Engaging online learners: strategic communication for modern HEIs in the age of online
By Hannah Clayton
The digital transformation of Higher Education Institutions (HEIs) is no longer a futuristic concept; it's a present reality. More online courses, often being developed in collaboration with external providers, means the need for a rethink of traditional communication strategies. Simply replicating on-campus experiences online won’t cut it. A more complex ecosystem of nuanced and adaptable communication is required.
Firstly, authenticity and transparency are paramount. Students, especially those engaging in online learning, demand genuine connection. HEIs are needing to move beyond polished marketing materials and embrace authentic storytelling that showcases the real value of their offer. This might include spotlighting the expertise of individual academics or institutes, ways to demonstrate the rigor of the online curricula, or the support structures in place for students. Transparency regarding partnerships with external providers is now crucial. Students need to understand what the partnership means and who provides what part, to be confident when it comes to accountability and trust.
Secondly, personalised and targeted communication is largely expected from all students. But the diverse demographics of online learners, ranging from traditional students to working professionals and lifelong learners, means tailored messaging is even more essential. Generic emails and broad announcements will no longer be sufficient. HEIs must leverage data analytics to understand learner needs and preferences, delivering personalised content. This includes using a variety of communication channels, from targeted email campaigns and social media engagement. Interactive webinars are likely to be core to the overall learning experience on offer and will provide further opportunities for personalised communication and engagement.
Thirdly, community building and fostering a sense of belonging is perhaps even more critical when online learning can often feel isolating. HEIs can actively build online communities through interactive forums, virtual study groups, and online social events. This requires dedicated community managers who can facilitate engagement, address concerns, and create a sense of connection. Effective communication is not just about disseminating information; it's about fostering a supportive and inclusive environment.
Fourthly, clear and consistent communication about support services is vital. Online learners are likely to need different types of support than their on-campus counterparts. HEIs will need to consider how they provide clear and accessible information about a range of support including technical support, academic advice and guidance, career services, and mental health resources. Platforms that facilitate a seamless communication with support staff is crucial, which is where the partnerships can come in – but an integration with core communications functions is vital.
Which leads to, managing the communication with external partners. Clear communication protocols, shared data platforms, and regular meetings will become essential for alignment and consistency across messaging. HEIs must maintain control over their brand and reputation, while effectively leveraging the expertise and resources of their partners. Internal communications teams will need to think about ways of working and how to establish clear guidelines for content creation and communication channels.