In today’s world, those who do not adapt to technological change will be left behind. Companies who do not embrace new technologies to reach their customers will eventually fall behind tech-savvy companies determined to acquire market share through today’s technological platforms.
You know what these platforms are – Facebook, Twitter, YouTube, blogs, iPhone applications, wikis for solving issues, etc.
It seems like everywhere we go now, companies, organizations, politicians, athletes, and many other entities are promoting their presence on these platforms. Some do it well but others seem to just do it because everyone else is doing it. Those doing it well have a distinct strategy behind why they spend time developing content to share through these platforms.
We, at Phi Delta Theta, utilize these technologies for three reasons: First, they help us communicate the good works that our undergraduates and alumni are doing throughout the world, dispelling stereotypes about being a part of the Greek community. Second, by creating a culture of good news and camaraderie, our membership base is more likely to help each other and be open to our educational efforts, leading to an enhanced and better educated collection of undergraduate chapters and alumni clubs. Finally, but most importantly, by giving those who are not Phi Delts a glimpse into what goes on within our organization and the benefits, we are setup for success when it comes to recruiting new Phi Delts and spreading the message that our Founders entrusted to us.
Your chapter can take this same approach and use technology to enhance your recruitment efforts. Remember, the goal is not to aimlessly fish for bites or stalk potential members online, rather, the approach allows potential new members to find and learn more about your chapter that much easier.
I’ve also recommended below who should be responsible for building each piece of your online strategy and managing its content. Communications committees consisting of your recruitment chairman, historian, PR chairman, webmaster, and secretary help keep the strategy alive.
As a disclaimer, let me state that technology will help you build a bigger pool of potential members, but quality personal interactions with this pool will ultimately lead to larger Phikeia classes. People join people, not Facebook or Twitter posts. The following tactics will lead people to you, but you have to convince them to join.

1. Facebook Fan Page – Close to 90% of college students use Facebook at an average of 30 minutes a day. You need to be recruiting within Facebook and this means more than just changing your status update or profile picture to “Rush Phi Delt” – everyone’s doing that. A Facebook Fan Page provides your chapter with the opportunity to have a living presence on Facebook. Facebook’s movement away from groups now allows your chapter’s updates to its Fan Page to be seen on your fans’ Feeds. The Fan Page is a great landing spot to post the different content that is created about your chapter. See Phi Delta Theta’s Fan Page for ideas and to see already developed chapter fan pages or create one by visiting the following link. Recommended Officer – PR Chairman
2. Chapter Blog – A chapter blog is a phenomenal way to share the Phi Delt experience with those who may be interested. It allows you to document the life of your chapter. Recap your events, highlight brothers and officers who have done great things within the chapter and on campus, ask alumni and parents to contribute. Make a blog calendar to map out who you want to contribute and give deadlines. Get creative and make sure to share your blog posts on your Facebook Fan Page. Two of the more popular sites to start your blog are WordPress and Blogger. See how Phi Delta Theta utilizes its blog. Recommended Officer – Historian and Secretary
3. Twitter Page – Despite one’s viewpoint or thoughts about Twitter, it has become relevant and can help you. Contrary to popular belief, Twitter does not need to be time consuming. There are tools that make managing your chapter’s Twitter account so simple you don’t even have to do anything once it is setup! You can link up all of your Facebook Fan Page updates to the Twitter page so everything is replicated on Twitter. To further the content on your chapter’s Twitter page, link up your chapter’s blog, so all posts are sent to Twitter as well. Yahtzee, your Twitter account is now automated. Recommended Officer – Nobody (Automate it)
4. YouTube Channel – Besides being there in person, there is no better and more realistic way to feature your chapter than through the use of video. A YouTube Channel allows your chapter to share its videos from different activities throughout the year. Purchase a Flip Video for the chapter to have at all activities, create a chapter YouTube account, and create your channel to host all of your videos. A robust collection of videos will actually show potential new members the many different things you do rather than just hearing about them. Recommended Officer – PR Chairman or someone who is good with video.
5. Up-To-Date Websites – Where do most of your potential new members go to learn more? That’s right, your website. Your website should be your landing spot, allowing all visitors to learn more but also be easily linked to your other online content. We’ve tried to make up-to-date websites easy for you by offering chapter websites through the GIN System. There is now even the capability to insert a “Connect with Phi Delt” section on your homepage of these sites that allows you to link visitors to your Facebook Fan Page, Twitter Page, YouTube Channel, and Blog. If you have not created a presence in all four areas, don’t worry, they default to what we have created for the General Fraternity. If you do not have a GIN website, that’s ok, just make sure visitors can find a way to all of your sites. See Indiana Lambda’s website as a good example. Recommended Officer – Webmaster
6. Facebook Ads – Ready to take your online presence and recruitment efforts to the next level? Once you have the pieces above in place it’s time to launch a Facebook ad. These ads allow you to target male students on your campus and you only pay when others click on your ad. The biggest roadblock you’ll have is convincing your brothers that recruitment monies may be more efficiently utilized on this rather than t-shirts or big dinners. I promise you though, done right, Facebook ads will build traffic to your online presence and ultimately to interest in Phi Delta Theta. Don’t believe me, ask the soon-to-be initiated and installed, 50+ man Maryland Delta Colony at Johns Hopkins how they learned about Phi Delta Theta last fall. To learn more about how to set these up, watch our on-demand presentation on Facebook Ads. Recommended Officer – Recruitment Chairman
7. Google Documents – Google documents have become a great way for people to collaborate on projects. They can also be used for recruitment in a few ways: One, it is important for potential members to have a way to show their interest in Phi Delta Theta on your website. If you have a GIN website, under the Join Us tab, there is an interest form already built in to help. If you don’t have a GIN website, you can create an interest form through Google Documents and provide a link to it on your website. Interested students fill out the form, and their information pulls directly to a spreadsheet within your Google account. Once the form is being filled out by potential new members, the other great use for Google Documents is for the management of your chapter’s wish list. Within Google Documents, you can build your wish list in Excel and share it with your brothers. This way, when someone wants to make updates to it, they can, no matter where they are. If you want to place different levels of administration to the list, you can do this as well. Learn more about Google Documents. Recommended Officer – Recruitment Chairman
So there you have it, a roadmap to improve your recruitment efforts with technology. We hope you’ll take the time to utilize technology during recruitment, and we promise that you will be pleased with your results.
After spending time as a Leadership Consultant and the Director of Expansion, Steve Good is now the Director of Education & Technology at GHQ. He spent his undergraduate days at Iowa State University and is currently working to obtain his MBA at Xavier University.
