I am constantly surprised to learn how many marketing teams in higher education do not integrate with the recruitment funnel very often. And even more surprised when the teams say they don't really need to work together as they 'play different roles'. It's like they think the two are oil and water. Yes it is true - marketing is one set of skills and recruitment is another - in the private sector, recruitment would be the sales team I guess. But they should both be working to the same set of metrics - bums in seats. But not just any bums. The best darn bums out there. Bums that serve the brand long-term, not just fill the vacant seat today. Every day I am looking at our 'bums in seats' analytics, not just Facebook likes and social shares, and at least once per month I am on the road participating in some event related to recruitment. I couldn't do my job as effectively if I wasn't.
The marketing teams should be on the recruitment floor - at least some times. So they can hear the questions asked - the feeds content for websites, for brochures for future webinars and events. They should be interacting with the target audiences, not just in focus groups but in their natural settings. How do they dress, talk, who are they with (aka who are their influencers) e.g.
Recruiters should be at the design table when making those viewbooks and publications. How do they use them, what's the word on the street about them? Recruiters are the front line to the target audience - so marketers need to become best friends with them to get the information marketers need to design / develop websites that work not just look pretty.
I could go on and on about this subject, but it's a blog so I've got about 4 more lines before you click away, so I will leave you with one more reason that the marketing teams and recruitment teams need to be integrated - for data. A real, honest look at the data. What point of the funnel can be improved? Awareness, interest or conversion? Both play a part, so don't treat them seperately. Working together can lead to better program development and design (product development), pricing strategies, brand messaging, collateral development and people-based strategies such as sales.
I would say that marketing and recruitment are more like oil and vinegar not oil and water. They don't mix, but they do go well together.