Must-Have CRM Features for Recruitment: Reaching New Heights on Salesforce for Admissions: Webinar 2 [Video]

What are the must-have requirements for recruitment in a comprehensive constituent relationship management (CRM) system for enrollment management?

In Part 2 of our webinar series called: Reaching New Heights on Salesforce for Admissions, Enrollment Rx discusses the most important features that should be included in any enterprise software system when managing student recruitment through enrollment at a college or university. The focus of the presentation is around the following:

Touch Points:

How can colleges and universities manage prospective engagement from multiple sources when using Salesforce for admissions and recruitment? It is common for prospective students to initiate engagement by submitting an inquiry form, and then later participating in an event, or starting an application. In such scenarios, the challenge lies in avoiding the creation of multiple prospect records for each action. Instead, the objective is to accurately identify that the initial inquiry should be a new prospect record, while subsequent engagements indicate additional interest from an existing prospective student through different sources.

Enrollment Rx addresses this challenge with a feature known as Touch Points. This feature enables our clients to create separate but interconnected records for each type of behavior or activity that should be recorded. For example, if a prospective student submits an inquiry form, registers for an event, and begins an application, we can create three Touch Point records, each associated with the action and data source.

One significant advantage of this architectural approach is evident in the ability to generate insightful reports. For instance, we can answer questions such as: “Who are our prospects from California that filled out the Facebook form, registered for the open house, clicked on our last marketing email, and are applying to the business program?” By tracking each of these interactions as Touch Point records, Enrollment Rx empowers colleges and universities to assess the effectiveness of their various data sources, facilitating enrollment management optimization when using Salesforce for admissions and recruitment.

Communications:

It is important to distinguish between the types of communications that are required for enrollment management, as well as have the capacity to support both, namely; transactional and marketing.

Transactional communications are automated or manual messages that might inform someone of a change in the system. For example, perhaps the system would automatically send an email to an applicant to notify them that their essay was received once they submit it through the applicant portal. Or perhaps the system sends a confirmation SMS after an applicant registers for an upcoming event. Other transactional communications could include examples where the system assigns tasks for counselors to contact prospects that submit new inquiries via marketing forms and landing pages.

Marketing Communications differ from transactional communications in many ways, but a primary consideration of marketing campaigns is to establish automated drip campaigns that reach the appropriate audience at all times. Marketing drip campaigns should be driven based on demographic and behavioral information, such as if an applicant happens to live in a particular state or clicks on a link in an email.

Territory Management:

Visiting feeder schools and organizations is an important part of recruitment management. Recruiters often visit high schools, colleges, and other organizations to generate interest from new prospective students for their institutions.

Enrollment Rx includes the ability for recruitment and admissions teams to manage important data about a recruitment school or organization, including: previous visits, upcoming visits, past comments and recommendations, all previous prospective students, organizational employees and best-point-of-contact. The system also serves as an excellent database to house any other data such as all proper organizational names and addresses, which can also be used for display and selection in external forms and user-interfaces, so as to ensure consistent data quality across prospect records.

For more information about Enrollment Rx, or how higher ed can best use Salesforce for Admissions, please visit: https://www.enrollmentrx.com/