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An added value approach to recruitment. Buenos Aires, Argentina October 15 th 2012. Key steps in typical recruitment. University presentations in high s chools Student visiting trips to university c ampus and facilities University fairs Marketing and advertisement

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An added value approach to recruitment

Buenos Aires, Argentina

October 15th 2012

key steps in typical recruitment
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
typical recruitment speech elements
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…

vision

A SOCIAL CONTRACT

VISION

ETHICS AND SOCIAL IMPACT

SPORTS

ARTS

RESEARCH

ENTREPRE-

NEURSHIP

STUDY ABROAD

INFRASTRUCTURE

INCUBATION

Entrepreneurship

Branding

Internationalization

Socially committed

definition of added value
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…

an approach to add value
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.
value co creation in an organization
VALUE CO-CREATION IN AN ORGANIZATION

ACADEMIC PROGRAM

COMPANIES

PROSPECT STUDENT

ACADEMIC DEPARTMENT

Marketing

MEGATRENDS

REGISTRAR´S OFFICE

Source: Jaakkola & Hakanen.

value co creation
VALUE CO-CREATION

Source: Jaakkola & Hakanen.

value creation in higher education

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

student university relationship
Student-University relationship

DOES YOUR RECRUITER INCREASES THE PERCEIVED VALUE OF YOUR UNIVERSITY?

Source: Sánchez-Fernández et al. (2010)

added recruitment approaches
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.
3 examples
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.
3 examples1
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
slide16

An idea in the market

VIABILITY

FEASIBILITY

DESIRABILITY

INNOVATION

Reference: From a presentation

by Richard K. Miller, Ph.D. President of Ollin College

3 examples2
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
thank you
Thank you

Jaime Bonilla

Dean

School of Engineering and Information Technologies

[email protected]

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