A Career Fair Social Video Collaboration With Columbia & Barnard Students That Yielded Record Engagement

Opportunity

Career counselors at the Center for Career Education (CCE) identified a trend during student appointments, in which they expressed anxiety about professional attire for in-person career fairs and the hybrid workplace.

Creative Execution & Strategy

I decided to produce a social video in the form of a fit check, which would highlight the range of appropriate professional attire and the diversity of Columbia’s student body, while promoting attendance at future in-person events and engagement on social.

I enlisted the help of our student ambassador, who I co-managed, to walk up to students and capture bites of video during the first Fall Undergraduate Career Fair since 2019. More than 30 students were willing to participate and shared their Instagram handles with us, eager to share with their friends.

What's a 'Fit Check'?

A "fit check" is a popular social video style that offers a quick review of someone’s outfit, often to solicit feedback from peers.

Results and Impact

• As of November 2024, the reel has the highest # of plays and widest reach of the Center’s social video content to date: 8,900+ plays and 7,000+ reach!

• The use of a then-trending remix of Kate Bush’s “Running Up That Hill” also yielded cross-generational appeal.

• 20 Columbia University and Barnard College undergraduate students were featured in the video, including junior Evita Griskenas who was an Olympic Rhythmic Gymnast representing the United States in the 2024 Summer Olympics in Paris and the 2020 Summer Olympics in Tokyo.

• The post is included in all career fair event descriptions and is shared as a resource by counselors.