What makes students show up for employer events—and what keeps them away? During a recent Brainstorm panel discussion, students from universities and colleges across the U.S. and Canada. shared candid insights on what they value in employer engagement, why some events resonate and others fall flat, and how employers and career professionals can better meet student needs today.
Hands-On, Authentic Experiences Win Out
Students consistently preferred events where they could participate actively rather than passively receive corporate messaging. Amber Cooper (MIT) explained,
“I think the events I really enjoyed were ones where there were enough recruiters to have small group conversations… so you’re able to ask a lot of specific questions—not just about the company but also about that particular role.”
Interactive activities, case challenges, or small-group networking made a lasting impression compared to traditional career fairs or large presentations.
Storytelling Over Sales Pitches
Students want to hear personal career journeys and real advice, not rehearsed corporate overviews. Authentic stories about challenges, pivots, and lessons learned help employers stand out and build trust.
Peer-Led Promotion Drives Attendance
Events promoted by trusted student leaders or groups consistently drew higher attendance. Peer endorsements carry more weight than posters or emails, making student ambassadors and campus clubs valuable partners for promotion.
A Clear Value Proposition Is Essential
Whether it’s networking opportunities, professional skill development, or real hiring prospects, students engage when they can clearly see “what’s in it for me.” Employers and campus partners need to articulate tangible takeaways.
Timing, Format, and Accessibility Matter
Conflicts with academic schedules and unengaging content are major deterrents. Students stressed the continued importance of virtual options for accessibility and flexibility, especially for those juggling work, classes, or commuting.
Authenticity and Representation Are Non-Negotiable
Students are looking for employers to move beyond DEI buzzwords and show real, tangible commitments to inclusion. Kayla Judge (University of Regina) emphasized,
“Employers need to understand the value of Indigenous knowledge and diverse cultural perspectives.”
Representation in recruiters, speakers, and panelists reinforces an employer’s credibility.
Beyond Hiring: Mentorship and Projects
Opportunities for mentorship and project-based interaction resonate deeply. These experiences build trust, help students explore career paths, and often lead to more meaningful relationships than a single hiring cycle.
Takeaways for Employers and Career Professionals
The student panel left attendees with clear guidance for designing impactful engagement strategies:
- Prioritize interactive, small-group formats that enable real dialogue.
- Equip employer partners to share authentic stories, not corporate scripts.
- Promote through trusted campus channels and student leaders.
- Design with inclusivity and representation in mind—representation matters.
- Ensure timing and format are accessible and relevant to today’s students.
The Bottom Line
Today’s students are looking for more than a job posting—they’re seeking connection, authenticity, and opportunity. By creating events that reflect these priorities, employers and career professionals can spark engagement that lasts well beyond a single recruitment season.
Brainstorm would like to thank the panelists: Christian Fotang (University of Alberta), Kayla Judge (University of Saskatchewan), Amber Cooper (MIT), Taranjeet Singh (Sheridan College), and Daniel Polanco Castro (Kansas State University) as well as the facilitator, Janell Ciemiecki (MIT).
