1. Can You Hear Me Now: Communicating with a New Generation of College Students Grace Kim Graduate Intern California State Polytechnic University, Pomona Career Mentor Scholar MPACE 2010 Annual Conference

2. Project Overview Gain a greater understanding of current college population Identify students’ ways of communicating Review current marketing strategies Implications for future practice

3. --Defining a Generation-- “Generational names are the handiwork of popular culture. Some are drawn from a historic event; others from rapid social or demographic change; others from a big turn in the calendar.” –PEW Research Center The Millennial Generation: The label refers those born after 1980 the first generation to come of age in the new millennium.

4. 7 Distinguishing Traits Special Sheltered Confident Team Oriented Achieving Pressured Conventional

5. Millenials Rising: The Next Great Generation Will be known for its hard work “on grassroots reconstruction of community, teamwork, and civic spirit.” “Tremendous capacity to mobilize volunteers for worthwhile causes, largely using the internet.”

6. Journal of Business Psychology “Discover creative and inexpensive ways to provide Millenials with meaningful work, plenty of learning opportunities and career development.” “Work well in teams, are motivated to have an impact on their organizations, favor open and frequent communication….”

7. Journal of Business Psychology “The rise in social networking platforms (e.g., MySpace, Facebook, LinkedIn, and Ning) has made it easier for people to interact with each other synchronously and asynchronously, regardless of where they live in the world…..” “As compared with previous generations, Millenials have much higher rates of obesity and less overall fitness than did Boomers or Xers….”

8. The PEW Research Center “Millennials are on course to become the most educated generation in American history…” “They respect their elders…” “But at the moment, fully 37% of 18- to 29-year- olds are unemployed or out of the workforce, the highest share among this age group in more than three decades. ”

9. CPP Marketing Survey Survey undergraduate students’ communication styles Broad overview of marketing effectiveness Receive feedback and marketing suggestions from students

10. Demographics 5 questions (Marketing & Communication) 75 Responders 23 Majors represented

11. How Did You Hear About the Career Center?

12. Would you like to see more services available online? Yes 54% Not Sure 18%

13. How do you usually hear about events on campus? Email 77.3% Posters 44% Personal References 34.67%

14. What is the best way to communicate career center & events to you? Email:73.30% Word if Mouth: 41.33%

15. Results Overview Students prefer us to communicate: Email In-Person Through professors Friends

16. Student Suggestions: ◦“Join with student clubs to share info and events…..” ◦“Make Bronco Connection more attainable..” ◦“Increase availability of counselors” ◦“Send out newsletters on a weekly basis” ◦“More email and classroom announcements” ◦“Integrate a visit to the career center in freshman introduction courses”

17. Future Possibilities Increase “Word of Mouth” marketing:CC2U Create “Buzz” through clubs, orgs, etc. Utilize email and social media (create Career Center App for Iphones & Andriods?) Create a weekly Career Center Newsletter, Blog

18. Career Center 2 You!

19. References & Guidance Thanks to: Cal Poly Pomona, Career Center Staff & Peer Advisors Mountain Pacific Association of Colleges & Employers Sarah Raymond, Director, Career Services, Montana Tech Jeff Brzozowski, Manager, University Relations, Travelers For More Information: Millennials: A Portrait of the Next Generation, Pew Research Center Millenials Rising: The Next Great Generation Journal of Business Psychology The PEW Research Center