Modern Recruitment Strategies for High School Students

Are you treating your student recruits with the same care as top brands treat potential customers?

Universities across the nation are increasingly turning to corporate marketers to engage their recruits with a compelling message that effectively communicates the school's passion, mission, and capabilities.

In today's rapidly evolving landscape, consumers are changing how they shop and make decisions. Traditional marketing tactics, which relied on interruption and subliminal persuasion, are losing their effectiveness, especially with the younger generations who are savvy to such techniques.

1. Moving Beyond Interruption

Corporate marketers now recognize that consumers conduct extensive research before making informed decisions. Prospective students, too, scrutinize schools through peer testimonials, reviews, and price comparisons on their mobile devices. They no longer respond to interruptive techniques like direct mail or irrelevant advertising.

According to the 2023 E-Expectations Report, 88 percent of college-bound high school juniors and seniors were influenced by a college's website, while 78 percent used social media in their college planning. Traditional outreach methods like phone calls or print media are losing ground.

Schools that fail to adapt to these marketing trends risk falling behind in recruitment and branding efforts.

2. Demonstrating Value and Building Advocates

Modern marketing prioritizes addressing consumer needs over promoting company goals. Similarly, admissions officers should focus on meeting students' needs and desires rather than simply broadcasting the university's message.

Institutions that leverage inbound marketing and updated branding tactics can achieve greater impact at lower costs. By effectively showcasing value, they can not only convert recruits into registered students but also cultivate lifelong advocates for their brand.

3. Embracing a Modern Marketing Approach

Effective recruitment and university branding should begin by answering "why" before delving into "how" or "what."

• Why is your school unique, and why does it exist? Similar to how Apple emphasizes innovation and beauty before product specifics, this approach sets your institution apart.
• What do you offer, and what benefits do students derive? By prioritizing the "why," you differentiate your institution and avoid sounding generic.
• How do you deliver on your promises? Provide clear logistics and details about registration, coursework, financial aid, and other processes to guide students through the funnel effectively.

In Conclusion

College admissions officers aim to attract the best students within budget and time constraints. If you've been dissatisfied with your institution's recruitment approach, it's time to reconsider. Incorporating elements of "Modern Marketing" can enhance prospective student engagement and improve conversion rates, leading to better prospects-to-admissions ratios.