Spotlight for Recruiting ProfessionalsJanuary 23, 2013
The news that less than half of employers (45.9 percent) conduct regular evaluations of their campus relationships is surprising. After all, the foundation of a successful college recruiting program is the relationships it establishes and nurtures.
In fact, in the same report from NACE’s 2012 Recruiting Benchmarks Survey, employers identified building relationships with faculty as the highest-rated branding technique in terms of effectiveness. Furthermore, when asked about the on-campus groups they work with for recruiting, respondents nearly universally cited the college career center as a useful recruiting resource, while 83 percent recognized student organizations and 76 percent faculty as resources beneficial to their recruiting efforts.
Among the responding organizations that do perform regular evaluations of their campus relationships, two-thirds do so once a year, and 16 percent evaluate each semester. (See Figure 1.)
% of Responses
Once a year
Once every three years
Once every five years
The majority of these respondents rely on dialogues with both campus officials (presumably career center contacts and key faculty) and their own campus representatives to “measure” their performance on campus and get a sense of how well the campus relationship is performing. (See Figure 2.)
A relatively small percentage employ actual metrics, either in the form of survey results or performance indicators (conversion rates, retention rates, and more), to determine if their campus relationships are effective and producing the desired results.
% of Respondents
Dialogue with campus officials
Interview firm's campus representatives
How can your college recruiting program become more adept at assessing its campus relationships? First, commit to regularly assessing your efforts in this area. You’ll see the gains and gaps that develop in your ongoing efforts. Then, establish the criteria that you deem most important to measure. For example, consider your program based on the following 10 statements:
The results of your assessment can help you identify the strengths and weaknesses of your efforts and prioritize actionable items to strengthen your organization’s campus relationships.
NACE’s 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 in February.
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