Abstract: Based on organizational impress management theory and brand loyalty theory, this paper focuses on those measures taken by recruiters during the recruitment forum, which can help enterprises to attract the applicants or promote their brand loyalty to the recruiter. The results of a survey of 166 respondents among three universities show that some of the measures can facilitate more CV submitting and some of the measures have effect on students’ brand loyalty directly or indirectly. Moreover, small gift can enhance students’ brand loyalty, but at the same time it has negative effect on job application behavior