Adding empathy to your recruitment communications
Dayana Kibilds (she/her), Strategy Director at Ologie
When we build a communications calendar for enrollment, we start with: what do we need to tell them? Usually, it’s a long list of facts and accolades about our institutions, and some steps for them to take. We send this information over and over again, hoping for the best.
Yet, how often do we stop and think: what emotions might be coming up for our students throughout the year? What else is competing for their attention? What information is actually relevant to them right now?
In this session, we’ll use empathy mapping as the foundation to understand: what information we need to send, when it’s most relevant, the context in which it’s being received, and how it should sound and feel.
Takeaways:
Why empathy is important in the recruitment process
How to identify moments when empathy is important
How to infuse empathy in your communications
Bio
Dayana (Day) Kibilds (she/her) is a strategy director at Ologie, focusing on branding, enrollment, and marketing for educational institutions. Prior to Ologie, she spent 12 years in higher education, leading enrollment and digital work at Penn State, Cornell, and Western University (Canada).
Day is an award-winning speaker on enrollment marketing, email strategy, barriers to equity, productivity, and stakeholder collaboration at global conferences such as CASE, HighEdWeb, PSEWeb, and ContentEd. She’s also the host of Enrollify’s Talking Tactics podcast.
As a lifelong immigrant who has lived in 6 different countries, equity is really important to her. She sees content as a tool for equity, and she’s passionate about showing marketing and content professionals the role they play in creating access.
