‹ Previous 3 of 3

Recruitment Today: Managing the On-Campus Brand

Content marketing and a high-touch approach bring the best and brightest to your door

University-based recruiting practices have come a long way from the days when firms could just ship flyers to a school’s career centre and make a few phone calls. Recruiting has flourished into a heavily resourced, high-touch approach to connect with, educate, and entice the most promising students as early as their first week on campus. The evolution has been dramatic, from a one-size-fits-all strategy to a focus on being the preferred choice for the preferred customer. If that sounds like marketing, it’s no accident: on-campus recruiting is paralleling the world of marketing, specifically the niche world of content marketing. Alongside content marketing, companies that take the "feet on the street" approach — establishing a physical presence on campus — are attracting the best talent and tend to have better retention rates as they have invested time up front to create a relationship with the students.

In this white paper, talent consultant Kathryn Christie discusses how firms such as Scotiabank Global Banking and Markets, Walmart Canada, and A.T. Kearney conduct on-campus recruiting in ways that align with their branding and human resources needs.

Smith School of Business
Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

Follow Smith Business Insight on: