Amazing, I just found that new university in a Facebook Ad: Accredited, affordable, from Europe... My dream was always to study in Europe. As a fresh grad from a humble family environment, I don't have the financial resources to spend big on further education. I don't know anybody who studied at this university. My friends, mentors, and university faculty didn't hear about this university either.
While it checks all his boxes, how can I trust their statements? Are they real, or will I spend much of my resources to obtain nothing in exchange?"
TRUST is so critical. In global higher education, it is common for students to study for their degrees 1000 km away from their hometown. Only a limited % of universities have a global brand, a reputation that validates them. However, most universities are "nameless" outside their campus locations.
Having said this, it should not be the end of the university's ambition to grow internationally and create a diversified global student body. Here are 3 areas through which this trust can be built.
Communication
Let's start with the area over which you have the most control: Communication. It entails where and how you communicate. This includes your web and all other digital or non-digital assets you control. Be transparent, detailed, and anticipative of any question. Reach out to your candidates in a proactive and timely manner. If you exceed expectations at every touchpoint, you can be very confident that you start building that trust you didn't have at the beginning of the candidate journey.
Students & Alumni
Turn your students and alumni into your ambassadors. You are not controlling them but if you provide a valuable academic journey and an engaging student experience, your students and alumni will actively discuss it. You can help them amplify their positive experiences through all your digital and non-digital assets. Don't be surprised that your students and alumni are well-connected. You might witness a snowball effect and your reputation can grow exponentially.
Endorsements
Third-party endorsements are the ultimate goal to gain trust. While you can influence your communications and ambassadors, external stakeholders have their own criteria for measuring you. Here is a list of third-party endorsements you should thrive for:
- Government: The local government can issue these endorsements, recognizing your institution and the degrees offered. These official endorsements are important, especially regarding student visas or work permit issuance.
- Academic Partners: your partner network can help you elevate your trust as you will be perceived among your peers.
- Accreditation Bodies: There are several private accreditation organizations, such as AACSB, AMBA, and EQUIS, for business schools. They review the entire organization to deem them fit to offer certain degrees.
- Rating Agencies: For smaller or more specialized higher education institutions, ratings (badges) might be the best way to achieve an endorsement. Organizations popular for these ratings are QS and AppliedhHE.
- Rankings: There is a variety of rankings that benchmark universities around the same topic. To qualify for these rankings, you need to meet certain minimum criteria. You reach the top of the iceberg once you are ranked and can leverage your ranking position.
While endorsements help with the big picture, it's as important to treat every personal relationship as a "trust driver." The more positive, professional, and sincere interactions a candidate has with your organization, the closer you are to achieving the trust you aim for. Remember that a trust-building journey can't be measured in numbers for the upcoming intake.
If you wish us to review this process, join one of our Workshops or contact us.
About this blog: EDU, short for Eduardo, is a great guy! He is your lead, candidate, student, and alumni. He helps you see things from his perspective. You will understand why things matter to him. On his blog, he will pose questions to which you hopefully have answers - or we can help you find them! So, go ahead and explore more stories at Eduardo, or get the latest stories directly delivered to your inbox by subscribing here.
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