The importance of differentiating between the target groups should be taken into account when designing a recruitment strategy. The better the target group is identified the better the messages can be conveyed. This helps to ensure effective and efficient recruitment.

We distinguish between three large segments in recruitment for higher education institutions:

1. High school students
2. Bachelor degree students
3. Master degree students

For each of these groups, method and form of communication (formal/informal) as well as the message need to be adapted.

Every recruitment campaign should be specifically directed to one of the segments, based on which study programmes you would like to recruit for.
This results in clearer messages and less wastage loss during the communication process.

When deciding on a recruitment strategy the following aspects should be evaluated with regard to the relevance for the target group:

• Communication channels (Which media/events are frequented by the target group?)
• Information (Which information is essential for the decision-making process of the target group?)
• Form of communication (What demographic factors such as age or educational background  characterise the target group? Should we communicate rather formal or informal?)
• Message (Which of our USP’s are important to the target group? How can we convince them of our institution?)

For each target group the answers will be different. Even slight differences should be recognized and taken seriously in order not to misspend budget and human resources.