The Importance of Branding in Education Recruitment Advertising
If any further proof were needed that education remains one of the UK’s most successful “ export industries”, one only has to see how highly British universities rank in the latest World Rankings courtesy of the Times Higher Education supplement.
The Times Higher Education World University Rankings were developed in concert with the rankings data provider, Thomson Reuters, with expert input from more than 50 leading figures in the sector from 15 countries across every continent.
13 elements are brought together into five headline categories, which are:
Teaching — the learning environment (worth 30 per cent of the overall ranking score).
Research — volume, income and reputation (worth 30 per cent)
Citations — research influence (worth 30 per cent)
Industry income — innovation (worth 2.5 per cent)
International outlook — staff, students and research (worth 7.5 per cent).
Of course, league tables like this are not the only criteria used by students both at home and abroad when selecting a university or other educational establishment. This is why schools, colleges and universities which have to compete in the marketplace nowadays to secure their funding are using all sorts of other weapons to differentiate themselves in the eyes of potential “ customers “.
In recent years, most institutions have gone to great lengths to adjust to modern commercial realities and have put considerable effort into marketing themselves. Specialist agencies like 360 Education, who have been advising the sector on branding and other marketing issues for many years, are reporting a continuing surge in new enquiries from a complete range of educational establishments.
Needless to say, these enquiries are not coming from directly from headmasters or doctors of philosophy. Today, marketing managers are as much a feature of schools and campuses as dinner ladies and hall porters. Their next challenge may be persuading potential students that they even need more education in the first place. A large number of youngsters might decide that their personal finances and future employment prospects might be better served with an apprenticeship.
While not a new term the concept of employer branding is becoming increasingly important to all organizations. Employer branding in a nutshell is match-making, creating the perfect relationship between the employer and the employee.
It’s not some mystical formula, it’s that simple. Too many organizations spend significant time and resources looking for something more esoteric.
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ABOUT THE AUTHOR
Daniel writes about a range of marketing and brand development issues with a specific focus on recruitment advertising and employer branding