Privacy concerns among prospective college students and their parents

The explosion of digital marketing, social media, and the sharing of information online has triggered many concerns about privacy among prospective college students. Social media outlets in particular have fueled privacy concerns that are only likely to increase as campuses consider platforms like Snapchat to recruit students.

As part of the 2014 E-Expectations study, we asked students and their parents about privacy issues during the recruitment process. The table below shows the percent who said they were concerned or extremely concerned about the following privacy issues.

These concerns do not necessarily interfere with students providing information. For instance, while 52 percent said they had privacy concerns about providing their name and email address, 96 percent of students in the E-Expectations study said they had provided prospective colleges with an email address during their college search process. On the other hand, while the number of students who said they visited a college Facebook page jumped from 41 percent in the 2013 study to 51 percent this year, the number who “liked” a Facebook page fell from 53 percent to 36 percent.

Regarding social media, many campuses do appear to check on the content prospective students post to social media. We asked campuses about this practice in our 2014 E-Recruiting Practices Report, and here’s what they said:

How many institutions sometimes check prospective students’ social media sites (for example, Facebook pages) or do any other type of web search to learn more about a student’s background or interests?

• Four-year private—48%
• Four-year public—23%
• Two-year public—21%

Many campuses collect data to personalize their marketing efforts, but can this go too far in students’ eyes? Students were asked to rate four common personalization practices as “helpful” or “creepy.” Generally speaking, they found personalization more helpful than invasive.

Be good stewards of student information and let them know you respect their privacy

Campuses need to collect data on students; the more data they have, the more ways they can tailor communications to students’ needs—which benefits both students and campuses. However, it is important to let students and their parents know that data will be used responsibly. Post clear, visible notices about respecting their privacy. When collecting information, provide opportunities to opt out. While you hate to lose students from a communication flow, an opt-out option shows respect for privacy and lets students know that they have control over receiving information. All in all, making an effort to be transparent and respectful will convey a sense of trust that will help with relationship building during the recruitment process.

Check out the 2014 E-Expectations Report for much more data on student and parent attitudes toward college websites and e-communications, as well as the 2014 E-Recruiting Practices Report to see which e-recruiting methods campuses are using.