Universities Guide Prospective Students: Support And Resources

The road to higher education can be daunting for prospective students, with finances, academic quality, and mental health being key considerations. Universities are stepping up to support applicants in a variety of ways, from increasing social media presence and tailoring messaging to meet student needs, to fostering diversity and inclusion. For example, Princeton University has introduced programs to increase the number of underrepresented graduate students and reduce student loan debt. Other ways universities are helping include providing work-integrated learning opportunities, building student-professor trust, and encouraging students to get out of their comfort zones. With rising costs and competition from alternative education providers, universities are having to prove their worth and showcase their value to prospective students.

Outreach and communication

In the current climate, with rising costs, competition from alternative education providers, and the aftermath of the Covid-19 pandemic, universities need to be proactive in their outreach and communication with prospective students.

Social Media Presence

Universities should embrace social media platforms such as TikTok, Snapchat, Instagram, and Facebook to extend their reach. This can include informal welcome messages, short videos showcasing campus life, student interviews, and student-led tours. These platforms provide an opportunity to give insights into campus life, available majors, and local attractions. Current students, particularly those studying marketing or communications, can actively participate in content creation, gaining real-world professional experience.

Tailored Messaging

It is important to tailor messaging to meet the diverse needs of students. Universities should highlight the services and support they offer to help students navigate challenges. This can include asynchronous classes, student health services, therapy and well-being sessions, food donation pantries, and academic advising. By addressing specific concerns, such as mental health, financial insecurity, and caring responsibilities, universities can demonstrate their commitment to student success.

Active Outreach to Diverse Students

Universities should focus on engaging non-traditional students and those from varied socio-economic backgrounds. Admissions counsellors can play a crucial role by visiting high schools individually to speak to students about their institution. This approach enables harder-to-reach prospective students to ask questions about majors, services, campus life, and career prospects.

Advertising Resources for Student Success

It is essential to actively promote the resources available 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 highlighting these resources in university brochures and communications, institutions can assure prospective students that support is accessible if their grades start to suffer.

Highlighting Popular Majors

Many prospective students may not have clear career aspirations, so universities can provide direction by listing their most popular majors and explaining how these align with future careers. This information can be particularly valuable in helping students make informed decisions about their educational paths.

Website and Email Communication

A university's website is a critical resource for students seeking information. Institutions should invest in adding short videos to their websites, mimicking popular social media approaches, to engage students and provide concise and creative content. Emails are the preferred method of communication for students, but they are more likely to open personalised messages. Therefore, universities should focus on personalised content and consistent branding in their email communications.

Social media presence

Universities are increasing their social media presence to attract prospective students. Platforms such as TikTok, Snapchat, Instagram, and Facebook are being used to showcase what the university has to offer. This includes informal welcome messages from senior staff, short videos of the campus, and student interviews or tours. These social media posts give an insight into campus life, the courses available, and the surrounding area.

The content is often created with the help of current students, particularly those studying marketing or communications, giving them real-world professional experience. This strategy is essential as students are spending more and more time on social media, with 61% of students spending three or more hours on TikTok every day. Universities that are not visible on these platforms risk being left behind.

Universities can also use social media to promote the resources they offer to support student success, such as tutoring, academic advising, and writing assistance. This can be particularly appealing to prospective students who may need additional support. Social media is a powerful tool for universities to showcase their value and attract a diverse range of students.

Diversity and inclusion

Ways universities are helping prospective students through diversity and inclusion:

• Providing resources and support for underrepresented groups: This includes offering scholarships, mentorship programs, and other initiatives to help bridge the gap between privileged and disadvantaged students. For example, the University of Washington-Tacoma acknowledges that while they are not a social service agency, they recognize the need to support the success of students with affordable housing and food insecurity.
• Offering student organizations and clubs: Many universities offer student-led groups and organizations that promote diversity and inclusion, such as multicultural clubs, LGBTQIA+ advocacy groups, and academic interest groups. These groups provide a sense of community and belonging for students.
• Prioritizing diversity in the admission process: Universities are actively recruiting students from various ethnic and cultural backgrounds, and some are diversifying their admissions staff to achieve this. For example, the University of Vermont became the first higher education institution in the US to allow students to enter their pronouns into campus data systems, supporting their non-binary and transgender student population.
• Educating and training faculty: Many universities are educating and training their faculty, administrators, and staff on creating inclusive classrooms and workspaces. This includes providing education on supporting a diverse student body and how to interact effectively and respectfully across differences.
• Including an inclusive curriculum: Universities are incorporating diverse perspectives, experiences, and academic disciplines into their curriculum. This includes subjects such as multicultural studies, gender and sexuality, social justice, and international affairs.
• Promoting inclusive events and training: Universities are hosting inclusive events, such as the Holi festival of color, non-religious winter celebrations, and Juneteenth celebrations. They are also encouraging students to participate in events or training that promote diversity and acceptance.
• Addressing discrimination: Universities are implementing zero-tolerance policies for discrimination and providing anonymous ways for students and faculty to report incidents.
• Creating safe spaces: In addition to feeling welcomed and respected, students also need spaces to unwind and recharge. Universities are providing private spaces such as rest and meditation rooms, chapels, yoga studios, and outdoor spaces.
• Using inclusive language: Universities are adopting inclusive language that includes and respects everyone’s values, erasing discrimination and bias while affirming all people’s values.
• Inviting students to share their stories: Fostering an open environment where students can share their unique experiences and backgrounds helps create a sense of belonging and makes prospective students feel more confident about attending.
• Expanding funding for diversity, equity, and inclusion initiatives: Universities are increasing funding for initiatives that support underrepresented students and promote inclusion, such as building multicultural centers or providing funds for student clubs.

Student support

Outreach and Communication

Universities are increasingly adopting social media platforms such as TikTok, Snapchat, and Instagram to reach prospective students. This includes informal welcome messages, campus tours, and student interviews. These platforms provide valuable insights into campus life, available majors, and the local area. Additionally, universities are encouraged to showcase their academic quality, as this is a deciding factor for many students and their parents.

Tailored Messaging

Universities should tailor their messaging to meet the diverse needs of students. This includes addressing challenges such as mental health issues, financial insecurity, and caring responsibilities. Highlighting the availability of asynchronous classes, student health services, and assistance programmes can help students navigate these obstacles effectively.

Diversity and Inclusion

Institutions are making a stronger commitment to access, diversity, and inclusion. For example, Princeton University welcomed its most diverse graduate student cohort in 2021/2022, with students from 54 countries and a significant percentage from underrepresented backgrounds. They attribute this success to programmes designed to increase the number of underrepresented graduate students and foster community for entering students from diverse backgrounds.

Addressing Student Concerns

Universities are recognising the unique concerns and needs of graduate students, including mental health, belongingness, and self-actualization. Institutions are encouraged to create well-rounded plans for professional development, empowering students to envision their future careers with clarity and confidence.

Student Feedback

It is important for universities to actively seek and implement student feedback. For example, Mentor Collective's graduate partners are offering degree programs for micro-credentialing and extending digital mental health support services based on student input. This ensures that the institution's offerings align with the needs and preferences of its students.

Financial Support

Financial considerations are a significant factor in students' university choices, with nearly 70% of parents citing cost as extremely important. Universities can support students by providing additional funding opportunities to reduce student loan debt and offering tuition discounts for community college transfers. For example, Claremont Graduate University is devoting funds from endowments to directly support graduate students financially.

Work-integrated learning

WIL is a university-wide strategy that addresses the gap between graduate capabilities and employer expectations. It aims to give students direct, hands-on experience, allowing them to apply theoretical learning to real-world situations. This approach ensures that students develop both generic and specialised skills, such as resilience, innovation, self-starter abilities, creative thinking, problem-solving, and proactive career planning.

Universities can implement WIL in several ways. For example, they can:

• Design learning activities and assessments that integrate workplace contexts.
• Manage internship processes and provide support to students throughout these experiences.
• Offer preparation workshops, online modules, and resource libraries to help students get ready for WIL activities.
• Facilitate communities of practice where students can share experiences and learn from each other.
• Offer credit-bearing courses and programs in career-readiness, tailored to different student populations and work contexts.

WIL programs also benefit employers by lowering the risk in their graduate recruitment processes. Employers can participate in shaping the preparation of work-ready students and provide feedback to universities about how well the students meet their needs.

Overall, work-integrated learning is a valuable strategy for universities to enhance the student experience and improve graduate outcomes. By offering these opportunities, universities are helping students develop the skills and knowledge needed to succeed in their chosen careers.

Frequently asked questions