Developing a Successful Annual Internship Program

• Introductions

• Who are we?

• Who are you?

• Why are we here?

• The Shifting Internship Paradigm

• Benefits of Hiring Interns

• Seven Steps to Success

• Roles Every SMB Needs

• Gen Y Challenges/Opportunities

• Resources to Recruit

• 5 minutes BREAK

• Principles of Email and Social Media Marketing

• Internship Dos & Don’ts

• Next Steps

Setting Expectations (because it’s the most important step)

2

Nathan Green

• Co-founder campus2careers

• Co-founder of Austin Young Chamber

• Former GM of Pearson Talent Assessment

Elijah May

• Local Expert in Email & Social

Media Marketing for Constant Contact

• Chief Brand Officer at Internship Builder

• Creator of the Apprentice Marketing program

Introductions

3

4

The Apprentice Marketing Program

An internship is:

•Academic experience and resume builder

•Key part of today’s undergraduate education

•Significant and substantial work

•Part-time (10-20 hours) to full-time

•May be unpaid and/or eligible for academic credit

A Shifting Paradigm: Defining an Internship

5

6

Gen Y is too difficult / challenging to work with

You have to develop interns for too long before they can add value

Interns are an opportunity for free labor

Interns are an opportunity for free labor

Interns are for getting my coffee or filing

You need an expensive college recruiting program to get good interns

Internships are only for the summer or a single semester

A Shifting Paradigm: Common Perceptions

7

Workplace Orientation on

Skills / Professionalism

Workplace Orientation on

Skills / Professionalism

Importance of Experience-

Based Learning

Importance of Experience-

Based Learning

Government Legislation / Involvement

Government Legislation / Involvement

Student -Business

Community Access

Student -Business

Community Access

• Supply-demand mismatch

• ROI accountability • PISD programs

• Internships now required at many schools

• Students looking as early as freshmen year

• 21st Century Skills replacing 19th Century

• City govt. efforts

• Awareness of SMBs• Online channels to more

easily reach Students

A Shifting Paradigm: Culture & Technology

A Shifting Paradigm: Bold Reversal by the DOL

8

9

Benefits of Interns

Benefits of Interns Specifically

Benefits of Hiring Students/Recent Grads

Build capacity and bench strength – longer-term pipeline of loyal employees

Access to new expertise/skills, trends, and educated talent

Less expensive than experienced Easy to train/develop (moldable) Quick learners and multi-taskers Technical-savvy Hard-working, hungry Innovative/creative Fresh ideas and energy The future of our workforce – get a

head-start

Additional project capacity Access to software, profs,

research facilities Opportunity to evaluate for full-

time hire New resources all year Flexible work arrangements Flexible compensation

Benefits of Hiring

36

31

18

105

Employer Reasons for Offering Internships

Identify future talent

Reduce resource costs

Give a student an experience

Access new skills & perspectives

Other

10

Benefits of Hiring: Internship Facts and Figures

Source: McCombs Class Project Survey (2010)

Step 1: Discover

Step 2: Develop

Step 3: Source and Select

Step 4: Implement

Step 5: Train

Step 6: Evaluate

Step 7: Housekeeping

Seven Steps to Success

12

Resources for Every SMB Needs

Top 10 Roles for Interns at SMBs

1. Social media

2. Online and email marketing

3. Bookkeeping/accounting

4. Research (grant, market, trends)

5. Graphic design

6. Programming (web and application)

7. IT support (desktop)

8. Sales support/customer service

9. Administrative/office management

10. Copywriting/editing

Roles Every SMB Needs

Good• Familiar with the latest business strategies, techniques, and technologies• Fresh perspective and enthusiasm for even the most routine activities • Access to software, research tools, and subject matter experts on campus• Still believe they can save the world• Appreciate the opportunity to learn from you

Bad• Poor time management – often late or don’t keep to a set schedule• Lack of patience – they want to change everything day one• Lack of focus – they are always distracted or on their devices • Finding the right incentives to get them to work more hours – they work to

live instead of live to work

13

Gen Y & Business

14

What Matters Most to Gen Y

Experience Rotational programs Ability to take ownership Team environment A mentor/coach Flexible work arrangements Connections/exposure in

the industry Having work that they are

passionate about

InternsBuild experienceMoney to cover school expensesA reference upon completionClass credit for experienceFree lunches on Fridays

Gen Y & Business: Motivators/Incentives

• Single site for internship resources www.InternInSA.org

• Citywide internship fair for start-ups, nonprofits and SMBs at the San Antonio Food Bank Saturday Sept 8th from 2-5PM

– $25 admittance fee (most fairs charge $300+)

– Estimated 500 students, from 14 area colleges

– A weekend event so its easier for you and students to attend

– Organized by industry so students can easily find you

– No booth “bling”, just networking with interested students

– Walk out with your intern who can start on Monday

– Sign up and learn more at www.interninsa.org/

• Each school has their own FREE job board• campus2careers – largest entry-level job board in Texas

Resources to Recruit

15

16

Dos

Establish program parameters and goals

Develop clear roles Start with discrete projects but

connect them to big picture Hire for skills and fit Complete orientation Assign a single manager Assign a mentor / buddy Provide training upfront - Invest Conduct early performance

reviews – need feedback

Don’ts

Hire without planning – easy to get these wrong

Hire an “Analyst” or “Intern” position – need discrete role

Take the “neighbor’s kid” because it’s easy

Leave the new hire in a cube on an island – need interaction

Force your will on them – let them explore OR

Let them linger and figure it out

Internship Dos & Don’ts

17

Next Steps

1. Sign up for a trial account on Constant Contact*

2. Register for and attend the InternInSanAntonio fair

3. Choose a student with a Constant Contract sticker

4. Sign up for campus2careers if you need more candidates

5. Have your intern replace themselves when they move on

* Unless you already have one