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Articles: Recruitment

Karine Joly says SnapChat may be a useful recruiting tool for colleges and universities.

You’ve tamed Twitter, made inroads with Instagram and finessed Facebook.

Now you can take a break from keeping up with the social networking habits of college students, right?

Think again.

While a few colleges are still trying to grasp the intricacies of the top social platforms, early adopters have been exploring other platforms for communications and marketing.

Among the many hopefuls, SnapChat has started to get real traction on college campuses.

Higher ed leaders expect modest enrollment increases in the coming year. (Click to enlarge graphic)

From declining numbers of traditional-age high school graduates and changing student demographics, to the overall concern among consumers about the value of a higher education, anxiety will haunt enrollment administrators moving forward.

Billboards promoting the Meredith College "Going Strong" brand can be spotted throughout the Raleigh, N.C., area and beyond.

When you think “rebranding campaign,” it most likely conjures up images of marketing and communications officers meeting with the school president and board of trustees to toil over logo colors, mascots and slogans. In reality, it’s a much more complex process, involving the entire school community.

Increasing enrollment is a priority for many institutions. The race is on to create a marketplace distinction in order to attract new students and to retain current students. As if this challenge weren’t enough, colleges and universities are faced with rising costs, reduced endowments and smaller budgets. As campus leaders look for ways to leverage their resources and still accomplish their enrollment and growth goals, one viable strategy is to recognize the role that physical facilities have on student attraction and retention.

Resource constraints and other challenges are preventing some historically black colleges and universities from internationalizing their campuses as extensively as other institutions of higher education.

That’s a major finding of the Creating Global Citizens initiative, which for three years studied seven HBCUs that worked with the American Council on Education’s Inclusive Excellence Group and the Center for Internationalization and Global Engagement.

At Northern Arizona University, a convocation is held for international students. NAU's International Student and Scholar Services department offers a range of orientation programs.

Recruiting students from outside the U.S. can have big pay-offs when interest in this group is at an all-time high. A recent report shows enrollment of international students at U.S. colleges and universities increased by seven percent to a record high of 819,644 students in the 2012-13 academic year.

International students’ spending in all 50 states contributed approximately $24 billion to the U.S. economy. (Click to enlarge)

A growing number of international students are choosing to study for the first time in the United States.

The rate of increase dipped during the global recession but is rising again.

The infographic to the right show what the increases look like, each referring to an increase over the prior year.

While the vast majority of international students adhere to high-quality practices when applying to U.S. higher education institutions, there is a real issue of those who don’t – and who take steps to game whatever systems are in place to gain access to an institution, misrepresenting themselves along the way.

Immersion in a long-distance tour is easy when videos are turned into 360-degree experiences through the OculusRift headset.

Admissions officers: Would more students enroll if you could bring your campus and its top-flight learning spaces along on recruiting trips?

That technology—powered by YouVisit.com’s online campus tours and a virtual reality headset called the OculusRift—is just over the horizon, now being tested by a small group of institutions.

There’s value in treating noncredit courses as more than just an add-on to degree programs.

Georgetown University officials had a bit of an epiphany recently about the impact of their noncredit courses. While the offerings had been around since the 1990s, administrators hadn’t realized the big benefits they could bring to the institution.

A survey covering 21 social networks found colleges and universities use only four to recruit.

Facebook, Twitter, YouTube and Instagram continue to be the most widely used online recruitment mediums for higher ed marketers, who may want to consider delving into other platforms now popular among high school seniors.

Fewer and fewer institutions are meeting students’ financial need. Per The College Board’s “Trends in College Pricing 2013,” the average net tuition and fee price for students attending four-year public institutions increased by an estimated $1,180 (in 2013 dollars) between 2009-10 and 2013-14.

An official University of Kentucky hashtag, #seeblue grew out of a student recruitment campaign tagline launched in 2006.

Jacqueline Gregory is director of enrollment management marketing for RuffaloCODY.

These days, institutions can’t say they fully “control” their recruitment and enrollment process—but they can adjust to how prospective students and their families are navigating it.

In the epic Hunger Games trilogy, Katniss learns that to survive, it is not enough to know where to be—it is just as important to know where not to be. For higher education, this means knowing what programs to curtail, and what markets to stay out of.

Many institutions need to reduce their reliance on the 18- to 22-year-old domestic student population, and focus instead on adult learners and international student populations as the traditional age U.S. student demographic shrinks.

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