Partnering with Universities for Effective Early Career Recruitment: Strategies for Building Strong Relationships

Developing a sustainable pipeline of skilled talent for your organization starts with students. As a talent acquisition leader, if you can engage with individuals early in their careers, your company will be well-positioned for long-term growth with a reliable flow of fresh, ongoing talent.

But staying ahead of young job seekers isn’t as simple as it sounds. With virtual career fairs, new job-seeking platforms, and the changing preferences of Gen Z, it’s essential to adapt. In this article, we’ll explore why campus recruitment is important, strategies for building strong university partnerships, and how to attract students who will drive the future success of your organization.

Why build a Campus Recruitment Strategy?

The goal of campus recruitment is to create relationships between businesses and soon-to-be graduates. It allows organizations to connect with emerging talent, build brand visibility, and establish a long-term hiring pipeline. Campus recruitment provides a unique opportunity to source highly motivated candidates before they enter the competitive job market.

A well-structured campus recruitment strategy is more than just a tool for filling entry-level positions — it’s an investment in the future of your workforce. By engaging with students early, companies can improve diversity, future-proof their talent pipeline, and increase retention rates. Here’s why building a dedicated campus recruitment strategy is something you should focus on:

• Increase Diversity in Your Organization
• Attract Motivated, Top-Tier Candidates
• Future-Proof Your Talent Pipeline from Shortages
• Improve Retention Rates by Engaging Early

Increase Diversity in Your Organization

Campus recruitment is one of the most effective ways to increase diversity within your workforce. Gen Z, the primary cohort entering the job market, represents a significant shift in the country’s racial and ethnic makeup. According to Pew Research, only 52% of Gen Zers are non-Hispanic white, with the rest comprising a diverse range of racial and ethnic groups: 25% are Hispanic, 14% are Black, 6% are Asian, and 5% represent other or mixed races. This diversity makes campus recruitment a prime opportunity for companies to attract a wider range of perspectives and backgrounds.

Attract Motivated, Top-Tier Candidates

As competition for top talent intensifies, students are starting their job search earlier and casting a wider net. Recent data shows 44% of the class of 2023 planned to apply to more jobs than previous years, and 18% began their search sooner. Companies with a campus recruitment strategy in place are better positioned to capture this top talent early.

Future-Proof Your Talent Pipeline from Shortages

A report from the National Association of Colleges and Employers (NACE) reveals that 37% of companies are now expanding their recruitment cycles to engage with students earlier and keep them in the pipeline longer. By building relationships with students before they graduate, you can build a future-ready workforce that is aligned with your company’s specific needs, mitigating the risk of future talent shortages in critical areas like technology, engineering, and life sciences.

Improve Retention Rates by Engaging Early

Retention is a major challenge for many organizations. The Bureau of Labor Statistics reports that over 55% of recent college graduates leave their first job within the first year. Offering internships, project-based learning, and mentorship opportunities not only allows students to explore your company before committing but also helps you identify candidates who are likely to stay and grow with your organization.

Five Steps to Building a Campus Recruitment Strategy

Building a strong campus recruitment strategy is key to attracting and retaining top talent early in their careers. By following these five steps, you can create a clear plan that aligns with your company’s goals, fosters valuable university partnerships, and engages students in meaningful ways. Let’s walk through each step to help you build a sustainable talent pipeline.

• Step 1: Define Clear Recruitment Goals
• Step 2: Identify and Build University Partnerships
• Step 3: Develop Engaging Recruitment Campaigns
• Step 4: Leverage Technology and Data
• Step 5: Build Long-Term Engagement

Step 1: Define Clear Recruitment Goals

Begin by identifying your organization’s specific hiring needs. What are the roles that you want to fill, the skills and competencies required, and the number of candidates needed? Then align those goals with your company’s broader talent acquisition strategy and business objectives.

Key Considerations:

• What roles are critical to fill?
• What are your diversity and inclusion targets?
• How many candidates do you need?

Step 2: Identify and Build University Partnerships

Select universities that align with your talent needs. Look for schools with strong programs in your target areas, whether it’s engineering, IT, business, or life sciences, and focus on universities that share your diversity and inclusion values.

Key Considerations:

• Which universities produce graduates in your target disciplines?
• How can you align your recruitment goals with university programs?
• How will you build long-term, mutually beneficial relationships?

Step 3: Develop Engaging Recruitment Campaigns

Recruitment campaigns are no longer limited to career fairs. Creating a mix of on-campus and virtual engagement opportunities, hosting workshops, and offering internships or project-based roles are all methods your company can use to find the best candidates. You can also utilize innovative techniques like gamification, hackathons, and social media to help your company stand out and attract the best talent.

Key Considerations:

• How will you engage students both on-campus and virtually?
• What unique experiences can you offer (e.g., internships, hackathons)?
• How can you position your brand as an employer of choice?

Step 4: Leverage Technology and Data

Utilize digital tools such as Applicant Tracking Systems (ATS) and recruitment CRMs to streamline your recruitment process. Collect and analyze data throughout the recruitment process to measure the effectiveness of your campaigns, refine your approach, and ensure continuous improvement.

Key Considerations:

• What tools will help you manage relationships with universities?
• How can you use data to track recruitment success?
• How can AI and analytics improve your candidate engagement and selection?

Step 5: Build Long-Term Engagement

A successful campus recruitment strategy doesn’t end when a student is hired. Focus on long-term engagement by offering professional development programs, internships that lead to full-time roles, and continuous communication with career services.

Key Considerations:

• How can you keep the relationship with candidates and universities ongoing?
• What opportunities for professional development can you offer?
• How will you measure and adjust your strategy for continuous improvement?

Case Study: Early Career Recruitment at Rolls-Royce

If you are wondering where to start, partnering with a campus recruitment expert like AMS may be the answer. AMS and Rolls-Royce worked together to develop an innovative, strategic campus recruitment strategy that produced real-world results. AMS helps to implement new screening processes that reduce screening time from 23 days to just 2 days.

The new assessment methods helped to focus on diversity, with Rolls-Royce improving hiring outcomes and quality of hire, but also becoming a leading employer for early talent worldwide. Rolls-Royce saw the impact in their hiring metrics with a 54% increase in hiring success and a 42% rise in female hires. If you're looking to attract top talent and build a strategic, data-driven campus recruitment process, check out AMS.

Attracting Top Students and Graduates

Today’s students are looking for more than just a job—they want a company that aligns with their values, offers growth opportunities, and provides a meaningful career path. Here's how you can stand out and capture the attention of top talent:

Craft a Strong Employer Brand: Your employer brand should resonate with students, reflecting your company’s mission, culture, and growth opportunities. Make sure your messaging highlights your commitment to diversity, innovation, and employee development. Utilize social media platforms like LinkedIn, Instagram, and even TikTok to showcase day-in-the-life stories, employee testimonials, and success stories from previous campus hires.

Engage Early and Maintain a Presence: By being visible on campus year-round, you build familiarity and trust with students. Participate in both traditional and virtual career fairs, offer information sessions, and engage students through social media campaigns. The earlier you get on students' radar, the more likely you’ll be able to attract the right candidates.

Offer Real-World Learning Opportunities: Students are eager to apply their knowledge in a practical setting. Offering internships, co-op programs, or case competitions will give them hands-on experience and a sense of your company’s work environment. These programs also give you a chance to evaluate their fit before extending a full-time offer, making them a key part of your recruitment strategy.

A well-structured campus recruitment strategy is critical to building a sustainable talent pipeline, increasing diversity, and improving retention rates. By leveraging university partnerships, offering real-world opportunities, and utilizing the latest recruitment technologies, you can set your company up for long-term success no matter what the hiring landscape looks like.