Breaking Down Barriers: Mastering Communication in Higher Education
At the core of every successful higher education institution lies a complex network of communication, essential for nurturing the academic environment. However, in the midst of this dynamic interaction, effective communication can sometimes be overlooked, leading to common challenges across many institutions. We will navigate you through the intricate landscape of communication obstacles, offering valuable insights and strategies designed to help you develop a communication strategy that goes beyond mere functionality to truly thrive.
Communication challenges that higher education institutions face
Where information is everywhere, getting students to pay attention to important messages is quite the challenge. In a higher education environment, the competition is tough. You're up against personal messages, social media, online entertainment, and a barrage of announcements from different campus groups, clubs, and jobs. It's a crowded and noisy landscape, making it tricky to get your message heard. This complex situation poses a unique challenge for communication within the world of higher education.
Challenge 1: Use of multiple devices
Students are continually juggling a variety of different devices – from laptops and desktops to smartphones and tablets, they're constantly connected. The 2022 Student Device Usage Report by The Open University highlighted that students use up to 9 different devices to study, with most students hooking up at least two devices to the campus Wi-Fi on any given day. With this multi-device lifestyle, students encounter a variety of communication channels:
- Text messages
- Mobile push notifications
- Platform-specific messages (like announcements and alerts)
- Direct messaging or chat
- Phone calls and voicemails
This diversity in communication tools complicates the task for higher education institutions trying to disseminate information effectively. The challenge lies in selecting the most appropriate channel and format for each type of message. Given the wide digital footprint of today's students, reaching them where they are most accessible is crucial, particularly for urgent or time-sensitive information. Relying on a single method of communication and expecting students to adjust is no longer feasible. To ensure your messages are seen and heard, it's essential to adapt to the communication preferences of your audience.
Challenge 2: Being ‘ghosted’
The flood of information that students face on a daily basis can become daunting, particularly in the absence of a cohesive communication strategy across the institution (a topic we will explore later). Often, this results in students overlooking or even opting out of your messages. Given their familiarity with customising communication settings on various platforms they use regularly, students are likely to apply the same approach to your messages if they lack personalisation. While there's a common belief that it's better to overcommunicate than under communicate, bombarding students with too many messages can dilute their impact. An overload of communication can lead to students becoming numb to the content, especially if most messages lack immediate relevance or importance.
Challenge 3: Email alone isn’t cutting it
Gone are the days when email was the gold standard for reaching out. What used to be a reliable channel to connect with your audience is now falling short, especially in the context of higher education communication. The challenge with email is twofold. Firstly, the fragmentation of email systems across different departments leads to an overwhelming influx of messages for students. Secondly, the reality is that today's students are not as diligent in checking their emails. The deluge of promotional content and irrelevant messages flooding inboxes has diminished the impact of email, making it increasingly difficult for important messages to stand out. If email remains the cornerstone of your communication strategy in higher education, there's a significant risk that critical information is being overlooked. Email isn’t dead – just remember it’s not the only avenue.
Challenge 4: Students are missing important messages
Inadequate communication is more than just a minor hiccup; it has tangible, serious consequences. When communication falls short, vital information slips through the cracks, leaving students uninformed about important matters. This can lead to significant issues for both students and institutions, such as decreased enrolment which leads to a high cost for the institution, overlooked financial obligations and missed deadlines resulting in low grades and even failing. The issue isn't necessarily a lack of effort in conveying messages, but rather a failure to engage students effectively. The problem might stem from an overload of communication channels, causing confusion about where to focus, or an overwhelming volume of messages that leads to disengagement. Sometimes, students might see the message but delay action, eventually forgetting about it altogether. This is where the importance of personalised targeted follow-ups and reminders become evident. Without addressing these communication barriers, the consequences can be dire.
The solution to improving communication in higher education institutions
Be omnichannel
Given the diverse platforms and communication preferences of students nowadays, adopting an omnichannel approach is essential for engaging effectively. Relying on a single mode of communication is no longer sufficient in our interconnected world. An omnichannel strategy involves using multiple platforms and channels, ensuring your messages reach students in their preferred manner.
Incorporating a variety of channels in your strategy is key:
- Email remains a reliable tool, especially for formal or long-form communication.
- In-app notifications capture attention within digital learning environments and portals.
- Text (SMS) messaging provides a direct, immediate way to communicate important updates.
- Mobile push notifications serve as timely reminders and alerts.
- Chat functions support real-time, interactive conversations, making it easier for students to get help or ask questions.
- Social media engages students on platforms they frequently use, promoting a more accessible and responsive experience.
By diversifying your communication channels, you can tailor your approach to fit the context of each message, enhancing the likelihood that students will engage based on their individual preferences.
This comprehensive approach can be streamlined with the use of modern communication platforms that support various methods such as voice, email, SMS, social media, and video interactions. These platforms also often offer flexibility for hybrid or remote work models, AI-powered automation, and integration capabilities to ensure that communication is seamless, efficient, and impactful.
For higher education institutions seeking to optimise their communication strategies, implementing a robust and adaptable omnichannel platform can be a transformative step towards building better student engagement and support. Want to discuss this further? Let us work together to revolutionise the way you communicate, making every interaction with your students more meaningful and impactful.
