This document analyzes data from past AIESEC recruitment campaigns to understand the most effective ways students heard about AIESEC. It finds that word-of-mouth from friends is consistently the most impactful method. Events targeting first-year students, like Prvákoviny, are also very effective. Online channels like the AIESEC website and Facebook page are growing in importance. The analysis suggests AIESEC focus more efforts on relationship-building, events for new students, and improving their digital content and communication.

1. How did you get to know about
AIESEC?

2. FALL 2012
class shouts
other
7% promo on UNI
7% leaflets
poster 10%
10%
I personally know 13%
some @ member
17%
AIESEC
Prvákoviny event
17% 3%
AIESEC facebook
16%
from a friend
AIESEC website
12%
19%
UNI website
3%
UNI
Facebook
direct e-mail
1%
6%
1. AIESEC web – 19% 3. AIESEC facebook – 16%
2. I personally know some @ member – 17% 4. Posters – 13%
2. Prvákoviny – 17% 5. From a friend – 12%

3. FALL 2012
• This analysis is an average of percentage of every LC
responses (not from number of respondents), so it isn‘t very
relevant. Also there is problem, that every LC has different
reality and for this reality works another ways how to engage
students.
• Never mind, we can see, that personal contact (word of
mouth, prvakoviny, ..) with our members totally worked again
the most.
• Second great medium is internet - @website + @fanpages –
this year we started to work with online promotion
effectively, I guess;)
• In this RCTM also posters worked well, as a some kind of
support of our other activities. (much better than leafleats)

4. SPRING 2012
other
leaflets
I personally know 6% class shouts poster 5%
@ member 10% 13% promo on UNI
7% 4%
AIESEC
Prvákoviny
6% facebook
7%
UNI website
1% from a friend
AIESEC website
34%
9%
direct e-mail
3%
1. From a friend – 34%
2. Posters – 13%
3. Class shouts – 10%

5. SPRING 2012
• In spring RCTM it‘s harder to engage students – we don‘t have
any „prvákoviny“ events and so on – that‘s why we must focus
on another way how to engage people physically - class
shouts, events, …
• Last year worked the most recommendations from friends
again.
• Also students were approached by posters and class shouts in
this RCTM.

6. FALL 2011
I personally know other class shouts
@ member 3% 7%
leaflets
6% poster promo on UNI
5%
13% 3%
AIESEC event
Prvákoviny 2%
21%
AIESEC facebook
10%
from a friend
19%
AIESEC website
UNI website 7%
4% direct e-mail
4%
1. Prvákoviny – 21%
2. From a friend – 19%
3. Posters – 13%

7. FALL 2011
• Last year we had the most of applications from „prvákoviny“
again (or other events for 1st year students).
• Again we have seen that the recommendation from a friend
works best.
• I'm not really sure how the poster really work, but certainly
we again confirmed that people notice them and help them to
recognize and summarize the whole campaign.

8. SUMMARY
• Everybody knows that recommendations from friends works
best, but when we plan a campaign, it can‘t be influenced
(from PR side – it‘s mainly work of TMs to have satisfied
members)
• We might think about some form of cooperation with
„prvákoviny“ - share GCPs or eventually suggest a general
concept for the less experienced LCs – because it brings most
applications.
• In today's social and internet world, we have to continue with
online promo and develop the quality of our channels:
– Facebook – learn better how to communicate with people, give a
reason why they should be fans
– Web – have complete and understandable information for students
here and sell them membership also trough web