College and Career Planning Goes Social
www.act.org/profile
2
Katie McDonnell - Social Property Analyst, Customer Experience
• With ACT for almost 2 years
• Background in events, soc...
3
Tyler Coon - Director of Social Property, Customer Experience
• With ACT for 5+ years
• Primary focus on technology and ...
4
The Problem
The Lost Student
 Wandering without a goal or plan
 Could benefit from developing a
personally relevant, m...
5
Persistence in Major by ACT Score Range and Interest-Major Fit
Individual Benefits
• Persist in college
• Remain in thei...
6
First-Generation Students
94 percent of first-generation students
aspire to earn a post-secondary
degree…
First-generati...
7
Career & Educational Planning - Critical Aspects
• Self-Knowledge – interests, abilities, and
values
• Connecting your p...
8
Planning is Social
Source: 2011 Carnegie Communications Research
Report “The Digital Age Comes to Search”
Who are the to...
9
For the iGeneration, the social web is the only context they know
Our Audience Trends
Source: eMarketer
In order to bett...
10
• ACT is developing communities for personalized insights to
provide contextual information and guidance to students
th...
11
 Free – Lowering barriers to access
 Social – Connecting the network of planning
 Mobile – Meeting people where they...
12
Current State
• Learner community – open beta
• Focused on 13+ aged learners
• Listening to learners and their unique n...
13
Live Demo
14
Questions and Discussion
www.act.org/profile
Profile@act.org
15
Appendix
16
Appendix – Interest Inventory
• Contains 12 items for each of six
scales—72 items total
• Uses a three-choice response ...
17
Appendix – Abilities Inventory
• 18-item instrument that
measures informed self-
estimates of abilities
• Each ability ...
18
Appendix – Values Inventory
• 22-item instrument that measures
work-relevant values
• Each value is accompanied by a
de...
19
Appendix – Major Map
• The ACT Major Map displays the
locations of 153 college majors
and programs of study
• The map i...
20
Appendix – Career Map
• Map based the Holland Occupational
Themes (RIASEC)
• Theory of careers and vocational
choice ba...
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ACT Profile: College and Career Planning Goes Social

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Learning about careers and colleges is crucial for today's students. Even more important for each student is to learn how to find those careers or colleges based on their own personality and interests. Once a career or college is identified, knowing how to manage the planning and application process is key.

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ACT Profile: College and Career Planning Goes Social

  1. 1. College and Career Planning Goes Social www.act.org/profile
  2. 2. 2 Katie McDonnell - Social Property Analyst, Customer Experience • With ACT for almost 2 years • Background in events, social media, digital communications • B.A. in English and Journalism from the University of Iowa • M.S. in Integrated Marketing Communications from Northwestern University Introduction
  3. 3. 3 Tyler Coon - Director of Social Property, Customer Experience • With ACT for 5+ years • Primary focus on technology and operations • Customer facing applications in education and healthcare • B.B.A. Management Information Systems, University of Iowa Introduction
  4. 4. 4 The Problem The Lost Student  Wandering without a goal or plan  Could benefit from developing a personally relevant, meaningful goal and plan The Head-butt Student  Has a goal, may not attain it, but isn’t considering other options  Could be made aware of a broader range of personally relevant, meaningful options
  5. 5. 5 Persistence in Major by ACT Score Range and Interest-Major Fit Individual Benefits • Persist in college • Remain in their major • Complete their college degree in a timely manner • Reduce likelihood to accumulate unneeded debt Major Fit Linked to Persistence All learners need to focus on good fit to ensure college and career success. Good fit starts with exploring opportunities.
  6. 6. 6 First-Generation Students 94 percent of first-generation students aspire to earn a post-secondary degree… First-generation students are less likely to select a planned major that’s a good fit with their interests. Source 2013 report from ACT and COE: “The Condition of College and Career Readiness 2013: First-generation Students.” Yet common challenges that face these students include: • Lack of family educational capital • Alienation from PSE environment
  7. 7. 7 Career & Educational Planning - Critical Aspects • Self-Knowledge – interests, abilities, and values • Connecting your personal characteristics to educational and occupational options that better fit you • Skills for finding and using relevant career and educational resources • Taking appropriate actions to achieve goals
  8. 8. 8 Planning is Social Source: 2011 Carnegie Communications Research Report “The Digital Age Comes to Search” Who are the top influencers in college selection?
  9. 9. 9 For the iGeneration, the social web is the only context they know Our Audience Trends Source: eMarketer In order to better understand and better serve our audience, we need to meet them where they are. Millennials Generation X Baby Boomers Internet 93% 89% 77% Social Media 84% 75% 44% Facebook 75% 65% 39%
  10. 10. 10 • ACT is developing communities for personalized insights to provide contextual information and guidance to students throughout their lives • Personalized insights will provide opportunities to students at key transition points to: ACT Profile • Increase self-awareness • Expand view of opportunities • Improve decision-making • Roadmap education and career plans The choices can be overwhelming. Focusing on the personalized insights will provide navigation and guidance based on data.
  11. 11. 11  Free – Lowering barriers to access  Social – Connecting the network of planning  Mobile – Meeting people where they are  Insight-Driven – personalized and based on research ACT Profile is a social college and career planning community built on more than 30 years of research, focusing on personalized experiences. ACT Profile will give students and their respective networks a free and powerful tool to derive the insights they need to make smarter decisions about their next steps. Delivering a meaningful experience
  12. 12. 12 Current State • Learner community – open beta • Focused on 13+ aged learners • Listening to learners and their unique needs • Developing insights based on interactions • Educator/mentor community – managed beta • Understanding unique guidance points • Focusing on actionable insights • Individuals in all 50 states and international
  13. 13. 13 Live Demo
  14. 14. 14 Questions and Discussion www.act.org/profile Profile@act.org
  15. 15. 15 Appendix
  16. 16. 16 Appendix – Interest Inventory • Contains 12 items for each of six scales—72 items total • Uses a three-choice response format (dislike, indifferent, like) • Untimed and usually takes about 10- 14 minutes to complete • Items emphasize work-relevant activities that are likely to be familiar to individuals, either through participation or observation • Reliability and validity are backed by 130 million inventories delivered
  17. 17. 17 Appendix – Abilities Inventory • 18-item instrument that measures informed self- estimates of abilities • Each ability is accompanied by a definition and list of relevant experiences to consider • Students rate themselves compared to same-age peers on a five-point scale ranging from High (top 10%) to Low (lowest 10%) • The inventory contains a broad range of abilities, including those commonly assessed by tests (e.g., Mathematics) and not typically assessed by tests (e.g., Artistic)
  18. 18. 18 Appendix – Values Inventory • 22-item instrument that measures work-relevant values • Each value is accompanied by a definition • Students choose one of four response options: Don’t Want, Not Important, Somewhat Important, and Very Important • The inventory contains a broad set of work-relevant values related to work settings (e.g., Working Outside), work tasks (e.g., Helping Others), work preparation (e.g., Short Training Time), and work opportunities (e.g., Prestige)
  19. 19. 19 Appendix – Major Map • The ACT Major Map displays the locations of 153 college majors and programs of study • The map is empirical and based on the measured interests of college students in the majors shown on the map • All majors can be organized according to the interests of students for types of basic activities: data, ideas, people, and things activities • These four basic activities serve as compass points and are shown on the outer edge of the map • Of the 153 majors, 42 are based on data from 2-year institutions
  20. 20. 20 Appendix – Career Map • Map based the Holland Occupational Themes (RIASEC) • Theory of careers and vocational choice based upon personality types • Developed by the psychologist John L. Holland • Each letter or code stands for a particular "type": Realistic (Doers), Investigative (Thinkers), Artistic (Creators), Social (Helpers), Enterprising (Persuaders), and Conventional (Organizers)

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