ASU Program Engages Families in Career Support

Arizona State University (ASU) Career Services has partnered with ASU Family to develop a multi-model strategic communication and event plan designed to engage family members in support of their student's career journey.

“Families and students largely agree that a primary motivator for attending college is increased career options. Research has found that Gen Z relies more on family than prior generations and that, therefore, family has a strong influence on college decisions and career trajectories,” says Sarah Lascoula, director of career services.

“Educating families on career development needs and support ultimately helps our students become more prepared.”

The initiative seeks to inform and engage students’ families about career development needs and resources available to increase career readiness.

“We want to position family members as partners in career readiness and expand ASU’s ‘career everywhere’ ethos,” Lascoula explains.

“ASU has created an ecosystem where thousands of families actively support their students' career development,” states Kellyn Johnson, director of ASU Family.

The strategic approach to engaging families in student career success features:

• Purposeful integration of career information throughout the admissions cycle—Families are engaged through on-campus and virtual sessions, and through career-specific communications and publications that showcase ASU’s career ecosystem. These touchpoints help families understand how ASU prepares students for life after graduation and equip them to actively support their student’s career journey from the outset.
• Targeted communications—Key engagement channels include the monthly ASU Family newsletter and the Family Hub, which share insights on career exploration, career readiness, internships, job searches, career tools, and hiring ASU Sun Devils.
• A dedicated family council career committee—In Fall 2024, ASU Family launched a dedicated career and workforce development committee within the family council. Led by ASU staff and family members, this committee met monthly last year to enhance family involvement in career readiness efforts. Based on the work of the committee, ASU Family and Career Services developed a pathway for families to volunteer in support of career initiatives and expanded career messaging in family communications. 
• The Family Connection Live series—These virtual sessions cover topics such as internships, student employment, national and global service opportunities, making the most of winter/summer breaks for career growth, preparing for career fairs, and supporting first-year students in career exploration.
  

ASU Career Services also participates in on-campus family events, including orientation, family weekends, and graduation.

Another key program initiative allows ASU family members to share industry expertise with students through job shadowing, site visits, panel discussions, and mentorship.

“Families have embraced this opportunity, connecting with students across academic levels to support their career growth,” Johnson explains.

“Through these efforts, ASU continues to strengthen the partnership between families and career services, ensuring students are well-prepared for the evolving workforce.”

Johnson says that families have overwhelmingly praised the collaborative efforts between ASU Career Services and ASU Family, sharing their appreciation for the ongoing opportunities to learn and support their student(s).

“The combination of formal programs, in which families can learn information and engage directly with career services staff, and ongoing communications has proven very successful,” she says.

“Families engage with career content in high numbers, and program registrations remain high.”

The collaboration has continued to expand, with content-specific sessions held at key times of the year (such as prior to internship and career fairs or graduation) to further customize the experience for participants and help families build on the knowledge learned in introductory sessions.

In the program’s first two years, more than 1,000 families registered for career services sessions through the Family Connection Live series, engaging directly with university staff to learn about resources, participate in Q&As, and support their student’s career journey.

Following each session, families receive a recap email with key takeaways, slides, and links. ASU Career Services communications boast an 86% average open rate, reaching as high as 96%.

“Families find the content timely and relevant, with 100% satisfaction rates and 75% of attendees reporting they were very satisfied,” Johnson points out.

Launched in January 2023, the Career Services Family Hub community now includes 8,575 family members who have opted in to receive career-related information. ASU Career Services has contributed 172 posts, with an impressive 41,252 total clicks across content, demonstrating sustained family engagement.

The ASU Family monthly newsletter features a "Career Ready" section, highlighting career services events and resources. Since launching in October 2024, it has seen strong engagement. The newsletter maintains a 47% to 60% monthly open rate.

“Through these initiatives, ASU Career Services and ASU Family continue to build a strong support system, empowering families to actively contribute to their students’ career success,” Johnson says.