Recruiting and Technology: Best Practices from NACE and Scott Research Group
With the fall recruiting season quickly approaching and the demand for top talent increasing, effective communication and visibility with students is vital for success. Eight organizations interested in this topic sponsored a Recruitment Technology Tools research project conducted by Scott Research Group in early 2014. Mary Scott, president of the firm, presented the results at the National Association of Colleges and Employers (NACE) annual conference in June and later worked with NACE to publish an article highlighting the findings. Students from 26 universities were surveyed online and 14 campuses hosted focus groups for more detailed qualitative analysis. A total of 381 student participants discussed their preferences across five technology-focused categories: virtual events, digital/recorded interviews, social media, video- and photo-sharing, and mobile devices.
Results indicate that students still prefer traditional methods of communication and face-to-face interactions. Positive reactions were garnered more frequently for companies who were regularly on campus. Conversely, students were more likely to have negative reactions, such as feeling that they were unimportant, to companies that only participated virtually, particularly local companies.
According to Scott, “most students don’t value the use of technology during the recruitment process unless it improves the quality of transactions, such as with the online application process.” In fact, of the 30 survey statements, only one was ranked in the strong agreement range: “I am open to employers contacting me about job opportunities through LinkedIn.”
Scott interpreted this finding as students viewing LinkedIn as distinct from other social media platforms, which they primarily see as their personal space. The preference to keep one’s personal and professional lives distinct in the digital sphere was a consistent theme across the survey. Students also found it challenging to identify their fit at a company via merely virtual interactions. Therefore, the study concludes that companies should make an effort to be present on campus, personalize virtual communications (i.e., email), and have an efficient and transparent online application process.
Similar results were echoed in the Universum student surveys, which capture career preferences, communication habits, and company perceptions specific to WPI’s student population. The WPI CDC participated in the data set for the second time in 2015. Career fairs and employer websites were ranked as the top two communication channels students use the most. Similarly, in-person services offered by our office (i.e., career fairs, workshops, counseling appointments, employer presentations) accounted for five of the top six most-used services. Our online job board system ranked as the fourth most used service. Conversely, online/virtual services accounted for two of the bottom three services used, with 33 percent of students using online career advice and only 14 percent using virtual career fairs/meet-ups with employers. If you are interested in some highlights of the Universum data about WPI students, contact the Career Development Center at employer@wpi.edu or 508-831-5260.
For copy of the NACE article and a breakdown of the survey results, please visit the NACE website.
