Career fairs are just the starting line in the race to secure qualified talent, but how you follow up afterward determines whether you cross the finish line successfully. A robust post-fair engagement strategy can transform fleeting connections into lasting hires, maximizing the value of your time and resources.
Shockingly, 54% of 2,059 job candidates worldwide have abandoned recruitment processes due to poor communication, according to Criteria’s 2023 Candidate Experience Report – a statistic no recruiter wants their candidates to contribute to.
In this blog, we’ll dive into advanced, actionable strategies to help recruiters turn recruiting event leads into successful hires. From crafting personalized messages to leveraging cutting-edge tools, discover how to stay ahead in today’s competitive talent market.
Optimizing Career Fair Communication Channels
Effective post-career fair follow-up requires a thoughtful, multi-channel communication strategy that mirrors the personalized and targeted approach emphasized in your pre-fair outreach. Here’s how to elevate your efforts:
Experiment with Unique Formats
One way to set your communication apart is to leverage unique and unexpected formats that engage candidates on a deeper level. For instance:
- Interactive Emails: Move beyond static messages by incorporating short surveys or polls directly into your emails. For example, ask candidates about their interest in specific roles, company perks, or preferred work arrangements. Not only does this action encourage interaction, but it also provides you with valuable insights to better tailor your communication moving forward.
- Gamified Content: Add a touch of fun with gamified elements, such as quizzes or puzzles that showcase your industry expertise or company culture. Imagine sending out a “career fit” quiz that helps candidates envision where they might thrive in your organization or sharing a puzzle highlighting your core values.
- Personalized Content Recommendations: Based on your conversations, share tailored blog posts, articles, or videos relevant to the candidate’s field. This positions your organization as a thought leader while showing commitment to their growth.
Maximize Multi-Channel Approach
Gone are the days when one-size-fits-all follow-up emails were enough. Today’s high-performance recruiters understand the importance of tiered, multi-channel communication to keep candidates engaged without overwhelming them:
Develop tiered approaches based on candidate engagement levels:
- For high-potential candidates who stood out during the event, consider sending a personalized video message – a warm and direct touch that underscores their value to your organization.
- For lower-engagement candidates, deploy more general content, such as upcoming company webinars or newsletters. This keeps them in the loop without making communication feel overly personal or intrusive.
Leverage tools like Rakuna Recruiting CRM, which allows you to create time-delayed email sequences and automate follow-ups based on candidate behavior. For instance, you can automatically send a thank-you email immediately after the fair, followed by role-specific content a few days later to keep your company top of mind. This ensures consistent communication without forcing your team to dedicate too much resources to communication campaign management.
Leverage Pre-Fair Insights:
The foundation of effective post-fair communication lies in your pre-fair preparation. Be sure to capture detailed pre-fair data in your CRM that you can use to personalize your outreach. Beyond just collecting resumes, aim to log specifics like career goals, skills, and the topics discussed during live conversations. Then, reference these details in your follow-ups.
- For instance, instead of a generic “Thank you for visiting our booth!” email, you could say, “It was great to hear about your interest in data analytics and machine learning. We’d love to share more about how our team fosters innovation in this space.” This extra layer of attentiveness demonstrates that you value their time and input.
Crafting Impactful Post-Career Fair Messages
Experienced recruiters know that personalized messaging is crucial. But true personalization goes beyond simply inserting a candidate’s name and mentioning the career fair. It’s about crafting messages that resonate, build rapport, and demonstrate genuine interest.
Personalized Messaging Examples
While general follow-up templates can serve as a foundation, they often fail to captivate seasoned professionals. To truly stand out, your messages need to be more intentional and value-driven. Let’s break down some common types of follow-up messages and elevate them with purposeful tweaks for maximum impact.
1. Initial Contact Message
Your message immediately after the career fair sets the tone for the candidate’s perception of your company. A generic line like “It was great meeting you!” won’t cut it. Instead, focus on crafting a subject line and message that ties directly to your conversation.
Example Subject Line:
- Instead of: “Great meeting you at the career fair…”
- Try: “Catching up after [Career Fair Name] – Your Insights on [Specific Topic]”
Body:
- Make your message stand out by referencing a specific point of connection:
“I truly enjoyed our conversation about [specific topic]. Your perspective on [topic discussed] really resonated with me, especially as it aligns with our work on [company initiative/project]. I’d be excited to explore how your experience with [specific area or skill] could contribute to our team.”
- Wrap up with a clear yet approachable call to action:
“Would you be open to a quick conversation next week to explore how your talents might align with current opportunities at [Company Name]? Let me know your availability, and we can set up some time to connect.”
Why this works: It demonstrates that you actively listened during your initial conversation, builds rapport, and positions your company as eager to engage with the candidate’s expertise in a meaningful way.
2. Scheduling an Interview Invitation
When you’re ready to invite candidates to the next step, your messaging should strike a balance between creating intrigue and ensuring the process feels seamless.
Example Subject Line:
- Instead of: “We’d like to schedule an interview…”
- Try: “Exploring Opportunities at [Company Name] – Next Steps”
Body:
- Position the interview as mutually beneficial:
“We are pleased to invite you for a conversation with our team at [Company Name]. This will give you the chance to learn more about our innovative work in [specific area, such as machine learning or sustainability], while we also explore how your expertise in [skill, like strategic planning or data analytics] could play a pivotal role within our organization.”
- Streamline the process by providing clear options:
“To make scheduling easier, I’ve attached a link where you can pick a time that works best for you. If none of the options work, feel free to suggest your availability.”
Why this works: It emphasizes what the candidate will gain, piques their interest with specifics about your company’s work, and eliminates unnecessary back-and-forth by presenting clear next steps.
3. Check-In Message (Reimagined as a Value-Add Touchpoint)
Generic check-ins, such as “Just following up!” or “Checking in to see if you’d like to reconnect,” lack substance and often feel transactional. Instead, reframe these touchpoints as opportunities to provide value, keeping the candidate engaged without making it purely about your hiring needs.
Example Subject Line:
- Instead of: “Following up from our meeting…”
- Try: “Resource for You: [Relevant Industry Article/Webinar Invite]”
Body:
- Add value by sharing a resource directly tied to their field or interests:
“I came across this fantastic article on [specific topic], and I thought it might resonate with you based on our discussion about [their career goals/skills]. It covers some groundbreaking developments in [industry or role-related area], and I’d love to hear your thoughts on it if you have a moment.”
If you are reaching out to junior hires, a recruiter can adopt a more conversational but still professional tone of voice with a focus on sharing interesting insights.
“I was reading this article on [specific topic], and the section on [specific point related to their skills/goals] made me think of our conversation. It offers a new perspective on [industry/role-related area]. Let me know what you think if you have a moment.”
- Include a gentle invitation for further discussion:
For Senior Candidates:
“If you’re open, I’d love to reconnect for a quick chat sometime next week. No pressure – just a chance to stay in touch and hear more about your perspective on [shared topic]! Let me know if that works for you.”
For Junior Candidates:
“I enjoyed our conversation at the career fair. I’d be happy to chat further next week about [shared topic/company/role] and answer any questions you might have. Let me know what time works best for you.”
Why this works: Personalizing check-ins as value-added experiences establishes you as a thoughtful and resourceful recruiter. It keeps the lines of communication open in a way that feels natural and non-intrusive.
Every message you send in the post-career fair phase shapes a candidate’s perception of your company. By ensuring your communication is intentional, specific, and value-driven, you achieve more than just filling an open role – you create a positive candidate experience that can lead to long-term relationships, even if they don’t join your organization.
Pro Tip:
Whenever possible, work closely with tools like a Recruiting CRM or ATS to track candidate interactions and insights from your pre-fair conversations. This enables you to consistently personalize your messages with ease while automating time-sensitive follow-ups for efficiency.
Balancing Frequency and Content
The suggested templates above are a good starting point, but experienced recruiters should adopt a more dynamic approach based on individual candidate engagement and the specific role. In recruiting, less can be so much more – especially when it comes to follow-up communication. Bombarding candidates with frequent, generic messages can dilute their interest or, worse, push them away. Instead, every message you send should hold genuine value, aligning with their career goals, interests, or past conversations.
- Focus on substance: Before hitting send, ask:
- “Does this message add value for this candidate?
- Am I addressing their unique skills, aspirations, or previously expressed interests?”
- For example, instead of a generic “Just following up!” email, you might share a job opening that reflects the candidate’s expressed interest in remote opportunities.
- Position yourself as a resource, not just a recruiter: Think beyond job openings and share something that can genuinely benefit their career trajectory – a relevant article, an invitation to an industry event, or even tips on navigating the hiring process in their field. Valuable content doesn’t just advance your company’s agenda. It also builds trust, helping candidates view your organization as an ally in their professional growth.
A high-quality message doesn’t have to be long – it just needs to show effort. Sleek and intentional communication demonstrates that you value the candidate’s time while keeping the engagement purposeful.
Dynamic Follow-Up Based on Candidate Engagement
One of the hallmarks of experienced recruiters is the ability to adjust follow-up strategies based on how candidates respond. Career fair engagement data should inform not just the content of your communication but also its frequency and approach. The key is to work dynamically, tailoring your outreach based on their level of interest.
- High-Engagement Candidates
If a candidate actively engages with your outreach—responding to emails, scheduling conversations promptly, or clicking on links in your communication—it’s a clear signal that they’re invested. For these candidates:
- Increase frequency: It’s safe to ramp up the frequency of touchpoints without being overbearing. Offer opportunities for deeper engagement, such as a career roadmap conversation, an invitation to a virtual coffee meeting, or access to exclusive resources (e.g., a behind-the-scenes video of your company culture).
- Personalize follow-ups based on interaction: Use their clicks or responses to craft the next step. If a candidate clicked on a specific article about leadership training, your follow-up could be, “I noticed you explored our leadership development program—would you like to learn more about how we prioritize growth opportunities for professionals like you?”
- Low-Engagement Candidates
Not every candidate will respond immediately or actively click on your content, and that’s okay. For those who show little to no engagement, adjust your strategy to avoid sounding pushy or robotic:
- Reduce frequency: Give them breathing room. Instead of weekly follow-ups, extend the intervals between messages to bi-weekly or even monthly. Respect their space while gently keeping the connection alive.
- Explore alternative channels: If email isn’t working, try reaching out via LinkedIn with a value-driven message.
For instance, you could say:
“It was great meeting you at the career fair! If you’re free next week, I’d love to connect for a quick chat about [shared topic/company/role]. No pressure at all, just a chance to catch up.”
Social platforms often feel less formal and can help reestablish dormant conversations.
- Provide an easy out: It’s also okay to offer a graceful exit if interest seems minimal. A message like: “I understand the job search process can take time. If you’re interested in connecting again in the future, please feel free to reach out.” signals professionalism and respect, leaving the door open for future engagement.
Providing Value Beyond the Immediate Job Opening
Experienced recruiters understand that successful talent acquisition goes beyond simply filling an open position. It’s about creating lasting relationships, building goodwill, and positioning your organization as an invaluable resource throughout a candidate’s career journey. The post-career fair follow-up phase is a prime opportunity to implement this strategy and demonstrate your commitment to nurturing talent for the long run.
Here’s how you can add value beyond the confines of a single job opening:
Become a Go-To Resource
One of the most powerful ways to build long-term relationships with candidates post-career fair is by becoming a trusted partner in their professional development. By offering tailored and relevant resources, you not only showcase your expertise but also underscore your organization’s genuine investment in their growth.
1. Curated Learning Paths
Instead of merely sharing a generic webinar or article, take the time to curate learning paths that align with the candidate’s expressed interests and career aspirations.
For instance, if a candidate is exploring leadership roles in the tech industry, you could share a collection of articles, podcasts, or online courses focused on emerging tech leadership practices. Beyond demonstrating attentiveness to their goals, this level of refinement highlights your company’s commitment to fostering learning.
2. Industry Trend Reports and White Papers
Sharing proprietary research, industry trend reports or relevant white papers allows you to position your company as a thought leader. For example, candidates interested in sustainability might appreciate receiving your company’s latest white paper on green innovation in the workplace. These resources deepen their understanding of your organization’s contributions to their field, while also offering valuable insights that could benefit their careers.
Value Tip: Candidates will think of your company as both a professional authority and an ally in their field, which builds brand trust and loyalty – even if they end up pursuing another opportunity.
Mapping Future Opportunities: Customized Career Paths
Providing candidates with a clear vision of their long-term potential within your organization is a powerful strategy for earning their trust and loyalty. By visualizing their growth and aligning that trajectory with your company, you create excitement and a sense of purpose long after a career fair is over.
1. Personalized Career Maps
Go beyond vague promises of growth by outlining a personalized “career map” based on the candidate’s skills, aspirations, and interests.
For instance, if a candidate is a data analyst, the map might include advancement into roles such as Senior Data Scientist or Analytics Manager, detailed with specific milestones, required skills, and even suggested courses or certifications.
This doesn’t just show that you care about their professional growth – it also demonstrates your company’s proactive approach to internal mobility and development.
2. Mentorship Program Invitations
Extend high-potential candidates the opportunity to participate in your organization’s mentorship program. Pairing candidates with senior leaders or subject matter experts offers them invaluable guidance, insight into your corporate culture, and strong networking opportunities. Even if they aren’t immediately placed in a role, this initiative keeps them connected with your organization and positions you as actively invested in their success.
3. Open Door Policy with Hiring Managers
Facilitate informal conversations between candidates and hiring managers through “virtual coffee chats” or informational interviews. This approach fosters transparency, allowing candidates to ask candid questions about roles, teams, and company culture. It also humanizes your team and gives candidates a stronger sense of connection within your organization.
Value Tip: Informal interactions empower candidates to envision themselves as part of your company without the pressure of a formal interview process.
Add Value Beyond Content: Experiences and Opportunities
Sometimes, the most memorable value-adds are those that go beyond simply sharing content. Exclusive experiences, hands-on opportunities, or early access to resources can create a lasting impression by showing candidates that you’re serious about making their career exploration meaningful.
1. Invitations to Exclusive Webinars or Workshops
Host interactive webinars or workshops led by industry experts or internal leaders on topics relevant to candidates’ interests.
For example, if your company specializes in cybersecurity, offering a workshop on “The Future of Threat Detection” could attract candidates in data security while giving them a chance to interact with your team. These sessions not only provide learning opportunities but also deepen engagement while subtly reinforcing interest in your organization.
2. Early Access to Company Events or Conferences
Provide promising candidates with invitations to attend company-sponsored events or conferences related to their field.
For example, giving them access to your company’s annual innovation summit or a panel discussion hosted by your leadership team allows them to network, explore your thought leadership, and get a first-hand sense of your company’s culture and expertise.
3. Trial Access to Software or Tools
If your company uses specialized tools or platforms relevant to potential candidates’ roles, consider offering them trial access to these tools.
For instance, if a candidate is interested in graphic design, giving them access to your company’s proprietary design toolkit or premium version of relevant tools like Canva, Adobe, etc. for a limited time allows them to gain hands-on experience while preparing them for a potential role.
This approach bridges the gap between recruitment and onboarding, enabling candidates to grow familiar with your processes while also positioning your organization as serious about investing in their skill development.
To Conclude…
There you have it! Together with our guide on mastering pre-career fair communication, you now have a comprehensive roadmap to keep candidates engaged at every stage of their journey—from the first handshake to their onboarding day. By implementing these strategies, you can turn fleeting interactions into lasting connections and ultimately secure qualified talent for your organization.
