An added value approach to recruitment
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An added value approach to recruitment Buenos Aires, Argentina October 15 th 2012
description
An added value approach to recruitment. Buenos Aires, Argentina October 15 th 2012. Key steps in typical recruitment. University presentations in high s chools Student visiting trips to university c ampus and facilities University fairs Marketing and advertisement - PowerPoint PPT Presentation
Transcript of An added value approach to recruitment
An added value approach to recruitment
Buenos Aires, ArgentinaOctober 15th 2012
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University presentations in high schools Student visiting trips to university campus and
facilities University fairs Marketing and advertisement Presence in public and private events Strong presence in social networks
Key steps in typical recruitment
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Typical recruitment speech elementsUniversit
y ANo one
else is as good as we are
University B
International Experience
Socially commited
University C
CatholicValuesSports
University X
We form Entrepreneurs
University Y
Accredited Great
facilities
University z
Ranked No 1by…
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VISION
INFRASTRUCTURE
ENTREPRE-
NEURSHIP
INCUBATION
STUDY ABROAD
RESEARCH
ARTSSPORTSETHICS
AND SOCIAL IMPACT
A SOCIAL CONTRACT
Branding Internationalizati
on
Socially committe
d
Entrepreneurship
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A clear objective is to
CREATE VALUE
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Definition of added value
Customer value is the customer’s perception of what they “get” (benefits, utility) relative to what
they have to “give up” (price, costs, other sacrifices) (Zeithaml 1988).
Parents and prospective students “give up” time to listen the university speech.
Parents and prospective students should feel not just that the university is good enough for them but they need to get more than just information…
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An approach to add value…
University claims uniqueness but…evidence is needed to sustain and to “grade” the claim
Approach parents and prospective students with a University experience, through a process of reflection, envisioning the future and evaluating the way the university prepares the student for that future.
If they do not enroll in the university at least they had learn how to decide for other situations and they already learned on how to do it.
The University should also learn from the interaction and the value addition process enters in a positive feedback.
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VALUE CO-CREATION IN AN ORGANIZATION
ACADEMIC DEPARTME
NT
ACADEMIC PROGRAM
REGISTRAR´S
OFFICE
MarketingPROSPECT STUDENT
Source: Jaakkola & Hakanen.
COMPANIES
MEGATRENDS
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VALUE CO-CREATION
Source: Jaakkola & Hakanen.
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Value Creation in Higher Education Faculty perspectives:
Source: University Relations, September 2009.IBM Corporation
Standing out among the out-standings Patents Publications
Pushing the frontier of innovation and relevancy Government/industry partnership
Practicality Alignment with government Industry strategic objectives
Committing to change Continual learning
Student perspectives: Hitting the ground
Employability Knowledge Experiences Insight
Project based approach Preparing for innovation
Versatility: wider spectrum Major Minor
Expecting the unexpected Adaptability
Methodology Framework
Knowledge CycleNew Technologies/
Knowledge
Acquire Create/Discover
Assimilate
Develop values
Understand business
challenges
Society/Business
Innovations
Better student pre-university orientation; common trans-disciplined 1st year courses
Quarterly system
Two year program (like foundation degree, UK; or DUT, France)
Mul
ti-di
scip
lined
and
Col
labo
rativ
e
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Student-University relationship
Source: Sánchez-Fernández et al. (2010)
DOES YOUR RECRUITER INCREASES THE PERCEIVED VALUE OF YOUR UNIVERSITY?
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Added recruitment approaches…
Talk about the impact of the academic program in companies and other organizations: what you will be able to do for them…
Design a student centered activity to engage the prospect students with the engineering program…
Work with High Schools on Innovative Programs at the University and be selective…
The prospect student learns something new and even if he (she) decides no to enter the program, they have learned and the time invested is more than worth it.
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3 Examples…
1. Forging decision makers and Megatrends Parents and students are invited to a Seminar. Requirement:
at least one parent must accompany the prospect student. Materials are given to work at the workshop An evaluation kit is given to them at the end of the seminar.
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Agenda
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3 Examples…2. A launching of a new undergraduate program
The setting is in itself a message… A definition of innovation is established… An activity is given and engagement happens… A selection process is explained to them… 2 months; 51 applicants; 24 rejected
An idea in the market
FEASIBILITY VIABILITY
DESIRABILITY
Reference: From a presentation by Richard K. Miller, Ph.D. President of Ollin College
INNOVATION
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LaunchingI2D
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3 Examples…3. A pre-University Innovation and Entrepreneurship Workshops
A couple of electives to be taken in the last 2 semester are chosen (one per semester) for our high school senior students.
Students have a creativity course and the homeworks are engineering workshops at Tecnológico de Monterrey in the Engineering Laboratories
Students accepted 125 (5 groups of 25 each); parents were calling to get their sons/daughters in we expanded the course to 150 (30 in each group) and left out 50 students.
The students have to propose a engineering based business idea at the end of the first elective
They work in the business plan in the second semester (second elective)
They will present to a general public (parents included) the business plan and some prototypes
