Instead of the annual recruiting spree on business school campuses, some companies are working to forge more intimate relationships with schools and their students. Businessweek details a new trend of companies setting up shop on campuses, where they acquire office space and allocate recruiters to visit with students several times each week. Information and ratings firm Nielson is pioneering this practice, with offices at business schools at Miami University, and has extensive recruiting practices at NYU, Northwestern and Rutgers – schools where “the company works closely with these institutions, sponsoring classes and case competitions and dispatching Nielsen executives to work with students,” the magazine writes.
University of Miami’s Farmer School dean said he aims to establish similar relationships with five to seven firms over the next five years. Also:
Students and faculty are taking advantage of Nielsen’s presence on campus by making use of the company’s wealth of consumer data in some of the school’s more experiential, data-driven classes. For example, seniors in the marketing department’s High Wire Brand Studio class are using Nielsen data this spring to help one of Nielsen’s clients with brand positioning, category sales, and strategies to differentiate itself from the competition.
Nielsen hired 22 students from Farmer last year – up 40 percent over the last five years.
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