“if you build it, they will come” doesn’t work anymore · “if you build it, they will...
TRANSCRIPT
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“If You Build It, They Will Come” Doesn’t Work AnymoreOnline MBA Conference | Robert Towner, Associate Director | 10/4/2019
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Who I am
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How Stackability worksAgendaSession Purpose Introduction to the iMBARecruitment at ScaleGlobal Recruitment ActivityAdmissions at ScaleAdmissions ActivityQ&A
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How Stackability worksSession Purpose• Visualize how recruitment can create a prospect-first
process around the globe• Find ways to make this process scalable
– Automation and personalization• Understand how innovation in admissions processes and
recruitment tactics break many traditional ideas• Know your limits
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More Than an MBA
Option 3MBA Degree
Option 2Non - Degree
Option 1Non - Credit
~500k Active Learners
~2M have been exposed to our content
1500+ Unique Non-Degree
Certificate path from Gies College of Business
2500+ Current Students
~500 graduates
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iMBA Learner Profile
• Average 12 years professional work experience
• Representing 170+ Fortune 500 Companies
• Over 45 states and 90 countries represented
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How Stackability worksiMBA Learners
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How Stackability worksGlobal Reach
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How Stackability worksDomestic Presence
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Student Stories
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How Stackability worksRecruitment at Scale• Webinars
– Students, faculty, professional development– Time Zone awareness
• Marketing Campaigns– Geo-targeted messaging– Awareness vs. Recruitment
• Positioning Statement– Emotional connection to what you are doing
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How Stackability worksRecruitment Activity 1
• Take 5 minutes with the people around you:– Discuss an international market where you are struggling to
recruit successfully and you feel you should be stronger• Consider:
– What are the barriers? How are you trying to overcome those barriers? Is there an outside-the-box solution you haven’t considered?
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How Stackability worksRecruitment Activity 2
• In your same groups, take 5 minutes:– How you are creating connection points for prospective students
to see themselves in the program?• Consider:
– What approaches have worked well? What approaches have you not been able to try? What is preventing them from getting off the ground?
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How Stackability worksTakeaways from Activity
• Do you have at least one new idea to implement in your recruitment practices?
• Do you have any new ways to approach the hurdles your recruitment is currently facing?
• Do you have new action items?
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How Stackability worksAdmissions at Scale• Interviews
– Admissions team interviews every admitted student– Recruiting continues through the admissions process
• Utilizing CRM for automation– Creating a workflow for applications – Automatic student messaging updating them on process
• Pathways (performance-based admissions track)– An opportunity to overcome traditional MBA application
weaknesses and show their abilities and promise
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How Stackability worksQuality Metrics • “Acceptance Rate”
– Accommodation rate• Current work experience vs. GPA
– Which is a better predictor for success?– What value does this provide the cohort as a whole?
• GMAT– What impact does this have on an admission decision?– How do you score this metric and others?
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How Stackability worksAdmissions Activity 1
• In your same groups, take 5 minutes:– What steps has your program taken to make your admissions
process an applicant first process?• Consider:
– What ways have you collected data on this? What are your admissions process pain points? What is your largest bottleneck in the process?
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How Stackability worksTakeaways from Activity
• Do you have at least one new idea for implementing in your admissions process?
• Do you have any new ways to approach the bottle-neck in your admissions process?
• Do you have new action items?
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Q&A