Reach out to schools. Work with career placement offices at local schools to promote your contest and find interested students.
Get the media involved. Teaming up with the press -- whether it's a national magazine or a local morning show -- will help you get the word out about your contest. Plus, 15 minutes of fame is an alluring prize. Some media outlets may even be willing to co-sponsor events or chip in scholarship money.
Put in the time. If you want to get students excited about your company and your industry, employees will need to spend a lot of time teaching them. Let them shadow employees. Show the students how the business works, and tutor them on the software your company uses.
Make the internship attractive. Students may not compete so fiercely if the prize is getting to make copies and fetch coffee. The winner of the internship should have the opportunity to work side by side with employees on a meaningful project.