Nace 2012 SRO Presentation. @robumphrey1 with @linkedinjohn

1. Online and Offline Integration
Student and New Professional Recruiting
Questions? #LNKDNACE
@robhumphrey1
World’s Fastest Growing Network of Students

2. Online and Offline Integration
Student and New Professional Recruiting
Questions? #LNKDNACE
@robhumphrey1
World’s Fastest Growing Network of Students

3. Questions? #LNKDNACE @robhumphrey1

5. “I define creativity as
the process of having
original ideas that
have value.”
Ken Robinson
“Out of Our Minds, Learning to be Creative”

6. ART or Process? You Decide.

7. ENGAGEMENT
EMPLOYER OF CHOICE
GAMIFICATION

8. THE SOCIAL WEB
HAS ALTERED
THE JOB MARKET
FOR STUDENTS | COLLEGES & EMPLOYERS

10. SOCIAL MEDIA

11. Facebook
Identity:
Social Utility
Relationships:
Friends
Family
Colleagues
Activities:
Status
Social Gaming
Photo Shares

12. Facebook
What is New?
98% of Employer Facebook Pages have less
than 1,000 “Likes”
Only 36% of GEN Y list a Job Title
Top Employers:
US Armed Forces
Walmart
Target

13. Facebook is the preferred
social network
but not among those using social
networks used for job searching
2011 NACE Study, ~20,000 Seniors at ~550 Colleges

14. LinkedIn
Identity:
Professional Network
Relationships:
Classmates/Alumni
Business Contacts
Colleagues
Activities:
Professional Identity
Connections
Insights

15. Fastest growing demographic
*Kaplan Study 2011

16. Twitter
Identity:
Public Communications
Relationships:
Fans
Followers
Activities:
Real Time
Micro-blogging

17. Follow Nikki Sixx

18. Identity Relationships Activities
Friends Status
Social Utility Family Social Gaming
Colleagues Photo Sharing
Public Fans Real Time
Communications Followers Micro-blogging
Professional Identity
Professional Colleagues
Connections
Network Business Contacts
Insights

20. WHO USES SOCIAL MEDIA?
AND WHY?

21. 99.5% of Students
*Kaplan Study 2011

22. 85% of College Admissions Offices use Facebook to recruit students*
Kaplan Study 2011]

23. Follow experts
*Kaplan Study 2011

24. There are >100,000 Alumni + College Groups on LinkedIn

25. Higher Education is Marketing

26. 93% of Employers
*Kaplan Study 2011

27. TODAY’S STUDENTS
AND NEW PROFESSIONALS

28. Yesterday
Just 10 Years ago things were
unchanged in terms of job hunt post
college

29. The Backwoods circa 1986

30. Ithaca, NY

33. Today’s
Students
‣Distracted
‣Text walkers

34. Today
“Student’s want sound career
advice not badges”
Carrie Whitaker, MSW
UNC Chapel Hill
NC State University
Career Services

35. The Class of 2011
has the largest % of graduates aiming to
avoid the work force
than any class in recent memory
2011 NACE Study, ~20,000 Seniors at ~550 Colleges

36. Tomorrow
‣Big Data easily digested
‣Career Outcomes

37. College Career
Services

38. Higher
Education
“Higher ed, as an
industry, should be
promoting LinkedIn as a
gateway to grads’
success.”
Shannon C Kelly
Associate Director, Career Services at University
of Pennsylvania

39. Target Talent
[Not Just Schools]

42. Maybe you hired Carl Bass?
*Kaplan Study 2011

44. STREET LEVEL
[OFFLINE]

45. Career Fairs
Seniors are less inclined to attend
a Career Fair
According to NACE 2011 50% of
the Class of 2009, only 34% of
Class of 2011 plan to attend
Career Fair

46. You Are Called

47. Come to the
Career Fair
“One of my biggest pet peeves is
seeing nothing but ‘come to the
career fair’ or ‘come to this event
or that event’ on social media.”
Christian Garcia
Executive Director of the Toppel Career Center at
the University of Miami

48. The Booth Line

49. The Booth Line
AFTER
Sound-byte: Big Data + Brand

50. Your car is ready

51. Pencils

52. You Are Called

53. Fun With GPS

54. Whiteboards are empty slates

55. TIP: Create back-stage experiences

56. ONLINE

57. TIP: Amplify your brand

58. TIP Get your best in the front row

59. WORLD TOUR
@robhumphrey1

61. BP The Ultimate Field Trip (FACEBOOK)

62. Laser Target Talent

63. Red Five

64. You Are Called

65. Create back-stage experiences

66. VIRAL

68. Shannon Berke
Viral - Kids Like It

69. Join Us

70. Putting it All Together at Autodesk
Integrating Online + Offline

71. Autodesk

72. Autodesk

73. Autodesk

74. Intern Programs

75. Experiences

76. #nextplay

77. SET LIST FOR
SUCCESS
World’s Fastest Growing Network of Students

78. 1. Target Talent
‣Targettalent (not just schools)
‣Post Jobs on LinkedIn (for FREE)
‣Jobs are branding opportunities
Impact:
ADP: 23 hires
Los Alamos: 3X increase in quality
Brocade: Increase in quality pipeline

79. 2. Re-Think Events
‣Create backstage experiences
‣Harness Alumni
‣Use a mobile “Check-In App”

80. 3. Front Row
‣Front Row your followers
‣Have fun with your fans
‣Company size is irrelevant

81. 4. Simplify Mobile
‣HTML5 is your friend
‣Does anyone care about your “app”?
Examples:
Citi App
Netflix Career Page

82. 5. Harness Groups
‣Alumni Groups
‣Student Groups
‣Intern Groups
Examples:
BP Interns
MSU Alumni
Penn State Pinterest

83. 6. Backstage
‣Create backstage experiences
Examples:
Tripadvisor
Harmonix
Autodesk

84. 7. Followers
Learn from big brands
Fans and “Likes” are fun
Followers are better
Examples:
GoogleTarget
American Eagle
The Grateful Dead
Disney

85. Fans, Followers,
and The Grateful
Dead
Marketing Lessons from the Grateful Dead: What Every Business Can
Learn from the Most Iconic Band in History

88. 8. Activate Ambassadors
‣10,000 students will work as brand
ambassadors this coming fall in the
US
Examples:
Target at UNC
American Eagle
Red Bull

89. Brands on
Campus

90. Target

91. Target at UNC
Chapel Hill

92. 9. Competitions
‣Games are for killing time
The best students want to
compete
Examples:
BP Ultimate Field Trip
Bank of America

93. THANK YOU
World’s Fastest Growing Network of Students