Why should a PR agency take part in a career fair? What are the primary benefits of doing so?

Taking part in a career fair enables firms to identify intelligent young candidates seeking an entry point into the PR industry.

Taking part in a career fair enables firms to identify intelligent young candidates seeking an entry point into the PR industry. This forum provides the advantage of being able to meet with a significant number of talented people in a relatively short period of time. It is particularly beneficial to go to a college with a strong communications program to capture potentially emerging talent.

Career fairs also allow a PR firm to present itself as an employer of choice. The war for talent is an ongoing issue in the industry. An event attended by so many people provides a key opportunity to increase brand awareness and establish a thought-leadership position. Not only do you get the chance to interact with a lot of potential candidates, but they will then spread the word to their friends who may also be prospective employees. This will provide you with a database of additional candidates that you can target for future openings.

Innovations also often outpace what students learn in class. Firms can provide insight on the latest applications, such as new communications media, to bridge the academic and real worlds.

Rachael Heald is global HR director at Text 100.

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