Attracting Students: Strategies For Universities To Thrive

With increasing competition in the higher education sector, universities are facing the challenge of attracting students. This is further exacerbated by the declining number of young people, especially in countries like the US and the UK. To address this issue, universities need to adopt innovative strategies that go beyond traditional marketing methods. This includes utilising digital platforms and social media to reach a wider audience, as well as creating valuable and informative content that resonates with prospective students. Additionally, universities should focus on providing real-world curriculum offerings, flexible degree options, and building strong student connections to cater to diverse learning populations.

Offer free webinars to showcase expertise and build trust

Offering free webinars is an effective way for universities to attract more students by showcasing their expertise and building trust with prospective students and their families. Webinars are online lectures or presentations that are viewed over the internet and can cover a range of topics that are of high interest to prospective students, such as applying to college, dorm life, academics, and financial aid.

Universities can create dedicated webinars that focus on the most common questions and concerns that international students may have about studying in another country. This strategy can help universities attract a more diverse student population and cater to a wider audience.

Webinars are a cost-effective method for universities to market themselves, especially when compared to the high costs of traditional marketing campaigns, such as those that utilise billboards, buses, and underground trains. By investing in webinars, universities can allocate their resources efficiently while still promoting their courses and building trust with prospective students.

Additionally, universities can also provide downloadable content, such as ebooks, infographics, and newsletters, to offer informative and engaging material to prospective students. This content can be offered in exchange for an email address, allowing universities to establish a line of communication with interested students and provide them with tailored information.

By combining free webinars with other downloadable resources, universities can effectively showcase their expertise, build trust, and attract more students in a competitive higher education landscape.

Provide ebooks and other exclusive downloads

Providing ebooks and other exclusive downloads is a great way to attract students to your university. This can be done by offering informative content that users can download via your website. By asking for an email address in exchange for the download, you can form a line of communication with prospective students.

It is important to provide interested parties with information that they cannot get anywhere else. Newsletters, for example, can be interactive and contain more than just words on a page. They can include enticing images, links, and videos.

Exclusive downloads can also be used to showcase your university's expertise and build trust with students and their families. Consider any topic that is of high interest to your prospects, such as applying to college, dorm life, academics, and financial aid.

Additionally, creating dedicated webinars for international students can address the most common questions they have about becoming a student in another country. These webinars can also be offered for free as a low-cost and highly effective strategy to attract students.

Create and share infographics with relevant facts and stats

A high-quality infographic is a great way to attract attention from new potential students. They are visually appealing and informative. However, not all infographics are created equal, so it's important to ensure that your infographics are well-designed and packed with relevant, interesting information.

When creating infographics, use relevant facts and statistics that highlight the benefits of your university. For example, you could include statistics on graduate employment rates, student satisfaction, or the number of courses available. You could also showcase any awards or accolades your university has received.

In addition to the data, use high-quality images that reflect your university's brand and values. Consider including photos of your campus, students, and faculty to give prospective students a glimpse into life at your university.

Share your infographics on your website and social media platforms such as Instagram, Facebook, and LinkedIn. You can also include them in newsletters, emails, and other digital communications. Additionally, you can print them on brochures, posters, or other physical marketing materials.

By creating and sharing informative and visually appealing infographics, you can effectively showcase what makes your university unique and attractive to prospective students.

Make information student-focused and helpful

Choosing a college is a stressful process, so universities should aim to meet the needs of prospective students by providing them with helpful and relevant information. Building trust with these potential students and their families is key. No matter which college recruitment strategies are used, the information provided should be useful.

Universities should consider the questions that students and their families are likely to have about the college application process, financial aid, and other topics that come with enrolling. This information should be provided in a clear and concise manner, with a focus on what the student wants to know, rather than what the institution wants to tell them.

One way to do this is by creating and sharing infographics. A high-quality infographic is both visually appealing and informative. Relevant facts and statistics, coupled with high-quality images, will draw attention from a lot of new potential students.

Another way to provide helpful information is through the use of webinars. Webinars are a low-cost but highly effective way to showcase expertise and build trust. They can cover a range of topics, such as applying to college, dorm life, academics, and financial aid. This allows universities to address the specific needs and interests of students and their families, fostering a sense of familiarity and trust.

Additionally, universities can offer informative content that users can download from their website. This could include ebooks, newsletters, and other interactive content with images, links, and videos. By providing exclusive and insightful information, universities can add value to the student's decision-making process.

Utilise data-driven recruitment tools to understand and target potential students

Universities can leverage data-driven recruitment tools to better understand and target potential students, thereby increasing enrolment numbers. Data-driven recruitment involves using tangible facts and statistics to inform decisions and create effective hiring plans. This approach can be applied to student recruitment by utilising various tools and sources of data.

Firstly, universities can track and analyse data from their websites and online platforms. Google Analytics, for instance, can provide insights into careers page conversion rates and the effectiveness of different channels in attracting potential students. By monitoring the sources of applications, universities can identify which channels, such as job boards, ads, or social media, yield the highest number of quality candidates. This information can then be used to allocate budgets more efficiently, investing more in the successful channels and reducing spending on less effective ones.

Additionally, universities can utilise data to improve the student application process and experience. Data can be collected through surveys, application forms, and feedback to determine areas where improvements can be made. For example, analysing application form conversion rates can help identify if changes or redesigns are needed to simplify the process. Universities can also track diversity data to ensure they are not unwittingly discriminating against any protected groups and to promote inclusivity.

Another way universities can use data-driven recruitment tools is by creating data-driven student personas. By analysing existing student data, such as demographics, interests, and academic performance, universities can identify trends and patterns among their current students. This information can then be used to create detailed profiles of their ideal future students. These personas can inform marketing and recruitment strategies, helping universities target their efforts more effectively and attract students who are more likely to enrol and succeed.

Furthermore, predictive analytics can be employed to forecast future enrolment trends and make data-driven decisions. By analysing historical data, universities can use statistics, machine learning, and modelling techniques to predict what could happen under different scenarios. This enables universities to proactively plan and adjust their recruitment strategies accordingly.

Lastly, universities can track key performance indicators (KPIs) and metrics to evaluate the success of their recruitment efforts. A recruitment dashboard can be utilised to visualise data related to applicants, hires, campaigns, and budgets. By monitoring these KPIs, universities can identify areas of improvement and make data-informed decisions to optimise their recruitment processes.

By utilising these data-driven recruitment tools, universities can gain a deeper understanding of their target student population and make more effective decisions to increase enrolment.

Frequently asked questions