Abstract
This major research paper analyzes the data coded across Ryerson’s digital and social media student recruitment platforms to identify what main messages Ryerson communicates during application and enrollment periods for students. The following research questions help guide the study: What messages does Ryerson communicate about itself in the mission statement and recruitment platforms in Why Ryerson’s Facebook page, Why Ryerson’s blog posts and the Undergraduate tab on Ryerson’s website? In what ways do Ryerson’s primary branding messages change across its different social media and digital platforms? Hsieh and Shannon’s (2005) conventional qualitative content analysis was used to analyze the data coded in Ryerson’s mission statement, the Undergraduate tab on the Ryerson website, the Why Ryerson Facebook page and the Why Ryerson blog during the Ontario University Fair and March Break Open House student recruitment time periods. The study led to identify the main messages Ryerson communicates during student recruitment time periods and additional patterns and themes that were not directly informed by the literature.
Highlights
It can be argued that its history, the provincial government and the increased value of a degree in the work force have shaped the current place of higher education in Ontario
Due to the increase in numbers, there was financial strain placed on universities to accommodate for the incoming students (Doucet, 2004)
Universities are using mission statements to develop their brand marketing their brand through a variety of different digital and social media platforms (Armstrong & Lumsden, 2000). These platforms include university-operated websites, university operated blogs and social media channels, such as Facebook. This project explores how the Ontario institution, Ryerson University, uses the identified main messages to brand themselves for student recruitment on digital and social media platforms
Summary
It can be argued that its history, the provincial government and the increased value of a degree in the work force have shaped the current place of higher education in Ontario. BRANDING HIGHER EDUCATION FOR STUDENT RECRUITMENT Abstract This major research paper analyzes the data coded across Ryerson’s digital and social media student recruitment platforms to identify what main messages Ryerson communicates during application and enrollment periods for students.
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