Recruiting and Retention 2.0
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Presentation on Recruiting and Retention 2.0 given in Cincinnati, OH

Presentation on Recruiting and Retention 2.0 given in Cincinnati, OH

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Recruiting and Retention 2.0 Presentation Transcript

  • 1. Recruiting and Retention 2.0 Brian Wm. Niles
  • 2. Interactive Recruiting Solutions Email, Blogs, Social Networks Search Campaigns, Campus Visits Student Recruitment Manager (SRM)
  • 3. Millennials + the Internet = _________ ???
  • 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. They’re Here! Born in 1982 “New Silent Generation” Graduate College High School Elementary School Boomer Parents GenX Parents
  • 6. More on the Way!
  • 7. ... By U.S. Region
  • 8. Generational Differences
  • 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. 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. Recruiting Revolutions 0.0 Pre 1972 Admissions as Paper Processing 1.0 1972 Aggressive Marketing Campaigns
  • 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. 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. Where Most Colleges Are Today Special Thanks to Bob McCullough, Ursinus College
  • 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. 2.0
  • 17. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  • 18. Today the most important conversation is not the marketing monologue but the dialogue between your audience.
  • 19. Recruiting 2.0 You are no longer in control of the conversation. who, when & how
  • 20. It’s all about making connections online. Which is different from just being “interactive”
  • 21. E-Expectations of Undergraduates. Noel-Nevitz, 2007
  • 22. 96% Teens Using Social Networking Tools National School Boards Association, 2007
  • 23. 22% Teens Have Uploaded Video they Created National School Boards Association, 2007
  • 24. 9 Hrs Spent on Social Networking Sites per Week (compared to 10 hours watching TV) National School Boards Association, 2007
  • 25. 71% Started their College Search Before their Junior Year Eduventures, 2007
  • 26. 50% PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade) College Board, 2006
  • 27. 13% Started their College Search in Eighth Grade or Earlier! Eduventures, 2007
  • 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. 75% Students Spend Researching Colleges Online Harris Interactive, 2004
  • 30. 84% Use the College’s Website Most Heavily in their Research Eduventures, 2007
  • 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. E-Expectations of Adults. Noel-Nevitz, 2007
  • 33. 64% Prefer Website vs. Brochures E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  • 34. 63% Prefer Email vs. Direct Mail E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  • 35. 71% of Prospective Graduate Students use Instant Messaging E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  • 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. 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. 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. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  • 40. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockaides
  • 41. Stories not Stats. People not Programs.
  • 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. Some Thoughts
  • 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. Transparency Differentiation Connections Stories Profiles
  • 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. 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. 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. 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. 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. 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. 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. 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. 71% Campus Visit was the Most Trusted Source of Information Eduventures, 2007
  • 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. 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. 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. Retention 2.0
  • 59. 60% Attend More Than One College Before Graduating U.S. Department of Education, 2006
  • 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. 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. It begins in recruiting. How “authentic” were you in sales? Did you provide a financial plan?
  • 63. However, this is a technology conference
  • 64. Give them the tools they expect you to have.
  • 65. Online Registration Purchase Books Online Email & IM with Faculty/Advisor View/Pay Bill Online Participate in Social Networks
  • 66. Requires a Change in Campus Culture. Starting with the President and the Faculty
  • 67. Your Bookshelf
  • 68. The Knowledge Center knowledgecenter.targetx.com
  • 69. Recruiting and Retention 2.0 Brian Wm. Niles