Are job fairs an advantage

How to use job fairs sensibly in recruiting

Whether during their studies or after graduation - sooner or later every student deals with his or her entry opportunities. At student and job fairs, companies have the opportunity to present themselves as an attractive employer for the young generations, to get to know their future employees and at the same time to polish their image.

At the same time, companies get the chance to get to know potential employees before they apply. Opinions differ on the success factor of such job fairs, however. Are they really as promising as is always claimed?

In exchanges with our customers, we often notice that there are opposing opinions with regard to the success factor of job fairs. Some are completely convinced of the success of the job and student fairs, while the other part increasingly perceives trade fairs as outdated and unpromising and is accordingly increasingly skeptical about the success of a trade fair.

In this blog post we want to give you a brief overview of the advantages and disadvantages of job fairs and also illustrate how you can ensure the maximum outcome through strategic combination with other channels. You then have the opportunity to take a look at the practical implementation based on a case study from Roland Berger GmbH.

The advantages of a job fair

At job fairs, companies have the opportunity to get in direct contact with their potential applicants and thus get a first impression of their employees of tomorrow.

In particular, career starters and graduates are given the opportunity to ask specific companies about entry-level and career opportunities that actually interest them. This means that they come to the corresponding company booth in an open and relaxed manner and show interest in the trade fair topics and products.

Ultimately, trade fairs are largely accompanied by congresses and conferences. In addition, a trade fair is characterized by a high level of industry and decision-making authority structure. This means that an intensive exchange of experience and information regarding the latest trends in employer branding and innovative recruiting measures is possible.

In addition, it is possible to obtain information about the industry and the current situation on the labor market, which in turn enables know-how transfer.

The disadvantages of a job fair

First of all, the cost-benefit factor must be considered. Probably the biggest disadvantage is the price for an exhibition stand. Exhibition stands are often very expensive and must therefore be bought or rented in advance. In addition, there are usually the costs for travel and the design of the exhibition stand.

Another disadvantage is the personnel costs. Trade fairs often take several days. The stand should be staffed by trained managers at all times. If the stand construction is carried out by the company itself, additional employees must be planned for setting up and dismantling the stand.

Graduates from job fairs are often disappointed, as numerous companies operate purely for marketing and, accordingly, there are often no vacancies at all. Often goodies are given out rather than deal intensively with potential applicants.

Interns or other employees are often sent to trade fairs to present the company, and HR managers who are authorized to make decisions are often not on site.

In addition, there is an overload of stimuli for visitors due to the numerous offers from competitors. This means that the young professionals not only receive information material, goodies and business cards from your own company, but also the numerous fellow campaigners. The advertising measures of your company will therefore only have an effect for a short time.

In addition, the exhibition stands of small and medium-sized companies are usually hardly noticed, as most of the attention is given to the large, well-known companies.

Ultimately, online recruiting measures and online job exchanges in particular have changed the job market. Via social networks such as LinkedIn and Xing, it is possible through direct search to address precisely those young talents, based on experience and know-how, that the company would like to see in its ranks. There is therefore a risk that the qualified students will no longer romp around at career and student fairs, as they have already been approached by interested companies.

After the fair is before the fair

Although the common opinion is that job fairs have gone out of fashion in the wake of digitization, we are of the opinion that the digital change in particular also offers new doors for the modern integration of job fairs in employer branding communication. It is particularly important to network job fairs with the right measures in overall communication and to distribute the marketing and communication budget accordingly in order to guarantee the success of the trade fair.

We therefore recommend that our customers not only get in touch with the students during the trade fair, but rather before. Even after the job fair, it is important to maintain communication. Often times, it is easier said than done when it comes to finding a meaningful combination of the right actions.

Therefore, in a short scenario, we describe the approach we use to help our customers to bring their trade fair success to a new level through the sensible combination of a variety of communication measures.

Since experience has shown that those companies are more successful at a job fair that long before the upcoming fair has put the right early employer branding measures in relation to the preferred target group, we offer our customers, for example, the opportunity to post their job offers in the charly education script to be placed in order to address precisely the target group that meets the requirements for the position to be filled.

For example, if a company is looking for a candidate for a trainee position in purchasing, it has the option of placing a job advertisement in the learning materials of students who are about to graduate, studying the desired subject and a university in the Stuttgart area visit. The specific targeting options avoid high wastage.

In addition, the students receive advertisements via Facebook retargeting in order to be made aware of the job advertisement again. Among other things, it can also be pointed out here that students are very welcome to visit the company's booth at Messe X in order to have a personal exchange and get to know potential applicants personally.

The company remains in the students' minds for a long time through a large number of contact points, so that recognition at the job fair á la? You know from my charly education script? is guaranteed.

However, when the trade fair days are over, communication and interaction with the students is not over. It is precisely then that the interaction with the student takes on a high priority.

We find an average of 70 percent of our users on social networks. In addition to the advertising measures in the script and in marketing in the mobile app Jodel, companies can expand their trade fair success and reach students via social networks such as Instagram and Facebook through our retargeting.

The students can also be reminded of the advertisement through a tailor-made mailing. There is also the option of integrating our scan app into the employer branding measures by scanning job advertisements from the script via smartphone and forwarding the students to a landing page specified by the company.

As you can see, continuous interaction with your potential new employee is of great importance, especially in the course of digitization. If you combine your employer branding communication measures sensibly, this can have a decisive influence on the success of your company at student fairs. Using the case study of the company Roland Berger GmbH, we show what the implementation could look like in practice:


To come back to our initial question: In combination with suitable measures, job fairs can contribute to the success of your company's recruiting. The job fair is still an effective, but at the same time expensive recruiting measure, through which you as a company can convince young professionals of your employer brand.

In cooperation with charly media and the range of expertise that we offer you in relation to young talents, you can take your trade fair success to a new level and address exactly the talents that your company needs in order to be a high-flyer in the recruiting area with the most innovative Become employer branding measures.

All you need is a sufficient budget, highly motivated and qualified employees and charly media's unique industry expertise.