Recruiting Digital Natives

ProfessionalDevelopment

ProjectMary Lendway

June 2008

Presentation Flow

• Target market

• Research

• Key emerging technologies

• Examples

• Recommendations

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

Secondary Research

Mark

Prensky

Digital Immigrants

Digital Natives Consumer2.0

Millenials

Gen Z

Gen N

Gen Y

Gen D

“us”

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

Digital Natives value

•Freedom

•Meaningful work

•Living first

•Friends

•Diversity

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

ConnectCommunicate

Create CollaborateCollective

Intelligence

web 2.0

•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

How do we “market” to them

•Simple•Authentic•Hip•Quick•Engaging•Fun•Interactive•Experiential

Young & Rubicam 2007

Research

• 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

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

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

GAP

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

6 Emergent Technologies

• Grassroots Video

• Collaboration Webs

• Mobile Broadband

• Data Mashups

• Collective Intelligence

• Social Operating Systems

E-Expectations Research Noel-Levitz, James Tower and NRCCUA,

June 2006

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

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

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

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

web, social networking, e-mail and beyond

The Web site is the most comprehensive communications resource in recruitment

Students expect instant

messaging

Text messandtext messaging

Universitybusiness

Student and faculty blogs

Videos and Podcasts

MIT Humber article

Acadia

Colby

Campus tours

OttawaDavenportBiola

Boston Brown

WilliamWoods

UBC studentblog

Ball Stateblog

SecondLife

Ohio

edustyle

Examples

Recommendations

Website

• Faculty profiles

• Student testimonials

• Newsletter

• RSS

Micro websites

• admissions/prospective students

• student life

• each program

• student site with student generated content

• trips/ special events

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

Campus virtual tours

• Conducted by students

• Macro & micro

Blogs

• Current students, alumni, PCs, faculty, Dean, Associate Dean, industry partner

• RSS

Micro blogs• Twitter

• RSS

Mobile

• IM

• Text messaging

• Cell phones

• Podcasting

• RSS

• collect IM and mobile contacts

Facebook

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

Near Future

• Other Social Networks

• Virtual worlds

• Second life

• Games

“The future is not about

what older people think

but

what younger people do”

Nicholas Negroponte

“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

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