Firstly, because they benefit both students and employers. For most employers, improving brand recognition is a constant struggle, while for students, standing out in a huge list of resumés can be challenging. Familiar faces and logos are always favoured, whether consciously or not. Seizing every opportunity for recognition is the best way to jumpstart your career!
Secondly, because networking matters! Networking is using contacts to get information, advice or referrals. Contacts can range from your closest friends to professionals you have met before. A surprising number of jobs can be found through friends, relatives and personal contacts. Networking is also proactively developing your contacts and connecting with people; it is asking people if they are aware of job openings for someone with your qualifications or if they know other people who can help you locate unadvertised jobs. If done well, it can actually lessen your job search time by turning personal contacts into interviews and, hopefully, job offers.