Transcript The keys to successful marketing - CUPA-HR

A Recruiting Revolution:
Your toolkit for developing a cuttingedge collaboration
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A Context for Collaboration
Budget shortfalls in higher education are
requiring increased creativity to respond to
shrinking resources. Employment outreach,
recruiting, and professional development.
Budgets are often the first area to be cut.
 The issue of spousal/partner employment
opportunities is increasingly becoming an
important part of successful recruitment.

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Group Discussion
Employment outreach and recruiting challenges?
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Northern California HERC

As higher education continues to face an
environment of shrinking budgets and
recruitment resources, it is more important than
ever that college campuses collaborate to
develop the best information resources,
technology, networking, and outreach programs
in order to be effective in recruiting and retaining
a diverse and qualified faculty and staff.
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Overview continued…
Founded in 2000, Northern California’s Bay Area
Higher Education Recruitment Consortium
(HERC) is a collaborative response of 18 bay
area campuses to the many challenges of
recruitment and retention.
 Bay Area HERC’s mission is to support the
efforts of each of our member institutions to
recruit and retain outstanding faculty,
administrators and staff through the sharing of
information and resources.
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Overview continued…
Bay Area campuses are facing increasing
challenges to successful recruitment and
retention of a diverse, qualified faculty and staff.
 The high cost of living and the necessity of a
dual income are some of the barriers our
campuses face.
 HERC is a creative, collaborative response to
addressing some of these challenges.
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Northern California HERC Member
Campuses Include:
Cabrillo Community College
 California State University, Monterey Bay
 California State University, Hayward
 Foothill/De Anza Community College District
 Hartnell Community College
 Heald College
 San Francisco State University
 San Jose State University
 San Jose/Evergreen Community College District
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Member campuses continued:
San Mateo Community College District
 Santa Clara University
 Stanford University
 University of California, Berkeley
 University of California, Davis
 University of California, Office of the President
 University of California, San Francisco
 University of California, Santa Cruz
 West Valley/Mission Community College District
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Overview continued
One very tangible product of our collaboration is
a joint, searchable, regional web site
www.bayareaherc.org that is the only one of it’s
kind in Northern California.
 The web site has many benefits including: being
an excellent employment outreach tool, serving
as a dual career resource to spouses and
partners of faculty and staff; and offering unique
features such as the email job alert function.
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Accomplishments
Since October, 2003, the HERC site has:
 Had over 146,000 unique visitors, 20,000 jobs
posted, and over 143,000 jobs viewed.
 Received excellent regional media attention
through a well attended press conference in
October, 2003.
 Created high visibility materials and advertising.
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Postcard/ad
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Accomplishments, continued…
Shared successful methods and "best practices"
in addressing recruitment and retention issues.
 Held quarterly networking meetings for member
institutions.
 Promoted awareness of the Bay Area Higher
Education Recruitment Consortium.
 Developed a marketing plan for the Web site.
 Forged a collaborative relationship with the
Chronicle of Higher Education that resulted in
over $43,000 of free advertising for HERC.
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Keys to our success
Diversity of membership.
 Active participation of members.
 Valuable networking and learning opportunity.
 Way to pool shrinking advertising budgets –
“more bang for the buck.”
 Tangible Web product increases employment
visibility.
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Sharing the success
Our consortium model and web site have been
so successful that we have agreed to share
them with other campuses interested in forming
regional HERC’s.
 Southern California HERC, New Jersey HERC,
and Massachusetts HERC.
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Southern California HERC Overview
The Southern California HERC was founded in
August 2003 and is modeled after the
successful Northern California’s Bay Area
HERC.
 We were seeking ways to network with others
in the community, particularly others in higher
education.
 Viewed the HERC website as a great
resources for clients of the Partner
Opportunities Program to use in their
employment search.
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Southern California HERC
Member Campuses Include:
California Institute of
Technology
 The Claremont Colleges
 Loyola Marymount
University
 MiraCosta College
 Occidental College
 Palomar Community
College District
 Pepperdine University
 Rancho Santiago
Community College
District
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Member campuses continued…
San Diego Community College District
 Santa Barbara City College
 University of California, Irvine
 University of California, Los Angeles
 University of California, Riverside
 University of California, San Diego
 University of California, Santa Barbara
 University of Redlands
 University of Southern California
 Westmont College
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Accomplishments

Launched our collaborative employment web
site in June 2004: www.socalherc.org
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Had over 22,000 unique visitors, over 6,000 jobs
posted, and over 17,000 jobs viewed.
Held 4 member meetings across Southern
California.
 Held a media event to promote the site in
September 2004 which received press from
national and local media.
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Benefits of Collaboration
Make invaluable contacts and be a part of a
network of universities and colleges
dedicated to sharing best-practices in regards
to staff and faculty recruitment and retention.
 Member campuses get exposure in all
Southern California HERC marketing and
advertising efforts.
 As a member of this collaboration we have a
voice in shaping the future of the Southern
California HERC and its programs and
projects.
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Benefits of collaboration
Increase the visibility of the higher-education
institution as an employer of choice.
 Have unlimited access to posting staff and
faculty jobs on the HERC Web site. This
provides cost-effective job advertising
compared to other online services.
 Broaden employment outreach and increase
diversity in applicant pools.
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An Ethical Solution to a Sometimes
Sticky Problem
Spousal partner/employment overview of
ethnical issues.
 Public institution limitations on job creation.
 Nepotism/dual relationships/divorce/etc.
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Group discussion
What is your campus doing to help solve the dual
career dilemma?
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HERC: An ethical solution
HERC helps the dual career dilemma by making
job opportunities accessible all in one place on
the web site.
 HERC members are able to network with each
other to help spouses and partners find jobs on
member campuses.
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Tour the N. Cal HERC Web site
Northern California’s
HERC web site
can be viewed at:
www.bayareaherc.org
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Tour the Southern California HERC
Web site
Southern California
HERC web site can
be viewed at:
www.socalherc.org
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Your Higher Education Recruitment
Consortium Toolkit: In brief
Define your HERC region.
 Create a list of campuses to include (public,
private, professional).
 Get the support of your
Chancellor/President/Provost.
 Secure seed money to kick-off your HERC.
 Assign coordination to staff person.
 Pick your kick-off meeting date and send
invitations.
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Benefits of being a lead HERC
institution:
By taking the lead in forming a HERC in your area,
you will enjoy many benefits, among them:
Being seen by area campuses as a “good
neighbor campus.”
 Bringing money from other campuses into the
university to create an innovative program.
 Launching a cost effective solution to the dual
career dilemma.
 Being featured prominently as the lead in all
press materials.
 Having a strong voice in how the consortium
develops.
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Your Higher Education Recruitment
Consortium Toolkit

Northern California HERC in association with our
software developer are making the the HERC
model with all associated planning materials,
logo and graphics, collateral materials, press
releases, expert consultation along with the web
site template and software that you will need to
form a HERC.
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Your Next Step
If your campus has an interest in forming a HERC,
please contact:
Nancy Aebersold
Northern California HERC Director
Academic Human Resources
UC Santa Cruz
1156 High Street
Santa Cruz, 95060
831-459-3891 or [email protected]
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Your Next Step
If your campus resides in California and you have an
interest in joining HERC, please contact:
Nancy Aebersold
Northern California HERC Director
831-459-3891
[email protected]
Becky Skov
Southern California HERC Director
858-534-2121
[email protected]
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