Virtual Career Fairs: Best Practices and Student Satisfaction

ABSTRACT

Purpose of the Study Given the social restrictions surrounding COVID-19, the virtual career fair (VCF) has replaced most traditional in-person career fairs and it may even continue as a viable post-pandemic alternative. This research primarily explores best practices for a VCF and furthermore investigates factors that impact satisfaction of student VCF participants. Method/Design and Sample Survey data collected from students participating in a virtual career fair investigate the role of students’ preparation time, student perception of employer preparedness and the number of private, one-on-one text and video chat invites students receive in impacting student satisfaction. Results: Findings from a regression analysis reveal that student’s own preparation time and their perception of employer preparedness influenced student satisfaction with the VCF. Additionally, qualitative feedback from both students and employers support the use of best practices. Value to Marketing Educators Involved faculty and university administrators can adopt the recommended best practices as a framework for planning, conducting, and evaluating successful VCFs. Both universities and employers will benefit as a result. © 2022, Marketing Management Association. All rights reserved.