Unaccredited University: Strategies For Recruiting Students

Recruiting students for an unaccredited university can be challenging due to the negative perceptions associated with a lack of accreditation. In many countries, accreditation is a governmental designation, and degrees from unaccredited institutions may not be accepted by employers or other schools. Prospective students are often cautious about enrolling in unaccredited programs due to the potential impact on their future career and educational prospects. Additionally, unaccredited universities may not be eligible for government funding or student financial aid, making it more difficult to attract students. However, some unaccredited institutions provide legitimate academic work and may offer unique benefits that can appeal to prospective students. To recruit students successfully, unaccredited universities need to build meaningful connections and highlight their strengths to overcome the challenges posed by a lack of accreditation.

Alumni mentorship programs

Alumni mentors are chosen based on their experience and expertise in their field. They can provide valuable insights and help prepare students for life after university, building their mentee's self-confidence. A recent study found that mentorship programs significantly improved the academic performance of first-year students. The benefits were particularly notable for female students and those who had previously scored below average on exams.

There are two main ways to structure an alumni mentorship program: matching alumni with current students or connecting alumni with other alumni. In the first structure, an alumnus is matched with a current student or recent graduate to help them reach their personal goals. In the second structure, alumni are matched with other alumni with similar interests and experiences, providing networking opportunities and allowing them to benefit from their peers' knowledge.

Alumni-student mentorship programs can be set up in various ways, but all are designed for professional development. Students can receive advice on internships, careers, business etiquette, networking, resumes, and interviewing. Many programs set guidelines for professional behavior, the number and frequency of meetings, and the topics covered. Students should approach the relationship with commitment, eagerness, and respect for their mentor's time.

Alumni can also benefit from the relationship, gaining mentoring skills that can be useful in their workplace and building lasting friendships with their mentees.

Live Q&A sessions with student ambassadors

Create an Ideal Student Ambassador Profile:

Start by creating a profile of the qualities and characteristics you are looking for in your student ambassadors. Look for students who are committed to your school's values, such as diversity and inclusion, and who can answer questions with compassion, patience, and genuine interest. Ambassadors should be comfortable and skilled in one-on-one communication and exhibit strong leadership qualities, such as integrity, self-discipline, and the ability to empower others.

Find and Recruit Student Ambassadors:

Once you have defined the ideal profile, start looking for students who match these criteria. You can message your email list, redirecting interested candidates to your application form. Use social media to your advantage by sending direct messages to potential candidates or engaging with them through their comment sections.

Train and Onboard Your Student Ambassadors:

Provide training to your student ambassadors to ensure they are well-prepared for the live Q&A sessions. Cover topics such as effective communication, handling difficult questions, and sharing their authentic experiences and perspectives about your university.

Structure the Live Q&A Sessions:

Format the live Q&A sessions to allow prospective students and their families to ask questions and engage in meaningful conversations with the student ambassadors. These sessions can be offered as part of virtual open houses, campus tours, or orientation events. Ensure that the student ambassadors are prepared to answer a range of questions about academics, student life, extracurricular activities, and their personal experiences at your university.

Follow-up and Stay Connected:

After the live Q&A sessions, encourage your student ambassadors to stay in touch with the prospective students and their families. This can be done through email or social media, providing ongoing support and answering any additional questions they may have.

By following these steps, you can effectively utilize live Q&A sessions with student ambassadors to showcase the unique aspects of your unaccredited university and increase enrollment.

Video marketing

User-Generated Content

User-generated content (UGC) is a powerful tool for student recruitment. Content created by current students, alumni, or ambassadors exudes authenticity, which prospective students highly value. Encourage students to document their day on campus, interview faculty members, or showcase an annual university event. Offer incentives like branded merchandise or feature contributors prominently on your official channels.

Emotions and Storytelling

Emotions play a significant role in decision-making processes involving investments, such as education. Videos that evoke emotions are more likely to be shared. Focus on storytelling by highlighting the journeys of students, faculty expertise, and alumni success stories. For example, Western Sydney University's video featuring Deng Adut, a graduate who overcame adversity to achieve a law degree, garnered nearly three million views.

Virtual Tours and Campus Life

Prospective students, especially international students, often seek a virtual experience of the campus. Provide detailed, user-friendly virtual tours with high-quality 360-degree imagery, clear audio guidance, and valuable information about student life and on-campus resources. The University of Toronto's virtual tours are a great example, offering an immersive experience that helps students envision themselves on campus.

Social Media and Influencers

Platforms like YouTube, Instagram, TikTok, and LinkedIn offer dynamic opportunities to showcase your university's unique programs, campus life, and success stories. Optimize video formats for each platform—vertical for Instagram Reels and TikTok, horizontal for YouTube and Facebook. Collaborate with influencers or popular students to create authentic content that appeals to your target audience.

Micro-targeting

Use video to target specific groups of students. For example, film the inspirational journeys of alumni from different feeder schools and distribute the videos through Facebook to target pupils from those schools. This sends a powerful message that someone from their school had a positive experience at your university.

By utilizing these video marketing strategies, your unaccredited university can effectively connect with prospective students, showcase its unique offerings, and stand out in the competitive education landscape.

Student-generated content

When it comes to recruiting students for an unaccredited university, it is important to note that there are certain legal considerations to keep in mind. In some countries, unaccredited institutions are not legally permitted to operate, and they may be considered fraudulent. Even in countries where they are allowed, there may be restrictions on the use of terms like "degree" and "university". For example, in Australia and New Zealand, it is a criminal offence to use these terms without government authorization.

In the United States, while some unaccredited institutions have legal authorization to enroll students or issue degrees, this is not the same as educational accreditation. Degrees from unaccredited institutions may not be accepted by employers or for certain professional licenses. Therefore, when recruiting students, it is crucial to be transparent about the lack of accreditation and the potential implications for future employment or further education.

Now, let's discuss student-generated content as a strategy for recruiting students to your unaccredited university. Here are some ideas and examples:

• Day-in-the-Life Videos: Instead of solely relying on professionally produced promotional videos, encourage students to share their own videos and vlogs documenting their daily life on campus. This could include their classes, extracurricular activities, social events, and interactions with faculty and staff. Such content will provide prospective students with an authentic and engaging insight into student life at your university. For example, UC San Diego shared a student-captured video of a unique sunset phenomenon at their Scripps Institution of Oceanography, offering a natural and captivating perspective that branded content might lack.
• Alumni Interviews: Collaborate with notable alumni who are willing to participate in interviews or conversations with current students. This strategy combines the appeal of a well-known figure with the authenticity of a current student's perspective. For instance, Baylor University Athletics shared an interview between former Olympic sprinter and alum Michael Johnson and a current student, high jumper Moorea Long. This type of content can increase engagement and reach while showcasing the achievements and connections of your university.
• Campus Aesthetics: While professionally captured photos of your campus can be attractive, don't forget that future students are also interested in the mundane aspects of university life. Encourage students to share photos and videos of everyday campus locations, such as the library, cafeteria, dorm rooms, and outdoor spaces. This will give prospective students a better understanding of what their daily experience might look like. Carnegie Mellon University effectively utilizes this approach by sharing user-generated images and videos taken around their campus.
• Special Events: If your university hosts special events, student-generated content can showcase the energy and excitement of these occasions. This could include cultural festivals, guest lectures, sports competitions, or graduation ceremonies. Encourage students to capture and share their unique perspectives and experiences during these events, providing a more diverse and engaging portrayal of campus life than traditional marketing content.
• Student Testimonials: Encourage current students to share their honest testimonials and reviews of their experience at your university. These can be in the form of written testimonials, video interviews, or social media posts. Prospective students often value the honest opinions of their peers when making decisions about their education. Ensure that the testimonials cover a range of topics, including academics, campus life, support services, and any unique aspects that set your university apart.
• Student-Led Campus Tours: Organize student-led virtual or in-person campus tours that are promoted through social media. These tours can be live-streamed or recorded and shared later. Allow the students to highlight the places they frequent, their favourite spots on campus, and any hidden gems that only insiders know about. This approach adds a layer of authenticity and helps prospective students envision themselves at your university.

By leveraging student-generated content, you can provide prospective students with a more authentic, engaging, and trustworthy perspective on what it's like to attend your unaccredited university. This can be a powerful tool to supplement your overall recruitment strategy and help you connect with your target audience more effectively.

Chatbots

When creating a chatbot strategy, it is important to define clear objectives and ensure alignment between teams. The chatbot should meet the needs of users and the institution, and it should be designed with a user-friendly interface that is easy to navigate and optimized for multiple devices.

While chatbots can be a useful tool, they cannot replace authentic conversation and peer-to-peer connections. Prospective students often have questions that are better answered by current students, such as what it is like to transition to a new city or balance academics and athletics.

Some examples of chatbot providers for higher education institutions include Zendesk Chat, Mongoose Harmony, and Bolt AI Assistants. These chatbots can be customized to fit varying budgets and institutional requirements.

Frequently asked questions