Web Marketing and Social Media – Focusing on Your Recruitment Goals and Objectives

As an enrollment professional it is important to focus on your recruitment goals as you develop the specific tactics that you will use to raise awareness of your programs and attract students to your institution. In case you missed the post on why a recruitment marketing strategy is important click here. To have the greatest chance of success, it is important that your recruitment goals be SMART. These are often used to set objectives using key performance indicators. If you’re not familiar with the acronym, it breaks down roughly as follows: SMART – specific, measurable, attainable , relevant and timely.

Let’s take a quick look at each of those characteristics as they relate to Web Marketing and Social Media:

Specific – Each of your goals should be narrow in focus. For instance, setting a recruitment goal that is focused on a specific geographical region will allow you to decide on specific well matched programs and tactics for that region. An example would be to work with LearnHub to market your business programs specifically to graduate students in a specific region in India.

Measurable – If your goal is to increase awareness of your institution in India, be sure to have data that quantifies the historical number of visits to your website from India, and have a measure of the number of inquiries and applications you’ve historically received. This way you can use that as a baseline to compare your new results against.

Attainable – If you’ve never had any exposure to a market – increasing awareness in that market is probably an attainable goal. Becoming the number one search result for MBA in a country or Enrolling 100 new students from that market may not be attainable. When evaluating a goal, it is useful to network with colleagues at other institutions that have experience and that can help you avoid mishaps. Institutional partners like LearnHub can also provide insight into best practices and to help you set realistic goals.

Relevant – Look back at your brand, and the strategic plan for your institution. Do the objectives you’re setting advance towards your institutional goals and do the tactics that you’re employing align with those objectives? For instance, if someone suggests that you should use Twitter, developing a large twitter following may sound like a reasonable goal, but may not do anything to move you closer to accomplishing your objectives if your target market does not use Twitter.

Timely – Each tactic that you employ should be related to a specific outcome and timeline. A web marketing campaign which is launched at the wrong time may be too early or too late to impact your objectives. Similarly, planning a Facebook page re-design may distract from engaging with prospective students as they research your school prior to a critical deadline. Once again, your marketing and social media partners can work with you to ensure that these efforts are timed well to help you hit your goals.

Taking a critical look at your goals and objectives as well as the tactics that you employ using the SMART criteria can help you to evaluate whether you are headed in the right direction and help you to avoid time wasting efforts that may not specifically help you meet your goals.

This entry was posted on Tuesday, June 26th, 2012 at 10:32 am and is filed under Recruitment Marketing, Resources. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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