With the rising cost of education and the declining rate of graduates being hired weighing heavily on students’ minds, universities need to focus their marketing efforts on what makes college valuable to students.
Pew Research Center conducted a phone survey of 2,142 adults, released in May, to answer the question, is college worth it?
Results show over 86% of college graduates feel college has been a good investment, but 75% say college is too expensive for most Americans to afford. Even though the majority believes it is too costly, 94% of parents expect their child to attend college. However most young adults still do not attend a four year university and the number one reason for this is financial limitation.
Of the college graduates who took this survey, only 55% said college was very useful in helping them prepare for a job or career – which in my opinion seems low. Because after paying an arm and a leg for higher education, the next step would hopefully be a career followed by financial stability and paying back that debt. But surprisingly, 39% believe the main purpose of college is to help students grow personally and intellectually.
Competition among colleges to recruit these high school graduates is high, but knowing what these students are looking for can give some an edge. With a focus on preparing students for successful careers as well as keeping in mind the 39% who want personal and intellectual growth, can be an advantageous two-part message making your college seem “worth it” to more students.