Carter Bradley

Contextualizing 2024’s Focus on “Returns”

As you may have read last month, I spent the second half of 2024 studying cost-cutting and efficiency efforts in University Recruiting. 

Across our 260 members, we found hundreds of cases of major structural change. At this point, it is safe to say that we are seeing the largest reset to University Recruiting efforts of the last decade. 

This focus on returns falls in stark contrast with the rapid investment and expansion of the 2000s and 2010s–a period marked by sprawling early careers programs, heavy investment in campus events, and fierce competition for students. 

At first glance, the pull-back feels natural; most agree that companies over-hired in 2020-2022. But, I’ve become convinced there is something larger going on as well. There seems to be staying power to the questions members are getting about efficiency. About ROI. 

Neither of these was ever absent from UR strategy conversations. But, the consistency with which they are the headline is new.

It is rare and difficult to identify a macro shift while you’re in the middle of it. And, perhaps we are seeing nothing more than a momentary blip in the expansion mindset of the UR industry. 

But the alternate reality, where we are in the early stages of a new phase of early career engagement defined by efficiency practices and scientific management, is a large enough possibility to take center stage. 

Our work through the end of this year, culminating in our Annual Members Meeting, has focused on this shift.

• How are companies finding cost savings?
• How are they restructuring their teams?
• How are they reprioritizing resources towards short-term returns?

As we look towards 2025, I would expect this work to continue and expand. If it is true that we’re settling into a new recruiting environment, it will be our mission to study how to do that well.