Institutions around the world are constantly seeking ways to increase admissions for their programmes. However, the focus should not be on increasing numbers but on creating a relationship of trust and credibility with students. This can only happen through outcome-based communication in institution branding.

Here are a few essential points to keep in mind:

1. Create Trust with Realistic Claims and Images

Institutional branding must be built on realistic claims, images, and promises. Claims that are too good to be true or images that are fake can immediately break the trust of students. One way to achieve this is by ensuring that the claims made by the institution are believable and backed up by evidence. For example, instead of using pictures of Sundar Pichai and Steve Jobs to promote their institution, an Indian college could use pictures of their own successful alumni, showcasing the real people and realistic claims of their institution. This builds trust with students by showing that the institution has a track record of producing successful graduates.

Featuring big personalities such as film actors, ministers, etc. who have no stakeholder connectivity with the institution but visit the institution for a special function as guests may not be an effective trust-building exercise. While it may help to generate some buzz and interest in the short term, it is not a sustainable strategy for building trust in the long term.

If the institution wants to build trust with potential students and stakeholders, it should focus on showcasing real people who are connected to the institution in a meaningful way. This could include faculty members, alumni, and current students who can speak to their experiences at the institution and the impact it has had on their lives.

For example, the Indian Institute of Technology (IIT) Delhi’s website features testimonials from alumni who have gone on to successful careers in their respective fields. These testimonials help to build trust by showcasing the tangible outcomes that the institution has been able to achieve for its students.

Another example is the Tata Institute of Social Sciences (TISS) in Mumbai, which features profiles of its faculty members on its website. This helps to build trust by showing that the institution has a team of experienced and knowledgeable faculty members who are committed to providing quality education to their students.

The majority of tier 2 and 3-level higher education institutions in India hide their faculty profiles on their websites but leave a list of faculty to satisfy the mandatory requirements of the government regulatory authorities.

2. Communicate Outcomes, Not Sales Pitches

Institutional branding should focus on communicating outcomes, not sales pitches. This involves highlighting the outcomes that students can expect from the courses, such as employability, career growth, and personal development. An example of effective communication is when institutions inform, engage, and communicate with prospective students. Colleges and Universities could hold information sessions or webinars where prospective students can learn more about the institution and its offerings, ask questions, and get a better sense of whether it’s a good fit for them. Amrita Vishwa Vidyapeetham is engaged in such a process for a long time. This approach creates a two-way dialogue and establishes a relationship based on communication and mutual understanding.

The majority of the institutions in India are using aggressive marketing tactics, including spamming potential students with text messages and phone calls, sending faculty to the doorsteps of schools and homes of prospective students, etc. While they have been successful in attracting a large number of students, they have struggled to build a reputation for academic excellence and have faced accusations of misleading students about their accreditation and placement records. It is to be noted that institutional rankings are not to be considered perfect but are a useful resource to compare with other institutions.

For example, a university’s website features a comprehensive “Programmes & Courses” section that allows potential students to search and filter based on their interests and goals and provides relevant information and resources to help them make an informed decision that will result in a better outcome.

Outcome-based communication vs. focus on the sales pitch

Let’s take the example of two institutions: Institution A and Institution B. Both offer similar courses, but Institution A focuses on outcome-based communication while Institution B focuses on sales pitches.

Institution A communicates the outcomes of its courses to potential students through various channels, such as its website, social media, and alumni network. It highlights the employability of its graduates, the career growth they can expect, and their personal development. It also measures and shares its student outcomes, showcasing the success stories of its alumni.

On the other hand, Institution B focuses on sales pitches to attract students. Its marketing campaigns are designed to sell the courses rather than communicate their outcomes. It uses fake images and unrealistic claims to attract students, through all social media platforms, which leads to a loss of credibility.

As a result, Institution A attracts a larger number of students who are more likely to be satisfied with their choice, leading to positive word-of-mouth and increased admissions in the future. Institution B, on the other hand, may attract a smaller number of students who may not be satisfied with their choice, leading to negative word-of-mouth and decreased admissions in the future.

3. Focus on outcomes: Measure and Share Student Outcomes

Institutional branding should measure and share student outcomes to build trust with students. In Indian higher education, institutions often use their rankings to sell their courses. However, students are more interested in the outcomes of their education, such as employability, career growth, and social impact. Institutions should therefore focus on communicating their outcomes rather than their rankings. One example of an institution that emphasizes outcomes is the Indian Institute of Technology Bombay, which has a dedicated career development center that provides students with job opportunities and skill-building programs. Institutions can showcase the success stories of their alumni and how they have made a difference in the world.

4. Social media engagement

Social media has become an important platform for institutions to engage with their audience and promote their brand. Here are some guidelines for institutions to follow to ensure better outcome-based communication and create trust and credibility:

1. Have a clear strategy: Before starting to engage on social media, institutions should have a clear strategy that outlines their goals, target audience, messaging, and content strategy. It is better to define the same with clarity.
2. Use social media to communicate, not just sell: Institutions should use social media to communicate with their audience, provide useful information, and build a relationship of trust, rather than just using it as a sales platform.
3. Be authentic and transparent: Institutions should be authentic in their messaging and avoid making unrealistic claims or promises. They should also be transparent about their operations, policies, and any issues that arise.
4. Use visuals and multimedia: Social media is a visual platform, and institutions should use visuals and multimedia to enhance their messaging and engage their audience.
5. Respond to feedback and engage in conversations: Institutions should respond to feedback and engage in conversations with their audience on social media. This helps to build trust and credibility and shows that the institution values the opinions of its audience.
6. Use analytics to measure success: Institutions should use analytics to measure the success of their social media engagement and adjust their strategy accordingly. This helps to ensure that their messaging is effective and resonates with their audience.
7. Stay up-to-date with social media trends and best practices: Social media is constantly evolving, and institutions should stay up-to-date with the latest trends and best practices to ensure that their engagement strategy is effective and relevant.

Institution branding should leverage social media platforms to engage with potential students and showcase the institution’s culture, values, and community. This can include live Q&A sessions with faculty, student takeovers of the institution’s social media accounts, and behind-the-scenes glimpses of campus life.

For example, a department under a university or college can have an active Twitter account that features live Q&A sessions with faculty and alumni as well as updates on student accomplishments and awards.

Conclusion:

Outcome-based communication is essential for building trust in institution branding. It involves creating realistic claims and images, communicating outcomes rather than sales pitches, and measuring and sharing student outcomes. Institutions that focus on outcome-based communication are more likely to attract a larger number of satisfied students, leading to positive word-of-mouth and increased admissions in the future.

Author

Dr R K Suresh, CEO, LearnPlusPlus