September marks the beginning of another year at colleges and universities across the United States. A few days ago, I was at Dartmouth University watching the frantic scramble of groundskeepers, maintenance staff, and academics as they prepare for their 239th school year!
What I also noticed is that free wireless Internet access was everywhere. I was sitting on a bench in the village where the college is located surfing the net with a strong signal. Early returnees were sitting in small groups on lawns and benches and almost every one had a laptop out. Many were wearing their iPod earphones, and I am sure each had a cell phone.
What brought a smile to my face was the young girl who walked by me wearing her iPod in one ear while talking on her cell phone and carrying her laptop slightly open, ready to get online at a moment's notice.
The class entering this year is a deeply Generation Y group, always connected and expecting that connectivity in their classes, in their social life, and in how they get recruited.
Unfortunately, the way we recruit students would be more appropriate for the class of 1908 that that of 2008.
I have talked to scores of college recruiters who are, once again, gearing up for the traditional approach to recruiting. They are planning requisite, and increasingly non-productive, career fairs. They are updating the unattractive, non-interactive online "brochure" about their organization, and they are enlisting the usual Baby Boomer hiring managers to go on campus and talk to the students.
Through conversations with college students and professors, I recommend abolishing these activities if you seek a world class, effective college recruiting program.