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