An effective approach to hybrid university engagement

As teachers, you’ll have a mix of students. There are those who diligently attend anything and everything to do with their future prospects. There will also be those who apply late – maybe even after they’ve left your school or college.

The commonality between these students is the need for information that is timely, accurate and, ideally, personalised. Yes, websites are great for information gathering, events offer an experience, and conversations make it personal.

However, as university staff, we need to work with yourselves as teachers and careers advisors to ensure your students have access to all of these elements for effective hybrid engagement.

Hybrid events have long focused on a standard approach. They try to entertain two audiences simultaneously by offering an in-person lecture that is also broadcast live online.

It is possible to make these events successful. If you plan, practice, and resource them well, then both audiences will feel engaged. However, splitting a presenter’s attention across two audiences isn't as effective as giving the presenter a single audience, and giving that audience the sole focus on the presenter.

Truly effective hybrid engagement doesn't attempt two things at once. Instead, we must offer three types of separate engagement, and give all three our utmost care and attention. This will require more resource, but the impact will be worth the effort.

This article introduces the three different types of engagement, with advice for each.

In my previous role, I ran on-campus, online, and hybrid events at the University of Liverpool. I tried and tested numerous engagement techniques to help support students and their supporters.

I have learnt that giving students the choice of all three events is the best approach. It lets them discover more about university using their preferred method. This allows them to control their journey and feel empowered about their future.

On-campus events are the heroes, the crown jewel in getting a student to connect to the right university or course.

Planning to visit at least three is ideal. Dates are shared on UniTasterDays and individual university websites throughout the year. No other activity will give students the sense of belonging or excitement quite like an on-campus event.

But we live in a world of rising costs and time commitments, so while on-campus events are the best, the number of these hero events, such as open days or offer-holder days, will be fewer than the number of online or on-demand activities.

Live, online events are the sidekicks, an ever-important part of the hybrid journey.

They are plentiful, convenient, and easy to access. Much like on-campus events, these online events will often be listed on UniTasterDays and the events area of university websites. Alternatively, you can contact your local university and ask what their webinar plans are for the upcoming year.

You’ll find plenty of support sessions covering student finance, student life, accommodation, and more. Some universities will also offer a full range of academic-led talks.

The best online events should include:

• time for questions
• current students sharing their thoughts
• insights into study that can’t be gained from static web pages.

Sometimes, even an online event doesn’t work, and that’s where on-demand resources are required.

On-demand resources are the supercharged support, such as dedicated on-demand pages.

These always-on opportunities allow students to browse video-based information and access additional resources. They bring text-based subject pages to life. Virtual tours, student life clips, and student chat ‘widgets’ all create great resources that are available online at all times.

Individually, these three opportunities offer good sources of information. Combining two or more creates hybrid engagement. This approach supports students in creating better connections with universities and helps them to make more informed decisions.