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  • New presidents and provosts appointed in February

    New presidents and provosts appointed in February

    Stacy Bartlett, currently the chief of staff at Point University in Georgia, will become the institution’s president, effective July 1.

    Michael Benson, president of Coastal Carolina University, has been named the 27th president of West Virginia University, starting in July.

    John Butler, the Haub Vice President for University Mission and Ministry at Boston College, has been appointed the institution’s president, beginning in the summer of 2026.

    Elizabeth Cantwell, president of the Utah State University system, has been appointed president of Washington State University, effective April 1.

    Sylvia Cox, executive vice president and chief academic officer at Southeastern Community College, has been named president of Rockingham Community College, effective May 1.

    Wendy Elmore, currently executive vice president and provost of Lamar State College–Orange in Texas, has been named the institution’s next president, effective June 1.

    Andrea Goldsmith, dean of the School of Engineering and Applied Science at Princeton University, will become the seventh president of Stony Brook University, effective Aug. 1.

    Adam Hasner, executive vice president of public policy for the Geo Group, has been named president of Florida Atlantic University.

    Elizabeth Kiss, who most recently served as CEO of the Rhodes Trust, will become president of Union College, effective July 1.

    Michelle Larson, president and CEO of the Adler Planetarium in Chicago, has been named president of Clarkson University, effective April 1.

    Dean McCurdy, provost and senior vice president for academic affairs at Ivy Tech Community College, has been named president of Colby-Sawyer College, effective June 1.

    Heather Norris, formerly the interim chancellor of Appalachian State University, has been appointed to the position permanently, effective March 1.

    Joseph Odenwald, president of Southwestern Michigan College, has been named president of Alma College, effective June 1.

    Andrew Rich, dean of the Colin Powell School for Civic and Global Leadership at the City College of New York, has been appointed president of Franklin & Marshall College, beginning this summer.

    Daniel Shipp, the president of Pittsburg State University, has been named president of Maryville University in Missouri, starting in June.

    Shane Smeed, president of Park University in Missouri, has been appointed president of Utah Tech University.

    Gentry Sutton, currently executive vice president and vice president of advancement at Warner University in Florida, has been appointed president of the institution.

    Suzanne Walsh, president of Bennett College in North Carolina, has been named president of City University of Seattle, effective July 1.

    Jermaine Whirl, who most recently served as president of Augusta Technical College, has been appointed president of Savannah State University, effective April 1.

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  • A Pa. community college campus closes in-person programs

    A Pa. community college campus closes in-person programs

    Butler County Community College is discontinuing credit-bearing, in-person programs at its LindePointe campus in response to enrollment troubles and the looming demographic cliff in Pennsylvania. The programs are scheduled to continue through the spring semester and shut down in August.

    Enrollment at the LindePointe campus has fallen sharply, from 300 students in fall 2014 to 45 in fall 2024, with a particularly steep drop during the pandemic, according to a news release from the college Tuesday.

    “Our numbers simply have not rebounded to a sustainable level,” Joshua Novak, vice president for student affairs and enrollment management, said in the release.

    College leaders estimate ending in-person programs will save approximately $450,000 annually.

    Students in Mercer County, where the LindePointe campus is located, will still be able to take online classes and participate in dual-enrollment and workforce training programs, including training in emergency medical and fire services at a local fire department. The college has promised to create degree-completion plans for each student, which may include online courses or classes taught at its five other locations. All the other campuses continue to offer in-person courses for credit. It’s unclear what will happen to LindePointe faculty and staff, though the college plans to “explore opportunities” for them, including potential reassignments, according to the release.

    The move comes after the college previously considered but didn’t ultimately move forward with plans to teach its LindePointe courses and programs at Pennsylvania State University at Shenango as part of a potential partnership between the two institutions.

    “While we looked at potential partnerships and alternative models, we could not identify a solution that was feasible long term,” Megan Coval, the college’s interim president, said in the release.

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  • Navigating the path to higher education after local authority care

    Navigating the path to higher education after local authority care

    Young people in England with experience of children’s social care face significant barriers to entering and succeeding in higher education.

    Our research at TASO – Pathways into and through higher education for young people with experience of children’s social care – conducted alongside the Rees Centre, University of Oxford, highlights significant and concerning disparities.

    For example, at the age of 22, compared with the general population, care leavers and those who have ever been in care are four times less likely to enter higher education – 14 per cent of care-experienced people versus 56 per cent of the general population. Of those care leavers who do make it into higher education, 18 per cent drop out, more than double the withdrawal rate of their peers in the general population.

    And it’s not just care leavers who experience unequal outcomes. The research looked more widely at anyone with experience of children’s social care – a group that is around 20 times larger than the care leaver population – and found stark inequalities in their access to and experience of higher education compared not only to the general population, but also compared to those eligible for free school meals. For example, “children in need” are two to three times less likely to attend higher education than the general population.

    These results suggest that the experience of children’s social care has a lasting impact on educational prospects, and that the needs of affected young people are not being met by the current support system. Although the findings are perhaps not surprising, they are still shocking. Our report aims to act as a call to action for universities, policymakers and those seeking to close equality gaps in higher education.

    Routes to an unlevel playing field

    Not only is there an uphill struggle to the higher education “playing field” for those who have been in care, once there, the playing field itself is far from level. The data shows that getting those with experience of children’s social care into university is only the first challenge to address, and the high dropout rate demonstrates that targeted work is required to improve retention and support systems.

    Care leavers – and others with experience of children’s social care – often take alternative routes to university. Over one-third (36 per cent) of care leavers take a vocational pathway, compared to just 13 per cent of the general population, and they are more likely to start university later in life rather than at the traditional age of 18. This suggests that the traditional academic pipeline does not serve them effectively, and that policymakers should aim to support these alternative pathways and set strategies for recruiting mature learners.

    Care leavers and entry rates

    There are some differences between those with experience of children’s social care overall and care leavers specifically. Although care leavers have poorer outcomes on most measures, care leavers have a relatively high entry rate at age 18/19, compared to other groups who have experienced children’s social care.

    This could be due to a higher level of support being made available for this group in the transition from post-16 settings to higher education, reinforcing the importance of targeted interventions.

    Accommodation outside of term time

    Accommodation is another crucial area where care-experienced people are at a disadvantage, often without a stable home to go to during the term breaks. We need closer collaboration between local authorities and higher education providers to ensure they are collectively meeting their duty of support to care-experienced learners, and especially care leavers where the state has a corporate-parent responsibility.

    This is one clear area where more joined-up working is needed to help ensure that care-experienced students have somewhere suitable to stay when universities close their doors outside of term time.

    The people within the statistics

    It is also important to note that many with experience of children’s social care enter higher education and thrive. As with all statistical reports, focusing on averages, however derived, risks missing the many important exceptions. That is, some individuals succeed despite the relatively long odds of doing so, and we should not interpret statistical results in a causal or absolute way.

    We hope, in particular, that Virtual School Heads – a regional role that acts as a headteacher for all children with a social worker within a particular local authority – will find the research helpful when working on the strategic goal of improving educational inclusion and participation for care-experienced children and young people.

    A call for change

    The research underscores the fact that universities – including more selective or prestigious institutions – should rethink their approach to recruiting and supporting those with experience of children’s social care.

    We outline some of the ways to support these groups – by recruiting mature learners, those from vocational pathways, and by strengthening retention strategies. One possible idea, previously suggested by the Social Market Foundation, is that providers could be offered an additional £1,000 for each care leaver they recruit as a “student premium”, beyond existing accommodation support. At TASO, we want to see higher education providers evaluating their interventions to attract and support those with experience of children’s social care, so we can start to build a picture of what works to benefit these students.

    Our report makes it clear: universities, policymakers and local authorities must work together to ensure that those with experience of children’s social care are not left behind. The challenges they face in accessing and completing higher education are not inevitable but significant and targeted support is required to change the status quo. If higher education is a vehicle for social mobility, the continued focus on underrepresented groups – including those with experience of children’s social care – is vital.

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  • Resilience is a matter of national health

    Resilience is a matter of national health

    With ongoing shortages of some 40,000 nurses and a 26 per cent drop in applicants to nursing degree courses in the last two years the staffing crisis in the NHS is set to get more acute.

    There is the backdrop of strikes, the legacy of Covid, low pay, the costs of studying along with the cost of living crisis.

    It is, perhaps, little wonder that around 12 per cent of nursing students in England fail to complete their degrees – twice the average undergraduate drop out rate. As health students tell us, “there are times when the NHS is not a nice place to be.”

    The constant cycle of coursework and clinical placements is “a treadmill, hard graft.” Students talk about feeling isolated, particularly during placements.

    The pressure to succeed and the fear of judgment from peers and professionals over not being able to “tough it out” can get in the way of students accessing support. The emotional toll of the work, coupled with the expectation to maintain a brave face, leads to compassion fatigue, burnout and a sense of depersonalisation.

    “It’s not,” students tell us, “what I thought it would be.”

    The resilience narrative

    Of course, the notion that healthcare is inherently tough and that only the most resilient can survive is not new. In fact, it’s something of a badge of honour.

    As one student told us, “there is this echo chamber. Students all telling each other about how tough it is, about the pressure, the volume of work, how it is non-stop and overwhelming.”

    But tying students’ worth to their ability to withstand adversity, that it is up to them to make up for something lacking in themselves instead of focusing on their capacity to thrive and grow, can be disempowering and debilitating.

    It’s time to change this corrosive resilience narrative, to bury the notion that it is the student who is somehow coming up short, who needs fixing. Resilience is not about survival and just getting through. It’s about coming back from set backs and thriving. It is about learning and growing. And it’s about something that is fostered within a supportive community rather than an ordeal endured alone by every student.

    So resilience becomes about putting in place support, about gathering what you need to be a success instead of simply finding a lifeline in a crisis.

    It is community that becomes a building block of resilience: the pro-active building of strong networks among students that enable and encourage them to support each other; building a wider support network of academic staff, supervisors in placements, of family and friends. It is here you find fresh perspective, the space to come back from setbacks.

    A midwifery student describes the: “WhatsApp group to keep in touch, check in and support each other. We’ve got a real sense of community;” a nursing student talks about how “it turned out that other students were just as terrified and felt like they were starting from scratch with every new placement.

    Sharing our feelings and experiences really helped normalise them;” and the medical student who suddenly “realised that everyone else was struggling. I wasn’t the only one who didn’t have confidence in themself and their abilities.”

    And by challenging negative interpretations of themselves, the “I can’t do it”, “I don’t belong”, “I’m the only one who’s struggling,” students begin to see new choices. Resilience becomes about developing the sense of agency and the confidence to respond differently, to challenge, to get the support you need to navigate towards your own definition of success.

    What matters

    So, to be resilient also means making the space to reflect on what truly matters to you when the norm, as a health student, is to focus only on the patients.

    Our medical student talks about how:

    …I spend a lot of time focused on looking after others and have seen myself as a low priority. This lack of self care used to result in things building up to breaking point. I needed a place to reflect, away from all the academic pressures. A time to focus on myself.

    It can take courage to do different, to do what is right for you rather then what people expect you to do. It takes courage not to join in with the prevailing culture when it doesn’t work for you. So resilience is also about bravery.

    The midwifery student again:

    I’m stopping negative experiences being the be all and end all of my experience.

    Disruptors and modellers

    What we’re talking about here is a cultural shift, about redefining the resilience narrative so it is about enabling students to discover their strengths and navigate their challenges with confidence.

    The role of staff is critical – as disruptors of the prevailing narrative in healthcare; in modelling behaviour; and re-inventing their everyday interactions with the practitioners of tomorrow.

    By using coaching tools and techniques, those of whose job it is to support students can:

    • Create a supportive environment that mitigates against self-stigma and provides students with permission and opportunities to be proactive in disclosing needs and unconditional reassurance that they feel they will be heard and valued;
    • Work in relationship with the whole student, supporting students to reflect on who they are and where they are going, and to make courageous choices;
    • Foster a sense of community to create a more supportive and effective learning environment

    We know there are places where this work has already getting results.

    A Clinical Skills Tutor describes how this approach:

    …has made me rethink my relationship with students, opened me up to working with students in a way I’d not thought about. I’ve seen how empowering it can be. I’m much more effective at making sure they get the support they need.

    Empowering students to redefine “resilience” on their own terms makes it a platform for learning and growth, rather than a burden to bear. There are more likely to succeed in their studies and will be better prepared for the challenges in their professional lives.

    As our student nurse puts it:

    “Grit turns your thinking on its head. I’ve been happier, calmer, better able to cope. I ask for help and support when I need it. I don’t bottle things up to breaking point. Things just don’t get to crisis point any more.

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  • The National Institutes of Health shouldn’t use FIRE’s College Free Speech Rankings to allocate research funding — here’s what they should do instead

    The National Institutes of Health shouldn’t use FIRE’s College Free Speech Rankings to allocate research funding — here’s what they should do instead

    In December, The Wall Street Journal reported:

    [President-elect Donald Trump’s nominee to lead the National Institutes of Health] Dr. Jay Bhattacharya […] is considering a plan to link a university’s likelihood of receiving research grants to some ranking or measure of academic freedom on campus, people familiar with his thinking said. […] He isn’t yet sure how to measure academic freedom, but he has looked at how a nonprofit called Foundation for Individual Rights in Education scores universities in its freedom-of-speech rankings, a person familiar with his thinking said.

    We believe in and stand by the importance of the College Free Speech Rankings. More attention to the deleterious effect restrictions on free speech and academic freedom have on research at our universities is desperately needed, so hearing that they are being considered as a guidepost for NIH grantmaking is heartening. Dr. Bhattacharya’s own right to academic freedom was challenged by his Stanford University colleagues, so his concerns about its effect on NIH’s grants is understandable.

    However, our College Free Speech Rankings are not the right tool for this particular job. They were designed with a specific purpose in mind — to help students and parents find campuses where students are both free and comfortable expressing themselves. They were not intended to evaluate the climate for conducting academic research on individual campuses and are a bad fit for that purpose. 

    While the rankings assess speech codes that apply to students, the rankings do not currently assess policies pertaining to the academic freedom rights and research conduct of professors, who are the primary recipients of NIH grants. Nor do the rankings assess faculty sentiment about their campus climates. It would be a mistake to use the rankings beyond their intended purpose — and, if the rankings were used to deny funding for important research that would in fact be properly conducted, that mistake would be extremely costly.

    FIRE instead proposes three ways that would be more appropriate for NIH to use its considerable power to improve academic freedom on campus and ensure research is conducted in an environment most conducive to finding the most accurate results.

    1. Use grant agreements to safeguard academic freedom as a strong contractual right. 
    2. Encourage open data practices to promote research integrity.
    3. Incentivize universities to study their campus climates for academic freedom.

    Why should the National Institutes of Health care about academic freedom at all?

    The pursuit of truth demands that researchers be able to follow the science wherever it leads, without fear, favor, or external interference. To ensure that is the case, NIH has a strong interest in ensuring academic freedom rights are inviolable. 

    As a steward of considerable taxpayer money, NIH has an obligation to ensure it spends its funds on high-quality research free from censorship or other interference from politicians or college and university administrators.

    Why the National Institutes of Health shouldn’t use FIRE’s College Free Speech Rankings to decide where to send funds

    FIRE’s College Free Speech Rankings (CFSR) were never intended for use in determining research spending. As such, it has a number of design features that make it ill-suited to that purpose, either in its totality or through its constituent parts.

    Firstly, like the U.S. News & World Report college rankings, a key reason for the creation of the CFSRs was to provide information to prospective undergraduate students and their parents. As such, it heavily emphasizes students’ perceptions of the campus climate over the perceptions of faculty or researchers. In line with that student focus, our attitude and climate components are based on a survey of undergraduates. Additionally, the speech policies that we evaluate and incorporate into the rankings are those that affect students. We do not evaluate policies that affect faculty and researchers, which are often different and would be of greater relevance to deciding research funding. While it makes sense that there may be some correlation, we have no way of knowing whether or the degree to which that might be true.

    Secondly, for the component that most directly implicates the academic freedom of faculty, we penalize schools for attempts to sanction scholars for their protected speech, as tracked in our Scholars Under Fire database. While our Scholars Under Fire database provides excellent datapoints for understanding the climate at a university, it does not function as a systematic proxy for assessing academic freedom on a given campus as a whole. As one example, a university with relatively strong protection for academic freedom may have vocal professors with unpopular viewpoints that draw condemnation and calls for sanction that could hurt its ranking, while a climate where professors feel too afraid to voice controversial opinions could draw relatively few calls for sanction and thus enjoy a higher ranking. This shortcoming is mitigated when considered alongside the rest of our rankings components, but as discussed above, those other components mostly concern students rather than faculty.

    Thirdly, using CFSR to determine NIH funding could — counterintuitively — be abused by vigilante censors. Because we penalize schools for attempted and successful shoutdowns, the possibility of a loss of NIH funding could incentivize activists who want leverage over a university to disrupt as many events as possible in order to negatively influence its ranking, and thus its funding prospects. Even the threat of disruption could thus give censors undue power over a university administration that fears loss of funding.

    Finally, due to resource limitations, we do not rank all research universities. It would not be fair to deny funding to an unranked university or to fund an unranked university with a poor speech climate over a low-ranked university.

    Legal boundaries for the National Institutes of Health as it considers proposals for actions to protect academic freedom

    While NIH has considerable latitude to determine how it spends taxpayer money, as an arm of the government, the First Amendment places restrictions on how NIH may use that power. Notably, any solution must not penalize institutions for protected speech or scholarship by students or faculty unrelated to NIH granted projects. NIH could not, for example, require that a university quash protected protests as a criteria for eligibility, or deny a university eligibility because of controversial research undertaken by a scholar who does not work on NIH-funded research.

    While NIH can (and effectively must) consider the content of applications in determining what to fund, eligibility must be open to all regardless of viewpoint. Even were this not the case as a constitutional matter (and it is, very much so), it is important as a prudential matter. People would be understandably skeptical of, if not downright disbelieve, scientific results obtained through a grant process with an obvious ideological filter. Indeed, that is the root of much of the current skepticism over federally funded science, and the exact situation academic freedom is intended to avoid.

    Additionally, NIH cannot impose a political litmus test on an individual or an institution, or compel an institution or individual to take a position on political or scientific issues as a condition of grant funding.

    In other words, any solution to improve academic freedom:

    • Must be viewpoint neutral;
    • Must not impose an ideological or political litmus test; and
    • Must not penalize an institution for protected speech or scholarship by its scholars or students.

    Guidelines for the National Institutes of Health as it considers proposals for actions to protect academic freedom

    NIH should carefully tailor any solution to directly enhance academic freedom and to further NIH’s goal “to exemplify and promote the highest level of scientific integrity, public accountability, and social responsibility in the conduct of science.” Going beyond that purpose to touch on issues and policies that don’t directly affect the conduct of NIH grant-funded research may leave such a policy vulnerable to legal challenge.

    Any solution should, similarly, avoid using vague or politicized terms such as “wokeness” or “diversity, equity, and inclusion.” Doing so creates needless skepticism of the process and — as FIRE knows all too well — introduces uncertainty as professors and institutions parse what is and isn’t allowed.

    Enforcement mechanisms should be a function of contractual promises of academic freedom, rather than left to apathetic accreditors or the unbounded whims of bureaucrats on campus or officials in government, for several reasons. 

    Regarding accreditors, FIRE over the years has reported many violations of academic freedom to accreditors who require institutions to uphold academic freedom as a precondition for their accreditation. Up to now, the accreditors FIRE has contacted have shown themselves wholly uninterested in enforcing their academic freedom requirements.

    When it comes to administrators, FIRE has documented countless examples of campus administrators violating academic freedom, either due to politics, or because they put the rights of the professor second to the perceived interests of their institution.

    As for government actors, we have seen priorities and politics shift dramatically from one administration to the next. It would be best for everyone involved if NIH funding did not ping-pong between ideological poles as a function of each presidential election, as the Title IX regulations now do. Dramatic changes to how NIH conceives as academic freedom with every new political administration would only create uncertainty that is sure to further chill speech and research.

    While the courts have been decidedly imperfect protectors of academic freedom, they have a better record than accreditors, administrators, or partisan government officials in parsing protected conduct from unprotected conduct. And that will likely be even more true with a strong, unambiguous contractual promise of academic freedom. Speaking of which…

    The National Institutes of Health should condition grants of research funds on recipient institutions adopting a strong contractual promise of academic freedom for their faculty and researchers

    The most impactful change NIH could enact would be to require as a condition of eligibility that institutions adopt strong academic freedom commitments, such as the 1940 Statement of Principles on Academic Freedom and Tenure or similar, and make those commitments explicitly enforceable as a contractual right for their faculty members and researchers.

    The status quo for academic freedom is one where nearly every institution of higher education makes promises of academic freedom and freedom of expression to its students and faculty. Yet only at public universities, where the First Amendment applies, are these promises construed with any consistency as an enforceable legal right. 

    Private universities, when sued for violating their promises of free speech and academic freedom, frequently argue that those promises are purely aspirational and that they are not bound by them (often at the same time that they argue faculty and students are bound by the policies). 

    Too often, courts accept this and universities prevail despite the obvious hypocrisy. NIH could stop private universities’ attempts to have their cake and eat it too by requiring them to legally stand by the promises of academic freedom that they so readily abandon when it suits them.

    NIH could additionally require that this contractual promise come with standard due process protections for those filing grievances at their institution, including:

    • The right to bring an academic freedom grievance before an objective panel;
    • The right to present evidence;
    • The right to speedy resolution;
    • The right to written explanation of findings including facts and reasons; and
    • The right to appeal.

    If the professor exhausts these options, they may sue for breach of the contract. To reduce the burden of litigation, NIH could require that, if a faculty member prevails in a lawsuit over a violation of academic freedom, the violating institution would not be eligible for future NIH funding until they pay the legal fees of the aggrieved faculty member.

    NIH could also study violations of academic freedom by creating a system for those connected to NIH-funded research to report violations of academic freedom or scientific integrity.

    It would further be proper for NIH to require institutions to eliminate any political litmus tests, such as mandatory DEI statements, as a condition of grant eligibility.

    The National Institutes of Health can implement strong measures to protect transparency and integrity in science

    NIH could encourage open science and transparency principles by heavily favoring studies that are pre-registered. Additionally, to obviate concerns that scientific results may be suppressed or buried because they are unpopular or politically inconvenient, NIH could require its grant-funded research to make available data (with proper privacy safeguards) following the completion of the project. 

    To help deal with the perverse incentives that have created the replication crisis and undermined public trust in science, NIH could create impactful incentives for work on replications and the publication of null results.

    Finally, NIH could help prevent the abuse of Institutional Review Boards. When IRB review is appropriate for an NIH-funded project, NIH could require that review be limited to the standards laid out in the gold-standard Belmont Report. Additionally, it could create a reporting system for abuse of IRB processes to suppress, or delay beyond reasonable timeframes, ethical research, or violate academic freedom.

    The National Institutes of Health can incentivize study into campus climates for academic freedom

    As noted before, FIRE’s College Free Speech Rankings focus on students. Due to logistical and resource difficulties surveying faculty, our 2024 Faculty Report looking into many of the same issues took much longer and had to be limited in scope to 55 campuses, compared to the 250+ in the CFSR. This is to say there is a strong need for research to understand faculty views and experiences on academic freedom. After all, we cannot solve a problem until we understand it. To that effect, NIH should incentivize further study into faculty’s academic freedom.

    It is important to note that these studies should be informational and not used in a punitive manner, or to decide on NIH funding eligibility. This is because tying something as important as NIH funding to the results of the survey would create so significant an incentive to influence the results that the data would be impossible to trust. Even putting aside malicious interference by administrators and other faculty members, few faculty would be likely to give honest answers that imperiled institutional funding, knowing the resulting loss in funding might threaten their own jobs.

    Efforts to do these kinds of surveys in Wisconsin and Florida proved politically controversial, and at least initially, led to boycotts, which threatened to compromise the quality and reliability of the data. As such, it’s critical that any such survey be carried out in a way that maximizes trust, under the following principles:

    • Ideally, the administration of these surveys should be done by an unbiased third party — not the schools themselves, or NIH. This third party should include respected researchers across the political spectrum and no partisan slant.
    • The survey sample must be randomized and not opt-in.
    • The questionnaire must be made public beforehand, and every effort should be made for the questions to be worded without any overt partisanship or ideology that would reduce trust.

    Conclusion: With great power…

    FIRE has for the last two decades been America’s premier defender of free speech and academic freedom on campus. Following Frederick Douglass’s wise dictum, “I would unite with anybody to do right and with nobody to do wrong,” we’ve worked with Democrats, Republicans, and everyone in between (and beyond) to advance free speech and open inquiry, and we’ve criticized them in turn whenever they’ve threatened these values.

    With that sense of both opportunity and caution, we would be heartened if NIH used its considerable power wisely in an effort to improve scientific integrity and academic freedom. But if wielded recklessly, that same considerable power threatens to do immense damage to science in the process. 

    We stand ready to advise if called upon, but integrity demands that we correct the record if we believe our data is being used for a purpose to which it isn’t suited.

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  • LAWSUIT: LGBTQ student group sues to overturn Texas A&M’s unconstitutional drag ban

    LAWSUIT: LGBTQ student group sues to overturn Texas A&M’s unconstitutional drag ban

    HOUSTON, Texas, March 5, 2025 — The Foundation for Individual Rights and Expression filed a federal lawsuit on behalf of an LGBTQ+ student organization to block a new policy from the Texas A&M University System that bans drag performances on its 11 public campuses — a clear violation of the First Amendment.

    FIRE is asking a court in the Southern District of Texas to halt Texas A&M officials from enforcing the drag ban, abruptly adopted on Friday afternoon. The lawsuit is on behalf of the Queer Empowerment Council, a coalition of student organizations at Texas A&M University-College Station and the organizers of the fifth annual “Draggieland” event that was scheduled to be held on campus on March 27. 

    “We refuse to let Texas A&M dictate which voices belong on campus,” said the Queer Empowerment Council. “Drag is self-expression, drag is discovery, drag is empowerment, and no amount of censorship will silence us.”

    Texas A&M students first held “Draggieland” (a portmanteau of “Drag” and “Aggieland,” a nickname for Texas A&M) at the campus theatre complex in 2020, and the event has been held on campus annually ever since. But last Friday, the Board of Regents suddenly voted to ban drag events entirely across all 11 Texas A&M campuses. 

    “The board finds that it is inconsistent with the system’s mission and core values of its universities, including the value of respect for others, to allow special event venues of the universities to be used for drag shows,” the board’s resolution reads. The regents also claimed that drag performances are “offensive” and “likely to create or contribute to a hostile environment for women.”

    “Public universities can’t shut down student expression simply because the administration doesn’t like the ‘ideology’ or finds the expression ‘demeaning,’” said FIRE attorney Adam Steinbaugh. “That’s true not only of drag performances, but also religion, COVID, race, politics, and countless other topics where campus officials are too often eager to silence dissent.”

    The regents’ attempts to justify the drag ban as anything other than illegal viewpoint discrimination are feeble. The board admits they want to ban drag on campus because they find it “demeans women,” “promotes gender ideology,” or runs contrary to their “values”—- but the First Amendment squarely protects speech that offends and even angers others. And in all cases, it prevents campus officials from silencing speech because they disagree with the “ideology.” As a taxpayer-funded university system, Texas A&M campuses cannot treat some student events differently simply because they dislike the view being expressed. 

    “Even putting on an on-campus production of Shakespeare or Mrs. Doubtfire, or taking part in powderpuff, could be banned at A&M if some hostile administrator thinks they ‘promote gender ideology,’” said FIRE senior attorney JT Morris. “But if the First Amendment means anything, it’s that the government can’t silence ideologies they don’t like — real or perceived.”

    Title IX’s prohibition on creating a “hostile environment” also does not give public universities the ability to run around the First Amendment. FIRE has long seen efforts to suppress speech on the basis that it might contribute to a “hostile environment” because someone finds it offensive, but if speech can be suppressed because someone believes it is offensive, no speech is safe. The First Amendment does not permit public universities to suppress speech because someone thinks it is inappropriate.

    In order to fit the definition of harassment the Supreme Court has established, speech must be “objectively offensive” AND “severe” AND “pervasive.” A once-a-year drag show in an enclosed theatre that requires a ticket to enter doesn’t even come close to satisfying those strict conditions.

    “If other students dislike or disagree with Draggieland, the solution is simple: don’t go,” said FIRE attorney Jeff Zeman. “Or they could organize a protest, as students opposing drag have in the past. The First Amendment protects drag and the ability to criticize drag — and it forbids the government silencing the side it disagrees with.”

    Finally, the regents’ motion notes that “there are alternative locations for such events off-campus.” But that violates the First Amendment, too. The government cannot censor speech in places the First Amendment protects it, just because a speaker might express themselves elsewhere. “Draggieland” highlights why that principle is so vital: if a student group can’t reach their campus community with their message, then their message can’t fulfill its purpose.

    In the face of unconstitutional censorship, Draggieland organizers have remained unbowed. They have announced to supporters that they will hold an on-campus “Day of Drag” protest on Thursday and that they are committed to holding the event even if forced off-campus.

    “We are committed to ensuring that our voices are heard, and that Draggieland will go on, no matter the obstacles we face,” the Queer Empowerment Council announced.


    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 recognizes that colleges and universities play a vital role in preserving free thought within a free society. To this end, we place a special emphasis on defending the individual rights of students and faculty members on our nation’s campuses, including freedom of speech, freedom of association, due process, legal equality, religious liberty, and sanctity of conscience.

    CONTACT:

    Alex Griswold, Communications Campaign Manager, FIRE: 215-717-3473; [email protected]

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  • Resources for Addressing Workplace Conflict

    Resources for Addressing Workplace Conflict

    by Christy Williams | March 5, 2025

    As your institution processes its response to recent executive orders and the reactions of employees and students across campus, increasing workplace tensions may make it more challenging for your HR team to maintain a positive and collaborative environment.

    These challenges are not novel for higher ed HR, but they can be used as a springboard to examine the approaches you’ve used in the past and reimagine how they should — or could — evolve now. So, how can we support each other in our collective need for respectful discourse and civil disagreement? Here are some valuable insights and resources to help you along the way.

    Develop Conflict-Savvy Leaders

    Conflict is an inevitable part of any workplace, and higher ed institutions are no exception. Erica Hines, chief human resources and personnel success officer at Community College of Aurora, recommends that rather than attempting to avoid conflict altogether, we recognize the importance of embracing conflict as an opportunity for growth. And creating a conflict-savvy culture like that begins at the top.

    It’s important for leaders not only to be prepared to address conflict, but also to model that behavior for everyone in your institution — administration, faculty, staff and students.

    As Hines details in her webinar, Developing Conflict-Savvy Leaders, when your institution’s leadership is prepared for conflict, a culture of trust can be built. When leaders are willing to face conflict head-on and focus on finding win-win solutions, fewer issues escalate.

    Train for Conflict Resolution

    It’s not enough, however, for only administration to be conflict-savvy and model civil conversations. Managers and employees should be provided with strategies for de-escalating workplace tensions.

    Tulane University’s conflict resolution program supports its employees with a variety of conflict resolution services, including consultations to learn about their program, coaching to help employees with specific challenges, mediation to help employees through a disagreement, and facilitated conversations led by a professionally trained specialist. Tulane’s HR team believes that “conflict can be a tool for positive change when employees have the resources to build upon their conflict competence.”

    Establish Clear Norms Around Communication and Feedback

    In the Developing Conflict-Savvy Leaders webinar, Erica Hines stresses that employees at all levels need to understand how to give and receive input in a constructive way. One norm she suggests is to use “I” or “my” when offering feedback. For example, “Here’s what I noticed…” or “Here’s what I felt when…” A norm you might establish for receiving feedback could focus on active listening, summarizing what you just heard, and then asking how you can reach a win-win solution. For example, “What would you prefer I do in that situation?” Or “What ideas do you have for managing this situation in the future?”

    When teams have a shared understanding of how to navigate difficult conversations, they can address issues proactively instead of letting them escalate. By integrating these practices into daily interactions, you can cultivate an environment where open dialogue and mutual respect thrive.

    Prioritize Professionalism and Civility

    Creating a culture of professionalism is the foundation of a kinder campus. As Jennifer Parker, assistant director of HR operations at the Colorado Community College System, highlights in her article, A Kinder Campus, professionalism is more than just following policies. Professionalism is how faculty, staff and administrators treat one another daily. Respect, integrity and ethical conduct should guide every interaction, ensuring that civility remains a cornerstone of your culture.

    Beyond professionalism, Parker emphasized the role of active listening and empathy in conflict resolution. When employees take the time to truly listen and seek to understand different perspectives, they’re not just resolving disputes — they’re “building bridges of trust.” Demonstrating empathy during difficult conversations helps diffuse tension and encourages constructive dialogue. When you prioritize professionalism, you create an environment where trust and collaboration flourish.

    From Conflict to Meaningful Conversations

    Addressing workplace conflict isn’t just about resolving disputes — it’s about creating an environment where open dialogue is encouraged, and employees feel heard and supported. Because of this, conflict resolution training shouldn’t be a one-time event, but an ongoing practice woven into workplace culture. While difficult conversations may never be easy, the more everyone practices, the more natural those conversations become. By setting clear expectations, proactively guiding discussions, and championing a culture of respect, you can help transform workplace tensions into opportunities for growth and collaboration.

    Related CUPA-HR Resources

    Developing Conflict-Savvy Leaders — This CUPA-HR webinar explores how HR can help leaders address conflict head-on, thus minimizing the need for HR intervention down the line.

    Ushering in the New Wave of Conflict Resolution: Tulane University’s Restorative Approach — This article details the launch of Tulane University’s conflict-resolution program.

    A Kinder Campus: Building an AI-Powered, Repeatable and Fun Civility Training Program — This magazine article outlines how the Colorado Community College System created a campaign to address incivility on their campuses.

    Civility in the Workplace Toolkit — This HR toolkit provides practical strategies for fostering respectful communications and managing workplace conflicts.

    Managing Difficult Conversations Toolkit — This HR toolkit provides basic strategies that can be widely used as starting points for many challenging conversations.

    Next Steps: A Practical Guide for Ensuring Access and Opportunity for All Employees — This CUPA-HR blog post offers considerations for ensuring that you are providing equal access and opportunity for all.

    Resilience and Psychological Safety: Navigating Uncertainty — This blog post explores how resilience and psychological safety can be particularly useful in times of change and uncertainty.



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  • Americans overwhelmingly support free speech — but 10% endorse calls to violence

    Americans overwhelmingly support free speech — but 10% endorse calls to violence

    Over 80% of Americans across party lines agree that exercising free speech involves dealing with disagreements — but that this should never lead to calls for violence.

    That’s according to a new survey by YouGov, highlighting that the American people understand the realities of free expression and the importance of civil discourse.

    But not all the data are encouraging.

    Though eight in 10 respondents said we should discourage calls to violence, about one in 10 said they weren’t sure — and another one in 10 actually disagreed.

    Also, roughly 78% of Americans believe freedom of speech doesn’t include freedom from consequences — including 76% of Republicans, up 16 points from 2022, and 86% of Democrats. That said, it’s difficult to know what to make of this without knowing whether respondents took “consequences” as referring to the court of public opinion or the iron fist of the state. After all, people have every right to judge each other for the things they say but the government cannot punish speech based on viewpoint.

    Reflecting recent findings by FIRE’s National Speech Index, the survey also reveals that 54% of respondents agree that the government is the biggest threat to free speech, up from 45% in YouGov’s 2022 survey. While Republican sentiment on this question has fallen over that period from 69% to 60%, Democrats have gone from 28% to 48%. 

    Even with the nine-point drop among Republicans and 20-point increase among Democrats, the former remain far more likely to view the government as the main threat to free speech. 

    On the other hand, the NSI found that 67% of conservatives and 83% of very conservative Americans have “a lot” or total confidence in President Donald Trump to protect their First Amendment rights, compared to only 11% of liberals and 12% of very liberal Americans. 

    But here’s a spot of good news. That same 2022 survey found that just below one-third of Americans believed limiting speech for some can expand free speech for all, including 24% of Republicans and a whopping 40% of Democrats. This year, however, while the figure for Republicans only fell by 2 percentage points, the percentage for Democrats dropped by an encouraging 12 points. 

    Still, compared to Republicans and the general population, Democrats are significantly more censorial when it comes to this question. 

    In line with this, the NSI results showed that 52% of conservatives but only 45% of liberals agree that “the First Amendment goes too far in the rights it guarantees.” Though here again, more information would be helpful in order to understand what specific limitations to free speech Democrats and Republicans have in mind. 

    As the Charlie Hebdo cartoonist Laurent Sourisseau has said, “When you have something to say, there is always someone somewhere with a very good reason to stop you from saying it.” 

    But of course, that doesn’t mean they should.

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  • Equal Pay Day Data: On Average, Women in Higher Ed Are Paid 82 Cents on the Dollar

    Equal Pay Day Data: On Average, Women in Higher Ed Are Paid 82 Cents on the Dollar

    by Christy Williams | March 5, 2025

    Since 1996, the National Committee on Pay Equity has acknowledged Equal Pay Day to bring awareness to the gap between men’s and women’s wages. This year, Equal Pay Day is March 25 — symbolizing how far into the year women must work to be paid what men were paid in the previous year.

    To help higher ed leaders understand, communicate and address gender pay equity in higher education, CUPA-HR has analyzed its annual workforce data to establish Higher Education Equal Pay Days for 2025. Tailored to the higher ed workforce, these dates observe the gender pay gap by marking how long into 2025 women in higher ed must work to make what White men in higher ed earned the previous year.

    Higher Education Equal Pay Day falls on March 8, 2025, for women overall, which means that women employees in higher education worked for more than two months into this year to gain parity with their White male colleagues. Women in the higher ed workforce are paid on average just 82 cents for every dollar a White man employed in higher ed makes.

    Highlighting some positive momentum during this Women’s History Month, some groups of women are closer to gaining pay equity. Asian American women in higher ed worked only a few days into this year to achieve parity on January 4 — an encouraging jump from January 14 in 2024.

    But the gender pay gap remains for most women, and particularly for women of color. Here’s the breakdown of the gender pay gap in the higher ed workforce, and the Higher Education Equal Pay Day for each group.* These dates remind us of the work we have ahead.

    • March 8 — Women in Higher Education Equal Pay Day. On average, women employees in higher education are paid 82 cents on the dollar.
    • January 4 — Asian Women in Higher Education Equal Pay Day. Asian women in higher ed are paid 99 cents on the dollar.
    • March 5 — White Women in Higher Education Equal Pay Day. White women in higher ed are paid 83 cents on the dollar.
    • March 29 — Native Hawaiian/Pacific Islander Women in Higher Education Equal Pay Day. Native of Hawaii or Pacific Islander women in higher ed are paid 76 cents on the dollar.
    • April 4 — Black Women in Higher Education Equal Pay Day. Black women in higher ed are paid 75 cents on the dollar.
    • April 11 — Hispanic/Latina Women in Higher Education Equal Pay Day. Hispanic/Latina women in higher ed are paid 73 cents on the dollar.
    • April 24 — Native American/Alaska Native Women in Higher Education Equal Pay Day. Native American/Alaska Native women are paid just 69 cents on the dollar.

    CUPA-HR research shows that pay disparities exist across employment sectors in higher ed — administrators, faculty, professionals and staff — even as the representation of women and people of color has steadily increased. But with voluntary turnover still not back to pre-pandemic levels, not addressing pay disparities could be costly.

    CUPA-HR Resources for Higher Education Equal Pay Days

    As we observe Women’s History Month and Higher Education Equal Pay Days for women, we’re reminded that the quest for equal pay is far from over. But data-driven analysis with the assistance of CUPA-HR research can support your work to create a more equitable future.

    CUPA-HR’s interactive graphics track the gender and racial composition of the higher ed workforce, based on data from CUPA-HR’s signature surveys. The following pay equity analyses control for position, indicating that any wage gaps present are not explained by the fact that women or people of color may have greater representation in lower-paying positions:


    *Data Source: 2024-25 CUPA-HR Administrators, Faculty, Professionals, and Staff in Higher Education Surveys. Drawn from 707,859 men and women for whom race/ethnicity was known.



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  • Mastering SEO and GEO in Education Marketing

    Mastering SEO and GEO in Education Marketing

    Reading Time: 12 minutes

    The modern digital era has brought with it a world of remarkable changes and developments in the information space that today’s students are well-placed to enjoy. The search engine as you know it is changing and adapting to these changes, with old methods and processes giving way to newer, more effective ones. 

    While traditional Search Engine Optimization (SEO) remains essential, Generative Engine Optimization (GEO) is emerging as a complementary strategy for AI-driven search experiences. With AI-powered search engines like Google’s Gemini and ChatGPT transforming how prospective students find information online, today’s schools must adapt or risk being swept under the radar.

    Keen on increasing organic traffic and leads?

    Optimize your site, attract students, and elevate your visibility with our specialized SEO strategies.

    The Evolution of Search in Education Marketing

    Now, a few well-placed keywords are not enough. Although about 91% of today’s organizations still make significant marketing-related gains from SEO, the rules are fundamentally different now. Today’s prospective students use the search engine in ways that are quite unprecedented.

    While traditional search engines serve up lists of links, AI-powered search engines deliver direct answers. Even better, they deliver such complete conversational responses that you do not need to visit a website. There’s a dual approach to this process: maintaining strong SEO foundations while embracing the emerging power of GEO.

    Educational institutions stand to gain from this development. Prospective students can conduct exhaustive research without contacting an admissions office. By tapping the search button, they can get answers to vital questions about program details, application requirements, and career outcomes.

    SEO: Still the Foundation of Digital Visibility

    While AI is visibly gaining momentum, SEO remains an important tool. When executed properly, it can produce these benefits:

      • Enhanced Visibility: Optimised content drives organic traffic, increasing inquiries and applications to your school. Recent industry sources report that schools that invest in comprehensive SEO measures enjoy a significant improvement in conversion rates.
      • Better User Experience: With clear metadata, logical headings, and mobile-friendly designs, students can find information better on websites. The results include longer site visits, lower bounce rates, and higher engagement, which can help boost search rankings further. 
    • Established Authority: By creating comprehensive content, you’re signalling to search engines and users that your school is knowledgeable and can be trusted. It gives a sense of authority that can ultimately boost your school’s profile. 

    What is the difference between SEO and GEO marketing? The key difference between SEO and Generative Engine Optimization marketing lies in their focus and approach. SEO is used for traditional search engines, and GEO is used for AI-Driven searches:

    • SEO optimizes content for traditional search engines (Google, Bing) to improve rankings in organic search results using keywords, backlinks, and technical SEO strategies.
    • GEO marketing optimizes content for AI-driven search experiences (Google SGE, ChatGPT), ensuring content is AI-friendly, conversational, and structured for retrieval by generative AI models.

    While SEO targets search engine algorithms, GEO marketing tailors content for AI-driven responses and voice search interactions.

    Effective SEO Strategies for Education

    The optimization approaches discussed below have been proven to be used by the most successful institutions. 

    Strategic On-Page Optimization:

    Using long-tail keywords like “best MBA programs in Canada for working professionals” can help capture niche audiences.

    Content Authority: 

    Create in-depth guides and case studies addressing the nuanced questions that prospective students typically ask. So, instead of just listing program requirements, develop extensive resources that cover career paths, industry connections, and student outcomes. 

    Mobile Optimization: 

    A responsive design is a must-have, thanks to most searches now happening on mobile devices. This holds true for young people who use smartphones to explore their educational options. 

    Schema Implementation: 

    Structured data markup can help search engines interpret your content much better. An education-specific schema like EducationalOccupationalCredential or EducationalOrganization can boost your program’s visibility in search results.

    Local SEO: 

    Institutions with physical campuses need to optimize for local searches. This includes claiming and maintaining Google Business Profile listings, building local citations, and creating location-specific content highlighting campus facilities and community connections.

    The AI Search Revolution: Understanding GEO

    What is Generative Engine Optimization (GEO)?

    More pertinently, what is GEO in SEO? Generative Engine Optimization in SEO refers to optimizing content for AI-driven search engines and generative AI models like Google’s Search Generative Experience (SGE) and ChatGPT. It focuses on structuring content for AI retrieval by using natural language, clear formatting, authoritative sources, and relevant keywords to improve visibility in AI-generated responses.

    The way we interact with information today has changed drastically, courtesy of AI-powered search engines. You can now get direct, synthesized answers culled from several sources, so you don’t have to click through multiple links. The way this happens is in these three steps:

    AI models scour the web for relevant information, searching from institutional websites to educational forums and third-party resources.

    They blend this information into coherent, structured responses that address the specific query and can often include details from multiple sources. 

    Users will now get conversation-like answers without having to visit individual websites. These answers often come complete with citations or even visual elements.

    Mastering GEO for Education Marketing

    Imagine asking an AI assistant for the best digital marketing courses or top universities for business programs—and your institution doesn’t appear. That’s where Generative Engine Optimization (GEO) comes in.

    What is GEO in digital marketing? GEO in digital marketing optimizes content for AI-driven search tools like Google’s Search Generative Experience (SGE) and ChatGPT. Unlike traditional SEO, which focuses on ranking in search engine results, GEO ensures your content is structured, conversational, and AI-friendly, making it more likely to surface in AI-generated responses.

    As AI search adoption grows, Generative Engine Optimization is becoming critical. Prospective students are no longer just typing keywords into Google; they’re asking AI assistants for tailored recommendations. If your institution isn’t optimizing for AI-driven search, you risk being invisible in the conversations shaping students’ decisions.

    That’s why mastering GEO for education marketing is no longer optional—it’s essential. Schools, colleges, and universities must adapt their digital strategies to ensure AI models recognize their programs, faculty, and unique offerings. Ignoring this trend means missing out on valuable opportunities to engage with future students where they’re already searching.

    Focus on these strategies if you’re looking to succeed with GEO:

    • Answer-focused Content: Use a Q&A format to create clear and concise responses to common questions. Instead of burying tuition-related information in program pages, provide direct answers to questions like “How much does it cost to attend [School Name]?” 
    • Authoritative Information: Provide precise, updated information and only cite credible sources. You can reference accreditation bodies, link to relevant research and put out consistent information across all digital channels. 
    • Comprehensive FAQs: Use detailed FAQ sections to cover key topics like admissions and campus life. Using proper schema markup, structure these sections so that AI tools can pull information straight from your authoritative source.
    • AI-Friendly Schema: To make your content more machine-readable, use FAQ, Course, Event, and Speakable schemas. This way, AI systems can connect the different pieces of information contained on your site.
    • Multichannel Distribution: Let your content be shown across platforms like YouTube, LinkedIn, and Quora to gain more visibility. Because AI search engines pull material from varying sources, a consistent message across your channels will help your school be represented the right way.

    Example: This screenshot captures Google search results for “Does ATC Toronto offer an auto detailing program?” It includes a prominently featured snippet directly answering the question on the left side of the page, and AI search results also answer the question on the right.

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    Source: Google

    Creating Content That Excels in Both Worlds

    Here are our best tips for creating suitable content for traditional and AI-driven searches:

    Create Optimal Content:

    • Optimize Your Content Structure because human readers and AI algorithms will benefit immensely from clear organization. 
    • Create a logical hierarchy using descriptive headings and subheadings. For example, move your program pages from a general overview to curriculum, faculty, career outcomes, and other specific details. 
    • Incorporate bullet points and numbered lists for easy scanning. This is particularly important for details about admission requirements, application deadlines, and program benefits.
    • Implement appropriate schema markup to help search engines understand your content.
    • Let your content have a clear content hierarchy that guides users from general information to specific details.

    Focus On Quality and Engagement

    • It is important to create high-quality content that addresses user intent. Follow these strategies:
    • Reach out to prospective students with answers to their most asked questions. Correctly predict and sort out their needs across all decision-making stages.
    • Balance authoritative information with a conversational tone. Do this while avoiding academic jargon and maintaining the appropriate level of sophistication for your target audience.
    •  Use short paragraphs and clear language to make your content readable. Also, blend concise, direct answers with in-depth guides. 
    • Let your student testimonials, faculty perspectives, and alumni success stories feature authentic voices as they can help humanize your institution. 

    Example: The University of Toronto has a section on its website that features testimonials from current students, alumni, and staff, helping to boost the school’s image with genuine feedback.

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    Source: University of Toronto – Current Students

    Embrace Semantic SEO

    Modern search optimization has gone past keywords, and here’s how:

    Develop comprehensive pillar pages that cover broad topics like “Graduate Programs” or “Student Life” with links to more specific content. Use natural language mirroring how people speak and search. Incorporate variations and related as opposed to repeating the same keywords.

    • Create content clusters that address related topics and questions. Also, you can link between them to establish topical authority and help users navigate your site.
    • Consider the semantic field around educational topics, including synonyms, related concepts, and commonly associated terms.

    Example: Here, R-MA demonstrates its mastery of semantic SEO with this Student Life page. Apart from providing a general overview of the school’s Student Life Program, the page also contains links to specific aspects of the program.

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    Source: Randolph-Macon Academy

    Overcoming the Zero-Click Challenge

    One of the biggest threats to education marketers is the rise of zero-click searches, where users get answers without visiting your website. Nearly 65% of Google searches now end without clicks to any websites. This trend is particularly problematic for institutions relying on website traffic for lead generation.

    Here’s a quick look at how Zero-Click searches show up in search engines:

    Featured Snippets: This displays key information directly in results, answering questions about application deadlines, tuition costs, and program requirements without requiring clicks.  

    Voice Search: Conversational queries often receive single, direct answers, particularly for straightforward questions like “When are applications due for [School Name]?”

    AI Summaries: New tools seek to compile information from multiple sources into one response. Synthesizing details about educational programs without directing users to specific institutional websites.

    Strategies to Combat Zero-Click Searches

    • Optimize the content for featured snippets: Structure content to rank better by directly answering questions. 
    • Implement FAQ Schema: Mark up Q&A content with the right schema so your answers appear more in search results. 
    • Create must-click content: Create resources that resonate with the users, including calculators and virtual campus tours.
    • Leverage Rich Results: Using structured data, enhance how your content appears in search results so it’s more appealing and clicked.
    • Focus on Complex Questions: Target those queries that you can’t answer in a snippet, those that need you to go further into your school’s offerings. 

    Example: Oxford University enhances its FAQ sections using structured data. By doing so, their answers are featured directly in search results—ensuring that key information about admissions and tuition is visible in a zero-click environment.

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    Source: Oxford University Help Center

    Optimizing for Voice and Conversational Search

    With voice assistants becoming more popular, optimizing for spoken queries is becoming increasingly important. Over 27% of searches are run through a voice interface, mostly among the younger generations. Here are some voice search best practices to use to this effect.

    • Use natural, question-based keywords that match how people speak, such as “How do I apply to [School Name]?” rather than “application process.”
    • Voice search is predominantly mobile-driven, so make sure your site is mobile-friendly and fast-loading.

    Creating Conversation-Ready Content

    To create conversation-ready content, you’ll need to follow certain rules. Our best tips include writing in short, digestible paragraphs that voice assistants can easily read aloud. 

    You must provide direct answers to common questions to start each relevant section. Another key tip is to create how-to guides and FAQ sections that fit with voice queries. 

    Let your content follow a conversation-like style, just like prospective students engage. There should be relevant context to match every user request, and the information provided should be clear and concise for the best results. 

    Essential Tools and Emerging Trends

    To stay competitive in educational marketing, you need the right tools and awareness of emerging trends. Here are some must-have SEO and GEO tools. 

    • Google Search Console: Monitor performance and identify opportunities by tracking how your pages appear in search results and which queries trigger their appearance.
    • SEMrush: Research keywords and analyze competitor strategies while paying particular attention to education-specific terms and competing institutions.
    • Ahrefs: Track backlinks and content performance, building a strong link profile that enhances your institution’s perceived authority.
    • Schema Markup Generators: Create and validate structured data to improve how search engines interpret your content.
    • Mobile Testing Tools: Ensure optimal performance across all devices, recognizing that many prospective students research educational options on smartphones.

    Trends Reshaping Education Marketing

    • AI-Generated Search Summaries: By focusing on direct answers instead of posting traditional link listings, your search results appear faster and function better. 
    • Voice Search Growth: This accounts for over 27% of all searches, mostly among younger demographic groups.
    • Engagement as a Ranking Signal: User interaction affects visibility, with metrics like time on site and interaction rates affecting search performance.
    • Video Content Prominence: Educational videos are gaining importance in search results, particularly for how-to and explanatory content about programs and campus life.
    • Social Proof Integration: With reviews, testimonials, and user-generated content, you can create more impact in traditional and AI-driven search results.

    The Human Element: Storytelling in a Digital World

    Although technical optimization remains crucial, education marketing relies heavily on human connection. The schools that balance data-driven strategies with authentic storytelling that resonates with prospective students succeed.

    • If you’re looking for a means to build student trust in your offerings through authenticity, here’s how to go about it. 
    • Share real student success stories and testimonials that show how transformative your educational programs are. 
    • Highlight those unique program features and opportunities that differentiate your institution from competitors.
    • Maintain transparency and avoid excessive jargon. Focus on pointing out what makes your institution special.
    • Create content that addresses the emotional aspects of the educational decision.

    Example: Here, AAPS masterfully emphasizes the transformative power of its program by highlighting the experiences and successes of a student, recounted by the student herself.

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    Source: AAPS

    Blending Data and Creativity

    • Use analytics to inform content strategy, identifying topics and formats that resonate with your target audience.
    • Enhance text with visual and interactive elements that engage users and encourage deeper exploration of your offerings.
    • Personalize messaging for different audience segments, with their varying priorities and concerns.
    • Test and refine approaches based on performance data, continuously improving your digital marketing effectiveness.

    Embracing the Future of Education Marketing

    As the digital outlook for today’s educational market continues to evolve, schools must continually adapt to remain competitive. The future of search engines belongs to those who can master both SEO and GEO to produce results that drive and direct conversations. 

    The tide favours schools whose content resonates with traditional search engines and AI-powered platforms. The target is to position your institution for this kind of leverage, and that’s the essence of this piece. 

    Ready to transform your digital presence? Start optimizing today and watch your institution’s story unfold—one search at a time.

    Keen on increasing organic traffic and leads?

    Optimize your site, attract students, and elevate your visibility with our specialized SEO strategies.

    Frequently Asked Questions

    Question: What is the difference between SEO and GEO marketing?

    Answer: The key difference between SEO and Generative Engine Optimization marketing lies in their focus and approach. SEO is used for traditional search engines and GEO is used for AI- Driven searches.

    Question: What is GEO in SEO?

    Answer: Generative Engine Optimization in SEO refers to optimizing content for AI-driven search engines and generative AI models like Google’s Search Generative Experience (SGE) and ChatGPT.

    Question: What is GEO in digital marketing?

    Answer: GEO in digital marketing optimizes content for AI-driven search tools like Google’s Search Generative Experience (SGE) and ChatGPT.

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