Are you falling behind the curve?

Posted by Brad J. Ward | Posted in Higher Education, Marketing, Recruitment, Technology | Posted on 09-06-2007


With technology becoming increasingly more important in higher education recruitment, it is easy for a university or college to become overwhelmed. Where should time and resources be invested with all of the opportunities that are available?

At higher ed conferences it is very easy to see the amount of colleges who are scrambling to “catch up” with technology implementation. Traditional marketing directors have a mental meltdown when words such as podcasting, Myspace, Second Life, and YouTube are thrown at them. Communication teams are trying to understand how to create an effective email campaign. Administration struggles with the thought of giving students the ability to speak freely about their experience.

If you find yourself wondering how to catch up with it all and make your university stand out among the mass amounts of digital information every school is spewing into the mix, you’re not alone. Always do some research on the initiatives you are planning. For example, some people in Higher Ed praise the use of SecondLife… but why? You must be 18+ to register for the main site, so what value is there in attempting to recruit students using it? You must always evaluate your projects, and decide “Am I doing this to add value to our comm flow, or am I doing this to keep up with other schools?” If your school has a student body of 3000 primarily rural students, there is likely no need for a lot of the options available. Instead, focus on designing your website to be more appealing and user-friendly.

If you feel that you are falling behind the curve, take a step back and look at your overall recruitment cycle. Pick a few aspects of it that could be improved (or enhanced with technology), and go from there. We’re all trying to keep up with the Millenials, and quite frankly, what’s cool now will likely not be cool in 12 months.

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