How to read campus recruitment

As a huge talent reserve, colleges and universities can be said to be “full of talents, hidden dragons and tigers”. Distribution map of campus recruitment industry

After several years of professional study, students have a systematic professional theoretical foundation. Although they still lack rich work experience, they still have many employment advantages, such as being enthusiastic ; Strong learning ability; good at accepting new things; few rules and regulations in mind; longing for the future; and they are all young people without family burdens; they can devote themselves to work wholeheartedly; more importantly, they are "white "Freshers in the workplace" who are as good as paper are extremely malleable and are more likely to accept the company's management philosophy and culture. It is these characteristics of graduates that have attracted the attention of many companies. Campus recruitment has become one of the important recruitment channels for companies. Compared with social recruitment, it has the following distinctive characteristics:

Time concentration

The Ministry of Education issued a relevant notice in 1999, stipulating that "the activities of employers recruiting graduates from colleges and universities should be arranged on rest days and holidays after November 20 each year." Since after January of the following year, many students will face the graduate entrance examination, and May and June are the time for graduates to finalize and defend their thesis, therefore, for companies, recruitment activities on campus are generally concentrated from the end of November to the end of November. It will be held in December and March and April after the Spring Festival. In order to avoid a car crash, more and more companies have chosen the method of "saving the country through curves", using "lecture sessions", "introduction sessions" and other forms to "sneak into" schools to promote their campus recruitment activities as early as possible and grab the opportunities. Opportunities for outstanding talents. Because campus recruitment is relatively concentrated in time and is mentioned again and again, employers must formulate a mid- to long-term human resources plan to avoid "digging a well when thirsty" and losing recruitment opportunities, or "dying sudden changes" However, graduates who have been recruited in advance cannot be arranged. More than 30 fresh graduates hired by a Shenzhen subsidiary of a multinational company encountered the embarrassing situation of receiving a "termination notice" on the day of registration and being fired on the spot. The reason given by the company at the time was that "due to recent strategic business adjustments, some of the original reserve positions no longer exist." Although the employer and the employer have reconciled after multi-party coordination, the company's image has been greatly damaged, and it is called "fake recruitment" in the industry.

Wide scope

Due to many reasons such as the expansion of college enrollment, it has become an indisputable fact that college graduates are under great employment pressure. In order to find their ideal jobs, graduates generally adopt the strategy of “casting a comprehensive net and focusing on training”. Companies are also expanding their recruitment scope year by year. Every time we enter the golden autumn season, students begin to rush between presentations at major companies in a hurry, and some even travel thousands of miles across provinces to attend job fairs. Resumes are pouring in from all over the country through the Internet, flooding corporate recruitment mailboxes. It is reported that in 2005, Guangdong Mobile's campus recruitment received a total of more than 50,000 valid resumes through various channels. For companies, this undoubtedly increases the workload of screening and interviewing. How to reasonably arrange written tests and interviews for job seekers across the country, and how to select graduates suitable for the company from many applicants have become the key tasks of the campus recruitment team. A big challenge. Therefore, if an enterprise wants to achieve success in campus recruitment, it must have a full positioning of its industry, region, and comprehensive strength of the enterprise, and select and target a number of schools and majors across the country to make the recruitment work more efficient. Targetedness, thereby ensuring the basic quality of candidates and reducing unnecessary waste of resources.

The objects are special

Compared with social workers, fresh graduates have their own shortcomings: first, they lack work experience, and it is difficult for companies to rely solely on their professional direction and expertise. The results determine whether they have the basic qualities required for a certain position. Secondly, they lack clear positioning and planning. According to a survey, 50% of college students feel confused about their future after graduation and have no goals.

The monotonous life in the "ivory tower" is difficult to inspire students to fully understand their personality traits, career tendencies, interpersonal communication patterns, etc. This leads to many candidates themselves not knowing what types of jobs they are qualified for or suitable for. , let alone long-term plans for future career development. Third, contemporary college students are basically only children and often have many problems such as weak sense of responsibility, weak endurance, and poor team awareness. The above characteristics require companies to formulate specialized campus recruitment strategies and written interview methods, and also put forward higher requirements for the company's promotion mechanism and training system.

Taking into account corporate brand marketing

Due to the wide audience of campus recruitment, a successful campus recruitment activity means not only recruiting excellent talents, but also establishing a good reputation in the minds of many junior students. Establish a good corporate image, thereby laying a foundation for future talent competition. A considerable number of companies that conduct campus recruitment place their brand's campus communication in a strategic position as important as campus recruitment. Their strategies and methods are often carefully integrated, and systematic campus communication and recruitment plans are formulated. Corporate brand mainly includes two aspects: employer brand and product brand: campus recruitment is a way to display the corporate image, which is equivalent to a business card of the company. Through standardized recruitment process design, humanized care for job seekers during the recruitment process, The personal charm of corporate executives, the sense of responsibility and vitality of employee representatives, etc., can allow school students to feel the corporate culture, talent concepts, management level and other in-depth contents, thereby establishing a good employer brand image and attracting talents widely. Compared with the deliberate public relations, the cost is lower, and it feels more cordial and natural. Some companies even display their product brands on campus to turn job applicants into consumers or customers of the company. For example, Nestlé will invite students present to taste its own brand of coffee at job fairs.

Online Recruitment

The Internet has become an indispensable and important tool in the study and life of college students. Online recruitment is deeply loved by college students because of its wide range of communication, convenient query, fast speed, large amount of information, and low cost. In all aspects of campus recruitment, companies start from the release of campus recruitment plans and job information, to students filling out application forms or submitting resumes online, to preliminary screening of resumes, to companies notifying students of written test and interview times, and determining The entire recruitment process, including hiring intentions, can be conducted online. In order to better benefit from online campus recruitment, on the one hand, companies can publish recruitment information on the school's admissions and employment website, major campus BBSs and the company's own website; on the other hand, they can also use professional recruitment websites. For example, China Talent Network, which basically all graduates will log on to, conducts campus recruitment, and even outsources the organization and implementation of initial campus presentations, resume acceptance, screening, interview notifications, etc. to these professional websites to expand publicity and improve recruitment. efficiency and reduce recruitment costs. Generally speaking, campus recruitment is increasingly favored by corporate employers because of its advantages of concentration, speed, efficiency, and strong pertinence, and it is used as the preferred channel for recruiting young reserve talents.

Campus recruitment has become a marketing show

Since campus recruitment activities have the dual functions of recruitment and corporate brand marketing, some companies take advantage of this opportunity to "kill two birds with one stone" and invest heavily in money and energy. They publicize their companies so much that students feel that the companies are just promoting themselves in the name of recruitment, which is a "show". For this reason, the National Ministry of Personnel has also clearly stipulated that companies are strictly prohibited from "only recruiting but not hiring" situations. Therefore, how companies balance recruitment and marketing in recruitment and control the "degree" is another key to doing a good job in campus recruitment. Otherwise, they may be labeled as a "super liar" and backfire.