There are more than 1.5 million schools in India – making it the second-largest schooling system in the world. While this number is a positive reflection on the evolving education system in the country, for your school, it means more competition. Our engagement with parents shows that a prospective parent considers 5-6 schools while seeking admission for their child. To attract these prospective parents and drive your school admission, you need to meet their expectations.
So what’s on the minds of parents when it comes to school admission for their child? There has been a huge shift in parental focus. They are increasingly looking for holistic growth, a wide range of skill sets and working on the emotional intelligence of their children. These are much beyond the traditional wants of high academic scores and assured obedience.
Top Questions Parents Have During School Admission
How future-ready is the school? What is the vision the school has to make students ready for the changes and challenges of tomorrow?
With many new fields and job avenues opening up; and many new functions emerging from the ‘gig’ economy, children need to be ready for non-traditional opportunities. Preparing and educating for traditional, steady and straight career paths are a thing of the past.
While the entire school admission ecosystem worked based on student’s board percentages for years, now parents aren’t just looking for immediate successes while choosing a school. They care about how the school is helping in the development of their child’s future career decisions.
What are the skill levels of the teachers? Are they equipped to impart beyond the traditional demands of education?
Teaching is no longer the ‘keep yourself busy’ profession. Teachers need to be up to date with the latest happenings and contemporary developments to make knowledge relevant. Many people with a passion for teaching are also taking a plunge into this profession – which was uncommon until a few years ago. This brings fresh perspectives and real-life experiential learnings for students.
Does learning happen outside the classrooms and textbooks? What values are emphasised in the school?
This is perhaps the biggest change that is being harped about. Textbooks and reference materials have their rightful place. But the end result of 12-year schooling is not just a coveted entrance exam anymore. It is the confidence of students, their ability to adapt to changes, thinking unconventionally, embracing the future work culture, accepting others despite their differences and much more that has become much more important.
Let’s not forget that a student’s college admission chance itself depends on these values!
What are the various methods and ideas that are being put to use to ensure learning is happening at all levels?
Emotional intelligence and compassion should be the foundation of any child’s growth. Hence students of the future need to be taught through experiential and alternate methods. Because this helps students to be able to express their passion and liking through a suitable career when the time comes.
This also means that a child should be as comfortable in public speaking, taking initiatives, managing projects, trying out new ideas and experiments; in the same way, they browse the internet or enjoy sports!
Learning at all levels can be ensured by Psychometric tests and career guidance for students to explore themselves and raise their self-awareness. The tests help identify a student’s Aptitude, Interests and Personality.
How is technology being used in the school? How are students benefitting from the latest ed-tech tools?
From smart classrooms, virtual classrooms, eLearning courses to using AI, adaptive learning, and game-based learning designs in school – technology has broadened the scope of learning and development like never before.
But here’s the crux – just having these fancy ed-tech tools isn’t enough for millennial parents. After all, they grew up with technology, they aren’t in awe of these advancements. What they care about is how these technologies can help their children. They would want to know how these ed-tech tools are creating value in their child’s education.
How are children assessed and what aspects of progress are given importance?
Millennials were the generation who were forced to run in the race of 90% scores in exams all their lives to prove their worth. And that is an experience they would rather not have their children go through. They understand that while academics are important – it is not the only parameter to measure their child’s progress, nor is it the only way of assessing their talents.
Millennial parents want a holistic education for their children that gives equal importance to both academic and non-academic fields. This means extra-curricular activities alongside value education in areas like emotional intelligence, sensitivity, mental health, collaborative learning, and more.
How safe are the learning spaces? How is this being ensured and monitored?
The safety of children is of paramount importance for every parent, irrespective of what generation they fall into. In this respect, millennial parents are no different from their parents. What is different is their understanding of safety. They don’t just want their children to be physically safe in school – that is the bare minimum. They want children to be emotionally safe too.
Bullying is a big no for millennial parents. How can it not be when they understand the effects it can have on their children’s mental health. They also prefer a teaching style where students find their teachers approachable but intimidating.
Safety in the classroom is a big concern for millennial parents. And not just for their own child. They believe in a diverse classroom experience and want these spaces to be a safe space for every child.
Are the different learning styles and pace of children considered?
Millennial parents are more than aware that every child is unique and has their own pace and way of learning. While reading and writing are important, they also like to know what other learning styles are focused on in a classroom. They also care a lot about the pace at which children are learning. It is another reason why a growing number of millennial parents prefer having the option of eLearning alongside classroom sessions.
They want an interactive and collaborative learning experience for their children where time limits don’t put a limit on learning.
What non-academic activities are encouraged and supported by the school?
As we mentioned before, millennial parents measure excellence not just in terms of academic success. They want an education that focuses equally on extracurriculars and value-based education. They want their children to have learning experiences from working in community service, be part of clubs and workshops, be good at sports, or music, or dance, or fine arts. Wherever field their child is interested in – they want it to reflect in their education.
They want a strong non-academic profile that can boost the child’s chances of great college admission and career entry.
Wrapping it Up!
In the past few years, the parent generation has changed, so have their expectations. The rules of engaging with parents have also changed. Today, if you need to attract parents to your school, you will need to walk their walk and talk their talk. Being able to speak the parent language fluently is the first step of updating your school’s marketing strategy.
If you want to discuss more ideas on how to drive school admission, please reach out to us.
Payal Dixit
Payal is an avid reader and compulsive writer who thinks being able to pen words is her primary life skill. She loves giving her blogs a quirky spin that sets them apart from the rest. After all, who would mind a bit of Sherlock or Jack Sparrow in a blog on career counselling!
