“The face-to-face meeting is crucial”
During the autumn, Jönköping University (JU) participated in Sweden’s three largest education fairs – Kunskap & Framtid in Gothenburg, and the Saco Student Fair in Stockholm and Malmö – and interest has never been greater. With record numbers of visitors and a dedicated team of student ambassadors, the fairs proved to be a major success.
Meeting future students is a central part of JU’s recruitment efforts. During the fair days, thousands of high school pupils had the opportunity to ask questions and gain a sense of what it is like to be a student in Jönköping.
Student ambassadors – the heart of recruitment
JU’s student ambassadors make a significant contribution, both before and during the fairs. They guide visitors, answer questions, and share their own experiences.
“The face-to-face meeting is crucial. Many want to speak directly with our students to get an honest picture of both our programmes and student life. The ambassador’s engagement and knowledge create an inspiring atmosphere and give visitors an authentic insight into student life,” says Jesper Johnsson, who is responsible for JU's national fair activities.
Tyra Martinsson is one of the student ambassadors who has participated for several years. She aims to inspire others to have the same positive experience that she herself has had as a student at JU. Much of the role involves taking the time to listen, ask questions, and understand visitors’ interests, guide them towards the right programme, or share a personal experience.
“I remember meeting a group of girls in Gothenburg in 2024, none of them were really convinced about studying at JU. Last autumn, I met one of them on campus, and she told me that our conversation the year before inspired her to start studying Industrial Economics and Organization in Jönköping,” says Tyra.
JU’s stand attracted a record number of visitors. Many wanted to learn more about the range of programmes, student life and career opportunities. The city-adjacent campus, the active Student Union, and opportunities to get involved in various projects were also popular topics of conversation.
Face-to-face meetings increasingly important
JU’s focus on fairs aligns with the latest report from Ungdomsbarometern, which shows that young people value genuine, human interaction in an increasingly digitalized world.
“At the centre of young people’s trend insights are the human and authentic, which are chosen over the digital and superficially perfect. Young people want genuine encounters and a sense of community, making physical meetings and activities increasingly important.”
- Ungdomsbarometern Trends 2026
Discover JU this spring
During the spring, there are several opportunities to experience JU in person. On 14 March, JU will host an Open House, where visitors can meet students and teachers and get a sense of both academic programmes and student life. On 30 May, PrevJU will take place for admitted students who want to familiarize themselves with the campus, meet future classmates and connect with staff ahead of the start of their studies. Additionally, JU’s 66 student ambassadors will visit many high schools across the country during the spring.
More information about courses and events can be found at ju.se/studera and ju.se/kalendarium.
