A student-informed approach to recruitment at Lund University (Sweden)

Challenge: Creating an ‘experiencescape’ at Lund University

As marketing strategies were digitised, Lund University located in the heart of Sweden, experienced a shift in their approach to recruitment towards a focus on authentic student experience. Lund calls the prospect’s idea of what life will be like in their new home as an ‘experiencescape’.

They work on the idea that every interaction an institution has with their prospect is either working to confirm or invalidate the experiences they have imagined up throughout the decision making process.

Solution: Student-focused events and blogs on Unibuddy

Unibuddy has enabled Lund to interact with their prospects in a new experience-focused approach, led by student-informed strategies. Audrey Savage, Marketing Officer highlights the importance of checking in with current students for feedback, ideas and initiatives to better inform prospect communication. “We’ve had a really positive response from students this year, who have reached out to us to let us know how helpful it was having Unibuddy ambassadors to speak to throughout the decision making process.”

Unibuddy’s Conversational Insights have also helped Lund adjust their regional communication strategy, allowing them to deliver more personalised content to prospects in certain parts of the world where particular topics, such as accommodation, may be higher on the agenda. Unibuddy ambassadors have helped the university with this approach by creating content based on the conversations they’re having with prospective students.

Result: Increased content views and engagement with virtual fairs

Lund have reshaped their recruitment strategies to make the most of what Unibuddy can offer them. They plan to get their ambassadors involved in a host of virtual events throughout the years, as well as utilising buddy content for the universities wider outreach strategies; it’s peer to peer that takes the driving seat.

So far, they’ve hosted over 120 virtual fairs and digital Unibuddy Events, Ambassadors have taken over on social media and student podcasts and they’ve started creating Student-informed video content.