Key elements of an effective strategy and the most common mistakes.
Let’s do a short exercise that will help you understand the immense importance of having the right communication strategy for universities when attracting the best candidates for studies. I will create two hypothetical situations concerning two universities that are conducting recruitment and trying to attract the best students.
Let’s assume we have two universities: University A and University B. They offer similar study programs, operate in the same region, and target the same groups — mainly high school graduates and senior students. However, what sets them apart is their approach to communication.
Situation 1: University A – Effective Strategy
Objective: Attract the best candidates for studies and encourage them to apply.
What do I do?
I create an attractive offer: “Get a chance to win a full scholarship! Sign up for our newsletter to learn more about our top programs and university events.”
I build a simple landing page where users only need to provide their email to access materials on scholarship programs and open days.
I engage future students through social media: I share posts about student achievements, campus life, and event highlights.
I send reminder emails, such as: “Thank you for subscribing to our newsletter! See how you can get into your dream studies.”
I organize online meetings with lecturers and students to answer questions and clarify doubts.
Results?
Candidates are eager to provide their information because they see real value in the offer — the opportunity for a scholarship and access to study information.
Many of them regularly visit the website and engage on social media because they feel the university is investing in their future.
After the recruitment period ends, many candidates decide to apply because they feel a strong connection to the university and its values.
Why does it work? Effective communication builds trust and engagement. University A provides valuable information, involves candidates in dialogue, and tailors its communication to their needs and expectations. Participating in events like online meetings or scholarship programs fosters a sense that the university cares about its future students.
Situation 2 University B – Communication Mistakes
Goal: Attract candidates for studies.
What do I do?
I offer an unattractive benefit: “Sign up for our newsletter to receive information about available programs.”
I create a complicated registration form where users need to provide full personal details and marketing consents.
I send dry emails like: “Thank you for signing up. See what we offer.”
I post unengaging content on social media, for example: “We encourage you to apply for studies. We have great lecturers.”
Results?
Candidates are reluctant to share their information because the offer provides no real value, and the form is too complicated.
Only a few candidates engage with further communication because they are not inspired and don’t see the benefit of applying.
After the campaign ends, very few people open the emails because they offer no additional value and don’t engage the recipients.
Why doesn’t it work? The lack of an attractive offer, complicated registration process, and uninspiring content make candidates feel unmotivated to interact further with the university. The communication is impersonal and doesn’t build a relationship with potential students.
It’s the strategy that matters, not just the educational offer!
In both cases, we are dealing with the same study programs and similar recruitment conditions. The difference lies in how the universities communicate with potential candidates. An effective communication strategy makes prospective students more engaged, more likely to share their contact details, and more inclined to return regularly for more information.
On the other hand, a poor communication strategy will not attract the best candidates, even if the educational offer itself is attractive. What matters most is that the communication is valuable, engaging, and responds to the real needs of the candidates.
Remember, effective communication is not only about convincing people to apply for studies but also about building trust and connections with future students.