Recruitment and Digital Audiences
Posted by bngeenen
Recruitment and Digital Audiences
Blakeslee in “Addressing Audiences in a Digital Age,” describes technical communication as it interacts with user-centered design, or UX. As communicators, it’s ingrained in us to keep the audience as the forefront of creating any materials, both in writing and design, so that the audience engaging with the material can process it easier, quicker and more intuitively. However, with the shift to digital communication, specifically digital reading of documents, it’s critical that we re examine if the audience has changed. Blakeslee says, “The thinking here is that technology potentially makes our writing accessible to a much broader audience than before” (p. 201).
Anything published on the internet could essentially be accessed by any user with a computer. These users have different identifies, cultures, languages, preferences, etc. So how can documents, which are published online, be written with a specific audience in mind? Can they be written for a specific audience? What boundaries are in place to create these communities.
These questions from Blakeslee reminded me of recruitment materials I utilize at work. As a reminder, I work at UW-Madison in the Mechanical Engineering Department. There has recently been a major push to create new online and in-person accelerated Master of Science programs for our department.
We have a variety of target audiences for these programs, but one of the target audiences in international students. We partner with a number of schools in India and China and they are some of the student we aim to recruit into these programs. I don’t work directly with creating or distributing recruitment materials, but our graduation admissions office does and I am included in many of these meetings. In the early stages of discussing partnerships with schools and these programs, we knew immediately that we would have to adjust our materials to fit the international audience. Some of these adjustments included re-ordering information on the flier so international tuition rates are listed first and selling not only the program but the City of Madison and the State of Wisconsin as well. Whereas with resident students, they likely already know about the State of Wisconsin and City of Madison. Additionally, it was important to adjust the language so that it fit the skill level of the international students.
To test these materials, we started with developing personas, as Blakeslee discusses, but really found the most value out of interacting with readers. As Blakeslee says, “another valuable heuristic for learning about and understanding reader needs is interaction, especially with actual readers” (p.208). We at UW-Madison are lucky to have a number of international students who are from the universities in India and China that we are partnering with, so we have access to these students who are already on our campus. The design team developed the materials and then tested those materials in a session with volunteer students from these partner universities to watch how they read and understood the information. (Thank goddess for free pizza, it really brings the graduate students into a room!) By watching these students process the information and having a discussion with them it was easy to make changes to the document based on that specific audience.
It may sound like an ideal situation, and maybe it is, but it worked. We have had positive feedback from the materials we have sent to these universities and our enrollment numbers from students at those universities coming into our programs continues to grow. So yeah, it’s difficult to keep the audience in mind when publishing documents for the whole world to see, but in reality there are almost always going to be some type of restraints on the community of people you are targeting with messaging. For us, it was retraining the target audience to international mechanical engineering students who were possibly interested in a masters degree. Knowing those boundaries narrowed the audience, even though the information is published on a public facing website for the world to see.
This site uses Akismet to reduce spam. Learn how your comment data is processed.