know this song is huge after closing out the show at this year’s VMAs, but I’m still digging Hova’s homage to his hometown. Plus, with fellow New Yorker Alicia Keys as a duet partner, it seems like only a matter of time before we start hearing it in NYC tourism ads.

Miike Snow
Miike Snow

Miike Snow – “Animal.” I don’t know much about this band except that, yes, I spelled that correctly, and they are from Sweden. And Sweden rocks right? …Hello? All kidding aside, I can’t get enough of this infectious indie pop tune. Listen, and just try not to bounce along: I dare you. We haven’t had this much fun since Ace of Base redid “Cruel Summer” in 1998. Kidding!

Avett Brothers – “I and Love and You.” Made up of brothers Scott and Seth Avett, this folk rock band released its newest (sixth studio but first major-label) album on September 29, and it is already hitting the Top 20 on the Billboard album charts. Though their sound has been described as a fusion of punk and bluegrass, this title single off their album is a lovely piano ballad that might even inspire Steve Perry.

Bowerbirds – “Northern Lights.” Like the previous entry, this particular song comes from another folk rock band. The group is from North Carolina and is still pretty unknown, but their latest album is reminiscent of one of my favorites of 2007, Bon Iver’s For Emma, Forever Ago. “Northern Lights” is a college radio-friendly song, but the rest of the album Upper Air is worth checking out as well.


Metric – “Twilight Galaxy.” This song, though much more down-tempo than the other singles, has become one of my favorites off the latest album of this Canadian indie rock band. (Check out the singles “Help I’m Alive” and “Gimme Sympathy” if you aren’t familiar. They are both stand-out tracks.) Singer Emily Haines, who has also been a member of the band Broken Social Scene, has a voice with a breathy, ethereal quality to it that really smolders in this track.

Gossip – “Heavy Cross.” Speaking of unique voices, Gossip lead singer Beth Ditto definitely has a distinctive voice and persona. While this might be a little too Dolly Parton for some of you, it has really grown on me after a few listens of this first single. This band already has a cult following but may see more mainstream popularity now that mega-producer Rick Rubin worked on the latest (and first major-label) album. The new material is clearly more produced than the group’s previous work, and while longtime Gossip fans might not agree, I think it works in their favor in this particular dance rock single.

Bookmark and Share