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Design of a Recruiter-Student Connection System Using Social Networking. Mary Barthelson Issam Boumlic Souheil El- Hage Ummer Shamma. Sponsored by STEMlete LLC. Agenda. Context Stakeholder Analysis Scope Gap Analysis Problem Statement Win-Win Analysis Need Statement Requirements - PowerPoint PPT Presentation
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Mary BarthelsonIssam Boumlic
Souheil El-HageUmmer Shamma
Sponsored by STEMlete LLC
Design of a Recruiter-Student Connection System
Using Social Networking
Agenda
• Context• Stakeholder Analysis• Scope• Gap Analysis• Problem Statement• Win-Win Analysis• Need Statement• Requirements• Possible Solutions• Simulation • Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking2
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
3
Private vs. Public Universities
• Have different funding models
• Have different mandates
• Have different admission policies and
procedures.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Public Universities
• Our main focus will be on public universities
for many reasons:
– Funded by state taxpayers.
– Policies are created or overseen by state
legislatures.
– Admissions policies are transparent.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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HS Recruitment Process
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Current Undergraduate Recruitment Process
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Undergraduate Recruitment
• To fulfill enrollment targets:
– Market towards under-filled programs
– Market towards sources of applicants in the past
• To stay under budget:
– Focus on high producing/low cost systems
– Recruit more out-of-state students• To improve quality of enrolled students:
– Increase size of applicant pool– Beat competing recruiters
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Social Networking Websites
• Enable individuals to self-organize into communities for swift communication
• Break geographical and social barriers to communication and connection
• Allows connections to be identified at the global level
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Universities recruiting tools
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Commonly Used Tools
CRM Tool – manages interactions with current and
future students
Cappex.com & Other college search sites – send
list of prospective students to universities
College Board website – Inquiry contact, marketing
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Social Networking & UniversitiesInteraction
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Process Summary
As-Is Find a recruiter Dragnet “Get Lucky”
Future Recruiter finds student Targeted pursuit Make informed
choices
High School
Universit
y Acceptan
ce Process
Student
Enrollme
nt Process
Student GraduateAccepted Student Enrolled
Student
Agenda
• Context• Stakeholder Analysis• Scope• Gap Analysis• Problem Statement• Win-Win Analysis• Need Statement• Requirements• Possible Solutions• Simulation • Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking13
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• Students• Recruiters• Universities• Social Networks• Government• Advertisers
Recruiters
Stakeholder Interactions Diagram
Stakeholder Interactions Diagram
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Stakeholder AnalysisUniversities
Primary Goals
• Fulfill enrollment targets for all schools and departments
• Stay under budget
Secondary Goals
•Improve quality of students that enroll
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Stakeholder Analysis
Goals
Social Networking Websites
•Make a profit•Stay under budget and stay in business
•Maintain relevance to users
Students
•Earn an income•Acquire experience•Attend best colleges
•Stay under budget
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking
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Stakeholder Analysis
Goals
Government
• Improve quality of life for citizens• Improve the economy
• Enable innovation• Increase size of labor pool
• Maintain funding for operation• Generate revenue• Stay under budget
20
Stakeholder Tensions
Department of Systems Engineering and Operations Research SYST 490 – 2013 esign of Recruiter – Student Connection System using Social Networking
University
•Budget constraints force trade-off between goals•Utilize fewer social network features•Less personal connections/guidance to prospects
Social Networking Websites
•Limited incentive for university to change process•Receive lower profit•Limited ways to connect recruiters to student
Students
•Recruiting budget constraints limit connection quality•Less opportunities for experience and guidance
Agenda
• Context• Stakeholder Analysis• Scope• Gap Analysis• Problem Statement• Win-Win Analysis• Need Statement• Requirements• Possible Solutions• Simulation • Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking21
Scope• George Mason University (GMU) undergraduate
recruitment process
– High school & university connection
– Transfer process will not be not considered
– Costs will include: labor of resources
• Travel/event expenses & marketing material costs
– Quality of students will be based on GPA & SAT
scores
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking22
Gap Analysis
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking23
2005 2006 2007 2008 2009 2010 2011 20123.25
3.35
3.45
3.55
3.65
3.75
3.85
3.95
Freshman Applicants GPA
Applied Admitted EnrolledApplication Year
Aver
age
GPA
2%
9%
4%
Gap Analysis
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking24
2005 2006 2007 2008 2009 2010 2011 20121070
1170
1270
1370
1470
1570
Freshman Applicants SAT
Applied Admitted EnrolledApplication Year
Aver
age
SAT
2%
27%
3%
Problem
• The labor, travel, and material costs to establish strong personal connections early in a student’s career is high due to geographical dispersion and high information costs.
• The highest quality students are being lost to competing universities in the current system set up to manage these costs.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking25
Win-Win
26
Social NetworksMake a profit by enabling
universities and students to reach their goals in the most time and cost
effective manner
Universities
Identify, compare, and recruit the highest quality students at the lowest cost, regardless of location
Students
Be identified for the best opportunities early in their academic career and receive experienced guidance
Need
There is a need for an increase in the quality of students enrolled to be established under budget and in enough quantities to meet target enrollment rates.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking27
Agenda
• Context• Stakeholder Analysis• Scope• Gap Analysis• Problem Statement• Win-Win Analysis• Need Statement• Requirements• Possible Solutions• Simulation • Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking28
Requirements
• The system shall produce between 2580 and 2690
enrollments.
• The system shall maintain or reduce the cost of the
undergraduate recruiting process compared to
enrollment service revenue by at least 8%.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking29
Requirements
• The system shall maintain or decrease the
difference between the average GPA of accepted
students and enrolled students to less than 2%.
• The system shall maintain or decrease the
difference between the average SAT of accepted
students and enrolled students to less than 2%.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking30
Possible Solutions
• No change• Add social networking tool• Change resource allocation to social
networking tools
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking31
No Change
Pros• No significant drop in
enrollment rates, budget or student quality will occur.
Cons• Freshman enrollment rates
may continue to decrease• Losses will still be seen in
failed recruiting attempts for the top students
Add Social Networking Tool
Pros• Potential increase in
enrollment rates• Potential increase in
student quality• Potential decrease in cost
Cons• Potential risk to enrollment
rates, budget or student quality will occur.
Change Resource Allocation
Pros• Potential increase in
enrollment rates• Potential increase in
student quality• Potential decrease in cost
Cons• Potential risk to enrollment
rates, budget or student quality will occur.
Alternatives
Requirements
Alternatives
- = No Potential Fulfillment
= Potential to Fulfill
Meet enrollment target
Reduce or maintain cost
Close GPA gap
Close SAT gap
No Change - - - -Add Social
Networking Tool Change Resource
Allocation
Agenda
• Context• Stakeholder Analysis• Scope• Gap Analysis• Problem Statement• Win-Win Analysis• Need Statement• Requirements• Possible Solutions• Simulation • Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking36
Method of Analysis
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking37
Method of Analysis
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking38
Simulation Goal
• Determine the recruitment process that produces the highest quality students at the lowest cost, and which social networking tools will facilitate this.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking39
Design of Experiment
Student Surveys (High school and College)• Google Forms• Distributions for student demographics• Social networking preferences• Develop assumptions
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking40
Design of Experiment
Interview/Survey of Admissions Employees• Distributions for the number of applicants,
admissions, and enrollments and their associated GPAs and SAT scores
• Admissions process and sub-processes• Finalize scope• Develop assumptions
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking41
Design of Experiment
• Queuing model in Arena– Model processes a high school student goes
through once contact is made with the university until the student exits the system or enrolls
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking42
Preliminary Simulation
Goal: Determine the recruitment process that produces the highest number of applications of the highest quality students at the lowest cost and determine which social networking tools facilitate this modified process.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking43
Preliminary Simulation
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking44
Preliminary Simulation
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking45
Preliminary Simulation
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking46
Inputs (In progress)Research and survey data will determine what inputs are used in the model. EntitiesCurrently the only numerical data available on student entry into the system is a broad overview, although the model below depicts multiple known sources of entry into the system
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking47
Inputs (In progress)
AttributesAttributes will be assigned for GPAs, SAT scores, and predetermined values for whether a student will contact the university, apply, be accepted, and enroll. A cost will also be added to each student’s total recruitment cost to reflect costs associated with subscriptions to the various social networking sites.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking48
Inputs (In progress)
Sample Statistical Analysis Freshman ApplicationsBudget Executive Summaries 2001-2012
Number GPA SAT
Distribution: Uniform Weibull Beta
Expression:UNIF(8.11e+003,
1.47e+004)3.03 + WEIB(0.299, 2.06)
1.05e+003 + 66 * BETA(0.77, 0.613)
Square Error: 0.036111 0.023713 0.047138
Kolmogorov-Smirnov Test
Test Statistic 0.233 0.0859 0.17
Corresponding p-value > 0.15 > 0.15 > 0.15
Data Summary
Number of Data Points 12 12 12
Min Data Value 8110 3.08 1050
Max Data Value 14700 3.54 1120
Sample Mean 11800 3.29 1090
Sample Std Dev 2370 0.141 21.2
Assumptions
• The scope will be finalized after a full data analysis of the survey and interview results. Assumptions will be developed to supplement information deemed essential that is unobtainable. Most assumptions will either involve simplification of processes or estimation of cost.
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of a Recruiter – Student Connection System using Social Networking50
Value Hierarchy
Choose Best Recruitment Alternative
Enrollment Yield (# Students)
Cost($)
Quality Recruits (Avg GPA & SAT)
0.5 0.3 0.2
Agenda
• Context• Stakeholder Analysis• Scope• Gap Analysis• Problem Statement• Win-Win Analysis• Need Statement• Requirements• Possible Solutions• Simulation • Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking52
Work Breakdown Structure OverviewSocial Networking
Management
Meetings
Material Review
Task Delegation
Project Schedule
Project Risk/Mitigation
Critical Path Analysis
Budget
Research
Stakeholders
Undergraduate Recruiting Process
George Mason Process
Historical Data
Athletic Recruiting Process
Social Networking
Analysis
Context Analysis
Stakeholder Analysis
Gap Analysis
Problem Statement
Need Statement
Sensitivity Analysis
Value Hierarchy
CONOPS
Vision Statement
Mission Statement
Use Cases
Alternatives
Potential Match List
Advanced Search Feature
Connection Suggestion
Mentor/Mentee
Documentation
Requirements
Deliverables
Preliminary Report
IEEE Paper
Poster
Final Report
Presentations
Simulation
As-is Model
Alternative Models
Results
Trade Off Analysis
Validation
Verification
Conclusions
Work Breakdown in DetailManagement Analysis Research
Meetings Context Stakeholders
Material Review Stakeholder Recruiting Process
Task Delegation GAP George Mason
Schedule Problem Statement Historical Data
Risk/Mitigation Need Statement Athletic Recruiting
Budget Sensitivity Social Networking
Critical Path Analysis Value Hierarchy
Work Breakdown in DetailDocumentation Simulation Alternatives
Requirements Requirements Potential Match List
Deliverables Deliverables Advanced Search
Preliminary Report Preliminary Report Connection Suggestion
IEEE Paper IEEE Paper Mentor/Mentee
Poster Poster
Final Report Final Report
Presentations Presentations
Budget
Estimated Total $289,885.07
Direct Labor Costs
$136,096.28 (47%)
Adjusted Labor Costs
$153,788.79(53%)
• Pay rate: $45/hour
• Highest costs:
• Research• Simulation design &
build
• Management
Budget
PV/AC/EV
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
$180,000.00
$200,000.00
Planned Value - (PV) Actual Cost - (AC) Earned Value - (EV)
CPI/SPI
1 2 3 4 5 6 7 8 9 10 11 120.00
0.50
1.00
1.50
2.00
2.50
Cost Performance Index - (CPI) Schedule Performance Index - (SPI)
Weeks
Ratio
Project Schedule
Project Schedule
Project Schedule
MilestonesPreliminary Project Plan & Briefing 1 9/30/13
Modified Project Plan & Briefing 2 10/21/13
Dry Run Presentation 11/4/13
Faculty Presentation 11/15/13
Final Report, Draft Conference Paper & Poster 12/2/13
Preliminary Simulation Results 12/23/13
Finalized Simulation Design & IEEE Proposal 1/27/13
Critical Path Analysis
Context research (completed)
Problem definition (completed)
Obtain admissions data (In progress)
Design simulation (In progress)
Build simulation (In progress)
Results analysis (In progress)
Risk/MitigationRisk Risk Level Mitigation
Delayed access to data 15 In progress
Access to incomplete data 20 In progress
Incorrect assumptions 23 In progress
Consequences
Likelihood
1 2 3 4 5
1 1 2 3 4 5
2 2 4 6 8 10
3 3 6 9 12 15
4 4 8 12 16 20
5 5 10 15 20 25
Low Risk
High Risk
Questions?
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design of Recruiter – Student Connection System using Social Networking66