Douglas Olsen
Universities are increasingly having to compete to attract students, and they are employing a variety of strategies to do so. With rising costs and concerns over student debt, many students are opting for cheaper and more flexible community colleges or certificate programmes. Universities need to prove their worth to prospective students, and they are doing so in a variety of ways, from providing proof of the return on investment for a degree to partnering with community colleges to open pathways for those who wish to seek a four-year degree. They are also offering a range of support services, such as therapy and wellbeing sessions, and food donation pantries. To attract students, universities are also using digital marketing and social media to showcase their academic programmes and student life. They are also providing virtual tours and events to give prospective students an immersive experience of the campus and student life.
| Characteristics | Values |
|---|---|
| Social media presence | Embrace platforms such as TikTok, Snapchat, Instagram, Facebook, YouTube, Reddit, and TikTok to extend their reach. |
| Marketing and branding | Use marketing to attract attention and stand out from the competition. |
| Student ambassadors | Connect prospective students with current students who can act as ambassadors and provide a peer perspective. |
| Virtual tours and events | Provide virtual tours and events, including webinars, to give prospective students an immersive experience of the campus and university life. |
| Personalized connections | Utilize near-peer advising and support to build personalized connections with prospective students, especially those from lower-income backgrounds. |
| Academic and career guidance | Provide direction by listing popular majors and summarizing how they align with future careers. |
| Resource promotion | Actively promote resources such as tutoring, academic advising, writing assistance, and support services for students with learning difficulties. |
| Addressing concerns | Address concerns about the value of a college degree by providing proof of return on investment, such as job placement statistics and alumni success stories. |
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What You'll Learn
Providing virtual tours and events
Universities are increasingly turning to digital resources to attract prospective students. With the right approach, universities can make an impact on prospective students and give them a reason to choose them over other institutions.
Virtual tours and events have become an essential component of university recruitment efforts. They are a great way to provide prospective students with an insider's view of the university and help them decide if it is the right fit for them.
One way to create an immersive experience for prospective students is through high-quality visuals and audio guides. This can include 3D maps, video, images, and text that guide visitors through the campus. For example, an interactive campus map can help students understand the institution's layout and find their way around before they even start classes. Universities can also use modern technology to host virtual events such as webinars that can reach a wide range of prospective students worldwide.
To create an exciting and engaging virtual event, universities should consider the topics and activities that interest prospective students the most. For instance, a live webinar about the admissions process with a Q&A session with an admissions counsellor can be very helpful for prospective students.
Additionally, student ambassadors can play a crucial role in moderating virtual tours and events. They can answer questions, share their experiences, and act as role models for prospective students, forging personal connections and providing valuable information to aid in decision-making.
By embracing virtual tours and events, universities can increase their connection with prospective students and nurture their interest, even if they are unable to visit the campus in person due to time or financial constraints.
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Using social media to connect with students
Social media is an integral part of the daily lives of most prospective students (and often their parents). It is a powerful tool for universities to showcase their campuses, student life, and programming to prospective students.
Universities are increasingly using social media platforms such as TikTok, Snapchat, Instagram, Facebook, and Twitter to extend their reach and engage with prospective students. The content shared can be informal and friendly, such as a welcome message from the senior team or a short video showcasing campus life. Student interviews, campus tours, and insights into the different majors available can also be shared. This content can be produced with the help of current students, giving them real-world professional experience.
Hashtags are a popular way to connect users and build conversations around specific topics. For example, universities can encourage students to use specific hashtags when posting about the university, allowing for easy sharing and amplification of these posts across multiple social media platforms.
Universities can also use social media to answer students' questions, address their opinions, and take action, ensuring that students feel heard and valued. Social media platforms provide an opportunity for two-way communication, allowing universities to listen to their audience and gain a better understanding of their needs and wants.
Additionally, universities can use social media to highlight their most popular majors and provide information on how these align with future careers. This can be particularly helpful for prospective students who may not have clear career aspirations yet.
By utilizing social media effectively, universities can create a sense of community, showcase their campus culture, and provide an authentic glimpse into student life, all of which can help attract and connect with prospective students.
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Offering career direction and advice
Universities are increasingly expected to offer career direction and advice to prospective students. This is particularly important for students who do not have clear career aspirations and may not know how to research their options. Universities can help by listing their most popular majors, such as business, humanities, health sciences, or engineering, and explaining how these align with future careers. For example, a university might explain how studying psychology can lead to a career in counselling or forensic psychology.
To attract prospective students, universities should also showcase their academic programs and student life through digital resources. This includes providing immersive experiences of campus life, such as virtual tours, webinars, and interactive campus maps. Social media platforms, such as TikTok, Snapchat, and Instagram, can be used to showcase the campus, student life, and the different majors available. This content can be created with the help of current students, giving them real-world professional experience.
Universities should also consider partnering with community colleges to offer more affordable pathways to four-year degrees. This can help extend their reach and make education more accessible. Additionally, universities should promote the resources they offer to support student success, such as tutoring, academic advising, writing assistance, and help with composing resumes or CVs.
To make a personal connection with prospective students, universities can utilize student ambassadors. These ambassadors, who are current students, can offer a perspective that resonates with high school students considering their options. Ambassadors can moderate tours, webinars, and group chats, as well as share their experiences and act as role models. This helps prospective students make informed decisions and feel more connected to the university.
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Providing proof of the return on investment
Prospective students and their parents are looking for answers from universities. In today's society, the value of a college degree is being questioned more and more. Therefore, universities need to be ready to provide proof of the return on investment for their degrees. This can be done by showcasing job placement statistics and alumni success stories.
Universities can also prove their worth by highlighting their most popular majors and explaining how these align with future careers. For example, a university with strong business, humanities, health sciences, or engineering programs can showcase how their alumni have gone on to succeed in these fields. This is especially important for prospective students who may not have clear career aspirations yet.
Additionally, universities can partner with community colleges to offer more affordable pathways to a four-year degree, making education more accessible to a wider range of students. This not only increases the university's reach but also demonstrates a commitment to supporting students financially.
Another way to showcase return on investment is by promoting the resources offered to support student success. This includes tutoring, academic advising, writing assistance, help with résumés or CVs, and special accommodations for students with learning difficulties or disabilities. By providing these resources, universities can demonstrate their commitment to helping students succeed and achieve their career goals.
Furthermore, universities can utilize digital resources and social media platforms to showcase their unique advantages. This includes creating immersive experiences through virtual tours, 3D maps, and audio guides that give prospective students an insider's view of campus life. By leveraging technology, universities can reach a wider audience and showcase the entire student experience, including academics, campus life, and the local area. This allows prospective students to determine if the university is the right fit for them, increasing their likelihood of enrolment.
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Supporting students' well-being
Student Ambassadors and Peer Support:
Student ambassadors and peer support groups play a vital role in helping prospective students adjust to university life. Current students can offer valuable perspectives and insights about the university, acting as role models and forging personal connections with those considering enrolment. This peer-to-peer approach can help address the information gap between the university and prospective students, providing a more authentic and relatable experience for those seeking information and support.
Virtual Campus Tours and Events:
Recognising that not all prospective students can afford to visit the campus in person, universities are increasingly embracing virtual and hybrid tours and events. Interactive campus maps, 3D maps, and audio guides offer immersive experiences, allowing students to explore the campus and its facilities remotely. Virtual events, such as webinars and Q&A sessions with admissions counsellors, enable universities to reach a wider audience and provide an insider's view of university life.
Social Media Engagement:
Universities are leveraging social media platforms such as TikTok, Instagram, and Snapchat to extend their reach and engage with prospective students. Informal welcome messages, student interviews, and campus life insights shared on social media can help demystify the university experience for first-generation students. Social media platforms also provide a space for prospective students to connect with current students and ask questions about the university, fostering a sense of community and support.
Academic and Career Guidance:
Universities are increasingly providing academic and career guidance to support prospective students in making informed decisions. This includes listing popular majors and summarising how they align with future careers. By partnering with community colleges, universities can also offer more affordable pathways for students seeking four-year degrees, addressing financial concerns and supporting students' well-being by reducing economic stress.
Additional Support Services:
Universities are recognising the importance of comprehensive support services to promote students' well-being. This includes providing access to therapy and well-being sessions, food donation pantries, and essential items such as personal hygiene products and interview attire. By promoting these resources, universities demonstrate their commitment to supporting students' overall well-being and success, ensuring that students can thrive academically and personally.
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Frequently asked questions
Universities are increasingly turning to digital marketing and social media platforms such as TikTok, Instagram, and Snapchat to showcase their institutions. They are also investing in virtual tours and events to provide prospective students with an immersive experience of the campus and student life.
Prospective students are often looking for information on the return on investment of a degree, such as job placement statistics and alumni success stories. They may also be seeking guidance on choosing a major and aligning it with future career paths.
Universities are offering peer support groups, mentor programmes, and therapy and well-being sessions to help students adjust to university life. They are also providing student ambassadors and near-peer advisors to help build personal connections and guide prospective students through the application process.
