Results Day 2024: Clearing comms round-up

In 2024, the landscape of university admissions continued to evolve, reflecting the challenges and opportunities presented by a post-pandemic world. This year's Clearing process saw universities placing a strong emphasis on empathetic and supportive communication, recognising the heightened pressures that prospective students face. Our report delves into the strategies universities employed to navigate this competitive environment.

A key trend identified in the report is the use of positive messaging to challenge the lingering stigma associated with Clearing. Universities focused on showcasing their value propositions, highlighting course quality, student experience, and post-graduate outcomes to attract prospective students. In an increasingly competitive market, demonstrating these aspects has become crucial for institutions.

Notable statistics from 2024 include 76% of students being accepted into their first-choice university, and a significant 66% of Clearing students making contact with universities before results day. Additionally, 18 Russell Group universities participated in Clearing this year, an increase from 15 in 2023, indicating the expanding role of Clearing in the admissions process.

The report also emphasizes the importance of leveraging social media, particularly platforms like TikTok and Instagram, which are heavily used by Gen Z — 63% of whom engage with TikTok multiple times daily. Universities are encouraged to feature student testimonials and carefully position incentives to meet student needs.

This report provides a comprehensive analysis of the 2024 Clearing communications strategies, offering valuable insights and recommendations for universities looking to optimise their approach in future admissions cycles.

Download the full report to continue reading: