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 elements

University A

No 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

ARTSSPORTS

ETHICS 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

Marketing

PROSPECT 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 Cycle

New 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)

Mult

i-dis

cip

lined a

nd C

olla

bora

tive

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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

FEASIBILITYVIABILITY

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

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Thank you

Jaime Bonilla

Dean

School of Engineering and Information Technologies

jaime.bonilla@itesm.mx