What Your Students Wish You Knew: Rethinking University Communications

University marketing teams have a lot to say, but are prospective students getting the information they actually need?

At our Powered by Peers conference, we put that question directly to a student panel, hosted by Andreenne Osir at UCAS. Bringing together students from universities across the UK, the session explored what influenced their decisions, what helped them feel they belonged, and what universities could do differently.

The conversation offered a valuable reminder: the best student communications start with listening.

Let students tell the story

When asked what helped them picture themselves at a university, students repeatedly highlighted authentic conversations and student-led content.

One panellist remembered visiting the University of Liverpool and having a genuine conversation with a student about societies and university life. It made the experience feel more personal and helped her imagine herself studying there.

Others talked about using TikTok, social media, and advice from friends to get an honest picture of life at university, from accommodation and nightlife to the realities of their chosen course.

The takeaway: Rankings and facilities matter, but prospective students also want to hear what everyday life is really like from people who are living it.

Less noise, more relevance

One of the clearest messages from the panel was that university emails can quickly become overwhelming. With so many institutions sending similar messages, students admitted they often stop paying attention.

Their suggestions were practical: keep emails shorter, make information easier to scan, spread communications throughout the student journey and tailor content to individual interests.

Timing matters, too. Students want information that reflects where they are in the decision-making process, whether they are comparing courses, preparing for an open day or getting ready to move away from home.

The takeaway: Focus on sending the right information at the right time, rather than trying to communicate everything at once.

Explain the things students don’t know to ask

Students also highlighted how easily important information can get missed. Concepts such as placement years, internships, and studying abroad may be familiar to university staff, but they are not always obvious to applicants.

The panel suggested clearer course comparisons, more accessible explanations and opportunities to ask current students honest questions.

Open days remain important, but universities should also consider students exploring campuses independently, outside scheduled events.

The takeaway: Make information accessible, avoid unnecessary jargon, and help students discover opportunities they might not know exist.

Listen, learn and put into practice

The message from the panel was clear: prospective students want authentic advice, relevant communications and a realistic picture of the experience ahead.

Watch the full session to hear directly from students about what universities get right, where communications can improve and how institutions can better support students making one of life’s biggest decisions.