Engaging University Students: Strategies For Effective Outreach

Reaching out to university students can be an intimidating task, but it is a crucial step for many high school students who are navigating the college application process. There are several ways to connect with university students, such as through high school fairs, virtual fairs, email, phone calls, and even social media. This allows prospective students to ask questions and gain insight into the institution and its programs. Additionally, networking with alumni can provide valuable information and connections. It is also beneficial to spend time on the admissions sites of universities and identify admission counselors who can provide support and guidance throughout the application process.

High school fairs

To make the most of high school fairs, students should prepare in advance. They can research the list of attending schools and identify the ones they want to prioritize. Preparing a list of questions is also beneficial, as it ensures that students don't forget to ask critical information. Some suggested questions include: "What kind of student are you looking for?" and "What makes your campus special?" Additionally, students should take notes during the fair to jot down important information before moving on to the next booth.

It is recommended that students engage in conversations with admissions representatives and avoid simply grabbing brochures and moving on. By introducing themselves and showing genuine interest, students can make a good impression and stand out to the representatives. Students can also follow up after the fair by email, ensuring that their email address is professional and won't cause embarrassment.

Emails

Subject Line

Keep the subject line clear and concise. For instance, "Prospective student seeking more information on [Program/Major]" or "Questions about [College Name]'s [Department] programs." A clear subject line is more likely to grab the recipient's attention and increase the chances of a response.

Start your email by introducing yourself. Briefly mention your name, affiliation, and the reason for your email. For example, if you are a prospective student, mention your current school or grade level and why you are interested in the college or program. This helps set the context for the rest of the email.

Tone and Courtesy

It is important to maintain a courteous and respectful tone in your emails. Address the recipient by their appropriate title and name, such as "Professor Smith" or "Dr. Jones." Avoid using overly casual language or slang, and refrain from using all capital letters, which can come across as aggressive. Additionally, consider the culture and local norms when crafting your email. What may be considered formal in one country might be seen as overly casual in another.

Specific and Well-Researched Questions

Instead of sending a general inquiry, take the time to ask specific questions. Demonstrate your interest in the college or program by asking about unique classes, research opportunities, or other aspects that make the program stand out. This shows that you have done your research and are genuinely interested in what the university has to offer.

Email Address and Professionalism

Use an email address that is appropriate and professional. Avoid email addresses with juvenile or offensive usernames, as they can reflect poorly on you. Consider creating an email address specifically for university-related communication that includes your name or a variation of it. This helps ensure that your emails are taken seriously and are not mistaken for spam.

Signature

End your email with a clear signature that includes your full name. You can also include additional contact information, such as your phone number or Skype ID, to make it easier for the recipient to reach you. A well-crafted signature adds a touch of professionalism to your email and helps the recipient identify you, especially if you have a common name.

Networking

Start Early and Set Targets

Get a head start by beginning to network as early as your freshman year. Set networking targets to keep yourself accountable and ensure consistent progress. For instance, aim for 100 LinkedIn connections by the end of your freshman year and 400 by graduation, as suggested by Alex Hochman, senior director of the career services center at the University of San Francisco. Additionally, strive to develop 20 close connections by the end of your junior year. These connections can offer insights into internship experiences, identify potential companies of interest, and share valuable information.

Utilize University Resources

Take advantage of the various resources your university offers. Visit your university's career centre to gain insight into your future career and network with professionals. These centres often maintain connections with alumni and can facilitate valuable introductions. Attend campus events, career fairs, and roundtable discussions to meet alumni, guest speakers, and recruiters. Join clubs, societies, honour societies, fraternities or sororities, and other on-campus groups to connect with a diverse range of individuals, including peers, alumni, and advisors.

Leverage Social Media and Online Platforms

Clean up your social media profiles and leverage platforms like LinkedIn to connect with professionals. Ensure your LinkedIn profile is complete, with a professional photo, current interests, career goals, and relevant qualifications. Alumni groups on Facebook can also be incredibly helpful. Engage with alumni by asking thoughtful questions about job openings within their companies. You can also use sites like Eventbrite or Meetup to find networking events and meetups in your area.

Focus on Authentic Connections

Instead of aiming to meet as many people as possible, focus on making authentic and meaningful connections. Seek to build long-term relationships with individuals who can help you grow and potentially support your career journey later on. Remember that networking is a two-way street, and offering help or insights to your connections is just as important as receiving assistance.

Maintain Connections

Once you've made connections, maintain them by staying in touch. Send follow-up messages or emails to express gratitude for their time and share what you learned from them. Follow your connections on social media and periodically reach out to check in and continue building the relationship.

Virtual fairs

To host a virtual fair, you will need to select a platform that is purpose-built for interaction. You can then invite admissions representatives from various institutions to attend. These representatives will be happy to answer any questions students may have about admissions, scholarships, finances, programs, and more. It is important to promote your event through email and social media marketing months in advance to build pre-fair hype and attract prospective students.

Students should be given a list of schools attending, along with a list of questions to direct their research. You can also provide them with screenshots of the platform to help them navigate the fair more easily. To make your virtual fair more interactive, you can host live Q&A sessions, allowing students to ask questions about the institutions and get a feel for the student culture and the institution's mission. These sessions can also be made available on-demand for students to browse through later.

Additionally, you can offer group and 1:1 sessions between students and employers or admissions representatives. These sessions can be text, audio, or video-based, depending on the preference of the participants. Students can sign up for these sessions at any time, even during the fair, as long as the session hasn't ended.

Social media

Platforms

When considering which platforms to use, it is important to choose those widely used by students. The most popular platforms among Gen Z (those aged 18-24, the majority of students at public and non-profit institutions) are Instagram, YouTube, and TikTok. Other popular platforms include Snapchat, Facebook, and LinkedIn. However, Facebook is more popular with older age groups, with 75% of 30-49-year-olds using it compared to 68% of 18-29-year-olds.

Content

When it comes to content, students want to see photos of themselves and their peers. Posts with the highest engagement often highlight learners, as students like, comment on, and share these posts. These can include event photos or student submissions. Video content is also important, as short-form videos are preferred by users and platforms, and students may be more likely to watch a 60-second video than read a long email.

Student Involvement

Having a student social media coordinator or allowing students to participate in a social media "takeover" can help create more authentic and relatable content. Students can share a glimpse into what life is like at the university, including clubs, sports, and everyday experiences. However, it is important to have clear policies in place before handing over the reins to students.

Tools

Using efficiency tools such as Hootsuite, SproutSocial, and MeetEdgar can help schedule posts in advance, provide analytics, and monitor comments. Visual tools like Canva, PicMonkey, RelayThat, and Spark Adobe can help create eye-catching graphics and make your posts stand out.

Strategy

Creating a social media strategy and staying up-to-date with the latest trends can help maximize engagement. This includes keeping content fresh and fun, and featuring upcoming events to create a sense of FOMO. It is also beneficial to share articles and resources that incoming students may find helpful.

Frequently asked questions