What to Expect: Trends in Higher Education Marketing and Student Recruitment
As regulatory policy changes and the economic context in the UK shifts, higher education institutions seeking to recruit students for their programmes are noting the evolving needs of prospects and changing tendencies in the recruitment landscape. In addition to this context of transformation, the sector itself has undergone some significant changes in recent years, generating fluctuations in recruitment trends that are likely to continue into the future.
In this article, HE Professional explores some of the biggest trends that are likely to shape the student recruitment market. We explore central concerns for prospective students that are affecting decision-making, and how this will impact how HE marketing teams operate.
Marketing online and hybrid learning models
The shift towards online learning triggered by the COVID-19 pandemic seems to be sticking around. Not only does it increase the flexibility institutions have when delivering their programmes but it seems students want it, too; in a 2022 survey, Jisc found that the majority of students are in favour of blended learning models.
It’s also worth keeping in mind that incoming generations of students are likely to have experienced online learning in secondary education throughout the pandemic. So, key to campaigns will be highlighting how teaching delivery will enhance their student experience and support them through the learning process.
With the flexibility of online learning, universities can offer more courses to students who may not be able to attend traditional classes due to geographical, financial, or time constraints. So, by highlighting the role of hybrid learning models, student recruitment and admissions professionals can attract a wider array of students, many of whom may not be the traditional 18-year-old school or college leaver. This should be a key focus in line with the Government’s plans to upheave the student loans system with the introduction of a Lifelong Learning Entitlement (LLE) by 2025.
Institutions that can provide high-quality online learning experiences – and emphasise this in their communications and marketing – will be better placed to attract and retain students.
The need for personalisation
Students have become increasingly discerning about the universities they choose to attend. They want to feel that the university they choose is tailored to their needs and that they are not just a number.
In response to this trend, student recruitment and admissions teams have invested more in personalisation. This includes customised communication, targeted marketing and personalised learning experiences.
Personalisation in student recruitment campaigns could include:
Segmenting your audience; for example, by geographic location, academic interest or socioeconomic background (for widening participation-focused campaigns
Providing personalised tools on your website, such as digital brochures. You can achieve this by asking prospects to provide information about programmes that they are interested in.
Paid ads that target specific groups. For example, you might launch a campaign that promotes your virtual tours to prospects further away from your university.
Running smaller, more specific events targeted at segmented groups. These could consist of short, introductory talks that address courses or elements of the student experience or ‘taster’ events for specific subjects.
Following up with attendees or engaged prospects with personalised messages or video content. These could be sent from course leaders, student representatives or senior leadership within the university.
With a more personalised marketing campaign, institutions will have a greater success in attracting prospective students.
Promoting the full student experience
As higher education becomes a more costly endeavour for younger generations, prospective students are more likely to base their decision on factors beyond the academic offering alone. Prospects want to see how they will be supported by their institution beyond course delivery. As such, HE marketers can expect that promoting the work undertaken by student services to ensure students have a positive experience int their institution will form a crucial part of their campaigns.
A case point is mental health support. Mental health and wellbeing have become a society-wide concern in recent years, and even more so within the higher education sector. It’s also an important issue for younger demographics specifically, with charity Mind reporting that 1 in 6 young people in 2020 experienced a mental health problem, such as anxiety or depression.
Prospective learners will want to learn about the support available to them once they become a student, so it’s important to provide information and highlight this in your recruitment campaigns. When doing so, be sure to emphasise the range of services available and point to specific, tangible examples that will help prospective students feel safe in the knowledge that their wellbeing will be supported at your institution.
Creating International Appeal
The growth of the international student market has been a key trend in student recruitment and admissions for several years now and we expect this to continue. As a consequence, HE marketers have started delivering campaigns targeted at international prospects, which necessitates different themes, foci and approaches.
Universities that can demonstrate their global perspective and reach will be more successful in attracting international students. You might do this, for example, by pointing to strong international partnerships and collaborations, and the opportunities these create for international study.
International students are also discerning about how pursuing higher education will enhance their employability. With higher tuition fees and maintenance costs, they will want to see how they will receive return in their investment, so HE marketers can expect to make this a central tenet of their international recruitment campaigns.
Similarly, as discussed earlier, emphasising the flexibility of the learning models used in your institution will be important for international students.
Honing a global brand identity will also be attractive for home students, who may equally seek an enriching, international learning experience.
Centring Sustainability
It’s well known that younger generations have higher eco-anxiety than those who have come before them. This tendency is likely to affect student decision making, so universities have to take climate change and sustainability seriously in their student recruitment and admissions campaigns.
Institutions that can demonstrate a commitment to sustainability are likely to be more attractive to prospective students, especially those of younger generations. If your university is investing in sustainable infrastructure, green energy and environmentally friendly practices, make sure this is well signposted on your channels of communication with prospective students.
The University of East London recently published a LinkedIn blog exploring the innovative green pathways they are developing for student life. The post is written by the university’s Vice-Chancellor and President, demonstrating the level of buy-in from senior leadership, and points to the unique ways that the project affects student life.
Examples such as this are likely to have a strong impact on prospective learners as they demonstrate a proactive and committed approach to sustainable practices, as well as a deep understanding of student life and experience.
Changing trends in changing times
As the sector continues to undergo significant change, the tendencies of prospective students will solicit new strategies from marketing professionals in recruitment and admissions campaigns. Make sure your campaigns account for promote the dynamism of your teaching delivery models, the support prospects can expect to receive from student services, are adapted for international audiences and appeal to younger generations’ concerns around sustainability. Doing this in a way that is personalised – for example, via targeted marketing – will also be crucial.
To find out more about how to design and deliver impactful student recruitment campaigns, join us for the 2024 Higher Education Marketing Conference. This year’s conference will be our largest yet, featuring 22 sessions, including 12 extended workshops and 30 expert speakers. Click below to find out more.
