Education recruitment experts explore the moment when students transition from receiving an offer of admission to making their final decision. Are institutions focused on conversion?
Education recruitment experts explore the moment when students transition from receiving an offer of admission to making their final decision. Are institutions focused on conversion?
At the EAIE 2023 annual conference in Rotterdam, a panel of experts delved into the critical stage of the enrollment funnel: making the ultimate decision on their educational journey.
The enrollment funnel – as it is commonly referred to in higher education – represents the journey that prospective students go through from initial interest to enrollment. At the EAIE conference, experts explored the moment when students transition from receiving an offer of admission to making the final decision about their educational path.
Cornelius den Hartog, co-founder of Goin’, emphasized that this phase places students firmly in the driver’s seat. It’s a time when institutions must focus on conversion, bridging the gap between the excitement of admission and the months of anticipation that follow.
Impact of social factors and support
Den Hartog identified several factors that influence conversion for admitted students, with social factors and support emerging as the most institutionally manageable during this post-admission period.
Social Factors: These encompass word of mouth, community and social proof, all contributing to the sense of belonging that students establish after admission.
Support: This relates to communication responsiveness, staff quality, authenticity and orientation events for incoming students. Den Hartog emphasized that multiple messengers play a role in guiding students during this phase.
Insights from student surveys
Mats Engblom from the University of Helsinki shared insights gained from regularly surveying students who didn’t enroll after being admitted. Financial factors, including the cost of living and scholarship availability, emerged as top reasons for students not pursuing their studies.
Program-related factors such as rankings and program availability also posed hurdles to conversion. Importantly, this feedback loop led to improvements, such as enhancing the welcome experience for admitted students.
Peer connections
Engblom highlighted the significance of authentic student-to-student connections, providing admitted students with a peer contact who can address their concerns and questions. This approach adds a layer of transparency and authenticity that can be more relatable for prospective students.
Declan Coogan from Trinity College Dublin added that student decision-making is complex, with applicants often considering multiple institutions in different countries before making their final choice. This unpredictability challenges the traditional linear view of the enrollment funnel.
Coogan also noted the evolving role of agents who now act as one-stop shops, influencing various aspects of the admissions process, housing and financing.
Redefining conversion events
An unexpected example shared by Coogan illustrated how events designed for conversion might actually be at the top of the funnel. For example, Trinity College Dublin organized a pre-departure event in China, expecting a modest turnout, but attracted a staggering 8,000 participants.
This demonstrated that students choose to engage where it’s most useful for them, blurring the lines between conversion and initial contact.
These insights emphasize the importance of authenticity, transparency, and multiple points of contact in the post-admission phase. Cultivating a sense of belonging and community becomes paramount, as students have a powerful voice in today’s educational landscape. Institutions must adapt to this reality to attract and retain students who genuinely want to be part of their community.
