Having attended many career fairs over the years as a recruiter, I’ve seen many different styles and many different approaches job seekers have used. I thought I’d share my take on what works and what does not work.
The DOs.
Just like a traditional job interview, it is important to do as much homework as possible before arriving at the career fair. Don’t just roll out of bed one morning and say to yourself, “eh, what the heck. The View is a repeat today, so I think I’ll go to the job fair at the local community college.”
When you become aware there is a local career fair scheduled, see if you can find out ahead of time what companies will be presenting. Usually, if it is being presented by a college or a government agency, they will post on their website what companies will be presenting.
Get yourself a spiral notebook or steno pad or something on which to take notes that you will take with you and refer to at the career fair. If you want to look really good, take a day planner.
Decide what companies with whom you most want to speak. Maybe there are five to ten companies for whom you are really interested in working. Get online—most public libraries have computers free to public use if you don’t have one—and research these companies ahead of time. Go directly to that company’s website and read not just the index (home) page, but look for the “about us” page and their career page. Learn as much about them as you can.
Create resumes geared specifically for these companies. Because you’ve made company-specific resumes, be careful to give the correct resume to each. Also make sure to take plenty of “generic” resumes as well, because they, too, will come in handy.
Dedicate one or maybe two pages of your notebook to each company. Figure out specific questions you will want to ask the representative about their company. It’s important that these questions be open-ended rather than yes/no and the questions should, at this point, be about the company rather than positions. Get them talking about their company. Make them feel like they are auditioning for you rather than the other way around. Sound empathetic to what they are saying and maintain eye contact. Do not ask questions like “what are you hiring for?” or silly questions like “what does your company do?”
The questions you ask the representative should indicate some knowledge of and interest in their company. “I understand that you make plastic bags. That’s cool. That must be recession-proof, huh?” This has a hint of self-awareness but usually will be received with some humor. Obviously this is a random example, but the point is that you'll want to plan ahead for your opening statement and question. Wait for them to acknowledge or answer the question. Then ask “What does that process look like?” or "What does the sales cycle look like?" or a similarly-spirited question that fits the type of position you are seeking. Wait and listen closely to the answer. Then bring the company back to you. “I’m trained to do XYZ. How do you think that would help your company?” They may flatly say that it doesn't. But in that case you haven’t wasted either your time or theirs. Furthermore, it is unlikely this will be the answer. It is important here that you ask “How do you think that help your company?” and not “Would this help your company?” This seems like a very subtle difference, but it is a tried and true sales technique. In this instance, you are asking them to think of how you could help rather than whether you could help. First, it is likely to eliminate a simple yes or no answer and will get them talking. Secondly, it implies an assumption on your part that you can help and you are simply asking what that help would look like. You should pay very close attention to the answers to all of these questions because they should inspire easy and obvious follow-up questions. The idea is to keep them talking and to get them thinking about how you would fit in rather than if you would fit.
If the career fair sponsor has a list of the vendors on the website, they may also include information like name and title and email of whomever will be there from the company. If you want to be really creative, look these people up on LinkedIn.com. If you don't have an account with LinkedIn (www.linkedin.com) it is free and fairly painless to create one. When researching the representative on LinkedIn, take note of how long the representative has been with the company; where they worked previously, what school they attended, etc. You are looking for anything that might be helpful to make a personal connection with the recruiter. Make sure to note this in your notebook and glance at your notes before going to a booth (you obviously won't remember all these details about everyone). I would not walk up to the booth and say, "hey, i understand you went to Villanova University. The Wildcats are awesome!" But if Villanova is something you can connect with on a personal level, sneakily ask, "how much did your schooling help you with this company?" Wait. They might give up Villanova in the answer. If not, it is perfectly acceptable to then ask "do you mind my asking? Where did you go to school?" I promise they will answer. Now you can go in with your anecdote or personal connection. DO NOT FAKE IT. They will almost assuredly know. "Oh, Villanova? I grew up near there. In fact, I used to ice skate at Radnor before they turned it into a roller skating rink and now a strip mall." You can try the same thing with a previous employer, but this is a little more tricky, so use this one with caution. If you or someone you know well also worked there or still does it might be worth the mention. Otherwise, the school thing will be received a lot better. “Oh, you worked at Hostess? Man I love Twinkies!” probably will not get you very far.
Honestly--and trust me when I tell you this is from personal experience--the biggest thing you're fighting against at a career fair is the sheer boredom of the representative. The recruiter has either been there for several hours or they are looking at several hours more. If you get them talking they will feel like they are actually having a conversation with someone and not regurgitating the answer to the "what do you do?" question they've answered many more times than they care to. If you have planned ahead exactly who you want to talk to, see if they have a room diagram when you get there. Whether they do or don't (if they do, this becomes easier) shoot ahead of the pack. If you are there right when it starts (always better than arriving later), there is usually a horde of people walking in one entrance and the vendors in the first aisle or first area get everyone and the people further into the room get to sit or stand there and watch people filter through. Move quickly through the masses and go to the opposite side of the room and work your way back. You will likely have the attention of these people without competition for awhile. Also, once the press of people has made their way through, the people at the front are now bored for the next couple hours. By working your way backward, you will reach the front of the room by the time those people will be quite happy to have someone to talk to again.
Once you have made your way through the room to talk with the specific companies on your list, it is now time to go back through to talk to your “B list” companies. These will be companies that did not jump out to you on the vendor list but may still be worth talking to. Because they were not companies you necessarily researched you will not have the same intel, but some of the strategies will still work. Remember to try to make them talk because at this point in the day, they will likely be hungry to do so. This will be when your “generic” resume will come in handy.
Before arriving, make sure to dress for success. This seems like a common sense statement, but you would be surprised by how many people attend a career fair to speak to potential hiring managers yet look like they just climbed out of bed or came straight from the gym. Dressing appropriately not only shows some respect for the situation and for the recruiter, it displays a certain amount of respect for one’s self. You don’t necessarily need a three-piece suit (although this will definitely make an impression), but you should look professional.
When it comes time to offer the recruiter your resume, give a hard copy and briefly offer one or two highlights. If you can, stand next to them holding it and point to what you’re highlighting, then surrender the paper. Make sure to ask if there is an email address you can send another copy to later. Trust me, the recruiter has received quite a few resumes at the job fair and yours is likely going into a folder or a job fair box. You want to make sure they get another look. This is very important: don't forget to actually send one! Also make sure to ask if there is anything additional necessary to apply—an online application on the company website; should you call to make an appointment; is there someone else to whom the recruiter would recommend you copy your resume email; etc. When you send the resume email, reference not only having met them but reference something they talked about (i.e., "I was really impressed with your explanation of how you make widgets and I think my skills would not only fit in, but I think I could help improve not only the process but the result.") Remember to thank them not just for their time at the job fair but for the terrific and helpful information. In your email, be sure to ask for permission for a specific time about a week out from the email that you can follow up. If that permission is granted, make sure to actually follow-up, either by email or by phone.
The DON’Ts
Don’t go unprepared. If you do, you will blend in with the hundreds of other people there. This is basically a one minute date, so you want to be remembered. The best way to do this is get them talking. They will remember that you gave them someone to talk to for a little while and they will be more likely to remember your name and face.
Don’t give them any reason to think you don’t care. This is accomplished by dressing inappropriately and asking inane questions like “what do you do?” Make them believe you care.
Many of the vendors will have “gift” items on their table. It is important not to look like you are there just to do some office supply shopping. Buy your own pens! Feel free to look at the items and if they have mugs or pens or something with their website or phone number, ask if you may take one “as reference.”
Try your best to refrain from the statement, “I really need a job.” There is so much wrong with this simple little statement, and will most likely rule you out with the savvy recruiter. Whether they consciously realize it or not, nearly every recruiter bristles at the statement because they know at some level that the number of times this statement is made is inversely proportionate to the chance that the candidate is actually suited for the position. In my own experience, by the third time a candidate says the phrase “I really need a job,” that person is completely wrong for the job and will not work out. The statement is horribly counterproductive, serves only to put the recruiter on the defensive, and should be avoided at all costs.
The career fair is a tricky enterprise, but it comes down to three basic concepts:
- Preparation
- Strategy
- Execution
Good luck!
Ted Taylor, SPHR, CSP
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