Free gifts are unimportant for many college students looking to attend on-campus career events, but a gender gap highlights how company swag could help recruit female students.
A new survey of 5,000 undergraduates finds that half (50%) say the prospect of getting free swag from companies is an important reason to attend recruiting events. However, female students are more likely than male students to say they care about company giveaways (56% vs. 42%).
Because female students are less likely than male students to say they have attended an on-campus recruiting event (38% vs. 49%), offering some type of swag could help companies attract potential female candidates.
Female Students are More Likely to Say Giveaways Attract them to Recruiting Events
How important are giveaways or “company swag” at on-campus recruiting events and activities to attract you to attend?
There are also significant distinctions among students from different racial backgrounds. Non-white students are both more likely than white students to say they have attended a recruiting event and more likely to say giveaways are important. More than half of black (65%), Asian (60%), and Hispanic (52%) students say company swag is an important reason for them to attend recruiting events, compared to 42% of white students.
If a company does give out a gift, T-shirts are the most popular. More than half (53%) of students report that the possibility of getting a company tee would be an appealing option. Students also express interest in portable chargers (51%) and mini Bluetooth speakers (48%).
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Methodology: This survey was designed and conducted by College Pulse. Interviews were conducted among a sample of 5,000 full-time and part-time students attending four-year colleges or universities in the U.S. who are part of College Pulse’s American College Student Panel.
