When it comes to student search and recruitment efforts, there is no doubt that experience matters — and it matters in more ways than you might think.
How so? Here’s our take on the three most important aspects of experience:
Of course, it matters how much experience your search provider has, but it matters most what kind of experience they have.
Strategy matters. We have seen countless times the powerful results of our more personalized and engaging approach. Our clients often achieve results that are dramatically higher than previous campaigns. This translates to thousands more touchpoints and deeper, more genuine interest from prospective students who interact with your search efforts.
Creative process and content matter. To break through the inbox clutter, you can’t simply send out bland, templated emails. Many search providers treat design and copy as separate silos. At Whiteboard, they are inseparable, interwoven together at every stage. This allows us to create more vibrant and compelling messages that drive much higher engagement levels.
Testing matters. Your search partner should have tested and re-tested numerous approaches and should possess the depth of knowledge to proactively share the newest best practices and paths to success. At Whiteboard, we have this experience and expertise.
The experience your search efforts deliver to your prospective students matters. One can lay claim to successful tactics that generate high “response rates,” but something else matters as much if not more — the feeling that students have about your institution as they continue down the path toward determining where they will go to college.
If the messaging feels like just another sales pitch or is simply bland, does that paint a fair portrait of what it’s like to be a student at your institution?
Just like their experience matters when prospective students visit your campus, impressions are often formed and decisions are even made based on how people feel when they interact with you. Your search messages need to be a rich and authentic reflection of your institution’s identity.
Your experience is equally important in this equation. This last component often gets overlooked, and it shouldn’t be. It matters that your search partner gives you their full attention, constant effort and creativity, and enthusiasm for their work.
Student search is the only place in the recruitment process where you, the institution, control the audience, the message, and the timing. It’s an enormous opportunity. This requires a real partnership in order to take the most advantage of the opportunity.
It matters if you have a provider who will give more, care more, and work harder for you than anyone else in order to generate outstanding results around the clock, seven days a week.
One Vice President of Enrollment recently told me, “Never underestimate the value of optimism and enthusiasm; they really make a difference.” He was so right. I know that every time I interact with someone who is passionate and positive about what they’re doing — whether it’s selling shoes, cutting hair, or ringing up groceries — it changes my experience dramatically.
We created Whiteboard Higher Education to be the first search provider that excels at all three types of experience: the provider’s, prospective students’, and yours.
It’s who we are and why our clients achieve better results than they ever had. And it’s why they can’t imagine going back to the old way.