The Impact of The Gig Economy on Higher Education Marketing

The gig economy, also known as the freelance or on-demand economy, refers to the trend of temporary or flexible work arrangements, often facilitated by online platforms.

Over the past decade, the gig economy has grown significantly, with a 33% increase in the number of gig workers in the United States alone between 2010 and 2020, according to a report by the Bureau of Labor Statistics.

This growth in the gig economy has had a significant impact on many industries, including higher education marketing.

In this article, we will explore the ways in which the gig economy has affected higher education marketing, including changes in student demographics, the rise of online learning, and the increased competition for student enrollment.

We will also discuss the challenges and opportunities that the gig economy presents for higher education marketers, including the need to adapt to changing student preferences and the potential for new marketing strategies to reach gig workers who may be interested in pursuing further education.

How the gig economy is changing the workforce

The gig economy is rapidly changing the workforce, with more people than ever before opting for temporary or flexible work arrangements.

In fact, a report by Upwork and the Freelancers Union found that 59 million Americans - nearly 36% of the workforce - freelanced in 2020, up from 53 million in 2014.

One of the main impacts of the gig economy on the workforce is the shift away from traditional employment models.

Rather than working for a single employer, gig workers often have multiple clients and sources of income, allowing them to have greater control over their schedules and workloads.

This can be particularly beneficial for workers who value flexibility and autonomy, such as parents or those with disabilities.

However, gig work also comes with its drawbacks. For one, it can be difficult to secure a steady stream of income, as gig workers often face a high degree of competition and must constantly market themselves to potential clients.

Additionally, many gig workers do not have access to benefits such as health insurance, retirement savings plans, or paid time off.

Despite these challenges, the gig economy continues to grow, with more people turning to freelancing, independent contracting, and other forms of gig work.

This trend is expected to continue, with a report by Intuit predicting that 43% of the US workforce will be made up of gig workers by 2020.

For higher education marketers, this shift in the workforce presents both challenges and opportunities.

On the one hand, it means that they must adapt to changing student demographics, with more non-traditional students seeking out education and training opportunities to enhance their skills and advance their careers.

On the other hand, it also means that there are new opportunities for marketing to gig workers who may be interested in pursuing further education to help them succeed in their chosen fields.

Implications for higher education marketing

The rise of the gig economy is fundamentally changing the way people approach work and careers.

Rather than seeking out long-term employment with a single company, more and more workers are opting for freelance or gig work that allows them to be more flexible and work on their own terms.

This shift is particularly pronounced among younger workers, who often value autonomy and flexibility over job security.

As a result, higher education must adapt to prepare students for this changing landscape. This means providing education and training programs that help students develop the skills and knowledge they need to thrive in the gig economy.

This might include courses in entrepreneurship, marketing, and project management, as well as more specialized training in areas such as coding or design.

Marketing these programs to students and potential students is also critical. Higher education marketers must recognize the growing demand for flexible, on-demand education and tailor their outreach efforts accordingly.

This might mean leveraging social media platforms to reach younger audiences or developing targeted advertising campaigns that highlight the benefits of gig-oriented programs.

In addition to marketing directly to students, higher education marketers must also consider the needs and preferences of gig workers themselves.

This might involve partnering with gig platforms or professional organizations to promote relevant education and training opportunities, or creating tailored programs that cater to the unique needs and interests of gig workers.

Examples of higher education marketing in the gig economy

The gig economy, which refers to the growing trend of temporary and flexible jobs, is rapidly expanding, and higher education institutions are beginning to take notice.

As gig workers often seek to acquire new skills and knowledge to stay competitive in the job market, higher education institutions have an opportunity to provide targeted education and training to this segment of the workforce.

One institution that has successfully marketed to gig workers is the University of California, Los Angeles (UCLA) Extension.

Through its Professional Development Certificate in Digital Marketing program, UCLA Extension has catered to the growing demand for digital marketing skills in the gig economy.

The program offers a flexible, online format that allows gig workers to study at their own pace and schedule, while also receiving a credential that demonstrates their expertise in the field.

The program has seen significant growth in recent years, with enrollment increasing by 46% from 2019 to 2020.

Another example is the New York University School of Professional Studies, which has developed a program called "NYUSPS Pro," offering a range of courses and certifications that cater to the needs of gig workers.

NYUSPS Pro offers flexible scheduling, online delivery, and stackable credentials that allow gig workers to build their skills over time.

The program has seen strong enrollment growth in recent years, with 40% of its students being gig workers.

Innovative marketing strategies used by these institutions include targeted online advertising, social media campaigns, and partnerships with gig economy platforms.

For example, NYUSPS Pro has partnered with Uber to offer discounts to its drivers, and UCLA Extension has advertised its digital marketing program on LinkedIn, targeting gig workers in the field.

The outcomes of these marketing efforts have been significant, with both UCLA Extension and NYUSPS Pro seeing strong enrollment growth in their programs targeted to gig workers.

The programs have also helped to increase the visibility and reputation of these institutions in the gig economy, positioning them as leaders in providing targeted education and training to this growing segment of the workforce.

Challenges and opportunities for higher education marketing in the gig economy

As the gig economy continues to grow, higher education marketers face both challenges and opportunities in reaching this segment of the workforce.

One of the biggest challenges facing higher education marketers in the gig economy is the changing nature of work. Gig workers often have irregular schedules and limited resources, which can make it difficult for them to commit to traditional higher education programs.

Additionally, many gig workers prioritize acquiring practical skills that they can immediately apply in their work rather than obtaining a traditional degree.

However, there are also opportunities for higher education institutions that can successfully market to gig workers.

By developing targeted programs that offer flexible scheduling, practical skills, and stackable credentials, institutions can provide value to gig workers and differentiate themselves from competitors.

Additionally, institutions that are able to establish themselves as leaders in providing education and training to the gig economy can enhance their reputation and attract new students.

To effectively reach gig workers, higher education marketers should consider the following recommendations:

The Impact of The Gig Economy on Higher Education Marketing (Pic Source - Pixabay)

Develop targeted programs: Higher education institutions should develop programs that are specifically designed to meet the needs of gig workers. These programs should offer flexible scheduling, practical skills, and stackable credentials that allow gig workers to build their knowledge over time.

Leverage technology: Technology can be a powerful tool for reaching gig workers. Institutions should invest in online learning platforms and mobile applications that allow gig workers to access education and training from anywhere, at any time.

Establish partnerships: Institutions should establish partnerships with gig economy platforms, industry associations, and other relevant organizations to reach gig workers where they are. For example, an institution could partner with a ride-sharing platform to offer discounts on education and training to drivers.

Use targeted advertising: Higher education marketers should use targeted advertising to reach gig workers. Platforms like LinkedIn, Facebook, and Instagram offer powerful targeting capabilities that can be used to reach gig workers in specific industries or geographic regions.

To Conclude

The gig economy is having a significant impact on higher education marketing. As the nature of work and careers continues to change, higher education institutions must adapt to the needs and preferences of gig workers in order to remain relevant and competitive.

It is clear that the gig economy presents significant opportunities for higher education institutions that are able to successfully market to gig workers.

By developing targeted programs, leveraging technology, establishing partnerships, and using targeted advertising, institutions can provide value to gig workers and differentiate themselves from competitors.

However, there are also challenges to reaching gig workers, including their irregular schedules, limited resources, and prioritization of practical skills over traditional degrees.

Higher education marketers must continue to adapt to these challenges and develop new strategies for reaching gig workers effectively.