Spotlight for Recruiting ProfessionalsJanuary 9, 2013
Is there a statistical relationship between employer branding methods and student behaviors? NACE’s 2012 Recruiting Benchmarks Survey found that companies that developed relationships with key faculty members and that drive web traffic to the organization’s website using search engine optimization (SEO) had better acceptance rates of job offers made to students.
Employers that invested time and energy into building direct relationships with key faculty members fielded an average acceptance rate of 75.7 percent, while employers that did not use this form of branding had an average acceptance rate of 65.8 percent.
While SEO is not widely used as a branding technique and the perception of its effectiveness is fairly low, organizations that used SEO to drive web traffic to their websites had an average acceptance rate of 80.5 percent compared with an average acceptance rate of 72.4 percent for companies that did not use SEO.
These, however, were the only two branding techniques that correlated to a higher acceptance rate. When comparing the acceptance rates of employers that used other branding methods—such as career fairs, corporate websites, and social networking—against those that did not, the acceptance rate tended to be the same.
The 2012 Recruiting Benchmarks Survey was conducted June 15 through August 15, 2012; 242 employer-member organizations took part. A report based on the survey will be available later this winter.
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