Recruiting students for Sixth Form is a crucial focus for independent schools in the UK. With increasing competition from state schools, colleges, and other independent institutions, schools must refine their marketing and admissions strategies to attract and retain top candidates.
Here are 8 key strategies to enhance Sixth Form recruitment:
1. Start Early with Targeted Marketing
Many families and students begin considering their Sixth Form options up to two years in advance. Schools should implement a robust marketing strategy that includes:
SEO-Optimised Website Content: Ensure the Sixth Form section of the school website is detailed, engaging, and easy to navigate.
Social Media Campaigns: Use platforms like Instagram, LinkedIn, and TikTok to showcase student success stories, campus life, and subject highlights.
Online Advertising: Utilise targeted PPC and social media ads to reach potential students and parents actively searching for Sixth Form options.
2. Host Engaging Open Events and Taster Days
Open days and taster experiences can make a significant impact on prospective students and their families. To stand out:
Offer immersive subject experiences where students can attend real A-level classes.
Arrange current student ambassadors to provide honest insights about Sixth Form life.
Include Q&A sessions with teachers, alumni, and careers advisors to highlight post-16 opportunities and outcomes.
3. Highlight Academic and Career Pathways
Prospective students and parents prioritise academic success and future prospects. Schools should clearly communicate:
Strong A-Level and BTEC Results: Share performance data, university destinations, and success stories.
Unique Subject Offerings: Promote specialised courses, enrichment programmes, and extracurriculars that differentiate your Sixth Form.
Career and University Support: Showcase partnerships with universities, work experience opportunities, and alumni success stories.
4. Provide Scholarships and Bursaries
Financial incentives can attract high-achieving students who may not have previously considered an independent school. To boost interest:
Advertise academic, arts, and sports scholarships on your website and through marketing campaigns.
Make bursary information clear and accessible to families who may need financial support.
5. Strengthen Relationships with Feeder Schools
Building strong relationships with local schools can help increase applications. Strategies include:
Hosting Sixth Form Experience Days for Year 10 and 11 students from feeder schools.
Offering teacher-led subject workshops at nearby schools to showcase Sixth Form expertise.
Engaging in joint extracurricular programmes with local schools to foster early interest.
6. Leverage Student and Parent Testimonials
Word-of-mouth marketing is incredibly powerful. Encourage current students and parents to share their experiences through:
Video Testimonials: Share interviews with students about their Sixth Form journey.
Case Studies on the School Website: Highlight individual success stories and university placements.
Parent Reviews and Testimonials: Offer insight into how the school has supported students academically and personally.
7. Offer a Personalised Admissions Process
Families appreciate a tailored approach when choosing a Sixth Form. Schools should:
Provide one-on-one consultations with prospective students to discuss subject choices and aspirations.
Assign a dedicated admissions officer to guide students and parents through the application process.
Offer flexible interview options, including virtual meetings for those unable to visit in person.
8. Enhance Digital Outreach and Virtual Tours
Many students and families research schools online before making a decision. To stand out digitally:
Create an interactive virtual tour of the Sixth Form facilities.
Provide student-led video content to give a genuine feel of school life.
Regularly update the school blog with A-level insights, study tips, and career advice.
By implementing these strategies, independent schools can strengthen their Sixth Form recruitment efforts and attract students who will thrive academically and personally. A combination of strong marketing, personalised engagement, and clear academic and career progression pathways will set your school apart from the competition.
