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  • Maximize Digital Advertising For Language Learning Programs

    Maximize Digital Advertising For Language Learning Programs

    Reading Time: 10 minutes

    Language learning institution’s growth is projected to increase in the coming years. From 2024 to 2030, the global language learning market is predicted to expand at a compound annual growth rate of 20%. Due to the globalization of the labor market, language learning is likely to be in high demand. 

    Though language learning is growing in popularity, for lasting success, your school must find effective ways to stand out among other language academies looking to boost their enrollment.  Digital advertising offers a broad spectrum of tools to attract students, but knowing how to maximize the impact of these strategies is key to success. At Higher Education Marketing, we’ve spent years refining approaches that yield measurable results for schools offering language learning programs. The following strategies offer actionable steps to elevate your ads targeting language students and attract the right prospects to your programs. Let’s explore!

    Want to create successful ad campaigns?

    Request a Free paid advertising consultation.

    Understanding the Unique Needs of Language Learners

    Language learners are a distinct group with varied motivations, backgrounds, and learning goals. Some are looking to learn a language for career advancement, while others may seek language acquisition for academic, travel, or personal reasons. Advertising that speaks directly to these needs requires a keen understanding of the diverse audience you aim to reach. One of the first ways to maximize the impact of digital advertising is through careful audience segmentation. Instead of promoting the same message across all channels, consider the specific motivations that drive different groups of learners and tailor your messaging accordingly.

    Segmenting audiences by factors such as age, occupation, location, and even language proficiency allows schools to create highly targeted campaigns. How does language impact advertising for schools? Simply put, it depends heavily on your organizational goals. If you’re looking to target professionals wanting to learn English for business purposes, the language in your ad copy should reflect the vocational value of your programs. On the other hand, copy-targeting students hoping to improve their French skills before an international exchange can be more casual and experience-focused. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.

    effective ads for language learningeffective ads for language learning

    Do you need help launching your language school’s latest ad campaign? Reach out to discover how we can support you. 

    Leveraging Social Media Platforms to Build Authentic Engagement

    Social media is a powerful tool for language learning programs, offering an opportunity to create ongoing engagement with potential students. However, simply posting ads isn’t enough. The most successful social media campaigns foster a sense of community and engagement, which encourages followers to take the next step toward enrollment.

    For language schools, showcasing success stories is one way to build trust. Highlighting testimonials from former students, sharing video snippets of language immersion experiences, and offering short, valuable language tips can increase authenticity. Interactive content, such as live Q&A sessions or virtual language exchange events, can draw in potential students who want to see what learning at your institution feels like before they commit.

    Schools can also encourage user-generated content by asking current students to share their experiences online, providing social proof that can be far more persuasive than traditional ads. When students are shown engaging and relevant ad content on their social media feeds and in your school’s stories, they are much more likely to visit your site and perhaps even take the first step in your enrollment process.

    Example: Here, a leading language school, EF Education First uses Instagram to drive their organic traffic. In their post, they share valuable language acquisition tips, providing an English reading list for their students. Try using social media to share actionable language tips with your audience. This will drive engagement, boost your follower count, and broaden your digital reach.

    language learning advertising_strategieslanguage learning advertising_strategies

    Source: Instagram | EF Education First

    Creating Culturally Relevant Ads to Reach Global Audiences

    Language learning programs often attract an international audience, which means your digital ads must resonate across cultures. One way to do this is by crafting culturally relevant ads that speak directly to the experience of international students. The language and imagery used in ads should align with the cultural values of the target audience. For example, an ad targeting language students in the Asian market might highlight the importance of family and education, while an ad aimed at Latin American students might focus on community and connectivity.

    Schools should also consider creating ads in multiple languages to appeal to global audiences. You may be wondering how to go about this. For example, Can you target by language on Google Ads? Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.

    Optimizing Paid Search Ads for Long-Tail Keywords

    One of the most effective ways to drive qualified traffic to your website is through paid search advertising. Language schools can take advantage of this by focusing on long-tail keywords that are specific to language learning. While broad keywords like “learn English” may have high competition, phrases like “intensive French courses for business professionals in Paris” or “Spanish language classes for travelers” are more targeted and tend to attract a highly motivated audience.

    Long-tail keywords may have lower search volumes, but they often result in higher conversion rates because they target users who already have a clear intent. This approach not only helps you to maximize your ad budgets but also ensures that the clicks you receive are more likely to turn into enrollments.

    ad targeting_language studentsad targeting_language students

    Source: Hutong School

    Example: Here, Hutong School uses the long-tail keyword: Global Chinese language school in their metadata. This targeted keyword is designed to attract students who not only want to learn Chinese but also want to do so at a global institution that welcomes students from all over the world. Specificity in keywords ensures higher quality leads who are specifically looking for you.

    Crafting Compelling Ad Copy That Speaks to Pain Points

    Effective ads for language learning and education go beyond promotion and address the specific challenges that potential students face. Whether it’s the fear of not being left behind in class or the worry about balancing language learning with other responsibilities, successful ads speak directly to these concerns.

    To craft compelling ad copy, start by identifying the pain points that your target audience experiences. Are they professionals concerned about fitting language classes into their busy schedules? Are they international students worried about mastering a new language before moving abroad? Once you’ve identified these challenges, your ads should provide solutions. Highlight the flexibility of your class schedules, emphasize the support systems you have in place for struggling students, or showcase how your programs help learners achieve fluency quickly.

    effective_ads_for language learningeffective_ads_for language learning

    Source: KCP International Japanese Language School

    Example: Here, KCP addresses a very common pain point for language learners in their ad copy. Many fear that it’s ‘too late’ to learn a new language as the experience can be expensive and time-consuming. KCP positions itself as the solution to this barrier, ensuring its audience that as long as they meet four basic criteria, learning Japanese is within reach for them.

    Using Retargeting to Capture Warm Leads

    Retargeting is one of the most powerful tools in digital advertising, particularly for language schools where prospective students may need time before making an enrollment decision. Retargeting campaigns allow schools to stay top-of-mind by showing ads to users who have already visited the school’s website or engaged with its content.

    Retargeting works particularly well for language learning programs because it targets individuals who are already interested in the subject but may not have been ready to commit when they first encountered the program. Your school can use this strategy to provide reminders about upcoming enrollment deadlines, promote special offers, or share new content that highlights the benefits of your courses.

    For instance, if a visitor left your site after viewing the course offerings but didn’t sign up, retargeting ads can remind them of the benefits of joining your program. This approach can be particularly effective when combined with personalized messaging, such as offering tailored suggestions based on the courses they viewed.

    Incorporating Video Content to Showcase Language Learning in Action

    Video ads offer a dynamic and authentic way to showcase your school’s programs. HEM’s tailored video ad services help you stand out, whether promoting a specific course or building brand awareness. From high-energy hype videos to authentic student interviews, we create compelling visuals that maximize visibility and generate results. How does that affect you as a language learning institution? 

    Video content is a particularly effective tool for language schools, offering prospective students a glimpse into the real-life experience of learning a new language. Whether it’s a classroom setting, a student testimonial, or a tutorial on language pronunciation, videos create an emotional connection that static ads often lack.

    To maximize the impact of your video content, ensure that it highlights the immersive, interactive nature of your language programs. Videos should showcase the benefits of learning in a dynamic environment where students can practice speaking in real-life scenarios. This builds excitement and helps prospective students visualize themselves succeeding in your program.

    Additionally, video ads on platforms like YouTube or social media can target specific audience segments. Language schools can use these platforms to create ads tailored to different learner types, such as professionals looking to learn a language for work or students hoping to study abroad.

    language_learning_advertising_strategieslanguage_learning_advertising_strategies

    Source: LSI Worldwide | YouTube

    Example: This promotional video presented by a school director highlights the unique selling points of their online learning system. The unique academic benefits of your programs are an excellent topic for your promotional videos – particularly when presented by a language expert within your faculty.  What makes your instruction style unique?

    Harnessing the Power of Influencer Marketing

    Language schools can also benefit from partnering with influencers, especially those passionate about language learning or travel. Influencers offer access to a built-in audience that already trusts their recommendations. By working with influencers who align with your institution’s values, language schools can reach potential students who may not have been aware of your programs.

    An effective influencer marketing campaign for a language school might include sponsored posts where the influencer shares their language learning journey, highlighting the value of enrolling in formal programs. Schools can also consider offering affiliate programs, allowing influencers to earn commissions for every student who enrolls through their recommendation.

    Utilizing Data Analytics to Refine Advertising Campaigns

    Data-driven decision-making is at the heart of successful digital advertising. Language schools must continually analyze their campaign’s performance to ensure they’re reaching the right audience and achieving optimal results. Tools like Google Analytics and Facebook Insights can provide valuable insights into which ads are performing well and which need to be adjusted.

    For example, schools can track metrics like click-through rates, conversion rates, and the cost per lead to determine the effectiveness of their campaigns. By continuously monitoring these metrics, schools can make data-driven decisions that maximize their return on investment. Adjustments might include refining audience targeting, improving ad copy, or reallocating the budget to the platforms that yield the highest returns.

    Offering Free Trials or Sample Lessons to Convert Prospects

    One of the most effective ways to convince prospective students to enroll in your language learning program is by offering a free trial or sample lesson. Language learning can be an intimidating prospect, and many students may hesitate to commit without knowing what to expect. By offering a no-obligation sample lesson, schools give potential students a taste of the learning experience, which can be enough to convert them into paying students.

    This strategy works particularly well in digital advertising campaigns where schools can drive traffic to a landing page offering the free trial. Ads promoting a “try before you buy” approach can alleviate apprehension about committing to a full program.

    language learning advertising strategieslanguage learning advertising strategies

    Source: WuKong Education Online | YouTube

    Example: WuKong Education Online offers a trial class to attract their prospects. Trials are an excellent way to convert leads and are particularly effective for online academies. 

    By implementing these language learning advertising strategies, your school can significantly enhance the effectiveness of your digital advertising campaigns. At Higher Education Marketing, we believe that understanding the unique needs of language learners, leveraging innovative tools, and continuously refining your approach is key to driving enrollment and building lasting connections with students.

    Want to create successful ad campaigns?

    Request a Free paid advertising consultation.

    Frequently Asked Questions

    Question: Can you target by language on Google Ads?

    Answer: Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.

    Question: How does language impact advertising?

    Answer: Simply put, An ad aimed at professionals wanting to learn English for business purposes should be crafted differently from one targeting students hoping to improve their French skills before an international exchange. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.

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  • Gaps in sustainability literacy in non-STEM higher education programmes

    Gaps in sustainability literacy in non-STEM higher education programmes

    by Erika Kalocsányiová and Rania Hassan

    Promoting sustainability literacy in higher education is crucial for deepening students’ pro-environmental behaviour and mindset (Buckler & Creech, 2014; UNESCO, 1997), while also fostering social transformation by embedding sustainability at the core of the student experience. In 2022, our group received an SRHE Scoping Award to synthesise the literature on the development, teaching, and assessment of sustainability literacy in non-STEM higher education programmes. We conducted a multilingual systematic review of post-2010 publications from the European Higher Education Area (EHEA), with the results summarised in Kalocsányiová et al (2024).

    Out of 6,161 articles that we identified as potentially relevant, 92 studies met the inclusion criteria and are reviewed in the report. These studies involved a total of 11,790 participants and assessed 9,992 university programmes and courses. Our results suggest a significant growth in research interest in sustainability in non-STEM fields since 2017, with 75 studies published compared to just 17 in the preceding seven years. Our analysis also showed that Spain, the United Kingdom, Germany, Turkey, and Austria had the highest concentration of publications, with 25 EHEA countries represented in total. The 92 reviewed studies were characterised by high methodological diversity: nearly half employed quantitative methods (47%), followed by qualitative studies (40%) and mixed methods research (13%). Curriculum assessments using quantitative content analysis of degree and course descriptors were among the most common study types, followed by surveys and intervention or pilot studies. Curriculum assessments provided a systematic way to evaluate the presence or absence of sustainability concepts within curricula at both single HE institutions and in comparative frameworks. However, they often captured only surface-level indications of sustainability integration into undergraduate and postgraduate programmes, without providing evidence on actual implementation and/or the effectiveness of different initiatives. Qualitative methods, including descriptive case studies and interviews that focused on barriers, challenges, implementation strategies, and the acceptability of new sustainability literacy initiatives, made up 40% of the current research. Mixed methods studies accounted for 13% of the reviewed articles, often applying multiple assessment tools simultaneously, including quantitative sustainability competency assessment instruments combined with open-ended interviews or learning journals.

    In terms of disciplines, Economics, Business, and Administrative Studies held the largest share of reviewed studies (26%), followed by Education (23%). Multiple disciplines accounted for 22% of the reviewed publications, reflecting the interconnected nature of sustainability. Finance and Accounting contributed only 6%, indicating a need for further research. Similarly, Language and Linguistics, Mass Communication and Documentation, and Social Sciences collectively represented only 12% of the reviewed studies. Creative Arts and Design with just 2% was also a niche area. Although caution should be exercised when drawing conclusions from these results, they highlight the need for more research within the underrepresented disciplines. This in turn can help promote awareness among non-STEM students, stimulate ethical discussions on the cultural dimensions of sustainability, and encourage creative solutions through interdisciplinary dialogue.

    Regarding factors and themes explored, the studies focused primarily on the acquisition of sustainability knowledge and competencies (27%), curriculum assessment (23%), challenges and barriers to sustainability integration (10%), implementation and evaluation research (10%), changes in students’ mindset (9%), key competences in sustainability literacy (5%), and active student participation in Education for Sustainable Development (5%). In terms of studies discussing acquisition processes, key focus areas included the teaching of Sustainable Development Goals, awareness of macro-sustainability trends, and knowledge of local sustainability issues. Studies on sustainability competencies focussed on systems thinking, critical thinking, problem-solving skills, ethical awareness, interdisciplinary knowledge, global awareness and citizenship, communication skills, and action-oriented mindset. These competencies and knowledge, which are generally considered crucial for addressing the multifaceted challenges of sustainability (Wiek et al., 2011), were often introduced to non-STEM students through stand-alone lectures, workshops, or pilot studies involving new cross-disciplinary curricula.

    Our review also highlighted a broad range of pedagogical approaches adopted for sustainability teaching and learning within non-STEM disciplines. These covered case and project-based learning, experiential learning methods, problem-based learning, collaborative learning, reflection groups, pedagogical dialogue, flipped classroom approaches, game-based learning, and service learning. While there is strong research interest in the documentation and implementation of these pedagogical approaches, few studies have so far attempted to assess learning outcomes, particularly regarding discipline-specific sustainability expertise and real-world problem-solving skills.

    Many of the reviewed studies relied on single-method approaches, meaning valuable insights into sustainability-focused teaching and learning may have been missed. For instance, studies often failed to capture the complexities surrounding sustainability integration into non-STEM programs, either by presenting positivist results that require further contextualisation or by offering rich context limited to a single course or study group, which cannot be generalised. The assessment tools currently used also seemed to lack consistency, making it difficult to compare outcomes across programmes and institutions to promote best practices. More robust evaluation designs, such as longitudinal studies, controlled intervention studies, and mixed methods approaches (Gopalan et al, 2020; Ponce & Pagán-Maldonado, 2015), are needed to explore and demonstrate the pedagogical effectiveness of various sustainability literacy initiatives in non-STEM disciplines and their impact on student outcomes and societal change.

    In summary, our review suggests good progress in integrating sustainability knowledge and competencies into some core non-STEM disciplines, while also highlighting gaps. Based on the results we have formulated some questions that may help steer future research:

    • Are there systemic barriers hindering the integration of sustainability themes, challenges and competencies into specific non-STEM fields?
    • Are certain disciplines receiving disproportionate research attention at the expense of others?
    • How do different pedagogical approaches compare in terms of effectiveness for fostering sustainability literacy in and across HE fields?
    • What new educational practices are emerging, and how can we fairly assess them and evidence their benefits for students and the environment?

    We also would like to encourage other researchers to engage with knowledge produced in a variety of languages and educational contexts. The multilingual search and screening strategy implemented in our review enabled us to identify and retrieve evidence from 25 EHEA countries and 24 non-English publications. If reviews of education research remain monolingual (English-only), important findings and insights will go unnoticed hindering knowledge exchange, creativity, and innovation in HE.

    Dr. Erika Kalocsányiová is a Senior Research Fellow with the Institute for Lifecourse Development at the University of Greenwich, with research centering on public health and sustainability communication, migration and multilingualism, refugee integration, and the implications of these areas for higher education policies.

    Rania Hassan is a PhD student and a research assistant at the University of Greenwich. Her research centres on exploring enterprise development activities within emerging economies. As a multidisciplinary and interdisciplinary researcher, Rania is passionate about advancing academia and promoting knowledge exchange in higher education.

    Author: SRHE News Blog

    An international learned society, concerned with supporting research and researchers into Higher Education

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  • SBO Weinhold International Education Week 2024

    SBO Weinhold International Education Week 2024

    Since February 2007, International Higher Education Consulting Blog has provided timely news and informational pieces, predominately from a U.S. perspective, that are of interest to both the international education and public diplomacy communities. From time to time, International Higher Education Consulting Blog will post thought provoking pieces to challenge readers and to encourage comment and professional dialogue.

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  • Troubled FAFSA Rollout Linked to Sharp Decline in First-Year College Enrollment

    Troubled FAFSA Rollout Linked to Sharp Decline in First-Year College Enrollment

    Title: Fewer Freshmen Enrolled in College This Year Following Troubling FAFSA Cycle

    Author: Katharine Meyer

    Source: Brookings Institution, National Student Clearinghouse Research Center

    The rollout of the new FAFSA form last year triggered cascading consequences across the higher education community. The launch was delayed, customer calls remained unanswered, and the number of filings decreased by about three percent. As the form’s issues compounded, experts predicted that the fumbled rollout would likely negatively impact the higher education sector across several metrics, particularly new student enrollment.

    The National Student Clearinghouse Research Center collected data at the beginning of the academic year to begin painting the updated enrollment picture and will follow up with final enrollment numbers for the 2024-25 academic year. The Brookings Institution analyzed the preliminary data and observed large declines in FAFSA filings, followed by a decrease in first-year enrollment.

    Across all institutions, first-year enrollment is down 5.8 percent among 18-year-olds and 8.6 percent among 19-20-year-olds. At public four-year institutions, first-year enrollment declined 8.5 percent, and it declined 6.5 percent at private four-year institutions. White freshman enrollment declined the most (11.4 percent), followed by multiracial (6.6 percent) and Black (6.1 percent) first-year student enrollment. Enrollment at HBCUs, however, increased 5.9 percent from last year and has cumulatively increased 12.6 percent since fall 2022.

    First-year enrollment at four-year schools declined across all levels of Pell Grant recipience. Institutions that experienced the largest declines in first-year enrollment, though, were public and private four-year institutions with the highest shares of students receiving Pell Grants (-10.4 and -10.7 percent, respectively). First-year enrollment at four-year colleges is also down across all levels of selectivity, with the largest decline occurring at very competitive public four-year institutions (-10.8 percent), followed by competitive public four-year institutions (-10.3 percent).

    Despite declines in first-year enrollment, total college enrollment increased three percent, due in part to a 4.7 percent increase in community college enrollment. Interestingly, this increase occurred at certain types of two-year institutions but not all of them. At colleges that predominantly award associate degrees and some bachelor’s degrees, freshman enrollment increased 2.2 percent, and at two-year institutions that enroll a higher proportion of low-income students, first-year enrollment increased 1.2 percent. At community colleges only awarding associate degrees, however, enrollment decreased by 1.1 percent.

    The author notes these insights come with caveats; many factors have contributed to enrollment decline over the last decade, notably falling public confidence in higher education and the ever-growing cost of attending college. The sharp decline in first-year enrollment, however, correlates with the troubled FAFSA launch. Continuing to collect data over time will provide more insight into the implications of recent disruptions to enrollment trends, particularly following the COVID-19 pandemic and the FAFSA rollout. The 2025-26 FAFSA form will be available this December, and its functionality will determine the gravity of the past year’s enrollment decline.

    To view the National Student Clearinghouse Research Center data dashboard, click here. To read the Brookings Institution analysis, click here.

    —Erica Swirsky

    If you have any questions or comments about this blog post, please contact us.

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  • Prioritizing Mental Health Support in Community Colleges: Key Data from 2023

    Prioritizing Mental Health Support in Community Colleges: Key Data from 2023

    Title: Supporting Minds, Supporting Learners: Addressing Student Mental Health to Advance Academic Success

    Source: Center for Community College Student Engagement

    The 2023 Community College Survey of Student Engagement (CCSSE) and Survey of Entering Student Engagement (SENSE) gathered essential data to guide community colleges in supporting student mental health and well-being. The surveys collected responses from 61,085 students at 149 community colleges in spring 2023 and 13,950 students at 61 community colleges in fall 2023, respectively.

    Key findings include:

    • Mental health concerns are prevalent among CCSSE and SENSE respondents. In the two weeks before taking the survey, half of CCSSE students and 47 percent of SENSE students reported feeling down, depressed, or hopeless for at least several days. Additionally, 66 percent of students in both groups felt nervous, anxious, or on edge for at least several days.
    • Approximately 26 percent of CCSSE respondents and 23 percent of SENSE respondents likely have a depressive disorder. Over half (53 percent) of students who identify with a gender identity other than man or woman have a probable depressive disorder, compared with 28 percent of women and 25 percent of men. Traditional college-age students (31 percent) and those with a GPA of C or lower (39 percent) are more likely to have a depressive disorder, compared with 19 percent of nontraditional-age students and 23 percent of students with a GPA of B or higher.
    • Overall, 32 percent of CCSSE respondents and 29 percent of SENSE respondents likely have generalized anxiety disorder. Among CCSSE students, 62 percent of those identifying with another gender likely have an anxiety disorder, in contrast to 36 percent of female and 25 percent of male students. Students identifying with two or more races saw the highest levels of generalized anxiety disorder, at 36 percent. Among SENSE respondents, traditional-age students were more likely to have generalized anxiety disorder, at 30 percent, compared to 23 percent of nontraditional-age students.
    • Over half of CCSSE respondents (56 percent) reported that emotional or mental health challenges affected their academic performance in the previous four weeks. 30 percent noted these issues impacted their performance for three or more days. Nearly two-thirds of women (63 percent) and almost half of men (47 percent) reported performance declines due to mental health issues, while 85 percent of students identifying with another gender faced academic impacts. Lower GPA students were more likely to report that mental health issues affected their academic performance.
    • Students with likely generalized anxiety disorder are twice as likely, and those with a depressive disorder are almost twice as likely, to report academic performance declines due to emotional or mental difficulties compared to students likely without these disorders.
    • 63 percent of students identifying with another gender reported that mental health challenges could lead them to withdraw from classes, compared to 39 percent of women and 29 percent of men. More than half of students with a GPA of C or lower (53 percent) stated they were at least somewhat likely to consider withdrawal due to mental health concerns, in contrast to 33 percent of students with a GPA of B or higher.
    • High percentages of students felt their college prioritizes mental health, yet about three in 10 CCSSE respondents and slightly more SENSE respondents said they wouldn’t know where to seek help if needed. Hispanic or Latino students were most likely among racial/ethnic groups to report not knowing where to turn for mental health support.
    • Over one-third of students with likely depressive or generalized anxiety disorders reported not knowing where to find professional mental health assistance if needed. Among CCSSE respondents who needed mental health support in the past year, 42 percent never sought help, with Hispanic or Latino students and men more likely than other groups to indicate they hadn’t pursued support. Approximately one-third of students with probable depressive or generalized anxiety disorders reported never seeking help.Many students cited limited resources as the main barrier to seeking mental health support. Students, especially traditional-age students and men, also frequently mentioned concerns about others’ perceptions and uncertainty about what kind of help they need.
    • Across all groups, students expressed a strong preference for in-person individual counseling or therapy over teletherapy and other support options.
    • Only 16 percent of CCSSE respondents considered it essential that their mental health provider understands their cultural background. However, students with another gender identity and Black or African American students were more likely to value culturally informed mental health support.

    Check out the full report on the CCSSE website.

    —Nguyen DH Nguyen

    If you have any questions or comments about this blog post, please contact us.

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  • Secretary of State Blinken Remarks for International Education Week 2024

    Secretary of State Blinken Remarks for International Education Week 2024








    IHEC Blog a project by David Comp: Secretary of State Blinken Remarks for International Education Week 2024




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  • The Top 5 Higher Education Podcasts

    The Top 5 Higher Education Podcasts

    As an educator, where do you go for advice on teaching? Perhaps it’s a book. Maybe it’s a social media channel of your choosing. But more often than not, faculty have turned to higher education podcasts as a way of gleaning fresh insights in a captivating, bite-sized format. It’s no secret that educators are stretched between teaching, grading and research commitments. So listening to a reputable guest share their best practices for improving equity, engagement and interaction in the classroom is a valuable faculty development and training exercise in of itself.

    If you’re looking for the best higher education podcasts to explore, this post is for you. We’ve rounded up our favorite shows that speak to the good, the bad and the ugly within higher ed in our present moment. We also capture podcasts hosted by leaders who bring deep, discipline-specific expertise to their field. Most importantly, we’ve summarized shows that not only cover the latest trends but offer practical advice in an educational and entertaining way. So grab your earbuds and let’s dive into the top higher education podcasts of the year.

    → NEW HIGHER EDUCATION PODCAST: Stream S1 of Higher Listenings by Top Hat

    1. Higher Listenings by Top Hat

    Ok, call us biased, but we think Higher Listenings from Top Hat is well worth a listen. Higher Listenings aims to engage and entertain educators with a look at the latest trends shaping the future of teaching and learning. In our first season, we offer practical advice to leave you feeling equipped and confident to tackle your next teaching challenge—whether boosting reading completion rates or embracing AI-powered learning. The first season offers an all star line up featuring some of the leading change makers in higher ed including Jesse Stommel (author of Ungrading: Why We Grade and How to Stop), José Antonio Bowen (author of Teaching with AI) and Terrell Strayhorn (leading expert on student belonging). Stay tuned for season two releasing in January 2025! In the meantime, catch up on our inaugural season by listening on Apple Podcasts or Spotify.

    2. Teaching in Higher Ed by Bonni Stachowiak

    As the most effective educators know, good teaching is both an art and a science. Dr. Bonni Stachowiak is a professor and Dean of Teaching and Learning at Vanguard University. As the host of the Teaching in Higher Ed podcast, Stachowiak serves up best practices across four key categories including: digital pedagogy, student life, work-life balance and teaching. Notable guests include Joshua Eyler (Director of the Center for Excellence in Teaching and Learning at the University of Mississippi) and Jenae Cohen (Executive Director at the Center for Teaching and Learning at the University of California, Berkeley). Whether you’re looking for strategies to grade more productively or need guidance on ed tech integration in higher education, Stachowiak’s impressive lineup will leave you feeling inspired. Listen to the latest episodes on Apple Podcasts or Spotify.

    3. Intentional Teaching by Derek Bruff

    Do you want to take your knowledge of foundational teaching practices to the next level? Dr. Derek Bruff will help you do just that. Bruff, Associate Director of the Center for Teaching Excellence at the University of Virginia and author of Intentional Tech, hosts the Intentional Teaching podcast geared towards college and university faculty. His goal is to leave listeners with actionable techniques to make their classrooms more inclusive, responsive to an AI-saturated world and ultimately, more engaging for every learner. Esteemed guests on his podcast include Thomas J. Tobin (Senior Teaching and Learning Developer at the University of Wisconsin-Madison) and Viji Sathy (Associate Dean for Evaluation and Assessment at the University of North Carolina, Chapel Hill). Check out Bruff’s star-studded episodes on Apple Podcasts or Spotify.

    4. Tea for Teaching by John Kane and Rebecca Mushtare

    If you’re looking for faculty development and training paired with emerging research in pedagogy, this higher education podcast will surely be your cup of tea. The Tea for Teaching show is produced by John Kane and Rebecca Mushtare, who run the Center for Excellence in Learning and Teaching at the State University of New York (SUNY) at Oswego. The producers wrestle with hot-button topics from upskilling in the age of AI to reducing bias in course evaluations. High-impact guests, who include Michelle Miller (Professor in the Department of Psychological Sciences at Northern Arizona University) and Anthony Abraham Jack (Faculty Director of the Boston University Newbury Center), are featured in weekly episodes. Grab your favorite warm beverage and a notebook and tune into this podcast on Apple Podcasts or Spotify.

    5. Teach and Learn by D2L

    Unsure about the direction that education is heading in? Then you’ll want to take note of D2L’s Teach & Learn podcast. Geared towards K-12 and higher ed faculty, the show is hosted by Dr. Christi Ford (Vice President of Academic Affairs at D2L) and Dr. Emma Zone (Senior Director of Academic Affairs at D2L). In candid discussions with educational experts, the hosts dive into issues affecting higher education institutions today. This timely higher education podcast offers practical advice such as how to put diversity, equity and inclusion at the forefront of your course and how to harness AI to improve student learning. Recent guests include Thomas Cavanagh (Vice Provost for Digital Learning at the University of Central Florida) and Karen Costa (Faculty Development Facilitator for the Online Learning Consortium). Leave with practical tips for your own course by listening on Apple Podcasts or Spotify.

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  • College Recruitment Strategies and Ideas to Boost Enrollment

    College Recruitment Strategies and Ideas to Boost Enrollment

    Student Recruitment Ideas for Better Enrollment Marketing

    College recruitment strategies have undergone a seismic shift in recent years with the rise of an always-on digital audience and the growing accessibility of online programs. Fewer geographical constraints and heightened competition have fueled this realignment, prompting institutions to craft student recruitment strategies that are as dynamic as the students they aim to enroll. 

    In the modern, digital-first landscape of higher education, recruitment season is no longer confined to the traditional August to December window. Students are applying and enrolling year-round, and your institution must constantly assess which strategies are driving results and which are falling flat. 

    By embracing smarter, data-driven marketing tactics, you can stand out in the crowded landscape of online education, uniting students under the shared mission of your institution. 

    The Importance of Student Recruitment Strategies 

    You’ve been working in higher education for over a decade, but recently, student recruitment seems harder. You’re not alone. Prospective students are going in less traditional directions and finding cheaper, faster ways to become qualified for the workforce through modalities such as online certificates and boot camp programs. Inflation isn’t helping either. 

    But through a realignment of strategy to meet digital native consumers, you can meet students where they are and capitalize on projected enrollment growth. 

    Don’t get scared into sticking with outdated ways of reaching prospective students. Instead, rise to the challenge, get a better understanding of the landscape you’re working with, and refresh your enrollment marketing strategy. 

    3 Student Recruitment Strategies

    We won’t tell you that all traditional marketing strategies are outdated, but we do want to make it crystal clear that students are online. They’re surfing the web on their smartphones and discovering new universities and programs through (mostly mobile) online journeys. If your enrollment strategy isn’t rooted in this reality, you’re at risk of losing more than half of your potential students. 

    1. Meet Them Where They’re At (On Their Phones!)

    With 91% of the U.S. residents owning a smartphone, it’s no surprise prospective students are surfing the web from their mobile devices. In fact, a recent report by Oberlo tells us that over 60% of all internet traffic comes from mobile devices. 

    Most of the time, however, our web developers, brand managers, and marketing professionals are viewing and building websites on their desktop computers. While working from a computer is convenient, it’s imperative that every single UX/UI change made to your university/program website is tested on both desktop and mobile. 

    Don’t lose out on prospects just because you didn’t consider both desktop and mobile website views in your design process. It may seem obvious, but plenty of colleges and universities aren’t considering this important strategic detail. 

    2. Consider Utilizing Paid Media

    Now that you’ve cleaned up your mobile site, you’re ready to start pushing students from other platforms to your program pages through a key college recruitment strategy: paid media. While paid media isn’t the cheapest option, it’s often one of the most effective. Google Ads, LinkedIn, and Facebook provide fairly straightforward ways to spend for clicks. 

    We recommend starting with PPC (pay per click) campaigns to attract prospective students to your site. These campaigns help the most with bringing in entirely new audience members whom you may not have been able to reach through organic efforts. The internet is vast, and it’s not always easy to track down potential candidates without some extra help. 

    After bringing in new prospects from platforms like Google and LinkedIn, your job is to create a journey where they’ll sign up for your newsletter or respond to a survey so you can effectively follow up and make their click worthwhile. It may seem pricey at first, but once the leads start coming in and you’re able to connect with them well after that first click, you’ll see the return on investment. 

    PPC campaigns can also help speed up the process if you’re finding yourself behind on your goals this quarter.

    3. Tap Into Popular Platforms and Their Users

    If paid media feels a bit too far out of reach, some high-growth organic options can help your student recruitment strategy. 

    Use Instagram to Engage With Students

    Most institutions now have a presence on LinkedIn and Facebook, but university marketers may be missing a huge opportunity with Instagram. A recent article from RivalIQ cited higher ed’s impressive average engagement rate of 2.43% on Instagram, compared with the median across all industries of 0.43%. 

    Instagram should be used in a completely different way than Facebook and LinkedIn, which can be deterring for content teams, but clearly prospective students are interested in engaging there. Be sure to connect with them and provide tailored content.

    Harness the Power of Testimonials

    When you hear the words “influencer marketing,” you may think of famous teenagers with millions of followers dancing their hearts out to a 15-second song. While plenty of those influencers are out there, so are users who share their educational journeys, financial tips and tricks, and personal stories about their lives and experiences. 

    With the number of graduates, administrators, and staff members your school has on social media, you’re sure to find some influential users who are willing to share their satisfaction with your program on their channels. It doesn’t require millions of followers either. 

    Nano influencers (influencers with a following between 1K and 10K) are “everyday people” who come across as more authentic and with much more enthusiasm than the players in the big leagues (micro/macro influencers). According to a recent study from Matter Communications, 69% of consumers depend on recommendations from influencers, family members, and friends over information provided by brands. That means two of every three consumers want to read reviews from online personalities they see as trustworthy sources — an amplified version of word-of-mouth marketing.

    Use Short-Form Video to Reach New Audiences

    Short-form video is an important college recruitment strategy for engaging with students. Though the style of content may seem daunting and the editing may seem like a lot of work, recent studies have indicated that Gen Z users prefer TikTok for search over Google — making it an indispensable part of your strategy. 

    Although prospective student demographics look different across universities, your target students are likely on TikTok. And more importantly, they’re using it as a source of information. The hashtag #LearnOnTikTok had over 360 billion views as of 2024, according to The Leap. 

    Think of the reasons users visit your website — and the questions they have — and use that insight to inform the kinds of content you can provide to educate prospective students. 

    We Can Help Build Your Online College Recruitment Strategies

    The higher-ed landscape is still undergoing unexpected shifts at a faster rate than most of us are ready for. Some days, you might feel like you’ll be playing catch-up for ages, and evolving marketing tactics might make that race feel even harder. It’s a lot to manage a robust omnichannel college recruitment strategy, but you don’t have to do it all internally. 

    At Archer Education, we partner with colleges and universities to create effective messaging that will illuminate your brand’s strengths and unique values to attract and convert high-quality students. Our experts are always in the know, employing tech-enabled, modern enrollment tactics to attract prospective students’ attention, drive engagement, and facilitate action. Don’t overstretch your team members — let us help. Contact us today for more information.

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  • Federal Judge Vacates Overtime Final Rule

    Federal Judge Vacates Overtime Final Rule

    by CUPA-HR | November 15, 2024

    On November 15, a federal judge in the Eastern District Court of Texas ruled to strike down the Biden administration’s Fair Labor Standards Act (FLSA) overtime final rule. The ruling strikes down all components of the rule, meaning both the July and January salary thresholds are no longer in effect, and the triennial automatic updates will not take place. The decision applies to all covered employers and employees under the FLSA nationwide.

    The Eastern District Court of Texas held a hearing on the business groups’ lawsuits challenging the overtime regulations on November 8. During the hearing, the judge suggested that it would be problematic if DOL’s salary basis replaced the duties test established under the FLSA regulations. He also noted that the Biden administration’s regulations were projected to have a larger number of workers impacted by the salary threshold increase than the Trump administration’s 2019 rule. The judge did not rule from the bench, but his remarks showed skepticism about the Biden administration’s rule.

    Background

    As a reminder, the final rule implemented a two-phase approach to increasing the minimum salary threshold under the FLSA overtime regulations. The first increase took effect on July 1, increasing the minimum salary threshold from the current level of $684 per week ($35,568 per year) to $844 per week ($43,888 per year). The second increase was set to take effect on January 1, 2025, and it would have increased the minimum salary threshold again to $1,128 per week ($58,656 per year). The final rule also adopted automatic updates to the minimum salary threshold that would occur every three years.

    Soon after the final rule was published, several lawsuits were filed challenging the final rule. The suit claimed that the salary threshold that was supposed to go into effect on January 1, 2025, was so high it would result in more than 4 million individuals being denied exempt status, even though these individuals could be reasonably classified as exempt based on their duties, and in doing so, the rule violated both the statutory language of the FLSA and prior court decisions. The suits also challenged the automatic updates. The Eastern District Court of Texas granted a preliminary injunction for public employers in Texas prior to the July 1 effective date, stopping the rule from taking effect for those employers only. For private employers in Texas and all other employers in the country, the rule went into effect on July 1, and the January 1 effective date was still in play.

    Looking Ahead

    With the decision, the salary threshold set in the 2019 regulations ($35,568 per year or $683 per week) will be the salary threshold employers should adhere to. Whether President-elect Trump decides to increase the minimum salary threshold during his second term remains to be seen, but there will be no effort from his incoming administration to appeal the decision in favor of the Biden administration’s threshold. CUPA-HR will continue to keep members apprised of any updates related to the FLSA overtime regulations.



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  • Possible futures for working environments

    Possible futures for working environments

    by Nic Kipar

    This blog follows an earlier short review of the literature and is based on the author’s experience in a range of universities. It suggests how working environments might change in practice, with illustrations from the author’s own institution, the University of Glasgow.

    Introduction

    In thinking about working environments, the most effective approach is to ask individuals how they work best. This enables them to thrive in the environment most suited to themselves and the particular activity they are undertaking. More importantly, staff should be given the freedom to experiment with different settings, without others imposing judgments based on their own limited perspectives. This openness fosters a supportive and adaptable workplace, enabling everyone to find the spaces that best suit their work and wellbeing.

    Embracing new thinking

    Traditionally, we have not considered whether staff on our campuses are enjoying their work environments and are able to be their most creative and effective selves. This oversight stands in contrast with the University Value of Curiosity and Discovery: “Embracing new thinking and innovation in a spirit of open minded collaboration that positively impacts on ourselves, our University, our city, society and the world.”

    In response, the University of Glasgow has recently begun incorporating a co-design element into its Workspace Futures Programme, starting with a ‘diagnose’ phase. Yet I still wonder: are we thinking boldly enough? Are we exploring possibilities that reach beyond our usual perspectives and assumptions?

    Let me pose a provocation from my colleague Dr Nathalie Tasler (personal communication, November 2024):

    Remember the Disney movie Aladdin? “Phenomenal cosmic powers… itty-bitty living space!” So how can our immensely talented and creative colleagues thrive when their environment is filled with “stop rules” (Runco, 2007)? In social psychology, stop rules are constraints—often invisible—that limit our thinking, stifle creativity, and shut down possibility thinking (Craft, 2005; Lin, 2020) before they even have a chance to take shape. When workplaces impose these restrictions, whether through rigid protocols, uninspiring spaces, or unspoken norms, how can we expect innovation and fresh ideas to flourish? What would it take to create a work environment where potential isn’t confined, but unleashed?Transforming everyone’s spaces

    While we have been focused on transforming student study spaces and creating vibrant, open campuses that attract students and the public alike, we may be neglecting the needs of our own staff. The University of Edinburgh (Bayne, presentation in November 2024) uses the term “buzz” to describe the energy of a thriving campus, drawing inspiration from the University of Warwick’s public events, like World Cup screenings in collaboration with local businesses, that created memorable, widely shared experiences. Edinburgh’s themes of Belonging and buzz; Sanctuary and beauty; Sustainable connections; Mobility, flexibility and flow, and Openness, public co-creation and surfacing resonate with our work on student spaces, but have we fully explored the potential of spaces that could truly empower our staff work best depending on their known, or yet unknown preferences?

    Understanding individual preferences in workspace design is challenging. Environmental needs are deeply personal, shaped by complex and unique factors. This makes it impossible to assume that one person’s ideal workspace will suit everyone. When we project our own preferences onto others, we risk introducing bias and overlooking or misjudging their needs. These hidden barriers are created by a world design with certain people in mind, leaving others feeling excluded. They make aspects of society accessible to some while shutting out others. These mismatches are the building blocks of exclusion, making people feel unwelcome or unable to fully participate (Holmes, 2018).

    It is one thing to offer flexible options for staff to work from home or from a campus office. But we should also look closely at the campus itself, at how we treat these spaces and how they treat us. Typically, we arrive on campus, head into buildings and into offices or meeting rooms, and operate within closed-off spaces that might be limiting our ability to think creatively or envision the future. It makes me wonder: Are we missing something essential?

    An office is an office is an office?

    We expect our staff to innovate and imagine exciting futures, yet how can we foster that kind of thinking when we confine people to uninspiring spaces? A room does not need to have white walls or dull furniture to feel stifling; even a vibrant, biophilic space can feel restrictive if it is still just four walls. What if we reimagined our workplaces so that, rather than feeling like “just another day at the office”, staff actually felt genuinely inspired to be there?

    At present, we do not offer staff the full range of spaces that might suit different types of work or support them in ways they find personally meaningful. Why is it, for example, that a staff member working in an on-campus café among students is often seen as “not really working”? Such assumptions are outdated, belonging to a pre-digital era. Why do we still insist that all staff need traditional offices, all the time?

    Offices have their purpose, of course, but not all office types are effective for all needs. Open-plan offices with cubicles, for instance, combine the worst aspects of every workspace model. Various issues are associated with open office spaces featuring cubicles, which are often regarded as suboptimal work environments. Common problems include lack of privacy, increased noise levels, and the inability to control one’s environment, which can lead to diminished productivity, lower job satisfaction, and elevated stress levels. The systematic literature review by Colenberg et al (2021) finds a link between cramped cubicle setups in open spaces and decreased physical and mental health due to poor environmental control. I recall working in university offices in the early 1990s, when alternative approaches were simply unimaginable. Back then, an office with your name on the door was a status symbol and a sign of belonging. But why are we still behaving as though we are living in the 20th century?

    Spaces designed to fit people, not making people fit

    James McCune Smith Learning Hub (JMS) © UofG

    If someone can concentrate deeply and produce creative, high-quality work in a bustling student study space like the James McCune Smith Learning Hub (JMS,) or in a moderately busy area like the Mazumdar-Shaw Advanced Research Centre (ARC) lobby, who are we to judge? For some, the energy of a café may be the perfect environment to spark ideas and focus, while others need absolute silence and solitude to work through complex problems. Some might prefer a quiet, shared workspace, finding comfort in the presence of others without the noise. Many benefit from working at home, or outside if weather permits, while others feel more motivated and inspired by coming onto campus.

    Ultimately, as long as staff are accessible when needed and are delivering excellent work, there is no “right” way to structure a work environment. What works for one person may not work for another, and that is precisely the point: a truly supportive workplace recognises and respects individual preferences and needs. By allowing each person the freedom to choose the space that best supports their productivity and wellbeing, we create a culture that values flexibility and respects diversity in how we all work best.

    Mazumdar-Shaw Advanced Research Centre (ARC) © UofG

    Welcoming variation and diversity as agents for evolution

    The psychologist Dr Lorna Champion (personal communication, November 2024) summarised this succinctly: “Evolution is based on variation. If a characteristic supports the survival then it is retained and handed on, because of difference, we evolve. If we don’t have variation then we stagnate.” It is time to embrace new thinking, to break from outdated models, and to create environments that truly support and inspire staff to thrive.

    Nic Kipar leads the Academic and Digital Development team at the University of Glasgow. She played an instrumental role in the creation of the James McCune Smith Learning Hub, focusing on inclusive active learning. Nic co-leads the Enhancing Learning & Teaching Practice workstream, contributing to the university’s Learning & Teaching strategy and planning for the upcoming Keystone building, which will feature large interdisciplinary labs. Nic also chairs a working group on Pedagogy in Superlabs, pioneering these innovative spaces for the university.

    Author: SRHE News Blog

    An international learned society, concerned with supporting research and researchers into Higher Education

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