高职院校招生工作是否能顺利进行与其宣传工作有着密不可分的紧密关系,家长和学生在选择学校时,主要关心的问题就是学校的就业率、管理水平、师资力量以及教学质量。所以在进行高职院校招生宣传工作时,应该提供学生和家长最为关心的内容,有针对性的展开宣传工作。本论文主要分析了目前高职院校招生宣传工作普遍存在的不足之处,招生宣传时的原则以及如何高效展开高职院校招生宣传工作,从而保证高职院校的生源。 Vocational college enrollment work smoothly with its propaganda work is closely related to the parents and students in the choice of school, the main concern is the school’s employment rate, management level, teaching staff strength and quality of teaching. Therefore, vocational college enrollment publicity work, students and parents should be provided the most concerned about the content, targeted publicity work. This thesis mainly analyzes the insufficiencies existing in the enrollment promotion work in higher vocational colleges at present, the principle of enrollment and publicity, and how to effectively carry out the propaganda work of higher vocational colleges in order to ensure the students’ source.