The wave of new executive orders on DEI, immigration and gender identity has already significantly impacted the higher ed workplace. While the pace of change may feel overwhelming, HR departments are taking a leading role — just as they did during the COVID-19 pandemic — in navigating change and making sure all employees feel valued and supported at work.
As CUPA-HR President and CEO Andy Brantley affirmed in his message about the recent executive orders, higher ed workplaces can still:
Promote equitable work and career pathing opportunities and pay for all employees.
Cultivate inclusive learning and working communities.
Create a workplace culture that embraces respect and civil discourse.
Level the playing field for everyone by working to remove bias, reviewing outdated policies, and creating transparency.
Reinforce institutional values by ensuring that all employees feel connected and supported.
As you strategize your response to changes taking place on your campus, here are some considerations for ensuring that you are providing equal access and opportunity for all.
Conduct an Audit of Your Institution’s DEI Efforts
If you haven’t started already, conducting an audit of programs, policies and procedures can help identify areas of concern. Design a simple spreadsheet to help you organize and track your findings in areas such as training and development, hiring, performance management, communications and website content. For each item, indicate where it falls on the legal spectrum. Does it violate the law? Is it in compliance but in need of adjustments? Is it in compliance and effective as it stands?
When reviewing your programs and processes, the central question to ask is, do they provide equal access and opportunity to all employees without giving special advantages to any one person or group?
Here’s one example. The language of the recent DEI-focused executive orders emphasizes merit. Merit has always been critical to hiring, reviewing performance and making promotion decisions. Do your policies around hiring and promotion reflect that focus on merit? Are hiring and promotion processes fair and transparent? Are hiring and promotion decisions documented, and do they reflect those policies and processes?
Connect with Campus Partners
Your institution’s general counsel can help ensure any changes made to policies and procedures are in compliance with the new executive orders and mitigate risk for your institution.
If you’re undertaking a website audit, consult your chief information officer. Is there AI-enabled software that might help identify noncompliant wording or outdated programs?
Is your institution a federal contractor or subcontractor? If so, you may face additional oversight, including new contract terms certifying that your institution is following federal antidiscrimination laws. If your status is unclear, first check with the office of research.
Consider creating a neutral body of campus stakeholders to help suggest, implement and communicate changes in response to the executive orders, but also expect that employees and administrators will have strong opinions and feelings about these changes.
Reframe Inclusion
As you review policies and communications to ensure compliance, take the opportunity to make your workplace even more welcoming and accessible.
Align with your institution’s values. What are your institution’s core values and mission? It’s likely they involve respecting diversity of thought and perspective, creating a welcoming environment, and providing equal access and opportunity to all regardless of identity. Affirming and communicating these values can be an important way to stay focused on what matters during times of change.
Consider accessibility. When revising programs and processes to be more inclusive, envision accessibility for all. For example, if your goal is to make career development programs accessible to all employees, look for gaps in access across your employee population. Just as holding trainings in non-ADA compliant buildings may limit the ability of some people to participate in career development, so might neglecting the needs of groups like non-exempt employees and working parents and caregivers. Are there more flexible options? Can you support supervisors to make it easier for an employee to take time away from regular duties?
Ensure clarity and transparency. Equity in compensation, hiring and promotion is an effective way to bolster recruitment and retention. For example, hiring and promotion practices that are not transparent, written down, and consistently followed can negatively affect the workforce. Women are less likely than men to be promoted if clear, fair criteria aren’t used. Neurodivergent candidates are disadvantaged when job interviews rely on indirect measures like succeeding at small talk rather than a skills-based assessment. In both of these instances, vague criteria such as “culture” and “fit” may prevent qualified, highly skilled employees from being hired and from moving up the ladder. Finally, be sure that your institution’s job descriptions and job requirements are up to date and are being used as the basis for decisions related to hiring and pay.
Focus on purpose. To avoid misinterpretation, your efforts at creating an inclusive workplace should be characterized in ways that are purpose driven. For example:
Communities of people with varied backgrounds and life experiences create opportunities for community members to grow personally and professionally. When employees thrive, institutions thrive.
Parity and equity, in opportunity and pay, support job satisfaction, recruitment and retention.
A safe and welcoming work environment fosters community and collaboration.
Emphasize outcomes. Lily Zheng, author of the book DEI Deconstructed, encourages those invested in fair and healthy workplaces to strengthen outcomes. Zheng recommends an outcomes-based approach “focusing on measurable results like pay equity, physical and psychological safety, wellness, and promotion rates, rather than … a one-time training, posting on social media, or other behaviors that signal commitment without demonstrating results.”
Take Steps to Educate Employees
Review the ways managers and senior leadership are implementing the policies and processes that are in place. Is additional training required? If you have made changes to policies and processes, how will you communicate those to supervisors and other campus leaders?
Be sure to evaluate anti-harassment and antidiscrimination trainings you have in place. These trainings should continue, although they may need to be adjusted to emphasize even more strongly the importance of opportunity and respect for all.
Know That You’re Not Alone
The higher ed HR community has been through challenging times before, most recently as the pandemic reshaped the workplace. If you have resources or ideas to share with other CUPA-HR members regarding ways that you and your HR colleagues are creating and sustaining an inclusive campus community, please email them to [email protected]. Your submission will be treated as confidential and, if shared, will be described in terms that will not identify your institution.
Resilience in the Workplace — This CUPA-HR webinar, recorded in 2021, was designed to serve as resilience training for attendees, as well as a model that could easily be replicated at your institution for HR teams and other employees.
There are over 4,000 universities and colleges in the United States employing over 1.5 million faculty, over half of which are either tenured or on tenure track. The National Center for Educational Statistics estimates that there are 160,000 assistant professors at any one time, so given the approximate time to tenure, it is therefore reasonable to conclude that there over 20,000 newly minted faculty hitting the ground running every year on their quest for academic establishment—most of them with relatively little preparation, training, or even awareness of the rigors and pitfalls of the tenure track journey ahead.
Much has been written about the substantive pedagogic aspects of the profession—research methodologies, student success and satisfaction, diversity and inclusiveness, etc.—but relatively little about the fundamental survival strategies necessary in the early days of a fledgling appointment while struggling with a new environment, a hefty teaching load, and demands of students and colleagues. Balancing these multiple demands can be stressful; mistakes can be made and the success rate in some disciplines can be unnervingly low.
Here, then, are 10 very basic, practical strategies for new faculty to consider during their early exploratory quests in the profession, based upon my experience of faculty development over the past 40 years. They are not necessarily appropriate for all institutions or all disciplines but offer a preliminary checklist of actions that put the challenges of academic career building in a realistic perspective. Plunging headlong into the process without any planning, forethought, or guidance is not a recipe for success, so a little reflective thinking beforehand may be prudent, even for the most talented and confident amongst you.
1. Know Your Institution
Even if you land a job at the institution that educated you, take time to find out the official philosophical and administrative underpinnings of the place. There are considerable differences between private institutions and public ones, shared governance and union campuses, and factors such as size, program mix, and location that will determine the character of each institution. Start with reading the rules, regulations, byelaws, and any recent accreditation reports that are available. Review the official website, recent news stories, and major committee minutes and note any interesting programs and initiatives that define the academic environment. Familiarization with your department and campus can help ease your transition, enable you to avoid any obvious political pitfalls, and concentrate on the immediate challenges of the new job.
2. Know Your Colleagues
If you didn’t do it before the interview, find out more about your new departmental colleagues. Web searches are quick and easy, and more detailed information on faculty backgrounds, achievements, and curricula can often be found in recent accreditation reports. Showing a general awareness of and interest in your colleagues’ work is flattering (although, should not extend to an appearance of unhealthy obsession) and can indicate shared fields of interest that could complement your own teaching and research agenda.
3. Find a Friend
The tenure process should not be a hazing exercise, and senior colleagues and academic leaders have a responsibility to mentor new faculty. However, institutions vary in their commitment to faculty development. Sadly, some still rely on the sink-or-swim approach, but others have excellent, supportive approaches to developing their new talent, so check into institutional and departmental programs that might be on offer. If none exist, explore national opportunities for mentorship within your discipline or, if appropriate, ask your departmental leader or senior colleagues to take on the role, meeting with you regularly and providing feedback and guidance.
4. Build a Network
A mentor is good, but a whole cohort of colleagues at the departmental, institutional, and national/international level can be invaluable as you shape your academic persona. Consciously seek out appropriate senior faculty whose work you admire at scholarly meetings, conferences, and online and try to engage them. Ask about their work and whether you may send them your own recent accomplishments in teaching or research. This might appear pushy and may be met with indifference, but you’d be surprised how willing some really impressive scholars can be in nurturing the next generation. If they know about (and are impressed by) your work, they may even see opportunities to work with you collaboratively or nominate you for guest lectures or conference roles.
5. Make a Plan
There is always a danger of trying to do too much too fast in the quest for tenure, so it is important to pace yourself (see #7). As a preliminary exercise, try writing a first draft of a case statement:
outlining your academic focus,
how you are exploring it in teaching, research and service,
and listing your collective accomplishments in each area to date.
Reflect on how you might continue this trajectory over the next few years to establish what you hope will be an adequate record of achievement to merit tenure. As you are unsure what that is, share the plan—which should only be a short, reflective narrative of your academic essence and activities—with your mentors and network to make sure you’re on the right track.
6. Juggling the Big Three
One of the fundamental challenges new faculty wrestle with is maintaining a balance between the seemingly conflicting demands of teaching, research, and service. On many campuses and in some disciplines, research and scholarly activity are likely to be emphasized as the primary vehicles for tenure success. However, this approach may seem disadvantageous to those who entered the profession for a love of teaching and can also result in the role of service being diminished or trivialized (see #9).
Obviously, consult with your colleagues about the appropriate balance—they after all will play a major role in your future—but rather than compartmentalize the three areas, think creatively about blending them. Can you ‘piggyback’ your efforts in teaching, research, and service and form a coherent whole that exceeds the sum of the parts?
Can, for example, student work completed in a teaching assignment form the basis of scholarly papers, exhibitions, or newspaper/journal articles? Can the work be submitted for awards for either students or yourself for teaching excellence? Similarly, could service activities for a community group or similar organization generate grant funding or recognition that could be expanded into a paper or article?
This approach, which requires some flexibility and ingenuity, helps to elevate teaching and service by transforming their outcomes into more conventional means of enquiry and recognition more consistent with tenurability. It enables an individual to concentrate on their field of focus, avoid seemingly pointless work, and still develop a coherent career profile embracing all the aspects of a well-rounded academic.
7. Pace Yourself
One downside of thinking a lot about your career and tenure too early—such as reading too many cautionary articles like this—is an increased awareness and subsequent panic in the face of the rigorous challenges ahead. Theoretically, sound foreknowledge of the process and careful, reflective planning should minimize career-focused worries and free up time for the real joys of teaching, research, and practice. Establish your annual and long term gameplans, engage regularly with your colleagues, and remember, there are six long years to achieve them all.
Of course, there may be pitfalls, missteps, and diversions into academic cul de sacs along the way. That big research grant or killer article for the top journal in your field you’ve spent the summer preparing? Both rejected—but don’t panic. Nothing is ever really wasted. Can the work be resubmitted or sent in a modified form to another funding agency or publication, less prestigious or financially impressive maybe, but still a potential win. Can either be reconfigured into a conference paper or online outlet? Could it be the genesis of a new course or even a news story? There are a number of ways to demonstrate acceptance of your academic worth (see #8). They may have less scholarly impact, but by assembling a portfolio of success indicators of varying perceived worth, the collective impact can add up to a significant body of work.
8. Making the Grade
What do I need to do to get tenure? Is this enough? These are questions asked by generations of faculty, understandably looking for quantifiable benchmarks of achievement. Obviously, there is no answer that fits all. Some disciplines and departments may quantify their standards—which journals for publication, how much grant funding, etc. But many are less specific and leave it to the candidate to prove their case. So, what if that prestigious journal rejects your masterpiece after two years of consideration? Or the national granting agency you are depending on for support is cutting back or refocusing its funding elsewhere? Or your book proposal is turned down by a major publisher? Consider other means of demonstrating your quality and achievement. An individual’s worth should not be reduced to a list of publications or a tally of funding successes, and other means of determining impact and peer recognition are possible. This, by the way, is a personal perspective that may only be appropriate for some disciplines. Discuss it with your colleagues first, but consider framing your academic worth in three ways:
a. Peer Review
Obviously, the most recognized form of demonstrating quality is through the impartiality of blind peer review, preferably by the most recognized publications, grants organizations or awards programs in your field. However, putting all your eggs in one basket is a risky proposition. Don’t focus exclusively on the best, but explore other opportunities at the same time. Building a portfolio of more modest achievements that can supplement major accomplishments (or replace them if necessary) and can collectively demonstrate an impact on your discipline.
b. Peer Approval
This is probably not a recognized criterion, but is based upon your worth as an academic, rather than solely on your published work. You may be invited to review a book, to chair a workshop, or give a lecture at another institution. In such cases, it is not just your work but your reputation that is being validated. A cluster of such invitations and activities can be a helpful supplement to your peer reviewed work to demonstrate your impact upon the discipline, a process that can be accelerated by establishing a network of colleagues nationally and even internationally as early as possible (see # 4).
c. Dissemination and Impact
All too often, discussion of a tenure candidate revolves around the number of publications or grants rather than how the individual is enriching the department’s teaching excellence and adding to the advancement of their discipline. Remember, your work can reach broader audiences than just your department, so think about the differences you have made and the impact you have created. For example, has your work been included in the curricula of other institutions? Has your work been referenced in other publications? Have you been asked to consult on local or national issues, or has your opinion/input been sought on discipline-related matters? Have your ideas been implemented in tangible ways, such as the creation of a neighborhood park or a local sustainability plan?
Remember, this three-point breakdown is a personal one and tenure criteria vary considerably across campuses and disciplines. As always, check this viewpoint out with your colleagues. Even if it is not appropriate to your situation, it may be useful in opening a dialogue as to how it differs from their understanding of tenurability, and in clarifying their expectations of your performance.
9. Making a Difference
Service always appears last in the trinity of academic expectations and is all too often sidelined to perfunctory appearances on a moribund committee that meets infrequently (I remember my time on the Contagious Diseases Committee with mixed emotions). Frankly, this is a waste of time, opportunity, and initiative.
Service can be defined in a number of ways, some of which will hopefully match your interests and passions. It can be undertaken to enrich your department, your institution, your academic discipline, your professional affiliation, or your community. Look for opportunities to constructively engage and bring your strengths to bear on relevant issues to make a positive contribution. And remember ‘piggybacking’ (See #6). Can you focus your coursework on real world issues of the community, or reflectively rework that governmental report or committee action into a paper or article?
10. Getting Ready for Tenure
Obviously, it’s way too early to spend a lot of time on tenure preparation, although there are a couple of steps you could take now that will make the final push a little easier.
Firstly, review the tenure regulations for your department (and institution) and familiarize yourself with their requirements. Ask your colleagues about any questions you have, especially the ones who have recently passed through the process themselves. Being aware of the parameters should demystify the process and help to avoid any pitfalls or unpleasant surprises in a few years.
Secondly, start collecting evidence (articles, papers, press cuttings, curricula, student work etc.) of your academic achievements and activities now, while they are fresh in your mind and easily accessible. Don’t be too selective and keep as much as possible—a modest contribution to a local newsletter isn’t much on its own but, added to a batch of similar activities, may grow into an impressive collection. It may not, but it is easier to discard something later on than try to find evidence of it if you change your mind. Collect all press releases, journal statistics (readership, approval rate, editorial board members, etc.), student work examples, and other materials that might be useful in your tenure documentation. Add to the file as you progress. You do not want to be scrabbling about collecting materials in the final months before tenure when files may be hard to access, editors may have retired or passed, or materials may have been discarded or long forgotten.
Finally, consider your approach to seeking tenure as a process akin to an attorney making a legal case. If you prepared a rudimentary case statement in your first year as recommended (see # 5), this one-page narrative, updated and refined each year, provides an effective introduction to your documentation. It should clearly justify your role within your department and your discipline and enumerate your contributions to both, in quantitative and qualitative terms, providing evidence of success. It is a powerful route map to what has become a complicated document, and an early start on outlining the case statement guides your progress through tenure track.
There is no magic formula of performance that can guarantee tenure and, ultimately, a worthwhile academic career. Too many variables connected to the discipline, institution and personal circumstances will be major determinants in success or failure. However, reflective planning at the beginning of the process—a review of the basic issues outlined here coupled, of course, with full engagement of your colleagues—can help to set the parameters for sound progress, prevent wandering into academic backwaters, or getting lost in the minutiae of everyday activities. Good luck.
Robert Greenstreet, PhD, is professor and dean emeritus at the University of Wisconsin-Milwaukee. He has authored/coauthored over 200 papers and articles and 8 books, including The Junior Faculty Handbook 2nd Edition (Association of Collegiate Schools of Architecture 2009)
With video consumption accounting for nearly 83% of global internet traffic and popular platforms like Instagram, YouTube, TikTok, and Facebook prioritizing video content, video marketing has become indispensable for educational institutions aiming to boost visibility and enrollment.
To stay competitive in today’s market, you’ll need to harness the potential of video advertising effectively. This comprehensive guide explores the power of video marketing for schools, the types of video content that work best for student recruitment, strategies for success, and solutions to common challenges.
Struggling to stand out in a crowded market?
Boost Enrollment with Engaging Short Videos
The Power of Video Ads
Video ads have revolutionized student recruitment strategies. With the average attention span of viewers shrinking to just eight seconds, video offers a uniquely engaging way to capture attention and convey key messages.
Prospective students, especially from Generation Z, respond favorably to videos that are authentic, visually appealing, and emotionally resonant. Institutions that embrace this medium can benefit in several ways.
Source: HEM
Are you ready to start seeing the benefits of video marketing for schools in your strategy? Reach out to learn about our short-form video services
The Rise of Video Content
The prevalence of mobile devices has played a crucial role in video’s dominance. Roughly 75% of video consumption now takes place on smartphones, which means that optimizing video content for mobile viewing is no longer optional.
How can you ensure that your videos perform well on mobile devices? Optimize videos for vertical viewing on social media stories, reels, and TikTok where many of your prospects spend time each day.
Videos resonate because they combine auditory and visual stimuli, making it easier to communicate complex ideas quickly. From showcasing campus life to highlighting academic achievements, videos allow your institution to tell compelling stories that resonate with viewers on an emotional level.
Video is also uniquely positioned to address the challenge of dwindling attention spans. Short, visually rich content quickly captures the viewer’s interest and sustains it by combining engaging visuals with concise messaging.
Platforms such as TikTok, with its bite-sized, highly engaging format, demonstrate the power of video to connect with younger audiences effectively. On platforms like YouTube, longer-form videos offer opportunities to dive deeper into campus life, academic programs, or institutional values.
Engagement metrics further underscore the importance of video. Social media algorithms prioritize video content, leading to higher visibility and better engagement rates.
Studies consistently show that video posts receive significantly more likes, shares, and comments than static posts. This increased interaction enhances the institution’s online presence and builds a stronger connection with potential students by inviting them to engage directly with the content.
Finally, video content creates a multisensory experience that helps prospective students visualize themselves at the institution. When students see themselves participating in activities, walking the campus, or enjoying the community, they are more likely to form an emotional connection that influences their decision-making process.
Example: Here, UC Berkeley shares a short, interesting interview-styled video, optimized for vertical video apps. When choosing a video format and editing your video, be sure to keep your viewer’s short attention span in mind.
To fully leverage video advertising, it’s important to understand the different types of videos that resonate with your audience. Each type serves a unique purpose, allowing schools to communicate effectively across various platforms.
Hype Promo Videos
Hype promo videos are ideal for generating excitement around major announcements, such as launching a new program or an upcoming campus event. These high-energy videos grab attention with dynamic visuals and captivating music, making them perfect for social media platforms where scrolling speeds are fast.
While shorter clips work well for platforms like Instagram and TikTok, longer versions can be hosted on the institution’s website or YouTube channel to provide a more comprehensive overview.
Example: Randolph-Macon Academy uses high-quality footage, eye-catching editing, and epic music to tell a compelling story about the student life experience they offer. Hype promo videos are an excellent avenue for visual storytelling.
Source: Randolph – Macon Academy | YouTube
User-Generated Content
User-generated content (UGC) is a game-changer for student recruitment. Content created by current students, alumni, or ambassadors exudes authenticity, which prospective students highly value.
Whether it’s a student documenting their day on campus or an alumnus sharing their career journey, UGC builds trust and fosters a sense of relatability. Institutions can encourage student participation by offering incentives like branded merchandise or featuring contributors prominently on official channels.
Example: This UGC video from Cumberland College is authentic and appeals to the desires of a specific Gen-Z audience particularly as the popularity of online careers grows. Throughout your UGC campaign, be sure to focus on highlighting genuine experiences to differentiate the content from a traditional ad.
Limited budgets should never deter institutions from producing impactful video content. If you’re wondering how to create video ads on a limited budget, look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment.
Simple strategies like natural lighting, stabilizing the camera, and adding subtitles can elevate production quality. Starting small with test videos allows for refinement over time, paving the way for a more robust video marketing strategy.
Example: Video marketing for schools doesn’t always have to involve highly produced footage. As long as the quality isn’t compromised, and the results are just as engaging, all you really need to get started is a modern smartphone with a decent camera and some creative ideas. Video marketing is heavily trend-driven, particularly on platforms where short-form videos are popular. For your DIY videos, do preliminary research, taking note of the trends that viewers are responding to.
Source: Cambridge University | YouTube
Strategies for Effective Video Content
Creating effective video ads requires more than just compelling visuals. Institutions must adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.
Focus on Quality Over Quantity
Every video should reflect the institution’s values, strengths, and mission. To ensure consistently high-quality video content, schools can implement several strategies.
First, create clear production guidelines that include lighting, sound, and framing recommendations. These guidelines can help amateur creators, such as students contributing user-generated content, maintain a professional standard.
When relying on user-generated content (UGC), provide participants basic training or tip sheets on capturing footage. Encourage contributors to use stable tripods, proper lighting, and minimal background noise to enhance video clarity. Offering editing support or simple tools to enhance UGC—such as branded filters or overlays—ensures that the final product aligns with the institution’s brand identity.
Consistency in quality also comes from pre-production planning. For example, institutions can create storyboards or scripts for key content themes, ensuring each video maintains a cohesive narrative. Review processes are equally critical; assigning a designated team or individual to review and approve content before publication allows schools to catch inconsistencies and errors early.
Investing in scalable tools, such as video editing software or mobile apps, allows schools to polish videos before posting. Paired with these efforts, periodic feedback sessions with creators can help refine content over time. A single high-quality video can generate more engagement and drive more conversions than a series of poorly produced clips.
Segment Videos by Topic
Educational institutions cater to diverse audiences, each with unique interests and priorities. By creating topic-specific videos, schools can address these varying needs effectively. For instance, one video might highlight academic programs, while another focuses on student life or campus facilities.
This segmentation ensures prospective students receive information tailored to their interests, enhancing engagement and encouraging further exploration.
Example: Organize your videos into playlists to make it easier for viewers to find what they’re looking for as the University of Toronto did on their YouTube page in the image below.
Source: University of Toronto
Showcase Real Success Stories
Nothing resonates more deeply than genuine success stories. Featuring interviews with current students, alumni, or faculty members allows institutions to highlight real-world outcomes and the impact of their programs.
These narratives provide relatable insights that prospective students can envision for themselves, making the institution’s offerings more tangible and aspirational.
To create compelling success story videos, schools should start by identifying standout students or alumni whose journeys reflect the institution’s values and strengths.
Conduct interviews in visually appealing settings, such as iconic campus locations, to give viewers a sense of place. Incorporate diverse voices and experiences to ensure the stories resonate with a wide audience.
Actionable strategies include integrating authentic visuals, such as clips of the featured individual participating in classes, engaging in extracurricular activities, or achieving milestones in their careers. Pair these visuals with concise, heartfelt narratives that emphasize personal growth and accomplishments.
For consistency and quality, schools can create a structured framework for storytelling. This might include opening with a brief introduction, highlighting the challenges or goals the individual faced, and concluding with their achievements and future aspirations. Encourage participants to speak naturally, as unscripted moments often feel more genuine and relatable.
Additionally, amplify the impact of these stories by embedding them into broader marketing campaigns. Share snippets on social media, include them in email outreach, or feature them prominently on the institution’s website. This multi-channel approach ensures that success stories reach prospective students at various touchpoints, enhancing their overall effectiveness.
Boost Engagement with CTAs
Every video should include a clear and compelling Call-To-Action (CTA). CTAs are the bridge between engagement and action, guiding viewers to take the next step in their journey with the institution. To craft effective CTAs, schools should focus on clarity and relevance. For instance, a video showcasing campus life might end with an invitation to “Book a Campus Tour,” while a testimonial video could encourage viewers to “Apply Today and Start Your Journey.”
The placement and timing of CTAs are equally important. CTAs placed at the end of a video often drive action most effectively, as viewers are already immersed in the content. However, mid-video CTAs can also be used strategically in longer videos to re-engage audiences who may drop off before the end. Interactive elements like clickable links or embedded forms can make CTAs even more effective by reducing friction for viewers.
Customization of CTAs based on the platform is another key strategy. On YouTube, a CTA might take the form of a video overlay or end screen, while Instagram could use stickers or swipe-up features. These platform-specific approaches ensure that the CTA feels natural and intuitive to the viewer.
Finally, measuring the success of CTAs is critical. Schools can track metrics such as click-through rates, conversions, and engagement to refine their approach over time. A/B testing different CTA phrasing or formats can also provide valuable insights into what resonates most with prospective students. With these strategies in place, CTAs can transform passive viewership into active interest and tangible results.
Overcoming Challenges in Video Marketing
Despite its benefits, video marketing comes with its own set of challenges. Educational institutions must address these hurdles to maximize the impact of their campaigns.
Privacy and Legal Compliance
Privacy concerns are paramount when creating promotional content involving students. Institutions should implement consent forms and adhere to relevant regulations to ensure that all video materials comply with legal requirements. Transparency in this process not only safeguards the institution but also builds trust with stakeholders.
Maintaining Brand Cohesion
Consistency is key to building a strong brand identity. To achieve this, schools should develop a brand style guide that outlines visual and messaging standards for all video content. This ensures that every video aligns with the institution’s overall branding, reinforcing recognition and credibility.
Generating Fresh Content
Keeping content fresh and engaging can be a challenge, especially for institutions with limited resources. One solution is to develop themes or “content buckets,” such as academic achievements, campus events, or faculty highlights. This approach provides a structured framework for content creation, making it easier to maintain a steady flow of new material.
Leveraging Stock Footage
For institutions with constrained budgets, stock footage offers a cost-effective alternative to original video production. By customizing stock footage with branded elements like logos or text overlays, schools can create visually appealing content that feels authentic and aligned with their messaging.
Enhancing Impact with Professional Elements
While authenticity is critical, incorporating professional touches can elevate video quality and make content more impactful. Techniques like using green screens, investing in studio settings, and optimizing videos for mobile viewing can significantly enhance production value.
Additionally, tailoring content for specific platforms—such as LinkedIn for professional audiences or Instagram for visual storytelling—ensures maximum reach and engagement.
Building Trust Through Authenticity
Authenticity is the cornerstone of effective video marketing. Overly polished advertisements can sometimes feel impersonal, while genuine, unscripted content fosters emotional connections.
Videos that highlight real student experiences, showcase unfiltered moments, or provide behind-the-scenes glimpses into campus life resonate deeply with prospective students, making them more likely to consider the institution.
Cost-Effectiveness and ROI
Video marketing doesn’t have to break the bank. User-generated content, in particular, offers a highly cost-effective way to create engaging videos. Encouraging students and alumni to contribute content not only reduces production costs but also enhances relatability.
When paired with strong CTAs, video ads often outperform other formats in generating conversions, making them a high-ROI investment for student recruitment campaigns.
Example: Pictured below are the average conversion rates of various traffic sources. Second only to organic traffic (referring to visitors that complete a desired action after finding your institution through unpaid search results), video marketing boasts a high 4.8% conversion rate making it a worthy investment.
Source: Business Dasher
In review, what are the best video marketing strategies for schools? Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.
This includes focusing on quality over quantity by creating visually appealing and professional videos that reflect the institution’s values. Schools should also segment their video content by topic to cater to the diverse interests of their prospective students, ensuring each video delivers targeted and relevant information.
Leveraging real success stories is another impactful strategy, as these narratives provide relatable and aspirational insights. Institutions should also craft clear and engaging calls-to-action (CTAs) that guide viewers toward the desired next steps, such as applying or signing up for a campus tour.
Ensuring consistency in quality, brand cohesion, and authenticity while addressing privacy concerns and optimizing for platform-specific formats will further enhance the effectiveness of video ads. By combining these strategies, you can create videos that capture attention and drive meaningful engagement and conversions.
Video ads are transforming digital marketing strategies for schools. Embracing this powerful medium can significantly amplify your reach, foster emotional connections, and drive enrollment. From leveraging user-generated content to creating high-quality promotional videos, the strategies outlined in this guide provide a roadmap for success.
Don’t get left behind as marketing trends evolve. Institutions that prioritize video marketing will be better positioned to connect with the next generation of students and thrive in an increasingly competitive landscape. The time to invest in video ads is now and we can help you get started.
Struggling to stand out in a crowded market?
Boost Enrollment with Engaging Short Videos
Frequently Asked Questions
Question: How to create video ads on a limited budget?
Answer: Look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment. Simple strategies like using natural lighting, stabilizing the camera, and adding subtitles can elevate production quality.
Question: What are the best video marketing strategies for schools?
Answer: Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.
There never is. Unless you’re searching for some hidden nuance in repeats of The Chase.
But if, like me, you have trouble switching off from work but also enjoy being slumped in front of the box with a tub of Quality Street, I have good news.
I’ve picked out ten films and TV shows released this year that either have something to say about higher education, are set on campus and/or depict contemporary student life.
You’ll laugh, you’ll cry, you’ll shell out for a VPN, you’ll get frustrated by torrent ratios, and you’ll almost certainly switch off, which is what the break is for – eventually.
It really was slim pickings this year from a UK perspective. Everyone talks a lot about how universities are portrayed “in the media”, but I think they mean on Newsnight or in the Telegraph. The sector will probably win more hearts and minds on Netflix, if anyone knows anyone that might be able to help.
Before you take to the comments, I’ve not put in books or podcasts. I do enough reading in this job, and I edit ours, so my appetite for either is fairly thin – but do pop suggestions below if there are any.
You’re welcome – and apologies in advance if you’re at work over the next couple of weeks.
If having worked in or around the sector you’ve not quite had your fill of toxic and manipulative relationships this year, the second season of Tell Me Lies is a good bet. Filmed largely on the picturesque campus of Agnes Scott College in Georgia, we’re whisked into a world of 2008 fashions, messy frat parties, tense dorm room interactions and academics’ office hours – all used to illustrate how central character Lucy Albright’s university experiences shaped her later life. It’s all a bit soapy, but the deep discomfort at having to hang out with your exes that campus life can require is very well played.
There are more depictions of dorm life in Sweethearts, a romantic comedy whose set-up centres on two friends breaking up with their girlfriends from home over a holiday weekend. It’s all a bit loaded lads retro – flying urine and a flaccid full-frontal give you a sense of the tone here – but treat it like gazing out of the window on a train, and you’ll take in some lovely interior scenes from Ramapo College in Mahwah, and some lush exterior shots from the Vermont College of Fine Arts.
This is a low-budget “feminist horror thriller” that follows a fraternity pledge who, during a brutal hazing ritual, is pressured to lose his virginity by leading a drugged girl upstairs at a party – something that has unexpected and increasingly disturbing consequences. It’s cleverly filmed, there’s a cracking soundtrack and it’s comically gruesome – until you remember that without the blood and gore of act three, it’s depicting an unsettlingly common scenario.
Yôji Minamimaru, the central character of Land of Tanabata, navigates all the typical challenges of being a student – academic life, social relationships, self-discovery, and a supernatural ability to create small holes in objects, something he shows off as the President of the New Skills Development Research Society. It’s an unlikely hook for a series, and the murder (of a professor) mystery that ensues is a struggle to stick with in this manga adaptation.
Two old friends enroll in an adult university, looking for adventure, love and fun. What could go wrong? Quite a lot, it seems, in this Dominican go at mature student life that drags up some particularly dated caricatures of women and LGBT+ people. I got about 15 minutes in before I was tired of the buffering.
What do you fancy watching. A drama? A rom-com? A thriller? An overdone Indonesian horror film based on a viral Twitter thread from 2016? On the assumption that it’s the latter, Dosen Ghaib: Sudah Malam atau Sudah Tahu (The Ghost Lecturer: Is It Night Already or Do You Already Know) follows four university students who fail the year and are required to enrol onto a catch-up module over the holiday, who pitch up only to get a message that the lecturer can’t make it – so who is the person already in the room? For clarity, it’s a murdery ghost man, not one of his PhD students.
You might remember a story from 2023 that involved an academic specialising in the social impacts of climate change avoiding air travel to minimise his carbon footprint – only to get sacked for doing so. The Researcher chronicles Gianluca Grimalda’s 40-day journey via trains, buses, and ships to reach his research site in Papua New Guinea. Maybe he was sacked for not using Key Travel to book it all.
Decades on from the end of apartheid, Afrikaans media is only just starting to break away from its historically conservative roots. Wyfie – opening up conversations about rape, sexuality and politics – caused quite a stir when it appeared in 2023, and this year’s second season of the show, about four mismatched university roommates at a womens’ residence at the fictional Eike University, takes things up a notch. It’s especially fascinating for the insights into university life – first-year initiation ceremonies, cheating on a test to maintain academic standing and a mother-and-daughter tea event all make it in, as does a whole bunch of drama over an annual photo of those in the halls. It’s especially good on both portraying and dramatising that “you befriend people that aren’t like you” cliche.
If all of these sensitive and revealing portrayals of student life are a bit woke for your liking, and you’ve never got around to reading The Coddling of the American Mind, you’ll be pleased to learn that you watch it now instead. The central conceit of the Lukianoff and Haidt viral article-cum-bestseller gains some visuals, voxpops and dramatic music here – but decent evidence for their claims, which to these eyes and ears is age-old generational indignation dressed up as science – is still in short supply. That said, the idea that pervasive racism, sexism, homophobia and transphobia are merely bad ideas that a good debate will solve is at least in the solid tradition of Christmas TV escapism.
This is set in Kota, Rajasthan – a city known as a hothousing hub for coaching centers that prepare students for India’s highly competitive IIT-JEE entrance exams. Back for a darker yet compelling third season this year, there’s plenty to learn here about the coaching system’s human impact as the focus shifts a little to draw in the coaches themselves and the choices made between the gifted students and everyone else. If there’s a fault with it, it’s the season ending – a crowbarred bit of plotting presumably designed to hang out the prospect of a fourth run.
Admissions were quite a big story in the US in 2023 – the supreme court banned the use of affirmative action policies that had been in place for decades – and Bad Genius plays into the slipstream by overlaying some higher education race politics to a remake of a Thai blockbuster from 2017. The plot centres around a clever student who helps her friends cheat on their entrance exams to reflect the struggles of first-generation Americans pressured to support their immigrant families. If you’re a fan of the original you’ll be wondering why they bothered – but given you’ve not seen the original, this is a fun way to while away an afternoon if you’re into watching the underdog poor outmaneuvering the rich.
Finally, (and no I’m not including One Day), I won’t have a word said against Big Boys, which had a criminally under-celebrated season 2 this year. The search for student housing, mental health, student sex work and plenty of students’ union activity all feature at Brent University, where Jack and Danny’s decidedly uncool struggles with the second year manage to be both laugh-out loud funny, heart-wrenching and revealing often all in the same scene. Set somewhere near Watford (and filmed largely on the Harrow campus of the University of Westminster), it’s the polar opposite of glamorous, and all the better for it.
MBA Project Guide provides complete project guidance and MBA Project Reports for Logistics & Supply Chain Management, Business Analytics, Digital Marketing, Banking, and Finance. This includes assistance with the project synopsis, internship reports, viva support, and guidance until the project is accepted in accordance with the university guidelines.
Surveys can be a powerful tool for improving workplace culture and employee satisfaction, but they can have unintended consequences if no action planning follows. In fact, the lack of tangible — and rapid — action planning often lead to a cycle of employee disengagement and eroded trust, which results in fewer employees taking future surveys, and ultimately weakens their effectiveness overall.
But getting surveys right is possible. By implementing targeted surveys and following up with action planning, higher ed workplaces can earn a reputation for valuing employee insights. CUPA-HR’s recent webinar Turning Insights Into Action: Designing and Implementing Impactful Employee Climate/Engagement Surveys explains how to build, or regain, employee trust and confidence in surveys, increase response rates, and create a campus culture in which employees’ perspectives are prized.
Ask These Two Questions First
Before launching a survey, ask these critical questions: Does our institution need a survey? And, if the answer is yes, does our institution have the resources to act on the survey results?
Without a solid “yes” to both questions, consider pausing survey efforts. It’s better not to conduct a survey at all than to conduct one and not follow it with action planning.
Surveys should also focus on clear objectives, addressing one to three specific topics in depth. They should be topics the institution is ready to act promptly on once the survey is concluded. It’s also best to avoid questions with predictable answers. For example, you may already know that employees want parking that’s both closer and less expensive. Asking more refined or open-ended questions might lead to actionable results. In the case of employee satisfaction around parking, the right question might reveal that safety is a primary concern, something that can be addressed by installing more lighting in lots or strengthening security for employees using parking garages after dark.
Increase Response Rates by Building Trust
Effectively communicating the survey rollout and offering incentives can boost completion rates, but responses are ultimately determined by the trust employees have in your institution and the survey process itself.
Make it anonymous. Clearly communicate how the survey will be kept anonymous and confidential. This is especially important for open-ended or text-based responses. If you’re not using an outside vendor, consider adding a survey analyst to your committee — you probably already have employees with these skills.
Know that timing is everything. The survey should be sent out at the right time to avoid clashing with other surveys and to steer clear of any big campus plans or events that might skew results (for example, a recently announced capital project like a new stadium). A timely response from leadership is key, as are timelines in action planning. Any follow-up items should have target completion dates.
Be clear on when and how employees will see the results. Don’t wait for a grand reveal when action items have been completed. This might take months, long after employees remember how they’ve answered survey questions. Instead, publicize the survey results as soon as possible and begin listening sessions to both refine results and include departments and divisions in planning.
Build in accessibility and offer time to complete it. Consider if you need to translate the survey into multiple languages or if employees working outside of an office might benefit from a hard copy. Encourage supervisors to offer incentives like an early departure after completing the survey and ask them to send calendar invites to block off time for completion.
Take Action. This is by far the most important way to build trust. The webinar offers concrete processes for building and planning a survey, impact planning (including templates to send to campus leadership for quarterly tracking), ideas for holding listening sessions, and proven employee engagement strategies.
Discover More Resources for Data-Informed Decisions
Universal Design for Learning (UDL) is a framework that involves using a variety of teaching methods to respond to the needs of all your higher ed students. It is a teaching technique that provides flexibility in how instructional materials are delivered—and is ideal for supporting students of all backgrounds, cultures and abilities.
Universal Design for Learning (UDL) helps college and university educators create flexible programs that are easy to adapt to the unique needs of all students. This teaching framework involves using many techniques—in everything from course delivery to media use—to reduce barriers and reach every college student.1
UDL guidelines are put into practice in a variety of facets, including outside of academia. For instance, you may use closed captioning when watching television. Your smartphone can read the information on a website aloud. Meanwhile, automatic doors make grocery stores more accessible. In these three scenarios, UDL helps level the playing field for everyone, regardless of ability.
The UDL guidelines are presented as a graphic organizer, or a matrix table. Vertically, the principles are grouped under engagement, representation, and action and expression. Horizontally, the UDL principles are presented as access, build and internalize. Each guideline has corresponding checkpoints that include best practices. The graphic organizer helps viewers understand how criteria differ across the three principles. View the table below for a breakdown of the UDL guidelines.
Provide multiple means of engagement
Provide multiple means of representation
Provide multiple means of action and expression
Recruiting interest
Perception
Physical action
Sustaining effort and persistence
Language and symbols
Expression and communication
Self-regulation
Comprehension
Executive function
2. What are the three core tenets of Universal Design for Learning?2
Action and expression: This learning approach involves giving students multiple ways to access information. Universal Design for Learning examples include giving students multiple ways to demonstrate that they’ve learned the material.
Representation: A key tenet of this approach is providing information in multiple formats. Universal Design for Learning examples include offering students videos, books or interactive demos that cover the material covered in a lecture. Students can then choose the format that best suits their needs.
Engagement: This approach is designed to motivate college students in a variety of ways. Universal Design for Learning examples include assigning projects that relate to a student’s background and interests. This pillar may be put into practice through gamification or discussions.
2.1. Multiple means of action and expression
This topic covers the ‘how’ of learning. It is also referred to as the strategic network. Each learner navigates the classroom in a different way, and they also express themselves uniquely. If someone has an executive function disorder, meaning they have trouble planning, organizing and problem solving, they will express themselves differently than someone who has a language barrier. For example, some postsecondary students are able to use written communication with ease, while others can only communicate through speech.
2.1.1. Executive functions
Executive functions encapsulate a human being’s highest level of skills. This ability allows learners to overcome their impulses to make long-term goals and strategies. Executive functions are limited by the individual’s working memory when executive functioning capacity is devoted to managing “lower level” skills that don’t come as naturally to a person. The individual’s capacity for executive functions can also be lowered by disabilities.
With universal design for learning, instructors can expand a learner’s executive function by scaffolding—that is breaking up lessons into bite-sized pieces—to ensure they do not use up the learner’s working memory. Educators can help students scaffold executive skills so that they can use them more effectively. Setting goals and creating plans to reach these goals can help. Professors can also support students by helping them self-monitor their progress over time, which helps students guide their practice through the semester. It also helps learners better understand what advice to ask their instructors for.3
2.1.2. Expression and communication
Every learner has a different capacity for expression and communication. In addition, various types of media may support different learning styles. For example, a learner who has dyslexia may perform better at expressing their thoughts through verbal conversations versus written essays.
Educators must provide different modalities for communication. This may involve using various types of media or tools for communication. Professors can help students become more fluent in a variety of communication modalities, which will then lend to independent learning.4
2.1.3. Physical action
Interactive software, textbooks and other curricular materials are recognized as Universal Design for Learning examples that can help students understand information. For instance, a postsecondary student may need a different type of workbook if they require assistive technology. These assistive technologies can help students who have disabilities. Some students could benefit from having expanded keyboards or voice-activated switches, for example.5
With this tenet of UDL, it’s important to vary the methods for response and navigation. This involves creating an accessible learning environment that all students can thrive in. The second part of this UDL principle involves opening doors to the tools that will create equal opportunity.
2.2. Multiple means of representation
This topic can be considered the ‘what’ of learning. It’s also referred to as the recognition network. Every learner absorbs the information that is presented to them in a different way. While a sensory or learning disability may cause this difference, cultural differences and different personalities may also affect how the student learns.
2.2.1. Comprehension
The goal of education is to help learners turn information into knowledge that they can apply in their everyday lives. With Universal Design for Learning, educators should get higher ed students involved in transforming and gathering usable knowledge. Gaining usable knowledge is an active process, so students need to be involved in order for this process to work. This means students need to use skills like consumption, categorization and active memorization. They must also learn how to integrate new knowledge with their prior understanding of the subject. The best Universal Design for Learning example here involves relying on organizers such as concept maps to help students visually draw connections between learning units. Metaphors, stories and analogies are also effective in helping students see the importance and relevance of topics.
To achieve these goals, instructors must present information in an accessible way. They should connect the information to previous experiences and offer background information as well. They can highlight relationships, patterns and information so that students can see how the information relates to their goals and other knowledge. Through breaking up lessons into digestible amounts, professors can support students as learners find meaning in their new knowledge and process the information. Finally, educators can help students apply information to new contexts.6
2.2.2. Language, mathematical expressions and symbols
Students interpret linguistic and non-linguistic symbols in different ways. While symbols like division signs provide clarity for some students, others do not understand specific symbols. Likewise, college students attribute different meanings to pictures or words based on their familial backgrounds and culture.
Because of this, educators must provide alternative representations for students. They should clarify different symbols, vocabulary, mathematical notations and syntax. If there is a pattern in different equations, grammar or musical notations, they should be explicit about it. When necessary, instructors should use translations, graphics, movement, activities, simulations, images and videos to make learning active.7 Try pairing a chemistry formula with an illustration or simulation to put this principle into practice.
2.2.3. Perception
Provide the same information through formats that stimulate different senses—ranging from sight, hearing or touch—to make lessons perceptible to learners. This practice will help students absorb information through audio, tactile or visual means. Instructors should also give students formats that can be adjusted such as text that can be increased in size. Other examples of perception include offering alternatives for video and auditory information.8 Such examples are providing videos featuring American Sign Language (ASL) and complementing audio clips with transcripts.
2.3. Multiple means of engagement
Providing multiple means of engagement can be thought of as the ‘why’ of learning. It’s also referred to as the affective network. Every college student is motivated in a different way academically. Likewise, students have different learning styles. While some love spontaneity, others will only feel comfortable when there is a daily routine followed in the classroom. Additionally, some prefer to work alone or in groups.
2.3.1. Self-regulation
Ideally, the learning environment should support and encourage the student’s motivation. When students are in higher education, they should be encouraged to learn how to regulate their own emotions and become self-motivated. By regulating their emotions, students can better cope with changes in their environment. A Universal Design for Learning example includes asking students how they’re feeling today on a scale of 1-5 to understand their needs and any accommodations.
Postsecondary students frequently learn how to self-regulate by observing their professors. Virtual classrooms can encourage this skill by modeling motivation and self-regulation. Then, educators can prompt students to use these abilities in real life. Instructors should discuss their expectations and help students set personal goals. They can support students as they self-assess their abilities and become more aware of their mistakes. Over time, students can learn how to develop healthy emotional responses to a variety of events.9
2.3.2. Sustaining effort and persistence
In order for a student to learn, they must make an effort to pay attention in class. If a student is motivated correctly, they can focus and make a sustained effort in the classroom. Each learner self-regulates in a different way, and these disparities are often due to their motivation levels. Other factors like contextual interference—a disruption in the motor learning phenomenon that affects how people learn and practice new skills—and self-regulation skills can also impact the student’s concentration. This is caused in part by the learner not seeing the value of certain goals and objectives.
Educators can support students by providing different resources to help them learn. Students are more likely to rise to the expectations set to them, so teachers should provide the tools that students need to succeed and help them achieve a certain level of understanding. When introducing goals, instructors should also discuss why each goal matters—put into practice through detailed criteria—so that students feel motivated to achieve each objective.10
2.3.3. Recruiting interest
If the information does not engage the student’s interest, it is essentially inaccessible. Students must be able to absorb and process information in their minds. Each student is interested in different topics of discussion, so teachers must figure out how to gauge their interest in different ways.
Instructors can attract the student’s interest by providing multiple choices whenever it is possible to do so. By allowing for individual choices and autonomy, educators can empower students to take control of their learning. Teachers should also connect the subject matter to experiences outside of the classroom. If university students believe the subject matter has value, they are more likely to be interested in learning it. Finally, teachers should attempt to eliminate distractions so that students have a safe space to learn new information.11
3. Why should you use universal design in your online course?
When using the UDL framework in an online course, you create equal opportunity for students of different backgrounds and abilities to learn the course material. If you are only teaching students in one specific way, many of your students may not be learning the information properly. Universal Design for Learning can help you make your course accessible to all types of learners.
When using the UDL framework in an online course, you create equal opportunity for students of different backgrounds and abilities to learn the course material.
4. How can you apply universal design in your online course?
When using the principles of UDL in your online course, consider the course’s engagement, representation, action and expression goals. Here are four ways to put Universal Design for Learning examples to use in your class.
4.1. Syllabus
Your course syllabus shows college students what they will be learning in the upcoming quarter. It should give students multiple ways to engage with the content, such as through class readings, podcasts, webinars and guest lectures. The syllabus can communicate regular routines, assessment formats and expectations. It should also include the ways that students can access the course content. Consider adding headers and subheadings in your syllabus to make it accessible for screen readers. Download Top Hat’s syllabus template now, available in either Google Docs or Word format.
4.2. Course materials
To follow the principles of universal design, you should select an array of course materials. Instead of only using a textbook, your course can incorporate podcasts, discussion boards, essays, videos and physical activities. By changing the way students can absorb information, you can make the course information accessible to every student.
4.3. Assessment
While some students can take a written test without any issues, others have trouble reading written tests or turning them in. In the realm of assessment, Universal Design for Learning examples might include using video conferencing software to measure student understanding. Depending on the coursework, you could also use assessment techniques like recorded videos.
4.4. Teaching
In order to make your course more accessible, vary the way you teach your course. Images, graphs and textbooks are effective in helping students understand information. Some students learn better through audio tracks, so you may want to use a recorded lecture, video or podcast as well. In addition, you can teach students through discussion groups and other techniques as well.
Top Hat’s Student Engagement toolkit is packed with templates and strategies to create accessible assessments, lesson plans and classroom discussions. Access now.
5. Universal Design for Learning examples
The following list includes Universal Design for Learning examples that you can use to create an equitable and accessible learning environment. You can also create other feedback, assignment and learning options that help diverse learners master the course material in your class.
5.1. Assignment options
Students can achieve the course’s learning objectives through a variety of assignment styles. Beyond traditional homework, students can also submit video recordings of a presentation or speech. They can alternatively create comic strips or podcasts. Another Universal Design for Learning example involves flexible assignment due dates. This policy accommodates students who may have obligations outside of class, such as work or family responsibilities, or who may need additional time due to disabilities or health issues.
5.2. Regular feedback
In order for students to improve, they must regularly receive detailed feedback. Formative assessments can help with this goal, where the student’s ongoing learning is monitored. These assessments also provide feedback that educators can use to improve their course delivery.
5.3. Digital and audio text
Textbooks are just one way that university students can learn. Audiobooks and text-to-speech programs can also help. In addition, you can use audio transcripts and videos with closed captions for students who require assistive technologies. Professors can use multiple modes of communication to convey information, including verbal instructions, written handouts, visual aids, and online resources. These specific Universal Design for Learning examples help students with diverse language abilities, learning styles, and sensory preferences to comprehend the material effectively.
6. Questions to ask when designing an accessible course
6.1. Multiple means of engagement
Does the course encourage independent student responsibilities? In order for college students to learn, they have to be motivated and engaged. When students work independently on coursework, they feel responsible for the outcome. They also become more engaged in studying the material. Consider facilitating surveys or a student interest inventory at the start of the semester to gauge interests, hobbies and strengths. You can then use this information to tailor units of study accordingly.
Can students complete at least some course content at their own pace and in any order they wish? Everyone learns at a different pace. When the course moves too quickly, students can fall behind. Over time, this can cause students to lose motivation. Letting students learn at their own pace in a blended or online course acknowledges their unique circumstances and provides them with the time they need to engage with the course material. Consider implementing an assignment ‘grace period’ to allow students to plan their schedules accordingly based on priorities.
Are course learning goals and outcomes clear? When students are confused or lost, it is impossible for them to become engaged in the course material. You can remove this obstacle by clarifying your learning goals. When students know what to expect and what they need to do, they are more likely to achieve the course’s goals.
6.2. Multiple means of representation
Is the course content provided in multiple ways? With Universal Design for Learning, the goal is to help postsecondary students from all backgrounds and abilities. Students may have visual or aural impairments or have a disability. They may also come from a culture where subject matter is taught differently. Ideally, your course content should be provided through multiple techniques so that everyone has an equal opportunity to learn. Universal Design for Learning examples include complementing course readings with interviews or videos.
Do learning opportunities and assignments use students’ prior knowledge? You can help students retain information by connecting it to their prior knowledge. You can show how new information relates to a previous class or personal experience. Sometimes, you can even assign students the task of reflecting on everything they have learned and how the new topics related to their personal experiences.
Does the course have interactive learning activities online? If you are teaching online, ensure you have multiple ways to get students involved. Interactive activities help students feel like active participants in the learning process. Because students are more likely to learn when they are actively involved, this technique is extremely important for online learners. It ensures that students are just as motivated in their studies, even from a distance. Complement lectures or readings with simulations or other opportunities for students to apply their knowledge.
6.3. Multiple means of action and expression
Have you provided students with note taking support? There are many different disabilities that can make it difficult for students to take notes. To help your students, offer them multiple ways to take notes in class. They can use videos, audio recordings or written techniques to recall information. Some students may also benefit from making graphs or drawings of the new course material.
Does the course include a variety of assessment methods? While some students can take written tests, this is not the best way to assess every student. Universal Design for Learning examples that support a flexible assessment strategy include video interviews, recordings, posters and other techniques. If you use written tests, you may need to offer support such as audio recordings of the questions and answers. Balance summative assessments with low stake formative assessments that enable students to receive more regular and timely feedback.
Are college students encouraged to communicate with faculty and classmates in the course? Open communication between faculty and students—and especially on the student-student level—helps many learn and absorb new information. Ideally, instructors should offer multiple ways for students to communicate with their classmates and teachers. Universal Design for Learning examples could include using online forums, video conferences, interviews or essay feedback to host conversations with students.
Our Teaching with Top Hat Toolkit offers videos and helpful resources to design an accessible learning community in our platform. Browse the toolkit today.
7. The history of Universal Design for Learning
Originally, this technique started out as an architectural concept. In architecture, universal design refers to creating designs that appeal to everyone. These designs must also comply with the Americans with Disabilities Act (ADA). Because of the ADA, many schools began using inclusive facilities and providing equal access to their courses. Originally, the idea of universal design in architecture was created by architect Ron Mace at North Carolina State University.
In 1984, the Center for Applied Special Technology (CAST) was formed. CAST applied the original universal design guidelines to the educational space as a means of facilitating reform. Today, the CAST website houses plenty of instructional design tips and professional development strategies to make the postsecondary education experience more accessible.12
8. Bring UDL to life with Top Hat
Top Hat’s feature suite ensures your students have access to an equitable learning environment. Postsecondary students are able to learn from anywhere—the platform’s offline mode still lets students complete their homework assignments, even without having an Internet connection. Similarly, students can use multiple devices to engage with content stored in Top Hat. Top Hat is compatible with assistive technologies such as screen readers, plus keyboard navigation makes it simple to navigate through content.
Outside of class time, alternative text on images in textbook readings helps students using screen readers understand the visuals alongside the text. Instructors can personalize the learning experience for individual students by customizing assignment due dates and grade weights. This ensures students have multiple ways to express their knowledge—and at a time that suits them.
Top Hat’s accessibility features create a level playing field in your course. Learn more about what Top Hat can do for your students here.
9. References
Morin, A. (n.d.). What is Universal Design for Learning (UDL)? Understood. https://www.understood.org/en/learning-thinking-differences/treatments-approaches/educational-strategies/universal-design-for-learning-what-it-is-and-how-it-works
CAST. (n.d.). The UDL Guidelines. http://udlguidelines.cast.org/
Online teaching typically refers to courses that are delivered completely online, meaning there are no physical or on-campus class sessions. Online courses can be designed for a handful of enrolled students or can be made open and accessible to a wide variety of participants. Instructors may choose to teach an online course because they want to take their teaching beyond the confines of the physical classroom. Other instructors may choose to do so because they want students to benefit from the online environment. Online teaching gives students unlimited access to resources and the ability to collaborate and connect with each other at any time of day. It also gives educators the ability to teach online classes from home.
Preparing for online teaching is not as simple as taking materials from a traditional course and putting them online. Educators engaging in online teaching for the first time will need to plan their approach thoughtfully, even full-time experienced educators. This starts with identifying learning objectives and then building educational activities to support them. Rather than make wholesale use of course content from previous classes, materials should be repurposed or adapted by taking into account the strengths and weaknesses of online learning environments. Organizing course content into units, with submodules, key concept reviews and unit tests—along with a tailored and consistent content release schedule—will help ensure students remain on track to achieve desired learning outcomes.
Online Curriculum Development
In online teaching, curriculum development is defined as the step-by-step process used to create positive improvements in the courses offered by a school, college or university. As new discoveries are made, they have to be incorporated into the online education curricula. Innovative teaching techniques and effective online teaching strategies are constantly being developed and refined in order to improve the student learning experience.
Current online curriculum models can be divided into two broad categories—the product model and the process model. The product model focuses primarily on results. Grades are the primary objective, with more emphasis placed on achieving desired objectives at the summation of the course rather than on the learning process itself. The process model, however, is more open-ended and focuses on how learning progresses over the course of a semester. Both models are important when it comes to developing a holistic and effective curriculum for online teaching.
There are three types of online curriculum design: subject-centered, learner-centered and problem-centered.
Subject-centered curriculum design revolves around a particular subject matter or discipline, such as mathematics, literature or biology. This type of curriculum design tends to focus on the subject matter being taught online, rather than the individual student. Educators create lists of topics and specific examples of how they should be studied, which are then mapped to the most effective online learning activity or method. This approach is most popular in large university or college classes taught online, where teachers focus on a particular subject or discipline in their classes.
Learner-centered curriculum design prioritizes student needs, interests and goals. It acknowledges that students are individuals and have different learning needs and therefore should not, in all cases, be subject to a standardized curriculum. This approach aims to empower learners to shape their education through choices and relies heavily on asynchronous online teaching and learning. This can be complex for large class sizes and is more suitable for smaller, seminar-style courses. Differentiated instruction and learning plans provide an opportunity to select assignments, teaching and learning experiences or activities online. This form of curriculum design is highly effective at engaging and motivating students, particularly in online teaching and learning environments by providing students with greater choice and flexibility. However, the drawback to this form of curriculum design is that it can create pressure on the educator to source learning materials online that are highly specific to each student’s personal learning needs. This can be challenging due to teaching time constraints.
Problem-centered curriculum design teaches students how to examine and analyze problems and develop solutions, largely using online simulations. This is considered an authentic form of learning because students are exposed to real-life issues, helping students develop skills that are transferable to the real world. Problem-centered curriculum design has been shown to increase the relevance of the curriculum and encourages creativity, innovation and collaboration in the online classroom. However, one shortcoming of this format is that it does not always consider individual learning styles and requires a great deal of collaboration between students.
By considering all three types of curriculum design before you begin planning, instructors can choose the types that are best suited to their students and the learning objectives for their course.
Planning and Designing an Online Course
Planning for Online Teaching
An important step in bringing your online course to life is the actual implementation. This includes aligning course materials to learning goals and in accordance with your online teaching philosophy. There are a number of things to consider during the decision-making process.
First, it is important to understand the audience for your online course and who will be participating in supporting the delivery of modules, labs and other learning activities. Recognizing that learners may vary widely in their background, knowledge and skills is essential in order to accommodate these differences in your course design. Secondly, it is imperative to have specific learning goals in mind. An effective online pedagogy means carefully considering what you expect your students to know and be able to do at the conclusion of your course. Next, consider the different types of content your course requires. Decide how students will engage with that content and with each other. Also consider which assessment types best support the measurement of learning objectives for your students. Here are a number of helpful methods that can be used to guide the planning and development of your online teaching curriculum.
Backward Design
Backward design is often used in online teaching to design learning experiences and instructional techniques to meet specific learning goals. Backward design begins with identifying the objectives of a unit or course—what students are expected to learn and be able to do—and then working “backwards” to create lessons that achieve those desired goals. In online teaching, the educational goals for a course or unit are often closely aligned with a given institution’s learning standards. These are concisely written descriptions of what learners are expected to understand and be able to do at a specific stage of their education. In the context of online teaching, this includes the expectation that students have mastered certain technology tools and platforms to meet these goals.
There are many benefits to backward design. Starting with the end goal in mind helps educators design a sequence of assessments, readings, course materials and group activities that are more likely to result in learners achieving the academic goals of a given course or unit—that is, actually learning what they were expected to learn.
Beginning the planning process with the end goal in mind is often a counterintuitive process. However, backward design gives educators a structure they can follow when creating their curriculum, as well as planning their instructional process. Using a backward design approach also helps educators better align the different elements of their course by methodically integrating learning goals, activities and assessments at every step.
Managing the Logistics of Online Teaching
Even though planning for an online class may start in a similar way as an on-campus or face-to-face course, there are several important differences that those teaching online should keep in mind. First, it is important to consider how technology will influence the way you conduct your online teaching. If you would like to use an interactive lecture format, you will need to find ways to engage students in an online environment. Chat channels, discussion forums, blog postings and online office hours are a few ways for online teachers to connect with learners. Those engaging in online teaching will also need to consider how the use of virtual classroom technology will impact student learning. Do your students require specific technical knowledge or computer functionality such as a webcam? How will they interact in the online environment? What will you do to make your online classroom inclusive to all students?
When transitioning to online teaching, educators also need to address technical issues. It is important to plan all of your components for an online course before the first day of class. Start early and seek collaboration and support from your colleagues, when possible. Many institutions have Centres for Teaching and Learning with experienced instructional designers who are able to help manage the transition for instructors and their students.
Synchronous vs. Asynchronous Online Teaching
Synchronous Online Teaching
Synchronous online teaching occurs in real-time through video conferencing platforms like Zoom, Go-to-Meeting and YouTube Live. When used with an online teaching platform or learning management system, synchronous online teaching allows educators to continue many of the same learning activities found in an in-person classroom. Learners can access lecture slides, respond to interactive questions and engage with discussion threads with their peers.
Delivering online teaching information and presentations in real-time creates a sense of speed and intimacy that helps increase student engagement. This allows educators to respond directly to student questions and discussions, provide feedback and adjust online teaching to ensure students are comprehending course material.
To ensure synchronous online teaching is effective, it is important to have the proper technology tools and platforms in place. Ideally, video conferencing solutions should be used for delivering online lecture content, as well as an active learning platform or learning management system to support assessments, readings, live discussions and interactive questions. With large class sizes, having a remote teaching assistant is especially helpful in alerting instructors to any technical or experiential issues that may occur when using technology tools and platforms. Online teaching assistants can also provide support by responding to discussion threads directly or gathering commonly asked questions requiring further review and clarification.
Similar to a physical classroom, it is important to balance content delivery with interactive learning activities, as well as building in time for review into the lecture schedule. A best practice is for course information to be presented in ten-minute chunks, followed by blocks dedicated for reflection exercises and interactive questions and discussions to keep students engaged.
In the same way that the answers to in-class discussion questions inform how comprehensively course material is covered, it is important to be able to understand where students are struggling. This includes using low stakes quizzes and discussion questions to ensure students are able to achieve online teaching objectives. Synchronous online teaching provides opportunities to apply concepts and collaborate, helping to deepen learning. Real-time interaction is also particularly useful when it comes to delivering complex concepts that require immediate feedback or clarification to keep students on track.
Asynchronous Online Teaching
Asynchronous online teaching uses many of the same technology tools and platforms, with the main difference being student learning is self-paced. With asynchronous online teaching, educators deliver course content and assignments remotely using a combination of solutions like Zoom to record and post lectures online as well as learning management platforms to centralize assignments and other learning resources. Learners interact with digital courseware, assignments and their peers through discussion channels. Asynchronous online teaching is more convenient for students who may have children or other dependents as well as inflexible job hours. As well, not every student can afford or has easy access to the internet. The ability to learn on an individual schedule gives learners the flexibility they need to find time where they can engage with online course material. The benefit of this online teaching method is being able to utilize active learning techniques without the need for participants to be active at the same time.
Asynchronous online teaching is particularly useful when it is difficult for your students to maintain a specific schedule. Accessing materials, readings, assignments, quizzes and lecture recordings in a single place allows students to engage with course material at their own pace. There are many simple ways to drive engagement even if much of the learning is self-directed, such as using discussion forums, integrating questions into assigned readings to test comprehension and using multimedia elements like video to dimensionalize learning. Asynchronous online teaching also provides the opportunity to promote peer collaboration, creating specific assignments that require students to work with one another or review others’ work outside the confines of a class schedule.
Asynchronous learning requires online educators to take time to revisit learning objectives for the semester. Identifying whether there are components that can be recorded for students to view on their own schedule versus what information should be delivered live or asynchronously is an integral part of the design process. Giving thought to where students can access readings, lecture materials, assignments and instructions can help develop a more effective learning plan and identify any potential gaps that may exist in course instruction.
Without the benefit of live interaction, it’s especially important to communicate expectations and reminders and address student questions in a timely fashion. Regular, helpful and empathetic communication is an essential tool for reducing the apathy and sense of isolation many students feel when learning remotely.
Online Assessments
When teaching online courses, there are two primary types of assessments: open-book tests and remotely proctored exams. There are a number of benefits to each, but the effectiveness of both is determined by how well they are designed and implemented into online teaching.
Remote Open-Book Exams
Online teaching provides the opportunity to look at different options beyond the traditional summative assessment. Open-book exams offer a great deal of flexibility, making it an ideal option for instructors or institutions that rely on asynchronous learning.
An open-book assessment that is strategically designed provides interesting opportunities to test skills beyond rote memorization, such as problem-solving and critical thinking. Open-book exams are especially effective when they focus on using synthesis, analysis and evaluation to assess what students know, according to the Center for Teaching at Learning at UC Berkeley. The ability to intersperse questions with digital reference materials like images, video and audio clips also allow for more creativity and freedom when constructing an exam in relation to traditional in-class tests.
Developing interactive digital documents with pictures and videos embedded alongside test questions creates a more dynamic assessment experience for students. Using multimedia and other reference content allows learners to discuss and assess opinions given to them within the assessment or analyze a diagram and its findings. Depending on the learning platform, open-book assessments can also include a variety of different question types, including matching, sorting, fill-in-the-blank, long-form answer and click-on-target (with multiple targets) questions.
Proctored Tests and Exams
In many cases, such as courses required for accreditation, open-book assessments are simply not an option. In these instances, there are a number of platforms that offer secure proctored tests and exams. Students can take on their own computers, at a pre-set time and from any location. Advanced ID verification, the ability to secure browser settings and the use of artificial intelligence to monitor students have helped assuage concerns over academic integrity.
Using a variety of question types—multiple choice, word answer, fill in the blank, matching and long answer—instructors can provide students with an assessment that tests their knowledge as well as their analysis and communication skills. For these types of assessments, student performance can be automatically graded upon submission, making the turnaround time for student feedback much faster than manual grading.
7 Best Practices in Online Teaching
1) Bring who you are into the online classroom: One of the key benefits of traditional, face-to-face teaching is being able to share your passion with your students. Many educators use the performative aspect of teaching to their advantage, feeding off the energy in the classroom to deliver their lectures. However, it is easy for unique teaching characteristics—humor, emphasis, body language, facial expressions—to get lost in translation when a student can’t see or hear you. The predominant means of online communication is text, which can quickly become demotivating and uninteresting for students. It is necessary and inevitable that some components of your online course will be delivered through written communications. Assignment instructions, emails to students and weekly course-wide announcements can all be tailored to your unique voice and style:
Record yourself: audio or video recordings are a great way to bring your whole self to your students in addition to lecture videos (if you choose to use this functionality). Students need to know you in order to engage in learning online and showing them that you are human with a short video greeting at the beginning of your course is a great way to set the right tone.
Express your support: It’s important to infuse your writing with warmth when teaching online classes. As digital natives, Gen Z students are highly adept at sensing the tone of written digital communications. When reminding students about upcoming assignment deadlines, for example, don’t write, “A number of you have not completed the readings necessary for the assignment due later this week. Please note that the assignment is worth 40% of your grade.” Instead, write “Thanks for your hard work so far this semester. Small reminder to complete the specified readings before you start this week’s assignment. Please let me know what questions you have or if you need any help. Thanks all!”
2) Be present and responsive on your online course site: Your presence is so important in teaching online college courses because it encourages bonding as the class evolves as a group and develops intellectual and personal connections. Thoughtful and consistent daily presence shows the students that the online educator cares about them and their questions and concerns, even if they are a part-time educator and busy with other responsibilities. It also shows that you are generally present for them to do the mentoring, guiding and challenging that online teaching is all about. Schedule a few hours of time each week to be visibly engaged and present in your online class. Here are a few ways to interact with your students:
Hold online office hours or virtual ‘coffee chats,’ to get to know your students on a more personal level.
Answer questions regularly in your course’s online discussion forum.
Post a weekly announcement to recap the previous week’s learnings or introduce the coming week’s content.
3) Use a variety of large-group, small-group and individual learning experiences: Online teaching works best when a variety of learning experiences and activities are offered. Online courses are more enjoyable and effective when learners are given the opportunity to work through course concepts and assignments with their fellow students. However, some students learn and work most effectively on their own. Incorporating options and opportunities for students to work together and individually is beneficial for accommodating different types of learners. Small groups are particularly effective in online teaching when learners are working on complex case studies or scenarios for the first time. It is also important to have activities that involve the whole class such as discussion boards or events with invited experts for creating a sense of community in an online course.
4) Ask for informal feedback on your online teaching: Early surveys or informal discussions are effective in getting students to provide feedback on what is working well in an online course. It is also a chance to solicit suggestions and ideas on what might help learners have a better online course experience. This early feedback should be done in week three or four of a semester so time is available to make corrections and modifications while the course is ongoing. A simple e-mail or discussion thread asking a few of these questions works well:
What’s working so far?
How could your online learning experience be improved?
What would you like help with?
5) Think like a student: Teaching online means that the learning environment loses the built-in sense of community that comes more naturally to a traditional classroom environment. This can lead to feelings of isolation and disengagement and demands a different kind of support than teaching in person.
Envisioning how your students will experience the class, having never learned this content before, helps prepare for these potential challenges. Did you give straightforward instructions for your extension policy? Have you supplied a detailed breakdown of how assignments will be graded? Are learning objectives and curriculum objectives explicitly tied to online teaching and learning activities? Students should ideally understand exactly what you are teaching online and what is expected of them as a result. Being intentional about course design is essential to ensuring students interact with course content the way that instructors intend. Here are a few ways to create a sense of community in the classroom:
Use a discussion board thread to have students share tidbits about their interests inside and outside of the classroom
Ask students to post pictures of their pets or what they’ve been watching on television (and be sure to share as well!)
Play music at the beginning of each lecture video
6) Organize your content logically: When teaching online, the design and sequence of content and learning activities must be methodical, intuitive and systematic. Help students move through content and learning activities easily, so that their attention remains focused on learning the material. If they are required to leave a lecture module and use another drop-down menu or folder to watch a required video, that can be distracting—or frustrating if it’s complicated to find. When students use a lot of cognitive resources just trying to figure out where to go to access resources, they have less mental energy left for learning the content itself. This can be a bigger challenge for students who are already unmotivated in the first place. Instead, try to order materials and activities in a sequence that is straightforward and easy to navigate for students.
7) Ground online teaching in reality: A variety of examples and explanations can help learners grasp course concepts in a way that makes the most sense to them. Examples are perhaps even more crucial in online teaching, since students don’t always have the opportunity to ideate with instructors or peers in the moment to clarify a course concept or missed detail. Online learners benefit from multiple explanations of difficult concepts and being prescriptive when it comes to the kind of work you want to see. Modelling behaviors is a good way to lead by example. For instance, use a friendly yet professional tone when writing discussion posts and assignment instructions. Demonstrate respect for diverse opinions and respect differences in learning. When you show students what you expect, they are likely to be more confident in their ability to make online learning successful. This positively impacts their motivation to engage meaningfully with course concepts, and participate in learning activities.
Conclusion
Online teaching can be quite different than teaching in a classroom. Teaching online requires specific competencies and skills associated with effective online course delivery and facilitation. However, it is clear that the ability to teach effectively in online environments is becoming more of a necessity than a nice-to-have in the higher education space. The good news is that there are many resources available as well as tools and platforms to support educators in making this shift. By combining the power of experience with the right technology, instructors can pivot their teaching practices online, increasing flexibility for students and accommodating the diverse needs of today’s learners.
