Students go to college to earn a degree and pursue their dreams. They’re doing all of this work in hopes of getting noticed by employers. It’s an exciting yet scary time for students. Not all employers are making themselves visible to the college market, but GE is stepping outside of the box to attract this demographic.
GE is your parent’s company, which means people believe that it’s old school and not for the younger generation. On the contrary, GE is quite innovative and wants to prove this to millennials. They created TV ads on late-night comedy shows such as “The Late Show with Stephen Colbert” and “The Tonight Show Starring Jimmy Fallon.” There has been a lot of buzz around these late-night shows, and GE wanted to capitalize on the audience.
Targeting this campaign by college campuses would be just as effective. The idea is to place your message where students are. College students are watching comedy shows as well as walking around their campuses. Most students are also hyper-alert to anything concerning a job, so as a company looking to hire graduates or interns, these are great tactics to employ.