Recruiting 3.0: What your future applicants are saying about the web
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Recruiting 3.0: What your future applicants are saying about the web

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This “Topic Table” presentation for eduWeb was based on a survey of 15,800 college applicants and provides some insight into how applicants are using social media and the web to research ...

This “Topic Table” presentation for eduWeb was based on a survey of 15,800 college applicants and provides some insight into how applicants are using social media and the web to research institutions during their college search.

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  • These top sites are driven by users. While traditional online activities such as email and online shopping continue in popularity, social media activities are by far the fastest growing in terms of usage.
  • Academica Group’s 2007 university and college applicant WebTrends survey further illustrates the potential of social media for marketing and program development in Con Ed. The results of the survey showed, for instance:27.7% spend between 10-19 hours per week online

Recruiting 3.0: What your future applicants are saying about the web Recruiting 3.0: What your future applicants are saying about the web Presentation Transcript

  • Recruiting 3.0: What your future applicants are saying about the web
    Phil BlissChief Innovation Officer
    Alyson YoungSocial Media Consultant
    Copyright ©2009 Academica Group Inc.
  • Introducing …Academica Group
    Part 1
    Copyright ©2009 Academica Group Inc.
  • Philip Bliss
    CHIEF INNOVATION OFFICER
    A veteran technology, marketing and business strategist
    At the forefront of digital media development for twenty years.
    National and international track record includes many educational, non-profit, and technology clients, including the Smithsonian Institution
    Passionate about the creation of e-communities and the new social media dynamic
    Currently focused on leading new research and product development initiatives like SkoolPoolTMa social media application for Higher Education applicants and institutions
    Admission AnalyticsTM a new way for recruiters and marketers to realize market information in real time about their applicants and the market landscape (SkoolPool, UCASTM University & College Applicant Study and ADS)
    Reality CampusTM -- an online web video console and CMS for Higher Education recruitment and webcasting.
    Philip holds an HBA in English and Media Studies from the Stirling University.
    Copyright ©2009 Academica Group Inc.
  • Alyson Young
    Social Media Consultant
    A participating member of the social media generation
    Focuses on developing strategies and evidence-based solutions for social media and web projects.
    Has a Master of Arts in Media Studies from the University of Western Ontario, where she studied undergraduate students’ information revelation and privacy protection on Facebook for her MA thesis
    Honours Bachelor of Arts in Communication Studies from Wilfrid Laurier University
    Post-Graduate Certificate in Corporate Communications and Public Relations from Fanshawe College.
    Copyright ©2009 Academica Group Inc.
  • Our Mission
    To provide expertise in Higher Education market research, branding, strategy, and web
    To help Higher Education institutions chart their future course, define distinctive positions, and achieve success, individually and collectively
    To help government/s better understand and meet the needs of academic institutions, potential students, employers and society
    To help people find the right course in higher education, and in their careers
    Copyright ©2009 Academica Group Inc.
  • Why Social Media?
    Copyright ©2009 Academica Group Inc.
  • powerful recruiting platforms…
    Copyright ©2009 Academica Group Inc.
  • powerful recruiting platforms…
    • “people under 30 won’t even notice” San Francisco’s Mayor on the impending demise of the venerable SF Chronicle
    • Expanded distribution platform… allowing you to go local, regional, national, international
    • Build social media applications/promotions that capture interest in your courses
    • Rich media is the future of impactful web
    Copyright ©2009 Academica Group Inc
  • Is Social Media Significant?
    < 1/3 of Americans consult Wikipedia
    Adult (19+) use of social networks sites nearly quadrupled in last 4 years, Facebook just reached 250 million subscribers in only 4 years!
    Since the beginning of the year, 72.5% of Twitter users have signed up for the service. This includes 22.7% of total users in March and 19.7% in April.
    Copyright ©2009 Academica Group Inc.
  • Webtrends 2009
    Part 3
    Copyright ©2009 Academica Group Inc.
  • Demographics
    N=2455
    Females = 63.8%
    Males = 36.6%
    18 and younger make up 59.6% of the population
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Hours Spent Online
    74% of females spend 30 hrs or less online per week
    68% of males spend 30 hrs or less online per week
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Internet Connection
    63.0% of females have a high speed cable connection
    62.0% of males have a high speed cable connection
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Internet Usage
    Communication Purposes
    Top Communication Purpose for both males and females is email (95% and 98%), followed by social network sites (74% and 78%) and instant messaging (71.4% and 72.5%)
    33% of males compared to 19.3% of females communicate via discussion boards
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Internet Usage
    Entertainment Purposes
    Top Entertainment Purpose for both males and females is viewing streaming video (89.7% and 84.4%), followed by downloading music (68.5% and 64.3%) and listening to streaming audio (55.5% and 53.7%)
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Practical Purposes
    Top Practical Purpose for both males and females is researching for academic purposes (94.2% and 94.6%), followed by researching for personal purposes (93.5% and 92.8%) and Researching institutions (82.6% and 89.9%)
    Other
    83.4% of females have searched online for Scholarship and Bursary information
    79.6% of males have searched online for Scholarship and Bursary information
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Discuss with friends
    20.8% of females have used Facebook to discuss institutions with friends; 26.3% of females say they are likely to use Facebook to discuss institutions with friends
    16.1% of males have used Facebook to discuss institutions with friends; 24.8% of males say they are likely to use Facebook to discuss institutions with friends
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Communicate with institution through direct
    message
    Respondents are split on whether or not they would communicate with institutions through direct message
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Communicate with current students
    64.2% of females are somewhat to very likely to communicate with current students on Facebook about an institution
    63.7% of males somewhat to very likely to communicate with current students on Facebook about an institution
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Communicate with current students
    64.2% of females are somewhat to very likely to communicate with current students on Facebook about an institution
    63.7% of males somewhat to very likely to communicate with current students on Facebook about an institution
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Look-up Information on Institutional Facebook Page
    58.6% of females are somewhat to very likely to look up information on an institutional Facebook page
    56.2% of males are somewhat to very likely to look up information on an institutional Facebook page
    16.3% of females and 11.2% of males already have looked up information on a Facebook page
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Receive Updates
    60.7% of females are somewhat to very likely to want to receive Facebook updates from an institution they are considering
    58% of men are somewhat to very likely to want to receive Facebook updates from an institution they are considering
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Adding Current Student Rep
    60% of females are somewhat to very likely to friend a current student rep
    56.2% of males are somewhat to very likely to friend a current student rep
    Adding Admissions Officer or Faculty member
    Respondents not very likely to add an admissions officer as a friend
    Respondents not very likely to add a faculty member as a friend
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Facebook to Research Institution
    Likelihood of joining a “Class of 2013” Facebook Group
    Females: 66.2% are somewhat to very likely to join a “class of 2013” Facebook Group
    Males: 45.8% are somewhat to very likely to join a “class of 2013” Facebook Group
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Twitter as a Research Tool
    91.5% of females DID NOT use Twitter as a resource for information on universities/colleges
    87.3% of males DID NOT use Twitter as a resource for information on universities/colleges
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of YouTube as a Research Tool
    82.6% of females DID NOT use YouTube as a resource for information on universities/colleges
    82.5% of males DID NOT use YouTube as a resource for information on universities/colleges
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Second Life
    74.7% of females are not familiar with Second Life
    58.4% of males are not familiar with Second Life
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Use of Blogs as a Resource
    67.8% of females did not use a blog as a resource to find out information on universities/colleges
    69.2% of males did not use a blog as a resource to find out information on universities/colleges
    Source: Academica 2009 Webtrends Survey
    Copyright ©2009 Academica Group Inc
  • Social Network RECRUITMENT Site Checklist
    Copyright ©2009 Academica Group Inc
  • What you should know…
    • Always link to and from your main website
    • Include contact information and fill out all the tabs
    • Update and post new information frequently
    • Engage in dialogue with fans or group members
    • Be on many sites, and only participate if you have the capacity to do so or hire someone to do it for you
    Copyright ©2009 Academica Group Inc.
  • Conclusions
    Copyright ©2009 Academica Group Inc.
  • powerful recruiting platforms…
    • Facebook, LinkedIn, Twitter are simply extensions of your own web site, so treat them like that and develop content standards. Today kind of like web sites before CMS
    • Context, search, applications and communication wins with your audience (its called collaboration)
    • Social media offers an expanded search and media distribution platform that can replace traditional advertising – as long as you are in many places at once and can manage (more ads, more numbers, means more resources)
    Copyright ©2009 Academica Group Inc
  • powerful recruiting platforms…
    • Leverage the fact that with social media you have much greater ability to interact and converse
    • Social media optimization is the key, so make sure you measure, measure, measure, listen and adapt to your audience
    • Integrated online (and maybe offline) campaigns that drive to your site, inform and convert
    • Realize that CRM is your friend and allows contact to be maintained
    • Rich media (video especially is the key) web might be the new TV so ensure you use it effectively in many places
    Copyright ©2009 Academica Group Inc
  • a process to get there…
    • think extension of web site -- maybe social media sites are more important on a recruitment marketing level
    • think message distribution across massive platform, don’t be intrusive but you can be disruptive
    • think delivering on your promise and conversion to fan
    • think conversation and video (http://georgiancollege.ca/rap)
    • think valid messages that can stand public scrutiny
    • think resources…constant monitoring is needed
    Copyright ©2009 Academica Group Inc
  • Please visit us online atwww.academicagroup.comWhite PapersAdmission AnalyticsWeb and Social Media
    Copyright ©2009 Academica Group Inc
  • Thank You
    Questions & Discussion
    Copyright ©2009 Academica Group Inc