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Recruiting Digital Natives

Recruiting Digital Natives. Professional Development Project Mary Lendway June 2008. Presentation Flow. Target market Research Key emerging technologies Examples Recommendations. Primary Research. Kyla Lougheed – Digital Marketing Manager

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Recruiting Digital Natives

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  1. Recruiting Digital Natives Professional Development Project Mary Lendway June 2008

  2. Presentation Flow • Target market • Research • Key emerging technologies • Examples • Recommendations

  3. Primary Research • Kyla Lougheed – Digital Marketing Manager • Olga Lalka – Associate Director, Marketing • Barbara Riach – Associate Registrar • Sarah-Jane Brimley – Manager, Recruitment • James Cullin, PC –Multimedia Design • Pat Cuda, Marketing HRT

  4. Secondary Research

  5. Mark Prensky

  6. Consumer 2.0 Digital Natives Gen Y Gen D Millenials Digital Immigrants Gen N “us” Gen Z

  7. Ian Jukes and Anita Dosaj, The InfoSavvy Group, February 2003

  8. Digital Natives value • Freedom • Meaningful work • Living first • Friends • Diversity

  9. A “typical” Digital Native Owns a mobile phone, an iPod, a PC and a games console Multi-tasks and interacts with web 2.0Regularly uses YouTube, Facebook, MSN chat, Flickr, Tweeter, etc…..

  10. ConnectCommunicateCreate CollaborateCollective Intelligenceweb 2.0

  11. How do we reach them • Get to know their values • Respect them • Build a trusting relationship • Communicate with them on their terms Young & Rubicam 2007

  12. How do we “market” to them • Simple • Authentic • Hip • Quick • Engaging • Fun • Interactive • Experiential Young & Rubicam 2007

  13. Research

  14. 97% own a computer 94% own a cell phone 76% use IM 34% use web as primary news source 28% author a blog 44% read blogs 50% download music & videos 75% have Facebook profiles 60% own mp3 player Connecting to the Net Generation: What higher education professionals need to know about today’s students, NASPA first edition March 29, 2007

  15. Consumer 2.0 • Authenticity trumps celebrity • Niche is the new norm • Bite-size communications dominate • Personal utility drives adoption • Consumers own brands mr.youth & RepNation Media April 2008 mr.youth

  16. HORIZON REPORT 2008 • annual report • qualitative research • seeks to identify emerging technologies likely to have a large impact on teaching, learning or creative expression within learning-focused organizations

  17. GAP • There is an ever widening gap between students who are born “technology natives” and teachers who are typically “technology immigrants.”

  18. 6 Emergent Technologies • Grassroots Video • Collaboration Webs • Mobile Broadband • Data Mashups • Collective Intelligence • Social Operating Systems

  19. E-Expectations ResearchNoel-Levitz, James Tower and NRCCUA, June 2006

  20. 88% - financial aid estimator 83% - tuition cost calculator 83% - read blog by faculty 82% - exchange IM with college 81% - admissions online 72% - RSVP for campus events 70% - inquire online 64% - read faculty profiles 64% - e-mail faculty 63% - read blog by student 63% - view a virtual tour 62% - personalize website 50% - accept text message 54% - download a podcast 46% - download a videopodcast 45% - subscribe to an RSS Key findings Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

  21. 70% of high school seniorsown a cell phone 60% would take a call from a college on their cell phone 78% have text messaging 50% would let you send them a text message Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

  22. E-recruitment strategies • Make e-recruitment a social experience • Expand e-recruitment beyond e-mail and web pages • Give students the information they want as soon as they want it • Gain their trust and respect their privacy by offering them option to opt in • E-recruit parents and family too Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

  23. e-Recruiting Practices ReportNoel-Levitz 2008 • Collect applicants cell/mobile numbers nearly doubled from 41% in 2006 to 77% in 2008 • Blogging, podcasting and IM rose in popularity • 50% collect parent’s e-mail addresses • Spend more to maintain admission web presence (30% spend more than $25,000) 296 institution surveyed

  24. web, social networking, e-mail and beyond

  25. The Web site is the most comprehensive communications resource in recruitment

  26. Students expect instant messaging and text messaging Text mess University business

  27. Student and faculty blogs

  28. Videos and Podcasts MIT Humber article

  29. Boston Brown UBC student blog Ball State blog William Woods Acadia Examples Colby Second Life Ohio Biola Campus tours Davenport Ottawa edustyle

  30. Recommendations

  31. Website • Faculty profiles • Student testimonials • Newsletter • RSS

  32. Micro websites • admissions/prospective students • student life • each program • student site with student generated content • trips/ special events

  33. Video & Podcast • current students, alumni, PCs, Faculty, Dean, Associate Dean • events, speeches, conferences, guest speakers, School of Chef, lectures, classes, etc..… • contests – student generated content • Youtube, Humber ITALChannel, ItunesU • RSS

  34. Campus virtual tours • Conducted by students • Macro & micro

  35. Blogs • Current students, alumni, PCs, faculty, Dean, Associate Dean, industry partner • RSS Micro blogs • Twitter • RSS

  36. Mobile • IM • Text messaging • Cell phones • Podcasting • RSS • collect IM and mobile contacts

  37. Facebook • Blackboard Sync • Schoolpool • Groups – Future students (HRT), • by program, by class, by year • by special interest-study abroad, • Contests • Social Ads

  38. Near Future • Other Social Networks • Virtual worlds • Second life • Games

  39. “The future is not about what older people think but what younger people do” Nicholas Negroponte

  40. “We believe that the time for change is here and now. It is time to start leading and stop resisting this generation’s efforts and contributions.” Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold Co-Authors: Millennial Leaders: Success Stories From Today’s Most Brilliant Generation Y Leaders

  41. Universitybusiness.com Businessweek.com Academicagroup.com Stamats.com Lipmanhearne.com Reachstudentsonline.org Noellevitz.com Usatoday.com Younoodle.com Travelgator.com Koollage.com Alterpod.com Timeintransit.com Chevredor.com Planeteye.com whichweekend.com Mapness.net Employeeevolution.com Bnet.com Chronicle.com Slideshare.net Clickz.com Boston.com Zinch.com Collegewebeditor Eduinsight.com goalquest.com Gradview.com Insidecolby.com Sermo.com Additional Resources

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