In the ever-competitive world of internship recruitment, focusing on seemingly insignificant connections can create a ripple effect that vastly expands your reach and influence. Remember, it’s not just about casting a wide net. Instead it’s about weaving an intricate web of positive experiences and authentic relationships. So, invest in those indirect connections, ensure every student interaction is a memorable one, and watch as your network organically grows.
The backstory around this insight starts the early 1970s. Mark Granovetter from Johns Hopkins University asks people around him: “When you’re looking for a new job, how do you find out about it?” He publishes his findings in May 1973 in an article and the results are extremely interesting for recruiting interns. Granovetter sees that people find jobs in roughly three ways:
By applying to a formal job opening;
By calling to ask if there are any vacancies (there was no social media back then, so calling was essential);
By asking around in their personal network for opportunities.
What he discovers is that jobs found through personal contacts pay better and provide more satisfaction. Personal contacts are therefore invaluable for people. But that’s not all. Granovetter also finds that respondents don’t find their dream job through immediate family or close friends. It’s mainly the indirect, vague acquaintances who lead them to the winning path. Or as the author defines it: People you don’t see weekly, but a few times a year. The author calls these acquaintances and vague contacts ‘Weak Ties’. These are the people who occasionally fly in and out of your world through mutual acquaintances or family. The ‘Hey, I know you, but I’m blanking on your name’ people.
For building a strong image, this is very valuable. If you want to recruit the best interns, you need a network. Therefore, build a network around the students you want to recruit as interns. This maximizes the chance that a student comes across your company and applies thanks to enthusiastic stories from, for example, a fellow student.
This doesn’t work with poor experiences for students. That’s why investing in great experiences for students (during internships, guest lectures, company visits, etc.) is not only good for the direct link between students and your company. It’s immensely valuable in the long run for your image as an attractive choice for students you don’t know yet, with whom you have indirect links (Weak Ties).
So, not only make your formal recruitment process rock solid. But also invest in the experiences of students during their internship or graduation project at your company. And invest in the ‘Weak Ties’ by actively using those students as ambassadors. Turn weakness into strength.
It could well be your secret weapon in an overheated internship market.