About the Episode
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About the Episode:
Digital accessibility in higher education recruitment isn't just about compliance - it's about ensuring every prospective student can fully engage with your institution's story. Today we're exploring how to build a stronger case for accessibility in graduate recruitment and marketing. Ray is joined by Eugene Woo, founder of Venngage, who's helping institutions create accessible visual content that reaches all prospective students.
Key Takeaways
- Accessibility is often framed as a burden, but it should be seen as an opportunity. Many institutions treat compliance as an extra step rather than an integral part of content creation.
- Universities miss out on a wider audience by overlooking accessibility. Students, parents, and faculty with disabilities—or simply different content preferences—are often unintentionally excluded.
- Venngage helps institutions integrate accessibility into their design process. Tools like color contrast checkers and colorblind simulators help make marketing materials more inclusive from the start.
- Cost concerns often hold institutions back, but inaccessibility can be more expensive. Lawsuits and civil rights complaints can cost universities millions—investing in accessibility now can prevent future financial and reputational risks.
- AI is poised to revolutionize digital accessibility. Future developments will enable more automated remediation of inaccessible websites and content, making accessibility easier and more cost-effective.
Why Is Digital Accessibility an Afterthought in Higher Education?
Despite the growing conversation around digital accessibility, many institutions still treat it as an afterthought. Eugene Woo argues that this is largely due to how accessibility is framed—as a compliance requirement rather than a value-added feature. Many marketers, web designers, and developers view accessibility as an extra burden, something they have to “fix” after the fact instead of integrating it into their initial design. This mindset, Eugene explains, creates unnecessary resistance.
A major gap in understanding stems from a lack of firsthand experience with accessibility tools like screen readers. Many people have never seen someone navigate a website using a screen reader, making it harder to empathize with the need for accessible design. In contrast, closed captions have become widely accepted because more people have personally benefited from them—whether watching TV in a noisy environment or consuming content in a second language. If institutions can shift their mindset to see accessibility as an advantage rather than a requirement, they can design more inclusive experiences from the start.
How Can Institutions Balance Creativity and Compliance in Design?
Higher education institutions often struggle to make their marketing materials both visually engaging and accessible. Eugene points to a common mistake: failing to consider color blindness when designing visual content. He recalls a famous example from the NFL’s Color Rush uniforms, where two teams wore all-red and all-green uniforms, making it impossible for colorblind viewers to distinguish between them.
Venngage aims to solve this problem by integrating accessibility checks directly into the design process. Their platform includes color contrast warnings, colorblind simulators, and built-in automation that guides users to create compliant designs. Instead of treating accessibility as a final step that requires costly remediation, Venngage ensures that materials are designed accessibly from the outset. This not only saves time and money but also expands the reach of recruitment efforts.
What Are Institutions Missing When They Overlook Accessibility?
By neglecting accessibility, universities limit their audience—often without realizing it. Eugene highlights that a significant percentage of adults in the U.S. have a disability, and this number increases when factoring in aging populations. When institutions fail to make their websites and marketing materials accessible, they inadvertently exclude not just students with disabilities but also their parents, grandparents, and other key decision-makers in the enrollment process.
Beyond compliance, accessible design broadens reach and engagement. It can improve SEO rankings, enhance user experience, and create a more inclusive brand image. Institutions that prioritize accessibility aren’t just avoiding legal trouble—they’re making their marketing efforts more effective.
How Can Universities Overcome Budget Constraints to Invest in Accessibility?
One of the biggest barriers to accessibility initiatives is cost. Many institutions, especially those facing budget deficits, see accessibility improvements as an expensive undertaking. However, Eugene argues that inaccessibility often carries a higher price tag. Universities that fail to comply with accessibility standards risk lawsuits and civil rights complaints, which can lead to millions in legal fees and settlements.
The key to making accessibility financially feasible is to take an incremental approach. Rather than attempting to overhaul every microsite and marketing asset at once, institutions can start small—implementing changes within a single department or college and scaling up from there. Eugene shares a case study from Colorado State University, where one college successfully transitioned to Venngage before expanding adoption across multiple departments. This gradual rollout approach helps institutions manage costs while building internal momentum for accessibility initiatives.
What’s Next? How AI Will Shape the Future of Accessibility
Looking ahead, AI is set to revolutionize accessibility in higher education. Eugene predicts that in the next 12 months, AI-powered tools will make it significantly easier to remediate inaccessible websites with the click of a button. Large language models are already capable of generating and fixing code, which means AI could soon handle many of the manual tasks involved in making websites compliant.
In the longer term, AI could improve screen readers and other assistive technologies, making it possible for them to interpret inaccessible content more effectively. While fully automated accessibility is still a work in progress, these advancements will make it easier and more cost-effective for institutions to provide inclusive digital experiences.
Connect With Our Host:
About The Enrollify Podcast Network: Mastering the Next 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 The EduData Podcast and Generation AI.
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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