For decades, the pathway to a high-paying career seemed clear: go to college. Higher ed institutions thrived with minimal effort as students flocked to their doors. Recruitment strategies remained stagnant, operating under the assumption that the well would never run dry. Even when online schools and for-profit institutions entered the market, the core recruitment approach didn’t change—it simply became a race to be the first or the loudest.
But the landscape has shifted dramatically. The pandemic disrupted traditional education models and younger generations have an increased skepticism about the value of a degree, leading to a dramatic enrollment cliff. Suddenly, institutions must work harder than ever to attract and retain students.
It’s no longer just about being first—it’s about being the first to create an authentic emotional connection.
TGIF Time-saver: How are students feeling about the big election?
Higher education must pivot towards a customer-centric model but this shift isn’t easy. Many frontline staff are untrained, critical departments operate in silos and the old “you need us” messaging falls flat on students who now demand to be seen and heard.
Compassion, not marketing, moves the higher ed needle
Modern students have countless choices. What was once a unique program offering, such as online MBAs or niche eGaming degrees, are now commonplace. Everything from mobile apps and trendy student organizations to flexible schedules and hybrid learning, are de rigueur. In response to declining interest, universities implemented new technology and flashy marketing tactics. But this self-serving approach results in average conversion rates of 1% to 3%.
Today’s prospective students are conducting more extensive research and considering far fewer schools. This more cautious approach is particularly prevalent among nontraditional adult learners, who increasingly represent a significant portion of enrollees. Unlike their predecessors, these students are acutely aware of the potential burdens of postsecondary education. In the 2024 Online College Students Report by EducationDynamics, 57% of students who delayed their enrollment did so because they didn’t think they would succeed or couldn’t commit financially.
Being on a prospective students’ shortlist is the first hurdle but higher education institutions need to communicate authentically once they make it. To beat out the competition, institutions must foster conversations that respond to four key questions:
- Time: How long will this take?
- Money: What will it cost and is there financial support?
- Value: What are my career opportunities?
- Ability: Am I capable of succeeding?
Creating a genuine connection with prospective students goes beyond merely providing information; it involves engaging in a meaningful way and acknowledging their unique circumstances. In turn, institutions build trust and increase enrollment.
5 steps to build connection
Prospective students who feel valued are more likely to believe that the institution genuinely cares about their success, not just about numbers. Schools must adopt a proactive approach, implementing five strategic steps to enhance the student experience from initial inquiry through to enrollment:
- Map Out the Student Journey: Create a chart of your enrollment process and identify where students typically ‘melt,’ or drop off. For example, many students don’t complete the application because of financial concerns, but those who melt at the enrollment stage are likely afraid of failure. Address these “kinks in the hose” by incorporating critical touchpoints within the journey.
- Acknowledge the Fear: Recognize that choosing a college is a significant decision. Institutions can offer encouragement through clear, empathetic communication that addresses common concerns. Information sessions, both virtual and in-person, can be tailored to outline how each student’s needs will be met. Open houses, personalized campus tours and introductions to current students and faculty can imbue prospective students with a sense of belonging and excitement.
- Develop Staff for Effective Conversations: Admissions staff often serve as the first and only point of contact. As a former admissions representative, I know how essential it is to invest in training and development. Institutions must equip them with the skills needed to engage in authentic interactions and the information required to ensure comprehensive knowledge by breaking down the barriers between financial aid, advising, and admissions.
- Implement Secret Shopping: The only way to remain accountable to the customer-centric model is to continuously track and analyze interactions. Embed secret shopping practices to gain insights into student experiences and set up regular touchpoints with frontline staff to identify trends and areas for improvement. Make student success a living, breathing part of the institutional culture.
- Secure Leadership Buy-In: Change must be driven from the top. Leadership should participate in coaching calls and shadow frontline staff to understand the student journey firsthand. They need to talk the talk and walk the walk, setting the tone throughout the institution.
Navigating today’s higher ed terrain demands more than traditional strategies; it calls for a revolution in recruitment. Higher education institutions that can access their feelings don’t just navigate the challenges of the modern landscape, they master them, ensuring their place at the forefront of an ever-evolving market.
