Digital transformation in admissions communication: An urgent requirement

(NLDO) - Experts say digital transformation is a key strategy to improve the effectiveness of university admissions communications.

On October 24, Banking University of Ho Chi Minh City organized a seminar on digital transformation in communication and enrollment with the participation of many enrollment and career guidance experts and university representatives. Many opinions said that applying technology and building a flexible communication strategy is becoming a key factor to help schools improve their competitiveness in the context of strong changes in enrollment policies.

Associate Professor, Dr. Nguyen Van Thuy

New requirements for admissions communications

Associate Professor Dr. Nguyen Van Thuy, Head of Admissions and Communications Department - Banking University of Ho Chi Minh City, said that the admissions process has been stable for many years, but 2025 is a turning point when the Ministry of Education and Training changes its policies. This directly affects the admissions process and the way schools approach and interact with candidates.

The survey results of 1,543 students of the school showed that 54% knew about the school through fanpage, proving that digital media plays an increasingly important role. However, schools are currently facing 4 major challenges: Fierce competition between schools; Requiring long-term and systematic investment; Diverse but scattered communication channels; Strong dependence on candidates' digital behavior.

Associate Professor, Dr. Nguyen Van Thuy proposed a breakthrough communication strategy for 2026 revolving around three focuses: Early analysis and planning - increasing presence, interaction - optimizing conversion.

From an expert perspective, Dr. Le Thi Thanh Mai, former Head of the Student Affairs Department (VNU-HCMC), warned that students searching for information through AI is becoming more and more popular, but information from AI is not always accurate. According to her, effective recruitment communication needs to be based on three pillars: Admissions consultants and career experts; Application of digital technology and AI; Communication strategy to reach the right audience.

However, she also pointed out a common limitation: The current recruitment consulting force lacks specialized training, leading to incomplete and misleading information.

Digital transformation is a strategy

Dr. Nguyen Duc Nghia, former Vice President of Ho Chi Minh City National University, emphasized that digital transformation in enrollment and communication is no longer an option but has become a strategic tool for universities in the current context. This is a far-reaching journey, requiring comprehensive changes from leadership thinking, process restructuring, investment in platform technology to human capacity development and building an organizational culture ready for innovation.

Dr. Nguyen Duc Nghia shares about digital transformation in enrollment and enrollment communication.

Successful digital transformation is more than just digitizing existing manual processes. It requires a comprehensive approach:

In admissions , digital transformation means building a seamless, automated and intelligent process, from receiving online applications, automatic selection to online admission, providing a convenient and transparent experience for candidates and optimizing operational efficiency for schools.

Guests at the show

In admissions communications, it's a revolution from one-way mass communication to personalized dialogue at scale, using data and Marketing Automation technology to understand and guide each candidate throughout their decision-making journey.

To realize this vision, universities need a systematic implementation roadmap, focusing on three core elements: Technology - People - Process.

According to MSc. Nguyen Thi Bich Ngoc, Head of Communications Department - International University (VNU-HCM), in the context of Vietnamese university education strongly transforming towards autonomy, competition and international integration, enrollment has become one of the top strategic tasks of each training institution.

The explosion of digital media makes it easy for schools to face a media crisis, especially during the peak enrollment period. When the public's attention is focused on the high school graduation exam and university admission. In a short time, false information can spread widely, creating a crowd effect.

Not only affecting the school's image, the crisis also puts pressure on current staff, lecturers, students, and even affects international partners who are cooperating with the school.

"Communication crises in enrollment are inevitable in the context of a rapidly developing digital environment. The problem is not to avoid crises but to proactively manage and handle them effectively, turning risks into opportunities to affirm the school's brand value" - MSc. Ngoc shared.

Source: https://nld.com.vn/khan-cap-lam-moi-truyen-thong-tuyen-sinh-19625102416264917.htm