Drawing on a survey of thousands of prospective postgraduate students, Simon Rust, student recruitment marketing expert at Prospects, explores the trends shaping their study decisions
Prospective postgraduate students are navigating rising costs, evolving career paths and an overwhelming volume of information, all while trying to make one of the most significant decisions of their lives.
Early insights from this year's Prospects Early Careers Survey reveal how universities can stand out in this environment and motivate students to take the next step.
Make career outcomes visible across your channels - on your website, in emails and through social media.
1. Effective student marketing appeals to the head and the heart
Passion for a subject continues to be the strongest motivating factor for students choosing postgraduate study.
If students don't feel passionate at A Level, they're unlikely to pursue it as an undergraduate and beyond, so highlight subject strengths, teaching quality and the enriching academic experience on offer.
However, our survey also shows that the potential for better career prospects and higher earnings are the second most important motivators. Marketing must be balanced with a clear, rational case for continuing study.
Many universities are asking us for help where interest has dropped, such as in the creative arts and general humanities, which are frequently criticised for lacking direct vocational paths compared to STEM or career-focused degrees. This debate typically centres around short-term financial ROI and long-term transferable skills.
ROI is less obvious with non-vocational courses where students don't end up in jobs specific to their degree so their path to a high salary is unpredictable. However, some employers value this kind of course because of the skills students develop. Critical thinking, adaptability, persuasive writing and complex problem-solving are highly sought after in the age of AI.
Students considering subjects with less obvious career paths need more support to understand how they can manage the cost of study and translate their degree into future opportunities.
Clear and confident messaging matters. Highlight the value of your courses and the career opportunities they will unlock. Emphasise the skills students will develop and the return they will get on their investment.
Showcase an amazing careers team, strong industry links, or the versatility of the degree. The merits of Kingston University's placement year shine through in an MBA student case study.
Make career outcomes visible across your channels - on your website, in emails and through social media. Case studies that highlight real graduate journeys are effective, such as these examples on Prospects: What can I do with my degree? and Your Masters, what next?.
What students really need is help working out how to fund their course and their lives.
2. Fees and funding information doesn't cut it
The top two concerns among prospective postgraduate students are tuition fees and the cost of living. With high living costs squeezing student incomes, it's no surprise that money worries strongly influence study decisions.
Finance and funding information is also consistently reported as the hardest to find, despite most universities making it visible. What students really need is help working out how to fund their course and their lives.
The cost of postgraduate study goes far beyond tuition fees. Even with loans and scholarships, many still face significant costs. Students are weighing up whether they'll need to work, seek support from family or explore alternative options.
Some universities, such as University of Sussex and Cardiff University, offer weekly and monthly budgeting guides as well as cost-of-living calculators. University of Gloucestershire has a version specifically for overseas students. Consider pointing prospective students to all available options such as government-funded Chevening Scholarship for emerging leaders.
Providing clear, honest information about study expectations is also essential for students making informed financial decisions. Our survey found those from working class backgrounds were more likely than others to say that financial factors were among their biggest concerns.
Courses that demand intense study with little opportunity for paid work can create barriers for students from lower-income backgrounds, limiting access and choice. Transparent communication helps ensure all students can realistically plan their postgraduate journey.
Be diverse with your formats. Video, interactive content and social media storytelling help students absorb and recall information more effectively.
3. Engage students with richer content
Prospective postgraduate students also report a consistent struggle to find detailed course content.
While many universities outline every module with thousands of words, and written course information remains important for detail and credibility, those that rely on text-heavy webpages alone risk missing how today's students discover, understand and connect with postgraduate study.
Two decades ago, Prospects Postgraduate Directory was the go-to resource for prospective students. A decade ago, this evolved into a broader suite of digital postgraduate student services to provide comprehensive guidance in a paperless format.
Today, this information is also available in richer, bite-sized formats. Video stories sit alongside course information. Our Future You podcasts can be shared through YouTube and LinkedIn, by far the most popular social media platforms students use to research universities.
Our study shows diversification is key: younger audiences are more likely to use Instagram or TikTok, whereas older students favour Facebook and Threads. Be diverse with your formats too. Video, interactive content and social media storytelling help students absorb and recall information more effectively. Google reported 80% of students considering a university said video influenced their decision.
Small, well-designed content pieces can have a big impact. A three-minute student vlog, a podcast with a course leader, a virtual campus tour, or a chat with a recent graduate help students absorb what life and learning are really like on campus. Taking part in Prospects Sip and Stories video shorts such as what uni life is really like for international students in the UK is a great example.
To connect with today's prospective postgraduate students, universities must strike a careful balance between appealing to students' ambitions and emotions while providing the clarity and confidence they need to justify their investment.
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