Recruitment Boot Camp: Officer Training School

Recruitment Boot Camp: Officer Training School Not Quality or Quantity, BOTH! By David Stollman RecruitorDie.com

Recruitment Happens at Three Levels • Individual Action • Chapter Planning • System Assistance www.recruitordie.com

BRANDING The world understanding who we are • Branding vs. Advertising • Offensive & Defensive Branding • Internet & Social Media • Branding a Franchise

BRANDING The world understanding who we are • Branding vs. Advertising • Attaching desired feelings, thoughts, emotions to a product or company. • Creating a visual representation for a company, product or word. ( = Nike)

BRANDING The world understanding who we are • Branding vs. Advertising • Dissemination of limited pieces of information – similar to news (Who, What, Where, & When) • “Getting the Word Out There” • Can eventually assist in branding if message is visibly consistent with perception of company or product

Message Simplicity Consistency Repetition Integrity BRANDING The world understanding who we are • Branding vs. Advertising • Offensive & Defensive Branding • Use of the Internet • Branding a Franchise

Visuals in High Risk Areas Behavior of Members Other Organizations within Community BRANDING The world understanding who we are • Branding vs. Advertising • Offensive & Defensive Branding • Internet & Social Media • Branding a Franchise

BRANDING The world understanding who we are • Internet & Social Media • facebook – Chapter fan page, ads, event promotion, intel gathering • YouTube – Commercial NOT infomercial • Twitter – Simple engaging info updates, regularly • Chapter Website …

Chapter Website Rules SEO & More Pick Target Keywords: Who reads Greek or cares that you are the Delta Phi Chapter? Select & Position Keywords: What words will be found? What is the most important place on your homepage? Content: What are you about? What do you do? Blog like Pictures and Visuals: Offensive/Defensive? Labeled? Link, Link, Link! Update, Update, Update!

BRANDING The world understanding who we are • Branding a Franchise • Logos • Taglines • PMS colors • Annual Events • Philanthropy

Our Market Who are & should we be recruiting • Always Joiners • Maybe Joiners • Never Joiner

MAYBE JOINERS Our Market Always Joiners Never Joiners

Our Market Who are & should we be recruiting • Maybe Joiners • PEOPLE WE ALREADY KNOW! • Sophomores, Juniors, Seniors • First Generation College Students • Working to pay for school • Commuters • Transfer Students • Leaders on Campus • Don’t like Greek Stereotypes

Chapter Planning • Recruitment vs. Rush err… I mean formal recruitment

Imagine… Imagine you are invited to an interview at IBM. Before arriving , they ask you to submit your resume and sixteen photos of yourself. They tell you it is a casual interview, so you should wear a sundress. IBM employees greet you on your arrival by storming out the front door in formal gowns. As they escort you into the building, they begin to sing to you and dance in circles around the water cooler. They show you the copy machine and tell you they have the best equipment in the entire city, emphasizing that they have won the photocopying contest for the past three years.

Imagine… Then they take you into a conference room where you’re sure the interview will begin. Instead they do a thirty-minute skit with a Broadway theme and mention IBM at least twenty times, but never really tell you much about the company. You spend the entire time being entertained. They never ask you about your credentials. They never talk to you about what they expect of their employees. They provide you with very few details about the benefits package you will receive as an employee. In fact, you leave with more questions than you had when you had arrived.

Imagine… You wonder on what basis they are making their decision on whether or not to hire you. Clearly it must be on superficial reasons since no real information was exchanged. ? ? ? Why do we laugh? A little too close to home? Why do we call it recruitment, when it is really just selection? Why not stack the deck to NOW to succeed next time? ? ?

What’s the Difference?

1. Individual Action The 5 Step Model of Recruitment Step 1. Meet Them Step 2. Make Them Your Friend Step 3. Introduce Them to Your Friends Step 4. Introduce Them to Your Organization Step 5. ASK THEM TO JOIN For more information contact the NIC at www.nicindy.org

“Stacking the Deck” Growth through Sophomores Spring Semester Fall Semester

Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Year-long term of office • Executive Board position • Team Captains are great candidates • ORGANIZED! • Not necessary best recruiter Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Should be 3 or 4 x chapters size • Posted every chapter meeting • Ranking system prioritizing PNMs • Broken up by teams • Likelihood of joining is irrelevant Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Every chapter meeting • 10 min max or 3 PNMs • Set plans to connect PNMs with members they don’t already know Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Don’t just post in house • Use facebook groups & webpage • Don’t have to be hidden • Visible throughout semester Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Basic Communication skills • Sales skills • Total product knowledge • Practice & make it fun! Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

…normal things we do! • Year-round activities with PNMs • Don’t work harder, work smarter! • Chapter meetings, philanthropy, sports, meals, etc. but… NOT SOCIAL! Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

All members involved in recruiting. • Everyone does ONE thing each week with a PNM on the Wish List. Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Be creative! Have Fun!! • Use BOTH Positive & Negative • Team Captains decide Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Positive Negative Gift card No chores First at dinner No vote in meeting Fines No social events Short-term Long-term Free formal First room pick Convention Double dues No formal No little brother/sister They are just examples listed above. Don’t get hung up if one wouldn’t work for your chapter. Just pick one that WOULD!

To JOIN not for initiation • Objective & measurable • Make them public! They brand our identity and demonstrate our values. • Increase them slowly each year Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Don’t know where to start? Find the line between the top, & middle 3rd of your chapter certain areas: • GPA • Character • Leadership roles on campus • Community service • Work experience • Athletic involvement • Special talents (artist, musician, etc.)

Select 20% as Team Captains • Dependable but not best recruiters! • Each Team Captain has 5 members • Each Team takes part of Wish List Chapter Planning One Person in Charge Wish List Bid Discussions Posted Goals Skills Training Include Recruitment in… Written Expectations for All Positive & Negative Incentives Measurable Membership Eligibility Standards Team Based Recruitment

Team Captain Responsibilities 1. Plan team activity once per month 2. Decide positive and negative incentive program 3. New member selection - voting delegate for team 4. Run one event during formal recruitment 5. Serve on the Committee which is charged to write and implement the chapter's year-round recruitment plan

System Assistance Education Opportunities Basic Rules - Enforced Expansion Evaluation

Create opportunities for chapter to learn HOW to really recruit • Get chapters together to share best practices for recruiting • Implement year-long Branding campaign highlighting the positive things chapters are doing System Assistance Education Opportunities Basic Rules - Enforced Expansion Evaluation

Encourage co-sponsorships between Greek and other student groups • Create periodic events highlighting Greek values • Create partnerships with Athletic Dept., Residence Life and other large communities System Assistance Education Opportunities Basic Rules - Enforced Expansion Evaluation

No use of alcohol or opposite sex • Everything public must be in good taste. Defensive Branding! • Maintain a clearly defined bidding timeframe and process that encourages PNMs to make good choices. System Assistance Education Opportunities Basic Rules - Enforced Expansion Evaluation

Now or 10 years from now a plan should be in place to grow the NUMBER OF CHAPTERS not just the chapter size. • New Chapters bring life and vitality to a community and find people who would NOT be Greek and get them to start a great new fraternal product. System Assistance Education Opportunities Basic Rules - Enforced Expansion Evaluation

Evaluate the formal recruitment process from both the PNM and members perspective. • Conduct Market Research to find out what your community thinks and knows about your product. • Use the information gained to improve the recruitment process and Branding campaign System Assistance Education Opportunities Basic Rules - Enforced Expansion Evaluation

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Recruitment Boot Camp: Officer Training School