Looking for a compelling competitive advantage in 2024 that resonates with students aspiring to study abroad? It might not be as straightforward as a price point, scholarship, or course offering. It might not solely depend on your institution’s prestige or rankings. While these factors are essential for positioning, higher education marketing consultant and strategist Kyle Campbell suggests that institutions may be overlooking a crucial value cherished by today’s students: joy.
Students Seek a Rewarding Path to Future Careers
Mr. Campbell, the founder of [Institution Name], referenced UCAS’s study involving over 1,000 13–17-year-old UK students to bolster his claim that joy serves as a competitive differentiator. The research revealed the following insights:
- 59% of students recognize the importance of pursuing what brings them joy, believing that “the rest will take care of itself.”
- 59% are not focused on meticulously planning their future; instead, they concentrate on their strengths.
While career aspirations remain the primary motivator for students opting for university education, Mr. Campbell argues that students’ career perspectives may not follow a linear path and are more intricate than commonly assumed. The UCAS research indicates that students primarily select courses that excite them and align with their perceived talents. The underlying principle is that by choosing subjects they are passionate about, they are more likely to have a fulfilling career. This underscores the significance of incorporating an emotional dimension into marketing strategies, which educators should not overlook.
Furthermore, students desire to find passion in their future careers. The UCAS study identified that the top career objective for student respondents was “enjoying my job” (47%). In contrast, goals such as “earning a sufficient wage to live comfortably” and “having job security” (32% each) held lesser importance for students.
Harnessing Students’ Optimism
According to UCAS research, students exhibit a greater inclination towards optimism rather than pessimism regarding their future. This underscores the importance of enhancing students’ optimism by illustrating a clear path to both enjoyment and success. UCAS recommends that educators bear the following concepts in mind when engaging with potential students:
- Emphasize Enjoyment: Incorporate elements of playfulness and happiness into your communication strategies, as these are vital motivators for adolescent audiences navigating significant life choices.
- Clarify the Journey: Address the audience’s concerns about the career selection process and financial stability by providing step-by-step guides and easily understandable breakdowns.
- Build Confidence through Exposure: Offer robust opportunities for placements, work experience, mentorship, and expert interactions to instill confidence in students with clearer career aspirations.
Mr. Campbell suggests that institutions consider offering taster sessions, sharing success stories from content graduates, and providing personalized content to paint a vivid picture of the campus experience. Visual content, such as videos, can be particularly effective in eliciting emotional responses like laughter or admiration from students.
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In response to Mr. Campbell’s insights, Heather MacBain, Head of Marketing at the University of Edinburgh, concurred, highlighting the importance of balancing functional and emotional content to evoke joy and surprise. Joel G. Goodman, a digital strategist, echoed the sentiment, emphasizing the significance of focusing on student experiences and community engagement to differentiate institutions effectively.
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