Top Ten Recruitment Strategies
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Topics include best practices for student recruitment, optimizing the prospective student lifecycle, integrating student recruitment efforts.
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Top Ten Recruitment Strategies
- 1. Top Ten Most Successful Recruitment Strategies Presented by Dr. Jim Black President & CEO of SEM WORKS
- 2. • Decisions are influenced by relationships • Prospective students want to be treated as individuals • Multiple channels of communication are the most effective • Every interaction with a prospective student is a “moment of truth” • Response time matters Student Recruitment Principles
- 3. All buying decisions are based on emotion and justified with logic. Determine what emotions will influence the college decision of a prospective student. Address individual emotional decision drivers.
- 5. AlumGraduate2-4+ Years1st YearEnrolledAdmitAppInquiryInquiryProspect Recruitment Outreach, Broadcast Media, Website, College Planning Videos Process/Marketing Communications, Social Media, Events, Program Marketing Viewbook Fulfillment (High School/ UG Adult Students/ Graduate Students) Process/Successs Communications, Social Media, Events, Video Tutorials Success Communications, Success Plan, Early Intervention, Advising, Video Tutorials Application Completion Communications Orientation, Advising, Registration Loyalty and Advanced Degree Recruitment Communications, Advising, Faculty Mentoring Transition Plan, Loyalty Communications Re-enrollment & Referral Campaign, Social Media Former Students Current Students Future Students
- 6. Source: Academica Group, 2013
- 7. Recruitment Model Integrated Student Recruitment EFFICIENCY EFFECTIVENESSRelationship Management Communications Flow Outreach Web Strategy Admissions Office Graduate Studies Continuing Education Academic Units Marketing Marketing Print Strategy
- 9. • Outreach • Direct mail solicitations • Schedule of courses • Postcard teasers • Point of sale posters • Search engine optimization • Pay per click • Advertisements Strategy 1: Lead Generation
- 11. Transfer Lead Generation • Purchase community college Phi Theta Kappa search lists through Collegefish.org • Continue to use high school lists purchased over the past two years • Leverage the National Student Clearinghouse to identify admits from the past two years who elected to enroll initially at a community college • Request lists of future graduates from area community colleges
- 12. Graduate Student Lead Generation • Fairs • Purchase GRE and GMAT lists • Recruit your current undergraduates • International agents
- 13. A Balanced Student Recruitment Strategy
- 14. The School Visit
- 15. Territory Management Top Prospects Tier One Schools Tier Two Schools Tier Three Schools ROI Prospects most likely to be influenced Schools yielding 25% or more of the institution’s enrollment Schools yielding 5% - 24% of the institution’s enrollment Schools yielding fewer than 5% of the institution’s enrollment
- 16. Strategy 2: Inquiry Capture and Response 1 2 3 5 46 Walk-ins Email senders Website visitors Contacts with others ISAR & Test Scores Call-ins Applicants
- 17. “It used to be that the big ate the small. Now the fast eat the slow.” Geoff Yang, Institutional Venture Partners Fast or Forgotten
- 18. Speed is expected. There is no WOW factor. Without technology, it is impossible to deliver anything fast enough to satisfy your students. Speed must be a strategic direction of your organization...to thrive.
- 19. Strategy 3: Multiple Communication Channels 6% 22% 22%9% 3% 5% 3% 2% 1% 15% 10% 1% Web Web Portal Email Print Microsites Facebook Twitter Text Messaging Auto Calls Phone Web Chat Blogs
- 22. • Project manager/analyst • Content developer • Graphic/web designer • Multimedia/social media coordinator • Web developer (coding) Content Experts Current Student Comm Website Portal Prospective Student Comm Example text High School Students Graduate Students CE Students Transfer Students Minority Students Persona Experts International Students
- 23. Communication Plans • Integrated campus-wide plan • Project plans • Resourced properly • Rethink structure and staffing • Leverage CRM capability • Learner-centered • Student engagement • Shaping word-of-mouth
- 24. Strategy 4: Student Relationship Management Learn from every encounter.
- 25. Student Relationship Management • Preferences • Goals • Needs • Expectations • Service transactions
- 26. Relationship Strategies • Calls with no purpose • Generic communications • Lack of personalization and customization • Failure to prepare for the campus visitor • Slow response to requests for information • Too much time in tertiary markets • Focusing on things that don’t matter
- 27. Relationship Strategies • Personal attention • A developmental approach • Addressing motivators and barriers to enrollment • Emotional appeal during campus visits • Clearly articulated selling points • Distinguishing your institution from competitors • Keeping the student on track • Connections
- 28. Stay Connected • Peer to peer • Student to faculty • Student to institution
- 30. Audience Segmentation Audience Segmentation Student Type Goal Intent Campus Program
- 32. Market Segment Attribute/Value Benefit Adult learners A caring and supportive faculty Someone will always be here to help you with questions, academic concerns, and practical matters associated with your education Online learners Flexible, convenient learning options You can conveniently get an education from anywhere in the area as well as the world Workforce development learners Practical learning for real world opportunities You can upgrade your skills and knowledge allowing you to improve your performance, increase your value to your company, and enhance your potential for job mobility Stop outs A commitment to student success You already know the college, and you know we will do whatever it takes to help you achieve your educational and career goals
- 33. International Student Recruitment Infrastructure: Regional recruitment coordinators, qualified agents Influencers: Recruiters, agents, faculty, alumni, peers Connections: Agreements, articulations, audience- specific communications, social media
- 34. Affordability: Financial aid packages, private scholarships, and foundation support Marketing: Latino media outlets, audience segmented communications, reflecting the market, agencies Recruitment: targeted and early outreach, key influencers (family, peers, school networks), Latino recruiters and mentors, campus visits/events Challenge: Affordability for Undocumented Students Decision Factors: Institutional fit, campus climate, personal influences, financial knowledge and incentives, opportunities Hispanic Students
- 35. Transfers: Answer Two Critical Questions
- 36. A Streamlined Transfer Pipeline Build equivalency tables Timely credit evaluations Admissions advisor appointment Registration facilitation Rewards and accountability Letter of admission with credit evaluation Pre-enrollment advising Peak periods Faculty AdvisorsTransfer Counselor RoleRolling Advising/Registration RO Authority
- 37. Adult Learners
- 38. Graduate Students • Focus first and foremost on graduate program web pages – Program description – Program requirements – Program selling points – Availability of funding – Career options – Research and scholarship/assistantship opportunities – Faculty profiles – Student and alumni testimonials – Bring the program to life through multimedia and social media
- 39. Graduate Students • Invest in program-based advertising – New programs – Programs with untapped demand, capacity, and the desire to grow – Undersubscribed programs where a lack of promotion is at issue • Adopt a hybrid model of graduate recruiting – Centrally coordinated and supported – Program content experts and relational connections – Program-based recruitment plans • Engage in by-country international recruitment strategies
- 40. Readmits • It is the norm, not the exception, that students stop out during the course of their enrollment • Re-recruit stop outs • Reminder postcards, email campaigns, phone calls, leveraging degree audit systems and credential laddering, proactive advising contacts, seamless pathways to reentry, incentives to return, etc.
- 41. Strategy 6: The Campus Visit Consider everything the student has to experience before he/she gets to the service - then engineer every detail of the student’s experience.
- 42. Deliver a WOW Campus Visit!!!
- 43. Creating a Memory • Design first impressions • Personalize the visit • Tell your story • Engender emotion • Create a welcoming atmosphere • Have visitors live your institution • Surprise your visitors • Ensure tour guides are stellar • Follow up after the visit
- 44. Managing Moments of Truth Employees become institutional trust agents.
- 48. Strategy 7: The Steps to Enrolling • Call to action • Sense of urgency • Timely • Intuitive • Accessible 24/7 • Increasing commitment
- 49. Wayfinding Submit/Request Information Apply for Financial Aid Apply for Admission Are all credentials in? Admit Decision Get Advised Take Placement Test Register for Classes Pay for Classes
- 53. Strategy 8: Scholarship Leveraging GPA Unmet Need 3.0 – 3.24 3.25 – 3.49 3.5 – 3.74 3.75 – 4.0 $500 - $999 $1,000 - $1,999 $2,000 - $2,999 $3,000 - $3,999 $4,000 and higher
- 54. Merit Scholarship Front-loading GPA SAT Score 3.0 – 3.24 3.25 – 3.49 3.5 – 3.74 3.75 – 4.0 900 - 990 1000 - 1090 1100 - 1190 1200 - 1290 1300+
- 55. Merit Scholarship Front-loading • SAT search list acquisitions • Scholarship conditions: Must maintain high school GPA Must apply for admission by March 1st Must be admitted to the University Must enroll full-time in the upcoming fall term • Pilot and rollout gradually to manage risk • Scholarship recipients are eligible to apply for higher level replacement scholarships • Scholarship recipients are guaranteed acceptance into the Honors College • Consider entrance scholarships
- 56. Scholarship Packaging Scholarship Award Initial Scholarship Consideration for Higher Level Scholarships Early Registration Privileges Guaranteed Internship Leadership Training No Debt Guarantee Honors College Acceptance Assigned Mentor On-time Graduation Incentive Program
- 57. Strategy 9: Website Strategy • Marketing-oriented external focus • Visual impact • Responsive design • Value proposition • Selling points • Audience segmentation and relevance • Audience engagement • Calls to action
- 60. Photos Telling Powerful Stories
- 61. Extend the Visual Experience to Secondary Pages
- 62. Visual Pathways
- 64. Keep It Simple
- 67. Selling Points
- 68. Selling Points
- 70. Audience Channels • Process-oriented information • Infuse a marketing orientation into all channels – Audience-relevant selling points – Success stories and “exceptional outcomes” – Testimonials – Factoids – Relevant opportunities – Visual images (photography and video) • Drive audience traffic to relevant pages
- 73. Online Viewbook
- 76. Introducing the New Class
- 77. Viral Media
- 78. Student Blogs—An Authentic Source
- 79. Photo Blog
- 80. Faculty Blogs
- 81. Social Media
- 83. Calls to Action
- 84. Visit Call to Action
- 85. DeclineGrowthIntroductionConcept Maturation Strategy 10: Academic Program Innovation DeclineGrowthIntroductionConcept Maturation Market Research •Demand •Opportunity •Capacity Enrollment Support •Marke ng •Recruitment •Service Enrollment Support •Reputa on •Reten on •Capacity Management Data Support •Program Renewal •Market Research Resource Alloca on •Problem Analysis •Decision Matrix
- 87. www.semworks.net