By Julie Rahmer, Learning, Research & Engagement Lead, Brainstorm Strategy Group
Getting students to accept your offer is only half the battle — now you need to make sure they show up, stay engaged, and arrive ready to succeed.
That’s the challenge campus recruiters across North America explored during Brainstorm’s recent panel, From Offer to Onboarding: Preventing Ghosting, Drop-Offs, and First-Day Failures, moderated by Graham Donald, President of Brainstorm Strategy Group.
The conversation featured:
- Beth McKenna, National Manager, Campus Recruitment, Deloitte
- Alyssa Nogueira, Associate Program Manager, Internships, Liberty Mutual Insurance
- Anndee Armstrong, University Relations Manager, AMD
Together, they unpacked the rising challenge of candidates who disappear — and shared what’s working to build stronger connections between offer and start date.
Keeping Candidates Warm
For Beth McKenna, the preboarding phase is about maintaining energy and connection:
“It’s a long time between offer and start date — and silence is the biggest mistake. Students start to wonder, ‘Do they even remember me?’ Keeping communication consistent shows them they still matter.”
At Deloitte, her team focuses on creating moments of belonging before Day 1. From manager introductions to peer-led check-ins, early contact helps turn commitment into confidence.
“We treat the acceptance as the beginning of the relationship, not the end of the recruitment process,” Beth explained. “The candidate experience doesn’t stop once the offer is signed.”
Personalization Over Automation
At Liberty Mutual, Alyssa Nogueira has built what she calls a “Keep in Touch” plan — a structured communication strategy that blends automation with authenticity.
“We send updates, share company news, and invite interns to virtual socials — but the key is making it personal,” she said. “They should feel like a person, not a data point.”
Alyssa’s team intentionally tailors touchpoints to different stages — from offer acceptance to onboarding — combining personalized notes from managers with community-building events for incoming cohorts.
“When a candidate receives a quick check-in from a future teammate or alum of their school, that touchpoint goes a long way. It keeps them warm and excited.”
Building Culture Connection Early
For Anndee Armstrong at AMD, preboarding isn’t just logistics — it’s an early introduction to company culture.
“Students are deciding every day whether they made the right choice,” she said. “If they don’t feel connected to our mission and people before they start, they’re at risk of disengaging.”
Anndee’s team invites future interns and new grads to join internal chats and optional events months in advance.
“It’s not about giving them work early,” she explained. “It’s about letting them see themselves in the company — to visualize what it means to be part of the team.”
Common Missteps — and How to Avoid Them
All three panelists agreed that communication gaps are a major cause of drop-offs and first-day anxiety.
“The moment a student accepts an offer, they start hearing from other employers,” Beth noted. “If they don’t hear from you, someone else is filling that space.”
Other pitfalls include over-relying on email, delaying onboarding materials until the last minute, and under-preparing managers.
“A lot of first-day failures aren’t about the candidate,” Anndee added. “They’re about internal coordination — managers not knowing what to expect or who’s arriving. Clear ownership inside the organization makes a huge difference.”
Re-Humanizing the Process
Even the best systems can’t replace genuine connection. Alyssa summed it up simply:
“Every touchpoint should make them feel seen. A personal note from a manager or mentor can be more powerful than any polished campaign.”
Beth agreed, adding that it’s not just about preventing ghosting — it’s about setting the tone for long-term engagement.
“When they start connecting, they stay connected. And that’s what builds retention.”
Final Takeaways
- Silence is risk: Stay present in the gap between offer and start date.
- Personalization builds trust: A small human touch beats a polished template.
- Culture matters early: Invite candidates to experience your values before Day 1.
- Managers are key: Equip them to welcome and engage early talent.
- Preboarding is retention: A strong start sets the stage for long-term success.
As Beth McKenna put it best,
“It’s not just about getting them to Day 1 — it’s about making sure they want to come back for Day 2.”
