Hospitable campus: analyzing corporate recruiters' experience on campus visits

Abstract

The purpose of this study is to assess the attributes college recruiters’ value when determining their campus recruiting activities. Importance-performance analysis was utilized to evaluate nine attributes: employer development professional, career fair, tabling, classroom visit, information session, faculty meeting, student group meeting, on campus interviewing and sponsorship. Data collection occurred at a southeastern university which hosts career fairs with more than 180 companies. Corporate recruiters were asked to complete a survey with questions regarding 9 primary attributes, with 92 items related to on campus recruiting, and the rate the attribute importance and performance of their recruiting experience with the university. The Servicescape, SERVQUAL and SERVPERF theoretical frameworks are used. This study fills a gap in the research regarding corporate recruiter’s evaluative criteria and decision-making of campus visits. Keywords: campus recruiting, talent acquisition, servicescape, IPA