Why authenticity matters more than ever in student comms

Trust isn’t just a buzzword; it’s the foundation of any successful relationship. For students, trust means believing that their institution has their best interest at heart. When students trust their university, they’re more likely to engage with the community, participate in campus activities and ultimately thrive – both academically and personally.

This is precisely what we did for the University of Central Lancashire’s 2022/23 recruitment cycle. Our campaign concept – ‘We see YOU’ - was about the real-life experience of the individual and the promise the University would support them on their journey, whatever they wanted to achieve.

Building trust requires transparency. Universities have a responsibility to communicate openly about everything from the admission process to campus safety protocols. Students need to know exactly what they can expect and that their needs are being put first. By taking this approach, you can create an environment where your students feel valued, informed and prioritised.

Being authentic in your communications helps foster a sense of belonging. Students can spot insincerity from a mile away. So when universities present an authentic image - by showcasing their true character, values, mission and culture - they resonate much more deeply with students.

This is where the power of storytelling comes into play. Sharing real stories of student experiences, achievements and even challenges can humanise your institution. These stories create relatable touchpoints students can connect with, making the university feel much more like a supportive community rather than a faceless entity.

Leeds Beckett University is great at championing the voices of their students, regularly sharing individual stories about a current or former student’s journey from application to studying at the University.

Social channels, websites and other virtual spaces all offer opportunities to communicate authenticity. Use these spaces to understand student concerns, acknowledge and reflect their perspective and connect with them in a way that feels real and unforced.

University of East Anglia is doing this incredibly well through its immersive Applicant Day virtual platform, that focuses on giving students offered a place at UEA the opportunity to get close to their potential future home.

It’s important to remember that it’s not just about broadcasting messages; it’s about listening too. Engaging with students on social media, responding to their queries, and addressing their feedback promptly shows that you value their input and are committed to being the best possible support system for them.

Now you’ve had a chance to reshape your perspective, here are some actionable steps you can take to foster trust and authenticity with your student body:

1. Transparent communication: Be clear and honest in all your communications, whether it’s about tuition fees, course content, or campus policies, make sure your students have access to accurate and up to date information.
2. Consistent messaging: Maintain a consistent tone and messaging across all platforms as this will help reinforce your University’s identity and values, making it easier for your students to trust you.
3. Empower student voices: Share student testimonials, blogs and social media takeovers. Empowering your students to share their own voices adds authenticity and provides valuable and relatable perspective for other students.
4. Address concerns quickly: Demonstrate just how responsive and caring you are by addressing student concerns and queries as quickly as possible – another great way to build trust and satisfaction.
5. Celebrate successes and recognise challenges: While it’s important to highlight your achievements, you should also be candid about challenges you’re facing and the steps you’re taking to overcome them. This balanced approach demonstrates authenticity and commitment to continuous improvement.

By prioritising these values in student communications, you can build stronger and more meaningful relationships with your students. This approach not only enhances student satisfaction and retention but also fosters a loyal and engaged community that can drive the institution forward.

If you’re looking for further inspiration for your next student engagement campaign, why not check out our blog on 5 easy ways to improve student retention.