The Net Promoter Score (NPS) gives you a standard way to baseline how students perceive your fair. NPS is used widely in industry by organizations wanting to gain insight on how customers view their brands. Here's a link to the site about Net Promoter Score with detailed information.
NPS can be easily adapted for benchmarking career fairs! In order to try this out, place the following question at the top of a survey you send students during or after the event. You must use exactly this language:
How likely is it that you would recommend this career fair to a friend or another student?
Students then answer with a number from 0 - 10 with 0 = Not at all likely and 10 = Extremely likely.
Based upon the score respondents provide, you can bin them into three groups.
Promoters (score 9-10) are loyal enthusiasts who will keep attending your fairs and refer other students, fueling growth of your events.
Passives (score 7-8) are satisfied but unenthusiastic students who may not attend future fairs.
Detractors (score 0-6) are unhappy students who can damage your brand and impede fair attendance through negative word-of-mouth.
To determine your NPS score, use this formula: (# of scores between 9-10)/total respondents - (# of scores between 6-0)/total respondents. Multiply the result by 100 and you get your fair's NPS score.
As an example, let's say you surveyed 100 students, with 30 of them responding with a 9 or 10, and 10 responding with a score of 0-6, your NPS would be ((30/100)-(10/100))*100 = 20.
What's a good NPS?
Anything above a 0 is good, while a score above 30 is doing very well. Keep in mind that you can have an NPS that is negative. We recommend establishing a baseline for your first use, and then comparing NPS scores for successive fairs to determine if there is improvement.
You can also use this process to find detractors and figure out what might be causing them to have a bad experience at your fair. Detractors are the most likely to do damage by discouraging others to attend, so it is important to identify and address their concerns.
You can add this question to your your existing survey, or we can make a quick survey for you with this question and add it to the app.
If you have additional questions, we'd be happy to jump on a quick call to discuss NPS further. Just use the chat icon at the bottom right to reach out and set up a time.
The Career Fair Plus Team