Turn Pro: Revolutionizing Recruitment for Gen Z

A Lifeline in a Critical Moment

In 2021, amidst the global pandemic, Management Leadership for Tomorrow (MLT) received a significant grant to launch a groundbreaking new program: Turn Pro. This program had the potential to transform their operations, but there was a catch – first, they had to reach 2,000 applicants. This case study details how EFM partnered with MLT to make this challenge successful.

The Challenges

The first six months of standard MLT recruiting methods only yielded 200 applicants. The generational landscape had shifted, and the tactics that had appealed to Millennials were proving ineffective with Generation Z. On-site recruiting efforts were greatly limited due to the pandemic. To complicate matters, the program's reach was national, spanning multiple geographic areas, each with unique needs and challenges. Yet, recruiting had to be successful with limited staffing and budget.  MLT needed a partner to integrate with their existing teams, navigate these complexities, and deliver results.

"Working with the EFM team was wonderful. For every marketing problem we encountered (and, as this was a brand new program, we encountered many), the EFM team found a way to transform those problems into opportunities.” 

- Rosalie Schraut, Managing Director, College Programs

The EFM Solution

Strategic Focus and Data-Driven Insights

EFM stepped in, bringing a wealth of expertise and a fresh perspective. We began by diving into the data, identifying which marketing efforts yielded results and which did not. This ongoing analysis allowed us to continuously optimize our strategy, scaling effective tactics and pulling back on those that weren’t delivering.

Multi-Channel Marketing Approach

We utilized more than 20 unique channels, assessing each for cost-effectiveness and impact on lead generation and completed applications. This data-driven method ensured that resources were used efficiently with constant adjustments to maximize ROI.

Messaging Testing

A/B testing played a critical role in our strategy. For instance, testing different value propositions and messaging approaches resulted in a 20-25% improvement in conversion rates in the Southwest and Southeastern United States while having no impact on conversion rates in the Northeastern US. This iterative process of testing and refining ensured that we were continuously optimizing for the best results.

Collaboration

Strengthening collaborations with partner teams, organizations, universities, and individual influencers allowed messaging to reach even further at no additional cost.

“EFM integrated beautifully with both our internal teams; marketing, recruiting, IT, as well as our external partners; universities, advisors, funders and even other agencies."

- James Colten, Director, University Program Data & Analytics

Record Application Completions Across All Regions

After twelve months of partnering with EFM, MLT exceeded its goal of 2,000 applicants by 35% and saw a reduced cost per acquisition. The rate of completed applications increased 250% from the first six months to the last six months.  

Southwestern United States: 1392

Southeastern United States: 487

Northeastern United States: 513

Other Locations: 360

“I don’t know that I’ve ever worked with an agency more attuned to or adaptable to our organizational needs.”

- Rosalie Schraut, Managing Director, College Programs

Conclusion

EFM's strategic approach to digital recruitment maximized engagement and applications and provided critical insights into the most effective methods for reaching and converting Generation Z students. Turn Pro achieved over 2,700 application completions across multiple geographies by continuously analyzing data and adjusting strategies. This case study demonstrates how targeted, data-driven marketing can transform challenges into successes, even in the most uncertain times.