14 tips for government agencies hiring students, recent grads for early career marketing and advertising roles

We’ve gathered invaluable advice from industry professionals regarding how local, regional, and federal government agencies — small and large — can better attract the brightest college students and recent graduates to marketing and advertising roles. From implementing mentorship programs to connecting via campus events and internships, here are 14 tips from marketing experts to heads of marketing.

• Implement Mentorship Programs
• Promote Transparency and Innovation
• Feature Authentic Employee Testimonials
• Build a Resonant Employer Brand
• Open Jobs to External Talent
• Emphasize Impactful Work and Growth
• Showcase Creativity and Campaign Impact
• Promote Inclusivity and Social Causes
• Offer Work Flexibility and Remote Options
• Adopt Latest Marketing Technologies
• Engage Through Social Media Platforms
• Position as Impactful Public Service
• Showcase Expertise and Advanced Tech
• Connect via Campus Events and Internships

Implement Mentorship Programs

I believe offering mentorship programs is a powerful strategy to attract college students and recent graduates in marketing and advertising roles. Mentorship programs provide new hires with guidance, support, and a clear path for career development, which is incredibly appealing to young professionals entering the workforce. These programs help mentees build valuable relationships with experienced employees, offering them insights and advice that accelerate their learning and integration into the agency. 

Furthermore, mentorship leads to a supportive and inclusive work environment, enhancing job satisfaction and retention. By highlighting the agency’s commitment to professional growth and development, mentorship programs make the agency more attractive to ambitious, career-focused individuals. This is a win-win approach that benefits both the new hires and the organization.

Dan Tabaran, Marketing Expert, Influencity

Promote Transparency and Innovation

As Head of Marketing and Recruitment for a tech-based educational institution, I deeply understand what attracts students and graduates to specific job opportunities. My key advice to a governmental agency would be to embrace transparency, innovation, and development opportunities in their marketing and recruitment process. 

College students and recent graduates are not just looking for a job; they are seeking a learning journey. Detailed job descriptions that showcase the potential for personal growth and skill development can make a position more appealing. In addition, modern communication channels, including social media and interactive webinars, can improve engagement. 

Finally, promoting the agency’s impactful work can give potential applicants a clear sense of purpose, demonstrating that their work contributes to society’s betterment. At our institute, we’ve seen a significant uptick in enrollment since implementing these strategies.

Greta Maiocchi, Head of Marketing & Admissions, OPIT

Feature Authentic Employee Testimonials

I believe showcasing employee testimonials is crucial advice for any large governmental agency seeking to attract college students and recent graduates in marketing and advertising. Testimonials offer invaluable insights into the agency’s culture, work environment, and career growth opportunities directly from the perspectives of current employees. Young professionals today are highly influenced by peer experiences and seek authentic narratives that resonate with their career aspirations. 

By featuring testimonials, the agency can humanize its brand, build trust with potential candidates, and provide tangible examples of career progression within the organization. This approach not only improves transparency but also allows candidates to envision themselves thriving in a supportive work environment, making it a powerful tool for recruitment and talent acquisition strategies.

Ira Prevalova, Marketing Director & Team Leader, Adverity

Build a Resonant Employer Brand

In my experience, the single most effective piece of advice I’d offer is to build a compelling employer brand that resonates with the values and aspirations of the younger generation. Today’s college students and recent graduates are not just looking for a paycheck; they want to work for organizations that prioritize innovation, social responsibility, and personal growth.

Highlighting how your agency makes an impact, showcasing real stories of young professionals thriving in your organization, and clearly demonstrating pathways for career advancement can significantly enhance your attractiveness to this demographic. Engaging with students through interactive workshops, internships, and social media campaigns can also create a lasting impression and foster a sense of community and belonging well before the job application process even begins.

Rohit Vedantwar, Co-Founder and Director, Supramind.com

Open Jobs to External Talent

One piece of advice I’d give a large governmental agency looking to attract college students and recent graduates in marketing and advertising is to get more proactive in recruiting at both middle and upper levels. The government really needs to open up more jobs to outside competition rather than mostly promoting from within. Sure, you might lose some talented internal employees, but that could be a small price to pay to bring in fresh talent from the outside. 

From what I’ve seen, most graduates, even those who’ve only worked outside government, still view government roles as part of a public service career. Interestingly, many folks who’ve worked in nonprofit or private sectors often end up working on projects funded by the government. For example, about 30 percent of those coming from the private sector and 27 percent from nonprofits said they spent most of their work time on government-funded projects. However, these mid-career graduates often find it really tough to break into government roles directly because of these barriers.

Patrick Beltran, Marketing Director, Ardoz Digital

Emphasize Impactful Work and Growth

To attract top college grads for marketing and advertising, government agencies should highlight the meaningful work they do and the impact graduates can make. Imagine using your skills to tackle important issues and make a real difference. Government jobs also offer great chances to learn and grow, with mentorship programs and clear paths for career advancement. This focus on purpose and development is a big draw for young professionals just starting out.

Tom Jauncey, Head Nerd at Nautilus Marketing, Nautilus Marketing

Showcase Creativity and Campaign Impact

My advice to a large governmental agency seeking to attract college students and recent graduates for marketing and advertising roles is to highlight the creativity and impact of the work. Showcase how they can use their skills to drive meaningful change and contribute to important causes. Use engaging, visually appealing content on social media and at career fairs to share stories of current employees, internship experiences, and innovative projects. 

Emphasize professional growth, mentorship opportunities, and the chance to work on diverse and impactful campaigns. This approach will appeal to their desire to make a difference and join a dynamic, supportive environment.

Damar W, Content Writer, Explainerd

Promote Inclusivity and Social Causes

Generally speaking, Gen Zers now have more character and are not afraid to show it—they yearn for inclusivity, fairness, and other causes, including gender equality, disability rights, and environmental sustainability. This generation values authenticity and seeks employers who preach these values and practice them in their day-to-day operations.

I’d say that inclusivity and representation are CRUCIAL for these employees in marketing and advertising roles; companies and agencies are expected to foster diverse environments where everyone, regardless of their gender identity, sexual orientation, race, or physical abilities, feels valued and seen. In terms of disabilities, Gen Z advocates for equal opportunities, accessible workplaces, and the provision of resources that cater to varying needs. Governmental agencies can attract and retain this dynamic and socially conscious talent pool if they can promote a message of genuine inclusivity and align job roles with causes that matter to them.

Tristan Harris, Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Offer Work Flexibility and Remote Options

As the head of marketing, I remember the difficulties I encountered when looking for my first job in marketing. The biggest issue was connecting studying and professional work at the same time. Usually, governmental agencies tend to work on a fixed schedule, resembling the 9-5 hustle more than current trends. Often, it’s also an on-site position, which really shouldn’t be required from the marketing department—there are only a few things that cannot be done from home. 

So, providing flexibility to your future employees in terms of working hours and the option for a remote position should give you a significant advantage in the recruitment process and open many new doors to the top of the talent pool among college students.

Martin Kanaan, Head of Marketing and Business Development, Makolab

Adopt Latest Marketing Technologies

In my professional experience of 15+ years in digital marketing, I’ve learned that to attract young talent in the marketing and advertising industry, it’s crucial for a large governmental agency to present itself as innovative and steadily ahead of advancements. Marketing is a fast-paced industry, and it’s important to show Gen Z, who are digital natives, that you are part of that evolution. 

One actionable piece of advice is to adopt the latest marketing technologies and showcase these initiatives. Think social media competitions, VR/AR experiences, and influencer partnerships. Additionally, emphasize development opportunities like mentoring programs, workshops on the latest marketing trends, and access to industry events. Showcasing success stories is a powerful tool to persuade graduates that your agency can be the launchpad for their careers.

Eva Miller, VP of Marketing, Digital Silk

Engage Through Social Media Platforms

When I graduated from university, it was overwhelming to find a job with so many available offers. But I knew I wanted a role where I could make an impact and always grow professionally. Now, as a marketing manager, I see what truly attracts young talent to organizations. Since the target job is in marketing and advertising, the best way to attract recent graduates would be through social media.

Everyone from Generation Z right now uses social media on a daily basis; they basically live there. So my best advice is to build a strong presence there. You can easily engage with students and graduates on such platforms as Instagram, LinkedIn, and TikTok.

Once, I was scrolling through LinkedIn and saw a post about a young employee’s journey from intern to full-time staff at one company. I remember how inspirational it was for me at that time. So try sharing stories of success similar to that. Highlight the impactful projects young employees work on. Also, give a glimpse into your agency’s culture, making it relatable and inviting.

Attract students with the unique opportunities your agency can offer: talk about the benefits, stability, and a place for growth. Mention any internships or training programs that you provide. One great technique is to occasionally host different interactive sessions on Instagram, like Q&A (especially with the graduates who already work with you), polls, quizzes, etc.

Most importantly, use unique, eye-catching visuals and videos for your content. Make sure that you’re able to catch young people’s attention from the very first sentence of your post.

Attracting recent graduates through social media is one of the most effective strategies a large governmental agency can implement.

John Kawecki, Marketing Manager, F1 Blast

Position as Impactful Public Service

To effectively attract college students and recent graduates for jobs in marketing and advertising, a large governmental agency can strategically position itself as a beacon of meaningful impact and public service. Highlighting how roles within the agency contribute to societal welfare and align with candidates’ aspirations to make a positive difference can be compelling. Showcasing tangible examples of projects that have had significant community or national impact allows the agency to demonstrate the real-world relevance and importance of these positions.

Emphasizing opportunities for professional growth and development can attract young talent. This can include structured training programs tailored to the complexities of government marketing, as well as mentorship opportunities with seasoned professionals who can provide guidance and insights into navigating public sector challenges. These initiatives not only enhance skills but also instill a sense of purpose and career progression, making the agency an attractive option for ambitious graduates seeking a fulfilling career in marketing and advertising.

Streamlining the application and hiring processes is crucial to ensuring a positive candidate experience. Simplifying the steps involved, providing clear information about roles and expectations, and maintaining transparent communication throughout the recruitment journey can help candidates feel valued and respected. This approach not only enhances the agency’s reputation as an employer of choice but also fosters a supportive environment that encourages talented individuals to contribute effectively from day one.

Tim Woda, Founder, White Peak

Showcase Expertise and Advanced Tech

What college students and recent graduates just starting in the marketing and advertising space are looking for is a dynamic and expert-led experience. To attract newly qualified talent, large government agencies need to showcase their current talent, cutting-edge campaigns, and a solid tech stack. 

In the marketing and advertising field, learning from top talent who have access to the newest tech available helps elevate graduates’ abilities fast. Of course, during their education, they’ve learned the elements needed to run a successful campaign, but learning the processes in the real world from seasoned pros using premium tech is a different ball game. 

This all helps to dispel the idea that the private industry offers a more dynamic and up-to-date experience than a governmental agency.

Tori Bell, Digital PR Specialist, PR With Tori

Connect via Campus Events and Internships

Highlighting opportunities for career growth and skill development always helps. Use campus events to connect directly with students to offer internships or entry-level programs that provide hands-on experience.

Roxana Motoc, Head of Marketing, SocialBee