College recruiting has changed drastically as a result of new technology such as interactive Web sites, blogs, social media, and on-line videos. This study surveyed 144 college undergraduates about their attitudes and interests in enrolling in their institution’s graduate program as well as different types of recruitment technology. Video, printed handouts, and Web sites, were explored to assess their effectiveness as recruitment tools and discover how views of effectiveness are constructed. The study found video is perceived as the most interactive and influential recruitment tool and Web sites are the most credible, trustworthy, and user-friendly recruitment tool. This study allowed for making note of possible new ideas for recruiting which may be used by various universities and recruiters in the future including the incorporation of video to current social media plans and conveying a sense of belonging to potential students.
Dorrance Hall, E., & Simmons, E. C. (2012). A sense of belonging: new technologies’ effect on recruitment practices of graduate programs. Journal of the Association for Communication Administration, 31(2), 75-86.