E-Recruitment in the Age of Social Networking. Timothy Enright Senior Sales Executive Datatel, Inc.

Transcription

1 E-Recruitment in the Age of Social Networking Timothy Enright Senior Sales Executive Datatel, Inc.

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3 What is Web 2.0 Web 2.0 is linking people people sharing, trading and collaborating 2007 Digital Ethnography, Kansas State University

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5 What is E-Recruitment? E-recruitment complements existing recruitment techniques by communicating through an engaging and social Web presence, integrated web services, and proactive and direct mail.

6 Why is e-recruitment important? Traditional Recruitment Funnel Prospects/Inquiries Applicants Admits Deposited/Enrolled

7 Why is e-recruitment important? Today s Recruitment Funnel Prospects/Inquiries Applicants Admits Deposited/Enrolled

8 E-recruitment technologies Online applications Websites Inquiry forms Blogs Podcasts FAQ builders/responders Campus visit schedulers

9 Who are your Target Audiences? Traditional Students (the Millennials) Masters of multi-tasking, always online Exceptionally short attention spans Strong focus on me Wants to be in control and wants options High technology and usability expectations

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11 Who are your Target Audiences? Non-Traditional Students (Adult Learners, Continuing Ed, MBA, etc.) Want only information related to their specific program(s) of interest Want to know next steps at all times Need to know that they will fit in Browsing from work and in the evenings Often have family responsibilities and very limited time

12 You must captivate & personalize Limited attention spans (5-8 seconds) Opinion of institution is formed quickly Expect a relevant experience Maximum information, minimum effort Different programs/schools may have different goals and messages Treat different people differently and do it all within 1 website

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15 What students want to do online: 1. Complete Financial Aid estimator (88%) 2. Complete tuition calculator (83%) 3. Apply for admission (81%) 4. Request/schedule a campus visit (81%) 5. IM an admission counselor or student worker (72%) 6. RSVP to campus event invitation (72%) 7. Inquire/get on mailing list (70%) Source: Noel-Levitz, Engaging the Social Networking Generation, 2007

16 Your e-marketing program needs to provide Web site and Personalization My To-Do List Campus Visit Scheduler Online Application Application Status Check Targeted, Personalized Spotlights Financial Need Estimator Content Management System

17 Now give me some specific e-recruitment strategies!

18 Communication patterns are changing Texting IMing FACEing Blogging

19 You can no longer control the message

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24 You must change your strategy to one of participation

25 A social networking marketing strategy will help you Reach new audiences and draw them to your Web site Keep existing visitors coming back to your site with regularity Connect with your prospective students with authenticity Engage prospective students with your institution in an active and real way Build relationships

26 Learn to leverage blogs Create an admission office blog and have counselors update it with daily experiences A Day in the Life Interviews, file review, tours, events Highlight faculty blogs on important topics

27 Leverage blogs Develop a culture of blogging at the institution; find interesting and positive blogs to highlight on recruitment pages Think about using blogs to reach other audiences Counselors Parents

28 Use social media Post photos to Flickr Make photo groups Encourage participation by students, alumni, and staff Hold a contest to make the best tour video & post it on YouTube Evaluate on authenticity Target and syndicate all content

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31 Engage in social networking Encourage admission counselors to create professional profiles on MySpace and/or Facebook Develop guidelines, of course Pull site content onto Facebook pages

32 Use your web site effectively

33 Companies expect users to come to their Companies expect customers to site but don t support creating an experience. Instead, the customer is given information. We need to turn websites into places where customers can play, learn, enjoy, build communities and exchange information. Nilofer Merchant CEO, Rubicon Consulting

34 Web site Objectives Attract more applicants Create significant efficiencies during recruiting process Increase net revenue by directing prospects to the Web site and automating as many aspects of the admissions process as possible Add electronic communications to the recruitment flow Communicate with site visitors in a more interactive manner, both on the site and through Manage content on the site more effectively

35 E-Marketing 3-Tiered Approach Compelling creative design for the look & feel / usability of the Web site. Software that provides personalized content and communication, specifically designed to enhance the admissions process. 2-way integration with Colleague to eliminate re-keying, make the Web site intelligent, enable highly personalized communications. Creative Design Critical Web Services Colleague Integration

36 Be relevant Put the user first What do we know about them? Traditional students (Millennials) Non-traditional students

37 Students want to Get the Real Deal Be engaged/entertained Interact Know if they will fit in Access specific information with ease

38 Our Prospective Student Rodney Reisdorf Age: 17 Hometown: Dayton, OH Intended area of Study: Management (Business) Nursing Other interests: Any and all extracurricular Activities Theater

39 Welcome by name Targeted spotlights Targeted headlines & Banner Ads Personalized My To-Do List

40 Before and After

41 Saint Michael s College Colchester, VT PREVIOUS SITE

42 Saint Michael s College Colchester, VT With ActiveAdmissions

43 Gustavus Adolphus College St. Peter, MN PREVIOUS SITE

44 Gustavus Adolphus College St. Peter, MN With ActiveAdmissions

45 Erie Community College Buffalo, NY CURRENT SITE

46 Erie Community College Buffalo, NY Admissions Section ( BEFORE AFTER

47 Colorado Christian University Lakewood, CO Admissions Section ( BEFORE AFTER

48 Example: Datatel ActiveAdmissions Front-end Web site Management Console Server

49 Datatel ActiveAdmissions Management Console Quickly see how active your site has been Server

50 Datatel ActiveAdmissions From the Management Console, you can Get lists of students who have recently personalized the page, by major, student type, etc. these students with relevant messages Get lists of students who have begun the online application Send s to encourage application completion, or see if they have questions about the admissions process

51 Results in Higher Education

52 Application, Admit, and Deposit Outcomes Applications Admits Deposits Applications up by 31% Admits up by 25% Deposits up by 53% Yield improved 4.5 percentage points, from 20.2% to 24.9% Fall 2004 Fall 2005

53 Results: Online vs. Paper Conversion Rate:

54 Results ( ) Online Applications Fall 2004, 65% of applications came online Fall 2005, 90% were online Personalizations (49% conversion; 29% yield) Fall 2004: 4,883 Fall 2005: 9,412 Online visit requests up 30%: Summer 04 to 05 All event registrations, on- and off-campus are online (no cards, no phone calls); attendance has never been higher

55 ActiveAdmissions Return on Investment Lesley University (at 32%) 54 (at 22%) = 25 additional enrollees 25 additional enrollees X $15,000 = $375,000

56 High-Profile Launches The Culinary Institute of America World s Premier Culinary College Datatel Creative Services, Site Overhaul, ActiveAdmissions & ActiveAlumni

57 One Name in To field Rich Content Tracked links

58 Benefits of our approach Tasks are remembered & student is steered through the process Content personalized to student s interests Personalization technology seamlessly integrated into actual website experience No log-ins to personalize, no cluttered portal look Completely adaptive environment controlled by intelligent style sheets (CSS)

59 Benefits of our approach News stories are cycled once they are read no repeats Unprecedented flexibility with creative design Datatel conducts full implementation, integration, and training on best practices to maximize results

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61 Final Thoughts Put the user first Be relevant Be authentic Provide an experience, not just information Take advantage of the medium

62 Questions? Su Hallenbeck, ST Product Manager Datatel, Inc. Timothy Enright, Senior Sales Executive Datatel, Inc.