Thor André works with the education sector at Frontkom and helps universities, colleges and schools attract and retain students through better digital communication.
Competition for students is more intense than ever. The number of study places is growing, but the applicant pool is not unlimited. Institutions that recruit well are not necessarily those with the best programmes. They are those that communicate best digitally.
When applicants drop out of the recruitment journey
A prospective student does not follow a linear path from interest to application. They search online, compare several institutions, talk to friends, scroll Instagram, watch YouTube videos from current students, and return to the website months after their first visit.
The most common reasons for drop-off
Overly academic communication. A 17-year-old choosing a degree programme is not interested in accreditation and credit point structures. They want to know: what career does this open up? What is the environment like? Who has studied here before and what are they doing now?
No retargeting. A student who has visited the information page for a specific programme is not just anyone. They are warm. A system that does not follow up with relevant content on social media over the following weeks lets a warm lead go cold.
Complex information structures. Many institutional websites are built around the organisational structure rather than the user's questions. Applicants must navigate faculty hierarchies to find answers that should be one click away.
The best marketing for a study programme is a student telling their friend it was worth it. Your job is to create and amplify those stories digitally.
Frontkom helps educational institutions design recruitment journeys that actually convert interest into applications. Get in touch with Thor André to discuss the concrete opportunities for your institution.
