UCAS applications were down by almost 10,000 in 2023 and international student numbers had fallen by a third on the previous year. While the number of UK 18-year-olds and international applicants both saw modest increases for the 2024/25 academic year, overall applications remain in decline.
Against the backdrop of ongoing financial constraints, there have been calls across the sector for the new government to increase the cap on tuition fees. With fewer students to go round and budgets being squeezed, what can universities do to increase their ability to attract and retain students?
What really matters to students
The first step to attract more students through the door is to understand what they want from their higher education journey. High quality teaching should be a given. When choosing a university, students look for much more.
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The question is, what is it about university life that really matters most to students and how can institutions deliver it?
Students were asked what would be on their wish list for university life at a recent event, hosted by Ellucian, to discuss the issue. There were three key areas that students said would make their higher education journey not just good, but outstanding.
Help students get more from their university experience
The cost of living was a significant topic of discussion. Rising costs continue to have a considerable impact on the experience of going to university for many students.
Hashim, a medical student in his final year at Queen Mary University of London, wanted to see more help available for students who need to work alongside their studies to make ends meet.
“Working students typically miss out on a social life or may even see their grades start to slide because they are struggling to get the balance right between employment and study,” he said. “Timetables can be sporadic too, which makes it difficult for people to plan shifts around learning commitments. My university offers students advice on household budgeting, which really helps.”
A rethink is needed on the dilemma of working while studying. Students wanted to see more paid opportunities available within their universities. There was a call for more clarity on hidden costs such as examination re-sit fees too, as unexpected costs can increase the risk of dropping out.
Bethan, a former University of Leeds student, now academic representation coordinator at Manchester Metropolitan University, said: “Rather than working in local bars and restaurants, students could gain valuable experience in roles such as student support services and marketing. This enriches the whole experience of going to university and students bring a unique perspective on what sets an institution apart.”
Key takeaway: Provide greater transparency on study costs and consider what on-campus job opportunities could be made available to students to help them manage their academic and financial responsibilities. Doing so could have a marked positive impact on both student well-being and retention rates.
Engage students in shaping higher education
Students considered institutions that involve them in shaping their higher education offering as much better placed to truly meet their changing needs.
As Bethan pointed out: “Improving the student experience starts with understanding the journey from the students’ perspective. Who better to question about what services are needed to help students who speak English as a second language succeed, than the very people the services are designed for?”
There are advantages to bringing IT engineering students in to help a university develop their student app. Gathering students’ views on what’s required are key too, but the advice from students was not to rely too heavily on surveys.
“Although surveys are quick and easy to complete, we get so many that not everyone has the time or desire to respond,” said Isabelle, a marketing student at University of Southampton and president of the city’s Women in Business Society.
“Workshops or focus groups can often be more effective ways to get a more representative student view and as a result, a deeper understanding of what they want or need.”
Key takeaway: Reduce reliance on surveys and go the extra mile to directly engage students in shaping their education. This will give universities confidence that new and existing services will improve the student experience.
Provide tools to support student success
Students have high expectations of the tech and social media platforms they use every day. This means the systems used to access information and learning at university need to live up to these expectations.
“It saves so much time when you can access everything in one place, with no logging on to multiple systems. With their studies under control, students have more time for socialising and a more balanced university life,” said Isabelle.
Apps were a popular choice among students. A simple interactive campus map can make a huge difference to students who can get to where they need to be using their phones. However, it was important to students that they were simple and accessible.
“Text in apps and on websites can clutter the view. With visual prompts and icons, it’s easier to navigate and direct students to the information they need more quickly,” said Bethan.
Tools that supported flexible learning were high on the wish list too, as Hashim explained. “My university provided hybrid learning, which meant I could watch lectures online from home or catch up with the session later on if I was working. I found it really helpful to see the presentation slides and also the lecturer speaking. Rules were in place to allow some examinations to be taken online too, which worked well.”
Key takeaway: Prioritise accessible, user-friendly technology that is part of the fabric of university life. Understanding what digital tools students want and need can eliminate daily frustrations and help keep the focus on study success too.
A competitive edge
Universities that demonstrate their ability to actively listen to students and adapt to their needs are much more likely to be a first choice institution.
By focusing on practical support, engaging students in decision-making and offering user-friendly tools that enhance the whole experience of going to university, institutions can set themselves apart and ensure their students thrive both academically and personally.
Pete Moss is director at Ellucian and former manager at Staffordshire University.
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