swimming the channels' targetjobs breakfast news 7 may 2014
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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
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
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
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
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
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
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)