university recruiting essentials: interns and your campus brand - part 2 - interns' work and...

University Recruiting Essentials:

Interns and Your Campus Brand – Part 2Interns’ Work and Experience

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Interns and Campus Brand

• University Recruiting Overview• Internships Overview• Showcasing Interns’ Work• Learning from Their Experience• On-Campus Integration• Campus Ambassadors• Measuring Return on Investment (ROI)

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Interns and Campus Brand

-This is the second of three presentations on Interns and Campus Brand

-This presentation will cover:– Showcasing Interns’ Work– Learning from Their Experience

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Showcase Interns’ Work

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-It doesn’t matter if you have two interns or two hundred – learn to leverage the activities of your university recruiting program in order to get the most brand mileage from your interns’ experience.

-You should be leveraging the work your interns are doing both WHILE they are in their internships and AFTER they complete their internships – both are relevant.

-The next couple of slides will provide you with some real-world examples

-The vast majority of the examples that will be shown can be found through a simple internet search – however, if you would like me to send you a specific link, just reply to jrutt@aftercollege.com and I would be happy to share links

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strykerinterns.wordpress.com

Blogs – Here is an example of the Stryker Interns Blog

-This blog focuses on different experiences of the interns

-Majority of content is written by interns describing their experiences

-Can be used internally – to gain support for the internship program and teams that may be interested in having an intern next year

-Can also be used externally – can be the focus of a targeted email campaign to similar students to show them real-life examples of interns’ experiences

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pninterns.com

-Porter Novelli does a great job incorporating content about what it is like to intern there, as well as interning in a Public Relations agency

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The Power of a Student Blog Post

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david-hu.com

-Here is David Hu’s blog post about his experience as an intern at Khan Academy

-David created a YouTube video which has over 20,000 hits

-David was very creative with his video and blog post

-More from this blog post on the next couple slides

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david-hu.com

-David shows screen shots of his work examples

-There is text to support each image – for our purpose we are only seeing the image

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david-hu.com

-If you know anything about Khan Academy or have watched the founders’ TED talk, you will know they are all about mathematical doodling!

-David’s internship focused on machine learning – he shows how what he was learning “spawned” other things

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david-hu.com

-David ends his blog post with a plug for doing an internship at the Khan Academy

-David even gives the place you can go to find out how to apply

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david-hu.com

-Here is another intern blog post from the Khan Academy internship – Jamie Wong

-Jamie Wong’s blog post made it to the front page of Hacker News – attracted 12,000 visitors over 2 days

-Another student’s blog post on a co-op project was viewed by more than 20,000 visitors the day it was posted – as a result the student received multiple employment offers

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Employer Websites

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-Employer Websites can be used to show real-life examples

-Show intern experiences to inform and encourage other students to apply

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-Here Northwestern Mutual focuses on the leaders from their internship program

-This type of publication makes the students feel good

-Can be sent to different publications on campus or virtually – to showcase the students but also to brand in front of other students

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-Oracle – special section on website that talks about the interns’ profile

-It exemplifies where they went to school, what type of internship they did, and how they felt their experience was

-They also include a link to apply from that page

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We know Disney specializes in telling stories – their internships site is no different!

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-This is another example of the Disney Internship experience

-Disney includes intern testimonials on their website highlighting what the interns enjoyed about their internship

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-SanDisk does a great job of incorporating a video into their website-The video features someone from their Communications team who explains how her internship there led her to her current career path

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Google has an entire YouTube channel of videos about what it is like to be an intern at Google – each video links to the internship opportunity

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-Make sure you are getting the word out about your interns!

-The example here is a student newspaper at the University of Florida – it is an exposé on her internship at the White House

-Anywhere you have an internship story published, you can then use that information to attract more similar students to learn about your brand

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Learn from Their Experience

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-Make sure you identify a clear and coordinated process for learning from interns

-Check-ins with managers

-Coordinated exit interview – include evaluation process

-Take the interns’ positive experiences and leverage them to engage even more interns

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Marketing Materials

-Test out your marketing materials on your interns – ask for their feedback

-What were the things that attracted them to come and intern at your company?

-Now that they are there – what are the things that they wish they had known beforehand?

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Practice the Pitch

-Practice what you say at your career fair booth with your interns

-How does it resonate?

-What aren’t you saying that you should?

-What are the types of things that would attract them to a career fair booth?

-Learn from them!

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“[A common mistake is] Overestimating the impact of marketing materials. Ultimately it’s what students tell each other, not what a website or a brochure or commercially produced product might imply.”

-Mary Scott, President of Scott Resource Group

Interns and Campus Brand

-Continue to the third and final presentation on Interns and Campus Brand to learn about:

Part 3 - Campus Involvement and ROI:-On-Campus Integration-Campus Ambassadors-Measuring Return on Investment (ROI)

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Jennifer Rutt

Senior Director of Engagementjrutt@aftercollege.comTwitter: @JenRutt

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