You’ve heard the questions: “What job does this lead to?”
They’re coming earlier in the funnel, and louder than ever.
Students and parents are weighing their options through a career lens. And if a college program doesn't speak clearly to outcomes, even the strongest academics can lose out.
But here's the truth: it’s not the degree that's unclear. It’s the story being told around it.
This post is about reshaping that narrative, using content to connect the dots between what a program offers and where it can lead. For underenrolled majors or anything facing skepticism, this is where marketing can do more than drive awareness. It can drive confidence.
The Problem: Degree Doubt Is Slowing Enrollment
The Perception Gap Around "Non-Vocational" Degrees
Some degrees just don’t “sell themselves.” Philosophy, English, Psychology—essential fields, but tough to market in a job-focused world. When families ask, “What job will this lead to?”, and your website doesn’t offer a direct answer, they move on.
That uncertainty costs you applicants, even for strong programs. And worse? It’s often not the degree that’s unclear; it’s how it's being communicated.
Increasing Pressure on Admissions and Career Services
Admissions teams are asked to do more with less. Meanwhile, competing institutions are shouting about “job-ready” programs, guaranteed internships, and high placement rates.
Career services can help, but they’re often looped in too late. If job outcomes aren’t built into your messaging upfront, you’re not even in the running for some of today’s most career-focused prospects.
The Action: Build a Career-Focused Marketing Strategy
Create SEO-Driven Content That Connects Degrees to Careers
Too often, degree pages read like academic catalogs: course titles, credit hours, maybe a paragraph on “flexible skill-building.” Meanwhile, a student Googling “What can I do with a sociology degree?” ends up on Reddit or a third-party blog, not your site.
That’s a missed conversion.
At ZGM, we help universities turn those searches into leads, with SEO-driven content that bridges the gap between classroom and career. It starts by rethinking what program pages are for.
Our SEO services help institutions by:
- Add job titles, salary ranges, and real career paths directly to program pages
- Link students to career services, resume support, and internship pipelines without making them dig
- Use schema markup and AI-GEO strategies to improve visibility in Google and AI-driven results
- Create content clusters: blog posts, student spotlights, and FAQ hubs that funnel readers back to core program CTAs
Here’s a quick test: Go to your top five program pages. Can a prospective student tell what job it prepares them for in 10 seconds or less? If not, let’s fix that.
Amplify Alumni Outcomes and Internship Stories
Nothing builds confidence like proof. Pull stories from career services and alumni relations to highlight real career paths.
- Showcase alumni working in diverse fields -- don’t limit success stories to the obvious routes.
- Post internship highlights tied to specific programs and companies.
- Use that same content in PPC ads, email campaigns, and social media carousels.
It’s not just about “who got hired,” it’s about showing the full picture: internships, mentorships, networking, and career growth.
Integrate Career Services into the Content Funnel
Move career support from a post-enrollment benefit to a front-end marketing asset. Here’s how:
- Create FAQ content: “How does this program prepare you for a career?”
- Include advising support and job placement in program descriptions.
- Build co-authored blog posts with career services—tie specific resources to majors.
This is about aligning your marketing with what prospective students care about.
Use Paid Media to Target Career-Minded Prospects
Your paid ads should promise a path.
- Run segmented campaigns based on interest and job goals (e.g., “Want to work in public health? Here's where this degree gets you.”)
- A/B test ads that include alumni job titles or placement stats.
- Retarget traffic with content that answers their biggest question: “Will this degree pay off?”
Learn more about paid strategy at ZGM: University PPC Services
The Result = Higher Confidence, Stronger Enrollment
Boosted Lead Quality and Conversion Rates
When prospective students understand what a degree unlocks, they self-qualify. You’ll spend less time converting and more time engaging prospects who already feel aligned with your programs.
Improved Perception of Underenrolled Programs
Not every major needs a direct pipeline to a specific job. But when you show how it builds real-world skills, and highlight where alumni have landed, it shifts the narrative from “What can I do with this?” to “Look at what others have done.”
It’s not about overselling outcomes. It’s about clearing the fog so the value is easier to see.
Stronger Collaboration Between Admissions and Career Services
When career services become a content partner, your strategy strengthens. Admissions pages get smarter, student FAQs get clearer, and the message stays consistent, from first touchpoint to first job.
Ready to Refocus Your Strategy?
Your degrees don’t need to change. Your marketing does.
At ZGM, we help higher education institutions clarify their value with content built for today’s career-focused students. From SEO to organic storytelling to strategic paid campaigns, we turn career questions into confident applications.
Let’s connect on a content plan that bridges the gap.
Daniel Hamilton
