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Social Media as a Graduate Recruitment Tool

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Alex Garrido
Alex Garrido

Presentation for the Texas Association of Graduate Admission Professionals, Summer Institute 2016.

1 of 19
SOCIAL MEDIA AS A RECRUITMENT TOOL Texas Association of Graduate Admission Professionals Summer Institute 2016
2Social Media as a Recruitment Tool Stephanie Ozuna-Larralde, MBA Hi! I am the UTRGV Graduate Student Recruiter. Alex Garrido Hi! I am the UTRGV Social Media & Digital Marketing Manager. 2 About
3Social Media as a Recruitment Tool Established Fall 2015. Main Campus Locations: Edinburg, Brownsville, Harlingen. Enrollment: 28,584 (Fall 2015) About UTRGV 3
Social Media as a Recruitment Tool Quick facts 7 Colleges College of Medicine & Health Affairs, Sciences, Liberal Arts, Fine Arts, Business & Entrepreneurship, Education & P-16 Integration, Graduate College Hispanic Serving 88% Hispanic Major regional university 92% of students come from the RGV.
Social Media as a Recruitment Tool About the Graduate College Graduate Enrollment: 3,647 Over 50 Graduate programs 49 Master’s 4 Doctoral (+2 cooperative PhD) 23 Certificate programs 2 fulltime recruiters Domestic & traditional recruitment International & online recruitment
Social Media as a Recruitment Tool On-Campus Info sessions, yearly graduate fair, one-to-one meetings. Email Automated communication plans targeting graduating students. Website Regular updates and feedback. TV & Radio Interviews and community invitations. Texas Swing Fairs Only South of San Antonio Promotional Materials Flyers, brochures, pens, etc. Traditional Recruitment
Social Media as a Recruitment Tool Facebook Ads Targeting ads, remarketing Twitter Ads General awareness YouTube Ads Pre-roll ads Blog Posts Informational, Search Engine Optimized Google Ads Remarketing display ads Digital Recruitment
Social Media as a Recruitment Tool How to start your master’s in the United States” “
Social Media as a Recruitment Tool
Social Media as a Recruitment Tool
Social Media as a Recruitment Tool 11 39 39 39 65 0 25 50 75 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Applications Facebook Ads and Google Display Ads. Targeting India, Mexico, Venezuela, Colombia, Iran, Saudi Arabia. Applications PhD Business
Social Media as a Recruitment Tool 12 42 46 40 88 0 25 50 75 100 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Applications Facebook Ads and Google Display Ads. Targeting India and Mexico. Applications MS Computer Science
Social Media as a Recruitment Tool Record Enrollment “Interest from international students has shown a sharp increase with almost 300 percent more international applications to UTPA's graduate programs this fall compared to Fall 2013. The top countries of interest are India, Mexico, and China.”
Social Media as a Recruitment Tool Make a Connection Capture contact info Remarketing/Retargeting Remind Them Create targeted reminders Drive Awareness Spark interest Highlight program benefits Answer questions Goals of Social Media
Social Media as a Recruitment Tool We hired 3 Graduate Assistants to help respond to social media comments and messages that originated from our ads. Social Media Is a Customer Service Tool
Social Media as a Recruitment Tool Following up Automated Communications Plan Scheduled emails with location/area information, cost of living, tuition & fees, assistantships opportunities, program requirements, etc. Imported all prospects into Active Campaign We had to use an external email communications service because we couldn’t use our old application system. Phone Call Campaigns Called all International applicants with follow-up messages.
Social Media as a Recruitment Tool Aswin Kumar • “Your friend likes this page” • Clicked on Facebook Ad & Requested Info • Enrolled for Fall 2014 • Graduated Spring 2016
Social Media as a Recruitment Tool How to create a Facebook Recruitment Ad?
Questions?

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Social Media as a Graduate Recruitment Tool

  • 1. SOCIAL MEDIA AS A RECRUITMENT TOOL Texas Association of Graduate Admission Professionals Summer Institute 2016
  • 2. 2Social Media as a Recruitment Tool Stephanie Ozuna-Larralde, MBA Hi! I am the UTRGV Graduate Student Recruiter. Alex Garrido Hi! I am the UTRGV Social Media & Digital Marketing Manager. 2 About
  • 3. 3Social Media as a Recruitment Tool Established Fall 2015. Main Campus Locations: Edinburg, Brownsville, Harlingen. Enrollment: 28,584 (Fall 2015) About UTRGV 3
  • 4. Social Media as a Recruitment Tool Quick facts 7 Colleges College of Medicine & Health Affairs, Sciences, Liberal Arts, Fine Arts, Business & Entrepreneurship, Education & P-16 Integration, Graduate College Hispanic Serving 88% Hispanic Major regional university 92% of students come from the RGV.
  • 5. Social Media as a Recruitment Tool About the Graduate College Graduate Enrollment: 3,647 Over 50 Graduate programs 49 Master’s 4 Doctoral (+2 cooperative PhD) 23 Certificate programs 2 fulltime recruiters Domestic & traditional recruitment International & online recruitment
  • 6. Social Media as a Recruitment Tool On-Campus Info sessions, yearly graduate fair, one-to-one meetings. Email Automated communication plans targeting graduating students. Website Regular updates and feedback. TV & Radio Interviews and community invitations. Texas Swing Fairs Only South of San Antonio Promotional Materials Flyers, brochures, pens, etc. Traditional Recruitment
  • 7. Social Media as a Recruitment Tool Facebook Ads Targeting ads, remarketing Twitter Ads General awareness YouTube Ads Pre-roll ads Blog Posts Informational, Search Engine Optimized Google Ads Remarketing display ads Digital Recruitment
  • 8. Social Media as a Recruitment Tool How to start your master’s in the United States” “
  • 9. Social Media as a Recruitment Tool
  • 10. Social Media as a Recruitment Tool
  • 11. Social Media as a Recruitment Tool 11 39 39 39 65 0 25 50 75 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Applications Facebook Ads and Google Display Ads. Targeting India, Mexico, Venezuela, Colombia, Iran, Saudi Arabia. Applications PhD Business
  • 12. Social Media as a Recruitment Tool 12 42 46 40 88 0 25 50 75 100 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Applications Facebook Ads and Google Display Ads. Targeting India and Mexico. Applications MS Computer Science
  • 13. Social Media as a Recruitment Tool Record Enrollment “Interest from international students has shown a sharp increase with almost 300 percent more international applications to UTPA's graduate programs this fall compared to Fall 2013. The top countries of interest are India, Mexico, and China.”
  • 14. Social Media as a Recruitment Tool Make a Connection Capture contact info Remarketing/Retargeting Remind Them Create targeted reminders Drive Awareness Spark interest Highlight program benefits Answer questions Goals of Social Media
  • 15. Social Media as a Recruitment Tool We hired 3 Graduate Assistants to help respond to social media comments and messages that originated from our ads. Social Media Is a Customer Service Tool
  • 16. Social Media as a Recruitment Tool Following up Automated Communications Plan Scheduled emails with location/area information, cost of living, tuition & fees, assistantships opportunities, program requirements, etc. Imported all prospects into Active Campaign We had to use an external email communications service because we couldn’t use our old application system. Phone Call Campaigns Called all International applicants with follow-up messages.
  • 17. Social Media as a Recruitment Tool Aswin Kumar • “Your friend likes this page” • Clicked on Facebook Ad & Requested Info • Enrolled for Fall 2014 • Graduated Spring 2016
  • 18. Social Media as a Recruitment Tool How to create a Facebook Recruitment Ad?