A comprehensive approach to student recruitment in Ukrainian higher education institutions based on educational marketing and digital technologies

Abstract

In the context of ongoing reforms in the educational sector of Ukraine, the issue of effectively attracting applicants to higher education institutions (HEIs) is becoming increasingly relevant. The modern system of applicant recruitment should be comprehensive, flexible, and oriented toward the needs of young people, while its effectiveness should be determined by the ability of universities to adapt to changes in the educational market. The focus of this study is conditioned by the necessity to move from intuitive approaches in managing the admission campaign to the systematic use of marketing strategies based on data analysis, target audience segmentation, and personalized communication. The aim of this article is to systematize, scientifically substantiate, and develop a comprehensive approach to effectively attracting applicants to higher education institutions in Ukraine through the integration of classical educational marketing approaches, modern innovative technologies, and practical recommendations for improving career guidance and marketing activities of universities. The methodological basis of the study includes general scientific methods (analysis, synthesis, generalization, and a systems approach), as well as empirical methods (observation, comparison, structural analysis and expert evaluation). The results of the study indicate that an effective applicant recruitment system should be based on the integration of the following key groups of methods: informational, communicative, motivational, and digital. Based on the obtained results, a comprehensive approach to attracting applicants has been proposed. This approach includes multi-level interaction between HEIs and applicants and provides for early career guidance, target audience segmentation, active involvement of students and alumni in career guidance activities, as well as the use of interactive formats of cooperation: informing, engagement, interaction, decision-making, and enrollment. Conclusions. It has been proven that the effectiveness of attracting applicants largely depends on the ability of higher education institutions to adapt their marketing strategies to changes in the behavior of the target audience.