Campus recruiting is nothing new. Companies have always targeted college students for recruiting. What’s notable is that these efforts have increased significantly over the past year. In fact, the amount of attention college students are receiving is unprecedented.
What’s going on? Why are brands so focused on students when this population is generally less experienced?
Companies Are Playing Recruiting Catch Up
During the height of COVID, campuses were closed down, internships were canceled, and college job fairs simply didn’t happen.
This state of affairs left many part-time and entry-level positions unfilled. Many companies were also busily changing their business models in order to survive the pandemic. Now, they are compensating for this by doubling down on their efforts to recruit students.
The Great Resignation Is a Driving Factor
The Great Resignation has led companies to widen the scope of their recruiting efforts. As people are leaving jobs in droves, brands have realized they have to engage in recruitment marketing efforts that reach more candidates. Even companies that haven’t had a presence on college campuses are reaching out in an effort to attract students.
Diversity Efforts Are Also Influencing College Recruiting
Historically black colleges and universities (HBCUs) in particular are receiving more attention from recruiting and hiring teams. This increase may be driven by recent social and political events, including BLM protests, that have made it clear that people care about diversity and racial justice.
Businesses that want to increase diversity and improve company culture are reaching out to HBCUs in order to encourage students to apply for:
- Internships
- Training programs
- Entry-level positions
Since these efforts are so new, it is difficult to tell whether they are actually leading to more people of color being hired.
A Need for Fresh Perspectives
Millennials have become the largest consumer group, and Gen-Z isn’t far behind them. It only makes sense that businesses are reaching out to colleges to bring on people who are more likely to view product development, customer service, technology, and more from the perspective of younger generations.
Building a Talent Pipeline
Not all college recruiting leads to students accepting jobs today. Many businesses send recruiters to reach out to college students in an effort to build their talent pipelines. By contacting students as juniors and seniors, recruiters can gather information and engage these students once they’ve graduated.
Tips for Recruiting Students
There are plenty of great reasons to recruit students, but what’s the best way to approach your campus recruiting efforts? Try out these tips to get the results you want.
Great Internship Programs Benefit Everybody
Companies that offer internship programs are able to connect with new talent, gain new insights into the views of younger workers, and find future employees. Students can apply what they’ve learned in school, get some real-world experience, and make useful connections.
With that being said, not all internship programs are equal. Just as the Great Resignation has caused employees to be more discerning about jobs, students are becoming much more selective about the internships they select. To attract the best students, your internship program should:
- Pay at least minimum wage
- Provide students with meaningful experience and learning opportunities
- Include a mentoring and training initiative
Assume that getting top students into your internship program is as competitive a process as hiring the best talent.
Sell a Culture that Appeals to Younger Workers
You can’t attract college students by selling them on a company culture and benefits designed for people in their thirties. Instead, you have to research what emerging members of the workforce want and then prove to them that you offer that. If you don’t have a work culture that appeals to Gen-Z, it’s probably time to change that.
Be Authentic
At the same time, college students really do crave authenticity. Don’t paint a picture of your company that doesn’t reflect reality, and don’t use gimmicky tactics to attract students. They’ll be able to see right through that. Even if you don’t have a “fun” brand, you will attract more students by being authentic.
Don’t Overemphasize GPA
It’s a mistake to focus too much on factors like GPA and class ranking. Instead, look at things that give students unique experiences and perspectives. These include:
- Primary and secondary diversity
- Participation in activities
- Projects and research
The truth is that there is very little correlation between GPA and a person’s success at their first job.
Stay in Touch
When you are able to make a connection with a student, it’s important to nurture that connection. Continue to reach out to them through graduation.
Keep them up to date with company news, invite them to apply for upcoming positions, or to take part in programs you’ve designed for students like them. The last thing you want to do is stop engaging with potential talent.
Think Beyond Job Fairs
Be creative. If you want to attract college students, you have to do as much as or more than your competitors. That means doing more than having a booth at the local college job fair.
To keep students engaged, you can work with student organizations to sponsor events, hold tours of your facility, offer job shadowing programs, or hold networking events that are specifically made for students.
Invite Your Younger Employees to Participate
When it comes to recruiting college students, your youngest employees might be your best brand ambassadors. Encourage them to create video testimonials or appear in person when you work to attract college students.
