Marketing and Recruitment Specialist

Overview

Term: 1 year

The Marketing and Recruitment Specialist (Specialist) will market, promote and recruit students for graduate and undergraduate programs offered by the Conrad School of Entrepreneurship and Business (Conrad). The incumbent is accountable for planning, project managing, implementing, evaluating and reporting on marketing, recruitment and communications initiatives designed to inspire and attract future students and support them in the admissions and onboarding process.

The Specialist will be supported by the Marketing and Communications Coordinator (Coordinator) in the development of internal communications, digital content development, recruitment, event management, and admission support. The Specialist works closely with marketing teams in the Faculty of Engineering (FOE) Office, the Graduate Studies and Post-Doctoral Affairs (GSPA) Office, Marketing and Undergraduate Recruitment (MUR) and other cross-campus peers.

Responsibilities

Student Recruitment

• Identify and profile appropriate audiences for Conrad’s graduate and undergraduate programs
• Develop and execute an annual strategic recruitment plan, utilizing appropriate marketing and communications strategies, aligned with Conrad’s recruitment objectives and strategic priorities
• Evaluate current and potential student markets for recruitment opportunities
• Establish key performance indicators with the support of the Conrad Leadership team
• Ensure marketing initiatives result in conversions and increased revenue
• Collect data related to leads, applications and enrolments from lead-generation tools, using outcome data to inform recruitment efforts
• Conduct market research as appropriate to gain insight into key audience interests aligned with program delivery
• Develop strategic approaches, key marketing messages, audience identification, communications collateral, and evaluation measures for graduate and undergraduate student recruitment and enrolment management initiatives
• Support the Manager, Outreach and International Programs with marketing efforts required under that portfolio
• Plan and implement the promotion of new programs
• Track and report key metrics on the success and other outcomes of recruitment efforts, making recommendations for improvement
• Develop and monitor recruitment budget
• Remain current on issues, trends, technologies, demands and approaches in marketing, recruitment and communications, conveying relevant best practices to stakeholders
• Lead working groups and attend events to improve recruitment practices for Conrad
• Develop positive relationships within Engineering and with all Conrad stakeholders through prospecting and networking to identify marketing and recruitment opportunities for all Conrad programming
• Track recruitment initiatives of competitor programs, monitoring the effectiveness of their strategies

Marketing and Communications

• Develop and implement marketing communication initiatives to support Conrad student recruitment and enrolment goals to attract top students to apply for admission, accept their offers, and enroll
• Collaborate with the Coordinator to research, write and produce print assets, digital content, and other appropriate promotional materials to recruit students and raise the profile of Conrad programs
• Lead brand assets (e.g. photography, video, advertising, logos, stories, etc.) across owned, shared and paid media (websites, social media, print and digital advertising, publications, email/direct marketing)
• Identify key individuals to profile for recruitment materials and social media; then research, interview and write student and/or professor profiles, as required
• Regularly review and update online content aligned with Conrad’s overall strategic goals, coordinating new photography, stories, video production, and social media, as appropriate
• Ensure Conrad branding, visual identity and styles are consistent in all recruitment communications
• Collaborate with FOE Marketing Communications team to develop social media strategies and initiatives to engage with prospective applicants
• Work with FOE and UW Marketing Communications teams to implement best practices for the web with an emphasis on marketing, student recruitment and student engagement
• Collaborate with Creative Services in the development of print and digital assets

Qualifications

• Completion of a bachelor’s degree in business, marketing, or communications is required
• Education or training in project management, public relations and digital media are an asset
• 3-5 years’ experience in a marketing, business, and/or communications role is required, preferably in higher education
• Proven experience working with integrated marketing and communications strategies ideally in a highly complex institution and competitive marketplace
• Strategic-planning proficiency, with evidence of critical-thinking and analytical skills, to enable communications and marketing plan assessment
• Demonstrated project planning and implementation experience
• Thorough understanding of current marketing and data analytics tools, platforms and applications with demonstrated proficiency in their use
• In-depth understanding of Search Engine Optimization (SEO) practices and analysis, with experience creating SEO audits
• Demonstrated experience using video creation and editing tools for digital content
• Experience in engaging internal and external stakeholders to work collaboratively and build consensus in a complex environment characterized by competing priorities
• Excellent written and oral communication skills
• Proven ability to persuade, demonstrate and reinforce the value of post-secondary studies for prospective students as well as internal and external stakeholders
• Demonstrated experience in strategic recruitment, communications, marketing and working knowledge of website best practices, digital and content marketing, as well as communications design, development and execution
• Strong organizational skills coupled with proven ability to effectively handle multiple tasks and excel in a fast-paced environment characterized by changing priorities and short deadlines
• Demonstrated ability to effectively communicate and collaborate with all levels of an organization
• Ability to build consensus, foster teamwork among a variety of stakeholders, and lead integrated project teams
• Thorough understanding of numerous marketing and analytics tools, platforms, and applications
• In-depth understanding of SEO practices and analysis
• Evidence of being a self-starter that can move quickly to find the right solution. Able to work independently, usually within a complex and often-ambiguous environment, and to collaborate on team marketing communication plans
• Awareness of marketing trends and practices used in post-secondary recruitment
• Intermediate to expert use of current project and data management tools such as:
• Microsoft 365
• Marketing Automation Platform or CRM (MailChimp)
• Adobe Creative Suite, Canva
• Project Management Software (ex. Airtable, Wrike)
• Microsoft Teams and Zoom
• Web content management software
• Quest experience is an asset

Equity Statement

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 co-ordinated 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, anti-racism and inclusion. As such, we encourage applications from candidates who have been historically disadvantaged and marginalized, including applicants who identify as First Nations, Métis 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 at hrhelp@uwaterloo.ca or 519-888-4567, ext. 45935.