imagining the impossible: recruitment communications in a world without paper

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Imagining the Impossible: Imagining the Impossible: Recruitment Communications in Recruitment Communications in

a World without Papera World without Paper ©Robert E. Johnson, Ph.D. 2009©Robert E. Johnson, Ph.D. 2009

3939thth Annual SUNYCAP Conference Annual SUNYCAP ConferenceLake Placid, NYLake Placid, NY

June 10-12, 2009June 10-12, 2009


Dartmouth College, February 9, 2009Dartmouth College, February 9, 2009

““Communications will increasingly move Communications will increasingly move from print to electronic media.”from print to electronic media.”


1981 prediction for 2006…1981 prediction for 2006…

““Most of what we read will be transmitted Most of what we read will be transmitted into our homes and offices electronically.”into our homes and offices electronically.”– Barry Bingham Jr., Publisher, Louisville Barry Bingham Jr., Publisher, Louisville

Courier-Journal, at his alumni reunion in 1981Courier-Journal, at his alumni reunion in 1981Reported by Emily Bingham, his daughter, in Reported by Emily Bingham, his daughter, in Newsweek column, “Digital Dad vs. the Newsweek column, “Digital Dad vs. the Dinosaurs,” at Dinosaurs,” at http://www.newsweek.com/id/191406http://www.newsweek.com/id/191406


And in 2009 in Michigan…And in 2009 in Michigan…


Will evolution save the Free Press?Will evolution save the Free Press?


1.1.Technology is enabling new Technology is enabling new

communication styles and information communication styles and information sourcessources

And people’s preferences are changing with the And people’s preferences are changing with the technologytechnology


The future of smart phones…The future of smart phones…Your website on a small screenYour website on a small screen


Mobile version of your website… 2010Mobile version of your website… 2010Azusa Pacific University…http://www.apu.edu/m/Azusa Pacific University…http://www.apu.edu/m/

Class schedulesClass schedules

Athletic schedulesAthletic schedules

Dining menusDining menus

PhotosPhotos

DirectoriesDirectories

NewsNews

Orientation scheduleOrientation schedule


Your publications on e-readers…Your publications on e-readers…http://en.wikipedia.org/wiki/E-book_device#Specialized_deviceshttp://en.wikipedia.org/wiki/E-book_device#Specialized_devices


Limitations to adoption…Limitations to adoption…http://www.coolreaders.com/readers.asphttp://www.coolreaders.com/readers.asp

Price point is a barrier Price point is a barrier that will fall.that will fall.

Lack of color is a Lack of color is a major limitation that major limitation that will end.will end.

WiFi will allow links to WiFi will allow links to websites from the websites from the readers.readers.

Music will enhance Music will enhance the experience.the experience.


Can we feel the wind blowing?Can we feel the wind blowing?

A steady breeze or a hurricane?A steady breeze or a hurricane?


What are high school students saying?What are high school students saying?2007 Noel Levitz “E-Expectations Class of 2007”2007 Noel Levitz “E-Expectations Class of 2007”

Prefer web for information… 57%Prefer web for information… 57%

Prefer print for information… 43%


Parents… 80% say…Parents… 80% say…““The E-Expectations of the Parents of College-Bound Students”

Noel-Levitz

“I prefer to go to the Web site for information, but if it is a school I really like, I’m willing to call them

or read brochures to get answers to my questions.”


2. 2. Social media compels reality marketingSocial media compels reality marketing

Less impact for view books from Less impact for view books from Lake WobegonLake Wobegon


A bias against “marketing”…A bias against “marketing”…

Most college view Most college view books tell books tell stories from stories from Lake WobegonLake Wobegon

Websites, blogs, and Websites, blogs, and other online stories other online stories need a “reality” and need a “reality” and not a Lake Wobegon not a Lake Wobegon approachapproach


Students tell faculty stories…Students tell faculty stories…University at AlbanyUniversity at Albany


The good and the ugly on YouTube…The good and the ugly on YouTube…University at AlbanyUniversity at Albany


Facebook… People will talk about youFacebook… People will talk about youSUNY New PaltzSUNY New Paltz


Today’s communication environment…Today’s communication environment…

More students prefer online communication…More students prefer online communication…Print consumes more resources than online…Print consumes more resources than online…More students stay in “stealth” mode longer…More students stay in “stealth” mode longer…


How can an online communication plan How can an online communication plan reduce stealth applicants?reduce stealth applicants?

Create benefits for those who hide…Create benefits for those who hide…““If you identify yourself, we will do something If you identify yourself, we will do something

special for you…”special for you…”


3.3.Meeting today’s challenge from the start…Meeting today’s challenge from the start…

How to communicate online during a recruitment How to communicate online during a recruitment cycle as long as 3 years… cycle as long as 3 years…

How to convert people from stealth mode to known How to convert people from stealth mode to known inquiries inquiries


Critical yield points to increase Critical yield points to increase conversion…conversion…

Cultivation requires engagement from 1Cultivation requires engagement from 1stst web web visit and high yield at critical points on the visit and high yield at critical points on the recruitment cyclerecruitment cycle

1.1. Carewords capture initial interestCarewords capture initial interest

2.2. Visitor reveals identity to receive a special benefitVisitor reveals identity to receive a special benefit

3.3. Inquiry decides to visit campusInquiry decides to visit campus

4.4. Campus visitor decides to apply for admissionCampus visitor decides to apply for admission

5.5. Accepted student sends enrollment depositAccepted student sends enrollment deposit

6.6. Deposited student enrollsDeposited student enrolls


At the first and early visits….At the first and early visits….

3 important goals:3 important goals: Create initial engagement in 2 to 5 secondsCreate initial engagement in 2 to 5 seconds

Return for another visitReturn for another visitLeave stealth mode as soon as possibleLeave stealth mode as soon as possible


A strong, immediate brand impact…A strong, immediate brand impact…http://www.uconn.edu/http://www.uconn.edu/


Easy to scan for brand message…Easy to scan for brand message…http://www.smith.edu/about_howsmithfeels.phphttp://www.smith.edu/about_howsmithfeels.php


Blog content right from the start…Blog content right from the start…http://www.mitadmissions.org/http://www.mitadmissions.org/

MIT admissions pageMIT admissions page– Blog series is featured Blog series is featured

contentcontent– 12 Students & 4 staff12 Students & 4 staff– Includes a blog by the Includes a blog by the

financial aid directorfinancial aid director

MIT introduces MIT introduces people firstpeople first


Easy access to academic programs…Easy access to academic programs…http://www.dickinson.edu/academics/programs.htmlhttp://www.dickinson.edu/academics/programs.html

The stronger the The stronger the students, the more they students, the more they will want to find the will want to find the academic programs academic programs offeredofferedGive them titles rather Give them titles rather than text about the titlesthan text about the titlesThis Dickinson version This Dickinson version lets visitors get lets visitors get information about several information about several programs at the same programs at the same timetime


Words that students care about…Words that students care about…

Words people cared Words people cared about…Top 25%about…Top 25%– Advance your careerAdvance your career– Balancing work, home, Balancing work, home,

and schooland school– Career advancementCareer advancement– CostCost– Best school possibleBest school possible– Prestigious, well-Prestigious, well-

recognized degreerecognized degree

Words that didn’t rank Words that didn’t rank high…Low 25%high…Low 25%– Accessible facultyAccessible faculty– Experience of facultyExperience of faculty– Corporate sponsorshipCorporate sponsorship– Shaping leadersShaping leaders– Class diversity Class diversity

(industry or (industry or experience)experience)

– Format of programFormat of program


Words and content that engage visitors…Words and content that engage visitors…http://www.kenan-flagler.unc.edu/programs/emba/index.cfmhttp://www.kenan-flagler.unc.edu/programs/emba/index.cfm


FAQs in video…FAQs in video…http://admissions.richmond.edu/faq/http://admissions.richmond.edu/faq/


Campus tours to introduce your students…Campus tours to introduce your students…http://www.mtholyoke.edu/cic/tour/http://www.mtholyoke.edu/cic/tour/


Establish credibility…Establish credibility…http://www.muhlenberg.edu/admissions/aid.htmlhttp://www.muhlenberg.edu/admissions/aid.html


Integrate website and social networks…Integrate website and social networks…http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html


4.4.Getting an online inquiry…Getting an online inquiry…

Give a reason to reveal identity…Give a reason to reveal identity…

And make it easy to become an online inquiry to And make it easy to become an online inquiry to get the benefitget the benefit


Estimates for net costs…Estimates for net costs…http://www.financialaid.utoledo.edu/estimator/http://www.financialaid.utoledo.edu/estimator/


Tips to help acceptance chances…Tips to help acceptance chances…http://apps.carleton.edu/admissions/apply/essay_tips/http://apps.carleton.edu/admissions/apply/essay_tips/


Add a quarterly online magazine…Add a quarterly online magazine…http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-http://www.alumnae.mtholyoke.edu/blogs/blog/mount-holyoke-alumnae-

quarterlyquarterly


Priority scholarship review status…Priority scholarship review status…http://www.drew.edu/cla/admissions.aspx?id=24689#http://www.drew.edu/cla/admissions.aspx?id=24689#


Short inquiry form to encourage action…Short inquiry form to encourage action…http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.htmlhttp://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html


5.5. After an online inquiry… After an online inquiry…

Regular contact is critical…Regular contact is critical…

At least once a monthAt least once a month


Offer a viewbook in online format…Offer a viewbook in online format…http://www.risd.edu/undergraduate/Default.aspxhttp://www.risd.edu/undergraduate/Default.aspx


Consistent, frequent email contact…Consistent, frequent email contact…May 2006………………………December 2007May 2006………………………December 2007


6. 6. Final conversion steps…Final conversion steps…

Personal IM & text contacts…Personal IM & text contacts…

Telephone contact…Telephone contact…

Special website featuresSpecial website features


IM, text messaging, telephone…IM, text messaging, telephone…http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspxhttp://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx

Ask permissionAsk permissionOffer optionsOffer options– PhonePhone– IMIM

Communicate as Communicate as needed by admitted needed by admitted studentsstudentsReserve for admitted Reserve for admitted students if capacity students if capacity requires thatrequires that


Online enrollment deposit…Online enrollment deposit…http://www.admissions.umich.edu/admitted/edr.phphttp://www.admissions.umich.edu/admitted/edr.php


Orientation info for students & parents…Orientation info for students & parents…http://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asphttp://www.sxu.edu/focus/default.asp.... http://www.sxu.edu/focus/parents.asp


Selecting a roommate online…Selecting a roommate online…Rutgers UniversityRutgers University


The summary…The summary…


Repeating 7 key elements…Repeating 7 key elements…

More people prefer online communicationsMore people prefer online communicationsTechnology is changing and requires new Technology is changing and requires new resources to adapt communication plansresources to adapt communication plansSpecial customer-centric features increase initial Special customer-centric features increase initial engagementengagementCreate benefits for stealth explorers to register Create benefits for stealth explorers to register Plan frequent online follow-upPlan frequent online follow-upVideo plays a more important roleVideo plays a more important roleUse analytics to measure success and make Use analytics to measure success and make changes to what isn’t workingchanges to what isn’t working


Useful sources of information…Useful sources of information…


Industry specific research…Industry specific research…

Interactive Marketing Channels to WatchInteractive Marketing Channels to Watch– http://www.enrollmentmarketing.org/about.htmlhttp://www.enrollmentmarketing.org/about.html– Reviews enrollment management attitudes and concerns about Reviews enrollment management attitudes and concerns about

adopting new technologies and outlines steps to a new strategy.adopting new technologies and outlines steps to a new strategy.

E-Recruiting Practices reportE-Recruiting Practices report– https://www.noellevitz.comhttps://www.noellevitz.com– Reports survey responses on recruitment practices and budgets.Reports survey responses on recruitment practices and budgets.

Senior Admissions and Enrollment Officers: Senior Admissions and Enrollment Officers: Experiences and AttitudesExperiences and Attitudes– http://www.maguireassoc.com/resource/archives_papers.htmlhttp://www.maguireassoc.com/resource/archives_papers.html– Survey reporting major pressures faced by enrollment leaders, Survey reporting major pressures faced by enrollment leaders,

including resources for new technologiesincluding resources for new technologies


For general background…For general background…http://www.pewinternet.org/http://www.pewinternet.org/

Writing, Technology and Writing, Technology and TeensTeens

Teens and Social MediaTeens and Social Media

It’s Personal: Similarities It’s Personal: Similarities and Differences in Online and Differences in Online Social Network Use Social Network Use Between Teens and Between Teens and Adults Adults


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.President and Senior ConsultantPresident and Senior Consultant

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 248.766.6425 248.766.6425

[email protected]@bobjohnsonconsulting.comhttp://twitter.com/HighEdMarketinghttp://twitter.com/HighEdMarketing

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

imagining the impossible: recruitment communications in a world without paper

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