For the time being, John Cater is the longest-serving Vice-Chancellor in UK higher education, having held his current post for approaching 32 years. He hands over the reins at Edge Hill University at the end of January 2025. In the blog below he finds parallels between what is happening in the high street and in the university sector…
This week Mark Allen, the Chief Executive of Land Securities, announced that his company had paid £490m for a 92% stake in Liverpool One, the shopping centre. In quotes, he explained that the top one per cent of UK retail shopping destinations provide access to 30 per cent of all in-store retail spend, “which is why we continue to see brands focus on fewer but bigger and better stores in the best locations”.
You may well ask, ‘What has this to do with higher education?’ First, there is a tangential link, in that Mark Allen is a former Chief Executive of Unite Students, the sector’s largest housing provider and a company that has, indeed, sought to maximise access to student residential spend and in the ‘best’ locations, typically cities with universities that are part of the perceptual elite.
But are we seeing this in higher education too? Any graph of higher education participation since the removal of the student number cap in 2015 has seen an increasing bifurcation between high-tariff institutions and, initially, low and, more recently, mid-tariff institutions. If you’re in the latter categories and you look at the 2024 intake data, the new cohort is in the sector, just not, in all probability, in your institution.
So, are we seeing Land Securities’ retail revolution, a race to the best locations, a clear focus of demand, in higher education? A decade of ‘spending’ decisions by each new intake, their friends, families and schools and colleges – ‘where do I go to draw down my loan?’ – says so. The UCAS 2024 End of Cycle data, as ever ably summarised by David Kernohan for Wonkhe, makes it clear that “higher tariff providers have been fishing in deeper waters”, with both lower tariff offers and a more flexible approach to clearing. And this is clearly understood by those making ‘purchasing’ decisions, with the exponential growth of self-release highlighting (perceived) trading-up.
With no constraints on an institution’s numbers, this trend appears inexorable, whilst a constraint on numbers would constitute a significant reduction in choice. There may be a middle road, a managed market, with limitations on the pace of growth, possibly determined by discipline, but the howls of protest would reverberate, particularly in elements of the media, constituency postbags and selective schools. And, whilst the Department for Education has indicated that it is no longer using Russell Group entries as a measure of a school’s success, the Treasury has yet to mirror that action.
The crunch is coming. With very few exceptions, university sustainability depends on two variables, number and price. The failure to secure, at least to date, a five-year index-linked settlement has curtailed price, and, with it, investment and forward planning. And a broadly static market, with no signs of an increase in all-age participation, is reflected in curtailed demand and fewer numbers.
From 2030 the age cohort declines by one-sixth. Demand for traditional higher education is broadly static and increasingly differentiated by tariff. Innovation, be it Lifelong Learning or apprenticeships, has yet to grip the market.
In retail investment has headed in two directions, niche providers in up-market ‘village’ style communities, whilst the big city retail brands, such as those in Liverpool One, acquire floor space and greater market penetration. Quoted companies pay nine figure sums for a piece of the big city pie, whilst non-niche players, the poor, the periphery, the ‘red wall’ towns, suffer.
Is this relevant to higher education? I believe so. Demand for higher education is broadly static and increasingly concentrated in a smaller number of providers. In-migration is severely constrained and the number of UK-resident eighteen-year-olds is heading towards a cliff edge.
I have written previously on the possible shape of higher education in the coming decade. Trifurcation: a three-way split. A perceptual elite offering three-year away from home residential degrees. Sub-regional providers closely tied to further education, anchor institutions in their communities. And, a (re-) emergence of global online players in the education marketplace, with strong brands and an almost uncapped resource; providers with the capacity, largely unfettered, to shape opinions and behaviours on whim.
Albert Hill Working Men’s Club and Institute has played an important role in my life.
It’s the place where my parents had their wedding reception. My christening party was held in its concert room. Friends of mine, uncles, and acquaintances, have had their wakes with luke warm pork-pies and pints of Magent in the bar. The day I got my membership to the club was a milestone into adulthood and at thirty one I suspect I am still the youngest member.
Temperance and temperament
The working man’s club emerged through colliding strains of the temperance movement as an alternative to the gin bars of the 1800s, the rise of the industrial working classes and their desire for betterment, and as a hub for leisure, sports, lectures, and other recreational activity. In university parlance we often talk of local catalysts but Albert Hill has maintained a generation of allotments for leek growing competitions, brought money into local economies through the touring domino tournaments, and kept hundreds if not thousands of self-employed singers, caterers, and turns in business.
And they would not be pretentious enough to call themselves it but it is a civic institution. As the writer Devika Rao has said on the decline of these kinds of third spaces that are neither home nor work “Where do you go if you are not at school, work or home? For some, the answer is, well, nowhere.” The civic agenda does not quite know how to deal with these kinds of third spaces.
It’s not that universities are not doing things which directly benefit the drinkers of Albert Hill. Universities are providing nursery places, improving school performance, supporting sustainability projects, and much more between. These things are exceptionally valuable, if executed well will change a place, and in an era of constrained university spending are admirable. At the same time, like the temperance campaigners of the 1800s, projects can sometimes feel like telling a general population to know what is good for them. As recent polling by Public First demonstrates a plurality of the public know not much or very little about what their local university does for the local area.
The challenge is that universities are not just local institutions but global ones. Inevitably, this means that they will do things which are unfamiliar to populations that are less internationally mobile. David Goodhart, once darling of the liberal media now feted immigration sceptic, may argue this is the divide between nowheres and somewheres. The somewheres being people rooted in their local places, often not university educated, with small c conservative views. The nowheres being the mobile, less rooted, and highly educated. If the civic agenda is anything it is an attempt to bridge the education faultline through the university.
This also means that universities do university coded things in their civic agenda. There is not a focussed civic university agenda about revitalising and supporting working men’s clubs, snooker halls, pubs, places of worship, community centres, small music venues, local football teams, or, to a lesser extent, saving the local high street. It’s legitimate to argue that this isn’t the business of universities but this is no more or less true than partnering with the local museum, art gallery, or literature festival.
And this is perhaps the second challenge. Value, and the things worth spending public money on that aren’t education and teaching, are often middle class coded. This isn’t to say universities aren’t minded of their impacts on working-class communities. From supporting a just transition, to school programmes, free nursery places, and so on, they clearly are. It’s more that the kind of intangible, culturally coded, doing nice things for an area, can feel middle class.
Again, to be absolutely clear, it’s not that working-class people don’t enjoy literature, art, and culture. This is obviously the case and it’s tedious to suggest otherwise. It’s more about the range of things universities choose to invest in. And, whisper it, it’s because many of these working-class spaces are also full of people who share views that are anathema to universities. They are often less in favour of immigration, less socially liberal, and more opposed to high levels of public spending on the things universities do. To organise in those spaces is to not organise with people that aren’t aware of universities but with people that are aware of universities and simply don’t always like them that much.
Pot and trench leeks
This leaves the fundamental challenge of the extent to which universities responsibility extends to areas where they have no direct mission, with individuals that may never join in their activity, and with activities they do not have the cultural cache to do authentically. Even if universities thought maintaining a working-class culture was their role it’s not even that clear what they would actually do.
Universities also cannot dictate the civic institutions they have. It’s not their role to tell their populations where to work, live, love, study, enjoy their time, and just hang out. The role of the civic university agenda is not to extend the university into the world but to extend the world into the university. The people who have the most to gain from universities being civically involved are often the least likely to know what the university is or what it does.
The civic agenda has spurred universities toward a greater consciousness of their places and achieved practical things. The way activities are coded is not to say that these activities are not valuable but it is to say that the authorial intent of civic agendas of economic growth and cultural enrichment hit the reality of communities that feel alienated from institutions generally not just the university.
If universities are to lead on growth and capture momentum with this new government they have to demonstrate they can support growth everywhere. The success of the civic agenda is not just about days spent in museums, hours of tutoring, or student spending. It is also whether the people that once felt like their university had nothing for them now does.
It may be the season for giving. However, it looks unlikely that universities will find a gift-wrapped solution to their financial worries under the tree anytime soon.
There are busy times ahead for the higher education sector, what with boosting the economy, solving the evils of social injustice, and restoring civic accord to our troubled nation – as the government appears to expect. Realistically, however, most higher education institutions will be operating with reduced numbers of employees and leaner resources, for the foreseeable future. So, it is not entirely clear how this all adds up.
In a “more for less” environment, the institutions that will survive, perhaps even thrive, will be those that are able to get the very best out of each individual. What universities urgently need, therefore, is outstanding, engaged leadership.
Beyond the executive suite
But just to be clear, when I say “leadership”, I am not talking about stronger, tougher, more detailed decision-making at the top. With the best will in the world, the ten people who sit in the executive suite on a Tuesday morning with a pot of coffee can only do so much.
However, what can have a transformative impact on organisations is a willingness to mobilise, align and empower a distributed network of leaders at every level of an organisation to motivate, support and develop their staff, so that everyone can achieve more.
This isn’t a new idea. From Peter Drucker in the 1960s, through to more recent work by Martin Seligmann, Michael West, Brené Brown, and many others, the published wisdom on organisational psychology tends to show that command-and-control styles of directive authority are less effective than positive and collaborative methods of leading that harness knowledge and creativity across an organisation. This is especially so when responding to cultural issues and “wicked problems”. We might have a few of those.
This is not to say that everyone should get a vote on everything all the time. Nevertheless, the working principle that, within agreed limits, decisions should be taken as close as possible to the actual activity is a good one – and might well save time, money and trouble.
Leadership skills
Nobody says this is simple. Devolving decision-making calls for high levels of trust, skill and communication across leadership teams and for attention to personal development. The Institute of Leadership, a membership organisation with 75 years of experience in this game, identifies 49 principles of leadership, ranging from adaptability, and dealing with conflict, to ethics, managing upwards and resilience. (Anyone who has ever chaired a department meeting will probably have required most of these abilities before reaching item four on the agenda.)
Cappfinity, a global talent lifecycle management company, deeply embedded in global industry with 20 years of research, lists no fewer than 80 key workspace skills, highlighting eight “altitude leadership” strengths: agile thinking, relationship navigation, accountability, self-insight, inclusive leadership, courage, strategic vision and change facilitation. Surely, more of these things in daily university life could only help, whatever the next big policy change might be.
As a sector, and with some external prompting, universities and other higher education providers have recently become much better at articulating, assessing and developing employability skills for students.
However, there’s still some way to go on helping staff to identify, understand and optimise their technical, cognitive and behavioural strengths (to borrow a taxonomy from Cappfinity). Of course, some colleagues already display these skills; others clearly need to learn them. All too often, people in our organisations do have remarkable qualities and abilities, but don’t have the opportunities or the motivation to use them. These unrealised strengths constitute a potentially rich resource for universities, especially when other kinds of resource are in short supply.
Abi Parker of Cappfinity points out that tapping into these abilities can make a profound difference:
With skills development, at every level, everything starts with self-insight. What’s special about leadership development is that any positive movement is amplified, meaning that as a lever for improving organisational effectiveness, leadership development is a great place to start. This is especially true in difficult times.
The marzipan layer
If only there was a pan-institutional network of experienced colleagues able to communicate effectively, to take responsibility at local level, to promote strategic objectives, to motivate and support employees, and to innovate appropriately without excessive investment or risk.
Ah, yes. Right. So, the good news is that universities already have these highly developed internal structures in both academic and professional services teams, in the form of deans, directors, heads, section leads and their deputies. The bad news is that our large, bureaucratic institutions can sometimes ignore and elide what is going on at this level, or these leaders can end up overwhelmed and discouraged, unsure how to manage the apparently competing demands of their own staff and the senior team.
As Mark Smith, vice chancellor at the University of Southampton, observes:
The crucial layer of leadership in an institution is the senior leadership of academic departments and professional service directorates. If this layer is not trusted, empowered and sufficiently skilled there is relatively little those further up can do to bring about change.
This “marzipan layer”, as governance adviser Seamus Gillen of Value Alpha has memorably described it, may become more important than ever as universities navigate the more-for-less maze that lies ahead.
Not everyone loves marzipan, I know, but something has to hold together the crusty royal icing and the crumbly yet delicious fruit cake – just as someone has to localise change initiatives and restructures, to support individuals through difficult contract negotiations, to locate and realise efficiencies, to manage workloads, to resolve conflicts, and to ensure that somehow, against all odds, students continue to get the best possible education.
Thinking more expansively, if universities really are going to play a greater role in society, boost economic growth, drive new knowledge and be more active in cities and regions – I believe and hope they can – then it will be at the level of local leadership that new partnerships will be maintained, inequalities will be gradually eroded, and innovative models for education delivery will evolve.
As Gillen observes, for some people, the marzipan is the best bit:
Just because it’s squeezed in the middle doesn’t mean it’s all bad. If Deans and ‘Heads of’ could be empowered, and feel empowered, they could, would and can transform an institution’s future.
So, as you cut yourself a festive slice, consider that nurturing leadership competencies and behaviours at all levels of our knowledge industry might be the smart place to put your time and energy in the year ahead. Developing teams and individuals won’t provide a quick solution, but it will create the conditions from which future solutions for the sector can emerge. After all, we’re in the education business. Enabling and empowering people is what we do.
In this special seasonal edition of the Wonkhe Show, we discuss how you can contribute to the higher education debate by writing for the site.
Plus we discuss the importance of communicating academic and professional insights to wider audiences, and we take you inside our editorial process – which is all about clear arguments and diverse perspectives.
With Adam Matthews, Senior Research Fellow at the School of Education at the University of Birmingham, Michael Salmon, News Editor at Wonkhe, David Kernohan, Deputy Editor at Wonkhe and presented by Debbie McVitty, Editor at Wonkhe.
JACKSON HOLE, Wy. Dec. 18, 2024 — Picture three people standing next to each other in Yellowstone National Park. One’s an ordinary tourist, one’s a news reporter, and the third’s a documentary filmmaker. They’re all filming Old Faithful, using the exact same iPhone, and without disturbing anyone around them.
Under federal law, the tourist and the reporter are doing nothing wrong. But the documentarian could face heavy fines — even jail time.
That’s why the Foundation for Individual Rights and Expression today filed a lawsuit on behalf of nature and sports photographers and filmmakers Alexander Rienzie and Connor Burkesmith. FIRE’s suit aims to overturn the National Park Service’s onerous, arbitrary, and unconstitutional permit-and-fee scheme that charges Americans for the right to film in public spaces.
“The national parks belong to the American public,” said FIRE Chief Counsel Bob Corn-Revere. “If you have a right to be there, you have a right to film there. The federal government can’t tax Americans to exercise their constitutional rights.”
Joining FIRE’s lawsuit as co-counsel and co-plaintiffs is the National Press Photographers Association, which represents thousands of visual journalists, including Alex and Connor. Although the NPS exempts filming for “news-gathering” from its permit scheme, the NPPA has for years argued that the law imposes an unfair burden on photographers and filmographers, who can’t always know ahead of time who they plan to sell their work to, or even if they plan to sell it at all.
“For decades, the National Press Photographers Association has been working to support the rights of visual journalists and other photographers to document the beauty of our natural resources and the people who visit and care for them in our national parks,” said NPPA President Carey Wagner. “It is unfortunate that the actions and policies of the National Park Service have never fully respected the First Amendment rights of photographers, and it’s even more disappointing that it has become necessary to take the Park Service to court in order to resolve our members’ concerns. NPPA is enormously grateful to FIRE for taking on this case on behalf of all photographers.”
Alex and Connor wanted to film in Grand Teton National Park in September to document an attempt by an athlete to break the record for the fastest climb up the Grand Teton. They planned to have only two or three people, using small handheld cameras and tripods, on the 16-mile route for the shoot. In fact, to keep up with the fast pace of the speedrun, they would carry less gear than the typical climber going up the mountain.
But under current law, whether a filmmaker needs a permit to film in a national park doesn’t depend on the amount of gear they bring or how disruptive filming might be. The only thing that matters is whether their purpose is “commercial.” The rule could apply to filming a big blockbuster movie near the Grand Canyon (where the scale of the project might justify a permit requirement), but also to a small-time YouTuber who posts a video of their jog through the National Mall.
“Congress wanted to keep big Hollywood productions from taking over the parks and keeping others from enjoying their natural beauty,” said FIRE attorney Daniel Ortner. “But the current law wasn’t written for a world where anyone with a smartphone has a film studio in their pocket.”
Alex and Connor knew they might use the footage to produce a documentary film, so they filed for a permit and explained how small their impact would be. But NPS employees have wide and unquestioned discretion under the law to deny permits. NPS denied the permit on the grounds that it could turn the speedrun into a “competitive event”— and pocketed the non-refundable $325 application fee.
“Independent filmmakers don’t have the resources of the big production companies,” said Connor. “It’s a gut punch every time we throw down hundreds of dollars, only to be denied permits for reasons that are vague, arbitrary, and unfair. As someone who needs to film outdoor sports where they happen, it’s a threat to my livelihood.”
Alex and Connor were forced to choose between risking prosecution, or letting a potentially historic event go undocumented. For dedicated documentarians like themselves, it was an easy choice: They filmed without the permit in September.
“In the entire time we were up there, we didn’t get in the way of anyone else’s enjoyment of Grand Teton,” said Alex. “To us, the Grand is a very special mountain that we’ve spent countless hours exploring.”
An NPS spokesperson later announced they had determined that Alex and Connor’s actions didn’t meet all the criteria for charges—but if their work had been featured “in a commercial or a catalog or something like that,” it would be “less of a gray area.” Far from settling the issue, the NPS statement effectively signaled that Alex and Connor could still face charges if they ever sell or use their footage.
FIRE and the NPPA are seeking an injunction in the United States District Court for the District of Wyoming to prevent that outcome, and to put a permanent end to a system where individual park employees can deny Americans their First Amendment rights on a whim.
“I chose this line of work because I love the national parks,” said Connor. “Photographers and videographers are the best advocates the parks have; the more people see and understand their unique value, the stronger their desire to protect them. It’s time for the Park Service to stop throwing up roadblocks and work with us, not against us.”
The Foundation for Individual Rights and Expression (FIRE) is a nonpartisan, nonprofit organization dedicated to defending and sustaining the individual rights of all Americans to free speech and free thought — the most essential qualities of liberty. FIRE educates Americans about the importance of these inalienable rights, promotes a culture of respect for these rights, and provides the means to preserve them.
CONTACT:
Alex Griswold, Communications Campaign Manager, FIRE: 215-717-3473; [email protected]
FIRE staffers take your questions on the TikTok ban, mandatory
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and more.
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Will Creeley, legal director
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The following free social skills worksheets are designed to help children, people with learning disabilities, clients, and even adults to actively reflect on their skills in social situations.
The worksheets cover various scenarios and sub-skills, including:
Conversation starters
Listening skills
Personal space
Social problem-solving
Giving and receiving compliments
When printing, you might want to select “shrink to fit” to ensure an optimal output.
License and Terms of Use: All printables are provided for non-commercial personal and classroom use only, not for resale or distribution. All rights reserved.
Social Skills Worksheets
Designed by Chris
Conversation Starters Worksheet
Use this version for getting students to actively reflect on how to start a conversation and interact appropriately with others verbally.
Designed by Chris
Listening Skills Worksheet
Use this version to get students to think about active listening skills and brainstorm the best ways to respond to people when listening to them in order to absorb what they’re saying.
Designed by Chris
Personal Space Worksheet
Use this version to help people to understand how to give people personal space and maintain an appropriate distance in various social situations.
Designed by Chris
Social Problem Solving Worksheet
This version is ideal for helping people to deal with scenarios where someone may lose their temper. The scenarios discuss various appropriate ways to respond to potentially hairy situations.
Designed by Chris
Giving and Receiving Compliments
Use this piece to brainstorm ways to give and receive compliments in various situations. Students must sort between various potential responses to compliment and ways to give compliments.
Designed by Chris
Social Skills Checklist
This checklist gets students to reflect on social skills they’ve used in the past week, and then to think about their strengths and areas for improvement.
Thanks for checking out these worksheets. If you want to brainstorm different examples of social skills, read this blog post.
Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]
On December 18, the Department of Homeland Security (DHS) published a final rule to modernize the H-1B visa program, finalizing changes first proposed in October 2023. The rule will take effect on January 17, 2025, introducing significant updates aimed at clarifying the requirements of the H-1B program and improving program efficiency, providing greater benefits and flexibility for petitioners and beneficiaries, and strengthening program integrity measures.
The final rule responds to comments from a variety of stakeholders, including concerns raised by CUPA-HR and others in a multi-sector joint comment letter signed by 74 organizations and a higher education-focused letter led by the American Council on Education (ACE). Both letters advocated for changes to the definition of a “specialty occupation” and other key areas to ensure the regulations better align with workforce needs. The final rule incorporates feedback from stakeholders and aims to provide clarity while maintaining program integrity.
Below are highlights of some noteworthy provisions in the final rule and next steps.
Revised Definition and Criteria for H-1B Specialty Occupations
The final rule modifies the definition of an H-1B specialty occupation in response to public comments, including those CUPA-HR signed onto in a multi-sector joint comment letter and a higher education-focused letter. DHS clarified that a degree or its equivalent must be “directly related” to the duties of the position, with “directly related” defined as having a logical connection between the degree and the job duties. This change addresses concerns raised in comments that the proposed language could have been misinterpreted to require adjudicators to focus solely on a beneficiary’s specialized studies.
The rule also permits a range of qualifying degree fields, provided that each field is directly related to the position’s duties. Additionally, DHS removed references to specific degree titles such as “business administration” and “liberal arts” to avoid undue reliance on degree titles. This recognizes that degree titles can vary between institutions and evolve over time, emphasizing the relevance of the degree’s content rather than its name. These changes align with the requests made in the joint comment letter, ensuring that the definition of a specialty occupation is practical and reflective of modern workforce realities.
Codification of the Deference Policy
The final rule codifies DHS’s current deference policy, providing greater clarity on how U.S. Citizenship and Immigration Services (USCIS) adjudicators should approach petitions involving the same parties and underlying facts. Under the codified policy, adjudicators are generally required to defer to a prior USCIS determination of eligibility when adjudicating a subsequent Form I-129, Petition for Nonimmigrant Worker. However, deference will not apply if a material error in the prior approval is discovered, or if new material information or a material change impacts the petitioner’s or beneficiary’s eligibility.
Elimination of the Itinerary Requirement
The final rule eliminates the itinerary requirement, which previously required petitioners to provide an itinerary detailing the dates and locations of services or training when filing Form I-129. This change addresses concerns that the requirement was largely duplicative of other information already provided in the petition. Eliminating this requirement simplifies the filing process, reducing administrative burdens for petitioners. The change is particularly beneficial for individuals in roles such as medical residencies under H-1B, where work may occur at multiple sites, as it removes unnecessary procedural hurdles without impacting USCIS’s ability to assess eligibility.
Expanded H-1B Cap Exemptions for Nonprofit and Governmental Research Organizations
The final rule modestly broadens the scope of H-1B cap exemptions for nonprofit and governmental research organizations, as well as nonprofits affiliated with institutions of higher education. The revised definitions recognize that qualifying organizations may have multiple fundamental activities or missions beyond just research or education. Under the updated regulations, organizations can qualify for a cap exemption if research or education is one of their fundamental activities, even if it is not their primary activity or mission. These changes better align the cap exemption criteria with the diverse roles and structures of modern nonprofit and governmental entities.
Enhanced Cap-Gap Protections for F-1 Students
The final rule extends cap-gap protections for F-1 students transitioning to H-1B status. Under the new provision, F-1 students who are beneficiaries of timely filed, nonfrivolous H-1B petitions will receive an automatic extension of their F-1 status and employment authorization through April 1 of the following calendar year. This extension provides up to six additional months of status and work authorization, reducing the risk of lapses in lawful status or employment eligibility while awaiting approval of the change to H-1B status.
Codification of Site Visit Authority
The final rule codifies and strengthens the USCIS site visit program, which is administered by the Fraud Detection and National Security (FDNS) unit. DHS clarifies that refusal to comply with a site visit may result in the denial or revocation of a petition. Additionally, the rule explicitly authorizes DHS to conduct site visits at various locations connected to the H-1B employment, including the primary worksite, third-party worksites, and any other locations where the employee works, has worked, or will work. This provision formalizes long-standing practices and enhances USCIS’s ability to monitor compliance with H-1B program requirements.
Next Steps
The rule takes effect on January 17, 2025, just days before the next presidential inauguration. While it is unclear if the incoming Trump administration will seek to modify or withdraw the regulation, the codification of key provisions, such as the deference policy, makes them more difficult to rescind without formal rulemaking.
Employers should also prepare for the required use of a new edition of Form I-129, Petition for a Nonimmigrant Worker, on the rule’s effective date. Because there will be no grace period for accepting prior editions of the form, employers should review the preview version, which will be published soon on uscis.gov, to prepare for the transition.
It’s the most wonderful time of the year! The holiday season represents the perfect time to reflect on all that your school community has accomplished and celebrate it. What better way to reflect on the past year with your staff, students, and families than a highlight video?
For years now, we’ve been compiling lists of our favorite holiday highlight videos from schools, sharing fun and compelling ideas that you can try to connect with your audience. Keep reading to discover the benefits of creating and distributing a holiday highlight video for your school and get inspiration from our list. Let’s get started!
Why Create a Holiday Highlight Video for Your School?
Creating a holiday highlight video for your school this year can be a fun project but also a strategic way to strengthen your connection with your community, showcase your school’s unique culture, and leave a lasting impression during the festive season. Here’s why it’s worth the effort.
1. Build Stronger Community Connections
A holiday highlight video allows you to bring your entire school community together. You highlight the collective spirit that defines your school by capturing moments from seasonal events, concerts, classroom celebrations, or volunteer initiatives.
Sharing these moments with parents, alumni, and local supporters creates a sense of belonging and pride, reinforcing that your school is a vibrant, supportive learning environment for students.
2. Showcase Your School’s Values and Culture
What better way to showcase what makes your school unique than through a professionally crafted holiday highlight reel? A holiday video can encapsulate those values in action whether your school emphasizes creativity, inclusivity, or academic excellence.
It’s an opportunity to demonstrate how your students and staff embody the spirit of giving, kindness, and celebration during the holidays, making your school stand out to prospective families and partners.
3. Engage Your Audience in a Memorable Way
Videos are one of the most engaging forms of content, especially on social media. A holiday highlight video captures attention far more effectively than static posts or written updates.
By combining visuals, music, and heartfelt moments, your video can evoke emotion, spark joy, and encourage viewers to share it with others, amplifying your school’s reach and impact.
4. Celebrate the Achievements of the Year
The holiday season is a perfect time to reflect on the milestones your school has reached throughout the year.
A holiday highlight video can showcase achievements from sports teams, academic competitions, or memorable events. This celebrates success and motivates students, staff, and families to look forward to the opportunities ahead.
5. Create a Lasting Keepsake
A holiday highlight video can become a keepsake that students, parents, and staff can look back on for years.
These videos preserve memories of special moments that might otherwise be forgotten, becoming a cherished reminder of the holiday magic your school creates every year.
6. Boost School Spirit and Morale
For students and staff, a holiday highlight video can be a source of pride, reinforcing the positive energy and teamwork that make the school a great place to learn and work. It’s a morale booster that helps everyone end the year on a high note.
Investing in a holiday highlight video this season isn’t just a creative endeavour—it’s a meaningful way to connect, celebrate, and share the heart of your school with your community. Whether you’re looking to attract new families, strengthen existing relationships, or simply spread holiday cheer, a video is the perfect way to make your school’s message resonate this holiday season.
Wondering how to take your school’s digital marketing strategy to the next level with video content? Reach out to learn about our customized services.
How to Create a Holiday Highlight Video
Now, you might be wondering: how do I create a holiday video? Be sure to check all of these boxes:
Remember to plan ahead
Involve your school community in the process
Use high-quality visuals and audio
Add a festive, celebratory touch
Edit for quality and interest
Share your school’s holiday video on multiple platforms
What platforms are best for sharing a holiday video? Or, if we’re thinking of cost efficiency, what is the best app to create holiday videos for free?YouTube and TikTok are favorites among schools looking to use video content to communicate with their existing student body and boost enrollment due to their huge audiences and ease of use.
By planning thoughtfully, fostering collaboration, and putting a creative twist on your school’s holiday celebrations, you can create a video that delights your community and leaves a lasting impression. Now, for what you’ve been waiting for. Let’s see what schools all over the world have come up with.
The University of Louisville – Get the Whole Community Involved
The University of Louisville created a standout holiday video that resonated with its community. The star of the show? Their mascot Louie the Cardinal handed out Christmas cards to several members of the school community (Get it? Louie… Cardinal? We love a good pun!) The video wrapped up with a heartfelt holiday message from a school administrator, reflecting on the year’s achievements and sharing an inspiring outlook for 2025.
The key to an impactful school holiday video is involving as many members of your community as possible. Why is that? First of all, the holiday season is all about coming together. Including students, staff, and faculty members is both an excellent way to celebrate and an effective way to showcase your close-knit community to current and prospective students.
Remember that a strong school community garners trust and credibility, and encourages online engagement which in turn broadens your reach, humanizes your brand, and instills a sense of pride.
GSU Arts – Add a Creative Touch With Animation and Editing
True to its identity as an art school, Georgia State University College of the Arts has delighted its viewers with a festive animation project created by its own students and alumni.
Your holiday video highlight does not have to be complicated–just a joy to watch. It’s an excellent idea to leverage the talent within your student body, providing students with the opportunity to add something to their resumes and encouraging them to do their best work.
University of Vermont – Foster Inspiration, Gratitude, and Excitement for the New Year
This year, the University of Vermont went for a reflective, meaningful message, highlighting the positive impact that each department has on the planet.
Your school community members like to know that they are a part of something bigger than themselves. Give them a sense of belonging by reminding them of all the amazing things they can accomplish now as your students and in the future as graduates.
Trent University – Remember to Infuse Some Holiday Magic!
Trent University’s holiday video is full of holiday magic starring students and faculty members across various departments who open an enchanted book that sparkles brightly, creating a whimsical visual effect.
The use of a powerful slogan – “Bright minds gather at Trent University” fits perfectly with the theme of the simple yet festive subject matter within the video. Remember that a little bit of effective video editing can create a magical holiday feel.
Source: Trent University | YouTube
University of Toronto – Provide Some Needed Support During Exam Season
Though holiday cheer is in the air, so is the stress of exam season. Here, the University of Toronto acknowledges this stress and provides a solution! This TikTok video features fellow students assembling Exam Ready Kits for stress-free studying.
A video like this, particularly for post-secondary institutions, showcases a caring, supportive learning environment, which is appealing at any time of the year. Show how you care for the needs of students in your holiday highlight video.
Glenbard North High School – Share Highlights From Holiday Spirit Week
Leading up to the holiday break, many schools, particularly K-12, invite staff and students to participate in holiday-themed spirit weeks.
Glenbard North made a short, fun TikTok video where students and a staff member introduced the themes of each day: cozy, candy cane coloured, family photo themed, Grinch vs. Whos, and festive. How fun! Try fun short videos like this on TikTok to create excitement.
University of Michigan – Highlight Holiday Events for a Good Cause
The University of Michigan shared heartwarming highlights from their annual tree lighting ceremony. The guests of honour were the C.S. Mott Children’s Hospital’s ‘calendar kids’ who enjoyed special guest appearances from Batman and Captain Marvel.
Think about how your school gives back to the community and showcase that to demonstrate your commitment to making a positive impact as an institution. How fitting for the season of giving.
McTavish High School – Give Students Something to Look Forward To!
The holidays are a time for celebration! Many schools host dances and events around this time. Make a fun video providing the details of your upcoming winter celebrations to give students something to look forward to.
In their video, McTavish High School provides essential event details in the video content and the description and creates hype around the upcoming dance with a high-energy mini-skit performed by students.
University of Bristol – Show off Your Holiday Decorations
Just the sight of a well-lit tree can elicit excitement for lovers of the holiday season. Have you been decorating on campus? If so, why not show it off?
This simple video by the University of Bristol puts their beautiful tree on display and encourages students to stop and appreciate the beauty of their campus in the winter time. Your holiday highlight video is the perfect opportunity not only to display your decorations but also to show off amenities on campus. Take advantage of this!
University of Essex – Showcase the Diversity Within Your Community
One of the most beautiful parts of the holiday season is learning about the many traditions kept across the world.
Particularly as a diverse school community like the University of Essex, highlighting the diversity of your student body can be a heartwarming and interesting way to celebrate as an institution. Try an authentic interview-style video like this one to learn more about the individuals that make your community special.
The holiday season offers schools a unique opportunity to celebrate their community, showcase their values, and engage with their audiences in meaningful ways. Whether through heartfelt messages, creative animations, or exciting event highlights, a holiday video can capture the essence of your school while fostering pride and connection.
By drawing inspiration from the examples we went through and tailoring your approach to reflect your school’s spirit, you can create a memorable and impactful holiday highlight video that resonates with your students, staff, and families. Here’s to celebrating our achievements and setting the stage for another bright and inspiring year ahead!
It’s the most wonderful time of the year! The holiday season represents the perfect time to reflect on all that your school community has accomplished and celebrate it. What better way to look back on 2024 with your staff, students, and families than a highlight video?
For years now, we’ve been compiling lists of our favorite holiday highlight videos from schools, sharing fun and compelling ideas that you can try to connect with your audience. Keep reading to discover the benefits of creating and distributing a holiday highlight video for your school and get inspiration from our list. Let’s get started!
Why Create a Holiday Highlight Video in 2024?
Creating a holiday highlight video for your school this year can be a fun project but also a strategic way to strengthen your connection with your community, showcase your school’s unique culture, and leave a lasting impression during the festive season. Here’s why it’s worth the effort.
1. Build Stronger Community Connections
A holiday highlight video allows you to bring your entire school community together. You highlight the collective spirit that defines your school by capturing moments from seasonal events, concerts, classroom celebrations, or volunteer initiatives.
Sharing these moments with parents, alumni, and local supporters creates a sense of belonging and pride, reinforcing that your school is a vibrant, supportive learning environment for students.
2. Showcase Your School’s Values and Culture
What better way to showcase what makes your school unique than through a professionally crafted holiday highlight reel? A holiday video can encapsulate those values in action whether your school emphasizes creativity, inclusivity, or academic excellence.
It’s an opportunity to demonstrate how your students and staff embody the spirit of giving, kindness, and celebration during the holidays, making your school stand out to prospective families and partners.
3. Engage Your Audience in a Memorable Way
Videos are one of the most engaging forms of content, especially on social media. A holiday highlight video captures attention far more effectively than static posts or written updates.
By combining visuals, music, and heartfelt moments, your video can evoke emotion, spark joy, and encourage viewers to share it with others, amplifying your school’s reach and impact.
4. Celebrate the Achievements of the Year
The holiday season is a perfect time to reflect on the milestones your school has reached throughout the year.
A holiday highlight video can incorporate achievements from sports teams, academic competitions, or memorable events. This celebrates success and motivates students, staff, and families to look forward to what’s to come in the new year.
5. Create a Lasting Keepsake
A holiday highlight video can become a keepsake that students, parents, and staff can look back on for years.
These videos preserve memories of special moments that might otherwise be forgotten, becoming a cherished reminder of the holiday magic your school creates every year.
6. Boost School Spirit and Morale
For students and staff, a holiday highlight video can be a source of pride, reinforcing the positive energy and teamwork that make the school a great place to learn and work. It’s a morale booster that helps everyone end the year on a high note.
Investing in a holiday highlight video this season isn’t just a creative endeavour—it’s a meaningful way to connect, celebrate, and share the heart of your school with your community. Whether you’re looking to attract new families, strengthen existing relationships, or simply spread holiday cheer, a video is the perfect way to make your school’s message resonate this holiday season.
Wondering how to take your school’s digital marketing strategy to the next level with video content? Reach out to learn about our customized services.
How to Create a Holiday Highlight Video
Now, you might be wondering: how do I create a holiday video? Be sure to check all of these boxes:
Remember to plan ahead
Involve your school community in the process
Use high-quality visuals and audio
Add a festive, celebratory touch
Edit for quality and interest
Share your school’s holiday video on multiple platforms
What platforms are best for sharing a holiday video? Or, if we’re thinking of cost efficiency, what is the best app to create holiday videos for free?YouTube and TikTok are favorites among schools looking to use video content to communicate with their existing student body and boost enrollment due to their huge audiences and ease of use.
By planning thoughtfully, fostering collaboration, and putting a creative twist on your school’s holiday celebrations, you can create a video that delights your community and leaves a lasting impression. Now, for what you’ve been waiting for. Let’s see what schools all over the world have come up with.
The University of Louisville – Get the Whole Community Involved
The University of Louisville made a great holiday video this year. The star of the show? Their mascot Louie the Cardinal handed out Christmas cards to several members of the school community (Get it? Louie… Cardinal? We love a good pun!) The video wrapped up with a heartfelt holiday message from a school administrator, reflecting on the year’s achievements and sharing an inspiring outlook for 2025.
The key to an impactful school holiday video is involving as many members of your community as possible. Why is that? First of all, the holiday season is all about coming together. Including students, staff, and faculty members is both an excellent way to celebrate and an effective way to showcase your close-knit community to current and prospective students.
Remember that a strong school community garners trust and credibility, and encourages online engagement which in turn broadens your reach, humanizes your brand, and instills a sense of pride.
GSU Arts – Add a Creative Touch With Animation and Editing
This year, true to its identity as an art school, Georgia State University College of the Arts delighted its viewers with a festive animation project created by its very own current and former students.
Your holiday video highlight does not have to be complicated–just a joy to watch. It’s an excellent idea to leverage the talent within your student body, providing students with the opportunity to add something to their resumes and encouraging them to do their best work.
University of Vermont – Foster Inspiration, Gratitude, and Excitement for the New Year
This year, the University of Vermont went for a reflective, meaningful message, highlighting the positive impact that each department has on the planet.
Your school community members like to know that they are a part of something bigger than themselves. Give them a sense of belonging by reminding them of all the amazing things they can accomplish now as your students and in the future as graduates.
Trent University – Remember to Infuse Some Holiday Magic!
Trent University’s holiday video is full of holiday magic starring students and faculty members across various departments who open an enchanted book that sparkles brightly, creating a whimsical visual effect.
The use of a powerful slogan – “Bright minds gather at Trent University” fits perfectly with the theme of the simple yet festive subject matter within the video. Remember that a little bit of effective video editing can create a magical holiday feel.
Source: Trent University | YouTube
University of Toronto – Provide Some Needed Support During Exam Season
Though holiday cheer is in the air, so is the stress of exam season. Here, the University of Toronto acknowledges this stress and provides a solution! This TikTok video features fellow students assembling Exam Ready Kits for stress-free studying.
A video like this, particularly for post-secondary institutions, showcases a caring, supportive learning environment, which is appealing at any time of the year. Show how you care for the needs of students in your holiday highlight video.
Glenbard North High School – Share Highlights From Holiday Spirit Week
Leading up to the holiday break, many schools, particularly K-12, invite staff and students to participate in holiday-themed spirit weeks.
Glenbard North made a short, fun TikTok video where students and a staff member introduced the themes of each day: cozy, candy cane coloured, family photo themed, Grinch vs. Whos, and festive. How fun! Try fun short videos like this on TikTok to create excitement.
University of Michigan – Highlight Holiday Events for a Good Cause
The University of Michigan shared heartwarming highlights from their annual tree lighting ceremony. The guests of honour were the C.S. Mott Children’s Hospital’s ‘calendar kids’ who enjoyed special guest appearances from Batman and Captain Marvel.
Think about how your school gives back to the community and showcase that to demonstrate your commitment to making a positive impact as an institution. How fitting for the season of giving.
McTavish High School – Give Students Something to Look Forward To!
The holidays are a time for celebration! Many schools host dances and events around this time. Make a fun video providing the details of your upcoming winter celebrations to give students something to look forward to.
In their video, McTavish High School provides essential event details in the video content and the description and creates hype around the upcoming dance with a high-energy mini-skit performed by students.
University of Bristol – Show off Your Holiday Decorations
Just the sight of a well-lit tree can elicit excitement for lovers of the holiday season. Have you been decorating on campus? If so, why not show it off?
This simple video by the University of Bristol puts their beautiful tree on display and encourages students to stop and appreciate the beauty of their campus in the winter time. Your holiday highlight video is the perfect opportunity not only to display your decorations but also to show off amenities on campus. Take advantage of this!
University of Essex – Showcase the Diversity Within Your Community
One of the most beautiful parts of the holiday season is learning about the many traditions kept across the world.
Particularly as a diverse school community like the University of Essex, highlighting the diversity of your student body can be a heartwarming and interesting way to celebrate as an institution. Try an authentic interview-style video like this one to learn more about the individuals that make your community special.
The holiday season offers schools a unique opportunity to celebrate their community, showcase their values, and engage with their audiences in meaningful ways. Whether through heartfelt messages, creative animations, or exciting event highlights, a holiday video can capture the essence of your school while fostering pride and connection.
By drawing inspiration from the examples we went through and tailoring your approach to reflect your school’s spirit, you can create a memorable and impactful holiday highlight video that resonates with your students, staff, and families. Here’s to celebrating the achievements of 2024 and setting the stage for a bright and inspiring 2025!
Designed by Chris
