Concrete Examples of Successful College Recruiting Programs

In yesterday’s Advisor, expert Tom Borgerding offered his take on building recruiting relationships on campus. Today we present a case study with three examples of what works, plus metrics for college recruiting.

Borgerding, CEO and president of Campus Media Group, works with a large number of notable companies such as AT&T, Bon Ton Stores, BP, Citi, Deutsche Bank, GRE, Great Clips, PricewaterhouseCoopers, and Shell Oil. His suggestions came during a recent HR Works podcast.
[Go here for the first part of the interview]
HRDA: Without revealing any details, do you have a case study or real life example of a program that’s really clicking?
TB: Let me give three levels of examples:

  • Entry level—Insurance company
  • Job postings
  • Social media engagement
  • Website that has culture/opportunity/growth info
  • Simple language for jobs—stay away from too much industry jargon
  • Outreach to candidates in ATS/CRM
  • Mid-range option: accounting/audit company
  • Special campus website page
  • Stories of employees to explain culture and opportunity
  • Recruiters who visit campuses, engage groups, professors, and career centers
  • Engagement—mentor, bring in partners to speak, bring in recent hires to share their experiences
  • Intern competitions/social events
  • Newsletter for interns, newsletter for experienced hires
  • Stay in touch with people who have worked for them
  • Social media presence and quick responses to questions
  • Careers page retargeting —developing brand relationship
  • Advanced option: large global competitor
  • Special website
  • Full experiential event where students register when they arrive, get an exciting feel for them and their thinking and can apply to the global competition (thought leaders in engineering)

HRDA: Tom, any final tips about successful college recruiting?
TB: Sure. Here are a few more suggestions:

  • Don’t wait.
  • Think culture fit. (Help by answering questions students have about the transition from college to work.)
  • Be positive and supportive with honesty and transparency
  • Use recent hires/peers to talk with target candidates (even better—hires from that school)
  • Don’t leave students hanging once they accept. Stay in touch. Consider social gatherings or training. Start a Facebook or LinkedIn® Have the hiring manager or team members start to speak with the candidate.
  • Finally, subscribe to our blog: to get trends and college recruitment data, and follow us on twitter, Facebook, and LinkedIn.

HRDA: What suggestions could you offer for employers with limited resources in staff, time, and/or budget?
TB: The top three things I recommend are:

  1. Know thyself.
  • What are your business values, how can you help students grow?
  • Where have you hired in the past? Who’s worked out and who hasn’t?
  1. Focus on experiential.
  • Face-to-face; mentor; show up.
  • Large or small events.
  • Get to know the candidates/schools.
  • Don’t just place the job posting.
  • Ongoing—help out.
  1. Build a mobile friendly website.

The bonus is that you can have multiple levels of engagement (video, newsletter, careers section, contact a recruiter, apply), and mobile is where students spend their time. Then use social media feeds to promote your openings, promote your brand, schedule, etc.
HRDA: Do you have any particular metrics that you recommend for evaluating college recruiting programs?
TB: Sure. Here are some that clients use effectively:

  • Dollars to hire
  • Applicants to hires
  • Time to hire
  • Length of stay within your organization
  • Quality of hire (are they moving up and making an impact)
  • Hires per school (common)
  • Hires per degree (common)

An important source of data is the National Association of Colleges and Employers (NACE) Standards Report— or e-mail me.