How to generate more leads while also making your campus and community a better place? We have some ideas! Download our presentation and discover.

1. INCORPORATING SOCIAL RESPONSIBILITY INTO
STUDENT RECRUITMENT INITIATIVES
Presented by:
Higher Education Marketing

2. 1. Why is Social Responsibility Important to Today’s Students?
2. Promoting Diversity On Your Campus Through Online
Marketing Initiatives
3. Environmental Sustainability & Your Recruitment Campaigns
4. Today’s Students Want Careers That Make a Difference
5. Generate More Enquiries By Promoting Charity On Campus
Overview

3. Today’s prospective students are more socially conscious than
ever before.
„ Promoting social responsibility in your
student recruitment campaigns shows potential leads that you
share their values and beliefs.
1. Why is Social Responsibility Important to
Today’s Students?
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
63% of people born after 1982 donate to charity, while 43%
actively volunteer in charity or community organisations.
- 2014 Deloitte Millennial
Survey

4. Some of the things millennials now look for in a university include:
„ Tolerance & diversity
„ Environmental sustainability
„ Careers that embrace social responsibility
„ Volunteer opportunities
Read on for some useful strategies to
generate more student enquiries by promoting your socially
responsible initiatives!
1. Why is Social Responsibility Important to Today’s
Students?
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy

5. Prospective students need to know that your university is a
welcoming, inclusive environment for people of all
cultures, backgrounds, and beliefs.
►Students can experience discrimination based on:
2. Promoting Diversity On Your Campus
Through Online Marketing Initiatives
• Race
• Gender
• Religion
• Sexuality
• Socioeconomic Background
• Disabilities
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy

6. Your school can highlight its commitment to promoting
tolerance and acceptance across your campus in a number of
ways including-
„ Promoting campus events catering to minority groups
„ Highlighting your school’s anti-discrimination policies and
initiatives prominently on your website
„ Create and share articles and video content that promote
positive, inclusive attitudes
„ Social media campaigns against discrimination
„ Anti-discrimination print and online advertising initiatives
2. Promoting Diversity On Your Campus
Through Online Marketing Initiatives
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy

7. Example-
The University of Glasgow’s full stop campaign highlights causal
discrimination through print advertisements, articles and video posts, and a
social media campaign.
3. Promoting Diversity On Your Campus
Through Online Marketing Initiatives
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
The response from
future students was
overwhelmingly
positive:

8. Environmental issues are very much top of mind among
today’s potential university recruits.
3. Environmental Sustainability & Your Recruitment
Campaigns
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
58% of people aged 15-20 will pay more for products from a
company with an environmentally friendly reputation.
-Nielsen
Ø Many universities now work hard to highlight new green initiatives and
foster a culture of ecological responsibility as part their overall
brand identity.

9. 3. Environmental Sustainability & Your Recruitment
Campaigns
There are a number of ways you can develop content that
promotes environmental sustainability, such as:
„ Articles on your website highlighting sustainability projects and
research taking place at your university
„ Blogs and social media accounts devoted to promoting
sustainability on your campus
„ Print and online ads encouraging students to engage in
environmentally friendly practices
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy

10. Example:
„ The University of Northern British Columbia, ‘Canada’s Green University’,
makes sustainability a key part of its brand:
3. Environmental Sustainability & Your
Recruitment Campaigns
Prospective students visiting
the dedicated ‘green’ section of
their website can learn about the
school’s:
• Food and energy initiatives
• Sustainable development
research
• Local environmental
preservation efforts
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy

11. For many modern students, finding a career that will allow
them to have a positive impact on society is a priority.
„ Promoting your courses as a gateway to careers with an altruistic
focus could help generate more enquiries for your school
„ Highlighting faculties and academic research which make a
positive contribution to society also generates positive publicity
4. Today’s Students Want Careers That Make a
Difference
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy
56% of millennials have ruled out working for certain companies for moral reasons
-Deloitte

12. Example:
„ The University of Guelph, is home of the Ontario Veterinary College, and
regularly promotes its animal welfare research initiatives to
prospective students.
4. Today’s Students Want Careers That Make a
Difference
By featuring news articles and
blog posts highlighting its
veterinary school, the
University of Guelph promotes
itself as a natural destination
for animal lovers!
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy

13. Many prospective students have ambitions to ‘give something
back’ during their time at university.
„ Some opportunities students look for, include:
• Participating in fundraising events
• Joining charitable student societies
• Community volunteering
• Summer volunteer programs abroad
„ Universities offer plenty of great causes for students to get involved
in!
5. Generate More Enquiries By Promoting Charity On
Campus
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy

14. Example:
„ Trinity College Dublin’s student services website includes a comprehensive
forum for students looking for volunteer opportunities.
5. Generate More Enquiries By Promoting
Charity On Campus
Featuring volunteer activities
prominently on your website
promotes a positive image for
your brand, which can really
resonate with potential leads!
Source: HEM – 4 Reasons to Incorporate Social Responsibility into Your Student Recruitment Strategy