Today’s career changer represents a natural fit for COE’s market-driven program portfolio. As many as three quarters of professionals in their 30s seek a career change; however, given concerns about debt and the inherent risk of changing paths, most require tangible evidence of a program’s value before deciding to inquire or enroll. If COE marketers can provide such evidence, then today’s passive career seeker represents the field’s next major growth market.
COE leaders can attract the attention of career changers with outcomes-focused marketing messages that communicate labor market demand, support a career-focused educational search, and offer authentic feedback from program graduates as social proof of a program’s value. The marketing playbook must evolve to compel prospective career changers to actively consider alternative fields and career paths, educate prospects on available programs and their link to career outcomes, and provide relatable student value stories and testimonials to validate the decision to apply and enroll.
This resource is part of the Develop Outcomes-Focused Recruitment Messages for Adult Learners Roadmap. Access the Roadmap for stepwise guidance with additional tools and research.
Use this tool to audit your current program advertisements, program webpages, and unit or institutional homepage to ensure that you are communicating program outcomes clearly. Each page includes a checklist of important content items to include, and program advertisements, program pages, and other web pages should include a majority of the checklist items. Each checklist is accompanied by an example of effective advertisements, program pages, or unit homepages…