for Employers
Beyond the Booth: Building a Better Career Fair Strategy
Discover how to transform your career fair strategy from a passive booth setup to a targeted engagement approach that draws in the right candidates.
Career fairs are a cornerstone of college recruiting, yet for many companies, they’re also a missed opportunity. Instead of using these events as a strategic recruiting tool, many employers focus on the logistics—swag, setup, and travel arrangements—while overlooking the potential for meaningful, targeted engagement. As a result, they often leave with a random assortment of resumes rather than a pool of truly interested and qualified candidates.
Imagine a more purposeful approach. Picture your recruiting team arriving at the fair with a targeted plan in place. Instead of hoping the right students happen by, you know that the students waiting to meet you were identified and invited ahead of time. These aren’t just chance encounters; they’re intentional connections with candidates who have shown genuine interest in your organization. At the end of the fair, instead of a stack of generic resumes, your team leaves with a curated list of promising candidates who already understand and connect with your mission.
Start engaging with target students well before the fair. This could include sending personalized invitations to students whose profiles match the skills and experiences you’re seeking. Highlight your company’s unique opportunities and invite students to book a specific meeting time at the fair. This proactive step not only increases the chance of connecting with qualified candidates but also positions your company as organized and invested in finding the right talent.
Carefully select representatives who are well-versed in both your company culture and the roles you’re recruiting for. Include a mix of recruiters, hiring managers, and recent alumni who can give students real insights into what it’s like to work at your company. Additionally, train your team on the career fair strategy and outline the goals and key messages to convey.
Carefully select representatives who are well-versed in both your company culture and the roles you’re recruiting for. Include a mix of recruiters, hiring managers, and recent alumni who can give students real insights into what it’s like to work at your company. Additionally, train your team on the career fair strategy and outline the goals and key messages to convey.
Your booth setup should be welcoming, professional, and reflective of your brand. Beyond banners and brochures, consider setting up an interactive digital component like a tablet or screen displaying company videos, testimonials, or project showcases. Create an area for students to drop off resumes digitally to streamline follow-up.
At the end of each conversation, encourage students to follow up and connect on professional networks. Provide them with contact details or a company profile link where they can learn more about open roles. A quick follow-up email post-fair, thanking students for visiting and inviting them to apply for specific roles, can reinforce interest and encourage applications.
In today’s competitive hiring landscape, simply showing up at a career fair isn’t enough. The real return on investment comes from the preparation, the planning, and the targeted outreach that ensures you’re making the most of each interaction. By rethinking your approach to career fairs, you can transform these events from a “hope-for-the-best” endeavor into a powerful, strategic recruiting opportunity.
Ready to elevate your career fair experience and connect with the right talent? Reach out to 12twenty to learn how our tools and resources can help you make career fairs a core part of your recruiting success. Learn more.
National Association of Colleges and Employers (NACE). “45% of Graduating Seniors Attended an In-Person Career Fair, While 13.1% Participated in a Virtual Fair.” NACEweb.
National Association of Colleges and Employers (NACE). “Employers That Implement Targeted Outreach Report 50% Higher Candidate Engagement Compared to Those Without a Plan.” NACE Recruiting Benchmarks Report.
National Association of Colleges and Employers (NACE). “Employers That Pre-Schedule Career Fair Meetings See a 30% Increase in Follow-Up Responses from Students.” NACE Career Fair Engagement Study.
