In a recent panel discussion with experienced Employer Relations professionals from universities across Canada and the U.S., we explored the strategies, challenges, and innovative approaches they employ in sourcing employer leads and building partnerships. Panelists included Elizabeth Chominski (University of Illinois at Urbana-Champaign), Karin Hanson (Michigan State University), Jason John (University of Toronto Mississauga), and Dana Tonus (Brock University), each sharing valuable insights on what it takes to succeed in employer relations today. Here are some of the main themes and key takeaways from this dynamic discussion.
1. Embracing the “Sales” Mindset in Employer Relations
Understanding “sales” within the context of employer relations is crucial, as professionals in this field must actively market their institutions to attract potential employers. This sales mindset, however, doesn’t solely focus on selling but on creating mutually beneficial partnerships. As Elizabeth Chominski emphasized, maintaining visibility through platforms like LinkedIn helps career centers stay top of mind for corporate partners, reinforcing relationships over time.
2. Balancing Time Between Prospecting, Relationship Management, and Logistics
The role of an employer relations professional requires balancing a multitude of responsibilities—from generating new leads to managing existing relationships and handling logistical tasks. Jason John shared his pragmatic approach: “For every 10 calls… 1 will agree to join you on campus. To engage 40 employers, around 400 calls are needed.” This example underscores the commitment needed to build a robust employer network.
3. Creative and Unconventional Lead Generation
In today’s competitive landscape, creative methods are essential to capture the attention of potential employer partners. The panelists discussed various strategies, including using structured outreach programs and leveraging professional networks. For example, Dana Tonus highlighted Brock University’s success in expanding employer reach through unique collaboration opportunities, while Karin Hanson emphasized the importance of strategic partnerships to uncover new leads.
4. Preparing for Emerging Trends in Employer Relations
Looking ahead, the panelists shared insights on trends that are reshaping the future of employer relations. The rise of remote and hybrid work has influenced how employers engage with campuses, prompting career centers to adapt their strategies. Elizabeth Chominski noted the importance of being agile and prepared to shift focus based on evolving industry needs. The professionals highlighted that staying attuned to such trends is essential for keeping their programs relevant and effective.
5. Measuring Success through Key Metrics and Feedback
Metrics such as “time to fill,” “cost to hire,” and event attendance are just a few indicators that help employer relations professionals measure the impact of their efforts. Karin Hanson discussed the importance of KPIs, explaining how they provide tangible measures of success that can inform future strategies. Jason John added that feedback collected during and after events not only helps assess effectiveness but also builds trust with employer partners by demonstrating responsiveness to their needs.
Conclusion: Strategic Preparedness for Lasting Employer Relationships
The panelists collectively emphasized the importance of strategic preparedness in fostering and maintaining employer relationships. Structured Q&A sessions, pre-set questions, and the flexibility to adapt to real-time engagement were identified as essential tools for conducting productive discussions. Dana Tonus concluded by highlighting that effective engagement relies on both preparation and the ability to respond to the unique needs of employers in real-time.
This panel provided valuable insights for anyone involved in employer relations, revealing the blend of persistence, creativity, and strategy required to excel in sourcing leads and building partnerships. By embracing a sales-oriented mindset, balancing responsibilities, staying innovative, and focusing on meaningful metrics, employer relations professionals can build robust relationships that benefit both students and employers alike.
