Assessing Public Perception: The Value of Higher Education and Its Functions

About the Episode: 

Jamie and Timothy continue their discussion on the value of a college education. They analyze a recent study by the Chronicle of Higher Education, which surveyed over 1,000 adults across the United States on the importance of various college functions. This episode dives into how the public perceives the effectiveness of higher education in areas such as workforce development, medical research, and civic engagement. Jamie and Timothy also explore the public's view on the alternatives to a college education, such as trade schools and military service. Timothy and Jamie wrap up by processing how admissions and marketing professionals can use these insights to shape their messaging and better understand their competitors in the educational landscape. 

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Key Takeaways

• Workforce Development Takes Priority: The public sees developing a skilled workforce as higher ed's most important function, aligning with its historical mission and societal expectations.
• Room for Improvement in Equity: Colleges receive low marks for leveling the playing field for success, with 31% rating performance in this area as poor or not good.
• Civic Engagement Needs Focus: The public feels colleges underperform in developing well-informed citizens, signaling opportunities for improvement in civic education and cultural contributions.
• Changing Perceptions of Alternatives: Alternatives to college, such as trade schools and military service, are increasingly viewed as comparable or better pathways by certain demographics.
• Insights for Marketing Strategy: Admissions professionals can leverage these insights to craft messages that address public concerns and differentiate their institutions in a competitive landscape.

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Episode Summary

What Does the Public Value in Higher Education?

Jamie and Timothy dive into the Chronicle of Higher Education survey, which asked 1,025 U.S. adults about the importance of various college functions. Workforce development emerged as the most important, with medical research and operations close behind. Conversely, sports programs ranked the lowest, reflecting their diminished perceived value in the broader public view. The survey also revealed lukewarm support for colleges’ roles in fostering civic engagement and cultural contributions.

Timothy notes the potential influence of survey design, suggesting that the way questions were grouped might have prompted respondents to compare priorities, ranking some as more essential than others.

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How Well Do Colleges Meet Expectations?

The discussion shifts to how well colleges are perceived to perform in these areas. While higher ed receives high marks for workforce development and medical research, its performance in equity and civic engagement lags. Notably, 31% of respondents said colleges do a poor job of leveling the playing field, and 30% believe colleges underperform in developing well-informed citizens.

Jamie and Timothy reflect on the societal implications of these findings, emphasizing that higher ed's role as a ladder for social mobility and civic literacy remains a critical challenge.

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Are Alternatives to College Gaining Ground?

The survey also compared higher ed to alternatives like trade schools, military service, and apprenticeships. Respondents largely viewed college as "about the same" in value compared to these options, though significant numbers rated trade schools and military service as better pathways. Jamie highlights the growing demand for skilled trades and the importance of addressing this competition in higher ed messaging.

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What Can Higher Ed Professionals Do?

Timothy suggests using the survey as a guide for crafting marketing and admissions strategies. By aligning messaging with public concerns—such as equity and civic engagement—institutions can differentiate themselves and address societal needs. Jamie adds that prioritizing areas where colleges underperform, like equity, can help institutions stand out while demonstrating a commitment to improvement.

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How to Apply These Insights

• Focus on Workforce Development: Highlight programs that prepare students for high-demand careers with practical skills and job-ready credentials.
• Address Equity Gaps: Showcase initiatives that promote access, affordability, and support for underrepresented students.
• Elevate Civic Engagement: Integrate messaging around producing informed, socially responsible graduates to attract mission-driven learners.
• Understand Competitors: Consider trade schools, apprenticeships, and other pathways as part of your competitive landscape, and tailor messaging to emphasize higher ed's unique advantages.
• Leverage Data for Messaging: Use findings like these to create evidence-based marketing campaigns that resonate with prospective students and their families.

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Connect With Our Co-Hosts:

Jamie Boggs

Timothy Davis

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About The Enrollify Podcast Network: The EduData Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Generation AI and The Higher Ed Geek.

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders,  innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.

Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.

Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.