Post pandemic, amidst widespread cuts across the university sector - especially in the UK, finding a stable and consistent identity from which to market one’s institution from, can create challenge and uncertainty for universities and schools, in a forever changing industry.

Appealing to potential applicants, rather than their peers five years ago, and then again 10 years ago now requires a different approach. Across undergraduate and postgraduate applicants, these potential students are looking for a range of key areas in which they’re hoping your institution excels in.

In a fiercely competitive market space, with universities all vying for high calibre applications, standing out from other institutions is vital. Showing strength and clarity in key areas such as: career prospects, course content, rankings, student experience and financial transparency are important for all applicants.

However, it is integral that your institution knows what it wants from its applicants, in order to present itself in an accurate and appealing fashion.

So, what fish in the sea are you really looking for?

Know your applicants and make sure they know you

Establishing a sense of what students your institution is trying to attract is a key first step. Being unique is integral – what makes your institution stand out from others? Is it your unique course content, interesting faculty, access to amazing student opportunities or a great student living experience?

Again, what variety of students do you want: a diverse group, active, engaged, remote or practical learners?

What are your core values as an institution? How do you express this to ensure applicants are aware of them?

What content is the right content?

Fortunately for you, HEPI – the higher education policy institute - issued its 2024 Student Academic Experience Survey which contains the key breakdowns, facts and stats which revealed the driving factors behind prospective students’ choice in universities.

Career prospects

Employability, post studies, ranked as unanimously the most important area prospective students look at before deciding to apply to their preferred institutions.

Investing in higher education is not a cheap decision, students want as much certainty given as possible; it is a worthwhile experience?

With certain industries having an oversaturation in graduates, where there are simply not enough jobs to go around, doing to the best to assure applicants their career foundations are best secured through your institution is vital.

Institutions cannot promise students jobs, however, doing the best to illustrate your graduates’ strong employment rates, expressed through a variety of success stories from your alumni, gives applicants assurance your school is the right investment.

Course content

According to HEPI’s survey, 78% of applicants prioritise detailed course information, including structure, modules, and teaching methods. Universities that highlight hands-on learning, research opportunities, and faculty expertise gain more engagement.

What sets your courses out from any other degree? A law degree does not just have to be ‘a law degree’.

The programmes your institutions run may be in qualification similar, if not identical, to other universities, however, applicants want to know if the connections, classroom experiences and faculty they meet and engage with along the way are not just going to be insightful, but interesting.

Promoting your programmes and their special aspects at your institution makes for a great selling point for applicants.

Ensuring applicants are aware that their course at your institution, with your support and career guidance, can lead to successful graduate opportunities. This can make the difference in an application between your course and a competitor.

Rankings

It is no secret the importance, especially at the undergraduate level, the role rankings play on perspective students application decisions.

University rankings and accreditations serve as key indicators of an institution’s credibility and academic excellence.

In fact, 71% of applicants, according to HEPI, consider rankings before making their final decision. They’re used as a benchmark for teaching quality, research impact, and career prospects.

Accreditations from recognised bodies further enhance an institution’s reputation, assuring students that their degrees will be respected by employers worldwide.

Play to your strengths. Your institution may not be an Oxbridge heavy weight, nor maybe even Russell Group. This said however, use the best statistics, the rankings that flatter your institution in any way.

This is a great opportunity to show off about a domestic or world leading course, student satisfaction rates or graduate employability.

Although typically students are not primarily basing application decisions off rankings, they play a key determining factor in the initial process.

These rankings give your institution legitimate metrics you can use to boost programmes, faculty and student experience in your favour.

Student experience

Often, an overlooked and underappreciated selling point by universities is selling their student life experience. Almost 70% of students say that campus culture, extra-curricular opportunities influence their decision when making applications.

Nothing scares an applicant more than the fear of not making friends, not having fun and most importantly not enjoying where they live!

For most new students, this is the first time they have moved away from home, or had any real sense of independence, and usually attending institutions where they do not know many people.

Institutions can get so caught up in flexing academic opportunity, faculty, graduate success, they could forget university for many applicants is as much about becoming qualified as it is living ‘the student experience’.

Applicants want to know that student events, be it: night life activities, sports matches, social engagements via clubs, are accessible and popular. Student clubs and societies are commonly where students end up meeting their closest friends.

Ensuring that your extra-curricular opportunities play a key role in student life is a very attractive ‘carrot’ for applicants.

Institutions are not typically without a home, brag about it. Why should students travel to your institution’s city? Show facts, stats and metrics about where your campuses lie, and how they’re student friendly vibrant cities.

Not just a programme

Ultimately your institution is more than just a school, the degrees your institution teaches are more than just qualifications.

Applicants want to know they are going to be supported through the entire process, both academically and mentally.

Poor mental health accounted for the largest reason students either did or considered dropping out university in 2024. Sharing alumni stories about how your university has deep care and willingness to help support its students is prime material.

Applicants want to know that their relationship with their institution is not purely transactional, assure them that they will have support available and accessible to them, whether it be financial, mental or general well-being.

The holistic approach

In conclusion, understanding what prospective students truly value in a university experience is critical for institutions striving to stand out in this competitive market.

Post-pandemic, universities must adapt their strategies to appeal to the changing needs of applicants, who are now looking for much more than just academic excellence.

Career prospects, detailed course content, strong rankings, a vibrant student experience, and robust support systems are all key factors that influence their decisions.

Universities must not only highlight their unique strengths in these areas but also ensure they align their messaging with the students they aim to attract.

By presenting a clear, authentic, and comprehensive vision of what your institution offers, you can effectively differentiate your university, demonstrating that it is more than just a place to study — it’s a supportive, engaging environment where students can thrive both academically and personally.

Author: Adam Kelly-Moore

Adam understands how to tap into current news and ensure his clients’ voices are heard. He secures strategic media visibility for renowned institutions from around the world, including Trinity Business School, Hult International Business School, and more. Adam understands the value of higher education first-hand, having achieved his undergraduate degree in Law and Politics at Cardiff University, a respected Russell Group institution, Adam built on his academic success with a Masters in International Journalism, at Cardiff’s School of Journalism, Media and Culture.