Response from Amrit Ahluwalia, director of strategic insights, Modern Campus.
I’ve had conversations with hundreds of provosts and senior administrators at colleges and universities across North America, and around the world, all reflecting on how the industry is evolving, how student needs are changing, and how institutions are adapting to keep pace with those shifts.
While many institutional leaders try to reflect on whether changes are flashes in the pan or meaningful disruption, the fact is that higher education has been on a consistent trajectory to make education increasingly modular and to make the student experience increasingly flexible and learner centric.
Promising: Better Student Engagement
We’re seeing colleges and universities invest in technologies built to support the learner in ways they haven’t before: Platforms built with the specific goal of engaging learners. Technologies that give learners direct pathways to success with clear career outcomes, that personalize the online experience or even simplify things like registration—these digital assets take the modern student from a ‘learner to earner’ in the most personalized and efficient path possible. The fact is that students enroll in higher education to get a job—58% of freshmen say this is their primary motivator for enrolling—and the industry is elevating to support those needs.
Technologies that put the student engagement and experience first—that support the ‘learner-to-earner’ journey—must become the norm in higher education. The modern learner is savvy, they have alternatives to the traditional path to higher education and therefore colleges and universities must adapt to the needs of the modern learner. We saw this during the pandemic: while freshman enrollment in higher education dropped 13% industry-wide, bootcamp enrollment grew 30%. The many alternatives to higher education keep pushing the status quo in how we serve modern learners.
Challenging: Transactional Infrastructure
It’s expensive for colleges and universities to attract students, but most institutions continue to focus on two- or four-year transactional relationships with students. This is a particular head-scratcher when 70% of learners are non-traditional, and when 68% of adults considering enrolling in education programming say they prefer non-degree or alternative credential options.
The commercial world outside of postsecondary education, would go bankrupt if we focused on merely short term, transactional relationships. We always search for ways to provide an experience that lets us work with that customer for life; not for two or three or four years. If that’s the length of our relationship, we go out of business. The relationship between students and institutions must change to reflect the new model of lifelong learning, and it can start with systems and processes that make learners want to stay with you.
Promising: Workforce Innovation
Higher education technology is starting to provide the framework for more workforce-oriented education and credentials. There’s a tremendous amount of innovation that’s not necessarily coming from colleges and universities, where businesses like Guild Education, 2U, Coursera, and others are filling the skills gaps that many schools view as ‘too vocational’. Innovation is coming into their space in spades, and it’s disrupting the system. This makes higher education more competitive, and those colleges and universities will innovate as a result.
Challenging: Low Coachability
Higher education’s acceptance of innovative technologies can be slow. Many colleges and universities are seeing their competitors doing things like workforce innovation well, but they’re folding their arms saying, ‘Well, that’s not for us.’ There are people like Dr. Crow (president of ASU) who’ve been amplifying their technologies and facilities for decades, but other colleges and universities aren’t hearing the call. They’re not being coachable. The innovation is out there, but institutions need to take it and make it their own.
By Amrit Ahluwalia, director of strategic insights, Modern Campus.
Historically, education IT professionals have supported their respective colleges and universities from the behind the scenes. They’ve provided and maintained the critical infrastructure that allowed their institutions to serve learners, largely in the shadows, maintaining everything from server racks to campus Wi-Fi, to the printers in the library.
Of course, leading technology is no longer a “nice-to-have” for any business, and higher education is no different. Arguably, the technological infrastructure is as critical to helping set learners’ expectations of the institution as programming itself.
So, for the modern education IT professional, the most important topic they should be focused on is the student experience—both inside and outside the classroom.
By modernizing the digital experience being used to engage learners, IT professionals can help their respective institutions make massive strides to becoming environments better suited to the expectations of the modern learner, no matter their age.
Everyone today is first and foremost a digital consumer; they use Netflix, Amazon and Uber on a daily basis. Modern colleges and universities need to ensure students are able to access critical institutional information, resources and administrative tools when and where they want.
This means creating a secure environment that allows students to log into a portal to access receipts, request (and pay for!) transcripts and perform other bureaucratic and administrative tasks that are usually performed by front-line staff. It also means creating environments that automate adaptive communications, ensuring that learners are receiving relevant messaging from the institution through their preferred channels at the right time.
What’s more, IT has a role to play in supporting the delivery of high-quality academic experiences. That’s not to say the CIO will be teaching classes, of course. But it does mean creating an infrastructure that allows program catalogs—which are generally PDFs uploaded to the website—to be digitized and updated from a single location. It also means creating workflow structures that allow program approval processes to be automated and simplified, so that everyone from the program chair to the accreditation body is in the loop when something changes.
Response by Amrit Ahluwalia, director of strategic insights, Modern Campus.
I’ve had conversations with hundreds of provosts and senior administrators at colleges and universities across North America, and around the world, all reflecting on how the industry is evolving, how student needs are changing, and how institutions are adapting to keep pace with those shifts. While many institutional leaders try to reflect on whether changes are flashes in the pan or meaningful disruption, the fact is that higher education has been on a consistent trajectory to make education increasingly modular and to make the student experience increasingly flexible and learner centric.
Promising: Better Student Engagement
We’re seeing colleges and universities invest in technologies built to support the learner in ways they haven’t before: Platforms built with the specific goal of engaging learners. Technologies that give learners direct pathways to success with clear career outcomes, that personalize the online experience or even simplify things like registration—these digital assets take the modern student from a ‘learner to earner’ in the most personalized and efficient path possible. The fact is that students enroll in higher education to get a job—58% of freshmen say this is their primary motivator for enrolling—and the industry is elevating to support those needs.
Technologies that put the student engagement and experience first—that support the ‘learner-to-earner’ journey—must become the norm in higher education. The modern learner is savvy, they have alternatives to the traditional path to higher education and therefore colleges and universities must adapt to the needs of the modern learner. We saw this during the pandemic: while freshman enrollment in higher education dropped 13% industry-wide, bootcamp enrollment grew 30%. The many alternatives to higher education keep pushing the status quo in how we serve modern learners.
U.S.-based high school students say the website is their most influential resource when conducting college research, and 40% will lose interest in a college or university if the website is frustrating or disappointing.
The research comes from Ruffalo Noel Levitz’s E-Expectations Trend Report, an annual survey of high school students exploring their behaviors and experiences as they research prospective colleges. The 2021 edition highlights the rising importance of personalization in engaging prospective students—and the need for colleges and universities to stand out in the increasingly competitive postsecondary marketplace.
“Modern learners think and act like consumers, so it’s critical for colleges and universities to build websites, social media presences and outreach strategies that address their needs and interests,” said Peter DeVries, president and chief operating officer of Modern Campus. “Those that do will thrive. We know this because we see it in our customers every day—on average they grow annual revenue by 19% and enrollments by 14%.”
Like any customer in any industry, prospective students conducting their college research are primarily trying to understand how the institutions they are considering match their needs and expectations.
U.S.-based high school students say the website is their most influential resource when conducting college research, and 40% will lose interest in a college or university if the website is frustrating or disappointing.