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Shove over Gen Y: Gen Z is almost here Gita Pupedis Assoc. Prof. Chris Bellman School of Mathematical.

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Presentation on theme: "Shove over Gen Y: Gen Z is almost here Gita Pupedis Assoc. Prof. Chris Bellman School of Mathematical."— Presentation transcript:

1 Shove over Gen Y: Gen Z is almost here Gita Pupedis gita.pupedis@rmit.edu.au Assoc. Prof. Chris Bellman chris.bellman@rmit.edu.au School of Mathematical and Geospatial Sciences, RMIT University

2 Introduction Gen Y Gen Z Skills crisis and student recruitment Are there differences between the generations? Do we need to change our marketing messages?

3 RMIT University Skills Shortage Labour demand –Existing skills shortage of 3000 to 4000 (ACIL Tasman 2008) –Similar figures from Workforce Plan (SEAC 2007) –And from a Queensland study (Lyons & Davies, 2011) Industry growth –Estimated at 10 - 15% per annum (ACIL Tasman 2008) –This creates further demand for labour Universities graduate about 400 to 500 students a year

4 RMIT University Careers Promotion Surveying Taskforce Destination Spatial University marketing campaigns

5 RMIT University Complicating factor 1 Mathematics

6 RMIT University Complicating factor 2 Not enough Veronikas

7 RMIT University Complicating Factor 3? Generational change Demographers say: Gen Y – Socially connected/influenced by friends – Like things to be fun! – Not try-hards – Want life enhancing experiences

8 RMIT University Complicating Factor 3? Generational change Demographers say: Gen Z – The first true A.D. generation –The click generation – Perpetually connected – Acquired attention deficit disorder

9 RMIT University Student perceptions survey 2011 30 final year students (Gen Y) 21 first year students (approaching Gen Z) Eight students participated in follow up focus groups The overwhelming observation was the similarity between the responses from the two groups, however, there were some important differences.

10 RMIT University Work experience before commencing study 76% of first year students had undertaken work experience before commencing study 40% of final year students had done so. In both groups, this experience was primarily surveying related

11 RMIT University First awareness of program of study Year 1Year 4 VTAC Guide6Careers advisor/teacher 9 Parents4I knew someone in the program 2 RMIT website3Friends2 3RMIT website2 Career/study expo3School careers night2 RMIT Open Day2 2

12 RMIT University Influences when selecting program of study Year 1Year 4 Influence123 123 Family911 612 Career or employment prospects 311 431 Work experience320Careers advisor/teacher430 RMIT Open Day213Career/study expo320 Members of the profession 141Course brochure213 Careers advisor/teacher 123Members of the profession 212

13 RMIT University Most frequently visited websites Year 1Year 4 Google86%Facebook77% Facebook71%Google60% Youtube43%RMIT53% RMIT38%Hotmail27% Hotmail33%Youtube10%

14 RMIT University Should GS use Facebook or other social media? Year1Year 4 Yes, you should62%Yes you should57% No, you shouldnt14%No, you shouldnt33% No response24%No response10%

15 RMIT University Use of industry websites and other promotional activities Year 1Year 4 A life without limits website57%A life without limits website20% A life without limits DVD29%A life without limits DVD7% Surveying Taskforce at career events 29%Surveying Taskforce at career events 10% Surveying Taskforce industry presentation at school - 3% Destination Spatial website- - Geospatial Revolution project (Penn State University) - 3% None of these38%None of these63%

16 RMIT University Discussion Students are suspicious of generational labels. Students are cynical about marketing. Social media is not as dominant an influence as we had expected. Students suggested that industry should use short, sharp, entertaining videos (Youtube). Perceptions of the industrys lack of prestige were raised. Work experience and school visits by industry, students and academics are considered important by many students.

17 RMIT University Conclusion Our marketing message and methods need to adapt to the changing requirements of the target audience. Clever use of technology is essential, but this space is already crowded and attention spans are short! New approaches need to sit alongside more traditional methods. Multi-pronged strategies appear essential. A continuing and concerted effort is required if we wish the message about careers and opportunities in the Spatial Sciences to be heard.

18 RMIT University And that was it, there is no more!!


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