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When graduating seniors are considering their next steps or adults in the workforce are trying to decide if going back to school is for them, they try to imagine what the experience might be like. They peruse websites and marketing materials, read about available programs, and try to understand if a particular institution is a good fit, both for who they are as a student and what they hope to gain from the experience. 

While some prospective students might have a personal connection to a student at the school, most do not. They are left with the images and quotes shared in marketing materials and on websites as they picture their own learning journey. This messaging can feel superficial, lacking enthusiasm, originality, and, most importantly, connection, and therefore missing a valuable opportunity to help prospective students see how they might fit. 

Student spotlights can help to add a unique, personal touch to student outreach. These might take the form of short video clips of students showing and talking about their experiences or short written posts in the students’ own voices. When done well, these stories can help prospective students to see how they might belong at an institution. And because choosing a pathway or a program is a big decision with significant commitments of time and money, these stories can help to make experiences feel more tangible, showing students exactly what they can expect. 

Creating Effective Student Spotlights

Student stories can have a big impact on student, family, and community perceptions. Use the strategies outlined below to consider which students to showcase, what stories to tell, and how to best share the student voice for the most impact. 

• Seek diverse perspectives. Ask educators, advisors, coaches, student leaders, and others across the institution to nominate students whose experiences reflect the mission and values of the institution. Drawing nominations from a wide range of people can help to surface a broader, more diverse set of student voices and experiences. 
• Showcase different student pathways. Student snapshots give prospective students a window into what learning and campus life can look like, helping them to imagine themselves at a particular institution. Feature students with a range of backgrounds, majors, interests, extracurriculars, and from different points on their educational journey. When students see how an institution supports different goals, timelines, and starting points, they can better picture themselves on campus. 
• Think beyond current students. Consider showcasing alumni, spotlighting business partners that host interns, or even interviewing businesses that have hired graduates. This approach can highlight programs and partnerships from a different perspective, providing a fuller picture of the impact of various programs and pathways.  
• Highlight student outcomes. Use student spotlights to share where students go after completing a program or a pathway. These stories might feature students working to earn additional credentials, transferring to 4-year programs, or starting new jobs. All of these stories can help students and families to see how a certain program or pathway might connect to future goals. Within the video, consider sharing program completion rates, graduation rates, job placement metrics, and other outcome data to give prospective students a broader picture of student success. 
• Ask thoughtful questions. While general “meet the students” posts have a place, more intentional spotlights can better showcase the full range of programs, interests, and people at your institution. Prepare a unique set of questions for each interview with consideration of the student’s program of study, interests, extracurriculars, and background. Share questions ahead of time so students have time to reflect and provide specific, thoughtful responses. 
• Highlight the student experience. Future students and their families will likely be viewing videos to get a glimpse at what campus life is like at your institution. Use student spotlights to highlight details that will help them to picture themselves on campus. Go beyond classrooms to show dorm rooms, cafeterias, laboratories, and student centers. Consider sharing snapshots of student orientation, sports events, clubs and organizations, performances, campus traditions, or other moments that give students a real look into the student experience. In a world filled with overly polished and AI-generated material, real stories of real students in real places will stand out. 
• Show learning in action. Unlike static promotional materials, videos can show the real experience of learning and doing. Include footage of students actively learning and working within their programs. Capture footage of labs, demonstrations, performances, or collaborative work, and ask students to explain what they are doing, what they have learned, and why it matters. These moments can offer prospective students a chance to imagine themselves on campus and get excited about future learning opportunities. 
• Invite students to participate in the production process. Whether through a formal program, class, club, or interest group, many students have the passion and skills to produce videos. Consider inviting students interested in marketing, communications, media production, or related areas to conduct interviews, film and edit. Having students interview other students can make videos feel more authentic, creating a better connection with prospective students.  

Elevating Student Voices

The most effective student stories go beyond introducing or promoting programs. They help prospective students imagine themselves on campus. Share these stories wherever students and families are most likely to encounter them—on websites, social media, and within recruitment materials. Refresh spotlights regularly to show a wide variety of students, programs, pathways, and perspectives. By making student voices a focus of communications, prospective students and their families are better able to get a sense of what their experience might look like, adding comfort and confidence to their decision-making about their next step.