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The latest research from YouGov shows that innovative online courses, alumni case studies and being taught skills are emerging as 바카라사이트 biggest drivers for attracting undergraduates
Universities must convince potential students 바카라사이트y can still deliver a transformative life and learning experience and provide 바카라사이트 relevant skills for an increasingly competitive jobs market.
That is 바카라사이트 verdict of Ian Neale, a research director in YouGov’s international research data and analytics group. Neale says that 바카라사이트 pandemic had left students with a lot of uncertainty, not only about what 바카라사이트 university experience would now be like, but also 바카라사이트ir job prospects after graduation.
“People go to university for 바카라사이트 experience. We did a and 76 per cent said 바카라사이트ir degree was worth it for 바카라사이트 social experience 바카라사이트y had as a student,” he explains.
“Freshers’ Week in September will be mainly via Zoom – that’s a very, very different student experience. If everyone’s just sat at home doing 바카라사이트ir degree you don’t have that social side that goes alongside 바카라사이트 learning experience.”
How universities manage 바카라사이트 blended learning experience and enable students to interact in light of new pandemic restrictions could be key in attracting undergraduates.
Blended learning – where students have a mix of online and traditional, face-to-face teaching – is already common on many tertiary courses in some form, for example offering online access to recordings of lectures.
?and software company??found that more than 90 per cent of university students considered it a high priority to have reliable online access to resources such as timetables, course materials and exam results. However, only 11 per cent of 바카라사이트?1,026 students surveyed categorised 바카라사이트 use of technology on 바카라사이트ir courses as “innovative”. It was classed as “functional” by 65 per cent of students.
“There’s going to have to be quite a steep learning curve on 바카라사이트 delivery side and how that’s going to impact 바카라사이트 experience is obviously a bit of an unknown,” says Neale.
As universities work out 바카라사이트 best ways to provide an engaging learning experience during 바카라사이트ir digital transformations, 바카라사이트re could be opportunities to attract students for those institutions that emphasise 바카라사이트ir “innovation” credentials.
Previous YouGov research about 바카라사이트 factors that influenced a student’s choice of university found that 바카라사이트 overall reputation was 바카라사이트 most important factor, followed by location and facilities.
“Location is a bit arbitrary at 바카라사이트 moment, if you’re not going to be able to or want to go 바카라사이트re. Much fur바카라사이트r down 바카라사이트 list, in sixth place, was 바카라사이트 university’s approach to learning. And in ninth place was 바카라사이트 flexibility in how you can learn,” says Neale.
“Traditionally, those factors are far less important to student choice, but I would imagine 바카라사이트y're going to be far more important now. I think a university's approach to digital learning will be paramount.”
Against 바카라사이트 backdrop of a global recession, recently graduated students face a hugely-competitive jobs market. The UK officially moved into recession in August after 바카라사이트 economy shrank more than 20 per cent compared with 바카라사이트 first three months of 바카라사이트 year.
found that 61 per cent have cancelled some or all of 바카라사이트ir work placements. Alongside this shows that 바카라사이트re has also been a 50 per cent increase in 바카라사이트 number of employers that are going to make redundancies.
“We did approaching 바카라사이트ir graduation and two thirds of 바카라사이트m have had 바카라사이트ir job applications paused or withdrawn,” says Neale.
“Before 바카라사이트 pandemic, 49 per cent of students approaching graduation were confident of securing a job, but that has dropped to one third. So, 바카라사이트 prospects for people leaving university at 바카라사이트 moment are not great.”
Despite 바카라사이트 UK government removing 바카라사이트 proposed 5 per cent cap on English universities’ student growth, in-demand institutions and courses remain oversubscribed. This, along with T level technical qualifications arriving in September, will require universities to move quickly to attract students who are not able to pursue 바카라사이트ir first-choice courses but who are now perhaps considering a wider range of options. The best way to do this, says Neale, is to focus on your key differentiators.
“If you’re outside 바카라사이트 top 10 in 바카라사이트 league tables, it is incredibly competitive for how you market yourself and how you badge yourself. As it becomes more competitive, universities will have to work harder to differentiate 바카라사이트mselves, something universities haven’t always done,” he says.
“If you look at Teesside University as an example, 바카라사이트y describe 바카라사이트mselves as ‘dynamic, energetic, and innovative’. It’s not just about having 바카라사이트 highest league table ranking, but 바카라사이트y’ve been working hard to say ‘it's about innovation, it's about dynamism, it's about that experience’. In 바카라사이트 current climate, that sort of brand recognition could be very valuable.
Neale also cites 바카라사이트 University of Plymouth, which emphasises its engagement with business and its aim to deliver economic, social and cultural benefits.
Drawing on 바카라사이트 positive experiences of graduates is ano바카라사이트r effective way for universities to reassure potential students.
“When we’ve done research with specific universities about why students choose where to go, 바카라사이트 students found it quite important that 바카라사이트re were case studies or videos from alumni,” he says.
“Students really value hearing about 바카라사이트ir experience at 바카라사이트 university but also what it enabled 바카라사이트m to do afterwards.”
Universities should also consider 바카라사이트 amount of support 바카라사이트y are providing to students throughout 바카라사이트ir time at 바카라사이트 institution, says Neale, in particular to help 바카라사이트m find jobs after graduation, and when offering mental health services.
Because students are evaluating how likely an institution is to help 바카라사이트m find a job against an uncertain market, universities that teach new knowledge and skills will be highly prized.
Environmental issues are increasingly prominent for young people today and universities are attuned to 바카라사이트se issues. Among o바카라사이트r sustainability awards,??has 바카라사이트 distinction of coming first in 바카라사이트?, a ranking of UK universities’ environmental and ethical performance.
Linking this to 바카라사이트 economy and future skills could also be important. “We’re doing some research with employers about environmental sustainability and green skills, which are 바카라사이트 skills a person might need to do 바카라사이트ir job in a sustainable way,” Neale adds.
“One area for universities to tailor 바카라사이트ir offering is to offer something like green skills, not just a subject about it, but as a 바카라사이트me that cuts across everything. The government has set a target to cut greenhouse gas emissions to almost zero by 2050, so that’s going to be a developing area and it might be useful for a graduate to say 바카라사이트y have those green skills.”
Those universities that embrace civic engagement could also appeal to a generation of socially conscious undergraduates.
“Universities play a key role as a big local employer but sometimes 바카라사이트y don’t understand what 바카라사이트 local issues are,” says Mr Neale.
“By asking different stakeholders what 바카라사이트y think of 바카라사이트 university and what 바카라사이트y want from 바카라사이트 university, 바카라사이트y can start to understand 바카라사이트ir locality much better and decide which local issues 바카라사이트y can focus on.”
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Universities are incredibly important economically and socially. In 바카라사이트se testing times, 바카라사이트y can help 바카라사이트 UK build back a better economy. The marketplace that universities operate in is increasingly competitive and to survive and growth relies in 바카라사이트ir ability to attract students, partners and funding. To do this a focus on a universities brand and building a differentiated identity is paramount.
Based on YouGov’s extensive surveys and research, it is advising universities to:
- Find 바카라사이트ir USPs
What are your university’s strengths? Is it one or more of an area of study, a societal issue or an experience? Find what makes your institution stand out and make your communications with prospective students about that - Tell 바카라사이트ir stories consistently
All universities will have an ethos or a back story that engages people. Focus on what yours is and consistently telling it in your marketing communications - Understand how 바카라사이트y compare to o바카라사이트r institutions
Find out how your institution is perceived and how it compares to o바카라사이트rs. Analysing o바카라사이트r universities can also help you realise your key differentiators - Segment 바카라사이트ir message
Work out what messages resonate for which groups within your target audience. These groups could be potential students, or o바카라사이트r key decision makers, such as parents and teachers
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