Helping young people build a bright future

JOBURG – To reach young people and get the best out of them, you need to go where they are, and speak to them in their ‘language’.

You need to refresh; update and innovate. That is why Boston City Campus & Business College  works ceaselessly at staying up to date with the youth and keeping good rapport with its student corps.

“In the field of education, many things that worked for students in the past do not work any longer,” says Ari Katz, CEO  at Boston. “We continually conduct research and focus groups where we have intense chats with learners, we keep our ear to the ground to stay in touch with what works best for the young people that enrol for further studies with us.”

Boston was originally established 23 years ago to provide tuition and assistance to Unisa students (as it still does). Life has since changed, and so has the nature of a student! Today, as one of South Africa’s premier tertiary education institutions, Boston offers over 100 study options, including degrees, diplomas and short courses and has acquired the reputation of not just educating its students in their chosen career paths but educating them for life.

“Our recipe for success lies with approaching each and every generation of students differently and providing for their unique needs and wants,” Katz says. “We do whatever is necessary to equip our students to build a bright future for themselves, for their families and for the country.”
So how does Boston cater for the youth of today? Katz summarises it as follows:
Speak their language – Boston speaks to young people in terms they can relate to. “We don’t tell prospective students to come get an education at Boston, we invite them to come create their futures with us. We focus on what they dream of becoming and we walk with them towards their dream, towards their picture of a better future.”

It is not merely a matter of semantics. Katz explains that young people who are driven by the dream of a bright future generally perform well at their studies and are able to overcome challenges. They tend to persevere and do not drop out of their studies.

Use their tools – Digital and mobile are the communication tools of the youth, and this is how we reach them. Whether it be to inform them of revision classes, closing dates, new career paths, or exam results, we know this communication will reach them and will be immediate. Boston incorporates the latest technology in its classes and teaching methods.

Update – the world today is in constant update mode. Boston updates the content of courses and launches new courses on a regular basis. It also updates the computers and equipment that students use to ensure students get the skills and knowledge that employers want.

Give on the job experience – to get jobs, young people today need to have not only a qualification but also work experience. Boston runs an internship programme called Experience It! that helps students get workplace experience for a few weeks at various companies. When they leave the college, Boston students have a CV that show their studies as well as their work experience.

Give individual attention – According to the Mobile Youth Report (www.mobileyouthreport.com) young people have on average 1500 friends on Facebook but interact with only 155 in real life. They thus yearn for meaningful relationships and for individual attention. Boston training advisors, principals and lecturers are all available to guide and assist learners while on campus. They offer individual assistance, support and advice; small classes and direct contact with lecturers and career advisors.

Give them value – young people want to be treated well and want maximum and immediate value out of everything. Boston offers free career counselling and tuition support including contact with lecturers via social media.

Keep them social – young people have an almost insatiable need to belong and to socialise so Boston offers its students an active campus life that includes entertainment show, sports events, beauty pageants, charity drives, talents shows and competitions, to mention a few.

Keep them close to home – due to economic situation, youngsters prefer to study close to home and save on accommodation and transport costs. Boston currently has over 40 tuition centres in South Africa and neighbouring countries and a student body of over 25 000.

Side bar: Youth facts
The Mobile Youth Report (www.mobileyouthreport.com) says that young people:

• would spend their last $10 on topping up their phones rather than buy food (71%)
• don’t follow trends but are instead attracted to the social benefits of products and services
• are loyal to brands that deliver value and cannot be won with cheap discounts
• regularly review and edit their online activities and comments
• spend more time on mobile phones than on any other medium or activity
• prefer to communicate with friends and family face-to-face (67%)
• need to belong and to be significant so they buy stuff that has emotional benefits. They buy
• Coke for example not to quench their thirst but because Coke drinkers are perceived to be cool and happy.
• reach for technology when bored; 77% listen to music during a chat session with friends.