2017 Agenda

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Thursday, May 4

10:00am   Registration

10:15am   Welcome

10:30am   Session I: Roundtable Discussions

There will be three 30-minute roundtable discussion sessions. You can opt to rotate among the different topic categories or stay within just one category.  

  • Unengaged Populations
    • Everywhere But Here: Athletes, Student Leaders & Others
    • Bridging the Gap: Effective Messaging for International Students
    • Meeting of the Minds: Cultural Centers & Other Non-Academic, Student-Facing Offices
    • Scaling the Ivory Tower: Faculty Buy-In
    • Connecting Majors & Careers: Academic Populations
  • Effective Outreach Strategies
    • Going Digital: Alumni, Parents & More
    • It’s All about the People You Meet: Connecting Offline & In-Person
    • With a Little Help from My Friends: Using Employer Advisory Boards To Build the Career Center Brand
  • Social Media & Technology
    • Video Killed the Radio Star: Video & Live Streaming
    • Making Good Choices: What To Use & When To Use It
    • What, When, How: Developing Your Social Media Strategy
    • Take It To Go: Mobile Apps & Access

12:00pm   Lunch

1:00pm  Session II: Keynote Address

Grabbing the Attention of Gen Z on Campus
Brian Smith, Director of Partner Relations, Universum
It seems like yesterday we were trying to figure out how to prepare the millennial generation for the workforce. Just when we thought we were about to crack the code, a new player emerged on campus. With Generation Z being the new majority at colleges across the globe, it’s time to take a deeper look at what it will take to market and data collect from the next wave of digital natives. In this session, you will learn how to prepare them for the workforce by understanding what Gen Z looks for in a career, their company culture expectations, who they want to work for, and the multi-channel best practices used by Universum to survey over 1.4 million students globally each year. (View slides)

2:00pm   Session III: Presentations

Career Services Video Marketing: Keeping It Real
Jennifer Hoffman & Joel Anne Sweithelm (The University of Pittsburgh)
In a world where advertisements are often ignored, it is more and more challenging to attract students’ attention and garner interest in career services’ messaging. At the University of Pittsburgh’s Office of Career Development and Placement Assistance (CDPA), we use a variety of strategies to get the career fair prep message to students. One of the more successful approaches is the use of short (10-60 second) informational videos shared on social media, on-campus digital tvs, and e-newsletters. Video topics include resume preparation, dressing appropriately, how to approach an employer at a career fair, and why a student should attend the career fair. (View slides)

Developing an Internal Relations Model
Amanda Carchedi (University of Connecticut)
Cultivating relationships outside of your own department is critical to having a successful career center. To plan appropriately and create an environment that is supportive of this concept, the UConn Center for Career Development (CCD) implemented a Relationship Building Continuum. It intentionally identifies key partners and effectively gauges the relationship, from where it is now to where we want it to be. The Continuum is fluid, allowing for movement and flexibility throughout the academic year. Using the continuum, the Internal Relations Team at the CCD tracks relationships with on-campus partners using an excel spreadsheet and provides guidance to staff on how to foster and grow working relationships. The CCD uses these relationships to distribute personalized marketing messages through faculty, advisors, and other university staffs to specific student populations. By doing so, the department is able to market events and services to students on a more personal level, where traditionally all marketing was blasted to the entire UConn community. This targeted approach has resulted in an increase in awareness of CCD events and services both with faculty/staff and students, as well as increase attendance and student participation. (View slides)

Know your Audience: Reaching More Than Just Students
Maura Sweeney (College of the Holy Cross)
We all seek to market and communicate effectively with students, but what about everyone else we work with? Are we telling our story as effectively to all of our audiences? Beginning in the Spring 2016, the Center for Career Development at the College of the Holy Cross undertook the process of developing a strategic marketing and communications plan. One critical step in this process was to analyze our audiences.

3:30pm   Session IV: Industry Trends Presentation by uConnect

Scaling Career Center Reach and Impact Through Content: Findings and Suggested Practices
How and why content creation can help your career center reach and engage more students with the resources, services and opportunities you already have. This presentation provides a basis for content development, and suggested best practices grounded in student engagement data. (Read blog post)

4:00pm   Closing Remarks

4:30pm   Networking Reception


Friday, May 5

8:30am   Registration & Breakfast

9:00am   Welcome

9:15am   Session I: Presentations

Career Expos: More Than Career Fairs
Stacey Moulton (Providence College)
At Providence College our goal is to not only increase the number of students that attend our Fall and Spring Career Expo, but increase the types of students that attend – we are trying to break the reputation of “it’s just for business majors” and “it’s just for seniors.” Our fall and spring career fairs are now Expos. The Expos are targeted to all students, all years, all majors as a way to networking, gather advice and prepare for their careers. The event is structured to have something for all stages of the career development cycle. From exploration to beginning the career! (View slides)

Using Facebook Live to Engage Your Audience
Kristin Menconi (Brandeis University)
Is you career center human enough? Take a look at how the Hiatt Career Center transformed over the past year by effectively using Facebook Live to engage with students, alumni and the Brandeis community at large. The bi-weekly live show entitled #HiattLive, covers how-to concepts, behind-the-scenes looks at career fairs and even have a bit of fun with theme episodes like career carpool karaoke and halloween workplace horror stories. See how our video videos increased by 1065% in this quick and fun overview of how you can best use Facebook Live and create your own show for your career center! (View slides)

Email is Dead. Long Live Email.
Sarah Thomas (Boston University)
When considering multi-pronged communications strategies, it’s far too easy to get caught in a loop chasing the latest apps and toys. Students still say that email is a reliable method of communication in their academic experience and improving email can be a key component in growing unengaged audiences. An email strategy that stresses mobile-readiness and calls to action that meet a student’s needs, rather than a career center’s needs, will bring results. (View slides)

11:00am  Session II: Industry Trends Presentation by Handshake

The future of Career Services Technology: How technology is facilitating a new way of connecting with students, employers, and campus partners
In this talk, Handshake’s Alex Amerling will share his thoughts for where the future of career services technology is heading, and how it will impact our day-to-day life. During this overview, Alex will break down complex topics like machine learning, network effects, and communication platforms in plain English, making these important learnings accessible to all. Alex will also explore how these technologies can empower career centers to better service students, employers, and staff, building stronger relationships across campus.

11:30am   Lunch

12:30pm   Session III: Student Panel Discussion on Unengaged Students

1:30pm   Session IV: Think Tank Challenge

After two days talking and learning about various ways we can make an impact in career services through our marketing and communications efforts, let’s take time to put that knowledge to good use. Attendees will break up into small groups to work on one of three challenges in need of solutions. Though the answers may not be as simple, this activity provides us with an opportunity to discuss possible resolutions and create fresh ideas as to how to tackle the issues.

3:00pm   Closing Remarks