Hi, Values-Based Recruitment. Meet Research-Based Recruitment.

Imagine if the “Evolution of Dance” YouTube video was about Panhellenic recruitment. One would see an evolution from carriage rides and small gatherings; to a more formalized process with skits, costumes, and elaborate decorations; to door chants and songs; to a process now defined by videos and social media influence. While it could be entertaining to watch, it begs the question of where we go from here. What is next when it comes to not only Panhellenic recruitment but also recruitment and/ or intake for any organization? In this article, I posit the next stage in the evolution of recruitment is to use more holistic, researched-based methods.

Since 2003, sororities associated with the National Panhellenic Conference (NPC) have used the Release Figures Method (RFM) to compute the formal recruitment process. Simply described, RFM is a mathematical model to determine the number of invitations issued by each participating chapter during the formal recruitment process. This method provides professionals, volunteers, and undergraduate chapters with data including information on priorities, rankings, and anticipated quota and total that helps inform, measure, and analyze chapter and community recruitment processes.

In 2015, the NPC began focusing on values-based recruitment and fully defined expectations in its Manual of Information (MOI). The NPC refers to values-based recruitment as focusing on values-based conversations, establishing guidelines on recruitment budgets, keeping decorations at a minimum, determining chapter member attire to reduce financial burden, barring gifts to and/or from potential new members, and eliminating skits from the process.

While values-based recruitment has done a lot to shift away from frills and expense, it may be time to enhance the recruitment preparation conversation. Preparation should include more robust data than mere recruitment performance statistics. This research-based recruitment model does not mean giving chapters data points they can recite to recruits. It means utilizing the data gathered to understand what development and education the chapter needs to be prepared to create effective relationships through the recruitment process. Data-based recruitment would aim to measure overall chapter health and inform recruitment preparation.

THE CASE FOR WHY ONLY RFM & VALUES-BASED RECRUITMENT MISSES THE MARK

Research shows the brain does not fully develop until age 25. For many, college is a time where students expand and challenge their assumptions, connecting new information with previous learning to make meaning. As such, many traditional students don’t enter college having identified or developed a true understanding of their personal values. While it’s important to start those conversations, it’s also important to acknowledge participating in the NPC formal recruitment process does not historically elicit that type of thoughtful engagement.

More often than not, potential new members seek connection, belonging, and “a home away from home.” When two individuals meet outside of higher education, do they typically begin an introductory conversation with, “What are your values?” Maybe … but probably not. We learn the values of others over time and by getting to know them on a deeper level. Brené Brown tells us humans are wired for connection and belonging. She also notes the opposite of belonging is fitting in. Based on this, we should teach our chapters and undergraduate members to be more authentic and accepting, rather than assessing and acclimating.

Focusing solely on RFM figures can also lead to overlooking the actual problem at hand. For example, RFM data may indicate a chapter is falling in its returns after the first invitational round, otherwise described as an increasing number of potential new members are not indicating they want to continue exploring membership with that chapter. Without additional data, it might not be obvious the poor performance is because the chapter has a sisterhood issue, leading members to experience difficulty in positively speaking about their experiences in the chapter.

Using RFM and related data focuses on the time period during and immediately after recruitment. It answers the questions, “How IS the chapter doing?” and “How DID the chapter do?” Employing research-based methods holistically shifts the focus to the time period before recruitment. Instead, it answers the questions, “What major areas for improvement does the chapter maintain that if improved can help shape its recruitment strategy?” and “How can chapter members and advisors focus on those areas for improvement during recruitment preparation instead of just valued-based conversations?”

Zeta Tau Alpha approaches values-based recruitment by focusing on one of its Nine Key Values, “Being Rather Than Seeming.” It comes directly from the organization’s creed, meaning to be authentic, share who you are, and listen to others to learn their stories. Part of being authentic is also using chapter-based data to understand chapter identity. This helps uncover a chapter’s areas of strength and growth.

TOOLS FOR RESEARCH-BASED RECRUITMENT

Understanding the Context: 20th century education was teacher-centric, with professors regarded as “sages on the stage” and classrooms organized with desks in neat rows. It worked well for an industrialized nation focused on order. In 21st century education, however, technology and collaborative learning methods have sparked advancement. Within this new era, professors are often regarded as “guides on the side” and focus is placed on the learners.

The 20th century education model can be seen in fraternities and sororities. Examples include the belief that all chapters can do the same one-hour program and the organization overall will improve or that all students will learn from the same program format and teaching methods. This industry must evolve and adapt to the 21st century model to create a more individualized and datadriven chapter and membership experience.

Believe it or not, current collegians grew up with Netflix. In the early 2000s, the company used a personalized recommendation service for movies based on a user’s individual interests and past views. Netflix was a massive disruptor to the cable industry. Now, think of Netflix for fraternity and sorority recruitment. A research-based approach would create a personalized model for each chapter.

Moving from Thinking to Doing: The next phase in this evolution is to actually use a holistic, data-driven method. Similar to a doctor, this requires a three-step process: diagnose, prescribe, and follow-up. This cuts out blanket education and skips right to what chapters really need.

The process starts with asking what is really desirable to know. Questions could include, “What defines an overall chapter’s health on campus or in an organization?” and “What does the organization or campus really hope members learn from the fraternity/sorority experience?” This could also include measuring student learning outcomes, values-alignment, sisterhood/brotherhood, and/or health and safety categories. Practitioners should pay special attention to sisterhood/brotherhood because it’s what gets potential new members “in the door” during recruitment and will also be most helpful for a chapter’s recruitment preparation.

These factors can be measured in a variety of ways. For example, through a formalized assessment process, observations at chapter meetings and events, consultant/ volunteer/staff reports, individual meetings with chapter leaders, or focus groups to name a few. Data gatherers should challenge themselves to use more than easily obtainable data such as grade point averages, community service hours, and philanthropy dollars raised. This takes planning and work but has the potential to impact more than just recruitment. Identifying different unique data sets can also improve other areas such as chapter goal setting and programming.

Once a chapter’s health is diagnosed, the next step is to prescribe solutions to positively impact recruitment performance. Focus on the key time prior to recruitment. For ZTA, this includes a team of staff members that travel to chapters for recruitment presentation. They use chapter data to individualize the program. The visit focuses on chapter identity, strengths and areas of improvement, goal setting, identifying ideal new members for that specific chapter, and who will make the chapter stronger based on the data. For professionals, this means tailoring specific recommendations, creating individualized plans and presentations, and developing varied programming expectations and/or community-based initiatives. Remember, it’s not a one-size fits all method.

The last step is to evaluate if the interventions work. This could be following up directly after an intervention or annually measuring outcomes. Then, adjust tactics based on new data. Look at what changed, what the feedback entails, and if goals were achieved. ZTA committed to creating a highly customized recruitment preparation curriculum that launched in fall 2019 and looks forward to reviewing not only the RFM data, but also overall membership data to see how chapters changed based on such interventions.

If my younger self read this article, I would have thought this all sounds great but when can I accomplish this? With fraternities and sororities, it can feel like there are constant fires to put out. What I’ve learned over the years, however, is that you never get more time or less work. You learn to make time for the important things. In this case, you push for data to drive your and members’ work.

You also don’t do it alone. Enlist staff within the department or organization to share in championing this work. The greater the involvement and buy-in from others, the greater the opportunity to place data at the center of all programs and operations. For instance, it is incredibly rewarding when a volunteer rattles off a bite of data in a call. This also helps build community buy-in as students become familiar with a data-driven framework and take on a common language for operating. Over time, members know the focus group or survey they participated in is important because of the impact the data makes on their experience.

The idea of data-driven recruitment is not to dismiss values or RFM. Rather, it provides a more holistic picture of the chapter to drive continuous improvement. It shifts the focus from during and after recruitment to creating and conducting interventions before recruitment. Using this data creates a capacity to change chapters during this time, while also driving goal setting, programming, personal development and overall satisfaction with the experience. This is about providing members with what we promise and asking the tough questions to see if it works.

Timeline of National Panhellenic Conference (NPC) Sorority Recruitment Practices

Late 19th Century: Potential new members were often met at the train station as they arrived on campus and given bids before even setting foot on campus! Chapters have sung since the birth of the sorority system— it was the one entertainment everyone could participate in and singing at functions was expected.

1920s: Chapters relied on public transportation to meet potential new members as people didn’t have cars on campus. With the growth of Hollywood, skits and music became critical and entertaining the potential new members was key. The bigger the skit, the better.

1940s: Chapter dress codes became the norm. Recruitment was streamlined during WWII, but emerged as even more extravagant than before. Decorations, gifts, costumes, and entertainment became more elaborate and competition to have the best show was fierce.

1950s - 1970s: Prior to WWII, many chapters used live musicians. After that, record players were the norm until portable cassette and CD players arrived in the 1980s.

1991: Gifts were standard until 1991 when they were disallowed by NPC agreements. The agreement prohibited attempts to “buy” potential members’ interest in a group.

2003: Release Figures Methodology began with 10 pilot campuses and continues today.

2015: NPC outlined details of Values-Based Recruitment, focusing on recruitment conversations and movement away from frills.

Becky Gleason is the senior director of education & programs at Zeta Tau Alpha. In her role, she serves as project manager and team leader to develop educational programs, events, and resources. Becky has worked at ZTA for seven years and has previous experience working at a campus-based level.