Recruiting
    Revolution
        Brian Wm. Niles


                              1




    Millennials +
   the Internet ...
When Will the Millennials Arrive?
Born in 1982                                                             Next Generation...
Millennial Misconception
           “Lazy and Irresponsible”

                Look at their parents
            Look at th...
Recruiting Revolutions
 0.0       Pre 1972   Admissions as Paper Processing
 1.0        1972      Aggressive Marketing Cam...
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...
When Megan Gill broke up with her boyfriend
in November, it wasn’t easy, but she gritted her
 teeth and did the inevitable...
96%
  Teens Using Social Networking Tools
        National School Boards Association, 2007


                             ...
71%
      Started their College Search Before their Junior Year
                             Eduventures, 2007




       ...
25%
 First Point of Contact was the Admissions Application
         Informal TargetX Survey of Undergraduate Admissions Cl...
College Website Activities by High School Juniors
          Activity                                                      ...
Stories not Stats.
People not Programs.

                                                            34




    Tell Bette...
True Integration
In Print > Online > In Person


                                  37




  It’s About Making
Authentic Co...
Death to the Viewbook!
  Introducing the Storybook


                              40




                              41...
43




44




45
71%
 Campus Visit was the Most Trusted Source of Information
          (Followed by the College’s Website)
               ...
49




                                                Transparency
                                               Differe...
Rethink the Budget
   Distribution Print vs. Web, On-Campus vs. Off
           Stop the “have to” Activities
Focus on what...
Tell Better Stories
    Stories not Stats. People not Programs.
         Must be real, unique and recent.
             Let...
Your Bookshelf




                                     58




The Knowledge Center
  knowledgecenter.targetx.com



     ...
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TPR Event: Recruiting Revolution

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Presentation by Brian Niles about the recruiting revolution to a group of enrollment managers at a Princeton Review event at Drexel University

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TPR Event: Recruiting Revolution

  1. 1. Recruiting Revolution Brian Wm. Niles 1 Millennials + the Internet = _________ ??? 2 GI Generation (83-106) Silent Generation (65-82) Baby-Boomers (47-64) Generation X (26-46) Millennials (4-25) New Silent Generation (0-3) 3
  2. 2. When Will the Millennials Arrive? Born in 1982 Next Generation Rising Graduate College High School Elementary School Boomer Parents GenX Parents 4 Millennial Traits Team-Oriented, Pragmatic, Conservative Closer to their Parents than Previous Generations Raised with a Mouse in their Hands Set and Reach High Standards 5 Helicopter Parents Blackhawk Parents Stealthy Parents 6
  3. 3. Millennial Misconception “Lazy and Irresponsible” Look at their parents Look at the education system 7 More on the Way! 8 1994-2018 Projected Change in High School Graduates 61 53 49 19 17 15 New England Middle States South Midwest Southwest West 9
  4. 4. Recruiting Revolutions 0.0 Pre 1972 Admissions as Paper Processing 1.0 1972 Aggressive Marketing Campaigns 10 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 11 Recruiting Revolutions 0.0 Pre 1972 Admissions as Paper Processing 1.0 1972 Aggressive Marketing Campaigns 1.5 1993 Information Moved to the Internet 12
  5. 5. Where Most Colleges Are Today Special Thanks to Bob McCullough, Ursinus College 13 Preferred Online Communication Tools IM Casual Conversations SMS with Friends What We Use to Talk Email to “Old People” Pew Internet & American Life Project, Teens and Technology, July 2005 14 Interactive Recruiting Tools Using Piloting Email Campaigns 1 7 Search Advertising 2 8 Online Chats 3 5 Search Optimization 4 6 Online Videos 5 1 Blogs 6 2 Social Networks 7 4 Podcasts 8 3 Interactive Marketing Channels to Watch in 2008, Tim Copeland, SunGard Higher Education, March 2008 15
  6. 6. 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 Web 2.0 17 Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products. 18
  7. 7. When Megan Gill broke up with her boyfriend in November, it wasn’t easy, but she gritted her teeth and did the inevitable: she changed her relationship status on her Facebook page. Time Magazine, January 1, 2007 19 Prosumer Producers & Consumer Content Creators Social Advertising 20 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 21
  8. 8. 96% Teens Using Social Networking Tools National School Boards Association, 2007 22 22% Teens Have Uploaded Video they Created National School Boards Association, 2007 23 9 Hrs Spent on Social Networking Sites per Week (compared to 10 hours watching TV) National School Boards Association, 2007 24
  9. 9. 71% Started their College Search Before their Junior Year Eduventures, 2007 25 50% PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade) College Board, 2006 26 13% Started their College Search in Eighth Grade or Earlier! Eduventures, 2007 27
  10. 10. 25% First Point of Contact was the Admissions Application Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2006 28 75% Students Spend Researching Colleges Online Harris Interactive, 2004 29 84% Use the College’s Website Most Heavily in their Research Eduventures, 2007 30
  11. 11. 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. 31 Recruiting 2.0 You are no longer in control of the conversation. who, when, what & how 32 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. 33
  12. 12. Stories not Stats. People not Programs. 34 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 35 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006 36
  13. 13. True Integration In Print > Online > In Person 37 It’s About Making Authentic Connections. 38 Small, Liberal Arts College Edge of Medium Size City Average Infrastructure Similar Academic Programs Above-Average Cost 39
  14. 14. Death to the Viewbook! Introducing the Storybook 40 41 42
  15. 15. 43 44 45
  16. 16. 71% Campus Visit was the Most Trusted Source of Information (Followed by the College’s Website) Eduventures, 2007 46 Stage Authentic Experiences Recreate Campus Visits, Receptions and Events Make them Memorable. Make them Interesting. Make them Authentic!! Set the Expectations. Understand Visitor’s Needs. Customize the Visit When Possible. Eliminate Negative Cues - Now! 47 You must design the customer experience or the customer will design it for you. Tom Peters 48
  17. 17. 49 Transparency Differentiation Connections Stories Profiles 50 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 is King! 51
  18. 18. 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 52 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 53 Embrace Parents Collect their Email Address Collect their Name too! Have a parent communication plan Involve them in on-campus events Host them in online chats, blogs, etc. 54
  19. 19. 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 55 Stage Better Experiences Recreate Campus Tours & Open Houses Make them Memorable. Make them Interesting. Set the Expectations. Understand Visitor’s Needs. Customize the Visit When Possible. Eliminate Negative Cues - Now! 56 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. 57
  20. 20. Your Bookshelf 58 The Knowledge Center knowledgecenter.targetx.com 59 Recruiting Revolution Brian Wm. Niles CEO, TargetX | niles@targetx.com 60

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