1. Recruiting Digital Natives Professional Development Project Mary Lendway June 2008

2. Presentation Flow Target market Research Key emerging technologies Examples Recommendations

3. Primary Research  Kyla Lougheed – Digital Marketing Manager  Olga Lalka – Associate Director, Marketing  Barbara Riach – Associate Registrar  Sarah-Jane Brimley – Manager, Recruitment  James Cullin, PC – Multimedia Design  Pat Cuda, Marketing HRT

4. Secondary Research

5. Mark Prensky

6. Digital Immigrants Digital Natives Consumer 2.0 Millenials Gen Z Gen N Gen Y Gen D “us”

7. Digital Native Learners Digital Immigrant Teachers Prefer receiving information quickly from multiple multimedia sources. Prefer slow and controlled release of information from limited sources. Prefer parallel processing and multitasking. Prefer singular processing and single or limited tasking. Prefer processing pictures, sounds and video before text. Prefer to provide text before pictures, sounds and video. Prefer random access to hyperlinked multimedia information. Prefer to provide information linearly, logically and sequentially. Prefer to interact/network simultaneously with many others. Prefer students to work independently rather than network and interact. Prefer to learn “just-in-time.”Prefer to teach “just-in-case” (it’s on the exam). Prefer instant gratification and instant rewards. Prefer deferred gratification and deferred rewards. Prefer learning that is relevant, instantly useful and fun. Prefer to teach to the curriculum guide and standardized tests. Ian Jukes and Anita Dosaj, The InfoSavvy Group, February 2003

8. Digital Natives value Freedom Meaningful work Living first Friends Diversity

9. Owns a mobile phone, an iPod, a PC and a games console Multi-tasks and interacts with web 2.0 Regularly uses YouTube, Facebook, MSN chat, Flickr, Tweeter, etc….. A “typical” Digital Native

10. Connect Communicate Create Collaborate Collective Intelligence web 2.0

11. Get to know their values Respect them Build a trusting relationship Communicate with them on their terms How do we reach them Young & Rubicam 2007

12. How do we “market” to them Simple Authentic Hip Quick Engaging Fun Interactive Experiential Young & Rubicam 2007

13. Research

14. 97% own a computer 94% own a cell phone 76% use IM 34% use web as primary news source 28% author a blog 44% read blogs 50% download music & videos 75% have Facebook profiles 60% own mp3 player Connecting to the Net Generation: What higher education professionals need to know about today’s students, NASPA first edition March 29, 2007

15. Consumer 2.0  Authenticity trumps celebrity  Niche is the new norm  Bite-size communications dominate  Personal utility drives adoption  Consumers own brands mr.youth & RepNation Media April 2008 mr.youth

16. HORIZON REPORT 2008 annual report qualitative research seeks to identify emerging technologies likely to have a large impact on teaching, learning or creative expression within learning-focused organizations

17. GAP There is an ever widening gap between students who are born “technology natives” and teachers who are typically “technology immigrants.”

18. 6 Emergent Technologies Grassroots Video Collaboration Webs Mobile Broadband Data Mashups Collective Intelligence Social Operating Systems

19. E-Expectations Research Noel-Levitz, James Tower and NRCCUA, June 2006

20. Key findings 88% - financial aid estimator 83% - tuition cost calculator 83% - read blog by faculty 82% - exchange IM with college 81% - admissions online 72% - RSVP for campus events 70% - inquire online 64% - read faculty profiles 64% - e-mail faculty 63% - read blog by student 63% - view a virtual tour 62% - personalize website 50% - accept text message 54% - download a podcast 46% - download a video podcast 45% - subscribe to an RSS Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

21. 70% of high school seniors own a cell phone 60% would take a call from a college on their cell phone 78% have text messaging 50% would let you send them a text message Source: E-Expectations Research conducted by Noel- Levitz, James Tower and NRCCUA, June 2006

22. E-recruitment strategies Make e-recruitment a social experience Expand e-recruitment beyond e-mail and web pages Give students the information they want as soon as they want it Gain their trust and respect their privacy by offering them option to opt in E-recruit parents and family too Source: E-Expectations Research conducted by Noel-Levitz, James Tower and NRCCUA, June 2006

23. e-Recruiting Practices Report Noel-Levitz 2008 Collect applicants cell/mobile numbers nearly doubled from 41% in 2006 to 77% in 2008 Blogging, podcasting and IM rose in popularity 50% collect parent’s e-mail addresses Spend more to maintain admission web presence (30% spend more than $25,000) 296 institution surveyed

24. web, social networking, e-mail and beyond

25. The Web site is the most comprehensive communications resource in recruitment

26. Students expect instant messaging Text mess and text messaging University business

27. Student and faculty blogs

28. Videos and Podcasts MITHumberarticle

29. Acadia Colby Campus tours OttawaDavenportBiola BostonBrown William Woods UBC student blog Ball State blog Second Life Ohio edustyle Examples

30. Recommendations

31. Website Faculty profiles Student testimonials Newsletter RSS

32. Micro websites admissions/prospective students student life each program student site with student generated content trips/ special events

33. Video & Podcast current students, alumni, PCs, Faculty, Dean, Associate Dean events, speeches, conferences, guest speakers, School of Chef, lectures, classes, etc..… contests – student generated content Youtube, Humber ITALChannel, ItunesU RSS

34. Campus virtual tours Conducted by students Macro & micro

35. Blogs Current students, alumni, PCs, faculty, Dean, Associate Dean, industry partner RSS Micro blogs Twitter RSS

36. Mobile IM Text messaging Cell phones Podcasting RSS collect IM and mobile contacts

37. Facebook Blackboard Sync Schoolpool Groups – Future students (HRT), by program, by class, by year by special interest-study abroad, Contests Social Ads

38. Near Future Other Social Networks Virtual worlds Second life Games

39. “The future is not about what older people think but what younger people do” Nicholas Negroponte

40. “ We believe that the time for change is here and now. It is time to start leading and stop resisting this generation’s efforts and contributions.” Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold Co-Authors: Millennial Leaders: Success Stories From Today’s Most Brilliant Generation Y Leaders

41. Additional Resources Universitybusiness.com Businessweek.com Academicagroup.com Stamats.com Lipmanhearne.com Reachstudentsonline.org Noellevitz.com Usatoday.com Younoodle.com Travelgator.com Koollage.com Alterpod.com Timeintransit.com Chevredor.com Planeteye.com whichweekend.com Mapness.net Employeeevolution.com Bnet.com Chronicle.com Slideshare.net Clickz.com Boston.com Zinch.com Collegewebeditor Eduinsight.com goalquest.com Gradview.com Insidecolby.com Sermo.com