New generation at utsc report presentation
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This document summarizes focus groups held with students and support staff to understand Generation Z students and how to best serve their needs. Five main themes emerged from the focus groups: 1) Students want information and services immediately and conveniently online or through mobile devices. 2) They want services to be available where they are, like within the learning management system. 3) Students desire individual guidance on career options and pathways. 4) They want their opinions to be heard and valued. 5) While pursuing meaningful careers, students also want job security and financial stability through backup plans. The document recommends online and hybrid services, individual guidance like mentoring, and workshops that encourage discussion over presentations.
New generation at utsc report presentation
- 1. New Generation on Campus Who are they? What’s new? Why matters?
- 2. Generation Z Are they part of Millennials? Generation Z said they hate to be called Millennials. Then who are they? Definition General definition of Generation Z (a.k.a iGen/Global Generation) is someone born between 1995 and 2005. In Canada They make up roughly 17% of Canada’s total population, according to 2017 data from Statistics Canada. Career According to UTSC survey, students want to have a meaningful/fulfilli ng career but they need to make sure the job is secure and pays them well. Security No surprise. Everyone wants a well-paid job but the strong demand of job security (over 50%) tells us this generation is somewhat different from their previous cohort. Background
- 3. • August 27, 2018 (with support staff) • 7 representatives from various student support departments • September 28, 2018 (with students) • 7 students from 5 different major programs • 3 in the first year, 3 in the second year, 1 in the fifth year • 4 female students, 3 male students • October 19, 2018 (with students) • 5 students from 5 different major programs • 3 in the second year, 1 in the first year, 1 in the fifth year • 5 female students 3 Focus Groups
- 4. 1. What if you could build a new Academic Advising and Career Centre, what would you like to see happen there? • Any ‘out of the box’ ideas to suggest? • How would you like to use this place? 2. What have you observed from the new generation of students on campus? How different they are from Millennials? • What Generation Z characteristics can you identify from yourself? • In terms of career decision-making, what are the most important factors to consider? • Do you see other generation think differently with regards to career decision-making? 3. How to reach out to Gen Z? 3 Questions
- 5. Keywords
- 6. Interesting comments: Major Findings I wouldn’t mind giving my information to get what I need. I’ll take anything on my dish, but I’ll take risks to get my dream job. I vote. I’m not millennial. I can’t afford to be millennial. I need someone to talk to. Undergrad degree is not enough. My parents don’t understand that.
- 7. I WANT IT NOW BE WHERE I AM BE MY GUIDANCE MY OPINION MATTERS PURSUING A DREAM JOB WITH REALISTIC STRATEGY Major Findings – 5 themes
- 8. I WANT IT NOW Major Findings – 5 themes • Online 24/7, flexible hours, immediate answer • Chatbot • Text • TL:DR • Mobile friendly, friendly customer service • Online shopping style answer, digital database • Instagram/YouTube/Reddit style communication - instant reflection
- 9. BE WHERE I AM Major Findings – 5 themes • One stop shopping/service, flexible hours • Love Insta-stories/live video-things happening now • Be in QUERCUS - mentioned over 10 times • Come to my class - class visit • Don’t want to visit CLN to find out more details • Check emails only from Profs
- 10. BE MY GUIDANCE Major Findings – 5 themes • I want guidance counsellor • Direct me to the right place • I wouldn’t mind giving my information to get what I need • Help me bond with other people in my group/program-online as well • Show me more job options-job database • Want a specific workshop for my program
- 11. MY OPINION MATTERS Major Findings – 5 themes • I’m socially aware of big things going on and express my opinions especially online • Lack of awareness of surrounding small issues (lack of details) • Superficial understanding-TL:DR • I want my opinions to be recognized but I also need someone to assure me that I’m doing ok-coming to 1-1 with their friends • I want to get involved and get engaged with other people-discussion driven workshop vs. PowerPoint presentation • I came to this session because I was told that I can join “discussion”
- 12. PURSUING A DREAM JOB WITH REALISTIC STRATEGY Major Findings – 5 themes • Anxious about my future career but willing to take changes • Job security and financial security is the first thing • My parent’s expectation is unrealistic, undergraduate degree is not enough, a big pressure to look for further education • I want someone to tell me it’s okay to be uncertain about my future • Any job has a meaning and value to other people • I’ll get anything that could come to my dish but I will go after my dream job once I have an opportunity • I will pursue my dream job but I will also take a side job or plan b to afford myself
- 13. ONLINE • Online course - QUERCUS • Online tutorial – YouTube • ChatBot – 24/7 Online Q&A HYBRID WORKSHOP • 50% presentation + 50% discussion • BYOQ: Bring Your Own Questions • Discuss & share what you know INDIVIDUAL GUIDANCE • Storytelling – career story sharing by alumni, peers, staff, faculty • Chat-time – peer supports, mentoring-style, space to chat about your Qs Recommendations
Editor's Notes
- #2: WHY New Generation matter? >> because they are new and we don’t know enough about them. There are many researches out there. However, not all of them are based on the same definition/background Some say Generation Z starts from someone born in 1990, some say 1997 (according to Statistics Canada, Limited Canadian resource. Many researches are based on American or Global figures. How about UTSC? As you can imagine, UTSC students are also uniquely different from other university students. Understanding general characteristics of new generation is important to accommodate new students on campus However, it’s not enough to accommodate our own students at UTSC. Therefore we need additional efforts to find out what are the needs of generation Z at UTSC exclusively.
- #3: Generation Z, are they part of Millennials? Generation Z said they hate to be called Millennials. Then who are they? General definition of Generation Z (a.k.a iGen/Global Generation) is someone born between 1995 and 2005. They make up roughly 17% of Canada’s total population, according to 2017 data from Statistics Canada. According to UTSC survey, students want to have a meaningful/fulfilling career but they need to make sure the job is secure and pays them well. No surprise. Everyone wants a well-paid & secure job but the strong demand of job security (over 50%) tells us this generation is somewhat different from their previous cohort.
- #4: With those background understanding, I talked to Jen D. what could be the best way of finding more about Generation Z at UTSC, and Jen suggested a focus group. So here we are. I did 3 focus group discussions in 2018.
- #6: Let’s take a look at the words we have used in the discussions. Can you identify any particular words? ONLINE, job, NOW, anxious, TLDR, flexible, QUERCUS, chatbot, YOUTUBE, emails, OPINIONS, security … >> Words that were mentioned several times during discussions job online career new generation students information service different people dream friendly opinions workshop now Millennials guidance security database flexible future emails social UTSC decision-making education immediate pressure customer specific QUERCUS YouTube afford TL:DR AA&CC media CLN presentation info-session opportunity financially bite-sized recognized discussion Instagram realistic friends parents anxious instant engaged meaning changes digital
- #7: There were quite a few interesting conversation we had. And here are some of interesting comments from our conversation. 1 more quote from a student saying about ‘I came to this session bcz for the chance of discussion’ ‘I need help to get connected to my peers in my program, it’s hard to find my peers without support…’ – lonely me generation vs. mememe generation of millennials (2013, The Time magazine article)
- #9: I want it now: (online 24/7, immediate answers, online shopping style answer, flexible hours, chatbot, TL:DR, friendly customer service, text, walk-in appointment, Insta/YouTube/Reddit style communication - instant reflection, mobile friendly, digital database)
- #10: Be where I am: (one stop shopping/service, flexible hours, love Insta stories/live video-things happening now, be in QUERCUS-mentioned more than 10 times, come to my class-class visit, don’t want to visit CLN to find out more details, check emails only from Profs)
- #11: Be my guidance: (I want guidance counsellor for my course, direct me to the right place, I wouldn’t mind giving my information to get what I need, help me bond with other people in my group/program-online as well, show me more job options-job database, want a specific workshop for my program) Generation Z is the one who has taken advise for their whole life more than any other generation
- #12: My opinion matters: (I’m socially aware of big things going on and express my opinions especially online, I vote-not like millennials, lack of awareness of surrounding small issues-lack of details, superficial understanding-TL:DR, I want my opinions to be recognized but I also need someone to assure me that I’m doing ok-coming to 1-1 with their friends, vocalizing/expressing my concerns-not being quiet if it matters to me, I want to get involved and get engaged with other people-discussion driven workshop vs. PowerPoint presentation)
- #13: Pursuing a dream job with realistic strategy: (anxious about my future career but willing to take changes, my parent’s expectation is unrealistic-undergraduate degree is not enough, a big pressure to look for further education, job security and financially security is the first thing, I want someone to tell me it’s okay to be uncertain about my future career, we’re looking for a secure job but also we’re taking risks, any job has a meaning and value to other people, I’ll get anything that could come to my dish but I will go after my dream job once I have an opportunity, I will pursue my dream job but I will also take a side job or plan b to afford myself)