Harnessing Social Media for Occupational Therapy Graduate Program Recruitment

Rebecca Ozelie, Rush UniversityFollow
Annika Knuth, Rush UniversityFollow

Document Type (Journals)

Original Research

Abstract

The occupational therapy (OT) profession faces a national enrollment decline, with many United States graduate programs struggling to fill seats. As social media use continues to rise among young adults, OT programs may benefit from leveraging digital platforms to enhance visibility and attract qualified applicants. This study explored how prospective students engage with OT program social media accounts and what content influences their admissions decisions. Using a cross-sectional survey design, 161 current or incoming OT graduate students from programs across the United States were surveyed about their social media habits during the admissions process. Results revealed that 69.5% of participants viewed OT program social media content prior to matriculation, and 53.9% actively followed at least one account. Instagram (40.3%) was the most commonly used platform, with curriculum-related posts and “day in the life” videos identified as both the most viewed and most impactful content. Respondents expressed a strong preference for authentic, student-centered content that provides insight into coursework, fieldwork, and program culture. The findings suggest that programs should align their social media strategies with student priorities, emphasizing transparency and daily student experiences over promotional or recruitment-only content. Despite only moderate ratings of overall social media influence, nearly 80% of students without access to program social media accounts reported that such access would have positively impacted their decision. These insights have practical implications for OT programs seeking to improve digital recruitment efforts and build stronger online engagement with prospective students.

Biography

Rebecca Ozelie, DHS, ORT/L is the Chair and Program Director, and an Associate Professor at RUSH University in Chicago, IL. Dr. Ozelie is actively involved in research and teaching with a focus on physical disabilities, innovative teaching methodologies, and accommodations and inclusive education.

Annika Knuth, OTS was a Doctorate Student and Research Assistant at Rush University in Chicago, IL at the time of the study.

Declaration of Interest

The authors report no declarations of interest.

Recommended Citation

Ozelie, R., & Knuth, A. (2025). Harnessing Social Media for Occupational Therapy Graduate Program Recruitment. Journal of Occupational Therapy Education, 9 (4). Retrieved from https://encompass.eku.edu/jote/vol9/iss4/1