As university marketers, you all know how challenging it is to stand out in an increasingly competitive landscape. Shrinking budgets, the struggle to recruit postgraduates, and declining trust in traditional media are issues we face daily. However, during a recent webinar masterclass we hosted, we explored a solution that many universities are overlooking: unlocking the influence of your academic staff through a strategic online presence.
In that session, “Unlocking Academic Influence,” we focused on how universities can empower their academics to build personal brands and increase their digital footprint, ultimately driving student recruitment. If you missed it, don’t worry—you can still catch the webinar on demand [here].
Why Social Media Matters More Than Ever for Universities
Did you know that 10% of students worldwide discover their courses through social media? For postgraduate recruitment, platforms like LinkedIn and Facebook are crucial. By supporting your academics in building their online profiles, your institution can better connect with prospective students while gaining credibility in a crowded market.
At Prohibition PR, we’ve seen first-hand how academic profiles can help universities shine. For instance, when we worked with Professor Greta Defata at Northumbria University, within months of optimising her online presence, she saw an incredible boost in media coverage. Greta was named one of The Big Issue’s 2023 Changemakers of the Year. It’s a great example of how amplifying academic voices online can have a tangible impact on your university’s visibility.
The Shift from Traditional to Digital Influence
Traditionally, academic influence was built through research publications, lectures, and networking events. While those are still important, the game has changed. We’re now in a world where personal branding and online presence matter just as much. Think of it this way: your academics already have the expertise—what they need now is a platform to amplify it.
That’s where building a strong online profile comes in. We’re not talking about making every academic a Stephen Bartlett but about finding the right digital channels and helping them share their insights with the right audience. Trust me, once you unlock this potential, it can be a game-changer for your recruitment efforts.
How to Start Empowering Your Academics
Here’s a breakdown of what we discussed in the masterclass to help you get started:
1. Optimise Their Profiles: Ensure your academics have professional, polished profiles on LinkedIn and other relevant platforms. High-quality headshots, engaging bio sections, and a clear value proposition make all the difference.
2. Encourage Authentic Engagement: It’s not enough just to post content—encourage academics to join conversations, comment, and connect with peers and potential students.
3. Own Their Niche: Help them focus on 2-3 key topics where they can provide unique insights. Whether it’s their latest research or industry trends, owning a niche builds credibility.
4. Leverage Rich Media: Short, engaging videos and dynamic posts perform better on platforms like LinkedIn. Encourage them to share snippets from lectures or quick insights on trending topics.
Why This Works
The real power here is trust. Research shows that trust in traditional media is at an all-time low, but 95% of people trust recommendations from others, even strangers. Academics are uniquely positioned to build this trust through their expertise. By optimising their online presence, your university can harness this trust and convert it into student recruitment.
Want to Unlock the Potential of Your Academics?
If you’re looking to amplify the influence of your academic staff and drive better recruitment results, Prohibition can help. Our Academic Influence Package has been designed to help universities build and manage online profiles that boost visibility and credibility.
We offer:
– A half or full-day training session tailored to your university’s goals.
– A bespoke Influencer Playbook for your academics to follow.
– A measurement framework to track their increasing influence over time.
Ready to take your recruitment to the next level? Get in touch with us today to learn more about how we can help your academics become powerful voices online.
Catch the webinar on demand [here], and if you want a deeper dive, don’t hesitate to reach out. We’d love to chat about how we can help your institution thrive in today’s digital world.
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