Empowering Student Ambassadors to Build Community and Boost University Retention

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Student ambassadors are the heart of many universities’ recruitment strategies. They provide a unique, relatable connection for prospective students, serving as the human face of the institution. However, while their role often focuses on transactional exchanges - answering logistical questions or managing queries - ambassadors have the potential to do much more.

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By shifting their focus from sharing information to actively building community, ambassadors can spark authentic connections that drive enrollment, retention, and a lasting sense of belonging.

Why belonging matters

Belonging is a critical factor in prospective students’ decision-making. Many students say their connection to a university’s community influenced their choice. But beyond enrollment, belonging plays an essential role in retention and long-term success by fostering trust, inclusivity, and security.

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A report by Advance HE highlights compelling evidence linking belonging to student wellbeing and retention:

• Students who feel connected to their institution and peers report higher levels of wellbeing (Nash et al., 2020)
• Students who feel a strong sense of belonging are more likely to persist in their studies, leading to improved retention rates (Thomas et al., 2018)

How ambassadors build community

Transforming ambassadors into community builders unlocks their potential to make meaningful, lasting connections. Here’s how:

• ‍Two-way communication: Ambassadors who listen, empathise, and engage in real conversations help applicants feel seen and supported, laying the foundation for belonging.‍
• Long-term impact: While answering questions solves immediate concerns, building relationships creates trust that supports both enrollment and retention.‍
• Emotional investment: Genuine empathy and care lay the foundations for deeper connections that go beyond logistics, helping students feel welcomed and valued.

Supporting ambassadors to thrive

For ambassadors to succeed as community builders, universities must provide the right tools, training, and support. This includes:

• ‍Empowering trust and belonging through authentic interactions.‍
• Designing engagement opportunities that resonate with students, such as virtual meetups or shared interest groups.‍
• Offering ongoing support to ensure ambassadors feel confident and adaptable in their roles.

The takeaway

When ambassadors focus on building authentic relationships, they become key drivers of connection, belonging, and retention. These meaningful engagements not only guide students through their decision-making but also set the stage for long-term success.

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Ready to unlock your ambassadors’ potential?

CampusConnect empowers universities to train ambassadors to build belonging and community. Learn more about how we can help:👉 Book a demo today