Making the Case for Higher Education

As the current environment has transformed learning from what we knew previously, thoughts and attitudes around higher education have shifted as well. According to the National Student Clearinghouse Research Center , college enrollment dropped by 3.5 percent this year. That is the worst single-year decline since 2011.

Although the past year ushered in many twists and turns, some colleges experienced an increase in applications for reasons such as test-optional policies to accommodate students unable to take the SAT or ACT. Along with this new dynamic came a challenge: with a greater pool of applicants, there is more competition for spots once considered “safe.”

At the same time, interest grew in alternatives such as gap years, military service, apprenticeships and more. The question of “is college worth it” is echoing louder.

We know the answer is a resounding yes! While there are a host of reasons, many of them in measures of quality of life, the most often cited is higher earning potential. Although estimates vary, a College Board report shows that those with a bachelor’s degree will, on average, earn about $400,000 more in their lifetimes compared to those with a high school diploma.

Still, the current environment raises the question on how can institutions effectively appeal the value of a quality college education to prospective students who are on the fence?

While students should make higher education decisions based on their individual circumstances, it’s never too early or too late to encourage students to consider their options. For institutions working to reach undecided students, here are three practical steps to consider: ?

• Use Alumni Networks: Graduates of universities can serve as passionate advocates because they have first-hand knowledge in the quality of the institution, the range of programs and the school’s overall student experience. Prospective students are often more willing to listen to what they hear from others who have been in their place, rather than an often faceless institution.
• Highlight success stories: In today’s environment, alumni success stories can be quite effective. With their own unique story, alums can talk persuasively to prospective students about the value of higher education and the attraction of a particular university. Since employability is a front-facing issue, sharing success stories adds credibility as well as human interest to your recruiting efforts.
• Highlight current student achievements: Universities have several tools at their disposal to shine a spotlight on the good things students are doing in and out of the classroom. These highlights give prospective students a glimpse of campus life and the opportunities available to help them reach their hopes and dreams.

With job security threatened and plenty of time to consider options, individuals from all demographics are thinking about continued education in new ways. By implementing these and other strategies, colleges and universities can better identify gaps in their marketing and build a foundation of successful recruitment for the future.