Basic Definition of EwA An opportunity for a young person to get introduced and interact with AIESEC, without having joined or experienced one of AIESEC’s ELD programmes. To engage more young people with AIESEC, our purpose and our values.
Typical View of Engaging with AIESEC for students
STUDENT MARKET
Number people applying Number people selected Number people hearing about AIESEC
TMP/TL P particip ant GCDP particip ant
GIP particip ant Number people attending events
4 Principles of Engagement with AIESEC Individuals become aware of and experience the following in this phase: The WHY, HOW and WHAT of AIESEC AIESEC’s values The value propositions of AIESEC’s value based platform Participate in activities that facilitate learning as well as contribute to AIESEC
Our Target Audiences I’m a young person and... – I don’t know AIESEC – I don’t know AIESEC but I’m engaged with its essence through other organizations – I know AIESEC, I applied but I wasn’t selected. – I know AIESEC and I haven’t applied because…
Themes and Multipliers
Themes Associate Membership
Youth Empowerment
Youth Alliances
Content driven virtual spaces
Multipliers
Themes Associate Membership • Opportunity for a young person to develop skills and mindsets by living a practical experience related to AIESEC Way • Activities under this are connected to AIESEC Way on a periodical basis
Youth Empowerment • Opportunity for a young person to connect and learn around management, leadership and global issues while contributing to AIESEC Way • Spaces to enable cross cultural understanding and positive impact while contributing to AIESEC Way • Could be a one time interaction through the elements of the Learning Environment
Multipliers
Youth Alliances • Enhances the reach and impact of an Engagement activity towards a massive amount of young people • Collaborating with for-youth or by-youth networks
Content Driven Virtual Space • Enhances the reach and impact of an Engagement activity towards a massive amount of young people • Content based applications or platforms
Youth Alliances Contend driven virtual spaces
Associate Membership
Youth Empowerment
Big picture of Engagement with AIESEC concept is that how can we manage the execution of themes and multipliers to create massive engagement.
Prototypes of EwA Activities
Practical Periodical Activity
Youth Dialogue
Collaborative Youth Project
Practical Periodical Activity
Youth Alliances
Content driven virtual spaces
• Short term event/ project volunteering Ex: Having volunteer in project (buddy, host family, or interns translator)
• Specific needs-based association Ex: Create association under AIESEC, such as environment community, HIV/AIDS community
• Youth Leader Council Ex: associate leader from several organizations to have continues improvement on education
• Youth to Leadership
Youth Dialogue
Ex: discuss about leadership issue in Youth Talk or activate youth leadership by create LEAD Talk for youth
• Youth to Global Issue Youth Alliances
Content driven virtual spaces
Ex: create awareness to global issue by having a discussion or seminar
• Story Telling Ex: empower youth by inspiring story from EP or from public figure
Collaborative Youth Project
Youth Alliances
Content driven virtual spaces
• Young individual and leaders generating project for positive impact Ex: AIESEC member and other organization member create societal impact project
• Crowd Sourcing and crowd funding Ex: AIESEC and other organization commit to the project by investing a working capital in one societal impact project
Things to remember
• Focus on value for individuals and not organizations • Maintain a careful balance of resources and focus between ELD programmes and EwA activities • Aim at introducing AIESEC to more young people • Follow AIESEC’s brand experience guidelines • EwA activities should support your entity’s performance, health and impact
How can we ensure we already give EwA principle to the target audience without directly force them to know about AIESEC? Engage youth doesn’t mean that we force them to know AIESEC. Here we need to know their needs as a youth and relate that to AIESEC. That’s why every EwA activity should be relevance to youth nowadays. And about the alignment to the principle, we will have activity filtering to help LC in defining EWA activity with other activity that actually is not fulfilling EWA principles.
When you run EwA project and the OC is not AIESEC member, what kind of recruitment or talent selection process that you think suitable for them? It’s not supposed to be called as recruitment because there is no exact recruitment system for Engagement with AIESEC. The selection basically based on your needs. For example, you can use motivation letter or any other way if you want to understand their motivation and commitment.
What kind of event that can have effective and efficient way in engaging youth with AIESEC? The important thing is you are clear about why you run the engagement. The ultimate purpose of having Engagement with AIESEC should be the impact it self to the ELD program. People that involved by engagement activity might be our costumer or promoter. They become customer when finally the take an ELD programs, and they are possible as well to be promoter because they’ve impressed by AIESEC when doing engagement activity. The goal of the engagement activity has to be taken as a focus when we want to have effective and efficient engagement activity. Other things, doesn’t necessary to have high cost budget to held an engagement activity. Once you can understand market segmentation, you’ll be able to do an efficient engagement.
How big is the influence of EwA in achieving AIESEC 2015? (What makes EwA need to exist?) EwA plays an essential role in achieving AIESEC 2015. EwA activity increase AIESEC brand awareness by enlarges the reach of the organization through physical and virtual space. In growing the reach, EwA helps the organization to do a different things that more flexible than before. EwA phase helps us to create pipeline for our ELD programs.
How can EwA attract youth’s interest? One of the ways is develop a project/event based on research. This research includes questions to find out their interest, needs, and suitable way to approach them, so that our activity can be relevant to them. Other things, it’s better to know the best way to sell the activity so that people understand the value we offer.
How do EwA balance the development of AIESEC member and non AIESEC member? Basically, the development that is given to EwA participants is different with what we give to people in ELD phase. In EwA, we only create a platform for the youth without having responsibility to track it. Meanwhile, the development of people in ELD will be tracked by the organization, for example they will have Competency Assessment Tools, mentor, etc to ensure that they are developed.
In delivering the AIESEC golden circle, is it allowed to be intrinsic? Yes, no need to present the why, how, and what of AIESEC verbally. At least EwA participant can realize the golden circle of AIESEC through the activity. For example, we don’t need to tell them AIESEC Value, but we can make them aware and understand that we are implementing AIESEC value through event concept, behavior, etc.
What is measurement of EwA? Back to the essence, engagement is the touch point for a people in experiencing our brand. There is level of engagement that might be experienced by people in EwA phase. There are people who just experience AIESEC in the first time. Maybe they won’t directly take or support ELD, but they maybe impressed by AIESEC and tell other people about their experience in EwA phase. This kind of things is also called by engagement. Engagement is how we can make people that don’t know about AIESEC knows AIESEC, how can we make people that know about AIESEC become aware, and so on. The thing is how we can make people have higher level of engagement when they involve in EwA activity. That’s why, for now, AIESEC Indonesia measures EwA through number of people participate in EwA activity.
Can EWA create account in MyAIESEC.net? Yes, they can.
When people can be acknowledged in EwA phase? By the time they involve in the engagement activity that passed the brand filtering and EwA activity filtering. Please refer as well to question no. 8.
When will we have Engagement with AIESEC programs? We have EwA prototypes that you can have as a guideline. We still don’t get any certain timeline for developing program under EwA. AI also keep working on pilot project for EwA development. The program is possible to be exist, however back again, EwA is very flexible activity that we can have based on the goal that we want to achieve (and of course AIESEC Way). As already said, EwA is the activity that makes the organization doing new things to enlarge our reach. Why don’t we focusing ‘EwA’ activities for organizations? EwA phase is part of AIESEC Experience. Back again to the “why” part of AIESEC, we’re developing people, not organization. We may develop other community or company, but it’s actually from the impact that created by leader that we develop, not our direct impact as an organization.
Is ‘EwA’ like the ‘Introduction to AIESEC’ stage? No, it is not. Introduction to AIESEC is the stage where youth is already accepted as AIESEC member and they will be equipped to be ready to run the experience as a member, meanwhile EwA is the phase where youth is start to know AIESEC and get involved in AIESEC activity even though they are not AIESEC member. In EwA phase, we create experience for the youth even though they are not an AIESECer.
How to differentiate between EwA stage and ELD stage? Every experience has its own value and principal that has to be delivered. For EwA, there is no certain value proposition like TMP/TLP. We can deliver whatever the value as long as it’s relevant and align to AIESEC Way. There is possibility for people in EwA phase to have team experience, however it doesn’t makes sense when the team purpose is the same with people in ELD program. In simple logic, they have to do something different. If not, then we should consider again whether we are delivering right value or not.
Can we focusing ‘EwA’ activities on high school students? Yes, we can focus on senior or junior high school student. That kind of engagement is good for long term. However, it’s really suggested that we can prioritize our activity and has a clear goal for every engagement activity that we execute.
Can EwA activity be run virtually? Yes, of course. To deliver EwA, we are suggested to implement two multipliers. They are associate membership and content driven virtual space. The multipliers contribute to the enlargement of the activity outreach. By having physical and virtual growth, the activity will be more accessible for the market.