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

Philip BlissCHIEF 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 InstitutionPassionate about the creation of e-communities and the new social media dynamicCurrently focused on leading new research and product development initiatives like SkoolPoolTMa social media application for Higher Education applicants and institutionsAdmission 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 YoungSocial Media ConsultantA participating member of the social media generationFocuses 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 thesisHonours Bachelor of Arts in Communication Studies from Wilfrid Laurier UniversityPost-Graduate Certificate in Corporate Communications and Public Relations from Fanshawe College. Copyright ©2009 Academica Group Inc.

Our MissionTo provide expertise in Higher Education market research, branding, strategy, and webTo help Higher Education institutions chart their future course, define distinctive positions, and achieve success, individually and collectivelyTo help government/s better understand and meet the needs of academic institutions, potential students, employers and societyTo help people find the right course in higher education, and in their careersCopyright ©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

Is Social Media Significant?< 1/3 of Americans consult WikipediaAdult (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.

Internet UsageCommunication PurposesTop 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 boardsSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Internet UsageEntertainment PurposesTop 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 SurveyCopyright ©2009 Academica Group Inc

Practical PurposesTop 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%)Other83.4% of females have searched online for Scholarship and Bursary information79.6% of males have searched online for Scholarship and Bursary informationSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Facebook to Research InstitutionDiscuss with friends20.8% 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 friends16.1% 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 friendsSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Facebook to Research InstitutionCommunicate with institution through direct messageRespondents are split on whether or not they would communicate with institutions through direct message Source: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Facebook to Research InstitutionCommunicate with current students64.2% of females are somewhat to very likely to communicate with current students on Facebook about an institution63.7% of males somewhat to very likely to communicate with current students on Facebook about an institutionSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Facebook to Research InstitutionLook-up Information on Institutional Facebook Page58.6% of females are somewhat to very likely to look up information on an institutional Facebook page56.2% of males are somewhat to very likely to look up information on an institutional Facebook page16.3% of females and 11.2% of males already have looked up information on a Facebook pageSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Facebook to Research InstitutionReceive Updates60.7% of females are somewhat to very likely to want to receive Facebook updates from an institution they are considering58% of men are somewhat to very likely to want to receive Facebook updates from an institution they are consideringSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Facebook to Research InstitutionAdding Current Student Rep60% of females are somewhat to very likely to friend a current student rep56.2% of males are somewhat to very likely to friend a current student repAdding Admissions Officer or Faculty memberRespondents not very likely to add an admissions officer as a friendRespondents not very likely to add a faculty member as a friendSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Facebook to Research InstitutionLikelihood of joining a “Class of 2013” Facebook GroupFemales: 66.2% are somewhat to very likely to join a “class of 2013” Facebook GroupMales: 45.8% are somewhat to very likely to join a “class of 2013” Facebook GroupSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Twitter as a Research Tool91.5% of females DID NOT use Twitter as a resource for information on universities/colleges87.3% of males DID NOT use Twitter as a resource for information on universities/collegesSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of YouTube as a Research Tool82.6% of females DID NOT use YouTube as a resource for information on universities/colleges82.5% of males DID NOT use YouTube as a resource for information on universities/collegesSource: Academica 2009 Webtrends SurveyCopyright ©2009 Academica Group Inc

Use of Blogs as a Resource67.8% of females did not use a blog as a resource to find out information on universities/colleges69.2% of males did not use a blog as a resource to find out information on universities/collegesSource: Academica 2009 Webtrends SurveyCopyright ©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

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

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