4 “R’s” of Effective RecruitmentA Recruitment Framework

Steps in a “Purchase Decision” 4 Buyer Actions & Related Questions

1. Need Awareness & Search for Information• How do potential participants learn about Birthright & does it

then generate in them a desire to experience it themselves? • Is accurate and informative information about Birthright

readily available? 2. Evaluate Alternatives

• Why choose the your campus trip from among the alternatives? Must be clear in materials/message.

• What are your trip’s (and trip organizer’s) Unique Selling Propositions (USP’s)? Are you leveraging them?

• Another “alternative” is to opt not to attend! 3. Make Purchase Decision

• Visiting Israel is a “high involvement” decision • Going on Birthright Israel is a “lower involvement” decision

too• Lowering “anxiety” about going is key. Use info, alumni,

photos, etc,4. Evaluate Decision Made

• Was this a good choice for me? Your trip must harness positive energy to help make steps 1-4 easier for future participants.

Organizing Promotional Efforts

““4 R” Recruitment Strategy4 R” Recruitment Strategy• Reach Out - Awareness, Info Search, Evaluate Alts / Build Interest

• Promotional Events, Referral Programs, Tabling, Highlight USPs

• Register - First Step in Purchase Decision / Generate Leads

• Information Capture (Pre-registration/mailing lists)

• Completing the Official Application

• Retain - Supports Buyer Decision / Convert Leads into Participants

• Call Centers, emails, one-on-ones

• Orientations and trip preparation

• Reward - Evaluate Decision Made / Turn Alumni into Recruiters

• Incentive programs

• Events, gifts, trips

“4 R” Recruitment StrategyContinuous Growth, Internally ReinforcedContinuous Growth, Internally Reinforced

Reach Out

Register

Retain

Reward

Participant /PotentialAmbassador

Alumni/Ambassador

PotentialParticipant

Potential Lead

Good Luckand thanks.