Have you updated the recruiting proposition your college is making to prospective students as other options become available and enrollment continues to drop?
There are an estimated one million fewer students on campus than before the pandemic, and the latest figures show another decline. An ever-widening range of competing interests for the attention of prospective students is increasing the pressure on institutions to fill their classrooms and halls of residence, say 2022. National survey of potential students by Hanover Research.
“Prospective students are savvy consumers, and the factors influencing their choice of postsecondary education have become more diverse,” says Amir Rasool, senior managing director of Hanover Research. “Facing economic uncertainty and concerns about job prospects after graduation, students expect value in their education and a strong return on investment.”
High school degrees remain high on students’ wish lists, but a substantial number of high school graduates say they don’t feel ready to start college. Meanwhile, the five most popular fields of study among prospective students are art, psychology, health and exercise science, business and music, according to the survey. (The last five are philosophy and religion studies, anthropology, communication studies, physics and political science).
Here’s what Hannover’s research says about how the wants and needs of future students are changing in five main areas of higher education:
1. Interests of the degree and the program:
What the students want: Most still intend to earn a bachelor’s degree, but more than 40% will seek an associate’s degree. About one-third are interested in earning more than one degree, a certificate, no degree, or attending part-time.
What should schools do?: Institutions must thoroughly understand the paths students will take to earn a degree or certificate, and how the pandemic will continue to shape career trends.
2. Learning preferences
What the students want: 50% of prospective students prefer face-to-face courses, but more than a third are interested in hybrid classes and less than 20% said they want to attend entirely online.
What should schools do?: Administrators must consider alternatives to the traditional weekday schedule to recruit the growing number of potential students who want more flexibility. Colleges with a vibrant urban setting or suburban amenities should market these advantages, while rural institutions can promote their strong local communities.
3. Driving factors of the decision
What the students want: Nine in 10 students say cost is very or extremely important to whether and where they will go to college, and price is the biggest concern for first-generation students. Career earning potential is another important part of the decision.
What should schools do?: Administrators should prioritize transparency around billing and financial aid while demonstrating how their programs will enable students to achieve long-term personal and career goals.
More from the UB: How can you be sure that students without an SAT score will succeed at your college?
4. University Preparation and Orientation
What the students want: Only 38% of prospective students say they are very or very prepared for university courses, while a third worry they lack the right life and communication skills. More than half worry about balancing school work with non-academic responsibilities. In terms of recruitment, orientation events focused on visits and social activities (53%) are the most influential.
What should schools do?: Colleges and universities must identify “readiness gaps” that disadvantage some applicants while further personalizing orientation activities. Inclusive messaging, strong support services, and strong first-year guidance and programming ensure students will get the support they need.
5. Communication preferences
What the students want: Websites and search engines are the main sources of information when students search for colleges. Instagram is their preferred social media platform to interact with institutions.
What should schools do?: Institutions must maintain vibrant websites and emphasize search engine optimization. They should also share visual posts on social media and send personalized emails to students.
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