Hello again, Zach Jones here from Rekrewt.

This is video number 3 of a series about our research that we just completed here at Rekrewt. We just researched prospective students, and what their thoughts and goals are as they compare higher ed options for the upcoming spring semester. What makes our research so unique is that we survey prospective students, not current students, so you truly get to understand the minds of your prospects!

We surveyed 500 people that are actively considering enrolling in a community college this upcoming spring semester (January, 2020). 

If you missed the first two videos, you’ll definitely want to go back and watch them. You can find them on my LinkedIn page or on rekrewt.com.

In this video, I’m going to dive deep into a single question from our research: 

“I am considering community college so that I can…”

All 500 respondents answered this question. This is very important, as we need to know what their motivation is for considering enrolling at a community college. What is driving them?

Here are the answers, in order of most responses to fewest:

  1. Get a job that pays more, 38%
  2. Learn a new skill, 35%
  3. Get a job that I enjoy, 30%
  4. Get a job that offers better benefits, 24%
  5. Get a job with a safer future, 23%
  6. Tied at 13%: get a job that is closer to home, get a job with better hours, and get a promotion at my current employer
  7. Save money and then transfer to a four-year school, 12%
  8. Stay close to home, and then transfer to a four-year school, 11%

Respondents could select up to three options.

Not surprisingly, almost 40% of your prospective students want to make more money than they’re making now. This number is consistent with both males and females, both are just as likely to want to earn more. Also, age doesn’t seem to affect this either. 

Let’s go to the number three option at 30%, “get a job that I enjoy.” This is much more important to females than males: 65% to 35%. Also, very interestingly, the older someone is, the less likely they are to feel this way. Younger persons, especially late teens and twenties, are much more likely to want to get a job that they enjoy. So, if you’re doing different ads for different age groups, which I hope you, then this should definitely impact your messaging. 

Lastly, let’s move to the last two responses, those that center on attending and then transferring to a four-year school. 12% said they wanted to save money and transfer, 11% wanted to stay close to home and then transfer. There is a large difference in persons that selected one of these two answers, though. 30% of 18-24 year olds want to save money and then transfer, but only 20% of them want to stay close to home and then transfer. If we look at 25-34 year olds, 32% want to save money and then transfer (about the same as 18-24 year olds), but 39% want to stay close to home and then transfer. That’s twice as many!

What I’m taking from this is that not many younger students care about staying close to home. However, as they get older, this becomes more of a concern. 

I’ve seen many colleges use verbiage similar to “stay close to home” in their recruitment campaigns for traditional-aged students, but the data doesn’t appear to be supporting that idea. At least not for persons considering enrolling this spring. 

Today, I’ve only had time to share a few helpful tidbits with you. But, I want to let you know that I’m going to be hosting a live training and research session all about this data, Wednesday, December 4th, at high noon. I’m going to share many more data points with you, and you’ll be able to ask for specific data points in real-time. If you want to know something specific, this is your chance to get answers! 

Go ahead and click the link below to register now so you don’t miss out. If you can’t make it live, register anyway, and you’ll get an email with a link to the replay. Just for registering, you’ll also get a free PDF with the full, raw data. I know listening to me state all of these percentages and numbers is difficult, so register now and then you’ll get a PDF with all of these data points, at no charge. 

Thanks for watching, and I’ll see you next time.

The 10 Most Common Digital Mistakes, and How to Avoid Them

Get the guide created especially for community college marketers. Save time, money, and stress, as you learn how to improve your digital marketing by avoiding common mistakes.


Is Your College’s Digital Strategy Working?

How does your strategy compare to proven best practices?