Not been involved in the recruitment process directly, but I have seen what people do when they look through CVs.

Whilst at college/university, they should start building websites as a hobby. Use it as an excuse to learn some bleeding edge technologies and — more importantly — learn to apply those technologies to real situations of interest. If those hobbies turn into businesses further down the line then all the better.

It makes the difference between someone saying they can theoretically do the work based on some contrived projects and exams, to someone who actually dedicates their spare time to building and running real-world websites/services.