• Recruiting Benchmarks: What Activities
    Matter Most?

    Spotlight for Recruiting Professionals
    January 8, 2014

    How important are branding efforts to employers recruiting college students? Employers responding to NACE's 2013 Recruiting Benchmarks Survey rated "branding your organization on campus" as the top and "branding your organization to career centers" as the third most important college recruiting activity.

    Respondents were asked to rate a variety of elements of college recruiting programs on a 5-point scale of importance, where five is "extremely important" and one is "not at all important." (See Figure 1.)

    Respondents also recognize the importance of measuring and reporting results as "measuring program results," "measuring diversity recruitment," and "demonstrating the value of college relations" all were highly rated.

    The 2013 Recruiting Benchmarks Survey was conducted May 22, 2013, through July 31, 2013, among NACE employer-member organizations, 275 of which—28 percent—participated. The 2013 Recruiting Benchmarks Survey report is available through the MyNACE area of NACEWeb. Highlights from the report are available at www.naceweb.org/surveys/college-recruiting.aspx.

    Figure 1: Aspects of College Recruiting-Importance Ratings

    Aspect of College Recruiting Percentage that rated it
    "very important"
    Percentage that rated it
    "extremely important"
    Branding your organization on campus 28.2% 64.1%
    Identifying talent early 27.1% 56.6%
    Branding your organization to career centers 44.4% 32.8%
    Measuring program results 35.9% 39.0%
    Measuring diversity recruitment 31.7% 42.5%
    Demonstrating the value of college relations 38.4% 32.9%

    Source: 2013 Recruiting Benchmarks Survey, National Association of Colleges and Employers