Firms maintaining relationships with schools

A lot of people are saying that firms are coming to schools just to maintain relationships with the schools, and they really do not intend to hire anyone. My question is if schools want their students to work for these firms, why would the firms care about maintaining their relationship with the school. These firms now can pick whoever they want cause the markets are so bad. The schools should be trying to keep their relationship with the companies, not the other way around, don't you think?