(Part 4 of 4 in a series)
Service is where employer relations efforts truly pay off. Once an employer has engaged with your institution—whether by attending a career fair, hiring students, or participating in other collaborations—the experience you provide will determine whether they return for future partnerships. In this sense, service is not just about delivering value; it’s about retaining relationships and building loyalty.
The Role of Service in Employer Relations
Providing excellent service means more than just fulfilling employer needs—it’s about creating a seamless, positive experience that encourages them to keep coming back. This is especially important in employer relations, where retaining existing partnerships is often easier and more cost-effective than constantly seeking new ones.
A great service experience involves clear communication, efficient event coordination, and timely follow-ups. By ensuring that each interaction with your institution is positive, you’re more likely to retain employers and encourage them to recommend your services to others.
Key Service Strategies
- Deliver a Seamless Experience: Whether it’s an on-campus event or a job posting process, employers need a smooth and efficient experience. Timely follow-up, clear instructions, and well-coordinated events make a huge difference in their satisfaction.
- Feedback and Improvement: Gathering feedback from employers after each engagement is crucial. Not only does it show that you care about their experience, but it also gives you valuable insights into how to improve. Don’t be afraid to ask specific questions, whether in a brief survey or a follow-up call. It’s an opportunity to further engage them.
- Stay Connected: Don’t let communication drop after an event. Regularly check in with employers to ensure they are aware of future opportunities, and share insights or highlights from past collaborations. Keeping the lines of communication open helps deepen the relationship and shows employers that you value them beyond their immediate participation.
Encouraging Word-of-Mouth Referrals
One of the most powerful, yet often overlooked, benefits of excellent service is that it can lead to word-of-mouth referrals. When employers have a positive experience, they are likely to share it with their peers. However, referrals don’t happen by accident. You need to ask for them. Don’t be afraid to reach out to satisfied employers and request introductions to other potential partners. A well-placed request can open doors to new collaborations.
The Service-Sales Connection
Great service doesn’t just ensure retention; it also makes future sales efforts easier. Employers who have had positive experiences are more likely to re-engage without requiring significant sales efforts. By consistently delivering high-quality service, you build loyalty and reduce the need for aggressive sales tactics in future interactions. Essentially, service reinforces the entire employer relations cycle by making each subsequent engagement smoother and more efficient.
Conclusion: The Interconnectedness of Marketing, Sales, and Service
Employer relations is a delicate balance of marketing, sales, and service. Marketing creates awareness and opens the door to potential partnerships. Sales deepens relationships by addressing employer needs and converting interest into action. Service ensures retention by providing a positive experience that encourages repeat business and referrals. Together, these three components form a continuous cycle of engagement that builds strong, long-term partnerships with employers.
As you reflect on your own efforts across marketing, sales, and service, consider whether the balance in your office is aligned with your goals. Do you feel that your team’s time and resources are invested in the right areas? Perhaps after reading these articles, you realize that a certain area could benefit from more attention, or maybe even that additional training or professional development is needed to strengthen your approach. By evaluating your strategies and investing where it counts, you can create a sustainable, successful employer relations strategy that drives lasting partnerships.
