2008 GMAC Professional Development
98
Recruiting 2.0 Brian Wm. Niles
Transcript of 2008 GMAC Professional Development
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.
or try the Site Directory
Search
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
Contact Us
Parent Council
Parent Relations Info
Hugs from Home
Resources
Visit Biola
or try the Site Directory
Search
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
Brian’s Bookshelf
Brian’s Podcasts
knowledgecenter.targetx.com
Recruiting 2.0Brian Wm. Niles
