2015 Career Services Departmental Assessment Report

Office of Career Services

Laurie Fisher, Director

Mani Stubbs, Career Counselor

I. Summary/Abstract

The Office of Career Services (OCS) is interested in assessing the effectiveness of career fair marketing practices and student perceptions of the value and convenience of attending career fairs. Although the current study found that the majority of students had not attended a career fair, the majority of students did agree that career fairs can offer value to their job search and career development after graduation. Students’ most preferred methods of finding out about career fairs are: from other students; professors; and via email. Applications of the study are discussed.

II. Background Information and Relationship to Strategic Goals

Career fairs hosted by OCS at the University of Montana (UM) aim to provide students with out-of-classroom career development opportunities. OCS promotes UM’s Partnering for Student Success strategic issue through our collaboration with a wide variety of on-and off-campus departments and organizations to better support students and increase student engagement, retention, and overall student success. The fairs allow students to meet potential employers, explore career interests, develop communication and networking skills, and learn how to better market themselves for employment. In providing four career fairs with varying professional emphases each academic year, OCS offers UM students ample access to employment and internship opportunities that align with their specific career goals and interests.

The four Fairs provide students and alumni venues in which to seek employment with local, regional, national, and international employers. In this way, OCS career fairs promote UM’s Education for the Global Century strategic issue. The fairs seek to engage students in co-curricular activities such as full-and part-time employment, internships, volunteering, and research interests. OCS works to recruit employers and market the benefits of utilizing our services to encourage UM students and alumni to become involved in these co-curricular activities, which will enhance their education, career development, and employability. In FY13, 195 employers attended the four career fairs. That number increased to 267 employers in FY14.

Our Career Fairs contribute to the University of Montana’s Dynamic Learning Environment strategic issue by offering a wide variety of experiential activities for

students pursuing 1-year, 2-year, 4-year, and graduate programs. We partner with departments campus-wide, including a diverse group of student support programs such as TRiO, AISS, Upward Bound, NACOE, UAC, and Missoula College to market our fairs and related services to students. In addition, our career fairs and online recruitment system are technology-driven to optimize student learning and provide convenient, easy access to employment opportunities.

OCS uses a wide array of methods to market career fairs, including advertisement in the Montana Kaimin, posters and flyers, social media postings, email, and classroom presentations. If OCS markets the fact that career fairs at UM are seeing increased numbers of employers from more locations around the state and country, it is expected that students would perceive career fairs as being more useful, as measured by surveys and increased career fair attendance. Additionally, if career fairs are marketed in ways deemed preferable by students, it is expected that more students would attend career fairs.

III. Indicators and Assessment/Assessment Procedure

A survey was administered (See Appendix A) which asked about students’ majors, year in school, and number of fairs attended. The survey also asked about students’ preferences in receiving career fair information and student perceptions of the value and importance of attending career fairs.

This report is based on a Fall 2014 research project for a Capstone Marketing Research course titled “University of Montana Career Services: 2014 Career Fair Attendance Survey” authored by Katie Sears, Jack Naigus, William Milligan, and Tori Dahl (to view the full report see Appendix B). The objective for the study was to obtain information regarding career fair marketing and student perceptions and expectations of career fairs.

IV. Results and Recommendations

The survey questions compared student preferences for career fair marketing sources with their perceptions of the likelihood they will hear about career fairs from those sources. Additionally, the data describes overall student awareness of fairs and student perceptions regarding career fair convenience and how career fairs affect their ability to gain employment. This data is valuable because it gives our staff insight into which marketing methods are working well and which methods need improvement. The following recommendations are based on the results of the current study.

The study showed the majority of students both expect and prefer to hear about career fairs via email. This is Career Services’ most widely used method for communicating with students, and we will continue to use email messaging to advertise career fairs. Recommendations for more effective career fair marketing also include emailing video testimonials to students that illustrate successful career fair experiences and suggestions for career fair success.

The current study also showed that the majority of students prefer and expect to hear about career fairs from their professors. Therefore, Career Services will continue to collaborate with professors in marketing career fairs and encourage more professors to include career fair attendance in their syllabi. In doing so, Career Services will market the educational opportunities and relevance of career fairs in alignment with professors’ educational plans and student learning outcomes.     

Students who attended more career fairs were more likely to disagree with the notion that they would “be ok finding a job without the help of a career fair.” Therefore, Career Services can market more heavily toward students who have attended career fairs in the past. After a positive career fair experience, reminding students of the utility of the fairs could attract even more students to return.

As stated above, between FY13 and FY14, total employer attendance for all four career fairs increased from 195 to 267, and in FY15 311 employers attended OCS career fairs. That is a 60 % increase in employer attendance over two years. Additionally, each career fair features various employment types and opportunities. In order to attract more students to the increasingly beneficial opportunities, Career Services can strive to better market which employers will be attending each fair and how specific fairs will positively impact attendees. Career Services can also reach out to subject-specific faculty and staff about giving 10 minute information sessions regarding upcoming career fairs.

Appendix A

1. How likely are you to hear about UM career fairs from the following source?

2. Where do you prefer to get your information regarding UM events?

3. How likely are you to hear about UM career fairs from the following source?

4. Where do you prefer to get your information regarding UM events?

5. How likely are you to hear about UM career fairs from the following source?

6. Where do you prefer to get your information regarding UM events?

7. Attending a career fair would really increase my chances of finding a job.

8. I find that career fairs are inconvenient to attend.

9. How aware are you of UM career fairs? (Please circle your answer).

Appendix B