VIRTUAL RECRUITMENT

Members of Eta Eta Chapter showcase their custom-made face masks for an in-person recruitment event.

WRITTEN BY: JEN AKRIGHT, ETA ETA, COLLEGIATE RECRUITMENT COORDINATOR

In previous years primary, or “formal,” recruitment meant large groups of women packed into small spaces, talking with one another, singing, snacking and everything else that seems “off-limits” now. For many in 2020, the collegiate experience is partially or completely online – including recruitment.

As institutions began announcing their changes to virtual or hybrid learning, the National Panhellenic Conference (NPC) created a task force to examine the changing landscape and provide recommendations for fall 2020 recruitment. From that task force, three key priorities were identified: adapt and change to survive; market the sorority experience and increase membership.

With a team of volunteers, college Panhellenic associations created plans A, B and C for fall 2020 recruitment with options including in-person recruitment, virtual recruitment or a hybrid version of recruitment.

In-person recruitment was a popular choice among college Panhellenic associations with typically small recruitments hosting around 50 or fewer potential new members. Rounds were expanded to allow for smaller groups of women to gather at one time. As Taylor Landry, vice president of PR & recruitment at Theta Mu Chapter began planning for in-person recruitment, it became clear how even recruitment budgets had to change. “We provided the chapter with chapter personalized masks, hand sanitizer, and disinfectant sprays and wipes in between each round.” The number of members recruiting also decreased.

Virtual recruitment was the answer for larger college Panhellenic associations. With virtual recruitment comes the use of various technology. Beth Holloway, Beta Epsilon Chapter vice president of PR & recruitment shared her experience with virtual recruitment: “At first, I was very nervous and in denial. I thought that there was no possible way this could work and that, as a chapter, we would face many problems... I thought it would be near impossible, but as I began to plan, there were many parallels that I could draw and help the chapter visualize.”

Along with many other chapters, Nu Nu Chapter at Drexel University participated in a video-only first round. This concept allowed the chapter to create a video highlighting their chapter experience and values, while potential new members submitted individual videos expressing their interests, goals and more. When asked how the chapter made up for not meeting in person and formed personal connections in the second round, Miranda Bottura, NN, shared, “our sisters were able to bring up conversations and topics mentioned in potential new members’ videos,” as their solution to this new barrier.

"All we could do was remain positive, follow social distancing guidelines and recruit to the best of our ability."

Hope Wickert, Zeta Kappa Chapter vice president of PR & recruitment, quickly found that “being up-front and honest with the chapter about everything going on was one key to success.” She added, “when the fall semester started, I told the chapter that we didn't know what to expect for the semester. All we could do was remain positive, follow social distancing guidelines and recruit to the best of our ability.”

To support chapter officers and volunteers, the national organization launched Recruitment Reimagined in July 2020. This program provided the guidance and resources needed to navigate the new landscape of virtual, hybrid and distanced recruitment. Bi-weekly communication was sent to more than 900 officers and volunteers. Each message included new recruitment resources.

National headquarters staff hosted eighteen Recruitment Reimagined webinars and conversations. Webinars served as an opportunity to provide information on a large scale, while conversations provided

Practice

Virtual recruitment practice was a high priority. The more comfortable members felt navigating the virtual experience, the more they were able to focus on the potential new members and their conversations. Chapters also had to practice using new technology. Beth Holloway shared that as a part of their practice, “the recruitment team watched many tutorials on YouTube about how to best navigate Zoom as there are many useful features. We used YouTube tutorials, Google drive docs & sheets and had meetings and seminars with our Panhellenic council.”

Authenticity

the opportunity for small groups to brainstorm, share ideas and provide collegiate members and volunteers a voice in finding solutions and embracing creativity.

This year offered many different challenges we were not accustomed to, however, chapters that found success with virtual recruitment did so through practice, authenticity and grace.

Business on top, comfort on the bottom. Beta Lambda Chapter’s recruitment team takes advantage of the shoulders up display during virtual recruitment.

Many aspects of recruitment from previous years had become obsolete with the move to a virtual platform. “Those beautifully decorated rooms? Bye. Worrying about what pants chapter members wore with their shirts? Bye. All of the stereotypical things that we usually obsess over had to go,” Taylor Landry shared. By doing this, much more time and energy could be spent on practicing conversation skills and getting to authentically know one another.

Grace

Problem-solving this year took time and often trial and error. When this was understood, members, officers and volunteers were willing to offer grace to those trying to find solutions. Miranda Bottura shared that members “remained patient and accepting of the changing information,” and while "technical issues were frustrating at first, such as microphones going in and out or internet connection failing, our chapter rolled with the punches.” Taylor Landry noted that their chapter was able to achieve success because of the grace shared. “The chapter gave me grace as their vice president of PR & recruitment and I gave them grace as recruiters. I just wanted them to have fun once it came down to recruiting — nothing else mattered.”