BP supplier partner: ThirtyThree
Vision:
The people, places and roles within BP are so varied that the concept had to reflect this amazing diversity of opportunity. By allowing candidates to discover BP through a variety of people, we delivered a richer experience while allowing for targeted communications and giving candidates an honest insight that was previously unavailable. The concept ‘What will you discover?’ invites audiences to learn about BP’s people, places and opportunities, and then imagine what they might discover at BP.
2014 Graduate Attraction Objectives: • Show BP to target audiences in a new light.
• Create a meaningful campaign for all segments, across a diverse audience.
• Challenge perceptions of working in oil and gas and working at BP.
• Develop events to encourage higher engagement with students.
L’Oréal supplier partner: Bernard Hodes
Vision: Our overarching graduate campaign, ‘What is Ambition to you?’ was developed to showcase the breadth and depth of the different roles and opportunities available to students at L’Oréal and features the use of our employees to tell their stories. Applications to L’Oréal are often submitted based on the perception of what a career at L’Oréal will be like rather than an understanding around our brand portfolio and in-depth research into the specific role.
Key Elements: Our social strategy allows us to address many of our recruitment objectives, and uses a number of different channels: blogs, Facebook, Twitter and Instagram. Everything we have done on-campus has linked back to our initial objectives: • We took two of our brands on a student roadshow this year. Students had the opportunity to test products, get mini-make overs and skincare
advice catering to both females and men. In return, we asked them to post on Twitter using a dedicated hashtag and we also ensured we captured student’s data via a ‘Check in’ service offered by LinkedIn.
• We have sponsored a number of student societies and have made beneficial partnerships with other graduate recruiters to reach students who perhaps wouldn’t have considered L’Oréal. A key part of our initiative on campus this year was to engage with students on an informal platform, providing various skill sessions.
• We have also run our international business competition.
Support: Senior Managers are involved in all parts of the attraction strategy. In 2014 we created an internal initiative called “Talent Spotters”. This is an aspirational club to help select our Management Trainee’s & Interns. We have a structured
mentoring programme and work closely with the L&D team to deliver it, in addition to ‘The Management Trainee Academy’.
Impact:
The combination of multi-channel approach both on and offline has significantly increased the quality of applications. We have seen 45% more applicant’s progress to telephone interview stage which has resulted in a success rate of 65% at assessment centre, compared to 39% last year. Incredibly when recording the source of how candidates applied at telephone interview we have seen a dramatic increase in those stating social media. Historically hard to fill roles such as Finance, Supply Chain and IT have seen a dramatic increase of 56% in applications from 845 to 1325, demonstrating a better targeted campaign focused on technical roles. Finally, this year has seen an increase of 15% of male applications across our schemes. n
www.agr.org.uk | Graduate Recruiter 11
Key Elements: In order to achieve our campaign objectives in 2014, we took a tiered approach to planning and implementation. 1. Core Campaign: rolling out key campaign messages to the right students at the right time.
2. Driving Change: areas in which we wanted to make a real impact: - Campus events. - Female engagement.
Support: Graduates are a key focus for the business as they are crucial to our ongoing success. As such, teams from all segments across the business are eager to be involved in the planning of graduate attraction. Each of our core universities has an Executive Sponsor from the business; they have a team of graduates, professionals and alumni who work closely with the graduate recruitment
teams to build engagement on campus, attend events and participate in campus activities.
Impact: - 1,953 students registered across nine universities – more than 20% increase year on year. - The average attendance at each event was 95 pre-screened students - 462 students that applied to the BP Graduate or Intern programme quoted the BP experience as an interaction with BP. This accounts for 7% of overall applications. - So far we know that 10 of these have been offered a role, however many are still at assessment centre stage.
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