Janice Lozano
Student recruitment is a crucial process for universities and colleges. With falling college enrollment numbers, institutions need to develop effective strategies to attract students. This involves understanding the needs and preferences of prospective students, such as equal opportunities and return on investment. Universities can showcase their commitment to diversity and highlight successful alumni and career paths. Social media plays a significant role in student recruitment, allowing institutions to build brand awareness and connect with potential students. Additionally, universities can utilize virtual events and tours to provide prospective students with a sense of belonging and a personalized experience. Institutions can also leverage student ambassadors and peer-to-peer guidance to positively influence recruitment decisions.
| Characteristics | Values |
|---|---|
| Student recruitment strategy | Using surveys to ask current students about their preferences, scanning industry reports on target audiences, and understanding their preferences |
| Target audience | Prospective students and their families |
| Marketing plan | Aligning with student admission goals, knowing the origin of freshmen, and marketing to those districts or high schools |
| Student ambassadors | Current students who can act as advocates and provide guidance and feedback to prospective students |
| Virtual events | Hosting virtual events to increase attendance and creating a sense of belonging |
| Social media presence | Building brand awareness by sharing campus life, sports, and alumni experiences on platforms like TikTok, Instagram, and LinkedIn |
| Data-driven approach | Understanding student demographics and preferences through data analysis to attract the right-fit students |
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What You'll Learn
Student ambassadors and peer-to-peer guidance
Student ambassadors are a crucial component of a university's recruitment strategy. Prospective students trust and rely on peer-to-peer guidance, and current students can offer unique and honest perspectives that other sources may lack. Student ambassadors can provide insights on academics, student life, and local culture, answering questions that potential applicants may feel more comfortable asking a peer.
The effectiveness of student ambassadors in recruitment is evident in various studies and surveys. A survey of students who applied to universities with student ambassadors available found that 67% of them had used the chat system before applying for admission. This demonstrates the impact of student ambassadors in encouraging students to take that final step towards applying. Additionally, 57% of surveyed students cited online conversations with student ambassadors as the most helpful resource when considering which university to choose, even more so than input from friends and family.
The value of student ambassadors is further highlighted in a study by Intead and Unibuddy, a platform enabling peer-to-peer interactions for over 200 universities worldwide. The study revealed that student ambassadors are particularly influential for international students exploring study abroad options, especially during the application and enrolment processes. Student ambassadors from Queen Mary University of London, for instance, were found to be highly helpful for students from Africa and Europe.
To effectively utilize student ambassadors, universities can implement strategies such as peer-to-peer text chats, social media presence, student panels, campus tours, and supporting online or on-campus events. Additionally, student-generated content, such as blogs, vlogs, and social media posts, can showcase the student experience and build communities that attract potential applicants.
Universities should also consider the diverse backgrounds of prospective students and tailor their strategies accordingly. For instance, international students may have a wider range of concerns and require more peer input to make an informed decision. Additionally, students from underrepresented backgrounds may be particularly interested in financial aid and scholarship opportunities. By addressing these specific needs through student ambassador programs, universities can better connect with and recruit a broader range of students.
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Showcasing campus life through social media
Social media has become an integral part of student recruitment for universities. Prospective students are increasingly relying on social media to get a sense of campus life and make decisions about where to enrol. Therefore, universities must showcase campus life through social media to attract students.
Firstly, universities should create video content about campus life. YouTube and TikTok are popular platforms for Gen Z users to search for campus-related content. Short "Day in the Life of" videos created by students or universities can give prospective students an authentic preview of student life and the campus facilities. For example, Cambridge University's campus tour video on YouTube has received over 1.5 million views. Similarly, student vlogs that document their honest experiences and feelings during a typical week at university can foster a sense of community and authenticity, even before a student enrols.
Secondly, universities can utilise social media to showcase the diversity of their student body and campus activities. This can be done through interviews with students from different backgrounds, highlighting their experiences and perspectives. For instance, Oliver's Oxford, a content creator on TikTok and YouTube, interviews Oxford University students, showcasing their knowledge and the quality of their courses. Additionally, universities can feature alumni spotlights on social media, sharing their success stories and career paths. This addresses the concerns of prospective students and their families about the return on investment from a college education.
Furthermore, universities should encourage student takeovers of their social media accounts. This can include morning routine posts, classroom snapshots, and extracurricular activities. For example, a post could follow a student as they prepare for their soccer practice and their upcoming game. Student takeovers provide a firsthand look at campus life, creating an authentic and relatable experience for prospective students.
Additionally, social media can be used to address the challenges and struggles that students may face during their academic journey. Posts offering tips on time management, organisation, and prioritisation can provide value and support to students. These types of posts create a sense of community and connection, especially during demanding academic periods.
Overall, by embracing social media and creating dynamic and engaging content, universities can effectively showcase campus life and attract prospective students. It is essential to remember that authenticity is key when connecting with Gen Z users, so universities should strive to provide an honest and comprehensive preview of student life on campus.
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Highlighting successful alumni and career paths
Alumni can be an invaluable resource for universities looking to recruit students. Their success stories and career paths can be a powerful marketing tool, providing a unique perspective that prospective students will be keen to hear.
When highlighting successful alumni, it is important to showcase a range of career paths that graduates can pursue. This can be done by featuring alumni who have pursued diverse careers, including those in non-traditional fields. Alumni can also provide valuable insights into the transition from college to career, making them relatable to prospective students. They can share their experiences and offer advice on how the university prepared them for their careers.
To effectively showcase alumni success stories, universities can utilize a variety of channels. This includes sharing content written by alumni on the university's blog or website, featuring alumni in marketing and recruitment collateral, and leveraging social media and online platforms to share alumni stories and career trajectories. Alumni can also be invited to participate in virtual or in-person events, such as career days or panel discussions, where they can share their experiences and network with prospective students.
Additionally, universities can develop alumni mentor programs where alumni can provide support, career advice, and guidance to current and prospective students. Alumni can also be engaged as campus ambassadors, representing the university at events and acting as a relatable source of information for prospective students. Their involvement adds authenticity to the recruitment process and can enhance the university's reputation and brand.
By highlighting successful alumni and showcasing the diverse career paths that graduates can pursue, universities can provide assurance to prospective students and their families that their education will lead to meaningful employment opportunities. This can be a powerful tool in addressing concerns about the return on investment from a college education and can ultimately contribute to increased student recruitment and retention.
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Virtual events and tours
Benefits of Virtual Events and Tours
- Increased attendance: Virtual events can attract a larger number of prospective students compared to in-person events, as they eliminate the need for travel, allowing anyone to participate regardless of their location. For example, when the University of Exeter started hosting virtual drop-ins, they saw an eightfold increase in student attendance compared to their physical events.
- Cost-effectiveness: Virtual events and tours can be more cost-effective than traditional in-person events, as they do not require the same level of logistical planning and resources.
- Flexibility: They offer flexibility for both the university and prospective students, as they can be recorded and re-watched at any time, accommodating different schedules and time zones.
- Inclusivity: They are more inclusive and accessible to students with financial or physical limitations that may prevent them from attending in-person events.
- Scalability: Hybrid events, in particular, allow you to scale your reach even further, combining the benefits of in-person and virtual formats.
Best Practices for Virtual Events and Tours
- Promotion: Ensure that your virtual tour is prominently featured on your university's website, preferably on the homepage, as it is often the first page visitors will see. Also, consider including it in your viewbook, postcards, and other promotional materials.
- Holistic approach: Don't just use your virtual tour for generating inquiries; instead, integrate it into your entire recruitment funnel. This will maximise your chances of a positive ROI and keep prospective students engaged throughout their journey.
- Social media integration: Build a robust social media strategy to promote your virtual tour and showcase your university's culture and student environment. Visual content, such as images, videos, and VR experiences, performs well on social media platforms and can help to supercharge your online presence.
- Student ambassadors: Utilise student ambassadors as part of your virtual events and tours. Prospective students value peer-to-peer guidance, and having the opportunity to connect with current students can provide them with valuable insights and feedback that they may not get from official recruitment materials.
- Highlight success stories: In addition to showcasing your campus facilities, use your virtual events and tours to highlight successful alumni, strong job placement rates, and specific career paths that graduates have pursued. This addresses a key concern of prospective students and their families, who are increasingly focused on the return on investment from a college education.
Examples of Virtual Tours
Many universities have successfully incorporated virtual tours into their recruitment strategies. Harvard College, for example, offers a comprehensive virtual tour that includes everything from dorm rooms to lecture halls, giving prospective students a real sense of life at Harvard. Additionally, platforms like UCAS and Unibuddy provide virtual tours and videos of various universities, allowing students to explore different campuses and get a feel for university life.
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Understanding the target demographic
To define the target student audience, universities can consider factors such as geographic location, age group, gender, interests, and pain points, including financial concerns. For instance, understanding whether potential students have taken science APs or if they volunteer can help build a more complete student profile. Additionally, universities can leverage social media platforms to gain insights into their target demographic. Platforms like Instagram are ideal for reaching younger students, while LinkedIn caters to lifetime learners seeking ongoing certification or upskilling programs.
Universities can also utilize data from their current students to determine who to engage with through social media. This data can include information on current student demographics, such as degree programs, credentials, or certification programs. By analyzing the results of their social media campaigns and adjusting their strategies accordingly, universities can ensure they are effectively reaching their desired audience.
Furthermore, understanding the concerns and priorities of prospective students is essential. In recent times, there has been a growing emphasis on the return on investment from a college education. Universities can address this by highlighting successful alumni, strong job placement rates, and specific career paths that graduates can pursue. Developing relationships with local businesses for internships and job placements can also be showcased during the recruitment process, providing assurance to prospective students and their families.
Universities can also focus on attracting students from underrepresented backgrounds by promoting their financial aid and scholarship opportunities. Additionally, addressing the challenges students face in adjusting to college life and academic rigor is crucial, especially after the disruptions caused by the pandemic. By understanding the target demographic's needs and concerns, universities can craft tailored messages and enrollment processes that resonate with high-interest students.
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Frequently asked questions
Student recruitment is the process of finding and recruiting the best-qualified students, from within or outside of an institution.
Some strategies for recruiting students include:
- Using social media to build brand awareness and showcase campus life, sports, current students, and alumni.
- Developing relationships with local businesses for internships and job placements to highlight successful alumni and strong job placement rates.
- Offering virtual tours and events to allow prospective students to learn more about the university and increase attendance.
- Showcasing diversity and equal opportunities to appeal to Gen Z.
- Highlighting financial aid and scholarship opportunities to attract students from underrepresented backgrounds.
Universities can use student data to understand their target demographic based on factors such as geographic location, age group, gender, interests, and pain points such as financial concerns.
