Effective Use of Student Webmasters to Improve E-Recruitment: A True Win-win Scenario for Admission Offices and Students Seeking Para-professional Experience - PowerPoint PPT Presentation

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Effective Use of Student Webmasters to Improve E-Recruitment: A True Win-win Scenario for Admission Offices and Students Seeking Para-professional Experience

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Title: Recruiting Science & Technology Majors Must Be Highly Focused on the Prospective Students Needs & Communication Style Author: goffjw Last modified by – PowerPoint PPT presentation

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Title: Effective Use of Student Webmasters to Improve E-Recruitment: A True Win-win Scenario for Admission Offices and Students Seeking Para-professional Experience


1
Effective Use of Student Webmasters to Improve
E-Recruitment A True Win-win Scenario for
Admission Offices and Students Seeking
Para-professional Experience
  • Jay Goff
  • Dean of Enrollment Management
  • Sean Gottlieb
  • Database Services Assistant EMT Project Lead
  • University of Missouri Rolla
  • ACT EPC July 20 2006, Chicago, Illinois

2
OVERVIEW
  • Understanding the Need for Re-examining the Roles
    for Student Webmasters Tech Developers
  • Organizational Structure Strategies Needed to
    Embrace Student Webmasters
  • Evaluation Processes
  • An E-Market Evaluation Enhancing E-communication
    Strategies Homepages by Utilizing Students
    Tech Talents, Systems Knowledge and market Insight

3
Internets Importance
  • 16 million Teens and Kids are Online
  • Over 90 of Teens regularly use a computer
  • Within the last five years, students usage of the
    Web to find out information about colleges has
    doubled
  • The Internet population in 2005 will number more
    than 700 million adults and children worldwide
    according to the Computer Industry Almanac-
    nearly 250 million in North America

4
Have Internet Access
5
Demographics of Internet Users Demographics of Internet Users
Here is the of each group who go online. As an example, 65 of women go online. Here is the of each group who go online. As an example, 65 of women go online.
Go Online
Age Age
18-29 81
30-49 78
50-64 63
65 26
Race/ethnicity Race/ethnicity
White, Non-Hispanic 68
Black, Non-Hispanic 51
Hispanic 63
Household income Household income
Less than 30,000/yr 48
30,000-50,000 69
50,000-75,000 84
More than 75,000 92
Educational attainment Educational attainment
Less than High School 32
High School 54
Some College 80
College 88
Source Pew Internet American Life Project, January 2005 Tracking Survey. Please note that the January survey employed split form questioning in which half the sample was asked our traditional Q6 internet use question and the other half was asked a new two-part internet use question. N2,201 adults, 18 and older. Margin of error is 2 for results based on the full sample. Source Pew Internet American Life Project, January 2005 Tracking Survey. Please note that the January survey employed split form questioning in which half the sample was asked our traditional Q6 internet use question and the other half was asked a new two-part internet use question. N2,201 adults, 18 and older. Margin of error is 2 for results based on the full sample.
6
What resources do you use to find out more
information?
7
Source Pew Internet American Life Project
8
Teens (12-17) Gen Y (18-23) when online, are
more likely to 81-54 Play Games 57 -73
Search for Colleges/Get School Info 60 Text
Message 45-51 Download Music 38-41 Read
Blogs 27 - 31 Download Video 19-20 Create a
Blog
9
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10
Big decisions made online (1)
Teens, Students, Parents Internet Technology
Presented by Amanda Lenhart, Research Specialist
to the Lawlor Group Summer Seminar June 18, 2004
Minneapolis, MN
11
Big decisions made online (2)
Teens, Students, Parents Internet Technology
Presented by Amanda Lenhart, Research Specialist
to the Lawlor Group Summer Seminar June 18, 2004
Minneapolis, MN
12
Organizational Structure Strategies Needed to
Embrace Student Webmasters
13
  • If You Embrace the Web as the
  • Center of Your Marketing Strategy,
  • You Need Staff Who Know
  • How to use todays internet
  • 2. How todays students use the internet

14
Student Webmasters Can Fulfill both Needs
  • Generally, students pursuing technology or
    computer systems degrees are driven to know the
    most current software and tech/web applications
  • Most often higher education IT professionals are
    generally stuck using/maintaining outdated or
    mainstream systems. Due to the lack of RD on
    most campuses, they get little exposure to the
    most current tech advances and market use
    studies.
  • The best e-marketing organizations seek out and
    rely on student interactions and students surveys
    to learn how the web is being used.
  • The student webmaster can provide the best of
    both worlds knowledge of cutting-edge tech and
    an ability to implement communication systems
    similar to their daily lifestyles.

15
How to Find the Right Student Webmasters Skill
Sets Needed
  • PREVIOUS WEBPAGE BUILDS Look at samples of work
  • PROGRAMMING Experience with the campus
    programming language for the web and databases
    (i.e. Perl, PHP, Java, ASP.net)
  • DATABASES Experience with database operations
    and table construction
  • DESIGN Have some designing background/skills.
    Training usually required.
  • FLEXIBILITY Can be creative, take direction
    constructive criticism understand that a first
    draft is not a final draft. Any university has
    multiple, multiple stakeholders.
  • COMMUNICATE Good writing and interpersonal
    skills are needed for any group projects, but
    this is especially important for college internet
    projects. Training usually required.
  • FUN This is a technical marketing position and
    can be frustrating getting started. Being able
    to ask questions, have fun laugh at yourself is
    very important.

16
How to evaluate Webmasters Previous Performance
Measures
  • This cannot be a learning technology on-the-job
    position.
  • Must have core tech knowledge and experience,
    paid or unpaid.
  • Too much to learn in terms of recruitment
    strategy, campus politics, etc to also try to
    learn tech skills.

17
Embracing the Para-professional Role
  • Not easy to do in Academia student-workers
    usually seen/treated as the low rung
  • Must have the support and backing of the lead
    managers
  • Lead manager MUST regularly re-enforce the
    Para-professional role with full time staff
    members
  • The hybrid role must be constantly supported and
    re-enforced by the lead managers

18
Types of Jobs for Student Webmasters Assuming
they work 20 hours per week
  • Landing sites
  • Product Research
  • Database analysis
  • HTML emails
  • Help writing and researching RFPs
  • Virtual Campus Sites
  • Special School Related Promotional Pieces
    (wallpapers, help agents, screen savers, etc.)

19
KEY TO SUCCESS
  • No More Than 1 Project for every 10 Weeks!

20
Who Benefits from a Paraprofessional Student
Webmaster
  • Both the student and the institution gain
    significant benefits from this hybrid
    participation.
  • But it does mean changing some of the traditional
    perceptions of student-workers, office
    organization, and pay/benefits.

21
Institutional Benefits
  • Fosters needed interaction between
    administrators, educators and students to develop
    and implement student oriented web-sites which
    benefit the schools enrollment and student
    relations.
  • Salary Savings. By using students, the salary
    expectations are much lower than hiring a
    professional staff member
  • Cutting edge technology and application are more
    likely to be embraced and tried
  • Encourages students and supervisors to set time
    priorities on job responsibilities.
  • Provides an ongoing in-house focus group input
    and analysis the student webmaster and their
    friends are part of your target market.

22
Student Benefits
  • Improves a students future job performance,
    knowledge, and skills better when written job
    objectives can be provided.
  • Helps the student develop a portfolio, career
    motivation and job satisfaction due to feelings
    of achievement and a successful completion of
    goals.
  • Allows students to improve communication skills
    with their supervisors which fosters an improved
    working relationship for future jobs.
  • Bridges the gap between classroom theory and
    practical on-the-job experience.
  • Improves the students opportunities for
    immediate job placement/advancement.
  • Provides the student with additional exposure to
    potential employment opportunities by meeting and
    learning about various vendor organizations.

23
Evaluation Processes
24
Evaluating the Work and the Worker Outcomes
Based
  • Projects Completed Attendance
  • Stakeholder Feedback on the Projects
  • Prospective students parents
  • Alumni
  • Staff, Faculty, Administrators
  • General Public
  • Opportunity to Provide Vision for the Future
  • Compare work to other schools, vendors, etc.

25
Understanding Prospective Student Use of Your
Homepage
26
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27
The Basic Hit Analysis is Most Telling of How
Effective Your Architecture is with Your Target
Market
28
Enrollment Increases After Trying New Electronic
Recruitment Projects
  • 2000 2005, Increased new undergraduate
    enrollment by 38 communications focused on
    admit to enroll yield.
  • Freshmen increase by over 300 per year
  • Transfer students increase by 117 per year
  • Total UG enrollment up
  • Fall 2000 3698 undergraduates
  • Fall 2005 4313 undergraduates

29
Due to Low Market Interest in STEM Majors, UMR
Embraced a Communication System to Increase
Enrollment by Improving the Yield of Admitted
Undergraduate Applicants who Enroll
FS2000 FS2001 FS2003 FS2005
4TH WEEK CENSUS 4TH WEEK CENSUS Beginning Freshmen 42 696 43 715 51 897 50 914
w/ Admit to Enroll Yield w/ Admit to Enroll Yield New Transfers 61 195 62 231 73 281 96 312
 
    TOTAL 891 946 1178 1226
30
An E-Market Evaluation Enhancing
e-communication strategies and homepages by
utilizing students tech talents, systems
knowledge and market insight.
31
A General Internet Presence is now Assumed by ALL
STUDENTS
  • Mass e-recruitment techniques gave early adopters
    a competitive advantage but that edge is now
    largely gone.
  • The days of effective pop-ups, mass generic
    emails, and FAQ listings have changed to blogs,
    RSS feeds, personalized web-space and interest
    filtering systems that provide 24-7 virtual
    college counseling.

32
General University/College Homepage
Assumptions i.e. the Must-haves
  • Online forms for requesting admission by mail
  • Online applications
  • Information about campus tours
  • Detailed admission information, including
    requirements, deadlines and admission options
  • Online chat rooms/Instant Messaging Abilities
  • E-mail newsletters
  • Information for high school guidance counselors
  • Information for parents
  • Online course catalog
  • Online course registration
  • School profile/snapshot for freshman class
    academic qualifications
  • College cost information

2004 AACRAO SEM Enrollment Managers Survey
33
E-Marketing To Teens
  • The Web should be the center of your
    communications and marketing strategy
  • Make your communication as personal as possible
  • Make sure that the message is relevant
  • It must be cool for this market to respond
  • Test/ Test/ Test

34
Key to a Non-Spam Feel Make Communication as
Personal as Possible
35
E-mail
  • Average of 3.4 e-mail addresses
  • Average of 13.8 e-mails per day
  • 66.5 have received an e-mail from a college
  • 83.3 like receiving e-mails from colleges
  • Personal e-mail 57.8 response

36
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37
What we are doing now
  • Capture and store contact data from visitors to
    your institutions Web page. (through the VIP
    page umr.myvippage.net)
  • Create personalized interest, event, and
    workflow-driven Web portals for each contact.
  • Use information collected from ACT, PSAT, other
    third-party data providers, and People Soft
  • Build and execute unique communication plans for
    multiple target groups.
  • Export data for direct mail and tele-counseling
    lists.
  • Build queriesor filtersto divide your contact
    pool into meaningful market segments for targeted
    communication.
  • Schedule and automate personalized and customized
    e-mails to thousands of contacts at a time or
    send out spontaneous e-mails when needed.
  • Manage information collected from incoming phone
    calls, inquire cards and e-mails.
  • Conduct e-surveys
  • View activity history of all contacts to measure
    engagement levels.

38
QUESTIONS?
Jay W. Goff Dean of Enrollment Management 573-341-
4378 goffjw_at_umr.edu Sean Gottlieb Data Base
Services Assistant EMT Project Lead University
of Missouri Rolla 573-341-7259 gottlieb_at_umr.edu
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