READY... SET... ATTRACT!

Posted by Nikki Barnard

When it comes to graduate programmes, a clear and well thought out graduate attraction strategy will be what sets you apart from the rest, as you position your company as the employer of choice

In order to select the top graduates, you need to attract them first. Here are a few things to bear in mind when putting together your attraction strategy:

1. GET READY…

Attracting the right candidate for your graduate recruitment program is usually determined by the old “what you put in is usually what you get out” cliché’. This certainly rings true for graduate recruitment, as the more effort you as an organisation put into your attraction strategy the greater the calibre of student you will be able to select from.

In order to do this, you need to define your student target group and understand what matters to them. Times have changed and the work environment is constantly evolving. Young graduates know what they want and what is important to them and as such, graduate programs need to be clear on a few things:

  • work-life balance
  • challenging and stimulating work
  • international opportunities
  • opportunities for advancements
  • learning and development prospects
  • clear goals and regular feedback
  • compensation and benefits

How I hear you say? Be a professional stalker. Think about the person you (ideally) would like to work for your organisation, then be specific about what you can offer and how that would matter to them. The other vital step is to identify your channels and providers - the key is quality over quantity.

2. GET SET…

Gearing your yourself up to showcase your organisation is the next fundamental cog in the proverbial graduate attraction wheel. In order to do this, you need to get online and make your company known.

Students in their exploratory stages may be aware of your company, but not necessarily of your employer brand or employee value position (EVP). Help them picture you as their employer, by showcasing your organisation and your job opportunities. It is helpful to bear in mind that strong employer brands spend less time and resources on hiring, and have better employee retention and increased productivity.

The bottom line, when showcasing your company, comes down to authenticity. Communicate your company, its culture, values and benefits. Don't forget your uniqueness is what will set you apart from the rest.

3. ATTRACT!

Like attracts like - if you are wanting to select the top graduates for your organisation then you need to be top employers and be ready for them. Stay current and ahead by:

  • Setting clear targets for your attraction campaigns - Determine the criteria for a successful campaign such as better calibre of students, shorter screening times, higher offer-to-acceptance ratio, and increased awareness of employer brand. Having clear goals up front will determine the success and return on investment (ROI) of your attraction campaign.
  • Consistently measuring your progress and adjusting it if you need to - Keep your eye on the analytics and readjust your content or channels if needed. In an ever-evolving market, where young graduates are at the forefront, you need to keep up and be willing to move along with it.
  • Remembering to celebrate and acknowledge your successes - Don’t be shy… go on brag! Be proud of your organisation and let others know how you feel. Remember that the most powerful form of marketing is word of mouth, so get people talking.

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