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As the summer wraps up and interns head back to their campuses, organizations face a crucial question: how can we maintain engagement with these bright, talented individuals throughout the school year?

After investing substantial time and resources into onboarding, training, and mentoring interns, it is vital to think beyond the summer. The goal is to convert these interns into full-time employees upon graduation or encourage them to return for another internship. To achieve this, a strategic, personalized recruitment marketing approach is essential.

The Financial Investment in Interns: Making the Business Case

Let’s start by acknowledging the significant investment companies make in their interns. According to the National Association of Colleges and Employers (NACE), the average cost to onboard and train an intern can exceed $6,000. This figure doesn’t just represent a financial commitment—it’s a testament to the value companies see in cultivating future talent. Interns are more than just temporary team members; they are potential future employees who have already received foundational training and have begun to integrate into the company culture.

By maintaining engagement with former interns throughout the school year, companies can maximize this investment. The payoff is twofold: enhancing the likelihood of converting interns into full-time employees and reducing recruitment costs by tapping into a pre-vetted talent pool.

Personalized Recruitment Marketing: Engaging Interns Year-Round

So, how can companies keep former interns engaged during the academic year? The answer lies in personalized recruitment marketing. Just as marketing departments personalize messages to different customer segments, recruitment teams should tailor their communication strategies to individual interns.

Create a Tailored Communication Plan

Develop a content calendar that includes regular touchpoints such as newsletters, personalized emails, and webinars. These should provide value to interns, whether through professional development resources, insights into industry trends, or updates about the company.

Highlight Growth Opportunities

Showcase stories of former interns who have successfully transitioned into full-time roles. Use social media and internal communication channels to feature their journeys, emphasizing career growth and mentorship opportunities within the organization.

Offer Exclusive Content and Events

Consider hosting exclusive virtual events or workshops for former interns. These could include resume-building sessions, offering interview preparation, proving candidate resources specifically for new grads, or networking opportunities with company leaders. These kind of initiatives not only keep the company top of mind, they also provide interns with valuable resources that can aid their career development.

Leveraging AI for Lifecycle Automation Campaigns

Artificial Intelligence (AI) can be a game-changer in keeping interns engaged throughout the year. Recruitment marketing teams can use AI-driven platforms to create lifecycle automation campaigns that deliver personalized content at scale. Here are a few examples:

• Automated Messaging: AI tools can segment interns based on their interests, roles, or feedback from the summer experience. This segmentation allows for automated messaging that feels personalized, whether it’s congratulating them on academic achievements, reminding them of upcoming events, or sharing relevant industry news.
• Predictive Analytics: AI can analyze past engagement data to predict which interns are most likely to return for another internship or convert to full-time employees. This insight allows recruiters to prioritize their efforts, focusing on high-potential candidates and tailoring engagement strategies accordingly.
• Chatbots for Real-Time Engagement: Implementing AI-powered chatbots on your career site or social media channels can provide interns with real-time answers to their questions, keeping them connected and engaged with the company throughout the year.

Meeting Interns Where They Are: The Power of Social Media

Today’s interns were born and grew up as digital natives, spending a significant portion of their time on social media. A study by Pew Research Center found that nearly 95% of teens use YouTube, and 67% use TikTok, making these platforms ideal for engaging with your intern alumni. LinkedIn remains a valuable platform for professional engagement, with many students building their networks ahead of graduation.

• Utilize Video Content: Create engaging video content on platforms like YouTube and TikTok that highlight day-in-the-life experiences, behind-the-scenes glimpses of company culture, and career advice from current employees. Videos should be short, authentic, and aligned with the content formats that resonate most with these platforms.
• Encourage Peer Advocacy: Interns trust their peers more than traditional advertising. Encourage your intern alumni to share their experiences on social media. User-generated content can serve as powerful testimonials that not only engage former interns but also attract future ones.
• Leverage LinkedIn for Professional Content: Post regular updates about the company’s initiatives, employee stories, and industry news. Encourage former interns to engage with this content, keeping them connected to the company and informed about potential opportunities.

Conclusion: Building a Year-Round Engagement Strategy

The end of a summer internship doesn’t have to mean the end of your relationship with these talented individuals. By investing in personalized recruitment marketing, leveraging AI for smart automation, and meeting interns where they spend their time online, companies can build a year-round engagement strategy that keeps interns connected and engaged. This approach not only maximizes your initial investment but also ensures a robust pipeline of talent ready to join your organization when the time is right.

By adopting these strategies, companies can turn summer internships into a long-term talent strategy, fostering loyalty and ensuring a seamless transition from intern to valued employee.

References:

• National Association of Colleges and Employers (NACE). “Internship and Co-op Survey Report.” 2023.
• Pew Research Center. “Teens, Social Media & Technology 2023.” 2023.

Crystal Lay

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Crystal Miller Lay is the CEO of an end-to-end Talent Attraction Firm specializing in employer branding, recruitment marketing and organizational talent transformation. With over 20 years in HR/TA and organizational strategy, she has collaborated with a range of clients, from startups to Fortune 5 companies. Crystal also runs the Autistic Teen Program at the Freddie Ford Foundation and has earned two Communicator Awards for her work on anti-bullying. She holds an MBA in Leadership and Organisational Innovation from the University of Wales and is pursuing further studies in psychology, with plans for a Doctorate in 2025. She also enjoys patio gardening, where she still kills an inordinate number of plants.