Higher Ed’s Trust Problem and How Staff Can Help Fix It - A Conversation with Scott Cline, Ed.D

Higher education is facing a trust crisis.
Institutions are under scrutiny.
And instead of leaning into transparency, many are doubling down on restrictive social media policies for staff! 😲
But what if faculty and staff voices are exactly what’s needed to rebuild credibility and trust?
On the latest episode of The Education Marketing Leader, I sat down with Scott Cline, Ed.D., Founder of Scott Cline Consulting, to discuss why colleges should empower, not silence, their employees on social media.
Key Takeaways:
🔹 Trust in Higher Ed is at an All-Time Low
Research from Campus Sonar highlights that students and families are skeptical of institutions. The solution? Authenticity, not silence!
🔹 Restrictive Social Media Policies Are Backfiring
Limiting staff posts leads to disengagement. Instead of shutting down conversations, institutions should equip employees with tools and guidelines.
🔹 Staff Are the Best Brand Advocates
People engage more with humans than with brands. An official university page might struggle for traction, but when staff share their experiences, it resonates.
🔹 Authenticity Wins Over Highly-Curated Content
Prospective students want to know what life is really like at a university, not just the polished marketing version.
🔹 Training and Guidelines Over Scripts
Staff don’t need to go viral, but they do need encouragement, resources, and the freedom to showcase the work they do every day. Institutions can either embrace staff advocacy or continue losing trust.
Employees are already on social media.
The question is, will universities support them or stifle them?
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Let’s lead the way in higher-ed marketing together!