Recruiting and
Retention 2.0
    Brian Wm. Niles
Interactive Recruiting Solutions
     Email, Blogs, Social Networks
   Search Campaigns, Campus Visits
 Student Recruitmen...
Millennials +
the Internet =
 _________
      ???
GI Generation (84-107)
 Silent Generation (66-83)
  Baby-Boomers (48-65)
   Generation X (27-47)
     Millennials (5-26)
N...
They’re Here!
Born in 1982                                                         “New Silent Generation”


Graduate


  ...
More on the Way!
... By U.S. Region
Generational
Differences
Generational Online Activity Differences
100




75




50




25




  0

        12-17      18-28        29-40          ...
Top 10 Web Sites Ages 17-25
                            Youth Trends and eMarketer.com, October 2006




                 ...
Recruiting Revolutions
0.0   Pre 1972   Admissions as Paper Processing
1.0    1972      Aggressive Marketing Campaigns
Traditional 1.0 Recruiting
         Begins Middle of Junior Year
        Direct Mail Search Campaigns
   Letter Series-Bas...
Recruiting Revolutions
0.0   Pre 1972   Admissions as Paper Processing
1.0    1972      Aggressive Marketing Campaigns
1.5...
Where Most
Colleges Are Today




   Special Thanks to Bob McCullough, Ursinus College
Recruiting Revolutions
0.0   Pre 1972   Admissions as Paper Processing
1.0    1972      Aggressive Marketing Campaigns
1.5...
2.0
Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
Today the most important conversation
 is not the marketing monologue but
the dialogue between your audience.
Recruiting 2.0
You are no longer in control of the conversation.
               who, when & how
It’s all about making
connections online.
Which is different from just being “interactive”
E-Expectations
of Undergraduates.
       Noel-Nevitz, 2007
96%
Teens Using Social Networking Tools
      National School Boards Association, 2007
22%
Teens Have Uploaded Video they Created
       National School Boards Association, 2007
9 Hrs
Spent on Social Networking Sites per Week
    (compared to 10 hours watching TV)
        National School Boards Asso...
71%
Started their College Search Before their Junior Year
                       Eduventures, 2007
50%
PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade)
                            College Board, 2006
13%
Started their College Search in Eighth Grade or Earlier!
                         Eduventures, 2007
>25%
First Point of Contact was the Admissions Application
       Informal TargetX Survey of Undergraduate Admissions Clie...
75%
Students Spend Researching Colleges Online
                 Harris Interactive, 2004
84%
Use the College’s Website Most Heavily in their Research
                         Eduventures, 2007
College Website Activities by High School Juniors
    Activity                                                        Do  ...
E-Expectations
  of Adults.
     Noel-Nevitz, 2007
64%
Prefer Website vs. Brochures
     E-Expectations: Graduate Edition, Noel-Nevitz, 2007
63%
Prefer Email vs. Direct Mail
     E-Expectations: Graduate Edition, Noel-Nevitz, 2007
71%
of Prospective Graduate Students use Instant Messaging
                  E-Expectations: Graduate Edition, Noel-Nevitz...
College Website Activity Discrepancies
Activity                                                       Do   Want
Financial ...
Takeaway
  Preference for Electronic Communication
   Want Details on Cost and Financial Aid
 Desire to Connect with Stude...
Recruiting Revolutions
0.0   Pre 1972   Admissions as Paper Processing
1.0    1972      Aggressive Marketing Campaigns
1.5...
64%
Believe Advertising is “Dishonest” or “Unrealistic”
                  Consumers 18-65 years old, Ad Age 2006
Marketing Immunity
 3,000-5,000 Daily Messages
       Neurological Blockaides
Stories not Stats.
People not Programs.
Tell Better Stories
Stories not Stats. People not Programs.
     Must be real, unique and recent.
         Let “them” tell...
Some Thoughts
Fix Your Website
        Strong, consistent brand image
           Focus on future customers
Obvious, consistent navigatio...
Transparency
Differentiation
 Connections
   Stories
   Profiles
Blogs & Diaries
            Entries should be short
      More than just text - add pictures!
  Hire bloggers with interes...
Social Networking
           It’s called MySpace, not YourSpace
       Trend is away from MySpace -> Facebook
Encourage gr...
Why They Choose One Over the Other
         Pew Internet & American Life Project, Teens and Technology, July 2005




    ...
Instant Messaging
        Make it an available option
    It’s an Opportunity, not a Disruption
Use away message (include ...
Email Campaigns
       Short & sweet content
   Strong, targeted call-to-action
   “From” familiar to recipients
   Obviou...
Embrace Parents
  Collect their Name & Email Address
  Get Student’s Permission, of course
Expect them and Embrace them at...
ABOUT           ACADEMICS            ADMISSIONS           ATHLETICS             NEWS & EVENTS                  RESOURCES  ...
Stage Better Experiences
    Recreate Campus Visits, Receptions and Events
   Make them Memorable. Make them Interesting.
...
71%
Campus Visit was the Most Trusted Source of Information
                        Eduventures, 2007
Rethink the Budget
   Distribution Print vs. Web, On-Campus vs. Off
           Stop the “have to” Activities
Focus on what...
Start Earlier
Brand Recognition Begins in Freshman Year
 College Search Starts in Sophomore Year
   Short List is Made Bef...
Let go.
        Remember, you’re not in control.
      Remember, they don’t trust marketers.
 Remember, they are talking a...
Retention 2.0
60%
Attend More Than One College Before Graduating
                 U.S. Department of Education, 2006
I just wasn't happy with NYU, Spradlin says as she sits in a
coffee shop after a morning of classes. Despite the fact that...
Amount of Financial Aid
   Student-Institution Fit
Only 2 of 24 attrition characteristics had a moderate or higher impact....
It begins in recruiting.

How “authentic” were you in sales?
Did you provide a financial plan?
However, this is a
technology conference
Give them the tools
they expect you to have.
Online Registration
    Purchase Books Online
Email & IM with Faculty/Advisor
      View/Pay Bill Online
 Participate in S...
Requires a Change in
  Campus Culture.
  Starting with the President and the Faculty
Your Bookshelf
The Knowledge Center
  knowledgecenter.targetx.com
Recruiting and
Retention 2.0
    Brian Wm. Niles
Recruiting and Retention 2.0
Recruiting and Retention 2.0
Recruiting and Retention 2.0
Recruiting and Retention 2.0
Recruiting and Retention 2.0
Recruiting and Retention 2.0
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Recruiting and Retention 2.0

  1. 1. Recruiting and Retention 2.0 Brian Wm. Niles
  2. 2. Interactive Recruiting Solutions Email, Blogs, Social Networks Search Campaigns, Campus Visits Student Recruitment Manager (SRM)
  3. 3. Millennials + the Internet = _________ ???
  4. 4. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (5-26) New Silent Generation (0-4)
  5. 5. They’re Here! Born in 1982 “New Silent Generation” Graduate College High School Elementary School Boomer Parents GenX Parents
  6. 6. More on the Way!
  7. 7. ... By U.S. Region
  8. 8. Generational Differences
  9. 9. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  10. 10. Top 10 Web Sites Ages 17-25 Youth Trends and eMarketer.com, October 2006 Females Males Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
  11. 11. Recruiting Revolutions 0.0 Pre 1972 Admissions as Paper Processing 1.0 1972 Aggressive Marketing Campaigns
  12. 12. Traditional 1.0 Recruiting Begins Middle of Junior Year Direct Mail Search Campaigns Letter Series-Based Communication Plans Viewbooks, Roadpieces, Department Brochures Large Open Houses and Group Tours High School Visits, College Fairs & Nights
  13. 13. Recruiting Revolutions 0.0 Pre 1972 Admissions as Paper Processing 1.0 1972 Aggressive Marketing Campaigns 1.5 1993 Information Moved to the Internet
  14. 14. Where Most Colleges Are Today Special Thanks to Bob McCullough, Ursinus College
  15. 15. Recruiting Revolutions 0.0 Pre 1972 Admissions as Paper Processing 1.0 1972 Aggressive Marketing Campaigns 1.5 1993 Information Moved to the Internet 2.0 2003 Control Shifted to the Student
  16. 16. 2.0
  17. 17. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  18. 18. Today the most important conversation is not the marketing monologue but the dialogue between your audience.
  19. 19. Recruiting 2.0 You are no longer in control of the conversation. who, when & how
  20. 20. It’s all about making connections online. Which is different from just being “interactive”
  21. 21. E-Expectations of Undergraduates. Noel-Nevitz, 2007
  22. 22. 96% Teens Using Social Networking Tools National School Boards Association, 2007
  23. 23. 22% Teens Have Uploaded Video they Created National School Boards Association, 2007
  24. 24. 9 Hrs Spent on Social Networking Sites per Week (compared to 10 hours watching TV) National School Boards Association, 2007
  25. 25. 71% Started their College Search Before their Junior Year Eduventures, 2007
  26. 26. 50% PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade) College Board, 2006
  27. 27. 13% Started their College Search in Eighth Grade or Earlier! Eduventures, 2007
  28. 28. >25% First Point of Contact was the Admissions Application Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2006
  29. 29. 75% Students Spend Researching Colleges Online Harris Interactive, 2004
  30. 30. 84% Use the College’s Website Most Heavily in their Research Eduventures, 2007
  31. 31. College Website Activities by High School Juniors Activity Do Want Inquiry Form 72% 73% Online Survey 50% 72% Personalize Site 39% 58% Forwarded Page 34% 63% Tuition Calculator 33% 88% Student Profile 31% 63% Faculty Profile 26% 69% Campus Visit Request 25% 84% Financial Aid Estimator 24% 90% Online Application 22% 86% IM with Counselor 6% 70% Navigating Toward E-Recruitment, Noel-Levitz, Inc.
  32. 32. E-Expectations of Adults. Noel-Nevitz, 2007
  33. 33. 64% Prefer Website vs. Brochures E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  34. 34. 63% Prefer Email vs. Direct Mail E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  35. 35. 71% of Prospective Graduate Students use Instant Messaging E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  36. 36. College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 27% 93% Request Campus Visit 18% 80% Completed RSVP Form 20% 77% Emailed Current Student 13% 71% Read Faculty Blog 16% 72% IM with Admissions 13% 68% Read Student Blog 19% 66% Downloaded Podcast 6% 41% Downloaded Video Podcast 6% 38% Online Chat Event 11% 35% E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  37. 37. Takeaway Preference for Electronic Communication Want Details on Cost and Financial Aid Desire to Connect with Students and Faculty Use “New” Communication Tools (Blog & IM)
  38. 38. Recruiting Revolutions 0.0 Pre 1972 Admissions as Paper Processing 1.0 1972 Aggressive Marketing Campaigns 1.5 1993 Information Moved to the Internet 2.0 2003 Control Shifted to the Student 2.1 Today Authenticity.
  39. 39. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  40. 40. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockaides
  41. 41. Stories not Stats. People not Programs.
  42. 42. Tell Better Stories Stories not Stats. People not Programs. Must be real, unique and recent. Let “them” tell the story! Can’t be authentic & have editorial control
  43. 43. Some Thoughts
  44. 44. Fix Your Website Strong, consistent brand image Focus on future customers Obvious, consistent navigation (from home page) Stories, not just facts Highlight Differentiation Update frequently (reason to return)
  45. 45. Transparency Differentiation Connections Stories Profiles
  46. 46. Blogs & Diaries Entries should be short More than just text - add pictures! Hire bloggers with interesting things to tell Create expectations - don’t censor Encourage interaction through comment posts Offer RSS feed option
  47. 47. Social Networking It’s called MySpace, not YourSpace Trend is away from MySpace -> Facebook Encourage grad assistants to share info on their Facebook Create your own college’s branded social site (possibly replacing blogs & message boards)
  48. 48. Why They Choose One Over the Other Pew Internet & American Life Project, Teens and Technology, July 2005 What We Use to Talk Email to “Old People” Casual Written IM Conversations with Friends
  49. 49. Instant Messaging Make it an available option It’s an Opportunity, not a Disruption Use away message (include email address) Promote screen name (bcards, website, etc.) AIM at least (MSN & Yahoo as options)
  50. 50. Email Campaigns Short & sweet content Strong, targeted call-to-action “From” familiar to recipients Obvious subject line - not cute Limited HTML (or text-only) Measure results & adjust accordingly
  51. 51. Embrace Parents Collect their Name & Email Address Get Student’s Permission, of course Expect them and Embrace them at events Invite them to online chats, blogs, etc.
  52. 52. ABOUT ACADEMICS ADMISSIONS ATHLETICS NEWS & EVENTS RESOURCES OFFICES Search or try the Site Directory ABOUT ACADEMICS ADMISSIONS ATHLETICS NEWS & EVENTS RESOURCES OFFICES PARENT RELATIONS Search Calendar and Events or try the Site Directory Office of Parent Relations Campus Services P A on the R E L A T quot;Partners R E N T Journeyquot; I O N S Contact Us First-time visitor? Learn more Parent Council Calendar and Events We believe that God uses the faculty, staff, students, alumni and parents of Biola Parent Relations Info Campus Services University to accomplish His work. Contact Us Hugs from Home Naturally, you as parents are excited as your sons Parent Council and daughters embark on their college careers and Resources Featured Quick Links we want to thank you so much for entrusting your Parent Relations Info Visit Biola Parent Perspectives son or daughter to us. Biola accepts this to Parent Access Current Students BSI responsibility realizing it is a tremendous privilege, Get the parent perspective on Login to Biola and we pray that your child will experience all that God desires for him or her during their New Students student information Biola. Read interviews from four here. Please remember that the Office of Parent Relations is here to serve you, feel free time Prospective Students for parents. parents of current students. to contact us at any time. Learn more Hugs from Home Parents of New Hugs from Home Students A great way for Resources parents of current Get answers to your questions as a parent of a new student to Parent Weekend students to say quot;I Biola. We also introduce youyouquot; orParent Oriention Weekend love to our quot;We're Visit Biola The Office of Parent Relations thinking about you.quot; which takes place in August every year. read » invites you to join us, October 5- 7, for Parent Weekend 2007. Resources for of Current Parents Parents Students Common Questions, Important Numbers, Location, andanswers to the questions commonly asked by parents of We have more current students, as well as information on graduation and the Olive Grove Project services and products we offer. read » Services A Biola Parents Fundraising Get connected with Parents of Prospective Students Project to build the Olive Grove Biola. Sign up for Park. See detail. our email newsletter Information for parents and The Chimes.students, including of all prospective home-schooled and international students. read » 13800 Biola Ave. La Mirada, CA 90639 Contact Biola Request Admissions Info 1-562-903-6000 Library Giving to Biola Employment Biola Ave. La Mirada, CA Room 13800 Press 90639 Contact Biola Request Admissions Info © 1996-2007 Biola University Maps & Directions 1-562-903-6000 Library Giving to Biola Employment Press Room © 1996-2007 Biola University Maps & Directions
  53. 53. Stage Better Experiences Recreate Campus Visits, Receptions and Events Make them Memorable. Make them Interesting. Set the Expectations. Understand Visitor’s Needs. Customize the Visit When Possible. Eliminate Negative Cues - Now! Get Together with Undergraduate Admissions on This
  54. 54. 71% Campus Visit was the Most Trusted Source of Information Eduventures, 2007
  55. 55. Rethink the Budget Distribution Print vs. Web, On-Campus vs. Off Stop the “have to” Activities Focus on what WILL work - Not what ALWAYS worked Doesn’t necessarily mean additional funding
  56. 56. Start Earlier Brand Recognition Begins in Freshman Year College Search Starts in Sophomore Year Short List is Made Before Junior Year Enhance Junior Year Recruiting Activities
  57. 57. Let go. Remember, you’re not in control. Remember, they don’t trust marketers. Remember, they are talking about you anyways. Remember, they want to figure out the truth. Remember, their parents are talking about you too.
  58. 58. Retention 2.0
  59. 59. 60% Attend More Than One College Before Graduating U.S. Department of Education, 2006
  60. 60. I just wasn't happy with NYU, Spradlin says as she sits in a coffee shop after a morning of classes. Despite the fact that they don't have a campus, they said “we make up for it; we're still a community; you see students all the time.” And I really didn't get that. I'd go out on the weekends, and I'd be with 30-year-old men at the bars that knew college girls were going to be there and stuff, and it just wasn't very appealing. Miranda Spradlin, NYU Student
  61. 61. Amount of Financial Aid Student-Institution Fit Only 2 of 24 attrition characteristics had a moderate or higher impact. What Works in Student Retention?, ACT (2005)
  62. 62. It begins in recruiting. How “authentic” were you in sales? Did you provide a financial plan?
  63. 63. However, this is a technology conference
  64. 64. Give them the tools they expect you to have.
  65. 65. Online Registration Purchase Books Online Email & IM with Faculty/Advisor View/Pay Bill Online Participate in Social Networks
  66. 66. Requires a Change in Campus Culture. Starting with the President and the Faculty
  67. 67. Your Bookshelf
  68. 68. The Knowledge Center knowledgecenter.targetx.com
  69. 69. Recruiting and Retention 2.0 Brian Wm. Niles

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