By Julie Rahmer, Learning, Research & Engagement Lead,
Brainstorm Strategy Group
4-minute read
Employers invest heavily in career fairs—and with good reason. They remain a proven way to meet hundreds of students in one day. But schools, who know their students best, are seeing clear signs that today’s students expect more.
At Brainstorm’s two-day Employer Relations Forum in June 2025—an event offered free to Employer Relations Alliance members—career leaders from U of T Mississauga, Boston University, Ivey at Western University, and the University of Saskatchewan shared what’s working and how employers can deepen engagement beyond the fair.
1. Customize, Don’t Standardize
Cookie-cutter events are easy to plan but rarely create lasting impact. Tailoring engagements to your recruiting goals—and the needs of diverse student groups—leads to stronger relationships and better outcomes.
As Jason John from U of T Mississauga explained, schools see their role as bridging employer needs with the realities of a diverse student body. His advice to employers:
“For all of us, student success is the primary thing we always look at—and from an employer engagement standpoint, we’re always thinking about how to build that bridge between our employers and our diverse student body.”
Employer takeaway: Continue participating in large fairs, but work with campus partners to design targeted side events or follow-ups that reflect your hiring needs and the student communities you most want to reach.
2. Build Relationship-Driven Models
The panel emphasized moving from single-day encounters to ongoing connections, such as:
- Small-group roundtables with specific student cohorts
- Embedded employer participation in course curricula
- Community-based projects where students and employers tackle real-world challenges together
Employer takeaway: These formats deepen trust and visibility without replacing the broad reach of a career fair.
3. Co-Design with Employers
At Boston University, Martha Day Sanford described a leadership lunch series where employers facilitate discussions with student affinity groups.
This co-created format gives employers meaningful exposure while demonstrating shared commitment to student development.
4. Embed Equity and Access
Students increasingly expect employers to demonstrate—not just declare—their commitment to inclusion.
Jason John highlighted U of T Mississauga’s EDI Breakfast:
“We actually go through a process of interviewing the employers… they have to help us understand why they want to be part of this.”
Employer takeaway: Be prepared to share your equity, diversity, and inclusion goals and how they show up in practice—whether at a large fair or a small gathering.
5. Rethink Metrics of Success
Headcount is no longer the only measure of a successful campus event. Schools are increasingly looking at the quality of employer engagement—who returns, how authentic the relationships feel, and what students take away.
For employers, this shift means your presence is evaluated not just by the number of students you meet, but by:
- Your willingness to invest in sustained, repeat engagement
- The strength of the relationships you build with both students and career staff
- The impact you leave on students’ confidence and career clarity
Employer takeaway: Understanding these priorities helps you align your strategies with what schools value most—opening doors to stronger partnerships and more meaningful outcomes on campus.
Final Thoughts
Career fairs aren’t going away—and they remain an important gateway to talent.
But the employers gaining the most traction on campus are those who pair the reach of traditional fairs with tailored, relationship-driven experiences.
By collaborating on customized events, embedding equity, and measuring success beyond headcounts, you’ll strengthen your campus presence and build a more resilient hiring pipeline.
