Category: General

  • AI and Student Recruitment: Bridging Technology and Human Connection 

    AI and Student Recruitment: Bridging Technology and Human Connection 

    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!

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  • How to Build a Dynamic Student Enrollment Plan That Thrives Amid Change

    How to Build a Dynamic Student Enrollment Plan That Thrives Amid Change

    Key Takeaways:

    • Evolving student enrollment strategies require proactive, data-informed approaches that adapt to demographic shifts, economic pressures, and market dynamics.
    • Real-time metrics and prescriptive analytics enable institutions to refine recruitment strategies, address challenges quickly, and optimize enrollment outcomes.
    • Flexible tools and predictive modeling help mitigate disruptions, align team efforts, and support personalized student engagement.
    • Continuous refinement ensures institutions can navigate uncertainties, maintain competitive student enrollment plans, and prepare for future challenges.

    Higher education is in constant flux, primarily driven by student demographic shifts, economic pressures, and rapid technological advancements. For institutions to stay competitive in this environment, student enrollment strategies must evolve. By embracing a consistent, data-informed, and adaptable enrollment management approach, institutions can navigate current and unforeseen uncertainties and meet their enrollment goals.

    A Forward-Looking Approach to Enrollment Strategies

    Traditional enrollment strategies often rely on rearview analyses, evaluating successes and missteps only at the end of an enrollment cycle. However, the dynamic nature of student recruitment today demands a more proactive approach. Institutions must adopt prescriptive analytics to “look through the windshield,” using real-time data to understand how current strategies are performing and make adjustments on the fly. This forward-thinking approach allows enrollment managers to:

    • Identify what is working and what needs refinement during the current recruitment cycle.
    • Test potential strategies against historical data to predict their effectiveness before implementation.
    • Address emerging challenges quickly, such as unexpected FAFSA delays or shifts in application behavior.
    • Develop broad tactics to adapt to changes throughout the enrollment cycle as well as adjust to shifting dynamics with individual students.

    Such adaptability requires not just access to the right data but also the tools and expertise to act on it effectively. The combination of robust technology platforms, such as Liaison’s predictive analytics tool Othot, and experienced partners who understand the nuances of higher education can make all the difference. By integrating analytics and expert guidance, institutions can respond to challenges with precision and agility.

    Data-Informed Metrics for Strategic Refinement

    To optimize their student enrollment plans, institutions must evaluate specific metrics at each stage of the recruitment process. This means aligning data evaluation with the student journey, focusing on key performance indicators (KPIs) that matter most at each stage:

    · Search phase | Metrics such as inquiry volume, lead conversion rates, and source effectiveness provide insight into initial interest in the institution and the success of outreach efforts.

    · Application phase | Metrics such as application volume, completion rates, and demographic trends help institutions understand the reach and appeal of their efforts.

    · Yield phase | Yield rates and admitted student feedback provide insights into how students perceive the institution’s value.

    · Enrollment phase | Deposit rates and engagement tracking reveal which admitted students are likely to matriculate, enabling targeted follow-ups.

    Different variables also emerge during the cycle that require immediate action. For example, when unexpected disruptions such as a sudden change in application deadlines or a major shift in funding policies occur, enrollment leaders must have the tools and knowledge to not only pivot their strategies to address the issues at hand but also effectively predict the results of those changing approaches in real-time. This requires a flexible data infrastructure that can accommodate real-time adjustments.

    Overcoming Challenges Through Continuous Adaptation

    Flexibility is a nonnegotiable trait for enrollment management teams. The new realities of a post-pandemic world, declining high school graduating classes, and a highly competitive marketplace are significantly challenging existing strategies. The pressure to meet enrollment goals often comes with internal changes—such as staff turnover or shifts in leadership priorities—and external pressures like economic downturns or new legislation.

    • Turnover and continuity | Staff turnover can disrupt institutional momentum, particularly when strategies are person-dependent rather than system-driven. Tools such as Othot provide consistency by embedding critical data insights and processes into the institution’s framework, reducing the impact of turnover and fostering a culture of data-informed decision-making.
    • Adapting to unexpected variables | Challenges like sudden changes in funding or board directives require immediate adjustments. By leveraging “what-if” scenario modeling, institutions can simulate the impact of potential changes and make informed decisions quickly.

    Strategies to Increase Student Enrollment

    Strategic flexibility can make the difference between hitting enrollment targets and falling short. Institutions can take several steps to continuously refine their strategies:

    1. Monitor trends in real-time | Stay ahead of shifts in student behavior by regularly reviewing metrics such as engagement rates, application trends, and deposit patterns.

    2. Incorporate scenario planning | Use predictive tools to simulate how changes in funding, messaging, or outreach might impact enrollment outcomes.

    3. Align collaboration across teams | Align data and strategy efforts across departments to create a unified approach to enrollment management.

    4. Personalize student engagement | Tailor communication based on individual student data, ensuring that messaging resonates with their unique needs and interests.

    By integrating these strategies into their student enrollment plans, institutions can adapt to changing circumstances while maintaining a steady focus on meeting their overall long-term enrollment goals.

    Staying Ahead in a Dynamic Environment

    Continuous refinement isn’t just about meeting immediate needs—it’s about preparing for the future. Institutions that embrace adaptability, leverage data strategically, and invest in both technology and expertise are better positioned to succeed in today’s competitive higher education market.

    Whether it’s managing the challenges of staff turnover, responding to external pressures, aligning all your enrollment tools at hand, or identifying the most effective ways to engage prospective students, institutions must prioritize flexibility and innovation.

    With Liaison’s advanced tools and expert partnership, institutions can confidently navigate the complexities of data-driven enrollment management and set the stage for sustained success. Contact us today to get started.

    About the Author

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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  • Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Key Takeaways:

    • Personalized, timely, and relevant communication is key to engaging prospective students and meeting enrollment goals in higher education.




    • Effective strategies rely on immediacy, relevance, automation, and trackability, ensuring impactful and consistent interactions.




    • Omnichannel outreach, using a mix of email, SMS, print, and digital platforms, enhances visibility and builds trust by meeting students where they are.




    • Data-driven tools enable tailored, personalized communication, real-time adjustments, and sustainable strategies.

     

    Connecting with prospective undergraduate students in meaningful ways requires a thoughtful blend of strategy, immediacy, and personalization. Gone are the days when generic messaging could effectively spark interest or drive engagement. Today’s prospective students expect communications that reflect an understanding of their individual needs, aspirations, and priorities and their value to your institution.

    Institutions aiming to enhance their enrollment strategies must adopt a more data-informed and strategic approach to communication. This means reaching out with the right message, at the right time, and through the right channels.

     

    Laying the Foundation for Communication Success

    Effective communication with students is built on four key principles: immediacy, relevance, automation, and trackability. Each element plays a critical role in ensuring that interactions resonate with students and influence their decision-making process.

    • Immediacy: Quick and timely responses that change as students’ behaviors change demonstrate attentiveness and can make a significant impression on prospective students. Delays in following up on inquiries or campus visits risk the loss of momentum and interest. Statistics show that the school that responds to inquiries first is more likely to convince that student to enroll.




    • Relevance: Tailored, personalized communication should go beyond basic name inclusion. Students expect messages that address their specific interests. Misaligned content, such as sending information unrelated to a student’s expressed major, can quickly undermine trust.




    • Automation: Streamlined, automated workflows keep communication consistent and dependable, even during staff transitions or times of high demand. Manual processes, such as college fair follow-ups that sit unprocessed for long periods, can derail engagement. Automation prevents these bottlenecks, enabling timely responses even when staff are unavailable.




    • Trackability: Monitoring communication effectiveness helps institutions refine their strategies and optimize ROI.

    By integrating these principles, higher education institutions can deliver a cohesive and impactful communication strategy that strengthens student engagement and builds trust.

     

    The Importance of Omnichannel Outreach

    While email has long been—and remains—a cornerstone of communication, relying on it exclusively is no longer sufficient. The sheer volume of emails students receive daily makes it easy for even the most well-crafted messages to be overlooked. To stand out, institutions must adopt an omnichannel approach with campaigns that combine email with print materials, SMS messaging, voice blasts, digital ads, social media engagement, and microsites, all tailored to student interests.

    Each channel serves a unique purpose for student engagement in higher education. Print materials, for example, are particularly effective at involving families in the decision-making process. A well-designed brochure placed on a kitchen table can spark conversations among family members, especially parents, who are often key influencers in the college selection process.

    Similarly, integrating consistent, tailored messaging across multiple channels ensures that students receive a seamless experience. Whether they encounter an institution on social media, via a targeted ad, by SMS message, or through an email campaign, the message should feel cohesive and tailored to their interests. Omnichannel strategies, timed appropriately through the enrollment timeline, not only improve visibility but also demonstrate an institution’s commitment to meeting students where they are, thus building trust and rapport.

     

    Leveraging Data for Personalization

    Modern communication strategies must be rooted in data. By analyzing student preferences and behaviors, institutions can craft messages that resonate on an individual level. With data-informed insights, institutions can identify what matters most to prospective students—whether that’s career outcomes, financial aid, or specific academic opportunities—and address those priorities directly.

    For example, students interested in STEM programs may be more receptive to communications highlighting research opportunities and faculty expertise, while first-generation students may appreciate messages emphasizing affordability and support services.

    To further maximize impact, institutions can use surveys and initial engagement data to tailor their outreach strategies, which allows them to deploy resources efficiently while maintaining relevance. For example, expensive print materials can be reserved for students who show strong interest in particular programs, while a social media campaign may be more appropriate for inquiries earlier in the enrollment cycle.

    Real-time data tracking lets institutions segment their strategies dynamically. If a particular campaign underperforms across the board or for certain cohorts of students, modifications can be made immediately to better align with student preferences. This agility is essential for maintaining relevance and impact throughout the recruitment cycle.

     

    Building a Sustainable Communication Infrastructure

    Sustainable communication strategies rely on the integration of advanced tools and technologies. While a customer relationship management (CRM) system lays a strong foundation, institutions often need more specialized solutions to elevate their outreach efforts. Liaison offers a suite of products designed to enhance and streamline communication and enrollment strategies, including:

    • Enrollment Marketing (EM): Liaison’s EM software and marketing services help institutions manage and analyze personalized, automated omnichannel campaigns, ensuring consistent and effective messaging across multiple channels.




    • Othot: This AI-driven tool leverages predictive and prescriptive analytics to optimize communication strategies and enrollment decisions, tailoring outreach to align with student behavior and institutional goals.




    • Centralized Application Service (CAS): By simplifying the admissions process for students and providing institutions with tools for marketing, data management, and application processing, CAS supports efficient communication with applicants.

    By incorporating these technologies, along with Liaison’s CRMs, institutions can maintain a seamless and unified communication flow so that prospective students receive timely, relevant, and personalized messages. These solutions also allow institutions to monitor campaign performance and adjust strategies in real-time, maximizing the effectiveness of resources and making messaging more impactful for target audiences. This integration reduces reliance on fragmented workflows, preventing gaps or delays caused by disconnected platforms.

    Aligning tools and strategies across departments using Liaison’s technologies keeps messaging consistent and impactful, even as prospective students engage with multiple touchpoints throughout their journey.

     

    Achieving Long-Term Engagement

    Effective communication with students is about building relationships that extend beyond the initial stages of recruitment. Institutions that invest in understanding and addressing the unique needs of their prospective students position themselves as partners in their academic journey.

    By delivering personalized, timely, and relevant messages through multiple channels, institutions can foster deeper connections and enhance student engagement in higher education. As the competitive landscape of enrollment continues to shift, adopting a strategic and data-informed approach to communication will remain essential for success.

    Ready to elevate your communication strategies? Discover how Liaison’s advanced tools and technologies can transform how you connect with prospective students. From personalized, omnichannel campaigns to data-driven insights, our solutions help you engage students meaningfully and meet your enrollment goals. Contact us today to learn more.

    About the Author

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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  • Avoiding Marketing Pitfalls Pt. 3: Communicating to Everyone the Same Way 

    Avoiding Marketing Pitfalls Pt. 3: Communicating to Everyone the Same Way 

    In higher education marketing, effective communication starts with understanding that no single message fits every audience. Treating all prospects the same not only dilutes your messaging but also wastes valuable opportunities to engage meaningfully. From hyper-segmenting digital audiences to tailoring follow-up communications, success lies in customizing the way you connect with each unique segment. Here’s how to refine your approach and avoid the pitfall of blanket communication. 

    Hyper-Segmentation: Getting Specific About Who You’re Talking To 

    Not every message serves the same purpose. Awareness messaging has its place—whether it’s introducing your institution to new markets or keeping your name top of mind for existing ones. But when your goal is generating actionable leads, hyper-segmentation becomes essential. 

    The question to ask is: What do we know about each audience, and how can we leverage that in both messaging and segmentation? For example, out-of-state prospects might respond to communication about scholarship opportunities designed for non-residents. A prospective student interested in music may be drawn to band scholarship messaging, while someone working for a partner employer might appreciate hearing about tuition reimbursement benefits. Even behavioral data can unlock opportunities. Consider those who’ve engaged with specific program content but haven’t applied yet—these individuals are prime candidates for abandoned cart-style messaging to re-engage them and move them closer to applying. 

    Hyper-segmentation is not about casting a wide net but rather creating smaller, targeted audiences with clear, actionable insights. The more specific you can get, the better your chances of connecting in ways that matter. 

     

    Follow-Up Communication: Treating Every Lead with Intent 

    When it comes to follow-up communication, understanding a lead’s origin is critical. A student who visited your booth at a college fair or participated in an in-person campus event has already demonstrated more active engagement than someone who passively submitted their email address after watching a social media reel. Similarly, a lead captured through a paid search landing page may already be deep in their decision-making process and need entirely different messaging than someone still in the exploratory phase. 

    The goal is to meet each lead where they are, considering their intent and what you already know about them. From there, you can take incremental steps to learn more and guide them through the enrollment funnel. For example, an inquiry generated at a college fair might warrant an immediate invitation to schedule a personalized follow-up conversation, while a more passive lead might benefit from an introductory email series designed to build familiarity and trust over time. By aligning your follow-up strategies with the context and intent of each lead, you avoid the misstep of treating them all as if they’re at the same stage of the journey. 

     

    Building a Messaging Matrix: Positioning Your Value for Every Audience 

    The core features and benefits of your institution don’t change depending on the audience—but how you frame and position them should. A messaging matrix is a critical tool for ensuring your communication resonates with specific groups while maintaining consistency across your overall brand. 

    Investing time in creating a messaging matrix allows you to align features, benefits, and proof points with each of your target audiences. There are certainly obvious points of messaging differentiators—for example, traditional undergraduate students might value campus life, student organizations, and academic advising, while adult learners may prioritize flexible scheduling, career advancement opportunities, and credit transfer policies. Within those broader categories, however, there’s even more nuance—transfer students and first-time freshmen have distinct motivations and concerns. Similarly, graduate students pursuing executive leadership roles will likely need messaging that’s vastly different from that aimed at career advancers just starting their journeys. 

    By taking the time to map out these variations, you create a framework that ensures your messaging aligns with the unique goals and priorities of each segment. This step doesn’t just make your marketing more effective—it also reinforces your brand as one that truly understands the diverse needs of its audience. 

     

    Closing Thoughts

    In a time when higher education institutions are competing for shrinking pools of prospective students, a personalized approach to marketing is no longer optional—it’s essential. By prioritizing hyper-segmentation, aligning follow-up communications with audience intent, and building out a messaging matrix, you can transform how you engage with prospects at every stage of their journey. The closer you can get to marketing to an audience of one, the better your chances of not only capturing their attention but also converting them into students who feel truly understood and valued by your institution. 

     

    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!

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  • Making Higher Education More Affordable: The Role of Financial Aid Strategies

    Making Higher Education More Affordable: The Role of Financial Aid Strategies

    Key Takeaways:

    • Financial aid optimization transforms financial resource allocation into a strategic enrollment tool, aligning affordability for students with institutional goals.




    • By leveraging real-time data and tools like Liaison Othot, institutions can craft tailored financial aid strategies that address individual student needs and enrollment strategies.




    • Optimization enables proactive adjustments to financial aid strategies, ensuring accessibility while supporting student retention and institutional sustainability.




    • Strategic financial aid leveraging balances affordability for students with long-term enrollment and revenue objectives.

     

    The rising costs of higher education and fear of long-term debt have left many prospective students and their families questioning whether they can afford to pursue their academic dreams. For institutions, this presents a dual challenge: attracting diverse students and ensuring enrollment goals align with their mission. An effective and aligned financial aid optimization strategy offers a powerful tool to meet a campus’s enrollment goals. By combining institutional funds with federal and state resources effectively, colleges and universities can increase access and affordability in higher education while achieving broader enrollment objectives.

    From offering enough aid to make tuition manageable to continuously refining financial aid strategies based on real-time information, optimizing plays a pivotal role in strategic enrollment management (SEM). It transforms financial aid awarding from a static process into a dynamic tool that not only attracts and enrolls students but also supports their retention by effectively meeting their financial needs.

     

    What Is Financial Aid Optimization?

    Financial aid optimization transforms the allocation of financial resources into a critical enrollment tool. By aligning the overall enrollment leveraging strategy—regularly and in real-time at the individual level—optimization allows campuses to address student affordability needs in a unique and tailored way.

    At its core, optimization is a dynamic, data-informed process. Institutions develop annual plans for allocating financial aid (leveraging), basing decisions on previous cycles’ successes and challenges. Unlike traditional static leveraging models, modern optimization approaches incorporate continuous adjustments informed by real-time data. This lets colleges and universities respond proactively to shifting enrollment trends and keeps their financial aid strategies effective throughout the year.

     

    How to Make Higher Education More Affordable and Accessible

    More accessible higher education starts with understanding the financial challenges students face. For many undergraduates, the cost of tuition, housing, books, and other expenses can make college seem out of reach, even with federal and state aid. For example, a student from a low-income household may find that even the maximum Pell Grant award leaves a significant financial gap. Similarly, a middle-income family might struggle to cover tuition despite not qualifying for significant need-based aid.

    Financial aid leveraging allows institutions to tackle these challenges head-on by creating tailored aid packages that remove financial barriers for students. This approach relies on a mix of need-based and merit-based strategies, often informed by tools like FAFSA data and predictive analytics.

    One of the key advantages of financial aid optimization is its flexibility. Institutions can use data to fine-tune aid offerings based on unique student needs and behaviors. For instance, Liaison’s Othot platform, a cloud-based predictive and prescriptive analytics tool designed specifically for higher ed, can analyze factors such as a student’s location, academic profile, and campus engagement to build aid packages thatneeds. This granularity ensures that the financial aid awarding strategy not only meets the affordability threshold for students also aligns with the overall enrollment strategy being employed on the campus. An aligned optimization approach ensures that the affordability component is integrated into the strategy for specifically targeted cohorts or students, maximizing the likelihood of their enrollment.

    Optimization also lets institutions adapt aid policies for entire cohorts or demographic groups. For example, schools can address rising inflation in high school GPAs by recalibrating merit-based awards to prioritize equity and maintain fairness in their financial aid distribution. This adaptability keeps aid plans relevant as the dynamics of higher education continue to shift. By relying on data and continuously streamlining their financial aid models, institutions can make higher education more attainable for all students while maximizing their impact.

     

    The Strategic Impact of Financial Aid Optimization

    Financial aid optimization goes beyond simply helping students cover tuition—it’s about achieving a delicate balance between affordability for students and sustainability for institutions. By carefully crafting aid packages that meet the financial needs of students without overextending institutional resources, colleges and universities can enhance their enrollment efforts while maintaining financial health.

    For example, reallocating funds for strategic distribution among students could result in higher net tuition revenue (NTR) without sacrificing enrollment numbers. This demonstrates how strategic adjustments can yield significant results when financial aid decisions are guided by data, tailored to meet institutional priorities, and aligned to overall enrollment strategies.

    Retention and persistence are critical factors to consider when determining how to optimize financial aid. An effective leveraging model doesn’t stop at enrollment and the conclusion of a successful first year—it considers the long-term success of students. By analyzing which cohorts are more likely to persist and graduate, institutions can refine their aid offerings to improve outcomes for all students. This approach ensures that financial aid strategies not only attract students but also support their success throughout their academic journey.

     

    Aligning Financial Aid With Student Success and Institutional Goals

    Financial aid optimization is a powerful way to make higher education more accessible while helping institutions achieve their objectives. By combining institutional, federal, and state resources with data-driven optimization tools, colleges and universities can craft aid strategies that address affordability, bolster student retention, and maximize their impact.

    Institutions looking to enhance their financial aid and enrollment can benefit from Liaison’s suite of solutions, including Othot. Whether your team is just beginning to explore financial aid leveraging or has years of experience, Liaison’s tools provide the flexibility and insights needed to meet your unique goals. From devising an initial plan to optimizing existing processes, our solutions are designed to assist schools at every stage of their journey. Contact us today to learn more.

     

     

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  • Moving Beyond New Year’s Resolutions to Embrace a Multi-Year Enrollment Strategy 

    Moving Beyond New Year’s Resolutions to Embrace a Multi-Year Enrollment Strategy 

     

    Developing New Year’s resolutions for personal growth is something many of us do. Unfortunately, it is often a set-it and forget-it process that is simply reupped the following year. When done correctly, however, creating a resolution that is developed as a sustained, long-term strategy—and that is regularly returned to and adjusted as needed—seems to be the best way to meet our personal goals.  
     
    As enrollment managers, we all have pursued the first approach in our professional lives by evaluating last year’s successes and failures annually, making a few tweaks, and then seeing how it all works out again the following year. The truth of the matter is that this approach was relatively sustainable for a time. Simply buying more names, adjusting the aid-leveraging model annually, or a developing a wider marketing plan often could drive greater enrollments—mostly because those tactics generally were designed to “add more fuel to the fire.” As long as the applications continued to grow, annual tweaks could help to maintain the core enrollments as well as improve on the margins for many institutions.  

     

    The Need for More Effective Strategic Enrollment Strategies

    Unfortunately, outside of key private and public flagship institutions, headwinds have developed over the past decade that are affecting higher education enrollments in significant ways. Ultimately, they may lead to campus closures for some, and to campus financial distress for many. As outlined in a paper from the Federal Reserve Bank of Philadelphia, “Predicting College Closures and Financial Distress,” those pressures include:

    • Post-pandemic enrollment challenges from traditional students (decreasing 15% from 2010-2021).




    • Changes among adult learners (“The number of adult students over the age of 25 has fallen by nearly half since the Great Recession”).




    • Growing competition.




    • A lack of public support for higher education nationally. 

    The combination of all these factors has brought about the need for enrollment managers to develop a wider multi-year strategy that includes tools with the ability to enable deeper, more highly data-informed fine tuning throughout any given cycle. A one-size-fits-all approach to creating a nuanced strategy can no longer work in an environment of shrinking applications and increased competition. 

     

    Liaison’s Partnership Philosophy

    Liaison is uniquely positioned to assist with higher education institutions in a true partnership. With the technology, services, and consultative approach that we provide our partners throughout the nation, we can assist in developing a comprehensive enrollment approach unique to your campus—ranging from single-point to full-enrollment planning solutions that are uniquely tailored to your unique needs. Liaison’s partnership philosophy, technology solutions, and industry knowledge and insights can not only help strengthen your enrollment planning and goals for this year but also set you up for long-term enrollment success.  

     

     

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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  • Great CUPA-HR Reads From 2024

    Great CUPA-HR Reads From 2024

    by Julie Burrell | January 8, 2025

    In a year marked by rapid technological advancement and evolving demands on higher ed, CUPA-HR members prioritized the human in HR. Our most-read articles of 2024 reflect this, with a focus on employee retention, the responsible use of artificial intelligence, and data-informed approaches to fostering an equitable and effective talent pipeline.

    Here we’ve listed the CUPA-HR articles, resources and research that resonated most with our readers in 2024.

    Ethical AI

    Last year, the use of AI became widespread on college and university campuses, transforming how HR performs many of its core functions. Higher Ed HR in the Age of Artificial Intelligence: A Human-Centered Approach introduces best practices, suggests common-sense guardrails for security, and shares advice from HR pros on how to use AI to maximize efficiency while prioritizing the human element.

    For practical advice on using AI to create training scripts, learn how Colorado Community College System’s Jennifer Parker used ChatGPT to create a civility training program.

    Data-Driven Decisions

    From Zero to Dashboard – Getting Your Metrics Game Up to Speed shows the continued importance of metrics in creating effective partnerships with campus constituents. In this article, the HR team at the University of Tennessee, Knoxville details their process of creating a data dashboard — without spending tens of thousands of dollars on a consultant. They’re now able to quickly and easily share insights on turnover, retirement eligibility, employee demographics, and more with campus partners, who use the information to inform strategic decisions.

    Readers also expressed an interest in data about specific segments of the higher ed workforce. The Higher Education Financial Aid Workforce report — one of the most-read CUPA-HR research reports of 2024 — finds that more than half of financial aid employees are at least somewhat likely to look for other employment soon and offers recommendations for retaining these key employees. Also popular was The Higher Ed Professional Workforce report, which tracks broad trends from 2016-2024. While women and people of color have made strides during that time, most women are still paid less than White men, which can be improved by devoting resources to pay equity and succession planning.

    Interested in learning more about how to make the most of data? CUPA-HR’s Data and HR webinar series offers insights designed to help you find and convey data to inform your institution’s workforce and policy planning.

    Employee Retention

    The CUPA-HR 2023 Higher Education Employee Retention Survey remains a critical resource for understanding why employees stay and why they leave. Even as turnover started to trend downward last year, higher ed still faces the challenge of filling positions and maintaining morale, while employees seek jobs where their satisfaction and well-being are prioritized.

    This spring, we will launch the 2025 Employee Retention Survey to help institutions understand retention trends. Learn how to participate.

    Higher Ed as an Employer of Choice

    Investing in People: How to Create a Coaching Culture on Your Campus builds on the insights of the Employee Retention Survey, which shows that 44% of higher ed employees are not satisfied with opportunities for advancement at their institutions and 34% are not satisfied with support for career development. This article explores how three institutions — the University of Tennessee, Knoxville; Vanderbilt University; and the University of California, Berkeley — created opportunities for coaching and career development, which is associated with increased employee engagement, job satisfaction, retention, and overall organizational performance.

    Another reader favorite from last year struck a similar theme. In Employee Engagement: Six Strategies to Help You Keep Your Talent, HR leaders at Worcester Polytechnic Institute share their six-point employee engagement strategy, which includes an honest focus on inclusion and a commitment to employee well-being.

    A Foundation for a Strong Leadership Pipeline

    The article What Does a Leader Look Like? Debunking Myths About Women in Leadership Roles highlights a concerning trend in the higher ed workplace: women are not being promoted at the same rate as men. For example, data show that fewer than half (46%) of senior administrative officers are women, and only one-third (33%) of presidents are women. At the root of this disparity are long-standing myths about the promotion process, as well as biases about what a leader looks or acts like. Jackie Bichsel, CUPA-HR’s associate vice president of research, dispels these myths and offers suggestions for how to combat them. Check out our summary on LinkedIn, too.

    For more data on pay equity and composition of the workforce, see CUPA-HR data on administrators, faculty, professionals and staff.



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  • How to Recruit Undergraduate Students Who Persist

    How to Recruit Undergraduate Students Who Persist

    Key Takeaways:

    • Today’s undergraduate enrollment and recruitment strategies should be data informed and personalized, prioritizing quality over quantity.
    • “Flipping the funnel” shifts the focus from mass marketing to building meaningful, tailored connections with students, ensuring better matches and higher retention rates.
    • Student personas and data analytics enable institutions to craft targeted messaging that resonates with individual student goals.
    • Liaison’s tools empower colleges to use predictive analytics, real-time engagement, and tailored outreach to attract and retain students who are well-suited to their programs.

    For today’s higher education institutions, attracting the right students is more important than reaching a high volume of applicants. Traditional enrollment models that rely on casting a wide net and filtering through broad pools of applicants are no longer enough. Colleges and universities must instead adopt data-informed, personalized strategies that focus on quality over quantity.

    Liaison’s suite of advanced tools makes this possible, offering data-focused insights, real-time engagement capabilities, and tailored outreach options. This approach not only streamlines recruitment but also ensures a stronger match between students and their chosen programs, leading to higher yield and retention rates and ultimately providing a more fulfilling educational journey.

    Flipping the Funnel: Moving From Volume to Value

    Historically, institutions have used a “funnel” approach to undergraduate admissions and recruitment, beginning with a large pool of prospective students and narrowing the field. But with today’s intensified competition, this model is proving less effective. Rather than expanding the top of the funnel by acquiring more student names, “flipping the funnel” is a strategic approach that begins with the end goal in mind: enrolling and retaining the students who will thrive at your institution.

    Flipping the funnel shifts the focus from raw numbers to meaningful connections. Instead of mass marketing, this approach encourages institutions to recruit based on the distinct needs, goals, and interests of each student cohort. Just as each program or field has unique strengths, each student brings unique aspirations and potential. This customized outreach means that a prospective engineering student, for instance, might receive information about hands-on lab opportunities, while a fine arts student sees highlights of campus studios and faculty profiles. Liaison’s Enrollment Marketing and CRM solutions facilitate this tailored approach, allowing schools to reach specific audiences on digital platforms with messages that resonate with individual student interests.

    Building Student Personas to Enhance Targeting

    Understanding how to recruit undergraduate studentswho are likely to succeed and remain engaged throughout their academic journey requires a clear understanding of those students. Creating detailed student personas—representations of ideal applicants based on real data—lets institutions tailor their outreach with pinpoint accuracy. For example, Liaison’s CRM solutions facilitate this process by analyzing key data points such as academic background, geographic location, and behavioral insights, helping teams identify the students most likely to flourish and stay enrolled.

    With clear student personas in mind, institutions can deliver customized messaging that aligns with students’ priorities. For example, a prospective first-generation student may be most interested in affordability and support services, while a STEM-oriented applicant might respond better to information about research facilities and career pathways. Crafting communications based on these personas enhances engagement and strengthens student bonds from the beginning. By sending recruitment messages that truly speak to students’ goals, institutions foster a sense of belonging, which in turn improves retention and satisfaction rates.

    Utilizing Data Analytics for Personalized Interactions

    Data analytics has become an essential tool for individualizing outreach to connect with the right students with the right message at the right time. Real-time data enables institutions to track student responses, identify prospective students’ preferences, and adapt strategies based on what works best. Liaison’s AI solutions are designed for this agile approach, allowing institutions to monitor interactions and adjust their recruitment efforts dynamically throughout the enrollment cycle.

    With predictive and prescriptive analytics, schools can employ advanced tactics like retargeting, which reconnects with students who may have previously shown interest but haven’t yet committed. By capturing students’ attention during “micro-moments” as they browse social media or search online, institutions can stay relevant and timely in their communications. This data-informed approach—using Liaison’s Enrollment Marketing and digital services—increases enrollment numbers and forms trust with students by providing content that aligns with their journeys. The result? Stronger engagement and a greater likelihood of success.

    Transforming Enrollment With Data-Informed Precision

    In higher education, student recruitment requires a thoughtful, data-centered approach that emphasizes quality over quantity and personalization over generalization. By leveraging tools like Liaison’s Enrollment Marketing, TargetX, Outcomes, Search, and Othot, institutions can move beyond traditional methods and create recruitment strategies that attract students who are well-suited to their programs. By creating tailored recruitment strategies aligned to student cohort needs, you inspire students with a stronger sense of belonging and deeper engagement throughout the enrollment cycle. That, in turn, drives long-term success on your campus.

    To discover how Liaison’s technology solutions can transform your recruitment practices, reach out to us today. Our team is ready to help you implement data-backed, individualized outreach strategies that benefit your institution and future students alike. Contact us for a demo or a consultation to see how Liaison’s tools can elevate your enrollment efforts!

    About the Author

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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  • How Community Colleges Can Simplify the Student Enrollment Process

    How Community Colleges Can Simplify the Student Enrollment Process

    Key Takeaways:

    • Community colleges play a vital role in addressing enrollment barriers, offering tailored support to first-generation and working students.
    • Proactive strategies, such as early communication, community outreach, and wraparound services like food assistance and mental health support, help students navigate challenges and stay engaged.
    • Leveraging technology like CRM systems and AI tools simplifies the student enrollment process and enhances conversion rates.
    • Measuring success through metrics such as conversion rates, re-enrollment, and first-semester engagement lets colleges refine their strategies and better support student persistence and retention.

    The enrollment journey at community colleges can be far from straightforward, as many students face barriers beyond academics—from concerns over affordability to balancing family and work responsibilities and navigating financial aid. For example, nearly 75% of public two-year college students work while enrolled, including 46% working full time, and two-thirds of people enrolled in community colleges are first-generation students, who often do not receive the guidance and support that other students might receive from within their support systems.

    Community colleges are uniquely positioned to open doors for these students who might otherwise never step foot into higher education. By breaking down enrollment barriers, fostering early communication, and utilizing technology, community colleges can create an enrollment experience that meets students where they are. In turn, they can build pathways that lead to success, one student at a time.

    Identifying Enrollment Barriers

    For students new to the world of higher education, the student enrollment process can feel daunting. While community colleges are open-access institutions, this does not always translate to an easy path. Many students come from communities where attending college is not the norm, and some face resistance from family members or struggle with time constraints due to family responsibilities. Financial aid is also a common sticking point. Some students worry about taking on debt, while others have families unwilling to fill out the FAFSA due to privacy concerns, which adds to the complexity of obtaining financial assistance.

    Community colleges that proactively identify these barriers can uncover solutions tailored to each student’s situation. For instance, understanding the unique financial, familial, or community pressures facing students can inform how colleges offer support. Identifying opportunities to become more transparent, such as having standardized institutional aid packages that allow students to see how much aid they would receive, exemplifies this shift toward recognizing and removing institutional barriers. By locating obstacles early, colleges can guide students more effectively throughout the enrollment process, keeping them on track and engaged.

    Strategies for Eliminating Barriers in the Student Enrollment Process

    Addressing these challenges often requires creative solutions that reach beyond academic support. A critical strategy lies in educating students—and, when possible, their communities—on the value of a college education. Many students find themselves questioning the worth of a degree, particularly in communities where traditional college education may be seen as unnecessary. To address this, some colleges have begun integrating community outreach programs that outline the tangible benefits of a college education, from career advancement to personal growth. Tracking college enrollment trends also offers insight into where additional guidance might be needed, ensuring that community colleges can adapt and refine their programs.

    Community colleges can better aid students by offering wraparound services, such as food assistance, mental health counseling, transportation services, and financial literacy courses. Food insecurity, for example, is a widespread problem affecting 23% of community college students. Liaison’s IMPACT Grant, which champions initiatives such as on-campus food pantries, is an excellent example of how colleges can tackle this barrier head-on. By promoting awareness of available resources, colleges make sure students know where to find the support they need, allowing them to focus on their studies rather than their next meal or car troubles.

    Free community college programs, now offered in 36 states, also alleviate the financial strain of pursuing a credential by removing student debt as a barrier to entry. As more colleges promote these programs, the cost of higher education becomes less intimidating, particularly for first-generation and low-income students who might otherwise forgo college due to cost concerns.

    The Critical Role of Early Communication

    Community colleges often enter the higher education conversation with prospective students later than four-year institutions, missing critical opportunities to provide guidance. While some universities engage students as early as their freshman year of high school, community colleges might not start outreach until a student’s senior year. This timing can make a significant difference: earlier communication lets students weigh all their options without feeling pressured by high tuition at traditional four-year colleges. It also opens up time to explore scholarships, grants, and other options.

    Reaching students sooner can reduce enrollment anxiety, allowing them to explore programs that align with their financial needs and career goals. By actively promoting programs and resources through social media, local events, and high school partnerships, community colleges can position themselves as accessible, affordable, and valuable options for higher education.

    Leveraging Technology to Support Enrollment Journeys

    Innovative technology, such as CRM systems and AI-driven tools, plays a transformative role in simplifying the enrollment process. Liaison’s TargetX and Outcomes CRMs, for example, provide tailored platforms for managing student engagement and application processing. With tools for omnichannel marketing, application management, and progress tracking, these platforms allow students to communicate with advisors and gain clear guidance throughout the admissions process. As a result, institutions are able to improve conversion rates and enroll more best-fit students.

    AI-powered chatbots, now integrated into these CRMs, also assist students in navigating questions and concerns in real-time. This technology offers immediate, practical support that keeps students on track toward enrollment and reduces logistical barriers.

    Measuring Enrollment Success

    To understand the impact of their enrollment strategies, community colleges must look at specific metrics that reflect student progress and satisfaction. Identifying conversion rates at each enrollment stage offers insight into where students might drop off and allows administrators to refine support systems accordingly. Once students are on campus, tracking their first-semester engagement—particularly through the crucial first four weeks—can highlight early challenges and help colleges design interventions to boost retention as well as persistence after the first year.

    Examining re-enrollment rates from semester to semester is another key indicator of success. Demonstrating steady improvements in these areas reflects well on the effectiveness of a school’s holistic support and technology. Such data can also indicate how effectively institutions are offsetting the rate of community college enrollment decline, a pressing issue for those seeking to sustain their missions.

    Community colleges serve as the best opportunity to access higher education for many students. By removing enrollment barriers, actively communicating early and often, and leveraging technology to simplify the admissions process, community colleges can create pathways that lead students to fulfilling educational journeys. The more colleges embrace these strategies, the more efficient and successful the enrollment journey becomes for all students, leading to an increasingly inclusive and accessible higher education landscape.

    Liaison is committed to helping community colleges streamline admissions and improve student outcomes. Contact us today to learn more about our products and services.

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  • Finding Shared Purpose at the 2024 Annual Conference

    Finding Shared Purpose at the 2024 Annual Conference

    by Julie Burrell | October 9, 2024

    At the CUPA-HR Annual Conference and Expo 2024, the three keynote sessions offered insights on how higher ed can articulate its value proposition for employees. How can HR, campus leaders and other culture architects ensure their institutions are places where candidates want to work and where employees want to stay? And how can we bridge the cultural, political and intergenerational divides so many of us are experiencing on campus to help our communities thrive?

    There isn’t a one-size-fits-all solution to these challenges, but the keynote speakers reminded higher ed HR pros not to underestimate the value of a shared purpose. Here are a few of their insights into remaking workplace culture through deliberate community-building, connecting through traditions and reinforcing our collective values.

    Fighting Burnout and Finding Community

    Workplace culture strategist Jennifer Moss opened the conference in Orlando with a reminder that, while it’s been many years since the COVID-19 pandemic, its lessons still linger. During that time, many of us asked, is what I’m doing important? Does it make a difference?

    For so many in higher ed, the answer is yes. But Moss also shared a hard truth: the passion that leads people to work in higher ed may lead to burnout or passion fatigue. The solutions offered for burnout are often focused on the individual (“take a bath” or “meditate”), when they need to be systemic and even societal. Burnout isn’t about having a bad day — it’s chronic stress, classified as a disease by the World Health Organization. A strange irony is that burnout from overperforming at work often looks like underperformance (exhaustion, disengagement and cynicism).

    One solution that Moss proposed is to encourage employees to deliberately build stronger community and positive social connections, both essential to building bridges and combatting loneliness. According to the data Moss shared, eating just one lunch per week with coworkers, rather than alone at a desk, can aid employee happiness and performance. So can spreading positive gossip (saying nice things about others behind their backs), which subconsciously supports psychological safety.

    Takeaway: It’s key that workplaces tie efforts to reduce employee burnout to specific objectives and key results so that individuals aren’t responsible for solving the crisis on their own.

    Great Storytelling for a Shared Purpose

    Annual conference attendees experienced the magic of Disney firsthand during the closing night EPCOT excursion. But what makes Disney so magical? According to keynote speakers Jeff Williford and Jay Pyka of the Disney Institute, it’s all in the details. Disney excels in the finer points, with each park and resort providing a unique and immersive experience, from what music guests hear, to what smells are piped in, to the thatched roofs in Animal Kingdom made by South African artisans.

    How does Disney engage over 70,000 employees — aka, cast members — to ensure that the details are done right? While cast members’ jobs may be different, from serving food at EPCOT to directing riders on Space Mountain, they all share in one common goal: creating happiness. In their talk, Williford and Pyka emphasized that culture is defined by how people behave, and training is critical to achieving desired behaviors. Caring and communication are also vital elements of culture. The extent to which organizations genuinely care for their people is the extent to which those people will, in turn, care for customers and each other. And high-quality communication can reinforce culture as much as lack of communication will undermine it.

    Disney uses their expertise in storytelling to train and unite cast members in the common goal of creating happiness and embracing Disney culture. In fact, the first class new employees attend as part of their onboarding is one on Disney traditions because it helps them connect with the history and culture.

    Takeaway: Higher ed workplaces can create a powerful connection between employees and the institution’s mission, fostering a sense of belonging and commitment.

    Gen Z and the Future of Work

    In her closing keynote, Heather McGowan, a future-of-work expert, offered a hopeful vision of work — and of a society where more of us are united than divided. But she also admitted that “it’s difficult to be a human right now.” There’s a profound lack of connection among people, an uptick in loneliness and disconnection, and social divisions stemming from the pandemic, politics and social media.

    Why? One reason is that work has replaced what people once found in community, whether through church or bowling leagues or book clubs. McGowan said that’s why current and future generations entering the workforce seek jobs that reflect the totality of their values and personality.

    Gen Z is especially known for seeking greater meaning in work. They desire mentorship, they want to be part of something bigger than themselves (meaning), and they want to live their values through work (mission). They’re rejecting the work contract of previous generations, which promised job security in exchange for employee loyalty. Why, McGowan asked, are workplaces still demanding loyalty without offering the same security they did in previous generations?

    In asking for work to be meaningful, Gen Z is sending a critical lesson for the future of work, McGowan believes, one that workplaces need to take seriously to recruit new employees and retain existing ones. The data show that what employees want most in a job is growth, autonomy, achievement and respect.

    Takeaway: The future of work might just be in listening to what Gen Z is trying to convey: We all need a shared purpose and meaning in work.  

    Looking for More on Work Culture?

    Jennifer Moss’s new book, Why Are We Here?: Creating a Work Culture Everyone Wants, will be published in January. You can also check out these CUPA-HR articles and resources:



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