by Jayson Schmidt, Preseason
In 300 words, I’ll tell you how to increase engagement through your communication and land more recruits.
Step 1: Involve your recruits. This generation isn’t interested in being sold via social media or email. Rather, they want to be asked questions and engaged in dialogue. Utilize your platforms as a launching pad to take the conversation to deeper levels.
*As a bonus, any interactions with recruits on social media will boost your content performance and expand your reach to others. Utilize social media to build bridges to your messaging, not create barriers.
Step 2: Give them a roadmap. Recruits are generally looking for direction, so be purposeful on what the next steps are in your program. Programs that can master this in a conversational way via social media and email create a large advantage later on in the process.
By giving recruits a roadmap to follow, you are preparing them to make a bigger commitment by making lots of smaller commitments to your program. From an Instagram like, to a follow, to a recruit form, to an email, to a visit, to a commitment. It’s all a part of a workflow of subtle commitments that take a once unknown recruit to your trusted senior leader over a period of time where they’re making more decisions than they ever have.
If you want them to say yes to your program, it’s much easier to ask for the commitment when they’ve already said yes previously.
Step 3: Model the hard commitment. Promote your present athletes (or future athletes that have signed) by allowing them to generate content that relates to their recruiting story and why they committed. Ask them questions on video and post their candid responses. Your players will feel recognized, your recruits will feel connected, and your brand will build conviction.
Short, sweet, and to the point. If you have any questions, shoot me an email.
This article is the fourth in a series on athletics branding written by Jayson Schmidt, a former NCAA Division II head coach and managing partner of Preseason, a creative agency that helps colleges win.
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