KPMG increases local actions targeted universities and schools

Get visible and attractive to the grandes écoles and universities requires a lot of effort. And a significant budget: at Deloitte, who recruited 400 to 600 young people per year, it is as much as for "corporate communication", which aims to find new customers. KPMG increases local "actions" targeted universities and schools. At ESCP Europe for example, the Office participates in a Chair, which requires the regular mobilization of a partner and several collaborators: "these actions schools mobilize, to the year, twenty full-time equivalents." "But by communicating effectively, it is more likely to have resumes that match our needs," said Jay Nirsimloo, General Manager of KPMG. This approximation strategy allowed the firm to recruit this year 30 of students from the ESCP and more.

However, the operation is not painless: it takes 100,000 euros of "admission", in addition to approximately 700,000 euros, over three years, corresponding to the time spent by employees.

Karting, sailing and the Morocco raid

Another solution to get visible: sporting events. KPMG organized a karting trophy that brings together business schools and universities. Ernst & Young is a partner of the cruise Edhec and Audencia triathlon. Deloitte joined the race sailing from Dauphine University, and a motor raid in the Morocco. For each project, the budget is about 20,000 euros, says with KPMG. "The order of several tens of thousands of euros", indicates more modestly at Deloitte. But the result is at height: "After each event, we receive an influx of CV," said Antoine de Riedmatten, associate of Deloitte.

If they make contact with the students, these local actions nevertheless have a defect: they do not allow companies to identify the most talented. This is why some of them, like Henkel, prefer the strategy games, or business games.

The Group has launched its third "Innovation challenge", a European game of inventing the cosmetic or laundry of 2050. Nothing in France, 16 schools and universities will participate. "For four months, more than 30 top managers, branch managers marketing directors, will devote part of their time to help the teams to be part of the jury also..." "It is an investment but the latest edition to recruit 17 people", note Laurène Charpentier, responsible for relations schools in Henkel.

In l ' Oréal, which launched its first "business games" there are almost twenty years, there are more number of marketing directors identified via Brandstorm, this game brings between 3,000 and 5,000 applicants from 40 countries: "that which currently manages the brand Biotherm in Germany participated seven years ago"., while he was still a student, confirms François de Wazières, international Director of recruitment. Each year, this "business game" allows us to identify potentials and to achieve 100 to 150 recruitments in the world.

A new game on the Internet

The group plans to leave in January a new game on the Internet this time, "Reveal by l ' Oréal. Profiles the most interesting it will detect will be invited to apply in the giant cosmetics. With respect to the cost of such an operation The information is kept secret. As it is equally difficult to know how many employees are dedicated to these actions schools. "Many try to copy us, we prefer to be discreet," explained François de Wazières, as if he spoke the last innovation of shampoo or fard Group shadow. Believing that relations schools have become strategic as that R & D.