Resident Assistant Recruitment
Summary
Operating one of the largest housing operations in the nation, the Rutgers University–New Brunswick’s Department of Residence Life runs a yearly recruitment campaign for resident and apartment assistants. With over 16,000 residents spread across four residential campuses and 52 residence halls, apartments, and suites, resident/apartment assistants play an integral role in helping to build and manage Rutgers’ on-campus community.
One of the department’s largest initiatives, residence life relies on a comprehensive marketing campaign that incorporates print and digital assets to help inform students of upcoming information sessions and the application process.
Strategy
The 2018-19 Make Your Mark campaign sought to dispel common stereotypes about resident assistants. The campaign’s goal was to present resident assistants as a diverse collection of students with a broad range of interests. Because there is no perfect mold for what an RA should be, the campaign encouraged potential applicants to think about how they could leave a lasting mark on their community - in their own way.
Designed to make resident assistants seem more approachable, students participating in the campaign (all of whom were current RAs) shared their interests, majors, and other biographical information, along with the things they do - both big and small - to help make their mark on their respective communities and residents.
In addition to large format posters being hung around campus, assets were created for digital screens and for circulation on social media. Postcards were also created for current RA staff to distribute to residents and friends they believed would make a good RAs as part of an informal nomination process.