Campus Recruitment has long been a fundamental aspect of every organization’s hiring methods. Even in today’s rapidly evolving recruiting landscape, it remains one of the topmost channels through which organizations of all kinds and sizes attract talent. However, HR realizes that in today’s insanely competitive world, one can’t continue to milk old methods without making them amenable to modern sensibilities.
Modern candidates are a far cry from the candidates of the past. They have different motivations, aspirations and priorities; they demonstrate a greater degree of awareness of their surroundings as well as their own selves, and most importantly, they’re living in a hyper digital age.
Given how vastly different the new breed of candidates is, it’s difficult to believe that the old tricks of the trade can continue spinning the same magic they once did. Of course, you don’t need to discard traditional channels altogether if they’re still bringing good results, but an overhaul is clearly in order if you want your recruitment strategies to be up-to-date, reflective of modern times, and tailored to deliver a candidate-focused experience.
So, while it’s true that campus recruitment is still a recruiting essential, and is nowhere close to falling out of fashion, it definitely needs a make-over to accommodate and reflect the new generation of candidates.
Here are four fresh approaches that can modernize your campus recruitment to successfully engage the modern candidate.
1) Embrace Technology
The modern candidate is cozily wrapped up in the comfort of digital technologies. From personal communication and professional correspondence, to knowledge acquisition and information exchange, technology is their lifeline. Given not just their proficiency in digital technologies, but also their clear preference for it, it’s becoming increasingly vital for talent acquisition teams to supercharge their processes with tech innovations to engage these candidates.
Here are some ways in which companies can incorporate technology into their campus recruitment strategy:
Gamification: Gamification is the new, disruptive phenomenon to have arrived in the recruiting scene. A radical break from the boring and monotonous screening tests of the past, this new method adeptly blends recruitment efforts with a generous dose of entertainment. The result? “Recruitanment” or Gamification, in other words. Gamification promises a great deal of fun for the candidate while simultaneously allowing the recruiter to gauge their behavioral competencies, reasoning abilities, and problem-solving skills. The process employs tools like gaming principles, mechanics, and game designs to digitally engage the candidates in a simulated work environment. Exciting for the candidate, and a goldmine for valuable candidate insights for the recruiter, gamification has become a raging trend, with companies like Unilever and Goldman Sachs pioneering this change.
CV Capture Apps: Here’s the traditional drill for campus recruitment events: Candidates bring in copies of their resume and submit it to the recruiters, who then collect the mountainous stacks of paper resumes, review them manually, send them over to others in their team and then collectively reach a decision about each candidate. Paper resumes however are becoming a thing of the past. And there’s one simple reason for that. When something can be done quickly and efficiently via technology, why would anyone stick to doing it manually?
Presenting to you CV Capture Apps. This technology can completely transform and enhance resume collection and management for the recruiters while freeing candidates from the hassle of holding on to multiple copies of their resumes through the entire duration of the event.
Here’s how CV capture apps work: The candidate downloads the app and receives a QR code. The recruiter will then scan the code and automatically be able to capture the candidate’s profile. In return, the candidate will digitally receive the business card of the recruiter to follow up with them later. These apps can thus enable smooth information exchange in a matter of moments, relieving recruiters of the arduous task of taking care of huge piles of resumes.
Virtual Reality: Modern candidates, apart from the compensation packages and the job description are also keenly interested to know about the kind of work culture that the organization offers. To satiate their curiosity and provide a near-physical experience that can give authentic and compelling answers, organizations are increasingly giving virtual office tours as part of their campus recruitment strategy.
This secures two benefits. Not only can it stimulate the candidate’s excitement, but it can also position the organization as a technologically agile one, a factor that the modern candidate places a premium on.
2) Leverage Social Media
Recruiters should leverage digital platforms to drive higher attendance at their campus events. The talent war is intense- you obviously won’t be the only company visiting the campus, and the candidates’ inboxes are likely to already be flooded with emails of multiple campus events. That makes it exceedingly difficult to grab their attention and stand out.
The solution: Be everywhere. Employ the channels most commonly used by modern candidates to promote your event- email, Facebook, LinkedIn, Instagram. Given the extensive amount of time that modern candidates spend on these platforms, it’s highly likely that they’ll come across promotions for your campus drive on at least one of the channels.
Pro-tip: Use Video! Videos have statistically proven to draw higher levels of engagement than text. By posting company culture and employee testimonial videos, you can more easily establish your value proposition and get the candidates excited about working for your organization. After all, human beings are visual creatures. We like to see it to believe it.
3) Initiate a Brand Ambassador Program
Here’s the thing about people these days: They like to seek information before they make decisions and they do their fair share of research. When applying for jobs, candidates are highly likely to consult their peers and friends who’ve interned or worked with you previously. Basing one’s decisions on the reviews of peers or people within one’s social circle is in fact increasingly common.
Here’s how you can leverage this: Initiate a Campus Ambassador Program. By roping in your past interns from the campus and appointing them as ambassadors, you can get them to promote your drive, share their experiences and success stories, and spread a positive word of mouth among the students about your organization. Candidates are more likely to apply for your company if you’ve received a thumbs up from their peers.
The modern candidate wants to work in an environment that challenges them, nurtures their capabilities, and effectively channelizes their skill set. They want to foster meaningful connections at work that they can rely on to enrich their professional life.
Moreover, they don’t want to be seen as just another cog in the wheel. They want to be uniquely valued for who they are and for what they can bring to the table. So how do you convey through your campus recruitment that you are just the right company that can offer all these things?
One simple answer: Engage! You’re not going there as your own self, but rather as a representative of your organization. Engage with the candidate, try to understand what their aspirations are and what makes them tick. Be friendly and approachable- encourage them to ask questions, and patiently answer them.
Moreover, this is also a good opportunity to seek feedback about your recruitment processes. All these efforts can enhance your employer brand drastically, developing a very positive impression of your organization in the eyes of prospective employees and compelling them to apply.
Of course, there’s a range of things you can think of to modernize your recruitment strategies but this should start the ball rolling. With technology opening so many doors, and companies becoming increasingly unorthodox with their engagement strategies, there really isn’t any end to what you can do!
Sometimes instead of introducing new methodologies, it’s more sensible to see how you can play around with already existing ones and repackage them in a fresher, more updated fashion. In the competitive landscape of today, constant reinvention is the order of the day.