Helen Bostock JPMorgan November 25, 2004

1. South African Graduate Recruiters AssociationAnnual Conference 2004Caesars, Gauteng“Building an effective graduate marketing strategy” Helen Bostock JPMorgan November 25, 2004

2. Introduction • JPMorgan Chase, world’s second largest bank • JPMorgan: • is the investment banking arm of JPMorgan Chase • recruits 350 graduates into Europe per annum • runs 6 individual graduate training programmes based in London

3. Agenda • Understanding your market • Creating an employer brand • Aligning your strategy to the business • Managing your stakeholders • Developing a value proposition • Building relationships & partnerships • Implementing the campaign • Benchmarking success

4. Understanding the market • Why do you need to recruit graduates? • Who are they? • Where are they?

5. Creating an employer brand • Employees (& potential employees!) have a choice • It’s about Managing Employees Valuing Understanding • Partnership between Human Resources & Marketing • What differentiates your company?

6. Aligning your graduate recruitment strategy to the needs of the business Senior Management Business Success Competitive Advantage Recruiting new talent

7. Budgets & Resourcing Managing internal stakeholders Senior management Create Value Proposition Embed Recruiting Culture

8. Developing your value proposition • Partner with an external agency • Target your message to your audience • Gain buy-in from your stakeholders

9. Developing your value proposition Developing a creative brief • Why are we marketing? • To whom are we talking? • What are their motivations? • What do they think now? • What do we want them to think? • Why should they think this way? • What is the brand personality we want to project? • What is the single most important thing we want people to take away from our advertising?

10. 7. What is the brand personality we want to project? Challenging, contemporary, diverse, intelligent, committed, confident, meritocratic, fun, honest, different. Integrity and Respect. Excellence and Innovation. 1. Why are we advertising? To solicit applications from undergraduates, to fill approximately 200 graduate positions and a further 100 intern positions across Europe during 2004 8. What is the single most important thing we want people to take away from our advertising? Developing a value proposition 6. Why should they think this way? JPMorgan employs people according to their ability, or potential. JPMorgan has leadership positions, and has won awards in most areas of Investment Banking. JPMorgan offers excellent training and development opportunities JPMorgan expects graduates to take on responsibilities as quickly as they are able. JPMorgan offers excellent benefits and a pleasant, diverse working environment. 2. To whom are we talking? Highly motivated, English-speaking undergraduates, recent postgraduates and ‘1st bouncers’ from top universities across Europe, with less than 18 months work experience, who demonstrate personal success and academic excellence. JPMorgan is the most challenging and rewarding career choice a talented graduate can make. 3. What are their motivations? They want a good start to an interesting career. They want a rewarding career. They want to work for a well-regarded firm. They want excellent development opportunities. They want cultural diversity. They want a meritocratic work environment. 4. What do they think now? They may not think their subject of study is relevant to a career in Investment Banking. Many may be actively considering a career in Investment Banking, but do not differentiate JPMorgan from other Investment Banks. They may be unaware of the breadth of opportunities aside from the traditional corporate finance ones (eg. operations, technology etc.). They may believe we are not recruiting. They may believe they won’t fit in at JPMorgan. 5. What do we want them to think? • Investment Banking offers a rewarding interesting career for excellent graduates of any discipline and background. • JPMorgan is recognised as a leading Investment Bank. • JPMorgan offers the best graduates the best development opportunities of any Investment Bank. • JPMorgan offers a broad range of opportunities. • JPMorgan is a good employer; it’s a nice place to work; it employs great people.

11. Developing a value proposition • Global opportunity • Intellectual challenge • The sense of achievement • Continuous learning • High earning power • Give and take • Individuality Core 360°Proposition

12. Partnerships & relationship building • External partners & agencies • Internal partners – Corporate Communications & Marketing - HR • The importance of the careers advisor • Faculties & teaching staff

13. Campaign strategy & execution • Using appropriate communication channels for your audience • Taking a sustainable approach • Building your brand • Balancing costs & resources

14. Advertising

16. 2004/5 European Graduate Brochure

17. On Campus Events 360career.com

18. On Campus Events

19. Other Marketing Tools JPMorgan Henley Boat Races INSERT HENLEY PHOTO

20. Benchmarking success • Internal & external measures • Quantity vs quality • Growth in volume of applications over time • Sustained brand awareness over time