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Search
 1. Home
 2. News
 3. Fresh Minds and New Perspective: Why Companies Are Setting Their Sights on
    Students


FRESH MINDS AND NEW PERSPECTIVE: WHY COMPANIES ARE SETTING THEIR SIGHTS ON
STUDENTS

 * 
 * 
 * 
 * 

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.

Yancy Berns
March 15, 2022
Posted on March 15, 2022March 16, 2022
Categories: Featured News · Learn More · Workplace Insider


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