Background

Today’s college students are on social media, and our leadership recruitment efforts need to meet students where they are. While print materials and emails are useful tactics, strategic social media content is a critical component to a student recruitment marketing campaign.

In this sample, the UC Davis Orientation and First Year Experience team needed to recruit its next wave of applications for an array of leadership opportunities. Using recent student quotations focused on the key takeaways of their work experience, I developed a social media plan for Facebook, Twitter and Instagram. The Facebook event used to market the application deadline, information sessions and open positions had approximately 1.2k views and 219 student RSVPs.