Having been a college-recruit myself not too many years ago, I thought I knew the recruiting game pretty well. However, when I took on the assignment of college recruiting for
the Council of Public Relations Firms this fall, I realized it's not a game. These days, it's a tough battle against seasoned professional services firms that are vying for the
very same students we are. Nevertheless, if we follow some basic strategies and avoid treacherous minefields, we can demonstrate the unique career opportunities in public
relations and attract the best and brightest graduates.
The Council's mission is to increase the pool of talent available to the public relations industry. As such, we target colleges with strong liberal arts or business curricula,
not those with established communications and PR programs. Our target list includes 25 top schools with good geographical dispersion and cultural diversity, such as Columbia,
Moorehouse, University of Pennsylvania, Princeton, Stanford, University of Virginia and the University of Illinois business school.
The career services directors at those colleges were initially surprised, but pleased, to hear from us. Surprised because PR organizations rarely appear on college campuses;
pleased because their students have been requesting information on PR careers. There's a good buzz on college campuses about public relations these days. So we started out with a
receptive student market and an inclination among college career centers to help us. In fact, many career services directors we've contacted have gone out of their way to assist
us by attending Council member workshops and sharing the best recruiting practices of the most successful professional services firms. I'd like to share them now with PR NEWS
readers:
College relations, not college recruiting. It's strange to have the tables turned and to hear deans preach the importance of building relationships, but all university
administrators emphasize that successful recruitment comes only through long-term relationships with a school, its students and its graduates. Savvy employers choose a few
schools that have a cultural, historical or geographical fit and reinforce relationships with them on a year-round basis. Their executives teach classes and present briefings on
their industry. Some even offer counseling on resume writing and serve on panels advising students on how to prepare for interviews. The most successful have alumni programs,
offer student internships and provide summer assignments for educators.
Participate in the process. There is a defined schedule and recruiting process that schools follow. Stay in the seasonal rhythm, and you'll pick off the best
candidates. Try to fight the flow, and you'll settle for the leftovers. Here's the situation:
Recruiting fairs. Most schools start the annual process with a recruiting fair in the early fall. It's a chance for employers and candidates to make a good first
impression. If possible, staff your booth with recent graduates of the institution. Because you'll be swamped with prospects, have materials the students can take home to learn
more about your firm.
Interview sessions. If your firm has attended the school's career fair, the school's career services office will be more likely to cooperate in booking interviews with
your prime candidates. College facilities are scarce in the fall, with most of the management consulting firms and major corporations putting on a full-court-press all semester,
so you'll want to make reservations for interview rooms early.
Job offers. Once you've created a short list for intern and permanent employee prospects, it's wise to seek references from their professors. Professors will be able to
provide insights on each student's abilities and work habits. Their counsel may also help you create offers tailored to the individual needs of each prospect. While some
employers try to push students into quick acceptances with bonuses that expire within a few days of the offer, many colleges have instituted policies restricting acceptances prior
to December.
Build on Success. Each year, evaluate the success of your recruiting efforts and the performance of alumni. Focus on those schools with which you have logged the best
track record. Success builds on success.
Sarah Drennan is VP for the Council of Public Relations Firms, where she handles recruiting, administration, and Internet operations. She graduated magna cum laude from
Rutgers University in 1995. 877/PR-FIRMS, http://www.prfirms.org.
e-Bootcamp for New Recruits
You've successfully hired a few masterminds from non-traditional backgrounds. They're brilliant, witty and intuitive. The only problem is, they don't know a press release from
a white paper.
Enter "PR Quickstart," a Web--based training tool now available from PRSA's Counselors Academy and the Council of PR Firms. The five-hour online course offers a basic
orientation on the structure, vocabulary, tools and guiding principles of the PR business. The interactive tutorial starts with a basic overview, followed by modules discussing
media relations, Internet PR, strategic planning and agency life. It's a great primer on issues including basic communications practice areas, tools of the trade, key audiences,
netiquette, managing conflict, and other critical aspects of employment in the industry.
PR Quickstart is currently available only to Counselors Academy and Council of PR Firms members. For more information, contact Aimee Jobe at Counselors Academy. (212/460-1422,
[email protected]) or Sarah Drennan (877/PR-FIRMS, [email protected])