Presentation delivered by Jennifer Henley of NAS Recruitment Communications on 12/7/2011 and 12/8/2011 at The George Washington University at the FedCollege recruiting conference co-organized by RECSOLU and CollegeRecruiter.com.

1. Best Practices for
Campus Recruitment:
Case Study
Presented by: Jennifer R. Henley, PHR

2. A little about me
 West Virginia Native
 Reside in the nation’s sailing capital
 HR Consultant
 College Sports Enthusiast
 Former Campus Recruiter

3. CAMPUS RECRUITMENT 101
 Always stay FOCUSED
 Be DIRECT
 CONNECT

4. Making the Grade
Recruiting Strategy
 Campus-oriented internships 66%
 Career fairs 62%
 Campus information visits 48%
 Faculty 44%
 Interviews 40%
 Alumni working for company 49%
 Employee referral 44%
 Social media 36%
 External agents
National job aggregator 50%
Advertisements 28%
Local and state job boards 26%
Recruiting Trends 2011-2012
Michigan State, 41st edition

6. Best Practices for
Campus Recruitment:
Case Study

7. Past Approach
Previous Approach:
 Broad outreach to various schools
 Multiple programs for specific divisions
Practice:
 Inconsistent message, materials
 Little feedback or measurement
Results:
 Need for improved practice

8. Current Strategy
Strategy:
 Targeted campus selection
 Diversified approach with streamlined process
 Solidified partnership with schools
Marketing:
 Consistent brand message
 Diversified channels and approaches to reach students
Measuring:
 Ongoing review of success
 Regular feedback

9. School Selection
High-touch: High frequency
Frequent and
moderate exposure
Virtual, l
ess
frequent

10. Careers on FreddieMac.com > Old Pages
 Pages were text heavy & static
 Messaging lacked consistency
 Minimal use of graphics
 No dynamic features on pages

11. FreddieMacCampus.jobs
Goal- Enhance the Careers section of FM.com using new recruitment
messaging, refined target audience content, and new visual elements

12. FreddieMacCampus.jobs

13. FreddieMacCampus.jobs

14. Campus Calendar
Searchable events
calendar
Data fields include
event name or
description, school
name/location and
date/time of event
 Dashboard is
accessible online by
Campus Relations
staff to filter, have
notes and follow-up

15. A New Process: A Candidate Database
Candidate Database
 Resumes sent to database after
submission
 HR can manage and export
candidate resumes into various
formats (excel, word, etc.)
 Same database allows HR to
manage and show upcoming
events
HR uses data to:
 track job applicants
 create related reports
 maintain dialogue with prospects
 prepare for events in advance

16. Campus Recruiting Displays & Giveaways

17. Campus Packet Inserts

18. Campus Presentations

19. Campus Ads
& Flyers

20. Campus E-Cards
 E-Card link emailed to students prior to upcoming
events on college campuses
 E-Card template reused for each campus location

21. Event RSVP
Allows visitors to
extend an invitation
to friends, too!

22. Freddie Day for Prospective College Hires
 Students invited to visit HQ
 Goodie bag distributed with guidebook
 Speed interviews held with hiring groups
 Survey card distributed at end to gauge success
of day
 Job offers are made to select candidates following
the visits

23. Freddie Day Padfolio

24. Campus Courting

25. Family Follow-up
Hello,
You can be very proud of Jennifer
for making the decision to attend
our onsite Freddie Day.
We hope she enjoyed meeting
our executives and touring the
campus.
And we hope you understand the
impact she will make on our
country when she chooses to begin
her career with us.

26. Results
 Improved recruitment through greater recognition and
distinctive identity
 Increased career fair hiring effectiveness
 Significant increase in qualified candidate traffic to the
career website
 Visitors spending longer amounts of time looking at
information on career site
 Over 55% positive student feedback received in one
week

28. Confidence
is a lot of this game or any game.
If you don't think you can,
you won't.
~Jerry West