Members got together at this year’s ISE Student Recruitment Conference to discuss the most effective way to capture ROI on campus.
‘This autumn, career fairs are set to be back in full swing’ was one of the most talked about messages from the opening speech by Bill Boorman at ISE’s Student Recruitment Conference.
With this comes a critical question: how do we measure the return on investment of careers fairs and prove the requirement for budget?
For employers, especially small teams with limited time and spend, it’s essential to rethink how we define and measure success at these events, and it’s not just about application numbers.
1. Define what ROI really means
Start by asking: what are you really hoping to achieve at a career fair? Is it about volume of applications or something more nuanced?
ROI could mean:
- Meeting students from priority degree subjects or underrepresented groups
- Building awareness among first and second years to nurture future pipelines
- Creating a buzz online, social media reach and engagement
- Adding engaged candidates to a talent pool or community for future hiring
- Tracking students who return to interact with your brand months later
Keep in mind that not all impact is immediate. Some of the best ROI is longitudinal - measured over time as relationships deepen.
2. Focus on long-term engagement, not just one-off interactions
Smart teams are shifting from transactional to relationship-driven recruitment. If your stand leads to candidates joining your newsletter, attending a virtual insight session, or following you on LinkedIn, then those are all wins.
Measurement opportunities:
- Post-event engagement (email opens, event sign-ups)
- Number of candidates joining your CRM or talent community
- Repeat interactions with the same students across touchpoints
- Number of students who progress through later stages of the funnel
3. Leverage university partnerships
Your university partners are an untapped goldmine of data. Collaborate with careers teams before and after the fair.
Opportunities to leverage partnerships:
- Communicate exactly who you're looking to meet (year group, course, background)
- Ensure you’re positioned in front of the right audience
- Access post-event surveys measuring how informed and inspired students felt after speaking with you
This feedback can be just as valuable as application numbers, especially when it highlights your brand perception and effectiveness at storytelling.
4. A localised and collaborative approach
Regional or sector-based partnerships can help drive more targeted and cost-effective outreach.
Cross-employer collaboration, especially in underrepresented or high-growth sectors, can strengthen ROI through shared insight, local impact, and deeper student engagement.
Employers working together can also create more compelling events and more valuable data.
5. Big opportunities for small employers
Interestingly, careers fairs may offer even stronger ROI for small and medium-sized employers (SMEs).
Why? Because brand awareness is half the battle, and these events put you face-to-face with candidates who may have never heard of you. With the right pitch and follow-up, SMEs can make a lasting impression and stand out among bigger names.
In a world where candidate behaviour is increasingly non-linear and AI-assisted, ROI at a careers fair is no longer just about counting applications. It’s about conversations sparked, perceptions shifted and communities built.
The real win is when that first year, who stopped by for a quick chat, comes back two years later - ready to apply as well as already engaged and connected to your brand.