Measuring the Effectiveness of Campus Recruiting: Four Strategies for Success
By Madeline Laurano, Co-Founder and Chief Research Officer, Aptitude Research Partners
Campus recruiting has long been viewed as a critical part of talent acquisition for companies both big and small. In fact, according to Aptitude Research Partners’ recent report, A New Era in Campus Recruiting, nearly 70% of companies are hiring new college graduates this year. But as the competition for talent intensifies, companies are placing more emphasis on their campus recruiting efforts and paying close attention to how they can achieve results. Leading companies are beginning to rethink their campus recruiting programs and invest in world-class technology to transform the experience for both recruiters and student talent.
These companies are looking to make better decisions around how they engage and communicate with student talent. But, they don’t always know how to evaluate their efforts. In our latest research on campus recruitment, only 30% of companies have a process for measuring their campus recruiting efforts. At a time when companies need to align talent and business strategies, campus recruiting efforts need to be better managed, tracked and evaluated. The good news is that technology solutions can help organizations measure these efforts and provide the data they need to make more informed decisions.
Only 30% of companies have a process for measuring their campus recruiting efforts.
Below are four ways companies can use technology to measure their campus recruiting efforts and increase ROI for campus programs:
Define the Metrics
Not every company will have the same approach to measuring their campus recruiting efforts. It is important to consider unique hiring needs and goals before defining the metrics that matter. When a company understands what to measure, they are better positioned to make changes and improvements. Some of the metrics that companies use to evaluate campus recruiting efforts include performance of schools and events, cost savings, candidate experience, quality of hire and conversion rates.
Make it Continuous
There is a tendency in campus recruiting to only measure effectiveness during campus event season or individual events. Companies need a long-term approach to campus recruiting that happens continuously during the year and extends beyond career fairs. Companies that are evaluating their efforts throughout the year are more likely to see improvements to their programs.
Companies need a long-term approach to campus recruiting that happens continuously during the year and extends beyond career fairs.
Consider Events Management
Companies that automate administrative tasks such as scheduling and follow-up are able to focus on measuring the effectiveness of their efforts and defining what success will look like in the future. These companies that automate the process can track what works and what doesn’t work and make decisions based on data.
Invest in the Right Technology
One in two companies said that campus recruiting technology solutions are their most effective source-of-hire for entry-level jobs. A large outsourcing firm we interviewed for the report uses technology to capture candidate data digitally, providing complete transparency into campus recruiting results, while improving the candidate experience through streamlined resume collection. Yello helped the organization to streamline all activities and provide insights they needed to be more effective.
Campus recruiting is a top-three priority for companies this year, according to Aptitude’s Hire, Engage, Retain study. We are excited about our latest research, A New Era in Campus Recruiting, and hope more companies consider a long-term approach to how they improve and measure their campus recruitment efforts.
About Madeline Laurano
Madeline’s primary focus over the last 12+ years has been on the talent management market, specializing in talent acquisition. Her work helps companies both validate and reevaluate their strategies and understand the role technology can play in driving business outcomes. She has watched HCM transform from a back-office function to a strategic company initiative.
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