Innovation Approaches to Student Recruitment and Retention Strategies

Roanne Law, Assistant Director of Marketing and Admissions at CUHK MBA

Roanne Law, Assistant Director of Marketing and Admissions at CUHK MBA

The pandemic has accelerated transformations in higher education, necessitating innovative recruitment and retention strategies to address evolving student needs. This article examines approaches by CUHK MBA, one of Hong Kong's top programmes, to remain competitive through personalized solutions aligned with its mission of cultivating future Asian Century business leaders.

Traditional recruitment faces limitations. Mass advertising and outsourced admissions generate applications but often fail to meet distinct MBA criteria. This can lead to misaligned expectations and a diminished sense of community, which are crucial for retaining students. Recognizing these pitfalls, CUHK MBA has placed a strong emphasis on personalized outreach.

When recruiting prospective MBAs, the programme acknowledges the extended decision cycles and the importance of career-centric opportunities. Over the past decade, CUHK MBA has pioneered the integration of customer relationship management, marketing analytics, and automation technologies. This approach has streamlined applicant tracking while enabling customized engagement tailored to individual interests.

An essential component of the recruitment and community-building efforts at CUHK MBA is the involvement of alumni ambassadors. Second-year students provide one-on-one guidance to applicants, sharing their personal journey, including both the highs and challenges. These personal testimonials not only strengthen the appeal of the programme but also contribute to the formation of lifelong professional networks.

Enrolled students benefit from CUHK MBA's flagship Leadership Excellence and Advancement Program (LEAP), which goes beyond academics to nurture adaptive and ethical leadership. LEAP offers mentorship opportunities with industry partners, including seminars led by C-suite executives on sustainability practices and workshops focusing on negotiation skills.

"When recruiting prospective MBAs, the programme acknowledges the extended decision cycles and the importance of career-centric opportunities."

CUHK MBA actively cultivates corporate partnerships to enhance student retention. Collaborations with multinational companies expand recruitment pathways and foster cross-sectoral connections through activities such as company tours, case competitions, and capstone consulting projects. These partnerships also help international students develop local ties, which are essential for pursuing opportunities in Hong Kong.

To sustain engagement virtually, CUHK MBA has developed an interactive online portal that provides programme updates, professional workshops, and an extensive alumni directory. Digital communities within each cohort strengthen bonds among students, even when they are geographically dispersed. Asynchronous learning formats, including lecture recordings and live webinars, accommodate diverse schedules.

By embracing innovation and providing personalized support, CUHK MBA remains at the forefront of business education by actively assessing changing learner preferences and continually innovating its programmes. The combination of holistic recruitment and retention strategies ensures that the programme attracts the right candidates and equips graduates to make a significant impact on Asian business globally.