Technology Has Changed Recruiting in College Athletics



Baylor UniversityTechnology Has Changed Recruiting in College AthleticsJordan Cox4/3/2011 Exploration of how various technological changes have altered college athletics through the foundational work of student-athlete recruitment through the theoretical lenses of motivations, diffusion of innovation, and contextual issues in adoption of innovation for both the institutions and the prospective student-athletes. Issues of regulation are a focus of this work.INTRODUCTIONTechnological changes have impacted how college athletics “is done” today. These shifts range in scope and size. Each of the shifts and their relative adoptions markedly impact the financial bottom line for institutions via their athletic department. The greatest impact these technological changes have however, relate to a core foundational matter in collegiate athletics; the recruitment of the student-athlete by coaches of these institutions. These transformations have severely influenced the current direction and future path of college athletics. SCOPE OF WORKUsing three theoretical lenses through which to examine how these technological changes have impacted college athletic recruiting, this paper will also explore contextual factors involved in how recruiting athletes has and may change in the future. One of these factors includes regulatory considerations by institutions and prospects through legislative oversight of the National Collegiate Athletic Association. The perspective lenses incorporate aspects of motivation (Pink), diffusion of innovation (Rogers), and issues related to current and future trends (Kozmetsky).BACKGROUNDOne popular web-based forum aptly points out that “Recruiting is the lifeblood of any college athletic program. Coaching careers are made or broken, in large part, on the ability to attract better talent than the competition. Its importance cannot be overstated.” (, 2009) As it relates to technology advancement in recruiting some logical questions arise. Have these rapid changes in technology altered college recruiting? Will future changes continue to see modifications in recruiting methodologies? The short answer is an unequivocal, yes. Further, how will legislation by the governing body of college athletics foster or temper the uses of these technologies in recruiting? HISTORICAL PERSPECTIVE/EVOLUTION OF RECRUITINGWhile recruiting is still ultimately relationally based through interactive communication between coach and prospect, it has evolved as connective technologies linking people together have developed. Both schools and prospects have reached new exposure opportunities. In addition to institutions having a web-site for prospects to see, now prospects may have a web-site for coaches to view or even a professional recruiting service that posts video, results, and other data for coaches to notice. (Hawkins, 2011)Historically, face-to-face visits between a coach and a prospective student-athlete in the home of the young person were a traditionally a mainstay of the recruiting process. Prized recruits would receive hundreds of correspondence the old-fashioned way with a handwritten letter, an envelope, and stamp. Later, landline telephones allowed for even more efficient and frequent communication between schools and their would-be athletes. While each of these methods is still utilized by coaches, they play a much smaller part in the process, as seemingly more effective means have emerged for both coaches and prospects. (Duarte, 2011) Newer communication technologies such as personal computers, the Internet, email, social networking (through popular means such as FaceBook or Twitter), and Skype, have all had major impact. Today, each of these modes of communication is now available on an individual’s cell phone, along with texting. Texting has been a volatile topic, particularly as it relates to collegiate athletic recruiting over the past several years. The cell phone (now “smartphone,” because of the computing capability) may be the very best exemplar to show just how much recruiting has changed. Today’s smartphones are, in effect, miniature computers, complete with network data connection, bluetooth, wifi, storage, cameras, microphones, speakers, and fast processors. THEORETICAL FOUNDATIONThe adoption and utilization of these emerging technologies is paramount in college athletic recruiting. These, however, cannot be seen in their proper light without some basic understanding of how they relate to the individuals using the technologies. This is especially true of the personal motivations of the prospective student-athletes being recruited. MOTIVATIONIn his book, Drive: The Surprising Truth About What Motivates Us, author Daniel Pink suggests there is Type I and Type X behavior. Type I behavior is a “way of thinking and an approach to life built around intrinsic, rather than extrinsic, motivators. It is powered by our innate need to direct or own lives…” (Pink, 2009) Type X behavior is characterized by more extrinsic desires with more thoughts toward external rewards from an activity or one’s actions. Comprehension of these facts is important for coaches recruiting athletes. This is evident by the factors revealed by the motivations of why student-athletes may or may not choose a particular school or university. Studies have revealed that prospective student-athletes make their selections on attributes like, the amount of scholarship available, the caliber of athletic program they were being asked to join, the location of the school, and the academic program. (Doyle and Gaeth, 1990) Other investigations have shown key attributes important to recruits included, the coaches commitment to the program and player-coach relations. (Cooper 1996) In a means-end theory study linking attributes to consequences and personal values, it was discovered “in the context of athletic recruiting decisions, a means-end chain might well link the attribute “excellent athletic facilities” with the benefit “improve my skills and abilities” to the higher level benefit “play at the next level” and then to the value “feel a sense of achievement”.” (Klenoksy and Troutman, 2001) The linking of attributes, how one item leads to another, further accentuates the need to understand the motivation dynamics of the recruit by the very coaches doing the recruiting. Prospective student-athletes and those recruiting them are both keen on making sure pertinent motivations of each side are a good fit for the other.DIFFUSION OF INNOVATIONS Technological advances have seen the emergence of numerous recruiting services domestically and internationally. Most of these advances are designed to aid the student-athlete and the school in the recruiting process. These services offer various levels of aid for various prices. For example, a student-athlete’s profile can be stored in a database, along with digital files of an athlete’s sport “highlights.” A personal interview is often included so prospective schools can see and hear from a prospect before contact is actually made. This allows coaches to observe and learn if motivations might be mutual. One “free” service claiming to be the “largest and most successful network” connecting prospects and college coaches, even includes a counter or scoreboard for each of the 18 sports connections it offers clients. The company, called “beRecruited,” revealed statistics on a given day for the sport of Lacrosse. It showed that 28,326 athletes were registered, 1,133 coaches were registered and 208 connections had been made that day through the service. () Similar services even show the number of views by coaches so prospects will further recognize the value in the opportunity being provided.Some students utilize these services because of these companies’ established recognition and relative success in helping with student-athlete placements. Some students, however, decide to make a more direct personal appeal using the newer methods. Tiffany Chan, a teenage golfer from Hong Kong, who was initially contacted by dozens of American universities via email, does not currently use a professional service to help filter her communication and contact with schools, rather she has created a video of her golf swing and attaches the file to her email responses to coaches who have not ever seen her play in person. Sunna Vidisdottir, a prospective female golfer who lives in Iceland, simply posts her videos on “Youtube” and her own website for interested coaches to view. (vidisdottir., 2011)Charlie Kinnune, head football coach at Mount Si High School in Snoqualmie, Washington recognizes how drastically altered the communication between universities and prospective athletes has become over the past decade with respect to how they learn about and contact each other. According to Kinnune, “Twenty, 15 years ago, I knew exactly who was talking to my athletes. Now, I find out from the kid who’s talking to them.” (, 2010)Coaches at colleges and universities are quickly trying to keep pace with the impact of new technologies. The use of digital media has most certainly eased the time and budget constraints on the travel formerly necessary to see a prospect; however, the volume of prospects through which coaches must filter has exponentially increased because of the ease at which exposure is now available. ATTRIBUTES OF INNOVATION ADOPTIONClearly present in the methodological approaches used by prospects and coaches are two key elements of Rogers’ theory of Diffusion of Innovation. According to Rogers, innovation adoption is most influenced by the following factors-- relative advantage and observability. (Rogers) (See Appendix A) Using available technologies, coaches and schools gain a relative advantage in recruiting over institutions that do not use them. The same is true for prospects. A prospect often gains a significant advantage over student-athletes who do not use newer technologies to communicate to coaches and schools. This factor becomes very important in vying for limited scholarship dollars in an extremely highly competitive marketplace. Both school and recruit have the opportunity to be seen. The emergence of Twitter in 2006 provides an excellent illustration of the importance of these factors. “Twitter is a social networking and micro-blogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."” (, 2011) This social networking experience is a more open method of communication in an ever-enlarging community. University of Kentucky basketball coach John Calipari, admittedly technologically un-savvy, stated he thought the idea was crazy, but now with 350,000 followers says, "I'll tell you why it works," "It's the reason why USA Today worked. It's the reason why people want to see the ticker on ESPN. [People] don't want large bites. Give me a small bite; make it fast, I'll see what it is, I'll laugh and I'll move on to something else." (Watson, 2010) This high profile college basketball coach does not even always send his own tweets. He appoints the university’s sports information director to perform this duty. First-year Toledo football coach, Tim Beckman sees Twitter as a way to connect with recruits and to try to keep local and in-state players' minds on the Rockets. “…I know how important the recruiting is and getting quality players into your program. We're not able to communicate with them as much as we'd all like to be able to communicate, so you've got to find ways to do it. And Twitter just happens to be a way that [Toledo] came to me about, so each day I learn more and more about it. It's not that I know everything about it, but it's something I think we need to explore." (Watson, 2010)ADOPTION OF INNOVATION/CONTEXTUAL FACTORSThe availability and diffusion of cell phones in the marketplace and the computing power integrated in cellar technology into so called “smartphones” is perhaps the best exemplar of how the recruiting game has changed so drastically. Instant communication and connectivity via numerous methods now exist in the phones of the coaches and prospects. Internet, email, text, and face to face conversation through applications like Skype, or Apple’s Face Chat is instantly available to users. With users in the most deeply penetrated mobile markets migrating toward higher priced phones with more programming and application options, the trend is for new media to become even more prominent in the recruiting of athletes. (Bilton, 2011)George Kozmetsky’s theory of Creative and Innovative Management provides insights as to how new media can change a marketplace. Kozmetsky identifies key “drivers” that focus on the needs and problems in markets and how those are related to existing or even future technological trends. These drivers can lead to creative solutions that involve issues that can impact successful implementation and diffusion of these technologies, and, therefore, their successful adoption. Economics is one issue, in particular, that will play a prominent role in how innovation will impact college athletic recruiting in the future. (Kozmetsky) (See Appendix B) Schools are continually searching for more frugal ways to do business without sacrificing functionality; in fact, they want to enhance their relative advantage in the marketplace. Athletic recruiting budgets are more purposefully spent on prospects with which they already have a background and relationship because of technology and its applications. For example, there is a significant cost savings over historical recruiting, where travel, meals, and lodging might be required simply in “hopes” of finding a legitimate prospect at an event. Other issues include: technological, (which is precisely on-point related to challenges in college recruiting at present), legal/regulatory, socio-cultural, and even political. (Kozmetsky)Use of social media in recruiting has made it more competitive among institutions because of their availability. Social media has also pushed forward the timetable on a prospect’s commitment to a school’s offering of scholarship opportunities. For example, in the past “a football prospect could receive a written scholarship offer on Sept. 1 of his junior year, but that rule has changed. The new rule, which went into effect Aug. 1, 2010 states a prospect cannot be given a written offer until Aug. 1 of his senior season. The change was made to reduce the pressure on juniors to make decisions before they have the opportunity to take official visits.” (Chirinos and King, 2011) Official visits are limited to a total number of five for a prospective student-athlete and no more than one visit at the same school. These cannot occur until the student begins their senior year of high school. Under the new legislation, colleges are simply extending verbal offers without any paper trail. Technological advances have created this dilemma for both schools and prospects.REGULATORY ISSUESAnother key issue for Kozmetsky is regulatory matters. (Kozmetsky) Regulation can accelerate or temper the integration or use of these technologies and their emerging applications. As it relates directly to college recruiting, regulation issues fall to the National College Athletic Association (NCAA). A veteran senior level compliance director with experience dealing with oversight at all levels of college athletics, Lori Ebihara, recognizes the difficulty in simply keeping up with the times. “Technology has significantly impacted NCAA recruiting rules and regulations,” she states. “Each year it gets more challenging to keep pace with technological initiatives and the need to seek interpretive guidance from the NCAA on the use of computers and the Internet in the recruiting process also increases.” (Ebihara, 2011) She says the greatest difficulty is with social networking (e.g., Facebook) that blends email, text messaging, instant messaging and videoconferencing because it will force the NCAA membership to develop a new model for how recruiting is regulated. According to Ebihara, admittedly lost in the recruiting process is the meaningful in-person recruiting contact made by the coach with a prospective student-athlete. This formal type of contact has been replaced with nonverbal mediums, including permissible (e.g., emails) and non-permissible (e.g., text messaging, social media) NCAA regulatory methods. She adds, “Technology has also increased NCAA recruiting monitoring expectations by compliance personnel. Given limited resources and budgets and despite the prospect intrusion argument, the NCAA and its membership must seek feasible solutions, including simply deregulating current legislation.” (Ebihara, 2011) (See Appendix C)One glaring instance of this regulatory challenge, in an ever shifting sea of technological change, relates to the issue of texting with prospective student-athletes. Formerly allowed as a permissible form of communication between coaches and prospects, the NCAA banned texting as a recruiting option in 2007. The legislative body’s reasoning for the ban included items like, the volume of texts being received by some prospects, the intrusiveness to the prospects, the expense and potential expense to the recruit, and coaches using texting to circumvent limits on phone calls by instructing prospects to call them. (ESPN, 2007) This ban also included prohibition of other electronic communications like video conferencing, video phones, and use of message boards on social networking sites. This move was initiated because “Students complained that coaches were inundating some recruits with dozens of text messages a day, driving up cell-phone bills and intruding on personal time.” (Thomas, 2008) Coaches argue that with text messaging there is an opportunity to get a feel for the type of young person with which they may be dealing. As of May 1 2011, though, the complete ban on texting has yet to be lifted. As of the same date, under existing NCAA regulations, phone calls under which allow video, like Skype, are permissible. (NCAA)NCAA POSITIONThe NCAA’s position on social media and recruiting is currently one where “The recruiting process must balance the interests of prospective student-athletes and the Association’s member institutions. The NCAA recruiting bylaw is designed to promote equity among member schools in the recruitment of prospective student-athletes and to shield the recruited individuals from undue pressures that may interfere with their scholastic or athletics interests.” (, 2011) It is interesting to note that, NCAA Division III has different rules than other institutions because schools at the Division III level do not offer athletic scholarships, but rather academic aid only. Regulations regarding use of social media by coaches at these institutions allows for use of social networking sites to advertise their programs, but still prohibit these means for person to person contact directly. (, 2011)Writing rules for constantly changing technology has challenged the NCAA for years according to University of Oklahoma’s Kenny Mossman, who has suggested that future regulatory efforts should include people from the technical community. He suggests that, “Otherwise we are going to be writing rules for technology that is a year old and almost forgotten,” he said. “I hope that if and when that day comes, we will be wise enough to involve the technology community to help us figure out the best way for us (to regulate it), if it’s even possible to have regulation.” He believes there is grand error in letting the technology drive the policies. This is an approach that consistently leads to a poor governance structure in his opinion. (, 2009)Critics of the NCAA’s regulatory posture on such issues are difficult to follow. One university was compelled by the NCAA to take down a fan page for a player they were trying to recruit because the recruit's name was in the title and subject matter, which is specifically prohibited. Ironically, there is no rule stopping a “fan” from posting such information unless they have been labeled as a “booster.” Adding further challenge and irony is the knowledge that “There is also no way of stopping someone from a competing college or university from setting up a fake page to get their rival in trouble.” (Byrne, 2009)CONCLUSIONThe disruptive technologies presently being adopted in the athletic community culture have changed college athletic recruiting. Traditional recruiting methods used by coaches have become antiquated or at least now have been modified to utilize current technology. These newer modes of communication have also allowed for prospective student-athletes to engage more actively in the recruiting process by more easily allowing them to market themselves. The new communication avenues have changed generational expectations and, therefore, the approaches to being recruited for college athletics. Today’s prospective young recruit wants to be able to “choose” their methods of communication exactly how what they want, when they want, as they want. In fact, these are the preferred methods of those doing the recruiting. Evidence from this study suggests the following observations:Motivation of a prospective-student athlete should be a foundational consideration for a school recruiting that prospect.Because of technological innovation diffusion, schools and prospects are now using new technologies in the recruiting process to provide for mutual relative advantage and observability in the college athletic marketplace.Regulation plays a contextual factor in NCAA college athletics and a key role in the advancement and temperament of how technology innovation adoption and usage occurs in both schools and with prospects.FUTURE RESEARCHFurther research is needed on a more comprehensive and empirical scale. The ramifications of innovation adoption are enormous as more rapid diffusion of technology takes place in culture and impacts interpersonal communication-- the cornerstone of recruiting in college athletics. Bringing members of the “tech” community to the forefront in order to aid in appropriate regulation would perhaps allow for a more “zero time” response to the technology initially. Forecasting the future of how recruiting will be done in college athletics can only be done through modeling the diffusion of various new innovations and their adoption patterns. Each of these accepted models need to include contextual factors, such as economics and regulatory issues, which are of great significance in the arena of college athletics and recruiting. Accurate projection of trajectories of new technology advancement will be a correct and precise way to gauge how future athletic recruiting by colleges might be conducted.Appendix C1666GLOSSARYCreative and Innovative Management A framework of management science pioneered by George Kozmetsky. In Kozmetsky’s framework, creative management consists of new ideas, concepts, methods, directions, and new modes of operation. Innovative management consists of the ability to implement creative ideas and move successfully in new directions. Creative and Innovative Management focuses on the coupling or linking of creative management and innovative management.Diffusion of Innovation A theory that seeks to explain how, why, and at what rate technology and new ideas spread through culture. The concept was first studies in the late 1800s, however the synthesized research of sociology professor Everett Rogers in 1962 produced a working theory for adoption of innovations among individuals and organizations. FaceBook A social networking service and website launched in 2004 and privately owned and operated by FaceBook, Incorporated. In January of 2011 FaceBook reported 600 million active users.Face Time Video calling application for users of appropriately equipped Apple electronic products. N.C.A.A. National Collegiate Athletic Association. The legislative body comprised of member institutions to govern competition in a fair, safe, equitable and sportsmanlike manner. Founded in 1906, the stated purpose of the NCAA is “integrate intercollegiate athletics into higher education and protect the student-athlete.”Prospective Student-Athlete Generic term for a student who has the possibility, expectation, chance, and/or hope to be recruited by an institution of higher learning to participate in collegiate athletics whether they should receive athletic scholarship aid or not. With earlier qualifications possible, the NCAA generally considers a young person to be a prospective student-athlete beginning in ninth grade. Recruiting Services Commercial or non-profit entities that exist to aid prospective student-athletes and/or institutions of higher learning to create mutually beneficial relationships leading to the prospective student-athletes to find opportunities for scholarships or placements on college sports teams. Skype A software application that allows users to make calls, including video calls, over the internet at no additional charge to the users internet service. This includes internet capable cell phones.SmartPhone A mobile phone that offers more advanced computing ability and connectivity than a contemporary feature phone. Often considered to be a handheld computer with an integrated mobile telephone.Social Media Internet based applications that provide highly accessible and scalable communication techniques for users.Twitter A social networking and microblogging service. Users send short text messages of 140 characters or less, called "tweets", to friends, or "followers," answering the question, "What are you doing?"Type I behavior Actions defined by author Daniel Pink as ones more intrinsically motivated than extrinsically motivated. Type I, according to Pink, is a person’s “default setting,” the way they naturally are.Type X behavior Actions defined by author Daniel Pink as ones that are motivated primarily by external rewards. YouTube A video sharing website launched in 2006 as an Limited Liability Corporation where users may upload and share video content. In 2011, Youtube operates as a subsidiary of Google, a company whose stated mission is “to organize the world’s information and make it more universally accessible and useful.”Sources: The Economic Transformation of the United States 1950-2000, by Kozmetsly and Yue, 2005, chapter 9; Diffusion of Innovations, by Evertt Rogers, 1995; ; iphone; ; ; , Drive, by Daniel Pink; BIBLIOGRAPHYAthletic recruiting: Have we reached the lowest common denominator? ~ Ultimate Sports Insider. (n.d.). . Retrieved March 3, 2011, from , A. (n.d.). SportsForce - College Sports Recruiting Videos, Tips, Tools and Premium Services. Retrieved March 3, 2011, from , B. (n.d.). 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