For decades, the top choice for students after secondary education was to go to university. However, the structure of education isn’t as clear-cut as it once was. With a competitive job market and plenty of education courses, programs, and platforms to choose from, students are more than happy to explore other options that fit their needs best.
In fact, a survey conducted last year showed the changing preferences of students:
- One out of four students changed their minds about what to do after graduation.
- Around 17% changed their majors.
- About 10% said that the pandemic changed the college they were attending or the credentials they are pursuing.
One of the most popular choices is online programs from career colleges, especially since their aim is to produce job-ready graduates. This means that the skills these individuals develop are aligned with the skills the market is looking for, easing their load into transitioning from studying to working.
In our previous articles, we’ve often talked about the skills gap phenomenon plaguing today’s labor industry. As a way to prevent this, students of today are proactive in their careers, preferring ones that can help them land a job as smoothly and efficiently upon graduation.
As a result, the appeal of career-focused paths is inevitable. This leads to researching the best programs available to them. Reaching out to these students is half the battle. Convincing them to choose your programs is a whole other story.
What Students are Looking for in Online Programs
Among the things students are looking for in online programs include faster paths towards earning credentials, flexibility in learning schedule, as well as the costs of programs.
The study that concluded this, however, notes that the cost goes beyond its affordability. When students are looking for cost-effective courses, they are including factors such as scholarships and reputation. In short, they would much rather shell out more money in exchange for the trustworthiness and prestige of their chosen program.
How to Improve Your Campaigns
- Students are not a monolithic group. This means businesses should treat them as individuals when advertising towards them.University Business shares that many students are keen to enroll in programs that are near them, despite undertaking fully online programs. Setting your campaigns to specific locations can help contain your target so that you can get more bang for your buck when bidding on keywords.
- On the other hand, programs that are highly specialized and unique can expand their location target in order to gain potential leads who are already ready to convert but are having a difficult time finding the right platform for them.
- Words are everything for students, especially when their futures are dependent on you. That means using buzzwords with ad copy strategies that can capture their attention.Of course, strong campaigns need to be paired with a solid service in order to fully gain their loyalty. And with lifelong learning on the rise, businesses can stay viable through your customers’ support.