The use of Facebook in recruitment of Nigerian students.
Alabi, Azeez Oladimeji (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121336899
https://urn.fi/URN:NBN:fi:amk-2023121336899
Tiivistelmä
Tertiary institutions in Finland are making efforts to internationalize their study programs. The implication of this is that these institutions would need to market these institutions and course curriculum to international students. Considering the cost implication of the traditional means of marketing such as radio, television, and print media as well as the limited reach of these marketing means, it is important to consider a wider reach of tertiary institution marketing at a reasonable cost with a wider reach of prospective students. With the continued presence of prospective students on social media platforms, targeted marketing directed at these students on social media platforms has gained attention in recent years.
The objectives of this thesis were to examine the use of Facebook for students’ recruitment. In addition, the thesis examined the Facebook posts of two (2) tertiary institutions, i.e., Metropolia Universities of Applied Science (Metropolia UAS) and Savonia University of Applied of Science (Savonia UAS). Furthermore, thesis analysed the strengths, weaknesses, opportunities, and threats (SWOT) of Nigerian students’ recruitment via Facebook. A qualitative research method was applied in the thesis to address the research questions. This approach was chosen because it gave the opportunity of collecting non-standardized data. A hybrid method of content analysis and questionnaire were used to address the research objectives.
It was found that all the respondents used at least one of the most widely used social media platforms – Facebook, Twitter, Instagram, TikTok, and LinkedIn. It was revealed that both Facebook and Instagram are the most widely used social media platform. The respondents spend a minimum of one hour/day on any of these platforms. Therefore, these platforms are positioned to serve as a good platform for students’ recruitment and disseminating information regarding the admission process to prospective students. Similarly, it was found that both institutions were very active on Facebook. However, the activity of Savonia UAS on its Facebook was directed more towards prospective students and for internationalization. At Metropolia UAS most of the posts were in Finnish, limiting the audience in terms of prospective students.
Facebook as a means of student recruitment and information dissemination will increase internationalization and visibility of the institutions. Prospective students can become aware about a university and its activities, curriculum, facilities, and faculties. It is recommended that institutions should normalize posts in English language to attract international students, especially talented and motivated ones. Also, the higher institutions should nominate one person to take responsibility for social media accounts of these institutions for effective management. In the future, the activities of the institutions on other social media platforms should be examined.
The objectives of this thesis were to examine the use of Facebook for students’ recruitment. In addition, the thesis examined the Facebook posts of two (2) tertiary institutions, i.e., Metropolia Universities of Applied Science (Metropolia UAS) and Savonia University of Applied of Science (Savonia UAS). Furthermore, thesis analysed the strengths, weaknesses, opportunities, and threats (SWOT) of Nigerian students’ recruitment via Facebook. A qualitative research method was applied in the thesis to address the research questions. This approach was chosen because it gave the opportunity of collecting non-standardized data. A hybrid method of content analysis and questionnaire were used to address the research objectives.
It was found that all the respondents used at least one of the most widely used social media platforms – Facebook, Twitter, Instagram, TikTok, and LinkedIn. It was revealed that both Facebook and Instagram are the most widely used social media platform. The respondents spend a minimum of one hour/day on any of these platforms. Therefore, these platforms are positioned to serve as a good platform for students’ recruitment and disseminating information regarding the admission process to prospective students. Similarly, it was found that both institutions were very active on Facebook. However, the activity of Savonia UAS on its Facebook was directed more towards prospective students and for internationalization. At Metropolia UAS most of the posts were in Finnish, limiting the audience in terms of prospective students.
Facebook as a means of student recruitment and information dissemination will increase internationalization and visibility of the institutions. Prospective students can become aware about a university and its activities, curriculum, facilities, and faculties. It is recommended that institutions should normalize posts in English language to attract international students, especially talented and motivated ones. Also, the higher institutions should nominate one person to take responsibility for social media accounts of these institutions for effective management. In the future, the activities of the institutions on other social media platforms should be examined.