Global Resume Building

Global Resume BuildingExperiences in Israel

for BRI Returnees

April 2012

Global Resume Building Experiences in Israel for BRI Returnees | April, 2012 | 2

Objectives & Methodology


ObjectivesOur research will help JAFI understand the potential market and provide insights for:

• Targeting Strategy– Who is the ideal consumer, why, and how to reach them?

• Program Development– What’s the right program length, timing, structure, and price of the program that would

appeal to potential participants?

• Marketing and Communications– What to say to consumers and how to say it?


Some questions

1. What’s more appealing to BR Alumni...an Internship or Academic program?

2. How much should the program cost? How long should it be?

3. Is Israel competing against other countries? If so, which ones?

4. What are the key drivers that would make people more likely to not just say they will go… but actually go?

5. How should the programs be marketed? Should we communicate a lot of detail about it? What detail? What is the most important thing we can say to get their attention?


MethodologyTo achieve the goals of the project, our study was designed as follows:

Quantitative SurveyUNDERSTAND FEASIBILITY AND

QUANTIFY AND VALIDATE HYPOTHESES

We got a precise picture of your target consumer, uncovered

underlying drivers and barriers of returning to Israel, and statistically ranked specific program elements

and messages

Most responses were gathered though Hillel and Jewish

Federation mailing lists, and were therefore a more “Jewishly engaged” sample of recent

Birthright alums

We surveyed*:

*Survey fielded by JAFI These findings are in no way representative of the general birthright graduate population.

Qualitative In-depth Interviews

EXPLORE NUANCES

To understand what potential consumers may want from this

program, we talked to them! We explored perceived barriers to returning to Israel, as well as what they would want out of a

program like this

We spoke to:

Research ImmersionDEVELOP HYPOTHESES

Age Male Female

18-21 N=2 N=2

22-26 N=1 N=2

TOTALS 7 In-Depth Interviews Age Male Female18-21 N=85 N=14822-26 N=88 N=146

TOTALS N=467 Respondents

You’ve got the goods. We saw it and caught up to understand your brand

vision, parameters, and most importantly, your consumers.


Sample ValidationThe sample used in this study is similar to that of recent Birthright Alum (from recent studies) along key relevant characteristics, and as a whole tends to represent the profile of recent Birthright alum.

While comparisons with other recent studies are not always apples to apples, we see the following similarities in three key dimensions.• Hillel involvement: A recent study that gauged level of Hillel involvement with an engagement scale

shows that 65% of recent Birthright alums have engaged with Hillel in the last year. Our sample was asked of their Hillel involvement in a binary form, with 59% expressing involvement in Hillel. Although we don’t know the frequency of involvement within our sample, they suggest comparable statistics

• Religious behavior: As with Hillel, recent studies asked about the frequency with which respondents attend religious services as a scale while we asked in binary form. While other studies found that 61% have not attended services in the last month, we found that 70% do not regularly attend services. It’s reasonable to assume that if a college student attends services once a month or more they are likely to say that constitutes “regularly”

• Religious affiliation: As a whole, religious affiliations are similar to those in recent studies. Previous studies reported Birthright Alums to be 3.5% Orthodox, 16% Conservative, 24% Reform, 17% “Just Jewish” and 27% secular/culturally Jewish. While in our study we have 9% Orthodox, 27% Conservative, 34% Reform, and 24% “Just Jewish”. Our Study did not have a “secular/Culturally Jewish” which may explain the 10% increase in Reform and slight increase in some of the other categories in our study. T


Roadmap to the report

Implications

Target Audience

Marketing and Communications

Ideal Product


Ideal Product


It is clear that the majority of surveyed Birthright alums have a strong connection to Israel, and a strong intent to return. For most, the question isn’t if they will return, but when and in what form.

There is a great deal of interest in mid-length organized trips to Israel

Likely hood to attend each program:

already intend to travel to Israel in the next few years

58%

Internship in Israel Academic Program in Israel Volunteer/Service Learning in Israel


The Internship program has the broadest appealThere is most interest in the internship program, and all those interested in the volunteer and academic programs are also interested in an internship

Internship58%

Volunteer 23%

Academic23%

73% of Volunteers are also interested in

academic programs

72% of Academics are also interested in

volunteering


More than anything, they care about spending quality time with Israelis

Top 3 most critical elements of an organized program in Israel1. Working together with Israelis2. Spending quality time with Israelis3. Getting an unmediated view of the real Israel

Program participants want the “unmediated” experience of working and interacting with Israelis, and not just as a tourist

Bottom 3 most critical elements of an organized program in Israel1. Living with an Israeli family2. Learning Arabic3. Being set up with an Israeli family,

but not living with them

Abstract notions of “working with Israelis” (as above) are more compelling than concrete images of living with an Israeli family, local community, etc.

I loved Birthright, I just wish there was more time with the locals. I want to go back and

teach so I can have that connection.–Joe, 21


Key program elements: Internship

It is most critical that the internship is specifically tailored to the participants

specific area of study

Interest drops off when the internship becomes too

general

% based on those interested in the internship program

Length

• 6-8 weeks if in the summer (59%)

• 2-3 weeks if in the winter (56%)

Top 2 most critical elements

• Hands on experience in their field, even if it’s at a small company (46%)

• Interning in their specific field of study (35%)

Bottom 2 least critical elements

• Getting credit at their home university (13%)

• Interning at a large, internationally recognized company (7%)

Additional elements

• Internships should be specific to their major/area of interest

• Could have elements of volunteer rolled into it since all volunteers are also interested in internship programs


Key program elements: Academics


Length


• 2-3 weeks if in the winter (51%)


• Hands on learning they couldn’t get at home (46%)

• Courses in English (44%)


• Academic program that focuses on country-specific issues (23%)

• Study at a well known university (17%)

Additional elements

• Expert professors would provide a unique draw for participants looking to get learning they couldn’t get at home

• There could be an internship component as well since all those interested in study are also interested in an internship

Getting hands on experience that is in a language they understand is most critical

The university itself doesn’t matter as much as the courses offered


Key program elements: Volunteers


Length


• 2-3 if in the winter (51%)


• Bringing benefit to others through their service (72%)

• Seeing various parts of the country (68%)


• Volunteering in a specific foreign country (39%)

• Working with minority populations (35%)

Additional elements

• Focus should be around working with community members and getting a full, authentic, immersion into the local society

• Could also be combined with an internship in a similar field

Benefiting others while seeing a new country is most critical

for volunteers

The country is not as important as the

program itself


Target Audience


The majority of respondents were on Birthright in the last two years and are eager to return

Recent Birthright alums should be the leading focus for organized programs to Israel, as the novelty and excitement of their trip hasn’t worn off yet

Their interest spans all program options. It’s important to catch them before their attention shifts away from the Birthright experience

Recommendations:• All programs should be presented to participants while they are on Birthright in

order to capture their attention when they are most focused on Israel- Programs should be presented as independent of Birthright, they are

not “Birthright 2”, but rather a professional development program• Communications should begin at the beginning of their Junior year to give

them time to plan before employment, and focus on how these programs build the next stage of their professional career


You don’t need to sell Israel as a destination, they already want to go back

The interest in a return trip to Israel is there, most want to travel to Israel again, and it’s at the top of their list• Potential participants see these programs being in Israel as a motivation, not a barrier for

participation

Top 3 places they intend to travel to in the next few years

1. Israel

2. England

3. France

Top 3 ideal locations for a professional internship abroad1. Israel2. Other3. Australia

Top 3 ideal locations for an academic program abroad1. Israel2. Australia3. Other

Top 3 ideal locations for a volunteer program abroad1. Israel2. Africa3. South America


The Interns are more self focused, while the Volunteers are more focused on helping others

I’d be very interested in the internship but only if it was in my field (law), it could be great work experience. Plus, international work experience

would look great [on my resume]. –Zach, 22

Interns are more self focused than those not interested in organized programs abroad.

Their primary motive is to enhance career

opportunities and build their resume. They are more

confident in their career path, and that

they can find a great job

Volunteers are the most externally focused and open

to travel. They want to effect change and make a difference while learning

about and interacting with new cultures

Academics fall between interns and volunteers. They are interested in furthering themselves and their career goals, but the are confident they will find a good job and interested in traveling and learning about other cultures

More self focused More focused on others


We know that just because they’re interested doesn’t mean they’ll actually comeTo determine how many of those who showed interest in traveling to Israel would likely participate, we took a closer look at those who expressed that price was not a concern• By looking at price, we are able to balance the attitudinal interest with a more concrete

behavioral measure

SIZE IN THE AUDIENCEInterns Academics Volunteers

Prime Targets(very likely to go at any price)

23% 13% 13%

Secondary Targets(very likely to go but not at any price)

35% 10% 10%

Combined Prime + Secondary 58% 23% 23%


Prime targets are looking for the same program specifics as everyone elseTheir top priorities and criteria for organized trips to Israel are the same as the secondary target’s. In addition, they are more passionate about the program fundamentals.

A higher percentage of primary targets want to:• Work together with Israelis• Spend quality time with Israelis• Get an unmediated view of the real Israel

Recommendations:• Emphasize the close connection they will have with Israelis in

their everyday life• Stress that they will be getting an even more authentic and

unmediated view of Israel then they got on Birthright


Furthermore, they are more internationally focused then the secondary targetsCompared to those with price concerns, your primary target is notably more open to international travel and more likely to seek it out

Prime targets are more likely to:• Want to travel before they settle into a job• Want to work abroad• Be interested in learning about other lifestyles, even if it

makes them uncomfortable• Be willing to move somewhere new for a new job

Recommendations:• Underscore that this is a powerful resume builder and a high quality

international professional experience• Emphasize the authentic international experience they will get• Stress that this is the ideal time to live abroad since they haven’t settled into a

job and aren’t tied down yet


They’re also more driven and responsibleYour prime targets are a bit more serious and responsible than the secondary targets, and are more focused on their future

Prime targets are more likely to:• Be the responsible one out of their friends• Be the person others come to for advice• Be a take-charge kind of person• Feel that building their resume is of the utmost

importance right now

How to market and communicate to them:• They are very organized and like to plan in advance, communications should

start at least 6 months in advance• Signup for summer programs should begin in late fall/early winter• Signup for winter programs should begin in the summer


Marketing and Communications


Teleport them: Participants want the basics to be taken care of

interested in programs expect their housing costs to be covered

expect airfare to be included

(¾ of volunteers to 67% of interns)

expect housing placement

Get them the right program

expect program placement and structure

to be included

And cover their living costs

Get them the right program And get them a flight

Find them housing

50% More than

50% about Close to

¾

Of people¾


The ideal program includes the cost of travel and housing, with the participant paying “all in” so that all logistical aspects of the trip are taken care ofThe amount they are willing to pay for this package deal varies a bit depending on the program, but findings suggest $1,800 as an ideal price range

They’re willing to pay more to have their airfare included, making it easier to pick up and go

$1,800$1,500 $2,500

If the program offered structured content, housing and airfare, and cost you $1,800, how likely would you be to go? 51% of interns and volunteers, and

61% of academics indicated that their parents are at least somewhat likely to pay for them to participate

I’ve only gone on organized trips to Israel because it’s easier to get funding if it’s an organized trip and

I couldn’t afford to go on my own –Lauren, 21


Barriers still exist, but they tend to be more physical than psychologicalTime and Money are the leading barriers for respondents• The majority of respondents are concerned that the program is too expensive for them• For those with a job, many feel they can’t take “that much time off” for this type of trip

– There seems to be a window of opportunity before they get full-time jobs when they would be able to participate

I can’t go for long, I need to start my real life here and make money

–Lauren, 21

The internship would have been great 4 years ago, but I have a

paying job now so I don’t need it. But 4 years ago, definitely.

–Aram, 24

• There is a window of opportunity before they get full-time jobs when they would be able to participate• Contact them before they graduate college and start a fulltime job• Stress the affordability of the program and that it is subsidized

Recommendations:


Summary & Implications


The findings have identified a target audience receptive to returning to Israel for programs after Birthright

Primary Target

Primary Target:Birthright alum with

aspirations of international explorations who actively

want to go abroad. They tend to be more

organized leaders with a stronger connection to

Jewish life. They are passionate

about doing programs in Israel, and it’s not about

the price- it’s about making sure it’s the right

fit for them

Secondary Target:

Birthright alum who are looking to advance their career and are open to opportunities local or

international that may help them progress their

career.Programs in Israel are

highly appealing, but with greater price sensitivity

Periphery:While still open to

programs in Israel, it is not a priority but a

possibility

Periphery

Secondary Target


There are two Primary Drivers for the decision to join the program:

1. How well it fits with their particular professional goals– The more focused the program is in their specific field, the more relevant and appealing it is– It is critical that the program seems tailor-made for the participant

2. The general notion of coming to Israel and working with Israelis in an unmediated fashion that feels like you are “one with Israelis” – Birthright gave them just a taste of Israeli life, they now want to connect more directly – This broad abstract notion of “being with and working with Israelis” is more compelling than

specifics about how it gets played out in practice– It’s not necessary (or even possible) to create genuine relationships for them, nevertheless it is

important to promote how Israeli culture fits into each of the various programs

They need to know that JAFI will deliver on the specific program that makes it worthwhile to go on an organized trip rather then leisure travel


PROGRAM DETAILSSome enabling factors can facilitate the process of joining the program• Timing is critical

– College seniors are most interested in the internship program, but interest drops off once they get a fulltime job

– It’s critical to catch them when they’re still trying to decide what to do after they graduate

• Ease of participation – They want a package deal that includes housing, airfare, and an identified program, and they

want to pay for it all together– They need to feel like they get “teleported” with all functional matters taken care of (housing,

flights, etc)

• A package deal at and affordable price– $1800 is a recommended price, and the acceptable range spans $1,500-$2,500

• Speak English– Since the language barrier can deter people from living and working in Israel, we recommend that

all internships and courses are in English


PROGRAM MESSAGINGOverall, marketing should focus on the big picture

For all programs Marketing should reflect the overall idea of the program more than

the logistics Reassure participants that they will have full access to Israel,

Israelis, and all that they have to offer Market the program as a package deal with housing, airfare, and

placement included in the advertised price Don’t address details such as who they live with, and day to day

life as, they could compromise the perceived ease of the program


Internship is the sweet spot offeringWe recommend JAFI focus its resources primarily on an internship program since it attracts the widest audience• More than twice as many Birthright alums chose the internship over other

programs• Those who wanted a volunteer or academic program also wanted an internship• It is essential that the internship is in the participants’ specific area of interest

It could be advantageous to offer optional academic or volunteer add-ons to the internship program for those who are interested in multiple programs

Funding allowed, it is also valuable to offer academic and volunteer programs• Volunteers overall are more passionate and are more likely to travel through an

organized program


In sum… target, size, and program characteristicsInternship Academic Volunteer

Size of prime target 23% 13% 13%

Size of secondary target 35% 10% 10%

How to contact them During Birthright, post-Birthright emails, university career services offices, Hillel, and Google

During Birthright, post-Birthright emails, university study abroad offices, Hillel, and Google

during Birthright, post-Birthright emails, university study abroad offices, Hillel and Google

Broad characteristics for all programs

• Working and spending time with Israelis

• Getting an authentic view of Israel

• Working in English, Learning Hebrew

• $1,800 range



• Courses in English while Learning Hebrew

• $1,800 range



• Learning Hebrew• $1,800 range

Unique program characteristics

• Interning in their specific field (e.g, Sports Management, Journalism, etc)

• Hands on experience, even if it’s at a small Israeli company

• 6-8 weeks in the summer or 2-3 weeks in the winter

• Hands on learning they couldn’t get at home

• Courses in English• Courses that fulfill

requirements at their home university

• Focus on their exact field of study

• 6-8 weeks in the summer or 2-3 weeks in the winter

• Major city preferred but not essential

• Having a Israeli mentor• Benefiting others through

service• Seeing various parts of the

country• learning about local and

global issues• 4-5 weeks in the summer or

2-3 weeks in the summer


In sum… What to sayInternship Academic Volunteer

What to say • High level concepts around an internship in Israel tailored to their specific field (e.g., Tell us your field and we will set you up with an internship)

• Highlight that this is a powerful resume builder and a high quality international experience.

• Emphasize that they will get an authentic, unmediated view of the real Israel working with Israelis hand in hand

• Communicate simplicity, seamlessness, “We will “teleport you there and set you up (airfare/program/housing)

• Stress program affordability and the fact that it’s subsidized

• High level concepts around academic programs in English within their specific major that fulfills requirements (e.g., Tell us your major and we will help you fulfill your requirements)

• Highlight that this is a powerful resume builder and a high quality international experience




• High level concepts around an authentic volunteer experience that will help others and effect change (e.g., Come see the real Israel and help make a difference)

• Highlight that this is a powerful resume builder and a high quality international experience




• Stress that this is the ideal time to live abroad, before they have a job and responsibilities


In sum… When to say itInternship Academic Volunteer

When to say it • Start talking about it during Birthright and send out communications at least 6 months before the program start date for prime targets

• Programs should be presented not as “Birthright 2” but as a professional development program to help them build the next stage of their career

• Contact them in the beginning of Junior year, before they graduate college and start a full-time job

• Start talking about it during Birthright and send out communications at least 6 months before the program start date for prime targets


• Contact them towards the middle of the semester when they might be thinking about course registration

• Start talking about it during Birthright and send out communications at least 6 months before the program start date for prime targets


• Contact them in the beginning of Junior year, before they graduate college and start a full-time job

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