Virtually every organization that recruits college students for internships or recent graduates for entry level jobs and other career opportunities has the same problem: students either don't know what your organization does or they don't know what opportunities your organization offers. Either way, you've got a branding problem. Some tried and true methods of building brand on-campus are to recruit on-campus year in and year out, hosting information events in conjunction with your on-campus interviews, and creating and enhancing your long-term relationships with the staff and faculty.

Another great way of building brand that isn't so tried and true is to participate in career exploration programs through the college career service offices. At Kennesaw State University in Georgia, for example, the career service office brings in professionals from a variety of fields and industries to talk with students about their careers. The speakers typically aren't recruiters. Instead, they're recent graduates, line managers, and others who speak from first hand experience. So if your organization is struggling to recruit electrical engineers, you'd send in a recent graduate from your electrical engineering program or perhaps a manager in that department.