Building a Stronger Connection: 3 Ways to Foster Belonging Through Your Higher Ed Content
College is about more than just academics - it's also about finding your place.
For many “traditional” students, this is a time when they're figuring out who they are and what they care about. It's easy to feel like you don't fit in, but having a sense of belonging is crucial.
When students feel like they belong, they're more likely to succeed academically and emotionally. They're also more likely to make lasting connections and have a fulfilling college experience.
At the end of the day, college is a journey of self-discovery - and feeling like you belong is the foundation for that journey.
Therefore, belonging is something that should be at the forefront of your content.
Here are 3 ways you can shine a spotlight on the opportunity for belonging on your campus with the content you create.
Highlight Niche Communities
Think about the smaller pods of gatherings on campus, and consider the opportunities for incoming freshman to feel like they’re not alone in their interests.
When I was in college, there was not much of a faith/theology presence on campus. So I started one.
People started coming out of the woodwork feeling like they could freely express their faith in ways they may not have felt comfortable before.
That’s one example.
Other examples:
-People who like anime and cosplay and things like that
-People competing in robotics
-Sustainability enthusiasts who are working for a better environment
-International students
-Outdoors enthusiasts
-People that make stuff - crafts and art, etc.
-Entrepreneurs starting online businesses
-Influencers/content creators
2. Highlight Diversity, equity, and inclusion efforts
It’s one thing to say you value diversity, equity and inclusion.
It’s another thing to show it.
Create content that gets SPECIFIC about what is going on surrounding DEI at your school. Specific events, educational opportunities, classes, etc.
Tell the stories of those gatherings and be sure to have a strong focus on visuals of people enjoying themselves there.
3. Tell Student Stories That address CONCERNS of incoming freshman
When I was transitioning from elementary to middle school in the mid 90s, I had a lot of questions. We didn’t have Youtube or Chat GPT then you teach me the ropes.
I drove my sister (2 years older than me) NUTS with all my worries.
-What if I can’t find my class?
-What if I cantt find my locker?
-How does the lunch line work? …
I’m writing this on the day before the first day of kindergarten for my 5 year old. She had a welcome event at her school so she could see her classroom and her desk and all that before the big day.
My usually independent and carefree baby would not let go of my hand as we walked into her school for the first time. She rightfully had some concerns (that quickly vanished when she realized her friend/our neighbor’s desk was right by hers.)
Incoming freshman have lots of concerns and if you dig deep I bet the majority of them revolve around belonging.
When they wonder things like “how do I do my own laundry” or “what if my classes are too hard?” - They’re really asking “how do I not look stupid in front of other people?” Or to put it more gingerly, “how do I blend into the social norms so I’m not seen as an outcast or ‘different’?"” and thereby outside the circle of belonging.
This is a great opportunity to features students who had these same concerns and let them tell their own stories.
In my video work with Cleary University we created a video that showcased the on-campus housing by way of a story of a student who felt really nervous and homesick when she first entered the college. The environment that the dorms created was such that she was immediately welcomed and before she knew it, she knew everyone’s names on her dorm floor and felt like she was part of a big friend group.
I talked to a marketing director from a particular college recently about user generated content that performed well on their socials. She said a student made a series on TikTok about how to do laundry, and people ate it up (that’s where I got the laundry reference above).
So find out what incoming freshman’s concerns are and tell stories around those concerns that make them feel like they’re gonna be okay.
Good content creation isn’t just about disseminating information
When people sit down to create content the question they often start with is “what do I want people to know?” This is good, but a better question is “what do I want people to feel?”
Good content creation isn’t just about disseminating information. It's about crafting an invitation into a vibrant, diverse, and nurturing community. By authentically showcasing the niches, values, and stories that make your campus unique, you have the power to resonate with the hearts of prospective students, igniting their sense of belonging from the very first encounter.
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