5 Starting Points for Recruitment / Enrollment Success

Posted by Keith Jolie on Wednesday, June 5, 2013 Under: Higher Education
or...Focusing on Your Recruitment Goals and Objectives

This article will be valuable to you if you work in student recruitment at a College or University and it is the second of  4 or 5 articles I'll be posting specific to student recruitment professionals over the next few weeks. That being said - I think anyone that is looking at setting goals and objectives for their business will find this useful.

So...let's get started.

As an enrollment professional it is important that your efforts be driven by your recruitment goals.  
Those goals will drive a large percentage of your tactical activities (the actions you take to ensure things get done) and day to day decisions and they will be influenced heavily by your recruitment and marketing strategy.  In case you missed the post on why a recruitment marketing strategy is important click here

As a new academic year approaches, and budgets are being examined, you'll need to know what your goals and objectives will be as you research the specific tactics that you will use to raise awareness of your programs and attract students to your institution.  

To help you set goals that will be truly valuable to your organization here are a few tips:

Don't try to do it all

Each of your goals should be narrow in focus. For instance, setting a recruitment goal that is focused on a specific geographical region will allow you to decide on specific well matched programs and tactics for that region. 

Understand your baseline

If your goal is to increase awareness of your institution in a particular state/region or country, be sure to have data that quantifies the historical data,  (for example: history of website visits, number of inquiries and applications and students on campus you’ve historically received from that region). This way you can use that as a baseline to compare your new results against and to determine your success.

Attainable Goals

If you've never had any exposure to a market – increasing awareness in that market is probably an attainable goal. Becoming the number one search result for MBA in a country or Enrolling 100 new students from that market may not be attainable.

When evaluating a goal, it is useful to network with colleagues at other institutions that have experience and that can help you avoid mishaps. Institutional partners, associations and vendors can also provide insight into best practices and to help you set realistic goals.

Do A Reality Check

Revisit the strategic plan for your institution. Do the objectives you’re setting advance towards your institutional goals and do the tactics that you’re employing align with those objectives? For instance, if someone suggests that you should use Twitter more effectively to recruit students, developing a large twitter following may sound like a reasonable goal, but may not do anything to move you closer to accomplishing your objectives if your target market does not use Twitter.

Timing is everything (or at least very important)

Each tactic that you employ should be related to a specific outcome and timeline. A web marketing campaign which is launched at the wrong time may be too early or too late to impact your objectives. Similarly, planning a website  re-design may distract from engaging with prospective students as they research your school prior to a critical deadline.

Your marketing and social media partners can work with you to ensure that these efforts are timed well to help you hit your goals.

Taking a critical look at your goals and objectives as well as the tactics that you employ using some of these criteria can help you to evaluate whether you are headed in the right direction and help you to avoid time wasting efforts that may not specifically help you meet your goals.

If you'd like to discuss your goals and objectives you can email me keith@gettingbrighter.com and be sure to subscribe to the "ideas from getting brighter" blog.

by Keith Jolie

In : Higher Education 

Tags: goals objectives recruitment enrollment "higher education" "recruitment and admission" 
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