NorQuest College Leads the Charge in AI-Enhanced Career Fairs

On March 3, 2026, NorQuest College in Edmonton, Alberta, hosted its annual Career Fair, drawing over 2,500 students and featuring 52 employers from sectors like healthcare, education, and government. This hybrid event blended time-tested networking with cutting-edge artificial intelligence (AI) tools tailored for today's job market, where applicant tracking systems (ATS) and generative AI (GenAI) dominate hiring processes. NorQuest's approach marks a pivotal shift, reinventing the career fair to equip students for an AI-driven job hunt era.

The college's Student Jobs and Careers team designed the fair to be future-focused, encouraging attendees to dress professionally, bring résumés, and engage thoughtfully. In-person elements at the Edmonton Campus included exhibitor booths in the SCFL Atrium, résumé reviews on the second floor, and free professional headshots in the Innovation Studio. Virtual panels streamed online allowed broader access, reflecting NorQuest's commitment to inclusivity for its diverse student body of over 18,000 learners speaking more than 75 languages.

Balancing Tradition and Innovation at the Fair

Traditional career fair staples remained central: face-to-face interactions with employers like Alberta Health Services, Edmonton Public Schools, and EPCOR Utilities. Madison Kine-Donahue, HR manager at St. Albert Public Schools, emphasized the irreplaceable value of personal connections. "We’re a division that doesn’t use any AI for any of our processes for hiring... We do really feel that face-to-face is the best way to get to know people," she noted, highlighting emotional intelligence that AI can't replicate.

Yet, NorQuest innovated by integrating AI boosters. A community clothing corner offered free business attire, while new booths addressed digital profiles. This hybrid model acknowledges Alberta's challenging job market, with overall unemployment at 6.4% and youth (15-24) rate at 14.1%, per Statistics Canada.

LinkedIn Lab and AI-Powered Resume Games Take Center Stage

The standout AI feature was the LinkedIn Lab, where students optimized profiles to beat ATS filters. Instructor Mahbub Mishu, from NorQuest's machine learning analyst program, supervised tech students who built interactive "online résumé games." These tools used GenAI to score LinkedIn profiles on interactivity and keyword strength. Student Connor Greer demoed one, stressing its role in professional branding: "Many people think it’s a social media thing... No, this is your professional site."

Mishu advised: “It’s about how good your profile picture is, how strong your bio is and keywords designed to attract recruiters nowadays.” He warned against casual posts, like party photos, which could derail AI scans. Complementing this, a professional photographer provided free headshots, as online marketing expert Dana DiTomaso explained: “The biggest mistake I see students make is not having a professional headshot.”

Key Sessions Demystify ATS and GenAI in Job Searches

Sessions tackled real-world hurdles. "Resume Real Talk: What Employers Are Looking For (and what Applicant Tracking Systems filter out)" taught tailoring applications for ATS, which scan for keywords amid hundreds of submissions. Another highlight, "GenAI and the Job Search," explored using ChatGPT ethically: identifying interview questions, refining résumés, and researching paths while maintaining authenticity.

• Step 1: Input job description into GenAI for keyword extraction.
• Step 2: Integrate naturally into your résumé without copying verbatim.
• Step 3: Practice responses to AI-generated questions aloud.
• Step 4: Verify outputs for accuracy and personalization.

Panels like "Career Mythbusters" and "What I Wish I Knew: Alumni Career Panel" provided employer and alumni insights, debunking myths and sharing transitions from college to careers.

Student Success Stories from the Frontlines

International student Aastha Maurya (21, from India) got her first professional headshot: “It was the first time I did a photo shoot and I was feeling like a model.” She valued the tools for competing in a saturated market. Greer aimed for an IT role, using the games to polish his profile. These anecdotes illustrate how AI enhancements empower newcomers, especially in fields like tech and healthcare where NorQuest excels.

For more career prep, check NorQuest's Career Centre resources.

AI's Broader Ripple in Canadian College Career Services

NorQuest isn't alone. Across Canada, colleges integrate AI into career support. Mohawk College promotes AI for interview prep and résumé optimization. University of Victoria's Career Services guides on AI for job matching. Concordia University hosts AI career events, while TRU offers workshops on leveraging AI at job fairs.

Waterloo's Waterloo.AI Job Fair connects AI talent with employers, and UCalgary's Tech Fest targets AI, data, and software roles. This trend reflects surging AI adoption: Canadian businesses using AI doubled to 12% from 2023-2024, per StatsCan.

Explore opportunities at higher-ed-jobs or higher-ed-career-advice for tailored strategies.

Statistics Highlight AI's Impact on Youth Employment

AI reshapes hiring, with 83-90% of bachelor's holders in highly AI-exposed jobs. Youth face barriers: entry-level roles diminish as AI automates tasks, exacerbating Canada's 14% youth unemployment in tough regions. Keywords are crucial; DiTomaso urged: “If you do not have the words the AI is looking for then you likely are not going to be screened into the next round.”

Challenges and Ethical Considerations

While empowering, AI raises issues: over-reliance risks generic applications lacking authenticity. Colleges stress human skills like communication. ATS biases demand diverse keywords. Employers like St. Albert Schools prefer in-person for "heart and soul." Balancing tech with humanity is key.

Future Outlook: Hybrid Career Fairs as the Norm

Expect more AI integration: predictive matching, virtual reality networking. NorQuest's model sets a blueprint for Canadian colleges amid AI's growth. With federal AI strategies and talent pipelines, higher ed must evolve. LinkedIn remains No. 1, per Mishu, signaling digital profiles' primacy.

Students, beef up profiles early. Institutions, invest in AI literacy. For jobs, visit AcademicJobs Canada.

Photo by Philip Yu on Unsplash

Actionable Insights for AI-Savvy Job Hunters

• Optimize with field-specific keywords from job postings.
• Use GenAI for drafts, then personalize.
• Secure professional headshots and attire.
• Practice ATS-proof résumés via college labs.
• Network hybrid: in-person + LinkedIn.
• Leverage alumni panels for insider tips.

Ready to advance? Check how to write a winning academic CV or browse university-jobs.