recruitment is not a four letter word
DESCRIPTION
CALEM 2014 Presentation: Recruitment is Not a Four Letter Word by Tim Copeland with DemandEngine. Despite the explosion of digital communication channels, people still want to talk to people. Learn why recruitment should be an important part of your enrollment marketing arsenal and how to overcome the negative connotations that often surround the idea of "selling". This was an interactive session, so please keep the conversation going on line by leaving a comment!TRANSCRIPT
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Recruitment is not a four-letter word
Wednesday, July 23, 2014
2:00 – 3:15 PM
Text 33233 - copelandrecruit
Tim Copeland
DemandEngine
2014 CALEM, All Rights Reserved.1
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2014 CALEM, All Rights Reserved.2
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It is a gross understatement to say that your
May 29 invitation to the Georgia Conference
enraged me. As the President of a 112 year
old family-owned for-profit college, your
insulting comments in the email made me
see red.
2014 CALEM, All Rights Reserved.3
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2014 CALEM, All Rights Reserved. 4
“For profit colleges educate a significant number of students every
year, filling a void not met by the public and non-profits. We exist
because they don’t meet the needs of all students or they choose to
turn their back on those who are in need, but can’t throw a football or
shoot a basketball. As an industry, we graduate hundreds of
thousands annually. Our college has two campuses and an online
venue, but much of our growth comes from word of mouth –
graduates recommending us to family and friends.
If we were the “pushy for-profit college” you note in your email, with
loathsome tactics as you allude, we wouldn’t have thrived for over a
century. It’s important to point out that in a recent article about the
10 colleges with the worst graduation rates in the USA, none were for-
profit!”
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Here’s the problem …
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Agenda
1. Discuss five common
organizational models.
2. How important is
recruitment … really?
3. What steps can you take
to modify or strengthen
your efforts?
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Five common models
1. Program coordination
2. One-stop shop
3. The outsourced call center
4. Recruitment team
5. Abyss
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The Abyss …
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The Pros/Cons of the Abyss
• Pros
“The nicest thing about
not planning is that
failure comes as a
complete surprise and
is not preceded by a
period of worry and
depression.”
John Preston, Boston College
• Cons
– Really?
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The One-Stop Shop
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The Pros/Cons of the One-Stop Shop
• Pros
– Brings all the
enrollment functions
into one place
• Cons
– More about moving
chairs than
reconfiguring how we
enroll students
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The Program Coordination Model
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The Pros/Cons of Program Coordination
• Pros
– Subject matter expert
– Close to faculty
– Close to students
• Cons
– This is rarely the case
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The Outsourced Call Center
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The Pros/Cons of the Outsourced Call Center
• Pros
– Solution!
– Structure
– Measurable
• Cons
– Aren’t we essentially
saying that we are not
good at talking with
our students?
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The Recruitment team
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The Pros/Cons of the Recruitment Team
• Pros
– It’s how we’ve
managed
undergraduate
recruitment … for a
long time.
– Dedicated staff
members with the right
skill sets
• Cons
– Most are made up of
recent college grads
– May not develop the
depth of knowledge
required
2014 CALEM, All Rights Reserved.17
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Agenda
1. Discuss five common
organizational models.
2. How important is
recruitment … really?
3. What steps can you take
to modify or strengthen
your efforts?
2014 CALEM, All Rights Reserved. 18
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What your students say …
2014 CALEM, All Rights Reserved. 19
Source: ALIM 2014 Survey Results
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What customers say and do are often at odds
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Customers insist
price and product
aspects were
dominant decision
factors …
Customers insist
price and product
aspects were
dominant decision
factors …
Yet upon
examination
product and service
knowledge and the
overall sales
experience were
actually important.
Yet upon
examination
product and service
knowledge and the
overall sales
experience were
actually important.
Buyers cite three practices as most damaging (64%): too much contact; Lack of
about products and competitors; and lack of knowledge about usefulness of
product.
Source: Mckinsey & Company survey of 1,200 purchasing managers in the US and Western
Europe. 2010.
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Are you getting the basics right?
• Your front line is a critical player in the pre-enrollment process
• Students want to be contacted …
• Staff should know the programs
• Students need information on how the program will help them
achieve their goals and improve their situation
• While price is often the objection, a satisfying experience is
ultimately more important.
2014 CALEM, All Rights Reserved. 21
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Agenda
1. Discuss five common
organizational models.
2. How important is
recruitment … really?
3. What steps can you
take to modify or
strengthen your
efforts?
2014 CALEM, All Rights Reserved. 22
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How do we move beyond
random acts of recruitment?
2014 CALEM, All Rights Reserved.23
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Step 1: Value it
• Change our mindset from
visions of being pushy to “how
can we help students make
decisions?”
• Test out your own experience
• Build the business case and
fund it
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Step 2: Organize it
• Dedicate staff for follow-up
– Manager, recruiters
• Establish goals
• Make it a part of marketing, not program
coordination or registration
• Think Levels 1, 2, and 3
– Level 1 – Basic info, start dates,
program requirements
– Level 2 – Career goals, choosing the
right program, why your institution
– Level 3 – Subject matter experts,
faculty “closers”
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Step 3: Train for it – Program Enrollment Profile
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Anticipate Questions
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Step 4: Support it
• CRM software
– Manage contacts
– Track interactions
– Create “cases”
– Monitor activity
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Step 5: Measure it
• Metrics
– Monitor contact activity versus
goals
– Measure pipeline velocity by staff
member
• Tie activity back to the pipeline
• Use your conversation plan to time
phone call follow-up
• Run mini-campaigns as necessary to
drive metrics
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Summary
1) Value it
2) Organize it
3) Train for it
4) Support it
5) Train for it
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Evaluations
Text
2014 CALEM, All Rights Reserved.31
Tim Copeland
CEO
DemandEngine
912-354-8007, ext 725