Cultivating an institutional focus on careers can be transformative for community college students.
For community colleges, drawing in the ideal prospective student hinges on career goals—specifically, laying out a clear path from your institution to professional success. But for that argument to ring true, an institution first needs to have invested in high-quality, career-oriented resources for its students. To date, community colleges have put time, energy, and funds into developing career readiness curricula, job counseling centers, training programs with local employers, wraparound support services, and myriad other strategies that are speeding students on their way to promising employment.
So far, the results are encouraging—but professional attainment isn’t the only measure of success for career-focused community colleges. The career resources that institutions are cultivating deliver benefits to students that will last well after graduation day. Preparing students to enter the workforce, it turns out, is more than just a momentary win. Career readiness comprises a set of skills and knowledge that will stand community college students in good stead for the long term, and has the potential to change the course of their lives entirely. Here’s how.
Career-oriented marketing attracts prospective students and connects them with the rewards of higher education.
Between inflation and the rising cost of higher education, today’s prospective students have become a pragmatic group. Many of them have less disposable income to spend, so before they invest in education, they want to be assured of a valuable return. In this sense, career-oriented community colleges have the tools to speak directly to these students’ interests by illuminating the direct line between a community college education and good career outcomes.
And fortunately, the facts are on your institution’s side. While the median salary of bachelor’s degree holders was $15,500 more than that of associate degree holders in 2020, graduates with associate degrees still make more than workers with no degree at all—and in 28% of cases, associate degree holders out-earn half of all workers with bachelor’s degrees.
For students coming from less wealthy backgrounds or who are the first in their family to attend college, even a modest increase in income can be transformative. Extra funds also create breathing room for graduates to tackle challenges, like childcare or housing insecurity, that could otherwise derail a promising career. Instead, these graduates have a greater opportunity to focus on professional advancement, which will pay dividends in the future.
Students reach careers more efficiently with strong guidance
While many prospective students begin the enrollment process with a specific goal in mind, some approach the process with a less definite end in sight. Education has long been held up as the doorway to greater opportunities, and for some prospective students, that’s all they need to motivate them to get started.
Without clear pathways, however, there are innumerable hurdles that can interrupt the road to a degree—including before students even enroll. And once students are part of your institution, they may face uncertainty about which career options are viable for them, which credits will transfer to a four-year institution, or which certifications they need in order to find a productive apprenticeship.
Close advisor relationships and robust, structured programs like Guided Pathways help students navigate the ins and outs of college education with a minimum of setbacks. Executed well, these kinds of supports can simplify the process of enrollment and financial aid and make students’ educational options clearer. When students are sure about their next steps, they are more likely to stay motivated and reach their degree in less time and with less expense, letting them start a rewarding career off on the best possible foot.
Career readiness is the ultimate transferable skill
An institutional focus on careers wouldn’t be complete without career readiness resources. Beyond instructing students in the subjects they need for their chosen fields, community colleges have an opportunity to prepare them for professional environments as a whole. Campus job counseling resources can offer students information and guidance on the local job market, resume advice, and interview preparation, and for-credit career readiness courses are an invaluable tool to help students acquire the soft skills that employers prize.
These meta-skills, like communication, collaboration, research, and critical thinking, are in high demand across industries. Graduates who enter the workforce on a strong foundation of professionalism and soft skills stand out among their peers and make good candidates for advancement. They’re also more mobile, with the ability to make a great impression and hit the ground running in a wider range of roles. As a result, these graduates have more career options available to them, and can progress more quickly in their chosen fields.
Networks build an environment of opportunity
A far-reaching professional network is a tremendous asset to graduates as they seek out jobs and career advancement. Research disagrees on the exact percentage of job openings which are filled through personal and professional networks as opposed to public postings, but it’s widely acknowledged to be one of the most popular hiring avenues. Connecting with other professionals in their field gives students a chance to ask questions, receive guidance, and hear about opportunities, and makes them a known quantity to potential employers who can then feel confident about investing in them.
At career-focused community colleges, students are presented with ready-made forums in which to connect with potential colleagues. They can take advantage of job fairs, internships, and networking events to form relationships with local business leaders, and can reach out through institutional channels to build connections with all the credibility and support of their college.
In addition, a career-focused institution will attract other career-oriented students, many of whom will have backgrounds, challenges, and goals in common. This peer community is yet another valuable support system for community college students, who can lean on it not only for career support, but for help with hurdles like childcare or transportation. Being surrounded by peers pursuing similar goals helps students build resilience and stay on track, and represents a community that they can carry forward into their professional and personal lives long after graduation.
Introduce prospective students to their future success with help from Aperture.
Community colleges are successfully attracting prospective students with a career focus—but the benefits of a career-oriented community college experience extend beyond the college years. The skills, preparation, and network that institutions can offer their students will continue to pay dividends as graduates progress their careers, building a virtuous cycle of professional achievement.
But to connect prospective students with your institution’s career resources, they first need to learn about you—and Aperture Content Marketing gives you the tools you need to reach them. Launch or supplement your marketing efforts with Aperture’s deep library of engaging, data-driven content, and spread the word through customizable microsites, social media campaigns, and attractive print materials. Aperture elevates your message to the students who don’t yet know they’re looking for you.
To learn more about how Aperture can help your institution shine, contact us today.