The significance of diversity positioning in higher education for branding and marketing

Abstract

ABSTRACT This study offers important context for understanding why educational institutions ought to modify their recruitment marketing strategies to incorporate a multicultural perspective. African American, Asian American, Hispanic, International, and Native American student ratios are greater in institutions with a broadly varied faculty. Yet very few schools use metrics related to racial and ethnic diversity for brand marketing and benchmarking when utilizing online, offline, and social media tactics. The discovery has implications for creating admissions brochures that are designed to convey the institution's inclusiveness. This is a crucial component of every college’s and university's recruitment campaigns. Genuine interactions between students and faculty from similar demographic backgrounds should be portrayed in photo illustrations. For more than 2000 Carnegie-classified schools, we rank faculty and student diversity indices and provide higher education marketers with quartile statistics to utilize as a differentiator.