Artificial intelligence (AI) is revolutionizing student recruitment, offering tools to meet the growing demands of efficiency and personalization. As higher education institutions face shrinking pools of applicants and increased competition, the ability to deliver targeted, meaningful engagement is more critical than ever. AI not only enhances how a college or university understands prospective students but also how it interacts with them at every stage of the enrollment journey.
Leveraging AI for Data-Driven Decision Making
At the core of these advancements are customer relationship management (CRM) systems like TargetX and Outcomes, which centralize student data and lay the groundwork for AI-driven insights in higher education. By integrating AI with CRMs, institutions can unlock the potential of their data to deliver smarter, more effective recruitment strategies. However, the key lies in leveraging AI to augment human effort, not replace it.
Analyzing Data for Actionable Insights
Enrollment marketing thrives on data, and AI enables institutions to transform raw information into meaningful insights. With centralized student data in place, AI tools can:
- Identify high-value prospects | Predictive modeling analyzes behaviors, such as frequent visits to financial aid resources or high engagement with email campaigns, to identify students with the greatest likelihood to enroll.
- Discover growth markets | AI uncovers patterns in geographic and demographic data, highlighting regions or populations with untapped enrollment potential. For example, data analysis might reveal an increasing interest in online programs among working professionals.
- Enhance segmentation | AI’s ability to analyze large datasets allows institutions to refine audience segmentation, enabling hyper-targeted campaigns tailored to specific student profiles.
Prescriptive Strategies for Recruitment
AI doesn’t just interpret data—it help enrollment management professionals generate actionable strategies to optimize recruitment efforts:
- Financial aid optimization | By evaluating a student’s financial profile and likelihood to enroll, AI can recommend targeted aid packages that maximize yield.
- Campaign personalization | AI suggests tailored outreach strategies, such as sending event invitations to students interested in specific programs or nudging inactive prospects with relevant content.
- Continuous improvement | Enrollment marketing campaigns benefit from AI-driven feedback loops that analyze performance data and recommend iterative improvements for future campaigns.
Enhancing the Student Journey with AI
AI in the Exploration Phase
Most prospective students begin their college search online, making search engines a critical touchpoint. AI has significantly altered how search engines present results, directly impacting recruitment efforts:
- AI-enhanced search results: Tools like Google Bard or ChatGPT increasingly offer conversational responses, summarizing key information without requiring users to click on external links. For instance, a search for “top nursing programs” might yield an AI-generated list, bypassing institutional websites.
- Adapting to AI-driven search: To stay competitive, institutions should create conversational, Q&A-style content optimized for AI algorithms. Structured data and schema markup can enhance visibility, ensuring accurate representation in AI-driven search results.
Personalization Across the Enrollment Journey
Personalization is no longer a luxury—it’s an expectation. AI enables enrollment marketers to deliver individualized experiences to potential students:
- Dynamic content | Emails, ads, and landing pages can dynamically adjust based on a student’s preferences or behaviors. For example, prospective engineering students might see content highlighting research opportunities, while transfer students encounter information about credit evaluations.
- Real-time engagement | AI-driven tools monitor student interactions and trigger timely responses. If qualified students visit a program-specific webpage multiple times, marketers can automate follow-up emails with relevant resources or event invitations.
Guiding Students Through Key Milestones
AI supports students by providing actionable, personalized guidance throughout the recruitment process:
- Next-best actions | AI-driven solutions can recommend tailored next steps, such as completing an application, scheduling a virtual campus tour, or exploring scholarship options. These nudges keep students engaged and on track.
- Proactive assistance | AI can analyze behavior patterns to identify potential barriers, such as incomplete applications, and prompt intervention. For instance, a student frequently visiting pages about financial aid might trigger outreach offering a one-on-one consultation.
Navigating the Limitations of AI
The Irreplaceable Value of Human Connection
While AI excels at data analysis and automation, human interaction remains indispensable:
- Fostering relationships | Admission counselors play a vital role in addressing nuanced questions, providing reassurance, and building trust during critical decision-making moments, all of which support student success.
- In-person engagement | Face-to-face interactions, whether through campus tours, phone calls, or personalized advising sessions, create memorable experiences that AI cannot replicate.
Challenges in AI-Generated Content
AI-generated content, while efficient, has limitations that institutions must navigate carefully:
- SEO considerations | Search engines prioritize high-quality, original content with human authorship. Over-reliance on AI-generated text can harm visibility and credibility.
- Authenticity matters | Prospective students value content that reflects institutional expertise and culture, reinforcing trust and engagement.
Striking a Balance Between Technology and Humanity
AI should enhance, not replace, human efforts. While AI handles initial outreach and data-driven recommendations, human staff focus on relationship-building and addressing complex inquiries. This synergy ensures a recruitment strategy that is both efficient and personal.
Supporting the Institutional Mission
AI is reshaping student recruitment, offering powerful tools to analyze data, personalize engagement with the right student each time, and optimize strategies. However, its limitations underscore the importance of human connection and authentic communication. By leveraging an AI-driven recruitment strategy, institutions can enhance recruitment efforts and support student success while staying true to their mission of fostering meaningful connections with prospective students.
Jess Lanning began her career in higher education at a private university where she served as director of enrollment marketing on a record enrollment team. Over her decade-long career, she has focused on strategizing and implementing digital marketing campaigns as a senior vice president of strategy and senior partnership manager for higher education-specific agencies. In these roles, she served undergraduate, adult, and graduate audiences across the verticals of paid social, search engine marketing, search engine optimization, conversion rate optimization, digital PR, and user experience. Jess now serves as a Director of Digital Strategy at Liaison and we are very lucky to have her!
