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Why small talk is a skill worth developing (opinion)
You walk into the conference networking event, feeling alone, aware of the steady chatter throughout the room. You look to find someone you might know, you sense your breath growing faster and you experience that all-too-familiar pit in your stomach. You walk deeper into the room, taking a few grounding breaths, and notice others standing alone. You approach another conference attendee, feeling as if you are stepping outside of your body, and in your friendliest tone you introduce yourself and ask, “Where did you travel in from?”

You did it! You initiated small talk with a stranger.

Small talk is a mode of communication that occurs throughout the world, but not every culture engages in small talk to the same degree. In some cultures, it is expected, and in other cultures it can be perceived as inappropriate or rude. In addition to cultural context, one’s perception of small talk and propensity for engaging in it can be influenced by factors including, but not limited to, personality traits, degree of social comfort, mental health and wellness, past experiences, and the setting of the conversation. Small talk can also present specific challenges to language learners, neurodivergent individuals, people who are unaccustomed to talking with strangers and many others.

Merriam-Webster Dictionary defines small talk as “light or casual conversation: chitchat.” (Seeing the word “chitchat” immediately brought me back to kindergarten, when my teacher, Mrs. Barker, would frequently say, “Kay, stop your chitchat.”) Cambridge Dictionary defines small talk as, “conversation about things that are not important, often between people who do not know each other well.” The emphasis on “not important” can give the impression that small talk is useless, however, within the U.S cultural context, small talk holds great importance in connecting individuals and laying the foundation for more substantial communication. Think of small talk as the gateway to more meaningful conversations.

When done well, small talk relies on improvisation and adaptability, allowing for a flow of information and often uncovering unexpected insights and mutual interests. When I think of small talk I think of it as jazz, with each person riffing off the other to create a connection and to also make meaning in the moment. Effectively engaging in small talk by establishing commonalities can open a door for a future collaboration, expand your professional network, build rapport leading to a career or academic opportunity, enhance confidence and ease tension in an interview.

Do you wish that small talk felt less awkward and more meaningful? Apply these strategies to reduce your small talk stress and to contribute to your career success:
- Get curious. Harness your curiosity as you engage in small talk. Take the scenario we began with: Someone might ask, “Where did you travel in from?” because they are generally interested in meeting people from different parts of the country or world. Someone else might ask this question as a gateway to finding a future collaborator from a specific country or academic institution. Don’t just ask questions for the sake of chatting, but rather ask about topics in which you are genuinely interested. This approach will make engaging in small talk more enjoyable and valuable to you, and your interaction will feel authentic to the person with whom you are speaking.
- Listen actively. As the other person responds to your question, try to refrain from planning what you will next ask, but rather focus on absorbing what they are sharing. Consider reflecting an aspect of something they mentioned. For example, if in response to “Where did you travel in from?” they say, “I flew in from Greece last night, and this is my first time in the States; I’m a Ph.D. student at the University of Crete,” you might empathize with their journey and ask how long they are visiting. After further discussion, you might feel inclined to offer to host the individual if they plan to travel around. Your one question, the one that initiated the small talk exchange, could even lead to a lifelong professional relationship.
- Consider the context. The definition of small talk in the Cambridge Dictionary refers to a “conversation about things that are not important.” I would challenge you to not dismiss small talk as trivial but rather leverage it for more meaningful conversation. When thinking about the setting in which you are engaging in small talk, you can guide the conversation toward greater meaning. It would be odd if the individual attending the networking event at the conference opened the conversation with their name and asked, “What do you think about the weather?” This question would seem very disconnected from the event and purpose of the networking session. However, if the individual were waiting outside at an uncovered bus stop, it might be natural to strike up a conversation about the weather. Having an awareness about the context and setting will lead to an authentic conversation.
- Have go-to questions. While you don’t want to arrive at every occasion with a script of possible questions, it can be a good exercise to reflect on the things about which you are genuinely curious. When attending a conference networking event, you may be interested in hearing about individuals’ career paths, learning about their research, gaining their advice, etc. In developing questions, focus on ones that are open-ended, where the response requires more than a yes or no. You might ask, “Which conference sessions are you most interested in attending?” Maybe that seems unimportant to you or even a bit superficial, but hearing about the other individual’s interest might inspire you to attend a session you would not have initially chosen. As the conversation unfolds, so will the opportunities to guide the conversation toward more meaningful topics, and you might next ask, “What research projects are you currently working on?”
- Practice. It is likely that you have attended interview preparation and practice sessions but far less likely that you have attended a small talk training. This is not your fault. My plea to my fellow career development practitioners is this: If we know that many individuals approach small talk with feelings of discomfort or dread, and we also recognize that it is an important skill that leads to positive career outcomes, then we need to actively train and create opportunities for our students and postdocs to practice small talk in low-stakes settings. Consider building small talk into your interview preparation offerings, add a small talk learning module to an upcoming campus networking event, collaborate with your campus’s English language learning program to incorporate small talk activities and reinforce the many places and spaces where your students and postdocs are already engaging in small talk. An example would be when a student comes in for an appointment and asks, “How was your weekend?” By asking they might learn, for instance, that you were recently in Miami, a city on the top of their list of places to visit. In this exchange you could draw attention to how the student effectively engaged in small talk, reinforcing that it is a skill they already possess.
- Know what topics not to lead with. In the U.S. cultural context, it is safe to say that you would not want to lead small talk with questions about politics, religion, finances, health or overly personal topics. Aspects of these topics might be categorized as sensitive or controversial and can create tension and lead to misunderstanding. Through engaging in small talk, you should be building a foundation of connection that can facilitate greater openness toward engaging in more meaningful topics. That said, maybe you are at the American Political Science Association’s annual meeting—in that context, it would be common for the small talk to include politics. The setting and context can serve to guide the topics and direction of the small talk.
In academia, where emphasis on depth and scope of knowledge is highly valued, small talk can be easily viewed as a burden and overlooked as a necessary competency. But by applying a few small talk communication strategies, you will find that it can open doors and enhance career success. If you have yet to do so, embrace small talk as a skill worth developing, and get out there and chitchat. The effects on your professional life could be both profound and long-lasting.

Kay Gruder is the associate director of graduate student and postdoc career programs and services at the University of Connecticut. She is a member of the Graduate Career Consortium, an organization providing an international voice for graduate-level career and professional development leaders.
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January 21, 2025
Three questions for UVA’s Anne Trumbore

The Teacher in the Machine: A Human History of Education Technology (Princeton University Press) will be published this May. I was lucky enough to receive an advance copy. It is too early to interview the author, the University of Virginia’s Anne Trumbore, about the book, as you will not be able to get your hands on it for a few months. I can’t help myself, though.

Like Anne, I am also a practitioner-scholar, working in and writing about the intersection of technology, learning and higher education change. While The Teacher and the Machine covers much of the same ground as my first co-authored book, Learning Innovation and the Future of Higher Education (JHUP, 2020), I learned much of what I didn’t know from reading Anne’s book.

As the publication of The Teacher in the Machine approaches, I’ll share a full (highly positive) review. Until then, to help build anticipation about the book’s launch and also get to know its author better, I thought the best place to start is a Q&A.

Q: Tell us about your current role at Darden (UVA) and the education and career path that you have followed.

A: I’m currently the chief digital learning officer, where I lead a team that designs, develops and delivers education that enables career mobility for learners at all ages and stages. I arrived at this stage through a pretty circuitous path that included time as a journalist and obituary writer, a copywriter for motion picture advertising, a writing teacher at SFSU and Stanford, and then a lateral hop into ed tech. My education path was somewhat more straightforward: straight to undergrad from high school. But my graduate degrees were driven by career aspirations and occurred decades apart. (I resemble a lot of the learners we are helping now in that regard.)

Oddly enough, my “unmarketable” undergrad degree in semiotics and my graduate work in writing and teaching writing got me hired full-time at Stanford, working on an adaptive grammar program that provided asynchronous personalized instruction and creating curriculum for and teaching at Stanford Online High School. That led to a role on the early team at Coursera, with a focus on working with university professors using (and developing) online peer review, which morphed into a role on the founding team at NovoEd, developing designs for social and project-based learning at scale. Then I pivoted back to higher ed with a role at Wharton, where I established Wharton Online.

The questions I was trying to answer there, most of which revolved around maximizing the effectiveness of, and revenue for, online education in business topics, led me to UVA. Its Darden School of Business had just received a transformational gift to establish the Sands Institute for Lifelong Learning, which is where I saw the puck going at the intersection of higher education and technology. I earned an education doctorate at Penn GSE during my time at Wharton because the questions I began asking about what we were doing and why were not easily answered within the confines of the business school.

Q: In The Teacher and the Machine, you tell the story of the birth and evolution of massive open online courses within the context of the history of educational technology. What are the lessons from the history of ed tech that we in higher education should absorb as we make decisions about the future of online education and AI for teaching and learning?

A: The main takeaway is that innovation in ed tech is particularly reliant upon ignorance of its history for a couple of main reasons: Innovation drives adoption (no one wants to invest in an “old” idea), and the idea of using technology to make education both more efficient and democratic consolidates power in the hands of the disrupters, who are almost always businessmen and scientists educated at the most elite universities in the world.

I believe that once you understand the history of ed tech and its intertwined beginnings with artificial intelligence, universities can be more clear-eyed about their business partnerships with ed-tech companies and their purchasing decisions, which are usually not driven by evidence-backed research. We also have the opportunity to be more thoughtful about our motives in distributing education “to the masses” and ask ourselves who this strategy benefits and why it is attractive to venture capital.

Finally—and this is a point you and a few others have made extremely well—it’s incumbent upon higher ed institutions to be informed about the innovation narrative that gets circulated, which enriches the same set of people and institutions over and over again. I have to believe that if we have a greater understanding of the history and the motives of the major players in ed tech, we can also ask better questions of our ed-tech providers and partners so that we can create educational experiences that provide more returns to learners than ed-tech investors.

Q: You are not only a student of higher education and digital learning, you are also a practitioner. How did your role throughout your career as a participant in the creation and development of MOOCs and other online learning initiatives impact how you write about that history in The Teacher in the Machine?

A: The closest metaphor I can think of is that it felt like putting together a 2,000-piece puzzle of a photograph I was in: I knew what it would look like, but I had to break down and examine all the pieces and then reassemble. The questions I asked of the events were less about what happened and more about why did it happen that particular way? What were the conditions that produced our actions? Living the history also provided opportunities to fill in the gaps that some more traditional records leave out.

I’m thinking especially of the daily minor decisions that were made under pressure that drove the history in unplanned directions, as well as the personalities of the main players. Experiencing these elements of the story and being able to report firsthand is one of the benefits to being in the circus ring instead of in the seats. Another is that you can directly see the audience, which provides a different lens than a more traditional history. Hopefully, the narrative benefited from the inside-out point of view.

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January 21, 2025
A short college course for students’ life, academic skills

While many students experience growing pains in the transition from high school to college, today’s learners face an extra challenge emerging from the COVID-19 pandemic. Many students experienced learning loss in K-12 as a result of distance learning, which has stunted their readiness to engage fully in academia.

Three faculty members in the communications division at DePaul University noticed a disconnect in their own classrooms as they sought to connect with students. They decided to create their own intervention to address learners’ lack of communication and self-efficacy skills.

Since 2022, DePaul has offered a two-credit communication course that assists students midway through the term and encourages reflection and goal setting for future success. Over the past four terms, faculty members have seen demonstrated change in students’ self-perceptions and commitment to engage in long-term success strategies.

The background: Upon returning to in-person instruction after the pandemic, associate professor Jay Baglia noticed students still behaved as though their classes were one-directional Zoom calls, staring blankly or demonstrating learned helplessness from a lack of deadlines and loose attendance policies.

“We were seeing a greater proportion of students who were not prepared for the college experience,” says Elissa Foster, professor and faculty fellow of the DePaul Humanities Center.

Previous research showed that strategies to increase students’ collaboration and participation in class positively impacted engagement, helping students take a more active role in their learning and classroom environment.

The faculty members decided to create their own workshop to equip students with practical tools they can use in their academics and their lives beyond.

How it works: Offered for the first time in fall 2022, the Communication Fundamentals for College Success course is a two-credit, five-week course that meets for two 90-minute sessions a week, for a total of 10 meetings. The class is housed in the College of Communication but available to all undergraduate students.

The course is co-taught and was developed by Foster and Kendra Knight, associate professor in the college of communication and an assessment consultant for the center for teaching and learning. Guest speakers from advising and the Office of Health Promotion and Wellness provide additional perspective.

(from left to right) Jay Baglia, Elissa Foster and Kendra Knight developed a short-form course to support students’ capabilities in higher education and give them tools for future success.

Aubreonna Chamberlain/DePaul University

Course content includes skills and behaviors taught in the context of communication for success: asking for help, using university resources, engaging in class with peers and professors, and learning academic software. It also touches on more general behaviors like personal awareness, mindfulness, coping practices, a growth mindset, goal setting and project management.

The demographics of students enrolled in the course vary; some are transfers looking for support as they navigate a university for the first time. Others are A students who wanted an extra course in their schedule. Others are juniors or seniors hoping to gain longer-term life skills to apply to their internships or their lives as professionals and find work-life balance.

Throughout the course, students turned in regular reflection exercises for assessment and the final assignment was a writing assignment to identify three tools that they will take with them beyond this course.

What’s different: One of the challenges in launching the course was distinguishing its goals from DePaul’s Chicago Quarter, which is the first-year precollege experience. Baglia compares the college experience to taking an international vacation: While you might have a guidebook and plan well for the experience beforehand, once you’re in country, you face challenges you didn’t anticipate or may be overwhelmed.

Orientation is the guidebook students receive before going abroad, and the Communication for Success Class is their tour guide along the way.

“I think across the country, universities and college professors are recognizing that scaffolding is really the way to go, particularly with first-generation college students,” Baglia says. “They don’t always have the language or the tools or the support or the conversations at home that prepare them for the strangeness of living on their own [and navigating higher education].”

A unique facet of the course is that it’s offered between weeks three and seven in the semester, starting immediately after the add-drop period concludes and continuing until midterms. This delayed-start structure means the students enrolled in the course are often looking for additional credits to keep their full-time enrollment status, sometimes after dropping a different course.

The timing of the course also requires a little time and trust, because most students register for it later, not during the course registration period. Baglia will be teaching the spring 2025 term and, as of Jan. 10, he only has two students registered.

“It has not been easy convincing the administrators in our college to give it some time … Students have to register for this class [later],” Baglia says.

The results: Foster, Knight and Baglia used a small grant to study the effects of the intervention and found, through the data, a majority of students identified time management and developing a growth mindset as the tools they want to keep working on, with just under half indicating self-care and 40 percent writing about classroom engagement.

In their essays, students talked about mapping out their deadlines for the semester or using a digital calendar to stay on top of their schedules. Students also said they were more likely to view challenges as opportunities for growth or consider their own capabilities as underdeveloped, rather than stagnant or insufficient.

The intervention has already spurred similar innovation within the university, with the College of Science and Health offering a similar life skills development course.

Course organizers don’t have plans to scale the course at present, but they are considering ways to collect more data from participants after they finish the course and compare that to the more general university population.

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This article has been updated to clarify the course is housed in the College of Communication.

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January 21, 2025
College costs have grown, but so has the return (opinion)
FG Trade Latin/E+/Getty Images
What’s the biggest problem facing college students today? Cost is a big concern, of course, for good reason. But many would point to something equally troubling—misperceptions about the value of college degrees. That’s no surprise when reasonable questions are raised about whether graduates are job-ready—and if too many jobs unnecessarily require diplomas.

There has long been a paper ceiling that penalizes applicants who lack degrees. And more companies are now taking a closer look at so-called STARs—people Skilled Through Alternative Routes.

The group Tear the Paper Ceiling says that 61 percent of Black workers, 55 percent of Hispanic workers, 66 percent of rural workers and 62 percent of veterans are considered STARs. They have learned valuable work skills through military service, certificate programs, on-the-job training and boot camps. But too often, they’ve been shut out unfairly.

I applaud the work of this national group and their partners. The equity barriers to jobs are real. Only half of working-age people have a quality degree or other credential beyond high school, even as millions of jobs go unfilled in part because applicants lack the required background or credentials. It only makes sense to make sure we’re not leaving behind talented but uncredentialed neighbors.

But to take a deeper look is to understand this isn’t only about expanding opportunity and filling today’s open jobs, but the jobs that an increasingly tech-driven, interconnected world will demand in coming years. Skills-based hiring is a good idea, but it won’t on its own come close to solving the nation’s human talent crisis. Increasing higher educational attainment by making sure many more people get better credentials—credentials of value—is the key.

Foundation of Growth

Higher education has always been about producing graduates who are ready to start careers, not just jobs. This matters because a person who is a good applicant for a position now could face challenges moving to better and higher-paying positions because they lack the foundation for career growth fostered in postsecondary programs.

The American Association of Colleges and Universities has surveyed executives and hiring managers eight times since 2006. The most recent survey, from 2023, found that 80 percent of employers strongly or somewhat agree that college prepares people for success in the workforce. Getting a degree is certainly worth the time and money, respondents suggested, as the survey “found a strong correlation between the outcomes of a liberal education and the knowledge and skills employers view as essential for success in entry-level jobs and for advancement in their companies.”

There will always be conflicting data points in times of change. For example, the push for skills-based hiring, including at the federal level, is opening doors to a broader array of good jobs that historically required a college degree. However, research by Harvard Business School and the Burning Glass Institute shows that college graduates still have an advantage when it comes to getting jobs with higher salaries and better benefits.

It turns out that employers aren’t committing to skills-based hiring at the level that recent headlines might suggest. The Harvard–Burning Glass report tracked more than 11,000 jobs where a bachelor’s degree was no longer required in the job description. It found only a 3.5-percentage-point increase in the share of non-degree-holders hired into those roles—a decidedly underwhelming number suggesting the buzz about skills-based hiring may be more hype than trend.

The Lifelong Payoff

This and other signs reinforce the enduring value of degrees: A recent report from Georgetown University’s Center on Education and the Workforce found that 72 percent of jobs in the United States will require post–high school education or training by the year 2031. The center also found:
- People with bachelor’s degrees earn, on average, $1.2 million more over their lifetime than those with only a high school education.
- Of the 18.5 million annual job openings we expect in the coming years, more than two-thirds will require at least some college education.
- Earnings for people without degrees have been growing over the past decade, but so has pay for degree holders. Even as people without degrees earn more, they are still not catching up with those with diplomas.
Durable Skills Matter

Employers often say they’re looking for “durable” skills, such as critical thinking, communication and problem-solving.

Someone looking to hire an entry-level software developer might consider a candidate with skills in Python or other programming languages developed through informal learning. Many gifted techies are self-taught or developed skills through coding boot camps or working at start-ups, for example.

But a college graduate with similar skills might stand out because of their experience working in groups to complete projects, their communication and presentation skills, analytical thinking, and other traits fostered in college classes.

The catch: Across the board, we need better definitions of what our credentials mean. What defines a credential of value, exactly, and how do we make sure that the people obtaining credentials can do the work of the future?

Certainly, our fast-moving, tech-driven economy increasingly rewards nimble problem-solvers. According to the World Economic Forum’s 2023 Future of Jobs report, employers estimate that 44 percent of workers’ skills will be disrupted in the next five years.

“Cognitive skills are reported to be growing in importance most quickly, reflecting the increasing importance of complex problem-solving in the workplace,” the report said. “Surveyed businesses report creative thinking to be growing in importance slightly more rapidly than analytical thinking.”

There are many implications to this change. Embedded in the education pay premium is a fairness issue when it comes to who goes to college and how we support them. The Georgetown center has long reported on the value of a college degree and the persistent opportunity gaps for women and people of color.

The Change-Ready Nation

Whatever the impact of skills-based hiring on the nation’s labor shortage, we shouldn’t stop there. Addressing the long-standing inequities in higher education and the workforce means ensuring that these skills-based pathways include opportunities for all workers, especially when it comes to pursuing further education and training even after they enter the workforce.

Skills-based hiring and the push for increasing attainment aren’t countervailing forces. They’re aimed at ensuring that the nation grows and applies the talent it needs to be prepared for the human work of the 21st century, and to achieve the civic and economic benefits that people with good-paying jobs bring to their communities.

In the end, this is about more than the job readiness of our students. We’re talking about the change readiness of our entire nation in a rapidly evolving economy. It makes sense to revamp job requirements to meet workforce demands, but there’s no denying we’ll need the best-educated country we can build if we’re going to deliver opportunity and economic prosperity fairly for everyone.
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January 21, 2025
UKVI is tightening the rules on international student attendance
Back in April you’ll recall that UKVI shared a draft “remote delivery” policy with higher education providers for consultation.

That process is complete – and now it’s written to providers to confirm the detail of the new arrangements.

Little has changed in the proposal from last Spring – there are some clarifications on how it will apply, but the main impact is going to be on providers and students who depend, one way or another, on some of their teaching not being accessed “in person”.

The backstory here is that technically, all teaching for international students right now is supposed to be in-person. That was relaxed during the pandemic for obvious reasons – and since, the rapid innovations in students being able to access types of teaching (either synchronously or asynchronously) has raised questions about how realistic and desirable that position remains.

Politics swirls around this too – the worry/allegation is that students arrive and then disappear, and with a mixture of relaxed attendance regulation (UKVI stopped demanding a specific number of contact points a few years ago for universities) and a worry that some students are faking or bypassing some of the attendance systems that are in place, the time has come, it seems, to tighten a little – “formalising the boundaries in which institutions can use online teaching methods to deliver courses to international students”, as UKVI puts it.

Its recent burst of compliance monitoring (with now public naming and shaming of universities “subject to an action plan”) seems to have been a factor too – with tales reaching us of officials asking often quite difficult questions about both how many students a provider thinks are on campus, and then how many actually are, on a given day or across a week.

The balance being struck is designed, says UKVI, to “empower the sector to utilise advances in education technology” by delivering elements of courses remotely whilst setting “necessary thresholds” to provide clarity and ensure there is “no compromise” of immigration control.

Remote or “optional”?

The policy that will be introduced is broadly as described back in April – first, that two types of “teaching delivery” are to be defined as follows:
- Remote delivery is defined as “timetabled delivery of learning where there is no need for the student to attend the premises of the student sponsor or partner institution which would otherwise take place live in-person at the sponsor or partner institution site.
- Face-to-face delivery is defined as “timetabled learning that takes place in-person and on the premises of the student sponsor or a partner institution.
You’ll see that that difference isn’t (necessarily) between teaching designed as in-person or designed as remote – it’s between hours that a student is required to be on campus for, and hours that they either specifically aren’t expected to come in for, or have the option to not come in for. That’s an important distinction:

Where the student has an option of online or in-person learning, this should count as a remote element for this purpose.

Then with those definitions set, we get a ratio.

As a baseline, providers (with a track record of compliance) will be allowed to deliver up to 20 per cent of the taught elements of any degree level and above course remotely.

Then if a provider is able to demonstrate how the higher usage is consistent with the requirements of the relevant educational quality standards body (OfS in England, QAA in Wales and Scotland) and remains consistent with the principles of the student route, they’ll be able to have a different ratio – up to 40 per cent of the teaching will be allowed to be in that “remote” category.

Providers keen to use that higher limit will need to apply to do so via the annual CAS allocation process – and almost by definition will attract additional scrutiny as a result, if only to monitor how the policy is panning out. They’ll also have to list all courses provided to sponsored students that include remote delivery within that higher band – and provide justification for the higher proportion of remote learning based on educational value.

(For those not immersed in immigration compliance, a CAS (Confirmation of Acceptance for Studies) is an electronic document issued by a UK provider to an international student that serves as proof of admission, and is required when applying for a student visa. The CAS includes a unique reference number, details of the course, tuition fees, and the institution’s sponsorship license information – and will soon have to detail if an international agent is involved too.)

One question plenty of people have asked is whether this changes things for disabled students – UKVI makes clear that by exception, remote delivery can permitted on courses of any academic level studied at a student sponsor in circumstances where requiring face to face delivery would constitute discrimination on the basis of a student’s protected characteristics under the Equality Act 2010.

A concern about that was that providers might not know if a student needs that exception in advance – UKVI says that it will trust providers to judge individual student circumstances in cases of extenuating circumstances and justify them during audits. The requirement to state protected characteristics on the CAS will be withdrawn.

Oh – and sponsors will also be permitted to use remote delivery where continuity of education provision would otherwise be interrupted by unforeseen circumstances – things like industrial action, extreme weather, periods of travel restriction and so on.

Notably, courses at levels 4 and 5 won’t be able to offer “remote delivery” at all – UKVI reckons they are “more vulnerable to abuse” from “non-genuine students”, so it’s resolved to link the more limited freedoms provided by Band 1 of the existing academic engagement policy to this provision of “remote” elements – degree level and above.

Yes but what is teaching?

A head-scratcher when the draft went out for consultation was what “counts” as teaching. Some will still raise questions with the answer – but UKVI says that activities like writing dissertations, conducting research, undertaking fieldwork, carrying out work placements and sitting exams are not “taught elements” – and are not therefore in scope.

Another way of looking at that is basically – if it’s timetabled, it probably counts.

Some providers have also been confused about modules – given that students on most courses are able to routinely choose elective modules (which themselves might contain different percentages of teaching in the two categories) after the CAS is assigned.

UKVI says that sponsors should calculate the remote delivery percentage on the assumption that the student will elect to attend all possible remote elements online. So where elective modules form part of the course delivery, the highest possible remote delivery percentage will have to be stated (!) And where hours in the timetable are optional, providers will have to calculate remote delivery by assuming that students will participate in all optional remote elements online.

The good news when managing all of that is that the percentage won’t have to be calculated on the basis of module or year – it’s the entire course that counts. And where the course is a joint programme with a partner institution based overseas, only elements of the course taking place in the UK will be taken into account.

What’s next

There’s no specific date yet on implementation – IT changes to the sponsor management system are required, and new fields will be added to the CAS and annual CAS allocation request forms first. The “spring” is the target, and there’s also a commitment to reviewing the policy after 12 months.

In any event, any university intending to utilise (any) remote delivery will need to have updated their internal academic engagement (ie attendance) policy ahead of submitting their next annual CAS allocation request – and UKVI may even require the policy to be submitted before deciding on the next CAS allocation request, and definitely by September 2025.

During the consultation, a number of providers raised the issue of equity – how would one justify international and home students being treated differently? UKVI says that distinctions are reasonable because international students require permission to attend a course in the UK:

If attendance is no longer necessary, the validity of holding such permission must be reassessed.

There’s no doubt that – notwithstanding that providers are also under pressure to produce (in many cases for the first time) home student attendance policies because of concerns about attendance and student loan entitlements – the new policy will cause some equity issues between home and international students.

In some cases those will be no different to the issues that exist now – some providers in some departments simply harmonise their requirements, some apply different regs by visa status, and some apply different rules for home students to different dept/courses depending on the relative proportion of international students in that basket. That may all have to be revisited.

The big change – for some providers, but not all – is those definitions. The idea of a student never turning up for anything until they “cram” for their “finals” is built into many an apocryphal student life tale – that definitely won’t be allowed for international students, and it’s hard to see a provider getting away with that in their SFE/SFW/SAAS demanded home student policy either.

Some providers won’t be keen to admit as such, but the idea of 100 per cent attendance to hours of teaching in that 80 per cent basket is going to cause a capacity problem in some lecture theatres and teaching spaces that will now need to be resolved. Module choice (and design) is also likely to need a careful look.

And the wider questions of the way in which students use “optional” attendance and/or recorded lectures to manage their health and time – with all the challenges relating to part-time work and commuting/travelling in the mix – may result in a need to accelerate timetable reform to reduce the overall number of now very-much “required” visits to campus.

One other thing not mentioned in here is the reality that UKVI is setting a percentage of a number of hours that is not specified – some providers could engage in reducing the number of taught hours altogether to make the percentages add up. Neither in the domestic version of this agenda nor in this international version do we have an attempt at defining what “full-time” really means in terms of overall taught hours – perhaps necessarily given programme diversity – but it’ll be a worry for some.

Add all of this up – mixing in UKVI stepping up compliance monitoring and stories of students sharing QR codes for teaching rooms on WhatsApp to evade attendance monitoring systems – and for some providers and some students, the change will be quite dramatic.

The consultation on the arrangements has been carried out quite confidentially so far – I’d tentatively suggest here that any revision to arrangements implemented locally should very much aim to switch that trend away from “UKVI said so” towards detailed discussion with (international) student representatives, with a consideration of wider timetabling, housing, travel and other support arrangements in the mix.
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January 21, 2025
Higher education should lift students out of poverty – not trap them within it

As a former student who benefited from welfare payments, I’ve long been consumed with the educational struggle of students on free school meals (FSM) —the official marker we have of relative poverty.

That’s why I found recent newspaper headlines in autumn 2024 celebrating “record numbers” of poorer students entering university so troubling. On the face of it, this sounded like welcome progress. But this “record” in fact reflected a grim reality: rising numbers of pupils qualifying for free school meals in a growing bulge of 18-year-olds in the population.

The government’s framing of the latest university admissions figures as good news was unwittingly celebrating rising levels of poverty. A pupil is eligible for free school meals (FSM) if their parent or guardian receives benefits or earns an annual gross income of £16,190 or less. As of January 2024, a quarter (24.6 per cent) of school pupils in England were on FSM – up from 18 per cent in 2018. This rapid rise meant that in the 2022–23 university intake, around 57,000 FSM students were enrolled (alongside 300,000 non-FSM students).

The 2022–23 academic year will be remembered for an ignominious distinction – the university progression rate for FSM students declined for the first time since records began in 2005–06. The gap in degree enrolment between FSM and non-FSM students widened to a record-breaking 20.8 percentage points (29 per cent versus 49.8 per cent). A meagre 6.1 per cent of FSM pupils secured places at the UK’s most selective universities.

These statistics are a damning indictment of our collective failure to uphold the principle that university should be open to all, regardless of background.

Heating and eating

This year’s Blackbullion Student Money & Wellbeing Survey, now in its fifth year, brings with it more alarming data, shining a harsh light on the lived realities of these university students. The findings are based on 1200 students, surveyed across the UK. This year they are also categorised by measures of disadvantage, including whether students have been eligible for FSM at any point during their school years.

Almost three-quarters (72.94 per cent) of FSM students said they’d been too hungry to study or concentrate, compared with 47.32 per cent of their non-FSM peers. Nearly seven in ten (67.82 per cent) said they’d been too cold to focus, avoiding heating their homes because they couldn’t afford it (compared with 42.39 per cent of non-FSM students). They are also much more likely to report not being able to study because they are unable to purchase books. Just under half worry that work commitments get in the way of their study. More than eight in ten worry their final degree grade will be harmed by their lack of money.

These latest findings lay bare the inequities that scar our higher education system—a system that should lift students out of poverty, not trap them within it. As someone who benefitted from a full maintenance grant during my own time at university, these reports of hunger, cold, and financial stress are heartbreaking. I know what a lifeline financial support can be. My termly cheques were a godsend, enabling me to focus on my studies without having to worry about affording the next meal or keeping the heater on in my room. Shorn of basic support, it’s been little surprise to me that recent waves of FSM students have been far less likely to complete their degrees compared with their better-off counterparts.

Failure to maintain

It’s time to reintroduce maintenance grants for FSM students in England as part of the new financial arrangements for universities being considered by the Labour government. The removal of grants in 2016 has meant that FSM students are graduating with the largest loan debts. This could understandably be putting many off applying to higher education in the first place.

At the same time, maintenance loans should increase with inflation, building on the 3.1 per cent rise already announced for 2025–26, going some way to help all students facing immediate hardship while at university. This would be a fair settlement and mirror similar arrangements in Scotland.

As education officials brace themselves for the toughest of government spending reviews, I don’t underestimate how hard it will be to fund such a reform. But to fail in this task would be a national travesty, betraying not only these students but also the very principle that a university education should be accessible to all, no matter their background or economic circumstances.

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January 21, 2025
Time to address disability inclusion for university staff

Staff wellbeing is important for all organisations.

This is especially evident in higher education where research indicates that staff wellbeing impacts on the student experience, the metric that drives the sector.

In particular, reports demonstrate that stress and burnout is higher in university staff than in the general population, reflecting systemic factors such as high workloads and insecure contracts.

There has been a greater focus on this issue in recent years and staff wellbeing is acknowledged within the University Mental Health Charter. However, as the sector is squeezed financially, staff are being placed under even greater pressure to do more with less, further placing staff wellbeing at risk.

Such issues are likely to disproportionately impact those with protected characteristics – including disabled staff. However, nowhere is the need for staff support more apparent than in relation to equality and diversity, where the focus on student experience typically leaves a void for staff: For example, Universities UK notes:

We believe that anyone who would benefit from a university education should have access to one. But more than that, we want to support our members in creating inclusive environments where all students enjoy their experience and achieve their study and career goals.” (emphasis added)

But what about disabled staff?

Data from Advance HE reveal that 6.8 per cent of staff in higher education have disclosed a disability, with the Higher Education Statistics Agency (HESA) reporting this as 15,155 academic staff and 16,320 staff in non-academic roles (though the latter figure represents only those providers that complete this, optional part of the underlying HESA submission). Given that 24 per cent of working age adults have a disability and 17.3 per cent of students declare a disability, disabled staff are vastly under-represented in higher education. Representation is especially problematic for academics, as declarations are consistently higher among professional and support staff. It is likely that the rates of disabled staff are impacted by a range of factors including a reluctance to disclose, with sharing a disability likened to “coming out”.

Even the words “disclosure” and “declare” themselves suggest that sharing your disability is something to be concerned about; hence inclusive language is important in all discussions of disability. Disclosure is, of course, particularly important for staff with non-visible disabilities who may otherwise not have their impairments acknowledged. Being visible is also central to challenging ableism and collective advocacy.

Disabled staff face a number of barriers to inclusion. For example, line management support is inconsistent and disabled staff experience glass partitions and ceilings that limit both horizontal and vertical movement. It should, however, be emphasised that disabled staff are not a homogenous group.

Staff with a range of impairments are included within available data, including those disclosing specific learning differences and longstanding illness or health conditions. Further, some staff disclose multiple disabilities, impairments and conditions. Care should be taken to understand the experiences of staff with specific conditions or condition types and to acknowledge the extent to which experiences differ both across and within categories of disability.

Staff are legally protected by the Equality Act (2010) which requires workplaces to make reasonable adjustments for impairments. Negotiating this process can, however, be exhausting for staff who have to advocate for themselves and make a case for how the employer should operationalise the weasel word “reasonable”. Staff can be encouraged to disclose disabilities though an improved commitment to support, for example by universities being flexible in their application of accommodations and line managers being given training to appreciate that staff may have fluctuating conditions and that the same impairment can impact staff differently.

Wider support is also welcomed through government initiatives such as Access to Work, though accessing timely support is challenging in the UK context where reported wait times for assessment have increased significantly.

Disabled Staff Networks can be a core part of the support for workers with impairments; these can offer a place for social connection, an empathic ear, and a place where staff can share experiences and strategies to respond to workplace challenges. In addition, the National Association of Disabled Staff Networks (NADSN) connects and represents disabled staff networks; here members share resources, promote events and work together to bring about change. NADSN has been supporting disabled staff networks to drive real policy change within higher education institutions (HEIs) and, over the past decade, has responded to national consultations and contributed to policy development thus amplifying the voices of all disabled staff and providing challenge to colleagues leading equality, diversity and inclusion (EDI); there are excellent resources on their website for anyone wanting to learn more.

While NADSN’s work has been powerful for disabled staff, there is a lack of wider support from influential organisations to drive equality and diversity in relation to disability in universities. Important progress is being made in highlighting key issues relating to race and gender; in particular the Race Equality Charter and Athena Swan are pressing for transformative change. Although these schemes have not been without criticism, they have increased visibility of equality issues and championed a cultural shift. It is also important to recognise that intersectionality is highlighted within these charters, pertinent to staff who face more than one form of discrimination, such as disabled women in academia who benefit from support with progression. Nonetheless, a disability charter has been conspicuous by its absence.

Work to improve disability inclusion for staff in universities is taking place, for example Evans and Zhu’s (2022) Disability Inclusion Institutional Framework stresses an integrated approach to disability inclusion, and places equal emphasis on staff and student disability inclusion. They argue that if disability inclusion is to improve for students we need to start with staff. There are also excellent examples of work such as podcasts sharing experiences of disability in HE; these increase visibility of disability, help to connect the community, and promote learning from each other. Within research, disability is being addressedand there is greater focus in both policy and practice on the development of anti-ableist research cultures that enable disabled researchers and professional services colleagues. Also pressing for change is the University Mental Health Charter where wellbeing of staff is acknowledged within domain 3 and inclusivity noted as an enabling theme; the charter describes the challenges that staff have to navigate such as issues with adjustments, social barriers, and the impact of the built environment.

What’s next?

More focus and commitment is needed to respond to disability initiatives and drive impactful change. In 2022 colleagues who had met via NADSN began discussing how to respond to this need. Rather than creating a charter like the examples above, we set out to develop a mechanism to encourage universities to share best practice relating to the inclusion of disabled staff. RIDE Higher, standing for “Realising the Inclusion of Disabled Employees” in Higher Education, was born and today it is a core initiative of NADSN.

RIDE Higher is chaired by Melanie Best of the University of Wolverhampton, and run by and for disabled staff working in higher education; our steering group includes staff from HE institutions across the UK (Please connect with us through NADSN’s news page and social media channels). Its mission is to change the HE landscape and ensure that disabled employees are seen, valued, and can thrive.

RIDE Higher is committed to a research-informed approach to driving disability inclusion across the sector. Central to this initiative, is the need for better understanding the lived experience of disabled staff working in higher education. This is why RIDE higher is launched the first National Disabled Staff Survey (NDSS) during Disability History Month, which fittingly, focussed on “livelihood and employment” this year.

We invite all staff who are Disabled, Deaf, Neurodivergent and living with a long-term health condition in UK universities to share their experiences with us We welcome your perspectives, whatever your role in the university, whether your experiences of disability are visible or non-visible, whether you have a diagnosis confirmed or not, and whether you have disclosed your impairment or health condition to your university or not. We acknowledge that identity is complex and that you may have an impairment but not identify as disabled; we welcome your input however you choose to identify.

Acknowledgements: As authors we would like to thank those who provided peer feedback during the development of this article including the RIDE Higher steering group (Melanie Best, Hamied Haroon, Dan Goodley, Elisabeth Griffiths, Meredith Wilkinson, Gayle Brewer, and Anica Zeyen).

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January 21, 2025
Rethinking the Financial Challenge of English Universities

By Adam Habib, Vice-Chancellor at SOAS University of London, and Lord Dr. Michael Hastings of Scarisbrick CBE, Chair of the Board of Trustees at SOAS.

The business model of English higher education is broken. We are not sure that this simple fact is sufficiently understood by all stakeholders in higher education. Do not mistake us: we all recognise the serious financial crises that most English universities are confronting. But this is not the same as understanding its causal features and what to do about it. The latest financial report from the Office for Students (OfS), released in mid-November, suggests 72% of English universities will be in deficit by the end of the academic year if they continue as is. It does not suggest much about how to address it. In fact, it does not even ask why the other 28% of universities are not in deficit. Is this because of their historical endowments or their specific student profile, or are they doing something the others are not?

But the OfS is not the only stakeholder reluctant to ask the hard questions: how we got here and what to do about it. This malady afflicts almost all other stakeholders. Let’s begin with the basics. Almost three decades ago, the British government committed to massifying education and ensuring that at least 50% of their school-leaving population had the privilege of going to university. The challenge was how to pay for it. They introduced fees, first as a small proportion of the actual cost in 2006, and then to cover the entire cost in 2012 (at least for Business degrees, Humanities and the Social Sciences). The popular backlash this generated, especially since almost all universities rushed to implement the maximum permitted fee, led the politicians to subsequently avoid increasing fees in line with inflation. The net effect was that within a few years, the actual cost of university education outstripped the fees.

The solution followed by most universities was to increase international fees and their intakes of foreign students. To attract more of these students, universities borrowed heavily, built shiny new facilities, expanded their pastoral services and grew their student numbers. This was assisted in part by the removal of student number caps on home students. Costs increased, and to cover these, more income was required, which led to even higher international fees and more foreign students.

All higher education stakeholders were complicit in this. The Government initially supported this solution because it obviated the need for more government subsidies and enabled foreign currency earnings. Vice-chancellors and higher education executives deluded themselves in thinking that the international postgraduate masters students came to the UK universities because of their institutions’ research reputations, even though survey after survey demonstrated that these students were increasingly attracted by the prospect of employment prospects and the post-study visa. Unions, both academic and professional service ones, acquiesced given that these international fees enabled higher salaries and subsidised greater research time for academics. There was even broader public support as it contained the fees for domestic students.

Until of course, a new breed of ethnically oriented right-wing politicians mobilised on the chauvinistic instinct of there being too many foreigners in Britain. This first manifested in Brexit, then China and subsequently all foreigner-bashing, and finally visa restrictions on dependents. The net effect was a dramatic fall in applications and enrolment of international students, with the ensuing financial crisis of universities in the UK. A positive spin-off of this state of affairs is that almost all stakeholders now recognise the flimsy fiscal foundation of universities. The negative feature is that it still has not generated an honest reflection and behaviour on the part of all stakeholders or a sufficiently deep deliberation on the business model of higher education in the UK and what to do about it.

Take, for instance, the stance of government. The Secretary of State for Education announced in the House of Commons on 4 November 2024 the first university fee increase for undergraduate students in eight years. Yet the Chancellor had increased the Employer National insurance a few days before from 13.8 to 15 percent. The net effect is a further loss of £59 million for universities in the UK from the 2025/26 academic year.

Neither is the debate in universities more imaginative on what to do about the financial crisis and the business model of higher education. University vice-chancellors and Universities UK have recognised the need to revert to greater public funding for higher education, although there is a broad recognition that this is an unlikely solution in the near future given the fiscal crisis of the state. They have suggested through individual vice-chancellor advocacies that universities would require the financial equivalence of £12,000 fees, but again, almost all recognise the political challenge of achieving this during a cost-of-living crisis. The reluctant fallback back? A retreat to international student fees by retracting or reforming the visa restrictions, thereby allowing for further increases in income from foreign students.

But this is just not a feasible solution for the long term. Higher education in the UK has priced itself out for ordinary international students looking solely for a higher education qualification. The only rationales for postgraduate master’s students accessing UK universities, given their high-cost structure, are either post-study employment or the learning of a specific qualification not available in alternative higher education settings. The former is increasingly becoming politically unfeasible, and the latter is not a sufficiently large market to financially sustain British universities.

This is in addition to the moral and commercial challenges of this business model. As we have suggested elsewhere, there should be serious objections to this model, which is effectively directed towards sucking out resources from countries far more impoverished than the UK, to essentially cross-subsidise domestic citizens. Moreover, it accelerates the brain drain, weakening institutional capacities and human capabilities in the majoritarian world at precisely the moment when such societies require an enhancement of capabilities to address the local manifestations of transnational challenges like climate change, pandemics, food insecurity and war.

Where to go from here, then? First, there is an urgent need for an honest conversation led by government without any smoke and mirrors on the fiscal latitude available to it and the consequences thereof for the financing of higher education. Second, there is a need for a thorough reflection on what has fiscally worked, and what has not in the recent past on the management and executive stewardship of universities in the UK. Third, there is a need for an honest discussion in universities on the fiscal viability of excessively small classes and unduly low staff-student ratios, 40% research time for all teaching and research contracts, and the importance of institutional differentiation in mandates and how these should speak to the former two elements. Finally, we need to think through the limits of cross-subsidising from international student fees and what new opportunities are opening up globally for fulfilling our institutional mandates.

One opportunity, that has not been sufficiently explored by British universities, is how to assist in the education and training of hundreds of millions of young people in the majoritarian world. This is an urgent necessity not only for the economic development of these societies but also for enabling societies across the world to manage the transnational challenges of our time, without which we may not survive as a human species. Obviously, this will not be possible on the existing cost structures or business models of higher education. But partnering with universities in the Global South, involving the joint development of curricula, co-teaching and co-assessment, could bring down cost structures of higher education. This could then feed into more reasonable fees being charged, thereby opening up new higher education markets for British universities. Cost structures could also be reconsidered in relation to scale. The more students there are within a program, limited to pedagogical requirements, the more cost per student is reduced, and the more competitive fees can become. New technologies involving online teaching and global classrooms, many of which were pioneered for our own students during the Covid-19 Pandemic, can make this equitable transnational teaching even more feasible.

Some forms of transnational teaching are already underway in UK universities. But these often take the form of online learning, overseas campuses and franchise models of higher education, all of which are only directed at obviating the financial challenges of British universities. While we would be reluctant to take rigid positions against these models – they may indeed be relevant in certain contextual circumstances – we do hold that the equitable partnership model identified above holds the pedagogical benefit of enabling learning that is both globally grounded and locally relevant. It also does not pit the financial security of British universities against that of universities of the majoritarian world. Essentially, these equitable teaching partnerships can pioneer one element of a new business model that enhances collaboration and mutual benefit for universities in the UK and the majoritarian world.

Such a model of higher education could also become part of the soft power arsenal of the UK. Increasingly, government has broached the idea of a global Britain. This would be a Britain recognised as a collaborative partner of other nations, enabling them to achieve their national objectives, while enabling itself to be economically competitive and socially responsive to both its own citizens and its international obligations. An equitable orientation to its higher education system would assist this strategic national agenda.

We are by no means suggesting that equitable transnational learning should replace all other forms of teaching in UK higher education. This would be unrealistic and, frankly, would violate the responsibility of British universities to be nationally responsive. Instead, we recommend that in the pursuit of a financially sustainable higher education system, a diverse set of income strategies – subsidy, domestic fees, international fees, ODL, executive education and equitable transnational educational partnerships – is required. This final strategy not only opens up a new higher education student market at a different price point but also enables us to square our imperative to be financially sustainable with our commitment to be socially and globally responsive.

The strategic challenge of managing higher education institutions in the contemporary era is the management of tensions between competing imperatives. It also requires thinking outside the box, innovating and finding new markets, and servicing these at new price points, while continuing to meet the social obligations implicit in the mandate of universities. This is what we believe is sometimes missing from the deliberations on making British universities financially sustainable. The debate can only be enriched and the recommendations made more robust if we are prepared to think beyond what we are comfortable with.

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January 21, 2025
7 Trends to Inform Online Program Expansion in 2025

As I reviewed the new IPEDS data release last week, I was looking for the data and intelligence that would be most helpful for online enrollment leaders to have in hand to underpin and inform this year’s success. These points, in combination with key trends that became clear in other sources I reviewed late last year will enable online leaders to succeed this year as well as plan for the future.

Note that I am not discussing changes that may emerge after January 20, but I will be doing so after a long talk I have scheduled with Cheryl Dowd from WCET who tracks online regulations and with whom I will be co-presenting at the RNL National Conference this summer.

So, what do you need to know?

1. Online and partially online enrollment continue to dominate growth.

Four years after the pandemic, more students each year are continuing to decide to enroll in either fully or partially online study. While year-over-year change in every post-pandemic year has seen some “return to the classroom,” when compared with pre-pandemic enrollment (2019), 2.3 million more undergraduates and 450k more graduate students are choosing fully or partially online study. Perhaps more important, 3.2 million fewer undergraduates and 288k fewer graduate students are choosing classroom-only programs. Institutions seeking to grow enrollment must develop processes to quickly determine the best online programs to offer and get them “to market” within 12 months.

2. Institutions seeking to grow online enrollment are now competing with non-profit institutions.

As recently as five years ago, your strongest competition came from for-profit institutions. In some ways, these institutions were easy to beat (excepting their huge marketing budgets). They had taken a beating in the press to the extent that students knew about it, and they were far away and unknown. Today, institutions face no less of a competitive environment, but the institutions dominating the scene – and most likely a students’ search results – are national non-profits. These institutions are, of course, not local so they aren’t well known, but they have not been through the scrutiny which eroded interest in the for-profits. Student search engine results are also now filled with ambitious public and private institutions seeking to “diversity their revenue streams.” As such, institutional marketers need to adjust their strategies focused on successfully positioning their programs in a crowded market, knowing that they can “win” the student over the national online providers if they ensure that they rise to the top of search results.

3. Online enrollment growth is being led by non-profit institutions.

Seventeen of the 20 institutions reporting the greatest growth in online enrollment over the last five years are nonprofit institutions—a mix of ambitious public and private institutions and national non-profits. What is more, the total growth among institutions after the two behemoths far exceeds Southern New Hampshire University and Western Governors University. These nimble and dynamic institutions include a variety of institution types (with community colleges well represented) across the higher education sector. Institutions seeking to grow online enrollment should research what these institutions are offering and how they are positioning their programs in the market and emulate some of their best practices.

4. New graduate program growth is dominated by online/partially online offerings.

In 2024, a research study by Robert Kelchen documented growth in the number of available master’s programs in the U.S. over the last 15 years. Not only did Kelchen document a massive expansion in availability (over the 15-year period, institutions launched nearly 14,000 new master’s programs on a base of about 20,000), but also that the pace of launching online or hybrid programs dramatically outpaces classroom programs. This rise in available offerings far outpaces the rate of growth of the online student market, resulting in significantly higher levels of competition for each online student. Institutions seeking to grow their online footprint must ensure that they fully understand both the specific demand dynamics for each of their programs and the specifics of what online students want in their program. A mismatch on either factor will inhibit growth.

5. Online success is breeding scrutiny of outcomes.

We all know something of the power of social media today. This was reinforced for me recently by an Inside Higher Education story which focused on the 8-year rates of degree completion among the biggest online providers. The story was triggered by a widely read Linked IN post and followed up by numerous other stories and posts and comments across the platform. This is just the kind of exposure that is most likely to generate real scrutiny of the outcomes of online learning – which were already taking shape over the last year or more. In fact, this focus on outcomes ended up as one of the unfulfilled priorities of the Biden Education Department. I have long said that institutions seeking to enter the online space have an opportunity to tackle some of the quality issues that first plagued the for-profits, now challenge the national online non-profits, and will confront others if not addressed soon.

6. Key preferences for online study have been changed by the pandemic.

RNL’s own 2024 online student survey surfaced dozens of important findings that online leaders should consider as they chart their course. Two findings stand out as reflecting profound changes in online student preferences, and both are likely the result of pandemic-era experiences. First, all but 11 percent of online students told us that they are open to at least some synchronous activities in their program, likely the result of hundreds of online meetings during the pandemic. Similarly, they told us that the ideal time to communicate with recruiters/counselors from online programs is now during business hours. This is also likely to be related to the pandemic period, in which millions of people working from home began to regularly contend with some personal business during their day. Institutions should assess both of these factors as they think through student engagement (to address point #5), and the intense competition of the online space (to address point #3).

7. Contracting institutions are not focusing on online enrollment.

Finally, we return to the new IPEDS data to see that institutions that have experienced the greatest enrollment contraction over the last five years demonstrate almost no access to fully online study (dark blue lines in the chart below), and only limited access to programs in which students can enroll in both online and classroom courses (light blue lines). Even where there has been some online or partially online growth, these efforts have not been given adequate attention to counterbalance contraction among students enrolled in classroom-only programs (green lines). These data again make it clear (as stated in point #1) that institutions facing classroom-only contraction must either amend their goals to account for reduced enrollment or determine which online or hybrid programs would be most attractive to students in their region and then ensure that such offerings are visible in a highly competitive higher education market.

Explore more at our webinar

Join us for a deeper dive into trends during our webinar, 5 Enrollment Trends You Need to Know for 2025. This discussion with me and a number of my RNL expert colleagues will look at research and trends that should shape strategic and tactical planning over the next 12 months. Particularly, as we enter what has been identified as the first year of the “demographic cliff,” data-informed decision-making will be more important to enrollment health than ever before. Register now.

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January 21, 2025
Understanding Digital Marketing Strategy and Costs to Effectively Budget for Growth

In today’s digital-first world, higher education institutions are increasingly turning to digital marketing to educate, engage, enroll, and retain students. However, one of the key challenges that the campus decision-makers face is understanding the potential costs associated with digital marketing and how to effectively budget for growth.

As someone deeply immersed in the world of digital strategy, I often find myself having the same conversation with campus leaders: how do we set realistic expectations about what it really costs to do effective digital marketing? And more importantly, how do we directly link those costs with your institution’s growth objectives? In this blog, I will highlight the key data-driven strategies for assessing ROI and how these strategies inform a strategic budget plan that strengthens your institution’s overall portfolio and drives sustainable growth.

The importance of setting realistic expectations

Success in higher education landscape, particularly when managing a large portfolio, is driven by a disciplined, metrics-oriented approach. From my experience, the institutions that excel are those that rely on crisp numbers, rigorously evaluate their plans ahead of time, and understand the value of projections and estimations. By leveraging detailed forecasts and aligning resources accordingly, we can navigate the complexities of enrollment growth with precision and confidence, always mindful that incremental progress, evaluated at every stage, is key to achieving long-term goals.

Setting expectations means recognizing that significant results take time and careful planning. This translates to setting realistic growth expectations based on an understanding that reaching your enrollment goals will take multiple academic terms. When I am collaborating with our partners, we adopt a structured five year growth trajectory where Year 1 serves as the “foundational” phase, establishing the core infrastructure and strategic alignment. Year 2 is focused on “scaling,” optimizing initial investments to drive measurable growth. Years 3 and beyond are dedicated to “sustained value creation,” with a continuous focus on refining processes and maximizing returns through ongoing optimization and strategic enhancements. This phased approach allows for calculated risk-taking and ensures a clear path to long-term, scalable success.

Once we’ve set realistic expectations for our digital strategy, it’s crucial to ensure that every tactic -whether paid digital marketing, SEO, or creative content, all work together seamlessly to achieve your goals. These elements don’t function in isolation; rather, they complement each other to drive greater visibility, engagement, and, ultimately, enrollments. A well-rounded strategy that integrates SEO to boost discoverability, paid digital marketing for targeted reach, and compelling content to engage prospective students will create a strong foundation for success. By understanding how these components interrelate, you’ll be better equipped to assess their effectiveness and make data-driven adjustments as needed.

From here, let’s dive into how digital strategy translates into budget planning and ROI. Understanding the interconnectedness of these key elements will help you allocate resources more efficiently and set a clear path for measuring the success of your investments.

Connecting strategy to ROI and crafting a strategic budget plan for growth

The connection between strategy and ROI is grounded in the ability to align your digital marketing efforts with measurable outcomes, and it all starts with the establishment of clear and precise enrollment goals. Prioritizing top programs ensures that marketing resources are directed toward the areas with the highest demand or growth potential, improving overall program performance. The right channel mix is crucial to reaching the right audience, maximizing visibility, and efficiently converting interest into applications. Monitoring data and optimizing it in real-time ensures that marketing efforts are continuously adjusted for maximum effectiveness, enhancing the likelihood of meeting targets and improving ROI. Finally, effective allocation based on application timing, seasonality projections, and market revisions allows for strategic adjustments in campaigns to account for fluctuating demands, ensuring marketing spend is optimized throughout the enrollment cycle. Collectively, these elements create a robust framework for maximizing ROI, ensuring that marketing investments lead to increased applications, conversions, and, ultimately, student enrollment.

How do you craft a budget that supports your growth goals? Whether you are the decision-making authority or a decision influencer, here are the essential steps to craft a budget plan that aligns with your institution’s growth objectives and maximizes your enrollments:

1. Define your enrollment goals in detail

When you think of marketing costs, what comes to mind first? How much will it cost to meet your enrollment goals, right? So, your first step in planning a budget is to have your overall Enrollment goal (and, for graduate or online programs, a goal for every program) in front of you. With the goal (or program-level goals) in hand, determine what that means in terms of percentage growth from the current state. You may also have subsidiary goals like enhancing brand awareness, building more brand equity, or engaging alumni. If these are going to be part of your plan, they should also have tangible goals for what you are trying to do. Defining your enrollment goals helps you allocate your budget accordingly and measure ROI effectively.

STRATEGY TIP

Develop a “Goal Mapping” Scenario or you can say a Reverse Funnel (for each program). After you set enrollment goals (for the year or the term) you then need to understand the lead to enroll ratio. This will help you work backwards to determine how many accepted apps/admits will be needed, how many completed apps, how many submitted apps, and finally how many qualified leads will be needed. Based on the program category, dig deeper into what the Cost per Leads (CPL’s) are, based on industry benchmarks. That will help you calculate the estimated ad spend needed to generate those qualified leads.

A note on program-level goals: If you don’t have program-level enrollment goals for your online and graduate programs, finalize those as soon as possible. Until then, focus marketing on building brand awareness. It is likely that people in your own backyard could be less familiar with your program than you may think they are. Brand advertising will ensure that awareness rises so that when you have your program goals, you can build your campaigns on a higher level of familiarity with your institution. However, given that Google reports that 75 percent of graduate and online program searches don’t include an institution name, remember that branding alone will not be enough to fill your classes.

Institutional example: When we began work with one of our partners nearly two years ago, they had not established program-level goals. So, in year one, we focused the largest portion of the budget on institutional awareness, with mini-campaigns focused on specific programs of importance to the institution. By the beginning of the second year, the institution had set program-level goals based on a greater understanding of market conditions. At that point, we began transitioning our campaigns to focus (ultimately 80 percent of the budget) on the programs with the “mini campaign” focused on continuing the brand equity efforts.

2. Prioritize your programs

It is highly unlikely that most institutions can spend marketing dollars on every program they offer. This means that in order to maximize the ROI of your marketing budget, you must prioritize your programs. But how? Take a data-driven approach, prioritizing programs for which you a) know there is market demand both among students and employers, and b) understand the competitor environment. These are the “cash cows” that will demonstrate the best ROI on your marketing spend and support the programs that, while not demonstrating significant market demand, are critical to the institutional mission.

STRATEGY TIP

Spreading a $100K marketing budget across 15 -20 programs will only dilute the ad spend, by spreading it too thin. Instead, identify the top 5-7 programs that have the greatest market demand and focus on them. Note that sometimes, the programs that seem most in need of a “marketing boost”, really aren’t. They are struggling because their market demand situation is not what it once was.

Institutional example: A partner institution recently commissioned RNL to conduct a Program Prioritization and Positioning study focused on their current program mix. The goal was to take a data-driven deep dive into 12 programs vying for marketing dollars, with a focus on understanding student demand and employer needs in the region. The results indicated that while one of the programs they had planned to prioritize came out on top, two others that they hadn’t been planning to focus on also demonstrated strong demand, and one of the programs that they had questioned was confirmed as having weak local market demand.

3. Determine your channel strategy

Once you have prioritized your programs for marketing ROI, setting your channel strategy is pivotal. Personas (at the graduate and online levels developed for each program) dictate the channels on which you should focus. You don’t want (or need) to be present on every single channel just for the sake of “eyeballs.” Be mindful of the budget and how best to use it in order to maximize return, which can only be accomplished if you apply the personas that will inform you where your target student spend their “digital time.” So, for example, not every program may benefit from marketing on LinkedIn. Since it is expensive with a $10 minimum ad spend, a persona-based approach may indicate that other platforms are a much better match. But you can only do this if you know the characteristics of your audience, and that comes from the program personas.

STRATEGY TIP

The critical element in increasing marketing ROI is to engage the right students at the right time on the right channel, without spreading your budget too thin. In contrast, being too invested in any single channel exclusively or too long is also almost always the wrong strategy. There is always a point of diminishing returns as students cycle to different platforms, and you want to be sure to know where to go next before you approach that point by being able to tap into the next new thing.

Institutional example: One of our prestigious campus partners was struggling with recent market shifts that resulted in an overall decline in applications. We dug into market and performance data to help them prioritize programs that had the highest lead-to-enroll ratios, lowest cost per acquisition, and good search volume with an eye to increasing marketing ROI and overall success. This approach not only helped regain their momentum at the top of the funnel but also generated strong conversion volume that exceeded goals and sustainably reduced cost per conversion. These changes benefited not only the marketing operation but were also felt by the call center, and further down the funnel where we saw an increase in applications.

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4. Analyze data regularly and optimize with agility

If (quality) content is king, data is queen! Sustained growth can only occur when data and insights are continuously incorporated into strategy. Analyzing performance data is crucial to understanding which programs and channels are yielding the largest numbers of applications and enrollments and, hence, generating the best return on ad spend (ROAS). This type of analysis allows for a data-driven approach to strategic pivots on how the marketing budget is allocated to ensure the highest ROI (or ROAS) across channels and the program portfolio. As the cost of marketing has risen, so has the need for marketers to make an effective case to senior leadership for additional marketing dollars. You can only do this if you can demonstrate that you are the best possible stewards of current resources.

STRATEGY TIP

As you continue to increase your campaign efficiency and success with the focus on ROI, your cost per lead will gradually start to go down – on average by 5 – 10 percent in year 2 and beyond. So, campaigns can generate more qualified leads efficiently over the years (for the same cost), thereby maximizing the return on your ad spend (ROAS). This helps you not just grow but also helps in building forecasts and projections for growth compounded over several years – and it also provides a strong ROI-driven basis for any requests you may need to make for additional funds elsewhere.

A note on analytics platforms: The fact that resources have become increasingly scarce at the same time as marketing costs have skyrocketed has resulted, out of necessity, in more sophisticated tracking of ROI. If your internal systems are set up in the correct manner (or if you are working with a strategic partner like RNL) every lead can be tracked to its source, thereby allowing for the assessment of just how effectively each marketing dollar has been used.

Institutional example: A prestigious campus partner was having challenges with converting leads to applications and enrollments. We reviewed their full-funnel data (compete with attribution percentages) and realized something wasn’t working. The top of the funnel was healthy, with good lead volume. However, down the funnel we saw that a disproportionate number of leads were not converting to apps and enrollments. As a result of the review and data analysis, we made a bold strategic pivot to shift significant budget allocations to the channel (Google search) that we could see was producing the greatest numbers of applications and enrollments. Without the data, solving the challenge would have been impossible. With the data, it was easy. Since we made this change, applications, and enrollments have consistently increased each academic period.

Making sure that the top of the funnel strategy is guided by down funnel numbers is the KEY! Effective strategy must evolve through ongoing optimizations with thoughtful placements across diverse media platforms that are informed by performance data. Remember that the path to enrollment is rarely linear and an integrated media strategy allows you to provide a personalized message in the right place at the right time.

5. Understand and account for seasonality/application timings/expansion

Another aspect of the dynamic nature of the marketing process relates to the seasonality of lead flow – and subsequent enrollment. This requires flexibility to adjust your strategies based on real-time performance data collected throughout the year. For any program or institution, there are times of the year during which more or fewer leads are generated. Fully understanding these trends takes time; you can make preliminary judgments on when the lead volume is highest and lowest within one year, but multiple years will allow for greater certainty. As you build your capacity to track lead generation – and conversion throughout the funnel – by program and source – you can create visualizations that map these factors by month. They can be used to build monthly budget allocations like those presented below.

Institutional example: For one campus partner we used the annual performance data in an innovative way. Our data insights indicated that there was more market share to capture, by having the program leverage low cost per conversion at the top of the funnel at certain points in the year, and low cost per acquisition at the bottom at other points of the year. There was time to scale up both applications and enrollments. We developed a forecast plan to address the potential areas of opportunity, calculated the cost, and pitched it to the partner. Once approved, we moved with agility, and implemented additional ad spend on the top champion programs and frontloaded the budgets for the academic periods yielding the highest number of applicants and enrollments. With this, we were not only able to meet the qualified lead goal but also exceeded the enrollments by 19% for the following academic period.

The lifetime value of the student

As you budget for growth, it’s crucial to consider the lifetime value (LTV) of a student. LTV refers to the total revenue a student generates throughout their academic journey and beyond. This value encompasses tuition fees, ancillary revenues (like housing and meal plans), alumni donations, and increasingly in our era lifelong learning opportunities.

Talk with our digital and enrollment experts

We’re to help you find the right digital marketing and recruitment strategies. Let’s set up a time to talk.

Contact us

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January 21, 2025