Northwestern
University Career Services (UCS) is committed to helping
employers market their organizations in an effective and
strategic way to students. UCS recently surveyed students
and asked for feedback that would provide insight into
best practices for delivering the most effective company
presentations. The
following is a summary of results from the survey which
we hope you will find most useful as you think about what
you would like to communicate to candidates about your
organization.
- Think of the company presentation as an opportunity to
provide information about the organization and career opportunities
that is not already included on the company website or
in literature. Most students will have already reviewed
this information.
- If you use industry jargon or lingo be sure to explain
it’s meaning and in what context it is being used. Keep
in mind that while the representative(s) from your company
may be accustomed to using this language on a daily basis,
most students will be unaware of its direct application. If
you think it’s important to use such language in
describing the nature of work or industry consider how
this time could be an educational experience for the students.
- Be exact and succinct in communicating what you are looking
for in ideal candidates. For example, rather than simply
stating that you look for “excellent communication
skills,” try to be more specific by saying, “We
are looking for candidates who are skilled at delivering
PowerPoint presentations because in this position you will
be presenting important information to valued clients.”
- Another example: The statement, “We are looking
for the best and the brightest” could be better communicated
by stating, “We have a preference for candidates
who can clearly articulate how they have excelled in their
academic careers. We also value candidates
who can demonstrate how they left a lasting impact in a
job or internship, for example, a special project or recommendations
made to improve a process.”
Style of Presentation
- Students overwhelmingly state they prefer to interact
with employees who are working in the position for which
the company is recruiting talent. Many feel that
companies who bring entry-level college graduates who are
just a few years into their position are more relatable
and can speak more directly to certain questions than someone
who is more senior level. In addition, students report
responding well to representatives who are familiar with
Northwestern and it’s academic programs. This
lends itself well to more productive discussions and candidates
feeling confident that the employer understands and values
their academic experiences.
- Students feel more favorable toward organizations whose
representatives interact with students for a portion of
the presentation. In general, most students report
a better understanding of the company’s values and
a stronger connection to the organizational mission and
vision.
Other Suggestions
- Provide a business card to candidates who make an effort
to reach out to you. Doing so will enhance your image
and reputation among students.
- Ask student groups to help promote your company presentation. UCS
staff can provide you with a listing of career-related
student groups along with contact information.
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