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

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Introduction

• Gen Y Gen Z

• Skills crisis and student recruitment

• Are there differences between the generations?

• Do we need to change our marketing messages?

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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

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Careers Promotion

• Surveying Taskforce

• Destination Spatial

• University marketing campaigns

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Complicating factor 1Mathematics

VCE Maths and Geography Studies 2003 - 2010

0

10

20

30

40

50

60

2003 2004 2005 2006 2007 2008 2009 2010

Year

% o

f S

tud

en

ts

Further maths

Maths methods

Specialist maths

Geography

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Complicating factor 2Not enough Veronikas

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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

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Complicating Factor 3?Generational change

Demographers say:

• Gen Z

– The first true A.D. generation

–The “click” generation

– Perpetually connected

– “Acquired attention deficit disorder”

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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.

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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

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First awareness of program of study

Year 1 Year 4

VTAC Guide 6 Careers advisor/teacher

9

Parents 4 I knew someone in the program

2

RMIT website 3 Friends 2

Friends 3 RMIT website 2

Career/study expo 3 School careers night 2

RMIT Open Day 2 RMIT Open Day 2

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Influences when selecting program of study

Year 1 Year 4

Influence 1 2 3 Influence 1 2 3

Family 9 1 1 Family 6 1 2

Career or employment prospects

3 1 1 Career or employment prospects

4 3 1

Work experience 3 2 0 Careers advisor/teacher 4 3 0

RMIT Open Day 2 1 3 Career/study expo 3 2 0

Members of the profession

1 4 1 Course brochure 2 1 3

Careers advisor/teacher

1 2 3 Members of the profession

2 1 2

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Most frequently visited websites

Year 1 Year 4

Google 86% Facebook 77%

Facebook 71% Google 60%

Youtube 43% RMIT 53%

RMIT 38% Hotmail 27%

Hotmail 33% Youtube 10%

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Should GS use Facebook or other social media?

Year1 Year 4

Yes, you should 62% Yes you should 57%

No, you shouldn’t 14% No, you shouldn’t 33%

No response 24% No response 10%

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Use of industry websites and other promotional activities

Year 1 Year 4

“A life without limits” website 57% “A life without limits” website 20%

“A life without limits” DVD 29% “A life without limits” DVD 7%

Surveying Taskforce at career events

29% Surveying Taskforce at career events

10%

Surveying Taskforce industry presentation at school

- Surveying Taskforce industry presentation at school

3%

Destination Spatial website - Destination Spatial website -

Geospatial Revolution project (Penn State University)

- Geospatial Revolution project (Penn State University)

3%

None of these 38% None of these 63%

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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 industry’s lack of prestige were raised.

• Work experience and school visits by industry, students and academics are considered important by many students.

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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.

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And that was it, there is no more!!