15/04/2011ARCHIVEDGraduate Marketing Master Class

The rapidly changing economy has led to vastly increased application levels over the last 18 months. For many schemes the focus is shifting from quantity to quality and return on investment is crucial in light of reduced budgets.

The AGR Gradaute Marketing Master class in April will look at these issues, focusing on how you can ensure that your activities target graduates that are right for your programmes.

As well as the opportunity to network with other AGR members from across the sector we have three great speakers lined up from Universum, Accenture and Barclays Capital.

Cecilia Dahlstrom, Marketing Director at Universum, will look at Personality Targeting from her expert perspective as one of the initiators of personality targeting as a trend.
The way employers target talent continues to evolve. In the 1990s employers focused on general employer branding, ten years later demographic employer branding was the main approach. Now in 2011, there is an emerging trend of personality targeting.

Cecilia’s talk will look at how “Me Brand”, cultural engagement and diversity have all made personality targeting a key activity in attracting target talent, and you will leave the session with an understanding of how and why personality targeting has evolved. There will be an opportunity to discuss this with your peers and to help you evaluate if this approach would assist your graduate recruitment activities and how to implement it in your organisation.

Quezia Soares and Jess Davies from Accenture will speak about the campus marketing activities which helped them to win the AGR's Integrated Marketing Campaign award at the 2010 Summer Conference. They will discuss how an integrated campaign making use of social media elements has helped raise Accenture’s profile on campus and the tools used to measure ROI. In addition they will look at innovations including Boot Camp that have been introduced over the last couple years, building on the popular workshop they delivered at the AGR conference last summer.

Jane Clark at Barclays Capital will talk through some of the initiatives that led to them winning AGR’s Best Employer Brand award last year.  Starting with an outline of the initial challenges which promoted a new strategy within the firm, she will talk about some of the practical activities that bought the brand to life and look at how the approach evolved after year one.  She’ll share some results from the new campaign before considering future steps, and draw out some key learning points for other recruiters keen to undertake the same journey.