Recruitment report Autumn 2017 by MC Slovakia

RCTM 2017 report

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We want to make data-driven decisions in all our actions we take and in order to raise next generation aware of their own actions and their ability to prevent and learn from the past.

Number of applications 500 450 400

Dated from 18th of August until 8th of October

350 300 250

436

200 150 100 50

0 August

September

October

1% 3%

MARKET ANALYSIS

9% 7%

82%

1. bachelor

2. bachelor

3. bachelor

1. master

2. master

graduated

not specified*

* Not filled in spreadsheet, mostly offline people

Applicants according to university

Ekonomická univerzita v Bratislave

13%

Others

21%

Slovenská poľnohospodárska univerzita v Nitre STU Technická Univerzita v Košiciach

9% 2%

Trnavská Univerzita Univerzita Komenského

Univerzita Konštantína Filozofa v Nitre 1%

14%

Univerzita Mateja Bela Univerzita Pavla Jozefa Šafárika, Košice Univerzita sv. Cyrila a Metoda Žilinská univerzita v Žiline

26%

Offline : online applications results

How did you find out about our opportunity? 7,12% 12,12%

5,19%

22%

6,73%

off

0,38%

5,77%

78%

0,19% 2,88%

Market division

0,96%

3% 16%

1,15%

9% 23%

20%

59,62% 27%

2% BB

class shout

enrollment

events

Facebook

Friends

Google

infostand

internship

other

previous member

university website

Web AIESEC

Message

Marketing

The marketing power numbeeeersss

Offline channel results Letâ&#x20AC;&#x2122;s see how the numbers looked like

Relative plan fulfillment of applications Overall plan fulfillment for applications was 62,34%. We received 528 applications out of 847 planned. None LCs fulfilled their plan of applications for 100%, but LC Bratislava and IG Nitra have the biggest results (91,47% and 89,17%)

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

91,47% 85,45%

89,17% 65,63%

50%

Plan fulfillment 16,25% 14,40%

BA CU

Absolute number of applications 180

165

160 140

128

125

120

118

120 100

141

129

107

100

80 60

40 18

0 BB

KE Plan

Reality

Timeline analysis - data 14.820.8

21.827.8

28.83.9

4.910.9

11.917.9

18.924.9

25.9-1.10

2.108.10

Banská Bystrica

0,00%

40%

22%

24%

Bratislava

0,00%

0,85%

31,36%

2,54%

58,47%

2,54%

3,39%

Comenius University

0,71%

2,13%

26,95%

51,77%

3,55%

10,63%

Košice

0,00%

16,67%

0,00%

77,78%

5,55%

0,00%

Nitra

0,00%

1,87%

3,74%

47,66%

15,89%

4,67%

14,02%

12,15%

Trnava

0,00%

9,52%

14,29%

2,38%

35,71%

38,1%

Žilina University

0,00%

15,38%

69,24%

0,00%

Celkový súčet

0,19%

0,75%

1,88%

29,57%

22,22%

19,02%

14,12%

12,24%

Banskรก Bystrica Start of offline promo: 4. 9. Main activities: infostands and class shouts (on normal lectures+on enrollments), fb posting What brought the biggest result: CSs on enrollments Bottlenecks to improve: involve more people for ISs and not put there only alumni and MC, arrange CSs and ISs in advance B2C roadshow: 2CSs on lectures+2ISs

Bratislava Start of offline promo: 4. 9. Main activities: infostands and class-shouts (on normal lectures+on enrollments), fb posting What brought the biggest result: CSs on enrollments Bottlenecks to improve: collect sign-up forms from the very beginning, not just contacts and emails, more people involved in events B2C roadshow: CS on enrollment

Comenius University Start of offline promo: 4. 9. Main activities: infostands and class-shouts (on normal lectures+on enrollments), fb posting, external events: Trh Dobrovoľníctva, AmosFest (didn’t work really well for sign ups, but were good for brand positioning and partnerships) What brought the biggest result: CSs on enrollments Bottlenecks to improve: better preparation and arrangement of IS B2C roadshow: Trh Dobrovoľníctva

KoĹĄice Start of offline promo: 22. 9. Main activities: infostands and class-shouts What brought the biggest result: CSs Bottlenecks to improve: start offline promotion way sooner, better communication within RCTM team, planning and arranging events in advance B2C roadshow: infostand

Nitra Start of offline promo: 4. 9. Main activities: infostands and class-shouts (on normal lectures+on enrollments), fb posting, external events: Mestival (didnâ&#x20AC;&#x2122;t work really well for sign ups, but were good for brand positioning) What brought the biggest result: CSs on enrollments B2C roadshow: none

Trnava Start of offline promo: 6. 9. Main activities: infostands on welcome days and class-shouts (on normal lectures+on enrollments), fb posting What brought the biggest result: infostand on welcome day of university Bottlenecks to improve: planning of results based on events which are going to happen B2C roadshow: infostand on welcome day of university

Ĺ˝ilina University Start of offline promo: 21. 9. Main activities: CS on enrollment, infostand on event for a birthday of the faculty What brought the biggest result: infostand on event for a birthday of the faculty Bottlenecks to improve: be clear in steps of CS (main outcome â&#x20AC;&#x201C; collecting sign ups), make more offline events and know schedule of enrollments in advance B2C roadshow: infostand on event for a birthday of the faculty

Conclusion Start with research about timing of enrollment in advance (in some universities it was already during summer time â&#x20AC;&#x201C; for example Ĺ˝ilina University)

Better planning & looking at data from previous years (some LCs planned higher numbers in weeks when they didnâ&#x20AC;&#x2122;t have enough activities)

Infostand should be visual attractive and aligned with the message of RCTM and brand positioning of organization + good to use some activities for attraction of people

Have more than 2 people on events for efficiency

Better communication with universities, agreement about events in advance

Plan exact number of sign-ups from each event and activity (offline & online as well

Make class shouts based on connection between experience in AIESEC and knowledge in university Use materials only from current campaign (it looks unprofessional and misaligned when we use different grafics and everything)

Online channel results Letâ&#x20AC;&#x2122;s see how the numbers looked like

Website traffic

Applicable for aiesec.sk/studenti/stan-sa-clenom/only

Overall timeline of traffic on our website from 18th of August until 8th of October with the final number of unique pageviews 2647

The reason behind pageviews on first day of promotion was the fact we opened recruitment during SumCo â&#x20AC;&#x201C; the whole entity together shared the content, we posted on our fanpage we are recruiting and everybody was sharing it â&#x20AC;&#x201C; also FB ad was set on 18th of August

Website traffic

Applicable for aiesec.sk/studenti/stan-sa-clenom/only

Comparing the campaign in the same period of time with last year‘s recruitment As you can see we didn‘t have even half of traffic as the year before.

The reasons behind will be described in part – Facebook posting into groups as it was influecing the traffic the most.

00:02:48

Is the average time spent on website aiesec.sk/studenti/stan-sa-clenom/

00:01:45

In comparison to last year the same period, it was (with taking into consideration avg. Load page time which is better by 20% this year RCTM)

The conclusion here is our visitors found much more either relevant information or relevant content itself

Social media posts results The biggest conversion rate from post to website entrance had meme type of post (118 sessions) yet the highest conversion rate for member sign-up had external type of post (such as an article or blog not necessarily from us) with conversion rate 5,88% - example Prečo sú slovenskí absolventi stále presvedčení o svojej jedinečnosti

The biggest reach on social media

Video našej členky Simony Vozárovej malo najväčší dosah – historický – 19 772 organic a 9 952 paid (principle is the more you invest, the more organic reach and spreading of the post between people will be)

Facebook Ads Running ads during the whole RCTM promotion Based on ongoing results and reach and popularity we were boosting meme posts – regarding also the timeline, the best choice was to boost Sima and Dado

84,99€

17,12€

5,00€

5,56€

10,00€

5,00€

Overall spent for ads

127,67€

Facebook Ads Bottlenecks: - LCs scheduling ads with not reasonable target (for example scheduling ad for the city where the university is located before the start of the school year (majority of the relevant students are not there yet) - The chosen content (specific targeting of content (for example managerial ads) not planned, chosen as „nice to have“ even though it‘s the opposity) - Planning activities ongoingly (instead of planning in advance for the whole period of the campaign) - Network incapability to create their own materials for ads (two LCVPs created by themselves and the rest was using it) – solution – each LC should be able to create their own materials adjusted to the reality of their market Strenghts: - Start of the online promotion in the middle of August with planning in July

Facebook posting into groups BA Irregular posting into students groups because the people were not willing to do it

BB Started with posting on 18th of September (even though the promotion started 18th of August) Better not planning posting plan for last week of promotion because of not enough time for processing the people CU Irregular posting into students groups and unwillingness of membership to participate on posting plan One week without posting in period of 20th of September to 26th of September when there is the biggest studentâ&#x20AC;&#x2DC;s traffic (as they are searching for all the info regarding their studying)

*all of the information from LCVPs directly during checks

Facebook posting into groups

KE Started with posting into student‘s group on 25th of September (the beginning of promotion was 18 of August and the official end of promotion was 8th of October) NR -

GCP – posting from 21st of August Posting every two days (at the beginning it was every three days) Posting of videos and gifs GCP – when they are having the classshout that evening they are posting again the opportunity in student‘s FB group in which they just had classshout Instead of posting plan, they are using folders for all the materials and she is writing people in advance to post

TT Started with posting at 29th of August BCP - Posting of printing materials instead of online ones ZU Not enough groups to post/members don‘t have access as in other LCs into „krúžkové“ groups

MOBILE users

Sessions

New Users

Avg. Session duration

Member sign-up Goal (numerical)

810

618

00:01:15

* Tablet is not counted here, we had 4 member sign-ups from that type of device

MOBILE users

Sessions

New Users

Avg. Session duration

1149

777

00:02:17

Member sign-up Goal (numerical) 73

Mystery shopping Mystery shopping that happend was these three applicants We chose 3 LCs that were underperforming and we wanted to check their processes â&#x20AC;&#x201C; process time, the way of communication etc. TT -

sent e-mail with info about next steps within 24h (in 10h exactly) Called the next day with proposal of scheduling the IW When the applicant didnâ&#x20AC;&#x2DC;t show up, they sent the SMS about being rejected from selection process (after trying to reach out the person twice by calling)

KE -

Nothing happened till now

BB -

E-mail sent after 1 day Call after 3 days the applicant decided to resign from the selection process, without AIESEC even asking why

Membership

3 months ago we decided to strive for Now is the time to face the real

191 new members.

membership

data of this Autumn Recruitment.

Overall Absolute Number of New Members PLAN vs. REAL 60 50 40 30 20 10 0 BA

CU New members - PLAN

NR New members - REAL

16%

12%

new members

attended

21%

0% (KE)

22%

LIC

27%

0% (ZU) 11%

46 new members

attended

31% 15%

DARE

15%

26%

Evolution of membership in all induction period 60 50 40 30 20 10

0 BA

New members selected overall

New members before LIC

Attendance at LIC

Attendance at DARE

Absolute number of new members after Induction Period

Evolution of membership in all induction period 30 25 20 15 10 5 0 KE

New members selected overall

New members before LIC

Attendance at LIC

Attendance at DARE

Absolute number of new members after Induction Period

From

157 members selected 54 members left.

Most of the reasons were related to lack of time to commit to AIESEC, not seeing the relevance of it for their future or they claim that our organization is not according their values.

National RCTM Flow in numbers 1. Membership

2.LIC Attendance

How many new members we selected during Autumn RCTM

% of new members attending LIC

157 4.Current Membership How many new members are now in the LCs

3.DARE Attendance % of new members attending DARE

157 members selected 67 members attended LIC and 46 attended DARE.

From

After the induction period the overall absolute number of new members selected is

103.

# of new members 35 30 25

20 15 10 5 0

KE # of new members

Bottlenecks Good Case Practices

BA - VPTM fired during RCTM - no clear track of what happened before she got fired.

BA - Writing text messages to applicants to fasten up the selection process.

BB - Process time very long between application and interview [more than 24 hours].

BB - Having a coordinator who managed the RCTM together with the LCVP TM.

CU - Members who took interviews were not able to understand very good from the beginning the scoring points of the evaluation grid.

CU - Good cooperation inside the EB and with the TLs.

KE - Not enough capacity and time to focus on RCTM from the beginning, also due to roles which changed again and again inside the EB team.

NR - Calling the applicants instead of sending them emails to fasten up the selection process.

NR - Not able to have ACs due to logistical issue. TT - Good collaboration during Induction Period between EB and TLs TT - Members canceled interviews after being scheduled. ZU - Not enough capacity to focus on RCTM

Recruitment responsibles: Miriam Kölešová MCVP Digital Marketing miriam.kolesova@aiesec.sk

Lea Benková LCVP B2C&CXY&TM lea.benkova@aiesec.sk

Cristina Maria Vlad MCVP TM cristina.vlad@aiesec.sk

Michal Školík LCVP TM&B2C michal.skolik@aiesec.sk

Marián Šotek LCVP TM&B2C marian.sotek@aiesec.sk

Ema Mária Ondrušková LCVP B2C & CXY ema.ondruskova@aiesec.sk Viktória Šúšová LCVP TM viktoria.susova@aiesec.sk

Anna Kotova MCVP B2C & CXY anna.kotova@aiesec.sk

Miriam Adásková LCVP B2C miriam.adaskova@aiesec.sk Radka Činčurová LCVP TM radka.cincurova@aiesec.sk

Alexandra Bartová TLD B2C alexandra.bartova@aiesec.sk

Roman Polák LCVP TM roman.polak@aiesec.sk

Boris Kimák LCVP B2C&CXY boris.kimak@aiesec.sk Jozef Mičuch LCVP Finance & TM jozef.micuch@aiesec.sk

Recruitment report Autumn 2017