recruiting digital natives professional development project mary lendway june 2008
TRANSCRIPT
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Recruiting Digital Natives
ProfessionalDevelopment
ProjectMary Lendway
June 2008
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Presentation Flow
• Target market
• Research
• Key emerging technologies
• Examples
• Recommendations
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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
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Secondary Research
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Mark
Prensky
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Digital Immigrants
Digital Natives Consumer2.0
Millenials
Gen Z
Gen N
Gen Y
Gen D
“us”
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Digital Native Learners
Digital Immigrant Teachers
Prefer receiving information quickly from multiple multimedia sources.
Prefer slow and controlled release of information from limited sources.
Prefer parallel processing and multitasking.
Prefer singular processing and single or limited tasking.
Prefer processing pictures, sounds and video before text.
Prefer to provide text before pictures, sounds and video.
Prefer random access to hyperlinked multimedia information.
Prefer to provide information linearly, logically and sequentially.
Prefer to interact/network simultaneously with many others.
Prefer students to work independently rather than network and interact.
Prefer to learn “just-in-time.” Prefer to teach “just-in-case” (it’s on the exam).
Prefer instant gratification and instant rewards.
Prefer deferred gratification and deferred rewards.
Prefer learning that is relevant, instantly useful and fun.
Prefer to teach to the curriculum guide and standardized tests.
Ian Jukes and Anita Dosaj, The InfoSavvy Group, February 2003
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Digital Natives value
•Freedom
•Meaningful work
•Living first
•Friends
•Diversity
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Owns a mobile phone, an iPod, a PC and a games
console
Multi-tasks and interacts with web 2.0
Regularly uses YouTube, Facebook, MSN chat, Flickr, Tweeter, etc…..
A “typical” Digital Native
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ConnectCommunicate
Create CollaborateCollective
Intelligence
web 2.0
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•Get to know their values•Respect them•Build a trusting relationship•Communicate with them on their terms
How do we reach them
Young & Rubicam 2007
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How do we “market” to them
•Simple•Authentic•Hip•Quick•Engaging•Fun•Interactive•Experiential
Young & Rubicam 2007
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Research
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• 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
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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 MediaApril 2008
mr.youth
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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
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GAP
• There is an ever widening gap between students who are born “technology natives” and teachers who are typically “technology immigrants.”
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6 Emergent Technologies
• Grassroots Video
• Collaboration Webs
• Mobile Broadband
• Data Mashups
• Collective Intelligence
• Social Operating Systems
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E-Expectations Research Noel-Levitz, James Tower and NRCCUA,
June 2006
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Key findings
• 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 video
podcast• 45% - subscribe to an RSS
Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006
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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
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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
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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
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web, social networking, e-mail and beyond
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The Web site is the most comprehensive communications resource in recruitment
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Students expect instant
messaging
Text messandtext messaging
Universitybusiness
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Student and faculty blogs
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Videos and Podcasts
MIT Humber article
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Acadia
Colby
Campus tours
OttawaDavenportBiola
Boston Brown
WilliamWoods
UBC studentblog
Ball Stateblog
SecondLife
Ohio
edustyle
Examples
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Recommendations
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Website
• Faculty profiles
• Student testimonials
• Newsletter
• RSS
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Micro websites
• admissions/prospective students
• student life
• each program
• student site with student generated content
• trips/ special events
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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
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Campus virtual tours
• Conducted by students
• Macro & micro
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Blogs
• Current students, alumni, PCs, faculty, Dean, Associate Dean, industry partner
• RSS
Micro blogs• Twitter
• RSS
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Mobile
• IM
• Text messaging
• Cell phones
• Podcasting
• RSS
• collect IM and mobile contacts
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• Blackboard Sync• Schoolpool• Groups – Future students (HRT), • by program, by class, by year• by special interest-study abroad,• Contests • Social Ads
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Near Future
• Other Social Networks
• Virtual worlds
• Second life
• Games
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“The future is not about
what older people think
but
what younger people do”
Nicholas Negroponte
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“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 NewboldCo-Authors: Millennial Leaders: Success Stories From Today’s Most Brilliant Generation Y
Leaders
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Additional Resources• 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