"Edu, short for Eduardo, found that new university in a Facebook Ad: Accredited, affordable, from Europe... His dream was always to study in Europe. As a fresh grad from a humble family environment, he doesn't have the financial resources to spend big on further education. Edu doesn't know anybody who studied at this university. His friends, mentors, and university faculty didn't hear about this university either.
While it checks all his boxes how can he trust their statements? Are they real or is he going to spend a lot of his 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, the majority of universities are "nameless" outside of 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.
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 are controlling. 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 single touchpoint, you can be very confident that you start building that trust that you didn't have at the beginning of the candidate journey.
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 talk about 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.
Third-party endorsements are the ultimate goal to gain trust. While you can influence your communications and your ambassadors, external stakeholders have their own criteria when measuring you. Here is a list of third-party endorsements you should thrive for:
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, you are one step closer to achieving the trust you are aiming for. Bear in mind, that a trust-building journey can't be measured in numbers for the upcoming intake.
If you wish us to review this process or join one of our Workshops or contact us.
About this blog: EDU, short for Eduardo, is a great guy! He is your lead, your candidate, your student, and your 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 help you to find them! So, go ahead a explore more stories at edualto.com/eduardo.