Social Media Student Recruitment Strategies Of Universities

Social media has become an indispensable tool for universities to attract and recruit students. With the pandemic shifting the higher education community online, universities have had to adapt their strategies to suit the new landscape. This has meant that the role of social media as a source of information for prospective students has grown, with students now using it to guide their university choices. Universities are now leveraging social media to showcase their unique culture and history, highlight alumni and faculty successes, and showcase student life through photos, posts, and videos. They are also using platforms like TikTok and Pinterest to experiment and build communities, and are creating dedicated social media accounts for admissions. As social media platforms continue to grow, with an estimated 6 billion users by 2028, universities will need to stay on top of platform trends and understand how to use them effectively to recruit students.

Universities use social media to showcase their campus, culture, and history

Social media has become an essential tool for universities to showcase their campus, culture, and history to prospective students. With the pandemic shifting the higher education community online, universities have had to adapt their recruitment strategies to suit the new landscape.

Universities have traditionally relied on in-person campus visits, networking events, and college fairs to attract students. However, with these activities now mostly virtual, social media has become the primary way to reach and engage prospective students. A study by EAB found that students are now more likely to interact with universities on social media at all stages of their search, not just after they have decided to apply.

To showcase their campus, universities can utilize platforms like Facebook, Instagram, and TikTok to provide virtual tours of their facilities, including residence halls, dining areas, and classrooms. They can also highlight campus life by sharing photos and videos of sporting events, clubs, concerts, and lectures, giving future students a glimpse into what they can expect.

When it comes to culture and history, universities can use social media to share their unique stories and traditions. This can include featuring alumni success stories, faculty research, and student accomplishments. For example, the University of Kent created a nostalgia-core throwback video, showcasing its impressive legacy and bridging its heritage with modern-day aspirations. Universities can also showcase their core values and mission, conveying their identity and focus to prospective students.

Additionally, universities can use location-specific hashtags and content to highlight the local community and its offerings. They can also promote their commitment to sustainability and ethical practices, which is increasingly important to the Gen Z demographic. By incorporating vintage aesthetics and leveraging their history, universities can create an emotional connection with prospective students.

By utilizing a variety of social media platforms and content types, universities can effectively showcase their campus, culture, and history, ultimately attracting and engaging prospective students.

Social media is used to highlight alumni and faculty successes

Social media has become an essential tool for universities to reach prospective students and engage with their community. With the pandemic shifting the entire higher education community online, social media platforms have become a vital source of information for students considering their university options.

When considering colleges, high school seniors are already thinking about their life after graduation. Posts that feature success stories from alumni can help students envision their future and see the benefits of attending a particular institution. Alumni in their 20s are especially helpful for this, as teen students can better identify with them than older alumni. For example, the University of British Columbia promotes health awareness, while the University of Kent showcases a nostalgia-themed throwback video, creating a sense of nostalgia and bridging the institution's heritage with modern-day aspirations.

Similarly, highlighting the research and specialties of current faculty members can showcase the calibre of professors at the university. For instance, the University of Arizona features faculty members' research on its social media. Institutions can also consider doing a live Q&A with an alum or recording and posting a video.

In addition to highlighting alumni and faculty successes, universities can showcase their core values and mission, as well as their unique culture, history, and traditions. They can also provide virtual tours, showcase student life, and address student questions and concerns. Ultimately, by creating a strong online presence, universities can effectively attract and recruit students through social media.

Social media platforms allow universities to address student questions and concerns

Social media platforms have become essential tools for universities to reach prospective students and engage with their community. This is especially true in the wake of the pandemic, which shifted the entire higher education community online, with 83% of students relying on social media channels to help them choose a college.

Universities can also use social media to address student concerns by sharing news and updates about the university, such as application deadlines, and providing virtual tours of the campus. This helps give prospective students a sense of what life will be like on campus, which is a key factor in their decision-making process.

Additionally, social media platforms can be used to highlight the successes of alumni and faculty, giving current students and alumni a sense of pride in their institution. This can help prospective students envision their future and see the benefits of attending a particular university.

By leveraging social media platforms, universities can create a space for two-way communication with students, allowing them to address concerns and create a positive student experience.

Universities use social media to promote their achievements and awards

Social media has become an indispensable tool for universities to connect with prospective students, with 83% of students relying on social media channels to choose their college. Universities can showcase their achievements and awards to attract students and boost their current students' and alumni's pride in their alma mater.

Universities can highlight their unique culture, history, and values through social media. For instance, the University of Kent showcases a nostalgia-core throwback video, invoking a sense of nostalgia and bridging the institution's heritage with modern-day aspirations. This creates a strong emotional connection with the audience, especially Gen Z, who are fascinated with the past. Social media platforms like TikTok and Instagram are excellent for sharing visual content, including campus tours and showcasing state-of-the-art facilities. For instance, the University of Wisconsin–Milwaukee features a changing video showcasing the school in different seasons as its Facebook cover photo. The University of British Columbia shared its collaboration with Lululemon, highlighting its innovative research into technical fabrics.

Additionally, universities can showcase their awards and achievements by announcing award-winning research, highlighting student accomplishments, and celebrating athletic victories. For example, the University of Arizona features its faculty's current research to showcase the calibre of professors at the institution. The University of Utah's virtual tour on Facebook showcases campus life, special events, dining facilities, and happy students, providing a well-rounded view of university life.

Furthermore, universities can utilise geo-targeting with location-specific hashtags to highlight the local community's offerings. They can also emphasise their commitment to sustainability and ethical practices, which resonates with the 18-30 age group. Social media platforms enable universities to reach a wider audience, including international students, and adapt their strategies to meet the needs of their target students.

Social media is used to reach prospective students and engage with the community

Social media has become an essential tool for universities to reach prospective students and engage with the community. With the pandemic shifting the entire higher education community online, social media platforms have become a vital source of information for students when choosing a university. In fact, a pre-pandemic study by EAB found that students are more likely to interact with universities on social media at all stages of their search, not just when they have decided to apply. This shift has meant that universities have had to adapt their strategies to suit the new landscape, with almost a third of marketing budgets being reallocated to digital marketing, 12% of which is for social media activities.

Universities can use social media to showcase their unique culture, history, and traditions. This can be done by sharing news and exciting events happening on campus, such as sporting events, concerts, and lectures. Visual content, such as photos and videos, can also be used to showcase campus life and give prospective students a better idea of what life would be like if they were to attend. For example, the University of Wisconsin–Milwaukee features a changing video showcasing the school in different seasons as its Facebook cover photo. The University of Utah also provides a virtual tour of the school on its Facebook page, which includes everything from campus life to dining facilities and residence halls.

Social media platforms can also be used to highlight alumni and faculty successes. Featuring recent graduates can be especially helpful as teenage students can better identify with alumni in their 20s. For example, the University of Kent showcases a nostalgia-core throwback video, creating a sense of nostalgia and inspiring prospective students. Universities can also use social media to address student questions and concerns and encourage student conversations. For instance, platforms such as Facebook and Twitter can be used to see what students are needing from the university.

Additionally, universities can use social media to reach students in different geographic locations. For example, the University of Westminster utilizes geo-targeting with location-specific hashtags and content. By understanding the specific time periods that are key indicators of student sentiment, universities can better tailor their strategies to meet the needs of the students they want to attract.

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