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CAREER SERVICES

Evaluating student awareness of Career Services resources and


determining effective advertising strategies for these resources

To: The Career Services staff


From: Kaity Kenniv
Date: 4/29/15

TABLE OF CONTENTS
OVERVIEW

DISCUSSION

The problem
Summary
Method of investigation

3
3
4

Discussion summary
Career fairs
Resource awareness
Resource utilization
Student perception

5
5
7
8
9

CONCLUSIONS

11

RECOMMENDATIONS

12

COUNTERARGUMENTS

13

DATA

14

Survey
Student comments

14
15

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OVERVIEW
The problem
Career Services provides students with many resources. The question is, are students aware of
these resources? If they are aware, do they actually use them? Career Services needs to know
how to best advertise their resources to students so that students can ultimately become
more successful in their job searches and career development.

Summary
This report reveals which resources students know about and which ones they actually use. It
analyzes students overall perception of the office and the resources therein. In addition, this
report outlines four main conclusions based on the data in the following discussion:
1. Students use the resources that are more heavily advertised by emails, videos, and
professors.
2. Chapel videos are effective ways to make students aware of opportunities.
3. Professors reach students effectively and motivate them to take advantage of the
Career Services resources.
4. Student perceptions are generally positive concerning Career Services.
Finally, this report recommends several action steps for Career Services to enhance their
effectiveness in their interactions with students.

Page 3

Method of investigation
I collected survey responses via email from 66 current students at Cedarville University.
Surveyed students represented all classes, but the majority were juniors:

Freshman

Sophomore

Junior

Senior

Other
0%

15%

30%

45%

60%

% of students

The survey consisted of a total of six questions and one comment box for elaboration. It was
distributed via campus email to many of my friends and acquaintances. The most important
questions were:
1.
2.
3.
4.
5.

Which of the following Career Services resources are you aware of?
Did you first hear about the Spring Career Fair through the Wigging Out chapel video?
When did you decide to attend the Spring Career Fair?
What, if anything, have you used Career Services for in the past?
On a scale of 1 to 5, how helpful is Career Services?

(See pages 13-14 in the Data section).

Page 4

DISCUSSION
Discussion overview
The data presented is divided into four major categories:



Career fairs
Student awareness of resources
Student utilization of resources
Student perception of Career Services

Each category shows the advertising Career Services puts forth that is effective and areas
Career Services can improve on to become even more helpful to students.

Career fairs
The career fairs are the biggest event Career Services facilitates every year. Out of 66 students,
63 checked the career fair box on question one, which asked which resources they were aware
of. The three that did not check this box indicated in question two that they knew about the
Spring Career Fair before the Wigging Out chapel video. Therefore, we can conclude that
these students simply missed the option on the first question and that they are aware of
career fairs as a resource in Career Services.
Contrasted to the other resources Career Services offers, the career fairs are the most known
resource, followed closely by one-on-one resume reviews.

Page 5

The Wigging Out chapel video advertised the Spring Career Fair specifically, and increased
student awareness by 24%. Out of the 66 students, 16 of them had no idea the Spring Career
Fair was approaching until they saw the Wigging Out video in chapel.
50

# of students

40

30

20

10

Already knew

Had no idea

Two students decided to attend the Spring Career Fair after seeing the Wigging Out chapel
video. Of these two students, one already knew about the Spring Career Fair before the chapel
video. Therefore, the chapel video made one student aware and persuaded them to attend
the Spring Career Fair. Of the students surveyed, 73%, or 48 students, did not attend the
Spring Career Fair at all.

60

# of students

45

30

15

After

Before

Page 6

Did not attend

Resource awareness
Career Services offers a wide variety of resources to students. My aim with these survey
questions was to determine which resources students were aware existed.
Question one asked students about seven different resources. Students indicated they were
aware of the following:

MyPlan
Career coaching
Mock interviews

LinkedIn workshops

Resume reviews
Jobs4Jackets

Career fairs

10

25

40
# of students

Page 7

55

70

After the career fairs, students were most aware of Jobs4Jackets as a resource.
Career Services also advertised Jobs4Jackets through a chapel video starring Rob Turner. This
points again to the fact that chapel videos help increase student awareness.
The next highest item on the list was one-on-one resume reviews. Career Services does not
advertise this resource via email or video. Instead, this resource is promoted by professors
(usually they assign resume reviews as homework) or through class presentations by one of
the full-time Career Services staff.
LinkedIn workshops were next on the list, another resource Career Services advertises through
email.
Most students were aware of mock interviewing opportunities. This resource is advertised
through word-of-mouth by professors and through classroom presentations. It is also listed
on the Career Services website.
Students were least aware of the MyPlan assessment and the individual career coaching
appointments. Career Services advertises MyPlan to some prospective students, if they attend
certain presentations. The Admissions Office also promotes this resource to prospective
students. Career Services does not advertise individual career coaching. Students usually come
to the Career Services office to ask for help and the staff sets recommends career coaching,
especially if they are struggling with a job/internship search or when deciding on a major to
study.

Resource utilization
The survey asked students to record what resources they had used from Career Services. This
list may not have been comprehensive as people sometimes have difficulty recalling past
information. However, the data reflects what resources students associate with Career Services
and gives a good overview of the commonly used resources.
Of all the resources, the students mentioned using the resume review the most. Twenty-nine
students indicated they had met with a peer reviewer and analyzed their resume with them.
Others mentioned workshops, mock interviews, career coaching, career fairs, MyPlan, class
presentations, LinkedIn assistance, and the etiquette dinner. Seven said they had never used
Career Services for anything.

Page 8

Resume review

Career fair

Workshops

Mock interview

Career coaching

Nothing

16

23

30

# of students

Student perception
Question five asked students to rate how helpful they felt Career Services was. The responses
were mostly positive:
7%

Somewhat helpful
Neutral
15%

Helpful
Very helpful

39%

36%

Page 9

After this question was a comment box where students could explain their answer. After this
question was a comment box where students could explain their answer. Thirty-six students
commented, giving both positive and negative feedback:

16%

Never used Career Services


Positive
Negative

11%

72%

Page 10

CONCLUSIONS
The following conclusions are based on the analyzed data presented in the discussion:
Students use the resources that are more heavily advertised by emails, videos, and
professors.
The data shows that student were more aware of the resources advertised by emails, videos,
and/or professors. These three avenues of advertising were most effective in making students
aware and led them to take advantage of the resources in Career Services.
Chapel videos are effective ways to make students aware of opportunities.
The Wigging Out chapel video succeeded in making 100% of students aware of the Spring
Career Fair. Even if they didnt attend, students were at least aware that the event was
happening.
Professors reach students effectively and motivate them to take advantage of the
Career Services resources.
Professors have a unique relationship with students in that they can require certain actions
from them in exchange for a good grade. If the students and professor have a good
relationship, the students are likely to trust the authority and wisdom of the professor.
Therefore, professors serve as one of the best advertising means for Career Services.
Student perceptions are generally positive concerning Career Services.
Based on the comments, students generally feel the office resources are helpful in their
career development. Career Services has done a good job promoting a positive image among
the student body.

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RECOMMENDATIONS
The following recommendations are based off the previous conclusions made:
Continue advertising the career fairs through chapel videos and emails.
These avenues make the majority of students aware of the opportunity.
Develop a strategy for communicating the importance of the career fair.
It is not enough if students are only aware of the opportunity. They need the proper
motivation to attend.
Speak in freshman and sophomore classes, stressing the importance of developing a
career while an underclassman.
Send out class-specific emails about the career fairs.
Collaborate with professors to provide incentives for their students (e.g. extra credit)
if they attend the career fair.
Advertise MyPlan and career coaching through email to raise student awareness of
these resources.
Students can benefit from these more hidden resources in Career Services. Advertising them
can help Career Services serve the student body more effectively.

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COUNTERARGUMENTS
These counterarguments are valid concerns some might express when considering the
recommendations:
Chapel videos are not worth the expense because they only increase career fair
attendance by a small percentage.
It is true that the attendance for the Spring Career Fair barely went up as a result of the video.
However, it accomplished one goal: making students aware. If students dont know about
career fairs in the first place, they will not go regardless. This is why Career Services should
focus on communicating to students how the career fairs can help them in addition to making
them aware.. If students have some solid reasons and motivation as to why they should
attend, they will.
Students just delete emails from Career Services and dont actually read them.
Cedarville University runs on emails. It is a commonly known fact that students constantly
delete emails without reading them. However, resources like Jobs4Jackets and workshops are
advertised mainly through email and the majority of students were aware of these resources.
Therefore, at least the subject line stuck in their memory, and they knew of the resource, even
if they chose not to take advantage of it.

Page 13

DATA
Survey
Question 1
Which of the Career Services resources do you know about? Select all that apply.
Mock interviews
One-on-one resume reviews
LinkedIn workshops
Individual career coaching appointments
MyPlan assessment
Jobs4Jackets
Career fairs
Question 2
Did you first hear about the Spring Career Fair through the Wigging Out chapel video?
Yes, I had no idea we were having a career fair until I saw the video
No, I already knew about the career fair before seeing the video
Question 3
When did you decide to attend the Spring Career Fair?
Before seeing the chapel video
After seeing the chapel video
I didnt attend the career fair
Question 4
What year are you?
Freshman
Sophomore
Junior
Senior
Other
Question 5
What, if anything, have you used Career Services for in the past? (e.g. A mock interview,
resume review, etc.).

Comment box.

Page 14

Question 6
On a scale of 1-5, with 1 being not helpful and 5 being very helpful, how would you rate the
resources in Career Services?





1 (not helpful)
2 (somewhat helpful)
3 (neutral)
4 (helpful)
5 (very helpful)
Comment box.

Student comments

Positive

Any time I had a need (whether preparing for an interview or just needed some encouragement
as an overwhelmed freshman), Career Services was there to help.
~ Senior
The people are very helpful and not critically demeaning. They take their job seriously and want
to help you succeed. They give helpful hints on how to improve. They are friendly.
~Junior
Career Services employees are friendly, knowledgeable, and willing to help with
just what I need!
~Senior
I feel that they help to prepare you to succeed in getting a job by providing you with the tools
and know-how to do it.
~Junior
I really appreciated the resources Career Services provided me as I worked through the application
and interview process for summer internships. I believe they were a major contributing factor to
my success in being hired for a competitive internship program.
~Senior
Great insight into how to connect and improve your resume!
~Junior
The mock interview I did helped prepare me for a big interview for an important internship the
summer after my junior year. I had never really interviewed for something I cared about as much
as that job, so the mock interview reassured me in my interviewing skills.
~Senior
Page 15

Career services offers resources that strategically prepare us students to compete well in the
hiring world. Having used several resources throughout my years at CU, I have effectively grown
in awareness of the hiring world and know better how to handle it strategically. Each resource
I have used has encouraged my personal confidence at the same time and has shown very
helpful when used for my job searches.
~Junior
They went out of their way to give me practical and useful advice.
~Junior
The resources help us navigate different components of preparing for life after Cedarville. We
would be far less successful without Career Services.
~Junior
Career Services is extremely helpful because they prepare you well for what you are going to
face in the world of job interviews. For example, after the mock interviews, I felt very prepared
for an actual job interview and I ended up receiving a job offer from that company.
~Senior
They have a lot of useful resources and will help in any way possible. They will tell you like it is in
a positive and encouraging way but make sure you represent yourself in the best way you can.
~Junior
It was extremely helpful to have a mock interview with someone who knew what questions
to ask and how to give me pointers. It was a trusted resource. Also, it is excellent to get a
professional opinion on my resume because I dont know enough about what companies look
for or how to craft a good resume.
~Junior

Negative
I just dont know all they have to offer, and I dont think they will be super helpful
until Im a graduating senior.
~Junior
I think they are super helpful, but Im kind of intimidated, mostly because I think I am intimidated
by the thought of getting a job, and we arent very familiar with the career service staff.
~Junior
Im sure theyre helpful to some people, but the one thing that really gets pushed (The career
fair), doesnt have much for a Psychology major like me.
~Junior
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It helped me get an internship at Honda last summer, and Ive got to turn down 3 offers for
this summer. I think you guys could do more with online portfolios. Also, it would be great if
you could somehow schedule workshops after 5. Ive never been able to attend (specifically the
LinkedIn) yet because Im typically in class/work till then.
~Senior
Career Services is very helpful for certain majors, but others feel left out. As a music major, Ive
never been given much of a chance for assistance from Career Services.
~Junior

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