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Articles: Recruitment

Rhe concept of leveraging MOOCs as a data-rich marketing vehicle is new but gaining a foothold

The exploding popularity of MOOCs is beginning to open up a mother lode of data about prospective students that colleges and universities can use for marketing and recruitment purposes.

MOOCs are still in their infancy stages, and the concept of leveraging their reach as a data-rich marketing vehicle for the institution is even newer. But it’s beginning to gain a foothold.

More higher ed leaders are concerned about maintaining enrollment levels at the same time Census numbers have revealed that colleges and universities lost half a million students in 2012. A drop-off had been anticipated for some time, but now institutions must scramble to manage.

Higher ed has a new recruitment tool available with LinkedIn’s University Pages, which not only promote a school, but add a powerful networking platform for current and future alumni.

“A LinkedIn University Page includes all the things that touch a university in one space,” says John Hill, LinkedIn’s higher education evangelist. “It’s rich media, so it can have videos, imagery, blog posts, and so on.”

Students at Savannah College of Art and Design have a variety of dining styles and locations to choose from across campus.

Only one-third of 3,400 U.S. college students say they’re satisfied with their meal plans, found a survey by food industry research firm Technomic. But schools are finding that to address the problem, they need to go beyond simply improving what winds up on diners’ plates.

In higher education, we love, hate, and thrive on college rankings. The annual U.S. News and World Report top colleges list—as well as rankings by other news organizations—is anticipated with excitement and trepidation. When it comes to the numbers game of college admissions, it’s important to secure a spot near the top of these lists. Improving your institution’s rank means an automatic increase in general visibility. It also often results in a better chance to convert more college-bound high school students into serious prospects and highly motivated applicants.

While the “curb appeal” of well-manicured lawns as well as easy parking are crucial parts of the first impression a campus makes, how welcome visitors feel once inside the first building they encounter on campus is just as important.

To make their campuses more enticing and friendly to those who aren’t used to making their way around there, some institutions have created welcome centers as a first stop for prospective students, family members, alumni, and other guests.

Joshua Dodson works as a SEO and web analyst at Eastern Kentucky University. With a couple of consulting years under his belt, he also has been teaching a four-week online course on web analytics for higher education since September 2011. But, the “Higher Ed Analytics Prof” could also be called the Analytics Profiler. At his university, Dodson is mining web analytics data to go beyond the usual insights on click stream, conversions, or referring web properties.

It’s really no surprise that today’s technology-savvy generation is challenging elements of the traditional college recruitment process. The conventional approaches of marketing, recruitment and admissions are all being called into question, in part, due to two driving factors—external influences and the changing needs of today’s student. This article explores these factors and offers ideas on what can be done to reach, and connect, with more students.

Postcards promote a Presbyterian College  microsite that can be personalized via Facebook.

As some colleges and universities sprint into the digital viewbook model, others are tiptoeing into a new model that bypasses the traditional print viewbook for other millennial-friendly approaches.

Millennials, the generation born between the late 1970s and early 2000s, speak a language all their own. A digital camera is a camera; a cell phone is a phone. They’ve grown up with the internet and are wholly immersed in technology with websites like Amazon and Zappos customized to their individual interests.
The question for higher education enrollment managers is this: Is the viewbook, the crown jewel of the admissions process, ready for a leap into the online world? The answer: A resounding maybe.

Roanoke Pinterest board

Colleges and universities are rushing to use Pinterest, the fast-growing social media innovation, but many remain uncertain of where it fits in their promotional mix. A key factor appears to be how important they consider adult women to be in their marketing outreach.

Higher education is a dynamo for economic growth, powering the supply of high-level skills and the technological advances for improving productivity and opening up new markets. Where higher ed flourishes, so can an economy.

At The University of Vermont­, a small public research university, officials had realized that mobile would become very important to our stakeholders. It was 2007 and mobile adoption rates had begun to skyrocket. Smart phones had begun to proliferate nationally and at the institution, which has an average combined enrollment of 12,500 undergraduate, graduate, and medical students.

Social media gurus and CRM providers share a vision for a future where CRM and social media go hand in hand. But the idea is in its early stages.

“The CRM system assumes that everything is data, whereas most of what you’re talking about is people and conversations with people,” shares Michael Staton, founder of Inigral, creator of the Schools App. The goal? “A CRM where the entire premise is that you’re interacting, you’re not just logging data about accounts and tracking potential revenue,” he says.

Last August, when a 5.8-magnitude earthquake shook Virginia, people in offices up the East Coast were reading about the quake before they felt their desks not-so-mysteriously begin to wobble. How? Chalk it up to another feat of Twitter (by this time it had already helped topple unruly regimes in the Middle East). During the earthquake, users tweeted at a rate of 5,500 tweets per second, with 40,000 tweets hitting Twitter timelines and TweetDecks in just one minute.