As a consultant in further education with adult learners, marketing and recruitment are key components of the job. To successfully attract and retain learners, it is important to have a clear strategy in place. Below are 4 tips to add to your current process to help you market and recruit GOOD learners effectively.
However as you know, recruiting learners in FE is different to the average sales and marketing campaign.
Any one can market and sell a course, but in FE we must onboard with a clear goal of recruiting good quality learners that are suitable for the program.
In regular sales you must have as little touch points as possible, however in FE the more the better. The sales process becomes more of a filtering out process.
Work with employers, organisations, and respected individuals in the sector
One of the most effective ways to attract new learners is by working with employers, organisations, and individuals in the sector already.
These individuals and groups come with a wealth of credibility and can recommend your services to others. In fact, my statistics has shown that 80% of leads come from recommendations made by satisfied learners, industry experts and employers.
Therefore, it is important to showcase your connections in the sector and promote the outcomes you have achieved with learners.
Selling the outcomes, such as career progression or a new skill, rather than the features of the program, will help potential learners to see the value in your course.
Provide clear and concise information
When providing information to potential learners, it is important to ensure that it is clear and easy to understand. Avoid just attaching a PDF and sending it. Instead, take the time to tailor the information to suit the learner's questions and individual needs. This will showcase the quality of your service and the effort you put into meeting the needs of learners. The more effort you put into providing clear and personalised information, the greater your chances of standing out from the competition.
Use discovery calls to filter out unsuitable candidates and motivate the candidates.
Discovery calls can be an effective way to filter out unsuitable candidates and identify those who are truly interested in the course. During these calls, you can ask potential learners about their career goals and interests, and provide information on how your program can help them achieve those goals. This creates a sense of urgency and helps to ensure that only committed learners are accepted onto the course. Again, selling the outcome of the program during the call is crucial to help potential learners see the value in your services.
Offer in-person IAG with a tutor to complete admin and sell the program
Offering in-person IAG (Information, Advice and Guidance) with a tutor can help potential learners feel more connected to your program and increase the chances of them enrolling. During these sessions, you can provide more detailed information on the program, answer any questions the learners may have, and help them complete the necessary administrative tasks to enrol. These in-person sessions can be particularly effective in building trust with potential learners and showcasing the quality of your program.
In conclusion, marketing and recruitment can be challenging in further education with adult learners. However, by working with employers and organisations in the sector, providing clear and concise information, using discovery calls to filter out unsuitable candidates, and offering in-person IAG with a tutor to complete admin and sell the program, you can increase your chances of attracting and retaining learners. Remember to sell the outcomes of the program, rather than just the features, to help potential learners see the value in your services. By doing so, you can create a successful learning environment that benefits everyone involved.
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