Recruitment in the PHCP/PVF industry requires a “no stone left unturned” approach if distributors, manufacturers and independent reps are going to meet current and future staffing needs.

ASA continues to provide tools and resources for members to augment their local recruitment efforts through its Project Talent strategic initiative. The ASA Recruiter Toolbox offers resources to help members recruit high school, trade school, community college and four-year college or university students and graduates.

Externally available tools also play an important role in attracting talent. Handshake is one such tool. Handshake is an online platform that provides employers access to a large network of college students and recent graduates, enabling them to post jobs, internships, and participate in virtual career fairs to directly recruit talent. It essentially acts as a dedicated job board specifically for early career hiring.

Below is a suggested step-by-step plan to help PHCP/PVF companies use Handshake effectively for university and early-career recruiting. These steps focus on setting up a strong employer presence, creating compelling job postings, and building valuable university partnerships.

Establish a polished company profile that stands out to students and recent graduates

• Register Your Company
  1. Create an employer account linked to your company’s official email domain.
  2. Make sure all company information, such as website, location, etc. is accurate and up to date.
• Create a Compelling “About” Section
  1. Use concise, engaging language to describe your company’s mission, culture, and values.
  2. Include key differentiators such as notable products and services, awards, and community impact.
• Highlight Employer Brand and Culture
  1. Upload high-resolution images or videos that showcase your office, employee testimonials, or team events.
  2. Emphasize your employer brand with information about benefits, perks, and opportunities for growth.

Build strong university relationships and deeper connections with career services teams

• Identify Target Universities
  1. Determine which colleges and universities best align with your target talent pools.
  2. Use Handshake’s filters to find and “follow” institutions that match desired programs or geographic areas.
• Connect with Career Services
  1. Introduce your company to career centers at partner universities to increase brand awareness.
  2. Ask about existing events, job fairs, and student organizations where you can engage students.
• Leverage Virtual and In-Person Events
  1. Host or attend career fairs, info sessions, and networking events.
  2. Share company presentations, panel discussions, or Q and A sessions to build trust and familiarity.

Post attractive job listings to attract a higher number of qualified candidates

• Write Clear, Detailed Job Descriptions
  1. Include essential responsibilities, required and preferred qualifications, and potential career paths.
• Use Keywords for Better Visibility
  1. Incorporate role-specific keywords such as “data analytics,” “sales leadership,” or “supply chain management” to improve search ranking.
  2. Highlight relevant skills or software that candidates might search for.
• Be Transparent About Compensation and Perks
  1. When possible, share salary ranges or starting wages, sign-on bonuses, or unique benefits.Early-career candidates often value growth opportunities and are interested in training, mentorship, or tuition support details.

Utilize Handshake’s engagement tools to drive higher response rates from students

• Direct Messaging and Campaigns
  1. Reach out to students in your target demographic with personalized messages.
  2. Keep communications clear and brief.
• Segmented Outreach
  1. Leverage Handshake’s student profiles and filters including preferences such as major, graduation year, location preference to tailor your outreach.
  2. Craft different message templates for various target groups such as sales interns vs. operations interns.
• Handshake’s Early Career Social Network
  1. Handshake’s social media feed to bring together students, employers, and career services where they can post photos, videos, and other content.
  2. Early career job seekers can engage with the content you create and share to build and boost your brand and career opportunities.
• Follow-Up and Ongoing Communication
  1. After events or fairs, promptly follow up with interested candidates.
  2. Keep them informed about the application process, next steps, and company happenings.

Participate in Handshake events and virtual fairs to create brand awareness among students

• Register Early for Career Fairs
  1. Browse upcoming Handshake-hosted or school-hosted career fairs.
  2. Book your virtual or in-person booth early to secure high student traffic.
• Prepare an Engaging Fair Presence
  1. Set up schedules for one-on-one conversations or group sessions.
  2. Ensure your reps are informed about job postings, company culture, and next steps for interested candidates.
• Optimize Group Sessions
  1. Offer short, interactive presentations about the company and open roles.
  2. Include a Q and A segment to gather student feedback and answer questions.

Streamline candidate screening and communication

• Leverage Handshake’s Applicant Filters
  1. Sort incoming applicants by major, GPA, or other relevant criteria to prioritize high-potential candidates.
  2. Maintain a quick turnaround time by scheduling interviews or screening calls promptly.
• Implement a Consistent Hiring Process
  1. Maintain regular touchpoints such as email updates, interview scheduling and offer letters.

Use data and insights to improve recruiting to improve candidate quality

• Review Handshake Analytics
  1. Track application volume, open rates for campaigns, and event attendance.
  2. Identify trends such as which schools or majors generate the most qualified applicants.
• Engage in Continuous Optimization
  1. Tailor your messaging and job descriptions based on analytics.
  2. Experiment with different job titles, listing durations, or benefit highlights to measure changes in applicant quality.
• Scale Successful Strategies
  1. Concentrate efforts on schools, programs, or outreach channels with the highest return.
  2. Streamline or discontinue less effective tactics, and redirect resources to activities delivering the best results.

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By considering these steps, your company can optimize its presence on Handshake, strengthening both your brand and recruitment outcomes. From setting up a standout company profile to leveraging data and analytics, each phase in this plan helps you connect with top student talent and build lasting relationships with universities. Effective use of Handshake creates a strategic advantage in early-career hiring — leading to a dynamic, diverse pipeline of future leaders for your organization.

Handshake offers a free Basic plan for employers which includes most of the features listed above. There are also additional plans and add-ons for a fee depending on your specific recruitment needs. Tools available for an additional fee include unlimited direct messaging, segment outreach, campaigns, and advanced analytics.

Please visit the online Recruiter Toolbox, an exclusive recruitment benefit for ASA members. The Toolbox contains countless resources to assist you with the items above and level up your recruitment including a “Handshake Best Practices Checklist.”

Project Talent is one of four mega goals included in the American Supply Association’s strategic plan. This goal includes the objective of developing and implementing a program to attract and grow the number of talented workers taking advantage of fulfilling career opportunities in the PHCP/PVF Industry.