At job fairs, employers should be all business

Employers, this column is for you. If you have even considered staffing a table at a job fair, I want to tell you how things look from the job seeker's point of view. If you've been out of work yourself, these observations might strike a chord:
UEveryone has printed pens to give away, but almost no one has job openings.
UThe more professional the table display, the less likely it was made with applicants in mind. It's more likely a sales display that shows the products, not the workplace.
UThe people sitting behind their tables are the ones who don't want to talk to you. If there are two people behind the same table, their chairs will be turned toward each other.
UIf the job fair is open until 5 p.m., at least a third of the tables will be packed up at 4 p.m.
UIf the job fair is held downtown, it will cost anywhere from $3 to $10 to attend, depending on parking rates.
Having staffed and hosted plenty of job fairs myself, I could write a similar list of downsides from the employers' point of view.
How often have you made superhuman efforts to staff a table, only to find no job seekers in attendance? You have to pay the same parking, and sometimes there's no arrangement made for you to eat lunch. You're stuck at the table all day, talking to job seekers who didn't even bother to dress neatly. Meanwhile, your work is piling up back at the office. Who wouldn't leave early?
So, if no one likes job fairs, why do employers and job seekers keep attending? Actually, plenty of people like this method of meeting one another. The trick for both groups is to set goals for the day and plan appropriately. In an earlier column I outlined do's and don'ts for job seekers attending job fairs.
Here's a similar list for employers at the same events:
Do
UChoose the job fair according to your company's current or future hiring goals. If you're looking for new graduates, a college fair will be a good choice. Experienced workers who have been laid off will more likely attend an event sponsored by a state work force center or professional association.
UAsk questions of the people hosting the job fair. How will they attract job seekers? Is there a media partner for the fair? Will it be held where the target audience can reach it easily? If it costs money for a table, what will be included in the fee?
UAdvertise appropriately. Posters in coffee shops near campuses will be seen by students, while job clubs are a good bet for laid-off workers. Don't forget to market to your own workers. They may have friends who want to join the company.
U Staff appropriately. Instead of bringing two people to the fair, ask a co-worker to help you set up or to split the day with you. Unless it's a very busy fair, one person can usually handle the table alone.
UAt the fair, set up your table to achieve your goals. If you're there to raise the company image, provide brochures. If you're there to screen candidates, bring job descriptions and be ready to discuss them. Put key information on paper for those times you are too busy with one person to talk with another.
U Expect to set appointments for future meetings or give out cards for follow-up contact. If you're not open to meeting people, why are you there?
UMind your table manners. Stand in front of your table or sit on a tall stool. If you are with a colleague, focus your attention outward. If you're alone, do not read the paper, make cell phone calls or indicate in any way you'd rather be someplace else.
UGo light on the gimmicks and heavy on the information. Job seekers come to job fairs for three reasons: to be considered for jobs, to learn about jobs or companies and to make contacts. But they don't get dressed up, print new r & eacute;sum & eacute;s and pay for parking so they can collect a pile of mini Snickers bars. They do not see this as a modified trick-or-treat expedition.
Don't
There's only one big "don't" in my book. Don't leave early. The job seeker who makes it to the fair after a day of work or school is the job seeker you want to meet. You're there already -- what's one more hour?
XAmy Lindgren, the owner of a career-consulting firm in St. Paul, Minn., can be reached at alindgrenpioneerpress.com.