Abstract
In the competitive global landscape of higher education, universities face significant challenges in recruiting and retaining top talent. Safety has emerged as a critical factor influencing the decisions of prospective students and their families, particularly for those considering institutions away from home or abroad. This publication explores quantitative and qualitative data supporting the increasing importance of safety in university selection and retention. It examines how institutions leverage SafeZone by CriticalArc, alongside professional contemporary campus safety teams, to create secure environments that attract and retain students and staff. Through case studies and analysis, we demonstrate the financial impact of investing in advanced safety measures.
Introduction
The global higher education market has become increasingly competitive, with universities striving to distinguish themselves to attract the best students and faculty. Traditional differentiators such as academic excellence, faculty reputation, and advanced facilities remain important. However, campus safety has risen to the forefront of considerations for prospective students and their families.
This shift is particularly pronounced among international students and those studying away from their home regions, who prioritize safety due to unfamiliarity with new environments. Universities that proactively address safety concerns not only enhance their appeal but also improve retention rates by fostering a secure and supportive community.
The Growing Importance of Safety in University Selection
Data Supporting Safety as a Priority
- Student and Parent Surveys: Studies by the Princeton Review and the College Board consistently rank campus safety among the top concerns for students and parents. A U.S. News & World Report survey found that safety is one of the top five factors influencing college choice
- The American Freshman Survey: Conducted by the Higher Education Research Institute at UCLA, this survey indicates that over 70% of incoming students consider campus safety a “very important” factor in their decision-making process
- International Student Perspectives: The Institute of International Education’s (IIE) Open Doors report highlights that safety and security are primary concerns for international students, significantly impacting their enrollment decisions
- QS International Student Survey: In 2019, this survey revealed that safety was the second most important factor for international students when choosing a study destination, following institutional reputation
- Clery Center Findings: A survey indicated that 82% of college students are concerned about their personal safety, and 97% consider their personal safety while on campus, yet only 70% have talked to their family about ways to be safe while attending school
- RL: Safe Passage: Understanding prospective College Students’ Concerns on Campus Safety
- International Student and Parent Buyer Behavior Research 2019: students and parents perceive safety as a critical factor that significantly influences their choice of university or college
- UNESCO: students and parents prioritize safety when selecting institutions for higher education
- OECD’s Education at a Glance: Safety is identified as a significant concern influencing where students decide to study abroad, affecting both the choice of country and institution.
Impact of Safety on Recruitment and Retention
Recruitment Benefits
- Increased Applications: Universities with strong safety records often see higher application rates. Data from the National Center for Education Statistics (NCES) suggests that institutions with lower on-campus crime rates attract more applicants
- Attracting International Students: Assurances of safety ease concerns for international students and their parents, making universities more appealing destinations.
Retention Advantages
- Student Satisfaction and Engagement: The National Survey of Student Engagement (NSSE) reports that students who feel safe are more engaged academically and socially, leading to higher retention rates
- Sense of Belonging: A safe environment fosters a community where students feel connected and supported, reducing dropout rates.
Leveraging Technology to Enhance Safety
SafeZone by CriticalArc: A Technological Solution
Universities are increasingly adopting advanced technologies to bolster campus safety. One such solution is SafeZone by CriticalArc, a platform that enables:
- Real-Time Communication: Allows immediate reporting of incidents and direct communication with campus security
- Personal Safety: empower your entire community to have a safety solution in their pocket (on their smart device). Provide your entire community SafetyEverywhere
- Location Services: Provides precise location data to facilitate rapid response in emergencies
- Mass Notifications: Delivers timely alerts to the campus community during critical situations.
Benefits of Implementing SafeZone
- Enhanced Response Times: With real-time location tracking and communication, security teams can respond more quickly to incidents
- Community Confidence: Knowing that advanced safety measures are in place increases the confidence of students, staff, and parents
- Data-Driven Security: Analytics from the platform help universities identify trends and proactively address potential safety issues.
Integrating Technology with Traditional Safety Measures
- Comprehensive Safety Strategies: Universities are integrating technology like SafeZone with traditional security measures, including professional and contempory campus safety teams, to create a multi-layered safety net
- Training and Awareness Programs: Institutions are conducting regular drills and awareness campaigns to ensure the campus community is familiar with safety protocols and technology usage
- Working with your community: Safety is everyone’s responsibility, working together on reporting issues or concerns (See it, Say It) and empowering your community to be part of your eyes and ears helps create a sense of belonging to a community.
Creating a Safe and Supportive Environment
Holistic Approaches to Safety
- Inclusive Policies: Establishing clear guidelines that promote respect and inclusivity, reducing instances of harassment and discrimination
- Support Services: Offering counseling, health services, and support groups to address the well-being of students and staff
- Community Engagement: Encouraging participation in safety committees and feedback mechanisms to involve the community in safety initiatives.
Impact on Faculty and Staff Recruitment
- Attracting Top Talent: A secure campus is attractive to faculty and staff who prioritize their personal safety and well-being
- Job Satisfaction: Safe working conditions contribute to higher job satisfaction and staff retention, fostering a stable and experienced workforce.
Case Study 1: Enhancing Out-of-State Student Recruitment Through SafeZone Implementation
Background
University A, a mid-sized public institution, recognized the growing importance of campus safety in attracting out-of-state students. To bolster its safety credentials, the university implemented SafeZone by CriticalArc, a real-time safety, security, and wellbeing solution that enhances campus protection and provides immediate assistance to students in need.
Impact on Recruitment
The introduction of SafeZone significantly improved the university’s safety profile, making it more appealing to prospective out-of-state students and their parents who prioritize security when selecting a college.
Financial Scenarios
Below are the financial impacts of recruiting additional out-of-state students due to the enhanced safety measures. The data utiltizes the average out of state and international student fees (source: College Board and National Center for Education Statistics (NCES) – Digest of Education Statistics).
Assumptions
- Out-of-State Tuition per Student per Year: $28,240
- Duration of Study: 4 years
- Total Tuition per Student Over 4 Years: $28,240 × 4 = $112,960
Recruiting 1 Additional Out-of-State Student
- Annual Revenue Increase: $28,240
- Total Revenue Over 4 Years: $112,960
Recruiting 5 Additional Out-of-State Students
- Annual Revenue Increase: $28,240 × 5 = $141,200
- Total Revenue Over 4 Years: $112,960 × 5 = $564,800
Recruiting 10 Additional Out-of-State Students
- Annual Revenue Increase: $28,240 × 10 = $282,400
- Total Revenue Over 4 Years: $112,960 × 10 = $1,129,600
Recruiting 50 Additional Out-of-State Students
- Annual Revenue Increase: $28,240 × 50 = $1,412,000
- Total Revenue Over 4 Years: $112,960 × 50 = $5,648,000
Summary
By enhancing campus safety with SafeZone, University A not only improved its reputation, but also achieved substantial financial gains through increased out-of-state student enrollment.
Case Study 2: Attracting International Students Through Enhanced Safety Measures with SafeZone
Background
University B, a large public university, sought to increase its international student population. Understanding that safety is a top concern for international students and their families, the university deployed SafeZone by CriticalArc to provide a secure and supportive environment.
Impact on Recruitment
The implementation of SafeZone positioned University B as a leader in campus safety, making it an attractive option for international students considering studying abroad.
Financial Scenarios
Below are the financial impacts of recruiting additional international students due to the enhanced safety measures:
Assumptions
- International Tuition per Student per Year: $30,740 (includes additional fees)
- Duration of Study: 4 years
- Total Tuition per Student Over 4 Years: $30,740 × 4 = $122,960
Recruiting 1 Additional International Student
- Annual Revenue Increase: $30,740
- Total Revenue Over 4 Years: $122,960
Recruiting 5 Additional International Students
- Annual Revenue Increase: $30,740 × 5 = $153,700
- Total Revenue Over 4 Years: $122,960 × 5 = $614,800
Recruiting 10 Additional International Students
- Annual Revenue Increase: $30,740 × 10 = $307,400
- Total Revenue Over 4 Years: $122,960 × 10 = $1,229,600
Recruiting 50 Additional International Students
- Annual Revenue Increase: $30,740 × 50 = $1,537,000
- Total Revenue Over 4 Years: $122,960 × 50 = $6,148,000
Summary
By prioritizing safety through the implementation of SafeZone, University B significantly boosted its appeal to international students, leading to considerable financial benefits from increased international enrollment.
Overall Analysis
Implementing SafeZone by CriticalArc can have a profound impact on a university’s ability to attract out-of-state and international students. Safety enhancements not only fulfill a critical need for students and parents but also translate into substantial financial returns for the institution.
Additional Benefits
- Beyond Tuition Revenue: Additional students contribute to housing, dining, and other campus services, further increasing the financial impact.
- Long-Term Reputation: Enhanced safety measures improve the university’s reputation over time, potentially leading to sustained increases in enrollment across all student categories.
Conclusion
In an era where safety significantly influences the choices of prospective students and staff, universities must adapt by integrating comprehensive safety strategies into their core offerings. By doing so, they not only enhance their competitive edge in the global market but also enrich the overall experience of their community. 
Prioritizing safety communicates a university’s commitment to the well-being of its community, alongside their academic and professional success. This dedication can lead to higher recruitment rates, better retention, and a vibrant campus life where everyone has the opportunity to thrive.
Quantitative and qualitative data highlight safety as a pivotal factor in university recruitment and retention. Institutions that invest in advanced safety technologies, such as SafeZone by CriticalArc, are better positioned in the global education market. By fostering secure environments where communities can thrive, universities attract and retain top talent, enhance their reputations, and positively impact the overall educational experience.
As the higher education landscape evolves, those that prioritize safety will be well-positioned to lead, attracting talent from around the world and creating environments where excellence is the norm and every individual feels valued and secure.
Recommendations
- Marketing Safety as a Differentiator: Universities that actively promote their safety records and initiatives in marketing materials often stand out to prospective students. This strategy has been linked to improved recruitment outcomes in competitive markets.
- Invest in Advanced Safety Technology: Adopt platforms like SafeZone to enhance real-time communication and emergency response capabilities.
- Strengthen Professional Safety Teams: Ensure campus security personnel are well-trained and equipped to co-ordinate in real time a response to an incident to achieve optimal outcomes.
- Promote a Culture of Safety: Engage the entire campus community in safety initiatives to foster a shared sense of responsibility.
- Communicate Safety Efforts: Transparently share safety measures and successes with prospective and current students, staff, and stakeholders.
References
- Princeton Review and College Board Surveys on Campus Safety Concerns.
- U.S. News & World Report: Factors Influencing College Choice.
- The American Freshman Survey, Higher Education Research Institute at UCLA.
- Institute of International Education (IIE): Open Doors Report.
- QS International Student Survey (2019).
- National Center for Education Statistics (NCES): Enrollment Data Related to Campus Safety.
- National Survey of Student Engagement (NSSE): Reports on Student Engagement and Safety.
- Journal of College Admission: “The Role of Campus Safety in College Choice.”
- Journal of Higher Education Policy and Management: Studies on Faculty Satisfaction and Campus Safety.
- Clery Center: concerns regarding safety on college campuses have evolved.
- RL: Safe Passage: Understanding prospective College Students’ Concerns on Campus Safety
- IDP: students and parents perceive safety as a critical factor that significantly influences their choice of university or college
- UNESCO: students and parents prioritize safety when selecting institutions for higher education.
- OECD’s Education at a Glance: Safety is identified as a significant concern influencing where students decide to study abroad, affecting both the choice of country and institution.
- CriticalArc: Information on SafeZone Technology.
About the Author
Darren Chalmers-Stevens, a specialist in higher education development, focuses on strategies that enhance university recruitment and retention through improved campus safety and student experience.
Contact Information
For more information on implementing safety technologies and strategies discussed in this whitepaper, please contact: marketing@criticalarc.com