How to unlock greater value from your applicant communities
Community building has gained a lot of traction in the higher education sector, with particular focus switching to how institutions can support their students in an online space as we adapt to a rapid digital shift that is unlikely to reverse completely. In an article published earlier this year, Kathy Edersheim defined a community as “a mutually supportive, self-perpetuating group with purpose and structure.” Following this definition, applicant communities should be peer or near-peer led, with enough structure to allow beneficiaries to connect with those most relevant to them. Many universities are already engaging in this practice, yet maximising their value can be difficult to master. It is therefore essential to begin with the ‘why?’ to understand how an effective applicant community can translate into success for your institution.
❏ Provide a sense of belonging for incoming students pre-arrival
From last year onwards, incoming university students will have faced indescribable disruption to their studies and social lives. Some may be wavering over whether university is the right decision for them, and finding their communities earlier on can cement this decision. Even beyond the pandemic, incoming first-year and international students are likely to need more support establishing peer-to-peer connections, and will opt for universities that facilitate this for them.
❏ Promote better applicant preparedness and transition
How do admissions teams avoid spending too much time responding to the same queries coming in from multiple applicants? Having a streamlined approach to communications prevents these queries by providing applicants with the information that they need and quickly picking up on any doubts. Universities who use CampusConnect make use of subject-focused groups, such as teacher training or medical students, to keep applicants on track with DBS checks and other necessary paperwork. Similarly, country-led groups can be used to provide guidance on the latest covid rules or VISA regulations.
❏ Gain insight into applicant behaviour
One major benefit of online activity is the potential for gathering insights and carrying out evaluation based on a range of meaningful data. By hosting an applicant community online, universities can gather qualitative data such as the questions applicants are asking, the main themes of conversation, and the language they are using in relation to the university. Statistics also provide an accessible overview of applicant behaviour, with the potential to look into how many applicants join the community, or join individual groups, how many messages they send, and how many then go on to enrol.
“The way in which students are thinking about college, their concerns, and challenges are shifting quickly. If colleges assume that what was true for students in March will also be true in the fall, they are missing the reality of changing financial circumstances, comfort with travel, and current lived experience for many right now.”
❏ Deliver more targeted pre-arrival comms
Universities who use a platform like CampusConnect to manage their applicant communities have more control over the information that applicants receive, and ultimately make better use of their staff resource. This allows for more efficient creation and sending of pre-arrival communications as staff can easily monitor what the hot topics and key questions are among the various groups of students. As an example, one of CampusConnect’s partner universities was able to identify a need for accommodation information following a keyword analysis conducted on the app. The team will use this to disseminate relevant information to ensure their applicants are not left in the dark.
❏ Enhance the student experience
It’s no secret that students have a better experience at university if they arrive knowing there are people they can turn to to help them to cope with any challenges they may face. Isobel, a CampusConnect user from Liverpool John Moores University told us: “Having the group has given us a head start now because we’ve already got those support networks in place.” Students are therefore likely to be more involved with university life as opposed to struggling in silence and slipping through the net.
❏ Applicant communities give universities a competitive edge
In the application-enrolment stage of the recruitment cycle, students have already narrowed down their university choices based on practical factors such as course suitability, location, facilities and reputation. As the decision draws closer, emotions play a more important role. What matters most therefore, in the later stages of deciding upon a firm choice, is the sense of belonging that students get from an institution. Online communities offer a solution for providing this in a practical and sustainable way.
Ultimately, institutions that provide applicants with a platform to connect with others are allowing them to find the support that they need from those with shared interests or experiences. Don’t just take our word for it. Liverpool John Moores University has been working with CampusConnect for 5 years now. Faculty Recruitment Manager Jenny commented: “CampusConnect has proven invaluable due to the ability to chat with applicants in real time and out of hours, which allows for instant conversations in which you see applicants chat and support each other. I know applicants who have used CampusConnect will have someone familiar upon starting their course, which will hopefully make it less daunting for them!”
Schedule a demo to find out what an online applicant community could look like for your university.
