As the US economy continues to recover, recruiters need to prepare for a surge in demand for qualified college candidates. Over the past few years, attracting college graduates has been relatively easy; jobs have well outnumbered candidates. However, as the economy recovers, the situation could get more competitive -- fast. How will your company maintain its position as an employer of choice in a competitive job market? If you haven't already started, now is the time to evaluate your current position in the college market and start planning for a more competitive hiring environment.

When the US economy entered recession, college recruiting programs slowed, adjusting to reduced demand for talent. Programs were cut and budgets got lean. Companies focused resources on key schools, keeping relationships going -- even when there wasn't a lot of hiring activity. Student preferences also shifted. The collapse of the dot coms and decline in corporate IT investment increased student interest in traditional corporate jobs. Companies that had had problems attracting talent in the technology boom experienced strong demand. After years of struggling to fill jobs, corporate recruiters suddenly had their pick of candidates.

The slow job recovery, combined with general risk aversion in the market, bode against the return of the 90's talent wars. Still, with the recovery, competition for candidates will likely rise. Your company's career offerings, along with its brand and reputation, will become critical differentiators in the marketplace. To communicate your message, strong campus relationships and a well-developed online presence are critical. Companies with well defined career tracks, along with positive market perceptions, will be best positioned to compete for talent.

When marketing your positions to students, campus relationships are key. A solid relationship with campus career services or departmental professors can help you connect with students and give you first-hand insight into student preferences. Outside of formal programs, another way to reach students is through college ambassador programs. The latter is becoming a popular recruitment strategy, facilitating outreach to student clubs and organizations. College ambassador programs involve hiring a current student to manage and organize your company's outreach efforts on campus. The student typically organizes speakers at events or in classes. He or she might also be charged with posting information about your company on campus to promote programs. Having an 'insider' is not only an effective way to reach students, but can also save recruiters considerable research time and legwork.

How's your website? In the Internet age, a strong web presence is an essential element in the college marketing mix. Today's students connect to their college or university online and expect the same level of interactivity with a potential employer. Convenient access is key; the website should have a college recruiting area where potential candidates can learn about the company and how to apply for positions. Also consider creative ways to present your company and its offerings. Job previews could relate a typical day in the life of an employee. To build relationships, consider hosting a chat room or communications portal for students to post questions and interact with recruiters and employees.

Bottom line: as the job market improves, recruiters will need to continuously review and improve hiring processes to attract the best college graduates. Take the time to audit your outreach programs and consider adding or subtracting resources where necessary. Strengthening campus recruitment and improving your online presence are two critical ways to draw entry-level talent to your organization. Knowing what students want and where to reach them will give you the competitive edge as the recruiting game heats up again.
f