Outreach and Marketing: How to Catch, Hook, and Reel Them in

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Outreach and MarketingHow to Catch, Hook, and
Reel Them in!

• Sheri Smith, Career Advisor
• Christine Lam, Marketing and Publications Mgr.
  American University Career Center
• EACE Annual Conference, June 9, 2003

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Objectives for Todays Session

• Identify the differences and similarities among
  Baby Boomers, Generation X and Generation Y
• Learn general characteristics of Generation Y
• Identify effective outreach and marketing
  strategies to meet the needs of Generation Y
• Learn how to develop an action plan for outreach
  and marketing

Please note These general characteristics are
recurring themes found in literature describing
Generation Y.
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Overview of Generations

• Baby Boomers
• 1940 - 1960
• Generation X
• 1960-1978
• Generation Y
• Generation NEXT, Millennium Generation
• 1978-1988 or 1978-1998

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Statistics on Generation Y

• 80 of high school students in the US held jobs
  during the school year in 1998
• US Dept. of Labor, 1999
• Many have had 3-4 part-time jobs or internships
  before entering college
• Managing Generation Y, 2001
• Half of 12th graders work more than 20 hours per
  week
• Star Tribune, Nov. 6, 1999

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Statistics on Generation Y

• 80 of teenagers have internet access
• Teenage Research Group Unlimited
• 10 17 year olds will have spent 1/3 of their
  lives (23 years) on the internet
• Zell Center for Risk Research Conference Series

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Describing Generation Y

• A Generation of New-confidence, Upbeat and full
  of Self-esteem
• The Most Education-minded Generation in History
• A Generation Leading to a New Wave of
  Volunteerism
• A Generation Paving the Way to a More Open,
  Tolerant Society
• Managing Generation Y,
  2001

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Recruitment Ads
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What Gen Yers WANT Out of their Careers

• Challenging and meaningful work
• Team work, committed co-workers
• Reinforcement, encouragement, support
• Supervised autonomy
• Freedom to be creative
• Want everything right NOW!
• Want six-figure salaries and international travel
  within a year

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Recruitment Ad
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Recruitment Ad
creation of a challenging, rewarding and
fun-filled work environment
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Comparing Gen Yers to the Career Development
Process

• Similarities
• We provide support, encouragement, coaching to
  students
• We want them to find meaningful and challenging
  work and to be successful!

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Comparing Gen Yers to the Career Development
Process

• Challenges
• (from AU perspective)
• Unrealistic expectations
• Meeting students needs for the one stop
  shopping without compromising our values and
  philosophy of the career development process
• Individualizing services, while serving students
  from a variety of disciplines

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AUs Approach

• Modify Programs
• Resume Workshop ? Resume Critiques
• How to Make the Most of the Job Fair ? Job
  Fair Orientation sessions
• Networking ? Learn to Schmooze

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AUs Approach

• Individualize Programs
• Whose Life Is It Anyway? workshop series
• Career Panels
• Careers in Public Communication
• Working for the CIA
• Co-sponsor with academic depts.
• CAS (College of Arts and Sciences) Deans
  Seminars
• Career Night for Psychology Majors
• Career Night for History Majors

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AUs Approach

• Individualize Marketing
• School/College specific fliers
• Freshman/Sophomore and Senior Career Development
  Checklists
• Internship Snapshot Flyer
• Senior Brochure
• Fortune Cookies
• Pencils and Erasers

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AUs Approach

• Build Relationships with Departments
• Annual Academic Advisor Breakfast
• Tea with frontline staff in academic depts.
• Lunches with academic advisors, faculty, and
  staff
• Attend faculty department meetings
• Participate in campus office training
• Training on Employing Persons with Disabilities
• International Student Services Training
• GLBTA Safe Space Sticker Training

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Develop an Action Plan

• Establish Departmental Goal/s
• Identify Program Need
• Identify Audience
• Create a Program
• Develop Marketing Strategies and a Timeline
• Evaluation/Follow-up

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Keep in Mind

• Non-traditional Students
• International Students

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Tips for Small Career Centers

• Utilize work study students
• Develop a peer advisor program
• Use publications office on campus to help develop
  marketing materials
• Work with faculty/campus offices to co-sponsor
  programs
• Utilize Consortium Groups, such as
• EACE, DC Consortium, EACE Liberal Arts Network,
  etc.

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• Questions?
• Comments?
• Sheri Smithsheri_at_american.edu, 202-885-1822
• Christine Lam clam_at_american.edu, 202-885-1802

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References

• Arvin, David L. The Who, What and How of Gen-Why
  Employees. (book review of Employing Generation
  Why? by Eric Chester) http//www.demko.com/cg0207
  18.htm
• Ellin, Abby. Generation Gap, Managing, October
  1998, pp.115-127.
• Hastings, Naarah N. The Potential of Generation
  Y. http//www.bushcountry.org/news/columnists/naar
  ah-hastings/c_020103_naarah-hastings-generation-y.
  htm
• Lahiri, Indra. Understanding and addressing
  intergenerational conflict. http//www.workforced
  evelopmentgroup. com/news_nineteen.html

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References, cont.

• Lankard, Bettina A. Career Development in
  Generation X. 1995.
• http//ericacve.org/docs/genx.htm
• Martin, Carolyn A. and Bruce Tulgan. Managing
  generation Y Global citizens born in the late
  seventies and early eighties. Amherst, MA HRD
  Press, 2001.
• Neely, Heather. The Next Wave of Young Workers,
  WACE Connection Magazine.
• http//www.gonzaga.edu/CampusResources/Officesan
  dServicesA-Z/Alumni/GAMP/ManagingGenerationY.h
  tm
• The Risk of Misreading Generation Y The Need for
  New Marketing Strategies
• http//www.kellogg.northwestern.edu/research/risk/
  geny/moreabout.htm

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References, cont.

• Sago, Brad. Uncommon threads mending the
  generation gap at work. Business Credit, June
  2001, pp. 57- 60.
• Sujanksy, Joanne G. The Private Sector Energetic
  Generation Y bores easily, needs coaching. Nov
  20, 2001. http//www.post-gazette.com/businessnews
  / 20011120forumsujansky1120bnp5.asp
• Sujanksy, Joanne G. Retaining Your Generation Y
  Workers Now is Not the Time for Complacency.
  Sept 19, 2002. http//www.expertmagazine.com/artma
  n/publish/article_184.shtml

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References, cont.

• Verret, Carol. Generation Y Motivating and
  Training a New Generation of Employees, Nov.
  2000. http//www.hotel-online.com/Trends/CarolVer
  ret/GenerationY_Nov2000.html
• Whats Important to Generation Y?
  http//www.media3pub.com/usbank/articles/geny.html