Can the academy help itself? Authenticity in equity group recruitment

Document Type

Conference Proceeding




Faculty of Education and Arts


Faculty Office (FEA) / Fogarty Learning Centre




This article was originally published as: Cherednichenko, B. F., & Collins, N. S. (2010). Can the academy help itself? Authenticity in equity group recruitment. Proceedings of Australian University Community Engagement Alliance (AUCEA) National Conference. (pp. 351-359). Launceston Tasmania. AUCEA. Conference website available here


With a combination of marketing fads and government fashion calling the shots, Higher Education marketing and recruitment staff would be wise to moor themselves to guiding principles. The authors propose that the academy look to academic theory for an authentic and effective navigation of shifting currents. This paper outlines current marketing theories of co-creation of value, applies them in a Higher Education context, and presents cases to illustrate how a partnership approach to recruitment can be more effective than a traditional, target-oriented approach. This paper explores a recent paradigm shift in marketing, Service-Dominant Logic, as a way of creating principles toward engagement and partnerships that are sustainable and recognise the importance of selfdetermination when marketing to prospective students and partners rather than on them. In so doing universities and equity groups can work together to develop value propositions, programs and outcomes with creative, innovative and effective solutions.