Home but not alone: Communicating with stay-at-home students

August, as we all know, is a slow news month, where the banal and the barmy can sneak under the radar and into the national press with alarming regularity. But there is one sector that provides rich pickings during this time of news thrift – higher education. Even before the inevitable ‘back to school’ stories emerge there is the fertile ground of A-level results and case studies exploring all manner of student issues from managing finances to getting the right part-time job. Simon Read’s recent article in the Independent on the need for university students to budget effectively is a case in point.

In fact, finance is a common news thread, a trend that is only likely to increase with the raising of tuition fees. In recent weeks much focus has fallen on the growth in the number of students living at home. The general consensus is that this is a result of students trying to reduce costs in the face of an increase in the cost of a degree. Much has been made of the real cost of a degree and the ‘sticker’ price, the latter being the cost as perceived by the prospective student. In fact, the Government has been significantly surprised and concerned enough by student perceptions of cost to appoint Martin Lewis of MoneySavingExpert.com fame to head an independent student finance taskforce to better explain the cost of degrees.

This is important, particularly in developing communications for those from disadvantaged backgrounds who may be put off higher education by increased tuition fees. However, equally important will be analysis of the likely consequences of changes in the student demographic on the back of raised fees. In short, if more and more students decide to stay at home, what will this mean for universities?

One of the greatest challenges of raised fees is the increased power it hands students. Within this landscape, the universities that thrive will be those that better communicate with their students, understand their concerns and attitudes , and react to meet their expectations. Communicating with students in student accommodation is a markedly easier proposition than communicating with those living well outside university boundaries. However, universities must find a way, as the recent publishing of the National Student Survey results is a timely reminder of the dangers of neglecting student satisfaction.

It is vital universities understand the common channels through which these students communicate. Social media has become somewhat of a reflex panacea for communications issues in recent times, but it will undoubtedly have a role to play in reaching students living at home. Another important consideration will be direct engagement, an approach that will require a detailed understanding of the services used by stay-at-home students when they are ‘on-site’. This could focus on the library or the student bar, but regardless, universities will need to make better use of the limited time and resources available to connect with these students.

To maintain student satisfaction, universities will need to need to work hard to ensure students living at home feel part of the student experience. However, this will require significant further thought on how to communicate best with these audiences.

John Hood
Consultant (john@linstockcommunications.com)