recruitment is not a four letter word

Recruitment is not a four-letter word

Wednesday, July 23, 2014

2:00 – 3:15 PM

Text 33233 - copelandrecruit

Tim Copeland

DemandEngine

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.

“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!”

Here’s the problem …

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?

Five common models

1. Program coordination

2. One-stop shop

3. The outsourced call center

4. Recruitment team

5. Abyss

The Abyss …

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?

The One-Stop Shop

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

The Program Coordination Model

The Pros/Cons of Program Coordination

• Pros

– Subject matter expert

– Close to faculty

– Close to students

• Cons

– This is rarely the case

The Outsourced Call Center

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?

The Recruitment team

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

Agenda

2. How important is

3. What steps can you take

to modify or strengthen

your efforts?

What your students say …

Source: ALIM 2014 Survey Results

What customers say and do are often at odds

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.

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.

Agenda

2. How important is

3. What steps can you

take to modify or

strengthen your

efforts?

How do we move beyond

random acts of recruitment?

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

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”

Step 3: Train for it – Program Enrollment Profile

Anticipate Questions

Step 4: Support it

• CRM software

– Manage contacts

– Track interactions

– Create “cases”

– Monitor activity

Step 5: Measure it

• Metrics

– Monitor contact activity versus

– 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

Summary

1) Value it

2) Organize it

3) Train for it

4) Support it

5) Train for it

Evaluations

Tim Copeland

DemandEngine

john.copeland@demandengine.com

912-354-8007, ext 725

recruitment is not a four letter word

Marketing

027 leadership is a four letter word white

part four roman letter transliterations

kerberos: the four letter word

mississippi state university recruitment module offer...

four-letter (english name) and six-letter (scientific …...

levee is not a four letter word…but levee is not a four...

8.26.15 four members' letter to house--financials

program name sports and competition 1. your recruitment...

four recruitment scenarios

sep recruitment group -...

four-letter (english name) and six-letter (scientific name...

food - the four letter word in end of life care the four...

four recruitment scenarios_sw

hdmi – making sense of this four letter word

"customer" is not a four-letter word

agile is a four-letter word (jen krieger)

week four lesson recruitment and...

securing data is a four letter word

rfid! a four letter word?

change is not a four-letter word