Tag: Recruitment

  • College Recruitment Strategies and Ideas to Boost Enrollment

    College Recruitment Strategies and Ideas to Boost Enrollment

    Student Recruitment Ideas for Better Enrollment Marketing

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

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

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

    The Importance of Student Recruitment Strategies 

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

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

    Don’t get scared into sticking with outdated ways of reaching prospective students.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

    3 Student Recruitment Strategies

    We won’t tell you that all traditional marketing strategies are outdated, but we do want to make it crystal clear that students are online.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

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

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

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

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

    2. Consider Utilizing Paid Media

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

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

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

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

    3. Tap Into Popular Platforms and Their Users

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

    Use Instagram to Engage With Students

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

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

    Harness the Power of Testimonials

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

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

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

    Use Short-Form Video to Reach New Audiences

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

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

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

    We Can Help Build Your Online College Recruitment Strategies

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

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

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  • At Hudson County Community College, Inclusion Drives Recruitment and Retention – CUPA-HR

    At Hudson County Community College, Inclusion Drives Recruitment and Retention – CUPA-HR

    by Julie Burrell | February 27, 2024

    The motto at Hudson County Community College is “Hudson is Home,” a saying created by their students that reflects HCCC’s commitment to community across their three New Jersey campuses. Located in one of the densest and most ethnically diverse counties in the country, HCCC uses inclusive strategies to boost employee recruitment and retention.

    HCCC’s focus on promoting a culture of care and belonging positions them well to contend with voluntary turnover, which remains on the rise nationally as higher ed employees report feeling overworked and undervalued. HCCC’s inclusion and belonging initiatives, including their new peer-to-peer recognition program, address the top three predictors that employees will seek work elsewhere: recognition for contributions, being valued at work, and having a sense of belonging.

    In their recent CUPA-HR webinar, HCCC’s Anna Krupitskiy, vice president for human resources, and Stephanie Sergeant, assistant director of human resources, explained how they use inclusive strategies to engage their approximately 1,000 employees, including:

    Prioritizing a Culture of Care

    Addressing the needs of parents is one way HCCC creates a culture of care through inclusion. In the past, parents who were employees or students were confronted with unclear and inconsistent guidelines. But the institution’s new parent-friendly children on campus policy makes it clear that children are welcome on HCCC’s three campuses. With the new policy, Krupitskiy says, “we wanted to make sure that there’s a strong message that we do allow children on campus.” HR has also collaborated with campus partners on their Take Your Child to Work Day program, where children of employees engage in a range of campus activities, like participating in science projects or watching a nursing demonstration, before ending the day with an ice cream social.

    Using Checkpoints During Recruitment to Ensure Inclusive Hiring

    HCCC has created checkpoints to ensure there are meaningful milestones to reflect on inclusion during the recruitment and selection process. The first checkpoint is the composition of the hiring committee itself. Krupitskiy and Sergeant stress that screening committees should be representative of HCCC, not just in terms of demographics, but also such characteristics as how long a person has been employed at HCCC, what role or level of position they hold, what union affiliation they have, etc. They’ve also invited students to participate in searches when appropriate.

    Job descriptions are another area they’ve scrutinized, asking if certain minimum qualifications inherently limit a pool of applicants. Might a minimum qualification, like years of experience, be listed as a preferred qualification instead?

    Implementing a Peer-to-Peer Recognition Program  

    Recognizing employee contributions is a critical retention tool. Only 59% of higher ed employees say they receive regular verbal recognition for doing good work, according to CUPA-HR data. To address recognition, HCCC holds a years-of-service event, with awards for five to 40-plus years of service for both part-time and full-time employees. Their new Hudson is Home employee recognition program allows colleagues to nominate each other for awards ranging from Collaboration and Team Achievement to a Part-Time Spotlight award. Employees receive an email notification when they’ve been nominated, which has driven up participation overall.

    To learn more about the programs and initiatives at HCCC — including working to close pay equity gaps and establishing professional development funds — view the recording of Retention Strategies for an Inclusive and Engaged Workforce. For data on higher ed retention challenges and recommendations, see The CUPA-HR 2023 Higher Education Employee Retention Survey.



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