Design of a
Recruiter-Student
Connection System
Using Social Networking
Sponsored by STEMlete LLC
Agenda
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Context
Stakeholder Analysis
Scope
Gap Analysis
Problem Statement
Win-Win Analysis
Need Statement
Requirements
Possible Solutions
Simulation
Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Private vs. Public Universities
• Have different funding models
• Have different mandates
• Have different admission policies and
procedures.
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Public Universities
• Our main focus will be on public universities
for many reasons:
– Funded by state taxpayers.
– Policies are created or overseen by state
legislatures.
– Admissions policies are transparent.
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
HS Recruitment Process
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Current Undergraduate
Recruitment Process
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Undergraduate Recruitment
• To fulfill enrollment targets:
– Market towards under-filled programs
– Market towards sources of applicants in the past
• To stay under budget:
– Focus on high producing/low cost systems
– Recruit more out-of-state students
• To improve quality of enrolled students:
– Increase size of applicant pool
– Beat competing recruiters
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Social Networking Websites
• Enable individuals to self-organize into
communities for swift communication
• Break geographical and social barriers to
communication and connection
• Allows connections to be identified at the
global level
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Universities recruiting tools
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Commonly Used Tools
CRM Tool – manages interactions with current and
future students
Cappex.com & Other college search sites – send
list of prospective students to universities
College Board website – Inquiry contact,
marketing
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Social Networking & Universities
Interaction
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Process Summary
Accepted
Student
Graduate
Student
High School
University
Acceptance
Process
Enrolled
Student
Student
Enrollment
Process
As-Is
Find a recruiter
Dragnet
“Get Lucky”
Future
Recruiter finds
student
Targeted pursuit
Make informed
choices
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Agenda
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Context
Stakeholder Analysis
Scope
Gap Analysis
Problem Statement
Win-Win Analysis
Need Statement
Requirements
Possible Solutions
Simulation
Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Recruiters
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Students
Recruiters
Universities
Social Networks
Government
Advertisers
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Stakeholder Interactions Diagram
Stakeholder Interactions Diagram
Stakeholder Analysis
Universities
Primary Goals
• Fulfill enrollment targets for all schools and
departments
• Stay under budget
Secondary Goals
• Improve quality of students that enroll
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Stakeholder Analysis
Goals
Social Networking Websites
• Make a profit
• Stay under budget and stay in business
• Maintain relevance to users
Students
• Earn an income
• Acquire experience
• Attend best colleges
• Stay under budget
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Stakeholder Analysis
Goals
Government
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• Improve quality of life for citizens
• Improve the economy
• Enable innovation
• Increase size of labor pool
• Maintain funding for operation
• Generate revenue
• Stay under budget
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Stakeholder Tensions
University
• Budget constraints force trade-off between goals
• Utilize fewer social network features
• Less personal connections/guidance to prospects
Social Networking Websites
• Limited incentive for university to change process
• Receive lower profit
• Limited ways to connect recruiters to student
Students
• Recruiting budget constraints limit connection quality
• Less opportunities for experience and guidance
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Department of Systems Engineering and Operations Research SYST 490 – 2013 esign
of Recruiter – Student Connection System using Social Networking
Agenda
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Context
Stakeholder Analysis
Scope
Gap Analysis
Problem Statement
Win-Win Analysis
Need Statement
Requirements
Possible Solutions
Simulation
Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Scope
• George Mason University (GMU) undergraduate
recruitment process
– High school & university connection
– Transfer process will not be not considered
– Costs will include: labor of resources
• Travel/event expenses & marketing material costs
– Quality of students will be based on GPA & SAT
scores
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Gap Analysis
Freshman Applicants GPA
3.95
Average GPA
3.85
9%
3.75
2%
4%
3.65
3.55
3.45
3.35
3.25
2005
2006
2007
2008
2009
Application Year
Applied
Admitted
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2010
2011
2012
Enrolled
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Gap Analysis
Freshman Applicants SAT
1570
Average SAT
1470
27%
1370
1270
2%
3%
1170
1070
2005
2006
2007
2008
2009
2010
2011
2012
Application Year
Applied
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Admitted
Enrolled
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Problem
• The labor, travel, and material costs to
establish strong personal connections early in
a student’s career is high due to geographical
dispersion and high information costs.
• The highest quality students are being lost to
competing universities in the current system
set up to manage these costs.
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Win-Win
Social Networks
Make a profit by enabling universities
and students to reach their goals in
the most time and cost effective
manner
Students
Be identified for the best
opportunities early in their
academic career and receive
experienced guidance
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Universities
Identify, compare, and recruit the
highest quality students at the
lowest cost, regardless of location
Need
There is a need for an increase in the quality of
students enrolled to be established under
budget and in enough quantities to meet target
enrollment rates.
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Agenda
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Context
Stakeholder Analysis
Scope
Gap Analysis
Problem Statement
Win-Win Analysis
Need Statement
Requirements
Possible Solutions
Simulation
Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Requirements
• The system shall produce between 2580 and 2690
enrollments.
• The system shall maintain or reduce the cost of the
undergraduate recruiting process compared to
enrollment service revenue by at least 8%.
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Requirements
• The system shall maintain or decrease the
difference between the average GPA of accepted
students and enrolled students to less than 2%.
• The system shall maintain or decrease the
difference between the average SAT of accepted
students and enrolled students to less than 2%.
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Possible Solutions
• No change
• Add social networking tool
• Change resource allocation to social
networking tools
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
No Change
Pros
Cons
• No significant drop in
enrollment rates, budget or
student quality will occur.
• Freshman enrollment rates
may continue to decrease
• Losses will still be seen in
failed recruiting attempts
for the top students
Add Social Networking Tool
Pros
• Potential increase in
enrollment rates
• Potential increase in
student quality
• Potential decrease in cost
Cons
• Potential risk to enrollment
rates, budget or student
quality will occur.
Change Resource Allocation
Pros
• Potential increase in
enrollment rates
• Potential increase in
student quality
• Potential decrease in cost
Cons
• Potential risk to enrollment
rates, budget or student
quality will occur.
Alternatives
Requirements
- = No Potential
Alternatives
Fulfillment
Meet enrollment
target
Reduce or
maintain cost
Close GPA
gap
Close SAT
gap
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= Potential to Fulfill
No Change
Add Social
Networking Tool
Change Resource
Allocation
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Agenda
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Context
Stakeholder Analysis
Scope
Gap Analysis
Problem Statement
Win-Win Analysis
Need Statement
Requirements
Possible Solutions
Simulation
Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Method of Analysis
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Method of Analysis
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Simulation Goal
• Determine the recruitment process that
produces the highest quality students at the
lowest cost, and which social networking
tools will facilitate this.
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Design of Experiment
Student Surveys (High school and College)
• Google Forms
• Distributions for student demographics
• Social networking preferences
• Develop assumptions
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Design of Experiment
Interview/Survey of Admissions Employees
• Distributions for the number of applicants,
admissions, and enrollments and their
associated GPAs and SAT scores
• Admissions process and sub-processes
• Finalize scope
• Develop assumptions
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Design of Experiment
• Queuing model in Arena
– Model processes a high school student goes
through once contact is made with the
university until the student exits the system or
enrolls
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Preliminary Simulation
Goal: Determine the recruitment process that
produces the highest number of applications of
the highest quality students at the lowest cost
and determine which social networking tools
facilitate this modified process.
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Preliminary Simulation
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Preliminary Simulation
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Preliminary Simulation
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Inputs (In progress)
Research and survey data will determine what inputs
are used in the model.
Entities
Currently the only numerical data available on student
entry into the system is a broad overview, although the
model below depicts multiple known sources of entry
into the system
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Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Inputs (In progress)
Attributes
Attributes will be assigned for GPAs, SAT scores,
and predetermined values for whether a student
will contact the university, apply, be accepted,
and enroll. A cost will also be added to each
student’s total recruitment cost to reflect costs
associated with subscriptions to the various
social networking sites.
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Inputs (In progress)
Sample Statistical Analysis Freshman Applications
Budget Executive Summaries 2001-2012
Distribution:
Expression:
Square Error:
Number
GPA
SAT
Uniform
Weibull
Beta
UNIF(8.11e+003,
1.47e+004)
0.036111
3.03 + WEIB(0.299, 2.06)
0.023713
1.05e+003 + 66 * BETA(0.77,
0.613)
0.047138
Kolmogorov-Smirnov Test
Test Statistic
0.233
0.0859
0.17
Corresponding p-value
> 0.15
> 0.15
> 0.15
Data Summary
Number of Data Points
12
12
12
Min Data Value
8110
3.08
1050
Max Data Value
14700
3.54
1120
Sample Mean
11800
3.29
1090
Assumptions
• The scope will be finalized after a full data
analysis of the survey and interview results.
Assumptions will be developed to supplement
information deemed essential that is
unobtainable. Most assumptions will either
involve simplification of processes or
estimation of cost.
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Department of Systems Engineering and Operations Research SYST 490 – 2013
Design of a Recruiter – Student Connection System using Social Networking
Value Hierarchy
Choose Best
Recruitment
Alternative
Enrollment Yield
Cost
(# Students)
($)
0.5
Quality Recruits
(Avg GPA & SAT)
0.3
0.2
Agenda
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Context
Stakeholder Analysis
Scope
Gap Analysis
Problem Statement
Win-Win Analysis
Need Statement
Requirements
Possible Solutions
Simulation
Project Plan
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking
Work Breakdown Structure Overview
Social Networking
Management
Research
Analysis
CONOPS
Alternatives
Documentation
Simulation
Meetings
Stakeholders
Context Analysis
Vision Statement
Potential Match
List
Requirements
As-is Model
Material Review
Undergraduate
Recruiting
Process
Stakeholder
Analysis
Mission
Statement
Advanced Search
Feature
Deliverables
Alternative
Models
Use Cases
Connection
Suggestion
Preliminary
Report
Results
Mentor/Mentee
IEEE Paper
Trade Off
Analysis
Task Delegation
George Mason
Process
Gap Analysis
Project Schedule
Historical Data
Problem
Statement
Project
Risk/Mitigation
Athletic
Recruiting
Process
Need Statement
Poster
Validation
Critical Path
Analysis
Social Networking
Sensitivity
Analysis
Final Report
Verification
Value Hierarchy
Presentations
Conclusions
Budget
Work Breakdown in Detail
Management
Analysis
Research
Meetings
Context
Stakeholders
Material Review
Stakeholder
Recruiting Process
Task Delegation
GAP
George Mason
Schedule
Problem Statement
Historical Data
Risk/Mitigation
Need Statement
Athletic Recruiting
Budget
Sensitivity
Social Networking
Critical Path Analysis
Value Hierarchy
Work Breakdown in Detail
Documentation
Simulation
Alternatives
Requirements
Requirements
Potential Match List
Deliverables
Deliverables
Advanced Search
Preliminary Report
Preliminary Report
Connection Suggestion
IEEE Paper
IEEE Paper
Mentor/Mentee
Poster
Poster
Final Report
Final Report
Presentations
Presentations
Budget
• Pay rate: $45/hour
• Highest costs:
• Research
• Simulation design &
build
• Management
Estimated Total
$289,885.07
Direct Labor
Costs
$136,096.28
(47%)
Adjusted Labor
Costs
$153,788.79
(53%)
Budget
PV/AC/EV
$200,000.00
$180,000.00
$160,000.00
$140,000.00
$120,000.00
$100,000.00
$80,000.00
$60,000.00
$40,000.00
$20,000.00
$0.00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
Planned Value - (PV)
Actual Cost - (AC)
Earned Value - (EV)
CPI/SPI
2.50
2.00
Ratio
1.50
1.00
0.50
0.00
1
2
3
4
5
6
7
8
9
10
11
Weeks
Cost Performance Index - (CPI)
Schedule Performance Index - (SPI)
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Project Schedule
Project Schedule
Project Schedule
Milestones
Preliminary Project Plan & Briefing 1
9/30/13
Modified Project Plan & Briefing 2
10/21/13
Dry Run Presentation
11/4/13
Faculty Presentation
11/15/13
Final Report, Draft Conference Paper & Poster
12/2/13
Preliminary Simulation Results
12/23/13
Finalized Simulation Design & IEEE Proposal
1/27/13
Critical Path Analysis
Context research (completed)
Problem definition (completed)
Obtain admissions data (In progress)
Design simulation (In progress)
Build simulation (In progress)
Results analysis (In progress)
Risk/Mitigation
Risk
Risk Level
Mitigation
Delayed access to data
15
In progress
Access to incomplete data
20
In progress
Incorrect assumptions
23
In progress
Consequences
Likelihood
Low Risk
1
2
3
4
5
1
1
2
3
4
5
2
2
4
6
8
10
3
3
6
9
12
15
4
4
8
12
16
20
5
5
10
15
20
25
High Risk
Questions?
66
Department of Systems Engineering and Operations Research SYST 490 – 2013 Design
of Recruiter – Student Connection System using Social Networking