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Organizational Membership

Connect to the world of higher education

With AACRAO membership you'll be connected to more than 11,000 members from institutions around the world. Facilitate your professional development by attending discounted meetings, gaining complimentary subscriptions to our College & University journal and more.

Why should you join? State higher education coordinating boards, higher education associations, accrediting bodies and international ministries of education and more can collaborate with our members and lend their voices to discussions about practices in the field. 

Annual Membership Price: $690


Develop Professionally

Organizational Membership - Professional Development

Professional Competencies

Work on your skills like change management, technical knowledge and professional development and contributions to the field. We have the tools for you.

Online Learning

Strategic enrollment management. Admissions & recruitment. Transfer & articulation.  AACRAO regularly partners with organizations to hold joint discussions. No matter what your focus is, our webinars are loved by our members, and can raise the profile of your work. 

Take the next step in your career

AACRAO's Career Navigator is a wealth of job postings and resources for training. 

Gain Recognition

Intl Students - Recognition

Get Published

AACRAO's professional journals College & University and SEM Quarterly are always accepting articles and have a wide circulation base.

Research Opportunities

Leverage the expertise of our over 11,000 members and contribute to one of the premier sources of practice related research within the global higher education community. 

Join a committee

Do work you're passionate about, with support and mentoring from fellow members. From Caucuses to specialized topics, it's all one community, no matter where in the world your institution is located. 


AACRAO's bi-weekly professional development e-newsletter

Video Trends Impacting Recruitment

Oct 18, 2021, 15:38 PM
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Summary : Explore new ways to boost enrollment, recruitment, and student engagement at your institution.
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Sponsored by CampusReel

Why does Gen Z seek out video during the college search process, and what type of content is most engaging to them?

In 2021 video content should be foundational to any digital marketing strategy. A recent study found that 86% of businesses use video as a marketing tool, and 61% of marketers see video as a "very important or extremely important" part of their marketing strategy (BrightCove, 'Global Video Index Report,' 2020). In addition, as colleges and universities look for new ways to engage prospective students in an increasingly digital-first recruitment landscape, video has become an imperative.

It's clear that admissions and marketing offices need to create more video, but not all video delivers results when it comes to engaging Gen Z and Millennials. One type of video has proven to engage viewers and influence purchasing decisions more than the rest - User Generated Content (UGC).

Customers do not just want to see a brand; they want to go behind the brand to meet the people and experience the processes that bring it all together. As a result, 90% of consumers say that UGC holds more influence over their buying decision than promotional emails, and a whopping 92% of consumers trust recommendations from other people, even if it's people they don't know (BrightCove, 'Global Video Index Report,' 2020).

Key Ways to Leverage UGC:

  • Trust Building: 70% of consumers trust online peer reviews and recommendations more than professional content and copy.

  • Website Enhancement: websites with UGC on average see a whopping 90% increase in time on site.

  • Increased Engagement: advertisements based on UGC saw a 4X increase in clicks (Hubspot Marketing Research, 'What Marketers Should Know,' 2021).

What UGC Means for Higher Ed:

These UGC trends are even more significant for the college selection process, as applicants throughout the country, and the world, make the single most consequential purchase of their lives in a predominantly digital landscape. After crunching the numbers and identifying the targets and reaches, prospective students are most interested in understanding campus culture, climate, and vibe. They want to see students like them - students with similar backgrounds, experiences, and challenges -and see that those students have a sense of belonging and ultimately succeed.

For this reason, colleges and universities need to leverage video content from real student ambassadors to recruit prospective students and create more transparency around the on-campus experience. Your students are your biggest brand advocates and need to be at the forefront of your digital recruitment initiatives. To truly reach and engage Gen Z and Millennials, we suggest you give your students a camera, tell them to hit record and start building connections with your applicants!

Categories :
  • Admissions and Recruitment
  • Corporate partners
Tags :
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International Membership - Build Connections

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Questions? Contact us at membership@aacrao.org or (202) 355-1040