Proof and Truth: Where Recruiting Messages Come From Matter
Video Summary of Proof and Truth: Where Recruiting Messages Come From Matters
A few weeks ago I published a summary of my recent insights that identified the criteria that student-athletes most often consider when making their college choice. In a survey of 1,050 first year student-athletes, I also studied the power of social influence and a program’s digital footprint - the impact on prospects from where information comes from.
Social Influence (Not Social Media) Packs the Greatest Punch
The term “social influence” (I’m not talking about social media) is rooted in social psychology and is tied to the study of conformity, compliance, and obedience. But it's relevance to coaches is about recruiting communications, not social science. This social influence is the effect that friends, teammates, high school/club coaches and others have on the prospect’s decision on which college or university to attend.
78% of student-athletes said that their decision was influenced by information they got from friends, high school/club teammates, high school/club coaches, and others.
Let me be clear: student-athletes said they were influenced by the information they got from friends, high school/club teammates, etc. They didn’t just say they were swayed by the opinions of those individuals. In other words, what others say about your program - the facts they have or think they have - play an important role. How confident are you that high school/club coaches and others have accurate information about your program?
Why this matters:
Student-Athletes trust their peers, friends, and people they admire more than institutions or authority figures (though coaches remain well-respected)
The influence these social groups have grows stronger the more that the student-athlete believes that the social group has experience with the subject
The influence of family members may seem strong, but only about 1/3rd of student-athletes say their decision was seriously impacted by family (they think others have more direct knowledge of college programs they are considering)
And who might coaches be under-valuing? Their program alumni. 64% of student-athletes say they are significantly impacted by meeting successful alumni of a program. They see alumni as both “peers” (despite the age difference) and as “experts.”
The old adage is true for prospective student-athletes: it’s not only what you say about your program, but rather what others say about it that matters.
Pics Or It Didn’t Happen: Digital Proof Is Truth
There is a saying in youth culture - “pics or it didn’t happen.” Fifteen years ago, it was usually used to counter some outrageous claim someone was making. The sentiment, if not the phrase, is just as important to young people today as they try to parse through huge amounts of information trying to determine truth from fiction.
For today’s student-athletes, digital proof is truth. If there is no digital evidence to support something, it’s perceived as “less than” or outright untrue.
77% of student-athletes said they were still reading the websites and following the social media of their top choices right up until signing. In other words, they were still looking for the pics! Why this matters:
Coaches can perfect their recruiting messages ‘til they’re blue in the face, but until that messaging show up in the program’s website and social media, there is no digital proof (and therefore no truth)
Coaches should audit their digital footprint (website and social media platforms) and see if their recruiting messages are present
Before populating a program’s digital footprint with just any recruiting messages, take a look again at what prospects say is most important to them and then write something about those on your site and social media
As I’ve published previously, 88% of student-athletes said they had done “extensive” online research before making any recruiting visits. 79% said that they were relatively sure of their college choice - based on their own online research - before making that recruiting visit.
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