incorporating social responsibility into student recruitment initiatives
TRANSCRIPT
INCORPORATING SOCIAL RESPONSIBILITY INTO STUDENT RECRUITMENT INITIATIVES
Presented by: Higher Education Marketing
1. Why is Social Responsibility Important to Today’s Students? 2. Promoting Diversity On Your Campus Through Online
Marketing Initiatives 3. Environmental Sustainability & Your Recruitment Campaigns
4. Today’s Students Want Careers That Make a Difference 5. Generate More Enquiries By Promoting Charity On Campus
Overview
Today’s prospective students are more socially conscious than ever before.
� Promoting social responsibility in your student recruitment campaigns shows potential leads that you share their values and beliefs.
1. Why is Social Responsibility Important to Today’s Students?
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
63% of people born after 1982 donate to charity, while 43% actively volunteer in charity or community organisations.
- 2014 Deloitte Millennial Survey
Some of the things millennials now look for in a university include: � Tolerance & diversity � Environmental sustainability
� Careers that embrace social responsibility
� Volunteer opportunities
Read on for some useful strategies to generate more student enquiries by promoting your socially responsible initiatives!
1. Why is Social Responsibility Important to Today’s Students?
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
Prospective students need to know that your university is a welcoming, inclusive environment for people of all cultures, backgrounds, and beliefs.
►Students can experience discrimination based on:
2. Promoting Diversity On Your Campus Through Online Marketing Initiatives
• Race • Gender
• Religion
• Sexuality
• Socioeconomic Background • Disabilities
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
Your school can highlight its commitment to promoting tolerance and acceptance across your campus in a number of ways including- � Promoting campus events catering to minority groups
� Highlighting your school’s anti-discrimination policies and initiatives prominently on your website � Create and share articles and video content that promote positive, inclusive attitudes � Social media campaigns against discrimination
� Anti-discrimination print and online advertising initiatives
2. Promoting Diversity On Your Campus Through Online Marketing Initiatives
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
Example- The University of Glasgow’s full stop campaign highlights causal discrimination through print advertisements, articles and video posts, and a social media campaign.
3. Promoting Diversity On Your Campus Through Online Marketing Initiatives
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
The response from future students was overwhelmingly positive:
Environmental issues are very much top of mind among today’s potential university recruits.
3. Environmental Sustainability & Your Recruitment Campaigns
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
58% of people aged 15-20 will pay more for products from a company with an environmentally friendly reputation.
-Nielsen
Ø Many universities now work hard to highlight new green initiatives and foster a culture of ecological responsibility as part their overall brand identity.
3. Environmental Sustainability & Your Recruitment Campaigns
There are a number of ways you can develop content that promotes environmental sustainability, such as:
� Articles on your website highlighting sustainability projects and research taking place at your university
� Blogs and social media accounts devoted to promoting sustainability on your campus
� Print and online ads encouraging students to engage in environmentally friendly practices
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
Example:
� The University of Northern British Columbia, ‘Canada’s Green University’, makes sustainability a key part of its brand:
3. Environmental Sustainability & Your Recruitment Campaigns
Prospective students visiting the dedicated ‘green’ section of their website can learn about the school’s: • Food and energy initiatives • Sustainable development
research • Local environmental
preservation efforts
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
For many modern students, finding a career that will allow them to have a positive impact on society is a priority.
� Promoting your courses as a gateway to careers with an altruistic focus could help generate more enquiries for your school � Highlighting faculties and academic research which make a positive contribution to society also generates positive publicity
4. Today’s Students Want Careers That Make a Difference
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
56% of millennials have ruled out working for certain companies for moral reasons
-Deloitte
Example:
� The University of Guelph, is home of the Ontario Veterinary College, and regularly promotes its animal welfare research initiatives to prospective students.
4. Today’s Students Want Careers That Make a Difference
By featuring news articles and blog posts highlighting its veterinary school, the University of Guelph promotes itself as a natural destination for animal lovers!
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
Many prospective students have ambitions to ‘give something back’ during their time at university.
� Some opportunities students look for, include: • Participating in fundraising events
• Joining charitable student societies
• Community volunteering
• Summer volunteer programs abroad
� Universities offer plenty of great causes for students to get involved in!
5. Generate More Enquiries By Promoting Charity On Campus
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
Example:
� Trinity College Dublin’s student services website includes a comprehensive forum for students looking for volunteer opportunities.
5. Generate More Enquiries By Promoting Charity On Campus
Featuring volunteer activities prominently on your website promotes a positive image for your brand, which can really resonate with potential leads!
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy