Recruitment Marketing Specialist

Term: 2 years

Embedded within functionally reports to and receives strategic direction and enrolment management goals from the Faculty (or Faculties) assigned to the role and reports directly to and receives support expertise and resources from the Marketing & Undergraduate Recruitment (MUR) unit of the Registrars Office (RO); responsible for establishing and managing the process and framework by which the Faculties meet overall enrolment management goals including developing integrated marketing recruitment and communications plans and conducting research and analysis to inform specific strategies key messaging and positioning. Plays a key role in engaging and educating the faculties staff students and alumni with respect to enrolment management thus having a significant impact on the successful achievement of institutional enrolment management retention and revenue goals.

This role is embedded within works in close collaboration with and receives strategic direction and enrolment management goals from the Faculty of Health and Faculty of Science.

Responsible for providing expertise in enrolment management undergraduate recruitment and the application of marketing and communication principles to undergraduate student recruitment strategies

• Based on the faculties enrolment management goals conducts research and analysis and creates effective researchbased overall undergraduate marketing recruitment and communications plans aligned with the faculties goals including but not limited to specific strategic objectives; key messages; resource allocation; positioning; and the operationalization of print web new media relationshipbuilding and event strategies.
• Responsible for applying the UWaterloo recruitment brand and visual identity frameworks to the faculties undergraduate marketing and communications strategy development.
• Develops strategies that include customized messaging targeted for the stages of the enrolment management funnel as well as virtual and oncampus techniques that enable prospective students to visualize their UWaterloo experience.
• Responsible for developing effective solutions to problems that impact recruitment for capitalizing on opportunities that help realize the faculties enrolment management goals and for determining initiatives that support a studentcentered approach focusing on hightouch customer service and conversations.
• Leverages technology to achieve the objectives of the faculties marketing recruitment and communications plans including but not limited to the incorporation of new media strategies (e.g. social networking) to engage prospects in conversations
• Manages positive and effective relationships with prospective students/applicants parents/supporters and other related UWaterloo partners as needed (e.g. disciplinespecific teachers UWaterloo alumni coop employers etc.).
• Meets with appropriate groups committees and individuals to share research information and perspectives related to studentcentered enrolment managemen
• Provides ongoing evaluation of prospective markets and recommended marketing strategies to inform proposals for new or emerging programs.
• Contributes expertise to inform institutional marketing strategies providing a faculty perspective at MUR meetings including but not limited to Roundtable meetings and leverages universitywide enrolment management strategies in the creation of the faculties marketing recruitment and communications plan.
• Participates in undergraduate recruitment events such as but not limited to the Ontario Universities Fair and oncampus open houses to recruit and confirm students and develops strategies for collecting qualitative research data at such events.
• Responsible for occasional travel including but not limited to participation in the Ontario Universities Fair and offcampus meetings with alumni

Responsible for developing a researchbased integrated undergraduate communications plan aligned with the faculties enrolment management goals including print web and new media strategies

• With appropriate involvement and collaboration with other MUR team members develops and implements studentcentered content strategies that integrate the faculties marketing recruitment and communications plans with the MUR universitywide undergraduate recruitment marketing plan.
• Manages all undergraduate recruitment communications strategies from inception to successful completion including but not limited to creating specific communications strategies for undergraduate recruitment determining the mix and timing of communication strategies as well as the content and key messages to be included at all stages of the enrolment management funnel ensuring the accuracy of all information and implementing a quality control process.
• Develops and writes strategic studentcentered undergraduate recruitment communications including but not limited to print pieces content for future undergraduate students on the faculties website and new media initiatives (e.g. social networking) applying the UWaterloo positioning framework ensuring that such initiatives reflect the universitys reputation for high quality and innovation and verifying the integration of all strategies.
• Provides feedback and content suggestions for the faculties information on the Undergraduate Programs website.
• Conducts a costing analysis of the faculties marketing recruitment and communications plans to inform the development and management of the MUR and faculties budgets as it relates to the delivery of the plans

Collaborates advises and consults

• Advises the Manager Marketing & Campus Engagement and works collaboratively with other MUR and RO team members who provide support expertise and resources to inform the faculties marketing recruitment and communications plans.
• Interacts and collaborates with MUR team members; faculty administrators faculty members and colleagues; and staff from other departments in order to provide and obtain advice and to gather information to effectively inform the development and delivery of a comprehensive marketing plan including specific recruitment and communications strategies.
• With recognition and understanding of the disparate priorities and opinions of departmental personnel proactively negotiates and builds effective relationships with faculty stakeholders such as faculty staff current students and alumni to engage and educate them with respect to key value propositions and the importance of a studentcentered approach to recruitment
• Proactively and effectively manages and balances the expectations of faculty members to achieve enrolment management goals
• Guides the faculties Undergraduate Recruitment Coordinator in the development of a researchbased and studentcentered recruitment plan for relationshipbuilding initiatives and events focusing on hightouch customer service and conversations.
• Liaises with Creative Studio to supervise and coordinate the production process including the negotiation of production schedules budgets and the optimal way to communicate messages
• Proactively shares knowledge so that all MUR team members can incorporate new information and techniques into their initiatives.
• In consultation with faculty colleagues and other stakeholders as appropriate ensures that communication strategies align with the faculties strategic plan and communication protocols and those efforts are not being duplicated; plays a key role in establishing these communication protocols
• Embraces UWaterloo and MUR values that we are curious courageous and engaged and that we all belong

Understands and applies current relevant market research and institutional knowledge

• Keeps fully informed and knowledgeable about all aspects of programs admissions student life visual identity and branding success after graduation and other issues related to prospective undergraduate students applicants and admitted students including all relevant research communications recruitment initiatives and how any changes impact the strategies for which they are responsible.
• Maintains a clear understanding of generational characteristics the needs of all audiences at different stages throughout the enrolment management funnel and the motivations of young people and their parents with respect to postsecondary studies in order to enhance the strategies for which they are responsible.
• Researches and recommends continuous improvements to the faculty marketing strategies and policies and keeps current with respect to best practices the individual differentiating strengths of each program and the most effective methods of recruiting students to the faculties programs.
• Keeps up to date with trends in recruitment marketing and communications; significant developments that impact marketing to all audiences; and the recruitment and communications practices of the facultiescompetitors.
• Understands the role of research in evidencebased strategies and with the collaboration of the Marketing Insights Specialist as appropriate establishes objectives and designs conducts and analyzes research to inform decisionmaking strategy development messaging and budget; to determine the optimal methods of evaluating the impact and effectiveness of the strategies for which they are responsible; and to ascertain and recommend the most effective enhancements.
• Conducts quantitative and qualitative surveys such as but not limited to questionnaires interviews focus groups and secondary data analysis.
• Effectively interprets research findings to determine relevance to the faculties marketing recruitment and communications plans and specific communications strategies presents the results to stakeholders to gain buyin for the recruitment approach and makes informed and actionable recommendations to guide the faculties in achieving enrolment and retention goals

Project manages workflow and business practices

• Assumes project management and problemsolving responsibilities for all initiatives including personnel resources time and budget ensuring proper monitoring and control of expenditures that result in the prudent use of institutional resources value for money and fiscal control so that the strategies for which they are responsible are delivered within budget
• Determines and applies appropriate key metrics for measuring the success of undergraduate recruitment initiatives.
• Creates and updates an annual tactics document that details the activities for which they are responsible in conjunction with the Undergraduate Recruitment Coordinator and coordinates those activities with other faculty marketing initiatives
• Develops writes and follows Marketing Action Plans that accurately document all components of each particular marketing strategy for which they are responsible and contributes appropriate updates to the overall MUR tactics document

Other

• Carries out other general and specific duties as may from time to time be determined

• Bachelors degree in communications or marketing or communicationsrelated discipline; facultyrelated education an asset
• 5 years of experience in a notforprofit marketing and/or communications role preferably in an educational setting.
• Experience in the development of strategic marketing plans and associated integrated communications plans.
• Experience with branding strategies and the best methods of maximizing the tangible and intangible values of a brand.
• Experience with market analysis including data acquisition and the selection of factors that identify target markets.
• Experience with the development of content (text and images) specifically for web sites and social media applications
• Experience with a content management system and best practices for web
• Experience managing projects from inception to successful
• Experience working with designers and
• Experience with the development and delivery of informational
• Essential: demonstrated superior attention to detail
• Excellent written and oral communication skills including a solid understanding of English grammar a demonstrated successful track record in promotional writing focused at a student audience and extensive experience writing content with the purpose of communicating a brand or message.
• Demonstrated ability to coach others in preparing highquality innovative presentation
• Demonstrated aptitude for and success in solving
• Solid understanding of and experience with quantitative and qualitative research coupled with proven ability to assess findings to make informed recommendations particularly as applied to consumer analysis.
• Familiarity with a variety of media including video creation and social
• Knowledge of student recruitment marketing and enrolment management principles as defined by industry enrolment management experts such as Noel Levitz and experience in developing marketing and communication strategies for students based on a full understanding of the motivations of young people and their parents with respect to postsecondary studies
• Demonstrated success in applying political acumen and a collaborative consensusbuilding approach based on sensitivity to the needs and interests of a variety of partners.
• Highly adaptable with strong organizational skills a commitment to continuous improvement and the ability to handle multiple tasks meet deadlines and excel in a fastpaced environment characterized by changing priorities.
• Demonstrated ability to thrive in and contribute to an integrated and collaborative team environment and to apply a positive team approach to working with colleagues.
• Technical skills the use of Microsoft Office Suite Adobe Creative Suite social media platforms CRM Drupal etc.

The University of Waterloo acknowledges that much of our work takes place on the traditional territory of the Neutral Anishinaabeg and Haudenosaunee peoples. Our main campus is situated on the Haldimand Tract the land granted to the Six Nations that includes six miles on each side of the Grand River. Our active work toward reconciliation takes place across our campuses through research learning teaching and community building and is coordinated within the Office of Indigenous Relations.

The University values the diverse and intersectional identities of its students faculty and staff. The University regards equity and diversity as an integral part of academic excellence and is committed to accessibility for all employees. The University of Waterloo seeks applicants who embrace our values of equity antiracism and inclusion. As such we encourage applications from candidates who have been historically disadvantaged and marginalized including applicants who identify as First Nations Mtis and/or Inuk (Inuit) Black racialized a person with a disability women and/or 2SLGBTQ.

Positions are open to qualified candidates who are legally entitled to work in Canada.

The University of Waterloo is committed to accessibility for persons with disabilities. If you have any application interview or workplace accommodation requests please contact Human Resources atorext. 45935.