Recruitment and admissions

How schools can build trust in a post-Covid world

Schools around the world are reopening their doors. For some children, the chance to reunite with classmates is a welcome development. For others, the return to the classroom at the tail-end of a pandemic has triggered anxieties.

A recent article in the Wall Street Journal reported how Covid-19 has made schoolchildren more stressed. Some worry about bringing the virus home to family, while catching up on schoolwork is also a concern.

Unfortunately, enrolling in a new school can add to this stress. And this affects the parents too.

Most schools are likely to include e-learning from now on, so parents worry about their kids' online safety as well as physical wellbeing. It's hardly surprising that traditional recruitment efforts can fall short in giving the assurances they need.

This is why you should have existing parents as your school ambassadors. They can provide unparalleled insights because they had the same concerns and have seen first-hand how your school managed the last 18 months.

It's this kind of credibility that makes them uniquely qualified. No one can build trust like them, or ease the minds of prospective parents as successfully.

We've outlined some ways you can help them do this.

Be authentic

Rapid closures and remote learning sent the most organized schools into a tailspin. And now, the changing rules for safety measures in reopened schools can create confusion.

Prospective parents want to hear how you managed during the pandemic, and how you're emerging from it. They want to know their children are going into a safe environment where their continued education is certain.

Parent ambassadors can share user-generated content (UGC) to show positive experiences of your school as well as the safety measures you continue to take. They can also close the insight gap by talking about school activities and events, and what life at your institution is like post-Covid.

Be aware

Many parents aren't happy that their children's schooling will still include e-learning. They worry about online safety, with a report from Harvard warning of risks like cyber-bullying.

Have your parent ambassadors talk to prospective parents about safeguarding in your school. They can discuss this and more using the right communication platform.

Dulwich College, Singapore, an international school with strict safeguarding policies, has found its parent ambassadors invaluable. By connecting them with prospects on our platform they have gained insights into concerns parents are raising, while easily tracking results.

Be there

The doors to your school might be open, but not everyone can walk through them yet. Virus flare-ups, lockdowns, and travel restrictions will continue to affect attendance for some time.

That's why it's important to have a strong online presence. You could use your parent ambassadors to promote a remote open day, and make them available to answer questions on your chat platform, too.

This kind of digital experience will not just paint a more vivid picture of your institution. It'll also showcase your online capabilities, reassuring parents that your school can continue to teach their children well, even in the event of another outbreak.

Build trust with parent ambassadors

Many schools are welcoming back students. But in this time of uncertainty, attracting new ones can be difficult.

Parent ambassadors can share real experiences that will put the minds of students and their parents at ease. And with the right platform, you can track and monitor results. So you can continue to make these experiences even better.

To find out how you can build trust and boost admissions, contact us.