An added value approach to recruitment

1. An added value approach to recruitment Buenos Aires, Argentina October 15th 2012

2. Key steps in typical recruitment • 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

3. Typical recruitment speech elements University A No one else is as good as we are University B International Experience Socially commited University C Catholic Values Sports University X We form Entrepreneurs University Y Accredited Great facilities University z Ranked No 1 by…

4. A SOCIAL CONTRACT VISION ETHICS AND SOCIAL IMPACT SPORTS ARTS RESEARCH ENTREPRE- NEURSHIP STUDY ABROAD INFRASTRUCTURE INCUBATION Entrepreneurship Branding Internationalization Socially committed

5. A clear objective is to CREATE VALUE

6. 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…

7. 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.

8. VALUE CO-CREATION IN AN ORGANIZATION ACADEMIC PROGRAM COMPANIES PROSPECT STUDENT ACADEMIC DEPARTMENT Marketing MEGATRENDS REGISTRAR´S OFFICE Source: Jaakkola & Hakanen.

9. VALUE CO-CREATION Source: Jaakkola & Hakanen.

10. Knowledge Cycle Value Creation in Higher Education • Standing out among the out-standings • Patents • Publications New Technologies/ Knowledge • Pushing the frontier of innovation and relevancy • Government/industry partnership • Practicality • Alignment with government Industry strategic objectives Acquire Create/Discover • Faculty perspectives: Multi-disciplined and Collaborative • Committing to change • Continual learning Assimilate • Student perspectives: • Hitting the ground • Employability • Knowledge • Experiences • Insight • Project based approach Understand business challenges Develop values Innovations Society/Business • Preparing for innovation • Versatility: wider spectrum • Major • Minor • Better student pre-university orientation; common trans-disciplined 1st year courses • Quarterly system • Two year program (like foundation degree, UK; or DUT, France) • Expecting the unexpected • Adaptability • Methodology • Framework Source: University Relations, September 2009.IBM Corporation

11. Student-University relationship DOES YOUR RECRUITER INCREASES THE PERCEIVED VALUE OF YOUR UNIVERSITY? Source: Sánchez-Fernández et al. (2010)

12. 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.

13. 3 Examples… • 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.

14. Agenda

15. 3 Examples… • 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

16. An idea in the market VIABILITY FEASIBILITY DESIRABILITY INNOVATION Reference: From a presentation by Richard K. Miller, Ph.D. President of Ollin College

17. Launching I2D

18. 3 Examples… • 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

19. Thank you Jaime Bonilla Dean School of Engineering and Information Technologies jaime.bonilla@itesm.mx