Digital Turn in Communication Strategies for Motivating Modern University Applicants

The presented sociological research aims to assess the prospects of universities' communication strategies concerning motivating the digital generation applicants to enroll in technical specialties. The authors of the paper relied on the results of the monitoring “Motives and factors for choosing a university by technical specialties applicants”, which they have been conducting since 2015 to the present. The paper presents the research results on the motives and factors of choosing universities and specific technical specialties by applicants belonging to the digital generation.

I. Introduction

In modern society, where information generating becomes the main driving force of the economy, politics, and social development in general, the concept of human capital acquires a new meaning [1], [2]. Its study and fullest possible use in practice become conditions for states to build their digital economies [3].