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

TMP/TLP

participant

GCDP particip

ant

GIP particip

ant

Number people selected

Number people applying

Number people attending events

Number people hearing about AIESEC

STU

DEN

T M

AR

KET

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

Associate Membership

Youth Empowerment

Youth Alliances

Content driven virtual spaces

Multipliers

Themes and 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

• 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

Practical Periodical

Activity

Youth Alliances

Content driven virtual spaces

Youth Dialogue

• Youth to Leadership Ex: discuss about

leadership issue in Youth Talk or activate youth leadership by create LEAD Talk for youth

• Youth to Global Issue

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

Youth Alliances

Content driven virtual spaces

Collabora-tive Youth

Project

• 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

Youth Alliances

Content driven virtual spaces

• 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

Things to remember

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.