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 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

    1. 1. Recruiting 3.0: What your future applicants are saying about the web<br />Phil BlissChief Innovation Officer<br />Alyson YoungSocial Media Consultant<br />Copyright ©2009 Academica Group Inc.<br />
    2. 2. Introducing …Academica Group<br />Part 1<br />Copyright ©2009 Academica Group Inc.<br />
    3. 3. Philip Bliss<br />CHIEF INNOVATION OFFICER <br />A veteran technology, marketing and business strategist <br />At the forefront of digital media development for twenty years. <br />National and international track record includes many educational, non-profit, and technology clients, including the Smithsonian Institution<br />Passionate about the creation of e-communities and the new social media dynamic<br />Currently focused on leading new research and product development initiatives like SkoolPoolTMa social media application for Higher Education applicants and institutions<br />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)<br />Reality CampusTM -- an online web video console and CMS for Higher Education recruitment and webcasting.<br />Philip holds an HBA in English and Media Studies from the Stirling University. <br />Copyright ©2009 Academica Group Inc.<br />
    4. 4. Alyson Young<br />Social Media Consultant<br />A participating member of the social media generation<br />Focuses on developing strategies and evidence-based solutions for social media and web projects. <br />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<br />Honours Bachelor of Arts in Communication Studies from Wilfrid Laurier University<br />Post-Graduate Certificate in Corporate Communications and Public Relations from Fanshawe College. <br />Copyright ©2009 Academica Group Inc.<br />
    5. 5. Our Mission<br />To provide expertise in Higher Education market research, branding, strategy, and web<br />To help Higher Education institutions chart their future course, define distinctive positions, and achieve success, individually and collectively<br />To help government/s better understand and meet the needs of academic institutions, potential students, employers and society<br />To help people find the right course in higher education, and in their careers<br />Copyright ©2009 Academica Group Inc.<br />
    6. 6. Why Social Media?<br />Copyright ©2009 Academica Group Inc.<br />
    7. 7. powerful recruiting platforms…<br />Copyright ©2009 Academica Group Inc.<br />
    8. 8. powerful recruiting platforms…<br /><ul><li>“people under 30 won’t even notice” San Francisco’s Mayor on the impending demise of the venerable SF Chronicle
    9. 9. Expanded distribution platform… allowing you to go local, regional, national, international
    10. 10. Build social media applications/promotions that capture interest in your courses
    11. 11. Rich media is the future of impactful web </li></ul>Copyright ©2009 Academica Group Inc<br />
    12. 12. Is Social Media Significant?<br />&lt; 1/3 of Americans consult Wikipedia<br />Adult (19+) use of social networks sites nearly quadrupled in last 4 years, Facebook just reached 250 million subscribers in only 4 years!<br />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. <br />Copyright ©2009 Academica Group Inc.<br />
    13. 13. Webtrends 2009<br />Part 3<br />Copyright ©2009 Academica Group Inc.<br />
    14. 14. Demographics<br />N=2455<br />Females = 63.8%<br />Males = 36.6%<br />18 and younger make up 59.6% of the population<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    15. 15. Hours Spent Online<br />74% of females spend 30 hrs or less online per week<br />68% of males spend 30 hrs or less online per week<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    16. 16. Internet Connection<br />63.0% of females have a high speed cable connection<br />62.0% of males have a high speed cable connection<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    17. 17. Internet Usage<br />Communication Purposes<br />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%)<br />33% of males compared to 19.3% of females communicate via discussion boards<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    18. 18. Internet Usage<br />Entertainment Purposes<br />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%)<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    19. 19. Practical Purposes<br />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%)<br />Other<br />83.4% of females have searched online for Scholarship and Bursary information<br />79.6% of males have searched online for Scholarship and Bursary information<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    20. 20. Use of Facebook to Research Institution<br />Discuss with friends<br />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<br />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<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    21. 21. Use of Facebook to Research Institution<br />Communicate with institution through direct <br />message<br />Respondents are split on whether or not they would communicate with institutions through direct message <br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    22. 22. Use of Facebook to Research Institution<br />Communicate with current students<br />64.2% of females are somewhat to very likely to communicate with current students on Facebook about an institution<br />63.7% of males somewhat to very likely to communicate with current students on Facebook about an institution<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    23. 23. Use of Facebook to Research Institution<br />Communicate with current students<br />64.2% of females are somewhat to very likely to communicate with current students on Facebook about an institution<br />63.7% of males somewhat to very likely to communicate with current students on Facebook about an institution<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    24. 24. Use of Facebook to Research Institution<br />Look-up Information on Institutional Facebook Page<br />58.6% of females are somewhat to very likely to look up information on an institutional Facebook page<br />56.2% of males are somewhat to very likely to look up information on an institutional Facebook page<br />16.3% of females and 11.2% of males already have looked up information on a Facebook page<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    25. 25. Use of Facebook to Research Institution<br />Receive Updates<br />60.7% of females are somewhat to very likely to want to receive Facebook updates from an institution they are considering<br />58% of men are somewhat to very likely to want to receive Facebook updates from an institution they are considering<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    26. 26. Use of Facebook to Research Institution<br />Adding Current Student Rep<br />60% of females are somewhat to very likely to friend a current student rep<br />56.2% of males are somewhat to very likely to friend a current student rep<br />Adding Admissions Officer or Faculty member<br />Respondents not very likely to add an admissions officer as a friend<br />Respondents not very likely to add a faculty member as a friend<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    27. 27. Use of Facebook to Research Institution<br />Likelihood of joining a “Class of 2013” Facebook Group<br />Females: 66.2% are somewhat to very likely to join a “class of 2013” Facebook Group<br />Males: 45.8% are somewhat to very likely to join a “class of 2013” Facebook Group<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    28. 28. Use of Twitter as a Research Tool<br />91.5% of females DID NOT use Twitter as a resource for information on universities/colleges<br />87.3% of males DID NOT use Twitter as a resource for information on universities/colleges<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    29. 29. Use of YouTube as a Research Tool<br />82.6% of females DID NOT use YouTube as a resource for information on universities/colleges<br />82.5% of males DID NOT use YouTube as a resource for information on universities/colleges<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    30. 30. Use of Second Life<br />74.7% of females are not familiar with Second Life<br />58.4% of males are not familiar with Second Life<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    31. 31. Use of Blogs as a Resource<br />67.8% of females did not use a blog as a resource to find out information on universities/colleges<br />69.2% of males did not use a blog as a resource to find out information on universities/colleges<br />Source: Academica 2009 Webtrends Survey<br />Copyright ©2009 Academica Group Inc<br />
    32. 32. Social Network RECRUITMENT Site Checklist<br />Copyright ©2009 Academica Group Inc<br />
    33. 33. What you should know…<br /><ul><li>Always link to and from your main website
    34. 34. Include contact information and fill out all the tabs
    35. 35. Update and post new information frequently
    36. 36. Engage in dialogue with fans or group members
    37. 37. Be on many sites, and only participate if you have the capacity to do so or hire someone to do it for you</li></ul>Copyright ©2009 Academica Group Inc.<br />
    38. 38. Conclusions<br />Copyright ©2009 Academica Group Inc.<br />
    39. 39. powerful recruiting platforms…<br /><ul><li>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
    40. 40. Context, search, applications and communication wins with your audience (its called collaboration)
    41. 41. 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)</li></ul>Copyright ©2009 Academica Group Inc<br />
    42. 42. powerful recruiting platforms…<br /><ul><li>Leverage the fact that with social media you have much greater ability to interact and converse
    43. 43. Social media optimization is the key, so make sure you measure, measure, measure, listen and adapt to your audience
    44. 44. Integrated online (and maybe offline) campaigns that drive to your site, inform and convert
    45. 45. Realize that CRM is your friend and allows contact to be maintained
    46. 46. Rich media (video especially is the key) web might be the new TV so ensure you use it effectively in many places </li></ul>Copyright ©2009 Academica Group Inc<br />
    47. 47. a process to get there…<br /><ul><li>think extension of web site -- maybe social media sites are more important on a recruitment marketing level
    48. 48. think message distribution across massive platform, don’t be intrusive but you can be disruptive
    49. 49. think delivering on your promise and conversion to fan
    50. 50. think conversation and video (http://georgiancollege.ca/rap)
    51. 51. think valid messages that can stand public scrutiny
    52. 52. think resources…constant monitoring is needed</li></ul>Copyright ©2009 Academica Group Inc<br />
    53. 53. Please visit us online atwww.academicagroup.comWhite PapersAdmission AnalyticsWeb and Social Media<br />Copyright ©2009 Academica Group Inc<br />
    54. 54. Thank You<br />Questions & Discussion<br />Copyright ©2009 Academica Group Inc<br />

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