recruiting 3.0: what your future applicants are saying about the web

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

Copyright ©2009 Academica Group Inc.

Phil BlissChief Innovation Officer

Alyson YoungSocial Media Consultant

INTRODUCING …ACADEMICA GROUP

Part 1


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 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 SkoolPoolTM a 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.


Alyson YoungSOCIAL 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.


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


WHY SOCIAL MEDIA?


powerful recruiting platforms…


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.


WEBTRENDS 2009Part 3


Demographics


Source: Academica 2009 Webtrends Survey

• N=2455• Females = 63.8%• Males = 36.6%• 18 and younger make up 59.6% of the

population

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


Internet Connection


• 63.0% of females have a high speed cable connection

• 62.0% of males have a high speed cable connection


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


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%)


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


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




Communicate with institution through direct

message• Respondents are split on whether or not they would

communicate with institutions through direct message




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




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




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




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 friendSource: Academica 2009 Webtrends Survey



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


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


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


Use of Second Life


• 74.7% of females are not familiar with Second Life• 58.4% of males are not familiar with Second Life


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


SOCIAL NETWORK RECRUITMENT SITE CHECKLIST


What you should know…Always link to and from your main website Include contact information and fill out all the

tabsUpdate and post new information frequentlyEngage in dialogue with fans or group

membersBe on many sites, and only participate if

you have the capacity to do so or hire someone to do it for you


CONCLUSIONS


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)


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


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


http://georgiancollege.ca/rap


Please visit us online atwww.academicagroup.com

White PapersAdmission Analytics

Web and Social Media

http://www.academicagroup.com/

Thank You

Questions & Discussion


recruiting 3.0: what your future applicants are saying about the web

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