Canadian Association of Career Educators and Employers (CACEE)

Canadian Association of Career Educators and Employers (CACEE)

September 28, 2010 15:17 ET

'Social Recruiting' Jumps by 11 Percent as Cost-Conscious Employers Pursue Top Graduates Online

New Study by Canadian Association of Career Educators and Employers Also Suggests Talent War Is Emerging in More Competitive Labour Market

TORONTO, ONTARIO--(Marketwire - Sept. 28, 2010) - Campus recruiters are cutting back on traditional branding activities at Canada's colleges and universities, turning instead to social networks to conduct "social recruiting," according to new report on campus recruiting trends by the Canadian Association of Career Educators and Employers (CACEE).

The 2010 Campus Recruitment and Benchmark Survey Report, released today, predicts the Class of 2011 will find a flat job market, with frozen starting salaries, sluggish hiring rates, and disappearing signing bonuses. They will also need to be ready to engage with employers on-line, as cost-conscious recruiters turn to peer networks to reach hyper-connected graduates. "Canadian recruiters will visit fewer campuses this year, as they increasingly turn to popular social media websites, like Linked In, Facebook and You Tube to find their hires." says CACEE Executive Director, Paul D. Smith, "Surprisingly, it's the professional recruiters who are changing how they reach out to graduates – not the other way around."

The CACEE report found that in 2009 Canadian recruiters both visited and posted jobs at an average of four campuses. In 2010, they targeted only two campuses and posted jobs at three. Conversely, 34% of recruiters turned to social networks in 2010; a significant jump from the 23% who did online recruiting in 2009.

"Employers are looking at on-line personas as much as they look at resumes", added Jennifer Ricci, CACEE president, and HR director at new wireless carrier Mobilicity. "In our organization, we recruit almost exclusively through social media networks because it's efficient and effective."

There are encouraging signs for the Class of 2011, however, as findings from the study also suggest that a new war for talent may be emerging. Top performing graduates from the Class of 2010 reported they received multiple job offers, leaving employers to turn to second tiers of candidates, or missing their marks altogether In 2009, 77% of employers filled their available new graduate positions, while only 72.5% of new graduate jobs were filled in 2010. The primary cause of candidates rejecting job offers involved being pursued by another employer.

"A labour market becomes more competitive at the top first, and then gradually opens up to other candidates as demand remains unmet" explained Ricci. "We may be seeing the beginning of the return to the aggressive markets of a few years ago – we'll need to monitor another cycle to know for sure." 

Other highlights of the 2010 CACEE report include:

  • Most new graduate recruitment for 2009-10 was concentrated in Alberta and Ontario, accounting for over 75 percent of all college hires reported in 2010.

  • The weighted average starting salary for new campus hires with a University degree in 2010 was $48,817, ranging from $40,458 for those entering retail sales positions to $75,000 for those entering investment banking.

  • The average cost-per-hire for the 2009-10 recruiting season was $4,638, down almost 50% from the year prior.

About CACEE and Campus Recruitment and Benchmark Survey Report

The Canadian Association of Career Educators and Employers (CACEE) is a, non-profit partnership of employer recruiters and career services professionals. Its mission is to provide authoritative information, advice, professional development opportunities and other services to employers, career services professionals, and students.

The CACEE Campus Recruitment and Benchmark Survey Report has been produced annually since 2007, surveying employers across Canada. This year, 654 employers responded; the largest sample yet. The report provides benchmark data that is useful to employers who are preparing their hiring plans for the coming year, and career educators who are helping students to choose their area of study.

Contact Information

  • For more information, images or a copy of the report,
    contact: CACEE
    Paul D. Smith
    Executive Director
    (613) 634-2359
    Jennifer Ricci


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