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.

Last 12 Months CPIEnergy +17.4%

Transportation +8.1%

Food/Beverages +5.0%

Medical Care +4.1%

(First five months equal all of 2007)

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

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.

Web 2.0 is the technology subset of

the Social Media Revolution

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

96%Teens Using Social Networking Tools

National School Boards Association, 2007

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

Forrester Research, Inc. 2007 — Groundswell

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

13%Started their College Search in Eighth Grade or Earlier!

Eduventures, 2007

>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

Update frequently (reason to return)

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& Disruption.

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.

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Office of Parent Relations"Partners on the Journey"

First-time visitor? Learn more

Featured

Parent Perspectives

Get the parent perspective onBiola. Read interviews from fourparents of current students.Learn more

Parent Weekend

The Office of Parent Relationsinvites you to join us, October 5-7, for Parent Weekend 2007.

Olive Grove Project

A Biola Parents FundraisingProject to build the Olive GrovePark. See detail.

Quick Links

Parent Access toBSILogin to Biolastudent informationfor parents.

Hugs from HomeA great way forparents of currentstudents to say "Ilove you" or "We'rethinking about you."

Resources forParentsCommon Questions,Important Numbers,Location, and more

ServicesGet connected withBiola. Sign up forour email newsletterand The Chimes.

PARENT RELATIONS

Contact Biola Request Admissions Info

Library Giving to Biola

Employment Press Room

13800 Biola Ave. La Mirada, CA 90639

1-562-903-6000

Maps & Directions© 1996-2007 Biola University

ABOUT ACADEMICS ADMISSIONS ATHLETICS NEWS & EVENTS RESOURCES OFFICES

Calendar and Events

Campus Services

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Parent Council

Parent Relations Info

Hugs from Home

Resources

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or try the Site Directory

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We believe that God uses the faculty, staff,

students, alumni and parents of Biola

University to accomplish His work.

Naturally, you as parents are excited as your sons

and daughters embark on their college careers and

we want to thank you so much for entrusting your

son or daughter to us. Biola accepts this

responsibility realizing it is a tremendous privilege,

and we pray that your child will experience all that God desires for him or her during their

time here. Please remember that the Office of Parent Relations is here to serve you, feel free

to contact us at any time.

Parents of New StudentsParents of New Students

Get answers to your questions as a parent of a new student to

Biola. We also introduce you to our Parent Oriention Weekend

which takes place in August every year. read »

Parents of CurrentParents of CurrentStudentsStudents

We have answers to the questions commonly asked by parents of

current students, as well as information on graduation and the

services and products we offer. read »

Parents of Prospective StudentsParents of Prospective Students

Information for parents of all prospective students, including

home-schooled and international students. read »

PARENT RELATIONS

Contact Biola Request Admissions Info

Library Giving to Biola

Employment Press Room

13800 Biola Ave. La Mirada, CA 90639

1-562-903-6000

Maps & Directions© 1996-2007 Biola University

ABOUT ACADEMICS ADMISSIONS ATHLETICS NEWS & EVENTS RESOURCES OFFICES

Calendar and Events

Campus Services

Contact Us

Parent Council

Current Students

New Students

Prospective Students

Parent Relations Info

Hugs from Home

Resources

Visit Biola

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

Change Averse.

Requires a Change in Campus Culture.

Starting with thePresident and Faculty

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

Final Thoughts.

Today the most important conversation

is not the marketing monologue but

the dialogue between your audience.

Transparency

Differentiation

Connections

Stories

Profiles

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

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Recruiting 2.0Brian Wm. Niles