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College and Career Planning Goes Social www.act.org/profile

ACT Profile: College and Career Planning Goes Social

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Learning about careers and colleges is crucial for today's students. Even more important for each student is to learn how to find those careers or colleges based on their own personality and interests. Once a career or college is identified, knowing how to manage the planning and application process is key.

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Page 1: ACT Profile: College and Career Planning Goes Social

College and Career Planning Goes Social

www.act.org/profile

Page 2: ACT Profile: College and Career Planning Goes Social

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Katie McDonnell - Social Property Analyst, Customer Experience

• With ACT for almost 2 years

• Background in events, social media, digital communications

• B.A. in English and Journalism from the University of Iowa

• M.S. in Integrated Marketing Communications from Northwestern

University

Introduction

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Tyler Coon - Director of Social Property, Customer Experience

• With ACT for 5+ years

• Primary focus on technology and operations

• Customer facing applications in education and healthcare

• B.B.A. Management Information Systems, University of Iowa

Introduction

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The Problem

The Lost Student

Wandering without a goal or plan

Could benefit from developing a

personally relevant, meaningful goal

and plan

The Head-butt Student

Has a goal, may not attain it, but

isn’t considering other options

Could be made aware of a broader

range of personally relevant,

meaningful options

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Persistence in Major by ACT Score Range and Interest-Major Fit

Individual Benefits

• Persist in college

• Remain in their major

• Complete their college

degree in a timely manner

• Reduce likelihood to

accumulate unneeded debt

Major Fit Linked to Persistence

All learners need to focus on good fit to ensure college and career success. Good fit starts with exploring opportunities.

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First-Generation Students

94 percent of first-generation students

aspire to earn a post-secondary

degree…

First-generation students are less likely to select a planned major that’s a good fit with their interests.

Source 2013 report from ACT and COE: “The Condition of College and Career Readiness 2013: First-generation Students.”

Yet common challenges that face these

students include:

• Lack of family educational capital

• Alienation from PSE environment

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Career & Educational Planning - Critical Aspects

• Self-Knowledge – interests, abilities, and

values

• Connecting your personal characteristics

to educational and occupational options

that better fit you

• Skills for finding and using relevant career

and educational resources

• Taking appropriate actions to achieve

goals

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Planning is Social

Source: 2011 Carnegie Communications Research Report “The Digital Age Comes to Search”

Who are the top influencers in college selection?

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For the iGeneration, the social web is the only context they know

Our Audience Trends

Source: eMarketer

In order to better understand and better serve our audience,

we need to meet them where they are.

Millennials Generation X Baby Boomers

Internet 93% 89% 77%

Social Media 84% 75% 44%

Facebook 75% 65% 39%

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• ACT is developing communities for personalized insights to

provide contextual information and guidance to students

throughout their lives

• Personalized insights will provide opportunities to students at key

transition points to:

ACT Profile

• Increase self-awareness

• Expand view of opportunities

• Improve decision-making

• Roadmap education and career

plans

The choices can be overwhelming. Focusing on the personalized insights will provide navigation and guidance based on data.

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Free – Lowering barriers to access

Social – Connecting the network of planning

Mobile – Meeting people where they are

Insight-Driven – personalized and based on research

ACT Profile is a social college and career planning community built on

more than 30 years of research, focusing on personalized

experiences.

ACT Profile will give students and their respective networks a free and powerful tool to derive the insights they need to make smarter decisions about their next steps.

Delivering a meaningful experience

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Current State

• Learner community – open beta • Focused on 13+ aged learners

• Listening to learners and their unique needs

• Developing insights based on interactions

• Educator/mentor community – managed beta • Understanding unique guidance points

• Focusing on actionable insights

• Individuals in all 50 states and international

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Live Demo

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Questions and Discussion

www.act.org/profile

[email protected]

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Appendix

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Appendix – Interest Inventory

• Contains 12 items for each of six

scales—72 items total

• Uses a three-choice response format

(dislike, indifferent, like)

• Untimed and usually takes about 10-

14 minutes to complete

• Items emphasize work-relevant

activities that are likely to be familiar

to individuals, either through

participation or observation

• Reliability and validity are backed by

130 million inventories delivered

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Appendix – Abilities Inventory

• 18-item instrument that

measures informed self-

estimates of abilities

• Each ability is accompanied

by a definition and list of

relevant experiences to

consider

• Students rate themselves

compared to same-age

peers on a five-point scale

ranging from High (top 10%)

to Low (lowest 10%)

• The inventory contains a

broad range of abilities,

including those commonly

assessed by tests (e.g.,

Mathematics) and not

typically assessed by tests

(e.g., Artistic)

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Appendix – Values Inventory

• 22-item instrument that measures

work-relevant values

• Each value is accompanied by a

definition

• Students choose one of four

response options: Don’t Want, Not

Important, Somewhat Important,

and Very Important

• The inventory contains a broad set

of work-relevant values related to

work settings (e.g., Working

Outside), work tasks (e.g., Helping

Others), work preparation (e.g.,

Short Training Time), and work

opportunities (e.g., Prestige)

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Appendix – Major Map

• The ACT Major Map displays the

locations of 153 college majors

and programs of study

• The map is empirical and based

on the measured interests of

college students in the majors

shown on the map

• All majors can be organized

according to the interests of

students for types of basic

activities: data, ideas, people, and

things activities

• These four basic activities serve

as compass points and are shown

on the outer edge of the map

• Of the 153 majors, 42 are based

on data from 2-year institutions

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Appendix – Career Map

• Map based the Holland Occupational

Themes (RIASEC)

• Theory of careers and vocational

choice based upon personality types

• Developed by the psychologist John L.

Holland

• Each letter or code stands for a

particular "type": Realistic (Doers),

Investigative (Thinkers), Artistic

(Creators), Social (Helpers),

Enterprising (Persuaders), and

Conventional (Organizers)