Internship programs have long been great avenues to benefit both interns and employers. They are a way for an intern to get real-world, on-the-job experience and a way for the employer to give back to the community and get an extra set of hands to help on certain projects on a temporary basis and at relatively little, or even no, cost.
But, most importantly for both employers and interns, internships are often a path for future full-time, long-term employment. Because of this, it’s important for organizations to give these roles the attention they deserve, not only for the short-term but also in alignment with the organization’s overall brand.
Competition for Interns Growing
Just as the overall employment landscape is becoming an employee’s market, interns today are often faced with a wide range of choices when it comes to deciding where they’d like to gain experience.
Writing for HR Dive, Rila O’Donnell reports that while the number of internship posts are up for 2018 over 2017 and 2016, the same trend hasn’t held true for prospective interns, with searches for opportunities staying relatively stable. This means that employers are likely to face increased competition for potential interns.
Branding Can Make the Difference
Data suggest that one way for a company to distinguish itself from its competitors is through effective branding. “A strong business brand can garner customer loyalty, increased sales and even better recruitment results,” writes O’Donnell. “A survey from Glassdoor revealed that job seekers are 40% more likely to apply for a position if they are familiar with a company’s brand. The same study found that 60% of employers identify their own brand awareness as a significant barrier or challenge to attracting and hiring candidates.”
For many companies, the first step in this branding is simply getting the message out. Unless you’re Google or Amazon, or some other company with a brand that has become a household name, many potential interns may know little about your organization.
What’s in It for Them?
Branding, whether for organizations or employers, involves finding a link between your desired brand (or personality) and the needs and interests of your audience—in this case, potential interns.
Today’s interns, whether coming from high school or university settings, are particularly mission-driven. They’re looking for roles that not only align with their career interests but also their personal interests and values. Consequently, it’s important to make sure that your internship solicitations—whatever form they may come in—are clear and up front about your company’s mission and values.
In addition, it’s important to convey to interns the big benefits that working with your company can provide them and to make it clear that you’re not just offering a warm seat but some real opportunities to learn about your company and their potential future career.
Companies are constantly competing for top talent, especially in the current economic environment and its very low unemployment rate. This competition starts before potential employees officially enter the job market in the form of competition for interns. In this tough environment, savvy employers will leverage their brand to stand apart from the crowd.