Careers services University databases
Hitting the Target
Since launching LSE CareerHub in June 2012, the volume and quality of data available – which now includes behavioural analysis - has changed the way the London School of Economics and Political Science (LSE) makes decisions, as well as impacting the way it advises employers on their engagement with students. In March 2015 alone it saw 285 new organisations register, with 1174 jobs advertised. Sharon Bray, Employer Engagement Manager, LSE Careers, explains how the information held on university databases can enable employers to take a more targeted approach to attraction.
Following the recent
redevelopment of the LSE CareerHub student console, we are now also able to analyse student search words.
through another event or more publicity might not be the answer. Instead we might suggest looking at the content of existing engagement.
S
tudent data is fed to LSE CareerHub from the central LSE database so students are
automatically enrolled in our service. Their first step is to log in and set their career interests; 77% of LSE students have logged in to LSE CareerHub in this academic year. Our aim is to provide a targeted and personalised approach to our main stakeholders, students and employers. In doing this, providing data to employers on student interests and behaviours is crucial.
Demonstrating ROI We work with employers to help demonstrate their return on investment with LSE Careers by providing information such as viewing statistics for the jobs or events they advertise with us. We can then demonstrate how worthwhile it is to use our free advertising service by seeing the numbers of views their advert receives but also by having access to information about the profile of those students who are interested in the roles. This can reassure employers that their messaging is on target, or signal that some adjustments should be made.
Following the recent redevelopment of the LSE CareerHub student console, we are now also able to analyse student search words. This enables us to advise employers how to get their jobs noticed among the 1200 opportunities we advertise on average at one time.
Data dashboard As well as data on specific events, vacancies and student interests, we work with our LSE Patron group of employers to review their engagement with LSE students on an annual basis by producing an annual dashboard. This includes data on the employer’s total engagement throughout the year in terms of vacancy views and events attendance. Looking at this in addition to an employer’s own data can help identify trends or dispel myths. For example, an employer may be looking to increase applications from female students, and our annual patron dashboards demonstrate how an employer is engaging with LSE students according to gender. We often find that, in fact, the number of female students that the employer has engaged with is high and this might lead us to suggest that simply increasing brand awareness
Drilling down We can also drill down according to sector and track students interests. For example, for the legal sector, we can identify non-law students who are often a target for legal recruiters and identify which academic departments they are from. We then present this along with destinations data so we can present a full picture of LSE student activity from enrolment to employment.
Additionally we can use the dashboard format to provide easy to access data on some of our biggest international student cohorts such as Chinese, American, Indian, French and German students. In situations where an employer is new to the UK market or looking to target specific nationalities, we can present quick and easy to read data to help inform their recruitment campaign at LSE.
Of course student activity is not always predictable and various factors can influence each individual’s choices, but in such a competitive market, having this data available to inform our decision making and advise employers is invaluable. We’re continually looking to improve and refine the data we collect and report on, so we’re also keen to hear more from employers about what data would make the difference for them. n
www.agr.org.uk | Graduate Recruiter 35
www.lse.ac.uk/employers
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