Study:Internet Has Flattened Traditional Recruitment Funnel

A new study by Noel-Levitz adds to the Web 2.0 challenge that we face. “Building an E-Recruitment Network: Connecting with College-Bound Seniors in the Era of MySpace” tracked the responses of more than 1,000 college-bound students.

According to the study the “growing influence of the Internet on recruitment has ‘flattened’ the traditional funnel.” Students no longer limit their searches to campus Web sites and are turning to social networking sites to supplement their information gathering about colleges.

There are several categories in the study:

“Social networking and e-recruitment: “hot” or “not”

“Keep e-recruiting your accepted students”

“E-communication trends”

“Attitudes toward college Web sites

“The top ten online activities on college Web sites: rate your institution”

“Five Strategies to take away”

 

This is an important report for marketing and admissions folks. It reinforces what we’ve been reading for a couple years: the audience is creating and defining marketing strategies.

Footnote: This study is the latest in a series of projects which also should be required reading for us in PR and marketing.

 

 

The survey was conducted by Noel-Levitz, James Tower and the National Research Center for Collegeand University Admissions