How to Write an Annual Recruitment Plan: 4 Foolproof Tips

You’ve got a strategic enrollment plan in place that looks three to five years into the future, so your job as an enrollment advisor is done, right?

Not quite.

In order to grow, shape and sustain your class, it’s also important to write an annual recruitment plan for the coming year. An annual recruitment plan sets achievable goals within a twelve month timeframe. Like a strategic enrollment plan, you’ll turn your vision into action with an annual recruitment plan.

When writing a recruitment plan, keep these 4 tips in mind: 

1. List Your Recruitment Goals

Before you set concrete goals, consider your campus vision. Think of your vision as a painting in progress. What do you see in that bigger picture? What do you hope to become as a college or university? A bold campus vision is the foundation upon which you’ll build your annual recruitment plan and your annual plan directs the actions to achieve your long-term vision!

Once you’ve established your campus vision, set specific goals to evaluate on a weekly, monthly and annual basis. For example, you may set a goal of increasing out-of-state enrollment by a certain percentage within twelve months. Instead of tracking progress toward one large goal for the end of the year, set smaller monthly goals such as generating a certain number of applications and admitted students from out of state markets by a specific date.

2. Set Key Strategic Initiatives

The next step is to define the key strategic initiatives necessary to achieve the recruitment goals you’ve established. Consider the earlier example of increasing out-of-state enrollment. You set a goal of targeting out-of-state markets. What initiatives would you put in place to achieve that goal within the designated timeframe?

Start by looking back to your initial data and research. Where have your institution’s best-fit students been recruited from in the past? Where are the highest numbers of out-of-state alumni located? Turn your data into action by using research to develop strategic initiatives to reach your goals.

3. Incorporate Specific Tactics

There are endless ways you can try to reach prospective students which makes it crucial to implement specific tactics to be successful. To achieve the goals set forth in your annual recruitment plan, first evaluate which tactics will perform best for your target audience.

In the example scenario of increasing out-of-state enrollment, you might consider setting three to five tactics in each market to garner useful results. For example, one tactic you may use would be to integrate social media to connect with prospective students by tweeting congratulations upon their acceptance to your institution. A public acknowledgement of their achievement such as this (combined with other relational tactics) may be help them in deciding to come to your campus over another.

4. Put the Right People in Place

Think about your current team. What are their strengths? The life of an enrollment officer is hectic, and it can be all too easy to fill a vacancy without giving it the proper amount of strategic thought. Going forward, make strategic hiring choices; fill positions with people who have the skillset necessary to contribute to achieving your annual recruitment plan goals.

In addition to adding the right people to your team, it’s essential to ensure your current admissions team understands the importance of the recruitment plan’s success. Measure team progress from the beginning, addressing both leading and lagging indicators. Clearly communicate with your team, so they understand exactly what their role is and how to execute their tactics. Motivate your admissions team by making their importance to enrollment efforts clear.

Once written, an annual recruitment plan should be referred to as your institution’s plan of action for the next twelve months.

to learn more about how writing an annual recruitment plan will benefit your institution.