What Future Students Really Want

It was great to be on The Ambassador Platform webinar a couple of weeks ago, 'The Real Deal on What Prospective Students Want', talking through their new insights report, a survey of 4,000 prospective students (predominantly international prospects), as well as staff, on the decision-making processes and journeys into higher education. Big thanks to Madalina M. The Access Platform for inviting me and Kyle Campbell who also joined us on the panel, as ever bringing a wealth of higher ed examples and insight with him!

For any other marketing and communications specialists working in higher education, there were some key trends, some expected, others less so, that were particularly useful. You can find the full report here

1. Emphasise Authentic Peer-to-Peer Connections

One of the standout findings from the survey is the overwhelming importance of peer-to-peer connections. Prospective students place a high value on authentic interactions with current students. Institutions that facilitate these connections are more likely to attract and retain interest.

This year, more than ever, students are driven by affordability and potential "return on investment" in terms of career opportunities and successful employment outcomes. Showcasing real student experiences through testimonials, interviews, and student-generated content can significantly influence their decisions.

We talked about utilising more LinkedIn content from existing students, a platform that the report also indicated is growing in popularity among a student base. Building social-first journeys with lighter touch points across TikTok and Instagram with longer-form podcasts, testimonials/stories available as students delve deeper into their university and course research, reflects the news media habits I referenced which were found in my recent research ‘Gen Z news media habits in the UK’ supported by the CIPR (you can find that here ).

2. Focus on Career Outcomes

Future students are primarily concerned with the financial implications of their education choices. They want to know if they can afford their studies, if their chosen courses lead to good career prospects, and if there are opportunities to earn money while studying. These factors often outweigh the specifics of the courses or the institutions themselves. Marketing efforts should, therefore, highlight the career support services, success stories of alumni, and potential job placements that your institution offers.

If you have international students who have part time jobs, work as ambassadors for your university, and earn a little extra money alongside their study, these stories are of value, alongside any other work experience, placements, skills development examples. Ultimately what extra financial and skills offer can students get while they study that will help them in their longer term career prospects, as well as (for many) manage existing financial pressures. ?

3. Leverage Digital Tools With Traditional Methods

There is a notable difference between what university staff believe is important and what students value when it comes to the decision making process and engagement opportunities. The report found that staff often prioritise traditional in-person activities like open days and campus tours, prospective international students preferred digital tools and content. In part, this may come down to timing and feasibility – some students may not be able to visit overseas campuses and will therefore really lean on digital content to support their decision-making.

Short-form videos, student testimonials, and virtual tours can all complement any in-person activities and on the panel we discussed how these can better link together rather than being an either/or offer.

4. Timing of Connections Matters

Prospective students value connections with other students at different stages of their journey. Interestingly, there has been a shift towards wanting these connections earlier in the research process, particularly among international students. Ensuring that prospective students can connect with both current and fellow prospective students at the right times can enhance their overall experience and decision-making process.

5. Diversity and Inclusion Are Key

Diversity and inclusion have become increasingly important to prospective students, with 20% listing it as a top priority compared to only 10% of university staff recognizing its importance. This highlights a crucial area where institutions can align their values and messaging with what students are looking for. Showcasing diverse student experiences and inclusive campus environments can make a significant impact.

This is part of a wider theme of youth audiences wanting the brands and organisations they connect with, invest in and support, to reflect their own values.

6. Utilise Multiple Content Types

Different types of content resonate with prospective students at various stages of their recruitment journey. While short-form videos and student-generated content are effective, interviews with academics and student testimonials are also highly valued. Again, a reminder that one-size does not fit all and that students will want different content as they progress through their own journeys. Institutions should diversify their content strategy to include a mix of these formats, ensuring that they are accessible across multiple platforms.

On the panel we discussed examples of how you could do this as tasters for courses, providing taster webinars and talks to provide a richer depth of content for those students wanting to dig into the course they are interested in. We also talked about how you could best repurpose content from open days and campus tours, filming content or recording audio from talks which could then be repurposed and added to content channels, in particular for students who aren’t able to travel internationally for open days.

Thanks to those who came along for the webinar and asking some great questions. ?

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