The following post was written by Whitney Monn, a successful and seasoned recruitment and enrollment professional with Eastern University, located just outside of Philadelphia. In her post, Whitney shares some of the successful changes she made over the past year to improve her recruitment efforts.
I have heard that you can reach a level of mastery, after working in a job for three years. After five years as a program recruiter for a graduate level program, I feel there is always something new to learn or try. Higher education recruitment is always changing, and I am constantly reminded of how essential it is to adapt to those changes.
Over the last year, I have been wracking my brain for new ways to engage prospective students. I was seeing continual decreases in responses to my phone messages and emails, and in a moment of discouragement, I decided to brainstorm new ways to approach my communications. In May of 2014, I received training in consultative selling, which emphasized the importance of earning the right to recruit a new student by developing trust. As a result, I made three changes to my communications.
1) In order to establish trust, the first step is to get the prospective student on the phone!
The first change I made was to make a call within 24 hours of receiving a request for information asking to schedule 20 minute phone meeting for that same week. Before this point, I would call to “see if there were any questions or concerns.” By phoning prospects and asking for an appointment, it professionalized the communication and demonstrated the priority I placed upon scheduling a convenient time for the inquiry.
2) The second change I made to my phone calls was to use the 50/50 rule. Fourth Dimension Partner’s 8 Tips for Recruitment Whitepaper shares that you should not be talking for more than 50% of the time in conversation with a prospective student. In order to build trust, it is critical to ask probing questions that help prospective students share about themselves. The goal of my first call with an inquiry is to give an honest recommendation as to whether the program for which I recruit will meet their needs. Therefore, before the call, I tailor my questions to gain information about their educational background, employment history, and goals for graduate school and beyond. While in conversation, I make sure to actively listen and ask follow up questions to gain the information I need.
3) What if their history and future goals do not align with the program for which I recruit? That's the third change I made - to recommend another, better suited program. If I am not aware of a better option, I always provide tips on how to find a program that will best meet their needs. This may seem counterproductive to the recruitment process, but it serves to build a trusting relationship grounded in sincerity. Although it does not always result in a new student, that inquiry may refer someone else who enrolls.
After a year, the result has been a drastic increase in the number of inquiries I successfully contact. While increased contact is important, the more significant result has been increases in the amount of time and depth of conversation I now experience with prospective students. My first phone calls are now productive times in which I gather vital information to qualify a lead and provide a solid recommendation for the next step in their enrollment process. I can speak with more confidence with prospective students, because I know them better.