Building a Better College Recruiting Program with Kiewit Corporation
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Presentation built for TalentNet Dallas at Capital One 11/2015 by Crystal Miller, Branded Strategies (agency) & Lauren Evans, Kiewit Corporation (client). Overview of the Kiewit College Recruiting Program challenges, changes and enhancements. Project started Q1 2015 and scheduled to finish in Q4 2016. As part of keeping an "Open Source" mentality for HR, if you would like any of the templates we used or information on metrics, tools or setting up a similar program in your own organization, please use the contact form below & we will gladly share!
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Building a Better College Recruiting Program with Kiewit Corporation
- 1. BUILDING BETTER College Recruiting Programs Crystal Miller, Branded Strategies Lauren Evans, Kiewit Energy Group
- 2. ‹#› Today’s Agenda 01 Project Discovery 02 Designing Blueprints 03 Laying Foundations 04 Constructing Candidate Experience 05 Metrics, Measurements & An Eye To The Future
- 3. ‹#› Meet the Speakers Employer Brand / Digital Strategy Leader | Strategist | Advisor | Speaker | Practitioner Mom of 2 Teenagers | Writer | Lover of Wine & Fab Footwear Fun Facts About Me | Which One’s Not True? • I’ve been working with Employer Branding since before it was even called that! • My daughters conned me into getting not 1, but 2 puppies in the last 2 months. • Despite creating brand campaigns for this platform, I’m afraid of Snapchat. - Crystal Miller - CEO of Branded Strategies & Employer Brand Strategist
- 4. ‹#› Fun Facts About Me | Which One’s Not True? Lauren Evans University Relations Manager, Kiewit Energy Group University Rec & Relations Leader | Engineer-Turned-HR-Pro | A&M Grad • I’ve been a college professor. • As an engineer, I’ve moved 34 tons of dirt before lunch in one workday. • I don’t use social media personally.
- 5. Kiewhat? Kiewit! We Are One Kiewit As an employee-owned company, we work towards one mission operating on the same 4 values of: people first, integrity, excellence and stewardship. Strong Corporate Reputation 130 years of strong performance allows Kiewit to enjoy a sterling business reputation.
- 6. ‹#› Generalizations of Graduates Today Not looking for any job they can get Not FREAKING OUT about what to do next Have greater salary expectations Expects Recruiter to know what they WANT to know
- 7. The College Recruiting Game is Changing More Expensive The median acquisition cost for a new college graduate is up by over 10% in last 5 years ($430/hire). More Details College recruits demand more information about how orgs will develop & progress them. More Creativity Cost of average college recruitment campaign is up over 42% in last 5 years. More Social Over 52% increase in graduate use of social in college recruitment. More Wired College students are relying more on digital & social media to make decisions, increasing digital marketing costs. Less Sharing With graduate shortages in many fields, orgs are sharing less information on best practices.
- 8. ‹#› Getting the Project ”We had a good University Recruiting foundation that needed enhancements.” • 72% of incoming college students chose their school by researching their prospective colleges on a social media site • Voracious in desire for immediate info, w/ sophisticated behavioral approaches to filtering it, no matter how many sources it comes from (Gillen, 2007). Reaching the “Wired Generation”
- 9. Kiewit’s Doing Good Things Women's Construction Leadership Seminar Our team chooses 51 top construction and engineering students out of 147 applicants from universities across the U.S. and Canada to participate in this seminar & networking event. Building Construction’s Future Kiewit’s Building Construction Futures program encourages youth, young adults, retiring veterans, the unemployed and the underemployed to consider career opportunities in construction trades.
- 10. ‹#› Constructing a Successful Candidate BluePrint Meet Emily Engineering Student Emily is a year or two from graduation and considering internships. Here’s what Emily will need to be successful at Kiewit: Skills Experience “Big Rocks” •Strong Work Ethic •Attention to Detail •Intense Curiosity •Strong Communication •Pursuing a degree in construction engineering, construction management, civil engineering or related degree • Understand job requires national moves, not regional • Previous Leadership • Knows their Why • Several moves over career, not just a few
- 11. One Kiewit, Many College Recruiting Challenges Program Challenges • We weren’t taking a “One Kiewit” approach • We needed baseline evals and performance metrics • University Recruiting (UREC) wasn’t enough Internal Challenges • We weren’t sharing knowledge across Kiewit Districts • Employees were sending mixed & inconsistent messages to candidates & faculty External Challenges • Students, Faculty & College Programs were confused by inconsistent messaging • Poor Alumni engagement and utilization of resources
- 12. Initial Audit 01 New Metrics Reporting Using Tableau and our analytics department, we can better track performance of both university recruiters and campuses with which we spend time and money. 02 New Faculty Relations Program* To help improve faculty referrals and Kiewit name recognition, established a faculty resource portal & education program. 03 New Campus Recruiting Process* In process of creating tiered campus program to improve efficiency of man-hours spent on tier 2 and 3 campuses, with greater focus on online events for tiers 2 and 3.
- 13. HROS Blueprint: Conducting the Audit 1Your Stuff 02Their Stuff 03Messaging 04Schools 05SWoT • Online Presence • Social Media Presence • Recruitment & Hiring Process • Rewards, Recognition, Compensation • Employees - Current & Alumni • Measure efficacy of messaging around importance of your mission • How “real” is the company culture talk? • What are the benefits you talk about? • UX - User Experience • University Relations • Process Performance to Plan • Online Presence • Job Ads • Application Process • Competitor 1 • Competitor 2 • Competitor 3 • Professors • Career Center • Counselors • Events • Alumni
- 14. T • Requires buy-in from district leaders • More accountability from college recruiting team • Significant man-hours to set up • Needs campus buy-in O • Engage Faculty in the recruitment process • Save man-hours and resources • Improve efficacy of contributions W • Heavy reliance on established reputation • Not enough attraction messaging • Weak online presence • No social or SEO/SEM strategies S • Solid Offline Reputation • Past 5 years, tenure was 10x industry average • Employee owned • Visually appealing career site SWOT Analysis Strength Weakness Opportunity Threat
- 16. Constructing College Candidate Experience CandE Messaging Alumni Intern Experience College Comms Faculty Events & App Process
- 17. Inadequate College Recruitment Metrics CTR Cost-To-Recruit PF# Preference/Applicati on Forms & Event Traffic THR Total Hires by Recruiter
- 18. ‹#› Metrics to Track •Goals Met •Online College & Graduate Sentiment •Head-to-Head (HTH) Hire Rate •Shareholder Satisfaction •Intern Conversion Rate •Top Schools Percentage •Applicant Quality (GQoA) •Performance Data •Training Failure Rate •Percentage to Plan •College Hire Diversity •College Hire Retention
- 19. ‹#› Future Focused 2016 RoadmapKiewit UREC Online More Metrics Promotion Digital Strategy Event Strategy Training Strategy Faculty Portal Campaign Development Tech Stack As we refine our strategy and execute on our tactical implementation plans, we will continue to share templates and outcomes as part of the #HROS project.
- 20. ‹#› Thanks for The Attention Don’t hesitate to contact us cm@brandedstrategies.com lauren.evans@kiewit.com @TheOneCrystal @Kiewit
Notas do Editor
- Which one’s not true? My daughters actually did not con me into getting 2 puppies… it was kind of my idea. Disclosures: I have served as an advisor and/or worked in a marketing capacity with multiple tech companies. Currently I have relationships with Elevated Careers by eHarmony and Universum.
- This slide shows a video demonstrating the importance of the work Kiewit does, the pride of Kiewit Employees, and the impact it has on the communities they serve. You can find it here: http://bit.ly/kiewithwy34
- This slide included an embedded video found here: http://bit.ly/kiewitwcls
- Additional factors you need to consider specific to the college candidate expereince
- Current “industry standard” metrics to track are woefully inadequate. Many companies only track the above metrics, Kiewit was only tracking the metric in yellow.
- While there are still other metrics that aren’t represented here, these are the top 12 metrics tracked to pick key schools for program investment and contributions, justify intern growth programs, and develop performance models. Goals met = Are you meeting your program goals? What % of goals are you meeting and for the goals you aren’t meeting, track what’s lacking and monitor progress from spring recruiting season to fall. Online College & Graduate Sentiment = tools like Iris (Universum’s SaaS program for Brand Monitoring) and Mention are great technology options to help you track online sentiment. HTH = when graduates are getting more than one offer (which you have to assume is a probability upon graduation), what percentage of those graduates are accept your offer over the “Head to head” competition? Shareholder Satisfaction = internal stakeholder/program shareholder satisfaction with the results of your program Intern Conversion Rate = what percentage of college interns ultimately come back to work for your organization after graduation? Track % offered vs total intern number AND track interns offered permanent role vs % accepted. Top Schools Percentage = Of the schools your program has identified as their “top schools” for finding graduate talent, what % of your hires do each yield? GQoA = this look into applicant quality focuses on the % of your college recruitment programs APPLICANTS (not hires) that meet minimum expectation criteria. Performance Data = what percentage of your college hires are performing to 1) plan, 2) in the top 50%, and 3) identified for leadership development? Training Failure Rate = Track the number of college graduate hires that “wash out” or are not making it successfully through the training program / probationary period. This includes those moved to other positions in the company, not just attrition rate. Percentage to Plan = This tracks hiring progress as a result of your college recruitment program throughout the year against the total # of hires outlined in your annual workforce plan. College Hire Diversity = Tracks diversity metrics across college talent attraction & recruitment program. College Hire Retention = Tracks % of regrettable turnover and attrition of college hires.
- Kiewit UREC Online is a university co-branded online student learning & engagement portal that’s being developed as part of our move to reduce man-hours spent on tier 2 and 3 schools while increasing awareness and Kiewit presence at more university programs overall. Faculty Portal will offer professors resources such as learning & educational materials, lesson plans, information on career pathways at Kiewit and more! Tech Stack: for 2016, we are evaluating the addition of Elevated Careers by eHarmony specifically to help with college “culture fit,” Zoomforth to help with campus-specific landing pages that contain employee generated content and Great Hires to our existing technology stack. We are also evaluating Koru as a possible preview to our internship program.