How to improve communication with candidates for an Executive Education program?

Communication with applicants is an essential aspect of the admission process to an Executive Education program. An effective approach can greatly influence the quality of applications received and the conversion rate. This article explores various strategies to optimize this crucial communication.

Summary :

1. Diversify communication channels

2. Create explanatory content

3. Offer personalized support

1- Diversify communication channels

Smart chatbot

Integrating an intelligent chatbot into your application platform represents a step forward in improving communication with candidates. This automated system provides 24/7 availability, allowing applicants' frequently asked questions to be answered instantly, regardless of the time or day.

As an admissions manager, you will quickly see the benefits of such a tool. Not only does it lighten your team's workload by handling simple requests, but it also provides a smooth and responsive experience for candidates. The chatbot can provide information about programs, deadlines, prerequisites, thereby guiding candidates through the application process in an efficient and personalized manner. This system answers common questions about eligibility criteria, application deadlines, and required documents. Admissions managers have seen a 30% reduction in emails requesting basic information, allowing them to focus on higher value-added tasks.

Information webinars

Hosting regular informational webinars is an effective strategy for communicating in a more personal way with your potential candidates. These online sessions allow you to present in detail your programs, admission criteria and associated career prospects.

These webinars provide the opportunity for candidates to interact directly with program managers and ask questions in real time. It’s a way to create a stronger connection with your audience and demonstrate the added value of your training. Additionally, by recording these sessions, you can make them available on your website, providing a valuable resource for candidates who were unable to attend live.

2- Create explanatory content

Tutorial videos

Creating short, impactful tutorial videos is one way to simplify the application process for your applicants. These videos can guide applicants through each step of the process, from account creation to final application submission.

As an admissions manager, you can use these videos to clarify commonly misunderstood points and reduce the number of redundant questions. Make sure that these tutorials are easily accessible on your application platform and that they cover aspects such as writing the cover letter, preparing the required documents, or the specific expectations of your institution.

For example, you can create a series of tutorial videos called “Your application step by step”. Each video, 2 to 3 minutes long, focuses on a specific step in the admissions process, such as "How to fill out the online form" or "Prepare for your admissions interview." These videos helped reduce the average time candidates spent on the application process by 25%.

Interactive FAQ

A well-designed interactive FAQ can improve the candidate experience by allowing them to quickly find answers to their questions. Unlike a static FAQ, an interactive version can adapt to the specific needs of each user.

You can organize this FAQ by theme (admissions, programs, financing, etc.) and include a search engine for easier navigation. Do not hesitate to regularly enrich this resource based on new questions that emerge. A well-structured FAQ not only informs candidates but also reduces your team's workload by minimizing repetitive queries.

To create an effective FAQ:

1. Identify the most frequently asked questions

2. Organize the questions by categories (e.g.: Admission, Funding, Student life)

3. Write clear and concise answers

4. Integrate a search engine

5. Update content regularly

3- Offer personalized support

Mentoring by alumni

Establishing a mentoring program with former students offers added value to your admissions process. These mentors can share their personal experience, offer valuable advice on application preparation and provide a realistic overview of student life at your institution.

As an admissions manager, you can create a database of former volunteers, making sure to train them so that they understand their role and the limits of their intervention. This mentoring system can not only reassure candidates but also strengthen their commitment to your institution, thus increasing the chances of converting those admitted into enrollees.

Take the example of HEC Paris, which has set up a mentoring program called “ HEC Ambassadors ”. Each admitted candidate is put in contact with a former student from the same sector or geographical area. This program made it possible to increase the conversion rate of admitted to registered by 15% in just one year.

Tips for Cover Letters

Offering a consulting service for writing cover letters can improve the quality of applications received. This service can take various forms, from detailed guides to online workshops, including individual proofreading and feedback sessions.

By providing clear guidance on your institution's expectations, you help candidates highlight their experiences and motivations in a relevant way. This not only facilitates the evaluation work of your admissions committee, but also allows candidates to think in depth about their professional project and the fit with your program. Remember to emphasize the importance of authenticity in these letters to gain true insight into each candidate.

In conclusion, improving communication with candidates for an Executive Education program relies on a diversified and personalized approach. By implementing these strategies, admissions managers can optimize the application process, reduce administrative workload, and increase the quality of applications received.