How to Bring Students Back to Career Events

Stop Getting Ghosted:

How to Bring Students Back to Career Events

Career event no-shows aren’t just frustrating—they waste resources and weaken employer relationships. Instead of relying on penalties, career centers can use data-driven insights and student-first strategies to boost attendance and create events that feel too valuable to miss.

If you manage a career center, you’ve likely encountered a recurring challenge—students register for career fairs, workshops, and networking events, but when the day arrives, attendance falls short. RSVPs often act as placeholders rather than commitments, making it difficult to plan effectively.

Low turnout isn’t just frustrating—it disrupts logistics, wastes resources, and weakens relationships with employers. No-shows can mean underutilized spaces, uneaten catering, and presenters addressing a much smaller audience than expected. When attendance drops by 30%, 40%, or even 50%, it raises an important question: what’s causing the disconnect, and how can career centers encourage real engagement?

^{Source: National Association of Colleges and Employers (NACE)}

Rethinking the No-Show Problem

Some career centers have implemented penalties to curb ghosting—restricting access to services, requiring apology letters, or flagging repeat offenders. While these measures may deter some students, they don’t necessarily foster long-term engagement. If students view career events as just another requirement rather than an opportunity, attendance policies alone won’t solve the issue.

A more effective approach is to reconsider how events are structured and communicated. Before assuming students are unreliable, career centers should ask:

Is the value clear? Do students understand what they will gain from attending?
Is it distinct? Does the event offer something they can’t access elsewhere?
Is it engaging? Will students be actively participating or passively listening?
Is the timing strategic? Does the event compete with other priorities?

The Impact of Career Event Participation

Data from 12twenty demonstrates the direct benefits of career center engagement:

Students who attend career fairs secure starting salaries 15.1% higher than those who do not.
Participation in at least one career workshop correlates with an 8% increase in starting salary.
Career center engagement leads to more job offers, earlier job offers, and higher placement rates at graduation.

These insights can be powerful marketing tools. When career centers use data to communicate the tangible benefits of participation, students are more likely to view events as essential to their professional growth rather than optional programming.

15.1%

higher starting salaries for career fair attendees compared to non-attendees

increase in starting salary for students who participate in career workshops

Shifting from Attendance to Engagement

Encouraging attendance is not just about promotion—it requires listening to students and refining strategies based on their needs. Career centers can gather insights through:

Post-Event Surveys – Use tools like Net Promoter Score (NPS) to measure satisfaction and identify areas for improvement.
Focus Groups – Engage both attendees and non-attendees to understand participation barriers.
Student Advisory Boards – Involve students in event planning to ensure relevance.
Faculty and Student Organization Partnerships – Leverage established networks to broaden outreach and gather feedback.

Turning Insights into Action

Career centers that prioritize clear communication, data-driven value propositions, and student-driven feedback will create events that feel essential rather than optional. By shifting the focus from penalties to engagement, no-shows can decrease—and career readiness can take center stage.

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