Embed Size (px)
Citation preview
SOCIAL MEDIAAS A RECRUITMENT TOOL
Texas Association of Graduate Admission Professionals
Summer Institute 2016
2Social Media as a Recruitment Tool
Stephanie Ozuna-Larralde, MBA
Hi! I am the UTRGV Graduate Student Recruiter.
Alex GarridoHi! I am the UTRGV Social Media &
Digital Marketing Manager.
2
About
3Social Media as a Recruitment Tool
Established Fall 2015.
Main Campus Locations: Edinburg, Brownsville, Harlingen.Enrollment: 28,584 (Fall 2015)
AboutUTRGV
3
Social Media as a Recruitment Tool
Quick facts
7 CollegesCollege of Medicine & Health Affairs, Sciences, Liberal Arts, Fine Arts, Business & Entrepreneurship, Education & P-16 Integration, Graduate College
Hispanic Serving88% Hispanic
Major regional university92% of students come from the RGV.
Social Media as a Recruitment Tool
About the Graduate College
Graduate Enrollment: 3,647
Over 50 Graduate programs49 Master’s4 Doctoral (+2 cooperative PhD)23 Certificate programs
2 fulltime recruitersDomestic & traditional recruitmentInternational & online recruitment
Social Media as a Recruitment Tool
On-CampusInfo sessions, yearly graduate fair, one-to-one meetings.
EmailAutomated communication plans targeting graduating students.
WebsiteRegular updates and feedback.
TV & RadioInterviews and community invitations.
Texas Swing FairsOnly South of San Antonio
Promotional MaterialsFlyers, brochures, pens, etc.
Traditional Recruitment
Social Media as a Recruitment Tool
Facebook AdsTargeting ads, remarketing
Twitter AdsGeneral awareness
YouTube AdsPre-roll ads
Blog PostsInformational, Search Engine Optimized
Google AdsRemarketing display ads
Digital Recruitment
Social Media as a Recruitment Tool
How to start your master’s in the United States”
“
Social Media as a Recruitment Tool
Social Media as a Recruitment Tool
11Social Media as a Recruitment Tool
Fall 2011 Fall 2012 Fall 2013 Fall 20140
25
50
75
39 39 39
65
Applications
Facebook Ads and Google Display Ads.Targeting India, Mexico, Venezuela, Colombia, Iran, Saudi Arabia.
ApplicationsPhD Business
12Social Media as a Recruitment Tool
Fall 2011 Fall 2012 Fall 2013 Fall 20140
25
50
75
100
42 4640
88
Applications
Facebook Ads and Google Display Ads.Targeting India and Mexico.
ApplicationsMS Computer Science
Social Media as a Recruitment Tool
RecordEnrollment“Interest from international students has shown a sharp increase with almost 300 percent more international applications to UTPA's graduate programs this fall compared to Fall 2013. The top countries of interest are India, Mexico, and China.”
Social Media as a Recruitment Tool
Make a ConnectionCapture contact infoRemarketing/Retargeting
Remind ThemCreate targeted reminders
Drive AwarenessSpark interestHighlight program benefitsAnswer questions
Goals of Social Media
Social Media as a Recruitment Tool
We hired 3 Graduate Assistants to help respond to social media comments and messages that originated from our
ads.
Social MediaIs a Customer Service
Tool
Social Media as a Recruitment Tool
Following up
Automated Communications PlanScheduled emails with location/area information, cost of living, tuition & fees, assistantships opportunities, program requirements, etc.
Imported all prospects into Active CampaignWe had to use an external email communications service because we couldn’t use our old application system.
Phone Call CampaignsCalled all International applicants with follow-up messages.
Social Media as a Recruitment Tool
Aswin Kumar• “Your friend likes this page”• Clicked on Facebook Ad & Requested
Info• Enrolled for Fall 2014• Graduated Spring 2016
Social Media as a Recruitment Tool
How to create a Facebook Recruitment Ad?
Questions?
