Last month, during Mental Health Awareness Month, posters went up on campuses across the country, and social media hashtags trended. Now we’re in June, and the conversation begins to fade—while students’ struggles do not.
We cannot afford to relegate mental health to a single month on the calendar. Mental health is essential to student well-being and must be central to the work of educators, advocates, and policy leaders throughout the year.
According to the CDC, suicide remains the second leading cause of death among young people aged 10 to 24. A Jed Foundation (JED) study revealed that 3 in 5 learners are struggling with financial insecurity, while 60 percent fear for their future. And among young people with depression, more than 60 percent are not receiving the help they need.
These statistics are heartbreaking. But they are not just numbers. They are students.
Today’s college students face immense challenges. This generation is coming of age in a world shaped by instability. They are digital natives – always connected, yet deeply isolated and yearning for authentic human connection. They have survived a pandemic but still live in the shadows of economic uncertainty and climate change. They are struggling not only to pay tuition, but also to meet their most basic needs: food, housing, and, in some cases, childcare. And far too many of our students are now familiar with violence in places once considered safe—places like schools, churches, synagogues, and even grocery stores.
Our students carry an unprecedented emotional weight.
Now adding to that weight are the relentless political assaults on who they are and what they deserve.
Across the country, we’ve seen books banned, attempts to erase history, programs dismantled, and policies enacted that deny students the right to feel seen, safe, and supported. At a time when mental health support should be expanding, it’s being defunded or discredited. At a time when our students need more understanding, they’re met with suspicion and censorship.
Even the fundamental promise of higher education—as a gateway to opportunity—is being recast as suspect or expendable. These attacks strike at the core of belonging, purpose, and possibility. They undermine our efforts to build a society where everyone, all of us, can thrive.
It’s no wonder that a Lumina and Gallup poll finds that one in three students are considering leaving their programs due to mental health and emotional stress. When support disappears, so does persistence. No single institution can solve the student mental health crisis alone. It will take all of us working across education, healthcare, philanthropy, government, and community spaces to prioritize mental health.
On behalf of students, we must confront this crisis with compassion, collaboration, and conviction.
Three principles can guide our efforts to protect students’ emotional health:
Mental health must be a core, not a peripheral, issue. It is central to student success, institutional mission, and employee well-being. It must be considered mission-critical and treated with the same urgency as academic success.
Mental health must be holistic, not siloed. It must be embedded in campus life, intersecting with health, academics, and student services. A “whole campus” approach is needed.
Mental health must be multifaceted, not solely focused on individual counseling. Addressing the issue requires a systems-level response emphasizing wholeness, wellness, and a sense of belonging.
While the federal government is cutting funding for school mental health, states are providing strong leadership. A recent convening by The Jed Foundation (JED), a nonprofit that protects emotional health and prevents suicide for teens and young adults nationwide, and the State Higher Education Executive Officers Association highlighted how states are advancing creative, community-rooted strategies to ensure every student feels seen, safe, and supported.
For instance, Louisiana embraced generational and culturally responsive outreach, using tools like yoga set to hip hop music and leveraging social media to meet students where they are. They also wove mental health into broader attainment conversations—linking well-being with educational and economic outcomes.
Montana launched “Thriving Together,” a campus-wide initiative focused on resilience, life skills, and collective care. With limited budget resources, the state partnered with external organizations to fund and deliver services.
Wyoming has found success in telehealth, particularly in reaching students in rural areas where staff shortages and budget gaps limit access to care.
We see other practices that can be put in place elsewhere. Colleges can train all campus stakeholders to recognize signs of distress and support mental well-being as a shared responsibility. States and local communities can invest more in the mental health workforce, ensuring enough trained providers are available to meet growing demand. And collectively, we can sustain and evolve the work because mental health requires ongoing adaptation and commitment to stay aligned with changing student needs.
At Lumina Foundation, we understand that students need more than credentials—they need to feel hopeful about their future. Our new goal that 75 percent of working adults hold a credential of value by 2040 is not just a policy target—it’s a moral commitment. It’s about ensuring every learner not only earns a degree but also has the security, well-being, and civic agency to live a fulfilling life.
Mental health is central to that vision.
This isn’t easy work. But supporting students’ mental health is essential and must be done year-round. It is foundational to academic success, human dignity, and the promise of higher education.
Dr. Michelle Asha Cooper is vice president for public policy at Lumina Foundation.
In today’s world, where attention spans are short and options are endless, student recruitment has become both an art and a science. Traditional methods (college fairs, brochures, high school visits) still play a role, but they can’t carry the weight alone anymore.
Gen Z expects more. And so do their parents. They want seamless digital experiences, personalized content, and authentic connections. If your institution isn’t delivering those things, you risk losing them to one that does. So, how do you stand out?
Whether you’re just starting to rethink your campus recruitment strategy or looking for new ways to level up, these 10 cutting-edge approaches, plus one powerful bonus, are designed to help you connect more deeply with prospective students and convert that interest into action.
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1. Hyper-Personalize the Student Experience
Here’s the truth: blanket emails and generic web content just don’t cut it anymore.
Students today expect you to know them; their interests, their goals, even where they’re browsing from. That’s where hyper-personalization comes in. Rather than treating your prospects as a monolithic group, modern recruitment strategies for colleges leverage data to deliver one-to-one digital experiences at scale.
How does that look in action?
A high school student interested in business sees a landing page tailored with content about your BComm program, student stories, and upcoming info sessions.
An international applicant is greeted with region-specific admissions guidance and video testimonials from students from their home country.
A user who clicks on a scholarship link gets a follow-up email with a financial aid breakdown.
In short, personalization isn’t a perk. It’s expected.
Example: To personalize outreach at scale, the University of Idaho (U of I) introduced AI-driven personalized videos for interested applicants. Prospects received video messages addressing them by name, hometown, and academic interest.
Source: University of Idaho YouTube
2. Make Mobile a Priority, Not an Afterthought
More than 60% of student interactions with higher education websites now happen on mobile. If your site isn’t easy to navigate on a small screen, you’re likely losing leads by the dozen, especially since 53% of users will abandon a site that takes more than 3 seconds to load.
And it’s not just about having a “responsive” website anymore.
You also need:
Mobile-optimized application forms that are quick and easy to complete
Tap-friendly buttons and layouts that don’t frustrate the user
SMS alerts for key deadlines or virtual event reminders
Even better? Google’s mobile-first indexing means this doesn’t just affect UX, it directly influences your search rankings.
So if mobile optimization isn’t baked into your campus recruitment strategies, it’s time to fix that. Fast.
Example: University of the District of Columbia (UDC) launched a newly redesigned, mobile-first website in 2025 to enhance recruitment.
The site features a “mobile-friendly and accessible design” optimized for all devices. This responsive overhaul was part of a strategic initiative “aimed at…enhancing recruitment efforts” and making it easier for prospective students to explore academic programs. By improving navigation, search, and ensuring the site works seamlessly on phones, UDC’s digital entryway better serves today’s mobile-minded applicants.
3. Use Video to Tell Real Stories
Think about the last time you were captivated by a piece of content online. Chances are, it was a video. Video is more than just a nice-to-have. It’s one of the most effective ways to emotionally connect with prospective students and help them see themselves at your school.
Today’s students have grown up on YouTube, Instagram, and TikTok, and video content reigns supreme. Video accounts for over 80% of global internet traffic, and roughly 75% of video viewing now happens on mobile devices (aligning with Gen Z’s phone-first habits).
A recent guide on education video marketing noted that compelling videos can communicate complex ideas in seconds and resonate emotionally, which is why Gen Z “responds favorably to videos that are authentic, visually appealing, and emotionally resonant”.
Additionally, social algorithms favor video content, meaning your school’s videos are more likely to surface in feeds. With 80% of prospective students reporting that campus videos (tours, student stories, etc.) influenced their perception of a school, it’s clear that storytelling through video is no longer optional; it’s essential for recruitment success.
From quick TikToks to polished campus tours, the format you choose should match your audience and your message.
What works well?
Virtual tours for international students who can’t visit in person
Day-in-the-life vlogs from current students
Candid interviews with faculty or alumni
Instagram Reels that highlight clubs, campus life, or student events
Example: Queen’s University Belfast’sofficial student blog features a dedicated “Vlogs” section where current students share their experiences via video.
These student-created videos range from day-in-the-life stories to campus tours and tips for new students. By showcasing real student life through vlogs, Queen’s gives prospective students an authentic, relatable window into the university experience.
4. Empower Student Ambassadors to Speak for You
No offense, but students trust other students more than they trust your marketing team.
That’s why student ambassadors are one of the most powerful (and underutilized) assets in your recruitment toolkit.
With just a little structure and support, they can:
Run TikTok takeovers during orientation week
Host live AMAs on Instagram about life at your school
Create vlogs or blog posts about their journeys
It’s authentic, it’s relatable, and it builds the kind of peer-driven trust that polished brochures never could. Best of all? Gen Z prefers real voices over institutional polish. So give them a platform and watch your reach expand.
Example: John Cabot University (JCU) runs a robust Student Ambassador program that puts current students front and center in recruitment.
These ambassadors, hailing from around the world, actively engage with prospects through social media takeovers, Q&As, and one-on-one chats. JCU’s admissions website even features profiles and contact info for each student ambassador, inviting prospects to reach out directly.
5. Invest in SEO and Content That Answers Real Questions
You can’t enroll students who don’t know you exist. That’s where search engine optimization (SEO) and content marketing come in. When students start Googling “best film schools in Canada” or “how to get a student visa for the U.S.,” your institution should be right there with helpful, relevant answers.
Some essentials that build a strong foundation:
Blog posts that answer FAQs on tuition, housing, or programs
Program pages with embedded video, alumni outcomes, and clear CTAs
Long-tail keywords like “how to apply for nursing school in Ontario” that attract motivated searchers
Higher Education Marketing (HEM) helps clients rank on page one of Google for high-converting keywords, turning organic traffic into an ongoing stream of qualified leads.
And unlike paid ads, the impact of good SEO keeps compounding.
Example: Medix College attracts prospects by publishing a steady stream of useful, SEO-optimized content related to its healthcare programs. Its official blog functions as a hub of career tips, industry trends, and program insights tailored to prospective students.
By answering common career questions and highlighting emerging fields, Medix organically improves its search visibility. This content marketing strategy attracts web traffic from interested learners and establishes Medix as an authoritative, student-centric institution, leading to more inquiries and applications driven by informative content, rather than just ads.
6. Use CRM and Data Tools to Nurture Leads at Scale
Managing hundreds or thousands of prospective students without a proper system in place is a recipe for missed opportunities.
A CRM (Customer Relationship Management system) does more than just store contact info. It helps you track where students are in the funnel, personalize your outreach, and automate time-consuming tasks like follow-up emails or event reminders.
With the right CRM, you can:
Score leads based on engagement levels
Trigger personalized email or SMS messages based on behavior
Track ROI on every campaign or event
HEM’s CRM solutions are built specifically for higher ed, so you can identify, engage, and convert prospects without the guesswork.
Example: IH Dublin implemented a customized CRM (Mautic by HEM) to automate and personalize its student recruitment communications, using market segmentation to ensure each prospective student receives course information tailored to their specific needs. This strategic CRM implementation streamlined lead management by automatically capturing inquiries and communications, saving staff countless hours and allowing them to focus on high-quality, individualized interactions with students.
By integrating web inquiry forms, social media, and email campaign data into one system, the school gained a comprehensive view of each prospect and leveraged these analytics insights to refine outreach strategies, improving the effectiveness of communications and boosting student recruitment conversions.
7. Strengthen Relationships with High Schools and Feeder Institutions
Want to build a pipeline that pays off year after year? Start earlier. By investing in relationships with guidance counselors, feeder schools, and partner institutions, you plant the seeds of trust long before application season.
What helps?
Hosting “College Nights” or virtual info sessions
Offering classroom-ready materials that educators can share
Regular check-ins with guidance counselors to keep your school top of mind
This long-game strategy ensures your name is the first one students hear when they start exploring their options.
Example: Formed by the merger of Bloomsburg, Lock Haven, and Mansfield Universities, CommonwealthU has aggressively built feeder relationships in its region. In October 2022, it signed Local Scholar Agreements with 14 high school districts (expanding to 50 districts) in Pennsylvania to create a direct pipeline to its campuses. Under these agreements, any student graduating from a partner high school who meets basic criteria is guaranteed admission and up to $28,000 in scholarships to CommonwealthU.
Most application processes aren’t exactly thrilling. But what if they could be fun? That’s where gamification comes in. Adding interactive, game-like elements to your recruitment process can boost engagement and make your institution stand out. Ideas to try:
A quiz like “Which Degree Matches Your Personality?”
A digital scavenger hunt during virtual open houses
Points or prizes for completing milestones (like submitting an application or attending an event)
The result? More engagement, longer site visits, and a more memorable brand experience.
Example: To make campus visits and online events more engaging, Wentworth Institute of Technology (WIT) uses gamification elements in recruitment. For example, during a recent Open House, Wentworth organized a campus-wide scavenger hunt for visiting prospective students.
Attendees were challenged to explore campus and snap photos of specific “hidden” items or locations, then show an admissions staff member to collect a prize. This fun competition had students actively interacting with the campus environment. Wentworth also partnered with the ZeeMee app (a social platform for admitted students) to host virtual scavenger hunts and trivia nights for incoming freshmen, turning the admissions process into a game.
9. Remove Friction From the Application Process
What are the 7 steps of the recruitment process? They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding. Of these seven steps, the selection process is arguably the most crucial.
You’ve piqued their interest. Now don’t lose them at the finish line.
One of the biggest conversion killers? Complicated, outdated, or buggy application systems.
Here’s how to clean it up:
Make sure students can save their progress and come back later
Allow autofill using Google or LinkedIn accounts
Offer live chat support for real-time help
Automate gentle reminders for those who haven’t finished applying
The easier the process, the higher the completion rate. It’s that simple.
Example: A common trend in streamlining has been colleges joining the Common App or other unified platforms. This is because a simplified, one-stop application lowers the effort for students applying to multiple schools.
In this example, USI joins the Common Application, enabling students to apply to USI alongside multiple schools with one form. USI’s enrollment team notes that the Common App’s mobile-friendly interface and consolidation of application tasks meet students’ expectations for simplicity. Additionally, USI uses an online status portal where applicants can see missing items and upcoming steps at a glance, reducing back-and-forth emails.
10. Localize Your International Recruitment Strategy
Going global isn’t just about translation; it’s about cultural connection. To truly succeed in international markets, your recruitment approach needs to feel local, not foreign. That means:
Translating core content into key languages
Showcasing alumni from the same regions
Using familiar platforms like WeChat or WhatsApp to communicate
HEM specializes in multilingual campaigns that drive results across borders. Because when students see themselves represented, they’re more likely to say “yes.”
Example: To grow its Chinese student enrollment, Iowa State University invested in a heavily localized recruitment strategy for China. The university launched a fully localizedChinese-language website to engage students and parents in China on their terms. The site was hosted on a .cn domain for fast local loading and optimized for mobile, featuring ISU’s branding but with content written in Simplified Chinese.
Crucially, ISU didn’t just translate admissions info; it adapted content to address what Chinese families value (e.g., program outcomes, safety, career opportunities) and made navigation intuitive for that audience. In tandem, Iowa State ramped up its presence on Chinese social media: it ran an official WeChat account for one-to-one engagement and a verified Weibo account (China’s Twitter) for broader outreach.
BONUS: Align Marketing and Admissions
Too often, colleges treat marketing and admissions like separate silos. Be sure not to make this mistake.
Your recruitment strategy is only as strong as the connection between these two teams. When marketing generates leads but admissions isn’t looped in (or vice versa), those leads slip through the cracks. Here’s how to tighten things up:
Use shared dashboards so both teams see the same data
Hold weekly check-ins to align on goals, campaigns, and challenges
Make sure your CRM offers visibility and collaboration tools across departments
This alignment doesn’t just make your internal process smoother, it makes the entire student experience feel seamless.
Common Mistakes to Avoid
Even strong strategies can be weakened by a few missteps. Watch out for these:
Neglecting follow-up: Students expect timely responses. Delays kill momentum.
Generic messaging: One-size-fits-all language turns students off. Speak to their specific needs.
Skipping analytics: If you’re not tracking what works, how will you improve?
Fix these gaps, and your recruitment strategies for colleges will be far more effective.
HEM: Your Partner in Enrollment Success
At Higher Education Marketing, we’ve spent over a decade helping colleges and universities level up their recruitment.
We offer:
SEO and content strategy to boost visibility
CRM solutions to nurture leads efficiently
Paid ad campaigns across Google, Meta, and international platforms
Custom dashboards to track ROI and make data-informed decisions
No matter your goals, whether domestic growth, international expansion, or brand visibility. HEM is here to help you meet (and exceed) them.
Final Thoughts
The landscape of student recruitment is shifting, and fast. But that’s not something to fear. It’s an opportunity. Which is the best method for effective recruitment? A balanced mix of digital personalization and relationship-building tends to drive the best results.
By embracing data, technology, storytelling, and personalization, you can create a recruitment strategy that not only works but resonates. So here’s the real question: Are you ready to lead the way? Because the future belongs to the schools that adapt, connect, and engage with intention. Let’s build that future together.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Frequently Asked Questions
Question: What are the 7 steps of the recruitment process?
Answer: They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding.
Question: Which is the best method for effective recruitment?
Answer: A balanced mix of digital personalization and relationship-building tends to drive the best results.
Brian Schmidt said research funding has been “a year-to-year series of wallpaper jobs for the last 20 odd years.” Picture: Martin Ollman
A Nobel laureate and an esteemed economist outlined the sub-par state of Australian research funding and sovereignty in a joint address to the National Press Club last Wednesday.
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Mark Scott received a 150k pay rise last year. Picture: Martin Ollman
The University of Sydney (USyd) recorded a $500 million surplus in 2024 and boosted its vice-chancellor Mark Scott’s pay by $150,000 to a $1.349 million salary, its 2024 financial result showed.
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Pro-Palestine campers at Sydney University. Picture: Thomas Lisson
University of Sydney (USyd) vice-chancellor Mark Scott on Monday wrote to students and staff to inform them that students will not be allowed to make non-course related announcements at the beginning of class.
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Expert in student experience from the University of Queensland Kelly Matthews is guest host this week and interviews Monash University Associate Professor Tim Fawns and the University of Sydney’s Dr Stephen George-Williams.
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US Secretary of State Marco Rubio. Picture: Alex Wroblewski
The future of Australians studying at American universities is in limbo after the Trump administration ordered a pause on new student visa approvals and is actively cancelling Chinese student visas.
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Professor Brian Schmidt addresses the National Press Club. Picture: Martin Ollman
The former vice-chancellor of the Australian National University said he acted on every single instance of bullying, harassment, sexism and racism he knew about in the university’s medical college, but didn’t go far enough.
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It’s more important than ever to focus on student experience. The Albanese Government’s recent re-election has given higher education institutions a clearer idea of what’s ahead.
With the Australian Tertiary Education Commission set to begin operations on 1 July 2025, we can expect further action on the recommendations laid out in the Australian Universities Accord.
At the same time, the shifting geopolitical landscape presents Australia with an opportunity to become an even more attractive destination for international students. Ongoing debates around enrolment caps could influence this, but the potential is there.
Meanwhile, the rise of artificial intelligence (AI) has once again raised the bar for digital expectations. Students now expect their university experience to match the ease and responsiveness of tech giants like Amazon or Meta.
Together, these forces are putting pressure on universities to rise to the occasion and deliver better educational experiences.
The Universities Accord is changing the landscape
The Australian Universities Accord, released in 2024, outlines a vision for a more educated workforce with more accessible and flexible learning pathways. A key goal is for 80 per cent of the workforce to hold a tertiary qualification by 2050, up from around 60 per cent today.
The Accord also calls for doubling the number of placements, reducing inequality in access to higher education, and addressing growing skill shortages. It encourages more regional hubs and deeper integration between VET and university providers.
To achieve this, universities will need to create more flexible, hybrid learning environments that accommodate students from all walks of life. Whether a student is studying remotely or regionally, they’ll expect full access to resources, a sense of community, and seamless transitions across providers.
This is where digital experience becomes critical. If university and VET learning are to be integrated, will students navigate one central dashboard or juggle 10 separate platforms?
Improving the student experience is essential to achieving the Accord’s vision. Without a seamless, supportive and accessible student journey, the ambitious goals of expanding participation, reducing inequality and building a highly skilled workforce simply won’t be met.
Delivering on the Accord’s goals will mean strengthening digital infrastructure and taking a holistic view of how students interact with services, from enquiry and enrolment to study and graduation.
Student experience can be Australia’s global edge
Student experience is also a powerful competitive advantage. International education is one of Australia’s largest exports. Recent discussions around student caps have created uncertainty, but a stable government may help clear the path.
With rising tensions in countries like the US, Australia is well-positioned to attract more students, as long as it can compete. And student experience is a key part of that value proposition.
From easy access to support services to the ability access resources from anywhere in the world, the small things make a big difference. Admin should be smooth. Communication should be seamless. The better the student experience, the higher Australia’s competitive advantage becomes.
AI has changed the rules of engagement
The pandemic fast-tracked digital adoption across universities and the AI boom is driving another major shift. Students are now interacting daily with AI-powered tools that offer personalised, intelligent, and immediate support. They’ll expect the same from their institution. Think AI chatbots for self-service, automated timetables, study recommendations, and more intuitive platforms.
The question for institutions is what their student experience actually looks like right now, and how quickly they can evolve it. Keeping up with the modern market demands continuous adaptation.
This is a critical moment to evaluate the entire student journey and make intentional improvements. Institutions have a choice: steer the ship with purpose or risk being swept off course by rapid change. A strong, student-centred experience is the compass that will keep them on track.
Turning complexity into connection: where to focus next
From admissions to graduation, there are countless ways to improve the student journey. But right now, many institutions are held back by legacy systems, under-resourcing, and tighter budgets.
A bigger and more immediate challenge is the number of disconnected systems in use. When platforms don’t talk to each other, students feel the impact. You can have the best AI chatbot in the world, but if it’s buried across five different logins, the value is lost.
The good news is, these problems aren’t new and there are technologies designed to solve them. Digital experience platforms (DXPs) act as a bridge between systems, bringing them together into one simple, seamless interface. Whether it’s a student portal, public-facing website, or alumni platform, DXPs let institutions improve the student-facing experience without having to rebuild their entire backend systems.
That means you can start by improving how students interact with your institution – such as by creating a modern student portal that centralises resources and streamlines communication, then updating older systems over time.
Once the right digital foundations are in place, you can unlock the power of your data, using insights to deliver personalised, real-time communication that meets students where they are.
Right now, there’s a real opportunity for institutions to lead. The policy environment is shifting, AI is changing expectations, and students are demanding more flexible and human experiences. Institutions that can simplify the complexity and focus on what matters to students won’t just keep up, they’ll set the standard.
Liferay’s education portal solutions are designed to meet the unique needs of your institution, from online student portals to alumni networks and research collaboration platforms. Download our exclusive e-book, which explores how three Australian institutions leveraged Digital Experience Platforms (DXPs) here.
