How Can Universities Attract More Students?

Choosing to attend a university can be a big financial commitment. Savvy students want to know they’re getting good value for their money and participating in a program that will empower them in their career plans. 

In such a crowded field, universities need to stand out from the competition to attract prospective students. One way they can do this is to promote and market themselves in areas that appeal to students, including academic prestige, unique student opportunities, and external partnerships. Offering financial, emotional, and academic support is also key.

In this article, we’ll explore some of the top ways that universities can attract more students, including by building an online presence, crafting appealing curricula, and nurturing internship opportunities.

At a glance: the student enrollment landscape today

In recent years, some students appear to be shifting their learning preferences, with a rise in enrollment in vocational programs and associate degrees. According to Pew Research, university enrollment in the United States has declined gradually since 2011. Over a million fewer students enrolled in 2022 than in 2011 [1]. Students are reevaluating higher education—once the obvious path to many careers—in favor of alternate paths. 

However, research from the US Bureau of Labor Statistics shows that a higher education degree still correlates with better job prospects and increased earnings [2]. To boost enrollment, universities are developing strategies to reignite interest in a traditional four-year degree, focusing on what today's students find important and appealing.

A number of key factors influence students’ decisions to study and attend. A recent Salesforce student report found five factors that students consider above anything else when choosing a university [3]:

• Location

• Career prospects

• Academic focus

• Cost

• Campus/lifestyle

It’s important to consider these factors when devising a university enrollment strategy. You may also consider how best to interact and connect with students while promoting university values. Explore some of these strategies below.

1. Build an online presence and leverage social media marketing. 

A big part of reaching and engaging with students is meeting them where they are—particularly on social media. A social media marketing strategy is essential for boosting enrollment so you may promote the university and communicate with students in a way that’s familiar to them.

Young adults use social and digital media for various purposes, including researching potential universities. With this in mind, create searchable social media campaigns that showcase the university's offerings. You may use social media to share content, promote events, and publish news and achievements. You can also utilize social media for your own research on prospective students. Listen to what students are sharing about their experiences and respond. 

When developing and publishing content, it’s important to be true to the university’s brand to ensure its message is both easily recognizable and consistent. Your social media campaigns should align with the university website, mission, and ethos. These posts and campaigns should have a consistent brand voice across all social media channels and sites. Additionally, you’ll want to use consistent university colors, logos, and images.

2. Tailor programs to meet student needs and industry demands.

Many universities offer the same courses and academic opportunities, so it's important to set your program apart from competitors for potential students. You can work directly with students for feedback to understand their needs and offer flexible, blended learning, mixing in-person and online classes to suit a wider audience. 

You can also collaborate with higher education professionals to develop appealing and engaging programs that align with industry standards and help students prepare for work. 

Read more: How UT Permian Basin is Bridging the Workforce Gap with Credit-Bearing Micro-Credentials

3. Create appealing campus experiences.

Campus life is an important consideration for students selecting which university they want to attend. Many students seek excellent facilities, enriching extracurricular activities, and an active social life. Make sure your marketing strategy includes showcasing the vibrant student experiences you offer. 

Communicating what students can expect outside of academics is an excellent way of encouraging them to consider the big picture of campus life. Case studies from US News demonstrate that universities promote enrollment through a range of extracurricular activities, incentives, and access to tablets and software. Some also offer facilities, including music practice rooms, luxury accommodations, and wellness centers [4].

4. Consider scholarships, financial aid, and affordability.

Rising tuition costs are a big factor in university student recruitment. Students may not realize the range of financial support available to them, so make sure to offer and highlight financial incentives, scholarships, and financial aid options. Think about using email marketing to personalize your message for potential students who will likely need financial support. Expanding financial aid opportunities can help you attract a diverse student body while also increasing accessibility on campus.

5. Explore industry partnerships and internship opportunities.

To attract more students to your university, think about how you can work with prominent business partners to add more value to traditional academic courses. These partners can recruit upcoming talent at your university and, in exchange, offer collaborative courses, career opportunities, internships, and co-ops for students. 

Many students seek work experience to develop their careers, so building relationships with businesses and industry leaders to deliver on this can help attract students. A partnership with an industry-leading company can also enhance your university’s reputation. 

Read more: CampusTalks Insights: William Woods University Prepares Students for Work

6. Nurture a supportive and inclusive learning environment.

Students want to feel safe and supported at a university with an inclusive atmosphere that fosters diversity and equality. To build this kind of environment, you may focus on initiatives that widen your student demographic so everyone feels welcome. Look for ways to make your learning environment accessible to everyone by developing robust inclusion policies, making accommodations for people with disabilities, and using inclusive language. 

You may also consider a marketing campaign to reach students’ families with these messages. Parents also want to know that their children will be safe and supported in addition to achieving their academic goals.

Support students with Coursera for Campus

You’ll need a strong enrollment strategy to attract students to your university. Support existing and prospective students toward their career goals with Coursera for Campus. 

Coursera for Campus empowers any university to offer students, faculty, and staff job-relevant, credit-ready* online education. With Coursera for Campus, you can promote student employability by teaching in-demand skills for high-growth fields and help students master job-ready skills with Guided Projects, programming assignments, and in-course assessments—online, offline, and via mobile. Enable faculty to create projects, assessments, and courses tailored to learner needs with Coursera for Campus.