International talk like a pirate day

International Talk Like a Pirate Day: Reimagined for Recruitment Marketing

by MarketingRecruitment AdvertisingUncategorized

International talk like a pirate day

These days, it might seem like there is a holiday for everything and many seem to be created purely for social media. But to me, “International Talk Like a Pirate Day” is one of my favorites, due to its outrageous uniqueness and how it has completely taken off.

Celebrated annually on September 19, International Talk Like a Pirate Day was created in 1995 by two friends, John Baur (Ol’ Chumbucket) and Mark Summers (Cap’n Slappy), during a racquetball game when one of them reacted to the pain of an injury with an outburst of “aaarrr!”

In honor of this International Talk Like a Pirate Day, and as a recruitment marketing specialist, I thought I would take a stab at what a help wanted ad for a pirate might look like. At our agency, we work with all industries and you never know when we might just acquire a pirate crew as a client.

Yo Ho Ho, Is a Pirate’s Life for You?

Ahoy mateys, we’re seeking like-minded scallywags! No landlubbers need apply, or you’ll walk the plank. Blimey! You don’t want to end up in Davy Jones’ Locker.

Responsibilities:

  • Parley with our clients and help them crush ye barnacles (or competitors.)
  • Be ready for surprises and know how to batten down the hatches. Every day is different here.
  • Raise the Jolly Roger to announce our arrival and invite surrender.

Requirements:

  • Plundering skills.
  • Strong singing voice to join us in a chantey every once in a while.
  • Scallywags welcome to apply but be ready for a quick lesson.
  • Sea legs required; you don’t want to end up in the briny deep.
  • Confidentiality is key: dead men tell no tales.
  • Scurvy optional.
  • No history of mutiny.

Benefits:

  • Gold doubloons, a barrel of rum, and all the booty for a job well done.

 

Shiver me timbers, join us on our adventure and live the pirate’s life!

International Cat Day

International Cat Day: Whiskers at Work

by MarketingPersonal InterestRecruitment Advertising

International Cat Day

I previously recognized International Cat Day (August 8th) by comparing cat behavior with Recruitment Marketing. You can revisit that Blog Post  here, where I shared my journey to Crazy Cat Lady and introduced my feline family members. Everyone is doing well, and we have had a lot of interest from candidates wanting to join the team. Apparently, they’ve heard good things and new applicants appear on the back patio from time to time.

Cats work hard in our world. Here are just a few of the jobs they dutifully perform:

Emotional Support/Therapy Animal: Whether serving as an emotional support animal for an individual or part of a care team within a hospital or nursing home, these specially trained professionals play an important role in providing comfort and support.

Speaking of roles, how about the cat ACTORS, who entertain us in a variety of TV, movie and stage productions.

On the smaller screen, Cats are a huge part of the Influencer world. TikTok, Instagram and YouTube are full of popular cat influencers. Just a couple of these stars include @CatManJohn for Russell the cat who uses buttons to communicate or Lady the cat @thetruckeduplife.

Space: In 1963, Felicette, also known as “Astrocat”, became the first and only cat to go to space.

Pest Control: In Lighthouses, cats served to keep pests away and served as companions to the Lighthouse Keeper and their family. Cats serve a similar purpose in barns and on ships.

Ancient Egyptians used the felines to hunt birds on riverbanks.

Mayor: Talkeetna, AK, had a feline mayor for 20 years. Stubbs the cat was named after his stubby tail and served in office from July 18, 1997, up until his death on July 21, 2017. During his time as mayor, he survived an attack from a dog, being shot at by teenagers with BB guns and falling into a (cooled off) deep fryer. Talk about having nine lives!

Of course, now they are part of our political discourse.

Whether they are employed and earning a paycheck or working for cuddles and kibble, I’m sure you will agree that the payment is well earned.

As part of our SCG brand toolkit, we have a variety of #merch. Our latest addition is a TOP TAIL CAN COVER. Comment or touch base with me or an SCG team member to get one for yourself. Made in the USA, the can cover is 3.5.”

AI in recruitment

Embrace but Don’t Replace: The Role of AI in Recruitment

by Recruitment AdvertisingUncategorized

AI in recruitment

It’s not a question of should employers be using Artificial Intelligence (AI) in their hiring efforts, but how? Employers are both excited and worried about leveraging AI in their recruitment strategy. According to LinkedIn’s 2024 Future of Recruiting report, 62% of Talent Acquisition professionals are optimistic about AI’s impact on recruitment, yet only 27% say they are using generative AI in their recruitment process (January 2024).

Over the years, digital technology has radically transformed the employment landscape. From online job boards with one-click applications to automated job matching and talent communities to virtual chat and interview platforms, the process has become easier and more efficient for both job seekers and recruiters. Organizations are always looking for ways to streamline the hiring process, get ahead of the competition, and reach qualified candidates.

AI FOR JOB SEEKERS

Job seekers are using AI to generate resumes and cover letters, match and auto-apply to job openings, and even prepare using AI speech coaches and AI interview prep resources. According to LaSalle Network, a national staffing firm in Chicago, 70% of college seniors use artificial intelligence to craft resumes and cover letters (March 2023). An experiment at MIT Sloan found that job applicants who use AI to boost their resumes to improve spelling and grammar were 8% more likely to be hired (April 2023).

AI FOR EMPLOYERS

Interestingly, most employers are probably already using some form of AI without even knowing it. For the last few years, sourcing tools and programmatic platforms have already been using AI technology. But as the technology advances, employers are finding even more ways to use automation to relieve many of the high volume, time-consuming tasks that fall on increasingly small HR departments. AI can help find and screen candidates, enhance candidate engagement, streamline the hiring process and even mitigate bias. But what about human connection, judgment, and intuition? Recruiters will have to work even harder to discover the real candidate and their story behind the AI algorithm, build genuine connections and assess workplace fit.

Here are some ways that leveraging AI can benefit employers:

  1. Matching technology: Analyze resumes, job applications, and online profiles to match top candidates for prescreening and sourcing.
  2. Reduce time to hire: Automate tasks to increase efficiency and speed up the process.
  3. Enhance candidate experience: Automated communication and follow-up will improve process from application through hire.
  4. Harness the power of data analytics: AI can analyze large amounts of data quickly and accurately to help identify trends and provide insights.
  5. Remove bias: By focusing on skills and qualifications, AI contributes to fairer and more inclusive hiring processes.

AI certainly has its place and provides many advantages, but it is essential for employers to strike a balance and ensure that human connection and critical thinking remains integral to the recruitment process. AI can be a tool used to assist with automating HR processes to free up valuable time for talent acquisition specialists to focus more on the “human” side of human resources.

SCG police recruitment

The Challenge to Recruit Police Officers

by AdvertisingMarketingRecruitment AdvertisingUncategorized

SCG police recruitment

The events of 2020 led to changes in all areas of life, many of which we are still feeling today. In the recruitment world, one of the major impacts was an increased difficulty in the recruitment of police officers. For years, hiring police officers had already become a challenge; but it was accelerated by the COVID pandemic and George Floyd protests in the 2020.

 

Police departments across the country are severely understaffed and struggling to attract applicants. For instance, late last year the Philadelphia Police Department was down nearly 1,000 officers with another 600 set to retire in the next 2 years including 121 on a single day in January 2025.

 

At SCG, we’ve partnered with police departments to bring our expertise in recruitment advertising to address this challenge. Through interviews with officers, we gained an understanding of the different paths that led them to a career in law enforcement. For many of them, becoming a police officer was not their first choice and chose it because they were not satisfied in their current career; while others truly wanted to make a difference and help others in their community. We used this information along with feedback from the people within the communities being served to develop effective messaging that appealed to potential candidates who have not considered law enforcement as a viable career.

 

Creating an effective message was the first part of the challenge. Delivering it to the correct audience is just as important. To that end, our advertising included a blend of traditional (Indeed, radio, billboard, Facebook/Instagram) and non-traditional media designed to reach candidates through multiple touchpoints. We also incorporated media designed to specifically reach minority audiences that were under-represented in the police force.

 

Some of the more unique options we’ve utilized are:

 

  • Securing a NASCAR sponsorship featuring a car wrap
  • Advertisements and a recruitment table at local gyms.
  • Geo-fencing music festivals.
  • Endorsement from a retired professional athlete who is now a local media personality
  • Snapchat filters at targeted events

 

This forward thinking to look beyond conventional media combined with our expertise in developing a message that addresses each client’s specific challenges. Specifics are key to helping our law enforcement agencies in overcoming this challenge they currently face.

To read more on our work with law enforcement check out our other article on police recruitment and the NASCAR event for NJSP!

 

Working Mom, Mothers Day

Life Lessons from a Working Mom

by Recruitment AdvertisingSCG NewsUncategorized

Working Mom, Mothers Day

As Mother’s Day approaches here are some life lessons from a working mom.

First, I find myself thinking about the amazing mothers in my life: my own mother, grandmother and mother-in-law; the women in my family who are mothers; and my friends and colleagues who are mothers. They inspire me every day, and I’m constantly learning and seeking advice from them.

As a Senior Account Manager, Recruitment at SCG Advertising + Public Relations, and the mom of a vibrant 3½ year old girl, I find myself in a constant balancing act between my job responsibilities and career ambitions, prioritizing quality time with my daughter, taking care of my own well-being, household obligations, and finding time to sleep. Over the last few years, I have come to realize that there are surprising parallels between my business life and parenthood, and the valuable lessons I’ve learned apply to both areas of my life.

Here are seven lessons for parenting and business life:

  1. Ask for Help

There is a tendency to try to figure things out ourselves, maybe for fear of admitting weakness. But as the saying goes, it takes a village to raise a child, and at times, relying on friends and family for advice, support and even babysitting, can make a difference. At work, there are times we need to collaborate, ask questions, and work as a team to provide the best solutions.

  1. Know When to Say “No”

Clients and children are both demanding. Whether it is an unreasonable request or a project that is out of scope, we need to understand that sometimes, it is ok to say no. In parenting, kids need to learn boundaries and that not everything is attainable, in order to grow and learn in a safe environment.

  1. Life is Unpredictable

With kids, much like in the fast-paced advertising world, we face unexpected challenges. Whether it’s a last minute request from a client or a sudden fever in the middle of the night, learning to roll with the punches, adjust on the fly and find creative solutions is essential. And the more prepared we are from the start, the easier it becomes to adapt as needed.

  1. Patience is a Virtue

Whether you are waiting out a persistent toddler or sending the ninth follow-up to a client, patience is essential to success. In both areas of my life, being patient helps me understand my client (or child’s) needs and make better, more informed decisions.

  1. Cut Yourself Some Slack

I admit it, I have closed myself in the bathroom and cried over my child. There are days when it feels like I can’t do anything right, both at work and at home, but then I remind myself that I’m doing the best I can and we don’t have to be perfect to be a good mom or good at my job.

  1. Try a Different Perspective

Sometimes the easiest way to peacefully end a tantrum is to redirect – offer a different toy, sing a song, or go for a walk. The same is true at work, as there are times I find myself stuck on a project or having writer’s block, and I find the best approach is to take a step back and try a new perspective.

  1. Carve Out Me Time

My child comes first. But in order to give her the best version of myself, I need to take care of myself as well, whether that’s finding time to exercise, relax or pursue a hobby. Work demands and schedules can make it difficult but it is still important and necessary to achieve work/life balance to recharge.

 

As a working mom, I’m proud to have the opportunity to care for my daughter and help provide for my family. I want her to grow up seeing firsthand that you can achieve as many things as you want in life. And at the end of the day, I shut down my computer and enjoy the moments with her. I know they will fly by.

Police car and fire truck on scene

Police, First-Responder recruitment – It’s not a job for everyone

by In The NewsRecruitment Advertising

WHIPPANY, NJ and HADDONFIELD, NJ (March 2024) – Law enforcement agencies and departments across the country are finding it increasingly difficult to hire the officers they desperately need. It’s a significant public safety issue, one that’s attracting attention from elected officials, community advocates, and the news media.

There are varied, nuanced reasons for this shortage of prospective officers – which is also impacting fire departments and first aid squads – but the only proven solution is professional recruitment support, with specific emphasis on advertising outreach. One such company, with a documented, decades-long record of success in identifying candidates for law enforcement and other first responder positions, is New Jersey-based SCG Advertising + Public Relations.

“When you’re working to recruit local or state police, or any other emergency responders, you need to expect the landscape to change constantly,” explains Mike Gatta, SCG’s vice president of National Development, who oversees the agency’s recruitment advertising practice. “It often happens from one day to the next. Luckily, our years of experience in this specific space give us foundational awareness. We know all the challenges and we know the audience.”

SCG’s experience is both broad and deep. The agency currently is working on its ninth campaign in support of the New Jersey State Police, a client since 2016. Last year, it began to work for the Philadelphia Police Department. It undertook a three-year campaign with California-based Wildfire Defense that concluded in 2022, and has done a range of recruitment projects related to hiring security and prison guards.

When you’re engaged in such a difficult space, it’s not always easy to determine what success looks like. As with most things, it typically comes down to numbers.

“When you’re supporting a public safety recruitment effort, the focus is on generating qualified applicants,” says Gatta. “You measure that both against goals and prior results.  I’ll give you an example – with the Philadelphia police, their prior effort before bringing us in cost $1 million and generated 1,000 leads. Our budget was just a fraction of that – $206,000 – and we generated about 1,500 leads. That’s a success.”

While recruiting prospective first responders, it’s essential to realize that – unlike in many other fields — there’s no single media that’s an obvious choice for reaching candidates. In can be digital, or mobile, or social, or broadcast radio, or the local paper, or even billboards. Most often, it’s targeted messaging utilizing a combination of these media outlets.

“From police, to firefighters, to troopers, the individuals we want to reach definitely have things in common,” notes Regina Liu, SCG’s senior account manager and digital strategist. “But their media preferences are across the board – and it’s further complicated by where in the country they live. That’s why it’s essential to always be creative and flexible in connecting with your target audience.”

One of the unique challenges in recruiting for police departments is that there’s never a problem attracting people who’ve always aspired to a law enforcement career. Rather, the challenge is connecting with individuals who are well suited to being police officers, but have simply never envisioned themselves in such a role.

“There are always people considering a change in career paths, so our message needs to connect with them,” says SCG Account Executive Chris Krautheim. “Working closely with our client, we craft a message that basically suggests law enforcement as an attractive, rewarding job.”

Yet another challenge in working for emergency responders is that the requirements can be extremely specific – as well as unique – in terms of education, age, physical fitness, criminal record, and geography. Drug testing is also typically quite rigorous. Determining the effective recruitment solution almost always involves research that leads to a customized strategic approach.

“Every factor has to be analyzed, and no two campaigns are ever quite the same,” Gatta says. “As an example, the first year we worked for the New Jersey State Troopers, we thoroughly audited their past practices, and determined they’d been much too focused on outdoor advertising. That was eight years ago – now, 85% of their entire effort is digital, programmatic, and social.”

One key for SCG is having multiple professionals exclusively dedicated to recruitment advertising.

“Someone trying to do this job without our expertise won’t know how to select and utilize all the necessary tools and tactics,” Gatta says. “And, sadly, it’ll show in their results.”

To read more on our work with law enforcement, check out our other blog on police recruitment and our article on the NASCAR event for NJSP!

How The Largest School Districts Are Attracting Talent

by Human ResourcesRecruitment Advertising

Teachers, administration, and faculty are the backbone of any school district. However according to the Center on Reinventing Public Education (CRPE), most of America’s biggest school districts are facing staffing shortages threatening their talent supply. While schools were already facing shortages, the pandemic greatly worsened them and their impact on school districts. With teachers and staff being so crucial to keeping schools running, many districts are being forced to get creative with their talent attraction efforts.

One major incentive school districts are now using is greater professional development opportunities. According to a study done by Brookings, 84 out of the 89 interviewed school districts planned to offer more professional development opportunities for staff, such as workshops and training. Some classes include helping teachers to better identify struggling students and know how to better support students emotionally. About a quarter of schools stated they planned to also offer coaching, mentoring, and well-being programs. Programs like these are attractive for staff, as it teaches them skills that make them more competitive and valuable in their careers.

Another method some districts are implementing is making a more direct pipeline for new staff to enter the workforce. For example according to Brookings, some districts are working with local universities to hire new graduating teachers, creating a direct path from college to career. According to the New York Times, states like NJ are publicizing passing rates on teacher licensing exams, showing new college students the best paths into education, and what types of teachers are the most in-demand. Other districts are making it more affordable for teachers and staff to start their careers, such as by offering new teacher residency programs or by reimbursing tuition for school nurses. Programs like these make it easier for schools to proactively find talent before talent finds them.

Some schools are even relaxing rigid restrictions and teacher certification requirements to open the door to a wider talent pool. Schools in New Jersey for example recently just proposed a plan to lift a residency restriction requiring candidates to live in the state to be eligible to teach there. This will give NJ schools greater access to more qualified talent outside of the state and help to fight their staffing shortages. Some other measures NJ is taking include removing an outdated teacher performance assessment called the edTPA. According to NJ.com, this would remove unnecessary hoops for teachers to jump through while still keeping hiring standards high.

One other method school districts are using is simply paying their teachers more or offering better financial incentives to attract new teachers and keep current ones. According to Calder, things such as loan forgiveness programs, educational stipends, and bonus programs significantly reduced turnover. In special education for instance, annual bonuses of just $2,500 were enough to lower attrition. Other school districts are also offering signing bonuses as well as retention bonuses to teachers who stay with the district. Giving teachers and faculty greater financial incentives will increase a school’s attractiveness to candidates in the job market.

SCG Advertising + PR helps over 350 schools in New Jersey with their recruitment advertising. If you need help filling your open positions, visit our website at: www.scgadv.com

JOB MARKET: Where Did Everybody Go?

by Human ResourcesRecruitment Advertising

In this post-pandemic era, recruiters and candidates are playing a more aggressive game of hide and seek. Candidates are more difficult to find due to a variety of market realities. And there is even more pressure on talent acquisition professionals to find that needle in a haystack.

Let’s take a look at some valuable numbers and information that you could be monitoring to keep your finger on the pulse of a market’s “recruitability.”

Your talent market could be shrinking due to cost of living.

Markets where costs, taxes, etc. are out of control have seen an exodus of talent moving out for greener (like in more money for you) pastures.  Residents in the states below are rushing to more affordable states – most of which are located in the south and the central time zone.

Most Expensive States to Live in 2022

1                 Hawaii

2                 Washington DC

3                 New York

4                 California

5                 Massachusetts

6                 Oregon

7                 Alaska

8                 Maryland

9                 Connecticut

10              Rhode Island

Your talent market could be shrinking due to employee participation.

Take a look at your state’s labor participation rate. This represents the number of people in the labor force as a percentage of the civilian noninstitutional population. In other words, the participation rate is the percentage of the population that is either working or actively looking for work.

That number has fallen nationally in recent years meaning that a smaller part of the workforce is holding or seeking employment.  Look at some of the states with the lowest rates. Remember that some states may be more highly affected by the number of retirees.

Participation Rate

West Virginia      55.2
Mississippi           55.3
New Mexico       56.5
Arkansas              56.8
South Carolina   57.0

Your talent market could be shrinking due to lower productivity.

The Bureau of Labor Statistics says this about productivity, “With growth in productivity, an economy is able to produce—and consume—increasingly more goods and services for the same amount of work.” Simply said, lower productivity requires a larger workforce to produce the same amount of goods and services.

Feeding a drop in productivity are those who are allegedly engaging in “quiet quitting.”  That means the employee slowly reduces their engagement, eventually doing only the minimum work required by the job description. I’m not sure how true this supposed trend is but an annual Gallup poll shows engagement going down and disengagement trending upward in recent years.

Here are some markets where productivity has dropped from 2020 to 2021.

States with the steepest drop in productivity

Alaska                  – 3.0%
Wyoming             – 2.9%
Rhode Island      – 0.8%
Hawaii                  – 0.8%
Delaware             – 0.7%
Florida                 – 0.5%

Want to discuss the “recruitability” of your marketplace in greater depth? Let’s talk. Call your SCG representative.

Brynne Springer

The Importance of the Intern… from an Intern

by AdvertisingHuman ResourcesRecruitment AdvertisingSCG News

Brynne Springer

Any student past or present understands the importance of internships. As an Advertising major concentrating in Art Direction and Copywriting at Temple University, internships are a great way to build my portfolio and strengthen skills needed within the field. This summer, I worked as an Account Coordinator Intern at SCG’s Haddonfield office and will be continuing my role during my senior year this fall. Through working at SCG, I gained valuable knowledge and practical experience in the advertising industry.

Since I started college a semester before Covid-19 spread into existence, I never had the opportunity to work in-office at any of my prior internships. From my first day, I felt at home right away at SCG. I was welcomed by the team and greeted with my own desk (which was very exciting). The open and warm attitudes of my coworkers helped acclimate me to my work as well. Coming into my position, I had little-to-no experience working in the hiring/recruitment space in advertising. At SCG, I was able to grow my experience not only in recruitment, but in copywriting, art direction, public relations, and social media. I have sat in on client meetings, created my own client reports and presentations, and even wrote my first press release. As a creative who loves to wear a lot of different proverbial hats, it is great to be immersed in so many different areas of work.

While I have heard plenty of internship horror stories from friends and peers, I am glad to say I am not included in that statistic. At SCG, my ideas and contributions are valued and recognized. SCG understands the importance of interns, and you should too. Here are some reasons why interns are an integral part of your company:

 

Excited Interns Make Excitable Work

Interns are excited to get to work and learn all there is to know about your field. Make sure to involve your intern in any way you can—whether that is asking them to come up with ten lines of copy for an ad campaign, drafting ideas for social content, or asking about their thoughts on a meeting they attended. When an intern knows their ideas matter, they gain the confidence to vocalize more of their ideas.

 

Fresh Perspectives

When you have been working in an industry for a while, you tend to stick to a specific way of thinking and carrying out your work. Interns, however, are looking at your client projects with a fresh set of eyes. Sure, not every idea will be one hundred percent doable (because, you know, legal) but new ideas can snowball into successful assets for your company.

 

Word of Mouth Advertising

Your interns matter, so treat them like it. The way you treat your interns reflects your company, and much like a consumer would review a company or product, your interns will too. If your intern had a nightmare experience, word-of-mouth advertising may not be in your favor.

 

Future Employees

Treating your interns with respect also affects your future hires. Students everywhere are looking for employment opportunities post-grad. If your intern was a hard worker who had a great experience at your company, there is a chance they will want to work for you full time. If they felt as though you gave them a negative experience for any reason, you just lost a potential candidate (and potentially more due to word-of-mouth).

Internships are preparing students for their chosen career paths, and your company is a giant part of that process. Your interns are unique individuals with valuable skillsets they can contribute to your company. Remember to treat your interns with respect and be open to their ideas—you never know where they may lead you, and they may end up becoming a full-time hire someday!

 

SCG Advertising + Public Relations is a woman-owned, full-service advertising agency headquartered in New Jersey.  We have had a robust internship programs for at least 20 years.

Declining Enrollment Gives Colleges and Universities Their Toughest Test Yet

by Human ResourcesRecruitment Advertising

Across the country, college and university enrollment has seen a noticeable decline over the last few years. In Spring 2022, there was a drop of 4.7% in undergraduate admissions compared to Spring 2022, which is equivalent to over 600,000 students, according to US News. Combining that with the drop that admissions saw in Spring 2021, college enrollment has seen an overall 9.4% decline since the start of the pandemic. New Jersey wasn’t immune from the enrollment declines, either. According to the Office of the Secretary of Education, total enrollment at public universities in NJ fell by 3.1% during Fall 2021. Private schools saw a dip of 3.5% over the last two years, while community colleges saw the worst drop, being more than 18%.

This doesn’t come without consequences. According to the Hechinger Report, fewer Americans going on to earn a degree could have major impacts for not just colleges, who will have to cancel classes and lay off adjunct professors, but for the country as a whole. Those without a college degree are more likely to have higher rates of poverty and unemployment, which would affect the health of the country.

The decline in enrollment in NJ, along with the rest of the country, can be attributed to several key factors. First, rising tuition costs have naturally made fewer students able to attend college. According to government figures, tuition at public four-year institutions during the 2020-2021 school year was 10% higher than it was in 2010-2011, and that number is projected to only increase over time. This increase in tuition costs has also caused many American families to question the value proposition of a college degree compared to other post-secondary education options, such as cheaper and shorter to complete skilled trade programs which may offer similar earning potential.

The other major factor which has contributed to the recent declines in enrollment is the pandemic. Despite it being two years since the pandemic started, the after-effects are still being felt. Many colleges are still using online or hybrid classes, which has caused students to question if the quality of the education they’re receiving has declined. According to Forbes, surveys show that students are mostly dissatisfied with post-pandemic online college learning. On the recruitment side of things, the pandemic also inferred with in-person recruitment events, such as in-person tours and college fairs, which were canceled during the pandemic. As a result, this gave colleges fewer opportunities to advertise to incoming freshmen.

With enrollment rates declining, it’s crucial that colleges try to fight back and increase enrollment and retention of students. One way colleges can do that is by reevaluating their classes and programs and incorporating more practical and workforce skills. With students questioning the value of a college degree, it’s important that schools update their classes to display a greater value proposition and better prepare students for after graduation. More practical skills are in high demand, as enrollment in trade schools and two-year college programs rose significantly over the spring according to US News. For example, The Colorado School of Mines saw its enrollment rates go up by 22% over the last five years according to Real Clear Education. They rank in the 99th percentile in Georgetown University’s Center on Education in the Workforce rankings of return on investment, with their main focus being on hands-on learning and workforce preparation for STEM careers.

The second way colleges can increase enrollment rates is by tackling rising tuition costs, with offering strategic financial aid being key to helping lower-income families pay for college. For example, according to The Chronicle of Higher Education, Georgia State University Panther Grant gives students small “micro-grants” of $900 to students who display financial struggles without them even applying. 86% of grant recipients go on to graduate, significantly increasing retention rates. Other ways to help lower tuition costs include making it quicker to complete a degree, such as how Ivy Tech College allows students to take extra credits without an extra cost.

With enrollment rates declining, it’s become more important than ever for colleges and universities to revise their student recruitment methods, adapting to new student interests and expectations. There is hope for a rebound in NJ at least, as shown by Montclair State University, Georgian Court University, and Ramapo College. While their overall undergraduate enrollment rates were down, their applications and freshman admissions were up for Spring 2022. Their administrators express confidence that Fall 2022 enrollment rates will show steady growth. Higher education is undergoing one of its toughest tests yet. With a proper plan and enough time, it’s a test which it should pass with flying colors (and without any cramming the night before hopefully).

SCG Advertising + PR has been supporting higher education for 25+ years with advertising, marketing and public relations services.

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