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Incorporating social responsibility into student recruitment initiatives

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How to generate more leads while also making your campus and community a better place? We have some ideas! Download our presentation and discover.

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Incorporating social responsibility into student recruitment initiatives

  1. 1. INCORPORATING SOCIAL RESPONSIBILITY INTO STUDENT RECRUITMENT INITIATIVES Presented by: Higher Education Marketing
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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:
  8. 8. 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.
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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

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