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ii In this paper, the author draws on recruitment and communication theory to compare the relative effectiveness of different types of campus recruitment practices on their ability to increase potential student applicants ' level of familiarity with employers. Based on results from multiple regression analysis with data from 180 recruiting companies and 81 Master's students, the author's findings suggest that actively-engaging campus recruitment practices are associated with higher level of employer familiarity than passively-waiting practices. In addition, implicit practices and information-scarce practices are found to be associated with higher level of employer familiarity than explicit practices and information-rich practices, respectively