Live from CUPRAP: Redefining Talent Acquisition in Higher Ed

About the Episode: Live from CUPRAP, Mallory Willsea connects with Paul Redfern, VP for University Communications and Institutional Strategy at St. Lawrence University. They delve into the buzz around AI at the conference, strategies for attracting top talent to remote areas, and the innovative ways St. Lawrence University supports its hybrid workforce. This episode is a must-listen for those curious about the future of work in higher education and the evolving role of the CMO.

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Key Takeaways

• Hybrid and Remote Teams Are the Future: Offering flexible work options, such as hybrid or remote roles, allows institutions in rural or remote areas to attract top-tier talent.
• Creative Employee Retention Strategies: St. Lawrence University’s innovative use of on-campus housing for traveling remote employees has reduced costs and strengthened team cohesion.
• The Expanding Role of the CMO: CMOs are taking on broader responsibilities, requiring skills in strategy, operations, and cross-departmental collaboration, paving the way for greater influence in institutional decision-making.

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How St. Lawrence University Attracts Top Talent in a Remote Region

Paul Redfern shared how his approach to hiring evolved after the pandemic, as he prioritized talent over location. For positions that don't require daily campus presence, he embraced remote work as a strategy to access a broader pool of highly skilled candidates. About half of his team now works remotely, while the other half operates in a hybrid capacity. Paul’s innovative strategies also extend to retention—he collaborated with institutional leadership to convert a campus-owned house into accommodations for remote employees who visit campus periodically. This "remote house" ensures employees have a comfortable, cost-effective option when working on-site, promoting a sense of connection without sacrificing flexibility.

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Supporting Hybrid and Remote Employees

Paul explained how St. Lawrence University overcame the logistical challenges of supporting remote employees. By partnering with a firm to handle compliance across state lines, the university opened up hiring to candidates in all 50 states. Additionally, the creation of the on-campus "remote house" has become a unique resource for traveling team members, reducing hotel expenses and providing a welcoming environment. This effort has strengthened team culture and created opportunities to retain top-tier employees who may not live nearby.

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The Expanding Responsibilities of the CMO

Reflecting on his six years at St. Lawrence, Paul described how his role has grown to encompass everything from overseeing North Country Public Radio to liaising with the university’s golf course, hotel, and restaurant. He emphasized the importance of saying “yes” to new opportunities, explaining that CMOs gain influence across an institution by taking on diverse responsibilities. While the prediction that CMOs would eventually oversee enrollment and advancement hasn’t fully materialized, Paul noted that CMOs today are working more closely than ever with these departments, setting the stage for potential shifts in higher education leadership structures.

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The Growing Influence of AI in Higher Ed Marketing

AI continues to be a hot topic, as noted throughout the CupRAP conference, with multiple sessions and roundtables dedicated to its potential applications. Paul highlighted how higher ed marketers are exploring tools and strategies for leveraging AI to improve operational efficiency and enhance storytelling. He encouraged listeners to remain adaptable, as the tools of today may rapidly evolve in the years to come.

Higher ed marketing is more dynamic than ever, and Paul Redfern's insights demonstrate how institutions can rise to meet new challenges while fostering a collaborative, innovative culture. If you’re ready to rethink your hiring strategy, embrace hybrid work, or expand your role as a higher ed leader, this episode is a must-listen.

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Connect With Our Co-Hosts:

Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/ 
https://twitter.com/mallorywillsea 

Seth Odell 
https://www.linkedin.com/in/sethodell/ 
https://twitter.com/sethodell 

About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.

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Connect with Us at the Engage Summit: Exciting news — Mallory will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31. 

Learn more and register at engage.element451.com — we can’t wait to see you there!