In the evolving world of talent acquisition, especially when it comes to early careers, the competition is fierce. Employers are no longer competing in short bursts; the fight for top talent is happening year-round.
In a recent webinar, hosted by Brightworks, Prosple and Talent Solutions, industry experts from across Australia and New Zealand gathered to explore how building a continuous, data-driven attraction strategy can transform your recruitment efforts.
Here’s what we learned about building a sustainable, effective approach to attracting top talent throughout the year—and why a year-round attraction strategy is the key to staying ahead.
Why Year-Round Matters
Many organisations fall into the trap of only engaging with students and prospective graduates during a few peak recruitment windows. The problem? Today’s students aren’t waiting for those windows – they’re searching for opportunities earlier and more frequently than ever before.
Data shows that students are thinking about their career paths and exploring potential employers as early as their first year. By the time your traditional four-week recruitment campaign rolls around, you may have already missed out on some of the brightest prospects.
The takeaway is clear: if you’re not continuously engaging with future talent, you’re missing out.
Data-Driven Decision Making
- One of the key themes highlighted in the session was the importance of data-driven decision making.
- Understanding when and how students are searching for opportunities gives you an edge.
- Data from the Student Pulse Survey conducted by Brightworks and Talent Solutions offers deep insights into when students in Australia and New Zealand are actively seeking internships and graduate roles.
- For example, while Australian students are starting their job search earlier and focusing heavily on financial compensation, New Zealand students prioritise understanding the day-to-day role responsibilities before even considering the salary.
- This kind of insight allows you to tailor your messaging and engagement strategies to meet the specific needs and priorities of your audience.
- To make the most of your resources, you need to be continuously tracking performance – understanding what works and what doesn’t – and adjusting your approach based on real-time feedback.
Creating Meaningful Touchpoint
- Building a year-round attraction strategy requires more than just showing up during recruitment season.
- One of the critical shifts mentioned during the webinar was moving beyond the traditional four-week windows to establish a consistent presence throughout the academic year.
- With the rise of social media and digital platforms, students now require more touchpoints than ever before to form a meaningful connection with a brand.
- HubSpot’s research suggests that the typical seven touchpoints needed to create a connection have risen to 20 or more.
- This means you need to be in front of students early and often, whether through digital engagement, campus activations, or internships that provide a taste of real-world experience.
- Internships, in particular, have become a vital way for employers to engage with students ahead of the competition.
- The panel emphasised the growing trend of using internships as a key part of year-round engagement.
- By getting students involved early, you establish brand loyalty and build a pipeline of talent long before graduation.
Practical Steps to Implement Year-Round Strategies
So, what does a successful year-round attraction strategy look like in practice?
1. Consistent Digital Presence
- Clancy Minie from Prosple explained that employers often focus their efforts only during short recruitment bursts.
- Students are engaging with content 365 days a year.
- If you’re not actively building your employer brand online during those “off” months, you’re missing out on crucial engagement.
- Simple tools like pre-registers allow you to capture student details early and keep them engaged until they’re ready to apply.
- It’s about being proactive, not reactive.
- Kate Coley from the University of Auckland shared insights on leveraging campus activations throughout the year.
- She emphasised the importance of diversifying engagement efforts, whether through employer presentations, workshops, or partnerships with student clubs.
- Diversifying engagement efforts helps to build relationships early.
- By being consistently visible on campus, you can become the brand that students remember when it’s time to apply.
- One standout point from the session was from Caleb Jasat at Contact Energy, who spoke about the importance of collaborating rather than competing.
- Employers can benefit by encouraging students to explore different opportunities while still providing them with a great experience.
- This approach creates long-term brand ambassadors, even if they don’t stay with you after graduation.
Long-Term Success: Measuring Your Efforts
A key part of this approach is measuring success over time. Caleb shared how Contact Energy saw a nearly 200% increase in graduate applications by taking a consistent, long-term approach. By using data to understand where they had the most success (specific universities, degrees, etc.), they could better target their efforts and focus on areas with the highest return on investment.
Their approach proves that it’s not just about short-term gains – it’s about building sustainable relationships with students that will benefit your organisation in the long run.
You can watch the full webinar recording here.
And if you’re ready to take your recruitment strategy to the next level, we’d love to help you build a year-round attraction strategy that engages students early, consistently, and meaningfully. You can reach out to our team here.