Career fairs may have a traditional and old-fashioned feel, but they are nevertheless popular among students and employers. Career fairs and other campus activities, such as seminars and company presentations, are a relatively inexpensive way to strengthen your employer brand.

Careers fairs and other campus activities give employers the opportunity to market and communicate directly to their target groups. For recruiters, career fairs constitute a cost-efficient recruitment channel.

Objectives and measurements
Careers fairs and campus activities should not be used arbitrarily: to get the best possible return on investment, it is advisable to define the expected results and evaluate the cost-efficiency of different channels.

Your company should have a clear idea or objective of using a specific information channel.

Some common objectives are:
1. Increase the knowledge about the company through direct and personal communication
2. Make contact with prospective employees
3. Attract students and graduates to internships
4. Direct recruitment

Apart from more explicit objectives, career fairs and campus activities fulfill other functions too. Employees that take part in events often get a positive experience. Moreover, they get the chance to represent the company, help build the employer image and recruit new talent to the company. Careers fairs and campus activities thus become a means to strengthen the internal and external employer brand.