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- Creators: Barrett, The Honors College
- Creators: Hugh Downs School of Human Communication
Description
This thesis will examine the recruitment process of educated millennials coming from four-year institutions to their first job out of college. When referring to millennials throughout my research, I am specifically focusing on current college graduates in order to better relate to my own experiences as a soon-to-be-graduate seeking a job. I will examine the various recruiting techniques, i.e. channels to connect with graduates, and the hiring and interview process as a whole. This thesis will also discuss the challenges and differences of recruiting millennials versus other generations. It will also discuss the latest trends in college and early talent recruiting. In order to do this, I conducted a number of in-depth interviews with recruiters and hiring managers from various companies that recruit heavily from Arizona State University (ASU), in order to determine what these companies have done to be successful among young college graduates. I aimed to identify the specific techniques that these companies use to connect with recent college graduates, what skills these firms are looking for, and what the hiring process looks like for new millennial employees. I also conducted an extensive online literature search about recruiting educated millennials in the workforce, and I used that information as a basis to form my interview questions. The interviews were meant to confirm or deny that research, but the interviewees also revealed many new trends and insights. I hope that this information will be beneficial not only to college seniors seeking first-time employment, but also to other companies who feel that they are struggling to capture young talent.
ContributorsCapra, Alexandria Luccia (Author) / Kalika, Dale (Thesis director) / Eaton, Kathryn (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.
ContributorsSitter, Katherine Faith (Author) / Barrett, Marianne (Thesis director) / Edsall, Larry (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
I Am Not A Millennial is an honors thesis project that combines research with a creative application to determine the best practices for companies and advertising agencies. The thesis consists of three main sections: an overview of what a millennial is, bursting the millennial hype bubble, and discussion of whether new targeting techniques, new ideas for content, or new ways of advertising are necessary to engage the Millennial consumer. The thesis will first look at the Millennial Generation to answer the question of "Who are they?" with the emphasis on removing the negative stereotypes from the Millennial generation. This section will be supported by the following section which will discuss the lack of statistical information that truly separates the Millennial generation from its predecessors. Finally, by presenting information on my experiences leading a student-run advertising non profit, case studies, and working within an account management department of an advertising agency, this thesis will present conclusions that advertising agencies and businesses need to develop targeting and content practices that focus in on consumers' interests and tell the story of "why" in order to connect with Millennials.
ContributorsCondo, Ashley Roelle (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This research looks at a group of students from Tumaini Children's Home in Nyeri, Kenya. The purpose of this paper is to explore why this particular group of students is so academically successful. Quantitative research was taken from the average 2013 test scores of Tumaini students who took the Kenyan Certificate of Primary Education (KCPE) exam in comparison to the scores of students who are not residing in the orphanage. Qualitative research involves interviews from those students who live in Tumaini and interviews from adults who are closely connected to the orphanage. The purpose is to understand why the students are performing so well academically and what support they have created for themselves that allows them to do so.
ContributorsTooker, Amy Elizabeth (Author) / Puckett, Kathleen (Thesis director) / Cocchiarella, Martha (Committee member) / Barrett, The Honors College (Contributor) / Division of Teacher Preparation (Contributor)
Created2014-12
Description
The Latino population is the fastest growing minority group in the United States (U.S Census Bureau, 2003). Such a rapidly changing demographic stresses the importance of implementing strategies into the community social framework to accommodate for cultural and language differences. This research paper seeks to answer: what factors influence the sense of community among Latino families in Phoenix? The following questions will help to assess the dynamic relationship between sense of community and literacy 1) what is the perceived importance of literacy among Latino families living in Phoenix? 2) How is language development reflected among the family dynamics within a predominantly collectivist culture? It is hypothesized that both collectivism and literacy are the main influences on sense of community among this population.
ContributorsBennett, Julie (Author) / Glenberg, Arthur (Thesis director) / Restrepo, Laida (Committee member) / Barrett, The Honors College (Contributor) / School of Politics and Global Studies (Contributor) / School of International Letters and Cultures (Contributor)
Created2015-05
Description
The business models of the music industry are currently experiencing rapid changes. Services such as Spotify, SoundCloud, and Pandora offer methods of consuming music unlike any the industry has seen before. Consumers have shifted from wanting products (digital music and CDs) to using streaming services (Spotify, Pandora, etc.). This study analyzes the motivation for these changes and considers why people choose the avenues by which they experience music.
ContributorsDugan, Emma (Co-author) / Foley, Meghan (Co-author) / Bhattacharjya, Nilanjana (Thesis director) / Ingram-Waters, Mary (Committee member) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor) / WPC Graduate Programs (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
Description
Adopting smart city tactics is important because it allows cities to develop sustainable communities through efficient policy initiatives. This study exemplifies how data analytics enables planners within smart cities to gain a better understanding of their population, and can make more informed choices based on these consumer choices. As a rising share of the millennial generation enters the workforce, cities across the world are developing policy initiatives in the hopes of attracting these highly educated individuals. Due to this generation's strength in driving regional economic vitality directly and indirectly, it is in the best interests of city planners to understand the preferences of millennials so this information can be used to improve the attractiveness of communities for this high-purchasing power, productive segment of the population. Past research has revealed a tendency within this demographic to make location decisions based on the degree of ‘livability’ in an area. This degree represents a holistic approach at defining quality of life through the interconnectedness of both the built and social environments in cities.
Due to the importance of millennials to cities around the globe, this study uses 2010 ZIP code area data and the Phoenix metropolitan area as a case study to test the relationships between thirteen parameters of livability and the presence of millennials after controlling for other correlates of millennial preference.
The results of a multiple regression model indicated a positive linear association between livability parameters within smart cities and the presence of millennials. Therefore, the selected parameters of livability within smart cities are significant measures in influencing location decisions made by millennials. Urban planners can consequently increase the likelihood in which millennials will choose to live in a given area by improving livability across the parameters exemplified in this study. This mutually beneficial relationship provides added support to the notion that planners should develop solutions to improve livability within smart cities.
Due to the importance of millennials to cities around the globe, this study uses 2010 ZIP code area data and the Phoenix metropolitan area as a case study to test the relationships between thirteen parameters of livability and the presence of millennials after controlling for other correlates of millennial preference.
The results of a multiple regression model indicated a positive linear association between livability parameters within smart cities and the presence of millennials. Therefore, the selected parameters of livability within smart cities are significant measures in influencing location decisions made by millennials. Urban planners can consequently increase the likelihood in which millennials will choose to live in a given area by improving livability across the parameters exemplified in this study. This mutually beneficial relationship provides added support to the notion that planners should develop solutions to improve livability within smart cities.
ContributorsBobman, Mitchell Cole (Author) / Mack, Elizabeth (Thesis director) / Koschinsky, Julia (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / School of Geographical Sciences and Urban Planning (Contributor)
Created2015-05
Description
As millennials are growing and becoming the "the next big consumer market," understanding them is crucial (Paul, 2001; Kumar & Lim, 2008). This study will attempt to understand their processing of ads by observing the relationship between construal level theory and product type (i.e. hedonic vs. utilitarian). Construal Level theory suggests that individuals construe information at different abstract levels. High levels are characterized by abstract and general representation (e.g. thinking of moving as starting a new chapter of life) while low levels are characterized as including more concrete and contextual details (e.g. thinking of moving as packing boxes). Neither interaction nor main effect of product type was observed either as main effect or as interaction with construal level. However, a significant main effect of construal level was found showing that concrete and contextual (low construal level) information on advertisements makes them more effective and useful to millennials; influences purchase intentions more than ads construed in high construal levels; and, makes brands seem more credible, stable and truthful.
ContributorsSandoval, Daisy (Author) / Olsen, Douglas (Thesis director) / Hall, Deborah (Committee member) / Mirshak, Paul (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05
Description
Introduction/Purpose: This paper describes the process of the community needs assessment phase of program implementation for the Student Health Outreach for Wellness (SHOW) clinic. Homeless individuals are more likely (than non homeless individuals) to experience serious illness, depression and mental illness. Access to health care has been identified as a barrier to receiving appropriate health care to manage the diseases and conditions clients may have. SHOW's vision is to operate on Saturdays utilizing Health Care for the Homeless (HCH) to offer extended primary health care hours, along with offering health promotion programming to address the biopsychosocial components of their health. Ultimately, this aims to reduce the homeless population's need to visit emergency room departments for non- urgent, primary care visits. Methods: To validate the need for this clinic's operation of programming and health services, a community needs assessment was conducted to collect data about the population's current health status. Forty-three people (n=43) ages 20-76 (M = 44.87) were surveyed by a trained research team using interview questionnaires. Results: The results show a prevalence of self\u2014reported physical and behavioral conditions, and support that this population would benefit from extended hours of care. Mental and behavioral health conditions are the most prevalent conditions (with the highest rates of depression (41.86%) and anxiety disorder (32.56%)), followed by the common cold (23.36%) and back pain (16.28%). The average reported emergency department (ED) visits within the past six months was 1.18 times. Almost everyone surveyed would visit a free medical clinic on the Human Services Campus (HSC) staffed by health staff and health professional students on the weekends (93.18%). Conclusion: Overall, the community needs assessment conducted for SHOW supports the need for weekend access to health care facilities and an interest in health programming for this population.
ContributorsShqalsi, Eneida Agustin (Author) / Hoffner, Kristin (Thesis director) / Harrell, Susan (Committee member) / Harper, Erin (Committee member) / Barrett, The Honors College (Contributor) / School of Nutrition and Health Promotion (Contributor)
Created2015-05