Armchair Recruitment in the Digital Age
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ARMCHAIR RECRUITING IN THE DIGITAL AGE CIS Forum, Monaco November, 17, 2010 Marty Bennett, EducationUSA Marketing Coordinator, IIE Wesley Roy, Associate Director of International Admissions, Roger Williams University
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In these day of reduced budgets and tighter belts, it’s increasingly important to connect with students both in ways beyond traditional recruitment travel and through avenues students prefer. Join us as we discuss and demonstrate options to consider for your armchair recruiting efforts in the digital age.
Transcript of Armchair Recruitment in the Digital Age
ARMCHAIR RECRUITING IN THE DIGITAL AGE
CIS Forum, Monaco November, 17, 2010
Marty Bennett, EducationUSA Marketing Coordinator, IIEWesley Roy, Associate Director of International Admissions,
Roger Williams University
SOCIAL MEDIA REVOLUTIONA fundamental shift in the way we communicate
source: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
IF THE BRITISH MONARCHY CAN DO IT…
PROBLEM IS…
Recent surveys conducted by Hobson’s of students show that they aren’t using social media heavily in the early stages of admissions? Why?
How many in the room have a clearly defined social media presence/strategy for international admissions?
Noel Levitz survey of students: 80% of students expect institutions to have
social media presence as part of admissions outreach
<30% of institutions do
ROGER WILLIAMS UNIVERSITYo Why Social Media?
o Connect with students in ways they communicate
o Provide exciting news about RWUo Fasto Effectiveo Organico Targetedo Cost
o How does this fit in?
PLANNING/IMPLEMENTATIONo 2008
o Beginning of Social Media for RWU o Research and Designo Admissions/Communications/University effort
o 2009o Toolso Training/Schedulingo Implementation
o 2010 o Evaluation/what worked?o Generation 2
FACEBOOK-
o Purpose?o Admissions Pageo International
Admissions Pageo Class Pageso Athletics Pageso Club Pageso Quick responses!o The “Real RWU”o New content!o Old news is bad
news!o Cross pollination…
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FACEBOOK-
o Specific international informationo Admissionso Scholarshipso Life at RWU
o Travel/Interviewso Deadlines/Decisionso Specific advertisement
in countryo Why FB?o When to FB?o Who FB’s?o What to FB?
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TWITTER-
o Fun!o Day to day
contento Consistent
interactions all the time
o Part of daily job responsibilities
o Interviews/quick info/school and alumni shout outs!
TWITTER-
o Rollingo Linked to
Admissions Page
o When to TWEET?
o Whoo TWEETS?o What to
TWEET?o Why
TWEET?
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YOUTUBE-o See RWU!o The FEED-University
news channelo The Media Roomo International Video
Welcomeso Different Languageso Different Countrieso Male/Femaleo Organic vs. Scripted?o Generation 1 & 2
o RWU Welcome Videoo Faculty/Staff/Students
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FLICKR-
o Images of RWUo Substantial
amount of datao Organico Open to entire
University
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BLOGS-
o WordPresso Admissionso Studentso Facultyo Staffo Departmentso When?
o Travelo Decisionso Yieldo Life at RWU
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THEDOCK-o Organizationo Interactive Admissions Pageo Home of all the “Social
Media”
for the Universityo Meet your Counseloro RWU on the Road
TOOLSo iphones-
o Fast responses/Multiple platformso Real/Organic communication
o Laptops and Digital Video Cameraso Higher level communication
o Frequency/Scheduling o As often as possibleo All the time?
o Staffingo Daily taskso Admissions staffo Marketing staffo Student staffo Faculty/Staffo Automated options
o Branding-ALL Publications/ Signatures/ Business Cards/Website
OTHER DEVICES
• Parachat• SKYPE-interviews/
information sessions• Digital Video
Conferences• Virtual Open Houses• College Week Live• Instant Messaging
EVALUATIONo What's working?
o Social media statisticso Matriculated student surveys
o What's not?o Non-matriculated student surveyso Staffing/ Scheduling/ Cost
o Generation 1 & 2o Technology/ Messaging/ Staffing
o What it’s worth? o Timeo Costo Messaging
WHERE TO START?o Survey campuso Culture of Social Media?o Purpose of Social Media for International Admissions?o Consolidate ALL social mediao Brandingo Technologyo Staffingo Schedulingo Feeding/Linking to other social mediao Evaluation
o How does this fit into our overall ____________ plan?
EDUCATIONUSA – NEW WEBSITE New site launched Nov.
2009 More interactive Focus on providing services
to accredited US institutions for both armchair and overseas recruitment of international students
1st month – 2.6 million hits – 194 countries
YOUTUBE CHANNEL
60+ college & university videos profiled
Send me a YouTube link for your institutional video ([email protected])
First three weeks: 16,000 views
28,000+ channel views (as of November 1, 2010)
100 uploaded videos
EducationUSA.state.gov
FACEBOOK PAGE Over 9300 fans/likes Events Links Photos/Videos www.Facebook.com/EducationUSA
Links to 110+ center Facebook profiles, groups, & pages
TWITTER FEEDS For US institutions… For students…
MARKETING EDUCATIONUSA BLOG
HEI ENEWS
Bi-weekly updates on upcoming EducationUSA events
Regional Conferences Major College Fairs New Opportunities 1200+ subscribers
ATTEND HIGHER ED FAIRS
Calendar view Country view Lists all
recruitment fairs our centers participate in
REFER STUDENTS TO PRE-DEPARTURE ORIENTATIONS
Send your admitted students a link to this section of our site
Lists each center’s pre-departure orientation schedule by country
Helps better prepare your admitted students for the transition to the U.S.
SECURE LOGIN ACCESS Only for accredited US college
& university reps Access to information not
available to the general public
REQUEST OUR LOGO Get our logo on your international admissions site Comes with a two line description of what our
centers do, who we are Directs your prospective students at the beginning
of the process to work with centers On the ground support, in-country you can’t buy
SEND MATERIALS TO OUR CENTERS
Downloadable spreadsheet Includes mailing addresses (some of which are
domestic pouch or APO addresses) Lists exactly which items can be received Lists maximum quantities of each item that can
be sent
WEEKLY UPDATE
Sent every Monday to over 400 centers in 170 countries
Free advertising Academic programs Scholarships
EXPANDING RESOURCES SECTION New website, secure login access for
accredited U.S. colleges & universities Resources on credentials, HEI eNews
archive, registration materials for EducationUSA conferences/workshops
EducationUSA Triennial Africa Conference Presentations & Slideshows
EdUSA Forum Presentations & Regional Updates
CENTER & COUNTRY FACT SHEETS Downloadable pdfs
Education System Higher Education Fairs Trends & Program Highlights Center contact details Center & Country Statistics Educational Authorities Academic Calendars and more!
EDUSA CONNECTS
EDUSA CONNECTS EXPERTISE DATABASE
Do general interest sessions for our centers Recordable Available to all 400+ centersPlease leave a business card with me after the
session—with the topic you could present written on the back
CENTER SERVICE LEVELS
Reference Standard Comprehensive
FUTURE REGIONAL CONFERENCES
April 12-15, 2011 Doha, Qatar Middle East, North Africa
Late 2011 tba East Asia & Pacific
EDUCATIONUSA FORUM
June 22-24, 2011 Washington DC
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WHAT’S WORKING FOR YOU?
Share successes Discuss what hasn’t worked & why Consider new options Where are you in the process?
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QUESTIONS & THANKS
Marty Bennett
EducationUSA Marketing Coordinator
Institute of International Education
[email protected] : www.educationusa.info
Skype: iiembennett
EdUSA Connects: http://edusaconnects.acrobat.com/martybennett/
Wesley Roy
Associate Director, International Admission
Roger Williams University
[email protected] | www.rwu.edu
