Converting Employer Transactions to Relationships: The Real ROI of Employer Engagement by Phenix Culbertson, DPA

By Dr. Phenix Culbertson, DPA

Robinson College of Business, Georgia State University

The Importance of Relationships in Career Development

Relationships, not just transactions, drive success in any organization. Strong employer engagement is not something that happens by chance. It requires consistent communication, thoughtful evaluation of the relationship, and a shared sense of trust. These three areas lay a solid foundation for meaningful connections between career centers and employers, helping both sides meet their goals.

The Role of Career Centers in Student Advancement

Colleges and universities, whether public or private, need access to employers who offer careers and internship opportunities. Let’s be honest: for many students, especially at the graduate level, the value of earning a degree is largely about career advancement. Career centers play a vital role in shaping those outcomes. They provide development support and create spaces for students to expand their professional networks through intentional, immersive programming.

Employers, on the other hand, are seeking talent with the right skills and education to meet both immediate hiring needs and long-term goals. The concept of a talent pipeline is crucial here; companies are not only hiring for today but also planning for tomorrow.

Creating Access and Building Connections

Colleges and universities are central to the recruitment life cycle. Where there are students, there’s talent. However, the mere availability of talent isn’t enough. Robust relationships between institutions and employers make the real difference. These connections allow students to build social capital while enabling companies to engage more meaningfully through recruiters, alumni advocates, and even line-of-business leaders.

The Shift Toward Relationship-Based Job Searching

Most career center professionals who guide students through today’s competitive workforce emphasize the importance of relationship-based job searching. Students are encouraged to be more than just another resume piled up. Building genuine connections with professionals at companies is crucial. A simple coffee chat at a nearby café or a quick virtual call can open doors that cold applications simply cannot.

This mindset applies equally to employer relations leaders. At scale, relationships with employers must be nurtured through intentional communication, thoughtful assessment, and mutual trust.

Communicating Effectively with Employers

Communication is the lifeblood of strong relationships. Intentionality is key in how and when we reach out. Striking the right balance is essential; it’s important to stay connected without overwhelming the other party. Sometimes, a quick message has more impact than a meticulously crafted email. Some prefer LinkedIn, while others may appreciate a good old-fashioned phone call. And, of course, sharing a meal is often the most enriching way to connect. Knowing a contact’s communication preferences makes all the difference.

The content of these communications should be timely and meaningful. Checking in to ask how things are going, both on a personal level and with their company, is effective. Sharing upcoming opportunities that clearly benefit employers and inviting constructive feedback can strengthen ties. Transparent input is invaluable for teams committed to growth, but acting on it is just as essential. While listening is crucial, follow-through is where trust is genuinely built.

Aligning Internal Teams for Successful Engagement

Effective communication isn't just external; internal team alignment is equally critical. Everyone involved must be on the same page, especially whether your model involves relationship managers or individuals with historical connections. Clarity on who’s communicating, what the message is, and when it’s being sent can reduce confusion and build external confidence.

The confidence that the juice is worth the squeeze often comes from measuring relationships. Both data and experience tell the story. Monitoring touchpoints, event participation, job postings, hires, and revenue can provide insight. But beyond the numbers, signals are also important. Are employers returning to events? Are they referring others? Honest feedback can indicate whether there is an engaged, growing partnership.

Leveraging Technology for Better Outcomes

The beauty of technology is that we don’t need to rely on guesswork. Platforms like 12Twenty and Handshake, along with CRMs like Salesforce or Slate, can provide invaluable tools to help us stay focused and intentional. In the Robinson College of Business Office of Graduate Business Programs at Georgia State University, we often say, "Systematize, streamline, and simplify." The system driving your operation truly matters.

Celebrating Successes to Strengthen Relationships

Don’t overlook the power of celebration. Recognition plays a vital role in strengthening relationships. Whether through a quick social media shoutout, a newsletter spotlight, or a grand celebration like the Robinson ‘Que, acknowledging your champions is crucial. Knowing who is invested in your mission can enhance trust and continuity.

The Long Road to Trust

Trust takes time and doesn’t develop overnight—and that’s okay. Meeting deadlines, keeping promises, following up when it matters, and committing to follow-through are essential. DWYSYAGTD: Do what you say you are going to do. Honesty with employers is key. Be upfront about students' skills, readiness, and engagement. Every campus has its limitations, and transparency helps build credibility.

Think of the partnership, not just the pitch. Employers want to have a hand in shaping what comes next. While direct recruitment events like career fairs remain crucial, many employers are increasingly eager to contribute to student development. When they invest in students, they foster loyalty and long-term commitment.

Maintaining Connections Over Time

Strong employer relationships don’t emerge from quick wins. They develop through consistent communication, thoughtful evaluation, and steady trust. Over time, these relationships can evolve into vibrant communities—networks filled with support, insight, and opportunities. When nurtured well, they become a gift that keeps on giving.

Fortunately, associations like A+ exist to support this ongoing work. They bring together employer relations and recruiting professionals who are committed to building partnerships that last.

Expert Tips for Building Stronger Relationships

• Communicate with Purpose: Ensure your messages are clear and timely. Stay in touch with employers but avoid overwhelming them.

• Utilize Technology: Tools like 12Twenty or Salesforce can help track your communications and keep you organized.

• Pay Attention to Signals: Go beyond the numbers and observe employer feedback and repeat participation; these indicate strong relationships.

• Celebrate Your Champions: Recognize employers who support your students, whether through social media shout-outs or newsletter features.

• Focus on Long-Term Partnerships: Strive to build lasting relationships, not just fill job openings. Employers should feel part of your students' development.

  
  

About the Author

Dr. Phenix Culbertson

Phenix Culbertson, DPA

Associate Director, Employer Relations

Robinson College of Business, Georgia State University

Dr. Phenix Culbertson is a forward-thinking educator and public administration professional. He is passionate about integrating emerging technologies into education and workforce development. As the Associate Director of Employer Relations at Georgia State University's Robinson College of Business, he leads innovative strategies that connect graduate students with industry leaders.

With a Doctorate in Public Administration from Valdosta State University, Dr. Culbertson's research focuses on how Virtual Reality (VR) and Artificial Intelligence (AI) innovations can benefit career centers. His expertise in strategic planning, technology adoption, and inclusive workforce development makes him a sought-after speaker on AI, career readiness, and the future of work.

Dr. Culbertson has presented at various conferences, sharing insights on how immersive technologies are reshaping career preparation. His work advocates for the role of innovative technologies in expanding opportunities for underrepresented populations.