In today’s world, social media rules. Most people these days gather the bulk of their information through social media and networking channels. Social media and networking sites have become a crucial tool for finding jobs, relationships, hotels, destinations for travel, reviews of businesses, and pathways to education.
Educators at all levels have embraced the use of technology both in and out of the classroom, and some have discovered that social media can be a valuable tool for recruiting students and driving enrollment for their programs and institutions.
According to a study published by Sprout Central, “Two-thirds of high school students say that social media conversations influence their decision on where to enroll in college” This means that colleges can use social media to teach interested students about their schools, providing them with information about campuses and programs that can be crucial in their decision-making process. According to this study there are four simple tips educators can use to enhance student recruitment through social media:
The Pew Research Center states that 73 percent of Americans who are 12-17 years old are using social networking sites every single day, spending up to 9 hours daily on these sites. Since many students begin thinking about what universities to apply to as early as their freshman year and then apply during their senior year, they can become well-versed over these four years in the programs and colleges that catch their interest. Many of them share this information with friends and classmates, creating exponential exposure among interested parties. Pew adds that, “From the admissions perspective there is a known power that comes when students begin to recruit one another-viral marketing.”
Credo Higher Ed elaborates about how to implement a successful recruitment strategy via social media, asserting that “The key is to match the student recruitment goals with social media.” Here are some tips from Credo for enhancing student recruitment:
According to the 2018 Global Higher Education Digital Marketing & Web Survey, higher ed recruiting professionals state that Facebook and Instagram are the top social media tools used for recruitment. In 2016 a study showed that 62 percent of those surveyed said that Facebook was the top platform for student engagement.
Higher Ed Jobs states how staff at universities like Texas A&M have specific accounts to connect with prospective students. Nick Wilson, the social media coordinator at Texas A&M states, “At Texas A&M, we have @aggiebound, a Twitter and Instagram account specifically dedicated to prospective students. They share pertinent information about applications, housing, financial aid, etc., as well as carry on informal discussions about what life is like at Texas A&M. With a separate account, @aggiebound can be more focused on customer service and helping prospective students through finding their way to Texas A&M.”
In the article Why More Colleges Are Using Social Media to Recruit Students, Higher Ed Jobs records that In addition to Texas A&M, the University of Michigan also uses Snapchat, another social media tool to engage with prospective students. Nikki Sunstrum, the director of social media at the University of Michigan, explains how their university uses Snapchat to share timely information with students, parents, alumni, and prospective students.
“We have nearly 30 community geofilters to engage students across campus and regularly create other custom filters to showcase specific events. This immediate sharing of events and happenings on campus increases prospective student engagement in new and more efficient ways,” says Sunstrum.
Here are some tips from the Pew Research Center on making different channels of social media stronger to drive student enrollment for your university:
Following these tips can help universities tap into the vast potential of social media to inform prospective students’ decisions about where to apply to college. Indeed, in today’s complex and sometimes baffling world of mass communication, skillful use of social media has become a necessity in helping institutions recruit students whose skills and interests match their institutional goals.