Driven by technological advancements, growing competition and changing student demands, the work of enrollment marketing teams has undergone a profound transformation. As a result, the skills and roles required for a modern marketing team have significantly changed. For enrollment and marketing leaders, evolving their teams is key to staying competitive and reaching their goals.
Today’s marketing teams must possess a diverse set of skills that go beyond traditional marketing competencies.
Digital literacy is paramount, as much of the recruitment process now takes place online. Proficiency in digital marketing tools, social media platforms and data analytics is essential. Team members need to be adept at using SEO and SEM strategies, content management systems, and marketing automation software to create and execute campaigns.
Additionally, the ability to analyze and interpret data to make informed decisions is critical, as data-driven insights are the backbone of effective marketing strategies. New roles have also emerged within modern marketing teams, reflecting the need for specialized expertise.
Data analysts and marketing technologists are increasingly important, tasked with managing complex data sets and ensuring the integration of various digital tools and platforms.
Content creators, including writers, graphic designers and videographers play a vital role in producing engaging and high-quality content that resonates with prospective students.
Social media managers are essential for maintaining a strong online presence and engaging with students in real time across multiple platforms.
AI specialists can help develop and implement AI-driven strategies, from personalized marketing campaigns to predictive analytics.
But for higher education institutions, filling these roles with highly skilled professionals can be difficult. Institutional budgets are often limited, and adding marketing salary lines is often an uphill battle — both financially and politically.
The lack of remote and hybrid work opportunities limits talent pools — with 59% of managers reporting they’ve lost strong job candidates because remote work wasn’t allowed.
And marketers are in demand. Competition is intense, and 94% of managers report challenges finding skilled talent.
For most institutions, closing the gap requires the addition of specialized support through vendor partnerships. Here are some key considerations for building a team and determining whether to grow in-house or outsource.
In-House vs. Outsourcing
Ultimately, the decision to hire internal resources or outsource to a vendor for recruitment marketing should be based on the institution’s specific needs, resources and strategic objectives. Many institutions benefit from a hybrid approach, leveraging internal expertise while also tapping into the specialized skills and resources offered by external vendors.
By carefully vetting potential vendors and investing in long-term partnerships, institutions can maximize the value vendors can offer.
Taken from the new Capture Higher Ed white paper, “The New Rules of Enrollment Marketing: The biggest trends facing higher education enrollment and marketing leaders — and what you can do about them”
