Savanna Hoffman
Colleges and universities employ various strategies to recruit students and meet their enrollment goals. In the past, recruitment drives relied on purchasing lists or in-person events, but today, institutions must adopt a digital-first approach to attract students. This involves leveraging technology and social media to create a personalized experience for prospective students. Influencer marketing, for instance, allows colleges to reach out to potential candidates with authentic and relatable content. CRM (customer relationship management) tools are also used to streamline communication and enhance the recruitment process. Colleges also need to understand the trends shaping the future of college recruitment and adapt their strategies accordingly.
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What You'll Learn
Using digital platforms to attract students
Colleges and universities need to implement innovative campus recruitment strategies to attract students. With the growing need to attract students, implementing innovative campus recruitment strategies has become essential. The percentage of graduating high school students ready to enrol in college has been dwindling, and recruitment staff must work more productively and strategically than ever before to attract and engage prospective students.
Today's prospective students are digital natives, requiring colleges to take a new approach to long-established marketing strategies. Potential students are taking a deep dive into their research, and almost everything they need to decide is available online. Therefore, colleges and universities must embrace a comprehensive digital marketing strategy to connect with and convert leads into applicants.
Colleges and universities must understand the value and importance of digital marketing as part of an enrollment strategy to establish an online presence on the platforms that matter most. The key to a successful digital strategy is understanding the makeup of an audience. Identifying key personas and what motivates them will help craft a strategy that hits an audience’s pain points and craft messaging that drives engagement that will lead to enrolment.
Educators can use a range of digital channels to research and understand where and how their target audience engages online. Each channel has its pros and cons, and these vary across different platforms. For example, Snapchat is very popular amongst the younger generation, attracting serious content creators and becoming a powerful ad platform, while Pinterest thrives on quality imagery and has 100 million active users. Twitter, with its 310 million active monthly users, is a powerful driver of engagement and can enable educators to communicate quickly with potential and existing students by providing solutions to problems quickly and effectively.
Colleges and universities can also use digital platforms to create a user-friendly, informative, and optimized website that is visually appealing and responsive. Tracking data on an ongoing basis will help to understand how and where students engage so that content and solutions can be provided to meet their needs.
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Creating a personalised experience for students
Colleges and universities are tasked with managing costs, increasing revenues, and appealing to prospective students in an intensely competitive higher education environment. To achieve enrollment goals, institutions need to adopt a digital-first, agile approach to generate the best results.
Students want to see how a college fits their needs, personality, and career goals to justify their investment. To create a personalised experience for students, institutions can:
- Utilise a CRM (customer relationship management) system to streamline communication between students, faculty, and staff, enhancing the recruitment process and creating personalised experiences for prospective students.
- Leverage virtual recruitment to offer timely responses and customised content, creating a supportive and informative experience that feels tailored to each student's interests and needs.
- Establish an ongoing and visible presence on social media platforms to connect with students, as Gen Z spends a significant amount of time on platforms like Instagram, YouTube, Snapchat, and TikTok.
- Form partnerships with college career centres, professors, and campus clubs to identify top-performing students and build relationships with them.
- Plan on-campus information sessions, career fairs, and recruitment events to meet students and build a talent community.
- Use influencer marketing to reach prospective students with authentic and relatable content.
- Consider the impact of acquiring a student's name, as research suggests that the likelihood of a student depositing increases with academic ability and distance from campus.
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Understanding the needs of Gen Z
Colleges and universities are tasked with managing costs, increasing revenues, and improving staff productivity while appealing to prospective students in a highly competitive higher education environment. To attract students, implementing innovative campus recruitment strategies is essential.
Generation Z, the first generation never to know the world without the internet, values diversity and finding their own unique identities. They are the most diverse group yet, with nearly half identifying as non-white and coming from ethnically and racially diverse backgrounds. They also value direct communication, authenticity, and relevance.
Gen Z students have endured more standardized testing than any other generation, and as a result, they may be apathetic or resistant to learning if the relevance of the content is not highlighted, and its importance is not clearly stated. Art educators, for instance, need to provide students with an inclusive and diverse curriculum, teaching with inclusivity and without stereotypes and bias.
Gen Z students also face significant mental health challenges. There is a huge push for social and emotional learning, as students need to find ways to regulate their emotions and cope with difficulties.
To connect with Gen Z students, colleges and universities should establish an ongoing and visible presence on social media platforms such as Instagram, YouTube, Snapchat, and TikTok. Recruiters should also develop personal relationships with students to understand their motivations and what they need.
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Influencer marketing to reach students
The goal of higher education recruitment is to attract and enrol the best-fit students. With declining enrolment rates, rising costs, shifting attitudes, and increased competition, recruitment staff must work strategically to engage prospective students. Colleges and universities need proven student recruitment strategies to achieve enrolment goals and reduce summer melt.
In the digital age, students are less likely to consult brochures or official websites to learn about a college or university. Instead, they turn to social media platforms to gauge the environment and atmosphere of an institution. Therefore, it is essential for colleges and universities to have a strong online presence and adopt a digital-first approach to recruitment. Influencer marketing is one such strategy that can be effective in reaching students and building trust with prospective students.
Student and Alumni Influencers
Current students and alumni can be powerful influencers in higher education marketing. They can create content and share their experiences and perspectives on social media, providing an authentic and relatable insight into student life. This can include sharing content on the school's official accounts or through a "takeover", as well as on their own personal accounts to reach their friends and followers directly. Student influencers can also collaborate with the school's marketing team to boost views and engagement on their social media platforms. Additionally, alumni with a large following can be recruited to create content or share their positive experiences at the school.
Social Media Platforms
Instagram, Snapchat, and TikTok are popular social media platforms among Gen Z and college-bound students. Hashtags are a key tool to gain exposure and visibility on these platforms. Colleges and universities can encourage students to use specific hashtags related to the school name, class years, student groups, or programs. This will help prospective students find and engage with the content when researching the institution on social media.
Benefits of Influencer Marketing
Influencer marketing can help colleges and universities:
- Increase brand awareness and reach a wider audience, including prospective students and their parents.
- Build trust and credibility with potential students, as they are more likely to trust the experiences and opinions of their peers.
- Gain valuable insights into what resonates with students and their parents, allowing for more effective marketing and recruitment strategies.
- Enhance their online presence and engage with students on social media, meeting them where they are.
By embracing influencer marketing and adopting a student-centric approach, colleges and universities can effectively reach and engage prospective students, ultimately increasing enrolment and fostering a sense of community even before students step on campus.
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Building relationships with high schools
Firstly, universities can partner with high schools to create personalized mentorship programs, where students are paired with alumni mentors. This gives mentees an insight into university life and enhances their chances of enrolling at the university after graduation. Florida International University, for example, has established a dual enrollment program with over 70 local high schools, allowing students to take college-level courses for credit. This early exposure to university life can motivate and inspire high school students.
Secondly, colleges and universities can support disadvantaged learners through enrichment programs and admissions guidance. For instance, hosting events in low-income communities and creating transfer pathway programs in partnership with local community colleges can attract talented individuals from a range of backgrounds.
Thirdly, colleges can send admissions representatives to high schools, career fairs, and college expos to meet students and form relationships. This traditional method of recruitment is still effective, despite the rise of digital strategies.
Additionally, colleges can utilize digital tools to enhance their relationships with high schools. This includes having an optimized website with easily navigable information, as well as using chatbots to enhance the student experience and speed up the recruitment process.
Colleges and universities should also provide clear and accessible information about financial aid options, as students who believe they cannot afford higher education are less likely to attend. By addressing concerns about financing, colleges can nurture relationships with prospective students.
Overall, building relationships with high schools involves a combination of in-person and digital strategies, with a focus on providing personalized and supportive experiences for prospective students.
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Frequently asked questions
The goal is to get the best-fit students admitted to your institution.
Traditional methods include purchasing lists of potential students or relying only on in-person events.
Modern methods include digital marketing, virtual recruitment, and the use of AI and automation.
Understanding trends can help institutions develop effective strategies to attract potential students and meet enrollment goals.
Digital platforms can be used to boost awareness of the institution, provide information, and interact with potential students.
