How universities can leverage media literacy to increase recruitment and retention

It is important for media literacy to be defined clearly, taught by teachers in young classrooms, and utilized by students in their courses and applications to universities. Communication is a transaction, and information literacy—and its benefits—apply to universities’ marketing and strategic efforts. Increased recruitment and retention efforts depend on universities providing services and programs prospective students are interested in pursuing. As recruitment numbers continue to decline, universities need to innovate and find new ways to reach their audience.

Studies have shown that students want more flexibility and personalization in their education. More than ever, students are pursuing higher education not only for their careers but also to find community and a sense of belonging. Students want transparency about the programs offered and what their experience at the university will be like. The cost of tuition, affordability, and other budget considerations are a top priority.

According to AccessU, there is a gap between the value propositions universities propose and what students want and are looking for. With these considerations in mind, universities must adapt to shifting priorities and values. As Kevin Phang described on Noodle, universities shouldn’t prescribe what students should do. Instead, universities should foster an environment of support and growth that allows students to reach their goals and objectives in the ways that best suit them.

Media literacy applied in practice to increase university recruitment and retention

The purpose of media literacy is to facilitate “The ability to access, analyze, evaluate, create and act using all forms of communication.” In higher education, universities simultaneously inform students of their services and persuade them to apply to “buy” these services. To be successful, universities must actively participate in each of the outlined steps. Doing so will support their efforts to attract more prospective students. Here are the ways universities can use the steps outlined by the National Association for Media Literacy Education (NAMLE) to advance their communication and reach their goals:

• Access
  Universities must use the internet and modern technology to reach their audience. The marketing department should maintain a variety of communication platforms, such as social media, email, and instant messaging apps, for consistent advertising, communication, and branding efforts.
  
• Analyze
  The university marketing department needs to consult statistics and student feedback to determine gaps and identify areas for improvement. They must invest in marketing strategies to increase brand awareness and drive website traffic, including targeted campaigns on Google Ads, Facebook, TikTok, and LinkedIn, as well as SEO considerations to improve visibility in online searches.
  
• Evaluate
  University marketing department leadership teams need to assess their current marketing strategies and language and make adjustments where needed. Most notably, universities should avoid using inaccessible marketing language and jargon and adopt more transparent and inclusive communication on their websites and marketing materials.
  
• Create
  University marketing departments need to create content that is easy to find and accessible and prioritizes what students are looking for in their college search. Universities must adopt the tools and resources students use and share to effectively reach them. They need to create engaging content on the website that aligns with student priorities and values (such as the affordability or experience at the school), send targeted marketing campaigns about how they can grow into the best versions of themselves, and create content that is culturally appropriate and relevant to reach prospective students.
  
• Act
  Universities must ensure that internal stakeholders and advocates are involved. Faculty and staff need to have a seat at the table. Not only do they need to be aware of the university’s goals and values to support the recruitment and retention efforts and ensure what the university advertises matches the student’s experience, but they also need to be active in communicating and reiterating the university’s goals. Faculty and staff must be trained and encouraged to enhance their media literacy to align with the university’s efforts.

The graphic above represents how, through understanding digital media literacy and its benefits, marketing materials can be aligned with the goals of attracting students based on their values and increasing the university’s recruitment efforts. Research shows that students want a more affordable education, and this image’s headline aligns with this desire, presenting it as something the university provides. The City University of New York clearly understands its audience by creating content that actively targets and highlights this value.

With decreasing enrollment numbers, universities must be willing to adapt. Digital awareness and consideration are essential for universities to grow and increase recruitment. Media literacy is a powerful tool and resource for institutions and organizations that benefits everyone. From teachers to students and universities, media literacy promotes a world of improved communication, innovation, and alignment.

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