Measure

Execute

A dedicated "NMinternship.com" microsite was developed which appealed to Internet-savvy college students with multimedia career success stories, testimonials, an online tour and a pre-qualifying career fit quiz. Integrated campaign consisted of pay-per-click keywords, online banners and viral marketing.

Highly interactive user experience motivated students to objectively evaluate their career suitability before submitting a resume online. To expedite and complete the process, applicant information was automatically entered into Northwestern Mutual's proprietary recruitment management system and routed to local market recruiters. Password protected site analytics accurately tracked visitor traffic and activities.

Formulate

Clearly differentiate programs and demonstrate the career value they provide to interns. Provide mechanism to pre-qualify students and easily submit applications online. Efficiently track all lead activity and direct leads to recruiters for follow-up interviews.

Discover

Explore new ways to improve the ability of Northwestern Mutual to reach college students, particularly those that do not attend campus job fairs or have time for exploratory interviews.

Northwestern Mutual increased the efficiency of their internship recruitment program through our proprietary NS-Metrics strategic planning process.