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Recruiting Intelligence

Harnessing the Influence of Your Brand Ambassadors

Let’s start with a cool stat: Google searches for “Influencer marketing" grew 1500% in the last three years. In 2019, the term "Marketing influencer" was searched 70,000 times a month! This according to Savica Dimitrieska and Tanja Efremova in their article, “The Effectiveness of the Influencer Marketing” published through Southwest University in Bulgaria.

Think YouTubers and TikTokers – content creators who are generating significant followings and translating that work into cash as they promote various products.

The question is: can this concept work for academia?

Our answer: yes, IF you can achieve true authenticity. If not, no. Full stop.

Academic administrators around the globe may be leaving a gap in their marketing strategy: the power of an influencer, but in the case of education, we are really talking about brand ambassadors who have influence with your target audience. In our view, true influencer marketing, which is growing globally, is a risky bet for the education market. But the concept, if adapted, has merit.

What we are saying is, recognize that you are not marketing alcohol, luxury vacations, apparel, or cosmetics and adjust the concept of “influencer marketing” accordingly. If that is unclear, give us a call.

When it comes to advertising and building trust, gone are the days of faceless testimonials and promotional brochures promising the ultimate educational experience. Generation Z values the opinions of social media influencers and bases their decisions on whether people they can relate to on YouTube give it a thumbs up or down.

A note of caution: marketing today is lightning fast and fickle. Your campus can be in the limelight one second, and culture canceled the next. 

Read on for a few more relevant stats and perspective on how to make brand ambassador marketing part of your approach to student recruitment.

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Do You Speak Gen Z? Part 2

Today's focus? Gen Z career aspirations and values. According to a recent study, over 50% of Gen Zers have their sights set on one single career plan.

Any guesses?

Let's just say, there are certain practical skill-building programs that might deserve more of your investment. More on that in a moment.


Boarding High Schools Take Note

Intead will be presenting tips and best practices for online recruiting along with TABS (The Association of Boarding Schools). "Recruitment Reimagined: Lessons from Higher Ed" -- online tools, digital campaign case studies, concrete results, great forum discussion. Specifically for private high school administrators. Wed, 10/28/20 at 3pm Eastern Time. Register HERE.


Last week we shared three key Gen Z traits to guide your recruitment marketing strategy.

This week we're diving a little deeper into the messaging part of enrollment management and student recruitment marketing. 

As usual, if any of the following insights get those marketing gears turning, we're here to talk. This is all just the tip of the iceberg when it comes to engaging and converting this new audience, and we'd love to learn about how your institution is evolving to meet the unique needs of Gen Z.

Plus, if you want to learn even more from us at the AIRC Conference, read on for the scoop. 

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Do You Speak Gen Z? Part 1

TikTok. Microinfluencers. Memes. Welcome to Gen Z.

There are now an estimated 1.2 billion Gen Z teenagers and young adults globally. So, yeah, they’re kind of a big deal, even if there’s no consensus on when exactly they were born (likely between 1996 and 2010) or what exactly to call them (iGen, Plurals, and Founders are among the other monikers that have been thrown at this diverse, tech-savvy bunch.)

But one thing’s for sure — Gen Zers are very different than the Millennials who came before them. And now they’re your student recruitment target audience.

You’ve heard the Gen Z generalizations: they’re inclusive and politically active. They’re anxious about their future, about the environment, about the economy. About, well, everything (cue melodramatic music).

But what exactly does all of this mean for your institution’s efforts to recruit and retain Gen Z students? 

In this two-part series, we'll be sharing the A-Z on Gen Z,  including the key traits of this new audience and how to tailor your institution's enrollment management and specifically, your digital marketing strategy to their 21st Century tastes.

Plus, if you want to learn even more from us at the AIRC Conference, read on for the scoop. 

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