Each fall, career fairs bloom with color: rows of branded tote bags, bowls of candy, custom socks, and glossy banners promising the best place to work. Employers invest serious time and budget into standing out — and understandably so. In a crowded room full of logos and lanyards, visibility matters.

But as a Hopkins student heading into my junior year and majoring in neuroscience, I’ve seen firsthand (and heard from lots of peers) that students don’t usually remember the flashiest booth. They remember the recruiter who took a minute to really listen. The one who explained a role clearly or made them feel confident instead of overwhelmed. Students might leave with swag, but it’s those real moments that actually stick.

In short: the best strategy for fall recruiting isn’t about flash. It’s about connection.

What Students Actually Remember

We hear it again and again: the most meaningful career fair experiences come from real interactions, not giveaways. When students reflect on which employers they’re excited to follow up with, it’s rarely about which table had the best snacks.

Instead, they talk about things like:

• “They explained exactly what the intern role actually does.”
  
• “That recruiter felt so approachable… they weren’t just selling.”
  
• “They told me what the next steps would be and followed through.”

In a sea of choices, students are looking for clarity, sincerity, and direction. Their expectations are higher than ever, and their time is limited. Meeting them where they are means showing up thoughtfully — not just showing up big.

The Problem with “Traditional” Flash

Let’s be clear: swag isn’t bad. It can help attract foot traffic and break the ice. But it’s not a strategy, and it’s certainly not a differentiator anymore.

Relying on branded items alone means you risk blending in with every other table offering notebooks and pens. Even the most eye-catching booth won’t answer a student’s top questions:

• What’s this job actually like?
  
• Will I be supported if I apply?
  
• Why should I choose your company?

If you’re not prepared to answer these, all the water bottles in the world won’t save you.

How to Stand Out in the Ways That Matter!!!

So what does work? Start by focusing on what students want — not just what you’ve always done. A few ways to bring more substance to your fall strategy:

• Be clear and specific. Bring printed role summaries or QR codes linking to job details. Cut the buzzwords and explain what success looks like in the role.
  
• Train your reps to be human. Students aren’t expecting perfection — but they value honesty and warmth. A little empathy goes a long way.
  
• Personalize the experience. Even small touches — like using a student’s name or sending a quick follow-up note — can turn a quick chat into a lasting impression.
  
• Share student voices. Intern testimonials or day-in-the-life examples from recent grads help make your culture tangible.
  

Rethinking ROI for Fall Events

Success at a career fair shouldn’t be measured just by how many people stopped by your table. Instead, consider metrics that reflect true impact:

• How many students followed up or applied?
  
• How many conversations turned into interviews?
  
• How many accepted offers — and stayed?

Think long-term. A smaller number of high-intent students is far more valuable than a pile of resumes from students who barely remember your name.

I know fall recruiting can feel chaotic. You’ve got 30 seconds with each student, a line out the door, and a million things to remember. And yet — we’re still hoping for something real!

The truth is, you don’t need a huge budget or flashy swag to stand out. What students remember is how you made them feel. Did you seem genuinely interested? Did you explain the role clearly? Did you make it easy for them to see their place in your company?

If I could say one thing to every employer heading into the fall season, it would be this: connection doesn’t have to take a long time — but it does have to be intentional. A warm tone, a focused message, and a simple follow-up plan can go a long way.

So as you prep your booth, your talking points, and yes, even your swag — take a second to ask: What do we really want students to walk away with?

Let that answer shape everything else.