The new 2012 E-Recruiting Practices Report from Noel-Levitz shows colleges and universities are working to keep up with prospective students’ changing behaviors and preferences by employing a wide range of online technologies such as mobile-optimized Web sites, text messaging, social media, QR codes, and more.
For example, in response to the rising use of mobile devices among high school students, more than one-third of four-year colleges and universities nationally now have mobile-optimized Web sites. Specifically, 39 percent of four-year public universities and 35 percent of four-year private colleges now have a Web site that is optimized for mobile browsing. The study also found these figures are set to double within the next year, as at least half of the study’s respondents that are currently without mobile-optimized sites reported they were preparing to launch one by spring 2013.
The study was based on a national poll of undergraduate admissions officials at U.S., degree-granting colleges and universities conducted between March 21, 2012, and April 20, 2012.
To further gear up for mobile browsing, nearly two-thirds of four-year college and university respondents in the study reported using QR codes to attract students to their sites. In addition, more than one-third of four-year public institution respondents and nearly one-quarter of four-year private institution respondents reported offering mobile apps.