Recruitment NAADA


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Recruitment NAADA

  1. 1. Recruitment - Shrinking Resources - Changing Recruitment Strategies, Increased Efficiency for Greater Enrollment Results NAADA 2010 Jeff Kallay, VP Consulting, “Apostle of Authenticity”
  2. 2. There is no magic bullet!
  3. 3. 6,000 ft. 600 ft. 6 ft.
  4. 4. 6,000 ft. The Perfect Storm
  5. 5. High School Graduates.
  6. 6. Questions We’re Asking How have you prepared for the decline? Have you prioritized the adult market?
  7. 7. Generational Shift. (students & parents)
  8. 8. GI Generation (’01-’24) Silent Generation (’25-’42) Baby-Boomers (’43-’60) Generation X (’61-’81) Millennials (’82-’00) Homeland or iGen (2000-current)
  9. 9. Boomer Parents GenX Parents Born in 1982 Graduate College High School Elementary School “New Silent Generation”
  10. 10. Questions We’re Asking Have you actively engaged parents? Have you promoted the ROI? Are graduate & continuing studies ready?
  11. 11. The Economy.
  12. 12. “Loan crisis goes to college.” CNN, May 2010 “College loans are the new subprime crisis” New York Times, June 2010 “Credit crisis hits student borrowers.” The Boston Globe, April 2009
  13. 13. 46% Colleges with Students Stopping Out Impact of Economy on Enrollment, NAICU, October 2009
  14. 14. 22% Enrolling Fewer Returning Students Impact of Economy on Enrollment, NAICU, October 2009
  15. 15. 29% Smaller Freshman Classes than Expected Impact of Economy on Enrollment, NAICU, May 2010
  16. 16. Meeting Operating Expenses The Common Fund Freezes Paying Off or Pausing Capital Improvements Increased Discount Rate Largest Increase from Employee Benefits Frozen or Cut Professional Development Expenses Staff Reduction
  17. 17. Questions We’re Asking Will students go to school closer to home? Will they “go away” to college? How will you encourage them to visit? How is your financial aid strategy adjusting? Are you prepared to answer cost questions earlier? How well trained are your recruiters on aid?
  18. 18. Questions We’re Asking Are you in Growth or Retreat Mode? What is your college/you doing to cut costs? Will your recruiting staff travel less?
  19. 19. 600 ft. The Shift of Control
  20. 20. The Internet.
  21. 21. Millennials + the Internet = _________ ???
  22. 22. Traditional Recruiting Undergraduate Recruiting in Junior Year Direct Mail Search Campaigns Letter Series-Based Communication Plans Viewbooks, Roadpieces, Department Brochures Large Open Houses, Info Sessions and Group Tours High School/Company Visits & College/Graduate Fairs
  23. 23. Where Most Colleges Are Today Special Thanks to Bob McCullough, Ursinus College
  24. 24. 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
  25. 25. Medium Choices of Teens Pew Internet & American Life Project, Teens and Technology, July 2005 What We Use to Talk Email to “Old People” IM Casual Written Conversations with SMS Friends
  26. 26. Consumer Attitudes
  27. 27. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2009
  28. 28. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  29. 29. Building Brand Recognition Hasn’t Been Harder
  30. 30. 6 ft. The Recruiting Revolution
  31. 31. The Communication Plan Differentiation/Disruption Aversion to Change
  32. 32. The New Communication Plan.
  33. 33. Undergraduate Trends.
  34. 34. 81% Started their College Search Before their Junior Year Eduventures, 2009
  35. 35. 50% PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade) College Board, 2008
  36. 36. 19% Started their College Search in Eighth Grade or Earlier! Eduventures, 2009
  37. 37. >45% First Point of Contact was the Admissions Application Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2010
  38. 38. 84% Students Spend Researching Colleges Online Harris Interactive, 2009
  39. 39. 84% Use the College’s Website Most Heavily in their Research Eduventures, 2008
  40. 40. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2009
  41. 41. High School Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 24% 90% Online Application 22% 86% IM with Counselor 6% 70% Campus Visit Request 25% 84% Tuition Calculator 33% 88% Faculty Profile 26% 69% Student Profile 31% 63% Forwarded Page 34% 63% Online Survey 50% 72% Personalize Site 39% 58% Inquiry Form 72% 73% Navigating Toward E-Recruitment, Noel-Levitz, Inc.
  42. 42. 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)
  43. 43. Recruiting 2.0 You are no longer in control of the conversation. who, when & how
  44. 44. Differentiation & Disruption.
  45. 45. Availability Cost Quality Authenticity
  46. 46. Quality. No Longer Differentiates Difficult to Define in Higher Education
  47. 47. Everyone Looks the Same Colleges not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  48. 48. Stories not Stats. People not Programs.
  49. 49. 71% Campus Visit was the Most Trusted Source of Information Eduventures, 2008
  50. 50. Change Adverse.
  51. 51. Requires a Change in Campus Culture. Starting with the President and Faculty
  52. 52. Retention begins with being authentic in recruiting.
  53. 53. I just wasn't happy with NYU, Spradlin says as she sits in a coffee shop after a morning of classes. Despite the fact that they don't have a campus, they said “we make up for it; we're still a community; you see students all the time.” And I really didn't get that. I'd go out on the weekends, and I'd be with 30-year-old men at the bars that knew college girls were going to be there and stuff, and it just wasn't very appealing. Miranda Spradlin, NYU Student
  54. 54. Suggestions Power yourself with data & research Talk to students - they’ll tell you Trust your gut instinct Calculate the ROI (when possible) Ignore your competition - be who you are
  55. 55. Students Speak!
  56. 56. “Don’t Flirt With Me” Study done for SACAC 2008 Presentation Traditional Age College Bound Seniors “Textbook” Millennials View complete survey Password: SACAC
  57. 57. “Most colleges gave too much of a glossy image of themselves. The end result is that they all come to look inherently the same.”
  58. 58. “When schools over advertise, there must be something wrong.”
  59. 59. “Be real, honest and straightforward.”
  60. 60. “Bulk and mass-mailing are offensive. Personalize - it’s about me, not you.”
  61. 61. “You look desperate for a date - chill out!” “You’re hurting by flirting so much.”
  62. 62. “If I’m not a candidate, leave me alone.”
  63. 63. “Reply to my requests more quickly.”
  64. 64. “Hard to navigate” “Outdated or unprofessional” “Too busy or confusing” “Too basic” “Too many links”
  65. 65. Flip the Funnel
  66. 66. “The funnel has outlived its usefulness as a metaphor” (because people learn from each other now). -Groundswell
  67. 67. “The funnel” assumes that colleges and universities control the information students use to make decisions
  68. 68. Participate (It’s the Participation Age) -Word of Mouth -Word of Mouse
  69. 69. Participate (It’s the Participation Age) Listen and Observe Be Transparent Give up Some Control Participate Yourself
  70. 70. Word of Mouth Text Art & Science Group
  71. 71. Word of Mouth Text
  72. 72. “Word of Mouse”
  73. 73. "Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They're defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon -- the groundswell -- that has created a permanent, long- lasting shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity."
  74. 74. Quote
  75. 75. Quote
  76. 76. Facebook Will Rule the Web “So, yes, Facebook is slowly devouring the web. And while the social network has plenty of critics and it runs into the occasional privacy concerns, it will dominate. In fact, I see it becoming the No. 1 website in the world in less than three years. What does this mean? Websites will become less important over time. They will be primarily transactional and/or utilitarian. Brands will shift more of their dollars and resources to creating a robust presence where people already are and figure out how to use them to build relationships. Media companies will do the same -- they will be increasingly "headless”. Get ready for a new web. It's big, it's blue, and it's social.” Read the Ad Age Article
  77. 77. June 7 Bloomberg Businessweek
  78. 78. “In the era of social media, people use technologies to get what they need from each other, not traditional institutions.” Groundswell: Winning in a World Transformed by Social Technologies , 2008, Harvard UP Charlene Li & Josh Bernoff
  79. 79. What are you doing to facilitate that process?
  80. 80. “Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves.” From Wikipedia, the free encyclopedia
  81. 81. Spoiler Alert: Social Media is not about technology.
  82. 82. It’s about people’s desire to connect with each other.
  83. 83. Final Thoughts.
  84. 84. Today the most important conversation is not the marketing monologue but the dialogue between your audience.
  85. 85. Rethink the Budget Distribution Print vs. Web, On-Campus vs. Off Stop the “have to” Activities (hint: start with travel) Avoid the many online marketing fads - calc ROI! Focus on what WILL work - Not what ALWAYS worked Doesn’t necessarily mean additional funding
  86. 86. 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
  87. 87. 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.
  88. 88. Change Now. Differentiate or Die. Bury the competition. Stop being nice. Know what you do best. Outsource the rest. Plan for the worst. Question everything. Take charge. Lead. Do not follow. All hands on deck.
  89. 89. Change Agents Don’t lead change because it makes sense. Lead change because you believe you must get ahead of an approaching “discontinuity” in order to survive. Jack and Suzy Welch, BusinessWeek, October 2008
  90. 90. Jeff’s Bookshelf
  91. 91. Want More? Read Our Blogs: TargetX Blog at
  92. 92. Free on Friday Webcasts Free On Friday Webcasts Watch Past Webcasts
  93. 93. Download Session PDF #1 Go to click iThink Blog click Slide Presentations #2 Go to #3 Look for email with link
  94. 94. Recruitment - Shrinking Resources - Changing Recruitment Strategies, Increased Efficiency for Greater Enrollment Results NAADA 2010 Jeff Kallay, VP Consulting, “Apostle of Authenticity”