Universities need to closely monitor a variety of key metrics to ensure their success across academics, student life, finance, and reputation. These metrics provide valuable insights into the institution’s health, effectiveness, and areas for improvement. Let’s concentrate on two of them in this article:
- Student Enrollment and Admissions
- Why? Healthy enrollment numbers are vital for the financial stability of the university, as tuition and fees often form a significant portion of the revenue. Monitoring the characteristics of the student body also helps in tailoring academic programs and support services to meet their diverse needs.
- Student Success and Retention
- Why? Retaining students and ensuring their success is paramount for the university’s reputation and long-term viability. High retention and graduation rates also contribute to positive alumni relations and future recruitment.
What is the correlation between these two metrics?
First and foremost, they are not independent processes but rather interconnected components of a healthy and thriving educational institution.
Student Recruitment and Retention in Higher Education
Effective recruitment lays the foundation for successful retention by bringing in students who are more likely to thrive.
Attracting the Right Fit
Effective recruitment focuses on attracting students who are a good match for the institution’s programs, values, and culture. When students’ expectations align with their actual experience, they are more likely to be satisfied and persist.
A strong sense of belonging, which begins during recruitment and orientation, significantly impacts retention. Students who feel they belong are three times more likely to report having a great university experience (Salesforce, Connected Student Report)
Setting Realistic Expectations
Honest and transparent recruitment practices provide prospective students with a clear understanding of what to expect academically, socially, and financially. This reduces the likelihood of disappointment and subsequent attrition.
Students who report receiving sufficient academic and wellbeing support are far more likely to stay engaged. For example, 78% of students with great university experience felt supported academically, compared to just 23% of those with poor experience.(Salesforce, Connected Student Report)
Building Initial Engagement
Early engagement during the recruitment process, such as through personalized communication and campus visits, can foster a sense of connection and belonging even before enrollment, positively impacting their likelihood of staying.
Students who have a great onboarding experience are 35 times more likely to have a great overall university experience. This connection underscores the importance of recruitment strategies that emphasize a smooth transition into university life. (Salesforce, Connected Student Report)
Academic Preparedness
Recruiting students who are academically prepared for the rigors of the institution’s programs sets them up for success, reducing the chances of academic struggles that can lead to dropping out.
Nearly half (47%) of students select their institution based on career prospects, but only 11% feel very prepared for work. Students who feel well-prepared are four times more likely to have a great university experience, linking recruitment messaging about career readiness to long-term retention. (Salesforce, Connected Student Report)
Word-of-Mouth Marketing
Satisfied and successful current students are powerful advocates for the institution. Their positive experiences shared with prospective students and their families can be a highly effective recruitment tool.
Students who had a great university experience were 51% more likely to recommend their institution to friends and family. This highlights the importance of positive experiences in driving word-of-mouth referrals. (Salesforce, Connected Student Report)
Reputation and Brand
High retention rates contribute to a positive reputation and strengthen the institution’s brand. This makes it more attractive to prospective students who see it as a place where students succeed and thrive.
74% of students who had a great experience reported being proud to be associated with their university. A strong institutional brand, built on positive student experiences, directly impacts retention and alumni loyalty. (Salesforce, Connected Student Report)
Alumni Engagement
Well-retained students are more likely to become engaged and supportive alumni, contributing to future recruitment efforts through networking, referrals, and financial support.
Institutions that maintain strong alumni connections see better retention outcomes. For example, 40% of institutions reported changing their approach to engaging alumni, with 45% adopting hybrid (in-person and virtual) engagement models, which help foster lifelong connections. (Salesforce, Connected Student Report)
Data-Driven Improvement
Analyzing retention data can provide valuable insights into what aspects of the student experience are working well and what needs improvement. Addressing retention challenges can lead to a better overall student experience, which in turn enhances recruitment efforts.
Universities using data analytics to personalize student experiences reported higher satisfaction. For instance, 69% of students with a great experience felt their university provided a personalized experience tailored to their needs, compared to only 50% overall. (Salesforce, Connected Student Report)
Efficient Resource Use
High retention means the institution is not constantly needing to replace a large number of students who leave. This makes recruitment efforts more efficient and cost-effective.
Institutions that invest in technology for student support see improved retention. For example, 83% of students who felt very connected to their institution cited easy access to online resources as a key factor in their positive experience. Conversely, 27% of students felt their universities used outdated technology, which can negatively impact retention. (Salesforce, Connected Student Report)
Institutions that understand and strategically manage the relationship between recruitment and retention are more likely to achieve sustainable enrollment, enhance student success, and build a strong and supportive community. A holistic “enrollment management” approach recognizes this interconnectedness and aims to optimize both processes for the overall benefit of the institution and its students.
Key Tools Offered by Salesforce for Higher Education
The main solution for higher education is the Salesforce Education Cloud, a cloud-based platform designed to support the entire student journey, from recruitment to graduation. This platform not only helps institutions attract students but also plays a vital role in improving retention by addressing their needs throughout their academic experience.
Education Cloud offers a variety of tools tailored to the unique challenges faced by higher education institutions. It simplifies recruitment by providing centralized data management and real-time insights, enabling personalized outreach to prospective students. Additionally, it supports retention by fostering engagement and offering holistic support, ensuring students feel connected and valued throughout their time at the university.
Salesforce for Higher Education offers a suite of tools. Here is the detailed overview of each of them:
CRM
Salesforce CRM (Customer Relationship Management) capabilities play a vital role in recruitment, enabling institutions to manage the entire student lifecycle effectively, from recruitment to alumni engagement.
One of Salesforce’s key features is its 360 Student View, which provides a comprehensive profile of each student. This feature integrates academic records, communication history, and engagement metrics into one dashboard, enabling universities to understand each student’s journey holistically. This capability is particularly useful during recruitment, as it allows admissions teams to identify high-potential candidates and address their specific concerns or interests.
Marketing Cloud
The Communication Module facilitates timely communication with prospective students throughout the recruitment process. It automates the sending of notifications, interview invitations, reminders about deadlines, and personalized updates. Salesforce Marketing Cloud supports targeted campaigns tailored to student preferences, while mobile-first communication tools ensure students receive updates through their preferred channels. It automates email campaigns and tracks engagement metrics to refine strategies.
Admissions Management
A suite of integrated tools that streamline processes concerning student recruitment processes.
- The Application Module simplifies the application process by allowing students to fill out forms and upload required documents through a centralized platform. This ensures a seamless and efficient experience for applicants while reducing administrative burdens for admissions teams.
- The Verification Module automates the verification of documents, ensuring accuracy and reducing the risk of fraudulent applications. Salesforce leverages AI-powered tools like Einstein Analytics and blockchain-based credentialing systems to securely verify submitted documents.
- The Ranking Module enables institutions to create ranking lists of candidates based on predefined criteria such as academic performance, extracurricular activities, or diversity metrics.
By integrating these modules into a single platform, Salesforce empowers universities to optimize their recruitment strategies, improve applicant experiences, and attract high-potential candidates effectively.
Student Portals
The self-service portals offered by Salesforce allow prospective and current students to access information about applications, deadlines, events, and other essential resources in one centralized platform. This transparency ensures that students remain informed throughout their academic journey, reducing confusion and enhancing their overall experience. For recruitment, this functionality simplifies the application process, enabling prospective students to track their progress and receive timely updates.
By improving transparency, these portals also reduce the administrative workload for university staff. Automated notifications and reminders about deadlines or upcoming events minimize the need for manual follow-ups, allowing staff to focus on more strategic tasks. For instance, students can independently upload documents, check their application status, or register for events without requiring constant support from admissions teams.
In terms of retention, Salesforce’s portals help institutions maintain engagement with students by providing ongoing access to academic resources, career services, and social opportunities. According to the “Connected Student Report,” students who feel well-supported and connected to their institutions are significantly more likely to have a positive university experience. Features like personalized dashboards and tailored notifications ensure that students receive relevant information at the right time, fostering a sense of belonging and reducing attrition rates.
Reporting and Analytics
Salesforce plays a crucial role in analytics and reporting for recruitment and retention in higher education, offering tools that provide actionable insights and streamline decision-making processes. The following modules highlight its capabilities:
- The Reporting Module enables universities to generate detailed reports and statistics related to recruitment and retention. Institutions can track applicant trends, enrollment rates, and retention metrics, providing a comprehensive view of their performance. This module helps administrators identify areas for improvement, such as onboarding experiences or academic support, which directly impact student satisfaction and retention.
- The Data Analysis Module allows institutions to analyze data from the recruitment process to uncover patterns and predict outcomes. By leveraging Salesforce’s AI-powered tools like Einstein Analytics, universities can assess the effectiveness of their recruitment strategies, identify high-potential candidates, and implement targeted interventions for at-risk students. This data-driven approach ensures that resources are allocated efficiently to improve both recruitment and retention outcomes.
Through these modules, Salesforce empowers higher education institutions to make informed decisions based on robust analytics and reporting. This enhances recruitment efforts and strengthens retention by addressing student needs proactively.
Communication
Agentforce, Salesforce’s communication tool, facilitates real-time engagement with prospective students and current enrollees. Notifications, reminders about deadlines, and personalized updates can be tracked to measure engagement levels. These insights help institutions refine their communication strategies to foster stronger connections with students.
Document management
The Payment Module seamlessly integrates payment gateways with the Salesforce ecosystem. It enables institutions the management of recruitment and tuition fees, allowing applicants to pay application fees seamlessly while tracking tuition payments. This module ensures transparency and efficiency by providing real-time updates on payment statuses, reducing delays and errors in processing financial transactions.
Additionally, Salesforce’s document management tools facilitate secure storage and retrieval of payment-related documents. By automating workflows, such as invoice generation and fee reminders, institutions can focus on improving student engagement rather than manual administrative tasks. These tools also support compliance by ensuring all financial records are securely stored and easily accessible for audits or reviews.
Through these capabilities, Salesforce enhances the recruitment process by reducing administrative burdens, improving accuracy in payment handling, and delivering a smoother experience for prospective students.
Why implement Salesforce Education Cloud?
Salesforce has established itself as a transformative force in higher education. Renowned institutions such as USC, Stanford, Purdue, Rutgers, Michigan State, UPenn, and Notre Dame have successfully implemented Salesforce solutions to modernize their operations and improve student engagement. Reports from leading analysts like Gartner and Forrester consistently recognize Salesforce as a top CRM and engagement platform for higher education.
Implementing Salesforce for Higher Education is crucial for universities looking to:
- Attract and enroll the right students.
- Improve student success and retention rates.
- Cultivate strong relationships with alumni and increase fundraising.
- Enhance operational efficiency and collaboration across departments.
- Leverage data to make informed decisions and drive strategic growth.
- Build a more connected and personalized experience for all constituents.
Salesforce’s emphasis on holistic support ensures that students feel valued and supported throughout their academic journey, from recruitment to graduation.
