as a marketing tool Julia van Wijnkoop ECDL Switzerland ECDL Foundation Forum 2016 Budapest 26 May 2016 Advocacy and PR panel session ECDL in Switzerland 2 Switzerland 8 million residents ID: 618181
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Slide1
Swiss ECDL Study 2015
as a marketing tool
Julia van
WijnkoopECDL Switzerland
ECDL Foundation Forum 2016, Budapest
26 May 2016, Advocacy and PR panel session Slide2
ECDL in Switzerland2
Switzerland8 million residents3 languages (German, French, Italian)26 highly autonomous cantonsDirect democracyECDL in SwitzerlandNearly 250’000 candidates since 1999 About 18,000 candidates per year
300 Test Centres4 languages (German, French, Italian, English)Slide3
Description of ECDL Study 20153
Self-assessment and actual computer skills of Swiss populationSample: Swiss population representative for German and French speaking people from 15 to 64 years oldResearch institute: meinungsraum.atSurvey period: 24 March to 4 May 2015Survey in two stepsOnline survey for self-assessment: 2050 online interviews
Practical test with ECDL Base tasks: 492 testsSlide4
The
practical
Sophia
test
4
12
in-application
tasks, solved with Windows or Mac computer
3 questions from each module
Computer Essentials
Online Essentials
Word Processing
SpreadsheetsTime limit: 18 minutesTake the study test at www.ecdl.ch/survey
ECDL BaseSlide5
Study results5
78% of the Swiss population overestimated their PC skillsAverage test result: 46%Lowest scores in Excel People with low scores had the biggest difference between self-assessment and test resultICT-certificate holders were better in assessing their skills and achieved better scores«Best scores»ECDL certificate holders (average score: 70%) 15-
to 25-year-olds (average score: 60%) office workers (average score: 55%) Slide6
Average test result by application
6
n=492Slide7
Overestimation in all areas7
n=2050 / 492Slide8
Our marketing goals
8Raise awareness in public and employers of lack of skills in Swiss population Training is necessary especially for office workers
Use study results as sales argument to take a course and complete it with a certificate or at least a testInform heads of HR about large overestimation
Certificates or assessment tests are necessary as «good skills» in a CV are not reliableSlide9
Public Relations9
Preparation of publicationDefine date after school holidays: 18th August 2015In cooperation with PR agency: define form of publication (not press conference as in Austria), create press release News agency (SDA) received the press release 2 weeks earlier and created their own SDA messagePR agency informed 3 key media about the study results 2 weeks before the release date Media training to prepare media requestsImpact: 70 articles in press, web and radio
over 60 editors published articles based on SDA message, big article in important economic newspaper Free study test for journalists and readersSlide10
Hier
Clippings einfügen Slide11
Events: Test Centre Day, HR Fair11Slide12
Print12
New brochure for companies with study results and call to
action «measure your staff’s PC skills
with our study tests to compare with the Swiss average»Flyer for
candidates
with
Test
Centre
contactSlide13
Study results for advocacy and
sales13Reference for all our sales and
lobbying activitiesTest Centres can use all
results and materials to convince their decision makersCompanies can use the
results
as
a
reference
point
/ benchmarkSlide14
Ideas for national operators
14Communicate the study results from Switzerland
and Austria, especially the overestimationLet
people test themselves to see
where
they
stand
Running
a digital
skills
survey in your country
national news important for PRYou can re-use
our questionnaire
and
study
test
for
a
similar
survey
in
your
country
All material on
the
Swiss ECDL
study
at www.ecdl.ch/survey Slide15
Thank you!
Contact: Julia van Wijnkoopmarketing@ecdl.ch
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