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Graduates seek professionalism with a 2.0 edge
New research highlights the importance of more traditional recruitment factors in attracting the top emerging talent
LONDON, 20 November 2008 - In an age of Web 2.0 speculation, the career aspirations and wants of Generation Y are more traditional in focus than many realise, according to a new research report entitled 'Understanding Emerging Talent', by Alexander Mann Solutions (AMS), the recruitment process outsourcing (RPO) specialist.
Despite the Web 2.0 hype, in an independent survey of 2000 graduates, traditional influences, such as 'choosing an organisation that was good for my career' was seen as the most important factor when making applications by 71% of respondents, with 66% citing the 'quality of an organisation's people' also being important. For Oxbridge and London graduates, working alongside the right people was the most important factor overall according to 75%, and seen as a 'deal making' requirement. These factors highlight a more strategic approach being taken by today's graduates than commentators suggest. But it is how these traditional values of professionalism are communicated in a Recruitment 2.0 environment that is making the difference.
Martin Cerullo, Director of Resourcing Communications at Alexander Mann Solutions, comments, "There is a trend at present to see graduates as a new, unknown entity. Like any demographic group, they have similar characteristics, which need to be recognised, but they also have expectations similar to previous generations when it comes to work. Graduates today are tech-savvy and expect ongoing communications at every level. But constant and consistent communication must appear at each step of the recruitment process, not just on a flashy website, if companies are to recruit the cream of the crop. It is essential that more traditional elements, such as the final interview, be presented in the same way if organisations are to gain a competitive edge. Even in a downturn, companies need to be thinking about how they attain the top talent of tomorrow."
Key findings from the research show:
Financial pull - This is no longer a defining factor when its comes to choosing a job, with respondents ranking pay and benefits (59%) lower down the list of 'must haves' than the calibre of colleagues.
Not all 2.0 - Today's graduates expect face-to-face contact, plenty of feedback and the opportunity to get under the skin of prospective employers, along with instant 2.0 communications. 68% ranked the tangible aspects such as the final round interview to have the biggest impact on their overall perception of a company's recruitment process, compared to the online application experience with 39%.
Individualism - Most (63%) rated the professionalism of an organisation or its caring culture (62%) as its most important characteristics, while hot topics such as a potential employer's environmental or social responsibility was of interest to under half (44%).
To gain the attention of high calibre graduates, these messages need to be communicated in the right way. Containing both style and substance, it has to be experience-led, brand-savvy and delivered through multi-media channels. 81% cited the company website as the primary channel for influencing the decision to submit an application, compared with only 14% for a presentation and 23% for a recruitment brochure. Graduates also listen to their friends with 70% being influenced by recommendations.
Cerullo, comments, "When assessing the effectiveness of its graduate attraction strategy, an organisation needs to ask itself what graduates are looking for, how are we perceived, how can we differentiate ourselves and what are the most effective ways for communicating - constantly benchmarking its entire recruitment process."
He continues, "Ultimately, to snap up the leading emerging talent, organisations need to achieve a truly 'joined-up' recruitment process. This will be characterised by high-touch candidate management and communication delivered with a consumer edge and embracing Web 2.0. But it must also convey a company's level of professionalism throughout the recruitment process all the way through to the final interview stage. If organisations are looking to achieve a competitive edge, they must mix the more traditional influences with recruitment 2.0."
NOTES TO EDITORS
Methodology
The survey was conducted by WorkplaceDynamics Limited, on behalf of Alexander Mann Solutions in Summer/ Autumn 2008. 2000 high-performing graduates from across the UK were asked about the top attributes they look for in an employer and their expectations in terms of connecting with potential employers.
Recruitment process outsourcing (RPO) is working with an external partner to improve the way a company moves people in, around and out of an organisation. This may include internal mobility, career management, redeployment, contingent workforce and outplacement.
About Alexander Mann Solutions
Alexander Mann Solutions was started in 1996 by Rosaleen Blair, the Veuve Clicquot 2007 Business Woman of the Year, as an autonomous division of the Alexander Mann Group, a recruitment firm. AMS has grown rapidly and, after disposals, now represents the entire group. A December 2007 management buy-out was backed by Graphite Capital, and the company recently acquired Capital Consulting, a leading RPO player operating in Europe and Asia Pacific. HRO Today magazine recently named AMS as the Global Market Leader in the Baker's Dozen, an annual listing of the top 13 RPO providers.
AMS operates in 50 countries with approximately 1200 employees and expects to recruit over 50,000 staff on behalf of its clients in calendar 2008. AMS manages contractor, internal mobility, referral, graduate and talent programmes and its clients typically sign-up for multi-year contracts and outsource all of their recruitment. AMS professionals are typically embedded in client companies and work alongside the client teams, allowing them to focus on their core business. www.alexandermannsolutions.com
For further information, to arrange an interview with Alexander Mann Solutions or one of its graduate clients, or to receive a copy of the report please contact:
Lorna Murray / Joanna Timmermann
Octopus Communications for Alexander Mann Solutions
T: +44 (0) 8453 700 655
E: ams@octopuscomms.net
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