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Recruiting 2.0Brian Wm. Niles
wherethehellismatt.com
Recruiting 2.0Brian Wm. Niles
Interactive Recruiting Solutions
Email, Blogs, Social NetworksSearch Campaigns, Campus Visits
Student Recruitment Manager (SRM)
6,000 ft.600 ft.
6 ft.
6,000 ft.
Opportunities & Challenges
High School Graduates.
Questions We’re AskingHow have you prepared for the decline?
Have you prioritized the adult market?
Generational Shift.(students & parents)
GI Generation (84-107)Silent Generation (66-83)Baby-Boomers (48-65)Generation X (27-47)
Millennials (5-26)New Silent Generation (0-4)
Born in 1982
“New Silent Generation”
Boomer Parents GenX Parents
Graduate
College
High School
Elementary School
Questions We’re AskingHave you actively engaged parents?
Have you promoted the ROI?
Are graduate & continuing studies ready?
The Economy.
Questions We’re AskingWill students go to graduate school closer to home?
How will you encourage them to visit?
Will offering more online courses help?
Will your recruiting staff travel less?
Lending Crisis.
“Loan crisis goes to college.”CNN Money.com, February 2008
“Credit crisis make college loans more costly.”Washington Post, March 2008
“Credit crisis his student borrowers.”The Boston Globe, April 2008
Questions We’re AskingHow will students with huge debt go to graduate school?
Are you prepared to answer cost questions earlier?
How well trained are your recruiters on aid?
600 ft.
The Shift of Control
Tallest Building in Des Moines is 630 Feet - The Principal Building(tallest building in Ames is 129 feet - Legacy Towers)
The Internet.
Millennials +the Internet =_________ ???
Traditional RecruitingUndergraduate Recruiting in Junior Year
Direct Mail Search Campaigns (e.g. GMASS)
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Program Brochures
Large Open Houses, Info Sessions and Group Tours
Onsite Corporate Visits & Graduate Fairs
Traditional Grad RecruitingPrint a Catalog and They Will Come.
Open House Events, Educational Supplement Ads,
Outdoor Advertising, Corporate Fairs, etc.
It’s all “talk at”marketing.
Sharing & ConnectingWeb 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
Think this way:1.0 = passive2.0 = active
The web is more like a conversationthan a library.
1996 - Websites1998 - Display2000 - Search
2002 - Contextual2004 - Exchanges
2005 - Lead Generation2006 - Behavioral
2008 - SOCIAL
Evolution of Online Advertising
Source: Seth Goldstein, CEO, socialmedia
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
FemalesMales
Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006
Pew Internet and American Life, 2005
0
25
50
75
100
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Generational Online Activity Differences
"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 -- thegroundswell -- 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."
“The funnel” assumes that colleges and universities control the information
students use to make decisions
“The funnel has outlived its usefulness as a metaphor” (because people learn
from each other now). -Groundswell
“Word of Mouse”
It’s about people’s desire to connect with each other.
Today, you must“talk with.”
ConsumerAttitudes
1980’s1990’s2000’s
Marketing
Branding
Authenticity
I’m an OK lover, but afterwards I like to snuggle and talk. Me too!
AUTHENTICITY
Brand ConfusionCoke vs. Pepsi
Apple vs. Microsoft
Brand Clarity“for the working professional”
64%Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006
Marketing Immunity3,000-5,000 Daily Messages
Neurological Blockades
Building Brand RecognitionHasn’t Been Harder
What Kind of Car?How would your students answer this?
E X E R C I S E
6 ft.
The Recruiting Revolution
The Communication PlanDifferentiation/Disruption
Aversion to Change
The New Communication
Plan.
Undergraduate Trends.
71%Started their College Search Before their Junior Year
Eduventures, 2007
50%PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade)
College Board, 2006
>25%First Point of Contact was the Admissions Application
Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2006
75%Students Spend Researching Colleges Online
Harris Interactive, 2004
84%Use the College’s Website Most Heavily in their Research
Eduventures, 2007
Activity Do WantFinancial 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.
High School Students: College Website Activity Discrepancies
Adult & GraduateTrends.
64%Prefer Website vs. Brochures
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
Fix Your WebsiteStrong, consistent brand image
Focus on future customers
Obvious, consistent navigation (from home page)
Stories, not just facts
Highlight Differentiation
ONLY THEN - build in Social Interaction
63%Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
Email CampaignsShort & 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
Activity Do WantFinancial 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%
Graduate Students: College Website Activity Discrepancies
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
71%of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
Instant MessagingMake 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)
PodcastingDo 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
TakeawayPreference for Electronic Communication
Want Details on Cost and Financial Aid
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)
Recruiting 2.0You are no longer in control of the conversation.
who, when & how
Differentiation
AvailabilityCost
QualityAuthenticity
Quality.No Longer Differentiates
Difficult to Define in Higher Education
Everyone Looks the SameColleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision
Stories not Stats.People not Programs.
Blogs & DiariesEntries 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
71%Campus Visit was the Most Trusted Source of Information
Eduventures, 2007
You must design the customer experience
or the customer will design it for you.Tom Peters
Retention begins with being authentic in recruiting.
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
SuggestionsPower yourself with data & research
Talk to your graduate students - they’ll tell you
Trust your gut instinct
Calculate the ROI (when possible)
Ignore your competition - be who you are
So where do you start?
Cautiously.Can start a firestorm of criticism.
Enthusiastic supporters, will rally to your defense.
Better to have your message reflective rather than be silent.
ListeningSpeaking
What’s your objective?
EnergizingSupportingEmbracing
Prospects, applicants, current students and alumni are already talking about you online.
Are you listening?
Google Alerts
Technorati (blog search)
del.icio.us search
YouTube search
Final Thoughts.
Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.
Transparency
Differentiation
Connections
Stories
Profiles
Innovation
Wharton was the first collegiate business school in 1881, and that spirit of innovation still defines us today. Our professors
create the new ideas that are transforming businesses and governments around the world. And they bring that cutting-edge
knowledge into the classroom, so Wharton MBAs take the lead in innovating the new ideas of the future.
Business Knowledge
Wharton has the largest business school faculty in the world – 250+ faculty members, including visiting executives and
associated faculty. The most published, the most quoted, the most actively engaged with global businesses and public
policy, they know how to prepare MBA students for what businesses, governments, and international agencies need –
because they're working directly with these organizations every day.
Size and Scope
With more courses and programs than any other business school, Wharton provides more opportunities to acquire both
fundamental and specialized skills. With our wide variety of classes, you have the flexibility to pursue the areas that most
interest you, even to create an individualized major. You'll leave Wharton with the high-level knowledge and range of skills to
master new challenges, expand your choice of careers, or reposition yourself in a new industry.
Leadership Learning
At Wharton, you learn leadership by doing it. Our hands-on learning methods give you daily practice in leadership, with
learning teams, leadership ventures, and learning simulations that Wharton pioneered and now licenses to other schools.
You have daily opportunities to build the skills of organization, persuasion, and team-building that recruiters tell us they value
in our MBA graduates.
Global Alumni Network
Wharton has the largest alumni network of any business school – 80,000+ alumni in 140 countries. Your connections begin
with the friends and contacts you make during your two years on campus, as well as our sophisticated resources for
professional development and career management. And then they can see you through all the changes and new events of
your career. Wherever you are in the world, you can call on a Wharton graduate for help, advice, and support.
Engaged Community
With hundreds of activities – from clubs and conferences to student government and volunteer work – our community draws
its energy from the unique contributions of each year’s students. From high-tech Huntsman Hall, to lively and diverse
Philadelphia, to the New York/Washington DC/Boston corridor just a train ride away, Wharton offers the widest possible
variety of local and regional opportunities.
http://www.wharton.upenn.edu/mba/difference.cfm
Current
Audiences
Searches
Podcasts
Outcomes
Visit
Graduate
Rethink the BudgetDistribution 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
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.
If u do 1 thing
50/90%of Non-profit Institutions Follow-up with Prospect within a Month
(90% of For-profit institutions do so)Eduventures, 2006
Brian’s Bookshelf
Brian’s Podcasts
knowledgecenter.targetx.com
Recruiting 2.0Brian Wm. Niles