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In a world where technology and communication preference evolve at high speeds, it’s natural that the current generation of post-secondary student prospects has undergone a profound transformation. With their fingertips constantly connected to their devices, these digital natives are redefining the rules of engagement for admissions professionals. As admissions processes shift towards a more personalized and technology-driven approach, it becomes critical to understand and embrace the unique characteristics and preferences of these evolving prospects. The following are five tips for admissions professionals based on an exploration of the modern student prospects and their changing expectations and communication styles.
Digital natives
Today’s students are often referred to as digital natives because they have grown up with technology and are entirely fluent in using it. They are adept at navigating various digital platforms and expect institutions to provide online resources and information.
Engagement Strategy 1: Admissions professionals should create an online experience ensuring that their institution’s website is user-friendly, informative, and visually appealing. Offering virtual tours, interactive maps, and student testimonials can help prospects envision themselves as part of the experience the institution offers.
Personalized communication
Prospective students appreciate personalized communication that acknowledges their individual needs and interests. They expect institutions to tailor their messaging based on their specific requirements rather than adopting a one-size-fits-all approach. And, they are looking for information fast!
Engagement Strategy 2: Admissions professionals should leverage personal information collected throughout the admissions process and stored in an institution’s CRM. Utilizing systems that can personalize emails and text messages to address each student’s interests and providing prompt responses to inquiries while maintaining a personalized touch throughout the admissions process, can enhance engagement. And, while there is no complete substitute for real human interaction, AI chatbots are being used by institutions to provide instant answers to questions in an environment where response time can critical.
Visual and interactive content
Traditional brochures and pamphlets are no longer as effective in capturing the attention of modern students. They prefer visually engaging content, such as videos, infographics, and interactive presentations, that can provide a more immersive and interactive experience.
Engagement Strategy 3: Incorporating video messaging and interactive content in marketing materials can help admissions professionals engage with modern student prospects. Sharing stories and showcasing the institution’s culture, campus life, and academic opportunities through visually appealing media can create a strong emotional connection and increase the likelihood of enrollment.
Social Media Presence
Students spend a significant amount of time on various social media platforms. They seek authentic and relatable content that reflects the values and atmosphere of the institution. Keeping up with the latest social trends, institutions can better connect with the modern student prospect. And don’t forget compliance, especially with two-way, casual interactions such as those in social media channels.
Engagement Strategy 4: Admissions professionals should be actively engaged in their institution’s social media on popular platforms such as TikTok, Instagram, Facebook and others as they develop and quickly evolve. As schools continue to gravitate towards visually driven content, building a strategy around video is critical. For example, Instagram reels and bite sized TikTok video content can help institutions build a stronger sense of community. Institutions should enter into social media with internal social media policies in place, making sure policies reflect a strict adherence to compliance in education communications, avoiding perhaps inaccurate and/or non-compliant statements by representatives.
Mobile accessibility
With a smartphone in the hands of every student prospect, they expect institutions to provide information and resources that are easily accessible on mobile devices. Mobile-friendly websites and applications are crucial for capturing the attention of modern student prospects.
Engagement Strategy 5: Admissions professionals should ensure that their institution’s website and online resources are optimized for mobile devices. Additionally, providing mobile apps or SMS notifications for important updates, deadlines, and personalized information can help maintain engagement throughout the admissions process.
We are operating in a dynamic and competitive environment. These tips are just a start, so remember, Advance 360 Education is here to help.
