Job fairs benefit employers by allowing them to network with other businesses and meet potential candidates face-to-face. It also allows businesses to market themselves and create better brand awareness.
Even if a company is not currently hiring, it helps to see potential candidates up close. When looking at a stack of resumes or job applications, it is difficult to choose one. Often times, a candidate that looks good on paper doesn’t work out. These meetings at job fairs give the employer the opportunity to meet these candidates and get to know them, however briefly.
Brand awareness is also improved at job fairs, as other businesses and job seekers get to know the business. Many people stop by nearly all booths at a job fair, even if they are not particularly interested in some. This lets them discover new companies and learn information about them. Even if a candidate isn't qualified to work for a company, he might remember the name and keep it in mind for other avenues.
Job fairs also have some excellent networking opportunities. Businesses can learn more about their competitors while also getting to know other business professionals in their industries. It is not uncommon for a business partnership to be made at a job fair, similar to those made at trade shows.