NAGAP 2012: "Not Everything is Bigger in Texas: Small Things That Make A Big Impact on Recruitment Efforts"

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NAGAP 2012: "Not Everything is Bigger in Texas: Small Things That Make A Big Impact on Recruitment Efforts"

  1. 1. Not Everything Is Bigger in Texas: Small Things that Makea Big Impact on Recruitment Efforts MARCUS HANSCOM ASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT AND OUTREACH UNIVERSITY OF NEW HAVEN PRESIDENT, NEGAP
  2. 2. @MarcusHanscomMaybe everything is BIGGER in Texas…
  3. 3. @MarcusHanscom…but you don’t need BIG to make a big splash!
  4. 4. @MarcusHanscom Last Year’s Assignments1. Conduct a program demographic assessment2. Do a lead generation audit3. Set up unique source pages4. Create a referral source policy5. Become a user on Google Analytics (and use it)6. Use the URL builder to create a tracking URL7. Assign revenue to lead sources for ROI
  5. 5. @MarcusHanscom Struggles of our offices• Limited staff• Limited resources• Limited expertise – Apprehension – Time to Learn – Tech overload• Limited institutional support (or apathy)?
  6. 6. @MarcusHanscom This session• Utilizing technology to “lighten the load”• Making your search for content to post on social media easy• Building brand awareness with little effort on social media
  7. 7. @MarcusHanscomWading through the masses to get something that worksTECHNOLOGY OVERLOAD
  8. 8. @MarcusHanscom Primary Issues• Misconceptions of time commitment• Leveraging technology to work for you, not create work for you• Means of acquiring knowledge / Staying current• Hiring the right people
  9. 9. @MarcusHanscom Your best tools• CRM, CRM, CRM• Our own websites• Directory Sites• Social Media (and related software)
  10. 10. @MarcusHanscom Lightening the Load: Your CRM• Toss out the “HTML graphic email” is king mentality – Keep in mind personalization, smart phones – Perception of your message• Collect any and everything… – But don’t overburden students with it• Send one-time emails to targeted audiences with program-related news
  11. 11. @MarcusHanscom Assignment #1• Create an automated, plain text email from you in your CRM – Various functions: Welcome, thank you, congrats – Not from your institution or office - you• After Completion – Compare results with your HTML messages • Read Rate • Interaction Rate • Response Rate
  12. 12. @MarcusHanscom Assignment #2• Audit your inquiry form(s) – Are you asking the right questions? – What questions are necessary?• After Completion – SHORTEN your inquiry form as much as possible
  13. 13. @MarcusHanscomLightening the Load: Our Websites• Are all student questions answered?• How big of a shovel do I need?• Not just a problem “for the marketing department”• Integration with SM• Succinct, clear messaging
  14. 14. @MarcusHanscom Assignment #3• Do a website audit for your area – Can you identify top questions you are asked and easily identify answers on your site? – How readily can students get their answers? – Focus your phone calls on students who need more in-depth information and support• After Completion: – Make necessary adjustments with your web team including content, graphics, and navigation
  15. 15. @MarcusHanscom Analytics• Key metrics to use for decision-making• Focus on specific pages instead of trying to fix an entire website• Identify strategies to improve pages to help recruitment
  16. 16. @MarcusHanscom Assignment #4• Pick one page on your website and analyze key statistics (Google Analytics or similar) to improve the page – Bounce rate, time on site, % exits… – Avoid using just one metric – Be aware of the goal of the page• After Completion – Identify a metric you want to improve – Strategically amend page content – Compare analytics results with previous version
  17. 17. @MarcusHanscom Lightening the Load: Directory Sites• Directory sites – Why you? – Catalog copy or marketing copy?• “More info” links – Lead to your webpage? A form? Landing pages? – Are they tracked?• Clarify calls to action internally and externally
  18. 18. @MarcusHanscom Landing Pages• Where are you sending students from online advertising?• “Our website” isn’t enough• Relevant content• Avoid too many “clicks”
  19. 19. @MarcusHanscom
  20. 20. @MarcusHanscom Assignment #5• Complete a “directory listing audit” – What sites are you featured on? – Does your listing answer the right questions? – Where are students being directed? – Who is responsible for updating content?• After Completion – What needs to be rewritten? How will you be involved? What do you need on your website?
  21. 21. @MarcusHanscom Assignment #6• Create a landing page on your website to service an ad or directory listing – Page content must reflect the content of your ad or listing – Do not send students to a generic page• After Completion – Evaluate analytics for the page; evaluate tracked leads if available
  22. 22. @MarcusHanscomLightening the Load: Social Media• Alerts and searches for content – Google Alerts – Create searches on Twitter related to programs, industry, your institution, and more• Schedule messaging with tools like Hootsuite or TweetDeck• Enlist student help
  23. 23. @MarcusHanscom Assignment #7• Create a Google Alert – ie. “University of New Haven” – Can set frequency to your preference• After completion – Regularly check for news related to your programs, students, alumni, and faculty – Post related content to your respective SM channels; use Bitly for tracking
  24. 24. @MarcusHanscom Assignment #8• Create a saved search on Twitter – ie. #criminaljustice, #MBA, #gradadm, #gradschool• After Completion – Check searches regularly for content that can be retweeted to your followers
  25. 25. @MarcusHanscom Suggested Social Media Tools• Hootsuite• TweetDeck• Bit.ly• Facebook Insights
  26. 26. @MarcusHanscom Assignment #9• Schedule a tweet or Facebook post using Hootsuite or TweetDeck – Time with an event or activity – Time zone awareness• After Completion – Set up a social media schedule for planned events – Sit back and relax!
  27. 27. @MarcusHanscomProducing results on social mediaHELP, I CAN’T FIND MY CONTENT
  28. 28. @MarcusHanscom Social Media Content• Interaction with your audience• Vary your content – “Yay, come to my event!” 100X• Vary your channels – Audiences? – Platforms?• What is your brand message?
  29. 29. @MarcusHanscom Types of Content (According to MH)• Direct self promotion• Indirect self promotion• “Altruistic” self promotion
  30. 30. @MarcusHanscom Direct Self Promotion on SM• Events• Admissions Announcements• Grad Fair Attendance• “Leeching” on other content• Interactions with prospective students
  31. 31. @MarcusHanscomGrad Fair Attendance
  32. 32. @MarcusHanscomContent “Leeching”
  33. 33. @MarcusHanscomInteractions with Prospective Students
  34. 34. @MarcusHanscomInteractions with Prospective Students
  35. 35. @MarcusHanscom Indirect Self Promotion on SM• University News• Student News (Research, Study Abroad, etc.)• Faculty News (Research, Promotions, etc.)• Alumni News• Event Photos
  36. 36. @MarcusHanscom Indirect Self Promotion on SM• Location information• Interactions with current students• Contests – Do not necessarily have to be related to your programs
  37. 37. @MarcusHanscomIndirect Self Promotion on SM
  38. 38. @MarcusHanscom “Altruistic” Self Promotion on SM• Graduate School Tips• Financial Aid Tips• News related to your programs• Job Postings
  39. 39. @MarcusHanscom Assignment #10• A. Make a post to your Twitter or Facebook account about an alumnus or faculty member• B. Make a post or retweet content designed to help the student and not sell you – Use bit.ly to track link content• After completion: – Assess if your messages have interaction. Any response? Clicks on the link? Retweets?
  40. 40. @MarcusHanscomBrand AwarenessWHO AM I AND WHY AM I HERE?
  41. 41. @MarcusHanscom Social Media Advertising• Creating a first ad – Demographic targeting – Geo-targeting• Ways to use these ads – Program Awareness – Brand Awareness – Recruitment Fairs – Webinars / Open Houses / Recruitment Events
  42. 42. @MarcusHanscomSocial Media Advertising Channels• Be mindful of platform and audience• Costs: CPM vs. CPC
  43. 43. @MarcusHanscomTry this…
  44. 44. @MarcusHanscom Assignment #11• Create your first social media ad – Fine tune your demographics – Identify a budget – Send students to a specific landing page or related content page• After completion: – Review your exposure and clicks – Review CPC/CPM costs
  45. 45. @MarcusHanscom Social Media Potpourri• Use #hashtags in your tweets – ie. #iopsychology or #emergencymanagement• Follow industry news and industry leader Twitter accounts – Example: @forensicnews – RT relevant content to your followers
  46. 46. @MarcusHanscomIdentifying the value in what you just sat throughTAKEAWAYS, FUTURE THOUGHTS,AND Q&A
  47. 47. @MarcusHanscom Overview of Assignments1. Create an automated, plain text email in your CRM2. Audit and shorten your inquiry form3. Audit your section of the website4. Optimize a page on your site with key metrics5. Complete a directory listing audit
  48. 48. @MarcusHanscom Overview of Assignments6. Create a landing page for your ad content7. Create a Google Alert8. Create saved searches on Twitter9. Schedule a tweet or Facebook post10.Create one SM post about your faculty or alumni and one “altruistic” post11. Create a social media ad
  49. 49. @MarcusHanscom Final Thoughts• Work smarter, not harder• Technology does not necessarily make things “un-personalized”• Time commitment is not astronomical• Technology – and social media specifically – can be your greatest asset
  50. 50. Thank youMarcus HanscomUniversity of New Haven203-932-7277mhanscom@newhaven.edu@marcushanscom

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