Introduction

Spring is in the air, and so is "recruitment yield season." There is increasing uncertainty on how students and their families will respond to a struggling economy. Many higher education institutions are experimenting with the use of social networking tools and other emerging technologies in their recruitment and admissions processes. This month's e-newsletter focuses on:

1. Canada's Economy and Higher Education - This section highlights recently released reports on the potential implications of the declining economy on higher education in Canada.
   
   
2. Social Networking and Emerging Technologies in Recruitment and Admissions - This section presents recent research in the news on the role and use of emerging technologies in marketing and admission processes, practical tips and tools in applying the technologies, and examples of how Canadian institutions are embracing the use of social networking and emerging technologies in student recruitment and admissions.

Next month's newsletter edition will feature news items on international recruitment in Canada's post-secondary system.

We welcome your feedback on the content of this e-newsletter, contributions on Canadian best practices, and suggestions for articles and books of relevance to SEM practitioners.

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  1. Canada's Economy and Higher Education

• On the Brink: How the Recession of 2009 Will Affect Post-Secondary Education - This Educational Policy Institute (EPI) report outlines the likely main effects of the global recession on the Canadian post-secondary education sector, as well as suggests a series of measures that governments can take to help institutions survive the worst of the crisis.
  See newsbrief | See full report (PDF)
• Strong post-secondary education sector key to Canada's future prosperity, business leaders say - This third annual report on post-secondary education released by the Canadian Council on Learning, shows that Canada remains in an enviable position when it comes to international comparisons. But it concludes that if we wish to retain our position, we require solid evidence and information to ensure we can respond to the rapidly evolving global economy.
  Read the news release
• Special Report: Higher Ed and the Economy - This University Business report highlights what campus leaders are doing to help keep their institutions on top of the hill while facing stark economic realities. Read this report

  2. Social Networking Technologies in Recruitment and Admissions

Research in the News

• Canadians spending more time online: - Canadians continue to be among the heaviest Internet users in the world, according to a new study by the Canadian Internet Project.
  CIPIC News Release (PDF) | Read the full report (PDF)
• How college admissions offices use social media - A new report on college admissions offices' use of social media is based on one of the first statistically significant, longitudinal studies on this topic. Conducted by the University of Massachusetts Dartmouth Center for Marketing Research, it examines how the admissions offices of four-year, accredited institutions in the United States used social media—such as social networking, blogs, podcasts, and wikis—in 2007 and 2008. Read more
• Greater investment in social media marketing in 2009 - According to a new survey of Canadian marketers, 82% plan to spend as much or more on social media in 2009 than they did this year. Facebook is the dominant social network in the nation, with 87% of Canadians who use social media reported having tried the site. Read more
• Study: Most parents rely on Web to research campuses for college-bound children - Results of a recent study reveal that when it comes to selecting a college for their children, 70 percent of parents said they were doing some or most of the research and paperwork. The study is the latest in the E-Expectations series, an ongoing study by higher education consulting firm Noel-Levitz; James Tower. Read more
• Online marketing efforts challenging for grad schools: - A new survey of marketing professionals for US graduate schools indicates a conflict between where dollars are being spent and where qualified leads are being generated, reflecting confusion around graduate school marketing. Read more
• Mobile communication popular among college students: - Mobile communication, especially text messaging, is gaining popularity among college students. Over half of survey respondents said they were not interested in receiving opt-in ads from marketers. Read more
• Facebook #1 website for US college students: - Facebook is the most popular website among American college students, according to Anderson Analytics' 2009 GenX2Z College Study.
  Read more
• Facebook for college recruitment and retention: - Researchers from Arizona State University study suggests that social networking sites could be used as recruitment and retention tools. Read more

Practical Tips and Tools

• A two-part interview with Bob Johnson, marketing expert, on the use of technology in student recruitment.
  
  
  • The evolution of online student recruitment - In this first segment of a two-part interview, higher education marketing expert Bob Johnson talks about new ways in which technology is being used to connect with students and parents. Read more
    
    
  • Recruitment marketing calls for smarter spending - Social networking sites, primarily Facebook and MySpace, offer some interesting marketing possibilities for higher ed. But which sites to use, and in what ways? In this second half of a two-part interview, Bob Johnson looks at how best to spend limited marketing dollars, and what role, if any, print still plays. Read more
• Selling the Academy without selling out - Academica Group's Ken Steele argues that campus marketing -- which aims to raise an institution's awareness, reputation, and applicant pool -- should be viewed by faculty as an ally.
  Read more
• Transparency: The Millennial Mindset's Effect on Your Web 2.0 Plan - This AACRAO SEM SOURCE article focues on how colleges and universities can build a comprehensive Web 2.0 plan integrated into an enrolment marketing and communication plan that meets enrolment objectives while utilizing an appropriate distribution of resources. (Feb 2009, requires membership) Read more
• The Five Fundamental Steps for Developing a Powerful Social Networking Strategy for Colleges and Universities - This white paper examines the fundamental building blocks of a viable social media strategy including how to fully integrate with traditional marketing strategies. Read more
• Creating more impactful Facebook Pages: - Melissa Cheater's blog summarizes best practices for Facebook pages as college and university marketing tools. Her latest entry shows examples of some of the best PSE Facebook pages, and explores why they work so well -- all in the first "screenlength." Read more
• College Acceptance Letters Get Glitzier, Rejections Get Harsher - Many admissions offices are jazzing up their acceptance notifications–sending out fancy certificates, T-shirts, tubes of confetti, or Internet links to videos of fireworks–in an effort to inspire loyalty and lock in commitments from today's fickle and worried high school seniors. Read more
• Second Life: Engaging virtual campuses - The University of Delaware uses one of the easiest and most effective tools in Second Life to tell the story of their campus--an automated tour.
  Read more
• Facebook Offers New Tools to Reach Alumni and Students - Facebook's new features will allow colleges and other organizations to create a centralized public profile and publish a live stream of announcements for their followers. Read more
• "Unigo" showcases student reviews of US colleges: - A New York-based Web start-up named "Unigo" is a compilation of student-generated reviews of America colleges. The site works like a social network in that users create a profile that lists some personal information and their review of their school. www.unigo.com | Read article (subscription required)
• College-search portals are "the anti-glossy brochure": - "Campus Explorer" is a new US-based college-search website that also predicts the probability of a prospective student gaining admission into a certain school. www.campusexplorer.com

Use of Social Networking and Emerging Technologies in Student Recruitment and Admissions

• Acadia offers online TV channel - Acadia University runs a Web TV channel called "AcadiaTV." The channel features stories on a number of campus aspects, such as student life and academics. Read more
• Atlantic universities suiting the new recruit - Atlantic universities learn a lot about wooing applicants as their local supply of 18 to 24-year-olds starts to dry up. Are there lessons here for other regions? Read more
• Brock recruitment portal connects prospects with current students - Brock University's future student microsite, Experience Brock, links to "Brock Talk," which provides prospective students the opportunity to connect with current students through blogging and chatting. Read more
• BCIT student blogs capture life on campus - Since the 2006-2007, the British Columbia Institute of Technology has provided a forum for students to blog about life at the institution. Recent posts cover final exams, Canadian politics, and the approaching winter break. BCIT's student blog page includes a link to the posts of past bloggers. Read more
• Kwantlen "Digital Café" a social networking hub - Kwantlen Polytechnic University's "Digital Café" serves as the school's social networking community. The page features access to Kwantlen's Facebook pages, YouTube videos, student blogs, and virtual tours. Students are encouraged to submit links and ideas for further development of the site. Read more
• St. Lawrence College: What students, grads have to say about SLC - This website page called "What our Students Say," features video testimonials from current students and graduates about the school. Each of 4 videos ends with the college's "Dream it. Then Live it" tagline. Read more
• uManitoba launches new recruitment videos - The recently posted 3 new recruitment videos feature interviews with students, faculty, and the university's president, and cover a basic introduction to uManitoba, residence life, student groups, athletics, academic programs, and research. Read more
• The University of Ottawa - This recently launched interactive microsite is aimed at attracting prospective undergraduate and graduate students. "Seek to Know" asks visitors to take a brief test to find out about who they are. A Facebook application complements the site. Read more
• Simon Fraser University shares news on Twitter: - Twitter/SFU keeps users up-to-date with "tweets" on news releases and SFU News stories. Twitter/PamR will connect users with "Pam R." -- the "voice" of the department. "Pam R." has yet to tweet. twitter.com/pamr
• Trent runs interactive virtual tour - Trent University has an interactive virtual campus tour that begins with a world map zooming in on Peterborough and Oshawa. Read more
• Tyndale introduces campus video tours: - Tyndale University College, a Christian-based institution located in Toronto, releases a new video each week, and there are 5 in total. The first video, titled "Getting Started," follows student Joanna Gorres visiting the registration and financial aid offices and the bookstore. Read more
• Private social networks as part of the admissions cycle - The use of social networking contributed to a 108% increase in applications at Wilmington University. WilmYOU