I often watch videos introducing my major on TikTok or YouTube and then look it up on Google. This method is quick and easy to understand and can see real reviews of students", Gia Han, a 12th grade student in Binh Dong ward, shared.
Tran Anh Dung, a student in Ben Thanh Ward, said: "I often go to the university's website to read official information carefully, but many fanpages update faster and have student videos sharing experiences, so it is easier to visualize the learning environment."
The survey results of Ho Chi Minh City Banking University, published at the recent seminar on Digital Transformation in enrollment and communication, showed that 45% of students search for enrollment information via Google, 42% via social networks and 40% via the school's official website.
Other channels such as direct consultation at high schools (35%), enrollment days (32%) and through relatives and friends (28%) have lower rates.
Many students said that updating information through social networks helps them catch the trend faster, but also makes it difficult to select information.
"There are many videos shared incorrectly or only based on feelings. I have to check the information on the official website or ask my teachers. The closer to the exam, the more we are afraid of being interrupted in information," said Pham Hoang Yen, a 12th grade student in Binh Dong ward.
According to Associate Professor, Dr. Nguyen Van Thuy - Head of the Admissions and Communications Department, Ho Chi Minh City Banking University, admission communication activities are no longer simply providing information, but have become a comprehensive strategy, requiring flexibility, understanding and application of breakthrough technology.
Mr. Thuy also pointed out that there is also a difference in searching for information between good students and average students.
"Excellent students are often interested in competency assessment exams, scholarships or direct admission. Meanwhile, students on average focus on the form of considering academic records and majors, which is stable and easy to apply for a job," he analyzed.
2025 will witness the extensive integration of technology in admission communication work. vertical short video content platforms such as TikTok, Instagram Reels and YouTube Shorts have affirmed their dominance, meeting the needs of fast, attractive and easy-to-digest content consumption of Gen Z.
"Universities need to grasp this trend to create accurate, creative and addictive stories in just a few seconds, instead of just posting dry information," said Mr. Thuy.
Along with the content, Mr. Thuy said that artificial intelligence (AI) and chatbot are becoming effective support tools for consulting.
AI helps analyze candidate behavior data, predict registration trends, and identify potential candidate groups. AI Chatbot supports 24/7 consulting on study programs, tuition fees, and admission conditions, helping to reduce the workload for the consulting team.
However, Mr. Thuy also warned about the " use of fatigue" when many content are huge but not creative.
"Schools need to see AI as a powerful assistant, not a replacement. The core value of communication is still authenticity and human emotions," he emphasized.
