About the Episode
About the Episode:
Join Timothy and Jamie as they dive into the latest trends from the Common App's 2024 End-of-Season Report. From the rise in public school applications to the growing influence of SEO in higher ed marketing, we explore how institutions can optimize their presence on the platform and attract more students. Discover why more students are applying to test-optional schools, how search filters impact selectivity, and the importance of tailoring your institution’s profile. Whether you're a higher ed marketer or admissions professional, this episode offers valuable insights to stay competitive in today’s application landscape.
Key Takeaways
- Public schools are receiving more applications than private schools for the first time on Common App.
- Institutions should think of their Common App profiles like SEO, optimizing their content for better discoverability.
- The number of applications per student is increasing, driven by the simplicity of the Common App’s structure.
- Selectivity matters: less selective institutions are seeing significant growth in applications.
- Schools need to consider the broader Common App trends when strategizing how to present themselves on the platform.
The Rise of Public Institutions on Common App
For the first time, public schools have received more applications than private institutions on the Common App. This shift, as discussed by Timothy and Jamie, is partly due to the growing number of public schools joining the platform. Public institutions benefit from the increased visibility, not just through Common App, but also thanks to strong brand recognition. Whether it's seeing a public university’s sports team on TV or just growing up near a prominent state school, public institutions often have an edge in terms of familiarity.
In addition to the rise in public school applications, Timothy notes the ease of applying to multiple schools through Common App, which has lowered the effort for students. Once a student fills out one application, their basic information is transferred to other applications, encouraging them to apply to more schools. This accessibility has led to a rise in the number of applications per student, which in turn benefits public schools that have joined the platform.
SEO for Common App Profiles: A New Way to Stand Out
Timothy introduces a novel concept: optimizing your Common App profile much like you would optimize a webpage for search engines (SEO). Robert McGuire, a higher ed marketer, likens the Common App to a search engine, where institutions have the opportunity to present themselves in the best light to prospective students. Just as institutions optimize their websites to rank higher on Google, they should also consider how to optimize their profiles on Common App.
While Common App isn’t exactly like a search engine, with students filtering by attributes rather than keywords, having an optimized profile—complete with photos, program details, and clear information about campus life—can increase your institution’s appeal. Schools can also reduce friction in the application process by asking fewer custom questions and streamlining their application flow. Institutions that make their profiles stand out are more likely to attract and retain the attention of potential applicants.
Key Trends in Common App Data: What Schools Should Know
Jamie points out another interesting trend in the data: the growth in applications for less selective institutions. While applications to the most selective schools have remained flat, less selective schools have seen a 30% increase in applications since 2020. This shift may reflect the broader trend of students seeking more accessible options or simply the ease of applying to multiple institutions through Common App. The rise in applications at public schools and less selective institutions could indicate changing student priorities, with affordability and accessibility driving decision-making.
Timothy and Jamie also touch on the growing preference for test-optional schools. Since 2020, more students are applying to schools that do not require test scores or are opting not to submit scores at all. This aligns with the broader trend of schools becoming more flexible with their admission requirements, responding to student demand for less restrictive processes.
The insights shared in this episode provide a fresh perspective on how institutions can leverage the Common App platform to increase their visibility and attract more applications. To learn more about how to optimize your Common App profile and keep up with the latest trends, tune into the full episode of the Edu Data Podcast. You’ll walk away with actionable tips to improve your institution’s presence on the platform and maximize the impact of your application process.
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