5 Tips for writing a student recruitment script

In today’s highly competitive higher education market, attracting top-quality students is crucial, therefore a well-crafted student recruitment video is an essential part of any successful student recruitment strategy. In our last two HE-focussed articles we discussed different creative approaches and different formats that you need to think about before you begin work on your video, but in this article, we’ll focus squarely on the script itself, where we will share some tips for writing a student recruitment script that will resonate with prospective students.

Tone of Voice

The tone of voice used in the student recruitment script is critical to its success and should communicate on a peer-to-peer level as students are more likely to be drawn to content that they can relate to. It’s essential to strike a balance between professionalism and authenticity so we usually advise that the script should be written in a conversational tone, making the audience (prospetive student) feel like they are having a conversation with their peers (current students). A good student recruitment script should have a friendly, enthusiastic, and positive tone of voice, making the video more engaging and appealing to the target audience.

Appropriate Video Duration

The duration of the video is also critical when creating a student recruitment video. A recruitment video that is too long will likely lose the viewer’s attention, while one that is too short may not provide enough information to the viewer. The ideal length of a recruitment video is between one to two minutes. Within this timeframe, it is essential to communicate the key messages effectively.

Highlighting Institution’s Unique Selling Points

Highlighting your institution’s unique selling points is essential when creating a student recruitment video. Every institution has its unique strengths, and these should be communicated effectively in the video. This could include the institution’s research facilities, location, and specific academic programmes. Additionally, the video could highlight any extracurricular activities available to students, such as sports teams, clubs, and volunteer opportunities. However, it’s important not to just list the USPs, as this will create disengagement, instead, think of creative ways that the USPs can be featured, perhaps using on-screen graphics or building fly-throughs.

Emphasising Student Support and Success

Student support and success should also be emphasised in the student recruitment video as prospective students want to know that they will receive the support they need to succeed at the institution. This could include academic support services, career services, and mental health resources. The video could also feature successful alumni, demonstrating the success that graduates of the institution have achieved in their careers. Additionally, prospective students are often looking for institutions that are at the forefront of cutting-edge research and innovation, so highlighting the institution’s contemporary research achievements and how students can participate in these projects is an excellent way to attract students interested in pursuing research opportunities.

Incorporate a Call-To-Action

Finally, it’s essential to incorporate a call-to-action into your student recruitment script. The call-to-action should be clear and concise, encouraging prospective students to take action. This could be as simple as directing them to your institution’s website or encouraging them to apply.

Conclusion

Creating an effective student recruitment script is critical to any higher education marketing strategy. The tone of voice, appropriate video duration, communicating on a peer-to-peer level, highlighting unique selling points, and emphasising student support and success are all essential elements of a successful student recruitment video. By following these tips, institutions can create a student recruitment video that is engaging, informative, and persuasive, leading to increased student enrolment and institutional success.

For more information on how we can help your Higher Education marketing strategy, get in touch or visit our HE video marketing services page on the website.

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