Recruiting Through Identification: Identification Strategies and Tactics Used in External Higher Education Strategic Communication

Abstract

This exploratory study examines higher education strategic communication for identification inducement strategies and tactics using Cheney's (1983) typology as a guiding framework. The study also explores the differences in identification inducement strategies and tactics used between traditional public universities and for-profit online educators. The results of a deductive textual analysis indicate that identification inducement strategies are used in higher education strategic communication designed to recruit students, an external audience with a reverse paid relationship with the organization. A new strategy and two tactics are added to Cheney's typology to fully account for the identification appeals identified.