Promoting continuing education enrollment among students at elite schools

Continuing education is a crucial tool for graduates of top universities who want to accelerate their career progression and adapt to market changes. Between acquiring specialized skills, developing a professional network, and responding to new business challenges, it offers numerous opportunities for advancement. To encourage students to engage in this process throughout their professional lives, top universities must implement targeted communication strategies and integrate continuing education into the core of their programs.

Summary :

1. The benefits of continuing education for graduates of elite institutions
2. Communication strategies to promote continuing education
3. Integrating continuing education into the curriculum of elite institutions

The benefits of continuing education for graduates of elite schools

Acquisition of specialized skills

In a constantly evolving job market, it is essential for professionals to develop specialized and sought-after expertise. Continuing education offers the opportunity to acquire these advanced skills that will make all the difference.

By training in the latest technologies or methods in one's field, such as mastering specific software for a designer or learning innovative techniques for an engineer, one becomes a rare and sought-after profile for employers. For example, a chartered accountant who undertakes in-depth training in management control and financial auditing would see their employability enhanced. Similarly, a marketing specialist who trains in digital project management would gain versatility and market value.

Adapting to market changes

Continuing education is essential for staying competitive in a constantly evolving professional environment. With the emergence of new technologies and practices in many sectors, such as digital marketing, data science, and Industry 4.0, updating one's skills is paramount.

However, undertaking training can sometimes seem time-consuming and expensive, especially for experienced professionals. Finding the necessary time and funding are the main obstacles cited.

It is crucial, however, to view continuing education as a long-term investment. Whether it's for career advancement within your company, changing positions, or even retraining, acquiring new skills allows you to adapt to evolving job roles. This is the key to maintaining your employability and seizing new professional opportunities.

Ultimately, investing in lifelong learning is essential today. It is by adopting a continuous learning approach that one can truly meet the challenges of an increasingly demanding and competitive job market.

Professional network development

Continuing education offers numerous networking opportunities to develop one's professional network:

• Privileged exchanges with professional speakers who share their expertise and field experience.

• Sharing experiences among peers, allowing for the comparison of viewpoints and the expansion of one's network to other sectors.

• Group work promoting collaboration and the creation of lasting bonds between participants.

• Informal meetings during breaks or events organized alongside the training, conducive to networking.

• Access to the alumni directory and alumni association events, to maintain relationships formed during training.

Ultimately, pursuing continuing education means joining a community of professionals who share the same challenges and ambitions. It's a unique opportunity to expand your network and develop new career opportunities.

Communication strategies to promote continuing education

Testimonials from graduates

Gathering feedback from former students who have completed continuing education programs can be challenging. Despite their relevance in promoting these programs, graduates are often less available once they have re-entered the workforce.

However, a few actions can help obtain these valuable testimonies:

• Establish an alumni network and organize events to maintain contact with former members.

• Soliciting testimonials right after graduation, when the training is still fresh in their minds.

• Simplify the collection methods as much as possible (online form, telephone interview, etc.).

Once collected, this concrete feedback on the impact of training on a career path will be invaluable promotional tools. Shared on the website, social media, in brochures, or at information sessions, it will give prospective students an inspiring glimpse into the opportunities offered by these qualifying programs. An effective way to spark interest and highlight the value of continuing education.

Partnerships with companies

Involving businesses in promoting continuing education is a major challenge for business schools. Indeed, professional contributions and co-developed programs enrich curricula and ground them in the realities of the professional world.

To achieve this, schools can forge targeted partnerships with leading companies in their sector. For example, a specialized master's program in supply chain management could involve logistics experts from major industrial groups to share their experience on real-world case studies. Similarly, a digital marketing program would benefit from being co-developed with reputable agencies in the field to incorporate the latest trends and best practices.

Schools can also offer their partner companies the opportunity to sponsor graduating classes, becoming involved in student selection and project monitoring throughout the year. For example, Carrefour sponsors the MS in Distribution and Customer Relations at a leading business school every year, leading a capstone project focused on a retail issue. Another example is the consulting firm EY, which collaborates closely with an engineering school on a program dedicated to digital transformation, contributing its expertise on the latest technological innovations.

Internships, professional training contracts, presentations by executives, company projects, teaching chairs... There are numerous ways to concretely involve businesses in curricula, benefiting both students and the companies themselves, which can identify and attract top talent. This win-win partnership should be activated to strengthen the employability and skills development of graduates.

Targeted communication on social media

Young graduates, who are very present and active on social media, use it to search for information on training programs and career opportunities. However, capturing their attention in a constant stream of content is a real challenge.

To effectively reach this audience, it's essential to adopt a suitable tone and format. Short, visual, and dynamic posts, sharing alumni testimonials or highlighting concrete projects, will generate more interest than lengthy institutional texts. Humor and generational references, used judiciously, can also encourage engagement.

Furthermore, it's wise to prioritize platforms favored by recent graduates, such as Instagram or TikTok, in addition to professional networks like LinkedIn. A multi-channel presence will multiply points of contact and allow you to cultivate long-term relationships with these future influencers.

Integration of continuing education into the curriculum of elite schools

Awareness raising from the initial course

Several actions can be implemented to familiarize students with continuing education from their initial course of study:

• Organize conferences and roundtables with professionals and alumni to share their experiences of continuing education and its impact on their careers. This will allow students to better understand the challenges and opportunities.

• Offer optional short modules dedicated to continuing education, presenting existing programs (VAE, CPF, skills assessment, etc.), available funding, and the application process. These modules could be led by continuing education experts.

• Include in certain courses and projects professional scenarios requiring skills upgrading, to make students aware of the importance of regularly updating their knowledge.

• Encourage and value extracurricular experiences (internships, extracurricular activities, personal projects, etc.) within the curriculum, as they contribute to the continuous development of skills and employability. A skills portfolio could be implemented to document all these experiences.

By raising students' awareness as early as possible, top universities will encourage them to take ownership of their professional development throughout their lives, beyond their initial degree. Continuing education will then become a natural reflex for constantly adapting to evolving professions.

Hybrid programs combining initial and continuing education

Blended learning pathways combining initial training and continuing education modules allow for great flexibility in skills acquisition:

• Alternating periods of school and work experience allows for a blend of theory and practical application. Apprenticeship and professional training contracts are classic examples of this approach.

• Integration of short, qualifying modules into the initial curriculum to acquire specific skills sought by companies. For example, a short course in agile project management for engineering students.

• It is possible to supplement one's initial training with certificates or diplomas through continuing education. A marketing graduate could, for example, pursue a Certificate in Data Analysis to enhance their profile.

Among the innovative initiatives:

• The Young Entrepreneur Bachelor's program at EM Lyon, where students combine coursework at school with the parallel development of their business.

• The DU Passerelle offered by Grenoble IAE allows employees or job seekers to enter a Master 2 program through a year of refresher training.

These hybrid programs enrich career paths and promote successful professional integration by closely meeting the needs of businesses. They illustrate the growing complementarity between initial and continuing education.

Personalized post-graduation support

Upon graduation, young alumni benefit from tailored support to facilitate their professional integration. The school's career services department, in conjunction with the alumni association, guides them through their initial steps.

In the months that follow, regular monitoring is carried out to ensure their successful integration into the company. Individual interviews help identify any difficulties and propose solutions. Group workshops are also organized to address topics such as starting a new role and managing professional relationships.

Throughout their studies, graduates are kept informed of continuing education opportunities to develop their skills. Customized programs can be designed with companies to meet evolving job requirements. The school also provides online resources (MOOCs, webinars) to promote self-directed learning.

Thanks to this program involving the teaching staff, school services, and the alumni network, graduates benefit from ongoing support at key stages of their careers. This allows them to confidently navigate a constantly evolving professional world.

Continuing education is a crucial tool for graduates of top universities and business schools who want to accelerate their career progression and adapt to market changes. It allows them to acquire specialized skills, develop their professional network, and meet the evolving challenges faced by businesses. To encourage students to engage in this process throughout their professional lives, top universities and business schools must implement targeted communication strategies, integrate continuing education into the core of their programs, and offer systems that facilitate applications and admissions, such as the solutions provided by Emundus, which streamline these key processes.