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Attracting early careers talent is more competitive than ever. Graduates, Interns and Apprentices consume content across multiple platforms, with countless brands, recruiters and employers vying for their attention. So, how do you make your opportunities stand out? The answer lies in choosing the right media channels to reach, engage and inspire the next generation of talent.
It’s no longer enough to simply post job adverts and hope for the best. Today’s students expect authentic, relevant and engaging content delivered where they already spend their time – whether on social media, job platforms or at industry events. A well-planned media strategy determines whether you stand out to top talent or fade into the background.
We explore how businesses can use media effectively in their early careers Attraction strategy. From understanding your audience to anticipating future trends, we’ll cover everything you need to know to build a strong, results-driven campaign.
The Role of Media Choices & Understanding Your Audience
Selecting the right media channels is essential to attracting early careers talent. With so many platforms available, it’s not just about visibility, it’s about being in the right place at the right time. General job boards like Indeed and Totaljobs provide broad exposure, while specialist platforms, such as Gradcracker (for STEM students) allow companies to reach specific audiences more effectively.
Different candidate groups have distinct job search behaviours, so tailoring your approach to their preferences is key:
- STEM students – Often use Gradcracker for science, technology, engineering and mathematics careers.
- Business and finance students – Engage with Bright Network for networking events, employer insights, and relevant industry opportunities.
- Female students – Benefit from targeted platforms such as STEM Women.
For apprenticeships, traditional job boards may not be the best option. Instead, consider:
- UCAS – Lists apprenticeships alongside university courses for easy comparison
- Rate My Apprenticeship – Features peer reviews and employer insights
- Not Going to Uni – Focuses on alternative career pathways
- National Apprenticeship Service – Is a government-backed platform that attracts a high volume of applicants
Each platform has its own strengths, from employer branding features to smart targeting tools. Understanding where different groups look for roles allows employers to target the right candidates with relevant content. The key is finding the right mix, ensuring your opportunities don’t just get seen but attract candidates who are the best fit for your organisation.
The Importance of Taking a Holistic Approach to Media Selection
A strong Attraction strategy ensures that media choices align with wider recruitment objectives. Media platforms are just one part of a broader approach that includes university events, employer branding and targeted advertising.
For example, if the goal is to reach STEM female graduates, advertising roles on Black Girls In Tech can be complemented by attending university STEM fairs and engaging with relevant student societies. This integrated approach increases visibility among students with the right skills and interests.
Typically, an Attraction campaign will see you spending c. 50-60% of your budget on digital media, it’s important to ensure you spend wisely with such a significant commitment to your budget. Making sure you’re using highly targeted media choices will be key to ensuring you’re not only engaging the right candidates but also maintain a strong ROI.
Push vs. Pull: Balancing Your Media Strategy
A successful early careers media strategy balances push and pull approaches.
Push media refers to highly targeted activity that is actively delivered to specific audiences. This includes targeted emails on platforms like UCAS, where employers select a specific audience and distribute information about a job opportunity. Another example is paid social media advertising, which enables precise targeting based on skills, gender, or interests. Push strategies ensure job opportunities and employer messaging reach the right candidates proactively, making them effective for filling urgent or hard-to-fill roles. They can also be great for increasing diversity in pipelines.
Pull media consists of passive inventory that sits on media platforms waiting for candidates to discover it through search. This includes job postings, which candidates find when searching for relevant roles or specific companies. Organic social media content also falls under pull media, as it allows employers to share content freely on platforms like Instagram, where it remains visible on profiles for candidates to explore. Pull strategies help build long-term employer brand awareness and create a pipeline of engaged candidates who feel connected to the organisation.
The key to success is combining both approaches – using push strategies to drive immediate applications while investing in employer branding to nurture long-term interest and loyalty.
Identifying the Best Media Sources for Early Careers Recruitment
Selecting the right media sources starts with asking a few key questions:
- Who are you trying to attract? Graduates, interns or apprentices engage with different media platforms and content, so understanding their behaviours helps refine your approach.
- What roles are you hiring for? Specialist platforms like Gradcracker (STEM) or STEM Women (STEM females) provide direct access to relevant talent pools.
- What are your key hiring objectives? If you need volume, high-traffic platforms, like Indeed may be best. If diversity is your key focus, consider platforms that might reduce overall volumes in favour of more targeted communication with the right candidates.
- Are you maximising employer branding opportunities? Platforms that offer employer profiles, and sponsored content can boost awareness and attract candidates before they even start applying.
By carefully considering these factors, employers can make informed media choices that increase visibility while driving meaningful engagement with the right candidates.
Using Industry Research to Inform Media Decisions
Understanding industry trends and candidate behaviour is crucial for optimising media spend. Research reveals emerging trends in job preferences, salary expectations, and diversity data, helping shape recruitment strategies.
Reports from industry bodies, employer groups, and university career services provide insights into where different candidate groups are most active. For example, data may show that finance graduates are increasingly using Bright Network, whilst business students prefer LinkedIn. Leveraging these insights ensures that media investments are directed toward the most effective channels.
Crafting a Targeted Outreach Strategy: Where and How to Reach the Right Students
Attracting the right students requires more than just posting job listings on digital media. A targeted university outreach approach, combined with interactive engagement, builds genuine connections and encourages high-quality applications.
Effective outreach strategies include:
- University partnerships – Engaging with specific degree programmes through faculty and career services.
- On-campus and virtual events – Attending career fairs, employer presentations, and skills workshops.
- Social media storytelling – Sharing employee journeys and workplace culture on Instagram, TikTok, and LinkedIn.
- Live Q&As and employer engagement sessions – Hosting interactive events with graduate employees and hiring managers.
By integrating tailored campus outreach, social engagement, and employer branding, organisations can create an Attraction strategy that drives long-term success.
The Future of Media in Early Careers Attraction
As early careers recruitment evolves, so do the media choices available. Traditional job boards remain relevant, but emerging technologies, student behaviours, and new platforms are reshaping Attraction strategies.
AI-powered job matching, automated screening tools, and chatbots are improving efficiency by personalising job recommendations and answering candidate queries instantly. However, over-reliance on AI can lead to biased hiring decisions and impersonal interactions – elements that many early careers candidates value less.
Students are increasingly expecting engaging, interactive content rather than static job listings. Companies that invest in platforms showcasing real employee stories and workplace experiences will have a competitive edge.
Next Steps: Putting Your Media Strategy into Action
Now that we have explored the key elements of a successful media strategy, the next step is to put it into action. The best approach is to start by setting clear objectives: what do you want to achieve? Whether it’s increasing applications, improving candidate quality, or reaching a more diverse talent pool, having a defined goal will help you focus your efforts.
From there, invest time in research to ensure your media choices are as effective as possible. Look at industry trends, case studies, and platform performance reports to understand where your target audience is most active. Reaching out to media providers for insights on engagement metrics and audience demographics can also help you make informed decisions about where to invest your budget.
Most importantly, keep measuring and adjusting. Track application numbers, interview conversions, and engagement levels to see which platforms are delivering the best results. Recruitment trends and student behaviours are always evolving, so staying flexible and reviewing your strategy regularly will ensure you continue to attract top talent.
A successful media strategy is not set in stone, it’s a process of learning, adapting, and improving. By taking a data-driven yet flexible approach, you can build a strong, engaged pipeline of early careers talent.
