The number 1 trend in tertiary education brand messaging.
Jobs: Messaging that puts employability first — careers, work, jobs, gaining experience, preparation, practical hands-on skills in the ‘real world’ — came in at pole position in our audit of over 100 tertiary education providers across Australia and New Zealand.
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The following is an excerpt from Selling the dream: Messaging trends in tertiary education. Download the full version at studioalto.com/report-messaging-trends-in-tertiary-education/
Messaging analysis
Although Jobs messaging is the most popular theme (equal with Inspiration) across all tertiary education providers combined, the majority of these messages are from Vocational Education and Training (VET) providers. Over a third of VET messaging is about Jobs.
VET providers are more direct with their language in regards to finding students ‘real jobs’ right now. They commonly refer to employers, industry, skills, careers, and work, and emphasise ‘real world’ experience and hands-on practicalities, over the academic side of learning.
Driver analysis
Practical skills pay the bills.
This messaging targets prospective students’ basic human needs — the lower two sections of Maslow’s Hierarchy of Needs pyramid. The act of getting a secure job usually comes with the promise of earning a stable income, so individuals can meet their basic needs in order to live a comfortable life. Put food in their mouths. Pay rent and taxes.
It may even provide the opportunity to one day buy that dream home. All factors that align with life’s needs for safety and security. A safe choice for messaging.
Practicality is the driving message here, while emotive aspirational messaging takes a back seat.
Jobs messaging helps prospective students feel like they are mitigating risk by choosing a provider that will transition them to paid employment sooner than other options, with clearer pathways and stronger ties to industry.
Ranking analysis
The audit found that the key difference between universities and VET providers’ messaging was unsurprisingly that VET providers are for the most part playing it safe and focusing on selling jobs for today.
Is it that VET providers can promise a safer transition to a stable job or career? It’s not called Vocational Education and Training for nothing.
Comparison
How does the messaging compare to what young people are saying they want from life, work and education?
Although Jobs was the most popular theme in the audit, getting a job, financial securityand having a stable job were rated only half as important as loving my job, making a positive difference and school or study satisfaction. This makes the themes Passion & Purpose and Think Differently more closely aligned to what young people say they want in their professional life.
Need to know more? Selling the dream report uncovers the trends and explores the meaning and emotions behind the messages. Find out:
- Who is the audience? What do they think and feel about life and the future? What do they want from education and work?
- What are the messages and the meanings behind them? What emotional and psychological levers are brands pulling to influence choice?
- How do the messages compare to what individuals really want?
- What are the challenges for the sector?
- What are the opportunities to create brand differentiation?
