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A-level results day 2024: 4 ways UK universities can showcase their strengths and boost student recruitment
August 12, 2024
For many 18-year-olds and others in further education, A-level results day (Thursday 15 August) could be a day of celebration or worry, should they not get their grades. To prepare students ahead of the big day, Ofqual and UCAS have issued a letter highlighting that students should explore all options to put themselves in the “strongest position” and that there will be “plenty of choices” in clearing should they miss their expected grades.
Clearing is the final part of the UCAS application cycle and is open from 5 July to 21 October. For universities, it is one of the most important periods to boost student recruitment, secure additional financing from associated student spending (e.g. accommodation), and showcase organisations’ strengths.
Yet, with stiff competition from other universities, how can organisations provide prospective students with the guidance and reassurance that could persuade them to come and study there? Here are our four tips for creating effective clearing campaigns:
1. Generate student-centric messaging
The clearing period is crowded and competitive; to cut through the noise, universities should look to create persuasive, relatable and informative campaigns with prospective students at their heart. Campaign messaging should:
- reassure students that clearing needn’t be negative and that it can lead to great university experiences
- inform students of the clearing process and the clearing hub, which provides information and guidance on how to apply to the university via clearing
- give tips to students on how to successfully navigate the process and ensure they select the right university for them
- provide students with a well-rounded perspective of the university and its strengths, including its course ranking, sports facilities and societies.
All this could influence a student’s decision on where to study.
The University of Liverpool and The University of East Anglia’s clearing message and tips on navigating the process was highlighted in a piece on the 2024 Guardian Clearing hub. Their advice includes not rushing decisions and researching into clearing universities and course choices. The article also suggests keeping track of offers. Similarly, last year’s Independent piece highlighted the University of Sussex’s clearing advice, which included being prepared, staying positive and having all information before calling a university.
Messaging should also focus on highlighting the institution’s wellbeing and financial hub, as many students continue to feel the impact of the cost-of-living crisis. A 2023 survey revealed that 92% of students had seen an increase in their cost of living compared to 2022, and 49% felt they had financial difficulties. The University of Leeds’ financing, career and wellbeing hub and student union was highlighted in a 2023 BBC piece, with activities that included free breakfasts, a hardship fund and supporting students with CVs and securing part-time work.
2. Broaden reach through social media and advertising
To maximise the reach of the clearing campaign, universities should consider paid or earned social media or advertising opportunities. These could include social media posts or ads on Instagram, Facebook and X and paid ads on related websites. They could also display physical university clearing posters in locations such as train or tube stations, and seek out external help to maximise search engine optimisation (SEO) clearing searches so that the university’s clearing page appears high up in online searches.
3. Select the right media spokespeople
It is essential to choose university spokespeople with the right expertise and media training to speak to the agreed clearing messages. Calls arranged with them, the university’s communications and marketing/PR team and the external agency (if relevant), can help to establish their talking points to pitch to media, experience with education media (the more well-known they are, the better as they are more likely to be approached for opportunities) and their clearing experience.
If the spokesperson has a personal clearing experience, this could provide an additional unique selling point. Academic, course or department leads also should be considered, as they can provide in-depth insights into what the university excels in.
For instance, for the 2022 A-level results day campaign, Pro Vice Chancellor Adrian Dutch from the University of Bedfordshire and a clearing student himself appeared on the “BBC Your questions answered” segment, answering questions on A-level, T-level and BTEC results and the options available to students via clearing. For the 2023 A-level results day campaign, he appeared on the Sky News Live A-level results day coverage, which was shown on TV and was streamed live online.
4. Draw on students as ambassadors
Students who have experienced clearing make perfect ambassadors for a clearing campaign.
Take the case of Tamara Jayacodi from the University of Stirling – her clearing story was highlighted in the Complete University Guide, where she explained her reasons for going to clearing, why she chose the University of Stirling and her top tips for students in that position. Similarly, Arthie from the School of Oriental and African Studies (SOAS) highlighted her story in a WhatUni article. In the piece, she explained the benefits of going through clearing – such as more course options – and the importance of research and gave her top tips for the process.
Another aspect to consider for your student case study content is budgeting, especially with the cost-of-living crisis. Hasso Embalo, a student at the University of Liverpool, and Arjun Bal, a student at Brunel University, discussed budgeting tips, such as working part time, making packed lunches and being organised with finances, in a 2024 Guardian piece.
Each ambassador student will have their own story. How recently they went through clearing, why they decided to, how old they were (especially if they were older), which course they looked for, and if they had a career before university, can all be particular points of interest to help the institution stand out within the competitive media landscape.
Creating the right clearing campaign
Last year’s A-level results day drew a record number of students who went through clearing, amounting to over 38,000 people, up by 14.6% on 2022. Almost a third (32%) used clearing to change university, despite getting into their original choice, demonstrating that clearing is not just for students who didn’t get their expected grades. This year’s A-level results day could be the same, so effective campaigns that reassure and persuade students to take up university places via clearing could be key to boosting recruitment numbers in 2024 and beyond.
Working with the right people who have experience and expertise will be vital to create the right messaging and campaigns. Our team at FINN Partners understands universities’ unique challenges and opportunities and the needs of students within the evolving higher education landscape.
Explore the corporate communications services FINN Partners offers to help your organisation capture the most opportunities surrounding A-level results day, clearing and the education sector.
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