Presentation on Recruiting and Retention 2.0 given in Cincinnati, OH

1. Recruiting and
Retention 2.0
Brian Wm. Niles

2. Interactive Recruiting Solutions
Email, Blogs, Social Networks
Search Campaigns, Campus Visits
Student Recruitment Manager (SRM)

4. Millennials +
the Internet =
_________
???

5. GI Generation (84-107)
Silent Generation (66-83)
Baby-Boomers (48-65)
Generation X (27-47)
Millennials (5-26)
New Silent Generation (0-4)

6. They’re Here!
Born in 1982 “New Silent Generation”
Graduate
College
High School
Elementary School
Boomer Parents GenX Parents

7. More on the Way!

8. ... By U.S. Region

9. Generational
Differences

10. Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005

11. Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
Females
Males
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

12. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns

13. Traditional 1.0 Recruiting
Begins Middle of Junior Year
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Department Brochures
Large Open Houses and Group Tours
High School Visits, College Fairs & Nights

14. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet

15. Where Most
Colleges Are Today
Special Thanks to Bob McCullough, Ursinus College

16. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
2.0 2003 Control Shifted to the Student

17. 2.0

19. Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.

20. Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.

21. Recruiting 2.0
You are no longer in control of the conversation.
who, when & how

22. It’s all about making
connections online.
Which is different from just being “interactive”

23. E-Expectations
of Undergraduates.
Noel-Nevitz, 2007

24. 96%
Teens Using Social Networking Tools
National School Boards Association, 2007

25. 22%
Teens Have Uploaded Video they Created
National School Boards Association, 2007

26. 9 Hrs
Spent on Social Networking Sites per Week
(compared to 10 hours watching TV)
National School Boards Association, 2007

27. 71%
Started their College Search Before their Junior Year
Eduventures, 2007

28. 50%
PSAT Takers Were in the 10th Grade or Earlier (2% in 8th Grade)
College Board, 2006

29. 13%
Started their College Search in Eighth Grade or Earlier!
Eduventures, 2007

30. >25%
First Point of Contact was the Admissions Application
Informal TargetX Survey of Undergraduate Admissions Clients & Noel-Levitz E-Recruiting Practices Report, April 2006

31. 75%
Students Spend Researching Colleges Online
Harris Interactive, 2004

32. 84%
Use the College’s Website Most Heavily in their Research
Eduventures, 2007

33. College Website Activities by High School Juniors
Activity Do Want
Inquiry Form 72% 73%
Online Survey 50% 72%
Personalize Site 39% 58%
Forwarded Page 34% 63%
Tuition Calculator 33% 88%
Student Profile 31% 63%
Faculty Profile 26% 69%
Campus Visit Request 25% 84%
Financial Aid Estimator 24% 90%
Online Application 22% 86%
IM with Counselor 6% 70%
Navigating Toward E-Recruitment, Noel-Levitz, Inc.

34. E-Expectations
of Adults.
Noel-Nevitz, 2007

35. 64%
Prefer Website vs. Brochures
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

36. 63%
Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

37. 71%
of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

38. College Website Activity Discrepancies
Activity Do Want
Financial 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%
E-Expectations: Graduate Edition, Noel-Nevitz, 2007

39. Takeaway
Preference for Electronic Communication
Want Details on Cost and Financial Aid
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)

40. Recruiting Revolutions
0.0 Pre 1972 Admissions as Paper Processing
1.0 1972 Aggressive Marketing Campaigns
1.5 1993 Information Moved to the Internet
2.0 2003 Control Shifted to the Student
2.1 Today
Authenticity.

41. 64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006

42. Marketing Immunity
3,000-5,000 Daily Messages
Neurological Blockaides

43. Stories not Stats.
People not Programs.

44. Tell Better Stories
Stories not Stats. People not Programs.
Must be real, unique and recent.
Let “them” tell the story!
Can’t be authentic & have editorial control

45. Some Thoughts

46. Fix Your Website
Strong, consistent brand image
Focus on future customers
Obvious, consistent navigation (from home page)
Stories, not just facts
Highlight Differentiation
Update frequently (reason to return)

48. Transparency
Differentiation
Connections
Stories
Profiles

49. Blogs & Diaries
Entries 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
Offer RSS feed option

51. Social Networking
It’s called MySpace, not YourSpace
Trend is away from MySpace -> Facebook
Encourage grad assistants to share info on their Facebook
Create your own college’s branded social site
(possibly replacing blogs & message boards)

54. Why They Choose One Over the Other
Pew Internet & American Life Project, Teens and Technology, July 2005
What We Use to Talk
Email to “Old People”
Casual Written
IM Conversations with
Friends

55. Instant Messaging
Make 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)

56. Email Campaigns
Short & 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

57. Embrace Parents
Collect their Name & Email Address
Get Student’s Permission, of course
Expect them and Embrace them at events
Invite them to online chats, blogs, etc.

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59. Stage Better Experiences
Recreate Campus Visits, Receptions and Events
Make them Memorable. Make them Interesting.
Set the Expectations. Understand Visitor’s Needs.
Customize the Visit When Possible.
Eliminate Negative Cues - Now!
Get Together with Undergraduate Admissions on This

60. 71%
Campus Visit was the Most Trusted Source of Information
Eduventures, 2007

61. Rethink the Budget
Distribution Print vs. Web, On-Campus vs. Off
Stop the “have to” Activities
Focus on what WILL work - Not what ALWAYS worked
Doesn’t necessarily mean additional funding

62. Start Earlier
Brand Recognition Begins in Freshman Year
College Search Starts in Sophomore Year
Short List is Made Before Junior Year
Enhance Junior Year Recruiting Activities

63. 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.

64. Retention 2.0

65. 60%
Attend More Than One College Before Graduating
U.S. Department of Education, 2006

66. 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

67. Amount of Financial Aid
Student-Institution Fit
Only 2 of 24 attrition characteristics had a moderate or higher impact.
What Works in Student Retention?, ACT (2005)

68. It begins in recruiting.
How “authentic” were you in sales?
Did you provide a financial plan?

69. However, this is a
technology conference

70. Give them the tools
they expect you to have.

71. Online Registration
Purchase Books Online
Email & IM with Faculty/Advisor
View/Pay Bill Online
Participate in Social Networks

72. Requires a Change in
Campus Culture.
Starting with the President and the Faculty

73. Your Bookshelf

74. The Knowledge Center
knowledgecenter.targetx.com

75. Recruiting and
Retention 2.0
Brian Wm. Niles