Tag: social

  • Tuition fees are a social contract with small print

    Tuition fees are a social contract with small print

    Amid continued growing global uncertainty, the First Minister has announced Scotland’s Programme for Government for 2025/26, its last before the Scottish election in May next year.

    Amongst its many promises is a commitment to “work with partners to secure a long-term and sustainable future for further and higher education”.

    Does that mean we can draw a collective sigh of relief? Well, not quite. Despite Scotland’s universities continuing to face an uncertain future, there’s little in the government’s plan for the next twelve months which is likely to give the higher (or wider tertiary) education sector much comfort.

    In March, the Carnegie Trust for the Universities of Scotland published our first research report, marking the beginning of a new direction for the charity as we seek to increase our impact and voice on issues of equity and inclusion in higher education in Scotland.

    The report by Ipsos highlighted public views on the value, accessibility and funding of universities. The study, the first of its kind in many years, was featured widely in the Scottish media, and appeared on the front pages of the Scotsman, the Herald and the Daily Telegraph.

    Most newspapers led with the headline figure that 48 per cent of respondents to Ipsos’ poll would support a change to Scotland’s university tuition fee model based on ability to pay.

    However, other than on Wonkhe, what wasn’t picked up by many was what the polling tells us about the varied ways in which age, geography and wealth appear to have shaped how Scottish people have experienced and benefitted from the current post-school system.

    Understanding the public’s views

    The Trust’s interest in commissioning the research was to fill a hole in the evidence base – the public voice having been all but absent from recent discussions around the future of post-school education and skills in Scotland. Whether we or our politicians agree with the public is not really the point. Instead, we have a duty to ask why those views exist and what they might mean for the future of the system.

    Alongside the 48 per cent who would support a change in the tuition fee model, a similar figure (49 per cent) expressed the view that studying courses that don’t directly lead to a profession is a waste of time. There are many ways in which higher education brings value to the individual and society underpinned by evidence, but clearly something in that messaging is falling short.

    As a Trust that has always championed funding across the full curriculum, and as someone whose own undergraduate degree did not point to obvious employment, that is a challenging outlook. However, it’s important to acknowledge this opinion and to reflect on the reasons why nearly half the Scottish public feels this way.

    In highlighting some of the nuance within public attitudes, we had hoped that the debate on funding might be able to move forwards from its current stasis – that the ground might be laid or a more open, grown-up and intelligent discussion on how we might address some of the challenges in the current system.

    Unfortunately, the immediate reaction from the government wasn’t to acknowledge the public’s opinions, but to double down on the current policy.

    I suppose, on reflection, this shouldn’t be surprising. Free tuition is a hallmark of Scottish devolution and a promise of what a modern Scotland would offer its people; part of a “social contract” between the government and its citizens.

    To question it would be to question the social and democratic principles which underpin it and, it follows, that stepping away from it, even showing a willingness to entertain alternatives, would be to betray those values. It would certainly involve admission and acceptance that, despite its aspirations, the policy does not necessarily reflect the reality of the structures in which it is implemented.

    But the reality is that free tuition sits in a wider operating context. The policy might be uniquely Scottish (at least in the UK), but as we have seen, the external factors that impact on it, are not within the current government’s direct control.

    Our report was published just days after the latest statistics showed a sharp drop in international students attending university in Scotland, and in the same week as the UK Chancellor’s Spring Statement which the IFS estimated will cut the Scottish Budget by £400m by 2030.

    It also came days before the Scottish Government announced that it had failed to deliver its interim child poverty targets, despite significant additional investment in social security. Continuing to operate the current higher education funding policy, already under strain, against this backdrop looks set to become considerably more challenging in coming years.

    What should the priorities be for post-school education funding?

    Delivering “free tuition” in the current context already means drawing lines in the sand. Currently these are drawn around full-time education (those studying part-time are means-tested and can’t currently access maintenance loans), the number of years of public support (for most people the length of the course plus one – the Trust picks up the tab for many students whose learner journeys are atypical), and around the number of places available to Scottish students (controversially capped according to the available budget and, as such, allegedly more competitive than rUK and international places).

    They are also drawn around undergraduate courses (there are no government grants available for students to access postgraduate study) and university funding itself, despite the implications for colleges and apprenticeships which come from the same portfolio budget. It’s these choices – and they are choices – which determine who benefits from post-school education funding and have led some people to claim the current system is not only unaffordable, but unfair.

    In defending the government’s policy, the Minister was unequivocal that “our support for free tuition is about more than ideology – it was founded on an equity-of-access approach [and] is based on simple logic”.

    This deserves some unpicking because there is a clear difference between a universal approach based on equality, where everyone gets the same, and equity, where resources are directed to those who need them the most in order to deliver equal outcomes.

    In a system of finite and diminishing resources, the former approach can simply serve to further embed inequalities as those with capital (be that economic or social) are better able to navigate the system, making them more likely to reap the rewards. Put simply, it’s not so easy to draw a direct line between free tuition and fair access.

    A more equitable approach?

    When Andrew Carnegie set up the Carnegie Trust for the Universities of Scotland, it was equity that was the driving force. His treatise on philanthropy, The Gospel of Wealth sets out that he saw it as the responsibility of those who were fortunate enough to be rich, to use their surplus wealth in a manner which would benefit society.

    Carnegie sought to instill this ideology within the Trust, to ensure that ‘no capable student should be de-barred from attending the university on account of the payment of fees.’ However, he was clear about who should benefit, noting that the honest pride for which my countrymen are distinguished would prevent applications from those who didn’t need the Trust’s assistance.

    He went further and built this benevolence into the Trust’s governance as it became the only one of his Trusts to date that could accept donations to:

    …enable such students as prefer to do so to consider the payments made on their account merely as advances which they resolve to repay if ever in a position to do so….

    In the first half of the 20th century this approach was instrumental in expanding access to higher education to enable individuals from disadvantaged backgrounds, including record numbers of women, to benefit from its rewards.

    By 1910 the Trust was responsible for funding around half of the students going to university in Scotland. To put that in today’s terms, that’s 50 per cent of students in Scotland from “widening access” backgrounds.

    Compare that to the current day. On paper Scotland has made impressive progress on widening access in the last ten years. Recent statistics show 16.7 per cent of Scottish first-degree entrants in 2023/24 were from the poorest neighborhoods.

    But as many have highlighted the current national indicator for widening access, SIMD20, is not a measure of household or individual deprivation, and therefore masks a complex landscape of inequality. In other words, in spite of nearly two decades of free tuition, inequalities exist and persist. Data on graduate outcomes suggests that those from wealthier backgrounds are more likely to complete their degrees and to benefit most in the labour market, and we can see from the Ipsos survey that those from high earning households are also less likely to support changes to funding in which they or their families aren’t direct beneficiaries.

    Is university still worth it?

    To demonstrate the success of free tuition, the government has pointed to the record numbers of students from Scotland securing places at university. But the rewards for those students are also changing. The IFS has noted a worrying downward trend in the graduate premium (the amount a graduate can expect to earn compared to a non-graduate) which has fallen by at least 10 per cent in the period 1997 to 2019.

    This perhaps explains why the Ipsos polling shows that the public are less certain about the value of attending university nowadays. The IFS also note issues of underemployment of graduates. In 2021/22, around a quarter of graduates who participated in the HESA graduate outcomes survey weren’t in graduate jobs and if we dive into access to postgraduate qualifications, where it’s suggested the wage premium jumps by around 20-40 per cent, we would be forgiven for questioning whether inequality has simply shifted further up the pipe.

    It is in this light that the Scottish Government response disappoints. Rather than showing desire to understand the views of their constituents, or to explore the evidence, we just keep returning to the same unqualified maxim, that access to higher education should be based on “ability to learn” rather than “ability to pay”.

    A more intelligent response would surely be to acknowledge the ideals and aspirations underpinning free tuition and engage in an exploration of whether those are being met through the current approach and, if not, how best to deliver them in the current context.

    Were that to happen we might instead be able to have a discussion, not about the concept of free tuition, but about whether it is possible to identify a funding approach that is at once “free”, “equitable” and “sustainable” and about where we might draw lines around public investment in tertiary education in a way that will best deliver on Scotland’s outcomes and ambitions.

    Injecting some democracy into the funding debate

    Central to the success of such a debate should also be a commitment to engage with the public on what they want from the post school system and how we can deliver that in today’s Scotland.

    Our sister organization, Carnegie UK’s Life in the UK 2024 index for Scotland shows that public trust in government and politics has reached a record low with nearly two thirds of people feeling that they have no influence over decisions affecting the country. That’s likely in no small part due to the gap between policy promises and the ways in which they find expression in Scotland’s communities. In this context, continuing to stick to a now decades-old policy position without attempting to evaluate it appears, at best, short-sighted and, at worst, undemocratic.

    To address this there are calls for more participative forms of engagement which have been shown to provide opportunities for diverse groups to be involved in decision-making; shaping and enhancing policy development to deliver improved outcomes that meet a wider range of needs. The Citizen Jury we’ll be running with Ipsos this year intends to do just that.

    It will bring together a diverse group of people from across Scotland to consider evidence on tertiary education funding and make recommendations for the future. This could be an opportunity to rebuild public trust and to develop a new social contract, one that is co-produced with citizens. Our political leaders in Scotland should care about that and not be too quick to dismiss the public attitudes we’re working to uncover.

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  • State Dept. to Expand Social Media Screening for Intl. Students

    State Dept. to Expand Social Media Screening for Intl. Students

    John McDonnell/Getty Images

    The Trump administration is planning to implement a policy that would require all student visa applicants to undergo social media vetting, according to a cable sent by Secretary of State Marco Rubio, Politico reported Tuesday. All new student visa interviews have been paused in preparation for the new policy.

    “The Department is conducting a review of existing operations and process for screening and vetting of student and exchange visitor (F, M, J) visa applicants, and based on that review, plans to issue guidance on expanded social media vetting for all such applicants,” the memo reads, according to a copy published in full on social media by independent journalist Marisa Kabas.

    The planned changes come amid the federal government’s ongoing attacks on student visa holders, which began in March with the detention of multiple students and recent graduates who had been involved in pro-Palestinian protests on their campuses. Shortly after, the administration terminated thousands of student visa holders’ records in the Student Exchange and Visitor Information System, the database the houses international students’ records, leading to a slew of legal actions from students who feared they wouldn’t be able to continue studying in the U.S.

    Most recently, the Trump administration announced last week that it would prohibit Harvard University from enrolling international students as punishment for allegedly failing to prevent antisemitism and harassment on campus during last year’s pro-Palestinian encampments. Though that action was quickly blocked by a judge, the move could be devastating for the Ivy League institution, where international students make up more than a quarter of the student body.

    The proposed policy would increase the amount of time, manpower and resources required to process visa applications, according to experts.

    Faye Kolly, an immigration attorney based in Texas, noted that it’s not unusual for immigration officials to review visa applicants’ social media profiles, which they are required to list on certain immigration forms. But the administration has begun specifically screening the social media accounts of some returning students with visas who had participated in pro-Palestinian campus protests, though Politico reported that State Department officials had found the guidance on how to complete those screenings vague.

    It is not clear how this expanded vetting process will unfold; Rubio included no details in the memo, which said further guidance would be disseminated in the coming days. Though the memo didn’t say as much, Kolly predicted that the extra screening will involve looking “at [applicants’] social media handles more closely for what I’m assuming is going to be speech that could be considered either anti-Israel or pro-Gaza.”

    International education advocates have sounded the alarm on the proposed policy, arguing that it limits prospective students’ right to free expression and illustrates the Trump administration’s devaluation and distrust of international students.

    Fanta Aw, the CEO of NAFSA, an association for international educators, told Politico, “The idea that the embassies have the time, the capacity and taxpayer dollars are being spent this way is very problematic. International students are not a threat to this country. If anything, they’re an incredible asset to this country.”

    Kolly told Inside Higher Ed that the move harks back to the SEVIS terminations in March and April. Both actions, she said, indicate the administration’s lack “of nuance … regarding international students. It’s [taking] a simplistic approach to a very complex issue. When you target international students en masse, it’s irresponsible.”

    Daryl Bish, the president of EnglishUSA, which represents all English language programs in the country, said the change will reverse recent progress on the visa approval process and have an “immediate impact” on enrollment in English language programs.

    “The extraordinary decision to pause visa interviews, under the guise of security and enhanced vetting, is a dangerous precedent that will have immediate short-term consequences,” Bish said. “Visa appointment wait times have, generally, improved since the pandemic. This means that many students apply for the visa close to their program start date. The pause in interviews, if protracted, will force these students to change their plans.”

    Elora Mukherjee, a law professor at Columbia University and the director of the law school’s Immigrants’ Rights Clinic, also criticized the government for pausing new student visa interviews in the interim—especially as the memo gave no indication of how long the pause might last.

    “The pause is destructive to our national interests and America’s reputation in the world, and its effects may be felt for years. It has thrown the lives of tens of thousands of prospective international students into turmoil and will cause chaos and disruption at colleges and universities across the country. International students have been preparing for months to join U.S. colleges and universities in the fall, and schools have been preparing to welcome them,” she wrote in an email to Inside Higher Ed.

    “It is unclear how long the ‘pause’ will be in place, what heightened scrutiny visa applicants will face once the pause is lifted, and the extent to which decisions about granting visas may be tainted by prejudices based on race, religion, and national origin.”

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  • Euro visions: Social responsibility in St Gallen

    Euro visions: Social responsibility in St Gallen

    How very Swiss.

    In most European cities you can always find stories about sixties student protests – but in 1968 in St Gallen in northeastern Switzerland, instead of conflict, five students from Switzerland, Austria, Germany, the Netherlands and Norway wanted to find a way to generate some dialogue towards inter-generational consensus on the future.

    They founded the Hochschule St.Gallen für Wirtschafts (St.Gallen University of Applied Sciences) International Students’ Committee to facilitate an exchange between business representatives, researchers and students.

    Today over 50 years on the St. Gallen Symposium is one of the world’s leading conferences for intergenerational dialogue, bringing together global leaders, academics, and young voices to discuss critical challenges shaping the future.

    And naturally, it’s all organised by a team of 30 students taking time out from their studies.

    This afternoon I’ve taken a train out from the bustle of Basel to visit the university that has produced more billionaires than any other European university. In 1898, the St. Gallen Cantonal Parliament founded a trade and commerce academy, and classes began for its initial roll of 8 students 1899 – making what went to become HSG and now the University of St Gallen one of the world’s first business schools.

    Now taking in Economics, Law, Social Sciences, International Affairs and Computer Science, its campus is deliciously brutalist – and for some reason is plonked right in the middle of a residential area on Rosenberg Hill, which if nothing else offers some stunning panoramic views of the city and the Alpstein mountains. Behind the crumbling concrete, though, there’s also a whole bunch of interesting things in its “student experience” worth taking a look at.

    The DNA of the HSG

    The university has always been interdisciplinary ever since it was a Business School, with its “Contextual Studies programme” aimed at creating responsible decision-makers who are equipped with critical skills and the cultural and ethical awareness necessary to make a positive impact in their communities and the future of society.

    Worth 45 ECTS credits (of the bachelors 180), it has eight focus areas – media, culture, history, society, responsibility, creativity, law, and technology – as well as a proper introduction to academic writing and a foreign language component that allows students to choose among 10 different languages at a variety of levels.

    It all culminates in a “portfolio seminar”, an integrative exercise where students link two contextual courses from the same focus area with their core studies through an interdisciplinary research question.

    You’ll see that includes elements that scaffold becoming a student at St Gallen – but there’s more to that process. As we’ve seen right across Europe, all new students are divided into groups and accompanied and supported by two students from higher semesters (“tutors”) who share their personal experiences, answer all questions and provide new students with valuable tips throughout the year.

    In the first week, all new students also take part in an interdisciplinary case study (“Fallstudie”) which builds confidence in networked thinking, teamwork, and critical self-reflection – as well as promoting responsibility, cooperation and belonging while building subject-specific and methodological skills, allowing students to practice essential academic success factors in a supportive environment.

    There’s also 60 oversubscribed spots to become an academic development coach for other students, and a mentoring programme that brings together students with-mid-career professionals – offering alumni a chance to give something back.

    In other words, there’s no hidden curriculum here – students are deliberately given the cheat codes.

    Tentpole events

    That all gets students used to seeing other students leading and getting involved. START Summit 2025 is Europe’s largest event dedicated to early-stage startups, attracting over 7,000 attendees including founders, investors, speakers and (aspiring) entrepreneurs, with students engaged in networking, workshops and pitch competitions.

    oikos is a leading sustainability project run by 100 student volunteers managing nine projects, including quality education, health, and social innovation. And HSG Talents is its student run careers festival, featuring the usual stalls as well as company insights, interviews, workshops, and case studies – as well as offshoot projects like company dinners, Mix, Shake, Associate, a a scavenger hunt through the streets of the city to selected restaurants, and a networking event where students create chocolates, sushi, burgers, or tapas and establish meaningful connections.

    Meanwhile St.Gallen Strategy Days is a two-day geopolitical simulation where students and young professionals step into the roles of ministers, CEOs, generals, and activists to tackle a complex global crisis like Middle East conflicts, energy shocks, and shifting alliances, making high-stakes decisions that shape simulated outcomes. And its Children’s University introduces children in the region to socially relevant topics beyond their regular school curriculum.

    Oh, and Get Connected brings together LGBTQIA+ students and professionals, facilitating the intergenerational exchange of experience; SHSG Summer School is a two-week coding bootcamp organized by the SU; Assessment Guide connects experienced students with first-year students, offering practical support for both academic and social integration and guidance on academic writing, exam preparation, and choosing a major; and the SU’s appeal advisory service offers up support from students studying in advanced semesters in law programmes.

    Use your initiatives

    The SU has five so-called “initiatives” – as well as campus media, the Skriptekommission is a student-run non-profit organisation that has been printing scripts and books on behalf of lecturers and selling them to students at fair prices since 1968; Bereich G is the gastronomic initiative that makes the best cappuccinos on campus; and Ressort International facilitates International Student Exchange, especially important since Switzerland was booted out of Erasmus plus a decade or so ago.

    Where in the UK we often see professional staff in universities tussling with (slightly lower paid) professional staff in SUs over who should get the budget to do things for students, this really is a university that appears to want its students to run things, and learn from doing so.

    Probably the best example of that is the fifth “initiative” – the one for student infrastructure. Prior to 2020, various student-run facilities existed (like ad-hoc club rooms or small coworking corners), but they were not centrally managed – so in mid-2020, a newly elected SU leadership team lobbied the university to address the growing demand for student spaces and the desire to get students involved in managing the spaces more professionally. The university’s head of estates sits on its board.

    Its team of students looks after a relaxation room for powernaps, a set of music rooms, a student-run co-working space in the heart of the city, a student-run cultural event facility in the city, a student-run centre for entrepreneurship next to the city’s railway station, and theOFFICE.

    Historically, student societies and projects were scattered in whatever rooms the university could spare, if at all – so the project’s board found a corner of campus, went begging for sponsors and created a clever cluster of temporary office spaces dedicated to associations on campus, and it means they now have a proper “home base” to work from.

    And naturally, so that students can find the time and get recognition for their learning, those running those projects, along with the 140 societies and faculty associations, can accrue up to 14 campus credits (ECTS) towards their final degree.

    Be there or be SQUARE

    A lot of what goes on takes place in the stunning SQUARE – a modular “open grid” structure of stacked glass cubes, promoting transparency, flexibility, and collaboration. Spanning approximately 7,000 square meters, SQUARE offers adaptable spaces for society events, group work, presentations and university events, including rooftop terraces and unique areas like a Japanese-style tea room.

    In the last decade St Gallen saw its fair share of scandals – a postgraduate program was found to be 1.1m francs in debt, there was a professor accused by the Financial Markets Authority of serious failings on one of his boards, another who produced studies that primarily benefited the company where he worked as a consultant, and even one who was remanded in custody for possible fraud in the Audi emissions scandal.

    There was also the rector accused of doctoring share prices, a national plagiarism scandal, and a professor who managed to siphon off 100,000 francs in unauthorized expenses.

    That all led to the creation of a comprehensive HSG Ethics Code and an independent Whistleblowing Office in 2022 – a clear, integrated framework for accountability and ethical conduct across both staff and students that covers everything from academic integrity and workplace conduct to reporting mechanisms and supervisory responsibilities, anti-discrimination requirements, research supervision ethics, and sustainability commitments.

    It’s all backed by universal induction for staff and students, formal regulations and an independent oversight office to prevent the recurrence of past scandals – as well as a dedicated Ombuds Office which aims to promote trust between university members and to solve conflicts in an informal (and very Swiss) way.

    So what might we learn in the UK? It may well be that an already wealthy country is much more likely than others to have its premier Business School top of the tree when it comes to billionaire production.

    But add all that up, and you see how its vision of “impact that has practical relevance” comes to life via real, extensive and tangible opportunities for co-creation across the campus.

    The left of Switzerland’s politics regularly accuses St Gallen of promoting capitalist ideologies and prioritising corporate interests over social equity. But at least it attempts to make sure they get real experience of social responsibility in the process.

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  • Is social media turning our hearts to stone?

    Is social media turning our hearts to stone?

    As global digital participation grows, our ability to connect emotionally may be shifting. Social media has connected people across continents, but it also reshapes how we perceive and respond to others’ emotions, especially among youth. 

    Empathy is the ability to understand and share another’s feelings, helping to build connections and support. It’s about stepping into someone else’s shoes, listening and making them feel understood.

    While platforms like Instagram, TikTok and X offer tools for global connection, they may also be changing the way we experience empathy.

    Social media’s strength lies in its speed and reach. Instant sharing allows users to engage with people from different backgrounds, participate in global conversations and discover social causes. But it also comes with downsides. 

    “People aren’t doing research for themselves,” says Marc Scott, the diversity, equity and community coordinator at the Tatnall School, the private high school that I attend in the U.S. state of Delaware. “They see one thing and take it for fact.”

    Communicating in a two-dimensional world

    That kind of surface-level engagement can harm emotional understanding. The lack of facial expressions, body language and tone — key elements of in-person conversation — makes it harder to gauge emotion online. This often leads to misunderstandings, or worse, emotional detachment.

    In a world where users often post only curated highlights, online personas may appear more polished than real life. “Someone can have a large following,” Scott said. “But that’s just one person. They don’t represent the whole group.” 

    Tijen Pyle teaches advanced placement psychology at the Tatnall School. He pointed out how social media can amplify global polarization. 

    “When you’re in a group with similar ideas, you tend to feel stronger about those opinions,” he said. “Social media algorithms cater your content to your interests and you only see what you agree with.” 

    This selective exposure limits empathy by reducing understanding of differing perspectives. The disconnect can reinforce stereotypes and limit meaningful emotional connection.

    Over exposure to media

    Compounding the problem is “compassion fatigue” — when constant exposure to suffering online dulls our emotional response. Videos of crisis after crisis can overwhelm users, turning tragedy into background noise in an endless scroll.

    A widely cited study published in the journal Psychiatric Science in 2013 examined the effects of exposure to media related to the 9/11 attacks and the Iraq War. The study led by Roxanne Cohen Silver, found that vicariously experienced events, such as watching graphic media images, can lead to collective trauma.

    Yet not all emotional connection is lost. Online spaces have also created powerful support systems — from mental health communities to social justice movements. These spaces offer users a chance to share personal stories, uplift one another and build solidarity across borders. “It depends on how you use it,” Scott said.

    Many experts agree that digital empathy must be cultivated intentionally. According to a 2025 Pew Research Center study, nearly half of U.S. teens believe that social media platforms have a mostly negative effect on people their age, a significant increase from 32% in 2022. This growing concern underscores the complex nature of online interactions, where the potential for connection coexists with the risk of unkindness and emotional detachment. ​

    So how do we preserve empathy in a digital world? It starts with awareness. Engaging critically with content, seeking out diverse viewpoints and taking breaks from the algorithm can help. “Social media can expand your perspectives — but it can also trap you in a single mindset,” Scott said. 

    I initially started thinking about this topic when I was having the same conversations with different people and feeling a sense of ignorance. It wasn’t that they didn’t care — it was like they didn’t know how to care. 

    The way they responded to serious topics felt cold or disconnected, almost like they were watching a video instead of talking to a real person. 

    That made me wonder: has social media changed the way we understand and react to emotions?

    Ultimately, social media isn’t inherently good or bad for empathy. It’s a tool. And like any tool, its impact depends on how we use it. If we use it thoughtfully, we can ensure empathy continues to grow, even in a world dominated by screens.


    Questions to consider:

    1. What is empathy and why is it important?

    2. How can too much time spent on social media dull our emotional response?

    2. How do you know if you have spent too much time on social media? 


     

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  • 2025 Social Media Playbook for Education Marketers

    2025 Social Media Playbook for Education Marketers

    Reading Time: 12 minutes

    The year is 2025, and the influence of a rapidly evolving social media space in shaping education marketing campaigns is as critical as ever. While it has undoubtedly brought up several opportunities for those in the picture, it has also thrown up a few challenges that require the right gears to navigate. The stats are quite interesting: An increasing number of Gen Z users now turn to TikTok and Instagram as search tools, often preferring them over Google for quick information and exploration. This simply means that having a social presence for your school is no longer open to debate, it is an absolute necessity.

    Today’s prospective students spend a lot of time browsing through multiple social media platforms. They make key decisions about their academic future based on what they see on these platforms. This is why an active social media presence is a key part of today’s educational marketing campaigns. However, beyond being active on these platforms, it takes a deliberate and strategic social marketing strategy to curate and create winning margins in this space.

    At Higher Education Marketing Agency, we have several years of experience helping schools navigate the social space, converting interest into enrollment, and producing positive outcomes for many schools. Our personal, tested, and tried social media playbook for education marketers combines insights from leading education marketing experts with real-world examples. This playbook is designed to help your institution not just survive but thrive in today’s digital ecosystem. Read on to find out how.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    The New Social Landscape: Multiple Platforms, Multiple Touchpoints

    With social media evolving and becoming even more powerful, it is no longer a good idea to focus all your school’s attention on one platform. Today’s prospective students split most of their time among different platforms, and that’s why schools must be visible everywhere.

    Prospective students might discover your school through a friend’s TikTok, research your programs on Instagram, watch alumni testimonials on YouTube, and check what parents are saying about you on Facebook, all before visiting your website. Your presence on each of these social media platforms will offer you unique opportunities to engage with different audiences.

    Here’s a brief outline of the roles that different social media trends and platforms can play in your education marketing efforts.

    • Instagram: Great for visual storytelling, event promotions, and engaging reels showing student experiences.
    • TikTok: Ideal for short, fun, and informative content that drives brand awareness among younger audiences.
    • YouTube: The best place to show long-form videos, student testimonials, virtual tours, and other educational content.
    • Facebook: Essential for connecting with parents, alums, and local communities.
    • LinkedIn: Great for professional connections and showing academic credibility, targeting parents and graduate prospects.

    While having a presence across key platforms is essential, mastering the content formats that resonate most, particularly short-form video, has become equally critical.

    Example: John Cabot University offers virtual tours of its campuses, some of which you’ll find via its social media pages, YouTube, and straight off its website.

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    Source: John Cabot University 

    Short-Form Video: The Undisputed Champion

    The influence of short-form video in shaping social media trends is at an all-time high today. Gen Z and Gen Alpha consume information fast, they don’t want to watch traditional ads or sit through long videos all day. Prospective students want to see what life at a school looks like in under 60 seconds.

    A large number of these students now turn to TikTok and its bite-sized videos for everything from study tips to campus tours. This is why things like TikTok and Instagram Reels have become key for student recruitment, school branding, and engagement.

    “Your goal is to freeze the thumb,” as one marketing expert puts it, creating content compelling enough to make someone stop scrolling. For best results, it is crucial to create educational short-form videos along these lines:

    • 1. Day-in-the-life glimpses: A student takes viewers through their campus routine
    • 2. Quick tips/educational snippets: A professor explaining a complex concept in 30 seconds
    • 3. Behind-the-scenes peeks: Showing areas of campus rarely seen on official tours
    • 4. Celebration moments: Capturing authentic reactions during events like graduation or move-in day
    • 5. “Did you know” facts about your institution’s unique features or history

    How can schools use short-form video to attract students? The key to creating winning short-form videos is to go for authenticity. Start by identifying what makes your institution stand out, whether it’s a unique program, a beloved campus tradition, or exceptional career outcomes

    You can then showcase these elements through quick, visually engaging stories highlighting your unique value proposition.

    The Authenticity Advantage: User-Generated Content

    The content created by your existing community is a powerful tool for building trust and driving engagement. User-generated content (UGC) from students, faculty, and alumni offers authentic perspectives as it comes from a real person, hence its effectiveness. Research shows that 84% of consumers trust UGC more than polished advertisements.

    How can we get user-generated content from students? One proven strategy in this line is to allow a student to manage your school’s Instagram Stories for a day, sharing their authentic campus experience. These glimpses into real student life help prospective students envision themselves at your institution in ways that traditional marketing cannot achieve.

    Here are some ways to incorporate UGC in your education marketing efforts:

    • Find your existing ambassadors: Search your school’s hashtags and location tags to find students already creating content about your institution. These natural enthusiasts often make the best collaborators.
    • Create participation opportunities: Develop challenges, contests, or hashtag campaigns encouraging content creation. For example, a “#MyFirstDayAt[YourSchool]” campaign can generate authentic content while welcoming new students.
    • Feature diverse voices: Ensure your UGC represents various perspectives, undergraduate and graduate students, international students, faculty members, alumni at different career stages, and parents.
    • Provide gentle guidance without controlling: When working with student content creators, provide general themes or questions but allow their authentic voice to shine through. Over-scripting defeats the purpose.
    • Amplify and appreciate contributors: Always credit creators when sharing their content and express genuine appreciation. This encourages continued participation while signaling to others that their contributions are valued.

    Example: Harvey Mudd College frequently posts user-generated content of its students on its social media pages, like this one featuring a day-in-the-life of a sophomore engineering student posted on TikTok.

    HEM Image 3HEM Image 3

    Source: HMC

    Social Media as Search Engines: Optimizing for Discoverability

    Today, social media platforms are increasingly taking on the role of search engines for young people. Two-thirds of Gen Z use social platforms to research topics, including potential schools. A teenager is more likely to find your school by watching videos and posts on TikTok or Instagram than by visiting your website or Googling the school. This brings us to Social SEO, a way to optimize your content to be discoverable via social media platform searches.

    What is social SEO, and why is it important? Social SEO is the practice of optimizing your content to be discoverable through social media platform search functions. It’s important because younger audiences now use platforms like TikTok and Instagram as search engines. Optimizing SEO for visibility on these platforms helps schools reach and engage prospective students where they’re already searching.

    Here are some key steps to improve your school’s visibility in social media searches:

    1. Profile optimization: Treat your social profiles like mini homepages. Use clear, keyword-rich descriptions, consistent branding, and up-to-date contact information across all platforms.
    2. Content that answers questions: Create videos and posts that address common queries, such as “What’s the student-faculty ratio at [Your School]?” or “What’s housing like at [Your School]?” These directly match what prospective students search for.
    3. Strategic hashtags and keywords: Research what terms and keywords your target audience uses when searching for educational content. Incorporate these naturally into your posts, captions, and hashtags.
    4. Geo-tagging: Always tag your location in posts. Many users search by location when researching schools in specific areas.
    5. Consistent posting: Regular activity signals relevance to algorithms, improving your visibility in search results.

    It is important to note that these social platforms have different search algorithms; a hashtag strategy that worked on Instagram may need to be adjusted for TikTok or LinkedIn. To make your school more discoverable, explore and learn what best practices apply to each platform and what topics drive current conversations.  

    Example: Randolph-Macon College frequently posts social media content featuring catchy headlines and hashtags, such as the one seen here promoting its athletics team, the Yellow Jackets.

    HEM Image 4HEM Image 4

    Source: Randolph Macon College

    Platform-Specific Strategies That Drive Results

    Although maintaining a presence across multiple social platforms is great, using a tailored approach for each one is even better. Here’s how you can leverage the strengths of major platforms.

    Facebook

    Often dismissed as an “older person” platform, Facebook continues to be key to reaching parents who double as key decision-makers for many prospective students. It is great for community building and event promotion. Here’s how to successfully use Facebook marketing for schools in your social marketing campaigns:

    • Use Facebook Events for open houses, application deadlines, and virtual info sessions
    • Create targeted ad campaigns using Facebook’s detailed demographic filters
    • Establish groups for admitted students or parents to foster community
    • Share longer-form content like student success stories and program highlights

    Instagram

    Instagram is a predominantly visually driven platform favored by people of different age groups. It is great at showcasing campus aesthetics and student experiences.

    • Post high-quality photos showcasing campus beauty and student life
    • Use Stories for day-in-the-life content, quick announcements, and behind-the-scenes glimpses
    • Create highlight collections for key topics (Admissions, Student Life, Athletics)
    • Utilize Reels for short-form video marketing
    • Leverage the Explore page for discovery by new audiences

    TikTok

    TikTok, the fast-growing epicenter of youth engagement and viral content, is important for reaching Gen Z. Some students now select schools based on how the schools will look on TikTok.

    • Create authentic, entertaining content that aligns with platform trends
    • Feature charismatic students or faculty who connect naturally with viewers
    • Participate in challenges relevant to education (with your institutional twist)
    • Use TikTok’s native editing tools and popular sounds to boost algorithm visibility
    • Don’t be afraid of humor and personality. TikTok rewards authenticity over polish

    YouTube

    YouTube for education favors long-form content and resources that can be searched.

    • Create structured playlists organized by topic (Campus Tours, Student Stories, etc.)
    • Produce both longer videos (3-10 minutes) and YouTube Shorts
    • Optimize video titles and descriptions with relevant keywords
    • Use cards and end screens to guide viewers to related content
    • Consider hosting live Q&A sessions during key decision periods

    LinkedIn

    LinkedIn is an underutilized tool that can help shape your education marketing. It is great for engaging parents, graduate prospects, and professionals.

    • Share thought leadership from faculty and administrators
    • Highlight alum success stories and career outcomes
    • Post about research innovations and academic achievements
    • Engage in industry conversations relevant to your programs
    • Encourage faculty and alumni to mention your institution in their profiles

    Example: The University of Connecticut regularly posts news about its recent graduates, alumni, and students on its LinkedIn page. The LinkedIn post below highlights the success of its recent graduates.

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    Source: University of Connecticut

    Making Engagement Fun: The Gamification Advantage

    Education marketing should be serious and informative, but serious does not mean bland and uninspiring. This is where gamification comes in, for fun and engaging learning. With gamification, you incorporate game-like elements and interactive content into your school’s content, effectively turning passive scrolling into active participation. Here are some gamification content and approaches:

    • Instagram Story quizzes about campus facts or traditions
    • TikTok challenges that showcase student creativity
    • Digital scavenger hunts across your website and social platforms
    • “Day in the life” simulation content where viewers “choose their adventure”
    • Trivia contests showcasing interesting institutional facts

    Tapping Cultural Currents: Trends Worth Embracing

    Trends are the main driver of conversations across social media. Connecting your content to a broader cultural conversation can give your school more relevance in the social space. Follow these three trends to place your institution in a position of opportunity.

    • Nostalgia Marketing: For institutions with some history to draw from, using content that brings back some memories of the past can provoke nostalgic feelings and add value to social marketing campaigns. This is nostalgia marketing. For best results, share throwback campus photos, compare “then and now” scenes, or invite alumni to submit memories. This content typically generates high engagement and shares.
    • Values and Social Impact: Today’s students care deeply about the position their schools take on issues of social and environmental relevance. To leverage this situation, highlight your school’s sustainability initiatives, community service programs, or research contributions. Point students to recycling initiatives and green campus programs via your social media videos and blogs.
    • Wellness and Mental Health: Any content that addresses student well-being will resonate strongly with prospects and parents concerned about support systems. This is why you must ensure you share resources from your counseling center and feature student wellness initiatives in your content. Also, create content acknowledging the stresses of academic life and how your institution helps students manage them. A student testimonial about how a mentor or counselor helped them thrive can help humanize your brand, so consider it.

    Example: The University of Illinois runs a mental health and awareness program with a full complement of staff and resources committed to student and staff welfare on campus.

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    Source: University of Illinois

    Be Data-Driven and Adaptive

    Successful social media marketing calls for consistency in learning and adaptation. Platform algorithms are subject to regular changes that affect content visibility and engagement. Here’s what you can do to stay visible and ahead of the curve:. 

    • Monitor metrics to identify which content types perform best
    • A/B test different formats and approaches
    • Stay alert to algorithm changes and platform updates
    • Focus on generating quality engagement (comments, shares)
    • Adopt new platform features early for visibility boosts
    • Use AI tools for social media marketing thoughtfully to enhance (not replace) your creativity

    From Likes to Links: Driving Website Conversions

    Although social engagement is key to positive brand building, it’s not the ultimate goal. That would be converting interest into action, from website visits to inquiries or applications.

    To effectively bridge the gap between interest and action, here are a few tips worth considering:

    • Optimize your social profiles: Link every platform you’re active on to relevant landing pages. Consider using “link in bio” tools that offer multiple destination options (Apply Now, Virtual Tour, Financial Aid, etc.).
    • Strategic calls to action: Not every post needs a CTA, but regularly include invitations to learn more, especially on high-interest content. For example, after sharing a student success story, add something like “Discover how you can follow in Sarah’s footsteps—check out our Business program (link in bio).”
    • Track and analyze traffic sources: Find out which social platforms and specific posts drive the most valuable traffic using resources like UTM parameters. With this information in hand, you can refine your strategy toward what converts.
    • Amplify high-performing content: When a post generates strong engagement organically, extend its reach to similar audiences by allocating an ad budget to it. By putting out content that resonates with your existing community, you can reach prospects who share similar interests and achieve the desired engagement result.
    • Align social and search strategies: While many prospects might discover your school on social media, they often go on to later search your name on Google. This is why you must ensure that your search engine marketing complements your social strategy for a seamless user journey.

    Building Your School’s Social Media Playbook 

    As social media continues to evolve and draw more prospective students, today’s schools have to target it with intentional and strategic content. The most successful education marketers approach social media as conversations with future students, current community members, parents, and alumni.

    The goal of these conversations goes beyond promoting your institution, it involves bringing its unique culture and value to life in ways that traditional marketing can not achieve. This is why schools must develop an effective social media marketing strategy that factors in all the essentials and adds some extras. While at it, remember a few things: authenticity resonates, visual content engages, and genuine connection converts.

    By embracing short-form video, leveraging user-generated content, optimizing for social search, and maintaining a strategic presence across platforms, you create multiple pathways for meaningful connection. Add gamification elements and cultural relevance, and you have a formula for visibility and genuine engagement that drives enrollment outcomes.

    See the full Webinar here:

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    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions

    Question: What is social SEO, and why is it important? 

    Answer: Social SEO is the practice of optimizing your content to be discoverable through social media platform search functions. It’s important because younger audiences now use platforms like TikTok and Instagram as search engines. Optimizing for visibility on these platforms helps schools reach and engage prospective students where they’re already searching.

    Question: How can we get user-generated content from students? 

    Answer: One proven strategy in this line is to allow a student to manage your school’s Instagram Stories for a day, sharing their authentic campus experience. These glimpses into real student life help prospective students envision themselves at your institution in ways that traditional marketing cannot achieve.

    Question: How can schools use short-form video to attract students? 

    Answer: The key to creating winning short-form videos is to go for authenticity. Start by identifying what makes your institution stand out, whether it’s a unique program, a beloved campus tradition, or exceptional career outcomes. 

    You can then showcase these elements through quick, visually engaging stories highlighting your unique value proposition.



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  • Renewing the Social Contract for Higher Education

    Renewing the Social Contract for Higher Education

    Higher education is at a crossroads.

    Most Americans recognize that our nation’s colleges and universities contribute enormously to the nation’s economy and the welfare of its people. For over a century, the sector has been an essential driver of innovation, discovery, job creation and economic mobility.

    There is unambiguous evidence linking postsecondary education to increased lifetime earnings, better health outcomes and greater participation in civic life. Higher education is not only a valuable commodity, it is an American treasure.

    And yet, none of these arguments seem to gain purchase in the American imagination.

    There are myriad reasons for this, many of which came along well before the administration put research universities in the crosshairs. The cost of college has been out of reach for many families for decades. Student debt has soared to excessive levels. Legacy acceptances advantage wealth and bloodlines, making a mockery of “merit-based” admissions. Most problematic, only 60 percent of students who start a degree actually complete one.

    As a result, public confidence in the sector has dropped precipitously over the last decade.

    So, what might be done?

    If colleges and universities are to remain relevant in the 21st century, we need a renewed social contract between institutions of higher education and the American people, focused on student success. Put another way, student outcomes should be at the center of the way we understand an institution’s place in the landscape.

    To these ends, the Carnegie Foundation and the American Council on Education last week announced the new Student Access and Earnings Classification, a unique approach to describing the contributions of postsecondary institutions nationwide.

    Specifically, we will compare similar institutions across the nation, identifying whether they provide access to students in communities they serve, and whether those students go on to successful, wealth-generating careers in the regions in which they live and work. Importantly, the Student Access and Earnings Classification tracks both students who complete their degrees and those who do not, so institutions are accountable for all students, not just those who graduate.

    We have identified 479 Opportunity Colleges and Universities nationwide, places that are engines of the American Dream. They come in all sizes and types, and they can be found in all four corners of the nation. They include institutions long recognized for their contributions to economic mobility—places like Arizona State University, Spelman College, Texas A&M and Xavier University. They also include institutions that receive little fanfare—places like Ball State in Indiana, Texas Southmost College, Utah Valley University, Wheeling University in West Virginia and Blackfeet Community College in Montana.

    Looking forward, the Carnegie Classifications for Institutions of Higher Education—the nation’s gold standard for organizing the postsecondary sector—will determine institutional excellence not simply based on prestige, student selectivity or degrees awarded, but based on how well schools set their students up for success in the real world.

    Whether you are a parent, student, policymaker or institution leader, Opportunity Colleges and Universities warrant recognition, understanding and investment. For if we establish more places like them in the years ahead, and ensure that the postsecondary sector is accountable for student success, we will create more opportunities for everyone. And that, we think, is something most Americans will rally behind.


    If you have any questions or comments about this blog post, please contact us.

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  • Social capital and the degree awarding gap: spaces, places and relationships

    Social capital and the degree awarding gap: spaces, places and relationships

    • Amira Asantewa is Director of Programmes, Grit Breakthrough Programmes
    • Reuel Blair is Lead Diversity Programmes Coordinator at the Centre for Student and Community Engagement, Nottingham Trent University

    Progress on the Black-white degree awarding gap has gone into reverse.  Figures published by Higher Education Student Data (HESA) in autumn 2024 show that in 2022/23 the difference in the percentage of Black students and white students getting a first- or upper-second-class degree went up to 21.4 percentage points (pps) – from 19pps in 2021/22 and 17.6pps in 2020/21.

    Across the sector, institutions are responding. Access and Participation Plans have been signed off.  Work towards achieving Race Equality Charter marks is underway. Faculties and departments are decolonising curricula, diversifying assessment modes, tackling the lack of Black representation in the staff body and the postgraduate community.

    While there are debates about the way the sector analyses and addresses the awarding gap, what we do know is there is, as yet, little to say about what works in UK universities. However, evidence from our work with students of Black Heritage that suggests social capital is key.

    Black leaders

    It was back in 2019 that Nottingham Trent University and Grit Breakthrough Programmes co-designed with students the Black Leadership Programme (BLP) – a mix of community-building activities, mentoring, inspirational speakers and work with both employers and global institutions. Centrepiece workshops are delivered by Grit: breakthrough programmes.

    Six years on and an independent TASO-funded evaluation found strong statistical evidence of impact on final year grades and that these higher grades were likely to have been caused, not by increased academic engagement, but instead by increased motivation, social capital and sense of belonging. 

    This reinforced the findings of the independent evaluation of Grit’s Black Leaders and Students of Colour programme across seven universities, which suggested that students were able to apply skills and confidence from having expanded networks and engagement in new experiences, to their academic lives. And the students tell us what this looks like.

    Spaces for Black students

    Students talk about the importance of access to Black spaces. This space, this community, is a place where Black students are not, as Anike from Liverpool John Moores University puts it, ‘self-censoring to make myself palatable to white people.’ Instead, it is where ‘I can get into the conversations I always wanted to have, feel free to talk about what’s important to me.’

    Research describes how Black-affirming campus spaces are vital for Black student academic success and supporting Black student inclusion and well-being. Kwaku from Nottingham Trent University describes the value of ‘a space where there isn’t the weight of always being different. I want a space to connect with people, people who I can talk to about how I am feeling, what I am going though, and who I know would understand.’

    So social capital is also about belonging. Zelena from Bath Spa University describes wanting ‘to belong to a community of people we can all turn to, to draw strength from, to look up to and connect with.’

    Identity and representation

    It is about identity. Students tell us about the importance of ‘realising the value of my own upbringing, my heritage, my culture… that it is not something to be left behind or discarded… I want to explore and appreciate who I am and what I am.’ As Gemma from the University of Greenwich says, it’s about ‘finally claiming my identity. Becoming proud of being Black.’ University is a time for building a new independent life, figuring out who you really are and how your evolving identity fits in this new space. And there is a strong correlation between identities and deeper approaches to learning.

    It is about representation, both in the messaging about opportunities and in the ability of those delivering them to relate to the racial identity and cultural backgrounds of the students. Or, as Kane from Nottingham Trent University says, ‘it’s about how we have the right to be noticed, feel heard, to see that my voice, my opinion matters.’

    And social capital is also about wanting to make a difference, making a contribution. Afreya from the University of Manchester describes ‘helping other people who are feeling the same as I was. Going out of my way to be visible, showing how anyone just like me, can be successful.’

    Students are very clear about social capital: ‘I made friends from the programme. I’ve joined societies… I’ve been a course rep and a Student Ambassador… I’ve been part of a project supporting young Black learners in schools in the city…’

    They are very clear about its value: ‘It gave me strength… I’ve been relentless in seizing every opportunity available… I work more efficiently… harder and smarter… I feel that the university has an interest in nurturing Black talent and my growth and development.’

    So, alongside all the institutional plans, strategies and initiatives, there also have to be the spaces, places and relationships for Black students to be their full, authentic, very best selves and, just like their white peers, grow the social capital to thrive and succeed in their time at university and beyond.

    On 5th June at Nottingham Trent University, Grit Unleashed will take a deep dive into the university experience for Black students and Students of Colour across the UK in a day co-designed and co-delivered by student participants. For more details email [email protected]

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  • Out of Touch with Social Class Realities

    Out of Touch with Social Class Realities

    Serve Marketing’s Why College Matters
    media campaign stacks the deck in favor of higher education and
    expects consumers to believe the story they tell. The problem with this campaign, and its anonymous funders, is that for many folks, college (and life after college) is problematic at best and oppressive at worst. 

     

    The Higher Education Disconnect: What Survey Results Miss About Americans’ Real Concerns

    The Why College Matters campaign presents data suggesting Americans’ perceptions of higher education can be positively influenced through messaging. However, when
    compared with broader research on Americans’
    attitudes toward higher education, significant disconnects emerge. This
    analysis examines the gaps between the campaign’s focus and the
    well-documented concerns Americans have about today’s college
    experience.

    The Financial Reality Gap: Debt and Affordability Concerns

    The Why College Matters campaign notably avoids addressing one of the most
    pressing issues facing Americans considering higher education: the
    financial burden. This omission creates a fundamental disconnect with
    public sentiment.

    Student Debt as a Life-Altering Burden

    Recent research shows that 70% of middle-income Americans believe
    student loans are impacting their ability to achieve financial
    prosperity5. The
    psychological burden is equally significant, with 54% of student
    borrowers experiencing mental health challenges directly attributed to
    their debt load, including anxiety (56%) and depression (approximately
    33%)8.
    The campaign’s focus on abstract benefits like “growing America’s
    economic prosperity” fails to acknowledge that for many individuals, the
    immediate economic reality is far less promising. Student borrowers
    report delaying major life milestones including starting
    families, purchasing homes, and pursuing careers they’re passionate
    about due to debt constraints8.

    The Middle-Class Squeeze

    While the campaign targets adults without college degrees as a key
    demographic, it misses that middle-class families face particularly
    acute challenges. These families often find themselves in a precarious
    position – too wealthy to qualify for significant need-based
    aid but not wealthy enough to comfortably afford college expenses13. This
    “middle-class squeeze” represents a significant disconnect between survey messaging and lived experience.

    The Employment Reality Disconnect

    Perhaps the most striking omission in the campaign’s framing is the
    reality of post-graduation employment outcomes, which directly
    contradicts the economic benefit messaging.

    Widespread Underemployment

    Research from the Burning Glass Institute reveals a sobering statistic:
    52% of recent four-year college graduates are underemployed a year after
    graduation, holding jobs that don’t require a bachelor’s degree14. Even
    more concerning, 45% still don’t hold college-level jobs a decade after graduation14. This
    creates a fundamental disconnect when the campaign emphasizes workforce development without acknowledging this reality.

    The “First Job Trap”

    The survey frames higher education as broadly beneficial for workforce
    development but fails to address what researchers call the “first job
    trap.” Data shows that 73% of graduates who start their careers in
    below-college-level jobs remain underemployed a decade
    after graduation14. This
    presents a significantly different picture than the campaign’s simplified message about maintaining a skilled workforce.

    Credential Inflation: The Devaluing Degree

    The campaign messaging presumes that increased educational attainment
    inherently produces positive outcomes, without addressing the phenomenon
    of credential inflation that undermines this assumption.

    Degrees as Diminishing Returns

    Credential inflation refers to the declining value of educational
    credentials over time, creating a scenario where jobs that once required
    a high school diploma now demand bachelor’s degrees, and positions that
    required bachelor’s degrees now require master’s
    or doctorates11. This
    creates a paradoxical
    situation where more education is simultaneously more necessary yet
    less valuable – a nuance entirely absent from the campaign narrative.

    Opportunity Costs Unacknowledged

    The campaign frames college primarily through its benefits, without
    acknowledging significant opportunity costs identified in research.
    These include delayed savings, fewer years in the workforce,
    postponement of family formation, and accumulation of debt11. This
    one-sided framing creates a disconnect with the lived experience of many Americans weighing these very real tradeoffs.

    The Growing Generational Divide

    The campaign’s focus on adults aged 35-64 misses a critical demographic:
    younger generations who express the most skepticism about higher
    education’s value.

    Gen Z’s Value Perception Crisis

    Only 39% of Gen Z respondents in one study said advancing their
    education is important to them, and 46% don’t believe college is worth
    the cost15. This
    represents a fundamental shift in attitude that the campaign’s
    methodology doesn’t capture, creating another disconnect between
    messaging and emerging social reality.

    The Civic Disconnection Context

    Research on youth disconnection shows broader trends of civic
    disengagement, with young Americans becoming less connected to community
    institutions generally19. The
    campaign’s framing of higher education as building community connection
    happens against this backdrop of declining civic participation –
    context that provides important nuance missing from the survey design.

    Mental Health Concerns: The Hidden Cost

    Perhaps the most significant omission in the campaign’s messaging is the
    documented mental health impact of the higher education experience,
    particularly related to financial strain.

    Student Debt as Mental Health Crisis

    Research demonstrates clear links between student loan debt and mental
    health challenges. Beyond anxiety and depression, the financial burden
    of education impacts overall wellbeing in ways unacknowledged by the
    campaign messaging816.

    Postponed Lives and Dreams

    The psychological impact of delayed life milestones due to educational
    debt creates stress that extends far beyond graduation. Student
    borrowers report putting their lives on hold – a reality that
    contradicts the campaign’s emphasis on “keeping alive the American
    dream”8.

    Ideological and Cultural Concerns

    The campaign notably avoids addressing concerns about campus culture and
    ideological homogeneity that research shows are significant factors in
    changing attitudes toward higher education.

    Faculty Ideological Imbalance

    Research from Harvard University reveals striking ideological
    homogeneity among faculty, with 37% identifying as “very liberal” and
    just 1% as “conservative”12. This
    imbalance contributes to perceptions of higher education as
    disconnected from the values of many Americans – particularly explaining
    why the campaign struggled to persuade conservative Americans that
    “higher education plays a critical role in maintaining a
    healthy democracy.”

    Conclusion: Bridging the Perception Gap

    The Why College Matters campaign demonstrates that positive messaging can
    improve abstract perceptions of higher education’s value. However, for
    these improved perceptions to translate into meaningful change in
    Americans’ relationship with higher education, campaigns
    must address the substantive concerns documented in research.

    The disconnects identified here – regarding debt, employment outcomes,
    credential inflation, generational attitudes, mental health impacts, and
    ideological concerns – represent real issues that significantly impact
    Americans’ decisions about higher education.
    Any campaign seeking to genuinely improve perceptions of higher
    education’s value must engage with these realities rather than focusing
    solely on abstract benefits.

    Simply improving “feelings” about higher education without addressing
    concrete problems risks further widening the gap between institutional
    messaging and public experience – potentially eroding rather than
    building trust in higher education as an institution.

    Citations:

    1. https://www.americansurveycenter.org/research/disconnected-places-and-spaces/
    2. https://scholarworks.wm.edu/cgi/viewcontent.cgi?article=1876&context=aspubs
    3. https://stevenschwartz.substack.com/p/degree-inflation-undermining-the
    4. https://eab.com/about/newsroom/press/2024-first-year-experience-survey/
    5. https://www.newsweek.com/student-loans-hindering-american-prosperity-survey-1839337
    6. https://www.burningglassinstitute.org/research/underemployment
    7. https://www.insidehighered.com/opinion/blogs/higher-ed-gamma/2024/06/03/colleges-and-universities-new-mandate-rebuild-public-trust
    8. https://thehill.com/changing-america/enrichment/education/3658639-majority-of-student-loan-borrowers-link-mental-health-issues-to-their-debt/
    9. https://measureofamerica.org/youth-disconnection-2024/
    10. https://scholarworks.gsu.edu/cgi/viewcontent.cgi?article=1037&context=aysps_dissertations
    11. https://en.wikipedia.org/wiki/Educational_inflation
    12. https://fee.org/articles/harvard-faculty-survey-reveals-striking-ideological-bias-but-more-balanced-higher-education-options-are-emerging/
    13. https://www.aaup.org/article/college-financing-and-plight-middle-class
    14. https://www.insidehighered.com/news/students/academics/2024/02/22/more-half-recent-four-year-college-grads-underemployed
    15. https://www.businessinsider.com/gen-z-value-of-college-higher-education-student-debt-tuition-2023-12
    16. https://lbcurrent.com/opinions/2024/09/04/debts-dilemma-student-loans-and-its-effects-on-mental-health/
    17. https://www.cssny.org/news/entry/national-poll-economic-hardships-american-middle-class-true-cost-of-living-press-release
    18. https://www.acenet.edu/Documents/Anatomy-of-College-Tuition.pdf
    19. https://www.cis.org.au/publication/degree-inflation-undermining-the-value-of-higher-education/
    20. https://www.insidehighered.com/news/quick-takes/2024/05/14/third-first-year-students-experience-bias-targeting
    21. https://www.rwjf.org/en/about-rwjf/newsroom/2023/10/survey-reveals-areas-of-fragmentation-and-common-ground-in-a-complicated-america.html
    22. https://www.hamiltonproject.org/publication/post/regardless-of-the-cost-college-still-matters/
    23. https://www.richardchambers.com/education-inflation-bad-for-education-bad-for-business/
    24. https://www.aaup.org/article/data-snapshot-whom-does-campus-reform-target-and-what-are-effects
    25. https://www.minneapolisfed.org/article/2007/has-middle-america-stagnated
    26. https://www.reddit.com/r/StudentLoans/comments/lmijoy/why_cant_they_just_lower_tuition/
    27. https://www.reddit.com/r/highereducation/comments/177qjtk/degree_inflation_is_a_huge_problem/
    28. https://www.insidehighered.com/news/institutions/2025/03/06/survey-presidents-point-drivers-declining-public-trust
    29. https://www.pewresearch.org/short-reads/2024/09/18/facts-about-student-loans/
    30. https://stradaeducation.org/wp-content/uploads/2024/02/Talent-Disrupted.pdf
    31. https://thehill.com/opinion/education/4375280-its-clear-colleges-today-lack-moral-clarity/
    32. https://www.apa.org/gradpsych/2013/01/debt
    33. https://center-forward.org/wp-content/uploads/2023/05/39370-Center-Forward-Student-Loans-Survey-Analysis-F04.11.23.pdf
    34. https://www.highereddive.com/news/half-of-graduates-end-up-underemployed-what-does-that-mean-for-colleges/710836/
    35. https://jamesgmartin.center/2019/07/exposing-the-moral-flaws-in-our-higher-education-system/
    36. https://www.freedomdebtrelief.com/learn/loans/how-student-loans-affect-mental-health/
    37. https://educationdata.org/student-loan-debt-by-income-level
    38. https://www.insidehighered.com/news/students/careers/2024/07/01/how-concerning-underemployment-graduates
    39. https://www.thefire.org/facultyreport
    40. https://www.ellucian.com/news/national-survey-reveals-59-college-students-considered-dropping-out-due-financial-stress

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  • Storytelling and arts education can drive social change

    Storytelling and arts education can drive social change

    Netflix drama Adolescence has ignited two vital national conversations.

    The rise of online misogyny among radicalised young men has seen Keir Starmer weighing in on the issue.

    There’s also been a debate surrounding disenfranchisement among boys and young men in primary, secondary and tertiary education.

    The latter has long been on the radar of policymakers, academics, and researchers. HEPI recently linked boys’ educational underattainment to a “veering towards the political extremes,” while discussions around figures like Andrew Tate have kept the former on Parliament’s agenda.

    Yet both issues remained on the margins until Adolescence – written, produced, and starring Rose Bruford College alum Stephen Graham – catalysed real-world conversations and moved us toward legislative action.

    Despite press, and policy, and parliament, the issue broke through because of storytelling.

    Power of creative arts

    Much like the Post Office scandal – exposed by Private Eye but only widely acknowledged after Mr Bates vs The Post Office (co-produced by another Rose Bruford alumus, Sara Huxley) – Adolescence shows how creative arts can achieve what policy papers often cannot: capturing public attention and driving cultural change.

    It highlights a key truth in fostering social change – the arts play a vital role.

    As a membership body representing nearly 40 per cent of creative arts students, we’re concerned by the continued perception of creative degrees as niche or non-essential – leading to disproportionate funding cuts compared to STEM.

    In reality, our graduates shape public discourse on identity, gender, and social responsibility, shifting public discourse, and ultimately contributing to public policy.

    At the same time as a devaluation of creative degrees, there’s another issue hiding in plain sight – working-class boys are falling behind in education.

    HEPI has produced compelling reports on this subject, outlining the growing gender attainment gap, particularly for boys from disadvantaged backgrounds and neurodivergent boys (although we note that some of this may be down to underdiagnosis in girls).

    Concerns in the report also raised that boys are less likely to be steered toward specific disciplines (while girls have been encouraged into STEM) and that traditional educational structures serve girls better.

    Although the authors should avoid biologically deterministic assumptions around how people learn and bear in mind that gendered socialisation probably plays a large part here – regardless of how behaviour and engagement is socially or otherwise fostered, the data shows its material impact – boys academically underperform compared to girls at every age, in almost every subject.

    Class acts

    But it is essential to be clear – the issue is not boys in general, but working class boys who are most at risk of falling behind. Discussions that flatten this into a gender-only concern risk obscuring the real and compounding impact of class-based disadvantage on educational engagement and attainment.

    This issue receives little attention in practice. A rudimentary and quick scan of Access and Participation Plans (APPs) revealed a striking omission: boys are rarely, if ever, mentioned as a specific target group.

    Even when John Blake outlined the significant scale to equality of opportunity faced by “boys from working-class communities” back in 2022, it was primarily in comparison to smaller groups who experience more intense forms of disadvantage, rather than recognising the issue of working-class boys attainment as a standalone concern.

    GuildHE Institutions like Rambert School, Northern School of Contemporary Dance and AUB are already doing vital outreach work to bring boys into the subject spaces they are underrepresented in. But again, this work often happens in isolation, without the policy recognition or funding it truly deserves.

    That’s a mistake. For many boys, especially those disengaged from traditional academic pathways, creative disciplines provide an essential space to connect, reflect, and grow. Dance, drama, music, and film help young men process difficult emotions and identities constructively.

    As our recent written submission to parliament outlined, the dance training boys took part in at Rambert School helped them in areas of life such as creative thinking, managing anger and ADHD symptoms. Arts University Bournemouth runs Being a Boy which provides a supportive space for young men to creatively and safely engage with the role of masculinity in their lives.

    Add in Prof Becky Francis’s review of the school curriculum – which argues it’s failing students outside the A-levels-to-university pipeline, disproportionately boys – and her call to value arts subjects, and we see an emerging case for education that better accounts for how many boys have been socialised to learn and engage.

    This is where creative education comes in. The arts are not just about performance or aesthetic appreciation – they are powerful tools for expression, empathy, and exploration, and a possible way to engage boys who are disenfranchised at an estimated cohort size of half a million from higher education

    While the HEPI report calls for a push to get more men into teaching, care roles, and nursing, we believe in the individual and societal benefits of encouraging boys – particularly working-class boys – into, and their contribution to, the arts.

    Some of this work is already being done by our alumnus – Stephen Graham discovered Owen Cooper, who plays Jamie Miller in Adolescence, who Cooper describes as “a normal working-class family from a normal council estate”. But there needs to be a concerted policy effort.

    That means:

    • Valuing arts and creative degrees as critical to both gendered social progress and supporting widening participation in HE for boys
    • Including boys as a key demographic in widening participation strategies in HE.
    • Supporting cross-sector collaboration between educators, policymakers, creatives, and communities to tackle today’s issues and truly value the impact creative degrees make on individuals and society.

    The success of Adolescence in sparking national debate is a wake-up call. If we want to tackle misogyny, and we must remember that Adolescence was fundamentally about violence against women and girls, as well as male disengagement in education, we need to invest in the places where empathy and identity are formed – and value how these are explored and communicated to wider society.

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  • DHS Formalizes Policy Screening Noncitizens’ Social Media

    DHS Formalizes Policy Screening Noncitizens’ Social Media

    The Department of Homeland Security is formalizing a policy to search the social media accounts of all foreign applicants for U.S. visas or other benefits, according to a memo issued Wednesday morning. 

    U.S. Citizenship and Immigration Services will collect applicants’ social media handles and scour their accounts for any “antisemitic activity.” Social media content “endorsing, espousing or promoting antisemitic terrorism, antisemitic terrorist organizations, or other antisemitic terrorist activity” is now “grounds for denying immigration benefit requests.”

    “This will immediately affect aliens applying for permanent resident status, foreign students and aliens affiliated with educational institutions linked to antisemitic activity,” the memo continued. 

    Secretary of State Marco Rubio proposed the policy last month, drawing criticism from free speech advocates. Others objected to the broad scope of the proposal, which included not just visa applicants but also current residents and green card holders. The new policy is just as broad.

    The news comes after weeks of escalating attacks on international students, many of whom have had their visas and legal resident status revoked for pro-Palestinian speech under an obscure legal clause that allows the secretary of state to determine if a visa holder is a “foreign policy threat.” An Axios report found that the State Department was already using artificial intelligence to scan student visa holders’ social media accounts looking for the allegedly antisemitic speech referenced in the new memo. 

    Many more students have had their visas revoked over minor criminal infractions; others have no clear understanding why their status was terminated. 

    An Inside Higher Ed analysis found that nearly 450 students have had their visas revoked as of Wednesday afternoon. Follow along with our interactive map and tracker

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