The latest trends helping UK universities connect with today’s students

The world of higher education in the UK is changing fast, and universities are having to rethink how they market themselves to prospective students who are more informed and selective than ever. With student expectations evolving, institutions need to get creative with their marketing strategies to attract top talent. Here are 5 key trends that every university needs to know:
 
1. Early engagement matters
The journey of future students begins long before they set foot on a university campus. According to UCAS data, a striking 67% of students have already started their research into universities by August, even before their final A-level results come out. This statistic underscores the importance of early and effective engagement. The traditional methods of marketing – brochures, open days, and campus tours – are no longer sufficient. Universities must leverage online platforms, social media, and tailored communication to capture students' interest early and stand out in a competitive market.
 
2. Meet student expectations
Today’s students aren’t just passively consuming information, they want tailored content that speaks directly to their needs. With nearly 80% of applicants applying to multiple universities or courses via UCAS, institutions need to stand out by clearly communicating what makes them unique.

- Students value personalised communication and transparency.
- Academic reputation is crucial, but not the only factor.
- Showcasing campus life and career opportunities can attract students.

While academic reputation is still important, students are also considering factors like campus facilities, extracurricular activities, career prospects, and support services. Highlighting these aspects through marketing can make a big difference in attracting and retaining students. Offering taster courses, for example, can give prospective students a real feel for university life and help build a strong connection with the institution.
 
3. Parents matter
It’s also important to remember that parents play a significant role in the decision-making process. A report by The Student Room found that 74% of prospective undergraduates saw their family as very or quite influential when it came to choosing their university
For many parents, it may have been quite a while since they navigated the university application process themselves. Providing informative content aimed at parents can help them feel involved and reassured about their child’s educational journey.
 
4. Maximise Clearing opportunities
The Clearing process is another crucial time for university marketing. With students securing places through Clearing rising by 15% in 2023, universities need to be proactive. It’s not just about filling spots, it’s about reaching students who might feel unsure about their options and showing them that your institution could be the right fit.

- Clearing is an opportunity to reach undecided students.
- Highlighting support services can ease student anxieties.
- Effective marketing during Clearing can fill courses and build trust.

Effective Clearing marketing should highlight not only academic programmes but also the supportive community available, including mental health resources and academic guidance, to help students feel confident in their choice.
 
5. Focus on outcomes
Students today want to know that their education will pay off. They’re looking for degrees that lead to good jobs, so universities need to showcase their links with industry, internships, and career support services. Sharing stories of successful alumni can help demonstrate the real-world value of studying at your institution. 

- Students seek strong employability outcomes.
- Industry connections and internships are key selling points.
- Alumni success stories can inspire and attract prospective students.

Additionally, universities should highlight opportunities for lifelong learning, such as up-skilling and professional development courses. This positions them as not just places for young students, but as lifelong learning partners for adult learners and career changers.

As we move forward, the importance of a student-centric marketing approach in higher education cannot be overstated. Universities must be agile and responsive to the evolving aspirations and concerns of prospective students. Ultimately, the goal should be to foster a sense of belonging and to illustrate a clear pathway to success.