Not long ago, a free tote bag and a handshake could spark a graduate’s career journey. Today that barely gets a second glance. Christos Orthodoxou, Director of Innovation at Talent People, reflects on the new rules of campus engagement.
Talent People brought together employers for a roundtable to explore the changing face of campus engagement. You can read the key insights from that discussion here.
With stretched resources and a sharper focus on ROI, the question wasn’t just how to engage with students, but why. From careers fairs to hybrid events and beyond, the discussion revealed a sector in transition.
Rethinking the traditional careers fair
Large-scale campus events still have their place. 63% of employers in our roundtable said they see value in attending them, but the approach is evolving. Rather than just ‘showing up’ with branded stands and brochures, many are exploring more strategic, targeted formats.
Employers are focusing on ‘hotspot’ universities, engaging with specific faculties, or embedding into the curriculum. They’re also inviting business reps, not just recruiters, to share authentic insights. The aim is to create deeper, more personalised connections.
What do we measure?
Measuring the impact of campus activity remains a top challenge. When we asked employers about their go-to metrics:
- 72% said the number of applications generated.
- 62% pointed to the number of direct student engagements.
- Fewer used broader indicators like brand awareness or diversity impact.
While some track activity via ATS and QR codes, others rely on anecdotal feedback. Most agreed: even imperfect data is better than none.
Metrics like email sign-ups, student progression, or lecturer feedback help guide future decisions - even if attribution remains tricky.
The full breakdown is available in our campus engagement insights summary, but one thing’s clear: while methods vary, employers agree that even imperfect tracking beats none at all.
The merchandise debate
The question of giveaways sparked real discussion. 57% of employers still offer merchandise, but many are rethinking their approach. Sustainability concerns, cost pressures, and a desire for more meaningful engagement are driving change.
Some firms have gone digital, replacing freebies with prize draws or access to resources. Others now focus on experiences—offering masterclasses, CV workshops, or live project briefs that students can actually use.
As one employer put it: “Students care about sustainability—but often still want something to take away.” The key is balance: useful over gimmicky, thoughtful over throwaway.
Format flexibility is the future
Hybrid is here to stay. A mix of digital and in-person touchpoints allows for wider reach, more inclusivity, and better alignment with student needs. In our roundtable, 39% of employers preferred hybrid, while just 30% opted solely for face-to-face.
Smaller, more frequent interactions are replacing one-size-fits-all events. From webinars to on-campus workshops, employers are building flexible experiences that resonate with students on their terms.
What comes next?
If one theme stood out at the roundtable, it was intentionality. Employers aren’t just turning up anymore; they’re targeting, experimenting, and listening. Several trends are emerging:
- More targeted engagement with specific universities or groups aligned to hiring goals.
- Hybrid models to balance cost, reach, and accessibility.
- Sustainable practices, cutting back on printed collateral and wasteful merch.
- Authentic connections, with a broader mix of employees giving honest insight into roles and culture.
Campus engagement isn’t fading, it’s maturing. The focus is shifting from visibility to value. From mass reach to real relationships. From event outputs to long-term outcomes.
As early talent strategies evolve, employers are making smarter choices about how and why, they show up.