Spotlight for Career Services Professionals, July 20, 2011 

 Students see career fairs as opportunities to meet and network with recruiters, while employers tend to view these events as branding opportunities. How do career centers attract students and employers to attend career fairs? How do they manage the expectations of student and employer attendees? (Part 2 in a series; see Part 1.)  

Veronica Soto and her colleagues in the Toppel Career Center at the University of Miami have been told by several employers that there is a shift under way.  

“[They said] that the days of attending career fairs simply to brand are over,” says Soto, assistant director of career events. “We have seen a drop in employers coming to campus exclusively to brand. Recruitment budgets have been hit hard, and employers need to be deliberate with their budgets, so when we have employers on campus at fairs, they are hiring, and our students appreciate that.”   

Soto says communication is key for managing participants’ expectations. For employers, Toppel staff keep the website up to date and e-mail a confirmation packet to registered employers that includes shipping instructions, driving directions, local accommodations, and a detailed agenda that provides check-in times and contact information for Toppel staff.  

“When employers check-in at the event, they are personally escorted to their table and given logistics for the day, such as where meals will be available and where restrooms are located,” Soto notes.  

Toppel staff keep students apprised by offering preparation programming, such as networking, interview skills, and resume writing workshops, and by updating the career fair website with a link to the employer registration list. Staff include a link to the career fair site on all social media postings and e-mail blasts.  

In addition, all print materials state that professional dress is mandatory for entry to any career fair, and advise students to bring multiple copies of their resumes and to bring identification.  

“All of this is reiterated at any programs that take place before the career fair,” Soto says. “Students are given a guide before the fair that includes resources on upcoming programs, resources on career fair preparedness, and an employer prospectus to allow them to do company research ahead of time.” 

At the University of Houston’s C.T. Bauer College of Business—which is part of a decentralized campus—every student who wishes to attend the college’s business career fair is admitted. However, business students are allocated a certain sticker color to don during the event, thus differentiating them from students and alumni, who wear different color stickers.  

“This way, our business employers know we are here for business students,” says Donna Grady, director of career counseling at the business career office. “It is easy for employers to clearly see if a student is a business major based on his or her sticker color. We use this for an estimated count as well.” 

The career center at UConn-Stamford hosts full career fairs in April and November. For the past 12 years, it has compiled a database of every employer that contacts the career center or whom the career center contacts for jobs or internships. The database is updated daily. 

“As soon as we set a date for the career fair, we send e-invitations out to all employers in our database,” says Halina Hollyway, career center director at UConn-Stamford. “We also notify students as early as possible so that they can make plans to attend. We follow up several times during the semester with a series of e-blasts to get the word out.” 

At the end of one career fair, career center staff post information for the next career fair on its website. Hollyway says employers appreciate the early notice because it helps them plan. 

UConn-Stamford’s career center also uses good, old-fashioned word of mouth. 

“I conduct about 1,000 career counseling sessions per year,” she notes. “I share our upcoming events with every student I see and every employer with whom I speak. My staff also shares this info with anyone who comes into the career center.” 

The university has installed a new media system on campus that broadcasts upcoming events to the campus community.  

“This has really helped to get the word out,” Hollyway says. “We’ve found that by ‘layering’ our advertising and using many different methods of advertising at once, we get the best results with both employers and students.”  

To manage expectations, the career center surveys employers and students to see what they want from the career fairs. Based on this information, the career center has held career fairs on different days, offered longer or shorter hours, arranged the table set-up to maximize employer results, and invited employers from diverse industries and organizations due to student interest. 

“However,” Hollyway points out, “the key factor to successful career fairs is building close relationships with your employers and students.”