Cathy O’Donohoe of Pluto, official partners of gradireland, has compiled some tips on why your need to make you display truly stand out and represent something that can align with the values of the graduates you are seeking to attract.
Every exhibitor recruiting at a graduate recruitment fair has a ‘cut-through’ challenge. How does your corporate brand resonate in a room full of graduates, with dozens of other brands competing for the exact same talent? Exhibitors need to excite to attract. Large corporations need to examine what attracts a graduate to an exhibiting employer, when so many other doors are potentially open to explore in the very same room. Given the number of years that an employee can invest with an employer, graduates need to feel that a potential employer has brand values that align to their own. Those values need to be aspirational, current and relevant. At the very least, the basic design of the stand needs to be current and ‘on –trend’, given the multitude of brands that graduates and students are exposed to through various mediums and platforms on a daily basis. Time and time again, corporate employers invest in taking space at graduate recruitment fairs but don’t invest in updating their stand – often taking out something that was used previously and merely dusting it down. If the stand isn’t exciting, the perception will be that the opportunity for employment with that company isn’t very exciting either. Graduates should leave your stand incredibly excited about the opportunities that the journey ahead may bring them, should they choose to invest their future with you. To invest in a space, without investing in the stand design, can be potentially lethal for an employer brand.
The strong trend for design in 2017 will be led by the following key influences: Scandinavian touch, steel and wood, theatrical elements, geometric imagery and mesh and Lighting. So what do these mean?
- Scandinavian touch: Continues to influence design. This trend includes light pastel hues, strong colour accents, clean and light wood, mix & match furnishings and a general sense of playfulness.
- Steel and wood: A box section & feature wood cladding dominates this trend.
- Theatrical fun: Creates a tangible zone for customer interaction, such as installing a single feature piece.
- Geometric: Creates immediate modernity with seamless patterns creating depth.
- Mesh and lights: Stands out with opaque lighting features, abundance of mesh types and the use of mesh partitions.
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