Introduction
In a crowded and chaotic market, it’s all too easy to go for the hard sell: applying pressure and offering incentives to potential students, parents and partners in the hope of securing that all-important edge. But it’s crucial not to forget that international education is all about soft power. Why take a short-term, aggressive tack when a persuasive, empathy-driven approach is so much more effective?
Soft doesn't mean weak
The difference between hard and soft power boils down to one key contrast: coercion versus co-option. Hard power is usually associated with military leaders and authoritarian politicians. The classic agents of soft power are diplomats, religious leaders and … yes, educators. In other words, the people whose job it is to instil values, form opinions and build relationships. This “softer”, more communicative approach may not have spectacular short-term results. But it’s the best way to create sustainable, meaningful social and political change.
Another advantage of a people-first, soft-power approach is that it enables education providers to anticipate and adapt to rapidly changing global conditions. That’s why more and more higher education leaders are coming to value soft power for its engagement potential.
So what does a soft-power approach look like in education marketing? Here are three key points.
1. Finding common interests
Hard-power approaches tend to focus on gaining dominance, or beating the competition. In contrast, soft power is all about finding and maximising shared interests for the benefit of everyone involved.
That doesn’t mean giving up on competition. Quite the opposite: it’s a matter of identifying those common interests and using them to build your competitive edge. An effective soft-power approach to education marketing is humane and positive, but without sacrificing the needs of the institution.
For example, your institution might sponsor an essay competition or summer programme for school students in the local area. Not only does this benefit the community, it also increases engagement, builds loyalty and attracts a fresh pool of bright potential applicants for your undergraduate courses. Collaboration with local employers is another powerful strategy: you create opportunities for students and businesses, but you also demonstrate the economic benefits of taking time out to study. That’s especially attractive at a time when so many young people are under pressure to start working and earning as soon as possible.
2. Fostering shared interests
As we’ve discussed before, today’s university applicants are highly value-driven. When deciding which course to choose, they’ll often look carefully at which values the institution espouses – and how, if at all, it puts them into practice. So it’s not enough to preach inclusivity and accessibility, to take just two key examples. Your process really does have to be accessible and inclusive.
This is where a soft-power mentality truly comes into its own. The single most effective way to understand young people’s concerns is to let them tell you. Inviting feedback, making opportunities for conversation and practising reflective listening are all important parts of the process. So, too, is understanding the economic, social and political pressures they face as they start out on their educational path.
3. A different kind of branding
This active listening process greatly benefits your future students, and it can – and should – inform your ongoing inclusion and accessibility strategy. But it’s also a practical basis for building your institution’s brand. By establishing an identity founded on ethics and engagement, you can attract great applicants from all over the world without having to give anyone the hard sell.
Here, it’s also helpful to think in terms of hard vs. soft power. Authentic, compelling branding isn’t about imposing a narrative on your audience from above (hard power). It’s about demonstrating your commitment to their needs and preoccupations through genuine conversation and practical action (soft power): in other words, meeting them where they are.With their built-in accessibility features, real-time customisation and proven sustainability, theRACK’s digital brochures are a helpful tool for your soft-power recruitment process. That’s why cutting-edge institutions all over the world have signed up, including the University of Pennsylvania, Griffith University and Murdoch University. If you’d like to join their ranks, or you have any questions, just get in touch. We’ll be delighted to hear from you.
