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Phillips 66 - New Brand on Campus

Essentials of Branding for Campus Recruiting
by

Steven McGowan

on 24 October 2013

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Transcript of Phillips 66 - New Brand on Campus

Featuring: Thad Satterfield,
Director, University Relations
& Recruiting,
Phillips 66 Hosted by: Kristine Rhodes,
RVP & Talent
Strategist, NAS Campus
Recruiting Trends Campus hiring is expected to be up 13% in 2013 Today's College Graduate 2.7 million students
will graduate in 2013 Bachelor's: 1,744,000

Master's: 747,000

PhDs: 178,700 87% of employers plan on hiring more graduates this year than they have in the last five years Where do they start when looking for a job Employer career sites - 93% Friends/relatives - 82% Career Fairs - 76% Social Network Sites - 64% Social Students What they look for when considering a job: Creative and dynamic work environment
Reputation
Products/innovation
Friendly workplace
Opportunities for professional training and development How this shaped
the Phillips 66 Strategy Thad Satterfield,

Director, University Relations & Recruiting, Phillips 66 2013 Recruitment Goals Build pipeline of qualified graduates
Hire more than 150 interns
Develop a digital presence with real-time information capabilities
Develop innovative branding to capture new company feel and culture
Create positive buzz on campus 2013 Recruitment Goals Build pipeline of qualified engineering graduates
Hire more than 100 interns
Develop a digital presence with real-time information capabilities
Develop innovative branding to capture new company feel and culture
Create positive buzz on campus 2013 Recruitment Activities Targeting university recruits in all disciplines 250+ Phillips 66 employees engaged in campus recruiting Visiting more than 50 college campuses 125 career fairs, information sessions and events 2013 Recruitment Needs Comprehensive campus brand

New messaging and positioning

Digital format to keep information agile and responsive


Brand ambassadors Phillips 66
Research Perception that Phillips 66
is an oil and gas company

Lack of awareness about breadth of Phillips 66 products and services

Energy, sustainability and the environment is important Phillips 66 is a startup energy company with 100 years of history There is more behind the shield than oil and gas

Transportation, chemicals, plastics production and distribution

Opportunities to define the “new”
company and culture

Be part of a team that delivers energy solutions differently

Positive commitment
to the environment A brand new day… College students are mobile 96% own a smartphone

30% own a tablet Phillips 66 on Campus 76% of students attend career fairs and find them helpful in learning about a company Interactive Success Website unique views

Mobile site stats

Attracted several hundred new candidates through the talent network

Filled open internship positions What we learned New branding and messaging stood out

Powerful story that connected with students

Energy focus made a difference

New, fresh feel as a startup came through

Able to differentiate from ConocoPhillips

Digital presence allows us to stay current and adaptable

Able to attract candidates and track our results
more efficiently… 95% of 2013 graduates have an online profile 90% on Facebook • 48% on LinkedIn • 34% on Twitter * But only 30% of students think HR should be able
to look at their social networking profiles. Thank you Questions?

www.nasrecruitment.com/contact The Phillips 66 Story
Full transcript