WSJ backfires on NAU?

9 September 2007 at 4:22AM Leave a comment

Seeking to reverse five years of declining enrollment, Northern Arizona University (NAU) contracted with educational institution image meisters Lipman Hearne. The LH campaign rolled out in 2006. NAU got a new logo, a new web page and series of print ads. Lipman Hearne got several awards, including a 2006 Best of Show from the Admissions Marketing Report.

In the last month or so, NAU has been peppering half-pages ads through various print editions of the Wall Street Journal. One ad in particular caught my eye:
As a college recruiter, I’m not impressed by this series. Many thing bug me about these ads. I’m sure that Sunday Hannan (above) is probably a nice person, but the fact that NAU has her appearing in a national ad wearing shower thongs doesn’t impress me. From reviewing the series, I must say that it doesn’t appear that NAU attracts the type of student that I want to hire.

I sincerely hope that NAU can attract more students. However, because of these ads, Northern Arizona University is off my list of targeted schools for this year’s college recruiting season.

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Entry filed under: Branding, College.

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My Core Ideas

1. "I can't tell you the best way to get a job - because there is no one best way. After 21 years of recruiting, I CAN share things I've seen candidates do to guarantee they DIDN'T get the job."

2. "Most companies don't realize how their recruiting process impacts their candidate pool, and their business. Attention to simple things will result in big improvements."

About the Author

Troy Bettinger, SPHR is a Denver Recruiter, Public Speaker, HR Metrics Analyst and Human Resources Leader who has been recruiting in corporate and municipal environments since 1991.

He specializes in the complete hiring process: defining, sourcing, recruiting, testing, interviewing, offering and orienting new hires. He's also well versed in strategic human resources, college recruiting, diversity recruiting, AAP, EEO, ATS integration, recruiting metrics, social media, recruiting leadership, training and employment branding.

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