It’s Back to School: Branding Your Company on Campus

It’s Back to School: Branding Your Company on Campus

There is something about back to school time that is simply fantastic! Parents and kids are buzzing with excitement. We’re on the brink of football season. And, soon campuses across the country will be packed with promise. It’s the most wonderful time of the year … queue the Staples commercial.

The National Association of Colleges and Employers (NACE) recently announced their 2013 Professional Standards for University Relations & Recruiting. It is 88-pages of pure university recruiting program gold. The PDF file (which can be downloaded at no cost) covers everything from organizing your team to on-boarding, campus branding to rotational development programs.

Starting on page 53 of the standards document, you’ll find information on employer branding and it’s key role in university relations and recruiting. I love this paragraph from the NACE standards and couldn’t agree more:

“Employer branding should not be confused with advertising, marketing, or the organization’s logo. These are the visual and tactical expressions of an organization’s brand. A brand is the “face” that an organization puts with its name. In essence, it is the impressions, feelings, and understanding that candidates and employees have about an organization.”

As your company’s college recruiters begin their fall recruiting season, do they know:

• How to effectively brand your company on your target schools?

• What sort of impression they are leaving on campus with key contacts and students?

• How to attract and engage qualified students during campus events and job fairs?

• What makes your company different than all other companies that will also be on campus?

• Your company’s story, stats, culture, benefits, advancement, careers, etc.?

• Why a college senior would want to work at your company? Or why a junior would want to consider interning at your company?

• How to engage underclassmen and begin wooing them early?

While I highly recommend devouring this guide, you may not have time to get through it as expeditiously as you’d like to. No worries! NACE is also hosting a free webinar this week, August 21, which you can register for right here.

You looking forward to attending? 

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Shannon Smedstad

Shannon Smedstad has nearly 20 years of recruitment, employer branding, and communications experience. Currently, she serves as the Principal Employer Brand Strategist at exaqueo. Previously, she held employer branding and recruiting leadership roles at CEB and GEICO. She’s a work at home mom raising two awesome girls who also enjoys reading, running, leading a Girl Scout troop, and her morning coffee. You can connect with Shannon on LinkedIn and Twitter.


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