Put your Recruitment Eggs in the Basket-of-High-Returns
By: Laura Sheehan
How Higher Education Websites Can (& Should) Provide Great Enrollment Yield
More is expected of enrollment management professionals these days than is realistic. Not only are we supposed to be experts in traditional recruitment, but we also need to be skilled digital marketers — a field we all know requires constant vigilance, evolvement and expertise.
But what if we didn’t have to do everything? (We don’t). What if the very students we are seeking to recruit told us how best to reach them? (They did). And what if what they said can actually make our work easier and more effective? (It does)!
If you want the greatest return on your recruitment efforts, focus on your institutional website. Recent studies by Ruffalo Noel Levitz and Chegg polled students on their college search process. In both cases, the strongest marketing and recruitment vehicles proved to be (you guessed it) an institution’s website. Of interest:
- 80% of high school seniors cite a school’s website is the most influential resource in their college search
- 78% say it affects their perception of an institution
- More than 80% research a college via its website before they decide to apply (or not)
- 69% expect a website to be “very to extremely useful” in the search process
So, now that we know it matters (more than any other recruitment tool), how do we maximize a website’s recruitment capability? It its simplest form, success comes from putting the user first, from making sure your website delivers what prospects are looking for — easily and without clutter. And that comes from:
- Strategic architecture & navigation
- Lean & motivating text (SEO friendly, of course)
- Simple conversion opportunities throughout
- A compelling design that supports all of the above
- And yes, it better be responsive
As outlined in “How One University’s Website Became Its #1 Recruitment Tool,” a strategic website can yield a large percentage of your students (37% in the case cited). And once built, it continues to attract high-yield prospects daily.
All in all, your website should be working for you — generating and converting leads — and making life as an enrollment management professional a little bit easier.
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- Your School’s Distinctive Success Story: Why & How to Market It
- Inspiring Students throughout the Recruitment Process
- Part 2: Students Say Your Website Can Make or Break Their Enrollment Decision
- Part 1: Students Say Your Website Can Make or Break Their Enrollment Decision
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- Finding a “Pocket of Potential” in Summer Enrollment
- How Small & Specific Digital Enrollment Campaigns Yield Timely Results
- Decision Day and Beyond: How Digital Marketing Can Reach Prospects at Critical Points in the Enrollment Cycle
- An Enrollment Management Strategy to Offset the Federal Overtime Rule
- Community Colleges Offer Strong & Specific Value: Tell It & Sell It through Success Stories
- Inbound Inquiries are High Yielding Inquiries
- Is a High Bounce Rate Really Such a Bad Thing?
- Student Satisfaction and the Bottom Line
- Getting a Handle on Your University or College’s Social Media Strategy
- The Value of Content in a Higher Education Website
- Digital Advertising for Colleges and Universities: Don’t be Impressed by Impressions
- Enrollment-Driven Higher Ed Websites: A Recruitment Solution
- The Power of the Human Story: In Enrollment Campaigns & In Life
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- Part III: How an Enrollment-driven Website Can Serve Higher Ed Recruitment
- Part II: How an Enrollment-driven Website Can Serve Higher Ed Recruitment
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- Your Website Isn’t a Project. It’s a Perpetual Work in Progress.
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