Strategies For Student Recruitment: Colleges' And Universities' Methods

Colleges and universities have a variety of methods for recruiting students. In the digital age, it is crucial for institutions to adopt a digital-first approach, utilising social media, online marketing, and email communication to attract prospective students. This includes optimising SEO, creating engaging content, and partnering with influencers or celebrities. However, traditional methods such as campus events, high school visits, and print advertising still play a role in recruitment strategies. Colleges and universities also emphasise the importance of personalisation and tailoring communications to individual students' needs and preferences. Additionally, institutions should focus on building relationships with prospective students by offering valuable resources and support throughout the application process.

Social media presence

Social media has become an integral part of the lives of teens and young adults, with many spending several hours a day using and consuming content across multiple platforms. It is, therefore, no surprise that colleges and universities are increasingly leveraging social media to recruit students.

Platforms

Colleges and universities use a variety of social media platforms to reach prospective students, including Facebook, Instagram, Twitter, Snapchat, and TikTok. Statista research from 2020 showed that teens were most often using YouTube, Instagram, Facebook, Snapchat, and Twitter, in that order. Therefore, institutions should ensure a robust social media presence on these sites.

Content

When it comes to content, colleges and universities can showcase student life through photos, posts, and videos. Visual content that depicts campus life, events, and campus in different seasons helps prospective students evaluate the institution. Videos, in particular, can boost engagement. Virtual tours of the campus, including areas, services, and highlights, can also be included in social media posts.

Colleges and universities can also showcase the university's core values and mission in their social media posts. For example, Oberlin College & Conservatory's Instagram page features several posts of performing musicians, while the California Institute of the Arts features stunning visual images.

Alumni and faculty successes can also be highlighted, helping prospective students envision their future and the possibilities that could be achieved by attending the institution. Featuring current students in social media posts can also lend credibility to the institution's recruitment efforts.

Tips for a Winning Social Media Marketing Strategy

• Create a "student ambassador" program: Guest posts from students in specific colleges, study abroad programs, campus activities, and athletics can give prospective students a glimpse into daily life on campus.
• Get current students and alumni involved in content creation: Content created by current students and alumni is more authentic and genuine, and helps build brand awareness.
• Automate repetitive tasks: Use a content management system (CMS) to schedule content for platforms like Twitter and Facebook, freeing up time for more important work.
• Maintain a cohesive voice: Ensure that the voice and tone used across all accounts are consistent and in line with the school's brand.
• Maximize the strengths of different platforms: Understand the unique features and strengths of each platform and create content that maximizes these strengths. For example, visual and succinct content works well on platforms like Instagram and YouTube.
• Prioritize responsiveness and engagement: Social media accounts represent the institution, so it is important to vet the content that is posted. Additionally, pay attention to what others are saying about the college or university online and join those conversations to strengthen connections and build a positive online personality.

In-person recruitment

Attendance at Campus Events

Colleges and universities should actively participate in campus events such as orientations, career fairs, and open houses. This allows recruiters to interact with students in a natural setting, making their presence more approachable and integrated within the campus community. It provides an opportunity for prospective students to ask questions and have meaningful conversations with recruitment personnel, current students, and faculty members.

Collaboration with Student Organizations

Building partnerships with student organizations that share the institution's values or programs of study is crucial. This helps to foster genuine connections and increase visibility among students with shared interests. It also enables the recruitment team to understand the student body and their interests, aspirations, and needs better.

Relationship Building with Career Services

Working closely with career services can be advantageous as they often serve as a trusted source for students seeking guidance and opportunities. By collaborating with career services, recruiters can increase their visibility and gain referrals to students who are exploring their academic and career paths.

Engagement with Academic Departments

Aligning recruitment efforts with specific academic departments, such as engineering or business, allows for more targeted outreach. Recruiters can speak directly to the academic interests and career aspirations of students within these departments, highlighting how the institution can support their goals.

Support during Important Campus Moments

Showing support during important campus moments, such as move-in day, creates a positive impression on prospective students and their families. It demonstrates the institution's commitment to its students and helps build a sense of community.

Student Ambassador Programs

Recruiting student ambassadors who embody the institution's mission and values offers a trusted and peer-driven perspective to prospective students. These ambassadors can share their authentic experiences and provide insights that resonate with those considering enrolment.

Hosting or attending in-person recruitment events, such as campus tours, open houses, and information sessions, remains essential. These events provide a tangible experience of the campus environment and culture, which can be challenging to replicate through digital means alone. They allow prospective students to explore the campus, interact with current students and faculty, and envision themselves as a part of the community.

High School Visits and Information Sessions

Annual visits to high schools and information sessions for seniors and juniors are a traditional yet effective strategy. Tailoring these sessions to the appropriate age groups ensures that recruitment efforts reach the right audiences. High school visits allow for more personalised interactions and the opportunity to answer questions in a familiar setting for prospective students.

Distribution of Physical Materials

Providing eye-catching and informative handouts, brochures, and other physical materials is crucial during in-person recruitment events. These materials should highlight the unique features of the institution, including academic programs, campus life, financial aid, extracurricular activities, and any other perks or support services offered.

Hybrid Approach

While in-person recruitment is valuable, a hybrid approach that combines digital and physical strategies is ideal. This allows for a broader reach and appeals to a wider range of prospective students. For example, virtual tours and online information sessions can complement in-person events, providing flexibility and accessibility for those who may not be able to attend on-campus activities.

In conclusion, in-person recruitment remains an essential component of the overall student recruitment strategy for colleges and universities. By utilising these in-person approaches, institutions can create meaningful connections with prospective students, provide a tangible experience of campus life, and ultimately increase their enrolment rates.

Campus events

Orientation and Career Fairs

Participating in campus events such as orientations and career fairs is an excellent way for colleges and universities to interact with students in a natural setting. This approach makes the institution seem more approachable and integrated. Attending and sponsoring such events can help create a positive impression and foster a sense of community even before a student steps onto the campus.

High School Visits

Visiting high schools annually is a tried-and-true recruitment strategy. High school visits and information sessions can be tailored to seniors about to begin their application process and separate sessions for younger students who are still a year or two away from applying to college. These sessions are often held during lunches, after school, or as presentations during assemblies.

Open Houses and Campus Tours

Hosting recruitment events or open houses on campus is a great way to generate interest in your institution. It allows students and their friends and family to explore the campus and get a feel for the environment. It also gives them the opportunity to interact with faculty and instructors, making the experience more personal.

Hybrid Events

With the rise of remote learning, many institutions are adopting a hybrid event approach, combining online and in-person elements when engaging with prospective students. This can include live-streamed, student-led campus tours, which allow prospects to ask questions in real-time and experience a sense of community.

First-Generation Student Seminars

First-generation students make up a significant portion of enrolled college students, yet they often enrol in less selective schools despite being qualified for more prestigious institutions. Colleges can host seminars to explore the ways they can support these students, such as offering scholarships, alternative financing options, and one-on-one application help.

Alumni Events

Alumni can be a powerful tool for recruiting prospective students. Holding alumni Q&A events, either in person or through digital platforms, allows alumni and prospective students to connect and discuss their experiences. Highlighting alumni success stories and providing mentoring opportunities can demonstrate the value of a degree from the institution and increase the likelihood of enrolment.

Student Takeover Days

Another way to incorporate student-generated content into the institution's social media strategy is to host student takeover days. Students can write posts and create short videos about their typical day, providing an authentic and engaging perspective on campus life.

Hackathons and Tech Events

For tech-savvy students, hosting hackathons or coding events showcases the institution's commitment to innovation and hands-on learning. These events can attract students interested in a specific field and provide a unique experience that leaves a lasting impression.

Informal Meet-and-Greet Events

Hosting casual meet-and-greet events allows students to interact with staff and students in a relaxed setting. This helps to create a welcoming atmosphere and gives prospective students a glimpse of the campus community.

Webinars and Virtual Events

Using virtual platforms to host webinars, Q&A sessions, or virtual job fairs can increase reach and provide flexible options for students who may not be able to attend in-person events. These events can offer valuable information and insights while also creating a sense of engagement with the institution.

Campus Ambassador Programs

Recruiting student ambassadors who represent the institution's mission and values can be powerful advocates for attracting prospective students. Their peer-driven perspective can help build trust and create a sense of connection with potential applicants.

Collaboration with Student Organisations

Partnering with student groups that share the institution's values or programs of study can help foster genuine connections and increase visibility among students with shared interests. This collaboration can enhance the sense of community and make the institution more accessible to prospective students.

Student ambassadors

• Greeting the public at admissions events
• Conducting campus tours
• Assisting with department events
• Mentoring students on how to succeed in college
• Assisting with administrative tasks
• Representing the college at events
• Participating in student panels
• Reaching out to prospective students via social media and email
• Promoting brochures, keeping social media content up to date, and organising photo shoots
• Answering questions and providing a positive image of the school

Ambassadors gain valuable leadership skills and experience, which can enhance their resumes and scholarship applications. They are usually passionate about their campus and possess excellent communication skills.

To become a student ambassador, students must be enrolled full-time and have a strong knowledge of the college, its academic programs, and extracurricular activities. They should be confident leaders with excellent interpersonal and organisational skills, able to work independently and as part of a team.

Colleges and universities can recruit student ambassadors by:

• Posting announcements and hanging flyers on campus
• Asking faculty for recommendations
• Using social media to connect with potential ambassadors
• Emphasising the benefits of the role, such as leadership development and resume-building
• Creating an application process, including essays, resumes, and interviews, to identify dedicated and qualified candidates

Alumni involvement

Target the right alumni

Alumni who are a good fit for the institution's student recruitment team will have a demographic that matches the current student body. Consider their geographic location, graduation year (younger alumni from the past ten years are preferable), academic programs, mid-level and senior managers, and alumni/trustee board members. Be sure to always pair alumni with prospective students based on the program of study or profession of interest to maximise networking opportunities.

Find alumni on social media and institutional registries

Search for alumni on social media sites (Facebook, LinkedIn, etc.) and institutional alumni registries and student records. When approaching them, indicate that they have a unique opportunity to engage with students and share their story and affinity with the institution.

Provide a wide range of volunteer opportunities

Alumni can help with recruiting by contacting students via phone calls and emails, attending open houses, recruitment fairs, and other university events, or even hosting prospective student informational sessions at their residence or workplace. Be sure to provide a wide array of volunteer opportunities and let the alumni choose what they want to do.

Recognise alumni volunteers

Show appreciation for alumni recruiting volunteers by listing their names on the website or hosting a recognition event. Something as simple as providing them with a college/university alumni recruiter shirt can go a long way.

Benefits of alumni involvement

Frequently asked questions