College student ambassadors have gotten a bad rep. Many companies treat them as saleswomen for one-off campaigns that are expendable after the job is done. However, think about what you could really be gaining when you nurture student talent early in their college career.
According to the National Association of Colleges and Employers (NACE):
“…nearly 90 percent of eligible returning interns received an offer of full-time employment, and nearly 90 percent of those accepted. In comparison, just 43.5 percent of nonreturning interns were offered a job with their internship employer. Like their returning counterparts, nonreturning interns were highly likely to accept the offer (86 percent).”
90% of students who work for the same brand twice during their college careers receive a full-time offer from that company upon graduation. Of those 90%, about 90% accept that offer.
Doesn’t this seem ironic? There’s much being said about Millennials and their proclivity for job-hopping. However, doesn’t it make sense for them to do so if they haven’t received a proper idea of what working for that company will be like prior to taking the position?
A college ambassadorship is the perfect entry into a company. As an underclassman, you begin working for Company X as an ambassador. You’re trained on things like social media marketing, brand messaging, and many other skills that are important for understanding company culture. After a successful school year as an ambassador, you’re given preferential treatment for Company X’s summer internship program. Now, you can build upon the skills you gained as an ambassador, meet other employees, and get an immersive experience within the company.
Upon completion of the internship program, that student should be offered a full-time position.
Why College Ambassadors Make Great Full-Time Hires
1) They know your brand and love it — After working for your company for over a year, these students will have a very good idea of what working there full-time would be like. In addition, they’ve already been trained on many facets of your business, so they can begin doing productive work more quickly than the average new hire.
2) You know them and love them — You’ve taken your best ambassadors and hired them as interns. Clearly, you see something special about them. This also allows you to breeze by the initial getting-to-know-you phase of hiring a new employee.
3) They won’t leave — When Millennials find a job they love, they will stick with it. The reason we change jobs so often, is because we’re pressured by everyone to just GET A JOB. But, being developed over time by a brand feeds into our sense of loyalty. And as I’ve said before, once you’ve captured us, you have us forever.
Overall, most companies struggle with acquiring and retaining young talent. Not to mention the massive financial burden of replacing new hires year over year. By nurturing student talent throughout college, your company will be in a great position to retain top talent forevermore.
For more information on starting a college ambassador program, check out my last article, Getting the Most Out of College Ambassadors (Without Asking for Too Much).
For the full NACE article mentioned above, click here.
Written by Bryan Simmons, Sales Director for University Beyond.
Additional information about job readiness in college students:
Ready to get started? Get in touch with University Beyond here.