Experimenting With Immersive Technology to Increase Candidate Engagement at Job Fairs

Hershey_LogoThe candidate experience at job fairs hasn’t changed much in the last 20 years. Booths have gotten bigger, with more creative use of space, but the concept is still the same — attendees line up, talk to a company rep for two or three minutes and walk off with a paper brochure. If they’re lucky, they get a chance to interview in a makeshift, curtain-walled office flanked by three other candidates doing the same thing.

In this environment, candidates often don’t have an opportunity to engage with the company culture, understand the direction of the business, or clearly see the reasons why they should join.

With a key university job fair approaching, a crack team of three Hershey employees — myself, a graphic designer, and a university relations analyst — decided we were going to attempt to improve candidate engagement by taking a more modern approach. After a quick ideation session, we landed on an idea to experiment with augmented reality technology.

Augmented reality is a technology that uses computer vision and object recognition to overlay an experience on top of something in the real world. While this technology is not common at job fairs, we hypothesized that we could use the concept to create an experience that would excite the age demographic, while informing them of the key pillars of our employee value proposition.

After exploring a few different options, we decided to partner with Blippar, which had experience developing immersive experiences for other big brands. To save time and money, we recycled pre-approved content from our corporate communications team and did all of the design work in house.

By keeping our team small and nimble, we were able to quickly create a high impact booth that we hoped would improve engagement levels in our brand.

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To find out how it worked, view the slideshare presentation below.

James Colino is currently the senior manager, global talent acquisition, at The Hershey Company. His 15-year career in talent acquisition has centered around starting up or improving recruiting functions from the ground up with a particular focus on building modern recruiting teams that leverage technology and analytics to create high impact results. Connect with him at https://www.linkedin.com/in/jamescolino

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