In Your Element

Redefining Recruitment: How Texas State Technical College Boosts Application Success

Episode Summary

In this episode of "In Your Element," we sit down with Michael Bettersworth, Chief Marketing Officer at Texas State Technical College, to explore their pioneering Element451 integration. Michael shares how strategic tech implementation has transformed student enrollment processes, notably increasing their application conversion rate to nearly 90%. By focusing on user-friendly systems, TSTC has not only improved the application experience but also significantly lowered their cost per application, setting a new standard.

Episode Notes

In this episode of "In Your Element," we sit down with Michael Bettersworth, Chief Marketing Officer at Texas State Technical College, to explore their pioneering Element451 integration. Michael shares how strategic tech implementation has transformed student enrollment processes, notably increasing their application conversion rate to nearly 90%. By focusing on user-friendly systems, TSTC has not only improved the application experience but also significantly lowered their cost per application, setting a new standard. 

Key Takeaways: 

• Insightful Leadership: Michael Bettersworth illustrates the power of thoughtful leadership and strategic foresight in navigating CRM implementations.
• User-Friendly Systems: TSTC's focus on user-friendly application processes has significantly increased application submissions and improved conversion rates.
• Strategic Cost Management: By refining their digital marketing strategy and application process, TSTC has dramatically lowered the cost per application.
• Cultural Shifts: Emphasizing a culture of efficiency and transparency, TSTC stands out in the higher education landscape for its dynamic approach to management and implementation.
• Future Focus: The episode also delves into the future strategies of TSTC, including plans to enhance student journey mapping and lead qualification processes.

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Guest Name: Michael Bettersworth, Chief Marketing Officer at TSTC  

Guest Social: 
https://www.linkedin.com/in/bettersworth/

Guest Bio: Michael Bettersworth is the Chief Marketing Officer at Texas State Technical College, CEO of the Center for Employability Outcomes, and the Founder of SkillsEngine. For the last 20 years, Bettersworth’s career has focused on the intersection of education and the workforce. He created the Center for Employability Outcomes (C4EO) to model the underlying dynamics of skills and develop innovative strategies to ensure a highly competitive supply of talent. Michael was instrumental in the design and implementation of the nation’s first higher education funding model based entirely on student earnings outcomes. He has published more than 25 studies on emerging occupations and technologies, holds a patent in the application of machine learning in text-to-skill translation, and is an advisor and frequent speaker on workforce and education policy topics. Bettersworth founded SkillsEngine as a vehicle to build and scale solutions that align education with industry needs so that students are more employable.