All Things
 Electronic.
Recruiting in the Interactive Age
Interactive Recruiting Solutions
     Email, Blogs, Social Networks
   Search Campaigns, Campus Visits
 Student Recruitmen...
Millennials +
the Internet =
 _________
      ???
GI Generation (84-107)
 Silent Generation (66-83)
  Baby-Boomers (48-65)
   Generation X (27-47)
     Millennials (5-26)
N...
The Next Adult Generation
Born in 1982                                                                  “New Silent Genera...
E-Expectations
  of Adults.
     Noel-Nevitz, 2007
64%
Prefer Website vs. Brochures
     E-Expectations: Graduate Edition, Noel-Nevitz, 2007
63%
Prefer Email vs. Direct Mail
     E-Expectations: Graduate Edition, Noel-Nevitz, 2007
71%
of Prospective Graduate Students use Instant Messaging
                  E-Expectations: Graduate Edition, Noel-Nevitz...
College Website Activity Discrepancies
Activity                                                       Do   Want
Financial ...
Takeaway
  Preference for Electronic Communication
   Want Details on Cost and Financial Aid
 Desire to Connect with Stude...
Generational
Differences
Generational Online Activity Differences
100




75




50




25




  0

        12-17      18-28        29-40          ...
Forrester Research, Inc. 2007 — Groundswell
Forrester Research, Inc. 2007 — Groundswell
Social
                 Technographic
                     Ladder




Forrester Research, Inc. 2007 — Groundswell
Top 10 Web Sites Ages 17-25
                            Youth Trends and eMarketer.com, October 2006




                 ...
2.0
Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
64%
Believe Advertising is “Dishonest” or “Unrealistic”
                  Consumers 18-65 years old, Ad Age 2006
Marketing Immunity
 3,000-5,000 Daily Messages
       Neurological Blockaides
Today the most important conversation
 is not the marketing monologue but
the dialogue between your audience.
Recruiting Revolutions
    0.0                          1.0                            1.5            2.0
In the Beginning...
2.0 Recruiting Revolution
 You are no longer in control of the conversation.
                who, when & how
It’s all about making
connections online.
Which is different from just being “interactive”
Website
Fix Your Website
        Strong, consistent brand image
           Focus on future customers
Obvious, consistent navigatio...
Transparency
Differentiation
 Connections
   Stories
   Profiles
Tell Better Stories
   Stories not Stats. People not Programs.
        Must be real, unique and recent.
           Let “th...
Blogs
Online diary where readers may comment
on posts made on typically focused topics.
Blogs & Diaries
            Entries should be short
      More than just text - add pictures!
  Hire bloggers with interes...
Social Network
Single location for sharing, connecting
         and meeting online.
 e.g. MySpace, Facebook, Beebo, Ning
Social Networking
           It’s called MySpace, not YourSpace
       Trend is away from MySpace -> Facebook
Encourage gr...
MySpace
        More than 110 million unique users
Heavy emphasis on “fantasy”, multiple personalities
        Showcases i...
Facebook
     60 million active users (250,000 new per day)
Begins with relationships & limits multiple personalities
    ...
IM
     “Instant Messaging”
Synchronous text conversations
Can also be audio or video too!
What’s So Unique About it?
  Compared to Email ... it’s realtime (synchronous)
      Compared to the Phone ... it’s text o...
Why They Choose One Over the Other
         Pew Internet & American Life Project, Teens and Technology, July 2005




    ...
Instant Messaging
        Make it an available option
    It’s an Opportunity, not a Disruption
Use away message (include ...
Podcast
       Distributed Digital Media File
      Often Audio & Sometimes Video
Ability to Subscribe & Automatically Rec...
What makes it unique?
  The ability to subscribe to a “podcast show”
Receive new “shows” when they become available


    ...
MYTH DEBUNKED
Do I need an Apple iPod to listen to Podcasts?


 You don’t even need a portable MP3 player
You can listen t...
125,000
 Number of Podcasts Available in iTunes
             Apple Quarterly Earnings Webcast, January 2008
Who’s Listening?
      22% Have Heard of Podcasting
11% Listen to Podcasts (27 million people)
        50+% 35 Years or Yo...
What are Colleges Doing?
            Still in “testing” mode
         Effectiveness is still unknown

  Student Interviews...
Podcasting
        Do other things well first
Consider time to record, produce and host
Determine frequency you can commit...
Other Tips
Email Campaigns
       Short & sweet content
   Strong, targeted call-to-action
   “From” familiar to recipients
   Obviou...
Embrace Parents
  Collect their Name & Email Address
  Get Student’s Permission, of course
Expect them and Embrace them at...
Stage Better Experiences
    Recreate Campus Visits, Receptions and Events
   Make them Memorable. Make them Interesting.
...
Let go.
        Remember, you’re not in control.
      Remember, they don’t trust marketers.
 Remember, they are talking a...
If u do 1 thing
50/90%
of Non-profit Institutions Follow-up with Prospect within a Month
               (90% of For-profit institutions do...
Your Bookshelf
The Knowledge Center
  knowledgecenter.targetx.com
All Things
 Electronic.
Recruiting in the Interactive Age
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
All Things Electronic
Upcoming SlideShare
Loading in …5
×

All Things Electronic

513 views

Published on

Presentation given at the Aslanian Group spring workshop in Chicago on May 29, 2008

Published in: Technology, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
513
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

All Things Electronic

  1. 1. All Things Electronic. Recruiting in the Interactive Age
  2. 2. Interactive Recruiting Solutions Email, Blogs, Social Networks Search Campaigns, Campus Visits Student Recruitment Manager (SRM)
  3. 3. Millennials + the Internet = _________ ???
  4. 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. 5. The Next Adult Generation Born in 1982 “New Silent Generation” College, Work, Family, etc. High School Elementary School Boomer Parents GenX Parents
  6. 6. E-Expectations of Adults. Noel-Nevitz, 2007
  7. 7. 64% Prefer Website vs. Brochures E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  8. 8. 63% Prefer Email vs. Direct Mail E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  9. 9. 71% of Prospective Graduate Students use Instant Messaging E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  10. 10. 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
  11. 11. 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)
  12. 12. Generational Differences
  13. 13. 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
  14. 14. Forrester Research, Inc. 2007 — Groundswell
  15. 15. Forrester Research, Inc. 2007 — Groundswell
  16. 16. Social Technographic Ladder Forrester Research, Inc. 2007 — Groundswell
  17. 17. 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
  18. 18. 2.0
  19. 19. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  20. 20. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  21. 21. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockaides
  22. 22. Today the most important conversation is not the marketing monologue but the dialogue between your audience.
  23. 23. Recruiting Revolutions 0.0 1.0 1.5 2.0 In the Beginning Adult Enrollment Growth The Internet Today Admissions as Aggressive Marketing Campaigns College Websites Paper-Processing Brochures, Catalogs, Corporate Visits Online Apps Department Open House Programs, Outdoor Ads Email Campaigns Online Chats
  24. 24. 2.0 Recruiting Revolution You are no longer in control of the conversation. who, when & how
  25. 25. It’s all about making connections online. Which is different from just being “interactive”
  26. 26. Website
  27. 27. 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)
  28. 28. Transparency Differentiation Connections Stories Profiles
  29. 29. Tell Better Stories Stories not Stats. People not Programs. Must be real, unique and recent. Let “them” tell the story! BTW: Can’t be authentic & have editorial control
  30. 30. Blogs Online diary where readers may comment on posts made on typically focused topics.
  31. 31. 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
  32. 32. Social Network Single location for sharing, connecting and meeting online. e.g. MySpace, Facebook, Beebo, Ning
  33. 33. 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)
  34. 34. MySpace More than 110 million unique users Heavy emphasis on “fantasy”, multiple personalities Showcases interests in music or film 1/2 of MySpace users are over 35 years old! Age 18-24 make up only 17% of users Transition to Facebook as students enter High School
  35. 35. Facebook 60 million active users (250,000 new per day) Begins with relationships & limits multiple personalities 6th highest trafficked site in USA Fastest growth are those over 25 years old Lots of free “applications” to enhance sharing New focus on social advertising & brand sharing
  36. 36. IM “Instant Messaging” Synchronous text conversations Can also be audio or video too!
  37. 37. What’s So Unique About it? Compared to Email ... it’s realtime (synchronous) Compared to the Phone ... it’s text only Compared to a Letter ... it’s very short Compared to In-Person ... location doesn’t matter
  38. 38. 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
  39. 39. 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)
  40. 40. Podcast Distributed Digital Media File Often Audio & Sometimes Video Ability to Subscribe & Automatically Receive
  41. 41. What makes it unique? The ability to subscribe to a “podcast show” Receive new “shows” when they become available Started around August 2004 by Dave Winer & Adam Curry
  42. 42. MYTH DEBUNKED Do I need an Apple iPod to listen to Podcasts? You don’t even need a portable MP3 player You can listen to Podcasts on your computer
  43. 43. 125,000 Number of Podcasts Available in iTunes Apple Quarterly Earnings Webcast, January 2008
  44. 44. Who’s Listening? 22% Have Heard of Podcasting 11% Listen to Podcasts (27 million people) 50+% 35 Years or Younger Arbitron, April 2006
  45. 45. What are Colleges Doing? Still in “testing” mode Effectiveness is still unknown Student Interviews/Roundtable Discussions What’s Happening on Campus Sports, Music, Department Talkshows Events & Presentations On-Campus
  46. 46. Podcasting Do other things well first Consider time to record, produce and host Determine frequency you can commit to Make it real (um’s and ah’s are ok) Promote it on iTunes
  47. 47. Other Tips
  48. 48. 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
  49. 49. 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.
  50. 50. 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
  51. 51. 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.
  52. 52. If u do 1 thing
  53. 53. 50/90% of Non-profit Institutions Follow-up with Prospect within a Month (90% of For-profit institutions do so) Eduventures, 2006
  54. 54. Your Bookshelf
  55. 55. The Knowledge Center knowledgecenter.targetx.com
  56. 56. All Things Electronic. Recruiting in the Interactive Age

×