Based on our past experiences, we’ve rounded up 5 key points to keep in mind if you want to stand out to potential employees:
1. Keychains Instead of Key Info
We all know the drill: the booth is decked out with promo goodies, often tied to some game or interactive activity. Who hasn’t seen the classic spin-the-wheel trick? (Spin the wheel to win a pen, keychain, or notebook!) But let’s face it, that’s old news and won’t make a blip on anyone’s radar these days. The goal isn’t to unload all the swag as quickly as possible but to use a game or a gift as a gateway to real conversation and connection. If the job seeker walks away with a shiny new keychain but no clue about what your company actually does, and we didn’t snag their resume, that action was pretty much a bust. Aim for a recruitment approach at your booth where the freebie comes with a side of solid info and a friendly chat.
2. Less Is Not Always More
When a company has been hitting up job fairs year after year, there’s often a temptation to go into “save mode.” We’ve seen some exhibitors not only skimping on creativity and new ideas but also on the setup itself. Outdated brochures? Check. Recycled roll-ups with peeling stickers? Check. A booth that looks like it’s been through one too many Comic-Cons? Double check. And let’s not forget the random promo items that got dusted off from the depths of storage. If this is what greets a job seeker, you can bet they’ll be questioning what kind of workplace this is. A shabby booth can really tank your employer brand and doesn’t exactly scream “serious, reliable company.” Invest in some unique giveaways, and give your materials a once-over before the event to make sure they’re still in good shape. Think of a job fair like a first date – you want to put your best foot forward!
3. Get with the Times
If your booth proudly proclaims that you’re a modern, innovative company, your recruitment process should echo that. If you’re looking to attract engineers or IT folks, don’t have them wade through stacks of printed application forms and brochures. Swapping out paper for tablets is not just an eco-friendly move; it’ll make your HR team’s life easier too, cutting down on the time it takes to input data. If you’ve got a developer in-house, you could even create a custom form tailored to your brand. Renting or buying a couple of tablets isn’t any pricier than a printing spree and gives a much cooler vibe.
4. Chit-Chat with Substance
When someone is seriously interested in a job, they’re going to base their decision on the answers they get and the overall impression of the company, not on the flashy booth or the swag. If a job seeker asks, “Why should I work for you?” and all they get is vague responses like, “Why not?” or “We’re a great team,” they’re probably going to move along. Those lines might work as an icebreaker, but they’re not going to seal the deal. At a job fair, you’re basically in sales mode, selling the idea of your company. So, make sure you’re prepared! Go through your company values, think through potential questions, and try to share as much valuable information about your company as possible. That’s how you attract the right talent by the end of the recruitment process.
5. The Face of the Company
More and more companies are realizing that having real employees at the booth instead of hired hostesses adds authenticity, giving job seekers a glimpse into their potential future team. But if the colleague at the booth isn’t properly representing the company, their presence can actually do more harm than good to your employer brand. Sending someone out because they have to, or because they get free cookies and don’t have to be in the office for a day, isn’t the right approach. They’ll just end up reciting some rehearsed corporate spiel, and you’ll lose the advantage of genuine, heartfelt conversation. If you have a well-built employer branding strategy, your employees should be well-versed in the company values, and their day-to-day experiences should align with the employer value proposition. In this case, you can confidently choose who to represent you at a fair. If you’re not quite there yet, make sure to prep your booth colleagues so they’re up to speed on your employer brand values and equipped with the key info to share with potential candidates.
Before heading off to your next job fair, take a quick look through this list and make sure you’re not falling into these traps. A successful recruitment campaign aims to make sure quality talent chooses you over the competition – just like swiping right on the best match!
