Increasing Response Conversions with Optimized Employer Outreach

Premise

Reimagined employer outreach as a value-first business development strategy, transitioning from administrative requests to persuasive, relationship-driven communications. This framework was designed to enhance Fordham’s employer relations by positioning the Career Center as a high-touch partner rather than just a job board, focusing on reducing friction for recruiters and highlighting the strategic “ROI” of engaging with our talent pool.

Guidelines for Team

In all communications with employers, the emphasis should be on relationships, not transactions. What sets the Fordham Career Center apart from other career services is our commitment to above-and-beyond support, providing nearly white-glove service to all of our partners. A simple shift from “do you want this?” to “how can I help you get what you want?” is subtle but makes a meaningful difference in how employers perceive us. 

Best practices:

• Emails should be brief and scannable. Break up larger paragraphs into smaller chunks. Vary sentence structure for a natural flow and pace, but avoid overly lengthy or complex sentences.
• Always end with a specific, actionable, and short-term question that the employers can respond to. Rather than asking for a time to chat, ask about their availability for a call in the next two weeks. Your goal is to reduce as much mental energy as possible. 
• Emphasize the benefits and values of working with us. This is where our curated services come in! It’s not just that they’ll get to meet students; it’s that we help make it easy for them to, so they can have a bigger impact without a bigger lift. 
• Curate what you’re offering as much as possible. If you know that an employer is only a fit for one fair, tailor that email to encourage them to attend that one fair. It’s not worth your time or theirs to even consider the other options if they’re truly not a fit. 
• Your subject line matters for getting them to open the email. Once the email is open, the length and clarity of the message determine whether they’ll read and understand it all. After they read it, the accessibility of a call to action determines whether or not they’ll follow through. 
• It’s ok to mention alternative options, but generally keep your email focused on one core message. 
• If you’re comfortable with doing so, include a Google Calendar Meeting Booking or Calendly link to reduce friction in setting up meetings (and save time). 

Quick checks:

• Does this look like a wall of text on my phone, or do I need to scroll to read the whole thing?
• If I know nothing about college recruiting options, would I understand what’s being proposed to me?
• Is it clear why the employer should care about what we’re pitching?
• Is there a reason for the employer to respond regardless of the outcome, and is their response able to be brief? 

Templates

Sample 1: Listing on Handshake Request

Subject: Promoting your [Listing] to 10,000+ Fordham Students

Subject: Boost your [Listing] visibility at Fordham

Hi [Name],

I’m [Name], the [Title] at Fordham University’s Career Center. I recently came across your [Listing] listing on [platform] and wanted to connect with you about promoting this position to Fordham students, especially since our records indicate that [Company] is approved in Handshake, and that your account is linked to your organization.

Handshake job postings are free, can be imported from an existing job description, and are configurable so applications can be submitted through your primary portal. In short, you’d be able to reach an audience of an additional 10,000+ engaged students and recent graduates at no additional cost, without any extra steps to screen submissions. 

Could I offer any assistance in creating this listing on Handshake or in facilitating additional opportunities to get [Company]’s open positions in front of driven Fordham students?

Sincerely,

[Name]

Sample 2: Connection Request

Subject: Talent Sourcing at Fordham University

Subject: Question regarding [Organization]’s recruiting

Subject: Introduction: Fordham Career Center

Hi [Name],

I’m [Name], the [Title] at Fordham University’s Career Center. I recently came across [Organization or Listing] and wanted to reach out to see if you are open to recruiting at Fordham. 

Fordham offers [relevant program benefits] and prides itself on its customized employer recruiting services, including complimentary and paid programs that range from one-on-one connections to large-scale reach.

Are there any times in the next two weeks that would work for us to connect? I’d love to learn more about your organization’s recruitment process and discuss how some of our events and services can support your hiring goals. 

Sincerely,

[Name]

Why This Mattered

In the competitive landscape of university recruiting, a successful outreach strategy must shift from transactional to relational. The original emails often centered on what the university needed from the employer; the revised templates flip the script to focus on what the employer gains from the university. Especially in a challenging job market where many employers have reduced funding or the number of available roles, this messaging repositions Fordham as a valuable partner to maximize outcomes despite those constraints.