eRecruitment: A Dynamic S'W'O'T' Analysis Region IV St' Louis 14 November 2006 Matthew Beatty, CoPre

1
eRecruitment A Dynamic S.W.O.T. AnalysisRegion
IV St. Louis 14 November 2006Matthew
Beatty, Co-PresenterUniversity of Minnesota
beatt053_at_umn.edu Cheryl Darrup-Boychuck, Chair
and Co-Presenterusjournal.com, LLC
cheryl_at_usjournal.com Colleen Miller,
Co-PresenterCEA Colleen.Miller_at_gowithcea.com
Ruth Sylte, Co-PresenterThe Scholar Ship
RSylte_at_TheScholarShip.com
2
eRecruiting Web-based recruiting any recruiting
processes conducted via web-based tools, such as
a public Internet site.Interchangeable terms
Online recruitment, Internet recruitment, and
e-recruitment 2001 Prediction by Forrester
Research The online recruitment industry will be
worth 7.1 billion by 2004. In fact it surpassed
this figure in 2004, and is now a more than 9
billion industry and still growing.Message The
functionality of your website and an eRecruitment
marketing campaign can be your best weapons.
Strengths
3
5 Strengths of eRecruitment

• Far-reaching
• Can be inexpensive
• Students are asking for it
• Allows for easy target marketing
• Fluid environment

4
eRecruitment Your Website Your Tool

• 1. Complete a financial aid estimator form
  (88)2. Complete a tuition cost calculator form
  (83)3. Complete an admissions application
  online (81)4. Request a campus visit by
  completing a form (81)5. Exchange instant
  messages with an admissions counselor or student
  worker (72)
• Source Noel-Levitz

5
Students are Asking for It

• Prospective college students are open to
  cutting-edge recruitment efforts that employ the
  latest social networking technology.
• Sources Noel-Levitz, James Tower, and the
  National Research Center for College and
  University Admissions (NRCCUA)
• 43 percent of college-bound students have
  already created a profile on a college or
  university site (like those found on MySpace) and
  of those who did not, 46 percent would like to do
  so.
• Source Second Annual E-Expectations Report

6
eRecruitment and Your Budget

• A Strong CRM
• Savvy Internet Marketing Person / Developer
• Know Your Audience and Your Product
• Do Your Research
• Start With Grassroots

7
eRecruitment Employed

• Identify the strengths of your e-recruitment
  plan
• Quality of applicants
• Speed of recruitment process
• Greater diversity of applicants
• Budget should decrease

8
Strength Far Reach1,086,250,983 Internet Users
Now

• Source glreach.com

9
Weakness The Digital Divide

• Sources MorganStanley.com, useIT.com,
  InternetWorldStats.com, census.gov

10
Weakness / Opportunity

• Source Vijay Mahajan and Kamini Banga

11
Global Geographical Breakdown

• Source InternetWorldStats.com

12
Global Geographical Breakdown

• Only 16.7 Internet penetration worldwide
• Asia Obvious growth potential
• 56.4 of worlds population
• 10.8 Internet penetration
• North America Slow growth
• Only 5.1 of worlds population
• 69.1 Internet penetration
• 21.1 of all users now 15 by 2015

13
(No Transcript)
14
(No Transcript)
15
(No Transcript)
16
S.W.O.T. - Opportunities

• Two main points
• 1. Students want opportunities to interface.
• 2. Opportunities Functionality
• Few more things to think about
• More than ¼ of students participate in chat rooms
  online.
• 81 use online instant messaging.
• 70 would like to instant message with a
  counselor.
• 63 would like to read profiles of current
  students.
• Source http//www.emt.hobsons.com/products/chatuo
  verview.html

17
Special Abilities

• Ability to segment your markets and message
  based on different criteria
• Geography
• Language
• Level of Study
• Program
• 2. Ability to actively engage your audience
• Customized emails
• Message boards
• Video

18
Opportunities are Endless

• 1. Customized email
• 2. Segment Specific Website
• 3. Message boards
• Online Chat
• Online Blogs
• Question/Answer (Virtual Advisers)
• Text Messaging
• 8. Pod casting

19
Example 1 Customized Email

• About the email
• Includes
• First name
• Last name
• Brief description
• Program details
• Web address
• Contact email address
• Regular communication
• Track responses
• Report successful opens

• Lyris ListManager (http//lyris.com/)
• Email marketing software
• Built for enterprise usage
• Unified technology solutions
• Advantages
• Established product (12 years)
• Html plain text
• Tracking, reports
• Disadvantages
• Cost
• Training

20
Example 2 Segment specific websites

• Country Specific India
• (http//www.isss.umn.edu/ProspectiveSt/india.html)
  
• About the site
• Indian student user-friendly
• Culturally sensitive
• Addresses F.A.Q.
• Engages the audience

21
Example 3 Interactive FAQ Message Board

• U of M Admissions
• (http//www.admissions.tc.umn.edu/answers/index.ht
  ml)
• About the program
• - Post a question
• Instant, published results
• Able to review previous postings
• Provider RightNow Technologies
• (http//www.rightnow.com/crm.html)

22
Threatdown

• For students
• Educational charlatans
• Privacy
• Information that is difficult to access
• Over-engineered web sites
• Lack of mobile device web sites

23
Threatdown

• For institutions / organizations
• Technological security issues
• Over-engineered web sites
• Fraudulent electronic documentation

24
eRecruitment A Dynamic S.W.O.T.
AnalysisSession Notes http//www.usjournal.com/
en/educators/erecruit/06reg4.html Matthew
Beatty, Co-PresenterUniversity of Minnesota
beatt053_at_umn.edu Cheryl Darrup-Boychuck, Chair
and Co-Presenterusjournal.com, LLC
cheryl_at_usjournal.com Colleen Miller,
Co-PresenterCEA Colleen.Miller_at_gowithcea.com
Ruth Sylte, Co-PresenterThe Scholar Ship
RSylte_at_TheScholarShip.com